Question 1

Reputation management is focused on working ______, while public relations is more focused on working ______.
A) behind the scenes; on the front line
B) with the client; with the stakeholders
C) on campaigns; on initiatives
D) on social media; on traditional media

Accepted Answer

Reputation management often involves managing and influencing the perception of an organization or individual in a more subtle, behind-the-scenes manner. Public relations, on the other hand, typically involves more direct, front-line efforts to shape and communicate an organization's messages to the public and stakeholders.

Question 2

The Nike reputation management case demonstrates that when a discrepancy arises between a company's words and its actions, the result is often ______.
A) reputation destruction
B) reputation dissonance
C) reputation drift
D) reputation boost

Accepted Answer

The correct term is "reputation dissonance," which refers to the conflict or inconsistency between what a company claims or aims to be and what it actually does or is perceived to be doing. This can harm the company's reputation.

Question 3

Being aware of both what you are saying and what you are doing means that ______.
A) you are never completely invincible
B) strong media relations are required
C) actions speak louder than words
D) publics do not forgive mistakes

Accepted Answer

Being aware of both what you are saying and what you are doing aligns with the principle that actions speak louder than words, indicating consistency between words and actions is important.

Question 4

Which of the following specializations is likely to guarantee you a job in public relations?
A) investor management
B) politics public relations
C) sports public relations
D) crisis communication

Accepted Answer

Crisis communication is a highly sought-after specialization within public relations, as managing a company's or individual's reputation during a crisis is critical. This skill is in constant demand across various industries, making it a specialization likely to guarantee employment.

Question 5

When responding to a crisis, the use of denial, excuse, or justification ______.
A) is a valid option
B) may lead to litigation
C) can increase agency profits
D) requires legal counsel

Accepted Answer

The answer of When responding to a crisis, the use...

Question 6

What is the biggest lesson in crisis communication from the Boeing 737 crisis?
A) The court of public opinion rules.
B) Never say "no comment."
C) Timely communication is key.
D) Believe in your product.

Accepted Answer

Timely communication is crucial in crisis management to maintain trust and transparency with the public and stakeholders.

Question 7

In crisis communication, ______ is always the best policy, even when it harms your reputation.
A) denial
B) honesty
C) "no comment"
D) justification

Accepted Answer

Honesty is considered the best policy in crisis communication because it helps to maintain trust and credibility with the public, even if it may temporarily harm the reputation of the individual or organization involved. Denial, "no comment," or justification can often lead to further damage when the truth eventually emerges.

Question 8

Influencer marketing has become its own area of specialization within ______.
A) marketing
B) advertising
C) public relations
D) several disciplines

Accepted Answer

Influencer marketing has evolved into a distinct area of expertise that spans multiple disciplines, including marketing, advertising, and public relations, rather than being confined to just one.

Question 9

Adidas, the global shoe company, empowers influencers to promote not only their brand awareness but ______.
A) themselves
B) their sports teams
C) the environment
D) company products

Accepted Answer

Adidas empowers influencers to promote themselves, as it helps in building a personal brand alongside promoting Adidas, creating a mutually beneficial relationship.

Question 10

Of the following, which best describes the role of research and data in influencer marketing?
A) strategy drivers
B) first steps
C) your friends
D) polar opposites

Accepted Answer

The answer of Of the following, which best describes the...

Question 11

What is most valuable about gaining awareness of global public relations?
A) competition for global accounts
B) innovative ideas we can use
C) expansion of overseas offices
D) friends in new countries

Accepted Answer

Innovative ideas we can use are most valuable about gaining awareness of global public relations because they can enhance strategies, creativity, and effectiveness in addressing diverse audiences and challenges.

Question 12

Amarula's #DontLetThemDisappear campaign made a valuable contribution to ______.
A) historical highways abroad
B) jobs in indigenous communities
C) planetary discoveries in space
D) wildlife conservation efforts

Accepted Answer

Amarula's #DontLetThemDisappear campaign was focused on wildlife conservation efforts, particularly aimed at raising awareness and funds to protect African elephants from poaching and habitat loss.

Question 13

Learning about the significance of food at a business meeting in South Africa is an example of ______.
A) going deeper to understand contexts
B) knowing that PR practices vary by location
C) connecting with others in new countries
D) trying to make the deal in a new setting

Accepted Answer

Understanding the significance of food at a business meeting in South Africa involves going deeper to understand the cultural and contextual nuances of that specific location.

Question 14

In order to succeed in social media relations, we need to first understand its ______.
A) algorithms
B) influences
C) platforms
D) psychology

Accepted Answer

The answer of In order to succeed in social media...

Question 15

What did Popeye's use of social media in its new chicken sandwich launch demonstrate?
A) the importance of a competitive edge
B) the value of a fresh perspective
C) the strength of the brand
D) the appeal of alternate foods

Accepted Answer

The answer of What did Popeye's use of social media...

Question 16

Some colleagues may say that they "know" social media, but ______ is what it's all about.
A) measurement
B) volunteering
C) technology
D) experience

Accepted Answer

Experience is crucial in truly understanding and effectively utilizing social media, as it encompasses not just theoretical knowledge but practical, hands-on use and understanding of its dynamics, trends, and impacts.

Question 17

Much of the work in entertainment PR involves fulfilling the role of ______.
A) publicist
B) communicator
C) liaison
D) strategist

Accepted Answer

A publicist is primarily responsible for managing and promoting the public image of a client, which is a key role in entertainment PR.

Question 18

What is the biggest factor behind Dwayne Johnson's ("The Rock's") success in entertainment PR?
A) a loyal fan base
B) social media savvy
C) his personal brand
D) a winning team

Accepted Answer

Dwayne Johnson's personal brand, which combines his charisma, work ethic, and versatility, is a significant factor in his success in entertainment PR.

Question 19

Working in entertainment and sports PR, one should be prepared to ______.
A) meet many superstars
B) earn a low salary
C) wear many hats
D) write news releases

Accepted Answer

Working in entertainment and sports PR requires one to be versatile and handle multiple responsibilities.

Question 20

What is a key skill you need to succeed in nonprofit PR?
A) strategizing
B) technology
C) networking
D) storytelling

Accepted Answer

Storytelling is crucial in nonprofit PR as it helps to effectively communicate the organization's mission and impact, engaging and inspiring donors and supporters.

Quiz 14: Specializations

Reputation management is focused on working , while public relations is more focused on working .

The Nike reputation management case demonstrates that when a discrepancy arises between a company's words and its actions, the result is often ______.

Being aware of both what you are saying and what you are doing means that ______.

Which of the following specializations is likely to guarantee you a job in public relations?

When responding to a crisis, the use of denial, excuse, or justification ______.

What is the biggest lesson in crisis communication from the Boeing 737 crisis?

In crisis communication, ______ is always the best policy, even when it harms your reputation.

Influencer marketing has become its own area of specialization within ______.

Adidas, the global shoe company, empowers influencers to promote not only their brand awareness but ______.

Of the following, which best describes the role of research and data in influencer marketing?

What is most valuable about gaining awareness of global public relations?

Amarula's #DontLetThemDisappear campaign made a valuable contribution to ______.

Learning about the significance of food at a business meeting in South Africa is an example of ______.

In order to succeed in social media relations, we need to first understand its ______.

What did Popeye's use of social media in its new chicken sandwich launch demonstrate?

Some colleagues may say that they "know" social media, but ______ is what it's all about.

Much of the work in entertainment PR involves fulfilling the role of ______.

What is the biggest factor behind Dwayne Johnson's ("The Rock's") success in entertainment PR?

Working in entertainment and sports PR, one should be prepared to ______.

What is a key skill you need to succeed in nonprofit PR?