Question 1

Excellence in the field of public relations is based on ____________.

Accepted Answer

Meaningful action is the foundation of excellence in public relations. It involves taking steps that are aligned with the organization's goals and values, and that have a positive impact on the organization's stakeholders.

Question 2

Organizations must bring something beyond __________ to the relationship with publics.

Accepted Answer

C

Question 3

Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history when they were investigated for ____________.

Accepted Answer

Chipotle Mexican Grill faced a significant food safety crisis due to E. coli outbreaks, which led to investigations and a major effort to improve their food safety practices.

Question 4

Internal newsletters or television ads are thought of as ___________ because communicators may write and edit, or create and produce, messages exactly how they want them.

Accepted Answer

Controlled media refers to channels where the communicator has full control over the content, timing, and placement of the message, such as internal newsletters or television ads.

Question 5

__________ include newspapers, TV and radio news, and external websites, as well as blogs and social media that are not produced internally.

Accepted Answer

Uncontrolled media refers to channels of communication that are not directly controlled by the organization. This includes external sources like newspapers, TV and radio news, as well as digital platforms such as blogs and social media, where the content is produced independently of the organization's influence.

Question 6

Montana governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?

Accepted Answer

Governor Johnny B. Goode faced the PR dilemma of trying to control the message in an uncontrolled media environment during the follow-up press conference. In such environments, it's challenging to steer the narrative due to the unpredictable nature of questions and the independent perspectives of the media.

Question 7

In traditional media, __________ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems.

Accepted Answer

Owned channels are those that the company controls directly, such as newsletters, corporate videos, brochures, direct mail, and voicemail messaging systems. These channels allow the company to control the content, timing, and audience directly.

Question 8

Jackson creates his company website using information and images from various traditional media sources produced by his company. This website created from essentially traditional media is an example of __________.

Accepted Answer

Brochureware refers to a website that is essentially a digital version of a company's printed promotional materials, such as brochures, which is what Jackson's website represents by using information and images from traditional media sources produced by his company.

Question 9

Abbie designs a paid media message for AT&T that will appear on the giant video display. No specific product or service will be mentioned, only a series of vignettes promoting the company as a whole. Her approach is known as __________.

Accepted Answer

Corporate advertising focuses on promoting the company as a whole rather than specific products or services, which aligns with the description of Abbie's approach.

Question 10

LinkedIn sells ads that appear on profile pages, in users' inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ______________ advertising.

Accepted Answer

LinkedIn's advertising model, where the fee depends on how often an ad is viewed, is an example of Pay-per-click (PPC) advertising. This model charges the advertiser each time their ad is clicked, not based on the space it occupies.

Question 11

GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is _____________.

Accepted Answer

By allowing users to provide some of the content and dominate discussions, GoPro is giving up some control over its brand narrative and content, relying on users to share their experiences and perspectives.

Question 12

Having a picture of your product pinned on a top Pinterest board, trending on Reddit ("the front page of the Internet"), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?

Accepted Answer

Getting retweeted by a celebrity is an example of earned media because it represents additional exposure that you receive without directly paying for it, relying instead on the organic spread of your content through influential users.

Question 13

In addition to traditional editors and producers, today's ___________ are social media influencers, everyday media consumers, and even computer algorithms.

Accepted Answer

Media gatekeepers traditionally referred to those in control of what content reaches the public, such as editors and producers. Today, this concept has expanded to include social media influencers, everyday media consumers, and computer algorithms, reflecting the broader range of individuals and technologies that influence what information is disseminated to the public.

Question 14

A key step in the process of ethical decision making is identifying the diverse parties who will be affected by a decision and defining the organization's loyalty to each party. Loyalty is an example of ___________.

Accepted Answer

Loyalty is considered a core value of public relations, as it emphasizes the importance of being faithful to those whom the PR professional represents, while also considering the impact of decisions on various stakeholders.

Question 15

Sue Dodsworth, the vice president and chief diversity officer of Kimberly-Clark with brands like Huggies, Kotex, and Kleenex, discovered that although 85% of its customers were female, only 17% of its upper-level employees were women. What course of action did she take to create more balance?

Accepted Answer

Sue Dodsworth implemented a strategy focused on career development for women to create more balance in the gender representation among upper-level employees at Kimberly-Clark. This approach aimed to enhance the professional growth and opportunities for women within the company.

Question 16

In the case study, Chipotle's "Food with Integrity" program outlines the company's commitment to using only quality ingredients and respecting the welfare of farmers, animals, and the environment. When the issue with contaminated pork arose, what best characterizes their response?

Accepted Answer

Chipotle's response to the contaminated pork issue involved taking action by pulling the affected product from their restaurants and communicating openly about the issue with the public, demonstrating their commitment to their "Food with Integrity" program and ensuring the safety and trust of their customers.

Question 17

Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the _____ of various media to make wise and informed decisions.

Accepted Answer

Eva needs to evaluate the advantages and disadvantages (pros and cons) of different media channels to make informed decisions that best suit her goal of increasing mid-week travelers. This comprehensive analysis will help her choose the most effective channels for her specific objective.

Question 18

Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Andy prefers _________.

Accepted Answer

Andy's preference for developing and producing messages exactly how he wants and controlling where and to whom the messages are sent indicates a preference for controlled media over uncontrolled media. Controlled media allows the creator to manage all aspects of the communication.

Question 19

When Robert implements his client's public relations programs, he considers his client's actions and effects on its publics, what his client is communicating, and __________.

Accepted Answer

Robert needs to consider what others are saying about his client to effectively manage the client's public relations and address any external perceptions or narratives.

Question 20

When Electronic Arts Inc. (EA) hosted its EA Play press conference in the summer of 2018, the company hyped up its upcoming videogame releases. However, the news media who attended focused their coverage more on the bumpy production of the press conference itself instead of the new games' features. This illustrates one of the challenges of working in ____________ media.

Accepted Answer

Live media is often unpredictable and can be difficult to control, as evidenced by the bumpy production of EA's press conference.

Quiz 7: Implementation