Question 1

According to anthropologist Edward Hall in his classic book Beyond Culture, ___________ is when most of the meaning of a message is based on context or something internal to the communicators rather than being directly stated in the message.

Accepted Answer

High-context communication is a term used by Edward Hall to describe a communication style in which most of the information is either in the physical context or internalized in the person, rather than explicitly stated in the verbal message. This style is common in cultures where people have close connections over a long period of time.

Question 2

Texting the one-letter message "K" could mean many different things, such as potassium in chemistry, a strikeout in baseball, or an abbreviation for OK. To understand the meaning, the receiver also needs to understand the context, which is an example of _____________.

Accepted Answer

High-context communication relies on the surrounding context and the shared understanding between the communicators to convey the message's meaning, as illustrated by the need to understand the context in which "K" is used to grasp its intended meaning.

Question 3

During a critically important moment, such as during a crisis, public relations professionals and organizations form their responses in line with their cultural preferences. For example, an Iowa State University study found that organizations from the United States focused on analytical, factual accounts when responding to cybersecurity crises. This can best be described as ___________.

Accepted Answer

Low-context communication emphasizes direct, explicit, and clear messages, which aligns with the description of U.S. organizations focusing on analytical, factual accounts during crises.

Question 4

Janet is planning to launch a new PR campaign to reach publics in the United States, Switzerland, Germany, and Scandinavia. Since she knows these cultures tend to use more low-context communication, Janet needs to accommodate their ways of seeking specific information using websites, search features, and links. However, she needs to be careful and not ____________.

Accepted Answer

Janet should not assume broad generalizations apply to every person in a geographic region, as individuals within a culture can have diverse communication preferences and needs.

Question 5

Coca-Cola's famous "Share a Coke" global campaign began in 2012 in Australia, featuring 150 unique names to help strengthen connections between the brand and the country's young adults. It also appealed to the nation's __________ society, because people were so excited to find bottles of soda with their own names on them.

Accepted Answer

The "Share a Coke" campaign appealed to Australia's individualistic society by personalizing bottles with names, making individuals feel special and recognized on a personal level.

Question 6

Coca-Cola evolved the "Share a Coke" campaign to celebrate Hispanic Heritage Month within the United States. Since many Latin American cultures take great pride in family and community, Coca-Cola created a special can with common Hispanic last names to try to create a connection beyond language. The campaign was celebrated by many for its inclusiveness. Others pushed back with negative comments because they thought Coca-Cola was only trying to gain favor with and business from the Hispanic population. The Latino Rebels deemed this _______________.

Accepted Answer

The term "Hispandering" is used to describe actions taken by companies or politicians that are perceived as making superficial or insincere appeals to Hispanic and Latino communities, often for personal gain or support. In this context, Latino Rebels criticized Coca-Cola's campaign as Hispandering, implying that the effort was seen as a shallow attempt to win favor with the Hispanic population rather than a genuine act of inclusiveness.

Question 7

Salina works for a commercial real estate developer, specifically on a community relations campaign for a new shopping center. She knows the residents of the town have a ____________, and prefer to have an open-ended dialogue about the shopping center's plans rather than receive a formal set of plan requirements. Salina schedules several open house meetings to invite members of the community in to hear updates from the developer about the center's progress.

Accepted Answer

A low uncertainty avoidance culture is more comfortable with ambiguity and open-ended discussions, which aligns with the residents' preference for dialogue rather than formal plans.

Question 8

As Vick's learned when it launched its "Touch of Care" campaign in India, the country is considered a _______________ society on the cultural dimension of masculinity-feminity because people tend to be driven more heavily by competition and success than caring for others.

Accepted Answer

India is considered a masculine society in the context of Hofstede's cultural dimensions because the culture emphasizes competition, achievement, and success, which are traits associated with masculinity in this framework.

Question 9

To try and stand out in the ______________ in India that accepts unequal rights between the privileged and those who are not, Vick's implemented a brand campaign centered on creating conversations that showed respect and appreciation for unconventional, caring relationships. By telling the story of a transgender mother, her relationship with her adoptive daughter, and the caring support she received in the face of discrimination, Vick's was able to gain awareness and sales while challenging stereotypes.

Accepted Answer

High power distance culture is characterized by the acceptance of unequal power distribution within the society, which aligns with the context described where there are unequal rights between the privileged and those who are not. Vick's campaign aimed to challenge these norms by highlighting caring relationships that defy traditional power structures.

Question 10

According to London Business School Professor Christopher Earley and University of Colorado Professor Elaine Mosakowski, _____________ is someone's ability to interpret the cultural nuances of others' communications, even as an outsider. This includes identifying features of a group of people that are universal and those that are unique to individuals.

Accepted Answer

Cultural intelligence refers to the capability to relate and work effectively across cultures, which includes understanding and interpreting the cultural nuances in communications of others, even from an outsider's perspective. This concept is directly related to the ability to discern universal cultural traits and those unique to individuals, as described by Earley and Mosakowski.

Question 11

Ando is planning a press conference in another country. He has studied facts about the culture, including the history and customers. He has also thought about what he hopes to achieve, and he plans to carefully observe behaviors so he can learn from this experience and apply it to the next one. According to Earley and Mosakowski, this type of _______________ learning will build Ando's fluency with public relations across cultures.

Accepted Answer

Ando is engaging in cognitive learning, which involves understanding and applying knowledge about the culture, history, and customs of another country, as well as planning and reflecting on his experiences to improve future interactions. This type of learning focuses on the mental processes of learning and applying information, which is why it is referred to as "head" learning in the context provided.

Question 12

When Brazil defeated Germany in the World Cup, the Brazilian Athletic Commission tweeted "Auf Wiedersehen," accompanied by the post of an image at an airport with a caricature of a man adorned in lederhosen, a tankard of beer in one hand and a sausage in the other. That tweet created an international public relations problem because publics in Germany were offended by the tweet. This faux pas is an example of a global interaction that had _________.

Accepted Answer

The tweet intended to celebrate Brazil's victory humorously but ended up offending the German public, demonstrating unintended consequences of an action meant in jest but perceived negatively by the international audience.

Question 13

There are many different types of _______________ that affect public relations, but three of the most influential and interconnected are: politics, the economy, and the media. Public relations professionals must know how to adapt to these to be successful in our interconnected world.

Accepted Answer

Environmental variables are the correct choice because they encompass a wide range of external factors, including politics, the economy, and the media, that can influence public relations.

Question 14

Malik works for Greenpeace, an international organization that seeks to protect the environment. He wants to pass a law that bans single-use plastic bags. However, plastic bag manufacturers are trying to block this type of legislation. To be successful, Malik must study and understand _______, from governmental systems to ideology and policy, to be successful in his campaign.

Accepted Answer

Understanding politics is crucial for Malik to navigate through governmental systems, ideologies, and policies to successfully pass a law banning single-use plastic bags.

Question 15

Economic systems and conditions, including ____________, affect public relations worldwide. According to Professor Hong Tien Vu, whose research focuses on global and development communication and digital media, only when people have enough economic resources, can they then think about larger issues like the environment or gender equality. If they are hungry or living without basic needs being met, it is hard for people to think about anything else.

Accepted Answer

Poverty and literacy rates directly impact economic systems and conditions, influencing public relations by affecting people's ability to engage with larger societal issues.

Question 16

In countries where the government tightly controls and censors the media, including online and social media, PR practitioners have fewer choices in how they communicate with publics. Journalist James Griffiths dubs the blocking of Facebook and Twitter in China as _________________.

Accepted Answer

The term "The Great Firewall of China" is used by journalist James Griffiths to describe the blocking of Facebook, Twitter, and other social media platforms in China, as part of the country's internet censorship efforts.

Question 17

The 2019 Edelman Trust Barometer, an annual global study that surveys 26 markets, found that although trust in __________ grew, it was still the least-trusted institution compared to businesses, non-governmental organizations (NGOs) and government.

Accepted Answer

The 2019 Edelman Trust Barometer reported an increase in trust in media, but it remained the least-trusted institution when compared to businesses, NGOs, and government.

Question 18

Visa's Everywhere Initiative supports startups and entrepreneurs across 75 countries. Across the globe, the program's core concept of inviting startups to tackle financial challenges is consistent. How does Visa ensure this global program works everywhere?

Accepted Answer

Visa ensures the program works globally by tailoring financial challenges to each local region, addressing specific needs and contexts.

Question 19

MasterCard's World Cup Campaign had good intentions. The company hoped to raise much-needed money to help fight childhood hunger in Latin America and the Caribbean. MasterCard partnered with two soccer stars to promote the campaign, and said the company would donate the equivalent of 10,000 meals to the World Food Programme every time one of the two players scored a goal during the World Cup. Why did this campaign backfire?

Accepted Answer

The campaign backfired because it was perceived as turning the serious issue of childhood hunger into a game or marketing stunt, where the provision of meals was contingent upon the success of soccer players, rather than a guaranteed commitment to help those in need.

Question 20

__________ is an important subset of international public relations that deals with communication designed to promote national interests. This generally means that the organization, a key public, or both, are nations.

Accepted Answer

Public diplomacy is a subset of international public relations focused on communication efforts to promote national interests, often involving nations as key stakeholders.

Quiz 13: Global