Question 1

A company website that provides public relations and investor information about the company is known as a(n)

Accepted Answer

An online newsroom is a specialized website that provides public relations and investor information about the company. It is dedicated to releases, announcements, and other information that may be of interest to the media or investors. Blogs and e-zines may contain some of this information but are primarily focused on content marketing. Intranet is a private network for internal use only, and social media posts can be a part of the company's communication strategy, but they do not provide a comprehensive overview of the company's activities.

Question 2

Along with its ad campaign to improve the relationship of the Raiders with the citizens of Oakland,the football team's agency issued a ____,which contained pictures and biographical data of all the players,quotes from fans,ticket prices,special promotions that would be held throughout the season,and a story about how wrong the Raiders had been to move to Los Angeles.

Accepted Answer

The description given matches the content of a press kit, which is a collection of materials that are distributed to members of the press to help them better understand an organization or event.

Question 3

When Martha Stewart was sentenced to prison for insider-trading,her company Martha Stewart Living Omnimedia Inc.most likely engaged in _____ to minimize damage to the organization.

Accepted Answer

The most effective strategy for Martha Stewart Living Omnimedia Inc. to minimize damage to the organization during Martha Stewart's prison sentence would be to engage in crisis management. This approach involves effectively managing the negative impact of events such as legal issues or disasters on a company's reputation and operations. Implementing crisis management allows an organization to maintain or restore its image, protect stakeholders' interests, and reduce the overall impact of the event on the company's bottom line.

Question 4

When a company is confronted with a crisis management situation,it should

Accepted Answer

Actively cooperating with authorities in the investigation is the best choice when a company is confronted with a crisis management situation. This demonstrates the company's commitment to resolving the issue and can help to mitigate any legal or regulatory repercussions. Accepting political assistance may be seen as attempting to cover up or downplay the issue, while avoiding contact with large media organizations or continuing with normal promotions may be perceived as ignoring the seriousness of the situation. While having the CEO address the media and the public can be important, actively cooperating with authorities should take precedence.

Question 5

Which of the following terms refers to internal and external publications such as stockholder reports,newsletters,and dealer publications?

Accepted Answer

Internal and external publications such as stockholder reports, newsletters, and dealer publications are typically referred to as house organs.

Question 6

In his job in the PR department of GLB Manufacturing,Tyrone communicates frequently with state officials,local community groups,and federal regulatory agencies.Tyrone is most likely a(n)

Accepted Answer

Tyrone's job involves communicating with various stakeholders such as state officials, local community groups, and federal regulatory agencies, suggesting that he is likely a public affairs specialist. The role of a public affairs specialist involves managing an organization's relationships with key stakeholders and communicating the organization's message to the public.

Question 7

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a

Accepted Answer

A feature article is a type of journalistic writing that focuses on a specific topic or person in depth. In this case, the article is about the success of Jisco, a Korean nail company, and would provide detailed information on their achievements and strategies. It is not a promotional message because it is not directly advertising a product or service, and it is not a communications organ or house bulletin because it is not an internal publication for the company itself.

Question 8

Press agentry refers to the

Accepted Answer

Press agentry involves the planning of activities and staging of events to attract attention and generate publicity. This can include tactics such as stunts, promotions, and other attention-grabbing activities specifically designed to generate media coverage.

Question 9

The goal of _____ is to develop a dialog between the company and the community.

Accepted Answer

Community involvement is focused on building relationships with the local community and creating a two-way dialogue between the company and the people who live and work in the area. This can involve activities such as volunteer work, sponsoring local events, and participating in community meetings to understand and address concerns. Corporate advertising, advocacy advertising, lobbying, and advertorials are not necessarily focused on community engagement and may have different goals.

Question 10

Which of the following statements about publicity is true?

Accepted Answer

Publicity often has a good return on investment because it can generate significant attention and interest in a product, service, or company at a lower cost than traditional advertising. Unlike paid advertising, publicity leverages media channels to get coverage, which can lend credibility and extend reach without the direct costs associated with buying ad space or time.

Question 11

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.

Accepted Answer

A news release, also known as a press release, is a communication tool used by organizations to inform the media and the public about newsworthy events, accomplishments, or products. It typically contains all the necessary information for reporters to write a news story, including quotes, background information, and contact details for further inquiries.

Question 12

Which of the following is the most widely used public relations tool?

Accepted Answer

A press release is the most widely used public relations tool. It is a written or recorded communication that is aimed at members of the news media for the purpose of announcing something newsworthy. Press releases can be distributed through various channels, including email, social media, and press release distribution services, and are an effective way to convey information to a wide audience.

Question 13

When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.

Accepted Answer

The correct answer is "publicity" because the context implies that Netflix received a lot of attention from the press, not necessarily positive, regarding its price increases and the perceived attempt to mislead customers. This attention is best described as "publicity," which can be neutral, positive, or negative, and in this case, was negative due to the perception of deception.

Question 14

The Rocks Build Our World program of the National Asphalt Pavement Association (NAPA)includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders.The classroom visits start with some basic information on geology,mining methods,and the uses of minerals in everyday life.This is an example of

Accepted Answer

The program's focus on classroom visits targeted at fourth graders to educate them about geology, mining methods, and the uses of minerals in everyday life indicates a community involvement campaign. The program is aimed at building awareness and educating local communities about how the construction industry works and how it affects their daily lives.

Question 15

A _____ supports the publicity of special events such as press conferences,grand openings,and trade shows.It includes a basic fact sheet of information about the event,a program or schedule of activities,and a list of the participants and their biographical data.

Accepted Answer

A media kit is specifically designed to support the publicity of special events and contains essential information such as a fact sheet, program or schedule of activities, and a list of participants and their biographical data. A feature article is a written piece on a particular topic, while a house organ is an internal publication of an organization. A news release is a written communication to the media to announce something newsworthy, and an e-zine is an online magazine.

Question 16

_____ refers to persuading government officials to promote administrative action or legislation in the interest of the client.

Accepted Answer

Lobbying refers to the act of persuading government officials to promote administrative action or legislation in the interest of the client. It is often used by corporations, interest groups, and advocacy organizations to influence policy decisions.

Question 17

In 2016,oil companies spent over $88 million on ______ efforts designed to encourage members of the government to support the Dakota Access Pipeline and legislation related to other oil and gas projects.

Accepted Answer

Lobbying refers to the act of persuading or influencing members of the government to support a particular cause or legislation. In this case, oil companies spent a significant amount of money on lobbying efforts to garner support for the Dakota Access Pipeline and other oil and gas projects. This involved engaging with lawmakers, policymakers, and other key decision-makers to promote their interests and gain the necessary approvals and permits for their projects.

Question 18

According to Johnson & Johnson,which of the following is the best strategy in the event of a disaster like the Tylenol poisonings?

Accepted Answer

Being open and candid is the best strategy in the event of a disaster like the Tylenol poisonings. It is important to communicate transparently with the public and media to maintain trust and credibility. Refusing to talk or withholding information can exacerbate the situation and damage the company's reputation. Selecting one media representative or relying on government experts may limit the scope of information shared and also create the appearance of hiding something. Waiting until all facts are known is not practical or realistic in a crisis situation, and prompt communication is necessary to address concerns and resolve the issue effectively.

Question 19

North Western Energy employs a full-time government relations specialist who works to get members of the government to support or oppose energy projects in the company's service area.One of the specialist's main roles lately has been to speak against solar energy to members of state government.This government relations specialist is engaged in

Accepted Answer

The government relations specialist's role involves advocating for the interests of North Western Energy to government officials, which is known as lobbying.

Question 20

_____ is the generation of news about a product,person,or service that appears in broadcast or print media.

Accepted Answer

Publicity refers to the creation of news or stories about a person, product or service with the intention of promoting it through media such as television, radio or newspapers. It is a form of advertising that raises awareness and generates interest in the subject being promoted.

Quiz 16: IMC: Public Relations, Sponsorship, and Corporate Advertising