Question 1

According to survey by Towers Perrin, 50 percent of employees believe that:

Accepted Answer

A)  their employers try too hard to "spin" the truth. 
B)  their employers do not tell them the truth. 
C)  their employers are doing something illegal. 
D)  their employers are on the verge of bankruptcy. 
E)  their employers are secretly working for a foreign government. 
A)  their employers try too hard to "spin" the truth. 
B)  their employers do not tell them the truth. 
C)  their employers are doing something illegal. 
D)  their employers are on the verge of bankruptcy. 
E)  their employers are secretly working for a foreign government. A

Question 2

In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.

Accepted Answer

A) True 
 B)False  True

Question 3

The initials IPO stand for:

Accepted Answer

A)  investor programs only. 
B)  investing processing outside. 
C)  initial public offering. 
D)  initial purchase option. 
E)  imitation public option. 
A)  investor programs only. 
B)  investing processing outside. 
C)  initial public offering. 
D)  initial purchase option. 
E)  imitation public option. C

Question 4

survey conducted by Hill Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?

Accepted Answer

A)  employee misconduct 
B)  shoddy products 
C)  print and broadcast media 
D)  cyber terrorism 
E)  government regulation 
A)  employee misconduct 
B)  shoddy products 
C)  print and broadcast media 
D)  cyber terrorism 
E)  government regulation

Question 5

Recent negative publicity about business makes it imperative that companies

Accepted Answer

A)  endear themselves to stockholders. 
B)  work harder to go after consumers. 
C)  regain their credibility and public trust. 
D)  encourage the media to overlook negative stories. 
E)  "double down" on tight budgets. 
A)  endear themselves to stockholders. 
B)  work harder to go after consumers. 
C)  regain their credibility and public trust. 
D)  encourage the media to overlook negative stories. 
E)  "double down" on tight budgets.

Question 6

Which of the following is good example of "cause-related" marketing?

Accepted Answer

A)  distribution of writing pads to school children 
B)  distribution of a country-western music tour 
C)  allocating a percentage of sales to restore the Statue of Liberty 
D)  a 10-city tour by the company president 
E)  none of the above 
A)  distribution of writing pads to school children 
B)  distribution of a country-western music tour 
C)  allocating a percentage of sales to restore the Statue of Liberty 
D)  a 10-city tour by the company president 
E)  none of the above

Question 7

When conducting media relations, the public relations practitioner's role includes all of the following EXCEPT:

Accepted Answer

A)  Interpreting their companies and clients to the media. 
B)  Showing chief executives how media relations can serve their interests. 
C)  Providing background and briefing reporters on business operations. 
D)  Standing in the middle of a corporate-media "tug-of-war." 
E)  All of the above. 
A)  Interpreting their companies and clients to the media. 
B)  Showing chief executives how media relations can serve their interests. 
C)  Providing background and briefing reporters on business operations. 
D)  Standing in the middle of a corporate-media "tug-of-war." 
E)  All of the above.

Question 8

Which of the following is NOT recommendation for working with activist consumer groups?

Accepted Answer

A)  agree to work with anyone making threats 
B)  work with groups more interested in finding solutions than attracting publicity 
C)  offer transparency 
D)  turn their suggestions into action 
E)  all of the above 
A)  agree to work with anyone making threats 
B)  work with groups more interested in finding solutions than attracting publicity 
C)  offer transparency 
D)  turn their suggestions into action 
E)  all of the above

Question 9

Why do corporations seek to achieve better reputations?

Accepted Answer

A)  It wards off increased government regulation. 
B)  It boosts employee morale. 
C)  It affects the bottom line. 
D)  It helps them better retain top CEOs. 
E)  A, B and C. 
A)  It wards off increased government regulation. 
B)  It boosts employee morale. 
C)  It affects the bottom line. 
D)  It helps them better retain top CEOs. 
E)  A, B and C.

Question 10

Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR).What are the public's expectations, and how do corporations deliver without appearing too self-serving?

Accepted Answer

Corporate philanthropy and other forms o

Question 11

Use cause-related marketing as tactic to repair your organization's image after major scandal.

Accepted Answer

A) True 
 B)False

Question 12

The large size of corporations:

Accepted Answer

A)  can distance them from stakeholders. 
B)  is easily comprehended by consumers. 
C)  engenders trust from members of their publics. 
D)  is overlooked when stories of its misdeeds appear in the mass media. 
E)  none of the above. 
A)  can distance them from stakeholders. 
B)  is easily comprehended by consumers. 
C)  engenders trust from members of their publics. 
D)  is overlooked when stories of its misdeeds appear in the mass media. 
E)  none of the above.

Question 13

When companies manage all the sources of information about product or service as to ensure maximum message penetration, this is known as IMC or:

Accepted Answer

A)  integrated messaging concepts. 
B)  integrated marketing communications. 
C)  interior message coordination. 
D)  individual marketing creations. 
E)  none of the above. 
A)  integrated messaging concepts. 
B)  integrated marketing communications. 
C)  interior message coordination. 
D)  individual marketing creations. 
E)  none of the above.

Question 14

While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.

Accepted Answer

A) True 
 B)False

Question 15

Why has customer service traditionally been kept separate from the public relations department at most companies?

Accepted Answer

A)  Customer service is a complex specialty of its own. 
B)  Public relations professionals are better trained in media relations. 
C)  The two disciplines are too different to work together. 
D)  It generates too many internal turf battles. 
E)  It does not make sense; the two functions should be combined. 
A)  Customer service is a complex specialty of its own. 
B)  Public relations professionals are better trained in media relations. 
C)  The two disciplines are too different to work together. 
D)  It generates too many internal turf battles. 
E)  It does not make sense; the two functions should be combined.

Question 16

Many CEOs view the print and broadcast media as the biggest threat to their company's reputation.

Accepted Answer

A) True 
 B)False

Question 17

The large size of corporations may impress stakeholders, but it is unlikely to distance them.

Accepted Answer

A) True 
 B)False

Question 18

Customer satisfaction has always been considered important because of the power of

Accepted Answer

A)  the media. 
B)  news releases and brochures. 
C)  the continual stream of new products. 
D)  "word of mouth" advertising. 
E)  government crackdowns. 
A)  the media. 
B)  news releases and brochures. 
C)  the continual stream of new products. 
D)  "word of mouth" advertising. 
E)  government crackdowns.

Question 19

You are the vice president of public relations for large corporation that is battling consumer activist group.How would you approach the group? What strategic decisions need to be made? Describe some of the "Dos" and "Don'ts" of working with consumer groups.

Accepted Answer

Consumer activists who demand changes in

Question 20

Corporations should participate in corporate philanthropy in order to build all EXCEPT their:

Accepted Answer

A)  business. 
B)  publicity. 
C)  brand equity. 
D)  stakeholder relations. 
E)  All of the above. 
A)  business. 
B)  publicity. 
C)  brand equity. 
D)  stakeholder relations. 
E)  All of the above.

According to survey by Towers Perrin, 50 percent of employees believe that:

In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.

The initials IPO stand for:

survey conducted by Hill Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?

Recent negative publicity about business makes it imperative that companies

Which of the following is good example of "cause-related" marketing?

When conducting media relations, the public relations practitioner's role includes all of the following EXCEPT:

Which of the following is NOT recommendation for working with activist consumer groups?

Why do corporations seek to achieve better reputations?

Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR).What are the public's expectations, and how do corporations deliver without appearing too self-serving?

Use cause-related marketing as tactic to repair your organization's image after major scandal.

The large size of corporations:

When companies manage all the sources of information about product or service as to ensure maximum message penetration, this is known as IMC or:

While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.

Why has customer service traditionally been kept separate from the public relations department at most companies?

Many CEOs view the print and broadcast media as the biggest threat to their company's reputation.

The large size of corporations may impress stakeholders, but it is unlikely to distance them.

Customer satisfaction has always been considered important because of the power of

You are the vice president of public relations for large corporation that is battling consumer activist group.How would you approach the group? What strategic decisions need to be made? Describe some of the "Dos" and "Don'ts" of working with consumer groups.

Corporations should participate in corporate philanthropy in order to build all EXCEPT their:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters

Exam 15: Corporate Public Relations

According to survey by Towers Perrin, 50 percent of employees believe that:

In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.

The initials IPO stand for:

survey conducted by Hill Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?

Recent negative publicity about business makes it imperative that companies

Which of the following is good example of "cause-related" marketing?

When conducting media relations, the public relations practitioner's role includes all of the following EXCEPT:

Which of the following is NOT recommendation for working with activist consumer groups?

Why do corporations seek to achieve better reputations?

Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR).What are the public's expectations, and how do corporations deliver without appearing too self-serving?

Use cause-related marketing as tactic to repair your organization's image after major scandal.

The large size of corporations:

When companies manage all the sources of information about product or service as to ensure maximum message penetration, this is known as IMC or:

While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.

Why has customer service traditionally been kept separate from the public relations department at most companies?

Many CEOs view the print and broadcast media as the biggest threat to their company's reputation.

The large size of corporations may impress stakeholders, but it is unlikely to distance them.

Customer satisfaction has always been considered important because of the power of

You are the vice president of public relations for large corporation that is battling consumer activist group.How would you approach the group? What strategic decisions need to be made? Describe some of the "Dos" and "Don'ts" of working with consumer groups.

Corporations should participate in corporate philanthropy in order to build all EXCEPT their:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters