Deck 1: What Is Public Relations

Question 1

Organizations such as PRSA and IABC have sought to promote professionalism in public relations by ________.

A)supporting government licensing of public relations
B)establishing voluntary accreditation programs
C)demanding an increase in practitioner minimum salaries
D)requiring minimum competency tests for new practitioners
E)filing lawsuits against unethical practitioners

Answer 1

B

Question 2

Some oppose government licensing of public relations because ________.

A)it is too difficult for regulators to define
B)it will restrict practitioner salaries
C)it will restrict freedom of expression
D)A and B
E)A and C

Answer 2

E

Question 3

In values-driven public relations,the practitioner should consider ________.

A)his or her personal values
B)the client organization's values
C)the values of the targeted publics
D)All of the above.
E)None of the above.

Answer 3

D

Question 4

Public relations differs from marketing because ________.

A)only marketing is concerned about a company's bottom line
B)marketing efforts focus primarily on consumers
C)public relations efforts focus on a broad range of publics
D)B and C
E)All of the above.

Question 5

The process of building corporate and product identities is known as ________.

A)relationship management
B)marketing
C)branding
D)identification
E)public relations

Question 6

Which of the following describes the Reflective Paradigm?

A)The practice of public relations exists somewhere between accommodation and advocacy.
B)Individual practitioner roles vary from being technical to managerial.
C)Accommodation is the ideal role of the practitioner.
D)The focus is on the social legitimacy of organizations.
E)Public relations practices should reflect prevailing public opinion.

Question 7

The process of researching,creating,and refining a product or service and distributing that product or service to targeted customers is called ________.

A)marketing
B)advertising
C)public relations
D)All of the above.
E)None of the above.

Question 8

Decision-making based on the experience of trial and error is known as a ________ approach.

A)theoretical
B)heuristic
C)experiential
D)cognitive
E)foolhardy

Question 9

Public relations ________.

A)is a research-based social science
B)is a management function
C)is socially responsible
D)All of the above.
E)None of the above

Question 10

Public relations ________.

A)is a form of propaganda
B)is also known as "free advertising"
C)involves two-way communication
D)All of the above.
E)None of the above.

Question 11

Public relations practitioners are influenced by ________.

A)their personal values
B)the values of their employees
C)the values of society
D)A and B
E)All of the above.

Question 12

________ is one of the four steps in the public relations process.

A)Publicity
B)Planning
C)Promotion
D)Programming
E)Propaganda

Question 13

A profession is distinguished from a trade by ________.

A)ongoing research in support of the profession
B)the establishment of ethical standards
C)a form of licensing or government control
D)A and B
E)All of the above.

Question 14

The values-driven management of relationships between an organization and the publics that can affect its success is known as ________.

A)values-added public relations
B)values-driven public relations
C)the dynamic approach to public relations
D)reputation management
E)relationship building

Question 15

The first question an organization should ask itself when developing a values statement is ________.

A)How much money do we want to make?
B)Why should be care about our customers?
C)What is in it for us?
D)How can we win the respect of others?
E)Why are we in business?

Question 16

The execution phase of the public relations process is known as ________.

A)communication
B)propaganda
C)evaluation
D)research
E)planning

Question 17

Which of the following describes the Contingency Theory of Accommodation?

A)The practice of public relations exists somewhere between accommodation and advocacy.
B)Individual practitioner roles vary from being technical to managerial.
C)Accommodation is the ideal role of the practitioner.
D)The focus is on the social legitimacy of organizations.
E)Public relations practices should reflect prevailing public opinion.

Question 18

Decision-making based on research is known as a ________ approach.

A)theoretical
B)heuristic
C)experiential
D)cognitive
E)foolhardy

Question 19

Which of the following is/are essential to any comprehensive definition of public relations?

A)Public relations is a management function.
B)Public relations is a planned activity.
C)Public relations is socially responsible.
D)B and C
E)All of the above.

Question 20

Among the flaws in the traditional four-step model of public relations is/are that it ________.

A)implies a process where one step automatically follows another
B)oversimplifies a very dynamic process
C)doesn't take into account the importance of values
D)All of the above.
E)None of the above.

Question 21

The traditional four-step model of public relations focuses upon a strict adherence to values.

Question 22

How do heuristic and theoretical problem solving differ?

Question 23

What are the arguments for and against the licensing of public relations practitioners?

Question 24

"Meltdown Monday" refers to ________.

A)the failure of a nuclear power plant in Pennsylvania
B)the day the global warming treaty was rejected by the U.S.Senate
C)the day Wall Street reacted to the financial problems of AIG
D)when a well-known ice cream maker lost all electricity at its biggest storage facility
E)the government's response to Hurricane Katrina

Question 25

The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success is known as ________.

A)marketing
B)relationship management
C)advertising
D)human relations
E)integrated marketing communications

Question 26

What are the four steps in the traditional four-step model of public relations?

Question 27

Why are values important to an organization?

Question 28

Is there any merit to AIG's claim that some of the apparently lavish activities in which it had been
engaged were "standard industry practice"?

Question 29

What is the reflective paradigm,and how does it differ from other models of public relations?

Question 30

What are the four qualities that distinguish a profession from a trade?

Question 31

Why does public relations play an important role in democratic societies?

Question 32

There is a common definition of public relations upon which most practitioners agree.

Question 33

Honeywell International's decision to create a child-abduction prevention program _____.

A)was out of a desire to focus on issues related to the company's heritage.
B)was linked to the company's child-abduction prevention products.
C)focused on teachers as an audience that could reach children.
D)A and B
E)A and C

Question 34

After receiving government bailout funds,AIG ________.

A)demonstrated prudence in its management practices
B)angered taxpayers with what appear to be lavish expenditures
C)gave big bonuses to many of the same people who created the financial crisis
D)A and B.
E)B and C.

Question 35

What are the five elements that are essential to any definition of public relations?

Question 36

The authors of your textbook argue that public relations is part of the broad profession of marketing.

Question 37

Public relations is licensed by state and federal governments.

Question 38

The Got 2B Safe! program ________.

A)coincided with the launch of a new line of child-abduction prevention products
B)was closely aligned with Honeywell International's mission statement
C)featured a famous Hollywood actor as its leading spokesperson
D)A and B
E)B and C

Question 39

Both PRSA and IABC have accreditation programs that serve as a voluntary form of public relations
licensing.

Question 40

What benefits,if any,does Honeywell receive from the Got 2B Safe! program?