Deck 3: Public Relations

Question 1

Which of the following statements regarding advertising and public relations is TRUE?

A)Public relations and advertising differ in how they use the media.
B)The public tends to trust advertising more than public relations.
C)Public relations strategists have little trouble getting exposure through media.
D)Consumers do not perceive public relations information and advertising information as the same.
E)The main goal of public relations is sales.

Answer 1

A

Question 2

Ralph Nader has been an outspoken consumer activist for many years,and several organizations target him and his organizations to influence public opinion.In terms of public relations,Mr.Nader is considered a(n)________.

A)opinion leader
B)advocacy advertiser
C)brand journalist
D)third-party endorser
E)philanthropist

Answer 2

A

Question 3

The trust on which goodwill is based comes from ________.

A)popular products
B)offering many products
C)what a company says about what it does
D)corporate integrity
E)what the government says about what a company does

Answer 3

D

Question 4

All the groups of people with which a company or organization interacts-such as employees,media,community groups,stockholders,and so forth-are known as ________.

A)targets
B)publics
C)audiences
D)shareholders
E)contact points

Question 5

The tendency of consumers to trust the media more than they do advertisers is called the ________.

A)implied third-party endorsement factor
B)halo effect
C)gatekeeping effect
D)indirect endorsement effect
E)carryover effect

Question 6

Which of the following is NOT a media gatekeeper?

A)newscaster
B)newspaper editor
C)newspaper writer
D)talk-show coordinator
E)public relations writer

Question 7

Which aspect of public relations most likely carries no direct media costs?

A)corporate advertising
B)crisis management
C)publicity
D)brand journalism
E)cause marketing

Question 8

Important people who influence the opinions of others are known as ________.

A)gatekeepers
B)trend spotters
C)opinion leaders
D)third-party endorsers
E)benchmarks

Question 9

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area.Soon after,the newspaper ran an article on the store's grand opening,with a photo of the long lines of eager customers waiting for the store to open on its first day.In this scenario,the Atlanta Journal Constitution functioned as a(n)________.

A)opinion leader
B)advocacy advertiser
C)publicist
D)implied third-party endorser
E)philanthropist

Question 10

________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.

A)Goodwill;integrity
B)Integrity;image
C)Image;reputation
D)Reputation;image
E)Equity;reputation

Question 11

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

A)perception
B)fairness
C)competition
D)image
E)media control

Question 12

Which of the following is an area in which public relations and advertising differ?

A)Only advertising contributes significantly to brand perceptions.
B)Only advertising aims at selected targets.
C)Advertising has greater perceived credibility.
D)Public relations has greater perceived credibility.
E)Only public relations aims at selected targets.

Question 13

Another term for publics is ________,which refers more specifically to people who have an interest,financial or not,in a company or organization.

A)targets
B)stakeholders
C)audience
D)shareholders
E)contact points

Question 14

Which of the following statements about public relations is FALSE?

A)Public relations is used to generate goodwill for an organization.
B)Public relations is practiced by a wide range of organizations.
C)On one level,public relations is a tactical function.
D)Publicity and public relations are synonymous terms.
E)A corporation's publics may be external and internal.

Question 15

The rising popularity of blogging has paved the way for new careers that combine ________.

A)public relations and consumer relations
B)direct marketing and public relations
C)public relations and journalism
D)direct marketing and advertising
E)direct marketing and journalism

Question 16

Marty is an employee of Chevron/Texaco oil company.In terms of public relations,what term below best describes Marty?

A)brand advocate
B)influencer
C)decision maker
D)stakeholder
E)opinion leader

Question 17

Which of the following is the term that describes what a group of people who share a common interest think about a particular issue?

A)public opinion
B)public relations
C)publicity
D)brainstorm
E)reputation

Question 18

According to the text,what is the greatest asset an organization can have?

A)capital
B)public goodwill
C)corporate history
D)technology
E)equity

Question 19

Akou works behind the scenes at Chicago's most popular radio talk show,scheduling newsworthy guests to appear on air.In this role,Akou is a(n)________.

A)opinion leader
B)advocacy advertiser
C)gatekeeper
D)third-party endorser
E)philanthropist

Question 20

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

A)advertising
B)personal selling
C)publicity
D)sales promotion
E)public relations

Question 21

Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.

A)bribery
B)lobbying
C)corporate relations
D)gatekeeping
E)cause marketing

Question 22

Ian works in the public relations function in his company.When he wants exposure for some aspect of his company,he contacts people he knows,such as Lisa,a reporter for the local newspaper,or Anthony,Melissa,and Stephanie at the local television stations.Ian has worked hard to develop these media contacts.In public relations,this relationship management is known as ________.

A)external relations
B)media relations
C)public affairs
D)corporate relations
E)reputation management

Question 23

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

A)image management
B)crisis management
C)media relations
D)reputation management
E)public affairs

Question 24

Which of the following is a way that a company can demonstrate its social responsibility by providing financial support to a good cause?

A)recruitment
B)lobbying
C)cause marketing
D)marketing public relations
E)issue management

Question 25

Which public relations function focuses on an organization's image and reputation?

A)corporate relations
B)employee relations
C)public affairs
D)crisis management
E)media relations

Question 26

Which of the following is another term for fund-raising?

A)cause marketing
B)public service marketing
C)strategic philanthropy
D)issue management
E)social responsibility

Question 27

Which of the following is NOT part of a crisis management plan?

A)deciding who contacts the various stakeholders who might be affected
B)deciding who speaks to the news media
C)deciding who sets up an onsite disaster management center
D)deciding who covers up events leading to the crisis
E)analyzing the potential for an emerging crisis

Question 28

Which of the following is most directly focused on companies working to create positive perceptions through efforts to do good works?

A)media relations
B)reputation management
C)crisis management
D)corporate social responsibility
E)issue management

Question 29

Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?

A)corporate reputation management
B)crisis management
C)public affairs
D)cause marketing
E)issue management

Question 30

All the communication efforts aimed at the financial community are referred to as ________.

A)financial relations
B)media relations
C)external relations
D)financial marketing
E)finance public relations

Question 31

The area of public relations that focuses on developing media contacts is called ________.

A)internal marketing
B)media relations
C)public affairs
D)cause marketing
E)lobbying

Question 32

Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.

A)media relations
B)external public relations
C)cause marketing
D)public affairs
E)corporate relations

Question 33

The public relations function of proactively managing concerns to prevent escalation to a crisis is known as ________.

A)media relations
B)corporate relations
C)issue management
D)cause marketing
E)issue marketing

Question 34

The overlapping field of advertising and public relations that focuses on building relationships with people who buy products is called ________.

A)marketing public relations
B)consumer relations
C)reputation management
D)public affairs
E)issue management

Question 35

Programs that communicate information to employees are called ________.

A)media relations
B)public affairs
C)cause marketing
D)employee marketing
E)employee relations

Question 36

Melanie works in the public relations department at a major university.She is the editor of an internal newspaper,called Update,that is distributed to all faculty and staff working at the university.The newspaper covers stories about what faculty are doing,grants and awards won by employees,and important information regarding human resource issues.What type of public relations program does this illustrate?

A)issue management
B)corporate relations
C)internal relations
D)employee relations
E)house communications

Question 37

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

A)media relations
B)public affairs
C)cause marketing
D)employee marketing
E)internal marketing

Question 38

Which of the following best explains why public relations and advertising need to find common ground and integrate their efforts?

A)Companies can no longer afford to support both departments.
B)The time and costs associated with public relations can be prohibitive.
C)Public relations specialists lack the skills necessary to create productive campaigns.
D)Brand messages from public relations and advertising need to complement each other to create a consistent brand image.
E)The FTC has established laws that make advertising more and more difficult.

Question 39

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

A)corporate advertising
B)cause marketing
C)issue management
D)publicity
E)sponsorship

Question 40

Which of the following types of programs is used to discourage socially harmful behaviors?

A)marketing public relations
B)crisis management
C)public communication campaigns
D)public affairs
E)issue management

Question 41

Which of the following is the LEAST likely way to generate publicity?

A)news releases
B)press conferences
C)media tours
D)personal contact with members of the media
E)internal marketing

Question 42

A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.

A)corporate identity advertising
B)advocacy advertising
C)cause marketing
D)house advertising
E)controlled advertising

Question 43

Which of the following is the most credible media?

A)corporate
B)social
C)paid
D)owned
E)earned

Question 44

P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics.P&G features the athletes in several of its advertisements and provides assistance and financial support for the event.P&G's employees assist in the Special Olympics every year.What type of relationship management program is this?

A)public affairs
B)corporate relations
C)media relations
D)employee relations
E)cause marketing

Question 45

In which type of advertising does a company focus on its organizational image or viewpoint rather than on selling a particular product?

A)house ads
B)public service announcements
C)cause marketing
D)nonprofit advertising
E)corporate advertising

Question 46

The local Wendy's franchise is a good corporate citizen,and the owners of that particular franchise had fostered relationships with local media contacts.What type of relationship management program focuses on developing media contacts?

A)public affairs
B)issue management
C)corporate relations
D)media relations
E)town hall forums

Question 47

To help rebuild Wendy's reputation,the corporate office encouraged franchisees to support local organizations in their communities,such as charities and schools.This practice is most likely known as ________.

A)public affairs
B)marketing public relations
C)cause marketing
D)fund-raising
E)development

Question 48

Sponsored events are an example of ________.

A)internal media
B)external media
C)paid media
D)owned media
E)earned media

Question 49

Public relations tools are divided into which three categories?

A)internal,external,and paid
B)marketing,corporate,and government
C)controlled,uncontrolled,and independent media
D)paid,owned,and earned media
E)corporate,house,and collateral

Question 50

After the culprit was discovered,which public relations program was most relevant to Wendy's?

A)public affairs
B)cause marketing
C)reputation management
D)internal marketing
E)financial relations

Question 51

A brand's social media channels are categorized as ________ media.

A)internal
B)external
C)paid
D)owned
E)earned

Question 52

Point-of-view messages are called ________.

A)corporate identity advertising
B)advocacy advertising
C)image advertising
D)house advertising
E)cause marketing

Question 53

________ includes house ads,public service announcements,corporate advertising,in-house publications,and visual presentations.

A)Internal media
B)External media
C)Paid media
D)Owned media
E)Earned media

Question 54

Which of the following is NOT a marketing communication tool used in public relations?

A)sales promotion
B)advertising
C)the internet
D)direct marketing
E)personal sales

Question 55

A company would be likely to hire eWatch to ________.

A)create online advertisements
B)evaluate the effectiveness of social media public relations efforts
C)monitor the internet to collect information about what is being said about its brands
D)determine the optimum channels for online advertisements
E)predict the return on investment of public relations plans

Question 56

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant had a situation in which a woman found a fingertip in her bowl of chili.Of course,customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down.Fortunately for Wendy's,it was discovered weeks later that the accuser had a history of filing lawsuits against businesses,and the owner of the lost digit was a co-worker of the woman's husband.The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation.
Immediately following this individual's claim of finding a fingertip in her chili,which public relations program was most valuable to Wendy's?

A)corporate reputation management
B)crisis management
C)cause marketing
D)public communication campaigns
E)public service announcements

Question 57

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

A)house
B)corporate
C)service
D)company
E)advocacy

Question 58

Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.

A)house ads
B)public service announcements
C)cause marketing
D)advocacy ads
E)feature ads

Question 59

Sandra works for the local chapter of the Humane Society,a non-profit organization dedicated to protecting animals.Sandra has worked to identify area residents who are likely to donate to the Humane Society.She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society.Sandra is involved in ________.

A)issue management
B)recruitment
C)fund-raising
D)crisis management
E)internal marketing

Question 60

The parts of a strategic plan for public relations are ________.

A)research,promotion,integration,and evaluation
B)research,promotion,implementation,and evaluation
C)research,planning,implementation,and evaluation
D)reporting,planning,integration,and evaluation
E)reporting,promotion,implementation,and evaluation

Question 61

What do companies provide to the media,either before or after a press conference,that contains important background information?

A)media kit
B)collateral material
C)video news release
D)pitch letter
E)feature story

Question 62

A(n)________ is a single event at which a company spokesperson makes a statement to media representatives.

A)media tour
B)press conference
C)sponsored event
D)annual report
E)speaker's bureau

Question 63

Which category of public relations tools includes news releases?

A)advocacy
B)corporate
C)paid
D)earned
E)owned

Question 64

Booth exhibits are particularly important at ________,where some companies may take orders for much of their annual sales.

A)speakers' bureaus
B)town hall forums
C)annual reports
D)press conferences
E)trade shows

Question 65

High-quality brochures and sales kits are examples of ________.

A)media kits
B)collateral material
C)zines
D)real-time marketing
E)news releases

Question 66

Which of the following is a component of an effective news release?

A)It includes at least one attachment for reference.
B)It is written in the 5W format of traditional journalism.
C)It is at least 1,000 words.
D)It is sent to multiple recipients,all listed in the "To" line.
E)It has a subject line that asks a question.

Question 67

Before revising or developing a new public relations campaign for a new client,Lakshmi is conducting formal background research to assess the internal and external public relations environment that affects the organization's audiences,objectives,competitors,and past results.She is doing this to ensure that the current campaign is on track and performing as intended.What does this scenario illustrate?

A)the first step in creating a strategic plan for public relations
B)the monitoring of a company's reputation
C)the steps of developing a public communication campaign
D)the process of developing a media kit
E)the process of developing a news release

Question 68

A group of informed,well-spoken people in a company who will discuss topics at the public's request is known as a ________.

A)town hall forum
B)public service group
C)pitch group
D)speakers' bureau
E)collateral group

Question 69

Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project,initiative,or issue and invite employees to discuss it?

A)town hall forum
B)press conference
C)trade show
D)media tour
E)pitch group

Question 70

Which type of network connects people within an organization?

A)internet
B)intranet
C)extranet
D)social network
E)internal Web

Question 71

What is the primary medium used to deliver public relations messages to the various external media?

A)house ads
B)advocacy ads
C)corporate identity ads
D)news releases
E)public service announcements

Question 72

How are most press releases distributed?

A)by email
B)by fax
C)through the postal service
D)through social networks
E)in person

Question 73

A company's annual report is targeted to ________.

A)investors
B)government regulators
C)legacy media
D)social media
E)employees

Question 74

What type of publication is required by the Securities and Exchange Commission (SEC)from each publicly held company?

A)collateral material
B)annual report
C)media kit
D)pitch letter
E)controlled message

Question 75

Which of the following involves a traveling spokesperson making announcements and speeches,holding press conferences to explain a promotional effort,and offering interviews?

A)town hall forum
B)speakers' bureau
C)displays and exhibits
D)controlled media event
E)media tour

Question 76

Material that is published to support a company's marketing public relations efforts is known as ________.

A)a feature story
B)a media kit
C)collateral material
D)supplemental material
E)an annual report

Question 77

________ contain video footage for a television newscast.

A)Video news releases
B)Video public relations
C)Live news releases
D)Public service announcements
E)Documercials

Question 78

What is used to sell editors on ideas for feature stories,which are human-interest stories rather than hard news?

A)personal selling
B)release statement
C)pitch letter
D)feature summary
E)media kit

Question 79

The decision to use any part of a news release at all is based on an editor's judgment of its news value,which is based on the information's ________.

A)timeliness
B)proximity
C)impact
D)human interest
E)all of the above

Question 80

Which type of network connects people in one business with its business partners?

A)internet
B)intranet
C)extranet
D)social network
E)internal Web