Deck 1: Introduction to Contemporary Public Relations

Question 1

The management function most often confused with public relations is:

A)Advertising
B)Lobbying
C)Personnel
D)Marketing
E)Development

Answer 1

D

Question 2

Which specialized part of public relations identifies emerging trends and anticipates their potential impact on an organization?

A)Public affairs
B)Public opinion
C)Publicity
D)Issues management
E)Lobbying

Answer 2

D

Question 3

When is it appropriate for practitioners to use an advertorial?

A)When they are not satisfied with what is being said in the media
B)When they feel that their publics do not understand an issue
C)When they want to add their voices to a cause
D)When they want control over message content, placement and timing
E)All of the above

Answer 3

E

Question 4

Which of the following identifies needs and wants, provides products to meet them and deals with customers?

A)Advertising
B)Lobbying
C)Marketing
D)Personnel
E)Development

Question 5

Introduced in the mid-1970s, ________ is the term used to describe the practice of identifying emerging trends, setting priorities, and implementing strategies to respond to environmental changes.

A)Public affairs
B)Public opinion
C)Publicity
D)Issues management
E)Lobbying

Question 6

Rather than the image of a cigar-chomping, well-connected insider handing out stacks of cash in the halls of government, which of the following is a more accurate description of what lobbyist do?

A)Researching legislators' positions on issues
B)Creating information to educate and persuade related to these issues
C)Studying government, legislative process, public policy and public opinion
D)Mobilizing like-minded folks "back home," referred to as "grassroots lobbying"
E)All of the above

Question 7

Public relations typically does not have responsibility for which one of the following?

A)Monitoring awareness inside and outside the organization
B)Counseling management on policy
C)Analyzing the impact of policies on publics
D)Improving product design and packaging
E)Producing measurable changes in behavior

Question 8

Which of the following is practiced more to attract public attention than to build understanding?

A)Public relations
B)Publicity
C)Public affairs
D)Propaganda
E)Press agentry

Question 9

The armed forces and many government agencies typically use which one of the following to designate the public relations function?

A)Issues management
B)Public affairs
C)Propaganda
D)Press agentry
E)Social marketing

Question 10

Which specialized part of the practice deals with an organization's "number one public" and its "most important asset"?

A)Product publicity
B)Sales promotion
C)Internal relations
D)Product advertising
E)Issues management

Question 11

The method that provides the practitioner with the greatest control of content and placement in media is:

A)Marketing
B)Lobbying
C)Issues management
D)Advertising
E)Development

Question 12

Which of the following is devoted to directly influencing government legislation and regulations?

A)Advertising
B)Marketing
C)Personnel
D)Lobbying
E)Development

Question 13

Information from external sources used by news media based on its news value is:

A)Public relations
B)Propaganda
C)Public affairs
D)Product advertising
E)Publicity

Question 14

According to the text, what is the major difference between publicity and advertising?

A)Publicity identifies the source, thus the term "good publicity"
B)The practitioner controls advertising placement but not publicity placement
C)Publicity targets multiple publics while advertising targets only consumers
D)Advertising supports marketing while publicity supports public relations
E)The effects of advertising are easier to determine

Question 15

The contemporary concept of public relations is based on which of the following key words?

A)Inducing, engineering and creating
B)Asymmetric, one-way and propaganda
C)International, global and diverse
D)Reciprocal, mutual and between
E)Alter, reshape and manufacture

Question 16

Which of the following casts corporate practitioners in the role of serving as liaisons between their corporations and governmental units?

A)Public affairs
B)Lobbying
C)Marketing
D)Issues management
E)Development

Question 17

The specialized part of corporate public relations designed to build and maintain community and governmental relations is:

A)Public relations
B)Publicity
C)Press agentry
D)Public affairs
E)Propaganda

Question 18

When one author wrote, "Very simply, my job was to get the client's name in the paper," he was describing the role of:

A)Journalism
B)Public relations
C)Public affairs
D)Press agentry
E)Media relations

Question 19

When a practitioner attempts to make a new product newsworthy in order to get media and public attention, it is called:

A)Product publicity
B)Consumer relations
C)Issues management
D)Product advertising
E) Institutional advertising or advertorials

Question 20

Effective Public Relations (text)introduces the management function dealing with:

A)Putting a positive "spin" on bad news
B)Altering perceptions and manufacturing consent
C)Relationships between organizations and stakeholders
D)Professional subterfuge and deception
E)Relationships within families, work teams, and groups

Question 21

The specialized part of public relations that counsels management on how to respond negative situations is which of the following?

A)Marketing
B)Issues management
C)Investor relations
D)Public affairs
E)Crisis management

Question 22

Practitioners in nonprofit organizations attempting to increase contributions and volunteers work in the specialized part of public relations known as:

A)Investor relations
B)Marketing support
C)Constituent relations
D)Development
E)Internal relations

Question 23

Issues management is NOT part of strategic planning and management when it

A)Builds coalitions with other parties interested in an issue
B)Adjusts the organization to improve relationships with stakeholders
C)Uses only persuasive communication to influence public policy
D)Accelerates issues of opportunity
E)Eliminates or redirects potential threats

Question 24

The Tylenol crisis demonstrated that public relations is:

A)Closely linked to sound business practices and corporate social responsibility
B)A good way to "get media coverage" even during a crisis
C)An effective strategy for diverting attention from a negative situation
D)The correct approach for marketing products when public trust is threatened
E)All of the above

Question 25

The specialized part of corporate public relations that interacts with shareholders and the financial community is which of the following?

A)Accounting
B)Issues management
C)Advertising
D)Public affairs
E)Investor relations