Deck 14: Specializations

Question 1

Reputation management is focused on working ______, while public relations is more focused on working ______.

A) behind the scenes; on the front line
B) with the client; with the stakeholders
C) on campaigns; on initiatives
D) on social media; on traditional media

Answer 1

A

Question 2

The Nike reputation management case demonstrates that when a discrepancy arises between a company's words and its actions, the result is often ______.

A) reputation destruction
B) reputation dissonance
C) reputation drift
D) reputation boost

Answer 2

B

Question 3

Being aware of both what you are saying and what you are doing means that ______.

A) you are never completely invincible
B) strong media relations are required
C) actions speak louder than words
D) publics do not forgive mistakes

Answer 3

C

Question 4

Which of the following specializations is likely to guarantee you a job in public relations?

A) investor management
B) politics public relations
C) sports public relations
D) crisis communication

Question 5

When responding to a crisis, the use of denial, excuse, or justification ______.

A) is a valid option
B) may lead to litigation
C) can increase agency profits
D) requires legal counsel

Question 6

What is the biggest lesson in crisis communication from the Boeing 737 crisis?

A) The court of public opinion rules.
B) Never say "no comment."
C) Timely communication is key.
D) Believe in your product.

Question 7

In crisis communication, ______ is always the best policy, even when it harms your reputation.

A) denial
B) honesty
C) "no comment"
D) justification

Question 8

Influencer marketing has become its own area of specialization within ______.

A) marketing
B) advertising
C) public relations
D) several disciplines

Question 9

Adidas, the global shoe company, empowers influencers to promote not only their brand awareness but ______.

A) themselves
B) their sports teams
C) the environment
D) company products

Question 10

Of the following, which best describes the role of research and data in influencer marketing?

A) strategy drivers
B) first steps
C) your friends
D) polar opposites

Question 11

What is most valuable about gaining awareness of global public relations?

A) competition for global accounts
B) innovative ideas we can use
C) expansion of overseas offices
D) friends in new countries

Question 12

Amarula's #DontLetThemDisappear campaign made a valuable contribution to ______.

A) historical highways abroad
B) jobs in indigenous communities
C) planetary discoveries in space
D) wildlife conservation efforts

Question 13

Learning about the significance of food at a business meeting in South Africa is an example of ______.

A) going deeper to understand contexts
B) knowing that PR practices vary by location
C) connecting with others in new countries
D) trying to make the deal in a new setting

Question 14

In order to succeed in social media relations, we need to first understand its ______.

A) algorithms
B) influences
C) platforms
D) psychology

Question 15

What did Popeye's use of social media in its new chicken sandwich launch demonstrate?

A) the importance of a competitive edge
B) the value of a fresh perspective
C) the strength of the brand
D) the appeal of alternate foods

Question 16

Some colleagues may say that they "know" social media, but ______ is what it's all about.

A) measurement
B) volunteering
C) technology
D) experience

Question 17

Much of the work in entertainment PR involves fulfilling the role of ______.

A) publicist
B) communicator
C) liaison
D) strategist

Question 18

What is the biggest factor behind Dwayne Johnson's ("The Rock's") success in entertainment PR?

A) a loyal fan base
B) social media savvy
C) his personal brand
D) a winning team

Question 19

Working in entertainment and sports PR, one should be prepared to ______.

A) meet many superstars
B) earn a low salary
C) wear many hats
D) write news releases

Question 20

What is a key skill you need to succeed in nonprofit PR?

A) strategizing
B) technology
C) networking
D) storytelling

Question 21

Giving Tuesday, a day for audiences to donate to charities following Black Friday, has been driven primarily by strategic use of ______.

A) vendor relations
B) social media
C) fundraising
D) store space

Question 22

Of the following, which is an especially valuable skill in nonprofit PR?

A) collaboration
B) competition
C) social media
D) finance

Question 23

PR specialists who work with Congress to get legislation and bills passed are referred to as ______.

A) staffers
B) influencers
C) lobbyists
D) operatives

Question 24

In the 2016 presidential election, Hillary Clinton and Donald Trump relied on strategies that were ______.

A) mostly negative
B) social media-driven
C) deeply divided
D) quite different

Question 25

To succeed in politics public relations, which of the following practices is most important?

A) pushing back hard on the opposition
B) trying to understand others' viewpoints
C) treating the media as an adversary
D) working alone whenever possible

Question 26

Reputation management and PR work on the same issues, but with different approaches.

Question 27

Ultimately, one should be more concerned with their reputation than their character.

Question 28

In crisis communication, it is considered a legitimate message strategy to attack the accuser.

Question 29

The SoulCycle case demonstrates that when a crisis occurs, mixed messages may be used.

Question 30

The work of influencers is increasingly being tied into PR practices.

Question 31

The power of influencers is great, but not everyone can be an influencer.

Question 32

Public relations is defined and practiced differently in other countries.

Question 33

When Burger King launched its new delivery initiative to reach drivers stuck in Mexico City traffic, the campaign failed because customers did not perceive it as a new brand experience.

Question 34

Learning people's behaviors is one of the most important aspects of social media relations.

Question 35

Once you have learned the basic principles behind social media, you don't need to learn anything more.

Question 36

Much of the focus of entertainment PR is on media relations.

Question 37

As an example of nonprofit PR, the Giving Tuesday campaign encouraged people to return their Black Friday purchases and donate the money to causes of their choice.

Question 38

As difficult as it might be, you should take time to understand others' viewpoints when practicing politics PR.

Question 39

Point out the differences between public relations and reputation management.

Question 40

As a crisis communicator, what are some possible message strategies you could use in a crisis situation?

Question 41

Analyze the success of the U.S. Navy's Sailor VS influencer campaign. What could the U.S. Navy have done to make the campaign even more successful?

Question 42

Select a best practice for global public relations and show how you might use it while working in another country.

Question 43

Categorize the major expectations of an employer who hires you as a social media relations coordinator. How would the job differ from conventional media relations?

Question 44

Analyze the entertainment PR work of actor Ryan Reynolds. What accounts for his success?

Question 45

Organize a list of best practices for nonprofit public relations and show how you might use it as an employee of an organization.