Deck 13: Global

Question 1

When public relations efforts spread across national, geographic, or cultural borders, this is known as __________.

A) Cultural anthropology
B) Globalization
C) The World Wide Web
D) Nationalization

Answer 1

B

Question 2

The difference in how people from different groups (or publics, in the case of public relations) actually use the technologies to which they have access is termed the __________.

A) Mainstream divide
B) Usage divide
C) Redistribution divide
D) Actual divide

Answer 2

B

Question 3

The Peace Corps defines __________ as "a system of beliefs, values, and assumptions about life that guide behavior and are shared by a group of people."

A) Civilization
B) Tradition
C) Culture
D) Creeds

Answer 3

C

Question 4

Susan is responsible for developing a plan to increase sustainability projects in the United Kingdom. She discovered that the preferred word for "plan" in the UK is "scheme," which has a positive connotation. In the United States, however, the word "scheme" has a negative connotation. This is an example of the application of ___________.

A) Intracultural public relations
B) Scholarly public relations
C) Effective public relations
D) Intercultural public relations

Question 5

Branding efforts rely on simple images, icons, logos, words, and brief taglines to communicate enormous amounts of meaning about the organization or its products and services. The meaning depends on context. Branding magic happens when communication strategists successfully align an organization's actions, communication, and culture with the cultural contexts of key publics. This type of branding context is the application of ___________.

A) Medium-context communication
B) Low-context communication
C) High-context communication
D) Micro-context communication

Question 6

_______________ is when most of the meaning of a message is explicitly stated in the message and words and requires little understanding of context.

A) Culture communication
B) Low-language communication
C) High-content communication
D) Low-context communication

Question 7

Camilla is a PR specialist for Kia Motors, which plans to open a new plant in the city of Knoxville, Tennessee. The city council is requiring Kia to present a detailed environmental impact statement showing exactly how they expect social, natural, and economic environments to be affected. This requirement is the result of a __________.

A) Low uncertainty-avoidance culture
B) High uncertainty-avoidance culture
C) Low conservatism culture
D) High diplomacy culture

Question 8

Angelina is in charge of organizing an event featuring the Hawaiian governor, Akamu Kamalami. The two most important things Angelina had to know in planning for his introduction were that he had lost his right arm in Vietnam and that he was allergic to pollen. Because she was aware of these issues, she made sure that when she presented Kamalami with a lei as a symbol of welcome that she used one made with dark green ti leaves without flowers, and she was careful not to extend her right hand expecting a handshake. Which source of cultural intelligence did she rely on to successfully plan this event?

A) Head (cognitive)
B)Body (physical)
C)Heart (emotional/motivational)
D) Spirit (ephemeral)

Question 9

As a public relations professional, Jack has learned that the more experience he gains in intercultural interaction, the more confident he becomes in his ability to learn and adapt. Each time, he is more sure of himself in this type of setting. This belief that he can perform certain behaviors to achieve certain outcomes is an example of __________.

A) a. Self-esteem
B) Self-awareness
C) Self-efficacy
D) Self-analysis

Question 10

__________ involves the interaction of an organization and publics across national boundaries.

A) International public relations
B) Intranational public relations
C) Transatlantic public relations
D) Hemispheric public relations

Question 11

Guy Adami is a media specialist for the Department of Defense. His focus is on perceptions of Jihadist online recruitment and propaganda, its perceived influence, and the consequent government policy implications. The targeted publics he is trying to reach are the Muslims at home and abroad who want peace and not violence, with the hope that they can neutralize the online efforts of the Jihadists. This is an example of ___________.

A) Cultural exchange
B) Active social media
C) Mediated public diplomacy
D) Social media observing

Question 12

____________, in which communicators strive to impose their views on others, happens in the classroom when professors assert their authority and limit opportunities for student collaboration and discourse. In the context of public relations, this is considered less ethical because it treats publics as less important than the powerful organizations conducting public relations.

A) Monologic communications
B) Monovocal communications
C) Dialogic communications
D) Diavocal communications

Question 13

Jaclyn, a PR analyst at Apple, has the goal to market their smartphones in developing countries. She conducts research to understand how many people already own smartphones. Understanding ___________ of technology is essential in determining how she will reach potential new customers, and attempt to persuade them to switch to Apple devices.

A) Levels and standards
B) Access and usage
C) Advancement and protocol
D) Habit and modes

Question 14

In 2018, the Tech for Good Summit, hosted by French president Emmanuel Macron, brought 50 CEOs and top executives from the world's leading technology companies to discuss how technology can positively contribute to society. Uber committed to providing free health insurance to its drivers in Europe. Macron conveyed France's support for innovation coupled with tougher regulation and working for the common good. In working together to influence one another and effect change, these companies and the French government were practicing _____________.

A) Public diplomacy
B) National cooperation
C) Constructive public relations
D) Political artfulness

Question 15

When Condé Nast introduced its new platform, "Them." in a social media video in 2017, the company's message was clear. While the platform covers topics like pop culture, politics and news from the perspective of today's LGBTQ community, its message is all-inclusive. People and culture ___________.

A) Are potential sources of revenue for the magazine
B) News is appealing to the LGBTQ community
C) Are more than niches and markets to reach
D) Expand the magazine's reach

Question 16

The ____________ combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns. It's not designed to be a one-size-fits-all strategy, nor is it meant to pander to or appropriate culture. Instead, it calls for public relations strategy that is grounded in cultural insights and research from the beginning-not as an afterthought.

A) Diverse PR approach
B) Total market approach
C) International PR approach
D) Local market approach

Question 17

When PR practitioners perceive the world around them from their own personal lenses, they tend to judge other cultures, seeing their own as a "superior" culture. This ____________ can cloud their ability to communicate cross culturally.

A) Elitism
B) Egalitarianism
C) Selectivity
D) Ethnocentrism

Question 18

Categorizing people according to race or ethnicity is not the same as _________. As families become more multiracial and multicultural, these categorizations are less relevant ways to understand publics, while shared interests and affinities will become more important.

A) Culture
B) Values
C) Demographics
D) Behaviors

Question 19

When an organizations interacts with publics across cultures, rather than across borders, this is called __________.

A) Borderless public relations
B) International public relations
C) Intercultural public relations
D) Integrated public relations

Question 20

Ogilvy PR firm has McDonald's as a client. The firm assigns two specialists to the campaign. One is responsible for developing the logo and brief taglines. The other is responsible for longer-form communications that spell out McDonald's goals, policies, and news releases. The second type of longer-form communication is an example of __________.

A) High-context communication
B) Low-context communication
C) Metacontext communication
D) Megacontext communication

Question 21

According to anthropologist Edward Hall in his classic book Beyond Culture, ___________ is when most of the meaning of a message is based on context or something internal to the communicators rather than being directly stated in the message.

A) Externally-driven communication
B) High-context communication
C) Culture-specific communication
D) Low-content communication

Question 22

Texting the one-letter message "K" could mean many different things, such as potassium in chemistry, a strikeout in baseball, or an abbreviation for OK. To understand the meaning, the receiver also needs to understand the context, which is an example of _____________.

A) Cultural communications
B) Inside information
C) High-context communication
D) Receiver-based bias

Question 23

During a critically important moment, such as during a crisis, public relations professionals and organizations form their responses in line with their cultural preferences. For example, an Iowa State University study found that organizations from the United States focused on analytical, factual accounts when responding to cybersecurity crises. This can best be described as ___________.

A) High-context communication
B) Low power distance
C) Low-context communication
D) High power distance

Question 24

Janet is planning to launch a new PR campaign to reach publics in the United States, Switzerland, Germany, and Scandinavia. Since she knows these cultures tend to use more low-context communication, Janet needs to accommodate their ways of seeking specific information using websites, search features, and links. However, she needs to be careful and not ____________.

A) Focus too much on any one geographic region
B) Assume broad generalizations apply to every person in a geographic region
C) Get bogged down with differences in languages in each region
D) Only rely on interpersonal exchanges and social recommendations

Question 25

Coca-Cola's famous "Share a Coke" global campaign began in 2012 in Australia, featuring 150 unique names to help strengthen connections between the brand and the country's young adults. It also appealed to the nation's __________ society, because people were so excited to find bottles of soda with their own names on them.

A) Intellectual
B) Contextual
C) Collectivistic
D) Individualistic

Question 26

Coca-Cola evolved the "Share a Coke" campaign to celebrate Hispanic Heritage Month within the United States. Since many Latin American cultures take great pride in family and community, Coca-Cola created a special can with common Hispanic last names to try to create a connection beyond language. The campaign was celebrated by many for its inclusiveness. Others pushed back with negative comments because they thought Coca-Cola was only trying to gain favor with and business from the Hispanic population. The Latino Rebels deemed this _______________.

A) Hispandering
B) Latino leverage
C) PR politicking
D) Flatter relations

Question 27

Salina works for a commercial real estate developer, specifically on a community relations campaign for a new shopping center. She knows the residents of the town have a ____________, and prefer to have an open-ended dialogue about the shopping center's plans rather than receive a formal set of plan requirements. Salina schedules several open house meetings to invite members of the community in to hear updates from the developer about the center's progress.

A) High uncertainty avoidance culture
B) High power distance
C) Low uncertainty avoidance culture
D) Low power distance

Question 28

As Vick's learned when it launched its "Touch of Care" campaign in India, the country is considered a _______________ society on the cultural dimension of masculinity-feminity because people tend to be driven more heavily by competition and success than caring for others.

A) Feminine
B) Masculine
C) Transgender
D) Multigender

Question 29

To try and stand out in the ______________ in India that accepts unequal rights between the privileged and those who are not, Vick's implemented a brand campaign centered on creating conversations that showed respect and appreciation for unconventional, caring relationships. By telling the story of a transgender mother, her relationship with her adoptive daughter, and the caring support she received in the face of discrimination, Vick's was able to gain awareness and sales while challenging stereotypes.

A) Low power distance culture
B) Low cultural intelligence
C) High power distance culture
D) High cultural intelligence

Question 30

According to London Business School Professor Christopher Earley and University of Colorado Professor Elaine Mosakowski, _____________ is someone's ability to interpret the cultural nuances of others' communications, even as an outsider. This includes identifying features of a group of people that are universal and those that are unique to individuals.

A) Cultural intelligence
B) Societal insight
C) Ethnographic public relations
D) Anthropological communication

Question 31

Ando is planning a press conference in another country. He has studied facts about the culture, including the history and customers. He has also thought about what he hopes to achieve, and he plans to carefully observe behaviors so he can learn from this experience and apply it to the next one. According to Earley and Mosakowski, this type of _______________ learning will build Ando's fluency with public relations across cultures.

A) Motivational learning (heart)
B) Absorption learning (sensing)
C) Behavioral learning (body)
D) Cognitive (head)

Question 32

When Brazil defeated Germany in the World Cup, the Brazilian Athletic Commission tweeted "Auf Wiedersehen," accompanied by the post of an image at an airport with a caricature of a man adorned in lederhosen, a tankard of beer in one hand and a sausage in the other. That tweet created an international public relations problem because publics in Germany were offended by the tweet. This faux pas is an example of a global interaction that had _________.

A) A ricochet effect
B) A recoil effect
C) A reverse effect
D) Unintended consequences

Question 33

There are many different types of _______________ that affect public relations, but three of the most influential and interconnected are: politics, the economy, and the media. Public relations professionals must know how to adapt to these to be successful in our interconnected world.

A) Headlines
B) Environmental variables
C) Convergence factors
D) Personal interests

Question 34

Malik works for Greenpeace, an international organization that seeks to protect the environment. He wants to pass a law that bans single-use plastic bags. However, plastic bag manufacturers are trying to block this type of legislation. To be successful, Malik must study and understand _______, from governmental systems to ideology and policy, to be successful in his campaign.

A) Plastics
B) Politics
C) Other NGOs
D) The Environmental Protection Agency

Question 35

Economic systems and conditions, including ____________, affect public relations worldwide. According to Professor Hong Tien Vu, whose research focuses on global and development communication and digital media, only when people have enough economic resources, can they then think about larger issues like the environment or gender equality. If they are hungry or living without basic needs being met, it is hard for people to think about anything else.

A) Dialogue and listening
B) Purchasing behaviors
C) Poverty and literacy rates
D) Banking and finance

Question 36

In countries where the government tightly controls and censors the media, including online and social media, PR practitioners have fewer choices in how they communicate with publics. Journalist James Griffiths dubs the blocking of Facebook and Twitter in China as _________________.

A) Social Censorship
B) The Eastern Block
C) The China Close-off
D) The Great Firewall of China

Question 37

The 2019 Edelman Trust Barometer, an annual global study that surveys 26 markets, found that although trust in __________ grew, it was still the least-trusted institution compared to businesses, non-governmental organizations (NGOs) and government.

A) Celebrities
B) Influencers
C) Media
D) Coalition of leadership

Question 38

Visa's Everywhere Initiative supports startups and entrepreneurs across 75 countries. Across the globe, the program's core concept of inviting startups to tackle financial challenges is consistent. How does Visa ensure this global program works everywhere?

A) The financial challenges are uniquely tailored to each local region.
B) All the campaign materials are translated into local languages.
C) The campaign ensures all regions implement the same challenge in the same way.
D) The campaign uses a spokesperson that can appeal to every culture.

Question 39

MasterCard's World Cup Campaign had good intentions. The company hoped to raise much-needed money to help fight childhood hunger in Latin America and the Caribbean. MasterCard partnered with two soccer stars to promote the campaign, and said the company would donate the equivalent of 10,000 meals to the World Food Programme every time one of the two players scored a goal during the World Cup. Why did this campaign backfire?

A) The campaign tried to work around sponsorship rules of the World Cup by hiring soccer stars instead of partnering with FIFA.
B) The campaign was seen as a publicity stunt that gamified the serious issue of hunger.
C) The two soccer stars were not appealing to the global audience of World Cup.
D) The campaign did not localize the languages, ignoring the diversity within the Latin America and Caribbean cultures.

Question 40

__________ is an important subset of international public relations that deals with communication designed to promote national interests. This generally means that the organization, a key public, or both, are nations.

A) Government communications
B) Public policy
C) Government affairs
D) Public diplomacy

Question 41

Though still in college, Patrick hopes to work for a global company someday, overseeing public relations across multiple countries and regions. He is already taking courses in international relations and business, in addition to studying public relations. What is one of the best steps Patrick can take now to better prepare him for success in his dream job of global PR?

A) Enter a case-study competition
B) Study a second language
C) Network with CEOs
D) Pick up a new skill such as photography

Question 42

Anna sets up a blog with the intention of developing a two-way online conversation between the company she represents and their publics with the understanding of their own views and backgrounds, but also with complete openness to seeing the world as others do. Anna is adopting this two-way interaction strategy known in PR as ____________.

A) Targeted communication
B) Asymmetrical communication
C) Dialogic communication
D) Advocacy communication

Question 43

As part of its counterterrorism efforts, the U.S. Department of State ran a social media campaign against ISIS in 2014. The state department's strategy included a YouTube video that parodied ISIS recruitment efforts. The video mocked ISIS in graphic detail, juxtaposing disturbing images of prisoner crucifixions, mosque bombings, and severed heads with ISIS claims that joining the organization will lead to some kind of promised land. Although this PR strategy is often viewed as less ethical, mediated diplomacy of this type is seen in a positive light when a cause is perceived to be just. This type of mediated diplomacy is an example of __________.

A) Mythological communication
B) Dialectic communication
C) Monologic communication
D) Discourse communication

Question 44

The Daily Beast reported that _________ are a popular trend: "They're open-ended. They're designed to elicit quick responses. And they're absolutely everywhere." But sometimes for brands, this comes across as a sales tactic, not an earnest attempt to openly exchange ideas.

A) Social media polls
B) Question tweets
C) Online surveys
D) Chatbots