Deck 17: Public Relations

Question 1

Which of the following statements is false?

A) Public goodwill is the greatest asset any organization can have.
B) A difference between advertising and public relations is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses a greater number of target audiences.
C) Gatekeepers include writers, producers, editors, talk show coordinators, and newscasters.
D) The public is as skeptical of the media as they are of advertisers.
E) Integrity involves more than image.

Answer 1

The public is as skeptical of the media as they are of advertisers.

Question 2

What is the greatest asset any organization can have, and creating it is the primary goal of most public relations programs?

A) capital
B) goodwill
C) image
D) reputation
E) equity

Answer 2

goodwill

Question 3

________ is a perception based on messages delivered by advertising and other marketing communication tools.

A) Image
B) Reputation
C) Equity
D) Integrity
E) Goodwill

Answer 3

Image

Question 4

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 and runs an onsite the disaster management center
D) lessons learned from previous crises
E) All of the above are part of an effective crisis management plan.

Question 5

Which of the following public relations strategies has the purpose of changing the attitudes that drive behavior?

A) cause marketing
B) issue programs
C) corporate reputation management
D) change-agent programs
E) change-attitude programs

Question 6

Which of the following are the primary uses of advertising in public relations?

A) public service announcements, advocacy ads, and institutional advertising
B) not-for-profit advertising and corporate advertising
C) house ads, public service announcements, and corporate advertising
D) corporate advertising, spot announcements, and public service announcements
E) advocacy ads, institutional advertising, and corporate advertising

Question 7

Which of the following is NOT a way to generate publicity?

A) news releases
B) press conferences
C) media tours
D) pitch letters
E) all of the above are used to generate publicity.

Question 8

Which of the following include booths, racks and holders for promotional literature, and signage?

A) displays
B) collateral racks
C) take-aways
D) forums
E) all of the above

Question 9

What is the difference between displays and exhibits?

A) Displays are found at trade shows, and exhibits are found at the point-of-sale.
B) Exhibits tend to be larger than displays; they may have moving parts, sounds, or video, and usually are staffed by a company representative.
C) Displays are unattended, but exhibits have a company representative present.
D) Exhibits are unattended, but displays have a company representative present.
E) There is no difference; the two terms are synonymous.

Question 10

Why are booth exhibits important at trade shows?

A) They generate excitement for employees manning them.
B) They generate excitement for attendees of the trade show
C) They "put a face" on a corporation for buyers who may not be aware of the organization prior to attending the trade show.
D) Some companies may take orders for much of their annual sales.
E) all of the above

Question 11

Which of the following have opened up avenues for public relations activities?

A) e-mail
B) intranets
C) extranets
D) web sites
E) all of the above

Question 12

To get a comprehensive picture of PR's ________, practitioners evaluate process and outcome.

A) exposure
B) contact
C) impact
D) reach
E) frequency

Question 13

The term publics refers specifically to people who have a stake, financial or otherwise, in a company or organization.

Question 14

Public relations is the conscience of the company with the objective of creating trust and maintaining the integrity of the organization.

Question 15

A communication audit is necessary before beginning any public relations effort.

Question 16

Change-agent programs have the primary goal of changing behavior of internal publics, such as employees, or external publics, such as consumers.
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Question 17

What was the issue in the GE Ecomagination campaign described in the chapter's opening vignette?

A) drug use
B) drunk driving
C) green strategy
D) domestic violence
E) AIDS

Question 18

What was the strategy used to convince the publics that the green strategy makes sense for the corporation and the people that it serves as described in the chapter's opening vignette?

A) corporate advocacy advertising
B) integrated marketing campaign
C) issue management campaign
D) media relations campaign
E) public affairs campaign

Question 19

As described in "A Matter of Practice," what was the purpose of the MacWorld Expo scheduled by Steve Jobs?

A) to announce the iPhone
B) to oppose the Consumer Electronics Show
C) to encourage tourists to come to San Francisco
D) to influence consumers to buy an iMac
E) to avoid attending the Industrial Computer Meeting

Question 20

Which of the following is a tip given regarding how to write e-mail pitch letters given in the "Practical Tips" box?

A) be sure to list all recipients in the "To:" line
B) include attachments whenever possible to ensure the media receives complete information
C) always follow up on an e-mail pitch by asking, "Did you get it?"
D) make it personal
E) all of the above

Question 21

As described in the chapter's opening and closing vignettes, who was the target audience for the GE's Ecomagination campaign?

A) tree huggers and mountain bikers
B) New Yorkers, shareholders and employees
C) customers, prospects, shareholders, employees, and media
D) Families with young children
E) Consumers who buy hybrid cars

Question 22

As described in the chapter's opening and closing vignettes, which of the following was an objective of GE's Ecomagination campaign?

A) maximize media exposure for the GE executives
B) change people's eating habits
C) inspire action
D) generate collective concern
E) convince customers and other publics that the green strategy makes sense

Question 23

As described in the "Matter of Principle" case what was the objective of the "Shared Values Initiative"?

A) raise awareness of Colin Powell
B) improve the image of the U.S.A. around the world
C) promote the values of African-Americans in the western U.S.A.
D) boost the confidence of citizens of the U.S.A.
E) promote the U.S. Marines

Question 24

MINI-CASE
Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime.

-Refer to Mini-Case. Immediately following this individual's claim of finding a finger in her chili, which public relations program would be most valuable to Wendy's?

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

Question 25

MINI-CASE
Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime.

-Refer to Mini-Case. Now that the culprit has been found, which public relations program is most relevant to Wendy's?

A) public affairs
B) cause marketing
C) reputation management
D) public communications campaigns
E) marketing public relations

Question 26

MINI-CASE
Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime.

-Refer to Mini-Case. 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 27

MINI-CASE
Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime.

-Refer to Mini-Case. To help rebuild Wendy's reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. The practice of companies associating themselves with a good cause, providing assistance as well as financial support is known as ________.

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

Question 28

Describe the problem GE faced with its Ecomagination campaign and the strategy they used as described in the chapter's opening vignette.

Question 29

As described in "A Matter of Principle," what was the message and the media of the "Shared Values Initiative" campaign?

Question 30

As described in the "Matter of Principle" case what was the objective of the "Shared Values Initiative"?

Question 31

As described in the chapter's "It's a Wrap," was the GE Ecomagination campaign successful? Explain your answer.

Question 32

As described in the chapter's opening and closing vignettes, how were online tools used in the GE's Ecomagination campaign?

Question 33

MINI-CASE
Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes.
-Refer to Mini-Case. In general, who are potential targets for Kellogg's public relations efforts?

Question 34

MINI-CASE
Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes.
-Refer to Mini-Case. Name the types of public relations programs, and explain what type of public relations tool Tony the Tiger's birthday celebration illustrates.

Question 35

MINI-CASE
Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes.
-Refer to Mini-Case. Name the public relations tools and describe which one(s) allowed them to get the media exposure that they did for Tony's birthday celebration?

Question 36

MINI-CASE
Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes.
-Refer to Mini-Case. What type of public relations tool does the game at Kellogs.com represent?