Deck 15: Public Relations in Nonprofit Organizations

Question 1

Public relations challenges faced by non profits include all but

A) gaining recognition in a crowded environment
B) managing multiple publics
C) increased state government regulations
D) competing for resources
E) balancing multiple bottom lines

Answer 1

C

Question 2

Which of the following is essential for a nonprofit to attract its share of resources?

A) more donations
B) event planning
C) strategic planning
D) crisis communication
E) ongoing communication

Answer 2

E

Question 3

Which of the following is TRUE about nonprofit organizations?

A) focus on fulfilling educational mission
B) focus on fulfilling charitable mission
C) recognize that they must maintain positive bottom line
D) all of these
E) none of these

Answer 3

D

Question 4

Non Profits must manage multiple audiences including all but

A) donors
B) employees
C) stockholders
D) members
E) government funders and regulators

Question 5

Which of the following are nonprofits accountable to?

A) corporate donors
B) individual donors
C) employees
D) volunteers
E) all of these

Question 6

__________ is a "guerilla" public relations technique in which activists become shareholders,infiltrate annual meetings and present demands.

A) Nonprofit activism
B) Boardroom activism
C) Grassroots activism
D) Community activism

Question 7

Nonprofits often use this axiom to describe their bottom line: No margin,no _______.

A) money
B) focus
C) brand
D) mission
E) identity

Question 8

In 2002,the Institute of Certified Public Accountants suffered damage to its image.What happened?

A) Employee scandal
B) SEC investigation
C) Enron scandal
D) Bankruptcy
E) none of the above

Question 9

The most common type of nonprofit organization is in the area of _______.

A) health and human services
B) education
C) arts & culture
D) environmental
E) children

Question 10

A nonprofit organization calls monies that are not spent on overhead and operating expenses _________.

A) profit
B) revenue
C) surplus
D) funding
E) margin

Question 11

During a crisis or scandal for a nonprofit organization,what can happen to the existence of the organization?

A) be jeopardized
B) be reenergized from the publicity
C) be open to change
D) be purchased by a for-profit
E) nothing

Question 12

A new category of non profit public relations is

A) development
B) disability charity
C) child-related
D) social ventures
E) building organizations

Question 13

What is the top revenue-generating nonprofit organization in the United States?

A) YMCA
B) Lutheran Services in America
C) Salvation Army
D) American Red Cross
E) American Cancer Society

Question 14

Public relations can add value to non profits by all of these except

A) investor relations
B) brand identity
C) special events
D) market strategy
E) media visibility

Question 15

Which of the following are the most important internal audiences for elementary and secondary schools?

A) teachers
B) students
C) parents
D) district residents
E) all of these

Question 16

The American Medical Association and the AARP are types of ____________ in the area of nonprofit organizations.

A) health and human services organizations
B) membership associations
C) educational institutions
D) religious institutions
E) technology organizations

Question 17

The Lutheran Services in America organization would best be classified as which of the following types of nonprofits?

A) political action committee
B) educational
C) membership association
D) religious organization

Question 18

At the heart of membership organizations is public relations focused on

A) development
B) relationships
C) social ventures
D) social media
E) all of the above

Question 19

Effective organizational web sites are particularly useful in helping non profits overcome what major challenge?

A) managing multiple publics
B) weathering crises
C) gaining recognition in a crowded environment
D) balancing multiple bottom lines
E) none of the above

Question 20

According to a recent survey,the number of nonprofit organizations increased _________ between 1998 and 2008

A) 31 percent
B) 55 percent
C) 75 percent
D) almost 100 percent
E) more than 100 percent

Question 21

Critics have characterized the Smithsonian Institution as the nation's "________".

A) cellar
B) living room
C) garage
D) attic
E) kitchen

Question 22

The best public relations messages are one that focus on ______.

A) increasing awareness
B) several measurable objectives
C) a single idea
D) multiple ideas
E) none of these

Question 23

Issues having the most difficult time attracting media interest include all but

A) poverty
B) race relations
C) health
D) religious

Question 24

Service on the board of directors for a nonprofit organization usually requires ________.

A) volunteering for the agency
B) management of another nonprofit organization
C) a substantial financial gift
D) tenure with a for-profit organization
E) active participation with CEOs

Question 25

Mission: Readiness was a campaign focused on

A) to support child nutrition legislation
B) to support military recruits
C) to support government crisis prevention
D) to assist crisis volunteers
E) None of the above