Question 1

As part of a crisis communication strategy, you have been asked to set up a "public information center." Which of the following criteria does NOT apply?

Accepted Answer

A)  The public information center should be separate from the press center.
B)  A log should be kept of what information is released by the center.
C)  It should be set up as soon as a crisis happens and closed when not needed.
D)  Employees at all levels should be advised to direct all calls to the information center.
E)  Those operating the center should report to a coordinator who gathers, verifies, and obtains permission to release information. C

Question 2

A practitioner's "working theory" represents which one of the following?

Accepted Answer

A)  An idea of what has to be done to achieve a desired outcome
B)  A proposition presented in a scholarly research journal
C)  Just a "theory" that really does not apply in the actual practice
D)  Something one would find in Chapter 7 of the text but not in a program plan
E)  Something one uses until gaining practical experience in the field A

Question 3

Which of the following is NOT true of the action strategy?

Accepted Answer

A)  Results from knowing how an organization's policies and procedures contribute
B)  Does not relate to two-way symmetrical public relations
C)  Concentrates on adjustment and adaptation within the organization
D)  Includes changes within the organization
E)  Should be coordinated with the communication strategy B

Question 4

Which statement below meets the criteria of useful program objectives?

Accepted Answer

A)  To publish 12 issues of an employee newsletter in order to inform them of the benefits of not having a union.
B)  To increase the number of employees who are loyal to the company and who vote against having a union.
C)  To decrease the number of employees who are receptive to unionization by March 1
D)  To decrease the number of employees who believe that they would benefit from union membership from 60 percent to 40 percent by March 1
E)  To change employee perceptions by issuing 12 issues of the new employee newsletter by March 1

Question 5

Useful definitions of publics describe them based on which one of the following?

Accepted Answer

A)  Cross-situational predisposition
B)  Latent knowledge of problem
C)  Levels of education
D)  Involvement with the problem situation
E)  Reifications based on demographics

Question 6

Which one of the following is true about public relations goals?

Accepted Answer

A)  They should reflect the problems or opportunities defined in the research step.
B)  They should be independent of the organization's mission.
C)  They should focus on public relations issues regardless of what is the organization's broader vision.
D)  All of the above are true.
E)  None of the above is true.

Question 7

Why do some experienced planners argue against labeling one planning scenario as "most likely" or "probable"?

Accepted Answer

A)  Because it is better to assess more precise probabilities in contingencies
B)  Because it does not provide a quantitative basis for differentiating this scenario from "optimistic, surprise-free, and pessimistic" labels
C)  Because futurists have concluded that unlabeled scenarios are always better
D)  Because program planners tend to develop strategy only for the most likely contingency
E)  Because developing contingencies that have a low probability of happening is viewed by management as a waste of time.

Question 8

Which of the following is NOT a useful concept in public relations programs?

Accepted Answer

A)  "Target" public
B)  "Strategic" public
C)  "Latent" public
D)  "General" public
E)  "Active" public

Question 9

Which of the following approaches to defining publics identifies "knowledgeables" or "influentials" based on others' perceptions of these individuals?

Accepted Answer

A)  Psychographics
B)  Reputation
C)  Covert power
D)  Position
E)  Role in the decision process

Question 10

Which one of the following types of publics are unaware of their relationships with an organization and others on a given issue?

Accepted Answer

A)  Nonpublics
B)  Stakeholder publics
C)  Target publics
D)  Latent publics
E)  Active publics

Question 11

Of the ways of determining public relations budgets, which one reinforces the impression that public relations is an optional activity?

Accepted Answer

A)  Percentage of total income
B)  Task or goal basis
C)  Competitive necessity
D)  Portion of total operating budget
E)  Profit or surplus after "breaking even"

Question 12

Which of the following is NOT a variable in Grunig's situational theory of publics?

Accepted Answer

A)  Problem recognition
B)  Constraint recognition
C)  Information seeking
D)  Level of involvement
E)  Cognitive organization

Question 13

Mission statements become simply cosmetic additions to brochures, reports, lobby exhibits, speeches, and other communications if they do not have which one of the following?

Accepted Answer

A)  Clear and concise wording
B)  Effective illustrations
C)  Management commitment
D)  Government enforcement
E)  Good employee benefits

Question 14

Which one of the following is the grandest and least useful reification used in public relations?

Accepted Answer

A)  So-called "strategic planning"
B)  "General public"
C)  "Working theory"
D)  "Nonpublics"
E)  Demographics

Question 15

Planning and programming constitute which step in the public relations strategic-planning process?

Accepted Answer

A)  First step
B)  Second step
C)  Third step
D)  Fourth step
E)  Fifth step

Question 16

Which of the following is NOT an example of a cross-situational public?

Accepted Answer

A)  Nuclear waste protestors
B)  Women
C)  Canadians
D)  Minor children under age 18
E)  African Americans

Question 17

Which one of the following presents the specific knowledge, opinion, and behavioral outcomes to be achieved for each well-defined target public?

Accepted Answer

A)  Strategies
B)  Tactics
C)  Goals
D)  Objectives
E)  Reifications

Question 18

Which one of the following terms represents treating an abstraction as if it exists as a concrete entity?

Accepted Answer

A)  Strategies
B)  Tactics
C)  Goals
D)  Objectives
E)  Reification

Question 19

Which one of the following refers to individual values and lifestyles?

Accepted Answer

A)  Psychographics
B)  Role in the decision process
C)  Position
D)  Demographics
E)  Geographics

Question 20

Skimping on the strategic planning step may result in which one of the following?

Accepted Answer

A)  Reinforcing controversy rather than resolving it
B)  Spending money on nonexistent audiences
C)  Increasing misunderstanding
D)  Creating unintended consequences
E)  All of the above

Exam 12: Step Two: Planning and Programming