Deck 11: Public Relations

Question 1

Which is not a feature of the public relations role in an organisation?

A) Inform stakeholders about the organisation
B) Influence attitudes and behaviour
C) Promote interaction with the social and political environment
D) Promote products directly to consumers

Answer 1

D

Question 2

The key benefit of adopting a two-way symmetrical approach to public relations is

A) that potential problems or hostile attitudes are identified before they become issues.
B) that it requires less resources than other models.
C) that it promotes balance between an organisation and its publics.
D) the ability to promote products and services directly to customers.

Answer 2

A

Question 3

A public health campaign designed to inform the public of the benefits of exercise is an example of which public relations model?

A) Press agentry/publicity model
B) Public information model
C) Two-way asymmetrical model
D) Two-way symmetrical model

Answer 3

B

Question 4

Evaluation is used to help design a program that influences a public in which public relations model?

A) Press agentry/publicity model
B) Public information model
C) Two-way asymmetrical model
D) Two-way symmetrical model

Question 5

An organisation should have at least one person monitoring its social media presence.

Question 6

The public information model of public relations uses two-way communication.

Question 7

Two-way communication is the most effective way of managing an issue.

Question 8

An organisation trying to promote a relationship based on mutual understanding would use the

A) press agentry/publicity model
B) public information model
C) two-way asymmetrical model
D) two-way symmetrical model

Question 9

An organisation's use of social media facilitates

A) a monologue.
B) a dialogue.
C) one-directional communication.
D) monitoring staff behaviour.

Question 10

The model of public relations that often refers to a public relations practitioner as 'journalist in residence' is the

A) press agentry/publicity model.
B) public information model.
C) two-way asymmetrical model.
D) two-way symmetrical model.

Question 11

An organisation's publics will have similar styles influenced by local conditions.

Question 12

Two-way communication in public relations refers to

A) effective technology that facilitates communication between the organisation and its customers.
B) the ability of an organisation to communicate with its stakeholders and receive feedback on which it can act.
C) the need for organisations to be answerable to their stakeholders.
D) the organisation's promotional strategy.

Question 13

Discuss the differences between the four models of communication. For each model, describe a public relations situation in which the model would be most appropriate.

Question 14

Organisations usually use only one model of public relations.

Question 15

Contrived engagement and deceptive communication will damage an organisation's relationship with its stakeholders.

Question 16

Stakeholders are

A) individuals or groups who are interested in the organisation.
B) individuals or groups who are aware of the organisation's activities.
C) individuals or groups affected by the behaviour of an organisation.
D) individuals or groups who are competing for business with the organisation.

Question 17

Public relations (PR) is concerned with

A) the range of organisational activities required to keep a customer satisfied.
B) creating the organisation's public presence and influencing its publics to take some course of action.
C) marketing your image and building your organisation's structural base.
D) ensuring employees of the company are satisfied with the way business is conducted.

Question 18

Running an event specifically designed to attract media coverage is an example of using which public relations model?

A) Press agentry/publicity model
B) Public information model
C) Two-way asymmetrical model
D) Two-way symmetrical model

Question 19

Which type of communication does not rely on persuasion and manipulation in a public relations model?

A) One-way communication
B) Two-way symmetrical communication
C) Two-way asymmetrical communication
D) None of the above

Question 20

An organisation trying to convince stakeholders of a particular point of view would use the

A) press agentry/publicity model
B) public information model
C) two-way asymmetrical model
D) two-way symmetrical model

Question 21

The ways in which an organisation considers the impact its actions will have on its publics is addressed by the organisation's approach to

A) customer relations.
B) two-way communication.
C) corporate social responsibility.
D) budgeting.

Question 22

Public relations is ineffective as a tool to overcome community objections to hazardous or undesirable developments.

Question 23

According to Baskin, Aronoff and Lattimore (1997), it is not the responsibility of public relations practitioners to maintain favourable opinions.

Question 24

Public relations generally only convey information about an organisation's image, objectives, policies, standards, products and services.

Question 25

The three objectives of public relations provided by Baskin, Aronoff and Lattimore (1997) are to

A) create information, disseminate information and monitor information.
B) maintain positive opinion, neutralise hostile opinion and create opinion where there is none.
C) make an image, monitor the image and modify the image.
D) create information, modify images and neutralise hostile opinions.

Question 26

Social media enables customers to make enquiries, find product information and access post-purchase services.

Question 27

Social media has changed the art of influence, but the principles on which public relations is based have remained the same.

Question 28

Which of the following is not a factor in driving corporate social responsibility?

A) Ethical consumerism
B) Social awareness and education
C) Laws and regulations
D) Corporate governance

Question 29

A successful public relations strategy starts with a clear message.

Question 30

The two-way models of public relations operate at higher levels than one-way models.

Question 31

Mutually beneficial relationships with a public are built by

A) listening and appeasing.
B) appreciating and empathising.
C) listening and responding.
D) consulting and defending.

Question 32

Allert and Zawawi (2000) suggested that an effective strategic communication plan should

A) use creative, colourful and attractive images.
B) use colloquial language.
C) use email, Internet, Facebook or Twitter formats.
D) be open, clear, consistent, timely and receiver-oriented.

Question 33

Public relations strategies should be implemented by someone high in the organisation because

A) public relations is a function of management.
B) implementing public relations requires access to resources.
C) only someone high in the organisation fully understands the public.
D) someone high in the organisation has powerful allies externally.

Question 34

Consider the image of an organisation you know well. Reflect on what you know and think about that organisation, and how it communicates with its stakeholders. Is the communication one- or two-way, and is it effective?

Question 35

A strong relationship with traditional and social media is built on

A) knowledge of deadlines and what the media want.
B) credibility and trust.
C) a positive organisational image.
D) strategic alignment of political and social goals.

Question 36

Writing and speaking are the main communication skills needed by public relations practitioners.

Question 37

Effective organisations ensure their public relations messages are aligned with management decisions and processes.

Question 38

Before an organisation decides on a public relations plan, it must

A) conduct research.
B) identify its image.
C) determine goals and objectives.
D) All of the above

Question 39

Which of the following is not a planning step in a public relations program?

A) Research
B) Identify the communication channel
C) Create a timeline
D) Book advertising

Question 40

According to Beder (1999), one of the risks of community consultation in the public relations context is that

A) it opens the organisation to criticism before the event.
B) it is merely a PR exercise not aimed at fostering genuine participation in decision making.
C) it communicates risk too overtly.
D) it loses control over its own decision-making processes.

Question 41

Even if the media ask to interview a member of your organisation, it is unlikely that you will receive coverage on the news.

Question 42

Ethical consumerism is one of the factors that drives corporate social responsibility.

Question 43

Effective public relations campaigns focus on the organisation rather than the market.

Question 44

The inverted pyramid is useful because it leaves the reader with the most important information at the end of the story.

Question 45

Explain why you would want to plan a public relations campaign. What would be the objectives? How many steps will it take and what are they?

Question 46

When conducting a media interview, bridges are effective at

A) diverting attention from the main point.
B) redirecting attention back to the key point.
C) linking questions.
D) emphasising a key promotional message.

Question 47

A media release should not be

A) less than 500 words.
B) focused on one event or issue.
C) written in the inverted pyramid style.
D) inaccurate and verbose.

Question 48

Corporate social responsibility aims for a balance between organisational interests and activities and those affected by the organisation's activities.

Question 49

Customer and other stakeholder perceptions should be gathered through research that is conducted in a face-to-face manner.

Question 50

A media release should focus on a single issue.

Question 51

The use of effective communication skills in public relations is critical because

A) such skills are 'best practice' and required in a global environment.
B) it facilitates an open, transparent and clear relationship with stakeholders.
C) stakeholders have expectations that need to be met.
D) the organisation pays for staff to have such skills.

Question 52

A media release is also known as a news or press release.

Question 53

From an organisational perspective, the purpose of a media release is to

A) make an announcement.
B) attract media attention.
C) reach an online audience.
D) All of the above

Question 54

Large organisations usually have a consistent image.

Question 55

Discuss corporate social responsibility, and how it is relevant to stakeholders. Give examples of corporate social responsibility in action.

Question 56

Which of the following does not describe a media release?

A) An informal announcement
B) A method for attracting attention
C) A release for a range of publics
D) A way to promote the organisation

Question 57

Holding a special event can achieve public relations goals by

A) attracting people to one place at one time.
B) creating a focus for an issue or activity.
C) creating a forum for an organisational spokesperson to interact with media.
D) creating an opportunity to interact with competitors.

Question 58

A media release should be written as a news story from an organisation's perspective.

Question 59

Bloggers are important targets for public relations practitioners because

A) they are free to engage with.
B) they influence large audiences.
C) they can influence target audiences and stakeholders.
D) they can influence politicians.

Question 60

Media relations uses

A) online communication channels.
B) internal communication channels.
C) external communication channels.
D) in-house communication channels.

Question 61

Discuss the different roles media releases and special events have in promoting an organisation's image.

Question 62

Managing issues at an early stage is crucial because

A) issues can overtake an organisation.
B) it can avert a crisis.
C) it demonstrates accountability and credibility.
D) All of the above

Question 63

The most effective way to communicate in a public relations context is two-way asymmetrical.

Question 64

Describe the steps in the strategic management of public relations issues.

Question 65

Discuss the transition from an issue to a crisis, and the role public relations management plays in this.

Question 66

When issues arise, organisations should respond as immediately as possible.

Question 67

A public relations issue appears when

A) stakeholders form groups because an organisation's actions impact on them.
B) high-profile issues are likely to negatively impact an organisation.
C) high-profile issues are likely to either negatively OR positively impact an organisation.
D) a crisis event occurs that will involve delicate negotiations and collaboration with a specific public or publics to resolve.

Question 68

Negotiation and collaboration are the most effective ways of dealing with issues that arise in an organisation.

Question 69

According to Hunt and Grunig's (1994) steps in the strategic management of public relations, the planning of formal programs and campaigns should occur prior to the development of objectives.

Question 70

Social media enables the facilitation of two-way communication by pushing out information and pulling in feedback.

Question 71

An organisation that operates using a two-way symmetrical model is a

A) high-transparency organisation.
B) low-transparency organisation.
C) proactive organisation.
D) reactive organisation.

Question 72

The effective use of social media in a crisis should be

A) two-way symmetrical communication.
B) two-way asymmetrical communication.
C) one-way communication.
D) managed by the organisation.

Question 73

What communication skills are required by public relations practitioners? Discuss what communication skills are most appropriate to different tasks, such as writing media releases, or influencing management to resource a campaign.

Question 74

'News value' is the term used to describe the criteria for attracting the media.

Question 75

An effective media release should close with news of secondary importance.

Question 76

Organisations which effectively manage issues create mutual understanding and a stable relationship with stakeholders.

Question 77

An organisation that ignores, rather than manages, problems or crises is referred to as

A) irresponsible.
B) Incompetent.
C) low-transparency.
D) high-transparency.

Question 78

Which of the following is not a step in the strategic management of public relations, according to Hunt and Grunig (1994)?

A) Build a stable long-term relationship
B) Develop objectives
C) Conduct research
D) Select issues to which the organisation will respond

Question 79

The purpose of a media release is to gather feedback from the audience.

Question 80

If a crisis occurs, the first step in managing the crisis is to craft the message.