Deck 4: Relationship Management

Question 1

Starting in the 1980s, public relations educators and practitioners began to turn their focus ____________.

A) From publicity to advertising
B) From publicity to marketing
C) From publicity to relationships
D) From publicity to YouTube

Answer 1

C

Question 2

____________ is a PR relational maintenance strategy that involves an emphasis on common affiliations between the organization and its publics that might take the form of shared Twitter followers, LinkedIn connections, or mutual likes on Facebook.

A) Virtual identity
B) Digital property
C) Connecting
D) Social networking

Answer 2

D

Question 3

___________ is another PR relational maintenance strategy that includes disclosures about the nature of the organization and information of value to its publics.

A) Lucidity
B) Covertness
C) Openness
D) Opacity

Answer 3

C

Question 4

According to Hon and Grunig, "In a ____________ relationship, both parties provide benefits to the other because they are concerned with the welfare of the other-even when they get nothing in return."

A) Vertical
B) Communal
C) Directional
D) Noncommittal

Question 5

Thomas is the media relations specialist at Bay Area Hospital that is holding a groundbreaking event next month for a new wing devoted to joint replacement patients. He invites the editor of the local newspaper, with whom he nurtured a professional relationship, to attend and report on the event. What type of relationship is this?

A) A commerce-driven relationship
B) An issues-driven relationship
C) A news-driven relationship
D) An advocate-driven relationship

Question 6

____________ is when public relations practitioners encourage the news media to cover stories involving their organizations.

A) Casting the net
B) Flattery
C) Coercion
D) Pitching

Question 7

Jack is a journalist at the Johnson City Press, a local newspaper. He is handed three different news events ranging from a hit-and-run accident, a cat stranded in a tree, and a new CEO promotion. Jack must apply the principles of ____________ to make the decision.

A) Self-aggrandizement
B) Column spacing
C) Newsworthiness
D) Rolling the dice

Question 8

Jamie goes online to buy a book on Amazon. This transaction is known as business-to-consumer, or B2C. How is B2C different than B2B?

A) B2C is cheaper than B2B
B) B2C is faster than B2B
C) B2C is the same as B2B
D) B2C involves the consumer, whereas B2B does not

Question 9

Global cloud computing company Salesforce.com uses its Facebook page to post company links, pictures, and news. This is an example of ____________ communication.

A) A2B
B) B2C
C) B2B
D) A2Z

Question 10

Fortune magazine partners with the Great Place to Work Institute to pick the 100 best companies to work for. Most of the scoring is based on the results of a trust index survey of the employees. This is an example of surveying __________.

A) External publics
B) First-line publics
C) Internal publics
D) Low-level publics

Question 11

Intel Corporation institutes a BYOD (bring your own device) policy to access their internal IT system. This policy requires Intel to trust their employees to protect sensitive corporate information and the employees to trust the company to keep their information private. What are the results of this policy?

A) The results are mutually beneficial
B) The results are not mutually beneficial.
C) The results produce confusion.
D) The results cannot be defined.

Question 12

Chloe is a PR practitioner with a nonprofit organization that addresses environmental concerns. One of her duties is communicating to their publics the mission of the organization. This is an example of _____________.

A) Commerce-driven relationship
B) News-driven relationship
C) Issue-driven relationship
D) Profit-driven relationship

Question 13

Surfers did not constitute a public to be concerned with for the City of Chicago until 2008, when a surfer was arrested for surfing in Lake Michigan. At that point, surfing in Lake Michigan became a recognized issue. By 2009, a group of local surfers and assorted activists had organized enough to get the attention of city officials. In PR terms, this is an example of ____________.

A) An emerging public
B) An angry mob
C) Circular reasoning
D) An occupy movement

Question 14

Allstate, a for-profit company, is advocating a position on an issue that directly affects their business interests. For this purpose, Allstate pays for lobbying activity to influence legislation. This type of activity is an example of ____________.

A) Public activism
B) Strong-arm tactics
C) Pandering
D) Legislative relations

Question 15

In 1970, Milton Friedman published an article titled "The Social Responsibility of Business Is to Increase Its Profits," which raised ethical questions about how for-profit companies balance their need to make money with their responsibilities as corporate citizens. At the heart of the matter are competing loyalties. What are those competing loyalties?

A) Loyalty to society and shareholders
B) Loyalty to principles and ethics
C) Loyalty to journalists and PR firms
D) Loyalty to Congress and the Supreme Court

Question 16

In the early 2000s, ____________ emerged as alternatives to mass media at the same time we saw the shift in public relations from an overwhelmingly mass-mediated phenomenon to a more conversational, relationship-building one.

A) Social media
B) Smart phones
C) Publicity
D) Scholarship

Question 17

According to Canary and Stafford, one strategy to successfully maintain relationships is ________________, such as expressing favorable attitudes and interacting with partners in a cheerful, uncritical manner.

A) Calmness
B) Optimism
C) Positivity
D) Judgement

Question 18

Myles, a PR account executive, is happy to share tasks at home with his roommate, such as taking out the garbage or emptying the dishwasher. What would be an example of how Myles would apply "sharing tasks" in a public relations context, if applying Hon and Grunig's strategies?

A) The organization's communication would emphasize common affiliations between the organization and its publics
B) The organization would share information about itself, particularly information of value to its publics
C) The organization's communications would emphasize the importance of publics in the relationships
D) The organization encourages employees to volunteer or make a donation to a company-supported non-profit organization

Question 19

Avery works in marketing communications. She supports the sales department by raising awareness for the company's products and services. For Avery, the ultimate relationship outcome would be for someone to purchase her product. In this way, her company earns sales revenue and the customer feels satisfied. What type of relationship does Avery work to achieve?

A) Sales relationship
B) Exchange relationship
C) Investment relationship
D) Capital relationship

Question 20

Jamie is about to present her public relations annual review to her board of directors. While Jamie will certainly focus on her specific communication objectives and results, she also knows _____________ have contributed to the organization's overall success.

A) Long-term relationships
B) Reduced costs
C) Increased revenue
D) Public spending

Question 21

Relationships between organizations and publics are like relationships between individuals. Both require effective communication and ___________.

A) Exchanges
B) Communities
C) Components
D) Mutual understanding

Question 22

In PR News's 2018 salary report, 42 percent of communications professionals surveyed ranked ____________ as one of the top-three "must-have" skills public relations people need to get ahead. Alicia, a newcomer to the field, agrees. She dedicates much of her time getting to understand the jobs of reporters, editors, bloggers, and television producers.

A) Media relations
B) Investor relations
C) Influencer relations
D) Community relations

Question 23

Jackie is a journalist. She posts an online invitation to public relations professionals and others with relevant information or expertise to respond with story ideas. This is an example of __________.

A) Pitching story ideas
B) Media catching
C) Getting others to do the work
D) Journalistic malpractice

Question 24

Lillian is an account executive at a public relations agency. When her client asks her to pitch a new story to the media, Lillian asks questions to help determine _____________. She knows stories that have more timeliness, proximity, conflict and controversy, human interest, and relevance will make her job pitching the media easier.

A) Monetary value
B) Catchiness
C) Newsworthiness
D) Sizzle

Question 25

Piper pitched a story to reporters without considering whether it was a good match for them. As a result, Piper was ignored by every reporter she contacted. Unfortunately, this caused her to lose credibility and __________.

A) Lose her job
B) Lose her client
C) Damage her relationship with social media influencers
D) Damage her relationship with the reporters

Question 26

Antonio has built strong relationships with a core group of reporters. Sometimes, though, as a PR professional for a publicly-traded company, he is not able to answer every reporter question. He can still maintain his relationship with reporters, though, as long as he __________.

A) Gives them a better story later
B) Is open about his constraints
C) Apologizes
D) Makes them promise to keep it secret

Question 27

Omar is a supervisor at a public relations agency. His client, a local automobile dealer, has hired Omar's firm to help raise awareness and strengthen connections within the neighborhood. The relationship between Omar and the automobile dealer can be described as ___________.

A) Business-to-Business
B) Business-to-Consumer
C) Business-to-Consulting
D) Business-to-Brand

Question 28

Roberta, a buyer for Samsung smartphones, is responsible for procurement of the various component parts of the phone. In addition to the sheer volume of transactions involved, what is the major difference between B2C and B2B buyers?

A) B2C buyers are not as smart as B2B buyers
B) B2B buyers shop as part of their job
C) B2B buyers have more money
D) B2C buyers can use discount coupons

Question 29

IBM created the "Wimbledon experience" highlight videos to demonstrate its artificial intelligence capabilities. Why did it choose to market its products to tennis fans?

A) IBM's Research and Development team is nearby, making set up easy
B) Microsoft marketed during the U.S. Open
C) Tennis highlights are the best way to show off IBM's algorithms
D) Business people also watch sporting events like tennis

Question 30

Makayla's public relations job at a large insurance company focuses on building relationships and communications among employees. She knows that having trusting, satisfied, committed and empowered employees are more productive and driven toward achieving the organization's goals. Makayla knows that employees are the __________ with external publics.

A) Last line of defense
B) Gatekeepers
C) First line of communication
D) Control mechanisms

Question 31

Professor Linjuan Rita Men's survey of more than 400 employees of U.S. companies found that _________ may not be as commonly used, but improve the organizational climate by boosting employee engagement.

A) Social media
B) Face-to-face meetings
C) Posters
D) Newsletters

Question 32

When employees are ___________, they feel empowered, involved, emotionally attached and dedicated to the organization, and excited and proud about being a part of it.

A) Well paid
B) Given more time off
C) Engaged
D) Promoted

Question 33

After Hurricane Maria, medical technology company Medtronic was able to have its manufacturing plants in Puerto Rico up and running in six weeks, despite the immense destruction. How was it able to recover so quickly?

A) The company invested in restoring part of the power grid
B) The company invested in its employees
C) The company invested in local government leaders
D) The company invested in durable technologies

Question 34

Even though some practitioners come from backgrounds in business management, accounting or finance, ________ is very much a public relations function.

A) Securities Relations
B) Financial Relations
C) Investor Relations
D) SEC Relations

Question 35

Zariah understands that building relationships with investors and financial analysts builds trust that the company can do what it says. How does this benefit a publicly-traded company?

A) Financial publics will only focus on the non-material news
B) Financial publics give the company the benefit of the doubt
C) Financial media will reward adherence to regulations
D) Financial analysts will not need frequent updates

Question 36

While nonprofit organizations are focused on their missions, ___________ and ________________ are among their most important publics.

A) Government and Media
B) Media and Donors
C) Volunteers and Government
D) Donors and Volunteers

Question 37

Serenity has done a great job recruiting volunteers for her non-profit organization. However, lately, volunteers haven't been showing up for their shifts. Serenity now knows she can't just focus on recruiting volunteers, she also needs to invest in ______________ them.

A) Retaining
B) Recalling
C) Refuting
D) Restructuring

Question 38

Kathleen understands how challenging raising money for her non-profit client can be. She continues to remind her client to focus on _____________ relationships with donors who have demonstrated a commitment to the organization's mission.

A) Short-term
B) Long-term
C) Preliminary
D) Intermittent

Question 39

One important factor found to influence donor-organizational relationships is __________. In this context, a non-profit needs to do what it says it will do. Public relations professionals need to understand and honor donors' wishes as they manage donated funds.

A) Reciprocity
B) Responsibility
C) Reporting
D) Relationship Nurturing

Question 40

___________ is any important topic or problem that is open for debate, discussion or advocacy.

A) An activist
B) An exchange
C) A right
D) An issue

Question 41

What action prompted Nabisco to change the packaging design on Barnum's Animal Cracker box?

A) The design was too outdated for the times - the new one would better fit the brand image
B) An animal rights organization requested an update to help fight animal cruelty
C) Technological convergence necessitated a digital-friendly look
D) Government intervention and regulation required a packaging update

Question 42

Clara and Gabby have teamed up to pressure a local restaurant to stop using plastic straws. They have mounted a social media campaign, dropped off leaflets about the environmental impact of plastic straws, and even organized a protest outside the restaurant. Clara and Gabby are ___________.

A) Activists
B) A non-governmental organization
C) A public
D) Regulators

Question 43

One of the primary functions of government, ____________, is the dissemination of information to constituents.

A) Public affairs
B) Private affairs
C) Bureaucracy
D) Lobbying

Question 44

Daniel is hired by Hershey Co., whose main product is chocolate candy bars. The company has come under criticism for selling a product that is not healthy. How can Daniel advocate for a company that relies on sales of sugary treats that lead to obesity and make a compelling case that it also cares about the health of consumers?

A) He can create a PR campaign promoting the benefits of sugar
B) He can insist that potato chips and not candy bars cause obesity
C) He can silence the critics by claiming they do not have scientific proof
D) He can apply the principles of corporate social responsibility

Question 45

Stewart often feels conflicted when publics ask for a specific action on an issue they care about, and his company prefers the exact opposite approach. To find a solution, Stewart tries to find the __________, understanding that the most ethical course of action lies between these extremes.

A) Consolation
B) Circle of empowerment
C) Silver bullet
D) Golden mean