Download is reported to have created the first corporate public relations

1 ______ is reported to have created the first corporate public relations department in 1889.
A
F. Ross Johnson
B
Henry Ford
C
George Westinghouse
D
Thomas Edison
2 What type of organization highly values the authority and power of their public relations
department?
A
Traditional
B
Mixed organic/mechanical
C
Low complexity
D
Small-scale
3 Corporate public relations practitioner's influence in the company is based on four factors.
These factors include: perception of value by top management, practitioners taking on the
managerial role, reporting to the CEO, and:
A
Practitioners working with lower-level employees
B
Years of professional experience
C
Perception of value by external facilitators
D
Reporting to the marketing department
4 A public relations department within an organization goes by many names. The most common
name is:
A
Public Relations Department
B
Corporate Communication/Communication Department
C
Public Affairs Department
D
Marketing Communications Department
5 Common sections found within large corporations' public relations departments include:
investor relations, consumer affairs, government relations, community relations, employee
communication, marketing communications and:
A
Information technology
B
Research and development
C
News and information
D
Media relations
6 In public relations firms, the most common method used to bill a client is:
A
Pay-for-placement
B
Retainer fee
C
Basic hourly fee, plus out-of-pocket expenses
D
Fixed project fee
7 There are four areas of possible friction between public relations and other departments. These
other departments include:
A
Finance, Advertising, Research, and Information Technology
B
Finance, Human Resources, Research, and Information Technology
C
Legal, Human Resources, Advertising, and Marketing
D
Legal, Marketing, Finance, and Information Technology
8 Under the ______concept, organization policy requires that top managers at least listen to the
appropriate staff experts before deciding on a strategy.
A
Advisory
B
Command authority
C
Compulsory-authority
D
Concurring authority
9 What percentage of Fortune 500 companies use outside public relations counsel?
A
50
B
20
C
90
D
60
10 Public relations counseling firms offer a variety of services, such as crisis management.
Which of the following defines crisis management?
A
Promotion of products and services through news releases, feature stories, and media
tours
B
Management is counseled on what to say and do in an emergency such as an oil spill or
product recall.
C
Top executives are coached on public affairs activities, including personal appearances.
D
Management is counseled on ways to achieve official and public support for community
projects.
11 In a public relations firm, the ______ is in charge of one major account or several smaller
ones and oversees others.
A
Account supervisor
B
Assistant account executive
C
Executive assistant
D
Account executive
12 Clients believe that ______ is/are the most important criteria for evaluating public relations
firms.
A
Publicity/promotional skill
B
Creativity
C
Meeting deadlines/keeping promises
D
Honest/accurate billing
13 Which of the following is NOT an advantage of a public relations firm?
A
Variety of skills and expertise
B
Objectivity
C
Special problem-solving skills
D
Full-time commitment to client
14 There are several drawbacks of using public relations firms. Some companies become
frustrated because time and money are needed for a public relations firm to research the
organization and make recommendations. As a result, there is:
A
Lack of full-time commitment to the client
B
Resentment by internal staff
C
Need for full information and confidence
D
Need for a prolonged briefing period
15 What method of billing is a basic monthly charge billed to the client and covers ordinary
administrative and overhead expenses for maintaining the account and being on call for advice
and strategic counsel?
A
Pay-for-placement
B
Retainer fee
C
Fixed project fee
D
Basic hourly fee, plus out-of-pocket expenses
16 ______ is least used by public relations firms because it reduces public relations to media
relations, it presents cash flow problems, and media gatekeepers decide what to use and what not
to use - no guaranteed placement.
A
Retainer fee
B
Fixed project fee
C
Basic hourly fee, plus out-of-pocket expenses
D
Pay-for-placement
17 When working in ______, public relations professionals work with the same client all the
time, get to know the organization really well, but the work can become tedious.
A
Corporate public relations
B
Neither public relations firms or corporate public relations
C
Public relations firms
D
Both public relations firms and corporate public relations
18 The world's largest communication conglomerate is:
A
Omnicom
B
Publicis Groupe
C
Incepta
D
Havas
19 ______ is the most common public relations activity performed by in-house public relations
departments.
A
Measurement and analysis
B
Media relations
C
Special events
D
Product/brand advertising
20 The Enron scandal, where public relations was regulated to a low level - almost nonexistent,
is an example of what type of public relations strategy?
A
Compulsory-advisory
B
Advisory
C
Concurring authority
D
Command authority
1-c
2-b
14-d
3-b
15-b
4-b
16-d
5-d
17-a
6-c
18-a
7-c
19-b
8-c
20-b
9-c
1 Compared to other marketing communications tools, PR is the:
A
Worst for generating trust and confidence
B
Best for generating trust and confidence
2 Public Relations requires the purchase of media
A
True
B
False
3 Which set of characteristics most accurately describe PR?
A
Low cost, high credibility, low control
B
High cost, low credibility, high control
C
Low cost, low credibility, high control
D
High cost, high credibility, low control
10-b
11-a
12-c
13-d
4 Audiences for Public Relations are:
A
Suppliers
B
Employees
C
Financial groups
D
Local Authorities
5 Which of the 4 PR models below (Grunig and Hunt) is most prevalent nowadays?
A
Asymmetric
B
Public information
C
Press agentry
D
Symmetric
6 The short-term, instrumental use of PR has been labelled:
A
Craft
B
Professional
C
Traditional
7 Traditionally, PR and Marketing have been functionally:
A
Separate
B
United
C
Merged
8 MPR stands for:
A
Multiple Public Relations
B
Marketing Public Relations
C
Merged Public Relations
9 CRM stands for:
A
Customer Response to Marketing
B
Cause Related Marketing
C
Charitable Reasons for Marketing
10 The main PR activities are:
A
Lobbying and literature
B
Publicity and event management
C
Sponsorship and publicity
D
Exhibitions and publicity
11 Which of the following are not types of events:
A
Community
B
Arts
C
Product
D
Corporate
12 Lobbying is referred to as outside public relations:
A
True
B
False
13 Corporate advertising is currently in the _____________ period.
A
Issue
B
Focus
C
Relationships
D
Umbrella
14 Corporate advertising concentrates on:
A
Organisational personality
B
Product personality
C
Recruitment
D
Brand personality
15 The reasons for using Corporate Advertising do not include:
A
For product support
B
Arranging finance for mergers
C
During change and transition
D
Repositioning
16 Advocacy advertising concentrates on:
A
Legal and government organisations
B
An organisation’s stance on important issues
C
Messages to employees
17 The dimensions of the organisational crisis matrix are:
A
Community concern and tone of publicity
B
Span of impact and control
C
Employee morale and share price
D
Legal and moral obligations
18 There several phases associated with a crisis, generally these are identified as:
A
Measuring, Determining, Action and Coping.
B
Signalling, Impact and Realignment
C
Scanning, Impact, Adjustment and Prevention
D
Scanning, Pre-impact, Impact and Readjustment
19 In the realm of ‘cyber attack’, DDOS stands for:
A
Damaging Downtime of System
B
Digital Data Output Spoilt
C
Disastrous Destruction of Systems
D
Distributed Denial of Service
20 Which of the following is not regarded as a form of cyber attack?
A
Micro-sites
B
Firewall attack
C
Email
D
Cyber squatting
1-b
2-b
14-a
3-a
15-b
4-c
16-b
5-b
17-b
6-a
18-d
7-a
19-d
8-b
20-a
9-b
10-b
11-b
12-b
13-c
1 Which of the following is one of the steps required for public relations to achieve its goals?
a.
b.
c.
d.
all of these
implement, or carry out, plans
define, identify, and evaluate publics
decide and design strategies and policies
2 Tan is in charge of updating information on the employees-only section of the company web
site, as well as putting out regular employee newsletters and holding information meetings. Tan
is engaged in
a.
b.
c.
d.
puffery.
lobbying.
external public relations.
internal public relations.
3 Specific groups of people who are the targets of services from public relations professionals
are called
a.
b.
c.
d.
practitioners.
publics.
buyers.
victims.
4 PR pioneer Ivy Lee counseled clients to
a.
b.
c.
d.
"stonewall" media by refusing to make any comments.
lie to government officials when necessary.
avoid deception.
use puffery and fluff.
5 A pioneering PR practitioner who argued strongly for ethical conduct was
a.
b.
c.
d.
Edward Bernays.
George Creel.
P.T. Barnum.
John D. Rockefeller.
6 During World War I, George Creel headed a government agency whose job was to
a.
b.
c.
d.
make the war popular.
recruit, screen and train over 1 million new soldiers.
do all of these.
halt accidental leaks of classified information to the enemy.
7 Jennifer creates and assembles a packet of information for journalists about an upcoming
event. This packet is called a
a.
b.
c.
d.
fluffery folder.
membership driver.
propaganda packet.
media kit.
8 Peyton advises a candidate who running for the U.S. Senate on how to get the candidate's
message to the voters. Peyton is practicing
a.
b.
c.
d.
lobbying.
crisis management.
political communication.
financial public relations.
9 Which of the following describes effective, proactive public relations crisis management?
a. Create a crisis by attacking communications perceived as unfair to a client.
b. When a crisis occurs, disassociate your client from the story as quickly as
possible.
c. When a crisis occurs, seize leadership of the story.
d. Once a crisis has passed, institute a complete media embargo until a new crisis
occurs.
10 To be accredited by the Public Relations Society of America, practitioners must
a.
b.
c.
d.
pass tests on their knowledge of ethics and law.
possess an advanced degree in public relations.
simply pay a fee.
work for a public-relations agency.
11 An early master of generating news coverage and public interest through exaggerated claims
was
a.
b.
c.
d.
Stephen Lacy.
P.T. Barnum.
Jean Folkerts.
John Vivian.
12 Public relations for World War II were the responsibility of a U.S. government agency called
a.
b.
c.
d.
the Office of War Information (OWI).
the Department of Emergency Education Relations (DEER).
Adams, Bernays, and Creel (ABC).
Ivy & Lee, Limited (ILL).
13 Morgan provides information about environmental causes to lawmakers and urges them to
vote for laws that protect the environment. Morgan is practicing which public relations activity?
a.
b.
c.
d.
media relations
internal public relations
image consulting
lobbying
14 The public relations staff of a food manufacturing company has developed a set of
communication procedures to follow in case of contamination of any of company's products.
This effort to prepare for a crisis is called
a. fund-raising.
b. contingency planning.
c. image consulting.
d. advertising.
15 Public relations professionals often face difficulties in convincing top corporate management
a.
b.
c.
d.
that PR contributes to the company's bottom-line success.
that PR is worth spending money on.
the PR staff should play a role in setting corporate policy.
of all of these.
16 Angel prepares information for the company's financial report and communicates with current
and potential investors in the company. Angel is practicing
a.
b.
c.
d.
media relations.
event coordination.
puffery.
financial public relations.
17 Practitioners face losing accreditation from the Public Relations Society of America if they
a.
b.
c.
d.
pass the accreditation exam.
do any of these.
violate the organization's Code of Ethics.
change jobs.
18 Shea plans and supervises book signings, political rallies, fundraising galas and other
occasions. Shea provides which public relations service?
a.
b.
c.
d.
financial relations.
lobbying.
events coordination
image consulting.
19 Proactive media relations adhere to all of the following principles EXCEPT
a. providing truth, accuracy and fairness in their communications.
b. complete journalistic objectivity in their messages.
c. establishing productive, ongoing relationships with top management.
d. taking the initiative to release information.
20 Internal public relations practitioners facilitate
a.
b.
c.
d.
1-a
2-d
14-b
all of these.
upward communication, from workers to executives.
downward communication, from management to workers.
horizontal communications, among departments or divisions of large companies.
3-b
15-d
4-c
16-d
5-a
17-c
6-a
18-c
7-d
19-b
8-c
20-a
9-c
10-d
11-b
12-a
13-d
1. Another name for a company’s marketing communications mix is:
a.
b.
c.
d.
the advertising program.
the sales force.
the image mix.
the promotion mix.
2. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation
and promotion of ideas, goods, or services by an identified sponsor?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
3. The _______________________ is the specific mix of advertising, personal selling, sales
promotion, public relations, and direct marketing tools that the company uses to pursue its
advertising and marketing objectives.
a.
b.
c.
d.
value mix
integrated dealer mix
marketing communications mix
marketing control mix
4. Which tool of the promotional mix consists of short-term incentives to encourage the
purchase or sale of a product or service?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
5. If a company wants to build a good “corporate image,” it will probably use which of the
following marketing communications mix tools?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
6. _________________ is direct communications with carefully targeted individual consumers
to obtain an immediate response.
a.
b.
c.
d.
Personal selling
Public relations
Direct marketing
Sales promotion
7. There is an increasing amount of commerce being done via the Internet. With respect to the
promotional mix, which of the following categories would be most directly concerned with
Internet commerce?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
8. The personal presentation by the firm’s sales force for the purpose of making sales and
building customer relationships is called:
a.
b.
c.
d.
personal selling.
public relations.
direct marketing.
sales promotion.
9. Which of the following major promotional tools use press relations, product publicity,
corporate communications, lobbying, and public service to communicate information?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
10. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the
Internet to communicate directly with specific consumers?
a.
b.
c.
d.
advertising
public relations
direct marketing
sales promotion
11. Although the promotion mix is the company’s primary communication activity, the
__________________ must be coordinated for greatest communication impact.
a.
b.
c.
d.
organizational culture
entire marketing mix
demand mix
profit variables in a company
12. Two major factors are changing the face of today’s communications. One of these factors is
the fact that:
a. costs of promotion are rising.
b. mass markets are fragmented and marketers are shifting away from mass marketing.
c. global communications are not growing rapidly enough.
d. marcom managers have achieved more power and control.
13. The shift from ________________________ has had a dramatic impact on marketing
communications.
a.
b.
c.
d.
brand management to value management
media manipulation to media control
mass marketing to segmented marketing
mass marketing to global marketing
14. ____________ fragmentation has resulted in media fragmentation.
a.
b.
c.
d.
Market
Purchasing
Product
Public relations
15. For many years mass-media advertising was king among promotion variables. Today, this
form of advertising appears to be giving way to:
a.
b.
c.
d.
1-d
product differentiation.
other elements of the promotion mix.
nonmanipulative variables.
a move away from promotion.
2-a
14-a
3-c
15-b
4-d
5-b
6-c
7-c
8-a
9-b
10-c
11-b
12-b
13-c