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TEST BANK for Straubhaar’s Media Now, 5th Edition 2008 Update CHAPTER 10 PUBLIC RELATIONS True/False 1. T F The Trucking Information Bureau was a front group created by Edward Bernays. Answer: True Reference: p. 296 2. T F Interactive press releases provide hyperlinks to background information. Answer: True Reference: p. 304 3. T F More and more corporations have created blogs to help counter or preempt PR attacks. Answer: True Reference: p. 305 4. T F Westinghouse claims it was the first organization to use the term public relations. Answer: False Reference: p. 295 5. T F The Exxon Valdez story is an example of how good public relations practices can help the environment. Answer: False Reference: p. 298 6. T F Since English has increasingly become the default language for international business, cultural and linguistic barriers have become less critical. Answer: True Reference: p. 299 7. T F Because of a bumbling PR campaign, the video of Harry Potter & The Philosopher’s Stone sold poorly during its initial release. Answer: False Reference: p. 299 Pitch letters are poorly written press releases, which reporters “pitch” into their waste baskets. Answer: False Reference: p. 300 8. T F 9. T F Women dominate employment in the public relations field. Answer: True Reference: p. 315 10. T F The Sarbanes-Oxley Act protects corporate whistleblowers. Answer: True Reference: p. 317 11. T F Technology is giving politicians new opportunities to circumvent mass media channels and state their case directly to the public. Answer: True Reference: p. 320 12. T F The Public Relations Society of America was founded in the 1920s by Edward Bernays. Answer: False Reference: p. 296 13. T F Television stations must pay PR companies to use video news releases. Answer: False Reference: p. 301 14. T F Thanks to the Internet, a lone, disgruntled employee can rapidly disseminate his or her message as loudly and effectively as a multibillion-dollar company. Answer: True Reference: p. 305 15. T F During his re-election campaign in 2004, President Bush used e-mail to announce his choice for vice president. Answer: False Reference: p. 307 16. T F About 360,000 people in the United States work full-time in public relations. Answer: False Reference: p. 314 17. T F The press release was invented in the 1920s by Bell Telephone. Answer: False Reference: pp. 311–312 Multiple Choice 18. Which of the following is a prominent PR research firms? a) Echo Research b) KD Paine and Partners c) CARMA d) All of the choices Answer: D Reference: p. 319 19. The U. S. Department of Education paid talk-show host Armstrong Williams so that he would _______________. a) run public service announcements on his show b) give inspirational speeches at staff meetings c) plug the department’s policies to his audience d) All of the choices Answer: C Reference: p. 318 20. _______________ is the intentional influence of attitudes and opinions. a) An information campaign b) News c) Advertising d) Propaganda Answer: D Reference: p. 294 21. What did Ivy Lee do? a) He worked to improve the image of the industrialists of the late nineteenth century. b) He represented unions fighting against corporations for higher wages. c) He worked with Edward Bernays to establish the first PR firm. d) He served as John Kerry’s press spokesman during the 2004 presidential race. Answer: A Reference: p. 296 22. Which of the following is least problematic as an ethical issue for public relations? a) Working with political campaigns b) Creating deceptive “citizens front groups” c) Associating movements like feminism with practices like smoking d) Placing press releases in publications to look like news stories Answer: A Reference: pp. 314–317 23. Which of the following is not a function of public relations? a) Promotion b) Media relations c) Lobbying d) They all are functions of public relations. Answer: D Reference: p. 320 24. According to a commonly held industry view, public relations seeks to establish mutually beneficial relationships between _______________ and _______________. a) a country … its neighbors b) an organization … its publics c) a front group … consumers d) parents … children Answer: B Reference: p. 307 25. When was the press release invented? a) In colonial America b) In the late 1800s c) In 1926 d) In the 1950s Answer: B Reference: p. 311 26. One major criticism of current public relations is that it may tend to _______________. a) represent the public interest at the expense of corporate interests b) allocate excessive funds to research and evaluation of the corporate environment c) mislead the public and put corporate interests above the public good d) ignore the usefulness of integrating new computer technologies in the campaigns Answer: C Reference: p. 320 27. _______________ is a common PR activity targeting legislators to influence the content or course of legislation or institutional practices. a) Lobbying b) Issue management c) Promotion d) Propaganda Answer: A Reference: p. 309 28. The tensions between _______________ and _______________ are at the center of some of the major issues affecting public relations. a) truths … lies b) individualism … collectivism c) the public interest … private interests d) facts … values Answer: C Reference: pp. 309, 314–317 29. _______________ work on behalf of another organization or set of institutions whose direct involvement might be controversial. a) Lobbyist groups b) Front groups c) Opinion groups d) Activist groups Answer: B Reference: p. 296 30. _______________ is the art of intentionally manipulating public opinion in support of one’s products, services, ideas, or issues without regard for truth or reality. a) Propaganda b) Public relations c) Agenda setting d) Spin Answer: D Reference: p. 296 31. Who created a wave of publicity stunts and coverage that made his circus “The Greatest Show on Earth”? a) Adolph Hitler b) P.T. Barnum c) Franklin Roosevelt d) Edward Bernays Answer: B Reference: p. 295 32. What are the most important functions that PR professionals perform? a) Publicity and media relations b) Corporate and environmental relations c) Employee relations and issue management d) Lying and deception Answer: A Reference: p. 308 33. Which of the following is a newer PR tool that builds on the latest advances in video, audio, and computer communications? a) Video news releases b) Pitch letters c) Press kits d) All of the choices Answer: A Reference: pp. 300–303 34. Which of the following is not a public relations research and evaluation method? a) Trend analysis b) Environmental monitoring c) Satellite media tracking d) Readability studies Answer: C Reference: p. 320 Short Answer 35. Where did the idea of propaganda develop? Reference: p. 294 36. What are the elements of successful public relations? Reference: pp. 310–312 37. Describe how public relations professionals use new communications technologies. Reference: pp. 301–306 38. Describe two specialties or functions of public relations. Reference: pp. 307–309 39. What is the tension between corporate interests and the public interest? Reference: pp. 315–318 40. What are the benefits of enhancing the research and evaluation capabilities of PR firms? Reference: p. 319 41. How has e-mail changed the work of PR firms? Reference: pp. 306–307 42. Why are video news releases flourishing? Reference: p. 301 43. Describe a “cyber smear” campaign. Reference: p. 305 44. How does the Sarbanes-Oxley Act affect public relations? Reference: p. 317 45. What type of skills do senior public relations practitioners complain are important but difficult to find in new employees? Reference: p. 318 46. Modern public relations evolved in the late nineteenth century. Describe an earlier instance that may yet be seen as a good example of successful public relations. Reference: pp. 293–295, 319