Solution Manual for Practice of Public Relations, The, 13th Edition

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1The Practice of Public Relations, 13e(Seitel)Chapter 1Defining Public Relations1) The opening scenario in Chapter 1, which details the activities of ISIS or ISIL, proves that________.A) public relations is a strategic communication process that builds mutually beneficialrelationships between organizations and their publicsB) public relations has become one of society's most potent forces across the globeC) public relations can be used for the advancement of a global societyD) not all organizations know how to use public relations effectivelyAnswer: BDifficulty: 3: ChallengingSkill: SynthesisLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.2) Which societal force has joined public relations to revolutionize the way organizations andindividuals communicate with key publics around the world?A) The advertising industryB) International nonprofitsC) ISISD) Social mediaAnswer: DDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Information technology3) In 2012, the Public Relations Society of America reached a common definition for publicrelations. Which of the following represents the winning definition?A) "Like beauty, the definition of 'public relations' is in the eye of the beholder."B) "Public relations is a planned process to influence public opinion, through sound characterand proper performance, based on mutually satisfactory two-way communication."C) "Public relations revolutionizes the way organizations and individuals communicate to theirkey constituent publics around the world."D) "Public relations is a strategic communication process that builds mutually beneficialrelationships between organizations and their publics."Answer: DDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.

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24) The strength of the public relations field stems from ________.A) its roots in democracyB) its significance in altering democracyC) its significance in building the ranks of managementD) its significance in protecting management from encroachment by unqualified leadersAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.5) In a society overwhelmed by communications, what is the communicator's main challenge?A) to bombard the target audience with messages of every variety (traditional and nontraditional)at the same timeB) to make millions of dollars for public relations professionalsC) to convince people that public relations is importantD) to cut through communications that come from many sources to deliver an argument that ispersuasive, believable, and actionableAnswer: DDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Written and oral communication6) The fundamental mandate of public relations is ________, and its focus is ________.A) strategy; media relationsB) communications; building relationshipsC) relationships; publicityD) character; performanceAnswer: BDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.7) In John Marston's R-A-C-E process, the key step is ________.A) solid strategyB) reasoned researchC) actionD) careful evaluationAnswer: CDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.

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38) Which of the following distinguishes the R-O-S-I-E formula from other formulae thatsummarize the PR process?A) encompasses more clear objectivesB) encompasses a more managerial approachC) encompasses more implementation of a predetermined planD) encompasses more scientific evaluationAnswer: BDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Analytical thinking9) In reporting to an organization's top management, public relations professionals must be ableto provide information that is ________.A) unfiltered and uncensoredB) carefully researchedC) approved by other departmentsD) positive in natureAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.10) Which of the following are among the five actions that Professor Melvin Sharpe indicatescan "harmonize" relations between individuals and organizations?A) measured remarks that foster credibilityB) environmental research and evaluation to determine actions or adjustments neededC) continuous one-way communicationD) credible actions that favor the organizationAnswer: BDifficulty: 3: ChallengingSkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.

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411) In "A Question of Ethics," in Chapter 1, the Ketchum agency's public relations counsel toRussia was viewed by many as ________.A) a heroic effort to save a dying political system, despite Putin's best effortsB) a key step in the agency's international expansionC) a waste of Ketchum's valuable and limited resourcesD) a reprehensible act that enabled Russia to disguise many of its negative issuesAnswer: DDifficulty: 3: ChallengingSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Reflective thinking12) Professional practitioners who understand the "management interpreter" perspective ofpublic relations recognize ________.A) the value of insights from Leon Hess on this perspectiveB) that management takes precedence over public attitudes and beliefsC) the need to be able to create management policyD) the importance of communicating organizational policy accurately and candidly to the publicAnswer: DDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.13) General Motors' handling of charges by Ralph Nader that their Corvair was "unsafe at anyspeed" is an example of corporate public relations professionals' failure to ________.A) interpret and convey to management what the public really thinksB) analyze and convey to the public why management feels the way it doesC) understand how corporate influence can change public opinionD) interpret how public influence can be ignored if it is in the best interest of shareholdersAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Application of knowledge

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514) Recall the devastating incidents of police shootings of unarmed young black men in theUnited States. From a public relations perspective, what did these tragedies demonstrate?A) that use of force must always be backed by a firm commitment to ethicsB) the fact that law enforcement officers needed better trainingC) the importance of rapid communication to explain actionD) the wisdom of hiring professional communicators in a crisisAnswer: CDifficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Ethical understanding and reasoning15) Savvy individuals and institutions must recognize the importance of ________.A) appropriate use of modern technology in communicating with one anotherB) recognizing the role each plays in modern societyC) effectively interpreting the institution's philosophies, policies, practices, and views to thepublicD) hiring professional communicators to act as mouthpiecesAnswer: CDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.16) To effectively communicate with a public, it is important to recognize that ________.A) most publics have the same needsB) many publics are most interested in the technology you useC) all publics have their own special needs and require different types of communicationD) all publics have overlapping organizational needsAnswer: CDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.

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617) Which of the following has increased interdependence between people and organizationsalong with organizational concern for managing complex relationships?A) organizational changeB) technological changeC) social changeD) environmental changeAnswer: BDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Information technology18) Recall the "FYI" feature in Chapter 1, regarding athlete Bruce Jenner's decision to become awoman. Here, some members of the public criticized Jenner for ________.A) maximizing the publicity of what should have been a private decisionB) choosing the wrong social media channels to make his "coming out" announcementC) focusing attention on the transgender issueD) choosing ABC-TV as his media outlet for the announcementAnswer: ADifficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Reflective thinking19) For a group of people to become a public, which of the following does NOT occur?A) They must face a similar situation.B) They must recognize what is problematic in that situation.C) They must organize to confront a problem.D) They must seek public relations counsel in order to resolve the situation.Answer: DDifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.20) To the public relations practitioner, secondary publics are ________.A) important, but less important than primary publicsB) similar to marginal publicC) unimportantD) important, but only in a future campaignAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.

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721) Public relations consultants for politicians should point out the importance of theuncommitted public because ________.A) that public rarely decides to voteB) that public can swing a voteC) that public is the most difficult to persuadeD) that public needs to have their beliefs reinforcedAnswer: BDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.22) A major difference between public relations and marketing or advertising is that ________.A) marketing and advertising promote an organizationB) public relations promotes an entire organization, including its people, products, and servicesC) marketing and advertising promote an organization's individuals rather than its products orservicesD) public relations promotes only a product or a serviceAnswer: BDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.23) Reviewing the list of public relations functions found in Chapter 1, it is obvious that________.A) public relations is best suited to assist nonprofit organizationsB) public relations practitioners must work hard to keep their clients in the newsC) public relations is largely a technical taskD) public relations practitioners work with many diverse publicsAnswer: DDifficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Analytical thinking

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824) The government affairs function of public relations deals with ________.A) customers who want sales informationB) officials at the local, state, and federal levelsC) investors who want information about the annual meetingD) behavioral beliefsAnswer: BDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.25) Twisting messages to create the impression of positive performance is ________.A) a widely used ethical practice in public relationsB) the best way to preserve hard-earned credibilityC) the best way to provide reporters with balanced informationD) the definition of spinAnswer: DDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."AACSB: Ethical understanding and reasoning26) President Bill Clinton's response to the American public in explaining the Monica Lewinskyscandal could accurately be called ________.A) highly detailedB) spinC) factual and accurateD) complete fictionAnswer: BDifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."AACSB: Ethical understanding and reasoning27) What is the cardinal rule for public relations practitioners?A) to never, ever lieB) don't get caughtC) spin the issue to sway public opinionD) be mindful of how your words can sway the publicAnswer: ADifficulty: 1: EasySkill: ConceptLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."AACSB: Ethical understanding and reasoning

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928) In a 2004 study by the search firm Heyman Associates, which of the following was NOT acharacteristic of successful PR leaders?A) inner strengthB) teamlinessC) proactivity and passionD) relationship buildingAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.29) Which is NOT necessarily one of the key technical skills that public relations professionalsshould possess?A) knowledge of communications, including how the media workB) knowledge of current eventsC) knowledge of how management shapes policyD) knowledge of the public's "right to know"Answer: DDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.30) Public relations practitioners should maintain a healthy knowledge of current eventsMOSTLY because ________.A) they may need to put that knowledge to work for a client or employerB) it makes for a much more interesting professional lifeC) it demonstrates how management can shape policyD) they may need to "spin" the news on behalf of their employerAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.AACSB: Application of knowledge31) To be successful, a public relations professional should be predisposed to ________.A) disclose rather than withhold informationB) avoid responding to false accusations from an irate consumerC) avoid confronting situations before they escalateD) disclose how business worksAnswer: ADifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.

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1032) Advocacy for the public relations practitioner can mean all of the following EXCEPT________.A) standing up for what their employers representB) advocating for what their publics needC) advocating for one's employer, regardless of their positionD) resigning one's position if necessaryAnswer: CDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.AACSB: Analytical thinking33) Which of the following is NOT among six requisite "attitudes" an effective public relationspractitioner should have?A) to have a counseling orientationB) to project a healthy skepticismC) a desire to do the right thingD) a willingness to take risksAnswer: BDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.34) Regarding public relations as a profession, which of the following is true?A) It is not yet a full profession like accounting or medicine.B) It could be a profession, but practitioners are not yet interested in it.C) Extensive formal training is necessary and required.D) All prospective practitioners must pass a licensing exam.Answer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.35) Which of the following statements apply to the practice of public relations?A) "Spin" can help a person or organization cover up the truth.B) If management errs, good public relations can solve the problem.C) Public relations cannot succeed if an organization's actions are unethical.D) Luckily, the public will quickly forgive an organization's mistakes.Answer: CDifficulty: 3: ChallengingSkill: SynthesisLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.AACSB: Ethical understanding and reasoning

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1136) In the 21st century, the power of public relations is no longer as great as it used to be.Answer: FALSEDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.37) The use of public relations by ISIS or ISIL proves that it is an unethical practice.Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Ethical understanding and reasoning38) Public relations is an industry that is growing in numbers, although respect for it hasdiminished.Answer: FALSEDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.39) The exact definition of public relations still perplexes many professionals in the field.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Analytical thinking40) Around the world, the practice of public relations has declined somewhat from its peak in thelate 1990s.Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.

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1241) There are many different definitions for public relations, and each one is valid.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.42) As a communication student looking to maximize your career earnings, you would choosejournalism over public relations, as salaries in the journalism field are considerably higher.Answer: FALSEDifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Application of knowledge43) The heightened stature of public relations can be seen in the increased desire of companies,nonprofits, governments, religious institutions, sports teams and leagues, and arts organizationsto communicate their stories.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Analytical thinking44) The American Management Association adapted the following definition of public relations:"Public Relations is a strategic communication process that builds mutually beneficialrelationships between employees and upper management."Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.45) In John Marston's R-A-C-E model, the key component is action.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.

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1346) The R-P-I-E model of public relations stresses the element of implementation.Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.47) Some might say PR should really stand forperformance recognitionbecause positive actioncommunicated straightforwardly will yield positive results.Answer: TRUEDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.48) Regardless of what definition you choose for public relations, textbook author Fraser Seitelcontends that in order to be successful, professionals must always follow a planned process toinfluence attitudes and actions of the targeted public.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Reflective thinking49) Ketchum Public Relations' counsel to Russia was lauded by many professionals as a majorsuccess in international public relations.Answer: FALSEDifficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Analytical thinking50) How effective a public relations department is depends on the level of access it has tomanagement.Answer: TRUEDifficulty: 3: ChallengingSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.

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1451) As interpreters of the public for management, public relations professionals need to learnwhat the public senses about the organization and alert management to those findings.Answer: TRUEDifficulty: 1: EasySkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Written and oral communication52) Presidents Clinton and Bush, along with General Motors and Mobil Oil, all utilized publicrelations well by being candid with their publics.Answer: FALSEDifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.53) Recent technological changes, particularly those related to social media,drive home theimportance of recognizing the interrelationships of publics.Answer: TRUEDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Information technology54) When athlete Bruce Jenner completed his journey to become a woman in 2015, publicopinion was divided as to whether he should have utilized the media to publicize his transgenderlife.Answer: TRUEDifficulty: 3: ChallengingSkill: SynthesisLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."55) Because there are so many different publics, public relations professionals often serve asmediators between management and these constituent groups upon whom organizations depend.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.AACSB: Interpersonal relations and teamwork

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1556) Media relations is the fundamental public relations skill, because dealing with the press isconsidered more important than writing.Answer: FALSEDifficulty: 1: EasySkill: ApplicationLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."57) Spin boils down to outright lying in order to cover up what actually happened in a situation.Answer: TRUEDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."58) Although it is useful to have knowledge of current events knowledge, it is not a key technicalskill.Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.59) Successful public relations practitioners have a bias toward disclosing information ratherthan withholding it.Answer: TRUEDifficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.60) Public relations is now considered to be a full profession, like law, accounting, or medicine.Answer: FALSEDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.

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1661) Define or describe public relations according to some of the experts in the field.Answer: Possible answers:•Seitel:public relations is aplanned process to influence public opinion, through soundcharacter and proper performance, based on mutually satisfactory, two-way communication•Edward Bernays:information given to the public, persuasion directed at the public to modifyattitudes and actions, and efforts to integrate attitudes and actions of an institution with itspublics and of publics with those of that institution•Public Relations Society of America (PRSA 2012):public relations is a strategiccommunication process that builds mutually beneficial relationships between organizations andtheir publics•Sixty-five public relations leaders in 1975:public relations is a distinctive managementfunction which helps establish and maintain mutual lines of communications, understanding,acceptance and cooperation between an organization and its publics; involves the managementof problems or issues; defines and emphasizes the responsibility of management to serve thepublic interest; helps management keep abreast of and effectively utilize change, serving as anearly warning system to help anticipate trends; and uses research and sound ethicalcommunication techniques as its principal tools.Difficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Analytical thinking62) To develop a public relations program, which process approach would you choose for aclient? Explain your thinking.Answer:•John Marston's R-A-C-E formula to influence public opinion, particularly through action. Itdemonstrates that if performance precedes publicity, there is a better opportunity to achieve goalsand objectives.•Sheila Clough Crifasi's R-O-S-I-E formula encompasses a more managerial approachbecause it emphasizes the functions of objectives, strategies, and implementation betweenresearch and evaluation as keys to sound public relations practice.•R-P-I-E calls for planning and implementation between research and evaluation, whichemphasizes that planning is a necessary step preceding activation of a communication initiative.Difficulty: 3: ChallengingSkill: ApplicationLearning Obj.: 1.1: To define the practice of public relations and underscore its importance as avaluable and powerful societal force in the 21st century.AACSB: Application of knowledge

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1763) List and briefly describe five of the functions of public relations mentioned in your book.Answer: Any five of the following:•Writing–thefundamental public relations skill, with written vehicles from news releases tospeeches and from brochures to advertisements falling within the field's purview.•Media relations–dealing with the press is another frontline public relations function.•Social media interface–creating what often is the organization's principle interface with thepublic: its website, as well as creating links with social media options, such as Facebook,Twitter, YouTube, and the rest. Also important is monitoring the World Wide Web andresponding, when appropriate, to organizational challenge.•Planning–of public relations programs, special events, media events, management functions,and related tasks.•Counseling–in dealing with management and its interactions with key publics.•Researching–of attitudes and opinions that influence behavior and beliefs.•Publicity–the marketing-related function, most commonly misunderstood as the "only"function of public relations, generating positive publicity for a client or employer.•Marketing communications–other marketing-related functions, such as promoting products,creating collateral marketing material, sales literature, meeting displays, and promotions.•Community relations–positively putting forth the organization's messages and image withinthe community.•Consumer relations–interfacing with consumers through written and verbal communications.•Employee relations–communicating with the all-important internal publics of theorganization, those managers and employees who work for the firm.•Government affairs–dealing with legislators, regulators, and local, state, and federalofficials–all of those who have governmental interface with the organization.•Investor relations–for public companies, communicating with stockholders and those whoadvise them.•Special publics relations–dealing with those publics uniquely critical to particularorganizations, from African-Americans to women to Asians to senior citizens.•Public affairs and issues–dealing with public policy and its impact on the organization, aswell as identifying and addressing issues of consequence that affect the firm.•Crisis communications–dealing with key constituent publics when the organization is undersiege for any number of urgent situations that threaten credibility.Difficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.2: To explore the various publics of public relations, as well as the field's mostprominent functions.

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1864) Describe the concept of "spin" and explain why it has no part in the public relationsprofession.Answer: In its most benign form, spin refers to the interpretation of an issue or action to swaypublic opinion. In its most virulent form, spin means confusing an issue, distorting, obfuscatingit, or even lying about it. Public relations is not about spinning facts. Lying, confusing ordistorting facts is antithetical to the proper practice of public relations. The cardinal rule ofpublic relations is to never, ever lie.Difficulty: 1: EasySkill: ConceptLearning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion thatpublic relations practitioners are employed in the practice of "spin."AACSB: Ethical understanding and reasoning65) List and briefly describe the technical skills that are important to the practice of publicrelations.Answer:1.Knowledge of the field—what public relations is, does, and what it ought to stand for2.Communications knowledge—media and how they work, communication research and howto write3.Technological knowledge—familiarity with computers, the World Wide Web andassociated technologies4.Current events knowledge—knowledge of what's going on around you that influencessociety5.Business knowledge—how business works, a bottom-line orientation, and a knowledge ofyour company and industry6.Management knowledge—how senior managers make decisions, how public policy isshaped and what pressures and responsibilities fall on managers.Difficulty: 2: ModerateSkill: SynthesisLearning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute aneffective public relations professional.AACSB: Information technology, application of knowledge

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1The Practice of Public Relations, 13e(Seitel)Chapter 2The History and Growth of Public Relations1) Public relations can best be described as ________.A) a continually evolving social scienceB) an old, fully established professionC) a practice that has not yet come of ageD) a profession that is practiced mostly in the United StatesAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Reflective thinking2) Which major trend below is contributing to the evolution of the practice of public relations inthe United States?A) increasing numbers of mom-and-pop retail, startup companiesB) greater pressure to become a profession like law or accountingC) heightened public awareness and media sophisticationD) a growing number of online degree programsAnswer: CDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.3) John D. Rockefeller Jr. was widely attacked when ________.A) a dozen women and small children were killed in the Ludlow massacreB) Johnson & Johnson's products were sabotaged, resulting in the murder of company customersC) the Creel Committee was formed to channel patriotic sentiments of Americans in support ofthe U.S. role in the warD) he spoke out against the marriage of Khloe Kardashian and Lamar OdomAnswer: ADifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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24) What is the foundation of the public relations practice in the United States?A) healthy competition with the advertising industryB) the need for organizations to defend themselves against negative publicityC) the country's free enterprise systemD) participation in a free and open democratic societyAnswer: DDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Reflective thinking5) Professor Marshall McLuhan has become known for predicting ________.A) unimaginable growth in computer-related equipmentB) the world would become a "global village"C) the death of the newspaperD) the emergence of mass communicationAnswer: BDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Information technology6) Which of the following is NOT a major trend contributing to the evolution of the practice ofpublic relations?A) growth in use of traditional distribution systems, including cars, trucks, and airlinesB) growth of big institutionsC) heightened public awareness and media sophisticationD) dominance of the Internet and growth of social mediaAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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37) Which of the following is NOT among the incidences of societal change, conflict, orconfrontation that have impacted the growth of public relations in the United States?A) unhappiness with large institutionsB) minority and women's rights movementsC) consumerismD) an unstable health care systemAnswer: DDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Analytical thinking8) While public relations is a 20th-century phenomenon, its roots are ________.A) relatively newB) tied to the futureC) ancientD) timelessAnswer: CDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.9) Which of the following is NOT true of the Sophists?A) They were masters of rhetoric and reasoning.B) They established a model for today's lobbyists.C) They gathered in the amphitheaters to extol the virtues of political candidates.D) They were not elected to leadership positions because they were good speakers.Answer: DDifficulty: 1: EasySkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.10) Where did he termpropagandaoriginate?A) with the Creel Committee during World War IIB) with Pope Gregory XV, who established a college in 17th Century Rome to spread the wordabout CatholicismC) with the Sophists, who walked around telling citizens of Rome who to vote forD) with the farmers who grew grapes in ancient ItalyAnswer: BDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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411) American experimentation with public relations techniques began around the founding of the________ when ________.A) Massachusetts Bay Colony; George Washington set the Pilgrims freeB) nation; colonists disgraced themselves by reminding loyalists that: "Taxation withoutrepresentation is tyranny"C) republic; colonists tried to persuade King George III that they deserved the same rights assubjects in EnglandD) Associated Press; the Committees of Correspondence disseminated pro-British informationAnswer: CDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.12) The work of 18th-century patriot Thomas Paine demonstrates ________.A) the persuasive power of early American communicatorsB) that poetry can be highly persuasiveC) the colonists' love for the written wordD) how much the British despised American freedomAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.13) Some scholars consider ________ the forerunner to today's White House press secretarybecause of the duties he performed for Andrew Jackson.A) Phineas T. BlusterB) Larry SpeakesC) Ivy Ledbetter LeeD) Amos KendallAnswer: DDifficulty: 1: EasySkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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514) The ________ were a group of ________ who tackled the abuses of American industrialists,exposing deplorable and unsafe conditions.A) Barnumites; press agentsB) muckrakers; journalistsC) publicity bureau; press agentsD) lobbyists; sophistsAnswer: BDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Reflective thinking15) A principal contribution to the field of public relations made by Ivy Ledbetter Lee was________.A) recognition that the public needed to be informedB) devotion to assisting "robber barons" in damning the publicC) support for techniques employed by BarnumD) an enduring belief in muckrakingAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.16) Principles developed by Ivy Lee in working with the press on behalf of business included________.A) recognition that any publicity was good as long as a client's name was spelled correctlyB) commitment to present his client's point of view honestly, accurately, and forcefullyC) formation of third-front organizationsD) creation of "people in the street" interviewsAnswer: BDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.

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617) What do Ivy Lee's proponents cite as one of his biggest contributions?A) He counseled clients that positive public relations begins with performance.B) He advocated for Barnum's "public-be-fooled" approach.C) He advocated for Vanderbilt's "public-be-damned" philosophy.D) He was known as the "father of spin."Answer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.18) Why were World War I and World War II significant in public relations history?A) The U.S. government founded the Committee on Correspondence.B) Organizers mounted publicity campaigns against both wars.C) The Central Intelligence Agency used "brainwashing" techniques on spies.D) The government used public relations techniques to mobilize public opinion.Answer: DDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.AACSB: Analytical thinking19) Publicity and press agentry today are often considered to be the same thing, thanks to________.A) the first public relations firm called the Publicity Bureau, which specialized in general pressagentryB) the firm led by Ivy Lee that specialized in counseling top management in the value ofbuilding public confidence and trustC) corporate guidelines set down by Arthur Page and Paul GarrettD) efforts by Edward Bernays and Doris Fleischman to introduce social psychology techniquesin developing strategic communications adviceAnswer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.

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720) One of Edward L. Bernays's biggest contributions to the field of public relations was________.A) recruiting Don Hillman, the first distinguished senior practitionerB) designing the first degree program in public relationsC) using approaches that drew upon insights from the field of psychologyD) understanding the importance of integrating advertising into campaignsAnswer: CDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, IvyLee and Edward Bernays, whose philosophies and policies set the tone for modern-day publicrelations.21) The work of public relations pioneer D. Parke Gibson reveals that ________.A) public relations can be used effectively to market products and servicesB) multicultural relations have always been an important aspect of the practiceC) good words must be preceded by good deedsD) media relations deserved much greater attention from practitionersAnswer: BDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.AACSB: Diverse and multicultural work environments22) What was one major contribution made by public relations counselor Harold Burson?A) He emphasized marketing-oriented public relations.B) He stressed that the customer is always right.C) He advocated for diverse community members to be heard.D) He founded the Public Relations Society of America (PRSA).Answer: ADifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.23) From the list below, identify one major public relations trend of the 1990s.A) Public relations firms began to lose market share to advertising agencies.B) Larger firms broke off into smaller "boutique" agencies.C) Smaller agencies merged into international "super agencies."D) The public's trust in public relations grew significantly.Answer: CDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.

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824) During the years immediately following World War II, the public held corporations and theirleaders in ________.A) high esteemB) low regardC) contemptD) indifferenceAnswer: ADifficulty: 1: EasySkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.25) Which of the following is NOT a principle developed by Arthur W. Page for successfulcorporate public relations?A) to create a system that draws questions and criticism from employees and outside publics upthrough the organization to managementB) to make sure that management softens bad news, especially for employees, stockholders, andcommunity membersC) to prepare "contact employees" with knowledge needed to be reasonable and polite with thepublicD) to create a system that informs all employees about an organization's policies and practicesAnswer: BDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.26) Paul Garrett, a corporate public relations pioneer with General Motors, once said the essenceof his job was to ________.A) make a billion-dollar company seem admirableB) climb the corporate ladder at his companyC) earn the trust of top managers and the CEOD) convince the public that his company deserved their trustAnswer: DDifficulty: 3: ChallengingSkill: ConceptLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.

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927) Which of the following is NOT a factor that shaped how public relations came of age in the20th century?A) the decline of large institutionsB) heightened public awareness and media sophisticationC) societal change, conflict, and confrontationD) the spread of democracy and capitalismAnswer: ADifficulty: 1: EasySkill: ConceptLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.28) Which of the following trends have most drastically changed the work of public relationspractitioners?A) the growth of cable televisionB) the rise of social mediaC) consumer use of mobile phonesD) availability of satellite technologyAnswer: BDifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.AACSB: Information technology29) In the 21st century, the value of public relations education is evident in ________.A) more than 200 journalism or communication programs offering a public relationsconcentrationB) business schools making public relations education an essential part of their curriculumC) managing editors in print media with college degrees in public relationsD) practitioners acknowledging that they learned key principles in collegeAnswer: ADifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.

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1030) In Chapter 2, the author makes the case that the Kardashians share many similarities withwhich historical public relations figure?A) Marshall McLuhanB) Edward BernaysC) Ivy Ledbetter LeeD) P.T. BarnumAnswer: DDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.31) Recalling "A Question of Ethics" in Chapter 2, what was the major lesson behind theFacebook-Google controversy?A) Never reveal your news sources without client approval.B) It is a mistake to hire freelance bloggers.C) Do not mislead the public, and always disclose your clients.D) Media training is critical before doing television interviews.Answer: CDifficulty: 3: ChallengingSkill: ApplicationLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.32) Starting in the 1970s and 1980s, companies began to consider minority rights, consumerrights, and social issues. Why did this occur?A) heightened public and media awarenessB) greater government subsidies for doing soC) pressure from state regulatorsD) increased competition from overseasAnswer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.33) Increased societal change, conflict, and confrontation in society means that ________.A) organizations must adapt a "bunker mentality" in order to surviveB) large institutions desperately need professional communications helpC) traditional media are no longer prime news sources for publicsD) businesses and nonprofits should comply with community demands whenever possibleAnswer: BDifficulty: 1: EasySkill: ApplicationLearning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societalforce in the 21st century.

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1134) In reviewing media trends in the early 21st century, it is clear that ________.A) major publics are not as sophisticated as they once wereB) the public has largely turned away from mainstream mediaC) print media is still the most widely read among influential publicsD) publics now get their news from a wide range of broadcast and online sourcesAnswer: DDifficulty: 3: ChallengingSkill: SynthesisLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.35) Which of the following is one of the best reasons why corporations should aggressivelypractice public relations?A) It helps them to communicate their products and positions.B) It enables them to "spin" the issues in their favor.C) It invites further government regulation.D) It is cheaper than advertising.Answer: ADifficulty: 2: ModerateSkill: ApplicationLearning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice ofpublic relations as a powerful and valuable force in this new century.36) The "Tylenol Murders" case involving the Johnson & Johnson Company provides a primeexample of how NOT to practice public relations in a crisis.Answer: FALSEDifficulty: 1: EasySkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Analytical thinking37) When John D. Rockefeller Jr. faced serious public relations problems in 1914, journalist IvyLedbetter Lee stepped in to successfully deal with the crisis.Answer: TRUEDifficulty: 1: EasySkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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1238) The practice of public relations began long before fields like law, accounting, and medicinewere recognized.Answer: FALSEDifficulty: 1: EasySkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Analytical thinking39) In the early 21st century, the field of public relations is getting stronger and gaining morerespect.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.40) Sophistication in technology and the media's use of it have led to fulfillment of MarshallMcLuhan's prediction that the world would become a "global village."Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.AACSB: Information technology41) A key trend contributing to the evolution of public relations is the growing power of publicopinion to act as a positive force in shaping democratic societies.Answer: TRUEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.42) Sophists hired to fight verbal battles for politicians in ancient Rome were early forerunnersto today's lobbyist.Answer: FALSEDifficulty: 2: ModerateSkill: ConceptLearning Obj.: 2.1: To track the development of the practice of public relations from ancienttimes to the present.

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