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

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    1 The Practice of Public Relations, 13e (Seitel) Chapter 1 Defining Public Relations 1) 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 beneficial relationships between organizations and their publics B) public relations has become one of society's most potent forces across the globe C) public relations can be used for the advancement of a global society D) not all organizations know how to use public relations effectively Answer: B Difficulty: 3: Challenging Skill: Synthesis Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 2) Which societal force has joined public relations to revolutionize the way organizations and individuals communicate with key publics around the world? A) The advertising industry B) International nonprofits C) ISIS D) Social media Answer: D Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Information technology 3) In 2012, the Public Relations Society of America reached a common definition for public relations. 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 character and proper performance, based on mutually satisfactory two-way communication." C) "Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world." D) "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Answer: D Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

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    2 4) The strength of the public relations field stems from ________. A) its roots in democracy B) its significance in altering democracy C) its significance in building the ranks of management D) its significance in protecting management from encroachment by unqualified leaders Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable 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 time B) to make millions of dollars for public relations professionals C) to convince people that public relations is important D) to cut through communications that come from many sources to deliver an argument that is persuasive, believable, and actionable Answer: D Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Written and oral communication 6) The fundamental mandate of public relations is ________, and its focus is ________. A) strategy; media relations B) communications; building relationships C) relationships; publicity D) character; performance Answer: B Difficulty: 3: Challenging Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 7) In John Marston's R-A-C-E process, the key step is ________. A) solid strategy B) reasoned research C) action D) careful evaluation Answer: C Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

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    3 8) Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process? A) encompasses more clear objectives B) encompasses a more managerial approach C) encompasses more implementation of a predetermined plan D) encompasses more scientific evaluation Answer: B Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Analytical thinking 9) In reporting to an organization's top management, public relations professionals must be able to provide information that is ________. A) unfiltered and uncensored B) carefully researched C) approved by other departments D) positive in nature Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 10) Which of the following are among the five actions that Professor Melvin Sharpe indicates can "harmonize" relations between individuals and organizations? A) measured remarks that foster credibility B) environmental research and evaluation to determine actions or adjustments needed C) continuous one-way communication D) credible actions that favor the organization Answer: B Difficulty: 3: Challenging Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

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    4 11) In "A Question of Ethics," in Chapter 1, the Ketchum agency's public relations counsel to Russia was viewed by many as ________. A) a heroic effort to save a dying political system, despite Putin's best efforts B) a key step in the agency's international expansion C) a waste of Ketchum's valuable and limited resources D) a reprehensible act that enabled Russia to disguise many of its negative issues Answer: D Difficulty: 3: Challenging Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Reflective thinking 12) Professional practitioners who understand the "management interpreter" perspective of public relations recognize ________. A) the value of insights from Leon Hess on this perspective B) that management takes precedence over public attitudes and beliefs C) the need to be able to create management policy D) the importance of communicating organizational policy accurately and candidly to the public Answer: D Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 13) General Motors' handling of charges by Ralph Nader that their Corvair was "unsafe at any speed" is an example of corporate public relations professionals' failure to ________. A) interpret and convey to management what the public really thinks B) analyze and convey to the public why management feels the way it does C) understand how corporate influence can change public opinion D) interpret how public influence can be ignored if it is in the best interest of shareholders Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Application of knowledge

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    5 14) Recall the devastating incidents of police shootings of unarmed young black men in the United 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 ethics B) the fact that law enforcement officers needed better training C) the importance of rapid communication to explain action D) the wisdom of hiring professional communicators in a crisis Answer: C Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Ethical understanding and reasoning 15) Savvy individuals and institutions must recognize the importance of ________. A) appropriate use of modern technology in communicating with one another B) recognizing the role each plays in modern society C) effectively interpreting the institution's philosophies, policies, practices, and views to the public D) hiring professional communicators to act as mouthpieces Answer: C Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 16) To effectively communicate with a public, it is important to recognize that ________. A) most publics have the same needs B) many publics are most interested in the technology you use C) all publics have their own special needs and require different types of communication D) all publics have overlapping organizational needs Answer: C Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions.

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    6 17) Which of the following has increased interdependence between people and organizations along with organizational concern for managing complex relationships? A) organizational change B) technological change C) social change D) environmental change Answer: B Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Information technology 18) Recall the "FYI" feature in Chapter 1, regarding athlete Bruce Jenner's decision to become a woman. Here, some members of the public criticized Jenner for ________. A) maximizing the publicity of what should have been a private decision B) choosing the wrong social media channels to make his "coming out" announcement C) focusing attention on the transgender issue D) choosing ABC-TV as his media outlet for the announcement Answer: A Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Reflective thinking 19) 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: D Difficulty: 1: Easy Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 20) To the public relations practitioner, secondary publics are ________. A) important, but less important than primary publics B) similar to marginal public C) unimportant D) important, but only in a future campaign Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions.

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    7 21) Public relations consultants for politicians should point out the importance of the uncommitted public because ________. A) that public rarely decides to vote B) that public can swing a vote C) that public is the most difficult to persuade D) that public needs to have their beliefs reinforced Answer: B Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 22) A major difference between public relations and marketing or advertising is that ________. A) marketing and advertising promote an organization B) public relations promotes an entire organization, including its people, products, and services C) marketing and advertising promote an organization's individuals rather than its products or services D) public relations promotes only a product or a service Answer: B Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent 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 organizations B) public relations practitioners must work hard to keep their clients in the news C) public relations is largely a technical task D) public relations practitioners work with many diverse publics Answer: D Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Analytical thinking

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    8 24) The government affairs function of public relations deals with ________. A) customers who want sales information B) officials at the local, state, and federal levels C) investors who want information about the annual meeting D) behavioral beliefs Answer: B Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 25) Twisting messages to create the impression of positive performance is ________. A) a widely used ethical practice in public relations B) the best way to preserve hard-earned credibility C) the best way to provide reporters with balanced information D) the definition of spin Answer: D Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of "spin." AACSB: Ethical understanding and reasoning 26) President Bill Clinton's response to the American public in explaining the Monica Lewinsky scandal could accurately be called ________. A) highly detailed B) spin C) factual and accurate D) complete fiction Answer: B Difficulty: 1: Easy Skill: Application Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of "spin." AACSB: Ethical understanding and reasoning 27) What is the cardinal rule for public relations practitioners? A) to never, ever lie B) don't get caught C) spin the issue to sway public opinion D) be mindful of how your words can sway the public Answer: A Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of "spin." AACSB: Ethical understanding and reasoning

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    9 28) In a 2004 study by the search firm Heyman Associates, which of the following was NOT a characteristic of successful PR leaders? A) inner strength B) teamliness C) proactivity and passion D) relationship building Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. 29) Which is NOT necessarily one of the key technical skills that public relations professionals should possess? A) knowledge of communications, including how the media work B) knowledge of current events C) knowledge of how management shapes policy D) knowledge of the public's "right to know" Answer: D Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. 30) Public relations practitioners should maintain a healthy knowledge of current events MOSTLY because ________. A) they may need to put that knowledge to work for a client or employer B) it makes for a much more interesting professional life C) it demonstrates how management can shape policy D) they may need to "spin" the news on behalf of their employer Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. AACSB: Application of knowledge 31) To be successful, a public relations professional should be predisposed to ________. A) disclose rather than withhold information B) avoid responding to false accusations from an irate consumer C) avoid confronting situations before they escalate D) disclose how business works Answer: A Difficulty: 1: Easy Skill: Application Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional.

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    10 32) Advocacy for the public relations practitioner can mean all of the following EXCEPT ________. A) standing up for what their employers represent B) advocating for what their publics need C) advocating for one's employer, regardless of their position D) resigning one's position if necessary Answer: C Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. AACSB: Analytical thinking 33) Which of the following is NOT among six requisite "attitudes" an effective public relations practitioner should have? A) to have a counseling orientation B) to project a healthy skepticism C) a desire to do the right thing D) a willingness to take risks Answer: B Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective 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: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective 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: C Difficulty: 3: Challenging Skill: Synthesis Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. AACSB: Ethical understanding and reasoning

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    11 36) In the 21st century, the power of public relations is no longer as great as it used to be. Answer: FALSE Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable 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: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Ethical understanding and reasoning 38) Public relations is an industry that is growing in numbers, although respect for it has diminished. Answer: FALSE Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 39) The exact definition of public relations still perplexes many professionals in the field. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Analytical thinking 40) Around the world, the practice of public relations has declined somewhat from its peak in the late 1990s. Answer: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

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    12 41) There are many different definitions for public relations, and each one is valid. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 42) As a communication student looking to maximize your career earnings, you would choose journalism over public relations, as salaries in the journalism field are considerably higher. Answer: FALSE Difficulty: 1: Easy Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Application of knowledge 43) 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 organizations to communicate their stories. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Analytical thinking 44) The American Management Association adapted the following definition of public relations: "Public Relations is a strategic communication process that builds mutually beneficial relationships between employees and upper management." Answer: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 45) In John Marston's R-A-C-E model, the key component is action. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

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    13 46) The R-P-I-E model of public relations stresses the element of implementation. Answer: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 47) Some might say PR should really stand for performance recognition because positive action communicated straightforwardly will yield positive results. Answer: TRUE Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 48) Regardless of what definition you choose for public relations, textbook author Fraser Seitel contends that in order to be successful, professionals must always follow a planned process to influence attitudes and actions of the targeted public. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Reflective thinking 49) Ketchum Public Relations' counsel to Russia was lauded by many professionals as a major success in international public relations. Answer: FALSE Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Analytical thinking 50) How effective a public relations department is depends on the level of access it has to management. Answer: TRUE Difficulty: 3: Challenging Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions.

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    14 51) As interpreters of the public for management, public relations professionals need to learn what the public senses about the organization and alert management to those findings. Answer: TRUE Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Written and oral communication 52) Presidents Clinton and Bush, along with General Motors and Mobil Oil, all utilized public relations well by being candid with their publics. Answer: FALSE Difficulty: 1: Easy Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. 53) Recent technological changes, particularly those related to social media, drive home the importance of recognizing the interrelationships of publics. Answer: TRUE Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Information technology 54) When athlete Bruce Jenner completed his journey to become a woman in 2015, public opinion was divided as to whether he should have utilized the media to publicize his transgender life. Answer: TRUE Difficulty: 3: Challenging Skill: Synthesis Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of "spin." 55) Because there are so many different publics, public relations professionals often serve as mediators between management and these constituent groups upon whom organizations depend. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions. AACSB: Interpersonal relations and teamwork

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    15 56) Media relations is the fundamental public relations skill, because dealing with the press is considered more important than writing. Answer: FALSE Difficulty: 1: Easy Skill: Application Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public 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: TRUE Difficulty: 2: Moderate Skill: Application Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public 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 technical skill. Answer: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. 59) Successful public relations practitioners have a bias toward disclosing information rather than withholding it. Answer: TRUE Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. 60) Public relations is now considered to be a full profession, like law, accounting, or medicine. Answer: FALSE Difficulty: 3: Challenging Skill: Concept Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions.

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    16 61) Define or describe public relations according to some of the experts in the field. Answer: Possible answers: • Seitel: public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory, two-way communication • Edward Bernays: information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution • Public Relations Society of America (PRSA 2012): public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics • Sixty-five public relations leaders in 1975: public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal tools. Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Analytical thinking 62) To develop a public relations program, which process approach would you choose for a client? Explain your thinking. Answer: • John Marston's R-A-C-E formula to influence public opinion, particularly through action. It demonstrates that if performance precedes publicity, there is a better opportunity to achieve goals and objectives. • Sheila Clough Crifasi's R-O-S-I-E formula encompasses a more managerial approach because it emphasizes the functions of objectives, strategies, and implementation between research and evaluation as keys to sound public relations practice. • R-P-I-E calls for planning and implementation between research and evaluation, which emphasizes that planning is a necessary step preceding activation of a communication initiative. Difficulty: 3: Challenging Skill: Application Learning Obj.: 1.1: To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. AACSB: Application of knowledge

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    17 63) List and briefly describe five of the functions of public relations mentioned in your book. Answer: Any five of the following: • Writing – the fundamental public relations skill, with written vehicles from news releases to speeches 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 the public: 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 and responding, 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 within the community. • Consumer relations – interfacing with consumers through written and verbal communications. • Employee relations – communicating with the all-important internal publics of the organization, those managers and employees who work for the firm. • Government affairs – dealing with legislators, regulators, and local, state, and federal officials – all of those who have governmental interface with the organization. • Investor relations – for public companies, communicating with stockholders and those who advise them. • Special publics relations – dealing with those publics uniquely critical to particular organizations, from African-Americans to women to Asians to senior citizens. • Public affairs and issues – dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm. • Crisis communications – dealing with key constituent publics when the organization is under siege for any number of urgent situations that threaten credibility. Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.2: To explore the various publics of public relations, as well as the field's most prominent functions.

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    18 64) Describe the concept of "spin" and explain why it has no part in the public relations profession. Answer: In its most benign form, spin refers to the interpretation of an issue or action to sway public opinion. In its most virulent form, spin means confusing an issue, distorting, obfuscating it, or even lying about it. Public relations is not about spinning facts. Lying, confusing or distorting facts is antithetical to the proper practice of public relations. The cardinal rule of public relations is to never, ever lie. Difficulty: 1: Easy Skill: Concept Learning Obj.: 1.3: To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of "spin." AACSB: Ethical understanding and reasoning 65) List and briefly describe the technical skills that are important to the practice of public relations. Answer: 1. Knowledge of the field — what public relations is, does, and what it ought to stand for 2. Communications knowledge — media and how they work, communication research and how to write 3. Technological knowledge — familiarity with computers, the World Wide Web and associated technologies 4. Current events knowledge — knowledge of what's going on around you that influences society 5. Business knowledge — how business works, a bottom-line orientation, and a knowledge of your company and industry 6. Management knowledge — how senior managers make decisions, how public policy is shaped and what pressures and responsibilities fall on managers. Difficulty: 2: Moderate Skill: Synthesis Learning Obj.: 1.4: To examine the requisites - both technical and attitudinal - that constitute an effective public relations professional. AACSB: Information technology, application of knowledge

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    1 The Practice of Public Relations, 13e (Seitel) Chapter 2 The History and Growth of Public Relations 1) Public relations can best be described as ________. A) a continually evolving social science B) an old, fully established profession C) a practice that has not yet come of age D) a profession that is practiced mostly in the United States Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Reflective thinking 2) Which major trend below is contributing to the evolution of the practice of public relations in the United States? A) increasing numbers of mom-and-pop retail, startup companies B) greater pressure to become a profession like law or accounting C) heightened public awareness and media sophistication D) a growing number of online degree programs Answer: C Difficulty: 1: Easy Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 3) John D. Rockefeller Jr. was widely attacked when ________. A) a dozen women and small children were killed in the Ludlow massacre B) Johnson & Johnson's products were sabotaged, resulting in the murder of company customers C) the Creel Committee was formed to channel patriotic sentiments of Americans in support of the U.S. role in the war D) he spoke out against the marriage of Khloe Kardashian and Lamar Odom Answer: A Difficulty: 1: Easy Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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    2 4) What is the foundation of the public relations practice in the United States? A) healthy competition with the advertising industry B) the need for organizations to defend themselves against negative publicity C) the country's free enterprise system D) participation in a free and open democratic society Answer: D Difficulty: 3: Challenging Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Reflective thinking 5) Professor Marshall McLuhan has become known for predicting ________. A) unimaginable growth in computer-related equipment B) the world would become a "global village" C) the death of the newspaper D) the emergence of mass communication Answer: B Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Information technology 6) Which of the following is NOT a major trend contributing to the evolution of the practice of public relations? A) growth in use of traditional distribution systems, including cars, trucks, and airlines B) growth of big institutions C) heightened public awareness and media sophistication D) dominance of the Internet and growth of social media Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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    3 7) Which of the following is NOT among the incidences of societal change, conflict, or confrontation that have impacted the growth of public relations in the United States? A) unhappiness with large institutions B) minority and women's rights movements C) consumerism D) an unstable health care system Answer: D Difficulty: 1: Easy Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Analytical thinking 8) While public relations is a 20th-century phenomenon, its roots are ________. A) relatively new B) tied to the future C) ancient D) timeless Answer: C Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times 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: D Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 10) Where did he term propaganda originate? A) with the Creel Committee during World War II B) with Pope Gregory XV, who established a college in 17th Century Rome to spread the word about Catholicism C) with the Sophists, who walked around telling citizens of Rome who to vote for D) with the farmers who grew grapes in ancient Italy Answer: B Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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    4 11) American experimentation with public relations techniques began around the founding of the ________ when ________. A) Massachusetts Bay Colony; George Washington set the Pilgrims free B) nation; colonists disgraced themselves by reminding loyalists that: "Taxation without representation is tyranny" C) republic; colonists tried to persuade King George III that they deserved the same rights as subjects in England D) Associated Press; the Committees of Correspondence disseminated pro-British information Answer: C Difficulty: 1: Easy Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 12) The work of 18th-century patriot Thomas Paine demonstrates ________. A) the persuasive power of early American communicators B) that poetry can be highly persuasive C) the colonists' love for the written word D) how much the British despised American freedom Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 13) Some scholars consider ________ the forerunner to today's White House press secretary because of the duties he performed for Andrew Jackson. A) Phineas T. Bluster B) Larry Speakes C) Ivy Ledbetter Lee D) Amos Kendall Answer: D Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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    5 14) The ________ were a group of ________ who tackled the abuses of American industrialists, exposing deplorable and unsafe conditions. A) Barnumites; press agents B) muckrakers; journalists C) publicity bureau; press agents D) lobbyists; sophists Answer: B Difficulty: 1: Easy Skill: Application Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Reflective thinking 15) A principal contribution to the field of public relations made by Ivy Ledbetter Lee was ________. A) recognition that the public needed to be informed B) devotion to assisting "robber barons" in damning the public C) support for techniques employed by Barnum D) an enduring belief in muckraking Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations. 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 correctly B) commitment to present his client's point of view honestly, accurately, and forcefully C) formation of third-front organizations D) creation of "people in the street" interviews Answer: B Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations.

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    6 17) 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: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations. 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: D Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations. AACSB: Analytical thinking 19) 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 press agentry B) the firm led by Ivy Lee that specialized in counseling top management in the value of building public confidence and trust C) corporate guidelines set down by Arthur Page and Paul Garrett D) efforts by Edward Bernays and Doris Fleischman to introduce social psychology techniques in developing strategic communications advice Answer: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations.

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    7 20) One of Edward L. Bernays's biggest contributions to the field of public relations was ________. A) recruiting Don Hillman, the first distinguished senior practitioner B) designing the first degree program in public relations C) using approaches that drew upon insights from the field of psychology D) understanding the importance of integrating advertising into campaigns Answer: C Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.2: To underscore the contribution to the field of two pioneers, in particular, Ivy Lee and Edward Bernays, whose philosophies and policies set the tone for modern-day public relations. 21) The work of public relations pioneer D. Parke Gibson reveals that ________. A) public relations can be used effectively to market products and services B) multicultural relations have always been an important aspect of the practice C) good words must be preceded by good deeds D) media relations deserved much greater attention from practitioners Answer: B Difficulty: 3: Challenging Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century. AACSB: Diverse and multicultural work environments 22) 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: A Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force 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: C Difficulty: 3: Challenging Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century.

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    8 24) During the years immediately following World War II, the public held corporations and their leaders in ________. A) high esteem B) low regard C) contempt D) indifference Answer: A Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century. 25) Which of the following is NOT a principle developed by Arthur W. Page for successful corporate public relations? A) to create a system that draws questions and criticism from employees and outside publics up through the organization to management B) to make sure that management softens bad news, especially for employees, stockholders, and community members C) to prepare "contact employees" with knowledge needed to be reasonable and polite with the public D) to create a system that informs all employees about an organization's policies and practices Answer: B Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century. 26) Paul Garrett, a corporate public relations pioneer with General Motors, once said the essence of his job was to ________. A) make a billion-dollar company seem admirable B) climb the corporate ladder at his company C) earn the trust of top managers and the CEO D) convince the public that his company deserved their trust Answer: D Difficulty: 3: Challenging Skill: Concept Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century.

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    9 27) Which of the following is NOT a factor that shaped how public relations came of age in the 20th century? A) the decline of large institutions B) heightened public awareness and media sophistication C) societal change, conflict, and confrontation D) the spread of democracy and capitalism Answer: A Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public 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 relations practitioners? A) the growth of cable television B) the rise of social media C) consumer use of mobile phones D) availability of satellite technology Answer: B Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public relations as a powerful and valuable force in this new century. AACSB: Information technology 29) In the 21st century, the value of public relations education is evident in ________. A) more than 200 journalism or communication programs offering a public relations concentration B) business schools making public relations education an essential part of their curriculum C) managing editors in print media with college degrees in public relations D) practitioners acknowledging that they learned key principles in college Answer: A Difficulty: 1: Easy Skill: Application Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century.

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    10 30) In Chapter 2, the author makes the case that the Kardashians share many similarities with which historical public relations figure? A) Marshall McLuhan B) Edward Bernays C) Ivy Ledbetter Lee D) P.T. Barnum Answer: D Difficulty: 1: Easy Skill: Application Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century. 31) Recalling "A Question of Ethics" in Chapter 2, what was the major lesson behind the Facebook-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: C Difficulty: 3: Challenging Skill: Application Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public relations as a powerful and valuable force in this new century. 32) Starting in the 1970s and 1980s, companies began to consider minority rights, consumer rights, and social issues. Why did this occur? A) heightened public and media awareness B) greater government subsidies for doing so C) pressure from state regulators D) increased competition from overseas Answer: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public 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 survive B) large institutions desperately need professional communications help C) traditional media are no longer prime news sources for publics D) businesses and nonprofits should comply with community demands whenever possible Answer: B Difficulty: 1: Easy Skill: Application Learning Obj.: 2.3: To chart the growth of public relations and its emergence as a major societal force in the 21st century.

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    11 34) In reviewing media trends in the early 21st century, it is clear that ________. A) major publics are not as sophisticated as they once were B) the public has largely turned away from mainstream media C) print media is still the most widely read among influential publics D) publics now get their news from a wide range of broadcast and online sources Answer: D Difficulty: 3: Challenging Skill: Synthesis Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public 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 aggressively practice 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: A Difficulty: 2: Moderate Skill: Application Learning Obj.: 2.4: To examine the factors, like social media, that have propelled the practice of public relations as a powerful and valuable force in this new century. 36) The "Tylenol Murders" case involving the Johnson & Johnson Company provides a prime example of how NOT to practice public relations in a crisis. Answer: FALSE Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Analytical thinking 37) When John D. Rockefeller Jr. faced serious public relations problems in 1914, journalist Ivy Ledbetter Lee stepped in to successfully deal with the crisis. Answer: TRUE Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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    12 38) The practice of public relations began long before fields like law, accounting, and medicine were recognized. Answer: FALSE Difficulty: 1: Easy Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Analytical thinking 39) In the early 21st century, the field of public relations is getting stronger and gaining more respect. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 40) Sophistication in technology and the media's use of it have led to fulfillment of Marshall McLuhan's prediction that the world would become a "global village." Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. AACSB: Information technology 41) A key trend contributing to the evolution of public relations is the growing power of public opinion to act as a positive force in shaping democratic societies. Answer: TRUE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present. 42) Sophists hired to fight verbal battles for politicians in ancient Rome were early forerunners to today's lobbyist. Answer: FALSE Difficulty: 2: Moderate Skill: Concept Learning Obj.: 2.1: To track the development of the practice of public relations from ancient times to the present.

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