Test Bank for THINK Public Relations, 2nd Edition

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Test BankforWilcox, Cameron, Reber, ShinTHINK Public RelationsSecond Editionprepared byDr. James A. LingwallClarion University

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THINK Public Relations, Second EditioniiTest Bank Chapter 8—Managing Competition and Conflict.................................................................... 129Test Bank Chapter 9—Ethics and the Law ............................................................................................... 135Test Bank Chapter 10—Reaching Diverse Audiences ............................................................................. 141Test Bank Chapter 11—The Mass Media................................................................................................. 147Test Bank Chapter 12—The Internet and Social Media ........................................................................... 153Test Bank Chapter 13—Events and Promotions....................................................................................... 160Test Bank Chapter 14—Global Public Relations...................................................................................... 166Test Bank Chapter 15—Corporate Public Relations ................................................................................ 172Test Bank Chapter 16—Entertainment, Sports, and Tourism................................................................... 178Test Bank Chapter 17—Government and Politics .................................................................................... 184Test Bank Chapter 18—Nonprofit, Health, and Education ...................................................................... 191Test Bank Chapter 1—What is Public Relations? ...................................................................................... 86Test Bank Chapter 2—Careers in Public Relations .................................................................................... 92Test Bank Chapter 3—The Growth of a Profession ................................................................................... 98Test Bank Chapter 4—Today’s Practice: Departments and Firms ........................................................... 104Test Bank Chapter 5—Research and Campaign Planning........................................................................ 111Test Bank Chapter 6—Communication and Measurement ...................................................................... 117Test Bank Chapter 7—Public Opinion and Persuasion ............................................................................ 123TABLE OF CONTENTS

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THINK Public Relations, Second Edition86Test Bank Chapter 1—What is Public Relations?1.1 Multiple Choice Questions1.What is the nature of challenge of public relations?A)dynamicB)conflictingC)strategicD)multifacetedE)differentiationAnswer: D; Page: 4Skill level: intermediate2.What is NOT a representative term of the definitions of public relations?A)deliberateB)manipulativeC)plannedD)strategicE)public interestAnswer: B; Page: 6Skill level: advanced3.The public relations process is best described as:A)cyclicalB)feedback-drivenC)one-wayD)media-centeredE)Both A and B.Answer: D; Page: 9Skill level: advanced4.Which is NOT a component of basic public relations practice?A)counselingB)employee relationsC)fund-raisingD)networkingE)issue managementAnswer: D; Page: 10Skill level: basic5.Which is a major difference between public relations and journalism?A)Journalism has many components.B)Journalists gather and select information for the primary purpose of providing the publicwith news and information.C)Journalists write for segmented audiences.D)Journalists reach audiences through a variety of channels.E)Journalists are more honest than public relations professionals.

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TEST BANK87Answer: B; Page: 12Skill level: intermediate6.Which is the key major difference between public relations and advertising?A)Advertising involves paid space and broadcast time.B)Advertising relies on a number of communication tools.C)Advertising is broader than public relations in scope.D)Advertising often uses public relations as a communication tool.E)Advertising uses the tools of persuasion.Answer: A; Page: 14Skill level: intermediate7.Considering the relationship between public relations and advertising, which of the following ismosttrue?A)Advertising is paid time and space, while public relations material is often dictated bymedia gatekeepers.B)Advertising is addressed to external audiences only.C)Public relations is narrower in scope.D)Advertising is usually more costly.E)Public relations does not support advertising campaigns.Answer: A; Page: 14Skill level: basic8.Why is public relations referred to as the fifth “P” of marketing strategy?A)It provides third-party endorsements.B)It serves the public interest and generates public goods.C)Public relations can help pull the company into the market.D)It refers to audiences as “publics” rather than “consumers.”E)Public relations is a management process.Answer: C; Pages: 15–16Skill level: intermediate9.Of the following, what ismostimportant to remember about strategic communication?A)Public and social policy issues don’t matter much these days.B)Organizational downsizing dictates that public relations moves to the background.C)Advertising is still the leading discipline, although it is the most expensive.D)Competition among disciplines may ruin prime opportunities.E)Goals and objectives can best be accomplished through an integrated approach.Answer: E; Page: 17Skill level: advanced10.Which is a factor in fueling the trend toward integrated communication approach in publicrelations?A)continued growth of organizationsB)larger budgets for organizational marketing and communicationC)marketing of products/services generally unaffected by public and social policy issues

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THINK Public Relations, Second Edition88D)advertising, because of high costs, isn’t the silver bullet that it used to beE)merger mania in today’s business worldAnswer: D; Page: 17Skill level: intermediate11.Regarding global public relations, which of the following isnottrue?A)China has opened itself to market capitalism.B)Asian nations are rapidly expanding their free-market economies.C)China has more than 500,000 students studying aspects of public relations.D)The public relations field is most extensively developed in Canada.E)China has become the “new frontier.”Answer: D; Page: 5Skill level: advanced12.Effective public relations is based onA)Actual policies and performanceB)Spin and hypeC)One-way message disseminationD)Promotional strategiesE)CompetitionAnswer: A; Page: 6Skill level: intermediate13.Public relations should always fosterA)Organizational leadershipB)Open, two-way communicationC)Mutual understandingD)A position for the organization’s interestE)Both B and C.Answer: E; Page: 6Skill level: advanced14.Which of the following is NOT an element in the RACE formula?A)ActionB)ResearchC)CompetitionD)EvaluationE)CommunicationAnswer: C; Page: 7Skill level: basic15.What was the biggest success of the “Frito-Lay and junk food” case?A)Planners utilized strategic communication to defeat the “junk food” label.B)Social media users became the biggest new market.C)“Sneak peeks” to journalists and bloggers boosted product sales.

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TEST BANK89D)Frito-Lay switched to new, healthier product formulas.E)Both A and D.Answer: A; Page 8Skill level: advanced16.Which is NOT a way public relations that supports marketing?A)develops new prospectsB)hypes new productsC)paves the way for sales callsD)provides inexpensive sales literatureE)helps sell minor productsAnswer: B; Page: 16Skill level: basic17.How does public relations contributes to the bottom line?A)identifies new opportunities.B)builds morale and teamwork.C)ease resistance to change.D)ensure public consent.E)All of the above.Answer: E; Page: 19Skill level: basic18.Public relations should lead marketing strategy becauseA)PR practitioners are master communicators.B)PR practitioners do market research.C)PR practitioners deal with multiple stakeholders.D)PR practitioners create more effective sales literature.E)PR practitioners have been trained in ethics.Answer: C; Page: 18Skill level: intermediate19.What are the principal activities in crisis management?A)protecting positionsB)responding to or preventing issuesC)building coalitionsD)Both B and C.E)suppressing the mediaAnswer: D; Page: 19Skill level: advanced20.Which of the following is NOT a component of public relations?A)government affairsB)financial auditsC)special eventsD)issues managementE)community relations

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THINK Public Relations, Second Edition90Answer: B; Page: 10Skill level: basic1.2 True/False Questions1.In the 21stcentury, writing has diminished as a key public relations skill.Answer: FALSE; Page: 4Skill level: advanced2.Public relations is a process, which is a series of actions, changes, or functions.Answer: TRUE; Page: 7Skill level: intermediate3.Research is the first step in any successful public relations campaign.Answer: TRUE; Page: 7Skill level: basic4.Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to themasses.Answer: FALSE; Page: 13Skill level: advanced5.Public relations is primarily addressed to external audiences.Answer: FALSE; Page: 14Skill level: intermediate6.In marketing, public relations is primarily designed as a relationship-building strategy, and is lessfocused on economic concerns.Answer: TRUE; Page: 15Skill level: intermediate7.These days, smart planners realize that an organization’s goals and objectives can be bestaccomplished through an integrated approach, not just through marketing but through allcommunication functions.Answer: TRUE; Page: 17Skill level: basic8.The public relations field has yet to be developed in other countries around the world.Answer: FALSE; Page: 5Skill level: basic9.Ultimately, public relations is about open, two-way communication.Answer: TRUE; Page: 6Skill level: advanced10.Public relations professionals are not objective observers, but are advocates for their clients.Answer: TRUE; Page: 13Skill level: basic1.3 Essay Questions

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TEST BANK911.Your book says that public relations contributes to the bottom line in at least nine ways. Name anddefine four of them.Answers will vary. Possibilities:a)Through publicity, promotion and audience targeting, public relations paves the wayfor sales, fund-raising and stock offerings.b)Through organizational motivation, public relations builds morale, teamwork,productivity and corporate culture.c)Through opportunity identification, public relations discovers new markets, products,audiences, methods, allies and issues.d)As a change agent, public relations eases resistance to change and promotes smoothtransition.Page 19Skill level: intermediate2.Discuss the importance of public relations in developing a brand.As a leading discipline in strategic communication, public relations creates the brand, whileadvertising supports the brand. Public relations professionals understand audiences in multilayeredways that go beyond the basic role of consumers, and can therefore influence them through multiplemessages and channels. Brand development is also impacted by public and social policy issues, whichpublic relations is in a strong position to influence. Best of all, public relations can deliver this for asurprisingly small share of the overall campaign budget.Pages 17-19Skill level: advanced

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THINK Public Relations, Second Edition92Test Bank Chapter 2—Careers in Public Relations2.1 Multiple Choice Questions1.What does NOT explain a changing focus in public relations?A)The field of public relations has broadened far beyond the concept of media relations.B)The growth of public relations as a career field distinctly separate from journalism has spawned.C)The number of available public relations jobs has dwindled in recent years.D)An expanding area of public relations practice is crisis communication counseling.E)An increasing amount of writing is being done in “controlled” media.Answer: C; Pages: 26–27Skill level: advanced2.Which is considered an essential ability for a public relations practitioner?A)writingB)networkingC)marketing experienceD)designE)accountingAnswer: A; Page: 28Skill level: basic3.According to figures provided in thePRWeek2011 annual salary survey, the career outlook for publicrelations professionals could be described as:A)moderateB)positively robustC)decliningD)holding its ownE)far beyond expectationsAnswer: B; Page: 25Skill level: advanced4.What was the national median salary in 2011 for practitioners between 31 and 35 years old?A)$56,000B)$38,000C)$103,000D)$72,000E)$85,000Answer: E; Page: 25Skill level: basic5.What percentage of public relations professionals in the United States are female?A)15B)32C)73D)80E)91

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TEST BANK93Answer: C; Page: 37Skill level: intermediate6.You are a recent college graduate and a new public relations professional looking for work. If a highsalary is most important to you, which work setting are you most likely to choose?A)agencyB)corporationC)governmentD)nonprofitE)educationAnswer: B; Page: 37Skill level: intermediate7.What is NOT a factor to explain the salary gap with regard to gender?A)years of experience in the fieldB)technician duties versus managerial responsibilitiesC)lack of uniform licensingD)women attempting to balance work and familyE)nature of the industryAnswer: C; Page: 36Skill level: advanced8.Crisis communication counseling skills are more essential than ever becauseA)they strengthen the influence of public relations in the organization.B)public acceptance and support are key to a company’s success.C)these skills require considerable professional expertise.D)conflicts are infrequent in the business world.E)Both A and C.Answer: E; Page: 27Skill level: advanced9.Is possible to define a single public relations type of personality for career success?A)Yes; it must be friendly and outgoing.B)Yes; it must be driven and focused on success.C)Both A and B.D)No; the field is so diverse that it needs many different personalities.E)It depends on the job and the organization.Answer: C; Page: 28Skill level: advanced10.Good public relations is valuable for all of the following reasons EXCEPT:A)The world needs savvy communicators.B)The world needs facilitators.C)It benefits both business and societyD)It provides management with a “spin” mechanism.E)All of the above are true.

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THINK Public Relations, Second Edition94Answer: D; Page: 38Skill level: intermediate11.All of the following are essential abilities for public relations practitioners EXCEPT:A)writing skills.B)research ability.C)graphic design.D)planning expertise.E)problem-solving ability.Answer: C; Page: 28Skill level: basic12.Which of the following work settings employs the greatest number of PRSA members?A)corporationsB)public relations agencies/firmsC)entertainmentD)sportsE)governmentAnswer: A; Page: 27Skill level: basic13.Public relations practitioners must possess a variety of skills/abilities becauseA)practitioners are constantly changing jobs.B)the field is so diverse.C)the government requires it.D)most practitioners don’t study public relations in college.E)none of the above.Answer: B; Pages: 28-29Skill level: intermediate14.Regarding expertise in social media, which of the following ismosttrue?A)It is no longer very important in public relations.B)It is the most important public relations skill.C)the public relations field has expanded beyond social media, into Web 3.0.D)It is likely to increase in importance.E)Twitter has emerged as the leading channel.Answer: E; Page: 29Skill level: advanced15.In the “technician” role, public relations practitioners areA)primarily responsible for producing communication products.B)managing staff.C)developing high-level strategic documents.D)counseling CEOs.E)establishing their own public relations agencies.

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TEST BANK95Answer: A; Page: 33Skill level: basic16.In the “executive” role, practitioners may do all of the following EXCEPT:A)lead and manage the organization.B)supervise projects.C)develop organizational vision statements.D)formulate strategic objectives.E)create organizational policies.Answer: B; Page: 33Skill level: intermediate17.Which of the following tasks are youmostlikely to do as a public relations intern?A)media monitoringB)writing press releasesC)financial estimatingD)compiling status reportsE)all of the aboveAnswer: E; Pages: 34-35Skill level: intermediate18.According to 2011 salary data, the median salary for recent public relations graduates isA)$24,000.B)$32,000.C)$43,000.D)$51,000.E)$60,000.Answer: B; Page: 35Skill level: basic19.Communication “managers” are likely do all of the following EXCEPT:A)counsel senior management.B)oversee multiple communication strategies.C)supervise employees.D)Develop organizational vision.E)make communication policy decisions.Answer: D; Page: 33Skill level: intermediate20.Today’s public relations practitioner must understandA)The QR codes behind social media sites.B)how to manage competition and conflict.C)how to achieve clear and consistent communication.D)the importance of media opposition.E)Both B and C.Answer: E; Page: 38

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THINK Public Relations, Second Edition96Skill level: advanced2.2 True/False Questions1.The median annual salary for recent graduates working in public relations is higher than themedian national average for all communication fields.Answer: True; Page: 35Skill level: basic2.The salary advantage for men over women is found only in public relations.Answer: FALSE; Page: 36Skill level: intermediate3.Problem-solving ability is considered an essential ability for those pursuing a public relations career.Answer: TRUE; Page: 29Skill level: basic4.Today, much of the writing in public relations is done for “controlled media.”Answer: TRUE; Page: 26Skill level: intermediate5.Public relations practitioners should still begin their careers as journalists.Answer: FALSE; Page: 26Skill level: basic6.Experts predict that the fashion and entertainment fields will offer the most public relations jobs inthe next five years.Answer: FALSE; Page: 27Skill level: advanced7.Writing is no longer as important as it used to be in public relations.Answer: FALSE; Page: 28Skill level: intermediate8.Although managers and technicians fill different job roles, the differences aren’t always clear-cut.Answer: TRUE; Page: 34Skill level: advanced9.These days, most public relations students will be successful in finding more paid internships.Answer: TRUE; Page: 34Skill level: basic10.Public relations provides a vital service to both business and society.Answer: TRUE; Page: 38Skill level: intermediate2.3 Essay Questions1.People who plan to pursue careers in public relations should develop knowledge and abilities in sixbasic areas. Choose two of these six abilities and discuss why you believe they are the most importantto the practice of public relations.

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TEST BANK97The six essential abilities are: 1.) writing skills; 2.) research ability; 3.) planning expertise; 4.)problem-solving ability; 5.) business/economics competence; and 6.) expertise in social media.Students should be specific as possible in their answering this question.Pages: 28-30Skill level: advanced2.You have a choice of taking a prestigious internship at either a local metropolitan daily newspaper, orat a small but well-respected public relations firm. Cite and elaborate on pros and cons for eachchoice, and then choose one. Explain your choice and why it best fits your skill set, personality, andlong-term goals.A newspaper internship would provide invaluable new skills including writing on deadline,interviewing sources, managing media relations, graphic design, and working with public relationspractitioners on the other side of the news desk. However, it would be limited in scope and would notprovide a direct conduit to a student’s chosen career path in public relations.By contrast, a public relations internship would provide the student with a host of new publicrelations skills directly related to his/her career path. Agencies and corporate communicationdepartments are beginning to see interns as the future of their companies. In this setting, the studentwould be able to network directly with future employers, clients and fellow professionals. At thesame time, if the agency is limited in its work or client scope, it may not match the student’s interests.In addition, if the agency does not give the intern meaningful job duties, the experience will not bevery valuable.Pages: 34-35Skill level: intermediate

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THINK Public Relations, Second Edition98Test Bank Chapter 3—The Growth of a Profession3.1 Multiple Choice Questions1.Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key tomodern understanding about ancient Egyptian hieroglyphics.A)the CrusadesB)the Rosetta StoneC)stories of the AcropolisD)stone tabletsE)cave drawingsAnswer: B; Page: 44Skill level: basic2.An early use of “conflict positioning” was carried out by:A)Julius Caesar.B)Saint Paul.C)Pope Gregory XV.D)Samuel Adams.E)Adolph Hitler.Answer: C; Page: 45Skill level: intermediate3.Phineas T. Barnum will be best remembered in public relations history for:A)developing the “pseudoevent.”B)making Jenny Lind famous.C)issuing press releases.D)suppressing the Standard Oil strike.E)serving as the first presidential press secretary.Answer: A; Page: 46Skill level: advanced4.Which is NOT one of the tactics used by railroads to get settlers to move to the American West?A)setting up information offices abroad.B)soliciting the services of “independent” observers who wrote about what they saw in the West.C)commissioning painters and photographers to provide romanticized depictions of AmericanIndians.D)using celebrities, such as Buffalo Bill, as endorsers.E)distributing fact sheets and maps.Answer: D; Page: 46Skill level: intermediate5.Which is NOT considered a reason why there has been an influx of women working in publicrelations?A)They find it more “welcoming” than fields such as newspaper work.B)They can start a public relations firm with relatively little capital.

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