Test Bank for Wilcox, Cameron, Reber, Shin THINK Public Relations Second Edition prepared by Dr. James A. Lingwall Clarion University THINK Public Relations , Second Edition ii Test Bank Chapter 8—Managing Competition and Conflict.................................................................... 129 Test Bank Chapter 9—Ethics and the Law ............................................................................................... 135 Test Bank Chapter 10—Reaching Diverse Audiences ............................................................................. 141 Test Bank Chapter 11—The Mass Media................................................................................................. 147 Test Bank Chapter 12—The Internet and Social Media ........................................................................... 153 Test Bank Chapter 13—Events and Promotions....................................................................................... 160 Test Bank Chapter 14—Global Public Relations...................................................................................... 166 Test Bank Chapter 15—Corporate Public Relations ................................................................................ 172 Test Bank Chapter 16—Entertainment, Sports, and Tourism................................................................... 178 Test Bank Chapter 17—Government and Politics .................................................................................... 184 Test Bank Chapter 18—Nonprofit, Health, and Education ...................................................................... 191 Test Bank Chapter 1—What is Public Relations? ...................................................................................... 86 Test Bank Chapter 2—Careers in Public Relations .................................................................................... 92 Test Bank Chapter 3—The Growth of a Profession ................................................................................... 98 Test Bank Chapter 4—Today’s Practice: Departments and Firms ........................................................... 104 Test Bank Chapter 5—Research and Campaign Planning........................................................................ 111 Test Bank Chapter 6—Communication and Measurement ...................................................................... 117 Test Bank Chapter 7—Public Opinion and Persuasion ............................................................................ 123 TABLE OF CONTENTS THINK Public Relations , Second Edition 86 Test Bank Chapter 1—What is Public Relations? 1.1 Multiple Choice Questions 1. What is the nature of challenge of public relations? A) dynamic B) conflicting C) strategic D) multifaceted E) differentiation Answer: D; Page: 4 Skill level: intermediate 2. What is NOT a representative term of the definitions of public relations? A) deliberate B) manipulative C) planned D) strategic E) public interest Answer: B; Page: 6 Skill level: advanced 3. The public relations process is best described as: A) cyclical B) feedback-driven C) one-way D) media-centered E) Both A and B. Answer: D; Page: 9 Skill level: advanced 4. Which is NOT a component of basic public relations practice? A) counseling B) employee relations C) fund-raising D) networking E) issue management Answer: D; Page: 10 Skill level: basic 5. 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 public with 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. TEST BANK 87 Answer: B; Page: 12 Skill level: intermediate 6. 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: 14 Skill level: intermediate 7. Considering the relationship between public relations and advertising, which of the following is most true? A) Advertising is paid time and space, while public relations material is often dictated by media 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: 14 Skill level: basic 8. 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: 15–16 Skill level: intermediate 9. Of the following, what is most important 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: 17 Skill level: advanced 10. Which is a factor in fueling the trend toward integrated communication approach in public relations? A) continued growth of organizations B) larger budgets for organizational marketing and communication C) marketing of products/services generally unaffected by public and social policy issues THINK Public Relations , Second Edition 88 D) advertising, because of high costs, isn’t the silver bullet that it used to be E) merger mania in today’s business world Answer: D; Page: 17 Skill level: intermediate 11. Regarding global public relations, which of the following is not true? 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: 5 Skill level: advanced 12. Effective public relations is based on A) Actual policies and performance B) Spin and hype C) One-way message dissemination D) Promotional strategies E) Competition Answer: A; Page: 6 Skill level: intermediate 13. Public relations should always foster A) Organizational leadership B) Open, two-way communication C) Mutual understanding D) A position for the organization’s interest E) Both B and C. Answer: E; Page: 6 Skill level: advanced 14. Which of the following is NOT an element in the RACE formula? A) Action B) Research C) Competition D) Evaluation E) Communication Answer: C; Page: 7 Skill level: basic 15. 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. TEST BANK 89 D) Frito-Lay switched to new, healthier product formulas. E) Both A and D. Answer: A; Page 8 Skill level: advanced 16. Which is NOT a way public relations that supports marketing? A) develops new prospects B) hypes new products C) paves the way for sales calls D) provides inexpensive sales literature E) helps sell minor products Answer: B; Page: 16 Skill level: basic 17. 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: 19 Skill level: basic 18. Public relations should lead marketing strategy because A) 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: 18 Skill level: intermediate 19. What are the principal activities in crisis management? A) protecting positions B) responding to or preventing issues C) building coalitions D) Both B and C. E) suppressing the media Answer: D; Page: 19 Skill level: advanced 20. Which of the following is NOT a component of public relations? A) government affairs B) financial audits C) special events D) issues management E) community relations THINK Public Relations , Second Edition 90 Answer: B; Page: 10 Skill level: basic 1.2 True/False Questions 1. In the 21 st century, writing has diminished as a key public relations skill. Answer: FALSE; Page: 4 Skill level: advanced 2. Public relations is a process, which is a series of actions, changes, or functions. Answer: TRUE; Page: 7 Skill level: intermediate 3. Research is the first step in any successful public relations campaign. Answer: TRUE; Page: 7 Skill level: basic 4. Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses. Answer: FALSE; Page: 13 Skill level: advanced 5. Public relations is primarily addressed to external audiences. Answer: FALSE; Page: 14 Skill level: intermediate 6. In marketing, public relations is primarily designed as a relationship-building strategy, and is less focused on economic concerns. Answer: TRUE; Page: 15 Skill level: intermediate 7. These days, smart planners realize that an organization’s goals and objectives can be best accomplished through an integrated approach, not just through marketing but through all communication functions. Answer: TRUE; Page: 17 Skill level: basic 8. The public relations field has yet to be developed in other countries around the world. Answer: FALSE; Page: 5 Skill level: basic 9. Ultimately, public relations is about open, two-way communication. Answer: TRUE; Page: 6 Skill level: advanced 10. Public relations professionals are not objective observers, but are advocates for their clients. Answer: TRUE; Page: 13 Skill level: basic 1.3 Essay Questions TEST BANK 91 1. Your book says that public relations contributes to the bottom line in at least nine ways. Name and define four of them. Answers will vary. Possibilities: a) Through publicity, promotion and audience targeting, public relations paves the way for 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 smooth transition. Page 19 Skill level: intermediate 2. Discuss the importance of public relations in developing a brand. As a leading discipline in strategic communication, public relations creates the brand, while advertising supports the brand. Public relations professionals understand audiences in multilayered ways that go beyond the basic role of consumers, and can therefore influence them through multiple messages and channels. Brand development is also impacted by public and social policy issues, which public relations is in a strong position to influence. Best of all, public relations can deliver this for a surprisingly small share of the overall campaign budget. Pages 17-19 Skill level: advanced THINK Public Relations , Second Edition 92 Test Bank Chapter 2—Careers in Public Relations 2.1 Multiple Choice Questions 1. 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: 26–27 Skill level: advanced 2. Which is considered an essential ability for a public relations practitioner? A) writing B) networking C) marketing experience D) design E) accounting Answer: A; Page: 28 Skill level: basic 3. According to figures provided in the PRWeek 2011 annual salary survey, the career outlook for public relations professionals could be described as: A) moderate B) positively robust C) declining D) holding its own E) far beyond expectations Answer: B; Page: 25 Skill level: advanced 4. What was the national median salary in 2011 for practitioners between 31 and 35 years old? A) $56,000 B) $38,000 C) $103,000 D) $72,000 E) $85,000 Answer: E; Page: 25 Skill level: basic 5. What percentage of public relations professionals in the United States are female? A) 15 B) 32 C) 73 D) 80 E) 91 TEST BANK 93 Answer: C; Page: 37 Skill level: intermediate 6. You are a recent college graduate and a new public relations professional looking for work. If a high salary is most important to you, which work setting are you most likely to choose? A) agency B) corporation C) government D) nonprofit E) education Answer: B; Page: 37 Skill level: intermediate 7. What is NOT a factor to explain the salary gap with regard to gender? A) years of experience in the field B) technician duties versus managerial responsibilities C) lack of uniform licensing D) women attempting to balance work and family E) nature of the industry Answer: C; Page: 36 Skill level: advanced 8. Crisis communication counseling skills are more essential than ever because A) 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: 27 Skill level: advanced 9. 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: 28 Skill level: advanced 10. 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 society D) It provides management with a “spin” mechanism. E) All of the above are true. THINK Public Relations , Second Edition 94 Answer: D; Page: 38 Skill level: intermediate 11. 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: 28 Skill level: basic 12. Which of the following work settings employs the greatest number of PRSA members? A) corporations B) public relations agencies/firms C) entertainment D) sports E) government Answer: A; Page: 27 Skill level: basic 13. Public relations practitioners must possess a variety of skills/abilities because A) 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: 28-29 Skill level: intermediate 14. Regarding expertise in social media, which of the following is most true? 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: 29 Skill level: advanced 15. In the “technician” role, public relations practitioners are A) 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. TEST BANK 95 Answer: A; Page: 33 Skill level: basic 16. 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: 33 Skill level: intermediate 17. Which of the following tasks are you most likely to do as a public relations intern? A) media monitoring B) writing press releases C) financial estimating D) compiling status reports E) all of the above Answer: E; Pages: 34-35 Skill level: intermediate 18. According to 2011 salary data, the median salary for recent public relations graduates is A) $24,000. B) $32,000. C) $43,000. D) $51,000. E) $60,000. Answer: B; Page: 35 Skill level: basic 19. 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: 33 Skill level: intermediate 20. Today’s public relations practitioner must understand A) 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 THINK Public Relations , Second Edition 96 Skill level: advanced 2.2 True/False Questions 1. The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields. Answer: True; Page: 35 Skill level: basic 2. The salary advantage for men over women is found only in public relations. Answer: FALSE; Page: 36 Skill level: intermediate 3. Problem-solving ability is considered an essential ability for those pursuing a public relations career. Answer: TRUE; Page: 29 Skill level: basic 4. Today, much of the writing in public relations is done for “controlled media.” Answer: TRUE; Page: 26 Skill level: intermediate 5. Public relations practitioners should still begin their careers as journalists. Answer: FALSE; Page: 26 Skill level: basic 6. Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years. Answer: FALSE; Page: 27 Skill level: advanced 7. Writing is no longer as important as it used to be in public relations. Answer: FALSE; Page: 28 Skill level: intermediate 8. Although managers and technicians fill different job roles, the differences aren’t always clear-cut. Answer: TRUE; Page: 34 Skill level: advanced 9. These days, most public relations students will be successful in finding more paid internships. Answer: TRUE; Page: 34 Skill level: basic 10. Public relations provides a vital service to both business and society. Answer: TRUE; Page: 38 Skill level: intermediate 2.3 Essay Questions 1. People who plan to pursue careers in public relations should develop knowledge and abilities in six basic areas. Choose two of these six abilities and discuss why you believe they are the most important to the practice of public relations. TEST BANK 97 The 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: 28-30 Skill level: advanced 2. You have a choice of taking a prestigious internship at either a local metropolitan daily newspaper, or at a small but well-respected public relations firm. Cite and elaborate on pros and cons for each choice, and then choose one. Explain your choice and why it best fits your skill set, personality, and long-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 relations practitioners on the other side of the news desk. However, it would be limited in scope and would not provide 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 public relations skills directly related to his/her career path. Agencies and corporate communication departments are beginning to see interns as the future of their companies. In this setting, the student would be able to network directly with future employers, clients and fellow professionals. At the same 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 be very valuable. Pages: 34-35 Skill level: intermediate THINK Public Relations , Second Edition 98 Test Bank Chapter 3—The Growth of a Profession 3.1 Multiple Choice Questions 1. Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics. A) the Crusades B) the Rosetta Stone C) stories of the Acropolis D) stone tablets E) cave drawings Answer: B; Page: 44 Skill level: basic 2. 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: 45 Skill level: intermediate 3. 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: 46 Skill level: advanced 4. 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 American Indians. D) using celebrities, such as Buffalo Bill, as endorsers. E) distributing fact sheets and maps. Answer: D; Page: 46 Skill level: intermediate 5. Which is NOT considered a reason why there has been an influx of women working in public relations? A) They find it more “welcoming” than fields such as newspaper work. B) They can start a public relations firm with relatively little capital.