This Document Contains Chapters 1 to 4 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 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 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 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 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. Answer: B 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 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 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 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 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 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 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 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 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 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 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. D) Frito-Lay switched to new, healthier product formulas. E) Both A and D. Answer: A 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 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 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 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 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 Answer: B 1.2 True/False Questions 1. In the 21st century, writing has diminished as a key public relations skill. Answer: False 2. Public relations is a process, which is a series of actions, changes, or functions. Answer: True 3. Research is the first step in any successful public relations campaign. Answer: True 4. Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses. Answer: False 5. Public relations is primarily addressed to external audiences. Answer: False 6. In marketing, public relations is primarily designed as a relationship-building strategy, and is less focused on economic concerns. Answer: True 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 8. The public relations field has yet to be developed in other countries around the world. Answer: False 9. Ultimately, public relations is about open, two-way communication. Answer: True 10. Public relations professionals are not objective observers, but are advocates for their clients. Answer: True 1.3 Essay Questions 1. Your book says that public relations contributes to the bottom line in at least nine ways. Name and define four of them. Answer: 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. Here are four ways public relations contributes to the bottom line: 1. Building Brand Equity: Enhancing the perceived value of a brand through strategic communication and reputation management. 2. Generating Leads: Engaging with target audiences to stimulate interest and drive potential customers to the sales funnel. 3. Crisis Management: Minimizing damage during crises through effective communication, which can preserve customer trust and mitigate financial impact. 4. Influencing Stakeholders: Shaping perceptions and attitudes of key stakeholders such as investors, regulators, and communities to support business objectives. 2. Discuss the importance of public relations in developing a brand. Answer: 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. 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 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 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 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 5. What percentage of public relations professionals in the United States are female? A) 15 B) 32 C) 73 D) 80 E) 91 Answer: C 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 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 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 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 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. Answer: D 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 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 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 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 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. Answer: A 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 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 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 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 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 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 2. The salary advantage for men over women is found only in public relations. Answer: False 3. Problem-solving ability is considered an essential ability for those pursuing a public relations career. Answer: True 4. Today, much of the writing in public relations is done for “controlled media.” Answer: True 5. Public relations practitioners should still begin their careers as journalists. Answer: False 6. Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years. Answer: False 7. Writing is no longer as important as it used to be in public relations. Answer: False 8. Although managers and technicians fill different job roles, the differences aren’t always clear-cut. Answer: True 9. These days, most public relations students will be successful in finding more paid internships. Answer: True 10. Public relations provides a vital service to both business and society. Answer: True 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. Answer: 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. 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. Answer: 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. 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 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 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 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 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. C) Women are more sensitive than men in facilitating two-way communication. D) Women are tougher competitors than men. E) Women can make more money in comparable traditionally female-dominated fields. Answer: D 6. Many consider him the first presidential press secretary. A) John Muir B) Amos Kendall C) Robert Underwood Johnson D) Ivy Lee E) Ben Franklin Answer: B 7. Environmental activist John Muir used public relations tactics to help: A) designate Yosemite Valley into a National Park. B) promote the Sierra Nevada mountains as a tourist destination. C) stop the spread of railroads through pristine wilderness. D) Protect the Yosemite Valley in California. E) Both A and D. Answer: E 8. Which of the following is NOT one of Ivy Lee’s four important contributions to public relations? A) Positioning products at the center of public relations initiatives. B) seeking active support and contributions of top management. C) maintaining open communication with the news media. D) emphasizing the necessity of humanizing business. E) aligning business interests with the public interest. Answer: A 9. Which of the following is NOT one of Grunig’s four models of public relations? A) Two-way asymmetric B) Public information C) Press agentry/publicity D) One-way publicity E) Two-way symmetric Answer: D 10. The major effort worldwide to improve standards and professionalism in public relations is: A) licensing. B) continuing education. C) accreditation. D) promoting membership in professional organizations. E) expanding collegiate-level public relations curriculum. Answer: C 11. Opponents of licensing for public relations professionals argue that: A) it would violate the First Amendment. B) it would be too costly to professionals. C) no one would adhere to the standards. D) it discourages membership in professional organizations. E) insurance would be difficult to obtain. Answer: A 12. To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must: A) have at least five years of professional experience in public relations or teaching and pass comprehensive exams. B) have worked in at least three different PR-type settings, with a minimum of 10 years’ experience. C) have a terminal degree in public relations from an accredited university. D) have earned significant local and national honors for his or her work in the field. E) have run a public relations agency. Answer: A 13. Which of the following is NOT a hallmark of public relations professional? A) a sense of independence B) a sense of responsibility to society C) a concern for integrity of the profession D) a natural sales ability E) a higher loyalty to the profession (than the employer of the moment) Answer: D 14. Why is it important for the public relations field to attract a diverse workforce? A) Government agencies now require it. B) It sets uniform hiring standards. C) Globalization has created a strong need for it. D) It is imperative in order to reach out to diverse audiences. E) Both C and D. Answer: E 15. All of the following are likely to influence the practice of public relations in coming years EXCEPT: A) increased international cooperation B) transparency C) managing the 24/7 news cycle D) outsourcing to public relations firms E) increased emphasis on evaluation Answer: C 16. Which of the following movements employed publicity techniques to further its cause? A) abolition B) suffrage C) prohibition D) environmentalism E) all of the above Answer: E 17. Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign? A) He kept his thumb on the pulse of the press. B) He utilized four-color posters at key stops. C) He communicated subway benefits directly to passengers. D) He appealed directly to children. E) all of the above. Answer: C 18. All of the following are reasons why the public relations field expanded after World War II EXCEPT: A) more scandals from top corporate officials. B) increases in suburban populations. C) advent of “big” business, government and labor. D) scientific and technological advances. E) proliferation of mass media. Answer: A 19. All of the following are “classic public relations campaigns” mentioned in the text EXCEPT: A) The civil rights campaign. B) The seat belt campaign. C) Tylenol crisis. D) The Halliburton campaign. E) Understanding AIDS. Answer: D 20. Corporate Social Responsibility (CSR) employs research to do all of the following EXCEPT: A) environmental monitoring. B) product trials. C) public relations audits. D) communication audits. E) social audits. Answer: B 3.2 True/False Questions 1. Ivy Lee was the first true public relations counselor. Answer: True 2. Theodore Roosevelt made extensive use of news conferences and interviews in drumming up support for his projects. Answer: True 3. Ivy Lee helped John D. Rockefeller defend the Ludlow Massacre by opposing the media in a series of editorials. Answer: False 4. Edward Bernays became known as the father of modern public relations for his “big ideas” on how to motivate people. Answer: True 5. “Transparency” is no longer a major trend in public relations. Answer: False 6. One reason women have succeeded in public relations is that they are perceived to have better listening and communication skills than men. Answer: True 7. According to PRSA, practitioners should have a sense of responsibility to society and the public interest. Answer: True 8. The licensing of public relations professionals is likely to begin in the near future. Answer: False 9. The use of publicity gained acceptance around 1900 with the launch of the first U.S. publicity agency, the Publicity Bureau. Answer: True 10. P.T. Barnum was the first major industrialist to use public relations concepts. Answer: False 3.3 Essay Questions 1. Describe either: a.) how Edward Bernays might have handled the Ludlow Massacre, or b.) how Ivy Lee might have orchestrated the “hearty breakfast” campaign. Note specific strengths and traits each person exemplified, and how those might translate into these historic public relations situations. How would have the tactics, and possibly the outcomes, differed? Answer: Bernays was keen on psychological insights, and well known for coming up with “big ideas” that would motivate people subconsciously using the principles of psychology. In the Ludlow Massacre, he might have highlighted the death of the miners and their families in conjunction with CF&I’s quest for industrial success as part of a larger American theme that was important to all Americans. He probably also would have elicited pubic apologies form CF&I officials, and publicized new labor policies through the news media. This campaign could have been highly successful. By contrast, Ivy lee was a former journalist whose key strengths lay in writing and media relations. Since he also believed in humanizing business, and that business and industry should align themselves with the public interest, Lee likely would have promoted the “hearty breakfast” campaign through strong media relations and press releases based on interviews with doctors and bacon company executives, extolling the virtues of bacon and eggs for breakfast. He almost certainly would have featured warm quotes from doctors and executives to let the American people know how much they cared about their health. This campaign also could have been highly successful. 2. Write about the importance of diversity in public relations. Describe the impact of race with regard to dealing with key publics. Cite some local examples where diversity is either championed or ignored, and the consequences of these actions. Answer: As noted in the text, minorities now constitute 36 percent of the 312 million people in the United States. Hispanics are the fastest growing and now the largest minority group, composing 16 percent of the U.S. population. African-Americans follow closely at 13 percent. Having a diverse workforce is imperative to the success of any PR agency trying to reach out to diverse audiences. Reaching major ethnic audiences can require specialized knowledge and messages tailored to particular cultures and values. In addition, the globalization of public relations has created a strong need for employees from diverse cultural backgrounds. Answers to the second part of this question will vary, but should be specific and detailed. Chapter 4—Today’s Practice: Departments and Firms 4.1 Multiple Choice Questions 1. Grunig’s International Association of Business Communicators (IABC) Foundation research study on excellence notes all of the following about public relations EXCEPT: A) it saves the organization money by reducing costs of litigation, regulation, and legislation. B) it helps the organization make money by cultivating relationships. C) it repairs problems and regains lost revenue from bad relationships with publics. D) it assists top management in developing policy. E) it can easily change a negative reputation into a positive one. Answer: E 2. An IABC survey of CEOs showed which of the following regarding the value of public relations? A) It pays nearly a 200 percent return on investment. B) It was viewed as a negative investment throughout much of the 1990s. C) The jury is still out; it is too soon to tell. D) Although it makes people feel good, one cannot place a value on it. E) It is a good long-term investment, but a poor short-term investment. Answer: A 3. Small-scale organizations of low complexity usually have public relations working in roles that are primarily: A) managerial. B) compulsory-advisory. C) technical. D) concurring authority. E) consulting. Answer: C 4. Many practitioners self-select technician roles because they: A) lack knowledge in research, environmental scanning, problem solving, and management. B) really enjoy working with the media. C) lack ability to forge relationships. D) are being “hemmed in” by company financial restraints. E) want a lower-stress job. Answer: A 5. In the Susan G. Komen for the Cure-Planned Parenthood case, the Komen board made which of the following public relations errors? A) They the utilized compulsory-advisory management model. B) They did not listen to individual board members with unpopular opinions. C) They responded to the media too quickly. D) They relegated public relations to a purely advisory role. E) They caved in to outside pressure too easily. Answer: D 6. The standard industry practice among public relations firms is to bill clients: A) at least double a person’s salary. B) on a going industry rate mandated by the PRSA. C) at least three times a person’s salary. D) commensurate with account managers in the current local marketplace. E) using a sliding scale based on the client’s revenues. Answer: C 7. Which is NOT considered a major source of friction for the public relations function within an organization? A) Human resources B) Accounting C) Legal D) Marketing E) All of the above are areas of friction. Answer: B 8. The trend toward purchasing expert communication services from outside the organization is referred to as: A) boundary spanning. B) encroachment. C) outsourcing. D) agency public relations. E) resource deployment. Answer: C 9. Where do public relations firms operate? A) In every industrialized nation. B) Almost exclusively in the United States. C) In most counties in the developing world. D) Both A and C. E) Wherever clients need them to be. Answer: A 10. A person who formulates recommendations and advises management in an organization is fulfilling a ____________ function. A) line B) staff C) consultant D) systems E) expert Answer: B 11. If a benefits brochure prepared by the personnel department must have approval from the public relations department before production, the public relations department is described as having: A) advisory authority. B) compulsory-advisory authority. C) concurring authority. D) command authority level. E) advise and consent. Answer: C 12. Serving as an organizational spokesperson can be challenging mostly because: A) Your personal opinions are unlikely to be the same as management’s official response. B) You may personally disagree with what you are asked to say on behalf of the organization. C) You are representing yourself and your brand at the same time. D) Some deception is OK, but it could cause problems later for the company. E) You must always tell everything you know. Answer: B 13. Today’s public relations firms offer all of the following EXCEPT: A) executive speech training. B) research and evaluation. C) legal counsel. D) events management. E) crisis communication. Answer: C 14. Clients often criticize public relations firms for: A) superficial grasp of the client’s problems. B) overcommitment to other clients. C) hype and elaborate promises of success. D) high hourly and retainer fees. E) lack of specialized expertise. Answer: A 15. Which statement best characterizes the ideal relationship between marketing and public relations? A) The two are completely different disciplines, and share no common interests. B) The two are nearly identical, and can be practiced together. C) Advertising is best suited to work alongside marketing. D) Public relations is a distinct discipline, and must be practiced separately. E) None of the above. Answer: D 16. Integrated Communication programs require all of the following EXCEPT: A) coalition building among departments. B) department heads should report to the same superior. C) informal, regular contacts with representatives from other departments. D) eliminating the distinctions between the various fields. E) written policies spelling out responsibilities. Answer: D 17. According to Julie O’Neil, one can determine whether public relations practitioners have influence in their organizations by examining: A) perception of value by top management. B) whether practitioners take on managerial the role. C) whether they report to the CEO. D) their years of professional experience. E) all of the above. Answer: E 18. Other names used for public relations departments include all of the following EXCEPT: A) sales. B) corporate relations. C) public affairs. D) marketing communications. E) community relations. Answer: A 19. ____________ is a service many public relations agency provide that is designed to establish company brands and promote reputation. A) Crisis communication B) Branding and corporate reputation C) Public affairs D) Research and evaluation E) Executive speech training Answer: B 20. All of the following are multinational communication conglomerates EXCEPT: A) Omnicom B) WPP C) Interpublic D) Publicis E) Sony International Answer: E 4.2 True/False Questions 1. Public relations provides a generally mediocre return on investment (ROI) of about 85 percent. Answer: False 2. If a public relations practitioner reports to the CEO of a company, it is likely that he/she exerts an influence within the organization. Answer: True 3. Public relations is considered to be primarily a “staff” function. Answer: True 4. “Turf battles” between public relations personnel and human resources managers are almost non-existent because the two areas rarely overlap. Answer: False 5. An outside firm does not need a prolonged briefing period with a new client because of the firm’s expertise in a variety of areas. Answer: False 6. One advantage of using outside public relations firms is that they provide special problem-solving skills. Answer: True 7. In companies such as IBM and General Motors, the authority and power of public relations is quite high. Answer: True 8. The most reputable Fortune 500 corporations tend to think of public relations as a strategic management tool. Answer: True 9. A public relations department that serves a purely advisory position is generally very effective. Answer: False 10. An advantage of hiring a public relations firm is that the firm can analyze a client’s needs or problems from a fresh perspective and offer new insights. Answer: True 4.3 Essay Questions 1. You are the director of public relations for a mid-sized organization that is poised for rapid growth within its industry. Your supervisor, the vice president for marketing, suggests that you outsource some of the public relations activities to free you up for some strategic planning. Your supervisor asks for your advice, but he/she will make the final decision. What would you tell him/her are the pros and cons of outsourcing? Answer: The benefits of outsourcing are many. Outside public relations agencies can provide additional “arms and legs” to accomplish priority projects, complementing internal capabilities. They also provide strategic and market insight and experience, unique expertise, and an objective point of view. At the same time however, your supervisor may have to spend considerable time getting the outside agency up to speed on your unique issues and challenges. They are likely to have only a superficial grasp on your problems, and you cannot expect a full-time commitment. Finally, outside counsel is expensive. 2. Upon graduation, you are considering whether you should join a public relations department within an organization or a public relations firm. As you make your decision, what kinds of differences must you take into consideration? Answer: It is useful to view experience gained in these two work settings in terms of depth and breadth. Public relations work within a corporate department provides considerable depth of experience. Employees will find their duties are more narrowly focused, usually with heavy involvement with executive staff. The work may provide little variety at the entry level. However, it is possible to see the impact of one’s work almost instantly, and be a part of the “big picture.” More resources are usually available, salaries and benefits tend to be better, and employee turnover is generally lower. Gaining breadth of experience in an agency setting offers its own benefits and drawbacks. New employees can expect to gain experience quickly in a fast-paced, exciting setting. The variety of clients and tasks is interesting, and employees get opportunities to learn essential PR skills including budgeting and presentations. PR firms also offer employees the chance to network with other professionals, which can lead to better job opportunities. At the same time, budgets and resources tend to be limited, and entry-level salaries and benefits are usually limited. Expect daily pressure to be extremely productive and to produce billable hours. Many professionals build specialized expertise and professional connections at PR firms, and then leverage those skills to secure long-term employment in corporate public relations departments. Test Bank for Think Public Relations Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber, Jae-Hwa Shin 9780205916788, 9780205857258
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