CH-9-12 Ethics and the Law – Think Public Relations : Exam Guide

This Document Contains Chapters 9 to 12 Chapter 9—Ethics and the Law 9.1 Multiple Choice Questions 1. All of the following are to be considered when making ethical decisions in public relations EXCEPT: A) the public interest. B) employer or client. C) professional organization code of ethics. D) personal values. E) all of the above must be considered. Answer: E 2. Which of the following is NOT a Public Relations Society of America (PRSA) core value? A) advocacy B) honesty C) confidentiality D) expertise E) independence Answer: C 3. “Respecting all opinions and supporting the right of free expression” is connected to which PRSA core value? A) loyalty B) fairness C) independence D) expertise E) advocacy Answer: B 4. Which of the following practices would be condemned by PRSA? A) A public relations firm asks its interns to write positive reviews for online message boards. B) A lobbying firm sends out letters to state legislators on behalf of a healthcare client. C) Unpaid bloggers post favorable reviews about a client’s products and services. D) Special-interest groups create and fund “citizen” front groups to disseminate information without disclosing the actual source. E) None of the above. Answer: A 5. Suppose your boss asks you to do something unethical on behalf of a client. You are concerned about keeping your job. What is the best course of action? A) Threaten to take your story to the media. B) Use the PRSA Code of Ethics as a framework for responding. C) Remind him/her of the affected publics. D) Speak with your boss’s boss. E) Both B and C. Answer: E 6. If you discover that inaccurate information has been disseminated, you have a responsibility to correct it immediately, based on which of the following PRSA code provisions? A) competition B) safeguarding confidences C) conflicts of interest D) disclosure of information E) none of the above Answer: D 7. Most professional groups believe that the primary purpose of establishing codes of ethics is A) enforcing practitioners to behave ethically. B) providing education and information to practitioners. C) putting on a “good face” for external audiences. D) adding theoretical value to a profession. E) all of the above. Answer: B 8. Ethics in public relations begins with A) philosophers who identify values. B) company ethics policies. C) an individual’s value system. D) questions of legality. E) licensing issues. Answer: C 9. For public relations practitioners, the most important lesson gained from the News of the World scandal is that: A) Even Rupert Murdoch is not untouchable. B) Ethics in media are much different than ethics in public relations. C) Trust and brand reputation are fragile commodities. D) What is legal may not be ethical. E) The public is very forgiving. Answer: C 10. Which of the following scenarios could trigger a libel suit? A) You send out a news release that contains false statements and injures someone’s reputation. B) Your boss criticizes a competitor in an interview, but the criticism is based on fact. C) A journalist writes a negative review of a meal eaten at a local restaurant. D) An employee is fired, and the Human Resources director tells the media that she left for “personal reasons.” E) All of the above. Answer: A 11. To use an employee’s image in product publicity, sales brochures, or advertising, the organization must have A) a laid-back organizational environment. B) no other means to publicize the company. C) a strong legal staff. D) a signed release on file from that employee. E) first amendment waiver forms. Answer: D 12. Any e-mails an employee writes at work are A) subject to monitoring by the employer. B) protected under an employee’s privacy rights. C) not searchable by an employer. D) Considered employee free speech. E) none of the above. Answer: A 13. When using social media as a professional communicator, one should remember that: A) It is subject to monitoring by the employer. B) employees may blog freely based on their privacy rights. C) it is hard to know what is considered company communication. D) while social media is highly useful, it must be handled with care. E) Both C and D. Answer: E 14. Which of the following can be copyright protected? A) brochures B) drawings C) display booths D) corporate symbols E) all of the above Answer: E 15. All of the following are suggestions for “winning” in the court of law and the court of public opinion EXCEPT: A) make carefully planned public comments in the earliest stages of a crisis or legal issue. B) Work with lawyers only on a limited basis, as needed. C) develop a litigation communication team before you need it. D) public relations professionals should counsel and coach the legal team. E) all of the above. Answer: B 16. When coordinating a sponsored event, who is usually responsible for planning and logistics? A) Human Resources B) Corporate C) Marketing and Advertising D) Company Security E) Public Relations Professionals Answer: E 17. Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading? A) Federal Trade Commission (FTC) B) Securities and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communications Commission (FCC) E) Bureau of Alcohol, Tobacco and Firearms (ATF) Answer: A 18. Which of the following government agencies monitors the financial affairs of publicly traded companies? A) Federal Trade Commission (FTC) B) Securities and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communications Commission (FCC) E) none of the above Answer: B 19. The legal doctrine of the “right of publicity” provides A) unlimited access by companies to use public figures in their promotions. B) special protection for publicity materials. C) celebrities the sole ability to cash in on their fame. D) publicly traded companies to publicize whatever they want. E) monetary guidelines for using entertainers in publicity materials. Answer: C 20. The legal doctrine of “fair use” means A) once a document is public, it may be used in publicity materials. B) materials can be used as long as they are not libelous. C) paying a fee to the creator of the content being used. D) brief portions of copyrighted material can be used with attribution. E) none of the above. Answer: D 9.2 True/False Questions 1. Most ethical conflicts are not black-or-white issues, but rather fall into a gray area. Answer: True 2. Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers. Answer: False 3. According to the core value of Loyalty within the PRSA Code of Ethics, one should strive to be faithful to clients and employers, while still serving the public interest. Answer: True 4. Thanks to the First Amendment, a public relations firm has the right to unlimited free expression on behalf of its client. Answer: False 5. If a boss or client asks you to do something that you know is unethical, it would be wise to refer them to the PRSA or IABC code of ethics. Answer: True 6. A company has an unlimited right to publicize the activities of its employees in employee newsletters. Answer: False 7. A copyright does not protect ideas, but only the specific ways in which those ideas are expressed. Answer: True 8. The Internet has raised new issues about the protection of intellectual property. Answer: True 9. Trademarks pass into public domain and become generic terms after a period of 10 years. Answer: False 10. The promotion of products and services through advertising or publicity is not protected by the First Amendment. Answer: True 9.3 Essay Questions 1. Name the PRSA Code of Ethics’ six core values and explain which you believe is the most important value to practitioners, and why. Also, which is the “least valued” and/or ignored by the profession? Explain your analysis and provide concrete examples to illustrate your points. Answer: PRSA’s six core values are: advocacy, honesty, expertise, independence, loyalty and fairness. Part 2 answers will vary. The six core values of the PRSA (Public Relations Society of America) Code of Ethics are: 1. Advocacy: We serve the public interest by acting as responsible advocates for those we represent. 2. Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. 3. Expertise: We acquire and responsibly use specialized knowledge and experience, along with ethical judgment, to provide professional and accurate counsel and advice. 4. Independence: We provide objective counsel to those we represent. We are accountable for our actions. 5. Loyalty: We are faithful to those we represent, while honoring our obligation to serve the public interest. 6. Fairness: We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. Most Important Value: Honesty is arguably the most important core value for PR practitioners because trust is foundational to effective communication and relationship-building. Being truthful and transparent builds credibility and fosters long-term relationships with stakeholders. Least Valued or Ignored: Independence might sometimes be undervalued in practice, particularly when PR practitioners face pressure from clients or employers to prioritize loyalty over objective counsel. This can lead to ethical dilemmas where practitioners may compromise their independence to appease stakeholders or maintain relationships. Analysis and Examples: • Importance of Honesty: For example, during a crisis, being honest about the situation and communicating openly with stakeholders helps in managing perceptions and maintaining trust. Organizations that prioritize honesty in their PR efforts tend to recover more effectively from crises. • Independence Challenges: In contrast, instances where PR practitioners prioritize loyalty over independence can lead to biased or misleading communication. For instance, if a PR professional conceals information detrimental to their client or employer to protect their interests, they compromise their independence and risk ethical violations. In summary, while honesty is crucial for maintaining credibility and trust, independence can sometimes be challenged in PR practice when loyalty pressures arise. Balancing these core values is essential for ethical decision-making and effective public relations management. 2. You are the public relations practitioner for an athletic-related organization, and a sportswriter asks you for free tickets for a high-profile game for himself and some of his colleagues. He has provided you with solid, unbiased coverage over the years and has never asked this of you before. You are confident your relationship would not change whether you extended the favor or not. What would you do? What would you say to him? How did you come to this decision? Include specific ethical considerations in your answer. Answer: Although this scenario falls into a “grey area” as many ethical dilemmas do, providing the tickets is clearly wrong. The PRSA Code of Ethics addresses this issue in its Honesty and Loyalty core values. Further, public relations representatives should not undermine their relationship with the media by providing gifts or personal favors to media members. The public trusts journalists to be objective and impartial; if the public loses that trust, the media and the public relations professions suffer. Issues of transparency raise additional problems in this scenario, as well. Chapter 10—Reaching Diverse Audiences 10.1 Multiple Choice Questions 1. Successful public relations campaign planners know that audiences are: A) static and unchanging B) unpredictable; likely to turn hostile. C) dynamic and ever-shifting. D) Less diverse than they were a decade ago. E) most likely to respond to the mass media. Answer: C 2. In the United States, the most significant aspect of the mass audience or general public is: A) diversity. B) youth. C) educational level. D) media usage. E) The Baby Boomers. Answer: A 3. Which of the following are examples of “prepackaged publics?” A) advocacy groups B) youth markets C) educational groups D) charitable organizations E) all except B. Answer: E 4. Which of the following are not general characteristics of youth market? A) they will spend 10 times more time online than in interacting with parents. B) they are an excellent source of volunteers. C) they will be more reserved in social skills. D) they will not tolerate print forms. E) all of the above. Answer: B 5. All of the following are general characteristics of baby boomers EXCEPT: A) they tend to define themselves according to their profession. B) they are well educated and take pride in accomplishment. C) they rarely question authority. D) they are competitive, particularly when it comes to careers. E) all of the above. Answer: C 6. All of the following are general characteristics of seniors EXCEPT: A) They demand value in the things they buy. B) They pay little attention to fads. C) They are extremely health conscious. D) They have become experts in social media. E) They travel frequently. Answer: D 7. Why should public relations practitioners be sensitive to women as an audience? A) If they are not, they may be threatened with lawsuits. B) The male market is dwindling steadily. C) Women now exert more political and social control than ever. D) Women account for 25 percent of the U.S. workforce. E) They are more likely than ever to be coworkers. Answer: C 8. Which of the following attributes characterize members of the LGBT community? A) They are an emerging demographic. B) They tend to support brands that reflect their views. C) They wield annual buying power of around $743 billion. D) They have lost political ground in recent years. E) A, B and C are true. Answer: C 9. Which medium is most effective for delivering a message that requires absorption of details? A) print B) television C) radio D) movies E) none of the above Answer: A 10. The average American family watches television for ____________ hours each day. A) 1 B) 3 C) 5 D) 7 E) 9 Answer: D 11. Speed and mobility make this medium unique among major media. Which medium is it? A) radio B) television C) billboards D) print E) magazines Answer: A 12. ____________ generates the strongest emotional impact of any type of mass media. A) Magazines B) PowerPoint C) Television D) Radio E) Pantomime Answer: C 13. Currently, around ____________ percent of U.S. households own a computer. A) 35 B) 80 C) 50 D) 95 E) 65 Answer: B 14. According to recent research on Hispanics and social media, which of the following is true? A) They are more than twice as likely to use social media than their non-Hispanic counterparts. B) They would like to use social media more, but feel unable to do so. C) They are far less likely to use social media than their non-Hispanic counterparts. D) They have grown up with an inherent distrust of social media. E) Social media is the “next big thing” with this key demographic. Answer: A 15. In which of the following places is the field of public relations growing? A) Russia B) China C) India D) Latin America E) all of the above Answer: E 16. Which of the following characteristics describe the African-American community? A) They are a monolithic group. B) They are often associated with the urban market. C) They are the largest U.S. minority. D) They share a common heritage and goals. E) African-American women make most household financial decisions. F) All of the above are true. Answer: B 17. Which demographic group is the largest consumer of television, magazines, books, and newspapers? A) teens B) baby boomers C) seniors D) tweens E) Generation X Answer: C 18. Why should public relations professionals pay attention to diversity media? A) More white listeners and viewers are tuning in to it. B) Media buys are much less expensive. C) The number of its constituents has expanded. D) The number and reach of minority media channels has increased. E) Both C and D. Answer: A 19. A general characteristic of the twenty-first century people is that A) it enjoys reading classic literature. B) it has increasingly become more visually oriented. C) it has a shorter attention span. D) it is more politically active. E) both B and C. Answer: E 20. When using the Internet to reach diverse audiences, one should remember that: A) it requires quicker responses. B) it is mostly a mass media tool. C) it has driven audiences to have shorter attention spans. D) text is more important than visuals. E) A and C only. Answer: B 10.2 True/False Questions 1. Today’s women hold an overwhelming share of consumer purchasing influence. Answer: True 2. Religious groups are growing in size, and often bonding together in new ways. Answer: True 3. Multicultural audiences are among the least enthusiastic and cautious consumers of social media. Answer: False 4. The world’s population with Internet access grew dramatically between 2000 and 2009. Answer: True 5. Television has the strongest emotional impact of any type of mass media. Answer: True 6. Increasingly, traditional media primarily appeal to older or more highly educated audiences. Answer: True 7. As a whole, marketing organizations have done a good job of understanding the complexity of African-American communities. Answer: False 8. The minority populations in America are highly diverse, even within their own ethnic groups. Answer: False 9. Youth of today have spending power, but show almost no loyalty to brands. Answer: False 10. Generation Y members spend one-third of their lives online. Answer: True 10.3 Essay Questions 1. Many audiences use social media for personal interaction. Increasingly, though, social media is being used for strategic public relations purposes. Describe how an organization might use social media in a public relations campaign. In your description, explain how traditional media and social media are different, noting in particular how that affects public relations strategy. Answer: Answers will vary. However, students should be able to describe how they would use social media to reach opinion leaders in a range of audiences, in terms of diverse age groups, genders/lifestyles, and ethnicity. Students should also be able to discuss various social media channels (such as Facebook, Twitter, YouTube, etc.), and how they are used to achieve different goals. Social media differs from mass media in several significant ways. Although traditional mass media are still formidable and will figure prominently in any public relations campaign, they are largely one-way, non-interactive tools aimed at a mass audience. Using mass media, it is much harder to target specific audiences and to measure the results of one’s public relations campaign. Organizations can use social media in a public relations campaign to engage directly with audiences, amplify messages, and manage their reputation. Here’s how: 1. Direct Engagement: Social media allows organizations to interact directly with their target audience through comments, messages, and posts. This direct engagement helps in building relationships and addressing concerns in real-time. 2. Message Amplification: Organizations can leverage social media to amplify their messages quickly and cost-effectively. Platforms like Twitter, Facebook, and Instagram allow for widespread dissemination of news, updates, and promotional content. 3. Brand Monitoring and Reputation Management: Social media provides real-time feedback and allows organizations to monitor conversations about their brand. By responding promptly to comments and addressing issues publicly, they can manage their reputation effectively. Difference from Traditional Media: • Speed and Reach: Social media spreads information rapidly and globally, reaching a vast audience almost instantaneously. Traditional media, such as newspapers or television, typically have longer lead times and limited geographical reach. • Interactivity: Social media encourages two-way communication and engagement, whereas traditional media is more one-directional, with limited opportunities for immediate audience interaction. • Cost and Control: Social media campaigns can be more cost-effective and offer greater control over content compared to traditional media, where placement and editorial decisions are often outside the organization's direct control. In public relations strategy, leveraging social media involves adapting messages for shorter attention spans, monitoring feedback in real-time, and crafting content that encourages engagement and sharing. Integrating both traditional and social media ensures a comprehensive approach to reaching and influencing target audiences effectively. 2. The international audience for public relations has expanded swiftly. What are the implications for multinational companies doing business in a variety of countries? How do public relations professionals need to adjust in terms of strategies and messages as they conduct public relations efforts in different countries? Answer: Public relations practitioners working for multinational companies must take the lead in overcoming language barriers, and carefully considering social and religious differences found in other countries. Multinationals must practice public relations that is both culturally appropriate and locally acceptable. Beyond adjusting messages and strategies to accommodate differences in lifestyles, customs, and values, public relations professionals must also match the strategic planning and execution of campaigns to work with local political, economic, and industrial structures. Chapter 11—The Mass Media 11.1 Multiple Choice Questions 1. In public relations, the news release is: A) declining in popularity as a PR tactic. B) journalists’ favorite source for news. C) the most commonly used public relations tactic. D) universally scorned by journalists. E) useful in all situations. Answer: C 2. All of the following are questions that should be asked before writing a news release EXCEPT: A) what is the key message? B) how can I put the most positive spin on this situation? C) who is the primary audience? D) what does the target audience gain from the product or service? E) all of the above Answer: B 3. According to a recent study, ____________ percent of journalists said that they use public relations sources for their stories. A) 10 B) 30 C) 50 D) 80 E) 90 Answer: D 4. All of the following are smart tips for putting together a multimedia or social media news release EXCEPT: A) Write in a text-heavy style for interested readers. B) Include links to relevant pages. C) Place keywords in headlines and first paragraphs. D) Be judicious with links. E) Use high-resolution multimedia. Answer: A 5. All of the following are tips for shooting effective publicity photos EXCEPT: A) photos must have strong contrast and sharp detail. B) the best photos are uncluttered. C) content is more important than context. D) action gives a photo interest. E) all of the above. Answer: C 6. Is it a safe strategy to write a news release in the inverted pyramid structure? A) Yes; editors scan the top of the story quickly to determine interest. B) No; the narrative structure ensures better readership. C) Yes, because editors cut from the bottom of the story. D) Not always; a delayed lead may serve the story best. E) Both A and C. Answer: E 7. Which of the following might be included in a media advisory? A) A one-line headline. B) A brief paragraph outlining the story idea. C) answers to some of journalism’s five W’s and H questions D) contact information E) all of the above Answer: E 8. How are media kits most often used? A) For breaking news B) For major events C) For major product launches D) For crises E) Both B and C. Answer: C 9. Which of the following is true of the media pitch? A) It lets an editor know about the contents of a media kit. B) Journalists welcome it at any time. C) It is a fine art that requires great skill. D) A and C only. E) none of the above. Answer: D 10. Audio news releases, like releases for print media, must be A) two pages long. B) newsworthy and not too commercial. C) written with sentences averaging 20 words. D) laced with subliminal messages. E) none of the above. Answer: B 11. A quote in broadcasting is called a A) sound bite. B) actuality. C) audio news release. D) backgrounder. E) none of the above. Answer: A 12. PSA stands for A) Partial Service Action. B) Photographed for Strategic Action. C) Public Service Announcement. D) Phone System Announcement. E) Put Style Always. Answer: C 13. All of the following are approaches for getting an organization’s news and viewpoints on local television EXCEPT: A) send a news release. B) send a media alert or advisory. C) make a phone or e-mail pitch. D) produce a video news release. E) all of the above are legitimate approaches. Answer: E 14. In addition to the video news release (VNR) itself, a VNR package typically includes which of the following: A) two or three minutes of B-roll. B) additional interviews C) sound bites D) file footage. E) all of the above. Answer: E 15. Of the following, what is most important in considering the public relations value of a VNR? A) Whether management will approve of the cost B) Whether the VNR stresses local news angles C) The news potential of the information D) The availability of on-screen talent E) The time it will take to produce it. Answer: C 16. A series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists is called A) desk-side briefings. B) a satellite media tour. C) a pre-packaged pitch. D) an up-close-and-personal. E) none of the above. Answer: B 17. A successful radio or television broadcast interview includes all of the following principal requirements EXCEPT: A) humor. B) concise speech. C) relaxation. D) preparation. E) all of the above. Answer: A 18. When a company’s product is featured in a TV show, it’s called A) negotiated items. B) the common folk approach. C) broadcast advertising. D) product placement. E) integrated marketing communications. Answer: D 19. When pitching a producer or director for a personal appearance, which public relations tools are most recommended? A) telephone B) e-mail C) text D) Twitter E) All of the above. Answer: E 20. You work for a large technology firm that is unveiling a major new product that you believe will revolutionize the mobile phone and create many new jobs. Your best media relations tool is: A) a news conference. B) a news release. C) a media pitch. D) a Twitter feed. E) a satellite media tour. Answer: A 11.2 True/False Questions 1. Although traditional news releases are still used, their use is dying out in small towns, where editors now prefer social media. Answer: False 2. Like news releases, publicity photos are not published unless they appeal to media gatekeepers. Answer: True 3. The most common format for media advisories is long paragraphs rather than bulleted lists. Answer: False 4. When a travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab. Answer: False 5. The interview subject for a newspaper or magazine article has no control over what is published. Answer: True 6. Public relations professionals should hold news conferences frequently. Answer: False 7. Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time. Answer: True 8. A major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked. Answer: False 9. Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older. Answer: True 10. The PRSA code of ethics forbids handing out lavish gifts to reporters and free trips that have nothing to do with covering a legitimate news event. Answer: True 11.3 Essay Questions 1. How do you “localize” a video news release? Choose a type of new product that you are launching and cite specific examples of tailoring a VNR to a local network affiliate station. Include ideas for both the video itself and for supporting materials. Answer: Answers will vary. Depending on the product, localization techniques might include interviewing local business leaders and town officials, shooting footage of the product being manufactured at a local facility, and highlighting economic benefits of the new product. Throughout, expert interviewing skills, solid writing, strong editing, and a creative eye for visuals will be key skills. To localize a video news release (VNR) for a local network affiliate station: 1. Customized Content: Tailor the VNR to include local angles relevant to the station's audience. For instance, if launching a new tech gadget: • Highlight how the product addresses local needs or interests (e.g., regional weather resistance for outdoor use in colder climates). • Feature testimonials or demonstrations from local users or experts. 2. Geographically Relevant B-roll: Include footage that resonates with the local area, such as landmarks, local businesses, or recognizable scenery. 3. Localized Script and Voiceover: Adapt the script to mention local statistics, trends, or anecdotes. Use a voiceover by a familiar local announcer if possible. 4. Supporting Materials: Provide localized press releases with quotes from local influencers or early adopters. Include high-resolution images and infographics that can be easily integrated into the station's website or social media. 5. Contact Information: Ensure contact details for local spokespersons or representatives are included for follow-up interviews or additional information. By personalizing these elements, the VNR becomes more relevant and engaging for the local audience, increasing the likelihood of coverage by the affiliate station. 2. If a Fortune 500 company hires a new CEO, what should be the key elements put into a press kit? Cite specific examples of each “element” that would be particularly newsworthy to a gatekeeper. Answer: Regardless of its format (print, CD or online), the media kit should contain: a) the main news release announcing the new CEO; b) a news feature about the new CEO; c) fact sheets on the CEO and the company; d) background information on the CEO and his/her hire; e) photos of the new CEO; f) a brief biography in the new CEO; and g) basic contact information for the public relations professional. Chapter 12—The Internet and Social Media 12.1 Multiple Choice Questions 1. Which of the following describes mass media before the advent of the Internet? A) centralized/top-down B) costly to publish C) controlled by professional gatekeepers (i.e., editors and publishers) D) mostly one-way communication with limited feedback channels E) all of the above Answer: E 2. All of the following describe new media EXCEPT: A) widespread broadband. B) corporate-controlled communication. C) cheap or free. D) new advertising paradigms. E) all of the above. Answer: B 3. Which of the following is an advantage the Web brings to public relations professionals? A) Users can update information quickly, without having to reprint materials. B) The Web allows for limited interactivity. C) Space limitations dictate content. D) It is a cost-effective method for disseminating information. E) Both A and D. Answer: E 4. All of the following are reasons why visitors return to a Web site EXCEPT: A) lots of layering. B) high-quality content. C) ease of use. D) quick to download. E) frequently updated. Answer: A 5. Can corporate Web sites function as a useful media relations tool? A) No, because journalists mistrust them. B) Yes, because journalists always look for the easiest route to the story. C) No, because editors require their staff to research their own stories. D) Yes, because journalists use them to retrieve news releases, media kits and photographs. E) It depends on whether the public relations professional makes an advance “pitch.” Answer: D 6. A unique characteristic of the Internet, which traditional media do not offer, is A) the capacity to deliver complex information. B) more visuals. C) interactivity. D) more government oversight. E) more reliable material. Answer: C 7. What do the letters ROI stand for in business? A) research on instinct B) return of intuition C) right of industry D) return on interest E) none of the above Answer: E 8. You are a publicist promoting a new album release for an up-and-coming rock act. Your record label has provided a very limited budget for this project. At the same time, you want to give fans a taste of the new music so they can hear it wherever they are, at any time. Your best media choice is: A) a podcast. B) a webcast. C) a blog. D) a Twitter feed. E) a wiki. Answer: A 9. What is the best way to characterize the shift from traditional mass media to social media? A) Massive disorganization. B) Upward to downward. C) Vertical to horizontal. D) Organized to disorganized. E) Independent to corporate. Answer: C 10. Because of the rise of social media, public relations practitioners must A) listen to facilitate conversations between organizations and their constituents. B) start using strategic planning tools. C) rely more on formal opinion leaders. D) use more news releases to sell products and services. E) none of the above. Answer: A 11. The format and mechanics of blogs make them attractive for all of the following reasons EXCEPT: A) almost anyone can create a blog. B) there are virtually no start-up costs. C) trained editors oversee most blogs. D) readers can post comments and responses directly on the blog. E) material can be updated and changed instantly. Answer: C 12. For public relations practitioners, the best reason to run an organizational blog is that: A) It enables a real-time conversation with key stakeholders. B) It gives managers a “heads-up” on shutting down negative bloggers. C) It is artificial and full of “execu-babble.” D) It provides a unique listening tool. E) Both A and D. Answer: E 13. Steve Cody recommends all of the following tactics for creating a successful employee blog EXCEPT: A) post infrequently to manage expectations. B) be transparent. C) generate as much original material as possible. D) only link to relevant blog sites. E) all of the above. Answer: A 14. To use Facebook effectively, public relations practitioners must always remember that A) Facebook is only a simple blog, so creativity will be limited. B) the best approach is to dominate the page every day. C) they may have to “shut down” contributors at any time. D) establishing connections takes thought and creativity. E) Facebook will soon be eclipsed by the next major social media vehicle. Answer: D 15. According to a 2011 Microsoft report, mobile internet use should overtake desktop internet use by A) 2014 B) 2018 C) 2025 D) 2030 E) Never Answer: A 16. The following are all functions of wikis EXCEPT: A) They can be used by employees. B) They can facilitate cooperative work on projects. C) They can go “viral” if they become popular enough. D) They provide paperless editing. E) Users can correct and update inaccurate information. Answer: C 17. Flickr is a social media site primarily devoted to A) users who want to find friends. B) generating mobile-enabled content. C) creating new text applications. D) managing wikis. E) hosting photos. Answer: E 18. Major advantages of podcasting include all of the following EXCEPT: A) cost-effectiveness. B) built-in credibility. C) the ability of users to access material 24/7. D) portability. E) all of the above. Answer: B 19. According to Shel Holtz, a social media expert, all of the following are different “levels” of corporate texting EXCEPT: A) mobile applications . B) broadcast. C) subscription based. D) “one-off” (wherein a cell phone user sends a text message to a source to get an answer to a question). E) all of the above. Answer: A 20. How can LinkedIn be useful to anyone seeking career employment in public relations? A) It helps to build professional contacts. B) It provides a competitive starting salary. C) It is a place to post one’s résumé. D) It enables job seekers to research employers. E) All but B. Answer: E 12.2 True/False Questions 1. The Internet came into widespread public use in the 1970s. Answer: False 2. Organizational Web sites, in general, are a cost-effective public relations tool. Answer: True 3. Overwhelmingly, public companies now use webcasts for a range of outreach purposes. Answer: True 4. Although podcasts are a useful way to distribute audio files, they are expensive to set up and maintain. Answer: False 5. “Conversations” on social media can be controlled. Answer: False 6. Tumblr could be defined as an advanced blogging site that provides easy sharing of many file types. Answer: True 7. Facebook makes social media outreach easy for public relations professionals; once the page is set up, the messaging takes care of itself. Answer: False 8. By 2014, mobile internet will probably overtake desktop Internet use. Answer: True 9. Organizations and public relations staffs have discovered that unfortunately, texting is not a useful way to reach employees. Answer: False 10. Among many other features, LinkedIn enables users to apply for various positions online. Answer: True 12.3 Essay Questions 1. Define social media and explain its significance for the public relations profession. List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics. Answer: Wikipedia defines social media as “the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.” Social media has also been described in terms of “a shift from vertical to horizontal communications on the Web.” The rapid rise of social networking sites has also dramatically changed the landscape of public relations. Today’s practitioners must focus on listening and engaging in a dialogue with consumers in a world where organizations must now operate in a totally transparent manner. Collectively, social media has the power to support or destroy a brand or reputation. Blogs: The first widespread application of social media, blogs are free-form weblogs, which also include comments from followers. Blogs are widely recognized by public relations personnel as a cost-effective way to reach large numbers of people. A majority of journalists read blogs for story ideas, and blogs heavily influence today’s news coverage. Twitter: Behind Facebook, Twitter is the second-most popular social media network in the world. This microblogging site allows users to post messages of up to 140 characters in length from computers and mobile phones to individuals who have signed up to “follow” an individual or brand. Public relations professionals often use Twitter as a distribution platform for late-breaking news, to refute a viral rumor, or to provide updates on developing situations with high news interest. 2. Discuss the development of mobile-enabled content and explain its significance for the public relations profession. Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics. Answer: The widespread adoption of smartphones, tablets, and other mobile devices has now become a “tsunami.” By 2014, mobile Internet is predicted to surpass desktop Internet use. Indeed, mobile phones have become the most widely adopted communications device on the planet. Handheld devices call up videos, photos and PowerPoint presentations. Complete 3-D map navigation is available for any location on the planet, enabling Facebook users to tell their friends where they are at any given moment. And this is just the beginning. Texting: The first widespread use of mobile phones (besides talking) was texting. It continues to be the king of mobile messaging. Organizations and public relations staffs use texting to reach employees, customers, and key publics on at least three different levels: the broadcast text, the subscription-based text, and the “one-off” text. QR codes: Also known as “quick response “ codes, these are two dimensional bar codes that allow smartphone users to scan the matrix and immediately be connected to websites and any number of apps. Since many journalists are on the go, QR codes can give them company or event information via their phones or mobile-enabled tablets. Public relations practitioners can also use QR codes to embed information on flyers, media kits or other collateral so that journalist can download the material almost anywhere. Test Bank for Think Public Relations Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber, Jae-Hwa Shin 9780205916788, 9780205857258