Transcript Moriarty_8e_CRS_17

Chapter Seventeen
Public Relations
Public relations can be defined as:
a)
b)
c)
d)
The conscience of the company with the
objective of creating trust and integrity
A perception based on messages delivered
by advertising and marketing tools
Based only on an organization’s behavior
An event in which an advertising
spokesperson demonstrates the product’s
benefits
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17-2
Public relations can be defined as:
a)
b)
c)
d)
The conscience of the company with the
objective of creating trust and integrity
A perception based on messages delivered
by advertising and marketing tools
Based only on an organization’s behavior
An event in which an advertising
spokesperson demonstrates the product’s
benefits
Prentice Hall, © 2009
17-3
Public opinion means the
same thing as mass opinion.
a)
True
b)
False
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17-4
Public opinion means the
same thing as mass opinion.
a)
True
b)
False
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17-5
A company’s reputation can be
defined as:
a)
b)
c)
d)
The greatest asset any organization
can have
A perception based on controlled and
uncontrolled media
A series of point-of-view messages
Based on an organization’s actual
behavior
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17-6
A company’s reputation can be
defined as:
a)
b)
c)
d)
The greatest asset any organization
can have
A perception based on controlled and
uncontrolled media
A series of point-of-view messages
Based on an organization’s actual
behavior
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17-7
Should public relations and advertising
be considered separate disciplines?
a)
Yes
b)
No
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17-8
Should public relations and advertising
be considered separate disciplines?
a)
Yes
b)
No
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17-9
The PR function responsible for
initiating publicity and providing
information to the media is called:
a)
b)
c)
d)
Employee relations
Cause marketing
Public affairs
Media relations
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17-10
The PR function responsible for
initiating publicity and providing
information to the media is called:
a)
b)
c)
d)
Employee relations
Cause marketing
Public affairs
Media relations
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17-11
Public goodwill is the greatest asset
any organization can have.
a)
True
b)
False
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17-12
Public goodwill is the greatest asset
any organization can have.
a)
True
b)
False
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17-13
Important people who influence
the opinions of others are called:
a)
Opinion leaders
b)
Publics
c)
Consumers
d)
Lobbyists
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17-14
Important people who influence
the opinions of others are called:
a)
Opinion leaders
b)
Publics
c)
Consumers
d)
Lobbyists
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17-15
Is reputation built mostly upon
what you say about yourself in public?
a)
Yes
b)
No
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17-16
Is reputation built mostly upon
what you say about yourself in public?
a)
Yes
b)
No
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17-17
The overriding goal of reputation
management in a corporate
relations program is:
a)
b)
c)
d)
To strengthen the trust that
stakeholders have in an organization
To convince members of the media to
feature the product prominently
To gather favorable media reviews
during a press conference
To communicate information to
employees
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17-18
The overriding goal of reputation
management in a corporate
relations program is:
a)
b)
c)
d)
To strengthen the trust that
stakeholders have in an organization
To convince members of the media to
feature the product prominently
To gather favorable media reviews
during a press conference
To communicate information to
employees
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17-19
Is research a key component of
public relations campaigns?
a)
Yes
b)
No
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17-20
Is research a key component of
public relations campaigns?
a)
Yes
b)
No
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17-21
Public relations may utilize all of the
following tools except:
a)
Hyper-controlled media
b)
Controlled media
c)
Uncontrolled media
d)
Semi-controlled media
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17-22
Public relations may utilize all of the
following tools except:
a)
Hyper-controlled media
b)
Controlled media
c)
Uncontrolled media
d)
Semi-controlled media
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17-23
With corporate advertising the
company focuses on its:
a)
Corporate image or viewpoint
b)
Competitive image or viewpoint
c)
Controlled media goals
d)
Uncontrolled media goals
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17-24
With corporate advertising the
company focuses on its:
a)
Corporate image or viewpoint
b)
Competitive image or viewpoint
c)
Controlled media goals
d)
Uncontrolled media goals
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17-25
When a news release is submitted
to an editor, the editor is obligated
to run it as is.
a)
True
b)
False
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17-26
When a news release is submitted
to an editor, the editor is obligated
to run it as is.
a)
True
b)
False
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17-27
Which of the following is most true of
PR and online communication?
a)
b)
c)
d)
Extranets are slowly overtaking
intranets as the preferred mode
It relies upon a media gatekeeper
It hasn’t replaced human relationships
Journalists are slow to embrace the
Internet
Prentice Hall, © 2009
17-28
Which of the following is most true of
PR and online communication?
a)
b)
c)
d)
Extranets are slowly overtaking
intranets as the preferred mode
It relies upon a media gatekeeper
It hasn’t replaced human relationships
Journalists are slow to embrace the
Internet
Prentice Hall, © 2009
17-29
Is evaluation considered to be
a form of public relations research?
a)
Yes
b)
No
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17-30
Is evaluation considered to be
a form of public relations research?
a)
Yes
b)
No
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17-31
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17-32