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Chapter Seventeen
Public Relations
Prentice Hall, © 2009 17-2
Public relations can be defined as:
a) The conscience of the company with the objective of creating trust and integrity
b) A perception based on messages delivered by advertising and marketing tools
c) Based only on an organization’s behaviord) An event in which an advertising
spokesperson demonstrates the product’s benefits
Prentice Hall, © 2009 17-3
Public relations can be defined as:
a) The conscience of the company with the objective of creating trust and integrity
b) A perception based on messages delivered by advertising and marketing tools
c) Based only on an organization’s behaviord) An event in which an advertising
spokesperson demonstrates the product’s benefits
Prentice Hall, © 2009 17-4
Public opinion means the same thing as mass opinion.
a) True
b) False
Prentice Hall, © 2009 17-5
Public opinion means the same thing as mass opinion.
a) True
b) False
Prentice Hall, © 2009 17-6
A company’s reputation can be defined as:
a) The greatest asset any organization can have
b) A perception based on controlled and uncontrolled media
c) A series of point-of-view messagesd) Based on an organization’s actual
behavior
Prentice Hall, © 2009 17-7
A company’s reputation can be defined as:
a) The greatest asset any organization can have
b) A perception based on controlled and uncontrolled media
c) A series of point-of-view messagesd) Based on an organization’s actual
behavior
Prentice Hall, © 2009 17-8
Should public relations and advertising be considered separate disciplines?
a) Yes
b) No
Prentice Hall, © 2009 17-9
Should public relations and advertising be considered separate disciplines?
a) Yes
b) No
Prentice Hall, © 2009 17-10
The PR function responsible for initiating publicity and providing information to the media is called:
a) Employee relationsb) Cause marketing c) Public affairsd) Media relations
Prentice Hall, © 2009 17-11
The PR function responsible for initiating publicity and providing information to the media is called:
a) Employee relationsb) Cause marketing c) Public affairsd) Media relations
Prentice Hall, © 2009 17-12
Public goodwill is the greatest asset any organization can have.
a) True
b) False
Prentice Hall, © 2009 17-13
Public goodwill is the greatest asset any organization can have.
a) True
b) False
Prentice Hall, © 2009 17-14
Important people who influence the opinions of others are called:
a) Opinion leaders
b) Publics
c) Consumers
d) Lobbyists
Prentice Hall, © 2009 17-15
Important people who influence the opinions of others are called:
a) Opinion leaders
b) Publics
c) Consumers
d) Lobbyists
Prentice Hall, © 2009 17-16
Is reputation built mostly upon what you say about yourself in public?
a) Yes
b) No
Prentice Hall, © 2009 17-17
Is reputation built mostly upon what you say about yourself in public?
a) Yes
b) No
Prentice Hall, © 2009 17-18
The overriding goal of reputation management in a corporate relations program is:
a) To strengthen the trust that stakeholders have in an organization
b) To convince members of the media to feature the product prominently
c) To gather favorable media reviews during a press conference
d) To communicate information to employees
Prentice Hall, © 2009 17-19
The overriding goal of reputation management in a corporate relations program is:
a) To strengthen the trust that stakeholders have in an organization
b) To convince members of the media to feature the product prominently
c) To gather favorable media reviews during a press conference
d) To communicate information to employees
Prentice Hall, © 2009 17-20
Is research a key component of public relations campaigns?
a) Yes
b) No
Prentice Hall, © 2009 17-21
Is research a key component of public relations campaigns?
a) Yes
b) No
Prentice Hall, © 2009 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
Prentice Hall, © 2009 17-23
Public relations may utilize all of the following tools except:
a) Hyper-controlled media
b) Controlled media
c) Uncontrolled media
d) Semi-controlled media
Prentice Hall, © 2009 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
Prentice Hall, © 2009 17-25
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
Prentice Hall, © 2009 17-26
When a news release is submitted to an editor, the editor is obligated to run it as is.
a) True
b) False
Prentice Hall, © 2009 17-27
When a news release is submitted to an editor, the editor is obligated to run it as is.
a) True
b) False
Prentice Hall, © 2009 17-28
Which of the following is most true of PR and online communication?
a) Extranets are slowly overtaking intranets as the preferred mode
b) It relies upon a media gatekeeperc) It hasn’t replaced human
relationshipsd) Journalists are slow to embrace
the Internet
Prentice Hall, © 2009 17-29
Which of the following is most true of PR and online communication?
a) Extranets are slowly overtaking intranets as the preferred mode
b) It relies upon a media gatekeeperc) It hasn’t replaced human
relationshipsd) Journalists are slow to embrace
the Internet
Prentice Hall, © 2009 17-30
Is evaluation considered to be a form of public relations research?
a) Yes
b) No
Prentice Hall, © 2009 17-31
Is evaluation considered to be a form of public relations research?
a) Yes
b) No
Prentice Hall, © 2009 17-32
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall