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978-0205960644 Chapter 1
CHAPTER 1: WHAT IS PUBLIC RELATIONS? OBJECTIVES After reading this chapter students should: 2. Have a good definition of public relations. 3. Understand that public relations is a process, not an event. 4. Know the difference between public relations, journalism, […]
978-0205960644 Chapter 10
CHAPTER 10: CONFLICT MANAGEMENT: DEALING WITH ISSUES, RISKS, AND CRISES OBJECTIVES After reading this chapter the student should be able to: 1. Understand the role of public relations in managing conflict. 2. Describe the two basic principles of strategic conflict […]
978-0205960644 Chapter 11
CHAPTER 11: REACHING DIVERSE AUDIENCES OBJECTIVES After reading this chapter students should be able to: 1. Learn about public relations campaigns directed to specific audiences. 2. Understand the characteristics of various age and lifestyle groups. 3. Understand the diversity of […]
978-0205960644 Chapter 12
CHAPTER 12: PUBLIC RELATIONS AND THE LAW OBJECTIVES After reading this chapter students should be able to: 1. Describe what public relations professionals need to know about defamation, employee and privacy rights, copyright, and trademark laws. 2. Understand the key […]
978-0205960644 Chapter 13
CHAPTER 13: THE INTERNET AND SOCIAL MEDIA OBJECTIVES After reading this chapter students should be able to: 1. Understand why the Internet is a communication revolution. 2. Organize and design an effective website. 3. Be familiar with the mechanics of […]
978-0205960644 Chapter 14
CHAPTER 14: PREPARING MATERIALS FOR THE MASS MEDIA OBJECTIVES After reading this chapter students should be able to: 1. Write a standard or multimedia news release. 2. Recognize the components of a good publicity photo. 3. Prepare media kits, media […]
978-0205960644 Chapter 15
CHAPTER 15: RADIO AND TELEVISION OBJECTIVES After reading this chapter students should be able to: 1. Write radio news releases and video news releases. 2. Prepare public service announcements (PSAs) for broadcast. 3. Understand the components of radio media tours […]
978-0205960644 Chapter 16
CHAPTER 16: MEETINGS AND EVENTS OBJECTIVES After reading this chapter, students should be able to: 1. Know the logistics of organizing a meeting. 2. Plan a banquet, reception, or cocktail party. 3. Organize an open house, exhibit, or plant tour. […]
978-0205960644 Chapter 17
CHAPTER 17: CORPORATIONS OBJECTIVES After reading this chapter students should be able to: 1. Describe the role of public relations in corporations. 2. Explain how media relations contributes to the success of corporations. 3. Understand the crucial roles of the […]
978-0205960644 Chapter 18
CHAPTER 18: ENTERTAINMENT, SPORTS, AND TOURISM OBJECTIVES After reading this chapter students should be able to: 1. Understand the role of public relations in the entertainment industry and the opportunities for employment. 2. Describe the nature of celebrity culture and […]
978-0205960644 Chapter 19
CHAPTER 19: POLITICS AND GOVERNMENT OBJECTIVES After reading this chapter students should be able to: 1. Describe the basic purposes and functions of public relations in government. 2. Explain what public relations professionals do at the federal, state, and local […]
978-0205960644 Chapter 2
5 CHAPTER 2: THE EVOLUTION OF PUBLIC RELATIONS OBJECTIVES After reading this chapter students should be able to: 1. Understand the evolution of public relations from ancient empires to today’s practice. 2. Know how public relations tactics have contributed to […]
978-0205960644 Chapter 20
CHAPTER 20: GLOBAL PUBLIC RELATIONS OBJECTIVES After reading this chapter students should be able to: 1. Appreciate the practice of public relations in other nations. 2. Know the various cultural values that shape a nation’s communication patterns. 3. Understand how […]
978-0205960644 Chapter 21
CHAPTER 21: NONPROFIT, HEALTH, AND EDUCATION OBJECTIVES After reading this chapter students should be able to: 1. Describe the variety of nonprofit organizations that rely on public relations to achieve their goals. 2. Articulate the strategies and tactics employed by […]
978-0205960644 Chapter 3
CHAPTER 3: ETHICS AND PROFESSIONALISM OBJECTIVES After reading this chapter the student should be able to: 1. Understand the role of the ethical advocate. 2. Appreciate the role that professional groups play in setting standards. 3. Be familiar with the […]
978-0205960644 Chapter 4
16 CHAPTER 4: PUBLIC RELATIONS DEPARTMENTS AND FIRMS OBJECTIVES After reading this chapter students should be able to: 1. Understand the role and functions of a public relations department. 2. Be more knowledgeable about the staff function of public relations. […]
978-0205960644 Chapter 5
20 CHAPTER 5: RESEARCH OBJECTIVES After reading this chapter the students should be able to: 1. Understand the importance of research in public relations planning. 2. Conduct online and database research. 3. Organize a focus group. 4. Design a scientific […]
978-0205960644 Chapter 6
25 CHAPTER 6: PROGRAM PLANNING OBJECTIVES After reading this chapter students should be able to: 1. Understand the value of the planning process. 2. Identify the elements of a plan. 3. Describe two approaches to planning. 4. Provide a rationale […]
978-0205960644 Chapter 8
33 CHAPTER 8: EVALUATION OBJECTIVES After reading this chapter students should be able to: 1. Know the key elements of objectives. 2. Understand the purpose of evaluation. 3. Distinguish the measurement of different communication components. SUGGESTED PROJECTS AND DISCUSSION This […]
978-0205960644 Chapter 9
CHAPTER 9: PUBLIC OPINION AND PERSUASION OBJECTIVES After reading this chapter students should be able to: 1. Understand the implications of public opinion for public relations. 2. Explain the crucial role of opinion leaders in public discourse. 3. Describe the […]
978-0205960644 Test Bank Chapter 1
Chapter 1 Test Bank 1.1 Multiple-Choice Questions 1. Public relations is a worldwide industry. While it is most developed in the U.S., what country is considered the “new frontier” for public relations? A) Japan. B) United States. C) South Africa. […]
978-0205960644 Test Bank Chapter 10
Chapter 10 Test Bank 10.1 Multiple-Choice Questions 1. According to Professor Martha Lauzen, effective issues management requires: A) damage control. B) active sense-making strategies. C) environmental scanning. D) reactive public relations. 2. Litigation PR usually occurs at what stage in […]
978-0205960644 Test Bank Chapter 11
Chapter 11 Test Bank 11.1 Multiple-Choice Questions 1. The most significant aspect of the U.S. mass audience is A) diversity. B) media accessibility. C) opinion leaders. D) market size. 2. Which is NOT indicative of the Hispanic audience? A) Like […]
978-0205960644 Test Bank Chapter 12
Chapter 12 Test Bank 12.1 Multiple-Choice Questions 1. Providing advice or tacitly supporting an illegal activity of a client or an employer is known as A) sabotage. B) defamation. C) misappropriation of personality. D) conspiracy. 2. Which person/entity (in general) […]
978-0205960644 Test Bank Chapter 13
Chapter 13 Test Bank 13.1 Multiple-Choice Questions 1. A sphere of influence brought about by the Internet is the: A) the information sphere B) the globalization sphere C) the democratization sphere D) the blogosphere 2. The Internet has caused: A) […]
978-0205960644 Test Bank Chapter 14
Chapter 14 Test Bank 14.1 Multiple-Choice Questions 1. The most widely used document issued by practitioners to news media is the A) pitch letter. B) media advisory. C) news release. D) fact sheet. 2. This type of “memo”, often bulleted, […]
978-0205960644 Test Bank Chapter 15
Chapter 15 Test Bank 15.1 Multiple-Choice Questions 1. Television is what kind of medium? A) active B) entertaining C) passive D) digital 2. “B-roll” refers to A) anchor’s use of sound bites. B) sound to accompany suggested footage. C) footage […]
978-0205960644 Test Bank Chapter 16
Chapter 16 Test Bank 16.1 Multiple-Choice Questions 1. What is the most important thing to consider about an event? A) the number of guests B) the event facility C) detailed planning D) the speaker 2. On the day of an […]
978-0205960644 Test Bank Chapter 17
Chapter 17 Test Bank 17.1 Multiple-Choice Questions 1. Ordinary citizens often: A) praise corporations. B) become distrustful of corporations. C) think corporations neglect the public interest. D) think corporations make too much money. 2. A good tip for conducting cause-related […]
978-0205960644 Test Bank Chapter 18
Chapter 18 Test Bank 18.1 Multiple-Choice Questions 1. A steady output of information about a movie or television production is called A) press agentry. B) viral marketing. C) mainstreaming. D) the drip-drip-drip technique. 2. A public relations practitioner working in […]
978-0205960644 Test Bank Chapter 19
Chapter 19 Test Bank 19.1 Multiple-Choice Questions 1. Lobbying activity serves what purpose? A) to promote services to government officials B) to cooperate with government on projects of mutual benefit C) to counterbalance the actions of governmental bodies D) to […]
978-0205960644 Test Bank Chapter 2
Chapter 2 Test Bank 2.1 Multiple-Choice Questions 1. Who was the first politician to publish a book, Commentaries, which he used to further his ambitions? A) Saint Paul B) Julius Caesar C) Herodotus D) Pope Urban II 2. The word […]
978-0205960644 Test Bank Chapter 20
Chapter 20 Test Bank 20.1 Multiple-Choice Questions 1. The cultural dimension that measures how well a society tolerates ambiguity is A) collectivism. B) uncertainty avoidance. C) power distance. D) long-term orientation. 2. The effort of American government to be the […]
978-0205960644 Test Bank Chapter 21
Chapter 21 Test Bank 21.1 Multiple-Choice Questions 1. A critical benefit for nonprofit groups is that they are A) tax-exempt. B) free from government intervention. C) affiliated with the Ad Council. D) the most desired audience for media gatekeepers. 2. […]
978-0205960644 Test Bank Chapter 3
Chapter 3 Test Bank 3.1 Multiple-Choice Questions 1. What is the line a public relations practitioner must walk on a daily basis? A) To ethically communicate while being an advocate for a client or organization B) To tell only what […]
978-0205960644 Test Bank Chapter 4
Chapter 4 Test Bank 4.1 Multiple-Choice Questions 1. In the beginning, the primary objectives of a public relations department were A) counseling management and promoting products B) promotions and publicity C) identifying publics and conducting press agentry D) building relationships […]
978-0205960644 Test Bank Chapter 5
Chapter 5 Test Bank 5.1 Multiple-Choice Questions 1. When is research valid? A) When it supports a company or client’s position B) When it measures what it purports to measure C) When it gauges support for a cause D) When […]
978-0205960644 Test Bank Chapter 6
Chapter 6 Test Bank 6.1 Multiple-Choice Questions 1. The best approach to planning in public relations is A) monitoring and mirroring the competition. B) strategic and systematic. C) cost-effective and participatory. D) symmetrical and feedback-based. 2. Reinforcement refers to the […]
978-0205960644 Test Bank Chapter 7
Chapter 7 Test Bank 7.1 Multiple-Choice Questions 1. Which would likely be considered as a “triggering” event? A) a new product launch B) new house purchase C) going grocery shopping D) your CEO getting a head cold 2. Which of […]
978-0205960644 Test Bank Chapter 8
Chapter 8 Test Bank 8.1 Multiple-Choice Questions 1. Motivational objectives are more difficult to accomplish because A) they lack the clarity of informational objectives. B) of the trouble discerning that public relations accounted for the desired results rather than advertising […]
978-0205960644 Test Bank Chapter 9
Chapter 9 Test Bank 9.1 Multiple-Choice Questions 1. Once self-interest is involved, opinion is A) adaptable. B) not easily changed. C) based on current events/issues. D) usually made public. 2. Opinion A) remains aroused for long periods of time. B) […]