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 and counseling management.
2. Grunig’s IABC Foundation research study on “Excellence” notes all of the following
about public relations EXCEPT
A) it helps the organization make money by cultivating relationships.
B) it repairs problems and regains lost revenue from bad relationships with publics.
C) it should replace marketing and advertising as financial liaisons for the company.
D) it saves the organization money by reducing costs of litigation, regulation, and
legislation.
3. Which is a key attribute in becoming a communication “head” or leader?
A) independence
B) extensive external relationships
C) good management skills
D) a crystal ball
4. Autonomy and authority refer to a practitioner’s role in the
A) B-suite.
B) symmetrical sphere.
C) technical side of business.
D) dominant coalition.
5. Research indicates that some organizations top-level management perceive public
relations as a primarily __________________ function, hindering its ability to
perform as a member of the dominant coalition.
A) managerial
B) technical.
C) compulsory-advisory.
D) concurring authority.
6. This term best describes the notion of high authority and power associated with the
dominant coalition.
A) mixed motives
B) executive control
C) command authority
D) mixed organic/mechanical
7. The most admired Fortune 500 companies think of public relations as
A) the epicenter of the C-suite.
B) a bottom line function.
C) a strategic management tool.
D) an equal partner with marketing and advertising.
8. One study of medium-sized U.S. corporations by the Conference Board found that the
number of professionals in a typical public relations department is
A) two.
B) five.
C) nine.
D) sixteen.
9. A person who indirectly influences the work of others through recommendations is
performing this type of function.
A) line
B) managerial
C) staff
D) compulsory-advisory
10. If the medical division prepares an informational brochure about autism, and it must
have approval from the public relations department before production, the public
relations department is described as having
A) concurring authority.
B) command authority.
C) compulsory advisory authority.
D) advisory authority.
11. To public relations practitioners, human resources, advertising, and marketing are
often seen as sources of
A) inspiration.
B) storylines or media hooks.
C) income.
D) friction.
12. According to your text, public relations and ___ departments often
collide because they compete for funds to communication with external
audiences.
A) marketing
B) advertising
C) legal
D) human resources
13. The practice of using expert communication services from outside the
organization is referred to as
A) boundary spanning.
B) agency public relations.
C) encroachment.
D) outsourcing.
14. Which is the most frequently outsourced public relations activity?
A) event planning
B) publicity
C) strategy and planning initiatives
D) writing and communications
15. Today’s full-fledged public relations firms offer all of the following services
EXCEPT
A) symmetrical management.
B) events management.
C) product promotion.
D) executive speech training.
16. Increasingly, public relations firms are emphasizing this aspect of their services.
A) counseling
B) writing and editing
C) messaging
D) buying space on behalf of a client
17. A good source of information about public relations counseling firms is the
A) PRSA guidebook
B) The National Book of Lists
C) The Council of Public Relations Firms
D) the local phone book
18. A retainer fee in a public relations firm essentially means that the firm is
A) global or conglomerate in nature.
B) subjective toward the client.
C) involved primarily in legal practices.
D) on call.
19. The standard industry practice is to bill clients
A) at least three times a person’s salary.
B) at least double a person’s salary.
C) a going industry rate mandated by PRSA.
D) commensurate with account managers in the current local marketplace.
1. Public relations has a generally lukewarm return on investment (ROI) of about 120
percent, but the rate is considered acceptable because PR is not considered a “bottom
line” function.
2. The “dominant coalition” refers to a situation where public relations practitioners are
subservient to marketing and related functions.
3. Public relations by most accounts is primarily considered a “staff” function.
4. The Tylenol case study is a prime example of a business where public relations was in
a technical or an advisory function.
5. “Turf battles” between public relations personnel and human resources managers are
relatively non-existent because the two areas rarely overlap.
6. Most revenues from public relations firms come from implementing tactical aspects.
7. An outside firm does not need a prolonged briefing period regarding the client because
of their expertise in diverse areas.
8. The most widely used billing method by public relations firms is “pay-for-placement.”
9. The standard “markup” in public relations firms is 40–50 percent.
4.3 Essay Questions
1. You are the public relations director for an organization. The company has never
outsourced before, and you’ve been in charge of communications for more than a decade.
Page Ref: 108-121
2. You are the chief public relations practitioner for your university. What are some
sources of “friction” that you should be aware of, and how might you strategically
Page Ref: 105-106