Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 16: Global Public Relations and Public Diplomacy
Test Bank
Multiple Choice
1. Which of the following terms is used to describe strategic communications and
actions carried out by organizations to build and maintain relationships in
socioeconomic and political environments outside their home location?
a. halo marketing
b. corporate marketplace
c. local public relations
d. global public relations
2. What skill is critical as globalization takes hold?
a. financial understanding
b. technical knowledge
c. creative writing
d. communication with worldview
3. What percent of Chinese citizens rely on the Internet for their news?
a. 9%
b. 25%
c. 59%
d. 75%
4. What media do most Chinese people rely on as their primary news source?
a. internet
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. newspapers
c. television
d. radio
5. What did Starbucks do in China to encourage success when entering the market?
a. used social media as a primary source of marketing
b. developed local management talent
c. implemented American marketing strategies
d. hired American store managers
6. After Asiana Airlines’ Flight 214 crashed in San Francisco, why were the Asiana crisis
communication efforts viewed as insufficient by most Americans?
a. Instead of coming being on site, senior management remained in Korea.
b. Senior management did not issue a public and formal apology.
c. The CEO used social media to address concerns of passengers.
d. Victims were not compensated for their injuries.
7. Which of the following describes the ability to understand different beliefs, practices,
attitudes, and behaviors of a group and apply that knowledge to attain your goals?
a. halo effect
b. cultural intelligence
c. public diplomacy
d. globalization
8. What should PR professionals understand about India before entering that market?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. the strong history of good business relations between India and the U.S.
b. the importance of using social media for corporate branding
c. the government controls the media
d. the need to develop an affiliation with a locally-based company
9. According to 2017 Edelman’s Trust Barometer reports, which two attributes are tied
as most important in building trust?
a. purpose and location
b. products and services
c. integrity and engagement
d. purpose and operations
10. The 2017 Edelman Trust Barometer reports that the world’s population increasingly
looks at ______ to lead the way on political and social issues.
a. businesses
b. government
c. non-profit agencies
d. media
11. Which of the following best describes a key to a successful corporate social cause
campaign, according to research completed by Proctor & Gamble’s ad agency?
a. Millennial girls are not interested in data points.
b. Celebrity influencers are important to create visibility.
c. Product profit margins must be higher than average.
d. Products for females must focus on women’s vanity.
12. How did Coke benefit when they shared the technology they had developed to
improve water management with local Indian companies?
a. India allowed Coke to share their formula with citizens.
b. Coke was allowed to increase the number of American employees in India.
c. Manufacturing processes were improved and waste was reduced.
d. India gave Coke more control of its corporate branding activities.
13. Why did Coke decide to leave the market in India in 1977?
a. Coke was unwilling to share its secret formula.
b. Coke was not considered healthy and sales were low.
c. Media and corporate publicity in India was government controlled.
d. The technology in India was not adequate to support the Coke infrastructure.
14. Tom Mattia states that the focus for international communications campaigns should
be to define and build the organization’s ______.
a. market
b. financial requirements
c. product
d. story
15. Which of the following is often used to describe the worldwide movement toward
economic, financial, trade, and communications integration?
a. globalization
b. corporate social responsibility
c. CEO activism
d. cultural intelligence
16. What term is used to explain the positive bias shown by customer toward certain
products because of a favorable experience with other products made by the same
manufacturer?
a. image restoration
b. halo effect
c. corporate branding
d. influence principle
17. What was the name of the IBM initiative that began in 2008 to change the
perception of the company?
a. Race Together
b. Let Girls Learn
c. Building a Smarter Planet
d. Connect the World
18. Ralph is considering expanding his business to South America. His business is
likely to have a smoother road to success if he ______.
a. learns how to speak the native language
b. brings experienced employees from U.S. to manage the new stores
c. develops a strong crisis communication plan
d. emphasizes an active involvement in improving social conditions
19. Which of the following examples represent CEO activism?
a. A CEO decides to expand a business to a global market.
b. A CEO launches a campaign to talk about racial tensions.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. The CEO shares financial reports with employees.
d. The CEO for Solar Energy, Inc talks about the benefits of solar energy.
20. When Ernst & Young took over Arthur Andersen accounting firm following the Enron
scandal, the communications team had to ______ to support the acquisition in a little
over a month.
a. implement a global communications plan
b. sell the corporate assets
c. notify all of the stockholders
d. implement a marketing plan
21. Why was Ernst and Young LLP recognized by PRWeek the year after they took over
the assets of the Arthur Andersen accounting firm?
a. their success in selling all of the corporate assets
b. increased revenues during the first year of management
c. their work in internal and external communications
d. expanded the company to a global market
22. The handling of the crisis management of the Asiana plane crash in San Francisco
demonstrates the theory of ______.
a. halo effect
b. cultural intelligence
c. image restoration
d. symmetrical communication
23. In the example of the halo effect in the Republic of South Korea, what is the source
of the halo that extends to products from that country?
a. the country of origin
b. the host country
c. Korean public
d. local management
24. Why is a South Korean company seeking to build brand equity in the U.S. market
often welcome in the U.S.?
a. New business brings an increase in local revenues and a boost to the economy.
b. South Korean businesses are willing to implement corporate social responsibility
activities.
c. The is a history of good relationships between the two countries.
d. Most South Korean businesses pay employees well.
25. Which of the following is a South Korean multinational corporation that has had
success in the U.S.?
a. Honda
b. Volkswagen
c. Mercedes-Benz
d. Hyundai
26. Which of the following is something PR work on a global scale has in common?
a. managing new languages and cultures
Instructor Resource
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b. decision-making styles
c. media type used
d. amount of government control
27. Which of the following countries has a strong history of resistance to entry by foreign
businesses into the country?
a. China
b. South Korea
c. India
d. South America
28. Why would it be especially challenging to rely on social media as the primary
communication tool in China?
a. Social media is censored by the government.
b. Many citizens do not have internet connections.
c. The language barrier creates communication challenges.
d. Chinese citizens don’t like using social media.
29. How are the cultural challenges in other areas of Asia different than the adaptation
required in China?
a. more people and higher incomes
b. less government control and a freer media
c. negative bias towards American markets
d. lower incomes and less educated
30. Based on the “playbook” for crisis management, what should senior management
do when a crisis occurs?
a. Have a public interview with a television reporter to manage the story.
b. Have locally based company officials handle the media.
c. Issue a written public statement of sympathy.
d. Be on site immediately after an accident.
31. To be viewed as authentic, global companies have to ______.
a. make all financial reports available to the public
b. adapt to the cultural norms
c. use social media
d. hire local managers
32. Which of the following is an example of a government initiated social responsibility
effort?
a. Ice Bucket Challenge
b. Blue Corridor Rally
c. One for One
d. LEED
33. What was the primary tool used to grow the Ice Bucket Challenge into a global
campaign?
a. social media
Instructor Resource
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b. radio
c. television
d. print media
34. According to Avinash Murthy, the four key takeaways from the Ice Bucket Challenge
campaign are have a cause people can relate to, have influential celebrity endorsers,
keep it simple, and ______.
a. include global communications
b. hire a public affairs officer
c. make it fun
d. make it educational
35. The practice of public diplomacy is when governments communicate and build
relationships with foreign publics to achieve ______.
a. financial goals
b. political objectives
c. social responsibility
d. community involvement
36. Practicing public diplomacy involves ______.
a. face-to-face communication, image building, and hard power
b. mediated communication, image building, and coercion
c. face-to-face communication, image building, and payment
d. mediated communication, image building, and soft power
37. Which event led to government agencies recognizing the critical need for public
diplomacy?
a. war in Iraq in 2003
b. space shuttle Columbia exploded
c. election of Donald Trump as president
d. September 11, 2001 terror attacks
38. Which of the following is an example of a branding effort for country image and
reputation?
a. language training
b. tourism promotion
c. mediated communications
d. educational programs
39. The Model of Country Concept indicates a(n) ______ relationship between country
concepts and national branding activities.
a. inverse
b. insignificant
c. dynamic
d. constant
40. The impact of ACE Award winning companies has suggested a link between
______.
Instructor Resource
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a. CSR activities of the companies and the reputation of the U.S. in host countries
b. CSR activities of the companies and the financial stability
c. CSR activities and the employee morale
d. CSR activities and the well-being of the citizens in the host countries
41. The 2017 research has shown that non-governmental organizations are increasingly
viewed as ineffective advocates for the global ______.
a. poverty victims
b. upper class
c. middle class
d. lower class
42. According to the model, “Country Concept” is a product of a country’s ______ (long–
term) and ______ (more recent) among global citizens.
a. reputation; image
b. marketing strategies; investments
c. products; social responsibility activities
d. soft power; use of technology
43. Mary, a communication professional working in Georgia, is considering taking a
position in her company’s headquarters in Japan. Which of the following best describes
a benefit that might increase her chances of someday becoming a senior-level
executive for the company?
a. an increase in her salary
b. exposure to a diverse way of thinking and different attitudes
c. opportunity to develop a social responsibility activity
d. gain a better understanding of broadband technology
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
44. Which country was a “forbidden” destination for U.S. citizens for more than 50
years?
a. Russia
b. Iraq
c. Iran
d. Cuba
45. Research has shown that before the Proctor & Gamble developed the “Like a Girl”
campaign ______ of the girls had a positive association with the phrase “like a girl”, and
after the campaign, ______ had a positive association with that phrase.
a. 19%, 76%
b. 74%, 42%
c. 10%, 60%
d. 23%, 92%
46. What was the centerpiece of the global “Like a Girl” campaign?
a. a YouTube video for girls on how to deal with puberty changes
b. a documentary showing the harmful effects of bullying
c. a short video showcasing achievements of young girls worldwide
d. a series of tweets by celebrities Vanessa Hudgens and Bella Thorne
47. Which of the following describes a concept that highlights a two-way relational
approach in the practice of public diplomacy?
a. image building
b. mediated approach
c. soft power
d. payment
48. According to the Model of Country Concept, which component might be under the
control of a person or agent that might have power to influence a nation’s image?
a. natural disasters
b. international politics
c. historical relationships between countries
d. public diplomacy
49. Which of the following best explains why the program Awards for Corporate
Excellence was implemented?
a. to discourage businesses from getting involved in global social issues
b. to encourage corporate social responsibility and democratic values worldwide
c. to encourage corporations to go public and provide opportunities for global
investments
d. to recognize non-profit organizations for recognizing and supporting middle class
citizens
50. Who launched the Awards for Corporate Excellence in 1999?
a. Madeleine Albright
b. John Kerry
c. Condoleezza Rice
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d. Colin Powell
1. Only multinational organizations must be prepared to interact with global
stakeholders.
2. To succeed in global public relations, the corporate story must be molded to fit the
culture of each country.
3. Media in China is government controlled and access to non-Chinese media is
restricted.
4. Non-governmental organizations are increasingly viewed as ineffective advocates for
the global middle class.
5. The halo effect is used to describe the impact that introducing a new product to the
market can have on company sales of existing products.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
6. When the IBM “Building a Smarter Planet” initiative was implemented, the marketing,
communications, and citizenship responsibilities were split into three different
departments.
7. What the world thinks about your country has little impact on national security and the
economy.
8. According to the Model of Country concept, public opinion about a country and nation
branding activities have a dynamic relationship.
9. Public diplomacy can now be considered a specialization in public relations.
10. Public diplomacy has shifted from an engagement strategy to a persuasion strategy
in recent years.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Short Answer
1. ______ is the last retaining wall for trust, according to Kathryn Beiser, global chair of
Edelman’s Corporate practice.
2. ______ is defined as the strategic communications and actions carried out by
businesses to build relationships outside their home location.
3. When a government agency launches a social responsibility initiative, who eventually
becomes responsible for providing communications supporting the programs?
4. Which awards provide government support and recognition by recognizing the
important role U.S. businesses play abroad as good corporate citizens?
5. Fullerton and Kendrick developed the ______ to describe how international public
opinion is shaped.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Essay
1. Define CEO activism and describe how CEO activism has changed as a result of
social media? What are the risks and opportunities to consider with CEO activism? Give
an example of a CEO who has spoken out on a social issue.
2. What are four key actions that increase the opportunity for success in a global
fundraising campaign for an organization? Given an example of an organization that
had a successful fundraising effort and describe how the actions were implemented in
the campaign.
3. Describe the link between U.S. public diplomacy and the social responsibility
activities of the ACE award winning businesses.
4. Describe four similarities between public relations (PR) and public diplomacy (PD) .
5. Discuss how an opportunity to work as a public relations professional internationally
might be a significant opportunity for career development and learning. Include specific
benefits and skills gained by Michael Fanning when he worked for Michelin in a position
outside the U.S.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019