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Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
39. In advance of building its second headquarters in the U.S., Amazon will likely hire a
public relations team to build community relations. What is the team’s first step?
a. Invite regional construction companies to two-day summit to learn about the project
and Amazon’s Request-for-Proposal process.
b. Widely distribute job applications online, at colleges and libraries in preparation for an
Amazon job fair.
c. Understand the structure, strength and weaknesses of the community before setting
objectives and goals.
d. Donate books to libraries in all lower-income elementary schools and backpacks to
the children.
40. Developing and maintaining ______ is essential to building community relations.
a. strategic relationships
b. profitable business practices
c. political policy
d. a community center
41. Engaging in community relations may include meeting with public officials, religious
leaders, special interest groups, educators and more, primarily to ______.
a. placate decision makers
b. generate sales
c. exchange bribes
d. earn their trust
42. The most effective PR professional hired to build community relations is someone
who is ______ at the local level.
a. neutral and passive
b. beginning to foster relationships
c. already deeply involved
d. religiously moral and passionate
43. Both community relations and corporate social responsibility anchor around a
business being a ______.
a. tax-paying entity
b. good citizen
c. legal organization
d. visible activist
44. According to the Boston College Center for Corporate Citizenship, which of these
community beautification programs would most help strengthen employee retention?
a. a corporate-funded “Parks and Planters” gardening program with employee
volunteers and local school children
b. hiring a local company twice per year to remove trash along main streets and
highways
c. creating social media updates and blog posts about community sites and seasons
d. sponsoring the annual 4th of July “Bursting Blooms” plant sale and fundraiser for
employees
45. Comcast’s successful expansion in an Illinois county is credited to a local public
relations practitioner and his large reservoir of ______ built up within the community.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. favors and commissions
b. insider information
c. goodwill
d. civic awards
46. The windows of Rebecca’s small bakery have been painted with graffiti nearly
weekly since the opening of her shop three years ago. She knows the vandals are the
teenagers on the next block and has tried to avoid them to keep the peace. It hasn’t
worked. Which option below might most improve community relations between Rebecca
and the neighborhood teens?
a. Hire a local security guard to keep watch at night.
b. Offer a free baking class for teens after school two afternoons per week.
c. Donate cook books to the high school library.
d. Donate baked goods for the Homecoming Dance bake sale next Fall.
47. The Latino community is a growing and significant demographic in the U.S. The
most effective community relations programs to this key population segment are
______.
a. rotated annual programs
b. translated into Spanish
c. financially and investment focused
d. authentic partnerships
48. In 2015, Nielsen reported that social media “levels the playing field,” giving more
______ and influence to younger African Americans.
a. trends
b. voice
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. capital
d. tech
49. Because of the influence of younger African Americans on trendsetting, any public
relations campaigns aimed at ______ must also include messages to reach this highly
influential demographic.
a. Asian Americans
b. Baby Boomers
c. seniors
d. Millennials
50. H&M clothing retailer was an early adopter of the UN Guiding Principles on Human
Rights and requires their roster of suppliers in developing countries to adhere to an
extensive commitment to ______.
a. profitability
b. marketing
c. sustainability
d. financial analysis
True/False
1. The movement towards corporate social responsibility encourages good citizenry
from businesses with obligation only to society, not to the environment.
2. A synergistic relationship exists between an organization and its stakeholders, which
explains why a company cannot exist without them.
3. Messages communicating an organization’s corporate social responsibility are seen
as more credible when also perceived as fitting that organization’s purpose and values.
4. Eighty percent of Americans indicate they are more likely to purchase a company’s
products when they also agree with the CEO on societal and environmental issues.
5. Generation X is widely known as the most sustainability-conscious generation.
6. Not everyone believes an organization’s motivation for engaging in corporate social
responsibility. If not properly communicated across multiple channels, corporate social
responsibility activities can be seen as self-promotional, and even misleading.
7. Not only should corporate social responsibility activities be anchored on a business’
purpose and values, but they should also be communicated with a new and engaging
corporate voice.
8. Multiple communication platforms, vehicles and formats make it more difficult for
today’s PR professionals to optimize corporate social responsibility content and expand
the lifespan of a story.
9. Before engaging in any local community relations efforts, a company must first
understand the community’s structure, including its weaknesses as well as its strengths.
10. In an effort to help reduce the dropout rate in U.S. high schools, Rocket Foods has
decided to partner with the American Medical Association to create a campaign that
demonstrates how eating healthier is tied to increased performance in school. Based on
just these facts, one could assume they are creating a community relations program
specifically for the U.S. Asian American population.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Short Answer
1. Compare and contrast cause promotions and cause-related marketing as they relate
to corporate social responsibility. Give an example of each.
2. What is a B Corporation and how does a company become one?
3. Based on research presented in the text, demonstrate why millennials are an
important demographic to consider for cause-related marketing activities.
4. What is greenwashing?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
5. When expanding into a new Illinois county, Comcast hired a PR practitioner to help
open doors. Briefly identify why he was able to inspire an overflow crowd to attend a
Comcast meet and greet event.
Essay
1. TOMS Shoes operates with a one-for-one concept, one pair of shoes donated for
every pair of shoes purchased. Is this concept most like cause promotions or corporate
philanthropy? Why or why not?
2. Illustrate the difference between strategic and responsive corporate social
responsibility. Include a fictional or real example of each.
3. Briefly describe the pros and cons of CEO Activism.
4. Demonstrate why a public relations and communications specialist is the best choice
to manage the corporate social responsibility process, particularly for large, publicly
traded corporations.
5. Compare and contrast the Latino and Asian American U.S. populations as related to
community relations.
