64)
The decision to use any part of a news release at all is based on an editor’s judgment of its news
value, and this is based on the information’s ________.
64)
A)
proximity
B)
impact
C)
timeliness
D)
human interest
E)
all of the above
65)
________ is used to identify baselines from previous audits or audits of other related companies
and industries so there is a point of comparison.
65)
A)
Baselining
B)
A gap analysis
C)
Benchmarking
D)
An internal assessment
E)
Base–pointing
66)
Mini–Case Question. The local Wendy’s franchise is a good corporate citizen, and the owners of
that particular franchise had fostered relationships with local media contacts. What type of
relationship management program focuses on developing media contacts?
66)
A)
corporate relations
B)
media relations
C)
issue management
D)
public affairs
E)
town hall forums
67)
Which of the following statements is false?
67)
A)
Gatekeepers include writers, producers, editors, talk show coordinators, and newscasters.
B)
The public is as skeptical of the media as they are of advertisers.
C)
Integrity involves more than image.
D)
A difference between advertising and public relations is that public relations takes a longer,
broader view of the importance of image and reputation as a corporate competitive asset and
addresses a greater number of target audiences.
E)
Public goodwill is the greatest asset any organization can have.
68)
Why are booth exhibits important at trade shows?
68)
A)
Some companies may take orders for much of their annual sales.
B)
They generate excitement for attendees of the trade show
C)
They generate excitement for employees manning them.
D)
They “put a face” on a corporation for buyers who may not be aware of the organization prior
to attending the trade show.
E)
all of the above
69)
Mini–Case Question. Now that the culprit has been found, which public relations program is most
relevant to Wendy’s?
69)
A)
reputation management
B)
cause marketing
C)
marketing public relations
D)
public affairs
E)
public communications campaigns
70)
________ is a perception based on messages delivered by advertising and other marketing
communication tools, whereas ________ is based on an organization‘s actual behavior.
70)
A)
Goodwill; integrity
B)
Integrity; image
C)
Reputation; image
D)
Image; reputation
E)
Equity; reputation
71)
Which IMC tool helps an organization and its publics relate to each other to the benefit of both?
71)
A)
advertising
B)
sales promotion
C)
publicity
D)
personal selling
E)
public relations
72)
Which of the following statements is false regarding the practice of public relations?
72)
A)
Public relations is used to generate goodwill for an organization.
B)
On one level, public relations is a tactical function.
C)
Publicity and public relations are synonymous terms.
D)
Public relations is practiced by a wide range of organizations.
E)
A corporation’s publics may be external and internal.
73)
All the communication efforts aimed at the financial community are referred to as ________.
73)
A)
external relations
B)
finance public relations (FPR)
C)
financial marketing
D)
financial relations
E)
media relations
74)
________ include house ads, public service announcements, corporate advertising, in–house
publications, and visual presentations.
74)
A)
External media
B)
Internal media
C)
Controlled media
D)
Uncontrolled media
E)
Semicontrolled media
75)
Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term
below best describes him?
75)
A)
opinion leader
B)
decision–maker
C)
stakeholder
D)
public
E)
influencer
Explanation:
76)
Which category of public relations tools includes news releases?
76)
A)
semicontrolled
B)
advocacy
C)
uncontrolled
D)
image
E)
controlled
Explanation:
Explanation:
77)
As described in the “Matter of Principle” case what was the objective of the “Shared Values
Initiative”?
77)
A)
promote the U.S. Marines
B)
boost the confidence of citizens of the U.S.A.
C)
raise awareness of Colin Powell
D)
improve the image of the U.S.A. around the world
E)
promote the values of African–Americans in the western U.S.A.
78)
Corporate communication programs with government and with the public on issues related to
government and regulation are called ________.
78)
A)
media relations
B)
cause marketing
C)
public affairs
D)
external public relations
E)
corporate relations
79)
What type of publication is required by the Securities and Exchange Commission (SEC) from each
publicly held company?
79)
A)
annual report
B)
pitch letter
C)
media kit
D)
collateral material
E)
controlled message
80)
What is the difference between displays and exhibits?
80)
A)
Exhibits tend to be larger than displays; they may have moving parts, sounds, or video, and
usually are staffed by a company representative.
B)
Displays are unattended, but exhibits have a company representative present.
C)
There is no difference; the two terms are synonymous.
D)
Exhibits are unattended, but displays have a company representative present.
E)
Displays are found at trade shows, and exhibits are found at the point–of–sale.
81)
What was the issue in the GE Ecomagination campaign described in the chapter’s opening
vignette?
81)
A)
AIDS
B)
green strategy
C)
drug use
D)
drunk driving
E)
domestic violence
B
82)
Material that is published to support a company’s marketing public relations efforts is known as
________.
82)
A)
supplemental material
B)
collateral material
C)
media kits
D)
feature stories
E)
annual reports
B
A
83)
Communication efforts aimed at informing employees about marketing programs and encouraging
their support is known as ________.
83)
A)
internal marketing
B)
cause marketing
C)
employee marketing
D)
media relations
E)
public affairs
84)
A label describing what a group of people think is known as ________.
84)
A)
public relations
B)
group think
C)
public opinion
D)
reputation
E)
publicity
85)
The areas that focus on an organization’s image and reputation are called ________.
85)
A)
reputation management
B)
media relations
C)
crisis management
D)
corporate relations
E)
image shaping
86)
Ian works in the public relations function in his company, and whenever he wants exposure for
some aspect of his company, he contacts people he knows, such as Lisa,
a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television
stations. He has worked hard to develop these media contacts, and this relationship management
program in public relations is known as ________.
86)
A)
reputation management
B)
external relations
C)
public affairs
D)
corporate relations
E)
media relations
87)
What is the primary medium used to deliver public relations messages to the various external
media?
87)
A)
public service announcement
B)
house ads
C)
advocacy advertising
D)
news releases
E)
corporate identity advertising
88)
Communication efforts with consumer or activist groups who seek to influence government
policies is a practice known as ________.
88)
A)
issue marketing
B)
media relations
C)
corporate relations
D)
issue management
E)
cause marketing
89)
Programs that communicate information to employees are called ________.
89)
A)
employee relations
B)
media relations
C)
public affairs
D)
cause marketing
E)
employee marketing
90)
Companies providing information to legislators in order to get their support and vote on a
particular bill is a practice known as ________.
90)
A)
cause marketing
B)
bribery
C)
lobbying
D)
gatekeeping
E)
corporate relations
C
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Do you think you have what it takes to work in public relations or public affairs? List five
of the required skills for public relations managers or public affairs specialists that were
given in the text.
91)
A
92)
Home Depot supports its employees who have Olympic aspirations, and it looks as though
a few more employees could possibly be attending the next Olympics. However, to get to
that point, these athletes must train and compete in the world arena. You are tasked with
writing a feature story about the dedication of these athletes and, of course, Home Depot’s
support of their efforts. You hope to get the editor of Readers’ Digest to publish this story,
but you will be targeting other publications as well. Explain how feature stories are used in
public relations and give five tips that were given in the “Practical Tips” box for writing an
e–mail pitch letter.
92)
93)
Melanie was informed that she will be participating in a media tour for her company for
the next three weeks. Explain what this is and the activities that she might be performing.
93)
94)
You’re not sure what major to decide on because you like advertising and you like public
relations. However, there is an area where these two disciplines overlap. Name and
describe this public relations tool.
94)
95)
Angela is starting the planning phase of a public relations campaign for a client. Explain
where she should start.
95)
96)
As described in the chapter’s “It’s a Wrap,” was the GE Ecomagination campaign
successful? Explain your answer.
96)
97)
As described in the “Matter of Principle” case what was the objective of the “Shared Values
Initiative”?
97)
98)
Mini–Case Question. Name the types of public relations programs, and explain what type
of public relations tool Tony the Tiger’s birthday celebration illustrates.
98)
99)
Mini–Case Question. Name the public relations tools and describe which one(s) allowed
them to get the media exposure that they did for Tony’s birthday celebration?
99)
100)
Armstrong Williams is a conservative African American talk show radio host. He was very
supportive of President Bush’s “No Child Left Behind” legislation. Some people changed
their opinion after hearing Armstrong support it even though they weren’t influenced by
the ads they saw regarding this issue. However, it was later revealed (after the bill became
law) that Mr. Williams was paid hundreds of thousands of dollars to “talk up” the bill
without his audience knowing that he had been paid for it. Why do you think supporters
of this bill wanted him to support it but not let his audience know he was being paid to do
so, and what are the ramifications of these actions?
100)
101)
As described in “A Matter of Principle,” what was the message and the media of the
“Shared Values Initiative” campaign?
101)
102)
You’ve just started working at a business as the public relations director. This business
markets several consumer products, and you were very upset to learn that your company
does not have a crisis management plan, so you are going to develop one. What should
you include in the plan, and how will you get employees to know what to do in the event
of a crisis?
102)
103)
Although advertising, publicity, and publications, such as annual reports and collateral
material, are well–known tools of public relations, list some other, lesser–known yet
effective, public relations tools.
103)
104)
Mini–Case Question. In general, who are potential targets for Kellogg’s public relations
efforts?
104)
105)
Southern Company is a power company conglomerate in the southern United States and
operates several power plants throughout the region, a few of them nuclear power plants.
Needless to say, the public is concerned with emissions in the air surrounding these plants.
Explain what public opinion means and discuss what questions the public relations
specialists at Southern Company must understand about public opinion before deciding on
an appropriate campaign.
105)