Chapter 19 – Managing Public Relations
1. (p. 432) How the general public perceives a business firm can have a major effect on its
performance.
2. (p. 434) An effective public relations program is not fundamental to an organization’s
relationship with the public.
3. (p. 435) The public relations function is a boundary–spanning role that primarily involves the
flow of information to and from the organization.
4. (p. 435) A public relations program should be reactive, not proactive.
5. (p. 435) An example of direct communications is through a company Web site.
6. (p. 435) An example of indirect communications is through television.
Chapter 19 – Managing Public Relations
7. (p. 434) The major activity carried out by public relations managers is writing blogs.
8. (p. 436) The Public Relations Society of America is the government agency charged with
regulating advertisements in the United States.
9. (p. 436) Members of the Public Relations Society of America are expected to adhere to the
core values of advocacy, honesty, and fairness, among others.
10. (p. 436) Historically, public relations officers worked mostly through contact with traditional
media outlets.
11. (p. 438) The Internet-based communication revolution has significantly benefited only large
organizations.
12. (p. 444) The Federal Trade Commission serves as a public watchdog evaluating honesty and
fairness in advertising.
13. (p. 444) The Securities and Exchange Commission is charged with regulating interstate and
international communications by radio, television, wire, satellite, and cable.
Chapter 19 – Managing Public Relations
14. (p. 444) The public scrutiny following a corporate crisis can have a political, legal, financial,
and governmental impact on its business.
15. (p. 447) Key employees must be identified in advance of a crisis so that they are ready to
address the issue.
16. (p. 433) In 2007, the Cartoon Network was fined for public disruption of the Bostonian
transportation system while using a new form of public relations called:
Difficulty: Hard
17. (p. 434) A good public relations program:
Chapter 19 – Managing Public Relations
18. (p. 434 – 435) As one group of scholars has written, the essential role of the public relations
program appears to be that of:
Difficulty: Hard
19. (p. 435) In 1889, the first public relations department was created by:
Difficulty: Hard
20. (p. 436) The professional core values for the Public Relations Society of America include:
Difficulty: Medium
21. (p. 436) The International Public Relations Association was founded in:
Chapter 19 – Managing Public Relations
22. (p. 436) According to a recent study by the University of Southern California’s Annenberg
Center, what percentage public relations officers surveyed report directly to the CEO?
Difficulty: Hard
23. (p. 438) According to comScore, a provider of digital intelligence, in December 2008 the
total number of individuals, aged 15 and older, who accessed the Internet from their home or
work computers was:
Difficulty: Medium
24. (p. 438) GPS is an acronym for:
Difficulty: Easy
25. (p. 438) In 2009, the second most common media outlet for business was:
Chapter 19 – Managing Public Relations
26. (p. 438) This company launched the “connecting through cookies” in an effort to help their
primary audience, women, improve their lives:
Difficulty: Medium
27. (p. 438) A new public relations outlet for businesses as demonstrated by Wal-mart is:
Difficulty: Easy
28. (p. 439) A highly toxic gas that can irritate the respiratory system leading to severe coughing,
vomiting, and in some cases lung cancer, is called:
Difficulty: Easy
29. (p. 440) The Ad Council’s inaugural campaign slogan was:
Chapter 19 – Managing Public Relations
30. (p. 441) What media technique is used to promote the general perception of a product or
service, rather than promoting its functional attributes?
Difficulty: Hard
31. (p. 441) Coca-Cola’s classic advertisement campaign, “It’s the real thing,” is an example of:
Difficulty: Medium
32. (p. 442) What describes the practice of businesses using their public relations’ outreach in
ways to influence the public’s opinion of a political or legislative issue of concern to the
company?
Difficulty: Easy
33. (p. 442) Harry and Louise were credited with:
Chapter 19 – Managing Public Relations
34. (p. 443) The right to free speech is protected under the U.S. Constitution’s:
Difficulty: Medium
35. (p. 443) Which of the following statements is true about the right to free speech?
Difficulty: Easy
36. (p. 443) The Federal Trade Commission attempts to ensure that the public is protected
against which of the following unethical business practices?
Difficulty: Hard
37. (p. 444) The agency created in 1934 and charged with regulating interstate and international
communications by radio, television, wire, satellite, and cable is called:
Chapter 19 – Managing Public Relations
38. (p. 444) The act passed to allow virtually any business to enter the telecommunications
industry is called:
Difficulty: Hard
39. (p. 444) A significant business disruption that stimulates extensive news media and social
networking coverage is called a(n):
Difficulty: Easy
Difficulty: Easy
41. (p. 445) Crises are:
Chapter 19 – Managing Public Relations
42. (p. 447) Scenario-based press releases, key discussion points, and procedures to activate the
organization’s Web site are all part of which step in an effective crisis management plan?
Difficulty: Medium
43. (p. 447) Seeking to restore the firm’s reputation takes place during this effective crisis
management step:
Difficulty: Hard
Difficulty: Easy
45. (p. 449) Emphasizing key points and guiding the reporter to them is called:
Chapter 19 – Managing Public Relations
46. (p. 433 – 434) Define the general public. How do firms and the public affect one another?
47. (p. 434 – 436) Why do firms create public relations departments? Outline the structure and
activities of a typical department.
48. (p. 436 – 439) As new technologies have emerged, the variety of available channels of
communication has grown dramatically. Discuss the new technology-enhanced channels for
public relations and how they have affected the discipline.
49. (p. 439 – 440) What new challenges emerge when public relations strategies take on a global
perspective?
Chapter 19 – Managing Public Relations
50. (p. 440 – 443) Evaluate public opion influencing strategies used by business organization, such
as public service announcements, image advertisements, and issue advertisements.
51. (p. 443 – 444) How is the public protected through government regulations?
52. (p. 444 – 447) Define a corporate crisis. Outline an effective crisis management plan for a
public relations manager.