Chapter Seventeen Public Relations
Prentice Hall, © Public relations can be defined as : a) The conscience of the company with the objective of creating trust and integrity b) A perception based on messages delivered by advertising and marketing tools c) Based only on an organization’s behavior d) An event in which an advertising spokesperson demonstrates the product’s benefits
Prentice Hall, © Public relations can be defined as : a) The conscience of the company with the objective of creating trust and integrity b) A perception based on messages delivered by advertising and marketing tools c) Based only on an organization’s behavior d) An event in which an advertising spokesperson demonstrates the product’s benefits
Prentice Hall, © Public opinion means the same thing as mass opinion. a) True b) False
Prentice Hall, © Public opinion means the same thing as mass opinion. a) True b) False
Prentice Hall, © A company’s reputation can be defined as: a) The greatest asset any organization can have b) A perception based on controlled and uncontrolled media c) A series of point-of-view messages d) Based on an organization’s actual behavior
Prentice Hall, © A company’s reputation can be defined as: a) The greatest asset any organization can have b) A perception based on controlled and uncontrolled media c) A series of point-of-view messages d) Based on an organization’s actual behavior
Prentice Hall, © Should public relations and advertising be considered separate disciplines? a) Yes b) No
Prentice Hall, © Should public relations and advertising be considered separate disciplines? a) Yes b) No
Prentice Hall, © The PR function responsible for initiating publicity and providing information to the media is called: a) Employee relations b) Cause marketing c) Public affairs d) Media relations
Prentice Hall, © The PR function responsible for initiating publicity and providing information to the media is called: a) Employee relations b) Cause marketing c) Public affairs d) Media relations
Prentice Hall, © Public goodwill is the greatest asset any organization can have. a) True b) False
Prentice Hall, © Public goodwill is the greatest asset any organization can have. a) True b) False
Prentice Hall, © Important people who influence the opinions of others are called: a) Opinion leaders b) Publics c) Consumers d) Lobbyists
Prentice Hall, © Important people who influence the opinions of others are called: a) Opinion leaders b) Publics c) Consumers d) Lobbyists
Prentice Hall, © Is reputation built mostly upon what you say about yourself in public? a) Yes b) No
Prentice Hall, © Is reputation built mostly upon what you say about yourself in public? a) Yes b) No
Prentice Hall, © The overriding goal of reputation management in a corporate relations program is: a) To strengthen the trust that stakeholders have in an organization b) To convince members of the media to feature the product prominently c) To gather favorable media reviews during a press conference d) To communicate information to employees
Prentice Hall, © The overriding goal of reputation management in a corporate relations program is: a) To strengthen the trust that stakeholders have in an organization b) To convince members of the media to feature the product prominently c) To gather favorable media reviews during a press conference d) To communicate information to employees
Prentice Hall, © Is research a key component of public relations campaigns? a) Yes b) No
Prentice Hall, © Is research a key component of public relations campaigns? a) Yes b) No
Prentice Hall, © Public relations may utilize all of the following tools except: a) Hyper-controlled media b) Controlled media c) Uncontrolled media d) Semi-controlled media
Prentice Hall, © Public relations may utilize all of the following tools except: a) Hyper-controlled media b) Controlled media c) Uncontrolled media d) Semi-controlled media
Prentice Hall, © With corporate advertising the company focuses on its: a) Corporate image or viewpoint b) Competitive image or viewpoint c) Controlled media goals d) Uncontrolled media goals
Prentice Hall, © With corporate advertising the company focuses on its: a) Corporate image or viewpoint b) Competitive image or viewpoint c) Controlled media goals d) Uncontrolled media goals
Prentice Hall, © When a news release is submitted to an editor, the editor is obligated to run it as is. a) True b) False
Prentice Hall, © When a news release is submitted to an editor, the editor is obligated to run it as is. a) True b) False
Prentice Hall, © Which of the following is most true of PR and online communication? a) Extranets are slowly overtaking intranets as the preferred mode b) It relies upon a media gatekeeper c) It hasn’t replaced human relationships d) Journalists are slow to embrace the Internet
Prentice Hall, © Which of the following is most true of PR and online communication? a) Extranets are slowly overtaking intranets as the preferred mode b) It relies upon a media gatekeeper c) It hasn’t replaced human relationships d) Journalists are slow to embrace the Internet
Prentice Hall, © Is evaluation considered to be a form of public relations research? a) Yes b) No
Prentice Hall, © Is evaluation considered to be a form of public relations research? a) Yes b) No
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