1. Chapter Seventeen Public Relations

2. Prentice Hall, © 200917-2 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

3. Prentice Hall, © 200917-3 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

4. Prentice Hall, © 200917-4 Public opinion means the same thing as mass opinion. a) True b) False

5. Prentice Hall, © 200917-5 Public opinion means the same thing as mass opinion. a) True b) False

6. Prentice Hall, © 200917-6 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

7. Prentice Hall, © 200917-7 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

8. Prentice Hall, © 200917-8 Should public relations and advertising be considered separate disciplines? a) Yes b) No

9. Prentice Hall, © 200917-9 Should public relations and advertising be considered separate disciplines? a) Yes b) No

10. Prentice Hall, © 200917-10 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

11. Prentice Hall, © 200917-11 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

12. Prentice Hall, © 200917-12 Public goodwill is the greatest asset any organization can have. a) True b) False

13. Prentice Hall, © 200917-13 Public goodwill is the greatest asset any organization can have. a) True b) False

14. Prentice Hall, © 200917-14 Important people who influence the opinions of others are called: a) Opinion leaders b) Publics c) Consumers d) Lobbyists

15. Prentice Hall, © 200917-15 Important people who influence the opinions of others are called: a) Opinion leaders b) Publics c) Consumers d) Lobbyists

16. Prentice Hall, © 200917-16 Is reputation built mostly upon what you say about yourself in public? a) Yes b) No

17. Prentice Hall, © 200917-17 Is reputation built mostly upon what you say about yourself in public? a) Yes b) No

18. Prentice Hall, © 200917-18 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

19. Prentice Hall, © 200917-19 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

20. Prentice Hall, © 200917-20 Is research a key component of public relations campaigns? a) Yes b) No

21. Prentice Hall, © 200917-21 Is research a key component of public relations campaigns? a) Yes b) No

22. Prentice Hall, © 200917-22 Public relations may utilize all of the following tools except: a) Hyper-controlled media b) Controlled media c) Uncontrolled media d) Semi-controlled media

23. Prentice Hall, © 200917-23 Public relations may utilize all of the following tools except: a) Hyper-controlled media b) Controlled media c) Uncontrolled media d) Semi-controlled media

24. Prentice Hall, © 200917-24 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

25. Prentice Hall, © 200917-25 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

26. Prentice Hall, © 200917-26 When a news release is submitted to an editor, the editor is obligated to run it as is. a) True b) False

27. Prentice Hall, © 200917-27 When a news release is submitted to an editor, the editor is obligated to run it as is. a) True b) False

28. Prentice Hall, © 200917-28 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

29. Prentice Hall, © 200917-29 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

30. Prentice Hall, © 200917-30 Is evaluation considered to be a form of public relations research? a) Yes b) No

31. Prentice Hall, © 200917-31 Is evaluation considered to be a form of public relations research? a) Yes b) No

32. Prentice Hall, © 200917-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall