Deck 1: What Is Public Relations, Anyway?

Question 1

In March 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition?

A) "Like beauty, the definition of 'public relations' is in the eye of the beholder."
B) "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
C) "Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication."
D) "Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world."

Answer 1

"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

Question 2

Letters unearthed at Al Qaeda terrorist-in-chief Osama bin Laden's last stand were a testimony to the accepted notion that public relations has become one of society's most potent forces. Which of the following were among his most pressing concerns?

A) Ways to improve news media coverage
B) His place in history
C) Al Qaeda's image and a possible name change to give the group a more religious ring
D) All of the above

Answer 2

All of the above

Question 3

The strength of the public relations field stems from

A) its roots in democracy.
B) its significance in enhancing democracy.
C) its significance in altering the ranks of management.
D) its significance in protecting management from encroachment by unqualified leaders.

Answer 3

its roots in democracy.

Question 4

As society is overwhelmed by communications, what is the challenge for the communicator?

A) To bombard the target audience with messages of every variety (traditional and nontraditional) at the same time
B) To make billions of dollars when there are 320,000 public relations professionals
C) To convince people that public relations is important
D) To cut through communications that come from many sources to deliver an argument that is persuasive, believable and actionable.

Question 5

How many communications professionals are employed by the Department of Defense?

A) 1,000
B) 4,500
C) 7,000
D) 9,250

Question 6

The fundamental mandate of public relations is

A) strategy
B) communications
C) relationships
D) character

Question 7

In John Marston's R-A-C-E process, the key step is

A) solid strategy.
B) reasoned research.
C) proper action.
D) careful evaluation.

Question 8

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?

A) encompasses more clear objectives
B) encompasses a more managerial approach
C) encompasses more implementation of a predetermined plan
D) encompasses more scientific evaluation

Question 9

Applying the widely repeated definition of public relations developed by the late Denny Griswold, to serve an organization properly, practitioners ought to serve as

A) counsels to chief legal officers.
B) honest brokers to top management.
C) advisers to human resources directors.
D) consultants to directors of marketing.

Question 10

Which process emphasizes planning as a necessary step preceding the activation of a communications initiative?

A) R-P-I-E
B) P-P-I-E
C) R-A-C-E
D) P-A-C-E

Question 11

Which of the following are among the five actions Professor Melvin Sharpe indicates can "harmonize" relations between individuals and organizations?

A) measured remarks that foster credibility
B) environmental research and evaluation that help determine actions or adjustments
C) continuous one-way communication
D) credible actions favoring only the organization

Question 12

Professional practitioners who understand the management "interpreter" perspective of public relations

A) recognize the value of insights from Leon Hess on this perspective.
B) recognize that management takes precedence over public attitudes and beliefs.
C) recognize the need to be able to create management policy.
D) recognize the importance of communicating organizational policy accurately and candidly.

Question 13

GM's handling of charges by Ralph Nader that their Corvair was "unsafe at any speed" is an example of corporate public relations professionals failure to

A) interpret and convey to management what the public really thinks.
B) interpret and convey to the public why management feels the way is does.
C) interpret how corporate influence can change public opinion.
D) interpret how public influence can be ignored if it is in the best interest of shareowners.

Question 14

Savvy individuals and institutions must recognize the importance

A) of appropriate use of modern technology in communicating with one another.
B) of recognizing the role each plays in modern society.
C) of effectively interpreting the institution's philosophies, policies, practices, and views to the public.
D) of hiring professional communicators to act as mouthpieces.

Question 15

John Galliano, creative director of the Dior fashion house, was fired because

A) he revealed Dior's history serving the wives of Nazi officers
B) he was not as talented as he used to be
C) his talent was less important than the credibility and reputation of the House of Dior
D) he got into a fight with someone who made anti-Semitic remarks

Question 16

To effectively communicate with a public, it is important to recognize that

A) all publics have the same needs.
B) all publics are most interested in the technology you use.
C) all publics have their own special needs and require different types of communication.
D) all publics have overlapping organizational needs.

Question 17

Which of the following has increased the interdependence between people and organizations and the concern in organizations for managing extensive webs of interrelationships?

A) organizational changes
B) technology changes
C) priority changes
D) subordinate changes

Question 18

For a group of people to become a public, which of the following does NOT occur?

A) confront a similar indeterminate situation
B) recognize what is problematic and indeterminate in a situation
C) decide to organize to confront a problem
D) seek outside counsel on whether to unite

Question 19

Publics that are classified as internal publics include

A) stockholders and the board of directors
B) customers and suppliers
C) legislators and the general public
D) senior citizens and homosexuals

Question 20

Public relations consultants for politicians should point out the importance of the uncommitted public because

A) that public rarely decides to vote.
B) that public can swing a vote.
C) that public is the most difficult to persuade.
D) that public needs to have their beliefs reinforced.

Question 21

A major difference between public relations and marketing/advertising is

A) marketing and advertising promote an organization
B) public relations promotes an entire organization, including its people, products, and services
C) marketing and advertising promote an organization's individuals rather than its products or services
D) public relations promotes only a product or a service

Question 22

A function related to public relations that includes creating sales literature, meeting displays and promotions is

A) media relations.
B) publicity.
C) marketing communications.
D) investor relations.

Question 23

The government affairs function of public relations

A) deals with customers who want sales information.
B) deals with officials at the local, state, and federal levels.
C) deals with investors who want information about the annual meeting.
D) deals with behavioral beliefs.

Question 24

Twisting messages to create the impression of performance is

A) an agreed-upon ethical practice in public relations.
B) how to preserve hard-earned credibility.
C) how to provide reporters with balanced information.
D) a manifestation of spin.

Question 25

What is the cardinal rule for public relations practitioners?

A) never, ever lie
B) don't get caught
C) spin the issue to sway public opinion
D) be considerate of how your words will influence the public

Question 26

In a 2004 study by the search firm Heyman Associates, which of the following was NOT a characteristic of successful PR leaders?

A) inner strength
B) teamliness
C) proactivity and passion
D) relationship building

Question 27

Which is NOT a key technical skill a public relations professional should possess?

A) knowledge of communications, including how media work
B) knowledge of what's happening around you
C) knowledge of how management shapes policy
D) knowledge of what the public's "right to know" is

Question 28

To be successful, a public relations professional should have the predisposition to

A) disclose rather than withhold information.
B) avoid responding to false accusations from an irate consumer.
C) avoid confronting situations before they escalate.
D) disclose how business works.

Question 29

Which of the following is NOT among six requisite "attitudes" an effective public relations practitioner should have?

A) to have a counseling orientation
B) to project an aura of skepticism
C) to do the right thing
D) to be risk averse

Question 30

Public relations is an industry that is growing in numbers as well as respect.

Question 31

Annual revenue for the PR industry is estimated at well under $1 billion dollars.

Question 32

An indication of the heightened stature of public relations is the increased desire of companies, nonprofits, governments, religious institutions, sports teams and leagues, and arts organizations to communicate their stories.

Question 33

The American Management Association adapted the following definition for the function: "Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

Question 34

Some might say PR should really stand for performance recognition because positive action communicated straightforwardly will yield positive results.

Question 35

Regardless of what definition you choose for public relations, Fraser Seitel contends that in order to be successful, professionals must always have a planned process to influence attitudes and actions of the targeted public.

Question 36

Despite the model of success established by Leon Hess as CEO of an oil company and the NFL's Jets, today's CEOs and their companies cannot ignore the need for public relations.

Question 37

The effectiveness of a public relations department depends on the department's level of access to management.

Question 38

As interpreters of the public for management, public relations professionals need to learn what the public senses about the organization and alert management to those findings.

Question 39

Presidents Clinton and Bush, and CEOs of Citigroup, AIG, Washington Mutual, Bear Stearns, Lehman Brothers, Countrywide Financial, Goldman Sachs and Bank of America all tested the limits of public relations by not being candid with their publics.

Question 40

Recent technological changes, including satellite links for TV, social media, blogs and mobile devices, drive home the importance of recognizing the interrelationships of publics.

Question 41

Because there are so many different publics, public relations professionals often serve as mediators between management and the constituent groups upon whom organizations depend.

Question 42

External publics for publicly traded companies include the board of directors and shareowners.

Question 43

Media relations is the fundamental public relations skills, because dealing with the press is more important than writing.

Question 44

One of the more recent functions practitioners have is the social media interface for an organization.

Question 45

Spin boils down to outright lying in order to cover up what actually happened in a situation.

Question 46

Counter the claim that public relations is a dying industry.

Question 47

Define or describe what public relations is.

Question 48

To develop a public relations program, which process approach would you choose for a client, and why?

Question 49

Describe what the role of interpreter in public relations entails.

Question 50

List and describe various ways you might categorize publics.

Question 51

List and briefly describe five of the functions of public relations that were mentioned in your book.
Any five of the following:

Question 52

Describe spin and explain why its most virulent form is not part of public relations.

Question 53

A 2004 study of agency, corporate, and nonprofit public relations leaders sponsored by search firm Heyman Associates reported seven areas that characerize a successful public relations career. What are those areas?

Question 54

List and briefly describe the technical skills that are important to the practice of public relations.