Question 1

Relationships between organizations and publics are like relationships between individuals. Both require effective communication and ___________.
A) Exchanges
B) Communities
C) Components
D) Mutual understanding

Accepted Answer

Effective communication and mutual understanding are essential in both individual and organizational relationships to ensure that both parties' needs and expectations are met, fostering a healthy and productive relationship.

Question 2

In PR News's 2018 salary report, 42 percent of communications professionals surveyed ranked ____________ as one of the top-three "must-have" skills public relations people need to get ahead. Alicia, a newcomer to the field, agrees. She dedicates much of her time getting to understand the jobs of reporters, editors, bloggers, and television producers.
A) Media relations
B) Investor relations
C) Influencer relations
D) Community relations

Accepted Answer

Media relations involves understanding and working with media professionals, which aligns with Alicia dedicating her time to understand the jobs of reporters, editors, bloggers, and television producers.

Question 3

Jackie is a journalist. She posts an online invitation to public relations professionals and others with relevant information or expertise to respond with story ideas. This is an example of __________.
A) Pitching story ideas
B) Media catching
C) Getting others to do the work
D) Journalistic malpractice

Accepted Answer

Media catching is when a journalist invites story ideas or information from the public or professionals, rather than actively seeking out stories themselves. This method can help journalists uncover new and relevant topics from a wide range of sources.

Question 4

Lillian is an account executive at a public relations agency. When her client asks her to pitch a new story to the media, Lillian asks questions to help determine _____________. She knows stories that have more timeliness, proximity, conflict and controversy, human interest, and relevance will make her job pitching the media easier.
A) Monetary value
B) Catchiness
C) Newsworthiness
D) Sizzle

Accepted Answer

Lillian is assessing the newsworthiness of the story because factors like timeliness, proximity, conflict and controversy, human interest, and relevance are key criteria that determine whether a story is likely to be of interest to the media and the public.

Question 5

Piper pitched a story to reporters without considering whether it was a good match for them. As a result, Piper was ignored by every reporter she contacted. Unfortunately, this caused her to lose credibility and __________.
A) Lose her job
B) Lose her client
C) Damage her relationship with social media influencers
D) Damage her relationship with the reporters

Accepted Answer

Piper's failure to match her story pitch to the interests of the reporters directly led to her being ignored, which would naturally damage her relationship with those reporters.

Question 6

Antonio has built strong relationships with a core group of reporters. Sometimes, though, as a PR professional for a publicly-traded company, he is not able to answer every reporter question. He can still maintain his relationship with reporters, though, as long as he __________.
A) Gives them a better story later
B) Is open about his constraints
C) Apologizes
D) Makes them promise to keep it secret

Accepted Answer

Being open about his constraints allows Antonio to maintain transparency and trust with reporters, even when he cannot provide all the information they seek. This approach respects the reporters' need for information while acknowledging the limitations he faces as a PR professional for a publicly-traded company.

Question 7

Omar is a supervisor at a public relations agency. His client, a local automobile dealer, has hired Omar's firm to help raise awareness and strengthen connections within the neighborhood. The relationship between Omar and the automobile dealer can be described as ___________.
A) Business-to-Business
B) Business-to-Consumer
C) Business-to-Consulting
D) Business-to-Brand

Accepted Answer

The relationship between Omar (representing his public relations agency) and the automobile dealer is a Business-to-Business (B2B) relationship, as it involves transactions and services between two businesses rather than between a business and individual consumers.

Question 8

Roberta, a buyer for Samsung smartphones, is responsible for procurement of the various component parts of the phone. In addition to the sheer volume of transactions involved, what is the major difference between B2C and B2B buyers?
A) B2C buyers are not as smart as B2B buyers
B) B2B buyers shop as part of their job
C) B2B buyers have more money
D) B2C buyers can use discount coupons

Accepted Answer

B2B buyers, like Roberta, make purchases as part of their professional responsibilities, often involving larger volumes and more complex transactions compared to B2C buyers, who purchase for personal use.

Question 9

IBM created the "Wimbledon experience" highlight videos to demonstrate its artificial intelligence capabilities. Why did it choose to market its products to tennis fans?
A) IBM's Research and Development team is nearby, making set up easy
B) Microsoft marketed during the U.S. Open
C) Tennis highlights are the best way to show off IBM's algorithms
D) Business people also watch sporting events like tennis

Accepted Answer

IBM aimed to showcase its artificial intelligence capabilities to a broad audience, including business professionals who are likely to watch tennis, thereby demonstrating the potential applications of its technology in various industries and contexts.

Question 10

Makayla's public relations job at a large insurance company focuses on building relationships and communications among employees. She knows that having trusting, satisfied, committed and empowered employees are more productive and driven toward achieving the organization's goals. Makayla knows that employees are the __________ with external publics.
A) Last line of defense
B) Gatekeepers
C) First line of communication
D) Control mechanisms

Accepted Answer

Makayla's role in building relationships and communications among employees to ensure they are productive and aligned with the organization's goals implies that employees act as the first point of interaction or the "First line of communication" with external publics. They represent the company and its values in their interactions outside the organization.

Question 11

Professor Linjuan Rita Men's survey of more than 400 employees of U.S. companies found that _________ may not be as commonly used, but improve the organizational climate by boosting employee engagement.
A) Social media
B) Face-to-face meetings
C) Posters
D) Newsletters

Accepted Answer

Social media may not be as commonly used in organizational communication, but it has been found to improve the organizational climate by boosting employee engagement according to Professor Linjuan Rita Men's survey.

Question 12

When employees are ___________, they feel empowered, involved, emotionally attached and dedicated to the organization, and excited and proud about being a part of it.
A) Well paid
B) Given more time off
C) Engaged
D) Promoted

Accepted Answer

When employees are engaged, they exhibit a strong emotional attachment to their organization, feeling empowered, involved, dedicated, and proud to be a part of it. This engagement goes beyond financial incentives or promotions, encompassing a deeper, more intrinsic connection to the workplace.

Question 13

After Hurricane Maria, medical technology company Medtronic was able to have its manufacturing plants in Puerto Rico up and running in six weeks, despite the immense destruction. How was it able to recover so quickly?
A) The company invested in restoring part of the power grid
B) The company invested in its employees
C) The company invested in local government leaders
D) The company invested in durable technologies

Accepted Answer

The answer of After Hurricane Maria, medical technology company Medtronic...

Question 14

Even though some practitioners come from backgrounds in business management, accounting or finance, ________ is very much a public relations function.
A) Securities Relations
B) Financial Relations
C) Investor Relations
D) SEC Relations

Accepted Answer

Investor Relations (IR) combines finance, communication, and marketing to control the flow of information between a company, its investors, and its stakeholders. It is a strategic management responsibility that integrates finance, communication, marketing, and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company's securities achieving fair valuation. Unlike the other options, Investor Relations is directly focused on managing relationships with the investors of a company, making it a key public relations function.

Question 15

Zariah understands that building relationships with investors and financial analysts builds trust that the company can do what it says. How does this benefit a publicly-traded company?
A) Financial publics will only focus on the non-material news
B) Financial publics give the company the benefit of the doubt
C) Financial media will reward adherence to regulations
D) Financial analysts will not need frequent updates

Accepted Answer

Building relationships with investors and financial analysts can lead to them giving the company the benefit of the doubt during challenging times, as trust has been established that the company can meet its commitments and navigate difficulties.

Question 16

While nonprofit organizations are focused on their missions, ___________ and ________________ are among their most important publics.
A) Government and Media
B) Media and Donors
C) Volunteers and Government
D) Donors and Volunteers

Accepted Answer

Donors and volunteers are crucial for nonprofit organizations as they provide the necessary funding and manpower to achieve their missions.

Question 17

Serenity has done a great job recruiting volunteers for her non-profit organization. However, lately, volunteers haven't been showing up for their shifts. Serenity now knows she can't just focus on recruiting volunteers, she also needs to invest in ______________ them.
A) Retaining
B) Recalling
C) Refuting
D) Restructuring

Accepted Answer

Retaining volunteers is crucial for maintaining a stable and reliable volunteer base, ensuring that once volunteers are recruited, they remain engaged and continue to contribute to the organization.

Question 18

Kathleen understands how challenging raising money for her non-profit client can be. She continues to remind her client to focus on _____________ relationships with donors who have demonstrated a commitment to the organization's mission.
A) Short-term
B) Long-term
C) Preliminary
D) Intermittent

Accepted Answer

Focusing on long-term relationships with donors who have demonstrated a commitment to the organization's mission is crucial for sustained support and funding. Long-term relationships allow for the development of trust and deeper understanding between the donors and the non-profit, leading to more consistent and possibly increased support over time.

Question 19

One important factor found to influence donor-organizational relationships is __________. In this context, a non-profit needs to do what it says it will do. Public relations professionals need to understand and honor donors' wishes as they manage donated funds.
A) Reciprocity
B) Responsibility
C) Reporting
D) Relationship Nurturing

Accepted Answer

Responsibility is crucial in donor-organizational relationships, as it involves the non-profit's commitment to doing what it promises and managing donated funds according to donors' wishes.

Question 20

___________ is any important topic or problem that is open for debate, discussion or advocacy.
A) An activist
B) An exchange
C) A right
D) An issue

Accepted Answer

An issue is any important topic or problem that is open for debate, discussion, or advocacy.

Quiz 4: Relationship Management

Relationships between organizations and publics are like relationships between individuals. Both require effective communication and ___________.

Jackie is a journalist. She posts an online invitation to public relations professionals and others with relevant information or expertise to respond with story ideas. This is an example of __________.

Piper pitched a story to reporters without considering whether it was a good match for them. As a result, Piper was ignored by every reporter she contacted. Unfortunately, this caused her to lose credibility and __________.

Antonio has built strong relationships with a core group of reporters. Sometimes, though, as a PR professional for a publicly-traded company, he is not able to answer every reporter question. He can still maintain his relationship with reporters, though, as long as he __________.

Omar is a supervisor at a public relations agency. His client, a local automobile dealer, has hired Omar's firm to help raise awareness and strengthen connections within the neighborhood. The relationship between Omar and the automobile dealer can be described as ___________.

Roberta, a buyer for Samsung smartphones, is responsible for procurement of the various component parts of the phone. In addition to the sheer volume of transactions involved, what is the major difference between B2C and B2B buyers?

IBM created the "Wimbledon experience" highlight videos to demonstrate its artificial intelligence capabilities. Why did it choose to market its products to tennis fans?

Professor Linjuan Rita Men's survey of more than 400 employees of U.S. companies found that _________ may not be as commonly used, but improve the organizational climate by boosting employee engagement.

When employees are ___________, they feel empowered, involved, emotionally attached and dedicated to the organization, and excited and proud about being a part of it.

After Hurricane Maria, medical technology company Medtronic was able to have its manufacturing plants in Puerto Rico up and running in six weeks, despite the immense destruction. How was it able to recover so quickly?

Even though some practitioners come from backgrounds in business management, accounting or finance, ________ is very much a public relations function.

Zariah understands that building relationships with investors and financial analysts builds trust that the company can do what it says. How does this benefit a publicly-traded company?

While nonprofit organizations are focused on their missions, _ and ______ are among their most important publics.

Serenity has done a great job recruiting volunteers for her non-profit organization. However, lately, volunteers haven't been showing up for their shifts. Serenity now knows she can't just focus on recruiting volunteers, she also needs to invest in ______________ them.

Kathleen understands how challenging raising money for her non-profit client can be. She continues to remind her client to focus on _____________ relationships with donors who have demonstrated a commitment to the organization's mission.

One important factor found to influence donor-organizational relationships is __________. In this context, a non-profit needs to do what it says it will do. Public relations professionals need to understand and honor donors' wishes as they manage donated funds.

___________ is any important topic or problem that is open for debate, discussion or advocacy.