chapter seventeen public relations. prentice hall, © 200917-2 public relations can be defined as :...
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Chapter Seventeen
Public Relations
Prentice Hall, © 2009 17-2
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 behaviord) An event in which an advertising
spokesperson demonstrates the product’s benefits
Prentice Hall, © 2009 17-3
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 behaviord) An event in which an advertising
spokesperson demonstrates the product’s benefits
Prentice Hall, © 2009 17-4
Public opinion means the same thing as mass opinion.
a) True
b) False
Prentice Hall, © 2009 17-5
Public opinion means the same thing as mass opinion.
a) True
b) False
Prentice Hall, © 2009 17-6
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 messagesd) Based on an organization’s actual
behavior
Prentice Hall, © 2009 17-7
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 messagesd) Based on an organization’s actual
behavior
Prentice Hall, © 2009 17-8
Should public relations and advertising be considered separate disciplines?
a) Yes
b) No
Prentice Hall, © 2009 17-9
Should public relations and advertising be considered separate disciplines?
a) Yes
b) No
Prentice Hall, © 2009 17-10
The PR function responsible for initiating publicity and providing information to the media is called:
a) Employee relationsb) Cause marketing c) Public affairsd) Media relations
Prentice Hall, © 2009 17-11
The PR function responsible for initiating publicity and providing information to the media is called:
a) Employee relationsb) Cause marketing c) Public affairsd) Media relations
Prentice Hall, © 2009 17-12
Public goodwill is the greatest asset any organization can have.
a) True
b) False
Prentice Hall, © 2009 17-13
Public goodwill is the greatest asset any organization can have.
a) True
b) False
Prentice Hall, © 2009 17-14
Important people who influence the opinions of others are called:
a) Opinion leaders
b) Publics
c) Consumers
d) Lobbyists
Prentice Hall, © 2009 17-15
Important people who influence the opinions of others are called:
a) Opinion leaders
b) Publics
c) Consumers
d) Lobbyists
Prentice Hall, © 2009 17-16
Is reputation built mostly upon what you say about yourself in public?
a) Yes
b) No
Prentice Hall, © 2009 17-17
Is reputation built mostly upon what you say about yourself in public?
a) Yes
b) No
Prentice Hall, © 2009 17-18
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
Prentice Hall, © 2009 17-19
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
Prentice Hall, © 2009 17-20
Is research a key component of public relations campaigns?
a) Yes
b) No
Prentice Hall, © 2009 17-21
Is research a key component of public relations campaigns?
a) Yes
b) No
Prentice Hall, © 2009 17-22
Public relations may utilize all of the following tools except:
a) Hyper-controlled media
b) Controlled media
c) Uncontrolled media
d) Semi-controlled media
Prentice Hall, © 2009 17-23
Public relations may utilize all of the following tools except:
a) Hyper-controlled media
b) Controlled media
c) Uncontrolled media
d) Semi-controlled media
Prentice Hall, © 2009 17-24
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
Prentice Hall, © 2009 17-25
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
Prentice Hall, © 2009 17-26
When a news release is submitted to an editor, the editor is obligated to run it as is.
a) True
b) False
Prentice Hall, © 2009 17-27
When a news release is submitted to an editor, the editor is obligated to run it as is.
a) True
b) False
Prentice Hall, © 2009 17-28
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 gatekeeperc) It hasn’t replaced human
relationshipsd) Journalists are slow to embrace
the Internet
Prentice Hall, © 2009 17-29
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 gatekeeperc) It hasn’t replaced human
relationshipsd) Journalists are slow to embrace
the Internet
Prentice Hall, © 2009 17-30
Is evaluation considered to be a form of public relations research?
a) Yes
b) No
Prentice Hall, © 2009 17-31
Is evaluation considered to be a form of public relations research?
a) Yes
b) No
Prentice Hall, © 2009 17-32
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 HallPublishing as Prentice Hall
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