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Q:
(p. 449) Emphasizing key points and guiding the reporter to them is called:
A. Hooking.
B. Bridging.
C. Flagging.
D. Gapping.
Q:
(p. 448) A rule of media communication is to:
A. Be honest.
B. Be current.
C. Be accessible.
D. All of the above.
Q:
(p. 447) Seeking to restore the firm's reputation takes place during this effective crisis management step:
A. Communicate quickly, but accurately.
B. Do the right thing.
C. Follow up and, where appropriate, make amends to those affected.
D. Create and document policies and procedures.
Q:
(p. 447) Scenario-based press releases, key discussion points, and procedures to activate the organization's Web site are all part of which step in an effective crisis management plan?
A. Get ready before the crisis hits.
B. Communicate quickly, but accurately.
C. Use the Internet.
D. Do the right thing.
Q:
(p. 445) Crises are:
A. Not unique.
B. Always tragedies.
C. Often unexpected events.
D. Rarely disruptive.
Q:
(p. 445) Which of the following is a type of corporate crisis?
A. Acts of God.
B. Management indecision.
C. Mechanical problems.
D. All of the above.
Q:
(p. 444) A significant business disruption that stimulates extensive news media and social networking coverage is called a(n):
A. Explosion.
B. Crisis management.
C. Corporate crisis.
D. Human error.
Q:
(p. 444) The act passed to allow virtually any business to enter the telecommunications industry is called:
A. 2009 Cable and Television Act.
B. 1996 Telecommunications Act.
C. 1975 Interstate Wire Communications Act.
D. 1893 Federal Communications Act.
Q:
(p. 444) The agency created in 1934 and charged with regulating interstate and international communications by radio, television, wire, satellite, and cable is called:
A. Online Privacy Commission.
B. Securities and Exchange Commission.
C. Federal Communications Commission.
D. Federal Trade Commission.
Q:
(p. 443) The Federal Trade Commission attempts to ensure that the public is protected against which of the following unethical business practices?
A. The creation of industry cartels.
B. The use of deception to distort the truth.
C. Exchange rate manipulation by a country.
D. None of the above.
Q:
(p. 443) Which of the following statements is true about the right to free speech?
A. Free speech is not an unrestricted right.
B. Free speech comes with the obligation of acting in the best interest of the public.
C. Free speech requires adhering to ethical principles.
D. All of the above.
Q:
(p. 443) The right to free speech is protected under the U.S. Constitution's:
A. Fifth Amendment.
B. Third Amendment.
C. First Amendment.
D. Preamble.
Q:
(p. 442) Harry and Louise were credited with:
A. Helping to kill President Clinton's government-backed health care reform plan.
B. Explaining the unprecedented increases in gasoline prices in 2006 and 2007.
C. Inviting the public to research in greater depth what constitutes rising prices of gasoline at the pumps.
D. Fighting the pornography industry against inappropriate child advertising.
Q:
(p. 442) What describes the practice of businesses using their public relations' outreach in ways to influence the public's opinion of a political or legislative issue of concern to the company?
A. Advocacy advertising.
B. Issue advertising.
C. Capstone advertising.
D. Both A and B, but not C.
Q:
(p. 441) Coca-Cola's classic advertisement campaign, "It's the real thing," is an example of:
A. Image advertisements.
B. Capstone advertisements.
C. Public service announcements.
D. Issue advertisements.
Q:
(p. 441) What media technique is used to promote the general perception of a product or service, rather than promoting its functional attributes?
A. Capstone advertisements.
B. Issue advertisements.
C. Public service announcements.
D. Image advertisements.
Q:
(p. 440) The Ad Council's inaugural campaign slogan was:
A. "Friends don't let friends drink and drive."
B. "A mind is a terrible thing to waste."
C. "Loose lips sink ships."
D. "Only you can prevent forest fires."
Q:
(p. 439) A highly toxic gas that can irritate the respiratory system leading to severe coughing, vomiting, and in some cases lung cancer, is called:
A. Chlorine.
B. Oxygen.
C. Lavender oil.
D. Salt.
Q:
(p. 438) A new public relations outlet for businesses as demonstrated by Wal-mart is:
A. Text messages.
B. Chat rooms.
C. Blogs.
D. Vlogs.
Q:
(p. 438) This company launched the "connecting through cookies" in an effort to help their primary audience, women, improve their lives:
A. Whole Foods Market.
B. Campbell Soup Company.
C. Wendy's.
D. Nabisco.
Q:
(p. 438) In 2009, the second most common media outlet for business was:
A. Television.
B. Radio.
C. Newspaper.
D. Online advertising.
Q:
(p. 438) GPS is an acronym for:
A. Global positioning system.
B. Global public strategy.
C. Group performance session.
D. Group philanthropy segment.
Q:
(p. 438) According to comScore, a provider of digital intelligence, in December 2008 the total number of individuals, aged 15 and older, who accessed the Internet from their home or work computers was:
A. 100,000.
B. 1 million.
C. 1 billion.
D. 10 billion.
Q:
(p. 436) According to a recent study by the University of Southern California's Annenberg Center, what percentage public relations officers surveyed report directly to the CEO?
A. 30 percent.
B. 66 percent.
C. 75 percent.
D. 90 percent.
Q:
(p. 436) The International Public Relations Association was founded in:
A. 2009.
B. 1970.
C. 1955.
D. 1930.
Q:
(p. 436) The professional core values for the Public Relations Society of America include:
A. Advocacy and honesty.
B. Expertise and independence.
C. Loyalty and fairness.
D. All of the above.
Q:
(p. 435) In 1889, the first public relations department was created by:
A. John Rockefeller.
B. George Westinghouse.
C. Andrew Carnegie.
D. Franklin Pierce.
Q:
(p. 434 - 435) As one group of scholars has written, the essential role of the public relations program appears to be that of:
A. A window out of the corporation through which management can perceive, monitor, and understand external change.
B. A window in through which society can influence corporate policy and practice.
C. Making sure that the reputation of the CEO is preserved.
D. Both A and B, but not C.
Q:
(p. 434) A good public relations program:
A. Sends a constant stream of information to the company's stakeholders.
B. Is separate from the company's public affairs program to avoid conflicts of interest.
C. Should be primarily reactive, responding to issues as they arise.
D. Is necessary only for highly vulnerable companies.
Q:
(p. 433) In 2007, the Cartoon Network was fined for public disruption of the Bostonian transportation system while using a new form of public relations called:
A. Guerilla advertising.
B. Terror advertising.
C. Attack advertising.
D. Strike advertising,
Q:
(p. 447) Key employees must be identified in advance of a crisis so that they are ready to address the issue.
Q:
(p. 444) The Securities and Exchange Commission is charged with regulating interstate and international communications by radio, television, wire, satellite, and cable.
Q:
(p. 444) The public scrutiny following a corporate crisis can have a political, legal, financial, and governmental impact on its business.
Q:
(p. 444) The Federal Trade Commission serves as a public watchdog evaluating honesty and fairness in advertising.
Q:
(p. 438) The Internet-based communication revolution has significantly benefited only large organizations.
Q:
(p. 436) Historically, public relations officers worked mostly through contact with traditional media outlets.
Q:
(p. 436) Members of the Public Relations Society of America are expected to adhere to the core values of advocacy, honesty, and fairness, among others.
Q:
(p. 436) The Public Relations Society of America is the government agency charged with regulating advertisements in the United States.
Q:
(p. 434) The major activity carried out by public relations managers is writing blogs.
Q:
(p. 435) An example of indirect communications is through television.
Q:
(p. 435) An example of direct communications is through a company Web site.
Q:
(p. 435) A public relations program should be reactive, not proactive.
Q:
(p. 435) The public relations function is a boundary-spanning role that primarily involves the flow of information to and from the organization.
Q:
(p. 434) An effective public relations program is not fundamental to an organization's relationship with the public.
Q:
(p. 432) How the general public perceives a business firm can have a major effect on its performance.
Q:
(p. 426 - 427) Explain four strategies that businesses can use to help them get the most benefit from their contributions. Cite examples of companies that adopt these strategies.
Q:
(p. 425 - 426) Describe how companies can target their corporate contributions strategically to meet the needs of the recipient while satisfying business goals and objectives. Cite an example.
Q:
(p. 421 - 424) Discuss the three forms of gifts typically made by corporations and their foundations. Which form of gift do you think is most valuable, and why?
Q:
(p. 414 - 418) In your opinion, what are the most pressing and significant concerns facing communities today? Why do you think so? How would a business' community relations department address that concern?
Q:
(p. 414 - 418) Discuss the ways a business can demonstrate organized involvement with the community. Which way do you feel is the most important? Why?
Q:
(p. 413 - 413) Analyze why a business may wish to get involved in community relations. What benefits accrue to businesses that actively participate in their communities?
Q:
(p. 412 - 413) Discuss both the community services desired by businesses and the requests made to communities by businesses.
Q:
(p. 427) Which of the following is not a distinct period in corporate involvement in education reform from the 1980s to the present?
A. Direct involvement with the schools.
B. Public policy initiatives in education.
C. Collaboration for systemic reform.
D. Total quality management of the education system.
Q:
(p. 426) Which of the following is not a strategy to help companies get the most benefit from their contributions?
A. Use hard-nosed business methods to assess the impact of gifts.
B. Align priorities with employee interests.
C. Establish priorities even if they come into conflict with firm core values.
D. Draw on unique competencies of the business.
Q:
(p. 425) Factor conditions are strategic contributions focusing on:
A. The supply of trained workers, physical infrastructure, and natural resources.
B. Policies that create a more productive environment for competition.
C. The demand for a product or service.
D. All of the above.
Q:
(p. 425) According to a Harvard Business Review study, which of the following is not an area in which corporate contributions are most likely to enhance a company's competitiveness?
A. Context for strategy and rivalry.
B. Demand conditions.
C. Stakeholder management.
D. Factor conditions.
Q:
(p. 424) In a study conducted by the Council on Foundations, companies with high Corporate Philanthropy Index (CPI) scores:
A. Gave more money than companies with low CPI scores.
B. Had better reputations and generated more admiration than others did.
C. Gave more of their time to community projects than others did.
D. All of the above.
Q:
(p. 423 - 424) Which of the following sectors receives the largest percentage of corporate cash and in-kind contributions?
A. Health and human services.
B. Education.
C. Civic and community.
D. Culture and arts.
Q:
(p. 423) How do companies encourage their employees to volunteer their time?
A. By publicizing specific projects.
B. By offering recognition for service.
C. By publicizing opportunities to serve.
D. All of the above.
Q:
(p. 422) The share of all giving made up by in-kind contributions of products and services has been:
A. Rising steadily over the past decade.
B. Declining steadily over the past decade.
C. Remaining relatively constant over the past decade.
D. Declining sharply over the past decade.
Q:
(p. 421) Foreign-owned corporations use foundations:
A. More frequently than U.S. firms.
B. Less frequently than U.S. firms.
C. About as often as U.S. firms.
D. Only for setting up disaster relief.
Q:
(p. 420) Which company gives all of its earnings to charity?
A. Seventh Generation.
B. The Body Shop.
C. Newman's Own.
D. Patagonia.
Q:
(p. 419) Average corporate giving in the Unites States:
A. Is disproportionately high for non-U.S. firms.
B. Is far below the 10 percent tax deduction now permitted.
C. Has decreased steadily in the past decade.
D. All of the above.
Q:
(p. 418) Another term for corporate giving is corporate:
A. Welfare.
B. Goodwill.
C. Philanthropy.
D. Citizenship.
Q:
(p. 417) What percentage of Microsoft's annual contributions is dedicated to minority owned businesses?
A. 1 percent.
B. 2 percent.
C. 5 percent.
D. 10 percent.
Q:
(p. 417) Minority enterprises often do business in locations with:
A. High crime rates.
B. Poor transportation.
C. Low-quality public services.
D. All of the above.
Q:
(p. 417) Habitat for Humanity is considered a:
A. Corporation.
B. Government division.
C. Nongovernmental organization.
D. Homelessness program.
Q:
(p. 417) Which of the following non-profit, locally funded and controlled organizations offer housing rehabilitation and financial services to neighborhood residents?
A. Habitat for Humanity.
B. Community Reinvestment Services.
C. Community Business Program.
D. Neighborhood Housing Services.
Q:
(p. 416) For what is Grameen Bank in Bangladesh internationally recognized?
A. For donating large amounts of employee time to the local community.
B. For financing low-income housing for local residents.
C. For providing small loans to individual entrepreneurs who would not normally qualify for loans.
D. For providing high quality welfare-to-work job training programs in its community.
Q:
(p. 415) What is the most critical social issue facing communities, according to community relations managers?
A. Education.
B. Health care.
C. Public safety.
D. Housing.
Q:
(p. 415) Which of the following is not included among purposes for establishing community relations departments by businesses?
A. To work with local governments.
B. To manage donations of goods and services.
C. To encourage employee volunteerism in nonprofit and civic groups.
D. Manage international relations projects for economic development.
Q:
(p. 415) Which of the following statements is true about community relations?
A. Fewer than half of companies have a written policy or mission statement for their community relations program.
B. More than 80 percent of companies include a statement in their annual report on their commitment to community relations.
C. About 10 percent of companies factor community involvement into their overall strategic plan.
D. Businesses still generally regard community relations as a nuisance and a drain on economic resources.
Q:
(p. 414) When companies like Whole Foods Markets work to address community problems, their actions help create:
A. Legal obligations.
B. Social capital.
C. Corporate foundations.
D. Social contracts.
Q:
(p. 414) Social capital is a phrase that describes the following, except:
A. The goodwill that is engendered by the fabric of social relations.
B. A close relationship between companies and groups in the community.
C. The norms and networks that enable collective action.
D. All of the above are described by social capital.
Q:
(p. 414) Which of the following is a reason for businesses to get involved in the community?
A. To win local support for business activity.
B. To build social capital.
C. To meet stakeholder demands.
D. All of the above.
Q:
(p. 413) Which of the following is a good way for a business to express its commitment to corporate citizenship?
A. Community relations programs.
B. By behaving responsibly toward all its stakeholders.
C. By correcting problems associated with its operations.
D. All of the above.
Q:
(p. 413) The term civic engagement describes:
A. The active involvement of businesses and individuals in improving communities.
B. A competitive, free market environment.
C. Strong governmental regulation to control businesses at the municipal level.
D. A close and collaborative business-government relationship.
Q:
(p. 412) Which of the following statements is true about the relationship between business and the community?
A. It is one of mutual interdependence.
B. Business has more responsibility towards community than the community does towards business.
C. Communities possess more social power than businesses do.
D. All of the above statements are true.
Q:
(p. 412) Business depends on the community for:
A. Education.
B. Public services.
C. Transportation systems.
D. All of the above.
Q:
(p. 411) Which company committed to investing 10 percent of its pre-tax profits in rural development projects such as children's immunizations?
A. ING.
B. Unilever.
C. Hindustan Lever.
D. Whole Foods.