Chapter 11

Match the positions in a typical public relations firm or department with the appropriate description.

- executive matches Choice, Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation. Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation. - account executive matches Choice, The person in this position provides advice to the client, defines problems and situations, assesses the needs and demands of the client's publics, and performs other functions. The person in this position provides advice to the client, defines problems and situations, assesses the needs and demands of the client's publics, and performs other functions. - creative specialist matches Choice, With skills necessary to meet the needs of the client, a person in this position may be a writer, artist, graphic designer, video or audio producer, or photographer. With skills necessary to meet the needs of the client, a person in this position may be a writer, artist, graphic designer, video or audio producer, or photographer. - financial services matches Choice, A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law. A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law.

Fill in the words missing from the Public Relations Society of America's list of the components of public relations professionals' management role.

- public opinions matches Choice, Anticipate, analyze, and interpret ______ and issues that could have an impact on their organizations. Anticipate, analyze, and interpret ______ and issues that could have an impact on their organizations. - policies matches Choice, Counsel their organizations' management on ______, public communication, and courses of action, keeping in mind their larger social responsibilities. Counsel their organizations' management on ______, public communication, and courses of action, keeping in mind their larger social responsibilities. - public policy matches Choice, Plan and implement their organizations' efforts to influence or change ______. Plan and implement their organizations' efforts to influence or change ______. - goals matches Choice, Research and conduct public relations efforts and evaluate them on an ongoing basis to ensure they meet their organizations' ______. Research and conduct public relations efforts and evaluate them on an ongoing basis to ensure they meet their organizations' ______.

Which of the following is the most positive aspect, for PR professionals, of how the Internet and social media are changing the PR landscape?

A greater sense of involvement with the company or organization can more easily be fostered, especially among young people.

For which of the following is the client most likely to need a PR firm's counseling services?

A management group needs owners, contractors, and service providers to better understand what the group does.

Which of the following is the most negative aspect, for PR professionals, of how the Internet and social media are changing the PR landscape?

A public complaint can be almost instantaneously carried around the world.

Which of the following statements about the relationship between advertising and public relations are correct?

Advertising people implement policy after organization leaders set it. Advertising agencies are increasingly establishing PR departments or forming relationships with PR firms. A company uses advertising to sell its products, but when it needs to improve its image, it turns to public relations.

Around the time of World War I, public relations pioneer ______ began emphasizing the importance of assessing the feelings of the public toward an organization.

Edward Bernays

Who of the following were notable figures in the public polling industry during the 1930s?

George Gallup Elmo Roper

Which of the following is true about one of the earliest examples of public relations—a clay tablet dating to about 1800 B.C.E.?

It is what today we would call a public information bulletin. It provided farmers with information on growing and harvesting their crops.

Which of the following are true of financial PR?

It often comes into play when the organization is expanding into a new market. It is practiced primarily by corporate organizations.

Which of the following is a result of the overlap of advertising and public relations?

Many advertising agencies have their own public relations departments.

Which of the following is not a real example of early public relations?

Marco Polo promoting the success of his journey to China with false reports

Which of the following are true statements about the modern era of public relations, beginning after World War II?

Public relations became more focused on integrated two-way communication. The distinction between public relations and advertising was increasingly blurred.

Which of the following statements about advertising, public relations, and the relative control they exert, is not correct?

Public relations professionals never use advertising.

Which of the following statements about the propaganda-publicity stage of public relations history are correct?

The first major newspapers and consumer magazines went into circulation. The modern national political campaign, complete with news releases and position papers, was born. Public relations began to acquire the deceitful, huckster image that would continue to plague the industry for years.

Public relations firms include full-service firms and special services providers, such as

Web commentary monitoring services. media specialists for company CEOs. makers of video news releases.

Which of the following statements about public relations in the 19th century is not correct?

Whereas markets (and public relations) had been large and national, they now became smaller and more local.

Most of the elements of today's large-scale, multifunction public relations agency were first in place by the time

World War I began in 1914.

Which of the following is the most accurate definition of the word "flack"?

a derogatory term for a public relations professional, suggesting someone who will say anything if paid enough

Sometimes taking the form of cause marketing, corporate social responsibility can be defined as

a form of self-regulation in which business operations and the organization's values are integrated.

Recent polling conducted by the PR industry found that ______ the American public mistrusts public relations.

a majority of over half of

Which of the following are examples of community relations work for which a PR firm may be hired?

addressing the concerns of residents near a lot where a developer hopes to build condos meeting with local businesses and groups that could be impacted by a town's new paid parking plan

In terms of public relations, a public is

any group of people with a stake in an organization, issue, or idea

Because, for many organizations, even routine decisions can have a significant impact on public opinion, public relations has

become a management function.

Which of the following are ways in which public relations firms commonly bill for their services?

billing for collateral materials charging a monthly fee to be on call as PR counsel charging an hourly rate

In two-way communication in public relations, the organization

communicates its message to people and in return listens when people communicate back.

Which type of public relations service focuses on the communities in which the client organization exists?

community relations

The term "______" refers to the fact that multiple technologies, many of them new and emerging, are increasingly being used together in creating PR presentations.

convergence

In which type of public relations work do PR professionals routinely offer advice concerning the client organization's policies, relationships, and communication with its various publics, helping to create, refine, and present what the organization does?

counseling

Which public relations activity is most closely associated with cause marketing?

development/fund-raising

Which type of public relations work focuses specifically on the concerns of the client organization's employees or members and its retirees and their families?

employee/member relations

Financial relations work consists of

enhancing communication between investor-owned companies and their shareholders, the financial community, the the public.

Which of the following are examples of globalization and concentration in public relations?

foreign ownership of U.S. public relations firms the collection of several different companies into giant marketing organizations U.S. public relations firms operating in foreign countries

Lobbying is most often a central activity of which type of public relations service?

government affairs

Which of the following is the least likely position to be found in the typical small PR firm or department?

government relations

The modern era of public relations is characterized by which of the following?

growth of consumer markets

The fact that a non-U.S. firm owns 3 of the world's top-10-earning PR firms, or that several of the largest U.S. operations have personnel in 40 or more countries, is evidence of the ______ of public relations.

increasing globalization and concentration

As he approached the end of his long life, what bothered public relations pioneer Edward Bernays most about the industry he had helped establish?

its lack of ethical standards

The term "______," which means directly interacting to influence elected officials or government regulators and agents, is a major part of government affairs as a public relations activity.

lobbying

What is the main goal of employee/member relations efforts?

maintaining high morale and motivation

According to the Public Relations Society of America, public relations' management function calls on PR professionals to handle a number of important tasks. Which in particular would involve the media relations task of maintaining relationships with media professionals?

managing the resources necessary to perform public relations objectives

The public relations function known as ______ is a combination of activities (among them the creation of advertising) designed to sell a product, service, or idea.

marketing communication

As evidence of convergence in the PR industry, which of the following are of new importance to public relations?

online information and advertising satellite-delivered media tours video news releases

Public relations professionals in the 1930s increasingly turned to the newly emerging industry of ______ to get a better idea of public opinion.

polling

Which of the following are factors that have shaped the character of public relations over the years?

professionalization better research tools

Which of the following terms carries the most negative connotation?

public relations

The public relations service of marketing communication typically includes the creation, design, and/or generation of

publicity and promotion. packaging. advertising.

Public relations professionals must interact with seven categories of

publics.

The growth of ______ is among the key factors that have shaped the identity of public relations throughout its four stages of development.

the middle class

Which of the following best characterizes public relations during the late 19th century?

typically one-way, from organization to public