Ch 1 Quiz

public relations promotes an entire organization, including its people, products, and services

A major difference between public relations and marketing or advertising is that ________. marketing and advertising promote an organization public relations promotes an entire organization, including its people, products, and services marketing and advertising promote an organization's individuals rather than its products or services public relations promotes only a product or a service

advocating for one's employer, regardless of their position

Advocacy for the public relations practitioner can mean all of the following EXCEPT ________. standing up for what their employers represent advocating for what their publics need advocating for one's employer, regardless of their position resigning one's position if necessary

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

In 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition? "Like beauty, the definition of 'public relations' is in the eye of the beholder." "Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication." "Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world." "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

action

In John Marston's R-A-C-E process, the key step is ________. solid strategy reasoned research action careful evaluation

to cut through communications that come from many sources to deliver an argument that is persuasive, believable, and actionable

In a society overwhelmed by communications, what is the communicator's main challenge? to bombard the target audience with messages of every variety (traditional and nontraditional) at the same time to make millions of dollars for public relations professionals to convince people that public relations is important to cut through communications that come from many sources to deliver an argument that is persuasive, believable, and actionable

the importance of communicating organizational policy accurately and candidly to the public

Professional practitioners who understand the "management interpreter" perspective of public relations recognize ________. the value of insights from Leon Hess on this perspective that management takes precedence over public attitudes and beliefs the need to be able to create management policy the importance of communicating organizational policy accurately and candidly to the public

they may need to put that knowledge to work for a client or employer

Public relations practitioners should maintain a healthy knowledge of current events MOSTLY because ________. they may need to put that knowledge to work for a client or employer it makes for a much more interesting professional life it demonstrates how management can shape policy they may need to "spin" the news on behalf of their employer

It is not yet a full profession like accounting or medicine.

Regarding public relations as a profession, which of the following is true? It is not yet a full profession like accounting or medicine. It could be a profession, but practitioners are not yet interested in it. Extensive formal training is necessary and required. All prospective practitioners must pass a licensing exam.

public relations practitioners work with many diverse publics

Reviewing the list of public relations functions found in Chapter 1, it is obvious that ________. public relations is best suited to assist nonprofit organizations public relations practitioners must work hard to keep their clients in the news public relations is largely a technical task public relations practitioners work with many diverse publics

effectively interpreting the institution's philosophies, policies, practices, and views to the public

Savvy individuals and institutions must recognize the importance of ________. appropriate use of modern technology in communicating with one another recognizing the role each plays in modern society effectively interpreting the institution's philosophies, policies, practices, and views to the public hiring professional communicators to act as mouthpieces

True

T/F: In John Marston's R-A-C-E model, the key component is action.

False

T/F: The American Management Association adapted the following definition of public relations: "Public Relations is a strategic communication process that builds mutually beneficial relationships between employees and upper management."

False

T/F: The R-P-I-E model of public relations stresses the element of implementation.

True

T/F: The exact definition of public relations still perplexes many professionals in the field.

True

T/F: The heightened stature of public relations can be seen in the increased desire of companies, nonprofits, governments, religious institutions, sports teams and leagues, and arts organizations to communicate their stories.

True

T/F: There are many different definitions for public relations, and each one is valid.

communications; building relationships

The fundamental mandate of public relations is ________, and its focus is ________. strategy; media relations communications; building relationships relationships; publicity character; performance

officials at the local, state, and federal levels

The government affairs function of public relations deals with ________. customers who want sales information officials at the local, state, and federal levels investors who want information about the annual meeting behavioral beliefs

its roots in democracy

The strength of the public relations field stems from ________. its roots in democracy its significance in altering democracy its significance in building the ranks of management its significance in protecting management from encroachment by unqualified leaders

disclose rather than withhold information

To be successful, a public relations professional should be predisposed to ________. disclose rather than withhold information avoid responding to false accusations from an irate consumer avoid confronting situations before they escalate disclose how business works

all publics have their own special needs and require different types of communication

To effectively communicate with a public, it is important to recognize that ________. most publics have the same needs many publics are most interested in the technology you use all publics have their own special needs and require different types of communication all publics have overlapping organizational needs

important, but less important than primary publics

To the public relations practitioner, secondary publics are ________. important, but less important than primary publics similar to marginal public unimportant important, but only in a future campaign

the definition of spin

Twisting messages to create the impression of positive performance is ________. a widely used ethical practice in public relations the best way to preserve hard-earned credibility the best way to provide reporters with balanced information the definition of spin

to never, ever lie

What is the cardinal rule for public relations practitioners? to never, ever lie don't get caught spin the issue to sway public opinion be mindful of how your words can sway the public

encompasses a more managerial approach

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process? encompasses more clear objectives encompasses a more managerial approach encompasses more implementation of a predetermined plan encompasses more scientific evaluation

to project a healthy skepticism

Which of the following is NOT among six requisite "attitudes" an effective public relations practitioner should have? to have a counseling orientation to project a healthy skepticism a desire to do the right thing a willingness to take risks

Public relations cannot succeed if an organization's actions are unethical.

Which of the following statements apply to the practice of public relations? "Spin" can help a person or organization cover up the truth. If management errs, good public relations can solve the problem. Public relations cannot succeed if an organization's actions are unethical. Luckily, the public will quickly forgive an organization's mistakes.