PR Chapters 9-10

Which of the following is an internal communications task? A)motivating employees B)developing PR campaigns C)creating press releases D)establishing company policies

A

Which of the following is most important for the success of an organization's mission? A)employee engagement B)short-term strategies C)positive media publicity D)stakeholder accountability

A

Which of the following most likely occurs in a healthy organization? A)Upper management shares business goals with employees. B)Internal social networks lengthen the corporate hierarchy. C)The organization holds scheduled corporate-wide events. D)Development and training is provided to new workers.

A

Which of these is a key building block to engaging in successful, ongoing corporate social responsibility? A)corporate fit B)CEO activism C)Millennials D)profitable partnerships

A

Which term refers to an organization's personality and the attitudes and behaviors of its members? A)corporate culture B)organizational clarity C)corporate reputation D)brand integrity

A

______ conducted through videos can demonstrate relevance and personal fit with key stakeholders, and help reduce misperceptions about corporate social responsibility messages and the motivation behind them. A)Storytelling B)Promotional marketing C)Research D)Sustainability

A

Innovative, successful companies tend to have which of the following? A)media relations specialists B)healthy corporate cultures C)flat hierarchical structures D)flexible company policies

B

Measuring corporate social responsibility efforts includes examining the impact on end-recipients as well as how ______ perceive the activities. A)competitors B)stakeholders C)researchers D)PR professionals

B

Meg, a PR professional at Emerson Global Manufacturing, needs to distribute the company newsletter quickly and efficiently to all employees around the world. Which of the following tools would be best for Meg? A)e-mail B)intranet C)print D)internet

B

Nothing But Donut Holes,a specialty doughnut franchise,is donating 20% of all profits to Doctors Without Borders as sponsorship for surgeries to repair congenital heart defects.This is an example of ______. A)community volunteering B)cause-related marketing C)cause promotions D)corporate philanthropy

B

Organizational clarity is achieved when employees can answer which of the following questions? A)What is my role in the firm's success? B)What is the firm's culture and brand identity? C)What is the firm's marketing and PR strategy? D)How does the firm support my career needs?

B

Particular to corporate social responsibility, public relations professionals must plan activities that ______,and communicate these activities to key stakeholders. A)create new company values B)reinforce a company's purpose C)hinge on profitable gains D)ignore the triple bottom line

B

Research shows that the top driver of a company's reputation is its ability to provide quality products and services at a good value. What is the second strongest driver of a company's reputation? A)degree of employee engagement B)a company's positive influence on society C)a company's brand equity and loyalty D)organizational culture and climate

B

Stakeholders are often the catalyst for more ethical behavior and ______ from organizations. A)mediocrity B)transparency C)evaluation D)discretion

B

The term employee relations is synonymous with which of the following? A)public relations B)internal communications C)integrated communications D)organizational clarity

B

A PR professional who wants to engage an audience quickly and emotionally should use which of the following tools? A)video storytelling B)infographics C)static visuals D)digital media

A

A company moves its annual report online and sends only a postcard to stakeholders announcing the change and why,tying the decision to their corporate social responsibility practices.In addition,they convert the printed annual report into online soundbites across various platforms.This change not only helps ______ their content,but can also increase the lifespan of key messages. A)optimize B)dilute C)color code D)minimize

A

According to the Institute for Public Relations, achieving organizational clarity requires which of the following? A)understanding employee interests and perceptions B)communicating from top to bottom in an organization C)developing a wide, flat organizational hierarchy D)conducting employee surveys on a regular basis

A

According to the text,which of the following was a key factor in the success of GE's Ecomagination strategy? A)top management support B)golden triangle partnerships C)independent sustainability reports D)creative video news releases

A

Because corporate social responsibility is connected to every area of an organization's operations, the outcome can have a significant impact on employee recruiting, corporate ______ and shareholder value. A)reputation B)bonuses C)promotions D)innovations

A

By providing fulfillment and purpose for employees, CSR has shown to be an effective tool for which of the following? A)recruiting new employees B)eliminating employee stress C)encouraging employee innovation D)developing new company leaders

A

Corporate social responsibility considers the triple bottom line by making public interest a part of an organization's business decisions. This includes honoring _____, profit, and people. A)planet B)promotion C)power D)progress

A

Developing and maintaining ______ is essential to building community relations. A)strategic relationships B)profitable business practices C)political policy D)a community center

A

In communicating corporate social responsibility to key stakeholders,two-way,______ dialogue is best,particularly when communicated via social media. A)transparent B)discreet C)calm D)passive

A

It is recommended that a company engaging in corporate social responsibility should serve and ______ the three performance areas make up the triple bottom line. A)measure B)promote C)exploit D)create

A

One strategic benefit to engaging in corporate social responsibility is the ______ which reinforces the need for initiatives that adapt well to social media. A)excellent PR potential B)reduced marketing budget C)streamlined team responsibilities D)upper management buy-in

A

Researching what customers believe and know about a company or product will assist public relations professionals develop corporate social responsibility messages that are communicated in a ______ voice. A)genuine B)practical C)social D)platonic

A

Social responsibility efforts by Starbucks have been initiated in response to which of the following? A)employee insights B)shareholder demands C)consumer surveys D)community watch groups

A

What is the primary purpose of Canon's Miru program? A)encouraging employee collaboration B)strengthening organizational clarity C)establishing a strong brand identity D)communicating with key publics

A

When beginning discussions about corporate social responsibility, PR professionals often need to first counsel upper management on the benefits of relationship-building programs, and why they need to be aligned with ______. A)corporate and stakeholder values B)employee expectations C)managerial bonuses D)human relations policy

A

Which PR tool is effective for communicating with external publics? A)video news release B)company newsletter C)company intranet D)digital analytics

A

Tanya often tells her friends and family that she loves working at CVX Enterprises. By sharing these feelings, Tanya is engaging in which of the following? A)team building B)employee advocacy C)recruitment D)employee relations

B

Engaging in corporate social responsibility also means being alert to ______ and how they may or may not affect a business' corporate social responsibility activities. A)fleeting trends B)competitive one-way dialogues C)emerging social issues D)technology budgets

C

Foundational to corporate social responsibility is stakeholder engagement, and initiatives should be ______ for customers, employees, and volunteers. A)mandatory B)universal C)participatory D)economic

C

To help launch a new socially conscious children's KidsCares television network,PR Firm CSRx created an interactive World Rescue bingo game.Parents print the World Rescue Bingo card.For the first month of programming,children look for a special rescue code to appear during their favorite new shows and match the code to the bingo card.Three codes matched down,across,or diagonally wins.Children enter the winning codes into a child-safe World Rescue Decipher app and learn which World Rescue KidsCares will be donating to: Project Water,Doctors Without Borders,or Endangered Species Adoptions.No purchase is required to play.Which type of corporate social responsibility engagement does this represent? A)community volunteering B)corporate social marketing C)cause-related marketing D)cause promotions

D

Which of the following is essential for a healthy corporate culture? A)a diverse workforce B)innovative concepts C)strong revenues D)supportive leadership

D

A company's intranet is typically used to share policies, newsletters, project information, and benefits information with employees.

True

A company's social responsibility programs provide opportunities for engaging employees and building a healthy corporate culture.

True

PR supports employee engagement by communicating company values and goals to employees.

True

The growing need for employee relations specialists is partially due to societal distrust of corporations.

True

A company's newsletter is an effective tool for accomplishing which of the following? A)bridging corporate barriers B)identifying media trends C)publishing press releases D)reinforcing the firm's values

D

According to Edelman PR's 2016 Trust Barometer Survey, which of the following is perceived as providing the most trustworthy information about a company? A)corporate recruiters B)PR professionals C)top-level managers D)average employees

D

According to Meg Wheaton, what is the primary purpose of most internal communications campaigns? A)encouraging employee collaboration B)creating compelling stories C)holding employee focus groups D)changing employee behaviors

D

Which of these is an example of corporate social marketing? A)McDonald's matches customer donations for Ronald McDonald House Charities. B)Dunkin Donuts donates $1 to Stop Hunger for every coupon book purchased in store. C)Apple provides iPads to every elementary-aged student in New York City's lower income school districts. D)Mondavi Winery sponsors a campaign designed to reduce drunk driving among college students.

D

Companies that implement formal, structured methods to influence their organizational culture have been shown to experience long-lasting, positive change.

False

Few PR professionals use narrative storytelling techniques because studies show that most employees find such tactics impersonal.

False

Healthy organizations are those firms that experience consistently positive revenue growth.

False

Organizational clarity occurs when external stakeholders understand the organization's culture and brand identity.

False

The majority of mergers and acquisitions achieve expected results, so PR plays a minor role in such activities.

False

According to Meg Wheaton, what should be included in a visual model for an internal communications strategy? A)five or six key priorities B)color and imagery C)bulleted topics D)communication metrics

B

Americans often see the motivation behind CEO activism as desiring ______. A)special corporate perks B)media attention C)increased salary D)competitive response

B

Before Stassney Enterprises acquired Midland Enterprises, Stassney representatives took extensive steps to understand Midland's financial situation. Which term describes the actions of Stassney Enterprises? A)arbitration B)due diligence C)divestment D)litigation

B

Company X and Company Y unite into one new company-Company Z. Which term describes this situation? A)litigation B)merger C)divestiture D)acquisition

B

Crossover applications such as advertising and merchandising tie-ins, business partnerships, even internal communications to employees are all excellent ______ to corporate social responsibility initiatives. A)measurements B)extensions C)sources D)signals

B

During a merger, what is the key role of the employee relations team? A)establishing a corporate culture B)facilitating organizational change C)monitoring owned media results D)communicating with the media

B

For the PR professional who specializes in community relations, being immersed in a business' surrounding community is key to ______ the business and making it more visible. A)expanding B)humanizing C)elevating D)targeting

B

Formulating ______ for a corporate social responsibility client involves not only recommending how to best communicate CSR initiatives to stakeholders, but also which communication channels to use. A)talents B)strategies C)photography D)transparency

B

Timberland's Path of Service program allows employees to do which of the following? A)Use the company website and intranet to promote a charity. B)Volunteer at a charity of choice for up to 40 paid hours per year. C)Take a 3-week leave of absence to volunteer with a charity. D)Receive matching funds for every dollar they donate to charity.

B

Unlike Europe, which of these factors does not impact the decision for U.S. companies to engage in corporate social responsibility? A)social B)legislative C)environmental D)economic

B

What is the main objective of PR activities during mergers and acquisitions? A)complying with regulations B)attaining corporate unity C)addressing financial concerns D)revising the corporate mission

B

When developing a social responsibility strategy, PR professionals will determine which stakeholders can both affect corporate operations and are ______. A)intentionally uninvolved B)motivated to act C)affluent D)trustworthy

B

Which of the following describes an intranet? A)centralized data hub B)private online network C)social media platform D)open internet forum

B

Which of the following facilitates collaboration and team building at a firm? A)corporate profit sharing B)internal social networks C)wellness programs D)high productivity goals

B

Which of the following illustrates a corporation's commitment to being socially responsible? A)complying with environmental regulations B)matching employees' charitable donations C)encouraging two-way communication D)promoting workforce inclusiveness

B

Which of the following must occur before PR can successfully implement employee engagement strategies? A)empowering employees B)defining corporate values C)establishing CSR goals D)embracing diversity

B

Which of the following should be a component of both internal and external communication campaigns? A)communicating via intranets B)evaluating messaging outcomes C)relying on employee advocates D)incorporating video stories

B

______ is an important factor in corporate social responsibility engagement because consumers want to know the impact their preferred brands make on social and environmental issues. A)Competition B)Brand loyalty C)Promotions management D)Shelf presence

B

Company X sells some of its subsidiary business units to Company Z.Which term describes this business transaction? A)litigation B)merger C)divestiture D)acquisition

C

Corporate social responsibility can be defined as the sum of ______ taken by a company to address the impact of its business operations on the triple bottom line as well as its key stakeholders. A)required steps B)profits and losses C)voluntary actions D)marketing tactics

C

In a merger or acquisition situation, changes to which of the following have the most direct impact on employees' lives? A)communication methods B)job training practices C)leadership and mission D)budgeting methods

C

In addition to regular shipping options, an online retailer now also offers customers drop-shipping to different locker locations through metropolitan areas as one way to help reduce the company's overall carbon footprint. This new shipping option represents which type of corporate social responsibility engagement? A)corporate philanthropy B)corporate social marketing C)socially responsible business practices D)cause-related marketing

C

In advance of building its second headquarters in the U.S., Amazon will likely hire a public relations team to build community relations. What is the team's first step? A)Invite regional construction companies to two-day summit to learn about the project and Amazon's Request-for-Proposal process. B)Widely distribute job applications online, at colleges and libraries in preparation for an Amazon job fair. C)Understand the structure, strengths and weaknesses of the community before setting objectives and goals. D)Donate books to libraries in all lower-income elementary schools and backpacks to the children.

C

Legally classified, a ______ corporation must publish a report annually to demonstrate the material positive benefit it has had on society and the environment. A)B B)nonprofit C)benefit D)traditional

C

Primary stakeholders have a(n)______ interest in an organization. A)indirect B)provisional C)direct D)media

C

Public relations professionals managing corporate social responsibility engagement for clients are characterized by both company and professional ______. A)budgets and markets B)attire C)codes of conduct D)references

C

The Nielsen 2015 Global Survey on CSR reinforced the connection between consumers' environmental concerns and ______. A)travel choices B)personal footprint C)purchase intent D)society

C

Tire Tent,a national franchise,states on every invoice and in every commercial that old tires are recycled into a long-lasting,flexible material used to pave roads in third world countries.A news outlet discovered the recycling process is still in development and recycled tires are currently being stored on barges traveling continuously throughout the Pacific Ocean.Although Tire Tent wasn't aware of the fraud behind the corporate mission,this is still an example of ______. A)greenspotting B)greenflagging C)greenwashing D)greengate

C

Tools such as internal social media and intranets enable a firm's PR team to do which of the following? A)identify key publics B)measure employee needs C)gather employee insights D)measure a campaign's success

C

What is the broad goal of internal communications? A)communicating clearly and concisely with stakeholders B)establishing social media platforms for an organization C)building and maintaining a strong organizational culture D)engaging in two-way interaction with numerous publics

C

Which of the following has resulted from Best Buy's Geek Squad Academy? A)more volunteer opportunities B)fewer customer service complaints C)higher employee retention rates D)less need for employee training

C

Which of the following improves employee morale in an organization? A)managerial accountability B)hands-off management C)open lines of communication D)established codes of ethics

C

Which of the following is a characteristic of a healthy corporate culture? A)positive publicity B)high-tech systems C)empowered employees D)consistent profitability

C

Which of the following is a key goal of PR through internal relations? A)facilitating mergers and acquisitions B)establishing a diverse workforce C)creating authentic employee advocates D)communicating with various publics

C

Which of these statements is most accurate about millennials? A)Millennials are not likely to switch to brands associated with a cause. B)Millennials prefer to pay less for sustainable brands. C)As a generation, millennials care the most about sustainability. D)Millennials form their own opinions and are indifferent to CEO activism.

C

Which tool serves as the basis for Canon's Miru program? A)digital analytics B)message customization C)company intranet D)mobile technology

C

According to the Global CSR RepTrak® 100 report, larger, established companies like Target, Google, and Pottery Barn should utilize ______ communications to most affect corporate social responsibility perception. A)third-party B)shared C)gap D)controlled

D

Canon's Miru program strives to create a company culture based on which of the following ideas? A)Creativity triggers change. B)Knowledge is power. C)Creativity is strength. D)Knowledge sharing is power.

D

Choose one option that applies to all open answers: A strategically sound communications plan for corporate social responsibility will not only take into account ______ values,but also anticipate ______ expectations to best encourage ______ engagement. A)media B)marketing C)political D)stakeholder

D

Community building is a natural result of ______ because of the priority placed on transformational benefits to society and valuing relationships. A)business relevant tactics B)promotional marketing C)corporate social responsibility D)social entrepreneurship

D

Company X buys all of the ownership stakes of Company Z. Company X then assumes control of Company Z. Which term describes this situation? A)litigation B)merger C)divestiture D)acquisition

D

Corporate social responsibility can positively impact an organization's ______,while CEO activism might risks negatively impacting it. A)visibility B)hierarchy C)management D)reputation

D

Embracing diversity and exhibiting integrity are traits associated with which of the following? A)international corporations B)profitable organizations C)innovative corporations D)healthy corporate cultures

D

How does PR support a healthy organizational culture? A)communicating with various publics on a regular basis B)developing a long-term strategy that addresses stakeholder needs C)monitoring both traditional and digital media for corporate publicity D)ensuring that messages from management uphold company values

D

Most employees at Madison Enterprises understand the company's culture and brand identity. Which term describes this understanding? A)cultural intelligence B)employee engagement C)employee relations D)organizational clarity

D

One risk to corporate social responsibility is that activities could be perceived as ______ versus benefiting society or the environment. A)activism B)cause-related C)altruistic D)promotionally motivated

D

Upper management in a healthy corporate culture would likely do which of the following? A)promote long-time employees B)clarify company policies C)offer flexible work schedules D)seek feedback from employees

D

What is a key internal communication task for PR professionals when supporting CSR programs? A)sharing results with the news media B)summarizing company goals C)identifying popular charities D)recruiting employee volunteers

D

What is one of the reasons for significant growth in the employee relations field? A)more oversight of social responsibility efforts B)implementation of corporate hiring policies C)fewer Millennials entering the workforce D)economic concerns after the 2008 recession

D

Which of the following is facilitated by a company intranet? A)initiating two-way external communication B)delivering secure documents to customers C)connecting emotionally with employees D)coordinating activities across departments

D

The success or failure of an internal communications program can be measured like any other type of PR campaign.

True