PRO 2nd half ch9-11
Research has shown that before the Proctor & Gamble developed the "Like a Girl" campaign ______ of the girls had a positive association with the phrase "like a girl", and after the campaign, ______ had a positive association with that phrase. a. 74%, 42% b. 19%, 76% c. 10%, 60% d. 23%, 92%
19 76
Humana implemented a CSR outreach program in Mississippi to educate citizens and help them enroll in the Affordable Care Act after a Gallup survey found that the state had an uninsured population of ______. a. 20% b. 10% c. 35% d. 50%
20%
What percent of Chinese citizens rely on the Internet for their news? a. 59% b. 75% c. 9% d. 25%
75 *WRONG
Not only did the Walgreens First Ladies Health Initiative in Chicago and Los Angeles showcase this corporation's commitment to health care; it was also a tremendous benefit to the African Americans in these cities who received ______ health screenings. a. 72,500 b. 40,000 c. 96,500 d. 100,000+
96500
What did insurance provider Humana implement in Mississippi to position itself ahead of its competitors while the federal government was preparing to launch the Affordable Care Act (ACA)? a. Humana Early Bird campaign, offering a 10% discount for citizens who enrolled in the first month b. Get to Know Humana campaign, featuring testimonials from local citizens on social media c. Campaign for a Healthy Mississippi, promoting awareness of the ACA and helping people enroll d. Humana Is the One for YOU Campaign, promoting the company's insurance plans as better than the competition
Campaign for a Healthy Mississippi promoting awareness of the ACA and helping people enroll
Which statement explains the Samsung Note 7 issue? a. The issue shifted from a product crisis to a corporate crisis. b. The issue resulted from unethical management practices. c. The issue was initially identified by government regulators. d. The issue shifted from a corporate crisis to a product crisis.
The issue shifted from a product crisis to a corporate crisis.
Which of the following would most likely lead to a litigation crisis? a. a company failing to deliver products b. customers being injured by products c. customers receiving poor service d. a company lacking financial transparency
a company failing to deliver products *WRONG
What was the centerpiece of the global "Like a Girl" campaign? a. a short video showcasing achievements of young girls worldwide b. a YouTube video for girls on how to deal with puberty changes c. a documentary showing the harmful effects of bullying d. a series of tweets by celebrities Vanessa Hudgens and Bella Thorne
a short video showcasing achievements of young girls world wide
According to the text, what can traditional PR tactics such as emails, social media, and special events accomplish for a grassroots organization? a. advance the group's mission b. surprise the opposition c. change local laws d. increase controversy
advance the group's mission
The most effective PR professional hired to build community relations is someone who is ______ at the local level. a. religiously moral and passionate b. already deeply involved c. beginning to foster relationships d. neutral and passive
beginning to foster relationships *WRONG
Which of the following enabled Taco Bell to avoid a PR disaster? a. being transparent and aggressive b. developing a newer, better product c. making changes to a poor product d. settling the customer lawsuit quickly
being transparent and aggressive
What is the broad goal of internal communications? a. communicating clearly and concisely with stakeholders b. engaging in two-way interaction with numerous publics c. establishing social media platforms for an organization d. building and maintaining a strong organizational culture
building and maintaining a strong organizational culture
What is one of the tasks integral to standardizing all institution-affiliated social media profiles? a. limit the number of social media profiles based on the institution's size b. bring them all under the umbrella of the PR department c. assign someone to read all content daily d. check each profile for consistency of logos, images, etc. with the overall brand identity
check each profile for consistency of logos
Most often, the task of building and maintaining the corporate brand is the responsibility of the ______. a. corporate communications team b. Chief Marketing Officer c. investor relations professional d. Chief Executive Officer
chief marketing officer
How does PR support a healthy organizational culture? a. developing a long-term strategy that addresses stakeholder needs b. ensuring that messages from management uphold company values c. communicating with various publics on a regular basis d. monitoring both traditional and digital media for corporate publicity
communicating with various publics on a regular basis* WRONG
______ 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. Promotions management c. Shelf presence d. Brand loyalty
competition *WRONG
Which of the following illustrates a corporation's commitment to being socially responsible? a. encouraging two-way communication b. matching employees' charitable donations c. promoting workforce inclusiveness d. complying with environmental regulations
complying with environmental regulations *WRONG
To strengthen the reputations of universities, a recommended communications strategy suggests using ______ to discuss how these institutions are impacting personal lives and society. a. content sharing sites b. the internet c. alumni association publications d. targeted information campaigns
content sharing sites
To strengthen the reputations of universities, a recommended communications strategy suggests using ______ to discuss how these institutions are impacting personal lives and society. a. targeted information campaigns b. content sharing sites c. the internet d. alumni association publications
content sharing sites
Frank, a public relations practitioner, uses social media to not only relay messages to the company's key publics but also identify issues that require attention of strategic managers. What is Frank modeling with this interactive communication? a. excellence theory b. corporate branding c. symbolic-interpretive model d. disclosure model
corporate branding
A business approach that delivers environmental and social benefits to improve society is ______. a. employee volunteer program b. thought leadership c. corporate social responsibility d. public disclosure
corporate social responsibility
According to Meg Wheaton, what is the primary purpose of most internal communications campaigns? a. creating compelling stories b. encouraging employee collaboration c. changing employee behaviors d. holding employee focus groups
creating compelling stories *WRONG
Conway Computers tracks requests for warranty repairs and notices a significant increase in the number of keyboard problems on one of its laptop models. A Conway Computers team is formed to study the matter, determine if there is a keyboard defect, and recommend corrective action before a product recall is necessary. Which term best describes the actions of Conway Computers? a. crisis communications b. business planning c. litigation risk management d. issues management
crisis communications *WRONG
No Boston Olympics, begun by two unknown men to stop the Olympics from coming to Boston, is a perfect example of a David against a Goliath ______. a. focused message b. crowdfunding campaign c. activist campaign d. NGO
crowdfunding campaign *WRONG
Which of the following describes the ability to understand different beliefs, practices, attitudes, and behaviors of a group and apply that knowledge to attain your goals? a. halo effect b. globalization c. cultural intelligence d. public diplomacy
cultural intelligence
Which of the following is something PR work on a global scale has in common? a. amount of government control b. media type used c. decision-making styles d. managing new languages and cultures
decision-making styles *WRONG
Which of the following tasks are performed by PR departments at universities with nationally ranked football programs? a. concealing information about player scandals b. working with the NCAA to set game schedules c. negotiating contracts with professional teams d. developing campaigns for Heisman candidates
developing campaigns for heisman candidates
Which of the following occurs in the precrisis stage of crisis communications? a. expanding social responsibility efforts b. developing response plans and protocols c. categorizing customers and publics d. responding to stakeholder concerns
developing response plans and protocols
What label does the NSPRA give to the school district PR function that involves answering new resident requests and keeping district historical records? a. community relations liaison b. imaging and marketing c. PR trainer d. district information station
district information station
Dave, the DJ for KXYZ Radio, is broadcasting his morning show from the local library which is holding a community blood drive run by the American Red Cross. What is most likely the goal of Dave's broadcast today? a. promoting reading events at the library b. providing merchandise to blood drive volunteers c. describing the benefits of donating blood regularly d. drawing listeners to the library to donate blood
drawing listeners to the library to donate blood
According to the BBC, the British first began using the term "lobbying" in what time period? a. early 1700s b. late 1900s c. early 1900s d. early 1800s
early 1800s
Andrea recently returned from a one-week trip to Antarctica that involved snowshoeing to see and photograph penguin colonies up close. Which term describes Andrea's trip? a. ecotourism b. green tourism c. sustainable tourism d. global tourism
ecotourism
Ralph is considering expanding his business to South America. His business is likely to have a smoother road to success if he ______. a. brings experienced employees from U.S. to manage the new stores b. emphasizes an active involvement in improving social conditions c. learns how to speak the native language d. develops a strong crisis communication plan
emphasizes an active involvement in improving social conditions
An organization that encourages its employees to talk about their employer on social media is practicing what strategy? a. consistent communications b. employee advocacy c. storytelling d. two-way communications
employee advocacy
An organization that encourages its employees to talk about their employer on social media is practicing what strategy? a. storytelling b. employee advocacy c. consistent communications d. two-way communications
employee advocacy
By providing fulfillment and purpose for employees, CSR has shown to be an effective tool for which of the following? a. eliminating employee stress b. developing new company leaders c. encouraging employee innovation d. recruiting new employees
encouraging employee innovation *WRONG
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
excellent pr potential
Multiple communication platforms, vehicles and formats make it more difficult for today's PR professionals to optimize corporate social responsibility content and expand the lifespan of a story. True False
f
The movement towards corporate social responsibility encourages good citizenry from businesses with obligation only to society, not to the environment. True False
false
What would be the best idea for Shelly to consider if she needs more financial resources to implement her business strategy and grow her private company? a. Become a publicly traded company. b. Work extra hours to increase sales growth. c. Change her business strategy to reduce her need for resources. d. Find a business partner with similar strengths and goals.
find a business partner with similar strengths and goals
Tools such as internal social media and intranets enable a firm's PR team to do which of the following? a. measure employee needs b. measure a campaign's success c. identify key publics d. gather employee insights
gather employee insights
What is the benefit of a sports apparel company providing a university sports team with uniforms? a. promoting its CSR efforts b. interacting with team fans c. generating brand recognition d. engaging with sports celebrities
generating brand recognition
What communicators are duty-bound to inform their chain of command, fellow service members, and the public about their activities? a. all public communicators b. private public relations specialists c. government public information officers d. military public affairs officers
government public information officers *WRONG ANSWER
The key to success in developing an excellent corporate social responsibility activity is ______. a. ensuring the activity does not reduce company profits b. having a clear business and strategic connection to the activity c. choosing a volunteer activity for employees that helps improves society d. choosing an activity that supports a social issue that is not controversial
having a clear business and strategic connection to the activity
Innovative, successful companies tend to have which of the following? a. flat hierarchical structures b. media relations specialists c. flexible company policies d. healthy corporate cultures
healthy corporate cultures
Which of the following was part of Samsung's reputation building efforts? a. making a charitable donation for every device sold b. relying on earned rather than owned messaging c. forming partnerships to reduce technology costs d. holding a company-wide day for volunteering
holding a company-wide day for volunteering
PR professionals must clarify which of the following when promoting ecotourism? a. How local agencies protect the environment? b. Which social media sites promote environmentalism? c. How visitors should respect the environment? d. Where tourists should make charitable donations?
how visitors should respect the environment
Which of the following would likely have prevented the Samsung Note 7 issue? a. releasing a newer model more quickly b. addressing the needs of key stakeholders c. engaging in CSR activities on a regular basis d. improving quality control during manufacturing
improving quality control during manufacturing
What challenge drives nonprofits to cultivate relationships with donors, volunteers, and organizations that support causes? a. competition with other nonprofits b. lack of community awareness c. insufficient funding d. misconceptions about their mission
insufficient funding
What media do most Chinese people rely on as their primary news source? a. television b. newspapers c. internet d. radio
internet *WRONG
Ralph is considering expanding his business to South America. His business is likely to have a smoother road to success if he ______. a. brings experienced employees from U.S. to manage the new stores b. learns how to speak the native language c. develops a strong crisis communication plan d. emphasizes an active involvement in improving social conditions
learns how to speak the native language *WRONG
Over the next 25 years, what U.S. population trend is predicted to require a new set of engagement touch points for relationship building between consumers and organizations? a. Majority will be women over 50. b. Majority will be multi-cultural. c. Majority will be younger than 25. d. Majority will work from home.
majority will be multi-cultural
According to Avinash Murthy, the four key takeaways from the Ice Bucket Challenge campaign are have a cause people can relate to, have influential celebrity endorsers, keep it simple, and ______. a. make it fun b. hire a public affairs officer c. make it educational d. include global communications
make it fun
How did Coke benefit when they shared the technology they had developed to improve water management with local Indian companies? a. India allowed Coke to share their formula with citizens. b. India gave Coke more control of its corporate branding activities. c. Manufacturing processes were improved and waste was reduced. d. Coke was allowed to increase the number of American employees in India.
manufacturing processes were improved and waste was reduced
Before Ebola patient Nina Pham had even arrived at NIH Clinical Center for treatment, what was flooding the NIH public affairs team? a. internet rumors b. government oversight c. public hysteria d. media inquiries
media inquiries
Which of the following is something PR work on a global scale has in common? a. decision-making styles b. amount of government control c. managing new languages and cultures d. media type used
media type used *WRONG
Company X and Company Y unite into one new company—Company Z. Which term describes this situation? a. litigation b. divestiture c. acquisition d. merger
merger
Which statement about the naming rights for athletic venues is true? a. League venues have equivalent naming rights fees. b. Most NFL venues are named for a corporation. c. Corporate naming rights are permanent. d. Few MLB venues have corporate names.
most NFL venues are named for a corporation
Which of the following is an internal communications task? a. establishing company policies b. developing PR campaigns c. motivating employees d. creating press releases
motivating employees
Which institutions are examined in the Edelman Trust Barometer? a. media, military, and the federal government b. military, education, religious organizations, and banks c. NGOs, media, government, and business d. education, hospitals, and government
ngos media government and business
What type of organization is created to perform a variety of services, humanitarian, and investigative functions around environmental and social issues, economic development, health-care, and human rights? a. faith-based institution b. political action committee c. nongovernmental organization d. foundation
nongovernmental organization
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. progress b. planet c. power d. promotion
planet
Despite limited resources, grassroots and special-interest organizations continue to prove they can meet goals using strategic ______. a. public relations b. planning c. online communication d. special events
planning *WRONG
A planned, managed effort that seeks to motivate employees to effectively volunteer under the leadership of the employer is ______. a. Points of Light b. Corporate Service Engagements c. Employee Volunteer Programs d. Earned Value Professionals
points of light
Why is it important for Public Affairs Officers to foster positive relationships between military bases and local communities? a. Poor relationships can lead to base closures. b. Local economies depend on base purchases. c. Local communities depend on base personnel for protection. d. Bases depend on local communities for a portion of their budgets.
poor relationships can lead to base closures
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. corporate social responsibility c. promotional marketing d. social entrepreneurship
promotional marketing *WRONG corporate social responsibility
One risk to corporate social responsibility is that activities could be perceived as ______ versus benefiting society or the environment. a. promotionally motivated b. cause-related c. altruistic d. activism
promotionally motivated
What is the philosophy of award-winning health-care PR agency Amendola Communications? a. relationships are the heart of health-care b. health-care from a new perspective c. public relations is more science than art d. focus on people + science
public relations is more science than art
Why is employee advocacy in the form of employee messaging a viable strategy for health-care organizations? a. offers unsolicited inside info b. can be easily tailored to specific audiences c. ranks as more credible than messaging from the CEO or board of directors d. provides testimonials at no additional cost
ranks as more credible than messaging from the CEO or board of directors
What is a benefit of buying the naming rights to an athletic venue? a. holding the naming rights permanently b. receiving both onsite and offsite name mentions c. eliminating the risk of negative associations d. being an inexpensive PR investment
receiving both onsite and offsite name mentions
Within nonprofits, PR duties cover a wide range of responsibilities including supporting or directly soliciting corporate and foundation donations; managing structured capital campaigns; planning and running special events; and ______. a. researching organizations competing for the same funds b. recruiting fundraising volunteers c. networking with partners and sponsors d. selecting appropriate technology
recruiting fundraising volunteers *WRONG
Corporate social responsibility can positively impact an organization's ______, while CEO activism might risks negatively impacting it. a. reputation b. management c. visibility d. hierarchy
reputation
Why would it be especially challenging to rely on social media as the primary communication tool in China? a. The language barrier creates communication challenges. b. Many citizens do not have internet connections. c. Chinese citizens don't like using social media. d. Social media is censored by the government.
social media is censored by the government
Which of the following best describes the Starbucks corporate brand? a. technology b. innovation c. social responsibility d. education
social responsibility
Before engaging in any local community relations efforts, a company must first understand the community's structure, including its weaknesses as well as its strengths. True False
t
What skill is critical as globalization takes hold? a. creative writing b. communication with worldview c. financial understanding d. technical knowledge
technical knowledge *WRONG
In the example of the halo effect in the Republic of South Korea, what is the source of the halo that extends to products from that country? a. the country of origin b. the host country c. Korean public d. local management
the country of origin
A nonprofit that consistently uses social media to mention partnerships, networking, and relationships with other groups is providing evidence of ______? a. the importance of its mission to others b. dependence on other organizations c. collaboration d. its need for support
the importance of its mission to others *WRONG
What should PR professionals understand about India before entering that market? a. the government controls the media b. the strong history of good business relations between India and the U.S. c. the need to develop an affiliation with a locally-based company d. the importance of using social media for corporate branding
the need to develop an affiliation with lovally-based company
Why was Ernst and Young LLP recognized by PRWeek the year after they took over the assets of the Arthur Andersen accounting firm? a. increased revenues during the first year of management b. expanded the company to a global market c. their work in internal and external communications d. their success in selling all of the corporate assets
their work in internal and external communications
Why did Walgreens select Chicago and Los Angeles as pilot cities for their First Ladies Health Initiative supporting HIV/AIDS screenings? a. They are two of the largest cities in the U.S. b. The corporate headquarters of Walgreens is in Chicago. c. Walgreens wanted to increase their business in these cities. d. They both have a high rate of HIV/AIDS among their African American populations.
they both have a high rate of HIV/AIDS among their African American populations
Why is the development of budget and bond issue campaigns a major function of public relations at the K-12 school level? a. to ensure the local education department is taking a proactive stance b. to encourage local community involvement with the budget process c. to affect public opinion d. to secure media coverage of budgetary needs
to encourage local community involvement with the budget process
Why do American Hospital Association guidelines require hospitals to use one-word descriptions like "good," "fair," or "serious" when describing a patient's condition to the media? a. to protect the patient's privacy b. to use less space in news releases c. to lessen the chances of inaccurate media accounts d. to increase the accuracy of news releases
to protect the patient's privacy
Which of the following is an example of a branding effort for country image and reputation? a. mediated communications b. educational programs c. tourism promotion d. language training
tourism promotion
Public diplomacy can now be considered a specialization in public relations. True False
true
Quarterly and annual report details should be released in stages to soften the blow of a corporate crisis or issue. True False
true
To be considered a grassroots organization, a group must be incorporated as a 501(c)(3) nonprofit. True False
true *WRONG
When the IBM "Building a Smarter Planet" initiative was implemented, the marketing, communications, and citizenship responsibilities were split into three different departments. True False
true *WRONG
PR activities related to sporting events and sports teams are primarily intended for which purpose? a. balancing network programs b. turning viewers into fans c. educating viewers about rules d. promoting fantasy leagues
turning viewers into fans
he PR team for a three-day film festival in Cincinnati needs to update potential visitors about schedule additions and changes. Which social media platform would be most appropriate for this goal? a. Snapchat b. Tumblr c. Twitter d. YouTube
The strategic use of Facebook provides a no-cost, effective means for nonprofits to initiate, as well as sustain, what important type of communication? a. social b. two-way c. personal d. media
two-way
The organizers of the 2016 Women's March on Washington used a two-pronged strategy of ______ to organize a successful event? a. two-way communication and demonstrations b. Facebook and diversity c. rallies and vigils d. social media and fundraising
two-way communication and demonstrations *WRONG
As this chapter compared and contrasted public affairs, government relations and lobbying, and political communications, it drew the conclusion that they are all ______. a. identical to public relations b. more challenging than public relations c. the same type of strategic communications d. unique areas of strategic communications
unique areas of strategic communications
What did Starbucks do in China to encourage success when entering the market? a. used social media as a primary source of marketing b. implemented American marketing strategies c. developed local management talent d. hired American store managers
used social media as a primary source of marketing *WRONG
A passenger on North Airways was forcibly removed from an airplane by police officers. Soon afterwards, videos of the incident appeared on Facebook and YouTube, images appeared on Instagram, and hashtags showed up on Twitter. Given this information, the North Airways incident possesses which digital factor? a. velocity b. veracity c. variety d. volume
variety
Company X is experiencing a major crisis, and its PR team is measuring the number of tweets per second about the situation. Which digital factor is being measured? a. velocity b. variety c. veracity d. volume
velocity
Timberland's Path of Service program allows employees to do which of the following? a. Volunteer at a charity of choice for up to 40 paid hours per year. b. Receive matching funds for every dollar they donate to charity. c. Take a 3-week leave of absence to volunteer with a charity. d. Use the company website and intranet to promote a charity.
volunteer at a charity of choice for up to 40 paid hours per year
In relation to issues management and crisis communications, what is a positive aspect of social media? a. With only a few major social media sites, a company can streamline messaging. b. Designated company gatekeepers can verify social media posts and block trolls. c. A company can control the information that is circulated on social media. d. When monitored actively, social media offers an early warning of a crisis.
with only a few major social media sites, a company can streamlines messaging *WRONG
If a university has two swimmers who have qualified for the Olympics, what would be a likely task of the university's PR department? a. negotiating contracts with swim apparel firms b. arranging the travel schedules of the swimmers c. writing feature articles about the swimmers d. working with the NCAA to clarify swimming rules
writing feature articles about the swimmers
Which generation of employees is most likely to expect their employer to provide ways for them to find purpose at work? a. Baby Boomers b. Millennials c. Gen Z d. Gen X
z
