STC 259 Quiz 2

What is the basic principle of the contingency theory of conflict management in public relations? A) A number of factors influence public relations practice. B) The same public relations solution will work every time. C) Public relations practitioners should be concerned only with the welfare of their clients. D) Public relations is always symmetrical. E) Conflicts are always solved through effective communication.

A) A number of factors influence public relations practice.

According to the contingency theory of conflict management, what is the stance of public relations? A) It depends. B) It is symmetrical. C) It is cooperation. D) It is advocacy. E) It is consistent.

A) It depends.

What does Déjà vu tell public relations professionals about the life cycle of strategic conflict management? A) It is ongoing. B) It is reactive. C) It is strategic. D) It is difficult. E) It is very French.

A) It is ongoing.

Coombs says all of the following are crisis communication strategies EXCEPT: A) avoid the media. B) attack the accuser. C) denial. D) excuse. E) justification.

A) avoid the media.

The most precise random sampling is usually done from: A) lists that give the name of everyone in the targeted audience. B) specialized public relations firms. C) federal government agencies. D) impetus from exploratory focus groups. E) precision content analysis.

A) lists that give the name of everyone in the targeted audience.

Which of the following actions is NOT recommended as a way to communicate during a crisis? A) put the organization first B) take responsibility C) designate a single spokesperson D) be accessible E) provide a constant flow of information

A) put the organization first

All of the following are aspects of the ^calendar_ step EXCEPT: A) the message track. B) environmental context. C) seasonal events. D) sequencing of various tactics. E) advance planning.

A) the message track.

What percentage of business crises are unexpected? A) 5 B) 14 C) 35 D) 50 E) 76

B) 14

What is the first phase of the conflict management lifecycle? A) strategic B) proactive C) recovery D) reactive E) tactical

B) Proactive

According to Suzanne Zoda, all of the following are recommended in risk communication EXCEPT: A) begin early and initiate dialogue with publics. B) actively hide your concerns. C) understand the needs of the news media. D) anticipate and prepare for hostility. E) always be honest.

B) actively hide your concerns.

The contingency continuum from pure advocacy to pure accommodation forms the foundation for identifying the stance of an organization toward a given public at a given time. What was the stance positioning and response of KFC to PETAWs boycott? A) competing B) compromising C) collaborating D) apology E) arguing

B) compromising

The nine basic Management By Objectives (MBO) steps include all of the following EXCEPT: A) client/employer objectives. B) entertainment expenses. C) audience/publics. D) media channels. E) communication strategies.

B) entertainment expenses.

Random sampling means A) interviewees are randomly selected from people in a mall. B) everyone in the target audience has an equal chance of being selected for a survey. C) ask selected people from target audience random questions. D) present different messages to different audiences. E) none of the above.

B) everyone in the target audience has an equal chance of being selected for a survey.

A budget is usually divided into two categories, which are: A) staff time and legislative windfalls. B) staff time and out-of-pocket expenses. C) debits and expenses. D) internal and external. E) strategic and ordinary.

B) staff time and out-of-pocket expenses.

Purposive interview involves interviewees that are: A) randomly selected. B) bound to secrecy. C) carefully selected based on expertise or influence. D) related to measurable objectives. E) always paid a great deal of money.

C) carefully selected based on expertise or influence.

The systematic and objective categorizing of content is known as what kind of research: A) intercept surveys. B) focus groups. C) content analysis. D) marketing research. E) none of the above.

C) content analysis.

In issues management, if the company decides the emerging issue is potentially damaging, what is the next step? A) issue identification B) issue analysis C) create strategic plan D) begin litigation E) launch image repair

C) create strategic plan

The first step in the proactive phase of strategic conflict management is A) conflict positioning. B) image restoration. C) environmental scanning. D) issues analysis. E) risk communication.

C) environmental scanning.

Which is the correct pair/observation with regard to perception and risk? A) high complexity/low risk B) low complexity/high risk C) high complexity/high risk D) low complexity/no risk E) no complexity/high risk

C) high complexity/high risk

What is the most accommodative response in an image restoration strategy? A) shift the blame B) attack the accuser C) profuse apology D) denial E) justification

C) profuse apology

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a: A) nonprobability sample. B) benchmark survey. C) random sample. D) quota sample. E) composite sample.

C) random sample.

Which of the following is an example of an informational objective? A) attendance figures B) website hits C) respondent awareness levels D) advertising equivalency E) behavior change

C) respondent awareness levels

Public relations programs should be directed to what kinds of audiences or publics? A) celebrities B) the general public C) specific and defined D) politically aware E) none of the above

C) specific and defined

All of the following are key questions concerning public relations research EXCEPT: A) what is the problem? B) which kind of information is needed? C) what is the temperament of the clientWs CEO? D) how will the research results be used? E) all of the above.

C) what is the temperament of the clientWs CEO?

_____ are defined as a major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names._ A) Issues B) Risks C) Threats D) Crises E) Competitions

D) Crises

The most popular search engine worldwide in 2009 was A) Yahoo! B) Bing. C) Baidu. D) Google. E) Internet Explorer.

D) Google.

Which of the following factors is NOT associated with strategic conflict management? A) limited resources B) different values C) advocacy D) spin E) competition

D) Spin

Public relations firms use online databases for all of the following purposes EXCEPT: A) research facts to support a proposed project. B) keep up-to-date with news about clients. C) track an organizationWs media campaigns. D) confirm proper news release format. E) keep management apprised of current business trends.

D) confirm proper news release format.

Which is not a contingency factor that public relations professionals must take into account in managing a conflict with its public? A) external threats B) top management characteristics C) personality characteristics of public relations professionals D) emotional stance of public relations professionals E) organizational-level variables

D) emotional stance of public relations professionals

The use of existing information in books, articles, and electronic databases is known as: A) primary research B) qualitative research C) summative research D) secondary research E) professional research

D) secondary research

The first element in a public relations plan is a: A) calendar/timetable B) development of strategies and tactics C) setting of objectives D) situation analysis E) crafting of news releases

D) situation analysis

Public relations professionals use research for which of the following reasons? A) achieving credibility with management B) defining audiences and segmenting publics C) formulating strategy D) testing messages E) all of the above

E) all of the above

Which is NOT an element of KetchumWs Strategic Planning Model? A) facts B) goals C) audience D) key message E) all of the above

E) all of the above

Which is not a phase of strategic conflict management? A) reactive B) proactive C) strategic D) recovery E) all of the above

E) all of the above

Which of the following is a phase in the conflict management life cycle? A) proactive B) reactive C) strategic D) recovery E) all of the above

E) all of the above

Which of the following is the measurement technique used in public relations? A) compilation of news clips B) analysis of key messages C) determining the number of brochures distributed D) sales or market share increases E) all of the above

E) all of the above

Which of the following is true about public relations objectives? A) should be defined as the ^ends_ rather than the ^means_ B) can be motivational or informational C) should complement and reinforce organizational objectives D) should be measureable E) all of the above

E) all of the above

Which is not one of the 11 groupings of contingency variables? A) external threats B) industry-specific environment C) general political/social environment D) characteristics of public relations department E) nature of the job market

E) nature of the job market

All public relations objectives are motivational.

False

Pepsi used an accommodative strategy to avoid a massive recall in light of a perceived hoax involving a syringe in a can.

False

Planning is the first step in the four-step public relations process.

False

Public relations campaigns are mostly targeted to the general public.

False

Qualitative research usually produces ^hard_ data.

False

Risk communication is the first step in the proactive phase of conflict management. T/F

False

The first step of issues management is the analysis of impact of issues on the organization.

False

Fog and Flesch are two examples of readability formula.

True

In the reactive phase of conflict management, an organization should employ strategies either to bolster or repair its reputation in the eyes of key publics.

True

Ingratiation is a crisis communication strategy whereby the organization acts to appease the public involved.

True

Mail questionnaires typically have low response rates.

True

Piggyback surveys are also known as omnibus surveys.

True

Public relations practitioners use research to achieve credibility with management.

True

Risk communication attempts to convey information regarding risks to public health and safety and the environment.

True

Tactics are the nuts-and-bolts part of a public relations plan.

True

The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public. T/F

True

The evaluation element of a plan relates directly back to the objectives of the plan.

True

The more complex a situation, the higher perception of risk.

True

The most accommodative response in image restoration strategies is a profuse apology.

True

The three foundations of reputation include economic performance, social responsiveness, and the ability to deliver valuable outcomes to stakeholders.

True

Which of the following is NOT an example of qualitative research? U) mail surveys V) focus groups W) in-depth interviews X) observation Y) role-playing studies

U) mail surveys

What is the strategy taken in the recovery phase of strategic management of conflict? F) monitoring media G) taking preventative actions H) dealing with crisis or disaster I) repairing relations and public image J) conflict positioning

I) repairing relations and public image