29 Free Test Bank for The Practice of Public Relations 12th Edition by Seitel

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In a 2004 study by the search firm Heyman Associates, which of the following was NOT a characteristic of successful PR leaders?

•  A) inner strength
•  B) teamliness
•  C) proactivity and passion
•  D) relationship building

The government affairs function of public relations

•  A) deals with customers who want sales information.
•  B) deals with officials at the local, state, and federal levels.
•  C) deals with investors who want information about the annual meeting.
•  D) deals with behavioral beliefs.

A major difference between public relations and marketing/advertising is

•  A) marketing and advertising promote an organization
•  B) public relations promotes an entire organization, including its people, products, and services
•  C) marketing and advertising promote an organization's individuals rather than its products or services
•  D) public relations promotes only a product or a service

Twisting messages to create the impression of performance is

•  A) an agreed-upon ethical practice in public relations.
•  B) how to preserve hard-earned credibility.
•  C) how to provide reporters with balanced information.
•  D) a manifestation of spin.

In John Marston's R-A-C-E process, the key step is

•  A) solid strategy.
•  B) reasoned research.
•  C) proper action.
•  D) careful evaluation.

John Galliano, creative director of the Dior fashion house, was fired because

•  A) he revealed Dior’s history serving the wives of Nazi officers
•  B) he was not as talented as he used to be
•  C) his talent was less important than the credibility and reputation of the House of Dior
•  D) he got into a fight with someone who made anti-Semitic remarks

Public relations consultants for politicians should point out the importance of the uncommitted public because

•  A) that public rarely decides to vote.
•  B) that public can swing a vote.
•  C) that public is the most difficult to persuade.
•  D) that public needs to have their beliefs reinforced.

In March 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition?

•  A) “Like beauty, the definition of ‘public relations’ is in the eye of the beholder.”
•  B) “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
•  C) “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”
•  D) “Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world.”

Which of the following are among the five actions Professor Melvin Sharpe indicates can "harmonize" relations between individuals and organizations?

•  A) measured remarks that foster credibility
•  B) environmental research and evaluation that help determine actions or adjustments
•  C) continuous one-way communication
•  D) credible actions favoring only the organization

GM's handling of charges by Ralph Nader that their Corvair was "unsafe at any speed" is an example of corporate public relations professionals failure to

•  A) interpret and convey to management what the public really thinks.
•  B) interpret and convey to the public why management feels the way is does.
•  C) interpret how corporate influence can change public opinion.
•  D) interpret how public influence can be ignored if it is in the best interest of shareowners.

The fundamental mandate of public relations is

•  A) strategy
•  B) communications
•  C) relationships
•  D) character

Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as

•  A) counsels to chief legal officers.
•  B) honest brokers to top management.
•  C) advisers to human resources directors.
•  D) consultants to directors of marketing.

Which of the following is NOT among six requisite "attitudes" an effective public relations practitioner should have?

•  A) to have a counseling orientation
•  B) to project an aura of skepticism
•  C) to do the right thing
•  D) to be risk averse

Savvy individuals and institutions must recognize the importance

•  A) of appropriate use of modern technology in communicating with one another.
•  B) of recognizing the role each plays in modern society.
•  C) of effectively interpreting the institution’s philosophies, policies, practices, and views to the public.
•  D) of hiring professional communicators to act as mouthpieces.

As society is overwhelmed by communications, what is the challenge for the communicator?

•  A) To bombard the target audience with messages of every variety (traditional and nontraditional) at the same time
•  B) To make billions of dollars when there are 320,000 public relations professionals
•  C) To convince people that public relations is important
•  D) To cut through communications that come from many sources to deliver an argument that is persuasive, believable and actionable.

The strength of the public relations field stems from

•  A) its roots in democracy.
•  B) its significance in enhancing democracy.
•  C) its significance in altering the ranks of management.
•  D) its significance in protecting management from encroachment by unqualified leaders.

Which process emphasizes planning as a necessary step preceding the activation of a communications initiative?

•  A) R-P-I-E
•  B) P-P-I-E
•  C) R-A-C-E
•  D) P-A-C-E

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?

•  A) encompasses more clear objectives
•  B) encompasses a more managerial approach
•  C) encompasses more implementation of a predetermined plan
•  D) encompasses more scientific evaluation

To be successful, a public relations professional should have the predisposition to

•  A) disclose rather than withhold information.
•  B) avoid responding to false accusations from an irate consumer.
•  C) avoid confronting situations before they escalate.
•  D) disclose how business works.

A function related to public relations that includes creating sales literature, meeting displays and promotions is

•  A) media relations.
•  B) publicity.
•  C) marketing communications.
•  D) investor relations.

Letters unearthed at Al Qaeda terrorist-in-chief Osama bin Laden’s last stand were a testimony to the accepted notion that public relations has become one of society’s most potent forces. Which of the following were among his most pressing concerns?

•  A) Ways to improve news media coverage
•  B) His place in history
•  C) Al Qaeda’s image and a possible name change to give the group a more religious ring
•  D) All of the above

What is the cardinal rule for public relations practitioners?

•  A) never, ever lie
•  B) don’t get caught
•  C) spin the issue to sway public opinion
•  D) be considerate of how your words will influence the public

To effectively communicate with a public, it is important to recognize that

•  A) all publics have the same needs.
•  B) all publics are most interested in the technology you use.
•  C) all publics have their own special needs and require different types of communication.
•  D) all publics have overlapping organizational needs.

Publics that are classified as internal publics include

•  A) stockholders and the board of directors
•  B) customers and suppliers
•  C) legislators and the general public
•  D) senior citizens and homosexuals

Which of the following has increased the interdependence between people and organizations and the concern in organizations for managing extensive webs of interrelationships?

•  A) organizational changes
•  B) technology changes
•  C) priority changes
•  D) subordinate changes

For a group of people to become a public, which of the following does NOT occur?

•  A) confront a similar indeterminate situation
•  B) recognize what is problematic and indeterminate in a situation
•  C) decide to organize to confront a problem
•  D) seek outside counsel on whether to unite

Professional practitioners who understand the management "interpreter" perspective of public relations

•  A) recognize the value of insights from Leon Hess on this perspective.
•  B) recognize that management takes precedence over public attitudes and beliefs.
•  C) recognize the need to be able to create management policy.
•  D) recognize the importance of communicating organizational policy accurately and candidly.

Which is NOT a key technical skill a public relations professional should possess?

•  A) knowledge of communications, including how media work
•  B) knowledge of what's happening around you
•  C) knowledge of how management shapes policy
•  D) knowledge of what the public's "right to know" is

How many communications professionals are employed by the Department of Defense?

•  A) 1,000
•  B) 4,500
•  C) 7,000
•  D) 9,250