Chapter Seventeen Public Relations. Prentice Hall, © 200917-2 Public relations can be defined as :...

Chapter Seventeen

Public Relations

Prentice Hall, © 2009 17-2

Public relations can be defined as:

a) The conscience of the company with the objective of creating trust and integrity

b) A perception based on messages delivered by advertising and marketing tools

c) Based only on an organization’s behaviord) An event in which an advertising

spokesperson demonstrates the product’s benefits


Public relations can be defined as:

a) The conscience of the company with the objective of creating trust and integrity

b) A perception based on messages delivered by advertising and marketing tools

c) Based only on an organization’s behaviord) An event in which an advertising

spokesperson demonstrates the product’s benefits


Public opinion means the same thing as mass opinion.

a) True

b) False


A company’s reputation can be defined as:

a) The greatest asset any organization can have

b) A perception based on controlled and uncontrolled media

c) A series of point-of-view messagesd) Based on an organization’s actual

behavior


Should public relations and advertising be considered separate disciplines?

a) Yes

b) No


The PR function responsible for initiating publicity and providing information to the media is called:

a) Employee relationsb) Cause marketing c) Public affairsd) Media relations


Public goodwill is the greatest asset any organization can have.

a) True

b) False


Important people who influence the opinions of others are called:

a) Opinion leaders

b) Publics

c) Consumers

d) Lobbyists


Is reputation built mostly upon what you say about yourself in public?

a) Yes

b) No


The overriding goal of reputation management in a corporate relations program is:

a) To strengthen the trust that stakeholders have in an organization

b) To convince members of the media to feature the product prominently

c) To gather favorable media reviews during a press conference

d) To communicate information to employees


Is research a key component of public relations campaigns?

a) Yes

b) No


Public relations may utilize all of the following tools except:

a) Hyper-controlled media

b) Controlled media

c) Uncontrolled media

d) Semi-controlled media


With corporate advertising the company focuses on its:

a) Corporate image or viewpoint

b) Competitive image or viewpoint

c) Controlled media goals

d) Uncontrolled media goals


When a news release is submitted to an editor, the editor is obligated to run it as is.

a) True

b) False


Which of the following is most true of PR and online communication?

a) Extranets are slowly overtaking intranets as the preferred mode

b) It relies upon a media gatekeeperc) It hasn’t replaced human

relationshipsd) Journalists are slow to embrace

the Internet


Is evaluation considered to be a form of public relations research?

a) Yes

b) No


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Chapter Seventeen Public Relations. Prentice Hall, © 200917-2 Public relations can be defined as :...

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