Assignment 10 Chapter 11 : Public Relaions & Stakeholder Management

Question 1

What is not part of the assessor’s public relations challenge?

1. To create a positive identity and comply with legislative requirements.
2. To ensure every property owner accepts their assessment as unassailable
3. Effectively managing all of the specific relationship that the assessment office maintains.
4. To ensure every property owner has the ability to review their assessment with knowledgable assessment staff.

Answer 1

Answer: (2) To ensure every property owner accepts their assessment as unassailable

Assessed values are not “unassailable”; the assessor must ensure that property owners know that an appeal process exists and how that process can be pursued.

Question 2

Good customer service includes all but:

1. Never say “NO”
2. a positive approach
3. patience
4. asking questions

Answer 2

Answer (1) Never say “NO”

Often you will have to say “no” when dealing with customers, it is HOW you say it that forms a part of good customer service.

Question 3

Which of the following is NOT an advantage of a customer survey?

1. They can be used to gauge public perception.
2. They can be used to determine the effectiveness of a public relations campaign.
3. They provide a scattered opinion.
4. They can be trended over time.

Answer 3

Answer (3) They provide a scattered opinion.

A scattered opinion is gathered from a collection of comment cards; whereas a customer survey can be focused on a representative sample of any stakeholder group and ask a broad range of questions.

Question 4

The four stages of developing a public relations plan are:

1. research and analysis, planning, evaluation, and inquiry.
2. planning, implementation, evaluation, and budget.
3. research and analysis, planning, implementation, and evaluation.
4. implementation, evaluation, budget, and maintenance

Answer 4

Answer (3) research and analysis, planning, implementation, and evaluation.

Research and analysis, planning, implementation, and evaluation are the four stages of developing a public relations plan.

Question 5

For the assessor, the _______________ occurs when a taxpayer comes into contact with any aspect of the assessor’s office and gets an impression of the quality of service.

1. moment of truth
2. stakeholder relationship
3. legal liability
4. Both (2) and (3)

Answer 5

Answer (1) moment of truth

For the assessor, the moment of truth occurs when a taxpayer comes into contact with any aspect of the assessor’s office and gets an impression of the quality of service.

Question 6

Public speaking engagements should:

1. only occur following the release of new assessments.
2. provide consistent (the same) content for all groups.
3. avoid being conversational.
4. None of the above

Answer 6

Answer (4) None of the above.

Public speaking engagements

• can be scheduled at any time,
• the content should be adjusted so that the message is appropriate for the audience, and, as much as possible in the given setting,
• should be conversational.

Question 7

Public access to assessment records is directly guided by the principles of :

1. revenue stability
2. transparency and accountability.
3. neutrality
4. Both (2) and (3)

Answer 7

Answer (2) Transparency and accountability

The principles of transparency and accountability guide public access to assessment records.

Question 8

Planning for public relations:

1. is a distinct stand-alone process
2. ends with the development of strategies and tactics.
3. is a subset of the larger organizational planning process
4. All of the above

Answer 8

Answer (3) is a subset of the larger organizational planning process

Planning for public relations a subset of the larger organizational planning process.

Question 9

Action planning will include:

1. specific communication methods.
2. the individuals, budget, and time allocated to each action.
3. detailed task list
4. All of the above

Answer 9

Answer (4) All of the above

Action planning will include:

• specific communication methods,
• the individuals,
• budget and time allocated to each action, and
• a detailed task list.

Question 10

Ongoing monitoring during implementation of a public relations or stakeholder management exercise includes:

1. a focus on activities (e.g. productivitiy measures)
2. issues resolution.
3. interim results reporting
4. Both (1) and (3)

Answer 10

Answer (4) Both 1 and 3

Ongoing monitoring during implementation of a public relations or stakeholder management exercise includes both a focus on activities and interim results reporting.