Chap3

Question 1

public relations is inescapably tied, by nature and by necessity, to top management, with public relations staff by …

Answer 1

providing counsel and communication support.

Question 2

Johnson & Johnson’s Tylenol crisis remains a classic case study in crisis management; why?

Answer 2

( review Exhibit 1.3 on page 20). Johnson & Johnson’s top management put customer safety first, immediately pulling the product off retail shelves and recalling Tylenol capsules in the United States and abroad.

Question 3

long- term success in public relations calls for what 6 things from top management?

Answer 3

1. Commitment to and participation in PR
2. Retention of competent PR counsel
3. Incorporation of PR perspectives in policy making
4. Two- way communication with both internal and external publics
5. Coordination of what is done with what is said
6. Clearly defined goals and objectives

Question 4

the public relations person is given the unique opportunity to become the CEO’s “ ____ _______,” the one who, behind closed doors, can say, “ If you do this, you are making a huge mistake.”

Answer 4

loyal opposition

Question 5

line functions in industry include the ______- and _____- _____ functions

Staff functions include those that ______ and _____ line executives

Answer 5

product and profit producing

advise and asist

Question 6

some argue that when executives gain public relations experience, they move on to other assignments with…

Answer 6

a greater understanding of the function.

Question 7

“ dominant coalition”

Answer 7

— generally five to eight senior executives— describes those who hold power in organizations.

Question 8

Power comes to the public relations function in an organiza-tion when the members of the dominant coalition value it as a ____ _______ _______, rather than as simply a ______ _____ implementing the communication strategy decided by others.

Answer 8

vital managment function,

technical role

Question 9

If public relations has a “ seat at the table” of the dominant coalition, then…

Answer 9

public relations plays a greater role in determining and achieving organizational outcomes.

Question 10

Organizational changes can grow PR, or diminish PR?

Answer 10

Both; depends.

Question 11

Characteristics of the practitioners themselves have little to do with their inclusion or exclusion from the dominant coalition.

T/F?

Answer 11

False

Question 12

survey results consistently show that when the function does ______, there is a greater likelihood that public relations staff will participate in decision making and other management planning activities.

Answer 12

research

Question 13

“ seven deadly sins in this business” threaten progress in integrating the function…

Answer 13

1. Overpromising
2. Overmarketing
3. Underservicing
4. Putting profits ahead of client’s performance/results.
5. Using public relations quick fixes
6. Treating public relations as simply a support function
7. Violating ethical standards

Question 14

The_____ _______ is the most common organizational structure for public relations.

Answer 14

internal department

Question 15

An internal department has at least four factors working in its favor…

Answer 15

1. Team membership 2. Knowledge of the organization 3. Economy to the organization for ongoing programs 4. Availability to associates

Question 16

What is an internal department’s single greatest advantage over outside counsel.

Answer 16

team membership

Question 17

Surveys typically show that at least ___ percent of public relations executives meet with their CEOs at least once each week.

Answer 17

60%

Question 18

3 department disadvantages

Answer 18

1. loss of objectivity
2. dominantion and subserviance (yes men)
3. confused missions/roles

Question 19

Public relations staff typically work most closely with the marketing and finance units.

T/F?

Answer 19

True

Question 20

Conflict can arise between PR and marketing staff over …

Answer 20

which function should be responsible for institutional advertising and product publicity.

Question 21

Advertising designed to establish, change, or maintain relationships with key publics other than customers ( usually by influencing public opinion) should, by its objectives and strategic nature, be implemented as part of …

Answer 21

PR strategy

Question 22

Are marketing and PR increasingly working together or drifting apart?

Answer 22

Working together.

Question 23

A difference between lawyer and PR communications on behalf of the client

Answer 23

PR’s must never lie on the clients behalf

Question 24

“ litigation public relations” involves …

Answer 24

managing the communications process during the course of any legal dispute or adjudicatory proceeding w/ respect to client reputation.

Question 25

Potential overlap between public relations and human resources occurs, and questions arise about their respective roles….

Answer 25

( 1) developing employee relations plans during downsizing, crises, reorganization, mergers, and acquisitions

( 2) planning and implementing community relations efforts involve employee participation

( 3) when programs directed to employees require public relations thinking and skills more than those from the human resources perspective and skill set.

Question 26

Compromise between HR and PR comes when…

Answer 26

practitioners and human resource specialists realize that internal relationships inevitably reverberate externally.

Question 27

How does IT get mixed up with PR?

Answer 27

digital communications in the company

Question 28

Title that makes IT confusable with PR

Answer 28

“ chief information officer.”

Question 29

Why IT is not suitable for PR services

Answer 29

IT deals with tech functions and work on a slower pace, PR deals with communicating what comes out of those tech works

Question 30

Cheif Performance Officer (CPO)

Answer 30

The primary duty of the CPO is to monitor, analyze, and make recommendations to improve organizational performance.

Question 31

1980s, many “public relations agencies” changed their titles to “_____ ______ ______.” Why?

Answer 31

public relations firms

to not be confused with ad agencies

Question 32

In contrast, worldwide there are uncounted thousands working as independent self- employed counselors or consultants. Many work as “_____ and Associates,” meaning….

Answer 32

“ If I can’t handle the project myself, I know other practitioners I can bring in to assist.”

Question 33

Standards of practice for public relations firms are more closely monitored and enforced in _____ than in the _____ & ______ (country/continents)

Answer 33

Europe than United States and Asia.

Question 34

What does the International Communications Consultancy Organisation ( ICCO) do?

Answer 34

represents public relations consultancies around the globe.

Question 35

ICCO mission (statement) is…

Answer 35

“ To advance the business of public relations firms by building the market and firms’ value as strategic business partners.”

Question 36

Although there are many specialties, the most dramatic growth has occurred in ________(geographical location)_____, firms that specialize in government relations— lobbying, public affairs, and

Answer 36

Washington, D. C.

Question 37

individuals who represent foreign interests must register with the __ ______ ______, as required under the ______ _____ ____ ____ of 1938

Answer 37

individuals who represent foreign interests must register with the U. S. Department of Justice, as required under the Foreign Agents Registration Act of 1938

Question 38

Name 3 of 6 reasons why organizations retain firms.

Answer 38

1. lack of formal PR program.
2. Distant HQ location
3. The firm has a wide range of up- to- date contacts.
4. creative specialists
5. need highly specialized services that it cannot afford or does not need on a full- time, continuous basis.
6. independent judgment of an outsider.

Question 39

Client– firm relationships often begin with an _____,

Answer 39

emergency

Question 40

Name four ways fees for services are typically established.

Answer 40

1. A monthly retainer covering a fixed or flexible number of hours and services
2. A minimum monthly retainer plus billing for actual staff time at hourly rates or on a per diem basis above what is covered by the retainer
3. Straight hourly charges for staff time, using fees based on the range of staff experience and expertise
4. Fixed project fee, typically resulting from competitive bidding in response to a request for proposal ( RFP)

Question 41

What is the fifth approach to billing clients

Why is this method not favorable?

Answer 41

payment by results

“ Results” turn out to be media coverage, website hits, contacts with bloggers, or similar indicators of effort.

Question 42

Figures differ from city to city, but five elements are reflected in counseling fees and charges:

Answer 42

1. Actual cost of staff time devoted to the project
2. Executive time/supervision
3. Administrative and other nonproject time, such as clerical and accounting
4. Overhead costs, such as space, benefits, and utilities
5. Reasonable profit for doing the work, based on what the market will bear

Question 43

Some firms, formally or informally, expect each practitioner to “ bill out” a minimum of ___ hours each week,

Answer 43

30