Test 3

Question 1

Community Relations

Answer 1

an institution’s planned, active, and continuing
participation within a community to maintain and enhance its environment
to the benefit of both the institution and the community.

Question 2

Proactive:

Answer 2

being a leader in positive acts that appeal
to key publics

Question 3

Maintenance:

Answer 3

finding ways to retain relationships
with publics

Question 4

Support:

Answer 4

help guarding against negative acts, or acts
of omission

Question 5

Turning workers into goodwill ambassadors

Answer 5

is an effective
way to be known, spread goodwill and develop relationships

Question 6

How is the community structured?

Answer 6

Demographics
Values
Perceptions

Question 7

What are the communities strengths and weaknesses?

Answer 7

Problems
Economy
Resources

Question 8

How does the community feel about the organization?

Answer 8

Do they understand the products, services, practices, policies

Question 9

Community Relations
Expectations

Answer 9

1. Determine what the community knows
   and thinks about the organization
2. Inform the community of the
   organization’s point of view
3. Negotiate or mediate between the
   organization and the community and its
   constituents if there is a discrepancy between

Question 10

Appearance

Answer 10

contribute to quality of life with
attractive facilities

Question 11

Participation

Answer 11

in civic functions, activities, and
education

Question 12

Stability

Answer 12

so the company can help grown with
the area

Question 13

Pride

Answer 13

that they are residents

Question 14

What the Organization
Expects (from community)

Answer 14

Municipal services
Fair taxation
Good living conditions for employees
Good labor supply
Reasonable degree of support for the
business and its products

Question 15

Corporate Social
Responsibility

Answer 15

Give back to society
through participation in
(voluntarism) and
contributions to (financial
support) not-for-profit
organizations

Question 16

Objectivity, a goal journalists presumably strive for and public relations practitioners should help media professionals achieve, is ideally

Answer 16

An attempt to be fair, to remain neutral

Question 17

The ever chnaging nature/definition of “mass” and “media” has made the media landscape more

Answer 17

Diverse

Question 18

Credibility of what does appear in print media is

Answer 18

not one of the guaranteed benefits of paid advertising

Question 19

Which of the following is a benefit publicity has over guarantees associated with advertising

Answer 19

third-party endorsement

Question 20

The activity of trying to place positive publicity in media, of convincing an editor an editor to consider that publicity as newsworthy, is called

Answer 20

Pitching

Question 21

The first question before engaging in a media interview is

Answer 21

What purpose will this serve the organization?

Question 22

The cardinal rule for dealing professionally and ethically with media is

Answer 22

to never lie

Question 23

Becuase the acceptable rate of accuracy is 70% among Internet journalists

Answer 23

Dealing with the media has grown increasingly challenging

Question 24

Paid media is both

Answer 24

Controlled and not seen as credible

Question 25

The goal of effective media relations is to

Answer 25

Provide the facts on any given issue and allow the media to be fair and unbiased

Question 26

During the past 20 years, surveys about workforce contentment indicate

Answer 26

Employees are increasingly disenchanted with their jobs and employers

Question 27

According to an Edelman study, organizations with high engaged employees saw what percent higher in shareholder returns than organizations with less engaged employees

Answer 27

19%

Question 28

There is no "general public," but there is an "employee public" that

Answer 28

Has numerous subgroups

Question 29

Employees today have less

Answer 29

Loyalty than their predecessors

Question 30

If communication is to reinforce a consistent management, it

Answer 30

must be credible

Question 31

Without strong lines of communication employees

Answer 31

Tend to think there are better opportunities elsewhere

Question 32

Rapid changes in technology and globalization require that even more

Answer 32

attention be paid to communicating honestly and openly with employees in order to gain their respect and loyalty

Question 33

because the new business environment is so complex, staff members want

Answer 33

To have buy-in when it comes to developing options and solutions

Question 34

Employees, especially in times of high unemployment indicate their biggest concern is

Answer 34

Knowing where they stand

Question 35

Employees might be shocked if

Answer 35

More management took SHOC approach as a first step to rebuild employee trust

Question 36

in Ch. 13's opening scenario on H&M the main lesson is that

Answer 36

One bad PR move can alienate an entire community

Question 37

One major aspect of "giving back" is support for

Answer 37

voluntarism

Question 38

Peaceful coexistence between organizations and communities where they operate requires which of the following skills

Answer 38

Negotiating or mediating if there's a significant problem between organizations, communities, and their members

Question 39

Tangible benefits are benefits that are

Answer 39

Measurable and have an impact on the community.

Question 40

The buying power of minority populations had

Answer 40

Never been greater

Question 41

Because they are arbiters of communications, public relations people need to be

Answer 41

Sensitive to the new realities of multiculturalism

Question 42

Enforcing policies in the interest of all employees and enhancing the quality of life for everyone are

Answer 42

Examples of corporate social responsibility

Question 43

Senior citizens are among the diverse communities

Answer 43

PR professionals must be sensitive towards

Question 44

When a org doesn't receive a reasonable level of support for its business and its products that is

Answer 44

a clear indication there are possible community relations problems

Question 45

While understanding the community leadership is important it

Answer 45

Doesn't give a broad enough understanding of the community and its needs

Question 46

The reason the practice of PR has been virtually barred from the fed gov is because

Answer 46

the 1913 Gillette Amendment

Question 47

Indications there has been growth in PR type jobs in gov include the

Answer 47

Increased opportunities in department of defense, number of gov agencies or programs that regulate business, number of new fed regulatory agencies that have sprung up since the 1970s

Question 48

Titles used at the federal gov level to describe PR related activities include

Answer 48

press secretary, public affairs officer, communications specialist

Question 49

Public affairs functions for the state department include

Answer 49

Maintaining content for the department homepage, responsibility for press briefings, operating foreign press centers around the nation

Question 50

Observers say the second most difficult position in any president's administration is

Answer 50

Press Secretary

Question 51

Chief among the responsibilities of the president's press secretary is

Answer 51

Communicating accurately the policies and practices of the president

Question 52

Informing and persuading are

Answer 52

At the heart of what lobbyists do

Question 53

President Obama is considered the first president to leverage

Answer 53

digital media to further his candidacy

Question 54

Among the most controversial political developments in recent years is the rise of

Answer 54

PACs and their role in elections

Question 55

Advertising

Question 56

Owned Media

Answer 56

The “new media” the organization owns, this can be websites, twitter, blogs, etc. you are able to control the content but lose credibility.

Question 57

PESO

Answer 57

Paid, earned, shared, and owned

Question 58

Third party endorsement, legitimacy

Answer 58

Winning unbiased affirmation from a journalist-- the ultimate goal of PR, more credible

Question 59

Media and reporters

Answer 59

Reporter wants the "story" good or bad

Question 60

Working w/ the media

Answer 60

Must be dealt with fairly

Question 61

Newspapers

Answer 61

Less circulation today, many are online today which has continued the relevance of the legacy print press

Question 62

Media interviews

Answer 62

Prepare, know your main points, relax, speak in personal terms, welcome the naive question, answer questions briefly and directly, don't bluff

Question 63

Publicity

Answer 63

Publicity is regarded as more credible than advertising. To attract positive publicity requires establishing a good working relationship w/ the media.

Question 64

Internal Audience characteristics

Question 65

Internal communication

Answer 65

Intranets, internal vehicle that integrates communication with workflow, process management, infrastructure, and all aspects of completing a job.

Question 66

Sponsored content

Answer 66

Native advertising, content authored and paid for by PR professionals placed on news sites and news content

Question 67

USIA

Answer 67

United States Information Agency, since 1953 its been the most far-reaching of the federal government's public relations arms, devoted to "public diplomacy" whose job was to explain and support American foreign policy and promote U.S. national interests through a wide range of overseas info programs and educational and cultural activities.