Ch11 Test Questions & Answers Management And Business Acumen - Complete Test Bank Discovering Public Relations 1e with Answers by Karen Freberg. DOCX document preview.
Test Bank
Chapter 11: Management and Business Acumen
Multiple Choice
1. Viewing public relations’ relationship with the business field, which of the following is true?
a. Education is the key to improved advocacy.
b. The two will forever exist in separate spheres.
c. Business managers use newer PR techniques.
d. The two fields are antagonistic toward one other.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Analysis
Answer Location: An Understanding of Business Principles
Difficulty Level: Medium
2. On a coffee break with a PR colleague, your conversation turns to business metrics. She says, “That’s an easy one for me. They’re exactly the same as PR metrics.” How should you judge this view?
a. It is an accurate statement.
b. It is an irrelevant view.
c. It is a dangerous myth.
d. It is impossible to know.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Application
Answer Location: What Myths Exist Among Business and PR Academics and Professionals?
Difficulty Level: Hard
3. In general, who is responsible for carrying out the business practices of an organization?
a. the chief financial officer
b. senior leadership
c. the chief communication officer
d. all members of the team
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Comprehension
Answer Location: What Myths Exist Among Business and PR Academics and Professionals?
Difficulty Level: Medium
4. In the PR job market, marketable business skills are ______.
a. an impossibility
b. a logical outcome
c. a bonus
d. an expectation
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Knowledge
Answer Location: Business Literacy and Acumen
Difficulty Level: Easy
5. Where should PR students learn the principles of business?
a. in schools of business
b. in all their courses
c. on the job
d. during internships
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Comprehension
Answer Location: Business Acumen Skills and Knowledge Sets
Difficulty Level: Medium
6. Even if we are our own bosses in a PR career, business skills are still important because ______.
a. we must manage our own business affairs
b. one cannot attract clients without them
c. otherwise, our competitors will gain advantages
d. we may need them one day in a court of law
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Analysis
Answer Location: Business Acumen Skills and Knowledge Sets
Difficulty Level: Medium
7. Corporate social responsibility skills are considered to be ______.
a. a bonus for PR graduates
b. nice to have but dispensable
c. a new and emerging area
d. an edge in the job market
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Knowledge
Answer Location: New, Emerging Skills
Difficulty Level: Easy
8. If you have the title of Senior Account Executive, Senior Vice President, or Director in front of your name, what is your likely function within your organization?
a. technical work
b. headhunting
c. external relations
d. management
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Application
Answer Location: Skills Related to Managers and Technicians
Difficulty Level: Hard
9. How do business knowledge sets differ from business skill sets?
a. There is no difference; they are the same.
b. Knowledge sets are gained through education.
c. Managers value skills over knowledge.
d. Skills sets are designed for PR technicians.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Analysis
Answer Location: Business Acumen Skills and Knowledge Sets
Difficulty Level: Medium
10. The assertion that PR professionals work in their own “silos” is ______.
a. a false statement
b. a time-tested principle
c. a controversial notion
d. a best-case scenario
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Comprehension
Answer Location: Whom Do We Work With in the Business Settings?
Difficulty Level: Medium
11. Of the terms below, which best characterizes the relationship between PR and marketing?
a. love/hate
b. antagonistic
c. symbiotic
d. common
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Analysis
Answer Location: Public Relations and Marketing
Difficulty Level: Medium
12. In sales, customers are ______, whereas in public relations, they are ______.
a. clients; publics
b. dollars; likes
c. fleeting; permanent
d. prospects; audiences
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Knowledge
Answer Location: Public Relations and Sales
Difficulty Level: Easy
13. Assume that you are a young PR professional just out of college. You have an independent personality and are eager to try out your skills on your own. Which career avenue is likely to be best?
a. branding
b. entrepreneurship
c. agency
d. corporation
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Application
Answer Location: Public Relations and Entrepreneurship: Working for Ourselves
Difficulty Level: Hard
14. “Beyond resources controlled” in the entrepreneurial process refers to ______.
a. constraints that must be evaluated
b. opportunities to be exploited
c. time, money, and staff
d. past prospects that will not return
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Knowledge
Answer Location: Pursuit, Opportunity, and Beyond Resources Controlled
Difficulty Level: Easy
15. We as PR professionals know that for a brand to succeed among external audiences, the internal culture must also be strong. Which department within an organization can best assist us in this regard?
a. shareholder relations
b. customer solutions
c. human resources
d. management consulting
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Application
Answer Location: Public Relations and Human Resources
Difficulty Level: Hard
16. If you are a PR professional and have gained a positon in the “C-Suite” as a Chief Communication Officer, it is likely that ______.
a. you landed it early in your career
b. you share it with an advertising colleague
c. your boss is also a PR professional
d. getting there was a challenge
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Application
Answer Location: Chief Communication Officer
Difficulty Level: Hard
17. Which of the following characterizes public relations as a discipline?
a. PR is a unique profession.
b. PR is a unifying discipline.
c. It is a subset of business.
d. It is a market-driven enterprise.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Comprehension
Answer Location: How Does Our Approach Benefit Business?
Difficulty Level: Medium
18. In general, where should data be housed in an organization?
a. in a common area
b. in the C-Suite
c. in one discipline
d. in two departments
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Comprehension
Answer Location: Public Relations and a Data-Focused Approach
Difficulty Level: Medium
19. When Starbucks management decided to phase out plastic straws in 2018, they were considering the ______ impact of their actions as a company.
a. community
b. financial
c. branding
d. environmental
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals
Cognitive Domain: Comprehension
Answer Location: Starbucks
Difficulty Level: Medium
20. Which of the following is a special area of PR expertise that business professionals need?
a. HR consulting
b. cost analysis
c. crisis management
d. turnover reduction
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals
Cognitive Domain: Analysis
Answer Location: Public Relations and Crisis Expertise
Difficulty Level: Medium
21. When Microsoft partnered with Minecraft and the nonprofit “charity: water” to address the clean water crisis, the campaign succeeded because ______.
a. each of their brands was unique
b. they targeted a specific audience
c. they worked under a court order
d. surveys indicated strong support
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals
Cognitive Domain: Application
Answer Location: Microsoft, charity: water, and Minecraft
Difficulty Level: Hard
22. PR professionals create ambassador programs to help ______ audiences and advocacy programs to help ______ audiences share stories and information.
a. external; internal
b. future; current
c. prospective; loyal
d. negative; positive
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Knowledge
Answer Location: Ambassador and Advocacy Programs
Difficulty Level: Easy
23. Which of the following factors has driven the success of employee advocacy programs at Adobe and General Motors?
a. top management buying into the program
b. an exclusive app for social media users
c. an internal ombudsman for disputes
d. a connection with the outside world
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Application
Answer Location: Advocacy Programs
Difficulty Level: Hard
24. Best practices for conducting business tell us that ______.
a. the bottom line drives all decisions
b. we should never stop being students
c. statistics must be viewed with mistrust
d. meeting more PR professionals is key
Learning Objective: 11-4: Know some best practices for conducting business.
Cognitive Domain: Comprehension
Answer Location: What Are Best Practices For Conducting Business?
Difficulty Level: Medium
25. Which of the following is true regarding statistics?
a. It is a complex system of numbers best left to statisticians.
b. It is largely handled through computer software in the 21st century.
c. It is an invisible language that PR professionals should master.
d. It is an option to consider learning, but not a PR necessity.
Learning Objective: 11-4: Know some best practices for conducting business
Cognitive Domain: Analysis
Answer Location: What Are Best Practices For Conducting Business?
Difficulty Level: Medium
True/False
1. Because PR students become communication experts, they do not need to study business.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Knowledge
Answer Location: Myth 1: PR students do not need to study business.
Difficulty Level: Easy
2. Gaining strong business acumen is essential not just for personal knowledge but for employment.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Comprehension
Answer Location: Business Acumen
Difficulty Level: Medium
3. Advocacy marketing is considered to be a traditional, time-honored skill.
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Knowledge
Answer Location: New, Emerging Skills
Difficulty Level: Easy
4. In your PR career, you may be both a technician and a manager.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Comprehension
Answer Location: Skills Related to Managers and Technicians
Difficulty Level: Medium
5. The relationship between PR and marketing can best be described as love/hate.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Knowledge
Answer Location: Public Relations and Marketing
Difficulty Level: Easy
6. In reality, public relations is a sales job.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Comprehension
Answer Location: Public Relations and Sales
Difficulty Level: Medium
7. Advertising remains its own distinct discipline, separate from public relations.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Knowledge
Answer Location: Public Relations and Advertising
Difficulty Level: Easy
8. Young PR professionals should also strive to become entrepreneurs.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Comprehension
Answer Location: PR and Entrepreneurship: Working for Ourselves
Difficulty Level: Medium
9. Human resources is best handled by HR specialists because PR professionals deal mostly with external relations.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Knowledge
Answer Location: PR and Human Resources
Difficulty Level: Easy
10. PR can contribute to business objectives by taking a data-focused approach.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Comprehension
Answer Location: Public Relations and a Data-Focused Approach
Difficulty Level: Medium
11. PR professionals most often find the path to the C-Suite to be a relatively easy one.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Knowledge
Answer Location: Public Relations and the C-Suite
Difficulty Level: Easy
12. Practicing corporate social responsibility is central to meeting business objectives.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure
Cognitive Domain: Knowledge
Answer Location: Corporate Social Responsibility Campaigns
Difficulty Level: Easy
13. Mastery of statistics is desirable for PR professionals, but no longer necessary thanks to computer software.
Learning Objective: 11-4: Know some best practices for conducting business.
Cognitive Domain: Comprehension
Answer Location: What Are Best Practices for Conducting Business?
Difficulty Level: Medium
Essay
1. Analyze the current state of integration between the business and public relations professions.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Analysis
Answer Location: Importance of understanding business for public relations
Difficulty Level: Medium
2. At lunch one day, you are busy trying to convince your colleagues of the importance of business literacy and acumen in the PR business. One of your office mates says, “Those just sound like buzzwords to me. What are they supposed to mean?” How do you respond?
Learning Objective: 11-1: Become familiar with major business principles that relate to public relations.
Cognitive Domain: Application
Answer Location: Business Literacy and Acumen
Difficulty Level: Hard
3. Categorize the relationships between public relations and other disciplines or departments within an organization.
Learning Objective: 11-3: Determine public relations’ place in the organizational structure.
Cognitive Domain: Analysis
Answer Location: Whom Do We Work With in the Business Setting?
Difficulty Level: Medium
4. You’ve always been an independent, driven student of public relations. Rather than work for a boss, you wanted to become an entrepreneur and run your own business. Ten years later, a curious student intern asks you what skills helped you to succeed in this regard. How do you answer this question?
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Application
Answer Location: PR and Entrepreneurship: Working for Ourselves
Difficulty Level: Hard
5. How does public relations benefit business? Explain the different PR approaches to business and when and how they would each be used.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Analysis
Answer Location: How Does Our Approach Benefit Business?
Difficulty Level: Medium
6. Categorize some of the common goals that public relations shares with business and management.
Learning Objective: 11-2: Discuss how PR and business professionals work toward common goals.
Cognitive Domain: Analysis
Answer Location: What Common Goals Do We Pursue With Business and Management?
Difficulty Level: Medium
7. You are a business professional visiting a public relations class. Organize a list of tips they can use to learn more about business.
Learning Objective: 11-4: Know some best practices for conducting business.
Cognitive Domain: Application
Answer Location: What Are Best Practices for Conducting Business?
Difficulty Level: Hard
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Complete Test Bank Discovering Public Relations 1e with Answers
By Karen Freberg