Test Bank

Chapter 14: Specializations

Multiple Choice

1. Reputation management is focused on working ______, while public relations is more focused on working ______.

a. behind the scenes; on the front line

b. with the client; with the stakeholders

c. on campaigns; on initiatives

d. on social media; on traditional media

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Reputation Management
Difficulty Level: Easy

2. The Nike reputation management case demonstrates that when a discrepancy arises between a company’s words and its actions, the result is often ______.

a. reputation destruction

b. reputation dissonance

c. reputation drift

d. reputation boost

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Application

Answer Location: Nike
Difficulty Level: Hard

3. Being aware of both what you are saying and what you are doing means that ______.

a. you are never completely invincible

b. strong media relations are required

c. actions speak louder than words

d. publics do not forgive mistakes

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Best Practices for Working in Reputation Management
Difficulty Level: Hard

4. Which of the following specializations is likely to guarantee you a job in public relations?

a. investor management

b. politics public relations

c. sports public relations

d. crisis communication

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Analysis

Answer Location: Crisis Communication: What Is It? How Is It Done?
Difficulty Level: Medium

5. When responding to a crisis, the use of denial, excuse, or justification ______.

a. is a valid option

b. may lead to litigation

c. can increase agency profits

d. requires legal counsel

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Analysis

Answer Location: The Focus of Crisis Communication
Difficulty Level: Medium

6. What is the biggest lesson in crisis communication from the Boeing 737 crisis?

a. The court of public opinion rules.

b. Never say “no comment.”

c. Timely communication is key.

d. Believe in your product.

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Application

Answer Location: Boeing
Difficulty Level: Hard

7. In crisis communication, ______ is always the best policy, even when it harms your reputation.

a. denial

b. honesty

c. “no comment”

d. justification

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Best Practices for Working in Crisis Communication
Difficulty Level: Hard

8. Influencer marketing has become its own area of specialization within ______.

a. marketing

b. advertising

c. public relations

d. several disciplines

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Comprehension

Answer Location: Influencer Marketing: What Is It? How Is It Done?
Difficulty Level: Medium

9. Adidas, the global shoe company, empowers influencers to promote not only their brand awareness but ______.

a. themselves

b. their sports teams

c. the environment

d. company products

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Application

Answer Location: Adidas
Difficulty Level: Hard

10. Of the following, which best describes the role of research and data in influencer marketing?

a. strategy drivers

b. first steps

c. your friends

d. polar opposites

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive domain: Comprehension

Answer Location: Best Practices for Working in Influencer Marketing
Difficulty Level: Medium

11. What is most valuable about gaining awareness of global public relations?

a. competition for global accounts

b. innovative ideas we can use

c. expansion of overseas offices

d. friends in new countries

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Global Public Relations
Difficulty Level: Easy

12. Amarula’s #DontLetThemDisappear campaign made a valuable contribution to ______.

a. historical highways abroad

b. jobs in indigenous communities

c. planetary discoveries in space

d. wildlife conservation efforts

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Application

Answer Location: Amarula and #DontLetThemDisappear
Difficulty Level: Hard

13. Learning about the significance of food at a business meeting in South Africa is an example of ______.

a. going deeper to understand contexts

b. knowing that PR practices vary by location

c. connecting with others in new countries

d. trying to make the deal in a new setting

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Go deeper to understand contexts
Difficulty Level: Hard

14. In order to succeed in social media relations, we need to first understand its ______.

a. algorithms

b. influences

c. platforms

d. psychology

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Comprehension

Answer Location: The Focus of Social Media Public Relations
Difficulty Level: Medium

15. What did Popeye’s use of social media in its new chicken sandwich launch demonstrate?

a. the importance of a competitive edge

b. the value of a fresh perspective

c. the strength of the brand

d. the appeal of alternate foods

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Analysis

Answer Location: Popeyes
Difficulty Level: Medium

16. Some colleagues may say that they “know” social media, but ______ is what it’s all about.

a. measurement

b. volunteering

c. technology

d. experience

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Know that experience rules
Difficulty Level: Hard

17. Much of the work in entertainment PR involves fulfilling the role of ______.

a. publicist

b. communicator

c. liaison

d. strategist

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Entertainment Public Relations
Difficulty Level: Easy

18. What is the biggest factor behind Dwayne Johnson’s (“The Rock’s”) success in entertainment PR?

a. a loyal fan base

b. social media savvy

c. his personal brand

d. a winning team

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Comprehension

Answer Location: The Rock
Difficulty Level: Medium

19. Working in entertainment and sports PR, one should be prepared to ______.

a. meet many superstars

b. earn a low salary

c. wear many hats

d. write news releases

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Knowledge

Answer Location: Expect to wear many hats
Difficulty Level: Easy

20. What is a key skill you need to succeed in nonprofit PR?

a. strategizing

b. technology

c. networking

d. storytelling

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Comprehension

Answer Location: The Focus of Nonprofit Public Relations
Difficulty Level: Medium

21. Giving Tuesday, a day for audiences to donate to charities following Black Friday, has been driven primarily by strategic use of ______.

a. vendor relations

b. social media

c. fundraising

d. store space

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Analysis

Answer Location: GivingTuesday
Difficulty Level: Medium

22. Of the following, which is an especially valuable skill in nonprofit PR?

a. collaboration

b. competition

c. social media

d. finance

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Build partnerships and collaborations
Difficulty Level: Hard

23. PR specialists who work with Congress to get legislation and bills passed are referred to as ______.

a. staffers

b. influencers

c. lobbyists

d. operatives

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Politics Public Relations
Difficulty Level: Easy

24. In the 2016 presidential election, Hillary Clinton and Donald Trump relied on strategies that were ______.

a. mostly negative

b. social media-driven

c. deeply divided

d. quite different

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Application

Answer Location: The 2016 Presidential Election: Donald Trump and Hillary Clinton
Difficulty Level: Hard

25. To succeed in politics public relations, which of the following practices is most important?

a. pushing back hard on the opposition

b. trying to understand others’ viewpoints

c. treating the media as an adversary

d. working alone whenever possible

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Best Practices for Politics Public Relations
Difficulty Level: Hard

True/False

1. Reputation management and PR work on the same issues, but with different approaches.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Reputation Management
Difficulty Level: Easy

2. Ultimately, one should be more concerned with their reputation than their character.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Comprehension

Answer Location: Best Practices for Working in Reputation Management
Difficulty Level: Medium

3. In crisis communication, it is considered a legitimate message strategy to attack the accuser.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Crisis Communication
Difficulty Level: Easy

4. The SoulCycle case demonstrates that when a crisis occurs, mixed messages may be used.

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Comprehension

Answer Location: SoulCycle
Difficulty Level: Medium

5. The work of influencers is increasingly being tied into PR practices.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: Influencer Marketing: What Is It? How Is It Done?
Difficulty Level: Easy

6. The power of influencers is great, but not everyone can be an influencer.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Comprehension

Answer Location: Best Practices for Working in Influencer Marketing
Difficulty Level: Medium

7. Public relations is defined and practiced differently in other countries.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Global Public Relations
Difficulty Level: Easy

8. When Burger King launched its new delivery initiative to reach drivers stuck in Mexico City traffic, the campaign failed because customers did not perceive it as a new brand experience.

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Comprehension

Answer Location: Burger King and Mexico City
Difficulty Level: Medium

9. Learning people’s behaviors is one of the most important aspects of social media relations.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Comprehension

Answer Location: The Focus of Social Media Public Relations
Difficulty Level: Medium

10. Once you have learned the basic principles behind social media, you don’t need to learn anything more.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Knowledge

Answer Location: Best Practices for Social Media Public Relations
Difficulty Level: Easy

11. Much of the focus of entertainment PR is on media relations.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Knowledge

Answer Location: The Focus of Entertainment Public Relations
Difficulty Level: Easy

12. As an example of nonprofit PR, the Giving Tuesday campaign encouraged people to return their Black Friday purchases and donate the money to causes of their choice.

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Comprehension

Answer Location: Examples of Nonprofit Public Relations
Difficulty Level: Medium

13. As difficult as it might be, you should take time to understand others’ viewpoints when practicing politics PR.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Knowledge

Answer Location: Best Practices for Politics Public Relations
Difficulty Level: Easy

Essay

1. Point out the differences between public relations and reputation management.

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Analysis

Answer Location: The Focus of Reputation Management
Difficulty Level: Medium

2. As a crisis communicator, what are some possible message strategies you could use in a crisis situation?

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Application

Answer Location: The Focus of Crisis Communication
Difficulty Level: Hard

3. Analyze the success of the U.S. Navy’s Sailor VS influencer campaign. What could the U.S. Navy have done to make the campaign even more successful?

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Analysis

Answer Location: The U.S. Navy
Difficulty Level: Medium

4. Select a best practice for global public relations and show how you might use it while working in another country.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization.

Cognitive Domain: Application

Answer Location: Best Practices for Conducting Global Public Relations
Difficulty Level: Hard

5. Categorize the major expectations of an employer who hires you as a social media relations coordinator. How would the job differ from conventional media relations?

Learning Objective: 14-1: Describe the specializations of careers within public relations.

Cognitive Domain: Analysis

Answer Location: The Focus of Social Media Public Relations
Difficulty Level: Medium

6. Analyze the entertainment PR work of actor Ryan Reynolds. What accounts for his success?

Learning Objective: 14-2: Be familiar with case studies for working in various specialty areas.

Cognitive Domain: Analysis

Answer Location: Ryan Reynolds
Difficulty Level: Medium

7. Organize a list of best practices for nonprofit public relations and show how you might use it as an employee of an organization.

Learning Objective: 14-3: Explain the best practices for working in various areas of specialization

Cognitive Domain: Application

Answer Location: Best Practices for Nonprofit Public Relations
Difficulty Level: Hard