Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility

Test Bank

Multiple Choice

1. Which of the following is an internal communications task?

a. motivating employees

b. developing PR campaigns

c. creating press releases

d. establishing company policies

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

2. The term employee relations is synonymous with which of the following?

a. public relations

b. internal communications

c. integrated communications

d. organizational clarity

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Easy

3. What is one of the reasons for significant growth in the employee relations field?

a. more oversight of social responsibility efforts

b. implementation of corporate hiring policies

c. fewer Millennials entering the workforce

d. economic concerns after the 2008 recession

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

4. What is the broad goal of internal communications?

a. communicating clearly and concisely with stakeholders

b. establishing social media platforms for an organization

c. building and maintaining a strong organizational culture

d. engaging in two-way interaction with numerous publics

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

5. During a merger, what is the key role of the employee relations team?

a. establishing a corporate culture

b. facilitating organizational change

c. monitoring owned media results

d. communicating with the media

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

6. Company X buys all of the ownership stakes of Company Z. Company X then assumes control of Company Z. Which term describes this situation?

a. litigation

b. merger

c. divestiture

d. acquisition

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Application

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

7. Company X and Company Y unite into one new company—Company Z. Which term describes this situation?

a. litigation

b. merger

c. divestiture

d. acquisition

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Application

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

8. Which term refers to an organization's personality and the attitudes and behaviors of its members?

a. corporate culture

b. organizational clarity

c. corporate reputation

d. brand integrity

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Easy

9. Innovative, successful companies tend to have which of the following?

a. media relations specialists

b. healthy corporate cultures

c. flat hierarchical structures

d. flexible company policies

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

10. Which of the following is essential for a healthy corporate culture?

a. a diverse workforce

b. innovative concepts

c. strong revenues

d. supportive leadership

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

11. Which of the following is most important for the success of an organization’s mission?

a. employee engagement

b. short-term strategies

c. positive media publicity

d. stakeholder accountability

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

12. Upper management in a healthy corporate culture would likely do which of the following?

a. promote long-time employees

b. clarify company policies

c. offer flexible work schedules

d. seek feedback from employees

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

13. Which of the following is a characteristic of a healthy corporate culture?

a. positive publicity

b. high-tech systems

c. empowered employees

d. consistent profitability

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

14. Tanya often tells her friends and family that she loves working at CVX Enterprises. By sharing these feelings, Tanya is engaging in which of the following?

a. team building

b. employee advocacy

c. recruitment

d. employee relations

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Application

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

15. Company X sells some of its subsidiary business units to Company Z. Which term describes this business transaction?

a. litigation

b. merger

c. divestiture

d. acquisition

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Application

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

16. Before Stassney Enterprises acquired Midland Enterprises, Stassney representatives took extensive steps to understand Midland’s financial situation. Which term describes the actions of Stassney Enterprises?

a. arbitration

b. due diligence

c. divestment

d. litigation

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Application

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

17. Which of the following most likely occurs in a healthy organization?

a. Upper management shares business goals with employees.

b. Internal social networks lengthen the corporate hierarchy.

c. The organization holds scheduled corporate-wide events.

d. Development and training is provided to new workers.

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

18. Which of the following facilitates collaboration and team building at a firm?

a. corporate profit sharing

b. internal social networks

c. wellness programs

d. high productivity goals

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

19. Which of the following improves employee morale in an organization?

a. managerial accountability

b. hands-off management

c. open lines of communication

d. established codes of ethics

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

20. How does PR support a healthy organizational culture?

a. communicating with various publics on a regular basis

b. developing a long-term strategy that addresses stakeholder needs

c. monitoring both traditional and digital media for corporate publicity

d. ensuring that messages from management uphold company values

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

21. Which of the following must occur before PR can successfully implement employee engagement strategies?

a. empowering employees

b. defining corporate values

c. establishing CSR goals

d. embracing diversity

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

22. Embracing diversity and exhibiting integrity are traits associated with which of the following?

a. international corporations

b. profitable organizations

c. innovative corporations

d. healthy corporate cultures

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

23. Which of the following illustrates a corporation’s commitment to being socially responsible?

a. complying with environmental regulations

b. matching employees’ charitable donations

c. encouraging two-way communication

d. promoting workforce inclusiveness

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

24. A company’s newsletter is an effective tool for accomplishing which of the following?

a. bridging corporate barriers

b. identifying media trends

c. publishing press releases

d. reinforcing the firm’s values

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

25. Which PR tool is effective for communicating with external publics?

a. video news release

b. company newsletter

c. company intranet

d. digital analytics

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

26. According to the text, which of the following was a key factor in the success of GE’s Ecomagination strategy?

a. top management support

b. golden triangle partnerships

c. independent sustainability reports

d. creative video news releases

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

27. According to Edelman PR’s 2016 Trust Barometer Survey, which of the following is perceived as providing the most trustworthy information about a company?

a. corporate recruiters

b. PR professionals

c. top-level managers

d. average employees

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

28. Which of the following is a key goal of PR through internal relations?

a. facilitating mergers and acquisitions

b. establishing a diverse workforce

c. creating authentic employee advocates

d. communicating with various publics

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

29. What is the main objective of PR activities during mergers and acquisitions?

a. complying with regulations

b. attaining corporate unity

c. addressing financial concerns

d. revising the corporate mission

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

30. In a merger or acquisition situation, changes to which of the following have the most direct impact on employees’ lives?

a. communication methods

b. job training practices

c. leadership and mission

d. budgeting methods

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

31. Organizational clarity is achieved when employees can answer which of the following questions?

a. What is my role in the firm’s success?

b. What is the firm’s culture and brand identity?

c. What is the firm’s marketing and PR strategy?

d. How does the firm support my career needs?

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

32. Most employees at Madison Enterprises understand the company’s culture and brand identity. Which term describes this understanding?

a. cultural intelligence

b. employee engagement

c. employee relations

d. organizational clarity

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Application

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

33. According to the Institute for Public Relations, achieving organizational clarity requires which of the following?

a. understanding employee interests and perceptions

b. communicating from top to bottom in an organization

c. developing a wide, flat organizational hierarchy

d. conducting employee surveys on a regular basis

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

34. Tools such as internal social media and intranets enable a firm’s PR team to do which of the following?

a. identify key publics

b. measure employee needs

c. gather employee insights

d. measure a campaign’s success

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

35.What is the primary purpose of Canon’s Miru program?

a. encouraging employee collaboration

b. strengthening organizational clarity

c. establishing a strong brand identity

d. communicating with key publics

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

36. Which tool serves as the basis for Canon’s Miru program?

a. digital analytics

b. message customization

c. company intranet

d. mobile technology

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

37. Canon’s Miru program strives to create a company culture based on which of the following ideas?

a. Creativity triggers change.

b. Knowledge is power.

c. Creativity is strength.

d. Knowledge sharing is power.

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

38. Which of the following describes an intranet?

a. centralized data hub

b. private online network

c. social media platform

d. open internet forum

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

39. Which of the following is facilitated by a company intranet?

a. initiating two-way external communication

b. delivering secure documents to customers

c. connecting emotionally with employees

d. coordinating activities across departments

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

40. Meg, a PR professional at Emerson Global Manufacturing, needs to distribute the company newsletter quickly and efficiently to all employees around the world. Which of the following tools would be best for Meg?

a. e-mail

b. intranet

c. print

d. internet

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Application

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

41. A PR professional who wants to engage an audience quickly and emotionally should use which of the following tools?

a. video storytelling

b. infographics

c. static visuals

d. digital media

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

42. Which of the following should be a component of both internal and external communication campaigns?

a. communicating via intranets

b. evaluating messaging outcomes

c. relying on employee advocates

d. incorporating video stories

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium:

43. According to Meg Wheaton, what should be included in a visual model for an internal communications strategy?

a. five or six key priorities

b. color and imagery

c. bulleted topics

d. communication metrics

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

44. According to Meg Wheaton, what is the primary purpose of most internal communications campaigns?

a. encouraging employee collaboration

b. creating compelling stories

c. holding employee focus groups

d. changing employee behaviors

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Comprehension

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium:

45. Research shows that the top driver of a company’s reputation is its ability to provide quality products and services at a good value. What is the second strongest driver of a company’s reputation?

a. degree of employee engagement

b. a company’s positive influence on society

c. a company’s brand equity and loyalty

d. organizational culture and climate

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Easy

46. Social responsibility efforts by Starbucks have been initiated in response to which of the following?

a. employee insights

b. shareholder demands

c. consumer surveys

d. community watch groups

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Easy

47. What is a key internal communication task for PR professionals when supporting CSR programs?

a. sharing results with the news media

b. summarizing company goals

c. identifying popular charities

d. recruiting employee volunteers

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Medium

48. By providing fulfillment and purpose for employees, CSR has shown to be an effective tool for which of the following?

a. recruiting new employees

b. eliminating employee stress

c. encouraging employee innovation

d. developing new company leaders

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Medium

49. Which of the following has resulted from Best Buy’s Geek Squad Academy?

a. more volunteer opportunities

b. fewer customer service complaints

c. higher employee retention rates

d. less need for employee training

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Medium

50. Timberland’s Path of Service program allows employees to do which of the following?

a. Use the company website and intranet to promote a charity.

b. Volunteer at a charity of choice for up to 40 paid hours per year.

c. Take a 3-week leave of absence to volunteer with a charity.

d. Receive matching funds for every dollar they donate to charity.

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Medium

True/False

1. Companies that implement formal, structured methods to influence their organizational culture have been shown to experience long-lasting, positive change.

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Easy

2. The growing need for employee relations specialists is partially due to societal distrust of corporations.

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Easy

3. Healthy organizations are those firms that experience consistently positive revenue growth.

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Easy

4. PR supports employee engagement by communicating company values and goals to employees.

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

5. The majority of mergers and acquisitions achieve expected results, so PR plays a minor role in such activities.

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Knowledge

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Easy

6. Organizational clarity occurs when external stakeholders understand the organization’s culture and brand identity.

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

7. A company’s intranet is typically used to share policies, newsletters, project information, and benefits information with employees.

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

8. Few PR professionals use narrative storytelling techniques because studies show that most employees find such tactics impersonal.

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

9. A company’s social responsibility programs provide opportunities for engaging employees and building a healthy corporate culture.

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Knowledge

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Easy

10. The success or failure of an internal communications program can be measured like any other type of PR campaign.

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Knowledge

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Easy

Short Answer

1. What are the three dimensions of a corporate culture?

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Comprehension

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Medium

2. How can PR support a healthy corporate culture and communicate company values?

Learning Objective: 10.1: Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Application

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Hard

3. Define employee advocacy. How does employee advocacy benefit an organization?

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Comprehension

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Medium

4. Why is organizational clarity especially important in today’s society? What PR activities promote organizational clarity?

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Application

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Hard

5. How does corporate social responsibility promote employee engagement?

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Analysis

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Medium

Essay

1. What are the goals and tasks of most employee relations specialists? What factors have led to more companies needing employee relations specialists?

Learning Objective: 10.1 Describe the importance of employee relations in creating a healthy organization.

Cognitive Domain: Application

Answer Location: Employee Relations and Healthy Organizations

Difficulty Level: Hard

2. In a brief essay, discuss the characteristics of an organization that has a healthy corporate culture.

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Analysis

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Hard

3. In a brief essay, discuss the role of PR during a merger or acquisition. What are the PR decisions, activities, and messages that can improve the success of such business transactions?

Learning Objective: 10.2: Understand how PR supports employee engagement and solves problems during times of change.

Cognitive Domain: Analysis

Answer Location: Public Relations and Employee Engagement

Difficulty Level: Hard

4. What is an intranet? What are the benefits of an intranet? How can PR professionals use an intranet to support employee relations efforts?

Learning Objective: 10.3: Examine the various needs, strategies, and tactics in employee communication.

Cognitive Domain: Analysis

Answer Location: Communication Challenges and Opportunities

Difficulty Level: Medium

5. According to research, an organization’s CSR program can affect recruitment. Why would this be the case? Would CSR affect your employment decision? Why or why not? Illustrate your response by describing the CSR efforts of a specific company.

Learning Objective: 10.4: Identify the strategic connection between CSR and an organization’s employees.

Cognitive Domain: Application

Answer Location: Employee Relations and Corporate Social Responsibility

Difficulty Level: Hard