Test Bank

Chapter 15: The Future

Multiple Choice

1. Of the following, which is true of the public relations profession today?

a. We are positioned to do our best work.

b. We face only minor challenges ahead.

c. Social media is replacing media relations.

d. Publics are becoming brand audiences.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Knowledge

Answer Location: Where Are We Headed? What Are the Opportunities and the Obstacles?
Difficulty Level: Easy

2. Finishing college and entering the workforce, you should be prepared to ______.

a. face a cut-throat culture

b. work extremely hard

c. find old-school mentors

d. defend your PR turf

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Where Are We Headed? What Are the Opportunities and the Obstacles?
Difficulty Level: Medium

3. The USC admissions scandal demonstrated the crucial role of ______ work at every stage of the crisis.

a. legal defense

b. stakeholder management

c. public relations

d. fundraising

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Application

Answer Location: College Admissions Crisis
Difficulty Level: Hard

4. What did the Arby’s case on meatless products demonstrate?

a. that employees are brand ambassadors

b. ever-shifting consumer preferences

c. the importance of litigation PR

d. the value of conversations

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Application

Answer Location: Arby’s
Difficulty Level: Hard

5. What is the best term to describe public relations in relation to other disciplines?

a. declining

b. centralized

c. separate

d. dominating

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Analysis

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

6. To envision the future of the PR profession, we must also study ______.

a. where it’s been in the past

b. predictions of the far future

c. opinions of journalists

d. research on stakeholders

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

7. Of the following, which is the best term to describe how diversity and inclusion must be approached in public relations?

a. management

b. toleration

c. incorporation

d. reputation

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Analysis

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

8. All PR professionals must understand how to brand both ______ and ______.

a. advertising; marketing

b. proponents; opponents

c. products; services

d. clients; ourselves

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Knowledge

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Easy

9. Which core PR skill goes hand in hand with content strategy and creation?

a. design

b. writing

c. media

d. speaking

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

10. ______ are one of the most important audiences for our measurement and evaluation efforts.

a. Managers

b. Stockholders

c. Colleagues

d. Legislators

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

11. A major lesson in evaluation and measurement is ______.

a. “Research trumps creativity every time.”

b. “Ultimately, the client is always right.”

c. “If you can’t measure it, then don’t do it.”

d. “Well measured is well evaluated.”

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

12. Of the following, which has made various PR specialties possible?

a. increased regulations

b. evolution of the field

c. increasing salaries

d. marketing encroachment

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Analysis

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

13. The best ideas and advice in the PR profession often come from ______.

a. university faculty

b. PRSA board leaders

c. community members

d. new professionals

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Knowledge

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Easy

14. Where should success-minded students first build their relationships in college?

a. with friends

b. with alumni

c. with faculty

d. with practitioners

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Application

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Hard

15. In public relations, as with many aspects of life, ______ is common, but ______ is rare.

a. passion; endurance

b. striving; success

c. anger; forgiveness

d. talent; execution

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Knowledge

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Easy

16. Which of the words below best predicts success in public relations?

a. passion

b. connectedness

c. talent

d. persistence

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Application

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Hard

17. As you study public relations in your college program, don’t let ______ pass you by.

a. moments

b. talent

c. connections

d. experience

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Application

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Hard

18. As you complete your public relations studies in college, it is critical that you ______ in professional relationships.

a. dominate

b. excel

c. invest

d. work

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Application

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Hard

19. As you start your career in public relations, which of the following sources will be most indispensable?

a. textbooks from the field

b. advice from friends

c. headlines from media

d. websites from government

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Easy

20. People who try to hold you down in your career are probably operating out of ______.

a. tough love

b. fear of change

c. dominant personality

d. competitive spirit

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Medium

21. If you find yourself constantly working with clients, strategizing new ideas, and responding to notifications, your life may be ______.

a. getting more fun each day

b. tracking toward a promotion

c. ahead of the curve

d. falling out of balance

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Hard

22. As you cross the stage at graduation, you think to yourself, “Yay! Now I’ll be getting a real job. No more homework assignments!” Your thinking is ______.

a. correct; you are set for life

b. optimistic; graduate school is ahead

c. incorrect; learning is lifelong in PR

d. innovative; you can avoid further study

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Hard

23. What is the position of public relations relative to advancing technology and competition from other fields?

a. strongly competitive

b. losing ground

c. holding its own

d. ahead of the pack

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Analysis

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Medium

24. To break into new areas of the PR profession, it is advisable to enter an area that is ______.

a. largely ignored

b. underpopulated

c. well appreciated

d. underpaid

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Medium

25. Of the following, which word is unlikely to come up often in a public relations career?

a. frustration

b. satisfaction

c. resignation

d. boredom

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Easy

True/False

1. The public relations profession faces roadblocks to its future success.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Knowledge

Answer Location: Where Are We Headed? What Are the Opportunities and Obstacles?
Difficulty Level: Easy

2. The boundaries of public relations are well established and should be observed.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Where Are We Headed? What Are the Opportunities and Obstacles?
Difficulty Level: Medium

3. In the Boeing 737 MAX crisis, public relations had to be practiced on many different levels.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Knowledge

Answer Location: Boeing
Difficulty Level: Easy

4. The purpose of this textbook us to show you the foundations of public relations.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

5. Research and writing will always be required of public relations professionals.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Comprehension

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

6. In content creation, writing is more important than visual content.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Knowledge

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Easy

7. According to the public relations graduates featured in Chapter 15, you should try to make yourself noticed among peers in class and on campus.

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Comprehension

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Medium

8. Personal connections are beneficial but not extremely important in public relations.

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Knowledge

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Easy

9. According to at least one recent public relations graduate featured in Chapter 15, social media involves much more than just public relations.

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Comprehension

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Medium

10. Older professionals who want to maintain the status quo in public relations should be obeyed.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Easy

11. Once you graduate from college and begin a public relations career, you can expect to get many more “homework” assignments.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Medium

12. To ensure career safety, one should avoid entering underpopulated areas of the public relations field.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Easy

13. A public relations career combines hard work and the potential to have lots of fun.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Easy

Essay

1. Analyze the major challenges the public relations field faces and how those challenges can be addressed in the future.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Analysis

Answer Location: Where Are We Headed? What Are the Opportunities and the Obstacles?
Difficulty Level: Medium

2. Select any one of the case study summaries from Chapter 15: Boeing, Kentucky Fried Chicken, USC admissions crisis, or Arby’s. Apply your public relations knowledge to explain how the organization succeeded or failed in this case.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Application

Answer Location: Case Studies Review: Boeing, KFC, and Varsity Blues
Difficulty Level: Hard

3. Select your favorite chapter from the textbook and identify two or three of its major lessons.

Learning Objective: 15-1: Evaluate public relations as an industry and consider future opportunities and specializations.

Cognitive Domain: Analysis

Answer Location: Coverage Review: From an Introduction to Career Options
Difficulty Level: Medium

4. Consider the career advice given by the four PR graduates featured in Chapter 15. Apply this advice to your own career path. How can you use it going forward?

Learning Objective: 15-2: Plan future steps to learn more about PR and carry out creative, sustainable, and evidence-based practices.

Cognitive Domain: Application

Answer Location: Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
Difficulty Level: Hard

5. Explain the interpersonal challenges you may encounter as you work to embrace change and make an impact in your career. Explain how you might you deal with them.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Hard

6. Point out the comparative advantages of entering an area of PR that is underpopulated versus a safe, well established aspect of the field.

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Analysis

Answer Location: What are best practices for advancing your future?
Difficulty Level: Medium

7. Assess the value of taking a stance and being a leader in the PR industry. What are the possible risks and benefits?

Learning Objective: 15-3: Learn best practices for working and moving forward in the field.

Cognitive Domain: Analysis

Answer Location: What Are Best Practices for Advancing Your Future?
Difficulty Level: Medium