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Question 30

Among the most essential steps in the public relations management process are

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the ability to set overall organizational objectives.�

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the ability to set overall organizational strategies.�

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the ability to define a public relations problem or an opportunity.�

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the ability to research overall organizational problems.�

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PERT and Gantt are tools that can help public relations practitioners use to

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visualize tasks to be performed in a campaign or project.�

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designate who's responsible for each task in a campaign.�

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chart costs of various tasks.�

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determine whether all goals and objectives are being met.�

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Which of the following dictates overall business objectives?

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the broad environment in which the business operates�

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public relations strategies�

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public relations programs�

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marketing and advertising strategies�

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Similar to other top-level managers, public relations managers need to

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create clear corporate strategies.�

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establish measurable objectives that include specific tactics.�

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forego the organization's results orientation in favor of reputation building.�

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create clear corporate policy.�

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Planning for a public relations program is important, but principally a program is assessed in terms of its

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publicity value and practice.�

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performance and publicity value.�

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actions and performance.�

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programming and publicity value.�

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Among various public relations duties, which of the following would likely be done by shareowner or investor relations people?

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maintaining contact with security analysts�

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supporting activities with customers and potential customers�

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coordinating relationships with suppliers�

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contacting member of legislature to lobby for better health care insurance policies�

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Advantages agencies often have over in-house public relations talent include

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their detached, inside-out focus.�

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the higher regard management has for them over inside practitioners.�

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their familiarity with the culture of an organization.�

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their opportunity to stay above the politics of the organization.�

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Public relations counseling opportunities are likely to grow in which of the following nonprofit areas?

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child-protective services�

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law enforcement agencies, particularly city police departments�

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hospitals, educational institutions, and museums�

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high-tech think tanks�

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The overriding rule when it comes to agency budgeting is to

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keep confidential the exact price of services.�

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keep billing the clients until they pay, or charge them a premium of 2 percent.�

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keep only the vendors who agree to provide you a percent of the billable expense.�

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keep the client aware of how charges are being applied.�

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Public relations professionals who support the primary business of the organization are in ________ positions.

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management�

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staff�

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line�

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supervisory�

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If public relations is to be the "interpreter" for management philosophy, policy, and programs, then the director for the function should report to the

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vice-president of human relations.�

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vice-president of philanthropy.�

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CEO.�

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vice-president of marketing.�

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Which of the following are among various internal communication duties performed by public relations professionals?

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coordinating relationships with media for news coverage�

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reaching personnel through the intranet, newsletters, and meetings to explain company policies and benefits�

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coordinating relationships with outside specialty groups such as graphic services�

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coordinating activities with regulatory agencies concerned about employee safety�

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Today, about ________ of the practitioners in corporate public relations departments report to the chairman, president, and/or CEO.

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10 percent�

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25 percent�

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50 percent�

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75 percent�

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For agencies, budgeting relies on which of the following?

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estimating extent of management expectations�

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estimating extent of cost and availability of resources�

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estimating the response from staff members�

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estimating its impact on the targeted publics�

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Which of the following dictates public relations objectives and strategies?

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public relations programs�

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the broad environment in which the business operates�

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the overall objectives of the business�

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the advertising and marketing strategies above all else�

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A 2007 survey of teenagers conducted by Junior Achievement and Deloitte found

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only 2 percent said CEOs were "very trustworthy."�

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about two thirds said wrongdoing was widespread in industry.�

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about 40 percent said acting unethically is the way to "get ahead."�

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about half said CEOs deserve what others may call "exorbitant" compensation.�

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Which of the following is a characteristic of the attorney/adversary model of ethics?

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the only obligation of practitioners is to do what is in the public interest�

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the emphasis on collaboration regardless of the record of other parties�

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there is an obligation to consider any outside view beyond that of a client�

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recognizes the advocacy perspective in adversarial climates�

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Which of the following indicates the degree to which an organization is socially responsible?

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adhering to standards for a safe, clean environment�

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following social investing advice suggested only by certified financial planners�

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supporting not-for-profit organizations that advocate only foreign investments�

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making efforts to hire only people who have been underrepresented in your organization�

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Who said that "an organization is the lengthened shadow of a ..." person?

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Kenneth Lay�

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Ralph Waldo Emerson�

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Martha Stewart�

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Henry Paulson�

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An organization's social responsibility image is often determined by

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its desire to earn a profit above all else.�

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its focus on being the number one patron of the arts.�

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its attention to be ethical and to improve the quality of life for people.�

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its focus on looking good rather than doing the right thing.�

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The "golden mean" of moral virtue advocates

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doing that which does the least harm to the greatest number.�

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doing that which brings the greatest happiness for the greatest number.�

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doing that which is found between two extremes.�

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doing that which you deem to be the societal standard.�

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What impacts the ethical state of electronic journalism?

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respect for the well-being of persons reported on�

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drive to quickly announce information rather than to accurately report news�

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devotion to balanced, fair reporting�

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drive to avoid playing hardball just for ratings�

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Which of the following is a reason to have a corporate code of ethics?

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to avoid having to respond to media inquiries about transgressions�

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to increase profits for publicly-owned businesses�

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to increase public confidence�

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to influence legislators to pass more up-to-date reform bills�

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John Stuart Mill's approach to ethics recommended

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doing that which is between two extremes.�

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doing that which brings the greatest happiness for the greatest number.�

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doing that which could become accepted practice.�

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doing that which demonstrates loving your neighbor as yourself.�

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If journalists were to follow the Code of Ethics published by the Society of Professional Journalists, they would

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fulfill their readers' morbid curiosity for details about people with various addictions.�

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fight for the right to publish unofficial charges affecting a person's reputation or moral character.�

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guard against invading a person's right to privacy.�

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reveal everything about officials accused of malpractices without giving them a chance to rebut.�

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As the "conscience" of an organization, public relations practitioners

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should advocate to divulge "everything" about the organizations for which they work.�

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should remember to ask, "Are we doing the right thing?"�

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should advocate to impose rigorous regulations against corporate criminals.�

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should ignore criticism that business ethics are non-existent.�

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The cardinal rule of public relations is

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to lie when it is in the best interest of the client.�

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to write a tell-all book revealing why your CEO lied.�

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to seek special media coverage based on revealing "confidential" information.�

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to never lie.�

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The two-way communication model for ethics

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was developed by Barney and Black.�

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was developed by Hunt.�

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is based on collaboration and allows for listening and give-and-take.�

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assumes counterbalancing messages will be provided by the sender and receiver.�

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Which of the various ethical models in your text does PRSA endorse?

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responsible advocacy�

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attorney/adversary�

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enlightened self-interest�

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two-way communication�

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The "golden rule" prescribes

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doing that which demonstrates loving your neighbor as yourself.�

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doing that which brings the greatest happiness for the greatest number.�

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doing that which does the least harm to the least number.�

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doing that which could become accepted practice.�

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