Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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____ is an organizational activity involved with fostering goodwill between a
company and its various publics.
a. | Advertising | b. | Promotion | c. | Public
relations | d. | Personal selling | e. | Marketing |
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2.
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The ____ marketing public relations strategy is offensively oriented and
opportunity seeking.
a. | proactive | b. | reactive | c. | defensive | d. | accommodation | e. | tactical |
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3.
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The ____ marketing public relations strategy describes the conduct of public
relations in response to outside influences.
a. | proactive | b. | reactive | c. | offensive | d. | accommodation | e. | tactical |
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4.
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Which factor largely accounts for the effectiveness of proactive marketing
public relations?
a. | additional exposure | b. | newsworthiness | c. | credibility | d. | efficiency | e. | wide
exposure |
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5.
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Which of the following activities should be included in an anti-rumor
campaign?
a. | deciding the specific points in the rumor that need to be refuted | b. | emphasising that the
rumor is untrue or unfair | c. | picking appropriate media and vehicles for
delivering the anti-rumor message | d. | selecting a credible spokesperson to deliver
the message on the company’s behalf | e. | All of these answers are
correct. |
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6.
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Which of the following primary objectives of public relations involves dealing
with government officials and pending legislation?
a. | promoting goodwill | b. | preparing internal
communications | c. | counteracting negative publicity | d. | lobbying |
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7.
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The image-building function of public relations is best implemented by:
a. | promoting goodwill by featuring community activities of the firm. | b. | promoting the
product or services of the firm. | c. | disseminating information within the
firm. | d. | preventing negative publicity from damaging the image of the
firm. |
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8.
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Putting out a press release allows a company to:
a. | send a message directly to consumers without the intervention of
media. | b. | control when and how a news story will be covered. | c. | create a media
vehicle that will print the company's position verbatim. | d. | take advantage of
free press coverage. |
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9.
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The unpaid-for media exposure about a firm's activities or its products and
services is:
a. | a company newsletter. | b. | a press conference. | c. | publicity. | d. | an infomercial. |
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10.
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Why is it more difficult to organise for and prepare a reactive public relations
strategy, as opposed to a proactive strategy?
a. | A public relations audit is of no use with a reactive public relations
strategy. | b. | A reactive public relations strategy cannot originate from inside a
company. | c. | A reactive public relations strategy must be coordinated with a company's
proactive public relations strategy. | d. | The events that necessitate a reactive public
relations strategy are unpredictable. |
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