Corporate Communication Test
Bank
Course Introduction
Corporate Communication explores the strategies and practices organizations use to manage internal and external communication. This course covers key concepts such as branding, stakeholder engagement, crisis communication, and reputation management. Students learn how to develop and deliver effective messages across multiple platforms, align communication with organizational goals, and navigate ethical considerations within the corporate environment. Through case studies and practical assignments, participants gain skills essential for maintaining positive corporate identity and facilitating clear, consistent information flow within businesses and to the public.
Recommended Textbook
THINK Public Relations 2nd Edition by Dennis L. Wilcox
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17 Chapters
564 Verified Questions
564 Flashcards
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Page 2
Chapter 1: What Is Public Relations
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) Public relations should lead marketing strategy because
A) PR practitioners are master communicators.
B) PR practitioners do market research.
C) PR practitioners deal with multiple stakeholders.
D) PR practitioners create more effective sales literature.
E) PR practitioners have been trained in ethics.
Answer: C
Q2) Discuss the importance of public relations in developing brand.
Answer: As a leading discipline in strategic communication, public relations creates the brand, while advertising supports the brand. Public relations professionals understand audiences in multilayered ways that go beyond the basic role of consumers, and can therefore influence them through multiple messages and channels. Brand development is also impacted by public and social policy issues, which public relations is in a strong position to influence. Best of all, public relations can deliver this for a surprisingly small share of the overall campaign budget.
Q3) Public relations is primarily addressed to external audiences.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Careers in Public Relations
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61 Verified Questions
61 Flashcards
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Sample Questions
Q1) The major effort worldwide to improve standards and professionalism in public relations is:
A) licensing.
B) continuing education.
C) accreditation.
D) promoting membership in professional organizations.
E) expanding collegiate-level public relations curriculum.
Answer: C
Q2) What was the national median salary in 2011 for practitioners between 31 and 35 years old?
A) $56,000
B) $38,000
C) $103,000
D) $72,000
E) $85,000
Answer: E
Q3) Public relations practitioners should still begin their careers as journalists.
A)True
B)False
Answer: False
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Chapter 4: Todays Practice: Departments and Firms
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) Serving as an organizational spokesperson can be challenging <b>mostly</b> because:
A) Your personal opinions are unlikely to be the same as management's official response.
B) You may personally disagree with what you are asked to say on behalf of the organization.
C) You are representing yourself and your brand at the same time.
D) Some deception is OK, but it could cause problems later for the company.
E) You must always tell everything you know.
Q2) Integrated Communication programs require all of the following EXCEPT:
A) coalition building among departments.
B) department heads should report to the same superior.
C) informal, regular contacts with representatives from other departments.
D) eliminating the distinctions between the various fields.
E) written policies spelling out responsibilities.
Q3) In companies such as IBM and General Motors, the authority and power of public relations is quite high.
A)True
B)False
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Page 5
Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?
A) Objectives
B) Strategy
C) Tactics
D) Budget
E) Measurement
Q2) The use of existing information in books, articles, and electronic databases is known as:
A) primary research
B) qualitative research
C) summative research
D) secondary research
E) professional research
Q3) Public relations practitioners use research to achieve credibility with management.
A)True
B)False
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Page 6
Chapter 6: Communication and Measurement
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) The potential audience reached by periodical or broadcast program is known as A) potentials.
B) media impressions.
C) systematic random sample.
D) measurement of production.
E) none of the above.
Q2) Into which media category do publicity, advertising, and product placements fall?
A) Public
B) Controlled
C) Interactive
D) Events
E) One-on one
Q3) As form of evaluation, measurement of production is
A) the most precise of all the tools.
B) not regarded as very meaningful by professionals.
C) centered on quality rather than quantity.
D) easy to guarantee.
E) based on a highly complex formula.
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Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) _____ is the propaganda technique of associating the person, product, or organization with something that has high status, visibility, or credibility.
A) Transfer
B) Glittering generalities
C) Bandwagon
D) Card stacking
E) Plain folks
Q2) Demographics and psychographics differ <b>mainly</b> because:
A) demographics refer to factors including age, gender, and ethnicity.
B) psychographic information is more difficult to gather.
C) demographic information tends to be less reliable.
D) psychographics are based on lifestyle, attitudes, beliefs and values.
E) Both A and D.
Q3) Public relations professionals are major players in forming public opinion, thanks to their work in media relations.
A)True
B)False
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Page 8
Chapter 8: Managing Competition and Conflict
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) In issues management, if the company decides the emerging issue is potentially damaging, what is the next step?
A) issue identification
B) issue analysis
C) create strategic plan
D) begin litigation
E) launch image repair
Q2) Recalling the BP oil spill crisis, what was the biggest shortcoming in the company's social media efforts?
A) Company "tweets" put the organization first.
B) BP failed to make use of multiple social media channels.
C) They designated only one single spokesperson.
D) The company appeared to be defensive and negative.
E) BP's social media outreach did not gain enough attention to go viral.
Q3) The three foundations of reputation include economic performance, social responsiveness, and the ability to deliver valuable outcomes to stakeholders.
A)True
B)False
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Chapter 9: Ethics and the Law
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32 Flashcards
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Sample Questions
Q1) The Internet has raised new issues about the protection of intellectual property.
A)True
B)False
Q2) Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers.
A)True
B)False
Q3) Thanks to the First Amendment, public relations firm has the right to unlimited free expression on behalf of its client.
A)True
B)False
Q4) When coordinating sponsored event, who is usually responsible for planning and logistics?
A) Human Resources
B) Corporate
C) Marketing and Advertising
D) Company Security
E) Public Relations Professionals
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Page 10
Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) Which of the following are <b>not</b> general characteristics of youth market?
A) they will spend 10 times more time online than in interacting with parents.
B) they are an excellent source of volunteers.
C) they will be more reserved in social skills.
D) they will not tolerate print forms.
E) all of the above.
Q2) general characteristic of the twenty-first century people is that
A) it enjoys reading classic literature.
B) it has increasingly become more visually oriented.
C) it has a shorter attention span.
D) it is more politically active.
E) both B and C.
Q3) Which of the following characteristics describe the African-American community?
A) They are a monolithic group.
B) They are often associated with the urban market.
C) They are the largest U.S. minority.
D) They share a common heritage and goals.
E) African-American women make most household financial decisions.
F) All of the above are true
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Page 11
Chapter 11: The Mass Media
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) PSA stands for
A) Partial Service Action.
B) Photographed for Strategic Action.
C) Public Service Announcement.
D) Phone System Announcement.
E) Put Style Always.
Q2) Which of the following is true of the media pitch?
A) It lets an editor know about the contents of a media kit.
B) Journalists welcome it at any time.
C) It is a fine art that requires great skill.
D) A and C only.
E) none of the above.
Q3) Which of the following might be included in media advisory?
A) A one-line headline.
B) A brief paragraph outlining the story idea.
C) answers to some of journalism's five W's and H questions
D) contact information
E) all of the above
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Chapter 12: The Internet and Social Media
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32 Flashcards
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Sample Questions
Q1) The following are all functions of wikis EXCEPT:
A) They can be used by employees.
B) They can facilitate cooperative work on projects.
C) They can go "viral" if they become popular enough.
D) They provide paperless editing.
E) Users can correct and update inaccurate information.
Q2) Organizational Web sites, in general, are cost-effective public relations tool.
A)True
B)False
Q3) What do the letters ROI stand for in business?
A) research on instinct
B) return of intuition
C) right of industry
D) return on interest
E) none of the above
Q4) Although podcasts are useful way to distribute audio files, they are expensive to set up and maintain.
A)True
B)False
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Chapter 13: Events and Promotions
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) The going rate for typical "bread and butter" business-type speaker is
A) $500.
B) $5,000 to $10,000.
C) $15,000 to $20,000.
D) $30,000 to $40,000.
E) $50,000.
Q2) Event management companies have tried using online and social media to increase attendance at conventions, but without much success.
A)True
B)False
Q3) The purpose of an open house is to A) give away merchandise.
B) create favorable opinion about the organization.
C) reveal the personality of the CEO.
D) build cohesion in organization's staff.
E) revisit key strategic plans.
Q4) In planning an open house, public relations professionals must consider number of factors.List some of these factors and explain why they are important for successful open house.
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Chapter 14: Global Public Relations
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Sample Questions
Q1) With regard to issues such as labor, health, and the environment, nongovernmental organizations (NGOs) are perceived by the public as:
A) less credible than news media.
B) more credible than news media.
C) underfunded and overzealous.
D) more bureaucratic.
E) less strategic.
Q2) To avoid alienating any segment of the press, news releases distributed in Malaysia should be distributed in:
A) one language.
B) two languages.
C) four languages.
D) English.
E) as many languages as possible.
Q3) India offers especially promising growth as an international market.
A)True
B)False
Q4) Discuss career opportunities in international public relations.What should interested university students do to prepare for such career?
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Chapter 15: Corporate Public Relations
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Sample Questions
Q1) Use cause-related marketing as tactic to repair your organization's image after major scandal.
A)True
B)False
Q2) The primary purpose of "viral marketing" is to:
A) stimulate impulse purchases or downloads.
B) entertain people.
C) get worldwide attention for CEO.
D) make a political statement.
E) join a cause.
Q3) In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.
A)True
B)False
Q4) While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.
A)True
B)False
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Page 16
Chapter 16: Entertainment, Sports, and Tourism
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) Professional entertainment publicity work is concentrated in
A) New York
B) Los Angeles
C) Both New York and Los Angeles
D) New York and Las Vegas
E) Nashville
Q2) Imagine you are the public relations representative for Carnival Cruise Lines, the parent company that owns the Cost Concordia cruise ship.You have just received word that the ship has run aground off the Tuscany coast with 4,200 passengers aboard.What is your first move? How do you counsel top management? Equally important, how do you manage this crisis in the short and long term?
Q3) Choose celebrity whom would be difficult to represent as publicist and/or agent.Explain why this would be so.What counsel would you give that person to address notable problem areas that receive negative publicity?
Q4) If travelers are not treated well on trip, it is not only the travel company's responsibility; it is also public relations issue.
A)True
B)False
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Chapter 17: Government and Politics
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) Although legislators are the primary audience for government relations efforts, public affairs officers also communicate to which of the following audiences?
A) employees of their organization
B) retirees
C) customers
D) taxpayers
E) all of the above
Q2) In recent years, most states have spent considerable amount of money convincing not to:
A) smoke.
B) gamble.
C) cheat on taxes.
D) speed.
E) litter.
Q3) College graduates should not consider public relations careers with state government, since most of the work is hired out to private firms.
A)True
B)False
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Chapter 18: Nonprofit, Health, and Education
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Sample Questions
Q1) The U.S.Chamber of Commerce is one of the most powerful lobbying organizations in Washington, D.C.
A)True
B)False
Q2) Which advocacy tactic is designed to showcase public support for cause and in some cases to harass the operators of projects to which the group objects?
A) reconciliation
B) mass demonstration
C) litigation
D) imitation
E) fund-raising
Q3) Discuss the role and function of public relations work in nonprofit organizations.Is it viable career path for public relations graduates? Explain.
Q4) Which is NOT considered membership organization?
A) trade associations
B) labor unions
C) social issue organizations
D) professional associations
E) all of the above
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