Corporate Communications
Pre-Test Questions
Course Introduction
Corporate Communications is a course that explores the strategies, tools, and practices used by organizations to effectively manage internal and external communication. The course examines the principles of building and maintaining a positive corporate image, managing stakeholder relationships, and handling crisis communication. Students learn about the development of communication plans, the use of various channels including digital, print, and face-to-face and the role of communication in supporting organizational objectives and reputation. Practical case studies and real-world applications provide insights into the challenges and ethical considerations faced by corporate communication professionals in diverse industries.
Recommended Textbook
Public Relations The Profession and the Practice 4th Edition by Dan L. Lattimore
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2
Chapter 1: The Nature of Public Relations
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Sample Questions
Q1) ____________________ are persuasive efforts to inform people and change their behaviors regarding some public good.
A) Infomercials
B) Press Releases
C) Advertisements
D) Social marketing programs
E) none of the above
Answer: D
Q2) ___________________ are defined as groups of people who become important to an organization for one reason or another.
A) Cohorts
B) Consumers
C) Publics
D) Audiences
E) Market segments
Answer: C
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Page 3
Chapter 2: The History of Public Relations
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Sample Questions
Q1) ___________________ began a distinct phase of public relations that was launched about 1990.
A) Refocusing on media relations
B) The use of the Internet
C) The arrival of satellite television
D) The rise of protest groups
E) Desktop publishing
Answer: B
Q2) In 1954,__________________ developed the first code of ethics for PR practitioners.
A) PRSA
B) IABC
C) NABC
D) CASE
E) APR
Answer: A
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Page 4
Chapter 3: A Theoretical Basis for Public Relations
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Q1) The ___________ route to persuasion involves people actively thinking about an idea or message.
A) alternative
B) peripheral
C) agenda setting
D) strongest
E) None of these
Answer: E
Q2) _____________ helps explains why some groups are active on a single issue while others act on many issues.
A) Situational Theory
B) Uses and Gratifications
C) Framing Theory
D) Social Exchange Theory
E) Diffusion Theory
Answer: A
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Chapter 4: Law and Ethics
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Q1) If ________________ is established,practitioners can use another person's creative work without permission.
A) copyright law
B) imminent domain
C) rightful appropriation
D) fair use
E) community ownership
Q2) His 1906 Declaration of Principles was the first code of ethics for public relations.
A) Elmer Davis
B) Edward Bernays
C) Arthur Page
D) Ivy Lee
E) Theodore Vail
Q3) _______________ cover the names of businesses and businesses products.
A) Contracts
B) Trademark laws
C) Copyright laws
D) Defamation laws
E) Privacy laws
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Page 6
Chapter 5: Research: Understanding Public Opinion
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Sample Questions
Q1) What research method allows the researcher to observe reactions to different types of stimulus materials.
A) Surveys
B) Content Analysis
C) Personal Interviews
D) Experiments
E) Focus Groups
Q2) Which of the following is not an informal research technique?
A) Focus Groups
B) Surveys
C) Casual Monitoring
D) Record Keeping
E) Internet Research
Q3) A network analysis is generally conducted during a ______________________.
A) organizational audit
B) communication audit
C) public relations audit
D) relevance audit
E) social audit
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Page 7
Chapter 6: Strategic Planning for Public Relations
Effectiveness
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Sample Questions
Q1) Planning and ___________________ occur almost simultaneously.
A) programming
B) brainstorming
C) evaluation
D) research
E) budgeting
Q2) Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ____________________.
A) intuition
B) managers' mandates
C) the organization's mission statement
D) the desires of stakeholders
E) results from public opinion surveys
Q3) _____________ can refer to the type or emphasis of a message.
A) Strategies
B) Goals
C) The company mission
D) Objectives
E) Themes
Page 8
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Chapter 7: Action and Communication
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Q1) For messages to be understood,there needs to be ______________ between both message sender and message receiver.
A) shared frame of reference
B) physical contact
C) verbal communication
D) mutual respect
E) a sense of liking
Q2) ____________________ are groups that share a common goal or guiding philosophy and can make an impact on the primary public.
A) aware publics
B) intervening publics
C) latent publics
D) moderating publics
E) active publics
Q3) In the end,a message must be _______________ to be acted upon.
A) published
B) interesting
C) beneficial
D) enjoyable
E) retained
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Chapter 8: Evaluating Public Relations Effectiveness
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Q1) It has been argued that ______________ of public relations programs have been evaluated effectively.
A) less than 5 percent
B) around 20 percent
C) near 30 percent
D) around half
E) almost all
Q2) The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.
A) audience response
B) environmental mediation
C) media coverage
D) campaign impact
E) audience coverage
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Page 10
Chapter 9: Social Media and Traditional Media Relations
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Q1) During a news conference,public relations practitioners should _________________.
A) serve as the main source of information
B) not field any questions
C) not provide written copies of any statements made
D) not take obvious control of the meeting unless things get out of hand
E) make it clear that the practitioner is the director of the question-and-answer session
Q2) The Internet has changed public relations in what way?
A) PR practitioners can put news on the Web site for reporters to access at any time
B) Blogs provide opportunity to communicate with publics and find target audiences
C) Podcasting allows organizations to provide audio and video information to the general public
D) All of the above
E) None of the above
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11
Chapter 10: Employee Communication
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Sample Questions
Q1) When should a company recognize employee achievements?
A) just within the job environment
B) just within the community
C) within the job and the community
D) just some of the time
E) never
Q2) Centralized decision-making,conflicting departmental agendas and resistance to change are characteristics of _____________ organizational culture.
A) participative
B) employee
C) authoritarian
D) Marxist
E) laissez faire
Q3) Exhibits and displays rely primarily on ________ messages.
A) visual
B) audio
C) e-mail
D) Power Point
E) newsletter
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Page 12
Chapter 11: Community Relations
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Q1) Effective community relations depend on recognizing the ___________ of institutions with their communities.
A) independence
B) dependence
C) interdependence
D) relationship
E) location
Q2) What would community relations managers like to spend most of their time with?
A) developing partnerships with organizations in the community
B) developing plans to meet community concerns
C) managing plans to meet community needs
D) managing partnerships with organizations outside of the community
E) building relationships and networks with community leaders
Q3) Whether consciously or not,corporations routinely act as arts patrons whenever they engage the services of a(n)__________.
A) musician
B) architect
C) artist
D) dance troupe
E) guest speaker
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Chapter 12: Consumer Relations and Marketing
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Q1) According to the Council of Better Business Bureaus,what industry was the leader in terms of the most complaints?
A) automotive dealers
B) Internet websites such as eBay
C) clothing stores
D) cable companies
E) telephone companies
Q2) What is it called when you embed a logo of a new Chevrolet Impala in five network primetime TV shows?
A) multitasking mobile gadgets
B) mapping ecosystems
C) viral marketing
D) product placement
E) All of the above
Q3) What acts as the bridge between the consumer and the manufacturer?
A) public relations
B) media relations
C) consumer relations
D) advertising
E) marketing
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Chapter 13: Investor Relations
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Sample
Questions
Q1) ______________ showcase the opportunity for the actual owners of the company,the stockholders,to feel like they are taking part in the company.
A) Annual reports
B) News releases
C) Annual meetings
D) Christmas parties
E) None of these
Q2) Trend in annual reports is
A) to include bad news with the good news
B) to CEOs to write their own letters
C) to contract out the publication of the report
D) all of these
E) none of these
Q3) Fund managers,brokers,and institutional buyers are commonly referred to as
A) financial analysts
B) financial columnists
C) financial stockholders
D) investment relations experts
E) investment specialists
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Chapter 14: Public Affairs: Relations With Government
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Q1) __________ is taking an organization's position straight to the people,with the anticipation that they will support it politically.
A) Grassroots lobbying
B) Issue advertising
C) Community activism
D) Political advocacy
E) Electoral advertising
Q2) What famous political figure argued that a representative democracy works when various interest groups are permitted to compete for the attention of government officials.
A) George Washington
B) James Madison
C) Bill Clinton
D) Teddy Roosevelt
E) Martin Luther King, Jr.
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Page 16
Chapter 15: Public Relations in Nonprofit Organizations
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Q1) A new category of non profit public relations is
A) development
B) disability charity
C) child-related
D) social ventures
E) building organizations
Q2) At the heart of membership organizations is public relations focused on
A) development
B) relationships
C) social ventures
D) social media
E) all of the above
Q3) The American Medical Association and the AARP are types of ____________ in the area of nonprofit organizations.
A) health and human services organizations
B) membership associations
C) educational institutions
D) religious institutions
E) technology organizations
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Page 17
Chapter 16: Corporate Public Relations
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Sample Questions
Q1) In 2010,what company was both the largest global and U.S.corporation?
A) Wal-Mart
B) Exxon-Mobile
C) General Motors
D) McDonald's
E) Coca-Cola
Q2) The job of public relations in large corporations is ultimately to ensure that corporate ________ is maintained.
A) organization
B) communication
C) culture
D) power
E) stability
Q3) The biggest challenge of global public relations is
A) find correct agency to partner with
B) eliminate barriers to effective communication
C) get employees to live in foreign country
D) find employees who speak the language
E) deal with local media
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Page 18