PR chp 4 Self Study Quiz

1. Which of the following relationship maintenance strategies is focused on covertly and overtly communicating the importance of the relationship?

• positivity

• openness

• assurances

• social networking

According to Hon and Grunig, all of the following are key outcomes of good organization-public relationships EXCEPT:

• control mutuality

• commitment

• trust

• Honesty

3. Public relations practitioners who build and manage relationships with journalists, bloggers and editors are engaging in ______________.

• media relations

• news sourcing

• brand journalism

• publishing

4. To determine what is worth pitching to journalists, public relations practitioners should consider if the story is:

• serious

• valued

• cause-driven

• newsworthy

5. In commerce-driven relationships, internal publics can also best be described as ________________.

• customers

• employees

• advocates

• audiences

6. Companies like Amazon that have entered the direct-to-consumer market are referred to as:

• B2C companies

• Corporations

• B2B companies

• Digital retailers

7. The idea that donors want to be able to trust that their donations are used for the purposes they intended is linked to which of Kathleen Kelly's 4 R's?

• reciprocity

• relationship nurturing

• responsibility

• reporting

8. The most fruitful donor relationships with nonprofit organizations are those that are:

• long term and mutually committed

• short term but repeatable

• short term and simple to maintain

• ongoing w automatic contributions

9. Coca-Cola manages relationships with investors, who benefit from a profitable brand. Simultaneously, Coca-Cola must also manage its relationship with critics and activists, who vocally oppose the brand and its products for their health implications. In this example, Coca-Cola is:

• Corporate social responsibility
  

• Sustainable innovation

• Public interest communication

• Social impact scaling