The Practice of Public Relations

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What is one of the responsibilities of a Chief Communication Officer (CCO) mentioned in the text?

Directly overseeing the marketing department

Preparing executives for major media appearances (correct)

Participating in industry coalitions

Managing product brands

What is a key aspect of internal communication focus in organizations?

Ignoring the first-line supervisor role

Ensuring employees are the last to hear about developments

Selling products to employees

Keeping employees well informed (correct)

What is the main responsibility of the corporate communication function according to the text?

Managing industry coalitions

Managing the organizational brand and reputation (correct)

Overseeing internal relations

Managing the marketing mix

What is an important aspect of effective issues management mentioned in the text?

Providing wise counsel to senior teams Signup and view all the answers

In what industries might issues management, including crisis and risk management, be particularly important according to the text?

Airline and automotive Signup and view all the answers

What is a key function of the communication team mentioned in the text?

Providing feedback mechanisms Signup and view all the answers

What distinguishes the communication function from legal and finance within a corporation?

Fulfilling regulatory requirements Signup and view all the answers

How do similarly sized organizations differ in terms of the communication function?

Number of employees devoted to communication Signup and view all the answers

Which type of company is likely to devote more resources to the communication function?

A company focused on building strong consumer brands Signup and view all the answers

Why might a company selling products directly to consumers need a large media relations team?

To field calls from mainstream and trade media Signup and view all the answers

What activities might a communication staff be called upon to do when launching a new product?

Plan press conferences, conduct satellite media tours, organize customer events Signup and view all the answers

What differentiates the needs of companies selling to consumers from those selling to other businesses?

Scale of activities related to media relations Signup and view all the answers

What is a common practice for both parties in hostile takeover attempts?

Retaining competing strategic agencies Signup and view all the answers

What is a key role of corporate identity specialists like Landor and InterBrand?

Developing branding strategies and programs Signup and view all the answers

What is a significant trend affecting agencies according to the Council of Public Relations Firms?

More virtual teams being utilized Signup and view all the answers

Why do many companies choose to hire outside agencies for communication activities?

To better manage communication fluctuations Signup and view all the answers

What is a core expectation of clients from agencies according to the text?

Anticipate issues and provide fresh perspective Signup and view all the answers

How do large agencies ensure effective strategic counsel for their clients?

By conducting thorough external research Signup and view all the answers

How do agencies challenge organizations to think differently according to the text?

By offering fresh perspectives and insights Signup and view all the answers

What is a significant aspect of agency-client relationships discussed in the text?

Clients expect a fresh perspective and critical decision-making assistance Signup and view all the answers

What is a notable characteristic of the agency teams mentioned in the text?

They utilize various team structures including virtual teams Signup and view all the answers

What makes the issues management process 'two-way'?

It is based on understanding the views of publics and incorporating their input into managerial decision making. Signup and view all the answers

What can issues management help achieve in strategic decision making?

It can incorporate the values of publics into strategic decision making. Signup and view all the answers

How is issues management typically conducted?

On a continuous, ongoing basis, monitoring and researching multiple issues concurrently. Signup and view all the answers

What factors can influence the number of issues managed in issues management?

The size of the organization. Signup and view all the answers

What does Heath note about the limitations of communication in issues management?

Communication may not suffice to reconcile differences that lead to struggles. Signup and view all the answers

What can successful issues managers hold in depth knowledge of?

The industry in which the organization operates. Signup and view all the answers

What type of agency is APCO Worldwide primarily recognized for?

Public affairs agency Signup and view all the answers

Which of the following is NOT a common task for the Chief Communication Officer (CCO)?

Managing the organization's financial budget Signup and view all the answers

Which of the following is a common goal for public relations agencies?

Enhancing the organization’s reputation Signup and view all the answers

Which of the following agencies is NOT part of a larger media conglomerate?

Edelman Signup and view all the answers

What is the primary focus of agencies like Kekst, Sard Verbinnen, and Abernathy MacGregor?

Strategic communication Signup and view all the answers

What is the overriding mission of the CCO?

Enhancing relationships Signup and view all the answers

What type of agencies are recognized for their expertise in public affairs?

Public affairs agencies Signup and view all the answers

Which of the following is NOT a common task for public relations agencies?

Improving product quality Signup and view all the answers

What type of agencies focus on strategic communication, including mergers and acquisitions, investor relations, and defending hostile takeovers?

Strategic counsel services agencies Signup and view all the answers

Which of the following is a common task for the CCO in a day-to-day environment?

Managing the public relations staff Signup and view all the answers

Which industries typically rely more on public relations and social media programs than traditional advertising channels?

Computing and entertainment Signup and view all the answers

In most organizations, who does the senior leader of the communication team report to?

CEO Signup and view all the answers

What is the role of the investor relations function in a publicly traded company?

Communicating with the company’s shareholders and financial analysts Signup and view all the answers

What is a 'materiality' event in the context of investor relations?

An event that can have either a positive or a negative impact on a company's share price Signup and view all the answers

Which qualities are most important for a successful CCO?

Flexibility, patience, analytical ability, and the ability to remain calm under pressure Signup and view all the answers

What is the main task of the CCO in managing issues?

To monitor issues on an ongoing basis to prevent them from becoming crises Signup and view all the answers

How has the Internet impacted the corporate public relations function?

By making it easier for unhappy customers, disgruntled employees, or disappointed shareholders to voice their concerns Signup and view all the answers

What is the main responsibility of the media relations staff in an organization?

To manage external communication Signup and view all the answers

What factors influence the size of the media relations staff in an organization?

The size of the company's headquarters and the amount of press coverage the company receives Signup and view all the answers

What industries tend to attract more press interest due to their CEOs?

Industries with highly visible CEOs Signup and view all the answers

What is the primary goal of issues management for an organization?

To maintain autonomy in decision-making Signup and view all the answers

According to Heath, what is an issue?

A contestable question of fact, value, or policy Signup and view all the answers

What is the role of communication in issues management?

To foster mutual understanding and trust Signup and view all the answers

What happens when an organization is unresponsive to public appeals?

The organization loses its autonomy Signup and view all the answers

What is the relationship between issues management and public affairs?

They are often grouped within the same department or set of responsibilities Signup and view all the answers

What does issues management allow the top professional communicator to do?

Manage organizational policy Signup and view all the answers

What is the primary purpose of the issues management process?

To manage organizational policy and identify potential problems Signup and view all the answers

What is the relationship between issues management and organizational effectiveness?

Issues management can contribute to organizational effectiveness Signup and view all the answers

What is the consequence of an organization being unresponsive to public appeals?

The organization loses its autonomy Signup and view all the answers

What does Heath's definition of issues management emphasize?

The need to establish a platform of fact, value, and policy Signup and view all the answers

What is the primary role of a public affairs specialist in an organization?

To resolve conflicts and negotiate on behalf of the organization Signup and view all the answers

Which of the following is NOT a common focus area for public affairs specialists?

Employee benefits and perks Signup and view all the answers

What is the main difference between issues management and public affairs?

Issues management deals with governmental and regulatory publics, while public affairs is more narrowly focused on legislative, regulatory, and lobbying issues Signup and view all the answers

Which organization introduced legislation to make horse slaughter for human consumption illegal?

The U.S. House of Representatives Signup and view all the answers

Who said, 'The way a society treats its animals, particularly horses, speaks to the core values and morals of its citizens.'?

Former Congressman Christopher Shays (R-CT) Signup and view all the answers

What argument is presented by defenders of horse slaughter?

It provides an inexpensive way to dispose of these animals Signup and view all the answers

What is at the core of the debate over horse slaughter?

The ethical divergence over the value of equine life and the role of horses in America’s society and history Signup and view all the answers

What type of publics do public affairs specialists interact with?

All of the above Signup and view all the answers

Which publics do issues management and public affairs seek to facilitate interaction between?

Organization and the government or governments Signup and view all the answers

What is the primary goal of public affairs specialists in dealing with governmental and regulatory publics?

To lobby for the organization's interests Signup and view all the answers

What is the main difference between agency and corporate public relations roles?

Agency roles offer more diverse opportunities and travel, while corporate roles are more focused on a single industry. Signup and view all the answers

Which of the following best describes the role of government relations in public relations?

Government relations helps an organization communicate with governmental publics and deal with regulatory issues. Signup and view all the answers

What are some of the common types of work that entry-level agency positions focus on?

Conducting events, publicity, and media pitching. Signup and view all the answers

What is the main difference between government relations and public affairs in public relations?

Government relations involves communication directed at government representatives, while public affairs deals with issues of public concern. Signup and view all the answers

What are some benefits of corporate public relations positions for new hires?

Corporate positions often provide better benefits and a more strategic focus. Signup and view all the answers

What is a strategic issue in public relations?

A type of issue that has the potential to impact the organization, how it does business, and how it interacts with and is regulated by the government. Signup and view all the answers

How do virtual teams impact public relations?

Virtual teams make it more difficult for clients to distinguish between agency and corporate roles. Signup and view all the answers

What are some common areas of expertise for agency professionals?

Media relations, issues management, crises management, brand building, event planning, and corporate reputation work. Signup and view all the answers

What is the main difference between agency and corporate communication roles?

Corporate roles are more focused on a single industry or line of business, while agency roles offer more diverse opportunities. Signup and view all the answers