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C. advisers to human resources directors<br />
D. consultants to directors of marketing<br />
5) To effectively communicate with a public, it is important to recognize that<br />
A. all publics have the same needs<br />
B. all publics are most interested in the technology you use<br />
C. all publics have their own special needs and require different types of<br />
communication<br />
D. all publics have overlapping organizational needs<br />
6) If you target “experiencers,” you’re likely using ________ to segment a public.<br />
A. Geographics<br />
B. Demographics<br />
C. values and lifestyles<br />
D. Sociometrics<br />
7) Employees would trust management more if they<br />
A. were less visible<br />
B. didn’t seek to empower the workforce<br />
C. communicated more frequently and earlier<br />
D. avoided sharing bad news<br />
8) One major reason to do an in-depth interview of top management and communicators<br />
before designing an effective employee communications program is to<br />
A. Minimize the discontinuities between what each group thinks the other wants.<br />
B. ignore what communicators think management wants from them<br />
C. ignore what management thinks it wants from communicators<br />
D. to minimize groupthink<br />
9) As arbiters of communications in organizations, it’s been the charge of public relations<br />
people since the 1960s to<br />
A. deal in an enlightened manner with the realities of a multicultural society<br />
B. sensitize the rest of the world to multicultural needs of Americans<br />
C. make an impact on renewing the energies of various ethnic communities<br />
D. enhance the power of the disenfranchised<br />
10) A typical goal of consumer relations is to keep former customers because<br />
A. most product complaints are made by new customers