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C. advisers to human resources directors D. consultants to directors of marketing 5) To effectively communicate with a public, it is important to recognize that A. all publics have the same needs B. all publics are most interested in the technology you use C. all publics have their own special needs and require different types of communication D. all publics have overlapping organizational needs 6) If you target “experiencers,” you’re likely using ________ to segment a public. A. Geographics B. Demographics C. values and lifestyles D. Sociometrics 7) Employees would trust management more if they A. were less visible B. didn’t seek to empower the workforce C. communicated more frequently and earlier D. avoided sharing bad news 8) One major reason to do an in-depth interview of top management and communicators before designing an effective employee communications program is to A. Minimize the discontinuities between what each group thinks the other wants. B. ignore what communicators think management wants from them C. ignore what management thinks it wants from communicators D. to minimize groupthink 9) As arbiters of communications in organizations, it’s been the charge of public relations people since the 1960s to A. deal in an enlightened manner with the realities of a multicultural society B. sensitize the rest of the world to multicultural needs of Americans C. make an impact on renewing the energies of various ethnic communities D. enhance the power of the disenfranchised 10) A typical goal of consumer relations is to keep former customers because A. most product complaints are made by new customers
B. most service complaints come from new customers C. most requests for product upgrades come from prospective customers D. most sales are made to established customer 11) How does advice to clients from lawyers differ from advice given to clients by public relations practitioners? A. Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the court of public opinion. B. Public relations practitioners advise clients what they must do to defend themselves in a court of law. C. Lawyers advise clients what they should do to act ethically and socially responsible. D. Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion. 12) Litigation public relations can best be defined as A. attempting to influence a potential jury prior to the beginning of a case B. attempting to gain buy-in from the legal teams associated with the case C. attempting to settle the case out of court D. attempting to manage the media process during the course of a legal dispute so as to affect the outcome or its impact on the client’s reputation 13) An organization’s social responsibility image is often determined by A. its desire to earn a profit above all else B. its focus on being the number one patron of the arts C. its attention to be ethical and to improve the quality of life for people D. its focus on looking good rather than doing the right thing 14) The success of public relations in the 21st century is likely to depend heavily on A. following the Code of Ethics published by the Society of Professional Journalists B. following regulatory standards set forth by the Federal Communications Commission C. how the field responds to the issue of ethical conduct and preserves its credibility D. remaining vigilant regarding a person’s right to privacy 15) Reasons why print media are number one with public relations professionals include A. decreased opportunities for network radio and TV placements B. about 50 percent of the public considers them accurate C. many journalists at newspapers and magazines still use news releases D. they are publishing 24/7
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Page 5 and 6: D. 125 words 22) Which of the follo

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