Multiple-Choice Quiz
Problemset
Title
Introductory
Text
Multiple-Choice Quiz
Question 1
The author compares the ethical quandary faced by public relations
practitioners who are trying to balance the interests of small publics with
the large public to
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Feedback for See page 239.
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one in which the principles of Kant meet those of
Mill.
Correct
one which pits utilitarianism squarely against
Rawls.
Incorrect
one in which there will always be a loser; there is
no "win-win."
Incorrect
one with no clear categorical imperatives with
which to light the way.
Incorrect
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Incorrect
Question 2
What does TOMS Shoes do to "give back" to the larger community?
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Feedback for See page 240.
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For each pair of shoes a customer buys, the
company donates a pair to a needy child.
Correct
For each skateboard and shoe "combo" a consumer Incorrect
buys, a skateboard and pair of shoes is donated to a
needy child.
For each pair of shoes a customer buys, 10% of the
Incorrect
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purchase price (not cost to produce) goes to fund
children's charities.
For each pair of shoes a customer buys, they receive Incorrect
points that are "redeemable" with charities of the
consumer's choice.
Incorrect
Question 3
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Multiple Choice
Question 4
What does TOMS Shoes founder Blake Mycoskie offer as an explanation
for why his company's "doing good" is sustainable?
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Feedback for See page 241.
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because it is based on a for-profit model
Correct
because TOMS has strategic partners who assist
along the way
Incorrect
because "doing good" always outweighs "doing
well"
Incorrect
because of his partnership with Ralph Lauren
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TOMS has demonstrated that
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a viable link can be established between good
corporate citizenship and economic benefits.
Incorrect
doing good may become a compelling consumer
motivation.
Incorrect
its model can compel private individuals to engage
in charitable activism.
Incorrect
TOMS has demonstrated all of these things.
Correct
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Question 5
The ideal of Aristotelian phronesis is both knowing what is virtuous and
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knowing how to practice it.
Correct
knowing when to implement it.
Incorrect
knowing why it is virtuous.
Incorrect
knowing who is capable of virtuous behavior.
Incorrect
Incorrect
Question 6
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Multiple Choice
When was the mass-media telethon first linked with celebrities to provide
"an opportunity to care"?
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Feedback for See page 242.
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in 1966, with Jerry Lewis's first MDA telethon
Correct
in the early 1970s, with the first Public
Broadcasting System pledge drives
Incorrect
in 1985, with the Live Aid concert
Incorrect
during the Great Depression, with Woodie Guthrie's Incorrect
fundraising through radio concerts
Question 7
What celebrity fundraising effort took the focus from a national event to a
global movement while demonstrating the power of multiple performers
working together to gain publicity and raise funds?
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the 1985 Live Aid concert
Correct
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the 1985 Farm Aid concert
Incorrect
the 2010 Hope for Haiti Now telethon
Incorrect
the 1966 Jerry Lewis telethon
Incorrect
Incorrect
Question 8
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Multiple Choice
In assessing the Hope for Haiti Now event, which of the following best
describes the fundraising effort?
Hint:
Feedback for See pages 242-243.
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It was well organized and the focus was in the
proper place - on the victims in Haiti.
Correct
It was too low-key and did not "cash in" enough on
its available star power.
Incorrect
Organizer George Clooney should be personally
praised for not branding the event with his name,
but doing so probably would have resulted in more
funds being raised.
Incorrect
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The media event of so many "big" stars in one place Incorrect
took focus away from the people of Haiti.
Incorrect
Question 9
Type:
Multiple Choice
How did the Pepsi corporation choose to deal with its 1993 producttampering scare?
Hint:
Feedback for See pages 243-244.
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After one day, the corporation responded publicly
and aggressively.
Correct
The company relied on statements by its attorneys
for the first week, while the allegations were
Incorrect
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investigated.
For the first week, it relied on the "no comment on
advice of our attorneys" tactic.
Incorrect
It immediately launched a "discount campaign" as a Incorrect
diversionary tactic.
Question 10
What aspect of the Pepsi corporation's handling of the 1993 producttampering scare helped to endure that its defenses had credibility with its
various publics?
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its open communication campaign
Correct
its pairing of the proper company representative
with the proper media outlet
Incorrect
its use of all available media to spread its message
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its willingness to work with government inspectors Incorrect
Question 11
Type:
Multiple Choice
Which of the following is NOT among the changes the American Red
Cross implemented following the Katrina and Rita disasters?
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Feedback for See page 245.
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It spent a considerable sum of money to move
supplies and food closer to vulnerable costal areas.
Incorrect
It prepared one million debit cards that can be
activated quickly for distribution to victims.
Incorrect
It has sought greater ethnic, racial, and age diversity Incorrect
within its volunteer base.
The Red Cross has implemented all of these
changes.
Correct
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Question 12
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Multiple Choice
Why did the U.S. Congress, in 2007, pass legislation to reduce the Red
Cross board from 50 members to 20?
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to streamline decisions and oversight
Correct
to save money
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to dispel perceptions that the organization was "top Incorrect
heavy"
to punish those a Congressional committee felt
were responsible for the problems following
Katrina and Rita
Question 13
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Multiple Choice
Question 14
Incorrect
For the first time in its history, following the Katrina and Rita disasters, the
Red Cross had to do what?
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borrow money to cover costs
Correct
call on the British Red Cross and the International
Red Cross for assistance
Incorrect
go to Congress and ask for additional "in kind"
funding from government storehouses
Incorrect
admit publicly that it could not handle the aspects
of disaster relief which other agencies had come to
depend on
Incorrect
Other-centeredness is inherently
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Question 15
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Multiple Choice
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action-based.
Correct
justice-seeking.
Incorrect
parity-seeking.
Incorrect
difficult to implement.
Incorrect
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Overall, which of the following BEST describes the Red Cross's actions
during the Katrina and Rita crisis and its actions afterward?
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It was there during the disaster to take action as best Correct
it could and, after the disaster, was willing to
evaluate itself publicly and honestly.
Its actions during the disaster were lacking no
matter how they are judged, but afterward it did
respond to Congressional inquiries about how to
improve performance.
Incorrect
Its actions during the disaster highlighted the areas Incorrect
in which it was unprepared, though the sheer size of
its bureaucracy prevented any real changes from
being implemented for quite some time.
It was simply overwhelmed by the size and scope of Incorrect
the disaster and, when evaluating its actions
afterward, it necessarily viewed the disaster as
unlikely to be repeated.
Question 16
In public relations, when is it acceptable to use hyperbole?
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Feedback for See page 247.
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only when you can do so in a context where
Correct
hyperbole is understood for what it is and no one is
harmed or misled
Question 17
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Multiple Choice
Question 18
never
Incorrect
only in peer relationships; never with clients
Incorrect
only in private; never in public
Incorrect
The successful public relations practitioner practices humility and realizes
he or she is the _____, not the organization or the client.
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representative
Correct
employee
Incorrect
subordinate
Incorrect
None of these is correct.
Incorrect
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What lies "at the heart" of the practice of public relations?
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relationships
Correct
the recognition of multiple publics
Incorrect
creativity
Incorrect
ethics
Incorrect
Question 19
Feedback
Unlike _____, public relations does not consider its interactions to be
solely commercial transactions with consumers of our products, goods, and
services.
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Multiple Choice Hint:
Feedback for See page 247.
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Question 20
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marketing
Correct
journalism
Incorrect
advertising
Incorrect
public affairs
Incorrect
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To practice public relations with respect, you must first respect
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yourself.
Incorrect
the work you do.
Incorrect
your client.
Incorrect
All these are correct; they are equally important.
Correct