Instructor’s Manual and Test Bank

for

WILCOX/CAMERON/REBER

Public Relations: Strategies and Tactics

Eleventh Edition

prepared by

Justin PettigrewUniversity of Georgia

Andrew LingwallClarion University of Pennsylvania

PearsonBoston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town

Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

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Copyright © 2015, 2012, 2009, Pearson Education, Inc., 1 Lake St., Upper Saddle River, NJ 07458

All rights reserved. Manufactured in the United States of America. The contents, or parts thereof, may be reproduced with Public Relations: Strategies and Tactics, Eleventh Edition, by Dennis L. Wilcox, Glen T. Cameron and Bryan H. Reber, provided such reproductions bear copyright notice, but may not be reproduced in any form for any other purpose without written permission from the copyright owner.

To obtain permission to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, 501 Boylston Street, Suite 900, Boston, MA 02116, and fax: (617) 671-2290. For information regarding permissions, call (617) 671-2295 or e-mail: permissionsus@pearson.com

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ISBN-10: 0-13-380938-2www.pearsonhighered.com ISBN-13: 978-0-13-380938-1

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CONTENTS

PREFACE

_______ ____ ____ ____ ____ ____ ____ ___ ______ ____ ____ ____ ____

____ SECTION ONE: CHAPTER-BY-CHAPTER RESOURCES

CHAPTER 1: WHAT IS PUBLIC RELATIONS? ...........................................................................................11

CHAPTER 2: THE EVOLUTION OF PUBLIC RELATIONS.......................................................................15

CHAPTER 3: ETHICS AND PROFESSIONALISM .......................................................................................20

CHAPTER 4: PUBLIC RELATIONS DEPARTMENTS AND FIRMS ..........................................................26

CHAPTER 5: RESEARCH ...............................................................................................................................30

CHAPTER 6: PROGRAM PLANNING ...........................................................................................................35

CHAPTER 7: COMMUNICATION.................................................................................................................39

CHAPTER 8: EVALUATION ..........................................................................................................................43

CHAPTER 9: PUBLIC OPINION AND PERSUASION ................................................................................46

CHAPTER 10: CONFLICT MANAGEMENT: DEALING WITH ISSUES, RISKS, AND CRISES…..49

CHAPTER 11: REACHING DIVERSE AUDIENCES ....................................................................................53

CHAPTER 12: PUBLIC RELATIONS AND THE LAW .................................................................................58

CHAPTER 13: THE INTERNET AND SOCIAL MEDIA...............................................................................62

CHAPTER 14: PREPARING MATERIALS FOR THE MASS MEDIA ........................................................67

CHAPTER 15: RADIO AND TELEVISION ...................................................................................................73

CHAPTER 16: MEETINGS AND EVENTS ...................................................................................................77

CHAPTER 17: CORPORATIONS ...................................................................................................................83

CHAPTER 18: ENTERTAINMENT, SPORTS, AND TOURISM...................................................................88

CHAPTER 19: POLITICS AND GOVERNMENT ..........................................................................................94

CHAPTER 20: GLOBAL PUBLIC RELATIONS............................................................................................98

CHAPTER 21: NONPROFIT, HEALTH, AND EDUCATION ....................................................................103

SECTION TWO: TEST BANK

CHAPTER 1 TEST BANK ...............................................................................................................................108CHAPTER 2 TEST BANK ...............................................................................................................................113CHAPTER 3 TEST BANK ...............................................................................................................................118CHAPTER 3 TEST BANK ...............................................................................................................................124CHAPTER 4 TEST BANK ...............................................................................................................................129CHAPTER 5 TEST BANK ...............................................................................................................................134CHAPTER 6 TEST BANK ...............................................................................................................................139CHAPTER 7 TEST BANK ...............................................................................................................................144CHAPTER 8 TEST BANK ...............................................................................................................................149CHAPTER 9 TEST BANK ...............................................................................................................................154CHAPTER 11 TEST BANK .............................................................................................................................159CHAPTER 12 TEST BANK .............................................................................................................................163CHAPTER 13 TEST BANK .............................................................................................................................168CHAPTER 14 TEST BANK .............................................................................................................................171CHAPTER 15 TEST BANK .............................................................................................................................177CHAPTER 16 TEST BANK .............................................................................................................................182

CHAPTER 17 TEST BANK .............................................................................................................................186CHAPTER 18 TEST BANK .............................................................................................................................191CHAPTER 19 TEST BANK .............................................................................................................................194CHAPTER 20 TEST BANK .............................................................................................................................198CHAPTER 21 TEST BANK .............................................................................................................................203

PREFACEThis Instructor’s Manual, like the eleventh edition of Public Relations: Strategies and Tactics, has been updated and revised to be comprehensive and up-to-date. The manual follows the creative direction started by Dennis Wilcox in the earliest editions. Like previous editions, the overriding purpose of the manual is to assist professors who face one of the greatest challenges in teaching: introducing students to the principles and practices of a discipline. Although we focus on components that will be particularly helpful to instructors teaching the principles of public relations course for the first time, experienced teachers can expect to find updates of the many familiar pedagogical aids that have made Public Relations: Strategies and Tactics so widely popular.

CHAPTER PEDAGOGYThe first part of the manual parallels the sequence of the chapters in Public RelationsStrategies and Tactics using the following organization:

Chapter ObjectivesEach chapter of the textbook has been designed to accomplish specific educational objectives that will enhance a student’s knowledge of public relations principles and practice. Reflecting these educational objectives, the first section of each chapter in the manual summarizes what the student should know and understand after reading the chapter.

Suggested Class Projects/DiscussionThis section mentions various topics and projects that an instructor may use in the classroom to facilitate discussion and deepen understanding of the concepts in the chapter. Some of these topics can easily be discussed in a normal classroom session, while others might be used for outside assignments. In all cases, the purpose of the projects/discussion points is to engage students in active learning about public relations.

Case ActivityThe case problems included in the textbook give students the opportunity to apply public relations concepts to a realistic situation and to begin to understand the actual, creative challenges available in the public relations profession. The manual includes a brief discussion of concepts and approaches pertinent to each case problem. No single "correct" solution is given, even for cases with favorable outcomes in the actual events serving as the basis of the case problem.

Questions for Review and DiscussionBrief answers and guidelines are given for the questions at the end of every chapter in the text. In addition, page references are given so the instructor can rapidly reference the key parts of the chapter.

TEST BANKThe second part of the instructor’s resources for Public Relations Strategies and Tactics is the test bank. The test bank contains a printout of more than 800 true/false and multiple choice examination questions organized by chapter. These questions are also available online in the MyTest computerized testing system. This Web-based electronic version of the test bank allows the instructor to create tests easily by choosing from test items

specifically prepared to accompany the book.

Separate answer keys can then be generated for each version, facilitating administration and correction of tests in large classes. Given the significant potential for academic dishonesty in large classrooms, this feature can be invaluable. As with many computer programs, there is a short learning curve in adopting the software, however, the flexibility and the efficiency of test management using the program are valuable tradeoffs for the time investment.

As a side note, students who hear lectures on the dynamic role of new technologies are impressed when instructors employ such technologies in their own profession.

POWERPOINT™ PRESENTATION PACKAGEAvailable for download on Pearson’s Instructor’s Resource Center(www . p ea r s onhigh e r e d . c om/i r c ; access code required), this book has a PowerPoint™ lecture outline for each chapter.

ADDITIONAL RESOURCES

Print and Online ResourcesSeveral print and online resources are available to teachers of the principles course in public relations. The Media Resources at the end of every chapter in the textbook have been selected to provide instructors and students an opportunity to delve further into topics discussed in the text. As such, they provide excellent references for student term papers and projects. Readings have been selected from periodicals that ordinarily would be found in most college and university libraries. They include PR Week, Public Relations Tactics, Journal of Public Relations Research, Communication World, Public Relations Review, Public Relations Quarterly, New York Times and the Wall Street Journal. In addition, a bibliography of current books is listed at the end of the text.

MultimediaInstructors may wish to order the Guide to Professional Resources from the PublicRelations Society of America, 33 Irving Place, New York, NY 10003-2376. This catalogue contains pamphlets, books, audio CDs, and DVDs that can be purchased and effectively used in the classroom.

The International Association of Business Communicators (IABC) also has a list of publications and other resource materials available for purchase. The address is: One Hallidie Plaza, Suite 600, San Francisco, CA 94102.

Modern Talking Picture Service has a number of public relations videos for purchase, including "Communications That Count: The Impact of Public Relations," which provides a useful introduction to the field for beginning students. The address is: 5000Park Street North, St. Petersburg, FL 33709. Ask for a copy of theirEducational/Instructional Video catalogue.

The PBS Video Series is another source of materials related to public relations. Bill

Moyers is the host for a four-part series on the Public Mind, which explores persuasion in our society. Of particular interest is "Consuming Images" about the impact of public relations and advertising. In another series, "A Walk Through the 20th Century," Moyers interviews public relations pioneer Edward L. Bernays. PBS Video is at 1320 Braddock Place, Alexandria, VA 22314-1698. Films for the Humanities & Sciences also carries the Moyers series as well as a number of good videotapes about mass communication practices and issues. Request their catalog by writing to P.O. Box 2053, Princeton, NJ08543-2053 or by calling (800) 257-5126.

For a behind-the-scenes, critical look at government and corporate communication practices, consider the offerings of The Cinema Guild, Inc. 1697 Broadway, Suite 506, NY, NY 10019-5904; (800) 723-5522.

Thomson Business and Economics Publishing offers a video on crisis management, "Crisis Management When Disaster Strikes." For information, call (800) 543-0174.

An array of videotapes related to public relations concepts and techniques is available from Insight Media, 2162 Broadway, NY, NY 10024; (212) 721-6316. Tapes cover public speaking, presentations, group dynamics, persuasion theory, gender issues and mass communication ethics.

"Television and the Presidency" is a three-part videotape on various aspects of presidential politics and the media. Of particular note is one part of the series that brings together presidential press secretaries for a retrospective on presidential media relations. To order a complimentary copy, contact The Freedom Forum, First Amendment Center,1207 18th Avenue South, Nashville, TN 37212; (615) 321-9588.

The fifteen-part videotape series devoted to news writing holds several especially relevant programs (What is News? Dealing with Sources; Public Relations Writing; The Ethics of Journalism). The entire series, entitled "News Writing," might be useful at various times in the public relations curriculum. This PBS Telecourse is available from Annenberg/CPB Collection, P.O. Box 2345, South Burlington, VT 05407-2345; (800) - LEARNER.

Other resources will be listed, as appropriate, under various chapters.

A FINAL NOTE

Public Relations Strategies and Tactics serves as a readable, comprehensive presentation of principles and practices in public relations. On its own, the text provides an outstanding basis for teaching the introductory or principles course in public relations. This Instructor’s Manual is intended to enhance the power of the textbook as an educational resource. The ideas and supplemental information offered here for discussion sessions, class projects, case analyses, chapter review, examinations and class activities help you get the most out of the teaching experience for you and your students. The student-centered approach taken here should make your job as teacher much easier and more satisfying as well. We hope that you find the Instructor’s Manual makes teaching public relations relatively easy, interesting, and enjoyable for you. Equally important, we hope that you enjoy using this

Instructor’s Manual as much as we have enjoyed writing it.

CHAPTER 1: WHAT IS PUBLIC RELATIONS?

OBJECTIVES

After reading this chapter students should:

1. Be familiar with the global scope of the public relations industry.

2. Have a good definition of public relations.

3. Understand that public relations is a process, not an event.

4. Know the difference between public relations, journalism, advertising, and marketing.

5. Assess the skills needed for a public relations career and what salary to expect.

SUGGESTED PROJECTS AND DISCUSSION

This chapter introduces students to the general concept of public relations and firmly plants the idea that it is a multifaceted field much more complex than the average person perceives it to be. In addition, Chapter 1 touches on a number of topics, which are explored in much greater detail in subsequent chapters. It is assumed that this course is the student's first formal introduction to the field of public relations, so class discussion and projects could include the following:

1. Ask students to conduct a job search for entry-level jobs in public relations. Have the students share their jobs with the class and then lead a discussion on the themes observed with qualifications, salaries, and job responsibilities. Ask the students if they are surprised with any of the themes that emerged.

2. Lead a discussion about the importance of writing skills in regard to career success. Ask students what they can do to improve their writing skills, outside of the classroom, in preparation for a career in public relations. You may want to offer possibilities if students are having difficulty thinking of things; visiting the school writing lab, writing for the school newspaper, offering to edit friend’s papers, keeping a blog, or offering to contribute to an organizational newsletter or a monthly town paper are a few ways that students can get more writing experience and as a result, improve their writing skills.

3. Ask class members to clip newspaper articles that mention public relations. In what context was the term "public relations" used in the article? Did class members come across any reference to such terms as "corporate communications," "public affairs," or "strategic communications"?

4. Have students conduct several “man on the street” interviews by asking interview participants what public relations is and what public relations professionals do.

Following the interviews, ask students to share their findings and discuss the possible stereotypes or associations that were shared during the interviews.

5. Discuss the notion of “networking” and how students define that skill. Have students develop a networking plan for the semester that outlines potential networking opportunities and their plans to take advantage of those opportunities.

6. Analyze the gender makeup of your classroom, and have a discussion on why more females tend to gravitate toward PR classes, and ultimately, PR careers.

7. Break the room into four groups, with one group representing each element of the R-A-C-E model. Use a specific, successful campaign in your local area as a case study, and ask each group to brainstorm key components of what they think was done. If available, give them a handout with the actual campaign components to compare and contrast.

CASE ACTIVITY: BUBBLEWRAP CELEBRATES ITS 50TH ANNIVERSARY

Given that Bubble Wrap has become a “cult favorite” among enthusiasts in the early 21st century, it makes sense for students to begin secondary research in social media channels to determine what (besides its usefulness) has made it such a pop icon. Further Web- based research will help student to better understand Bubble Wrap’s 50-year history. When and why did the product become so popular? What is the unique “essence” of the product that makes it so fun and irresistible? To find some answers and to begin brainstorming ideas for 50th anniversary events, students might consider running an online focus group among Bubble Wrap lovers. Based on these results, the agency team can begin to focus on special event ideas. Encourage students to think about timing and location. Should activities take place in major cities, or during high-profile events? Or, does it make more sense to utilize social media channels? Students should also consider the Sealed Air Corporation’s image and marketing approaches, and how their management might view such a campaign.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. How many people are estimated to work in public relations around the world?(pg. 5) The Global Alliance estimates that 3 million people worldwide practice public relations as their main professional activity.

2. Is public relations growing as a field in terms of employees and revenues? (pgs. 5-6) Yes, public relations is a growing field and it is expected to continue to grow because of the increasing number of students majoring in public relations. In addition, American organizations spend an estimated $3.7 billion annually on public relations and related ventures, which continues to grow as well.

3. What key words and phrases are found in most definitions of public relations?(pg. 9) Key words or definitive phrases for the profession include: deliberate, planned, performance, public interest, two-way communication, and management function.

4. What does the acronym RACE stand for?(pg. 14) The four phases of a public relations campaign are: research, action, communication, and evaluation.

5. Public relations is described as a loop process. What component makes it a loop rather than a linear process?(pg. 15) The feedback loop is indicative of effective two-way communication.

6. Review the description for a public relations specialist on page 4. Did it change your initial perception or public relations as a field?(pg. 4) Student answers will vary. As underscored in the text, an organization’s reputation, profitability, and its continued existence can depend on the degree to which its targeted public supports its goals and policies. Students should be able to describe how this description contrasts with their readings in Chapter 1.

8. What are the components of basic public relations practice? Which one sounds the most interesting to you as a possible career specialty?(pgs. 16-17) Roles for practitioners include counseling, government affairs, employee relations, media relations, special event planning and fund-raising. There is tremendous breadth to public relations work.

9. What other terms are used by organizations to describe the public relations function? Do you have any preference for any of them? Explain.(pgs. 9-10) Some euphemisms for public relations are: public affairs, government affairs, corporate relations, and corporate public affairs; the most popular is corporate communication.

10. How do you think portrayals of various careers in films and television are negative or positive?(pgs. 10-11) Most television programs and movies project a negative and inaccurate image of public relations. These programs generally stereotype public relations workers as “flacks” or “spin doctors” that are not professional and basically “schmooze” in their jobs. Public relations appears to be extremely glamorous work through the aforementioned portrayals. However, the actual work involved in public relations is rarely demonstrated through these various media portrayals.

11. How does public relations differ from the fields of journalism, advertising, and marketing?(pg. 16-21) Public relations is more multifaceted than the others, with journalism focusing primarily with one “channel” and being more objective, advertising being a paid notion dealing with only media outlets and not having to “deal with” gatekeepers or filters, and marketing primarily concerned with the concept of consumers/sales rather than long-term relationships with publics.

12. Some experts say that public relations can launch a new product or service better than advertising can. Do you agree or disagree?

(pg. 21) In its market-support function, public relations achieves a number of objectives, including raising awareness, informing and educating, gaining understanding, building trust, making friends, and giving people reasons to buy and create a climate of consumer acceptance.

13. Public relations people work for a variety of organizations. What type of organization would you prefer if you wanted to work in public relations?(pg. 24) These include corporations, nonprofits, public relations firms, education, independent consulting, healthcare, and professional associations.

14. The text mentions six essential qualities for working public relations. On a scale of 1 to 10, how would you rate yourself on each ability?(pgs. 26-28) These are writing skill, research ability, planning expertise, problem- solving ability, business/economics competence, and expertise in social media.

15. Discuss entry-level salaries in public relations. Do you think they are too low, or are they about what you expected/ What about the salaries for experienced professionals?(pgs. 30-31) The median starting salary in public relations was $31,000 in 2008.There is a great deal of growth potential, as evidenced by the national average of$119,000 for experienced practitioners in the corporate world, and $90,000 for experienced practitioners in agencies.

16. After reading this chapter, do you think you would enjoy a career in public relations? Why or why not?(pgs. 22-33). Student answers will vary. They can explore this question further by taking the Personality Quiz: Do You Have the “Right Stuff”? on pg. 27. It is helpful to discuss both the essential skills and the personality attributes required for a successful public relations career.

1. A form of crowdsourcing is fundsourcing. How does this work?(pg. 573) Citizen groups using crowdfunding as a mechanism for raising money have been fairly successful. One of the newest trends in fund-raising, which is connecting people on the Internet to crowdfunding Sites such as Kickstarter, Spacehive, and neighborly have been particularly successful. Kickstarter, for example, has raised significant amounts of money from small donors to help artists and inventors find patrons and to also help local communities raise money for improvements in their neighborhoods.

2. What is the major source of charitable donations in the United States? What type of organization gets the most donations?

(pg. 569). Individuals contribute the most in the way of charitable donations. In 2012, for example, individuals contributed $228.93 billion compared to corporations that gave $18.15 billion. Religious organizations receive the bulk of these donations, 32.2 percent.

Chapter 1 Test Bank

1.1 Multiple-Choice Questions

1. Public relations is a worldwide industry. While it is most developed in the U.S., what country is considered the “new frontier” for public relations?A) Japan.B) United States. C) South Africa. D) China. Answer: DPage Ref: 6

2. Which of the following terms is generally associated within the accepted definitions of public relations?A) promotionB) managementC) profitabilityD) mutually beneficial outcomesAnswer: B Page Ref: 7

3. Which of the following is the first element of the public relations process? A) evaluationB) communicationC) researchD) action Answer: C Page Ref: 14

4. Which of the following makes public relations a cyclical process?A) policy formationB) programmingC) feedbackD) program assessment and adjustment Answer: D Page Ref: 15

5. What word(s) best defines public relations in the 21st century?A) strategicB) mutually beneficialC) tacticalD) image buildingAnswer: A Page Ref: 8

6. The advancement of public relations as a profession includes changing the long-

standing (and incorrect) idea that public relations practitioners for organizations are: A) event planners.B) human resource managers. C) news release writers.D) journalists in residence. Answer: DPage Ref: 16–17

7. Which is an essential ability for a public relations practitioner? A) expertise in social mediaB) database managementC) networkingD) a good work-life balanceAnswer: APage Ref: 26

8. Skills in public relations are:A) mostly people skillsB) mostly knowledge of media tracking methodsC) dependent on the specific jobD) the same regardless of the jobAnswer: CPage Ref: 28

9. Which of the following is accurate with regard to the relationship between public relations and advertising?A) Advertising is usually more costly.B) Advertising is usually seen as more credible than public relations.C) Advertising is more focused on internal audiences than public relations. D) Public relations is narrower in scope.Answer: A Page Ref: 20

10. Which is true with regard to internships?A) They are almost always unpaid, or paid at a maximum of $5 per hourB) They are not usually recommended for graduation.C) They provide managerial experience for undergraduates.D) There is a strong correlation between paid internships and starting salaries. Answer: DPage Ref: 30-31

11. A publicist would most likely be considered an "honorable" term inA) entertainment/celebrity business.B) nonprofit organizations. C) agency business.D) corporate America.

Answer: APage Ref: 10

12. According to a 2013 report, the median annual salary for recent graduates in public relations wasA) $22,000. B) $25,000. C) $33,000. D) $35,000. Answer: C Page Ref: 32

13. The RACE acronym was articulated byA) Edward Bernays.B) John Marston.C) Ivy Lee.D) Walter Lindemann. Answer: BPage Ref: 14

14. IMC stands for:A) Image Making ConsultingB) Integrated Marketing CommunicationsC) Imagining, Making ChangeD) Ideas, Methods and CommunicationAnswer: BPage Ref: 22

15. Which best describes the relationship between public relations and marketing?A) Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences, and stakeholders.B) Marketing professionals are seen as subservient to more seasoned public relations practitioners.C) Marketing professionals aren't generally concerned with stakeholders. D) Neither is concerned with advertising initiatives.Answer: A Page Ref: 20

16. What is brand journalism?A) Journalism focused on a particular brandB) A kind of content marketing in which paid media plays a minor roleC) A scenario where journalists are paid to write about a productD) A practice that is frowned upon by public relations practitioners.Answer: B

Page Ref: 23

17. The highest paid public relations professionals usually work for:A) agencies. B) not-for-profitsC) corporations.D) themselvesAnswer: CPage Ref: 33

18. Employers usually require what thing in order for a paid internship position?A) that the student be a good typistB) that the student be able to perform administrative tasksC) that the student be at least a college juniorD) a cover letter Answer: CPage Ref: 30

19. What is the going rate for paid interns at reputable national and international companies?A) $8 to $10 dollars an hourB) $10 to $12 dollars an hourC) $12 to $15 dollars an hourD) $16 to $20 dollars an hourAnswer: CPage Ref: 30

1.2 True/False Questions

1. Edward Bernays coined the word "spin" in public relations. Answer: FalsePage Ref: 11

2. Public information and public affairs are the most widely used terms by nonprofits, universities and government agencies. Answer: TruePage Ref: 10

3. Program planning is the bridge between research and communication in public relations. Answer: TruePage Ref: 14

4. A flack is an endearing term for a public relations practitioner that describes a hard- working, entrepreneurial type.Answer: FalsePage Ref: 13

5. Public relations practitioners write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.

Answer: TruePage Ref: 19

6. Journalism and public relations are fundamentally different in scope. Answer: TruePage Ref: 16

7. Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns.Answer: FalsePage Ref: 20

8. All organizations should serve society as a whole. Answer: TruePage Ref: 34

9. Public relations pays relatively well compared to other communication professions.Answer: TruePage Ref: 31

10. Business/economic competence is considered an essential ability for those pursuing a public relations career.Answer: TruePage Ref: 26

1.3 Essay Questions

1. You are a recent college graduate in public relations at your university. Using the five essential abilities as a model, explain why you are the best person for the position. Use concrete examples with regard to your expertise, and how it relates to specific institutional activities or needs. Would you have more of a "technical" or a "managerial" role to start?Page Ref: 25

2. Using current or recent television shows or movies as a backdrop, note how public relations practitioners (and the industry) has been depicted, either favorably or negatively. Use specific definitions and practitioner expectations from the chapter and illustrate your points.Page Ref: 14