APR STUDY PACK FINAL PAPER QUESTIONS AND COMPLETE
SOLUTIONS
◉ You are a public relations specialist for a publicly traded,
international clothing company tasked with writing the earnings
press release to accompany the annual report of the fiscal year that
ended last week. As you're working on your release, your boss
brings you a report detailing an issue with one of your major
suppliers in Europe. The report says that major structural
deficiencies have been found in the supplier's manufacturing plant.
The building was shut down immediately and will have to remain
closed for at least six months.. Answer: How do you handle this
information? Pick two:
A. Don't mention it in your earnings press release since you are
addressing the year that just ended.
B. Include a brief analysis of this issue in your earnings press
release, providing a framework for how it will be addressed in the
MD&A.
C. Include this issue as part of a SWOT analysis in your earnings
press release.
,D. Recommend to your boss that your company send out a news
release that day specifically addressing the issue with the supplier
and the impact the plant closure is expected to have on your
company.
Answer: B and D
◉ You are the PR director for a manufacturing company located in a
small town in Northeast Georgia. Your company is the largest single
employer in the town, employing 25 percent of the population.
Through your role on the executive team, you know the CEO will be
announcing significant layoffs at a company meeting Monday
morning. After the CEO's announcement you will release a press
release detailing the reason for the layoffs and plans the company
has made to provide resources to the employees affected. You get a
call from a reporter at the local newspaper, with whom you've
worked hard to develop a strong professional relationship over the
years. She is following up on an anonymous tip that a company layoff
is imminent and wants confirmation from you.. Answer: What do
you do? Select two:
A. Do not confirm the story with the reporter.
B. You don't want to ruin the relationship with the reporter so admit
it is true and ask her to embargo the information until after the
employee meeting the next morning.
,C. Call the CEO and tell him the story has already leaked and
recommend moving up the timing of the press release so that the
company has some control of the narrative.
D. Continue with the employee meeting and press release as
planned.
Answer: A and D
◉ Who bases their approach on agenda setting theory, which says
the amount of mass media coverage subsequently determines public
perception of the relative importance of topics and people?. Answer:
Choose one answer:
A. Publicity Agents
B. Press Agentry
C. Public Affairs Agents
D. Issues Managers
, Answer: B
◉ You have just been promoted to the investor relations manager at
a publicly traded company. Part of your responsibilities include
putting out the quarterly earnings press release with a goal of
earning mentions in 2 national publications and 8 regional
publications. You review past releases and realize that some have
not followed the best standards provided by the FEI and NIRI..
Answer: From the options below, what items must be included (pick
2).
A. Discussions of significant enterprise phenomena.
B. A detailed analysis of the EPS.
C. The headline should highlight the GAAP and/or pro forma
earnings per share
D. A full cash flow report.
Answer: A and C
SOLUTIONS
◉ You are a public relations specialist for a publicly traded,
international clothing company tasked with writing the earnings
press release to accompany the annual report of the fiscal year that
ended last week. As you're working on your release, your boss
brings you a report detailing an issue with one of your major
suppliers in Europe. The report says that major structural
deficiencies have been found in the supplier's manufacturing plant.
The building was shut down immediately and will have to remain
closed for at least six months.. Answer: How do you handle this
information? Pick two:
A. Don't mention it in your earnings press release since you are
addressing the year that just ended.
B. Include a brief analysis of this issue in your earnings press
release, providing a framework for how it will be addressed in the
MD&A.
C. Include this issue as part of a SWOT analysis in your earnings
press release.
,D. Recommend to your boss that your company send out a news
release that day specifically addressing the issue with the supplier
and the impact the plant closure is expected to have on your
company.
Answer: B and D
◉ You are the PR director for a manufacturing company located in a
small town in Northeast Georgia. Your company is the largest single
employer in the town, employing 25 percent of the population.
Through your role on the executive team, you know the CEO will be
announcing significant layoffs at a company meeting Monday
morning. After the CEO's announcement you will release a press
release detailing the reason for the layoffs and plans the company
has made to provide resources to the employees affected. You get a
call from a reporter at the local newspaper, with whom you've
worked hard to develop a strong professional relationship over the
years. She is following up on an anonymous tip that a company layoff
is imminent and wants confirmation from you.. Answer: What do
you do? Select two:
A. Do not confirm the story with the reporter.
B. You don't want to ruin the relationship with the reporter so admit
it is true and ask her to embargo the information until after the
employee meeting the next morning.
,C. Call the CEO and tell him the story has already leaked and
recommend moving up the timing of the press release so that the
company has some control of the narrative.
D. Continue with the employee meeting and press release as
planned.
Answer: A and D
◉ Who bases their approach on agenda setting theory, which says
the amount of mass media coverage subsequently determines public
perception of the relative importance of topics and people?. Answer:
Choose one answer:
A. Publicity Agents
B. Press Agentry
C. Public Affairs Agents
D. Issues Managers
, Answer: B
◉ You have just been promoted to the investor relations manager at
a publicly traded company. Part of your responsibilities include
putting out the quarterly earnings press release with a goal of
earning mentions in 2 national publications and 8 regional
publications. You review past releases and realize that some have
not followed the best standards provided by the FEI and NIRI..
Answer: From the options below, what items must be included (pick
2).
A. Discussions of significant enterprise phenomena.
B. A detailed analysis of the EPS.
C. The headline should highlight the GAAP and/or pro forma
earnings per share
D. A full cash flow report.
Answer: A and C
