MC 3020 Midterm

1. What is the relevant term used to describe the PR department of an organization? a. Corporate communications b. Marketing communications c. Chief communications d. Advertising communications

Corporate communications

The use of ___________ is based, in part, on the belief that the term is broader than public relations, and encompasses all communications of the company. a. Public affairs b. Corporate communications c. Media relations d. Public information

Corporate communications

_________________ argues that the shaping of issues by journalists impacts public understanding and policy formation. a. Agenda setting theory b. Media dependency theory c. Framing theory d. Conflict theory

Framing theory

What person deals exclusively with placement of stories in the media? a. Hack b. Event coordinator c. Publicist d. Flack

Publicist

Which type of research provides the researcher's detailed perceptions and his or her grasp of a situation, with statistical data being rarely employed? a. Quantitative research b. Primary research c. Secondary research d. Qualitative research

Qualitative research

_____________ research uses statistical tabulations and scientific surveys. a. Primary b. Secondary c. Quantitative d. Qualitative

Quantitative

____________ are central beliefs that determine how we will behave in certain situations. a. Integrity b. Self-interests c. Values d. Ethics

Values

To improve the quality of a product, a company decided to launch a website where customers can login and give feedback. By taking this feedback and implementing it, the company was able to improve certain products. Which model of PR was used by the company? a. Press publicity b. Public information c. 2 way asymmetric d. 2 way symmetric

2 way asymmetric

With the evolving social networks, today's TV channels can interact with the public. The audience can be heard and the journalists can give their opinions. This helps both parties reach a mutual understanding. Which model of PR is being used here? a. 2 way symmetric b. Public information c. 2 way asymmetric d. Publicity

2 way symmetric

"PR strategies were applied in the abolition movement to ban slavery." In this scenario, which theme of PR was used? a. Advocacy b. Legitimacy c. Profit d. Recruitment

Advocacy

_________________ insists that the contents of the media set the outline for public discussions. a. Media dependency theory b. Conflict theory c. Agenda setting theory d. Framing theory

Agenda setting theory

Lopez interviewed the employees of an organization. In the interview, he found that 90% of the interviewees read almost every article in the organization's newsletter. He also found that they particularly liked an article about an announcement by the organization's management. What is this readership survey? a. Article recall b. Positive perception c. Informal interview d. Content analysis

Article recall

After the completion of a public relations campaign of a garment's new brand, the sales figures were analyzed to see if the campaign made an impact. After studying the figures, the PR team attempted to come up with a better campaign. Which step of the public relations process are they currently in? a. Assessment b. Feedback c. Programming d. Communication

Assessment

When a rival candidate accused Senator Reeves of taking a bribe from a canned food manufacturing company, his PR representative countered the allegations by saying the rival candidate had ulterior motives. To support this claim, the PR representative pointed out that the date on which the senator was accused of taking the bribe was his son's birthday, and he happened to be on vacation with his family to celebrate the occasion. Which crisis communication strategy was this PR representative employing in this scenario? a. Taking corrective action b. Denial of the situation c. Justification of facts d. Attack the accuser

Attack the accuser

Market research is conducted for a public relations campaign to identify the a. Strategy b. Situation c. Objective d. Audience

Audience

A PR practitioner conducted a survey on a campaign done by an environmental organization. The survey was meant to evaluate if the campaign had reached its targeted audience. The questions focused on whether the group had noticed, or understood the content of the campaign. The campaign is aimed to measure. a. Organizational objective b. Publicity value c. Audience awareness d. Media impression

Audience awareness

A cosmetic company planned to launch a range of low-cost cosmetics. It decided to undertake research on what kind of cosmetics were used by college students. What element of planning is being identified by this process, and why is it important? a. Strategy; to set effective guidelines for the overall campaign b. Situation; to set objectives only with proper understanding of the situation c. Tactics; to effectively implement the established objectives d. Audience; to maximize the reach and success of the campaign

Audience; to maximize the reach and success of the campaign

Generally during elections, political parties conduct surveys in the areas where they have a strong hold. This is done to get emotional reactions from the public. What should a public relations officer do in such a situation? a. Carefully consider wordings b. Avoid loaded questions c. Consider timing and context d. Give a range of possible answers

Avoid loaded questions

Before launching the campaign, Emily decided to follow the local news more closely as often as she could. She believes this will help her recognize current issues better. How can tracking the local news help her plan the campaign? a. By planning the strategy b. By establishing the objective c. By defining the audience d. By understanding the situation

By understanding the situation

To increase their revenue, Watercress International decided to analyze customer reactions via online networks. The company wanted to get customer reactions for their marketing and customer service activities. How can this objective be effectively achieved, and what benefit does it have? a. By using social media tools; to help companies to develop ways to provide information about social media efforts b. By conducting social media participatory research; to listen to the consumers in virtual social settings c. By web analysis; to gauge web traffic and impact of the website on groups d. By digital analysis; to learn to analyze the thoughts of the consumers in social media

By using social media tools; to help companies to develop ways to provide information about social media efforts

__________________ determine the purpose of communication and how it is helpful in achieving a particular objective of an organization. a. Client objectives b. Media objectives c. Awareness objectives Audience objectives

Client objectives

Gal Corp. uses mail service and telephone surveys to analyze their publicity campaigns by seeking the opinions of the employees, supervisors, and the managers. They gather the information about the publicity through the experts in the industry as well as clients and the suppliers of the products. The surveys are a part of a(n) a. Event attendance b. Communication audit c. Pilot test d. Split message

Communication audit

Which key component of strategic conflict management comes into play when two or more individuals or entities strive for the same business resources? a. Competition b. Conflict c. Management d. Resolution

Competition

In an organization, staff functions operate at three levels of influence and authority: advisory, concurring authority, and: a. Compulsory-advisory b. Human resources c. Strategic communication d. Proposed policy

Compulsory-advisory

A manufacturing company plans new brochures to create awareness about its products. Management sends the designs to the public relations department to review and approve before disseminating the brochures to the public. In this scenario, which level of influence is best illustrated? a. Advisory b. Compulsory-advisory c. Compulsory-authority d. Concurring authority

Concurring authority

Cosmetics and drug manufacturers are constantly under criticism about cruelty to animals during testing from animal rights activists. Keeping this in mind, the PR professional that Hanro Cosmetics hired advised them to donate five million dollars to the Blue Cross before it started testing its new range of cosmetics on animals. What was the PR professional essentially advising the company to do? a. Image restoration b. Conflict resolution c. Conflict positioning d. Crisis management

Conflict positioning

What is the process of developing strategies that help an organization in placing itself favorably in anticipation of events that will open it for public scrutiny? a. Crisis management b. Conflict positioning c. Issue tracking d. Issue management

Conflict positioning

________________ involves the understanding of differences among individuals and groups. a. Conflict theory b. Agenda setting theory c. Framing theory d. Media dependency theory

Conflict theory

Which type of qualitative research technique involves the process of systematic and objective categorization of information? a. Content analysis b. Focus groups c. Copy testing d. Ethnographic techniques

Content analysis

Eric was newly appointed as editor of the company newsletter. While going through previous editions of the newsletter, he found that certain stories dominated at the expense of others. He further proceeded to categorize the stories under different headings. What is this method of evaluation called, and why is it important? a. Reader perceptions; it is important because the editors can grasp the perceptions of the readers through the stories b. Content-analysis; it is important because the editors will have a factual basis with which to arrange the content c. Readership-interest survey; it is important because the editors can analyze the readership of the newsletter d. Article recall; it is important because the editors can recall the articles from the past editions of the newsletter

Content-analysis; it is important because the editors will have a factual basis with which to arrange the content

The range of response of an organization to a threat constitutes the a. Contingency continuum b. Contingency theory c. Contingency factor d. Contingency matrix

Contingency continuum

What is the list of possible variables that affect an organization's response to a threat? a. Contingency theory b. Contingency factor c. Contingency continuum d. Contingency matrix

Contingency matrix

What acts as the key to effective communication and retention of messages? a. Conveying information in a single way, using a single communication channel b. Conveying information in several ways, using multiple communication channels c. Conveying information in several ways, using a single communication channel d. Conveying information in a single way, using multiple communication channels

Conveying information in several ways, using multiple communication channels

The NGO decided to give out brochures to the villagers about how they can protect themselves from water borne diseases. Since the NGO team was not sure about the literacy rate of the villagers, they decided to do a test run. They selected representatives, gave out a draft of the brochure, and asked the villagers to interpret the message in it. What qualitative research technique did the NGO adapt and how does it help? a. Focus groups; to identify the range of attitude of the audience b. Copy testing; to understand the education level of the audience c. Interviews; to give the NGO exposure to the thought about their messages d. Content analysis; to measure the amount and nature of media coverage

Copy testing; to understand the education level of the audience

If an organization is in the process of implementing a plan that it had specifically developed for a conflict of catastrophic proportions, then which process is it essentially involved in? a. Crisis management b. Crisis communication c. Conflict positioning d. Conflict resolution

Crisis communication

One key word which is used to define public relations is ______________, since public relations activity is intentional. a. Public interest b. Deliberate c. Planned d. Two-way communication

Deliberate

Many times organizations refuse to acknowledge a situation they are in, and come up with counter-explanations to back their claims. Which crisis communication strategy do they employ by doing so? a. Excuse b. Denial c. Justification d. Ingratiation

Denial

Who is known as the father of modern PR? a. Douglas MacArthur b. Jenny Lind c. Phineas T. Barnum d. Edward L. Barnays

Edward L. Barnays

For their "save the tiger" campaign, an NGO launched an ad campaign to show that tigers are killed for personal benefits. Several pictures were posted, which showcased the brutality of the poachers. Then, they proceeded to request that the public show initiative and avoid using products that caused the death of the innocent animal. What kind of persuasive device did the NGO use? a. Emotional appeal b. Drama c. Testimonial d. Endorsement

Emotional appeal

What is the process of keeping oneself up to date with the current affairs and the atmosphere in which an organization operates? a. Issue tracking b. Conflict positioning c. Issue management d. Environmental scanning

Environmental scanning

______________ refer(s) to the standards of conduct that indicate how one should behave based on moral duties and virtues rising from principles of right and wrong. a. Values b. Integrity c. Ethics d. Self-interests

Ethics

To find out more about the pros and cons of a product, it is often a good idea to study the behavior of the individuals or groups of people using it. Which type of qualitative research method can be employed to achieve this purpose? a. Focus group b. Copy testing c. Content analysis d. Ethnographic technique

Ethnographic technique

The success of a motivational campaign can be assessed by keeping count of the number of people who change their attitude after being a part of it. Which component of planning is described in the scenario? a. Tactics b. Strategy c. Evaluation d. Objective

Evaluation

A PR firm is looking to hire a new team member. It is looking for someone who knows about podcasting, and has search engine optimization experience. Which essential PR skill is the firm primarily looking for? a. Research ability b. Expertise in social media c. Problem-solving ability d. Writing skill

Expertise in social media

There were widespread protests in India after the government decided to set up a nuclear power plant in a coastal region, and after the nuclear disaster in Japan following a Tsunami. The government explained the energy crisis that the country was facing in much detail, which lead to softening the stance of many of the protesting public organizations. Which variable affecting the risk perception did the government try to address during this episode? a. Complexity b. Severity c. Familiarity Perceptivity

Familiarity

Which type of research can be described as an unofficial process that elaborates qualitative data instead of purely numerical information? a. Copy testing b. Focus group c. Interview d. Content analysis

Focus group

A PR manager was promoting a newly launched product designed by the team at Clover Inc. He used a plethora of jargon and extremely verbose language in his presentation, failed to provide a summary of the key points, and did not conduct a Q&A session for the audience. Afterwards, the manager distributed feedback forms to the audience asking them to rate his presentation and performance. From the feedback forms, he discovered that most of the audience was not satisfied because they felt his presentation was too complex and uninteresting. In what way can the PR manager resolve the issue, and why is it important? a. He can resolve the issue by giving several examples for his points; it is important to convince the audience as the audience's opinion mattered to the company b. He can resolve the issue by presenting again until the audience is satisfied; it is important to convince the audience of the message as the company invested heavily on the promotions c. He can resolve the issue by making use of high-level language to target at least half of the audience; it is important to gain the attention of the audience d. He can resolve the issue by repeating the key messages in various ways and by using simple terms; it is important to meet the needs of audiences with different perceptions

He can resolve the issue by repeating the key messages in various ways and by using simple terms; it is important to meet the needs of audiences with different perceptions

The new product that Bomak Corp. launched was much inferior to its competitors. To compensate for that, the board asked their PR manager, Dorothy, to come up with a campaign that exaggerates the quality of the product many fold. While Dorothy had done similar assignments in the past, this time she was reluctant to do so. What could be the reason for Dorothy's reluctance this time? a. Her discomfort level b. Her values c. Her loyalty d. Her philosophy

Her discomfort level

According to David Hilton-Barber, one of the most important reasons for a communication audit are to a. Identify strengths and weaknesses b. Send donations for preservation efforts c. Write to elected officials d. Generate sales or revenues

Identify strengths and weaknesses

Mia is the project leader of the new campaign that focuses on spreading awareness about the effects of global warming. What kind of objective did she set for the campaign? a. Motivational objective b. Informational objective c. Communication objective d. Media objective

Informational objective

In terms of dealing with misinformation, ________________ states that members shall refrain from "circulating information which is not based on established and ascertainable facts." a. Public Relations Society of America b. PR Student society of America c. International Association of Business Communicators d. International Public Relations Association

International Public Relations Association

PR personnel are constantly using the Web and social networks to communicate information about their employers and clients, but they should do so within an ethical framework. This area, for which the above ethical guideline is established, is called: a. Corporate practice b. Financial information c. Internet transparency d. Video new releases

Internet transparency

If an organization is trying to predict a problem which may arise due to its implementation of a new policy, which process is it engaging itself with? a. Reputation management b. Crisis management c. Conflict management d. Issues management

Issues management

Most top-rated companies get the help of PR firms who are engaged in promoting products and services through news releases, brochures, media tours, and special events. They also conduct surveys to gauge public perceptions and attitudes. In this scenario, which statement justifies the assistance expected from PR firms by the companies? a. It advertises the company's products through certain communication channels b. It attracts prospective clients by improving the company's image and brand value c. It provides professional expertise in communication to reach the public at the national and international level d. It markets the company's products by thinking only of customers or potential buyers as the key public

It provides professional expertise in communication to reach the public at the national and international level

Often the messages distributed through various communication technologies are not accurately understood by the audience. They are often misleading. What is this limit of effective communication called? a. Presence of self-selection b. Lack of self-perception c. Presence of competing messages d. Lack of message penetration

Lack of message penetration

The approach to planning that focuses on formulating certain tactics to achieve specific organizational goals is called: a. Communication campaign management b. An agency planning model c. Strategic planning d. Management by objectives

Management by objectives

______________ is one of the most widely used methods for evaluating PR efforts. a. Measurement of audience attitudes b. Adequate planning of programs c. Concrete agreement on attaining objectives d. Effective dissemination of split-message

Measurement of audience attitudes

The marketing specialists in a PR department submitted a yearly report to an international organization. The report contained the organization's print media advertising campaigns such as press releases, editorials, and photographs. It also enclosed a detailed account of the organization's campaign through social media networks. This report is an example of: a. Measurement of production b. Measurement of supplemental activities c. Measurement of audience attitude d. Measurement of audience awareness

Measurement of production

One PR professional is asked to choose a newspaper with a large circulation, and publish an article about a particular company in that publication. This person is also given a count of the number of people who read the newspaper, but who are not actual subscribers to it. The responsibility of this professional is an example of: a. Measuring the supplemental activities b. Measuring the audience awareness c. Measuring the production of newspaper d. Measuring the message exposure

Measuring the message exposure

_________________ indicates that media have an effect on the formation of opinions and attitudes of people. a. Conflict theory b. Agenda setting theory c. Framing theory d. Media dependency theory

Media dependency theory

Which objective describes the need for public relations personnel to provide materials to the mass media and disseminate other messages through owned media such as newsletters and the organization's websites? a. Message exposure b. Acceptance of the message c. Change in overt behavior d. Attitude change

Message exposure

In today's world, companies are trying to increase their global reach. This requires the evolution of public relations strategies. Considering this scenario, which of the following trends will help shape public relations tactics in the coming years? a. Recruitment of minorities b. Multicultural world c. Public demand for transparency d. Corporate social responsibilities

Multicultural world

"The firm can analyze a client's needs or problems from a new perspective." The statement describes which advantageous aspect of public relations firms? a. Flexibility b. Reliability c. Objectivity d. Credibility

Objectivity

When someone is given two options and asked to choose, this technique of persuasion is called a. Ask for more, settle for less b. Offer structured choice c. Seek partial commitment d. Yes-yes answer structure

Offer structured choice

John wanted to convey a personal message to Ben without any third person interference. So he first encoded the message, then sent it via a communication channel. When Ben received the message, he decoded it. The communication process they followed is a a. Two way asymmetrical communication b. One way linear model c. Two way linear model d. Two way symmetrical communication

One way linear model

A division within Sherman Inc. suggested the top management hold an open house featuring product demos, recreational activities, and office tours. Every employee of the company along with numerous company-outsiders was invited to the event. The workers and company guests mingled with each other and discussed the various facets of Sherman Inc., and the even became a grand gala success. Which type of department recommended these steps to top management, and what was the reason behind its recommendation? a. Administrative department b. Human resource department c. PR department d. Marketing department

PR Department

Which type of research is regarded as the costliest? a. Mailed questionnaire b. Telephone survey c. Personal interview d. Piggyback survey

Personal interview

Fur Inc., a shampoo-maker based in Los Angeles, decided to launch a new product to help prevent the occurrence of dandruff. Before marketing the product widely, they publicized the product across selected cities and garnered reaction of the public. What testing method was used? a. Split-message b. Day after recall c. Content analysis d. Pilot test

Pilot test

A company hired a PR expert to organize its annual employee-appreciation day and asked that he stay within a certain budget. Even though the PR practitioner found the budget comfortable when accepting the responsibility, at the end of the event ha realized he had spent way more money than what the organization approved. Which key PR skill did this person lack? a. Social media expertise b. Problem-solving ability c. Research ability d. Planning expertise

Planning expertise

O'Reilly was in charge of the launch event of the new product line of his company. Since it was a big event, he could not keep track of everything and as a result, he overshot his stipulated budget because he lacked: a. Research ability b. Planning expertise c. Problem solving ability d. Business/economics competence

Planning expertise

Mass media can be employed to publicize a cause or product by distributing information that is distorted or exaggerated. What is this model of PR called? a. Press agentry b. Public information c. 2 way symmetric d. 2 way asymmetric

Press agentry

Before launching a new product, the manager decided to do some research. The research team invited a dozen random people, and asked them about their expectations from the new product. Which type of research is this? a. Quantitative b. Primary c. Qualitative d. Secondary

Primary

In the 1800s, American railroads made use of media relations to boost: a. Profits b. Legitimacies c. Recruitments d. Agitations

Profits

Six key components or steps link the cycle of public relations. The step in which public relations staff begin to plan a communications program that will further the organization's objectives is called: a. Policy formulation b. Programming c. Communication d. Feedback

Programming

Galleon Inc., a leading manufacturing company, signed a contract to do project abc. To make this project successful, the management planned to render the services of public relations firms in order to address the potential client's particular needs. Though they have their own internal PR staff, Galleon invited PR firms to make presentations regarding the purpose and applications of the potential client's product. In this scenario, the approach used by the company is called request for: a. Public b. Presentation c. Project d. Proposal

Proposal

PR practitioners can assess the success of a meeting by a. Preparing an analysis of content b. Using an advisory board c. Providing evaluation sheets d. Preparing answers for any audience doubts

Providing evaluation sheets

A company is assisted by a PR firm in formulating necessary legal papers and documentation for various supervisory bodies. Which service of the public relations firm is the company utilizing? a. Community relations b. Financial relations c. Crisis communication d. Public affairs

Public affairs

Public information and _________ are the most widely used terms by nonprofits, universities, and government agencies. a. Media relations b. Employee communications c. Investor relations d. Public affairs

Public affairs

The involvement of a political leader in a large-scale petroleum scam gathered extensive media coverage. People started having discussions and debates in every nook and cranny of the city. Which stage of evolution of issue is this, and how does it contribute in forming a public opinion? a. Public awareness; this makes the issue a matter of public discussion b. Involvement of opinion leaders; this makes people aware c. Government involvement; this builds a public agreement d. Definition of issue; this stimulates the media

Public awareness; this makes the issue a matter of public discussion

PR is used by organizations to communicate with their stakeholders. Relative to this, a certain trend is increasingly becoming commonplace in the 21st century. What is the trend, and why is it required? a. Analyzing social media b. Public demands for transparency c. Continued growth of digital media d. Corporate social responsibility

Public demands for transparency

After a terror attack, the government released a sketch of the prime suspect in the hope of getting any possible information from the public. Mass media proved to be a big help for achieving this objective. Which model of public relations is effective in this scenario? a. 2 way symmetric b. 2 way asymmetric c. Press publicity d. Public information

Public information

A PR firm was awarded an account for a cereal manufacturer's new children's cereal. The firm is tasked with creating a campaign which would compel children to ask their parents to buy the cereal, even though it's not particularly healthy. Since it was a well-paying account, though, the firm accepted it. Which of the key aspects that define public relations did the firm ignore? a. Public interest b. Performance c. Deliberate d. Management function

Public interest

Irene is a PR officer whose job entails building a team of seven people with good technical skills. Which theme of PR will she be applying? a. Recruitment b. Agitation c. Profit d. Legitimacy

Recruitment

When a congressman was caught in a sex scandal involving his secretary, his PR team issued a statement that it was just a one-time occurrence. They went on to say that it was nothing like the ongoing affairs of many other members of the office had been involved in. Which strategy of image restoration was employed by the congressman's PR team? a. Reduce offensiveness b. Simple denial c. Corrective action d. Evade responsibility

Reduce offensiveness

1. A PR manager tended to repeat his points during one of his presentations. The repetition of the message is aimed at what? a. Producing the message b. Receiving the message c. Remembering the message d. Acting on the message

Remembering the message

In case of poor management of an issue by an organization, it takes steps to learn public opinion about itself. What is this process called? a. Reputation management b. Conflict management c. Crisis management d. Issues management

Reputation management

1. According to professor C.V. Narshimha Reddi, there are five prerequisites for the PR profession. Four of them are training, literature, education, and code of ethics. What is the 5th prerequisite? a. Research b. Philosophy c. Careerist values d. Technician mentality

Research

1. Determining attitudes and behaviors of the public in order to plan public relations strategies is one aspect of public relations that individuals do according to PRSA. This aspect can also be called ___________ in simple terms. a. Counseling b. Research c. Publicity d. Issues management

Research

Bella is a public relations officer. Before she launches any campaign, she always studies the needs of the targeted group. What step of public relations is this? a. Planning b. Evaluation c. Research d. Communication

Research

If a PR campaign of an organization failed to have any impact as it did not address the needs of the target audience at all, then which key skill did the PR personnel of that organization lack? a. Research ability b. Problem-solving ability c. Social media expertise d. Planning expertise

Research ability

A candidate approached a public relations firm to guide his campaign for a run at the governor's mansion. Before the firm committed and formulated a campaign strategy, it decided to gather a group of people and ask them questions about the candidate to learn what the public thought about the candidate. Which step of the PR process is the firm currently in? a. Communication b. Research and analysis c. Assessment and analysis d. Feedback

Research and analysis

Closeall Inc. was getting its office building painted and had to temporarily pull out the iron railings on its fifth floor terrace. The office administrator sent an email to all the employees asking them to refrain from going on that terrace to smoke as it was dangerous without the railing. What can this email be categorized as, and why? a. Risk communication; because the office administrator was trying to anticipate possible injury of some of the employees b. Conflict communication; because the office administrator was trying to address a potential conflict that the smokers may have because of the restricted access c. Issues communication; because the information in the email would result in a behavioral change of the employees d. Crisis communication; because the office administrator was trying to communicate to the employees the crisis that could occur by going out to the terrace

Risk communication; because the office administrator was trying to anticipate possible injury of some of the employees

The sale of onions soared when it was declared that the year's produce was not sufficient enough. Which principle of influencing people was illustrated in this scenario? a. Authority b. Scarcity c. Liking d. Consistency

Scarcity

According to Walter Lindenmann, which level of PR evaluation is characterized by measuring whether the target audience group actually obtained the message focused at them? a. Second level b. First level c. Third level d. Fourth level

Second level

___________ research uses data that has been already collected by someone else. a. Secondary b. Qualitative c. Quantitative d. Primary

Secondary

1. Kenneth, a food blogger, is paid a handsome fee by a new restaurant to write an article about it. The assignment came with a rider that the blog cannot be posted until the restaurant's owner personally approves the draft. Furthermore, the owner also retains the right to edit anything in the article. Out of the 4 values of a PR practitioner, which one is Kenneth ignoring the most? a. Sense of responsibility to society and public interest b. Sense of independence c. A higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment d. Manifest concern for the competence and honor of the profession as a whole

Sense of independence

If the general public accepts the evidence provided by an unreliable source by holding onto the data and over a period of time overlooks the source from which the opinion originated, which concept describes this phenomenon? a. Message branding b. Cognitive dissonance c. Audience predisposition d. Sleeper effect

Sleeper effect

A sports drink company decided to use a famous cricketer to promote their product during the Cricket World Cup. In the advertisement. The celebrity informed the audience that the drink was highly energizing. The sale of the drinks then increased three-fold. Which factor contributed to the increase of the sales of the product? a. Appeal to self-interest b. Source credibility c. Audience analysis d. Clarity of message

Source credibility

When an organization employs respected external experts or celebrities as representatives to convey their messages, they are trying to solve the issue of a. Untrustworthy source b. Source credibility c. Cognitive dissonance d. Sleeper effect

Source credibility

Initially its meaning was restricted to what often were considered the unethical and misleading activities and tactics of political campaign consultants. Today, however, the scope of this word has expanded. Which word is the statement referring to? a. Spin b. Flack c. PR stunt d. PR fluff

Spin

An organization's ___________ towards the stakeholders involved in a conflict situation determines the public relations strategy it will follow. a. Threat b. Force c. Effort d. Stance

Stance

Doromo Inc., a leading manufacturing company, introduced a new product into the market. As a part of this process, the management planned to implement a tactic of "building good relationships with strategic publics", in order to create buzz about the new product. In this scenario, the approach can be implemented by PR executives playing the role of: a. Communications technicians b. Chief communications officers c. Strategic communication managers d. CEOs

Strategic communication managers

Which component of a PR plan supplies the parameters for the total program? a. Objective b. Tactics c. Strategy d. Budget

Strategy

Giampanini Fashions hopes to gain a foothold in the Indian designer market. To achieve this objective, they convince ex-supermodel and Indian sweetheart, Aishwarya Sen, to be their brand ambassador, and launch a nationwide PR campaign in which the diva endorses their apparel. Which element of a program plan is best illustrated in this scenario? a. Budget b. Strategy c. Tactics d. Evaluate

Tactics

What is commonly referred to as the "nuts-and-bolts" component of a PR plan? a. Strategies b. Tactics c. Situation d. Evaluation

Tactics

PR professionals also have the burden of making ethical decisions that take into consideration four factors. Three of them are 1) the public interest, 2) the employer's self-interests, and 3) the standards of the public relations profession. What's the fourth factor? a. Their personal values b. Their discomfort level c. Their orientation to a specific philosophy d. Their role of advocacy

Their personal values

What is the ultimate goal of any PR effort? a. To measure audience awareness b. To achieve organizational objectives c. To analyze communicational activities d. To assess supplemental activities

To achieve organizational objectives

Andrew is the head of a product management team that was about to launch a new product. Before the launch, he decided to do some research. He put the new product information on the website and asked for feedback from the general population. Why was Andrew doing this research? a. To achieve credibility with management b. To define the audience c. To help management keep in touch d. To formulate a strategy

To define the audience

After an unsuccessful product launch, management conducts a survey to find the reason behind the failure. They then decide to adopt a new communication model as their previous method involved merely circulating the information instead of a healthy exchange of information and opinions with their customer base. They believe that the new model will balance the communication between the organization and their customers. In this scenario this new model is an illustration of: a. Two way asymmetrical communication b. One way asymmetrical model c. Two way symmetrical communication d. One way symmetrical model

Two way symmetrical communication

The role of public relations in an organization often depends on which factors? a. Type of organization, the perceptions of top management, and the capabilities of the PR executive b. The perceptions of top management, contact with traditional media, and the capabilities of the workforce c. The capabilities of the workforce, the perceptions of top management, and contact with traditional media d. Type of organization, the perceptions of top management, and the capabilities of the workforce

Type of organization, the perceptions of top management, and the capabilities of the PR executive

Mr. Reeves was pro-life and believed that aborting a pregnancy was equivalent to taking a life and was, therefore, wrong. His wife, even though not necessarily an advocate of abortions, believed that there should be a choice because an unwanted and unplanned pregnancy can lead to a poor life for the child as well as the mother. What would you call the philosophical path of Mrs. Reeves? a. Existential b. Utilitarian c. Idealist d. Absolutist

Utilitarian

Identify the area where the established ethical guidelines state that 1) intentionally false and misleading information must be avoided, 2) the sponsor must be clearly identified at the beginning of the broadcast and on all advisory materials and scripts, and 3) any persons interviewed must be accurately identified by name, title, and affiliation. a. Video news releases b. Internet transparency c. Financial information d. Corporate practice

Video news releases

__________ give(s) information about the number of times a page has been viewed and the number of people who have visited an online site. a. Social media participatory research b. Web analytics c. Social media monitoring tools d. Digital analytics

Web analytics

Aposites Pvt. Ltd. is a multinational company, with offices and development centers in 35 different countries. It wants to conduct a survey to improve customer experience. The survey has to be conducted from their headquarters, but they wanted customer inputs from all over the world. Which type of survey would best serve this purpose? a. Omnibus and telephonic b. Piggyback and omnibus c. Telephonic and email d. Web and email

Web and email

A company released a new product using ample publicity through brochures and related written materials that were easily accessible to its customers. A post-sale survey revealed that 65% of the customers purchased the product based on suggestions made by their friends or colleagues, and the promotional drive conducted by the company via the mass media. In this scenario, what does the survey indicate, and how can these tendencies be explained? a. Longer and in-depth articles play a key role in marketing campaigns; this can be explained by the fact that the customers were influenced by the personal views of the experts b. Word-of-mouth PR and viral marketing campaigns are crucial; this can be explained by the fact that the customers preferred a personal recommendation from someone they know and trust c. Longer and in-depth articles play a key role in marketing campaigns; this can be explained by the fact that the customers were influenced by the wide range of information that was made available to them d. Word-of-mouth PR and viral marketing campaigns are crucial; this can be explained by the fact that the customers were more influenced by the mass media than their friends and colleagues.

Word-of-mouth PR and viral marketing campaigns are crucial; this can be explained by the fact that the customers preferred a personal recommendation from someone they know and trust

Which strategy is used by manufacturers to engage customers and find out their needs, and then amplify the customer's voice within their own website and through multiple channel marketing strategies? a. Social media campaigns b. Word-of-mouth campaigns c. Mass media campaigns d. Public relations campaigns

Word-of-mouth campaigns

1. Donnoly, the new PR intern, was tasked with drafting a message that her boss was going to put out on her company's Facebook page. The message, even though good, was filled with spelling mistakes. Which skill was she missing that is necessary for a successful PR career? a. Writing skill b. Planning expertise c. Expertise in social media d. Research ability

Writing skill

During a meeting, the leader started by asking if the team wanted to become the best performing team for the month. The leader proceeded to ask if the team was ready to put in extra effort to achieve the group's goals before the expected deadline. Which type of persuasion technique did he adopt? a. Yes-yes answer structure b. Ask for more, settle for less c. Seek partial commitment d. Offer structured choice

Yes-yes answer structure