MEJO137 - PR Exam #2
According to a recent study, _____ percent of journalists said that they use public relations sources for their stories. A) 10 B) 30 C) 50 D) 80 E) 90
80
When using the Internet to reach diverse audiences, one should remember that: A) it requires quicker responses. B) it is mostly a mass media tool. C) it has driven audiences to have shorter attention spans. D) text is more important than visuals. E) A and C only.
A and C only.
Which of the following practices would be condemned by PRSA? A) A public relations firm asks its interns to write positive reviews for online message boards. B) A lobbying firm sends out letters to state legislators on behalf of a healthcare client. C) Unpaid bloggers post favorable reviews about a client's products and services. D) Special-interest groups create and fund "citizen" front groups to disseminate information without disclosing the actual source. E) None of the above.
A public relations firm asks its interns to write positive reviews for online message boards.
Which of the following are examples of "prepackaged publics?" A) advocacy groups B) youth markets C) educational groups D) charitable organizations E) all except B.
All except B.
Which of the following can be copyright protected? A) brochures B) drawings C) display booths D) corporate symbols E) all of the above
All of the Above
Is it a safe strategy to write a news release in the inverted pyramid structure? A) Yes; editors scan the top of the story quickly to determine interest. B) No; the narrative structure ensures better readership. C) Yes, because editors cut from the bottom of the story. D) Not always; a delayed lead may serve the story best. E) Both A and C.
Both A and C.
Which of the following is an advantage the Web brings to public relations professionals? A) Users can update information quickly, without having to reprint materials. B) The Web allows for limited interactivity. C) Space limitations dictate content. D) It is a cost-effective method for disseminating information. E) Both A and D.
Both A and D.
Suppose your boss asks you to do something unethical on behalf of a client. You are concerned about keeping your job. What is the best course of action? A) Threaten to take your story to the media. B) Use the PRSA Code of Ethics as a framework for responding. C) Remind him/her of the affected publics. D) Speak with your boss's boss. E) Both B and C.
Both B and C
How are media kits most often used? A) For breaking news B) For major events C) For major product launches D) For crises E) Both B and C.
Both B and C.
When using social media as a professional communicator, one should remember that: A) It is subject to monitoring by the employer. B) employees may blog freely based on their privacy rights. C) it is hard to know what is considered company communication. D) while social media is highly useful, it must be handled with care. E) Both C and D.
Both C and D.
Why should public relations professionals pay attention to diversity media? A) More white listeners and viewers are tuning in to it. B) Media buys are much less expensive. C) The number of its constituents has expanded. D) The number and reach of minority media channels has increased. E) Both C and D.
Both C and D.
If you discover that inaccurate information has been disseminated, you have a responsibility to correct it immediately, based on which of the following PRSA code provisions? A) competition B) safeguarding confidences C) conflicts of interest D) disclosure of information E) none of the above
Disclosure of information
A company has an unlimited right to publicize the activities of its employees in employee newsletters.
False
As a whole, marketing organizations have done a good job of understanding the complexity of African-American communities.
False
Multicultural audiences are among the least enthusiastic and cautious consumers of social media.
False
Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers.
False
Thanks to the First Amendment, a public relations firm has the right to unlimited free expression on behalf of its client.
False
Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading? A) Federal Trade Commission (FTC) B) Securities and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communications Commission (FCC) E) Bureau of Alcohol, Tobacco and Firearms (ATF)
Federal Trade Commission (FTC)
When coordinating a sponsored event, who is usually responsible for planning and logistics? A) Human Resources B) Corporate C) Marketing and Advertising D) Company Security E) Public Relations Professionals
PR professionals
PSA stands for A) Partial Service Action. B) Photographed for Strategic Action. C) Public Service Announcement. D) Phone System Announcement. E) Put Style Always.
Public Service Announcement.
Which of the following government agencies monitors the financial affairs of publicly traded companies? A) Federal Trade Commission (FTC) B) Securities and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communications Commission (FCC) E) none of the above
Securities and Exchange Commission (SEC)
According to recent research on Hispanics and social media, which of the following is true? A) They are more than twice as likely to use social media than their non-Hispanic counterparts. B) They would like to use social media more, but feel unable to do so. C) They are far less likely to use social media than their non-Hispanic counterparts. D) They have grown up with an inherent distrust of social media. E) Social media is the "next big thing" with this key demographic.
They are more than twice as likely to use social media than their non-Hispanic counterparts.
Which of the following characteristics describe the African-American community? A) They are a monolithic group. B) They are often associated with the urban market. C) They are the largest U.S. minority. D) They share a common heritage and goals. E) African-American women make most household financial decisions. F) All of the above are true.
They are often associated with the urban market.
The following are all functions of wikis EXCEPT: A) They can be used by employees. B) They can facilitate cooperative work on projects. C) They can go "viral" if they become popular enough. D) They provide paperless editing. E) Users can correct and update inaccurate information.
They can go "viral" if they become popular enough.
All of the following are general characteristics of seniors EXCEPT: A) They demand value in the things they buy. B) They pay little attention to fads. C) They are extremely health conscious. D) They have become experts in social media. E) They travel frequently.
They have become experts in social media.
Which of the following attributes characterize members of the LGBT community? A) They are an emerging demographic. B) They tend to support brands that reflect their views. C) They wield annual buying power of around $743 billion. D) They have lost political ground in recent years. E) A, B and C are true.
They wield annual buying power of around $743 billion.
A copyright does not protect ideas, but only the specific ways in which those ideas are expressed.
True
According to the core value of Loyalty within the PRSA Code of Ethics, one should strive to be faithful to clients and employers, while still serving the public interest.
True
Among many other features, LinkedIn enables users to apply for various positions online.
True
If a boss or client asks you to do something that you know is unethical, it would be wise to refer them to the PRSA or IABC code of ethics.
True
Most ethical conflicts are not black-or-white issues, but rather fall into a gray area.
True
Religious groups are growing in size, and often bonding together in new ways.
True
The Internet has raised new issues about the protection of intellectual property.
True
The minority populations in America are highly diverse, even within their own ethnic groups.
True
The promotion of products and services through advertising or publicity is not protected by the First Amendment.
True
What is the best way to characterize the shift from traditional mass media to social media? A) Massive disorganization. B) Upward to downward. C) Vertical to horizontal. D) Organized to disorganized. E) Independent to corporate.
Vertical to horizontal.
Why should public relations practitioners be sensitive to women as an audience? A) If they are not, they may be threatened with lawsuits. B) The male market is dwindling steadily. C) Women now exert more political and social control than ever. D) Women account for 25 percent of the U.S. workforce. E) They are more likely than ever to be coworkers.
Women now exert more political and social control than ever.
All of the following are suggestions for "winning" in the court of law and the court of public opinion EXCEPT: A) make carefully planned public comments in the earliest stages of a crisis or legal issue. B) Work with lawyers only on a limited basis, as needed. C) develop a litigation communication team before you need it. D) public relations professionals should counsel and coach the legal team. E) all of the above.
Work with lawyers only on a limited basis, as needed.
Following are smart tips for putting together a multimedia or social media news release EXCEPT: F) Write in a text-heavy style for interested readers. G) Include links to relevant pages. H) Place keywords in headlines and first paragraphs. I) Be judicious with links. J) Use high-resolution multimedia.
Write in a text-heavy style for interested readers.
Can corporate Web sites function as a useful media relations tool? A) No, because journalists mistrust them. B) Yes, because journalists always look for the easiest route to the story. C) No, because editors require their staff to research their own stories. D) Yes, because journalists use them to retrieve news releases, media kits and photographs. E) It depends on whether the public relations professional makes an advance "pitch."
Yes, because journalists use them to retrieve news releases, media kits and photographs.
Which of the following scenarios could trigger a libel suit? A) You send out a news release that contains false statements and injures someone's reputation. B) Your boss criticizes a competitor in an interview, but the criticism is based on fact. C) A journalist writes a negative review of a meal eaten at a local restaurant. D) An employee is fired, and the Human Resources director tells the media that she left for "personal reasons." E) All of the above.
You send out a news release that contains false statements and injures someone's reputation.
You work for a large technology firm that is unveiling a major new product that you believe will revolutionize the mobile phone and create many new jobs. Your best media relations tool is: A) a news conference. B) a news release. C) a media pitch. D) a Twitter feed. E) a satellite media tour
a news conference.
You are a publicist promoting a new album release for an up-and-coming rock act. Your record label has provided a very limited budget for this project. At the same time, you want to give fans a taste of the new music so they can hear it wherever they are, at any time. Your best media choice is: A) a podcast. B) a webcast. C) a blog. D) a Twitter feed. E) a wiki.
a podcast.
To use an employee's image in product publicity, sales brochures, or advertising, the organization must have A) a laid-back organizational environment. B) no other means to publicize the company. C) a strong legal staff. D) a signed release on file from that employee. E) first amendment waiver forms.
a signed release on file from that employee.
In which of the following places is the field of public relations growing? A) Russia B) China C) India D) Latin America E) all of the above
all of the above
Which of the following describes mass media before the advent of the Internet? A) centralized/top-down B) costly to publish C) controlled by professional gatekeepers (i.e., editors and publishers) D) mostly one-way communication with limited feedback channels E) all of the above
all of the above
Which of the following might be included in a media advisory? A) A one-line headline. B) A brief paragraph outlining the story idea. C) answers to some of journalism's five W's and H questions D) contact information E) all of the above
all of the above
All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT: A) send a news release. B) send a media alert or advisory. C) make a phone or e-mail pitch. D) produce a video news release. E) all of the above are legitimate approaches.
all of the above are legitimate approaches.
All of the following are to be considered when making ethical decisions in public relations EXCEPT: A) the public interest. B) employer or client. C) professional organization code of ethics. D) personal values. E) all of the above must be considered
all of the above must be considered
In addition to the video news release (VNR) itself, a VNR package typically includes which of the following: A) two or three minutes of B-roll. B) additional interviews C) sound bites D) file footage. E) all of the above.
all of the above.
Ethics in public relations begins with A) philosophers who identify values. B) company ethics policies. C) an individual's value system. D) questions of legality. E) licensing issues.
an individual's value system
A general characteristic of the twenty-first century people is that A) it enjoys reading classic literature. B) it has increasingly become more visually oriented. C) it has a shorter attention span. D) it is more politically active. E) both B and C.
both B and C.
The legal doctrine of the "right of publicity" provides A) unlimited access by companies to use public figures in their promotions. B) special protection for publicity materials. C) celebrities the sole ability to cash in on their fame. D) publicly traded companies to publicize whatever they want. E) monetary guidelines for using entertainers in publicity materials.
celebrities the sole ability to cash in on their fame.
All of the following are tips for shooting effective publicity photos EXCEPT: A) photos must have strong contrast and sharp detail. B) the best photos are uncluttered. C) content is more important than context. D) action gives a photo interest. E) all of the above.
content is more important than context.
All of the following describe new media EXCEPT: A) widespread broadband. B) corporate-controlled communication. C) cheap or free. D) new advertising paradigms. E) all of the above.
corporate-controlled communication.
In the United States, the most significant aspect of the mass audience or general public is: A) diversity. B) youth. C) educational level. D) media usage. E) The Baby Boomers.
diversity
Successful public relations campaign planners know that audiences are: A) static and unchanging B) unpredictable; likely to turn hostile. C) dynamic and ever-shifting. D) Less diverse than they were a decade ago. E) most likely to respond to the mass media.
dynamic and ever-shifting.
To use Facebook effectively, public relations practitioners must always remember that: A) Facebook is only a simple blog, so creativity will be limited. B) the best approach is to dominate the page every day. C) they may have to "shut down" contributors at any time. D) establishing connections takes thought and creativity. E) Facebook will soon be eclipsed by the next major social media vehicle.
establishing connections takes thought and creativity.
"Conversations" on social media can be controlled.
false
A major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked.
false
Although podcasts are a useful way to distribute audio files, they are expensive to set up and maintain.
false
Although traditional news releases are still used, their use is dying out in small towns, where editors now prefer social media.
false
Facebook makes social media outreach easy for public relations professionals; once the page is set up, the messaging takes care of itself.
false
Organizations and public relations staffs have discovered that unfortunately, texting is not a useful way to reach employees.
false
Public relations professionals should hold news conferences frequently.
false
The Internet came into widespread public use in the 1970s.
false
The most common format for media advisories is long paragraphs rather than bulleted lists.
false
When a travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab.
false
Youth of today have spending power, but show almost no loyalty to brands.
false
All of the following are questions that should be asked before writing a news release EXCEPT: A) what is the key message? B) how can I put the most positive spin on this situation? C) who is the primary audience? D) what does the target audience gain from the product or service? E) all of the above
how can I put the most positive spin on this situation?
A successful radio or television broadcast interview includes all of the following principal requirements EXCEPT: A) humor. B) concise speech. C) relaxation. D) preparation. E) all of the above.
humor.
A unique characteristic of the Internet, which traditional media do not offer, is A) the capacity to deliver complex information. B) more visuals. C) interactivity. D) more government oversight. E) more reliable material.
interactivity.
Because of the rise of social media, public relations practitioners must: A) listen to facilitate conversations between organizations and their constituents. B) start using strategic planning tools. C) rely more on formal opinion leaders. D) use more news releases to sell products and services.
listen to facilitate conversations between organizations and their constituents.
All of the following are reasons why visitors return to a Web site EXCEPT: A) lots of layering. B) high-quality content. C) ease of use. D) quick to download. E) frequently updated.
lots of layering.
What do the letters ROI stand for in business? A) research on instinct B) return of intuition C) right of industry D) return on interest E) none of the above
none of the above
Which medium is most effective for delivering a message that requires absorption of details? A) print B) television C) radio D) movies E) none of the above
When a company's product is featured in a TV show, it's called A) negotiated items. B) the common folk approach. C) broadcast advertising. D) product placement. E) integrated marketing communications.
product placement.
Speed and mobility make this medium unique among major media. Which medium is it? A) radio B) television C) billboards D) print E) magazines
radio
Which demographic group is the largest consumer of television, magazines, books, and newspapers? A) teens B) baby boomers C) seniors D) tweens E) Generation X
seniors
A quote in broadcasting is called a A) sound bite. B) actuality. C) audio news release. D) backgrounder. E) none of the above.
sound bite.
Any e-mails an employee writes at work are A) subject to monitoring by the employer. B) protected under an employee's privacy rights. C) not searchable by an employer. D) Considered employee free speech. E) none of the above.
subject to monitoring by the employer.
_____ generates the strongest emotional impact of any type of mass media. A) Magazines B) PowerPoint C) Television D) Radio E) Pantomime
television
In public relations, the news release is: A) declining in popularity as a PR tactic. B) journalists' favorite source for news. C) the most commonly used public relations tactic. D) universally scorned by journalists. E) useful in all situations.
the most commonly used public relations tactic.
Which of the following are not general characteristics of youth market? A) they will spend 10 times more time online than in interacting with parents. B) they are an excellent source of volunteers. C) they will be more reserved in social skills. D) they will not tolerate print forms. E) all of the above.
they are an excellent source of volunteers.
All of the following are general characteristics of baby boomers EXCEPT: A) they tend to define themselves according to their profession. B) they are well educated and take pride in accomplishment. C) they rarely question authority. D) they are competitive, particularly when it comes to careers. E) all of the above.
they rarely question authority.
Generation Y members spend one-third of their lives online.
true
Increasingly, traditional media primarily appeal to older or more highly educated audiences.
true
Like news releases, publicity photos are not published unless they appeal to media gatekeepers.
true
Organizational Web sites, in general, are a cost-effective public relations tool.
true
Overwhelmingly, public companies now use webcasts for a range of outreach purposes.
true
Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time.
true
Television has the strongest emotional impact of any type of mass media.
true
The PRSA code of ethics forbids handing out lavish gifts to reporters and free trips that have nothing to do with covering a legitimate news event.
true
The interview subject for a newspaper or magazine article has no control over what is published.
true
The world's population with Internet access grew dramatically between 2000 and 2009.
true
Today's women hold an overwhelming share of consumer purchasing influence.
true
