PR final exam multiple choice questions
4. Compared to the others, which response strategy is closer to pure advocacy than it is to pure accommodation? a. Arguing b. Compromise c. Capitulation d.Restitution
Arguing
12. Which region has the highest number of internet users? a. North America b. Latin America c. Europe d.Asia
Asia
17. When preparing a video news release, a savvy public relations professional should include __________, which is not scripted or edited but contains additional soundbites and clips that can serve as a backdrop to a current news story that otherwise would not have any video accompanying it. a. B-roll b. ANR c. A-roll d.jargon
B-roll
6. __________ involves continual monitoring of traditional mass media, social media networks, trade media, industry-related blogs, and proposed or enacted legislation on topics that could possibly affect the organization. a. Contingency management b. Threat appraisal c. Crisis communication d.Environmental scanning
Environmental scanning
18. Warm Subject is a clothing retailer whose target audience is made up of young adults. Which of the following social networks would be most appropriate if the company wants to share images of their latest product offerings in a way that encourages social interactions? a. Facebook b. TikTok c. Instagram d.SnapChat
19. Vitaly is a software engineer for A+ Insurance. He wants to stay abreast of trends within the technology space and the insurance industry while also networking with subject matter experts in both areas. Which of the following social media networks will be most appropriate for Vitaly? a. Facebook b. LinkedIn c. Snapchat d.Twitter
5. Rolando was excited to be preparing a news release for his first mass media campaign. "We've got this great storehouse of video clips that we can plunder!" he enthused. "I've got quotes from experts, celebrities, and a satisfied customer, and our target audience has a lot of disposable income and an itch to buy!" "Great, wonderful, super," muttered the Chief Marketing Officer. "But first, please tell me this..." a. "What is the objective, and what is the key message?" b. "Do you have signed contracts from all the television network affiliates?" c. "Did we secure the rights to use a likeness of Sal Mineo in the campaign?" d."Can we use the same campaign elements next year?"
a. "What is the objective, and what is the key message?"
2. Compared to the others, which situation BEST illustrates the impact of a business taking a stand on an issue related to social conflict? a. Chloe buys shoes from companies whose CEOs and boards of directors have publicly stated that they do not endorse child labor in their or their suppliers' manufacturing plants. b. Anita is fussy about the chocolate she uses in her recipes, so she buys only 83.7% dark chocolate made from cocoa solids grown on the eastern slope of Mont Tonkoui in Côte d'Ivoire. c. Fabrizio buys a lot of paper towels, but from month to month he buys whichever brand is cheapest from whichever store has the best sale. d.Claude wants to make the world a better place, so he buys food from a local organic market and has a composting silo taking up most of his backyard.
a. Chloe buys shoes from companies whose CEOs and boards of directors have publicly stated that they do not endorse child labor in their or their suppliers' manufacturing plants.
13. What advantage is there to a public relations firm in supplying a fact sheet to journalists or other media outlets? a. Fact sheets should improve the accuracy of media coverage because they give basic facts about an organization and its products and services. b. Fact sheets can function as a press release, providing the details of an upcoming event and publicizing it in an efficient way. c. Fact sheets cut down on the amount of paper a firm uses; information can be contained in a firm's internal website, and interested journalists can be given an access code to explore that information. d.Fact sheets limit and control the amount of information that is presented to various publics; journalists cite fact sheets rather than conducting their own independent investigations.
a. Fact sheets should improve the accuracy of media coverage because they give basic facts about an organization and its products and services????
23. The chief communications officer is discussing the company's marketing strategy with other members of the senior leadership team. The officer expresses a desire to leverage the PESO model for campaigns in the coming year. One of the other executives asks for a quick overview of the model. Which of the following options represents the officer's best response? a. It encourages the use of several types of media for campaigns. b. It advocates the use of artificial intelligence and augmented reality for campaigns. c. It recommends the use of opinion leaders and digital influencers for campaigns. d.It suggests the use of multiple organizational communication channels for campaigns.
a. It encourages the use of several types of media for campaigns.
10. Hondo wants to impress his new employers at McMann and Tate, a public relations firm. As such, he sets up a URL that journalists can type into a search engine to access news releases:www5.TateMcInc.net/NEWS/news/updates.news.current/97752_20423_1AQ9/x7/GoNewsNow/latest-releases Which fundamental PR error has Hondo committed? a. News releases distributed online are effective only if the organization makes it easy for the media and the public to find the content. b. There should be a "77_7c" after "NEWS/news" in the URL. c. He released the search results only to Bing and Yahoo but neglected to add a Google ToolTrends link. d.The URL should follow the inverted pyramid structure.
a. News releases distributed online are effective only if the organization makes it easy for the media and the public to find the content.
16. Compared to the others, which person is statistically MOST likely to spend time watching traditional television, as opposed to a TV connected device, such as a tablet or smartphone? a. Rosemary, a 72-year-old woman b. Ollie, a 37-year-old man c. Yulya, a 12-year-old girl d.Piotr, a 28-year-old man
a. Rosemary, a 72-year-old woman
20. Stefana is preparing a news release regarding the grand opening of a new park in the community. She decides that she is going to use the inverted pyramid structure for the story. Which of the following options best describes how she should open the article? a. She should include a summary of the park's location, opening date, and name. b. She should include supporting information about the park's sponsors and the construction team. c. She should include a timeline that depicts the path that led to the opening of the park. d.She should include descriptive terms to hype the park's unique facilities and amenities.
a. She should include a summary of the park's location, opening date, and name.
6. Savvy public relations personnel know to put key information in the first 70 characters of a news release headline. Why is that? a. That character range is what gets included in Google search engine results and email subject lines. b. Newspaper traditions, going back to the 1800s, follow the "70 ± 12" rule for typesetting. c. Research shows that people are incapable of processing information beyond about 70 characters or so. d.That character range is called the "hype zone" by publicists, so it should contain strong claims.
a. That character range is what gets included in Google search engine results and email subject lines.
23. The public relations team at Fashionista+ is discussing messaging that will successfully target different groups of Asian American consumers. The group has asked for recommendations from their intern, Jahnavi. Which of the following options represents Jahnavi's best response? a. The company should tailor messages to trends from each group's country of origin. b. The company should build messages focused on individual traits. c. The company should craft messages recognizing common characteristics ascribed to Asian Americans. d.The company should focus their attention on female members of the groups.
a. The company should tailor messages to trends from each group's country of origin.
15. Which of the following options best describes why online and social media are engaging? a. They facilitate dialogue between the public and organizations. b. They require minimal active involvement to be effective. c. They operate using the push concept of interactivity. d.They function as a form of one-way communication.
a. They facilitate dialogue between the public and organizations.
4. By recent count, former basketball great Shaquille O'Neal has been a spokesperson for Papa Johns Pizza, The General Insurance, Gold Bond Medicated Body Powder, Icy Hot Pain Reliever, Taco Bell, Wheaties, and a host of other products and services. However, it is doubtful that Shaq has specific technical knowledge regarding nutrition, analgesia, or state-by-state legal requirements for operating a motor vehicle. As such, Shaquille O'Neal is a(n) ___________ but not necessarily a(n) __________. a. influencer; expert b. expert; opinion leader c. authority; influencer d.media gatekeeper; influencer
a. influencer; expert
8. Most public relations professionals adopt an integrated communications approach, which means: a. public relations, advertising, and marketing are combined to sell products or services and ensure consistent messaging among external communication channels. b. creating narratives about an organization and related topics that express the essence of its brand and strike an emotional chord with consumers. c. there is a focus on layering computer-generated information over live or captured images and video of the real world, often using smartphone cameras and apps. d.relying on communication channels owned by an organization, who can therefore control a message and how it is presented.
a. public relations, advertising, and marketing are combined to sell products or services and ensure consistent messaging among external communication channels.
16. Breakwater Industries recently installed a new application that monitors the internet for news regarding the company. It then compiles any comments or mentions into positive and negative categories for later analysis. Breakwater's application can be best described as a form of a. augmented reality. b. RSS feed. c. virtual reality. d.artificial intelligence.
artificial intelligence
14. Which of the following advertising resources allows for unlimited content and full control over the type of content delivered? a. An organization's social media channels b. An organization's websites c. Earned media d.Advertising
b. An organization's websites
17. Fischel Industries is preparing to launch their new product line. Their public relations director wants to ensure that members of the media are informed about the launch and that they accurately cover the story. Which of the following will be most important in helping the director achieve this goal? a. Sharing brand-enhancing stories with journalists b. Sending a comprehensive media kit to journalists c. Conducting a live webinar for journalists d.Creating a dedicated product microsite for journalists
b. Sending a comprehensive media kit to journalists
3. __________ is one of the first factors to be considered when formulating a public relations response to a situation involving competition and conflict. a. The charisma of an organization's CEO b. The amount of public awareness of a controversial situation c. An estimate of the duration of a controversy d.The extent of an organization's financial resources
b. The amount of public awareness of a controversial situation
21. The CEO at Flair Enterprises wants the company to begin using TikTok as part of its public relations strategy. Which of the following will be most helpful for ensuring the company's success with TikTok? a. They should select and share videos that fit a clear theme. b. They should use established influencers to engage viewers. c. They should target their videos to adult audiences. d.They should create professional-quality videos.
b. They should use established influencers to engage viewers.
22. In conflict resolution, the best option is usually: a. To engage in pure advocacy from the start b. To strive for mutual benefit c. To engage in pure accommodation from the start d.Deny. Deny. Deny.
b. To strive for mutual benefit
9. Techniques and tactics that are used to increase the number of visitors to a website, by obtaining a high-ranking placement in the search results page of a search engine, such as Google, Baidu, MetaCrawler, and Yahoo, are collectively known as __________ . a. product placement b. search engine optimization c. gatekeeping d.infographics
b. search engine optimization
6. Stereotypically, millennials are seen as __________ but also ___________. a. arrogant and demanding; deeply religious b. self-absorbed and entitled; committed to social responsibility c. risk-averse; likely to pursue corporate positions d.industrious; miserly and unlikely to give to charity
b. self-absorbed and entitled; committed to social responsibility
10. In terms of consumer messaging, members of the Silent Generation are likely to seek and prefer: a. communications presented by social influencers. b. value, facts, and expertise. c. newer products and services. d.inexpensive products manufactured in other countries.
b. value, facts, and expertise.
21. Carlos fought in the Vietnam War and after the war ended, he obtained his college degree. After graduating, Carlos became a manager for a manufacturing firm and enjoyed a successful career with the company before retiring. Carlos can be best classified as a member of which of the following age groups? a. Baby boomer b. Generation X c. Older adults d.Generation Y
baby boomer
2. Bertille works for a medium-sized corporation where she is in charge of brand management. What is her primary job function? a. Employing tactics of crisis communication to immediately address any company missteps b. Creating organizational content that is placed among news content for a fee c. Coordinating a brand's image and cultivating good relationships with its target market d.Promoting live, interactive seminars or presentations that are held online
c. Coordinating a brand's image and cultivating good relationships with its target market
25. An online newsroom contains all of these EXCEPT: a. Press releases b. Leadership interviews c. Crisis communication plan d.Product fact sheets
c. Crisis communication plan
7. _________ is to systematic and focused as __________ is to generalized and broad. a. Big data; issues management b. Litigation; issues tracking c. Issues tracking; environmental scanning d.Image restoration; crisis planning
c. Issues tracking; environmental scanning
15. Why does entertaining journalists at a PR-sponsored social function require a low-key approach? a. Budgets are tight; a simple affair with cheese cubes, crackers, a coffee urn, and some fruit punch usually suffices to impress a team of journalists. b. Many journalists will try to take advantage of the "plus-one" on an invitation, such that soon the entire affair is overcrowded and out of hand. c. Lavishing journalists with expensive gifts, wine, trinkets, and the like smacks of trying to buy their favor and unduly influencing them. d.Most PR messages are clear, impactful, and self-evident on their own; therefore, any additional ritzy glitz is unnecessary.
c. Lavishing journalists with expensive gifts, wine, trinkets, and the like smacks of trying to buy their favor and unduly influencing them.
7. What is the current status of QR codes in organizational communication? a. They were successful in the 1960s, primarily in the United States, but applications of them have since proved limited. b. QR codes represent the primary way in which organizations communicate with their various publics, especially in the Middle East and South America. c. Popular in Asia but slow to take off in the United States, QR codes have rebounded in ease of use and popularity, and many public relations applications for them are being actively considered. d.They are seen by most public relations professionals as a "fad," suitable primarily for reaching audiences in the 12-and-under age range.
c. Popular in Asia but slow to take off in the United States, QR codes have rebounded in ease of use and popularity, and many public relations applications for them are being actively considered.
20. Isabel is the social media manager for Organics Food Supply. A customer recently shared a negative post on social media regarding spoiled food they had received from Organics. Which of the following options represents Isabel's best response? a. She should monitor the situation to see if other customers respond to the post. b. She should contact the customer directly and delete the post. c. She should respond to the post with an apology and a solution. d.She should leverage influencers to refute the post.
c. She should respond to the post with an apology and a solution.
24. Packaged Publics, demographics, and psychographics are ______ and _________. a. Always accurate, always reliable b. Sometimes accurate, always reliable c. Sometimes helpful, always unreliable d.Never reliable, never helpful
c. Sometimes helpful, always unreliable
2. Why are mass media considered more credible than other sources of information? a. Larger advertising budgets mean that mass media can be more ubiquitous, and therefore appear to be more credible. b. Mass media are an example of owned media rather than earned media. c. There is a perception that reporters and editors serve as independent filters of information. d.Mass media is seen as more creative than other outlets, such as social media or blogs, leading to the maxim "creative=credible."
c. There is a perception that reporters and editors serve as independent filters of information.
5. What is the best advice for a public relations firm to offer a client who wants to use YouTube to promote a product, service, or the company itself? a. Create a 5-minute video that traces the pre-history of the company. b. Keep a single image onscreen while a formal narrator reads content at a measured pace. c. Use humor, be relevant, and humanize your brand. d.Mention the competition first, then mention your product, then mention the competition again.
c. Use humor, be relevant, and humanize your brand.
11. When does a litigation public relations team get involved in the process of conflict management? a. At the beginning of negotiations, as a show of power b. Only when an individual citizen initiates legal action against a corporation c. When a conflict can't be resolved and it evolves into a lawsuit d.During the brainstorming phase of negotiations
c. When a conflict can't be resolved and it evolves into a lawsuit
6. Podcasts are usually __________ compared to YouTube videos. a. much shorter and more focused b. cheaper to produce and reach a massive audience more quickly c. longer on average and incur a greater commitment of time and continuity d.based on promoting services rather than products
c. longer on average and incur a greater commitment of time and continuity
14. Salty's Beef-N-Burger is rolling out a new menu item, the SuperSteakSizzlingSupreme with Bacon and Cheese, and it wants to make a big splash in the fast-food industry. As such, Salty's PR team has invited numerous journalists, influencers, bloggers, and others to a "sneak tasting" of the new menu offering a month before it becomes available to the public. This is an example of a(n): a. product placement. b. junket. c. media preview. d.infographic.
c. media preview.
7. The journalistic approach to writing news stories, in which information is presented in descending order of importance, is known as: a. the chronological structure. b. "voyage and return." c. the inverted pyramid structure. d.an evaluative rectangle.
c. the inverted pyramid structure.
16. All of these events are circumstances that might warrant assembling a press conference EXCEPT: a. an announcement that affects large numbers of people in the community. b. the public unveiling of a major new product or invention. c. the renovation of a shopping mall that had a grand opening a month ago. d.the need to give many reporters or media members equal access to a key individual.
c. the renovation of a shopping mall that had a grand opening a month ago.
1. __________ primarily deals with the marketing and promotion of goods and services in relationship to other organizations that offer similar products to the consumer public. a. Competition b. Coordination c. Conflict d.Crisis management
competition
18. The government recently levied significant fines against Andover Shipping for failing to meet emissions requirements for their fleet vehicles. Andover immediately began petitioning and lobbying government officials to lower the emissions standards and related fines. This scenario best represents an example of: a. conflict. b. image restoration. c. environmental scanning. d.competition.
conflict
9. Building high credibility and trust in an organization among key publics is often a basic-level strategy of ___________, to thereby soften the impact of negative publicity and criticism. a. conflict positioning b. risk communication c. crisis training d.litigation public relations
conflict positioning
19. Marti is a public relations officer for a large financial services provider. She is meeting with students at a local school to discuss how organizations deal with conflict and threat. She explains that senior leadership and the public relations staff work together to create an appropriate response based on current circumstances. Marti is most likely describing which of the following options? a. Image restoration b. Contingency theory c. Issues management d.Threat appraisal
contingency theory
10. SygBegyndt, an international manufacturer of antacid tablets, found that a recent product release inadvertantly contained unacceptably high levels of magnesium. Its public relations team immediately leapt into action, making every effort to contact suppliers, consumers, the media, distributors, and anyone else potentally affected by this error. The team remained on high alert around the clock, implementing the crisis management plan and overseeing efforts to rectify the situation. In short, the public relations team was involved in: a. risk communication. b. issues tracking. c. crisis communication. d.conflict positioning.
crisis communication
11. On average, a woman earns __________ for every dollar a man earns, and the ratio is even worse for Black and Hispanic women. a. 78.9 cents b. 64.7 cents c. 91.8 cents d.82.3 cents
d.82.3 cents
12. Agnetha wants to pitch a story about her client's upcoming cheese festival in Sebastopol, California, in February 2023. Which strategy should she adopt to be most effective? a. Contact the local Chamber of Commerce in January 2023 and ask if it has a list of merchants who have shown a past willingness to post advertising flyers in their store windows. b. Start a word-of-mouth campaign in March 2022, employing professional shills to say things such as, "Boy, cheese sure is good!" or "This was fun; I can't wait ʼtil next year." c. Contact the major television networks, CNN, PBS, and Univision, and inquire about national advertising costs for a 30-second spot appearing in November 2022. d.Consult the editorial calendar of the Sonoma County News in October 2022 and be prepared to send pitches by December to the Santa Rosa Gazette, the Guerneville Times, the Cotati Chronicle, and the Bodega Bay Bugle.
d.Consult the editorial calendar of the Sonoma County News in October 2022 and be prepared to send pitches by December to the Santa Rosa Gazette, the Guerneville Times, the Cotati Chronicle, and the Bodega Bay Bugle.
20. Alexis is the CEO for the Merrick Company. She recently met with the public relations team and directed them to create a procedure guide to ensure the company is prepared for potential worst-case scenarios that could tarnish the company's reputation or damage their revenue stream. Alexis is most likely asking the public relations team to complete which of the following actions? a. Devising a threat appraisal model b. Devising an image restoration strategy c. Adopting a stance for potential conflicts d.Developing a crisis management plan
d.Developing a crisis management plan
24. A company is engaging in brand storytelling when it: a. Makes a sale to an existing customer b. Serves an ad to a potential customer c. Shares a new logo with the general public d.During every interaction with customers, stakeholders, and the general public.
d.During every interaction with customers, stakeholders, and the general public.
17. Online and social media are especially important for communicating with: a. the Silent Generation. b. baby boomers. c. the Greatest Generation. d.Generations X, Y, and Z.
d.Generations X, Y, and Z.
5. Why are crisis response contingencies conceptualized as lying on a continuum? a. Negotiation forms the basis of all threat resolution, so it's a matter of determining whether a 60/40, 50/50, or 40/60 compromise will be brokered between two parties. b. There are no "absolutes" in any form of behavior; an organization can never fully apologize to or fully stonewall an oppositional force. c. The elements of impact, resources, and duration require that a response always be contingent on threat appraisal. d.There are many possible responses to a crisis, and the efficacy of those responses can change as the circumstances surrounding the matter also change.
d.There are many possible responses to a crisis, and the efficacy of those responses can change as the circumstances surrounding the matter also change.
21. Due to the rise of the internet and mobile devices, which of the following is most important to ensuring the success of news releases? a. They should notify media outlets that the story is "For immediate release." b. They should begin with a brief boilerplate that describes the organization. c. They should use the company logo in lieu of a headline. d.They should include a brief lead that highlights the essence of the release.
d.They should include a brief lead that highlights the essence of the release.
8. Which sequence presents the correct order of the elements of a news release, from the beginning to the end of the communication? a. dateline - headline - lead - inverted pyramid - contact information b. headline - lead - inverted pyramid - contact information - dateline c. dateline - lead - inverted pyramid - contact information - headline d.headline - dateline - lead - inverted pyramid - contact information
d.headline - dateline - lead - inverted pyramid - contact information
4. Webcasts are to __________ as webinars are to ___________ . a. conferencing; socializing b. livestreams; Zoom c. informal; structured d.one-way communication; two-way communication
d.one-way communication; two-way communication
3. Winifred sent a short email message to a newspaper reporter she knew at the Picayune Intelligence, suggesting a story angle or feature that promoted the activities of her public relations client. She hoped that her persuasive message would be taken under consideration for a feature story. In other words, Winifred _________ a _________ . a. hyped; junket b. inverted; lead c. optimized; publicist d.pitched; story
d.pitched; story
18. During a segment of the cartoon program Quick Draw McGraw, Augie and Clarence are arguing as they prominently sip coffee from a Chock Full O' Nuts cup and munch a U-NO chocolate candy bar. These images are examples of: a. pitches. b. a VNR. c. infographics. d.product placements.
d.product placements.
16. SplompCo found itself making headlines when shards of glass were found in its dessert products. The CEO of SplompCo took to the media: "This is not correct. There are no shards of glass in any of SplompCo's products, other than our Shards O' Glass Decorative Planters. This did not happen. There is no crisis here." Which crisis communication strategy is the CEO relying on? a. Denial b. Justification c. Ingratiation d.Making excuses
denial
23. The public relations specialist for Breckenridge Solutions wants to send relevant content to several different financial publications throughout the year. Which of the following resources will be most important to ensuring that the specialists' pitches are delivered in a timely manner? a. Fact sheet b. Editorial calendar c. Media advisory d.Online newsroom
editorial calendar
22. The owner of SNH Enterprises wants to send an update regarding the company's new product line to several regional journalists. Which of the following methods of communication would be most appropriate in this situation? a. Email b. Text c. Twitter d.Instant message
13. Univision, Telemundo, Al Jazeera, BET, and KTSF are all examples of: a. native advertising. b. ethnic media. c. earned media. d.two-way communication.
ethnic media
3. Across all income levels, social media users in the United States primarily gravitate toward: a. Facebook. b. Twitter. c. TikTok. d.LiveJournal.
18. Which of the following best describes an issue that can make it difficult to determine the credibility of media sources? a. Native advertising b. Fake news c. Paywalls d.Intersectionality
fake news
20. As Ji-U grew up, he witnessed the explosive growth of internet technology. During this same time, Ji-U lost his job and endured a long stretch of unemployment. Today, Ji-U is working but has concerns about his retirement. Ji-U is most likely a member of which of the following age groups? a. Baby boomers b. Generation Y c. Generation X d.Older adults
gen x
5. People born between 1996 and 2012 are collectively known as: a. Generation You. b. Generation X. c. Generation Y. d.Generation Z.
gen z
3. When pollsters assess which institution is perceived by respondents as being the LEAST trusted—the media, business, government, or nongovernmental organizations (NGOs)—which entity fares the worst? a. Government b. Business c. Media d.NGOs
government
9. Baby boomers tend to be a major economic force in spending on pets, leisure travel, home improvements, and __________ . a. religious needs b. clothing c. health care d.fast-casual dining
health care
12. Compared to married straight couples, married same-sex couples have an average annual income that is: a. higher. b. no different. c. slightly lower. d.substantially lower.
higher
12. __________ refers to strategies and actions taken to rectify an organization's reputation after it has been damaged by unfavorable publicity or a crisis. a. Environmental scanning b. Image restoration c. Threat appraisal d.Conflict positioning
image restoration
17. Fotoglonk, a film developer specializing in high-volume industrial and commercial photographic services, found that it needed to rectify its reputation after it was damaged by unfavorable publicity. In other words, Fotoglonk needed to engage in: a. issues tracking. b. threat appraisal. c. conflict positioning. d.image restoration.
image restoration
11. An image that uses graphics, shapes, color, and short copy to convey information rapidly, in a more visual form than just text, is called a(n): a. B-roll. b. photograph. c. fact sheet. d.Infographic.
infographic
22. Which of the following options would best help a PR professional make their news release more persuasive and easier to understand? a. Infographics b. Hype c. Jargon d.Actualities
infographics
2. Edweena was asked how she viewed herself. "Well, I'm a cisgender female of Cambodian and Norwegian ancestry, with a strong identification with my partial American Indian roots, and I'm in a polyamorous relationship based primarily on mutually embracing the principles put forth by the American Communist Party. Yeah...that about sums it up." Edweena's rich and multifaceted view of herself illustrates the concept of: a. intersectionality. b. market segmentation. c. media fragmentation. d.psychographics.
intersectionality
4. Which activity can be equally successfully accomplished through newspaper and magazine articles, radio, or television and film? a. Public service announcements b. Interviews c. Event calendars d.Product placements
interviews
25. Which of the following options represents the most appropriate means by which a company could convince a TV station to send a reporter and cameraperson to follow up and produce a story about an organization? a. FAM trip b. Trade show c. Media advisory d.Press kit
media advisory
9. A small website that is separated from an organization's main website by having a different URL and is often used as a component of a promotional campaign is called a(n): a. minisite. b. media kit. c. satellite site. d.microsite.
microsite
7. Cassandra was born in 1983, making her a member of: a. the millennial generation. b. the baby boomers. c. Generation Z. d.Generation X.
millennial
24. Which is most important for a reporter and editor deciding whether to publish a story? a. Detailed pitch b. Fact sheet c. Embedded visuals d.News appeal
news appeal
19. Western Mutual Finance recently promoted their chief financial officer into their vacant chief executive officer role. The company also replaced their chief financial officer with an external hire. The company's public relations team sent a story about the personnel changes to several media outlets. The story included images of the new leaders and quotes from board members. This scenario best describes a a. pitch. b. media preview. c. lead. d.news release.
news release
13. Which region has the most internet users per capita? a. North America b. Latin America c. Europe d.Asia
north america
1. When information is sent from a sender to an intended receiver without any opportunity for response from the recipient, it is called ____________ communication. a. validated b. one-way c. mediated d.two-way
one way
14. Which type of crisis typically threatens an organization's revenues, market share, stock price, or even the safety of its customers? a. Environmental crisis b. Operational crisis c. Moral crisis d.Reputational crisis
operational crisis
1. Well-organized groups whose characteristics are already known or defined, often because they are bound by common interests, values, or other characteristics, are known as: a. narrowcasters. b. opinion leaders. c. prepackaged publics. d.influencers.
prepackaged publics
14. Thurston is 72 years old and has a PhD in chemical engineering. All else being equal, Thurston is especially likely to respond well to: a. Instagram posts. b. podcasts. c. print media. d.YouTube ads.
print media
15. __________ wide reach makes it well-suited for public service announcements and advertisements, fostered in part by the convenience and immediacy of the medium. a. Radio's b. Television's c. Local newspapers' d.A paywall's
radios
21. Which of the following phases of the conflict management life cycle would most likely entail negotiations designed to address concerns on both sies of the conflict? a. Recovery b. Proactive c. Strategic d.Reactive
reactive
13. Reputation management takes place during the _________ phase of the conflict management life cycle. a. proactive b. reactive c. recovery d.strategic
recovery
15. Gwen was reading the label on her new power drill. "If used continuously for more than 45 minutes, this device may overheat, resulting in shortened battery life and the possibility of fire," she read. "Hmm; OK, good to know. I'll take a few breaks during my project." Gwen was sensibly paying attention to: a. product tracking. b. the drill maker's reputation management. c. risk communication. d.integrated communications.
risk communication
8. Reggie's job is to forestall personal injury, health problems, and environmental damage by conveying dangers or threats to consumers. Hence, he spends his workday verifying that coffee containers have "WARNING: Product may be hot!" labels on them, that wheelbarrows say "Not intended for highway use" on little stickers, and that boxes of sleeping pills say "May Cause Drowsiness." What is Reggie's primary job function? a. Conflict positioning b. Image restoration c. Issues tracking d.Risk communication
risk communication
19. The CEO at Narwhal Outerwear directs his public relations team to work with the human resources team to create a new employee volunteerism initiative. The volunteerism initiative best represents an example of corporate a. inclusion. b. identity politics. c. social responsibility. d.narrowcasting.
social responsibility
8. Generation X has also been referred to as: a. Generation Huh? b. the Lost Generation. c. iGen. d.the neglected generation.
the neglected generation
22. Which of the following groups values the opinions of friends and experts over marketing messages? a. Hispanics b. Women c. Millennials d.Older adults
women
