PUR 4000 - Test 2 Public Relations
Which of the following messages uses a sanction strategy?
"Donate now, and you will receive an autographed photo from Lady Gaga."
Which one of the following is the grandest and least useful reification used in public relations?
"general public"
which of the following is NOT a useful concept in public relations programs
"general" public
The text distinguishes between the "delivered audience" and the "effective audience." The equivalent terms in public relations programs are:
"total audience" and "target public"
Newspaper readership is not uniform across society. Which two of the following is an accurate description of newspaper readership today?
A higher percentage of older people read a daily newspaper, compared to younger people, The majority of those with college degrees read newspapers (A and D)
Early notions of mass communication viewed mass society as both passive recipients of media messages and vulnerable to being manipulated. Which best describes current thinking?
Active receivers are not uniformly affected by mass communication messages.
Which of the following theories suggests that mass media affect what we think about—raising the salience of issues and the positions taken by people in the news?
Agenda-setting theory
In this compliance-gaining strategy, messages focus on explanations and requests.
Argument
Which two of the following are true with regard to the impact of new technology on public relations practice?
Audiences are more active, choosing two-way media that permit interactivity.
Why do some experienced planners argue against labeling one planning scenario as "most likely" or "probable"?
Because program planners tend to develop strategy only for the most likely contingency
Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today's new media environment?
Bloggers - People who write weblogs for virtual communities of like-thinking participants, Citizen journalists - Regular citizens who have access to information and the technology to share it (B and C)
Which of the following best explains why information campaigns can succeed?
Careful consideration is given to delineating specific targets.
Which one of the following is "a form of symbolic behavior designed to shape or regulate the behaviors of others"?
Compliance-gaining strategy
Which one of the following should NOT be used in evaluating publicity?
Cost of equivalent advertising space and time as the "return on investment"
Lippmann's model of the "triangular relationship" depicted the role of mass media in shaping public opinion. Which best describes the effect of mass communication in Lippmann's model?
Developing a "trustworthy picture" of the world beyond our direct experience
Employee communication happens in specific business and regulatory contexts. As public relations director for Groceries R Us, you must do which of the following in the United States?
Hang posters listing worker safety standards from the Occupational Safety and Health Administration
For which one of the following, should you include only one side of an argument?
If receivers already agree with your position.
Measuring the number of people who attend to messages or attend program activities is what level of program evaluation?
Implementation
Today, most public relations program evaluations are done at which level?
Implementation
Which one of the following is typically the first level of impact measures?
Increased knowledge of issue
Checks of museum floor tile wear patterns, library check-out records, and agency appointment records are examples of which one of the following?
Indirect or unobtrusive measures
Which formula provides a "listenability" measure for broadcast copy?
Irving Fang's ELF
Which one of the following is NOT an advantage of pretesting?
It can predict future responses in other settings and for other publics.
Which of the following is NOT a true statement about communication strategy?
It makes up the main thrust of a public relations program.
Which of the following is NOT a true statement about the implementation stage?
It requires lots of time, effort, and money.
As part of a crisis communication strategy, you have been asked to set up a "public information center." Which of the following criteria does NOT apply?
It should be set up as soon as a crisis happens and closed when not needed.
Which of the following is NOT a true statement about action strategy?
It should benefit only the organization, not its stakeholders.
The first principle of framing message content is which one of the following?
Know management's position and the problem situation intimately.
Denotative meaning refers to the generally accepted dictionary meaning of a word. According to the text, connotative meaning refers to which one of the following?
Meaning attributed to a word based on experience and background
Measures of message readability represent evaluations of which one of the following?
Message preparation
Which one of the following is the ultimate evaluation of public relations programs and the practitioners who plan and conduct them?
Nature of social and cultural change
What is one manner in which new technologies have affected public relations practice?
New technologies require public relations practitioners to constantly monitor the digital media environment for information—truthful or not—about their organizations.
Using a clipping service to provide clips of published news releases provides information about which type of reader?
None of the above*
News clippings are the best measure of which one of the following?
Number of messages placed in the media
Hyman and Sheatsley identified several factors that contribute to public information campaign failure. Which one of the following is NOT a reason why campaigns fail?
People are generally already interested in public issues.
Which one of the following broadcast audience monitoring techniques records every viewer in sample homes?
People meter
Which two of the following are NOT challenges posed by the new media environment for public relations practitioners?
Practitioners must give up their code of ethics to be effective, Practitioners must use corporate blogs to reach their publics. (B and D)
Whether or not key publics were missed in the original determination of stakeholder groups relates to which phase of research?
Preparation
Of the ways of determining public relations budgets, which one reinforces the impression that public relations is an optional activity?
Profit or surplus after "breaking even"
Walter Lippmann described the "triangular relationship" to depict the role of mass media in forming the "pictures in our heads." Which one of the following best summarizes his view of mass media impact?
Responses based on our perceptions of the scene of the action have impact on the original scene of the action.
If a practitioner does not know the answer to a reporter's question, which one of the following is the correct response?
Say "I don't know" and promise to provide the information later.
As discussed your textbook, what does "SEO" stand for?
Search-Engine Optimization - Public relations practitioners use SEO to make sure that their organization's website comes up when stakeholders search for the company online.
Which of the following phenomenon can be explained by George Gerbner's "cultivation theory"?
Senior citizens who watch lots of television news believe the world outside their home to be much more dangerous and violent than it is in reality.
When introducing others in the organization to the public relations plan and selling it to gain their support, which one of the following points is generally made first?
Specify harm that will occur if the problem is left unattended.
What is the most common error in attempts to evaluate public relations programs?
Substituting measures from one evaluation level for those needed at another
Which one of the following does NOT assess program impact on behavior?
Surveys testing increased knowledge
Which one of the following companies specializes in television and radio audience research?
The Arbitron Company
What is the difference between a company's intranet and the Internet?
The Internet is publicly accessible, but company intranets are accessible only to employees.
Which one of the following is NOT an assessment used in the preparation phase of program evaluation?
The amount of knowledge gained in the target public
Organizational mission statements accomplish which of the following?
They help employees set priorities and goals related to the company's mission.
Which statement below meets the criteria of useful program objectives?
To decrease the number of employees who believe that they would benefit from union membership from 60 percent to 40 percent by March 1
Which statement refers to true evaluation research?
Uses systematic and controlled methods
Employee communication has several purposes. Which one of the following purposes serves to help employees "understand and internalize the organization's culture and values"?
acculturating employees
What is the most likely outcome of public communication?
accurate perceptions of agreement
Which step of the evaluation process distinguishes professional practice from technical craft?
adding to professional knowledge
The text discusses five dimensions of public opinion. Which one of the following does NOT belong on the list?
agreement
How can you ensure that research results will be accepted by senior management and used to manage public relations?
all of the above*
Use of repeated measures of co-orientational states over time can help track changes in which of the following?
all of the above*
What does priming theory tell us?
all of the above*
skimping on the strategic planning step may result in which one of the following
all of the above*
when is the proper time to use research in a public relations campaign?
all of the above*
which of the following would be included in a "stakeholder analysis"
all of the above*
A practitioner's "working theory" represents which one of the following?
an idea of what has to be done to achieve a desired outcome
Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper, either in print or online?
approximately 45%
An organization holding which one of the following "worldviews" tends to retain decision-making power and only reluctantly incorporates public input or makes internal changes?
asymmetrical
Which one of the following is a "cross-situational predisposition or preference"?
attitude
The textbook reports that messages must benefit audiences—meaning that messages address audience interests and concerns. Which criterion would typically be the most important in public relations messages distributed through the mass media?
audience impact
If public relations is to be a part of the rational problem-solving process in organizations, then planning will be based upon which one of the following?
best available evidence
Which one of the following seven Cs of communication suggests that messages are most effective when they require the least effort on the part of receivers?
capability of the audience
Which of the following is NOT a variable in Grunig's situational theory of publics?
cognitive organization
the "internal factors" portion of the situation analysis often includes which one of the following?
communication audit
In which of the following media systems does the state control the media and require it to espouse and promote Marxist ideals and philosophy?
communist
Which one of the following represents opinion pollster Elmo Roper's hypothesis that ideas in public information campaigns penetrate publics slowly through a process similar to osmosis?
concentric-circle language
A word may have emotional or evaluative meanings beyond its dictionary definition. This refers to which one of the following?
connotation
The objective application of set procedures for determining what is being reported in the media is which one of the following?
content analysis
Which one of the following seven Cs of communication suggests that messages must square with the realities of the audience's environment?
context
When surveyed, the majority of employees give their organizations high marks on which one of the following?
credibility
Which one of the following best describes a "secondary analysis" approach to gathering information?
data gathered by someone else
What is the term for the process of spreading ideas and practices to members of a social system?
diffusion
Which of the following theories suggests that media provide information from sources that would otherwise not be available through interpersonal networks?
diffusions theory
A survey question asking people whether they "strongly agree," "agree," "disagree" or "strongly disagree" is measuring which of the following two dimensions of public opinion?
direction and intensity
The "myth of communication" suggests that which one of the following is confused with the real meaning of communication?
dissemmination
Which of the following is NOT true of the action strategy?
does not relate to two-way symmetrical public relations
An organization's most important relationships are those with:
employees and their supervisors
Which one of the following is typically the first step on the checklist for starting a research project?
establishing what information is needed nd how it will be used
samples of unknown representatives are typically the major problem with which one of the following research methods
explanatory methods
Which one of the following informal research methods has the advantage of generating open, spontaneous, and detailed discussions among people about subjects of interest to the organization?
focus groups
Research conducted before and during implementation to inform planning and program adjustment is called what?
formative research
Which one of the following represents the correct order of the tasks of public relations communication efforts?
get attention, stimulate interest, build desire to act, and direct action
Which one of the following represents the situation in multinational corporations in which managers and employees are from different cultures and thus must be oriented simultaneously toward each other and toward aspects of each other's culture?
global accuracy
In the co-orientational model, if Person A holds a positive evaluation of Object "X" and Person B feels the same about "X," this is an example of which one of the following?
high agreement
In the co-orientational model, if Person A holds a positive evaluation of Object "X" and thinks that Person B feels the same about "X," this is an example of which one of the following?
high congruency
Which one of the following violates the guidelines that your text provides for working with media representatives?
if you don't want something you said used in a story, tell the reporter that it was "off the record"
When does communication actually happen in the four-step strategic planning process of public relations?
implementation step
Which research method offers the advantages of high response rates, great flexibility in dealing with respondents, and good control of questions?
in-person interviews
The "silent majority" represents a condition in which:
individuals think their opinion conflicts with those of most other people
which one of the following methods dominates public relations research
informal
Which of the following is NOT a characteristic of an authoritarian organizational culture?
innovation is encouraged and rewarded
Useful definitions of publics describe them based on which one of the following?
involvement with the problem situation
which one of the following is typically an example of an "informal research" technique?
key informant interviews
Mass media have their greatest impact and usefulness in creating awareness in which one of the following stages in the diffusion process?
knowledge
which of the following is the biggest disadvantage of mail surveys
lack of control over who responds
The major reasons for increased use of evaluation research include all EXCEPT which one of the following?
lack of qualified vendors or research services
What is (are) the major reason(s) more research is not used in public relations program planning, monitoring, and evaluation?
lack of research skills, lack of management skills (both B and C)
Which one of the following types of publics are unaware of their relationships with an organization and others on a given issue?
latent publics
If someone told you that public opinion on an issue could be described as "dissensus," which one of the following (in co-orientational terms) best fits that situation?
low agreement, low congruency, and high accuracy
You are the public relations practitioner charged with encouraging all organizational employees to participate in the company's recycling program. To do this, you create a campaign slogan: "Recycle for us; recycle for Earth." This slogan is likely to resonate in what type of organizational culture?
low masculinity, low individualism- Both B and D are organizational cultures in which this slogan would resonate
The text recommends using freelancers for placements in which medium?
magazines
Which one of the following are readers with special interests likely to turn to for in-depth information about topics important to them?
magazines
Mission statements become simply cosmetic additions to brochures, reports, lobby exhibits, speeches, and other communications if they do not have which one of the following?
management commitment
Which one of the following informal research methods may help public relations practitioners detect negative rumors about the organization before they spread too far?
monitoring social media
One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?
more interactive communication
Which one of the following represents the most common form of periodical publication?
newsletters
A helicopter operated by a metropolitan police department crashes, injuring the two policemen aboard and damaging a home. It crashes in a minority neighborhood, prompting speculation that this is yet another example of the oft-repeated charge that the police department does most of its patrolling in that community. Which of the following is the best way of handling this crisis?
none of the above*
informal research methods are good at which of the following
none of the above*
Which of the following is NOT an example of a cross-situational public?
nuclear waste protestors
Which one of the following presents the specific knowledge, opinion, and behavioral outcomes to be achieved for each well-defined target public?
objectives
Effective encoding and decoding of messages requires which one of the following?
overlap of commonness
which one of the following research techniques best allows tracking opinion change over time?
panel study
Which one of the following is NOT true about the challenge for public relations communication?
people generally try to pay attention to every message they receive
Communication is the reciprocal process of exchanging messages designed to inform, __________, or instruct. Which of the following completes the statement?
persuade
Which one of the following represents the state of public opinion in which a majority perceives little agreement, but in fact there is widespread agreement?
pluralistic ignorance
Agenda-building theory examines who is building the agenda of the media. So far, research shows media agenda-builders tend to be which of the following?
politicians, elected officials, public relations practitioners (a, b, and c)
which of the following dimensions of culture is likely to affect the relationship between supervisors and employees, concern of internal communication
power-distance- because this dimension deals with equality and hierarchy in interpersonal relationships
Newspapers offer which one of the following major advantages?
practitioners can target publicity geographically
In some situations, practitioners craft messages that explain or reinforce organizational credibility or trustworthiness. Which one of the following obstacles is this effort designed to overcome?
prior ethos obstacles
Which one of the following is typically NOT a goal of employee publications?
providing a direct vehicle for employee "whistle blowers" to report abuses
Nonverbal behaviors play important roles in relational communication. Which one of the following communicates intimacy, attraction, trust, caring, dominance, persuasiveness, and aggressiveness?
proximity
Which one of the following refers to individual values and lifestyles?
psychographics
Increasingly, practitioners are being asked to document measurable results. What is the major motivation of this pressure to measure impact?
public relations results are typically intangible
A "SMART" objective reflects all of the following EXCEPT which one?
radical
Which medium offers public relations the greatest communication flexibility in terms of reaching people under a variety of circumstances?
radio
Which one of the following is often "local," "person-to-person," and likely to foster public debate on controversial issues?
radio
For the most influential citizens and leaders in government and industry, which one of the following is a daily habit?
reading at least one daily newspaper
which one of the following terms represents treating an abstraction as if it exists as a concrete entity
reification
Which of the following approaches to defining publics identifies "knowledgeables" or "influentials" based on others' perceptions of these individuals?
reputation
Studies of public relations practitioners show that participation in management increases when they engage in which one of the following activities?
research
Individuals assign value to objects in their environment based on their previous history with the objects and their assessment of the objects in the current context. Which of the following describes these two sources of value?
salience and pertinence
which one of the following represents a systematic documentation of an organizations communication behavior
scientific methods
planning and programming constitute which step in the public relations strategic-planning process?
second step
which of the following represents all that is know about a situation
situation analysis
Which of the following does NOT explain the importance of social media for public relations practice?
social media have paradoxically made people less social than ever, meaning that practitioners must work harder to engage organizational stakeholders
Evidence showing the extent to which people think others share their opinions indicates which one of the following dimensions of public opinion?
social support
the problem definition process is initiated by which one of the following
someone feels the need
Which one of the following is designed to get a message in the media?
special events
which one of the following helps determine the relative priority of target publics in the program strategy
stakeholder analysis
What results when specific and significant impressions become generalities?
stereotypes
which of the following is NOT required in useful problem statements
suggesting realistic solutions
Smokey Bear is an example of which one of the following?
symbol
Organizations that function as open systems receive input from the environment and often change as a result of that input. This situation represents which of the following organizational worldviews and cultures?
symmetrical worldview and participative organizational culture
which one of the following does NOT describe "research"
talking
Which one of the following is considered "our most intimate mass medium" and has had great impact on national election campaigns, thereby diminishing the role of political parties?
television
Which one of the following typically fills information gaps left by an inadequate internal communication program?
the "grapevine"
Surveys of employees often find which one of the following is the "preferred source" of information?
the immediate supervisor
Two factors have enhanced management's respect for employee communication in public relations: One is the value associated with building employee understanding, teamwork, and commitment in achieving bottom-line results. What is the other?
the need for a strong management communication network and to hold supervisors accountable for effective employee communication
In the communication model, message effects are mediated by which one of the following?
the receiver
In the communication model, characteristics of which one of the following affect people's initial acceptance of the message, but not necessarily the message's long-term impact?
the sender
some who study it define organizational culture as
the shared meanings, common values, and norms of group members
According to the text, organizational publications offer many advantages. Which of the following is NOT one of these?
they give sponsoring organizations a means of uncontrolled communication
which one of the following is true about public relations goals
they should reflect the problems or opportunities defined in the research step
When organizational culture is participative, companies "listen" to their employees' questions and concerns. Which of the following listening methods can protect the identity of employees by allowing them to communicate anonymously?
third-party call centers
What type of media are those over which public relations practitioners have no direct role in decisions about media content?
uncontrolled media
