COMM PR 201 - University of Arizona
When were the Barcelona Principles written?
2010
Which of the following are NOT key characteristics to look for when selecting a brand ambassador?
A low level of professionalism
________ is also a tactic that public relations writers can use to present their opinions of an individual, organization, or brand.
Advocacy
What is a for-hire external public relations team called?
Agency
Which of the following is NOT a dimension of global cultural flows developed by Arjun Appadurai?
All of these are dimensions developed by Appadurai Ethnoscapes Financescapes Technoscapes
Which of the following are social media metrics you should use to evaluate your campaign's effectiveness?
All of these are social media metrics you should use Awareness Engagement Share of voice
What publication is often referred to as the journalist's bible?
Associated Press (AP) Stylebook
Which of the following are examples of what should be included in a media kit?
Company overview Logos Contact information All of these are examples of what should be included in a media kit
What do the Four Cs refer to?
Consumer, cost, convenience, and communication
Which of the following is a tool used by PR practitioners to help stay focused on sharing media?
Content Calendars
________ refers to when an individual or group of people opposed to the organization utilize extreme tactics in an effort to tarnish the image of the company.
Crisis of malice
What have social media channels NOT allowed PR practitioners to do?
Decreased Feedback
Which of the following is NOT a post-crisis strategy?
Draft questions, answers, and resolutions for potential scenarios
Which type of media is sometimes found to be most trustworthy by the general public?
Earned
Which career works with internal and external communications?
Education Corporate All of these options Agency
Which of the following is NOT a tip for social media crisis management?
Engage — but don't argue All of these are tips for social media crisis management Monitor conversations Create a social media policy
People traveling from around the world to attend the Olympic Games is an example of ________.
Ethnoscapes
True or False: A crisis of deception is a type of crisis that can include anything from cost increases to lack of funds.
False
True or False: A micro-influencer has around 40,000-1 million followers on a social platform.
False
True or False: AVE (Advertising Value Equivalent) is an effective measurement of the effectiveness of PR programs.
False
True or False: Brand advocates and brand ambassadors are basically the same thing
False
True or False: Candidates for elected office have PR specialists running their campaigns, but already elected officials have no need for PR specialists.
False
True or False: Feature stories are typically time sensitive and include multiple things that are highlighted and expanded upon for a deeper understanding.
False
True or False: Identifying the amount of likes and shares your posts receive demonstrates an understanding of social media metrics.
False
True or False: In the vast majority of instances, the most dangerous risks illicit the most panic and outrage.
False
True or False: Instagram was touted the most popular platform for both marketers and consumers by Sprout Social in 2020.
False
True or False: Mediascapes refers to speed at which media moves across borders. True False
False
True or False: Public relations practitioners who specialize in entertainment generally focus on three specific areas: product promotion, client publicity, and business to consumer relations.
False
True or False: Risk communication is the conversation between the company and its publics before, during, and after a crisis occurs.
False
True or False: The terms global public relations and international public relations are interchangeable.
False
True or False: There is no space for opinions in PR writing.
False
True or False: Understanding various communication styles can assist practitioners in creating campaigns that fit within a country's style, but doesn't mean the campaign will be received positively by its target audience.
False
Often referred to as the opposite of name-calling, ________ includes words of praise or positivity toward a person, place, or thing without giving them a concrete reason.
Glittering generality
When you focus on a _______, you craft your campaign so that it resonates across borders and focuses on best practices that appeal to multiple audiences.
Global public relations approach
________ has increased the need for PR practitioners to acquaint themselves with the varying political systems around the globe
Globalization
Nonprofit organizations are designed to fill a need by providing ________ to people in local communities.
Goods and Services
Taking study abroad courses can increase career-oriented skills, introduce you to other cultures, and ________.
Help you build relationships with industry professionals None of these options Both of these options Help you become fluent in another language
Which of the following is a way to prepare for crises?
Identify what can go wrong and become highly visible Assign priorities based on which vulnerabilities are most urgent Create a crisis team and discuss potential response strategies All of these options are ways to prepare for crises
Which of the following are NOT a way to increase the readability of a website?
Including GIFs
Which of the following is NOT a low context cultural tendency?
Individuals are sensitive to conflict and actively try to avoid it.
Public affairs work largely involves shaping public opinion through ________.
Informational and persuasive tactics
The #TiffanyBlue campaign was successful on which social media platform?
Who is believed to have written the first corporate news release?
Ivy Lee
Which of the following is NOT an advantage of working for a nonprofit?
Limited Resources
Which of the following social media platforms is NOT detailed in the chapter?
A ________ is a memo that notifies selected media about an upcoming newsworthy event or item.
Media advisory
Agencies with 10-75 employees are considered ________.
Medium
Which of the following is a type of crisis?
Natural crisis All of these options are types of crises Technological crisis Crisis of malice
________ refers to an unexpected situation facing an organization.
Organizational crisis
A video news release is an example of what type of media?
Owned
PR measurement and assessment standards should include which of the following?
PR objectives; affected audiences; phase or lifecycle of the problem; provide measures of creation, reliability, and validity
Billboards are an example of what type of media?
Paid
According to PRSA, campaigns tend to fail for which of the following reasons?
People are misinterpreting your messaging All of these are reasons campaigns tend to fail You are not reaching the intended audience Some people ignore information that is outside of their belief system
The movie "The Greatest Showman" is based on which PR historical figure?
Phineas Taylor (P.T) Barnum
Which of the following is NOT a high context cultural tendency?
Relationships begin and end quickly
Building and maintaining a brand across all platforms refers to ________.
Reputation management
Which of the following is NOT an example of message testing?
Return on investment (ROI)
________ attempts to create a level of outrage from the public that is appropriate to the level of hazard present.
Risk communication
________ refers to lighter information that pertains to developments without major consequences; generally written for entertainment.
Soft News
What is a technique used to conduct message testing?
Surveys Interviews Exploring individual opinions regarding specific content All of these are techniques used to conduct message testing
Which of the following is NOT an element to include in a news release?
Testimonial
Which of the following are examples of measurable output objectives?
The number of tweets or Instagram posts created
Which of the following is NOT a condition necessary for an event to be deemed a crisis?
The public does not perceive it as a crisis
Define secondary publics.
Those who may express an interest in your product or service
Define the purpose of message testing.
To identify words that may be confusing or content that could be read differently than it was intended
The growing level of mistrust between the public and government stems from ________.
Tradition. It has always been this way The high turnover rate of government officials Wikileaks A growing body of fake news and alternative facts
More foundational tools (press releases, advertisements, brochures, etc.) are often referred to as ________.
Traditional media
True or False: A media advisory is a memo that notifies selected media about an upcoming newsworthy event or item.
True
True or False: A planning sheet, or a basic outline to help organize and prep the writer, can be helpful to focus attention on key components of the written communication.
True
True or False: Arjun Appadurai believes cultures overlap and intersect—ultimately influencing one another.
True
True or False: At the foundation of public relations, organizations aim to develop mutually beneficial relationships with the target public.
True
True or False: Crisis can refer to any event that leads to any kind of negative consequence or situation.
True
True or False: Geert Hofstede believed that we all follow the norms embedded within the cultures we were raised.
True
True or False: If used correctly and only when something is genuinely newsworthy to share, news release has the ability to earn you valuable media mentions.
True
True or False: Many PR professionals who work in higher ed spend a great deal of their time on reputation management.
True
True or False: Organizations should pay close attention to both its stakeholders and those who dislike the organization.
True
True or False: People have a combination of high context and low context communication characteristics. There are no absolutes.
True
True or False: Prior to the advent of social media, it was common to see firms focused in separate silos of either advertising, marketing, or public relations.
True
True or False: Public relations is at very different stages of development across the world.
True
True or False: Public relations practitioners must consistently be thinking of the international implications of public relations campaigns, crises, and contacts from other countries.
True
True or False: Qualitative metrics measure non-numerical data.
True
True or False: Search engine optimization (SEO) is the strategic process of growing both the quality and quantity of website traffic by increasing the visibility through search.
True
True or False: Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation.
True
True or False: Social media continues to evolve every day.
True
True or False: The Barcelona Principles were created to get people used to being measured on results, not what they did.
True
True or False: The healthcare industry is slow to create content for social media platforms.
True
True or False: The increased reliance on social media as a public relations outreach tactic has created unique challenges for public relations practitioners trying to handle crises.
True
True or False: The more assurance that organizations or brands can provide to users on these social media sites, the more likely those followers will continue to use the social media platform to engage and connect.
True
True or False: The terms government relations and public affairs are used interchangeably, but there are some distinct differences.
True
True or False: When navigating a crisis, you should develop a strategy to contain and counteract, not react and respond.
True
True or False: While most often the media pitch starts as an email, sometimes the written media pitch is followed by a phone call.
True
Consumers prefer to support organizations that reflect their ________.
Values Beliefs Both values and beliefs Brand
Which of the following are questions to consider when choosing the right social media platform for your business or organization?
Which platform fits your style? Who is your ideal customer and where do they hang out? Which platform can help you achieve your goals? All of these options are questions to consider when choosing the right social media platform
True or False: A mega-influencer is always a celebrity.
false
According to the chapter, time spent on social media during the 2020 global pandemic rose to a daily average of one hour and 22 minutes, an increase of ______ over the previous forecast for 2020.
six minutes
True or False: You need a business account in order to access analytics on Instagram, Pinterest, and Snapchat.
true
A good ________ will always have a clear purpose that aids the strategy.
Tactic
________ are very specific and can be changed based on the fluidity of the plan.
Tactics
True or False: If you had to label PR and force it into only one of the PESO model pillars, the media it most closely aligns to would be earned media.
True
What does the acronym PESO refer to?
Types of media
Which of the following is NOT an example of a professional value?
Competition
According to the text, which of the following is NOT a personality trait necessary to succeed in PR?
Confidence All of these are personality traits necessary to succeed in PR Creative Tenaciousness
Public relations practitioners are often considered the ________ of their organizations.
Corporate conscience
Which of the following is NOT a discipline or function within public relations?
Crisis communications Executive communications Emotional communications Internal communications
The key functions of advertising are to identify, inform, and ________.
Persuade
Perceived truth is a social construction created through ________.
All of these options Experience Religion Culture
True or False: The letter "A" in the PACE mindset stands for automation.
False
Founders Brewing Company was sued for ________.
Racial discrimination
True or False: A direct mail flyer is an example of a controlled channel.
True
True or False: A key message is the takeaway, or essence of what is being communicated.
True
As marketing shifted to digital and became more customer focused, Bob Lauterborn suggested changing the 4 Ps to the ________.
4 Cs
Which of the following are NOT a core attribute of a key message as outlined in the chapter?
Banal
Investor relations communication professionals work closely with ________.
Bloggers PRSA Stakeholders High-level executives
The determination of right and wrong is based on ________.
Both of these options The context Neither of these options The individual(s)
Which of the following is NOT a weakness of using surveys as a research tool?
Data collection relies on having a recipient that can read and understand the questions Data is not always reliable since there is no guarantee the survey reached the intended recipient Response rate can be incredibly low Data is difficult to gather and analyze
According to the PESO model, word-of-mouth marketing is a form of what kind of media?
Earned
Which of the following is the largest independently-run public relations firm?
Hill & Knowlton Burson Cohn & Wolfe Edelman Bernays Counsel on Public Relations
When was the PESO model first introduced?
2014
Who is considered to be part of the C-suite?
A lobbyist An intern An important blogger A high-level executive
What is a buyer persona?
A semi-fictional representation of your ideal target audience member created by using real data that is agreed to represent the existing target audience
Why was Roseanne Barr fired from ABC?
A tweet
Business partner and wife of Edward Bernays, this feminist pioneer was the first woman to use her maiden name on her passport and on her daughters' birth certificates.
Alice Beeman Inez Y. Kaiser Betsy Plank Doris Fleischman
Which of the following questions are examples of casual research?
All of these are examples of casual research What publics are you trying to reach? What action do you want folks to take as a result of your campaign? What is the overall goal?
Which of the following is a type of primary research?
All of these are types of primary research Surveys Focus groups Interviews
According to the PESO model, retweets and likes are a form of what kind of media?
Earned
True or False: Focus groups must be conducted face-to-face or by phone.
False
True or False: Formative research occurs at the end of the planning process.
False
True or False: Integrated marketing communications (IMC) is a one-way communication process.
False
Who is one of the founding fathers of PR?
Mark Weiner PRSA David Bosenbloom Edward Bernays
According to the PESO model, a Facebook ad is a form of what kind of media?
Paid
Which of the following are NOT acronyms of PR planning models mentioned in the text?
RIPE
Taking the time to distinguish how your ________ prefers to receive their information is worth taking the time to figure out.
Target Audience
T or F: Inez Kaiser was the first African-American woman to open a PR firm.
True
T or F: PR practitioners can utilize social media analytics to measure campaign effectiveness.
True
True or False: Once the research phase is complete, the PR practitioner moves on to the planning phase.
True
True or False: PR professionals have the power to use information to benefit themselves and their organizations.
True
True or False: Public relations has a governing body that sets guidelines and benchmark practices to assist practitioners in making sound professional decisions.
True
True or False: Public relations professionals rely on journalists to get their information into traditional news outlets.
True
True or False: Qualitative research practices can be used to assess social media data such as analyzing sentiment, retweets, or shares.
True
True or False: Strategic planning is a key component to creating value for an organization or brand.
True
True or False: The Lucy Stone League encouraged women to keep their names after marriage.
True
True or False: The PESO model was championed by Gini Dietrich.
True
True or False: The letter "P" in the RPIE model stands for planning.
True
True or False: The origins of news writing can be traced back to China and the Roman Empire.
True
True or False: Without developing tactics, the strategy becomes useless.
True
True or False: marketing, advertising, and journalism intersect with public relations.
True
Which of the following is an example of a "Strength" question to ask of your company when conducting a SWOT analysis?
What is the company's unique value proposition?
Which of the following is an aspect of crisis communications?
Work to continue to fuel the outrage Relaying information to the public Defining a budget allocation prior to crisis Developing brand guidelines
Which of the following are things media can help boost?
Engagement Loyalty Awareness All of these are things that media can help boost
T of F: A PR practitioner never works directly with C-suite level executives.
False
T or F: George Creel worked for Theodore Vail and was assigned to begin a publicity and advertising program within AT&T.
False
T or F: Reputation management is not necessary to a PR strategy.
False
True or False: A news release is an example of a controlled channel.
False
True or False: According to a study conducted by BrightLocal, 91 percent of 18-34 years olds trust personal recommendations more than online reviews.
False
True or False: An organization's Facebook post is an example of an uncontrolled channel.
False
True or False: Best practices of implementing the PESO model suggest public relations practitioners and brands should try to boost every social graphic or blog post.
False
True or False: Campaigns don't need a specific start and end date.
False
True or False: Deborah Mills-Scofield argues that business in the 21st century should focus more on outputs than outcomes.
False
True or False: It is uncommon for public relations professionals to communicate messages on behalf of the organization.
False
True or False: Making certain that the objective you set is possible to attain is at the core of being timely.
False
True or False: Measurement and evaluation are basically the same thing in the context of PR.
False
True or False: PR practitioners provide recommendations supported by their own thoughts and experiences in order to develop the best strategy.
False
True or False: Public relations practitioners do not have an obligation to the truth.
False
True or False: The public information model applies one-way communication tactics from an organization to the public in order to promote a product or service.
False
Persuasion is considered ethical as long as it allows ________.
Free and informed decision making
What PR pioneer helped turn around the J.D. Rockefeller name?
George Creel John Hill Edward Bernays Ivy Ledbetter Lee
What do the letters of the acronym GOST represent?
Goals, objectives, strategies, and tactics
Define publics in the context of PR.
Groups of people with common interests that are important to an organization
Which of the following is an example of a SMART goal statement?
Increase company revenue Improve the company's brand recognition by 150% by the end of next quarter Volunteer more Share more LinkedIn posts every month
Who is considered the first lady of public relations?
Inez Y. Kaiser Doris Fleischman Betsy Plank Alice Beeman
In 2012, what organization decided to address the lack of consistency and modernize the definition of public relations?
International Public Relations Association (IPRA) Public Relations Society of America (PRSA) Chartered Institute of Public Relations (CIPR) Public Relations Student Society of America (PRSSA)
What PR pioneer taught at Stanford and founded the Public Relations Journal?
James Ellsworth Rex F. Harlow George Creel Edward Bernays
Many public relations plans start with identifying the organization's ________.
Mission Statement
According to the PESO model, a YouTube video on your company's channel is a form of what kind of media?
Owned
According to the PESO model, a blog post written by your company is a form of what kind of media?
Owned
Media literacy does NOT include ________.
Stakeholders Bloggers Influencers Journalists
What does the acronym SWOT stand for?
Strengths, Weaknesses, Opportunities, Threats
T or F: Membership of a PR organization can provide opportunities to participate on committees, to speak at conferences, and to share knowledge with new practitioners.
True
T or F: The Definition of public relations is constantly changing and evolving.
True
T or F: There are professional organizations around the globe dedicated to public relations.
True
T or F: There are some PR organizations dedicated soley to enhancing the diversity of the industry.
True
True or False: A press conference is an example of the two-way asymmetrical model.
True
True or False: According to the Nike "For Once Don't Do It" ad highlighted in the chapter, consumers expect brands to speak out.
True
True or False: According to the text, a primary public is your most important public.
True
True or False: Advertising is a paid form of persuasive communication that uses media (mass and interactive) to connect with a target audience.
True
True or False: Edward Bernays was the nephew of Sigmund Freud and offered the first public relations course in the nation.
True
True or False: George Creel is credited for establishing the first Committee on Public Information (CPI) and the 4-minute Men.
True
True or False: Interviews can involve direct conversations with various publics.
True
True or False: Most ethical dilemmas do not have a clearly defined right or wrong solution.
True
True or False: Nurturing existing relationships help nurture your reputation.
True
True or False: Oftentimes, users are ignorant of the ways their data are being used to target them.
True
Which model of public relations is considered the ideal and was later renamed the Excellence Model?
Two-way asymmetrical model Press agentry or publicity model Two-way symmetrical model Public information model
Which of the following are core skills every practitioner needs as recommended by the Commission on Public Relations Education?
Verbal Communication Strong Writer All of these are core skills recommended by CPRE Social Media Proficiency
What are the five Ws as outlined in the chapter?
Who, what, when, where, and why
