PR Quiz 1 and 2
The Public Relations Society of America defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
T
When determining the effectiveness of public relations campaigns, return on investment is a more quantifiable and defensible measurement than the Advertising Value Equivalency tool.
T
At TCH Global Enterprises, Brandon is responsible for creating company newsletters, updating information on the TCH intranet, and conveying new company policy to workers. Brandon's job is focused on which of the following areas? A)employee communications B)strategic communications C)community relations D)media relations
A
Companies that alter their operation to address societal and environmental concerns are engaging in which of the following? A)sustainable business practices B)organizational philanthropy C)impact investing D)corporate accountability
A
Based on the Pew Research's Social Media Usage 2005-2015 study,which of the following statements is true? A)Social media usage has increased slightly in the last decade. B)Most American adults get their news from social media sites. C)Nearly half of all American adults use social networking sites. D)Social media usage has remained stable for the last decade.
B
Companies that implement sustainable business practices and build brand trust are able to do which of the following? A)develop sustainable communications B)attain competitive differentiation C)expand operations more efficiently D)guarantee strong returns for shareholders
B
During the 1800s,the railroad industry expanded significantly in part because of PR.Which statement best explains how the railroad industry utilized PR? A)Through positive press,the railroad industry overcame negative attitudes about train travel. B)The railroad industry used strategic communication to promote westward migration by train. C)Different railway companies competed for customers by offering free tickets and prizes. D)Publicists were hired to convince citizens that train travel was both safe and inexpensive.
B
Hill & Knowlton was the first American PR firm to ______. A)promote services with media tours B)open a branch office in Europe C)work for a political campaign D)have an African-American owner
B
How did Edward Bernays and Doris Fleishman pioneer pro bono PR work? A)writing free articles about their clients B)promoting charities at no cost C)using media tours regularly D)scheduling press events
B
In comparison to advertising,public relations requires which of the following skills? A)brand development B)crisis management C)message delivery D)personal selling
B
In most cases,PR costs are associated with which of the following? A)salary and expenses of a creative team B)salary and expenses for a PR professional C)production time and airtime costs D)research and technology expenses
B
Joaquin works as a PR professional at the American Heart Association. Which of the following factors measures Joaquin's effectiveness in this role? A)employee relations B)membership growth C)crisis management D)customer service
B
Which company received PR advice from both Page and Burger? A)P&G B)AT&T C)American Tobacco D)Hormel
B
A press agent in the mid-1800s would most likely use which of the following tactics? A)reach out to company stakeholders B)write opinion pieces for local newspapers C)exaggerate the benefits of a product D)tailor product messages to target audiences
C
As part of its CSR efforts,XPT Computer Company offers a generous family leave program.How does XPT benefit economically from this program? A)by reducing health benefits costs B)by avoiding employment lawsuits C)by improving employee retention rates D)by lowering outsourcing expenses
C
Bailey,a recent college graduate,has been offered an entry-level position at Bauman Public Relations,a PR agency.What is the advantage of Bailey accepting the position? A)working in the communications department B)learning about financial PR approaches C)focusing exclusively on PR activities D)generating regular material events
C
For today's PR professionals,what is the primary goal of PR? A)setting strategic business goals for a client B)engaging in personal transactions C)building public trust in a client D)establishing brand equity
C
Howard Bowen has been dubbed the "Father of ______." A)Modern Public Relations B)Spin C)Corporate Social Responsibility D)Press Agentry
C
A PR professional employed by the U.S. Department of Agriculture would most likely engage in which type of work? A)lobbying for new legislation B)advocating for funding increases C)creating engaging website content D)providing information to the public
D
According to research,which of the following is a result of successful CSR activities? A)increasing a company's short-term profits B)lowering a company's variable costs C)changing a company's culture D)enhancing a company's reputation
D
According to the Bureau of Labor Statistics, between 2014 and 2024,jobs in the PR field are expected to ______. A)double in number each year B)remain stable each year C)decrease at 6% per year D)increase at 6% per year
D
Arthur W. Page was a pioneer in which of the following areas? A)corporate social responsibility B)integrated marketing communications C)public relations research D)corporate public relations
D
George Creel's 4 Minute Men was one of the first examples of ______. A)social activism B)a sponsored radio drama C)pro bono work D)a speaking tour
D
How did firms like Kodak and Ford demonstrate corporate social responsibility prior to the 1930s? A)reducing manufacturing pollutants B)establishing business best practices C)monitoring product and worker safety D)offering bonuses and benefits to employees
D
In recent years,which of the following has caused firms to shift from advertising to PR? A)print ads becoming more costly than TV ads B)inability to validate product research C)fewer people using social media D)TV viewers being able to skip ads
D
In relation to PR,a journalist serves in which of the following roles? A)advertiser B)sponsor C)blogger D)gatekeeper
D
Tanya is in the process of conducting customer focus groups, distributing online surveys, and analyzing customer response cards. Which term best describes Tanya's efforts? A)strategic planning B)secondary research C)public affairs planning D)primary research
D
The activities of P.T.Barnum were similar to which of the following? A)radio dramas B)social activism C)political campaigns D)reality television
D
Which of the following statements about working as a corporate PR professional is correct? A)Job stability is highly susceptible to economic downturns. B)PR departments tend to be large and competitive. C)Compensation and benefits are typically low. D)PR usually reports to the marketing department.
D
Which term refers to the voluntary actions taken by a firm to address the economic and environmental impact of its operations on key stakeholders? A)sustainability index B)corporate philanthropy C)triple bottom line strategy D)corporate social responsibility
D
A college student who is studying to become a PR professional would be able to join the PRSA,while a person who is already working as a PR professional could join the PRSSA.
F
In the federal government, the PR function is commonly referred to as the Public Communications Office.
F
According to the Bureau of Labor Statistics, the job outlook for PR professionals is strong as new jobs will be added in the upcoming years.
T
Corporate social responsibility is a voluntary action implemented by organizations that often improves an organization's reputation with customers.
T
In the strategic advisor role, a PR professional needs to understand business trends, marketplace developments, and effective PR tactics.
T
Media relations involves providing data and details to journalists to convince them that information about an organization is newsworthy.
T
During the 1980s,which of the following events triggered concerns about business ethics? A)potential wrongdoing by Exxon related to the Valdez oil spill B)lack of corporate social responsibility by Viacom C)ineffectiveness of the United Nation's Global Compact D)possible errors by Johnson & Johnson in the Tylenol case
A
During which era did Americans demand that corporations demonstrate ethics and citizenship? A)1980s to 1990s B)1960s to 1970s C)1940s to 1950s D)1910s to 1930s
A
Executives at Hawkins Enterprises want to incorporate CSR into the firm's long-term strategies. Which of the following questions is essential for the executives to ask at this stage? A)How do Hawkins' business activities affect stakeholders and the environment? B)Is Hawkins in compliance with state and federal laws that mandate CSR? C)How will Hawkins' CSR efforts compare to industry and global standards? D)Will Hawkins' suppliers and employees be able to incorporate CSR practices?
A
How have digital and social media primarily altered PR? A)improving communication efficiency B)ensuring communication accuracy C)quantifying PR return on investment D)increasing impression rates
A
Impressions are based on the ______. A)viewership ratings of a media outlet B)potential costs of airtime or media space C)number of clicks per second on a website D)profitability of a media investment
A
In the past,what was the primary focus of public relations? A)generating publicity B)educating the public C)influencing media behavior D)driving business results
A
In which of the following work environments would a PR professional need a strong understanding about business strategy and operations? A)multinational corporation B)large PR agency C)federal agency D)trade association
A
Most corporate PR professionals work in which of the following departments? A)communications B)human resources C)sales D)finance
A
P.T. Barnum was most likely the first person to ______. A)use publicity stunts B)have traveling exhibits C)promote a road show D)hold a press conference
A
PR messages are perceived as credible because they are ______. A)filtered through journalists B)developed by a creative team C)sent and received at a low cost D)presented by publicists
A
Parker and Lee helped the Pennsylvania Railroad Company gain approval for a rate hike by ______. A)using opinion leaders to gain public support B)relying on scientific persuasion techniques C)hiring lobbyists to draft legislation D)establishing a corporate PR department
A
Representatives of Bow Wow,Inc.,a dog food company,are traveling to more than 50 cities across the United States to promote the firm's latest organic dog food.In each city,company representatives set up dog agility contests,distribute samples,and answer questions from customers.Which term best describes the efforts of Bow Wow? A)media tour B)media relations C)press event D)publicity stunt
A
What is a commonality between Harold Burson, Dan Edelman, and John Hill? A)starting their careers as journalists B)working as corporate salespeople C)serving as White House press secretaries D)founding political consulting firms
A
When comparing the different definitions of public relations presented in the text,which word appears in all of them? A)relationship B)tactical C)profitable D)transaction
A
Which of the following contributed to the growth of public relations in the 1960s? A)increasing activism,like the Civil Rights movement B)opening of PR agencies,like Burson-Marsteller C)rise of issue-based activism,like Greenpeace D)using PR for non-profit organizations,like the Red Cross
A
Which of the following contributed to the rise of press agentry in the 1800s? A)growth of the newspaper industry B)support for American independence C)exploration of western territories D)increase in European immigrants
A
Which of the following is a leading factor in the growth of the PR industry? A)growth of social media B)demands of consumers C)decline of print media D)increase in global brands
A
Which of the following tasks is part of a PR professional's role as strategic adviser? A)monitoring competitor activities B)developing CSR activities C)creating press releases D)attending media tours
A
Which statement about PR and advertising is true? A)PR relies on media gatekeepers and advertising relies on paid media. B)PR and advertising have become synonymous terms and professions. C)PR focuses on buying habits and advertising focuses on public opinion. D)PR and advertising rely equally on earned media and paid media coverage.
A
Who founded the first black-owned PR firm in the United States? A)Joseph V.Baker B)John W.Hill C)Moss Kendrix D)Inez Kaiser
A
Why is global spending on PR difficult to track? A)Advertising and marketing are sometimes categorized as PR. B)PR documentation outside the U.S.is too confidential to report. C)The Holmes Report only measures U.S.PR spending. D)Most global firms use advertising instead of PR.
A
PR professionals employed by nonprofit organizations need strong social media skills for which of the following purposes? A)monitoring online conversations B)raising money for activities C)providing customer service D)launching CSR programs
B
Unlike advertising,PR has which of the following characteristics? A)being based on research B)having limited production costs C)relying on paid media exposure D)focusing on transactions
B
What is the most important skill needed to be an effective PR professional? A)speaking to large groups of people B)writing clearly and persuasively C)handling unexpected crises D)using marketing communications
B
What was the primary purpose of the Federalist Papers? A)promoting the efforts of American patriots B)encouraging public support of the U.S.Constitution C)hyping events like the Boston Tea Party D)summarizing concerns about British rule
B
What was the purpose of promoting Victory Gardens? A)providing locations for war widows to grieve B)encouraging support of the war effort C)promoting the sale of war bonds D)establishing recruitment locations
B
Which U.S. president hired Amos Kendall to be the first White House Press Secretary? A)Ulysses S. Grant B)Andrew Jackson C)Woodrow Wilson D)Franklin D. Roosevelt
B
Which factor contributed to the growth of CSR in the 1960s and 1970s? A)investigations into corporate ethics scandals B)enactment of federal employment laws C)concerns about rapid globalization D)decline of philanthropic organizations
B
Which of the following PR activities is attributed to John Muir? A)implementing publicity stunts to accomplish political goals B)using communication tools to advocate environmentalism C)travelling around the country to promote new products D)using the press to build support for charitable organizations
B
Which of the following activities is credited to Daniel J. Edelman? A)promoting a global brand B)using PR to market products C)managing company crises with PR D)applying thought leadership
B
Which of the following is a component of the 2012 PRSA definition of public relations? A)advocating for greater understanding about an organization and its goals B)building mutually beneficial relationships between organizations and their publics C)engaging in two-way communication for the purpose of developing customer relationships D)identifying the communication needs of organizations and their various publics
B
Which of the following is an example of a non-profit organization using public relations? A)measuring the number of hits on the organization's website B)attracting donations through the organization's Facebook page C)developing mission and vision statements for the organization D)running a commercial about the organization on broadcast TV
B
Since it first opened, the Edelman agency has focused on which of the following? A)integrating social media and earned media B)building corporate reputations with PR activities C)using earned media to support marketing efforts D)establishing a diverse team of PR specialists
C
U.S. firms that receive the Award for Corporate Excellence have been recognized for ______. A)employing a highly diverse workforce B)providing a safe working environment C)exhibiting social responsibility overseas D)supporting local charities and organizations
C
Unlike PR,advertising has which of the following disadvantages? A)The lack of research decreases credibility. B)Gatekeepers charge high fees. C)Audience attention is not guaranteed. D)Production costs are unpredictable.
C
What was P.T.Barnum's primary goal when seeking publicity for exhibits like the Feejee Mermaid? A)proving the validity of his artifacts B)educating the public about science C)generating awareness of his museum D)establishing himself as a showman
C
What was a common publicity technique used by P.T.Barnum? A)donating circus proceeds to needy local charities B)providing gifts to reporters for positive news articles C)staging controversial events to gain news coverage D)distributing pamphlets about his circus to the press
C
Which PR agency was one of the first to have a global presence? A)Rogers & Cowan B)Hunter PR C)Hill & Knowlton D)DAY
C
Which of the following illustrates a sustainable business practice? A)a retailer donating sale proceeds to local charities B)a beer company developing a responsible drinking campaign C)a footwear company using recycled materials in shoes D)a food company using only organic ingredients
C
Which of the following is a task handled by a city's Public Information Officer? A)working with lobbyists and politicians to enact local laws B)creating engaging content to draw citizens to the city's website C)providing information to the media about emergency services D)monitoring citizen complaints about city services on social media
C
Which of the following is suggested by the number one Page Principle? A)Communicate clearly and succinctly. B)Address company problems immediately. C)Be honest with a company's stakeholders. D)Use actions to show a company's character.
C
Which of the following should be the basis for evaluating the impact of a PR campaign? A)short- and long-term marketing strategies B)detailed competitive intelligence C)specific,measurable objectives D)duration of media impressions
C
Which of the following situations would require a PR professional to engage in crisis management activities? A)A competitor introduces a similar product. B)Suppliers are unable to provide product inputs. C)The government recalls a defective product. D)Consumers post comments about a product.
C
Which of the following tasks occurs in a PR professional's role as a marketing communications expert? A)analyzing product price trends B)developing advertising campaigns C)supporting new product introductions D)developing management whitepapers
C
What did Moss Kendrix urge numerous firms to do? A)establish and publish codes of ethics B)engage in socially responsible activities C)advertise their support of philanthropic causes D)stop using stereotypical images in advertisements
D
Which of the following best defines integrated marketing communications? A)analyzing the target audience before developing a communications plan B)establishing measurable objectives for communicating with customers C)using both traditional and digital media to communicate with customers D)communicating with customers in a consistent and coordinated manner
D
Which of the following describes public relations? A)the use of various communication methods to create media interest B)the use of paid media to communicate the benefits of a product or service C)an in-person transactional exercise for the purpose of selling a product or service D)an information exchange between at least two people for the purpose of sharing information
D
Which of the following ideas is credited to Dan Edelman? A)integrating a marketing message through all media communications B)offering free public relations services to reputable charities and causes C)establishing a strong social media presence by paying bloggers to mention products D)sending company spokespeople on national media tours to promote new products
D
Which of the following is an event created for the sole purpose of getting media coverage? A)press conference B)media tour C)fake news D)publicity stunt
D
Which of the following is considered the starting point of CSR? A)expansion of environmentalism in the 1960s B)impact of the Industrial Revolution in the 1800s C)concerns about business ethics in the 1930s D)demands for higher wages in the early 1900s
D
Which of the following is the best method for measuring PR campaigns? A)tracking media impressions B)using the AVE tool to quantify PR impact C)monitoring click-through rates D)calculating the ROI for PR activities
D
Which of the following is the world's largest organization of PR professionals? A)PROA B)PRGA C)PRSSA D)PRSA
D
Which of the following was asserted by Howard Bowen? A)Every organization is entitled to public relations representation. B)Corporations should be transparent with their stakeholders. C)The government should support equal opportunity in the workforce. D)Businesses should enact decisions and policies that benefit society.
D
Advertising relies on earned media, while public relations relies on paid media.
F
Consumers in developing nations lack access to social networking sites,so they continue to receive PR messages through traditional media.
F
At the Wilson Agency, PR, advertising, product development, and research specialists coordinate their efforts to ensure that messages to the target audience are clear and consistent across all media platforms. The Wilson Agency is using which of the following? A)integrated marketing communications B)proactive public relations C)comprehensive media relations D)controlled communications channels
A
What are the components of the triple bottom line? A)people,planet,and profit B)people,profit,and prosperity C)ethics,employees,and environment D)stakeholders,communities,and employees
A
What is the primary goal of media relations strategies? A)generating publicity for a company B)creating marketing campaigns C)communicating with stakeholders D)managing company crises
A
Which of the following was established by Eleanor Lambert? A)Best Dressed List B)American Red Cross C)Victory Gardens D)National Organization for Women
A
Which of the following would likely improve the effectiveness of messages? A)more diversity among PR, marketing, and advertising professionals B)an increased focus on accurately translating copy into multiple languages C)the use of celebrities and models from different cultures and ethnicities D)the implementation of integrated marketing communication concepts
A
Which of the following markets is second to the U.S.in PR spending? A)France B)China C)England D)Japan
B
Which statement about CSR is true? A)CSR begins with environmental needs. B)CSR is a voluntary action taken by firms. C)Stakeholders determine CSR approaches. D)Federal laws require firms to engage in CSR.
B
Which term refers to a company's interactions with reporters and editors from print publications and broadcast outlets? A)marketing communications B)media relations C)public affairs D)public relations
B
Which term refers to the PR function in most federal or state government environment? A)public communications B)public affairs C)political affairs D)communications department
B
Which terms describe how publicists are depicted in movies and on television? A)reputable and determined B)powerful and unethical C)charming and honest D)diligent and principled
B
Which of the following was credited to Leone Baxter? A)gathering competitive intelligence for publicity campaigns B)establishing offices in both Europe and the U.S. C)founding the first political consulting firm in the U.S. D)initiating the idea of market targeting and segmentation
C
By engaging in CSR, firms are able to ______. A)coordinate their messages B)enhance their reputations C)globalize more rapidly D)integrate social media
B
Maggie, a PR professional with an electronics firm, is often tasked with assessing public opinion about the company's products, monitoring industry trends, and keeping abreast of current issues. Maggie is currently focused on which role of a PR professional? A)crisis manager B)strategic advisor C)writer D)marketing communications expert
B
Manu needs data and information about households and consumers in the Midwest. Since he wants free information that he can collect quickly, he will search government agencies for studies and census data. Which term describes the type of research Manu is gathering? A)preliminary research B)primary research C)secondary research D)statistical research
C
Material events must be produced by PR professionals who work in which of the following environments? A)private corporation B)government agency C)public corporation D)non-profit organization
C
Monica works for an athletic footwear company as a PR professional. Last month, she organized and attended events across the country to introduce the firm's newest running shoes. This week she is focused on posting content about the new shoes on Instagram and Facebook. Based on this information, which job role has kept Monica busy? A)crisis manager B)strategic advisor C)persuasive writer D)marketing communications expert
D
Sam Adams was known as the "father of press agentry" because he ______. A)urged the nomination of George Washington B)supported enactment of the U.S.Constitution C)published numerous political pamphlets D)used events to encourage dissent from British rules
D
Due to numerous incidents of corporate wrongdoing in the 1950s and 1960s,consumers demanded that businesses establish codes of ethics and integrate CSR into standard business practices.
F
Hill & Knowlton is credited with initiating the idea of media tours, which the agency first implemented for its largest client, the American Iron and Steel Institute.
F
In response to intense criticism, Burson-Marsteller refused to represent controversial clients like big tobacco companies.
F
The 4 Minute Men group conveyed information to the public about government efforts during World War II.
F
The first and most important Page Principle is "a company's true character is expressed by its people."
F
As one of the earliest advocates for CSR, Howard Bowen called on businesses to consider how their policies and actions impact society.
T
Chester Burger was an early pioneer in using television for PR purposes.
T
Edward L.Bernays pioneered the use of behavioral psychology in PR campaigns intended to shape public opinion.
T
In the 1980s, Inez Kaiser, a former schoolteacher, became the first African-American woman to open a PR firm.
T
On many TV shows,publicists are portrayed as manipulative and unethical,which requires PR professionals to counter this stereotype by educating clients about the value of PR.
T
Which of the following social media skills is expected of corporate PR professionals? A)monitoring the company's intranet for customer concerns and issues B)collaborating with other departments through the company's Facebook page C)knowing how to use and monitor Twitter and Instagram for personal outreach D)developing online content to drive sales and build the company's reputation
D
With its work for Johnson & Johnson, Burson-Marsteller established itself as a leader in which of the following areas? A)corporate philanthropy B)social activism C)marketing public relations D)corporate crisis management
D
