Intro to PR : Test 3

Ch. 11 : Which of the following factors has driven the success of employee advocacy programs at Adobe and General Motors? A.) a connection with the outside world B.) an exclusive app for social media users. C.) top management buying into the program. D.) an internal ombudsman for disputes.

A.) a connection with the outside world.

Ch. 9 : Creators want to ____________ with brands, whereas influencers want to _____________ from brands. A.) collaborate; take B.) dialogue; benefit C.) partner; detract D.) cooperate; withdraw

A.) collaborate; take

Ch. 9 : How do we classify the relationship that Adidas established with Beyoncé? A.) communal B.) participative C.) exchange D.) win-lose

A.) communal

Ch. 11 : PR professionals create ambassador programs to help __________ audiences and advocacy programs to help ________ audiences share stories and information. A.) external; internal. B.) future; current. C.) prospective; loyal. D.) negative; positive.

A.) external; internal

Ch. 9 : Behavioral segmentation is most useful in developing strategy related to ___________. A.) messaging B.) objectives C.) schedule D.) media

A.) messaging

Ch. 9 : Today's activists are not only engaged with their causes but will often _____________. A.) partner with brands B.) be hired as employees C.) work for your competition D.) disconnect from issues

A.) partner with brands.

Ch. 9 : Which of the following characteristics define a strong community? A.) relevance, exclusivity, and sustainability. B.) diversity, tolerance, and respect. C.) uniqueness, flavor, and shareability D.) competition, individuality, and voice.

A.) relevance, exclusivity, and sustainability.

Ch. 9 : Creators are considered to be a(n) ________________ of influencers. A.) subset B.) precursor C.) adversary D.) competitor

A.) subset.

Ch. 9 : If you are considering using nano influencers for your branding campaign, you should know that __________ can be an issue in the community. A.) trust B.) likeability C.) age D.) affordability

A.) trust

Ch. 10 : When Tik-Tok creators make videos including lip-syncing or dance moves, they are enabling _____________. A.) user involvement. B.) story line. C.) audio. D.) conversation.

A.) user involvement.

Ch. 10 : As PR professionals, we must learn how to integrate voice technology into ______________. A.) various aspects of our brand. B.) all phases of client relations. C.) our shareholder messaging. D.) specialized brand communities.

A.) various aspects of our brand.

Ch. 11 : Best practices for conducting business tells us that __________. A.) we should never stop being students. B.) the bottom line drives all decisions. C.) meeting more PR professionals is key. D.) statistics must be viewed with mistrust.

A.) we should never stop being students.

Ch. 11 : We as PR professionals know that for a brand to succeed among external audiences, the internal culture must also be strong. Which department within an organization can assist us in this regard? A.) management consulting. B.) Human resources. C.) shareholder relations. D.) customer solutions.

B.) Human Resources.

Ch. 11: On a coffee break with a PR colleague, your conversation turns to business metrics. She says, "That's an easy one for me. They're exactly the same as PR metrics." How should you judge this view? A.) It is an accurate statement. B.) It is a dangerous myth. C.) It is impossible to know. D.) It is an irrelevant view.

B.) It is a dangerous myth.

Ch. 11 : Which of the following characterizes public relations as a discipline? A.) PR is a unique profession. B.) PR is a unifying discipline. C.) It is a market-driven enterprise. D.) It is a subset of business.

B.) PR is a unifying discipline.

Ch. 10 : You are a content creator for a fast-food restaurant chain. You think you have some edgy, fun ideas that will catch on with potential customers. But you're not quite sure what they really desire. What should you do? A.) try out all of your ideas. B.) ask your audiences. C.) edit and edit again. D.) keep working at it.

B.) ask your audiences.

Ch. 10 : By discussing the issue of mental health on Twitter, Steak-Umm's social media writers were successful in sparking ___________. A.) backlash. B.) conversation. C.) sales. D.) debate.

B.) conversation.

Ch. 11 : Assume that you are a young PR professional just out of college. You have an independent personality and are eager to try out your skills on your own. Which career avenue is likely to be best? A.) agency. B.) entrepreneurship. C.) branding. D.) corporation.

B.) entrepreneurship.

Ch. 11 : If you have the title of Senior Account Executive, Senior Vice President, or Director in front of your name, what is your likely function within your organization? A.) technical work. B.) management. C.) headhunting D.) external relations.

B.) management.

Ch. 9 : Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with? A.) psychological, social, and demographic B.) personal, emotional, and cultural. C.) employees, vendors, and customers. D.) friends, family, and community.

B.) personal, emotional, and cultural.

Ch. 10 : According to the Marketing Flywheel Model, the "engage" side of the flywheel focuses on _____________. A.) paid and earned media. B.) relationships and dialogue. C.) hard sell and closure. D.) research and evaluation.

B.) relationships and dialogue.

Ch. 10 : When delivering materials to your audience, what are the most important factors to consider? A.) segmentation, demographics, and psychographics. B.) timing, tone, and treatment. C.) delegation, budget, and calendar. D.) strategy, goals, and objectives.

B.) timing, tone, and treatment.

Ch. 9 : Philip Morris' promotion of its tobacco products on social media is an example of _____________. A.) leveraging creators' influence. B.) unethical use of influencers C.) pay-to-play on Facebook D.) creative use of endorsements

B.) unethical use of influencers.

Ch. 10 : If you are struggling to develop content, it is important to remember that ___________. A.) you are not alone; it is tough. B.) we can always learn from others. C.) the best ideas are usually free. D.) we must constantly re-innovate.

B.) we can always learn from others.

Ch. 10 : Which form of expression lies at the heart of all content creation? A.) spoken B.) written C.) audio D.) visual

B.) written.

Ch. 9 : How do demographics differ from psychographics? A.) Demographics determine campaign outcomes. B.) Psychographics predict occupation. C.) Demographics focus on statistical qualities. D.) Psychographics focus on race and ethnicity.

C.) Demographics focus on statistical qualities.

Ch. 11 : Viewing public relations' relationships with the business field, which of the following is true? A.) Business managers use newer PR techniques. B.) The two will forever exist in separate spheres. C.) Education is the key to improved advocacy. D.) The two fields are antagonistic toward one another.

C.) Education is the key to improved advocacy.

Ch. 10 : Which of the following is true of visual content? A.) It is overrated. B.) It needs verbal content. C.) It is extremely powerful. D.) It is likely to offend.

C.) It is extremely powerful.

Ch. 11 : In general, who is responsible for carrying out the business practices of an organization? A.) senior leadership. B.) the chief financial officer. C.) all members of the team. D.) the chief communication officer.

C.) all members of the team.

Ch. 9 : Modern public relations acknowledges the fact that audiences arise through _________. A.) solid strategy B.) creative association C.) co-creation D.) random assignment

C.) co-creation

Ch. 11 : "Beyond resources controlled" in the entrepreneurial process refers to ___________> A.) time, money, and staff. B.) opportunities to be exploited. C.) constraints that must be evaluated. D.) past prospects that will not return.

C.) constraints that must be evaluated.

Ch. 10 : Important terms to keep in mind when creating a message strategy include ____________. A.) situation, appeal, and media. B.) research, rechecking, and evaluation. C.) directness, strategy, and audience. D.) primary, secondary, and tertiary appeals.

C.) directness, strategy, and audience.

Ch. 9 : If you are a PR professional wanting recruit brand ambassadors who are the most trustworthy and authentic, you are likely to choose ____________. A.) social media influencers B.) journalists C.) employees D.) paid spokespeople

C.) employees

Ch. 10 : To create stories and interactions that succeed, we must base our planning and composition upon the _____________. A.) budget B.) history C.) evidence D.) client

C.) evidence

Ch. 9 : What was a major problem that plagued the ill-fated Fyre Festival? A.) airline availability B.) demanding vendors C.) fake influencers D.) client reluctance

C.) fake influencers

Ch. 11 : If you are a PR professionals and have gained a position in the "C-Suite" as a Chief Communication Officer, it is likely that _____________. A.) you landed it early in your career. B.) you share it with an advertising colleague. C.) getting there was a challenge. D.) your boss is also a PR professional.

C.) getting there was a challenge.

Ch. 9 : In dealing with customers as an audience, it is best to focus on ___________ rather than ____________. A.) transactions; relationships B.) the future; the past C.) helping; impressing D.) dialogue; sales

C.) helping; impressing

Ch. 11 : Where should PR students learn the principles of business? A.) during internships. B.) in schools of business. C.) in all their courses. D.) on the job.

C.) in all their courses.

Ch. 9 : Analyzing relationship management, we know that ____________. A.) relationships can only be managed to a limited degree. B.) advertising and marketing have taken over this practice. C.) it is the foundation of all professional PR practices. D.) in recent years, it has given way to stakeholder management.

C.) it is the foundation of all professional PR practices.

Ch. 10 : In a creative meeting, your colleague says, "I know that our last content worked really well on Twitter. But I'm not so sure it will work as well on Instagram." What is she concerned about? A.) demographics B.) mobile apps C.) media platforms D.) content creation

C.) media platforms.

Ch. 11 : In sales, customers are ___________, whereas in public relations, they are ___________. A.) clients; publics. B.) dollars; likes. C.) prospects; audiences. D.) fleeting; permanent.

C.) prospects; audiences.

Ch. 10 : The most important concept behind content amplification is ___________. A.) volume. B.) graphics. C.) sharing. D.) retweets.

C.) sharing.

Ch. 10 : Audio content, now advanced in the 21st century, is also considered a ____________. A.) declining form of messaging. B.) strong return on investment. C.) traditional public relations tool. D.) strong advertising channel.

C.) traditional public relations tool.

Ch. 10 : Augmented reality adds ____________ elements into the real world, while virtual realty interjects the user into the ___________. A.) audio; video B.) fake; real world C.) virtual; experience. D.) enhanced; unreal world.

C.) virtual; experience.

Ch. 11 : Even if we are our own bosses in a PR career, business skills are still important because ________. A.) we may need them one day in a court of law. B.) otherwise, our competitors will gain advantages. C.) we must manage our own business affairs. D.) one cannot attract clients without them.

C.) we must manage our own business affairs.

Ch. 10 : What do we need in order to make sure our content is consistent with our brand, channels, and platforms? A.) a creative meeting B.) a research study C.) a company website D.) a brand style guide

D.) a brand style guide.

Ch. 11 : Corporate social responsibility skills are considered to be ___________. A.) an edge in the job market. B.) a bonus for PR graduates. C.) nice to have but dispensable. D.) a new and emerging area.

D.) a new and emerging area.

Ch. 11 : In the PR job market, marketable business skills are ____________. A.) an impossibility B.) a bonus C.) a logical outcome. D.) an expectation.

D.) an expectation.

Ch. 9 : If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______________. A.) influencers are likely to be celebrities. B.) influencers are weaker than creators. C.) creators will probably ask for royalties. D.) creators are perceived more positively.

D.) creators are perceived more positively.

Ch. 9 : When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ____________. A.) personality B.) likeability C.) revenue D.) credibility

D.) credibility

Ch. 11 : Which of the following is a special area of PR expertise that business professionals need? A.) turnover reduction. B.) HR consulting. C.) cost analysis. D.) crisis management.

D.) crisis management.

Ch. 10 : While content creation refers to __________, content curation is all about the __________. A.) visuals; text. B.) intuition; knowledge. C.) impression; message. D.) development; search.

D.) development; search.

Ch. 11 : When Starbucks management decided to phase out plastic straws in 2018, they were considering the ____________ impact of their actions as a company. A.) branding. B.) community. C.) financial. D.) environmental.

D.) environmental.

Ch. 11 : In general, where should data be housed in an organization? A.) in one discipline. B.) in two departments. C.) in the C-Suite. D.) in a common area.

D.) in a common area.

Ch. 10 : As an enlightened content creator, you realize that at times, you will need to look beyond your own talents. This means taking advantage of different ____________. A.) demographics B.) media members. C.) college degrees. D.) perspectives.

D.) perspectives.

Ch. 10 : When professionals use various channels as mainstays and then create content from those channels, they are using the ____________ approach. A.) spider-web B.) laddering C.) progressive D.) pillar

D.) pillar.

Ch. 9 : How does Grunig's Situational Theory of Publics approach segmentation? A.) demographics, psychographics, and affluence. B.) attitudes, opinions, and behaviors. C.) predisposition, latency, and intention. D.) problem, constraint, and involvement.

D.) problem, constraint, and involvement.

Ch. 9 : Of the following, what are the key differences between mega influencers and microinfluencers? A.) education and expertise B.) time and availability C.) age and personality D.) risk and expense

D.) risk and expense

Ch. 9 : Audience segmentation is about identifying ____________ within a larger ____________ audience. A.) opportunities; segmented B.) targets; broad C.) individuals; consumer D.) subgroups; target

D.) subgroups; target

Ch. 10 : Which traditional skills remain important for producing strong video content? A.) camera and computer B.) photography and videography C.) acting and producing D.) writing and editing

D.) writing and editing