More Comm 1
In a survey by Jericho Communications, almost half the CEOs who responded agreed with the following statement:
"A CEO must view the media as an enemy"
Deep suspicion exists about former legislators and officials who capitalize on their connections and charge fees for doing what is commonly called:
"Influence peddling"
Customer satisfaction has always been considered important because of the power of:
"Word of mouth" advertising
Customer satisfaction has always been considered important because of the power of
"word of mouth" advertisign
Stars such as Oprah Winfrey and Jennifer Lopez typically charge ____ for an appearance.
$100,000
In North America alone, ____ is spent by corporations on sponsorship of various events.
$2 billion
The going rate for a typical "bread and butter" business-type speaker is:
$3,000 to $10,000
In 2003, more than 120,000 people participated in the Avon Walk for Breast Cancer, raising over ____.
$300 million
Persuasion is used to
(a) change or neutralize hostile opinions (b) crystalize latent opinions and positive attitudes, maintain favorable opinion
PROPAGANDA
(ex:/ NRA using CARD STACKING and throwing information that is misleading or untrue) or PLAIN FOLKS which is those coming from a humble beginning and wanting to return to, or BANDWAGON
GARY SOUTHERN PERSUASION DONTS
(running away from camera, drinking water when talking about sensitive topic) using false or fabricated information, representing self as an informed expert and not being one, associating with something you do not believe in yourself, oversimplify
Experts predict all of the following specialty areas within public relations will be "job-rich" over the next years EXCEPT:
- Fashion - Sports - Entertainment
Which is a life cycle phase of conflict management...
- Proactive - Strategic - Reactive - Recovery
R.A.C.E.
- Research - Action - Communication - Evaluation
Public relations professionals use research for which of the following reasons?
1. Achieving credibility with management 2. Defining audiences and segmenting publics 3. Formulating strategy 4. Testing messages
In our in-class case study on voting, one of the goals was to have students consider how opinion leaders function as catalysts for information dissemination. Which of the following describes the way information makes its way through a public:
1. Diffusion Theory 2. The N-step flow 3. The multi-step flow
Why is it important for the public relations field to attract a diverse workforce?
1. Globalization has created a strong need for it 2. It is imperative in order to reach out to diverse audiences
in our lecture of Public Opinion, we discussed the importance of story framing by journalists in shaping public opinion about issues. Which of the following are the five generic frames employed by journalists:
1. Human interest 2. Conflict 3. economic reduction 4. morality 5. responsibility
Although the RACE acronym has wide use in PR education, it does not describe the specific actions that characterize a PR campaign. As Dr. Tedesco described in class, evaluation occurs in all stages of the campaign, which is best understood by which three PR campaign phases:
1. Situation analysis 2. campaign planning 3. implementation
In our in-class analysis of Haagen-Dazs Loves Honey Bees campaign, which of the following is true:
1. We evaluated the strengths and weaknesses of Haagen-Dazs microenvironment 2. We evaluated the opportunities and threats of the macroenviroment
what are the 5 stages of the adoption process?
1. awareness 2. interest 3.evaluation 4.trial 5. adoption
According to Roper Reports, ____ percent of the population drive public opinion and consumer trends
10-12%
____% of business crisis are unexpected.
14%
what percentage of business crises are unexpected?
14%
a survey of CEOS showed that they believe PR had what % return on investment?
184
A survey of CEOs showed that they believe public relations had what percentage return on investment
184%
according to a 2011 microsoft report, mobile internet use should overtake desktop internet use by
2014 *it already happened
Profesor James Thurber estimates that Washington, D.C., now has about _____ lobbyists
260,000
in 2010, facebook eclipsed myspace with ___ more users
400
In 2010, Facebook eclipsed MySpace as the most popular Web site with ____ million users worldwide.
400 million
Gandy estimates that as much as ___ percent of what the media carry comes from public relations sources
50%
It is estimated that as much as ___% percent of what the media carry comes from public relations sources.
50%
It is estimated that ____ people attend trade shows every year.
65 million
The average American family watches television for _ hours each day
7
International sales account for ____ percent of Coca Cola's total revenues
70%
According to Ragan.com, ____ percent of mobile phone users worldwide send text messages on a daily basis.
75%
According to a study, ____ percent of journalists said that they use public relations sources for their stories
75%
according to a study ____ % of journalist said they use PR sources for their stories
75%
according to ragan.com ____ % of mobile phone users send texts
75%
According to a recent study, ___ percent of journalists said they use public relations sources for their stories
80%
According to a 2009 PRWeek survey, what is the percentage of journalists who regularly use corporate Web sites to get information about organizations?
90%
What percentage of public relations firms use webcasts for a variety of purposes?
90%
according to 2009 PRweek survey, what is % of journalists who regularly use corporate web sites to get info about organizations?
90%
what % of PR firms use webcasts
90%
When organizational policy requires that line managers at least listen to appropriate staff expert before deciding on a strategy, it is referred to as:
A compulsory-advisory concept
Which of the following is NOT a hallmark of a public relations professional?
A natural sales ability -- Qualities of a Professional found on page 63
You work for a large technology firm that is unveiling a major new product that you believe will revolutionize the mobile phone and create many new jobs. Your best media relations tool is:
A news conference
you work for a large technology firm that is unveiling a major new product that you believe will revolutionize the mobile phone and create many new jobs. Your BEST media relations tool is
A news conference
What is the basic principle of the contingency theory of conflict management in public relations?
A number of factors influence public relations practice
A series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists is called:
A satellite media tour
To use an employee's image in product publicity, sales brochures, or advertising, the organization must have:
A signed release on file from that employee
What percentage of the donor base makes the vast majority of the donation to nonprofits? A) 5-10 percent B) 15-20 percent C) 25 percent D) 50 percent
A) 5-10 percent
Investor relations is a communications profession that combines the disciplines of: A) Communication, marketing, finance and compliance with SEC laws B) Corporate finance, entrepreneurship and personal finance C) Corporate strategy, personal finance, and compliance with SEC laws D) none of the above
A) Communication, marketing, finance and compliance with SEC laws
Our chapter on conflict and crisis discussed the Penn State sexual abuse scandal case. The case emphasized the importance of which of the following: A) Failure at the proactive stage B) Failure at the strategic stage C) Failure at the reactive stage D) Failure at the recovery stage E) None of the above
A) Failure at the proactive stage
Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading? A) Federal Trade Commission (FTC) B) Securities and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communications Commission (FCC) E) Bureau of Alcohol, Tobacco and Firearms (ATF)
A) Federal Trade Commission (FTC)
Which of the following is the government agency that determines if advertisements are deceptive and misleading: A) Federal Trade Commission (TFC) B) Securities and Exchange Commission (SEC) C) Food and Drug Commission (FDA) D) Federa Communications Commission (FCC)
A) Federal Trade Commission (TFC)
The communication styles of Asian nations are considered: A) High context B) Low context C) Interconnected D) In depth
A) High context
What is not one of the four requirements for filing a libel suit? A) Malevolence B) False statement C) Identified or identifiable D) Actual Injury E) Negligence
A) Malevolence
All of the following are social service organizations except? A) People for the Ethical Treatment of Animals B) Goodwill Industries C) American Red Cross D) The Boy Scouts
A) People for the Ethical Treatment of Animals
Any emails an employee writes at work are A) Subject to monitoring by the employer B) Protected under an employee's privacy rights C) Considered employee free speech D) non of the above
A) Subject to monitoring by the employer
Which of the following is key for public relations professionals working at colleges and universities? A) They primarily serve faculty and staff B) Remembering that students come first C) They must be a part of the management team D) Social media initiatives for students
A) They primarily serve faculty and staff
Which of the following could trigger a libel suit? A) You send out a news release that contains false statements and injures someone's reputation B) Your boss criticizes a competitor in an interview, but the criticism is based on fact. C) A journalist writes a negative review of a meal eaten at a local restaurant. D) An employee is fired, and the HR director tells the media that she left for "personal reasons." E) All of the above
A) You send out a news release that contains false statements and injures someone's reputation
Coombs says all of the following are crisis communication strategies EXCEPT: A) avoid the accuser B) attack the accuser C) denial D) excuse E) justification F) ingratiation
A) avoid the accuser
In one of our in-class case studies, we analyzed Amy's Bakery response to the crisis created from her presence on a reality TV show. Amy's initial problem stemmed from the following: A) her strong advocacy B) her passionate apology C) her compromising position D) her impending law suit E) all of the above
A) her strong advocacy
Who gives more to nonprofit causes A) individuals B) Foundations C) Corporations D) It depends primarily on the nonprofit
A) individuals
According to the contingency theory of conflict management, what is the stance of public relations? A) it depends B) it is symmetrical C) it is cooperation D) it is advocacy E) it is consistent
A) it depends
Which of the following scenarios could trigger a libel suit?
A) you send out a new release that contains false statements and injures someone's reputation
Which of the following movements employed publicity techniques to further its cause:
Abolition, Suffrage, Prohibition, Environementalism
Which of the following movements employed publicity techniques to further its cause?
Abolition, Suffrage, Prohibition, and Environmentalism
Which is NOT considered a major source of friction for the public relations function within an organization
Accounting
Which is NOT considered a major source of friction for the public relations function within an organization?
Accounting
Public relations professionals use research for which of the following reasons?
Achieving credibility with management, Defining audiences and segmenting publics, Formulation strategy, and Testing messages.
The measurement technique that measures publicity-generated news stories with advertising is known as
Advertising Equivalency
The measurement technique that measures publicity-generated news stories with advertising is known as
Advertising equivalency
Which is the key major difference between PR and advertising?
Advertising involves paid space and broadcast time
Which is the key major difference between public relations and advertising?
Advertising involves paid space and broadcast time.
Which is a major difference between public relations and advertising?
Advertising is paid and controlled, PR is unpaid and uncontrolled.
Today's public relations firms offer all of the following EXCEPT
Advertising placement
When the corporate organization chart allows management to ignore or not require the input of public relations staff regarding a problem, public relations is at the ___ level
Advisory
Which of the following is NOT a recommendation for working with activist consumer groups?
Agree to work with anyone making threats
There are many growth areas of PR. While I indicated that health, tech, and environment are the latest growth areas, the book identifies others. Each of the following is an area except
Agriculture
A person filing a libel suit usually must prove which of the following?
All of the above
All of the following are to be considered when making ethical decisions in public relations EXCEPT:
All of the above
All of the following are types of media tours EXCEPT:
All of the above
Although legislators are the primary audience for government-relations efforts, public affairs officers also communicate to which of the following audiences?
All of the above
Barack Obama used which of the following during his presidential campaign?
All of the above
In addition to the video news release (VNR) itself, a VNR package typically includes which of the following:
All of the above
Persuasion is used to
All of the above
Public relations professionals use research for which of the following reasons?
All of the above
Susan Balcom Walton says organizations enter the blogosphere for all of the following reasons EXCEPT:
All of the above
We discussed the Yield its Worth the Wait campaign several times, which was sponsored by VTTI and the Town of Blacksburg to increase pedestrian safety in the community. We completed all of the following in the formative evaluation, except:
All of the above
Which is NOT an element of Ketchum's Strategic Planning Model?
All of the above
Which of the following are communication tactics?
All of the above
Which of the following are considered unethical when dealing with the media?
All of the above
Which of the following are reasons for holding a promotional event?
All of the above
Which of the following are reasons for using the Inverted Pyramid structure in news release?
All of the above
Which of the following are the responsibilities of the public relations profession at a news conference?
All of the above
Which of the following can be copyright protected?
All of the above
Which of the following describes mass media before the advent of the Internet?
All of the above
Which of the following is a Public Relations Society of America (PRSA) core value?
All of the above
Which of the following is a concern when a practitioner is planning a convention?
All of the above
Which of the following is a key objective for communicating a message?
All of the above
Which of the following is a question that event planner must ask?
All of the above
Which of the following is a reason why a foreign country might hire a U.S. public relations firm to conduct public relations efforts on its behalf in America?
All of the above
Which of the following is an advantage the Web brings to public relations professionals?
All of the above
Which of the following is the measurement technique used in public relations?
All of the above
Which of the following is true about public relations objectives?
All of the above
Which of the following items do speakers need to know about a meeting?
All of the above
Which of the following items should be considered when planning a meeting?
All of the above
Which of the following might be included in a media advisory?
All of the above
Which of the following process is condemned by PRSA?
All of the above
Which of the following suggestions help make new releases Internet-ready?
All of the above
Which of the following will help protect an organization from liability issues surrounding a sponsored event?
All of the above
All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT:
All of the above are legitimate approaches
All of the following are factors in persuasive communication EXCEPT
All of these are factors
All of the following factors limit effectiveness of persuasive efforts EXCEPT
All of these are factors
Which of the following is a good example of "cause-related" marketing?
Allocating a percentage of sales to restore the Statue of Liberty
All of the following are trade show considerations EXCEPT:
Always offering food
Many consider him the first presidential press secretary?
Amos Kendall
Ethics in public relations begins with:
An individual's value system
The standard industry practice among public relations firms is to bill clients:
At least three times a person's salary
The State of Delaware awarded a $600,000 contract to a PR firm to create a campaign designed to:
Attract business investment to the state
Many cities pump millions of dollars into efforts to:
Attract new business
Speakers need to know all of the following about a meeting except
Average audience age
All of the following are functions of a public affairs specialists EXCEPT:
Award government contracts
Deep suspicion exists about former legislators and officials who capitalize on their connections and charge fees for doing what is commonly called: A) "tax write-offs" B) "influence peddling" C) "back scratching" D) "favor trade-offs" E) none of the above
B) "influence peddling"
What are the five stages of the adoption process (in order)? A) Relative advantage, compatibility, complexity, trial observation. B) Awareness, interest, evaluation, trial, adoption C) Source, encoder, signal, decoder, destination D) Interest, awareness, adoption, trial, evaluation E) awareness, trial, observation, adoption
B) Awareness, interest, evaluation, trial, adoption
Which best describes the responsibility of investor relations: A) uses asymmetrical communication to attract investors B) Contributes to a company's stock being fairy valued by investors C) Prevents activists from gaining seats on the board of directors. D) Uses twitter routinely as a communication tool to provide breaking news to shareholders
B) Contributes to a company's stock being fairy valued by investors
An advocacy group is best defined as one that A) Raises funds for activists organizations B) Fights for social causes C) Works to elect politics political leaders D) Interacts with government regulators
B) Fights for social causes
International public relations focused on local knowledge and insight combined with global reach and expertise is known as A) Hybrid PR B) Glocalization C) Nationalization D) None of the above
B) Glocalization
Diplomats prefer which approach to working with the media to gain visibility on key issues A) interviews on CNN B) Op-ed stories in major newspapers read by elite opinion leaders C) News conference co-hosted by the U.S. state department D) One- on- one meetings with key journalists who report on international news
B) Op-ed stories in major newspapers read by elite opinion leaders
Most professional groups believe that the primary purpose of establishing codes of ethics is A) forcing practitioners to behave ethically B) Providing education and information to practitioners C) putting on a "good face" for external audiences D) adding theoretical value and credibility to a proession
B) Providing education and information to practitioners
Which of the following is the government agency that monitors the financial affairs of publicly traded companies A) federal Trade Commission (FTC) B) Securitites and Exchange Commission (SEC) C) Food and Drug Administration (FDA) D) Federal Communication Commission (FCC)
B) Securitites and Exchange Commission (SEC)
Which was the largest nonprofit in the United States in 2013? A) Catholic Charities USA B) United way C) Susan G. Komen D) Salvation Army?
B) United way
When utilizing social media around the world, public relations practitioners mst do everything EXCEPT A) choose specific social networks depending on the market B) clear social media strategies with foreign governments C) Localize content D) Interact
B) clear social media strategies with foreign governments
"Respecting all opinions and supporting the right of expression" is connected to which PRSA core value? A) loyalty B) fairness C) Independence D) Advocacy
B) fairness
European and American styles of communication are considered A) high context B) low context C)Harmonic and group oriented D) Uncomfortable saying no
B) low context
Media relations surrounding a trade show starts:
Before the show
All of the following are considered to be "intermediate" level of measurement EXCEPT
Behavior
All of the following are considered to be an "intermediate" level of measurement EXCEPT:
Behavior
All of the following are techniques used to measure message exposure EXCEPT
Benchmark studies
Tracking media coverage and comparing it over time is known as
Benchmarking
Effective tools for delivering information to an active audience include all of the following EXCEPT
Billboards
The people in the broadcast industry who are responsible for securing guests for the shows they work for are called:
Bookers
____ is a service many public relations agency provide that is designed to establish a company brand and its reputation for quality
Branding
The legal doctrine of "fair use" means
Brief portions of copyrighted material can be used with attribution
Major advantages of podcasting include all of the following EXCEPT:
Built-in-credibility
To use employees image in product publicity, sales brochures, or advertising, the organization must have A) A laid back organizational envirnment B) no other means to publicize the company C) A signed release on file from the employee D) A strong legal staff
C) A signed release on file from the employee
Ethics in public relations begins with A)Philosophers who identify values B) companies ethics policies C) An individuals value system D) questions of legality
C) An individuals value system
The legal doctrine of the "rights of publicity: provides: A) Unlimited access by companies to use public figures in their promotions B) special protection for publicity matters C) Celebrities the sole ability to cash in on their frame D) Publicly traded companies to publicize using testimonials from celebrities
C) Celebrities the sole ability to cash in on their frame
Which is not a strategy/ tactic used by social service organizations? A) Publicity B) creation of events C) Community activism D) creation of educational materials
C) Community activism
The strategic phase in the conflict management life cycle includes the following, except: A) Crisis Management B) Conflict Positioning C) Crisis Communication D) All of the above
C) Crisis Communication
Reactive stage in conflict management includes the following except: A) Conflict resolution B) Litigation PR C) Crisis Management D) Crisis Communication E) All of the above
C) Crisis Management
In our lecture on Public Opinion, we discussed the importance of story framing by journalists in shaping public opinion about issues. Which of the following are the five generic frames employed by journalists: A) Prognostic, diagnostic, thematic, episodic, and valence. B) Prognostic, thematic, human interest, conflict, and valence. C) Human interest, conflict, economic reduction, morality, responsibility. D) Responsibility, morality, conflict, prognostic, diagnostic E) Human interest, cynicism, speculation, morality, and economic reduction
C) Human interest, conflict, economic reduction, morality, responsibility.
The best known Western brand in Asia is A) Pepsi B) Starbucks C) Kentucky Fried Chicken D) McDonald's
C) Kentucky Fried Chicken
What is the most accommodative response in an image restoration strategy? A) shift the blame B) Attack the accuser C) Profuse apology D) Justification
C) Profuse apology
Which of the following is NOT a Public Relations Society of America (PSRA) core value? A) advocacy B) honesty C) confidentiality D) expertise E) all of the above are core values of PRSA
C) confidentiality
Successful public relations campaign planners know that audiences are: A) static and unchanging. B) unpredictable; likely to turn hostile. C) dynamic and ever-shifting. D) less diverse than they were a decade ago. E) most likely to respond to the mass media.
C) dynamic and ever-shifting.
A unique characteristic of the Internet, which traditional media does not offer as inherent feature is: A) the capacity to deliver complex information B) more visuals C) interactivity D) more government oversight E) more reliable material
C) interactivity
The Cultural dimension that measures how well a society tolerates ambiguity is: A) power distance B) collectivism C) uncertainty avoidance D) long term orientation
C) uncertainty avoidance
The message is the message received
CONTENT; preparing the substance, STRUCTURE; prepared communications is never a conversation message--supporting point--anecdote story
According to the book, all of the following are likely to influence the practice of public relations in coming year EXCEPT:
Campaign planning trends
Purposive interview involves interviewees that are:
Carefully selected based on expertise or influence
Maslow's Hierarchy
Categorization of human needs into 5 categories, from most basic to most sophisticated. Used in Public Speaking in a persuasive speech to appeal to the audience's most deeply held needs.
The legal doctrine of the "right of publicity" provides:
Celebrities the sole ability to cash in on their fame
Which of the following is NOT an element in the RACE formula?
Competition
If a benefits brochure prepared by the personnel department must have approval from the public relations department before production, the public relations department is described as having
Concurring authority
Which of the following is NOT a PRAA core value?
Confidentiality
Public relations firms use online databases for all of the following purposes EXCEPT:
Confirm proper news release format
____ is defined as any situation in which two or more individuals, groups, organizations, or communities perceive a divergence of interests
Conflict
The systematic and objective categorizing of content is known as what kind of research:
Content Analysis
The systematic and objective categorizing of content is known as what kind of research:
Content analysis
All of the following are tips for shooting effective publicity photos EXCEPT:
Context is never important (i.e. focus on the product)
According to a survey, 82% of respondents believe that good corporate citizenship:
Contributes to meeting financial objectives
Which of the following describes mass media before advent of the Internet?
Controlled by professional gatekeepers (editors and publishers), costly to publish, mostly one-way communication with limited feedback channels, centralized/top-down, (ALL OF THE ABOVE)
CSR stands for:
Corporate Social Responsibility
Many factors contribute to adoption in the persuasion process. Diffusion of innovation lists at least 5. Which of the following is not on the list
Cost
The objectives of government information efforts can be summarized by all of the following EXCEPT:
Counteract public criticism
The purpose of an open house is to:
Create favorable opinion about the organization
Procter & Gamble conducted which of the following promotional events for its Charmin brand?
Created 20 luxury restrooms in New York's Times Square
___ are defined as a "major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its public, products, services, or good names
Crises
_____ are defined as a "major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names
Crises
_____ is defined as a "major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names."
Crisis
Reactive Phase
Crisis communication, litigation PR, conflict resolution
According to SEC guidelines, a public company's communication must NOT be: A) Incomplete B) Misleading C) Privately communicated to a selective audience D) All of the above
D) All of the above
All of the following are to be considered when making ethical decisions in public relations EXCEPT: A) the public interest B) employer or client C) Personal values D) All of the above
D) All of the above
Which of the following publics is a nonprofits most important stakeholder A) Donors B) Volunteers C) The general public D) All of the above
D) All of the above
Regarding the BP oil crisis, what was the biggest shortcoming in the company's social media efforts? A) Company tweets put the organization first B) BP failed to make use of multiple social media channels C) They designated only one spokesperson D) BP's social media outreach did not gain enough attention to go viral
D) BP's social media outreach did not gain enough attention to go viral
Which of the following is the main reason why individuals donate money of charities A) An intrinsic desire to share one's resources B) Ego satisfaction C) to "hide" money in tax shelters D) Both A and B
D) Both A and B
Regarding business crises, it is safe to say that A) The great majority are expected B) The great majority are unexpected C) With a plan, the business can deal with nearly any crisis D) Both A and C
D) Both A and C
Which is not a Hofstede cultural dimension that addresses cultural differences? A) power distance B) Individualism C) Uncertainty avoidance D) Hierarchy
D) Hierarchy
The Proactive stage in the conflict management life cycle includes the following, except: A) Issues Management B) Crisis Planning C) Issues Tracking D) Image Restoration E) Environmental Scanning
D) Image Restoration
Which of the following is a reason why foreign country might hire a U.S. public relations firm to conduct public relations efforts on it behalf in America: A) Advance political objectives B) Advance the country's commercial interests C) Help modify laws and regulations inhibiting the clients activites in the US D) None of the above
D) None of the above
Which of the following objectives of government information efforts requires a practitioner to fill an arbitrator role between two groups? (Hint: we discussed how there is someone who fills this role at VT between graduate students and administrators). A) Informing the public about the public's business. B) Improving the effectiveness of agency operations. C) Advising management on a decision or a program D) Serving ombudsman E) Educating administrators
D) Serving ombudsman
Investor relations is similar to public relation in all the following way EXCEPT: A) Builds relationships aimed at enhancing the organizations reputation B) formulates news release, fact sheets and other information for electronic and print distribution C) Creates management speeches and multimedia presentations D) Uses Twitter routinely as a communication tool to provide breaking news to shareholders
D) Uses Twitter routinely as a communication tool to provide breaking news to shareholders
Suppose your boss asks you to do something unethical on behalf of a client. You are concerned about keeping your job. What is the best course of action? A) Threaten to take your story to the media B) Use the PRSA Code of Ethics as a framework for responding C) Remind him/ her of the affected public D) both B and C
D) both B and C
The legal doctrine of "fair use" means A) Once a document is public, it may be used in publicity materials B) Materials can be used as long as they are not libelous C) Paying a fee to to the creator of the content being used D) brief portions of copyrighted material can be used with attribution
D) brief portions of copyrighted material can be used with attribution
Nonprofit public relations goals include the following EXCEPT A) create public awareness of the organization's mission and activities B) recruit and train volunteers C) obtain operating funds D) gain competitive advantage over for- profit organizations
D) gain competitive advantage over for- profit organizations
All of the following are examples of public relations health campaigns EXCEPT? A) Breast cancer awareness B) Diet and exercise promotion C) Cancer screening D) health career job affairs
D) health career job affairs
A delayed response to an e-mail or no response at all is likely to have what kind of consequence for an organization?
Damaged credibility and reputation
The many definitions of PR include common phrases. All of the following are part of the definitional lexicon except
Deliberate, research, evalution
All legal, political, fundraising, public relations and lobbying consultants hired by foreign governments to work in the U.S. must register with which of the following departments?
Department of Justice
Any booth or exhibit at a trade show should be:
Designed for maximum visibility
If you discover that inaccurate information has been disseminated, you have a responsibility to correct it immediately, based on which of the following PRSA code provisions?
Disclosure of Information
The large size of multinational corporations:
Distances them from stakeholders
In crisis management, public relations professionals do all the following EXCEPT:
Distract the media
In the US, te most significant aspect of the mass audience or general public is
Diversity
Which of the following is NOT a top from the World Citizens Guide?
Dress casually
Successful PR campaign planners know that audiences are:
Dynamic and ever shifting
in addition to the video news release (VNR) itself, a VNR package typically includes which of the following
E all of the above
Which of the following is a macro environmental force that PR professionals consider in a SWOT analysis? A) Political/Legal forces B) Social/ cultural forces C) Economic forces D) Natural forces E) All of the above
E) All of the above
What question should you answer in deciding if it is an appropriate time for a news release? A) What is the key message? B) Who is the primary audience? C) What does the target audience gain from the product or service? D) What objective does the release serve? E) All of the above.
E) All of the above.
Which is NOT one of the four phases of the conflict management life cycle? A) Recovery B) Reactive C) Proactive D) Strategic E) Preventative
E) Preventative
All of the following are to be considered when making ethical decisions in public relations EXCEPT: A) the public interest B) employer or client. C) professional organization code of ethics. D) personal values E) all of the above must be considered.
E) all of the above must be considered.
Governmental public affairs and public information strategies should have objectives aimed to accomplish which of the following: A) respond to citizen concerns and criticisms. B) provide feedback to government administrators. C) improve the effectiveness of agency operations through public information techniques. D) ensure public officials via mass and social media channels. E) all of the above.
E) all of the above.
Public relations research should be conducted: A) before a campaign begins. B) once a campaign is under way. C) periodically throughout the campaign. D) after the campaign ends. E) all of the above.
E) all of the above.
Integrated Communication programs require all of the following EXCEPT
Eliminating the distinctions between the various fields
What is not a contingency factor that public relations professionals must take into account managing a conflict with its public?
Emotional stance of PR professionals
All of the following are frequently cited areas for public relations job growth EXCEPT
Entertainment
The nine basic Management By Objectives (MBO) steps include all of the following EXCEPT:
Entertainment expenses
Proactive Phase
Environmental scanning, issues tracking, issues management, crisis planning
Random sampling means:
Everyone in the target audience has an equal change of being selected for a survey
which of following government agencies has jurisdiction to determine if advertisments are misleading?
FTC
Which is a factor in fueling the trend toward integrated communication approach in public relations?
Factors such as downsizing has led to consolidating departments, making do with tighter budgets, the realization that advertising alone is not cost effective, and the idea that marketing a product and services can be affected by public and social policy.
"Respecting all opinions and supporting the right of free expression" is connected to which PRSA core value?
Fairness
Fundraising, although a priority, is not a critical challenge for nonprofit organizations. True or False
False
Haagen-Dazs' was strengthened through alliances and partnerships with UC-Davis and Penn State, which is a macroenvironmental consdiersation
False
Investors seldom expect CEOs with whom they have relationships to tell them important information that other don't know and which could affect investors' decisions to buy or sell a stock. True or False?
False
Multicultural audiences are among the least enthusiastic and cautious consumers of social media
False
Public diplomacy is the continuation of war by means other than the use of military options. True or False?
False
Purchase of a photograph from a freelance or commercial photographer gives you rights to use the photo as you wish and reproduce it as necessary. T/F
False
Unlike public relations, public diplomacy does not use research, action, communication and evaluation (RACE) to develop an overall strategy for influencing foreign governments. True or False
False
Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading?
Federal Trade Commision (FTC)
In the United States, which government agency regulates truth in advertising?
Federal Trade Commission
Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading?
Federal Trade Commission (FTC)
How are media kits most often used?
For major product launces
Federal agencies spend several hundred million dollars each year promoting all of the following EXCEPT:
Foreign trade
In our lectures on PR Campaigns, we discussed the two types of evaluation strategies used to ensure successful design of campaigns and measurement of their progress and success. The evaluation types are:
Formative and summative
All of the following are stages in the Five-Stage Adoption Process EXCEPT
Fortification
All of the following are stages in the Five-Stage Adoption Process EXCEPT:
Fortification
To avoid alienating any segment of the press, new releases distributed in Malaysia should be distributed in:
Four languages
The theory that describes how journalist use facts, themes, treatments, etc., to shape a story is known as...
Framing theory
The theory that describes how journalists use facts, themes, treatments, etc., to shape a story is known as
Framing theory
All of the following were recommended in a National Investor Relations Institute (NIRI) white paper to help restore trust in business EXCEPT:
Give away larger percentages of money
GRITT stands for
Global/multicultural Research based Relationship focused Internet and news media oriented Toolbox-driven tactics
The most popular search engine in the worldwide in 2009 was:
The Ethics in Government Act forbids:
Government officials from actively lobbying their former agencies for one year after leaving office
Public relations professionals must explain the benefits of globalization to all of the following groups EXCEPT:
Governments
The fastest-growing area of the political persuasion business is in:
Grassroots lobbying
Which of the following is NOT a benefit of repeating a message?
Guaranteed Sales
Which of the following is NOT a benefit of repeating a message?
Guaranteed sales
A "no-host" bar means:
Guests by their own drinks
To receive the "APR" designations as being accredited by PRSA, a person must:
Have at least 5 years experience in PR or teaching and pass comprehensive exam.
Public relations contributes to the bottom line in all of the following ways EXCEPT:
Help companies talk their way out of the situations.
Which is not a Hofstede cultural dimension that addresses cultural differences?
Hierarchy
The communication styles of Asian and Arab nations are considered:
High context
Which of the following courses would be least helpful to a student who wished to pursue a career in international public relations?
Hospitality management
All of the following are questions that should be asked before writing a news release EXCEPT:
How can I make this situation appear better than it is?
Clients often criticize public relations firms for all of the following EXCEPT
Hype and elaborate promises of success
By far, the largest donor to charities in 2008 came from:
Individuals
The initials IPO stand for:
Initial Public Offering
According to Rogers, people who are eager to try new ideas are called
Innovators
When companies manage all the sources of information about a product or service as to ensure maximum message penetration, this is know as IMC or:
Integrated Marketing Communications
Which of the following is NOT one of Grunig's four models of public relations?
Integrated marketing communications
A unique characteristic of the Internet, which traditional media do not offer, is:
Interactivity
All of the following are elements of Schramm's communication model except:
Interceptor
At what stage in the adoption process do people seek more information about the idea or product?
Interest
About one-third of the U.S. corporate profits are generated through:
International business
A successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:
Intimidation
Public relations internships are valuable because...
It allows students to receive credit and experience as well the employers tend to hire graduates that interned in their office.
Grunig's International Association of Business Communicators (IABC) Foundation research study on "Excellence" notes all of the following about public relations EXCEPT
It can easily change a negative reputation into a positive one
Grunig's IABC Foundation research study on "Excellence" notes all of the following about public relations EXCEPT:
It can easily change a negative reputation into a positive one (limits of persuasion)
According to the contingency theory of conflict management, what is the stance of public relations?
It depends on the factors.
Critics often complain that PRSA's code of ethics is not helpful because:
It has "no teeth" (that is, no punishment for violators)
How can LinkedIn be useful to anyone seeking career employment in PR?
It helps build professional contacts, it is a place to put ones resume, it enables job seekers to research employers
Which of these does not make the case for a career in PR:
Journalism is dying and PR is filling the void
Which is a major difference public relations and journalism?
Journalists gather and select information for the primary purpose of providing the public with objective news and information.
The following are all tips to produce a more effective podcast EXCEPT:
Keep the program less than 30 minutes
Many practitioners self-select technician roles because they:
Lack knowledge in research, environmental scanning, problem solving, and management
Because of the rise of social media, public relations practitioners must:
Listen to facilitate conversations between organizations and their constituents
The most precise random sampling is usually done from:
Lists that give the name of everyone in the targeted audience
What is the name for public relations professionals whose main responsibilities include influence impending legislation?
Lobbyists
One of the provisions of a 1995 lobbying law is that:
Lobbyists must register with Congress and disclose their clients
All of the following are reasons why visitors return to a Web site EXCEPT:
Lots of layering
European and American communication styles are considered:
Low context
All of the following are characteristics of "mass communication" EXCEPT
Low social presence
Ivy Ledbetter Lee and the Rockefeller Family were part of an important PR historical case involving the coal industry in Colorado. It is known as
Ludlow Massacre
Which of the following is NOT an example of qualitative research?
Mail surveys
All of the following are tips for making a VNR more successful EXCEPT:
Make the voice-over sound like an information "pitch man"
Public relations helps society in all of the following ways EXCEPT:
Make things look better than they really are.
What is NOT a representative term of the definitions of public relations?
Manipulative
____ is a theory that explains why most Americans accept the media's version of reality.
Media Dependency
The potential audience reached by a periodical or broadcast program is known as
Media Impressions?
____is a theory that explains why most Americans accept the media's version of reality
Media dependency
The potential audience reached by a periodical or broadcast program is known as
Media impressions
Which of the following is a key objective for communicating a message?
Message exposure, accurate dissemination
With regard to issues such as labor, health and the environment, nongovernmental organizations are perceived by the public as:
More credible than news media
What is the key feature of Web 2.0?
More interactivity
Web 3.0, the next major development in the evolution of the Internet, is characterized by:
More mobile-enable content for "smart phones"
All of the following are reasons why the public relations field expanded after World War II EXCEPT:
More scandals from the top officials
The U.S. Government has promoted nutrition for more than 100 years through governmental public affairs efforts. While fighting a major uphill battle and increased obesity in the U.S., the USDA is hopeful the new _________ campaign will offer a simplistic visual guide for citizens to understand nutrition recommendations.
MyPlate
the us government has promoted nutrition for more than 100 years through governmental public affairs efforts. while fighting a major uphill battle and increased obesity in the us, the usda is hopeful the new __ campaign will offer a simplistic visua guide for citizens to understand nutrition recommendations.
Myplate
____ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.
N-Step
_______ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.
N-step
____theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders
N-step
__theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders
N-step
This theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders
N-step theory
____ Is the process by which two or more parties attempt to settle disputes, reach agreement about courses of action, and bargain for individual or collective advantage.
Negotiation
____is the process by which two or more parties attempt to settle disputes, reach agreement about courses of action, and bargain for individual or collective advantage
Negotiation
Which of the following are communications tactics?
News release, News conference
Which medium is most effective for conveying in-depth information?
Newspaper
All of the following are examples of "controlled media" EXCEPT
Newspaper placements
Which medium is most effective for conveying in-depth information?
Newspapers and Magazines / Print Medium
Radio new releases, like releases for print media, must be:
Newsworthy and not too commercial
Which is the most populous nation in Africa, which has made strides in developing its public relations industry?
Nigeria
In crisis communication, it is safe to say that because nothing has gone wrong, then nothing will go wrong?
No, because there is noise in every system and every design
In China, banquet tables are never:
Numbered
Four most powerful communication conglomerates
Omnicom, WPP, Interpublic Group, Publicis Groupe
All of the following describe new media EXCEPT:
One-way communication
Prof. Tedesco identifies the 5 tools of PR to include all of the following except
Only D (Promotion) is a PR tool
What is the name of the public relations event that shows the public the facilities where an organization does its work and how the work is done?
Open house
People who take the time to sift information, evaluate it, and form an opinion that is expressed to others are know as...
Opinion Leaders
People who take the time to sift information, evaluate it, and form an opinion that is expressed to others are known as
Opinion leaders
Which is NOT one of implications of "public interest"?
Organizations can't make a profit.
The trend toward purchasing expert communication services form outside the organization is referred to as
Outsourcing
All of the following are techniques that can make a message more persuasive EXCEPT
Overwhelm with words
which statement best characterizes the ideal relationship between marketing and PR?
PR is a distinct discipline, and must be practiced separately
Which of the following is not an accurate statement regarding the relationship between public relations and advertising?
PR is narrower in scope.
Explain the pros and cons of hiring a PR agency.
PROS; special problem solving skills, extensive resources throughout the country, credibility CONS; no full time commitment, need of strong direction by direct management, superficial grasp of client's problems, resentment from internal staff
Ivy Lee used which of the following public relations techniques in his NY Subway campaign:
Pamphlets, Posters, Brochures
The kind of audience that may initially pay attention to a message only because it's entertaining is known as..
Passive Audience
The kind of audience that may initially pay attention to a message only because it's entertaining is known as a
Passive audience
All of the following are tips for working with the media at a trade show EXCEPT:
Pay for everything
Which of the following is NOT one of the categories that General Electric considers when making decisions?
Philosophical
"Planned" public relations means all of the following EXCEPT:
Planned PR Public relations activity is organized. Solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time.
What was the biggest success of the "Frito-Lay and junk food" case?
Planners utilized strategic communication to defeat the "junk food" label.
All of the following are propaganda techniques EXCEPT
Plate dropping
Which of the following is a macroenvironmental force that PR professionals consider in a SWOT analysis
Political/legal forces Social/cultural forces Economic forces Natural forces
According to Shel Holtz, a social media expert, all of the following are different "levels" of corporate texting EXCEPT:
Portable
The legal doctrine of "fair use" means:
Portions of copyrighted material can be used with attribution
All of the following are levels in Maslow's Hierarchy of Needs EXCEPT
Possessions
Steve Cody recommends all of the following tactics for creating a successful employee blog EXCEPT:
Post infrequently to manage expectations
One of the federal government's longest-running public relations efforts has been:
Preparing and distributing "hometown" news releases by the military
Managed correctly, the proactive phase of the conflict management life cycle can..
Prevent a conflict from arising
Managed correctly, the proactive phase of the conflict management life cycle can:
Prevent a conflict from arising
Which is NOT an element of Ketchum's Strategic Planning Model?
Primary Research (Pg 94)
Which medium is most effective for delivering a message that requires absorption of details
What is the first phase of the conflict management cycle?
Proactive
What is the first phase of the conflict management lifecycle?
Proactive
Conflict management Cycle:
Proactive Phase Strategic Phase Reactive Phase Recover
Corporate Social Responsibility (CSR) employs research to do all of the following EXCEPT:
Product Trials
When a company's product is features in a TV show, it's called:
Product placement
Which of the following is NOT one of Ivy Lee's four important contributions to public relations?
Product positioning
When practitioners count the number of public relations materials/products created, they are measuring
Production
What is the most accommodative response in an image restoration strategy?
Profuse apology
Fleishman Hillard received an $800,000 contract to:
Promote the "image" of Turkey in mainstream media
Dissatisfied customers can often be effectively handled through:
Prompt and courteous attention
Most professional groups believe that the primary purpose of establishing codes of ethics is:
Providing education and information to practitioners
An audience analysis tool that attempts to classify people based on their lifestyle, attitudes, values, and beliefs is known as
Psychographics
PSA stands for:
Public Service Announcement
All of the following are characteristics of "personalized communication" EXCEPT
Public media
Why is public relations referred to as the fifth "P" of marketing strategy, according to Philip Kotler, marketing professor at Northwestern University?
Public relations can help pull the company into the market.
there is much more to PR beyond getting media coverage, which is referred to as
Publicity
When everyone in the target audience has an equal chance of being selected for the survey this is known as a:
Random sample
In dealing with the public in a conflict, public relations professionals should..
Recognize them as a legitimate partner in the process
The Pentagon paid United Airlines $36,000 to run an in-flight video designed to:
Recruit people for military service
What is the recovery phase of strategic management of conflict?
Reputation Management & Image Restoration
Recover
Reputation management, image restoration
The Foreign Agents Registration Act was passed by Congress to:
Require registration of lobbyists working on behalf of foreign governments
The RACE model acronym stands for which of the following
Research, action, communication, evaluation
Which of the following is an example of an informational objective?
Respondent awareness levels
What do the letters ROI stand for in business?
Return On Investment
Strategic Phase
Risk communication, conflict positioning, crisis management
Other names used for public relations departments include all of the following EXCEPT
Sales
What is the first phase of proactive conflict management?
Scanning the environment.
The use of existing information in books, articles, and electronic database is known as:
Secondary Research
The use of existing information in books, articles and electronic databases is known as:
Secondary research
Which government regulatory agency oversees the financial matters of public companies?
Securities and Exchange Commission
Which of the following government agencies monitors the financial affairs of publicity traded companies?
Securities and Exchange Commission (SEC)
Public relations programs should be directed to what kinds of audiences or publics?
Segmented, defined and target audiences
Akko if the following are "careerist" values EXCEPT:
Serving the public interest
All of the following "to do's" have to be done before an event EXCEPT:
Settle accounts with restaurant or hotel
The first element in a public relations plan is a:
Situation analysis
According to O'Neil, all of the following factors determine whether public relations practitioners have influence in their organization EXCEPT
Size of salaries
In recent years, most states have spent considerable amount of money convincing people not to:
Smoke
____theory says that internal factors such as beliefs, attitudes, and values limit the extent to which an individual accepts or rejects a persuasive message.
Social judgement
Outputs
Something a PR team can communicate to help an organization.
All of the following are multinational communication conglomerates EXCEPT
Sony
All of the following are multinational communication conglomerates EXCEPT
Sony (page 82 in book)
A quote in broadcasting is called a:
Sound bite
According to Hofstede's cultural dimension, which country is not a "masculine" country?
Spain
PR programs should be directed to what kinds of audiences or publics?
Specific and defined
Public relations programs should be directed to what kinds of audiences or publics?
Specific and defined
Which of the following factors is NOT associated with strategic conflict management?
Spin
Clorox generated numerous new articles and broadcast mention for its Combat cockroach killer by:
Sponsoring a contest to find America's give worst cockroach-infested homes
Which is NOT an activity of the United States Information Agency (USIA)?
Sponsoring tourism programs
A person who formulates recommendations and advises management in an organization is fulfilling a ___ function
Staff
A budget is usually divided into two categories, which are:
Staff time and out-of-pocket expenses
The primary purpose of "viral marketing" is to:
Stimulate impulse purchases or downloads
Any emails an employee writes as work are:
Subject to monitoring by the employer
All of the following are PRSA code provisions EXCEPT:
Tactical maneuvering
Small-scale organizations of low complexity usually have public relations working in roles that are primarily
Technical
___ generate the strongest emotional impact of any type of mass media
Television
Media kits consist of all of the following elements EXCEPT:
Testimonials from other journalists with whom you've worked
The book identifies a handful of "greatest campaigns ever". Which of the following is among that list
The Civil Rights Campaign
The latest tool for fund-raising and reaching supporters is:
The Internet
The public relations field is growing in Asia for all of the following reasons EXCEPT:
The PR field is dying everywhere else.
The centerpiece of Romania's image restoration campaign was:
The creation of Virtual Bucharest using Second Life
Regarding business crises, it is safe to say that
The great majority are expected and most are smoldering crises
A survey conducted by Hill & Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?
The media
All of the following are aspects of the "calendar" step EXCEPT:
The message track
According to a survey by Towers Perrin, 50% of employees believe that:
Their employers try too hard to "spin the truth"
Until the 1970s, the largest public relations firms were independently owned by
Their founders
Until the 1970s, the largest public relations firms were independently owned by:
Their founders
Familiarization or "Fam" trips are used primarily in which industry?
Tourism
The formate and mechanics of blogs make them attractive for all of the following reasons EXCEPT:
Trained editors oversee most blogs
____is the propaganda technique of associating the person, product, or organization with something that has high status, visibility or credibility
Transfer
A survey of consumers showed that 70% of the respondents believed that the number on criterion for good corporate citizenship is:
Treating employees well
"Material" information is generally defined as any information that is reasonably certain to influence investors' buy or sell decisions or to have a significant impact on the price of a stock. True or False?
True
Agenda building theory investigates the sources that influence the media agenda
True
Agenda building theory investigates the sources that influence the media agenda. T/F
True
Despite creation of an appealing Haagen-Dazs campaign slogan and honeybee logo, an economic threat in the macroenvironment is the cost of Haagen-Dazs brand
True
Edward Barnays, sometimes referred to as the father of public relations, is best known for applying social scientific practices and behavioral psychology to change people's attitudes. T/F
True
Edward Bernays, sometimes referred to as the father of PR, is best known for applying social scientific practices and behavioral psychology to change people's attitudes
True
Even though advocacy groups such as Greenpeace, People for the Ethical Treatment of Animals (PETA) the National Rifle Association and the American Family Association promote their own causes, they are generally perceived as lobbying for the good of the whole society. True or False
True
GRITT is an acronym that represents strategic communication that integrates advertising, marketing, and public relations
True
In Asian countries, being highly task- oriented and efficient is more important that who you know and one- on-one interactions. True or False?
True
In class, I argued that the two-way symmetrical model is more found in non-profit PR practice
True
In class, I argued that the two-way symmetrical model is more found in non-profit public relations practice. T/F
True
In our assessment, a strength in Haagen-Dazs' microenvironment was the high priority it assigned to Colony Collapse Syndrome
True
Nonprofit organizations do not pay taxes. True or False?
True
Press agentry and public information models of PR, practiced largely in our past history as a profession, are practices that continue to undermine the professional practice
True
Promotion, one of the tools of public relations, involves message strategy and media options. T/ F
True
Service delivery was a strength for Haagen-Dazs in the microenvironment
True
Since public relations professionals might represent a broad range of companies or organizations, both for-profit and not-for-profit, cultural literacy is identified as an essential quality of successful professionals
True
Since public relations professionals might represent a broad range of companies or organizations, both for-profit and not-for-profit, cultural literacy is identified as an essential quality of successful professionals. T/F
True
Social Learning Theory (also known as social cognitive theory) is widely used in social campaigns (e.g., anti-drug, anti-tobacco, seat belt) to display behaviors campaigns hope the public will adopt. T/F
True
The age of the press agent, as described in your test, marks an important history not only for PR, but also for American history. Important figures in the press agentry model include Davy Crockett, Buffalo Bill, and Daniel Boone
True
The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public
True
The primary function of PR is to build and maintain mutually beneficial relationships between organizations and the publics on which they depend, while marketing's primary function is to build and maintain markets in which to offer an organization's product or services
True
The textbook's PR casebooks offer valuable insights into the profession. Ex. the casebook about Frito-Lay's efforts to change the reputation of "junk" food emphasized how Advertising, Marketing, and PR can be used strategically to change perceptions about food
True
While public relations as a profession has evolved over 200 years, investor relation emerged more recently in the 1950's as the US embarked on a 20- year economic expansion. True or False?
True
Writing skills are routinely listed as an essential, if not the most important, personal qualification for public relations professionals
True
social media objectives are increasingly important in PR practice. But, it shares a similar philosophy with regard to social media objectives in that it cannot be measured, it is not an objective
True
All of the following suggestions for "winning" in the court of law and the court of public opinion EXCEPT:
Try to bypass the lawyers whenever possible
The most difficult persuasive task is to
Turn hostile opinions into favorable ones
Two Way Symmetrical Model (G/H Model)
Two way communication used to negotiate with the public. Wants to resolve the conflicts to promote mutual benefits. Open and honest communication. Conducts formal research with audience feedback incorporated in.
Two Way Asymmetrical Model (G/H Model)
Two way communication, also known as scientific persuasion. Uses persuasion tactics to make audiences act a certain way. Conducts formal research to get certain feedback. (Ex:/ _Survey of a group of 20-year-old women to react to two Mindy Kaling photos to find out which photo makes them want to "hang out with Mindy"?)
The U.S. Department of State took over most of the function of which disbanded (1999) organization?
U.S. Information Agency
All of the following are ways to increase audience understanding and comprehension of a message EXCEPT
Use cliches
Suppose your boss asks you to do something unethical on behalf of a client. You are concerned about keeping your job. What is the best course of action?
Use the PRSA Code of Ethics as a framework for responding AND remind him/her of the affected publics
Which of the following is an advantage the web brings to PR professionals?
Users can update info quickly, it is a cost-effective method of disseminating information
The theory that says people use the mass media for a variety of purposes in known as:
Uses and Gratification
The theory that says people use the mass media for a variety of purpose is known as:
Uses and gratification
Which is NOT one of the tactics used by railroads to get settles to move to the American West?
Using celebs, such as Buffalo Bill, as endorses
The high cost of running for office in the U.S. has made fund-raising:
Virtually a full-time job
All of the following are key questions concerning public relations research EXCEPT:
What is the temperament of the client's CEO?
Which state has been marketing itself as the "Beer Capital of the U.S."?
Wisconsin
Can corporate websites function as useful media relations tools?
Yes because journalists use them to retrieve news releases, media kits, and photographs
One of the downsides of using the Internet in a political campaign is that:
You must surrender some control over the message and discussion
Which of the following scenarios could trigger a libel suit?
You send out a news release that contains false statements and injures someone's reputation
All of the following factors limit the effectiveness of persuasive efforts EXCEPT:
[correct answers] → lack of message penetration, competing or conflicting messages, self-selection, and self-perception
what is the basic principle of the contingency theory of conflict management in PR?
a # of factors influence PR practice
Which of the following is true about the contents of a media kit
a and c
CISION
a leading global public relations and earned media software company and services provider
Dr. TEdesco identified four components necessary for an object to ensure it can be measured. This is important to demonstrate campaign effects. All of the following are to be identified in an objective, except:
a medium
dr. tedesco identified four components necessary for an objective to ensure it can be measured. this is important to demonstrate campaign effects. all of the following are to be identified in an objective, except
a medium
which of the following is NOT a hallmark of PR professional
a natural sales ability
You work for a large technology firm that is unveiling a major new product that you believe will revolutionize the mobile phone and create many jobs. Your best media relations tool is:
a news conference
you work for a large technology firm that is unveling a major new product that you believe will revolutionize the mobile phone and create many new jobs. your best media relations took is
a news conference
what is the bass principle of the contingency theory of conflict management in PR
a number of factors influence PR practice
What is the basic principle of the contingency theory of conflict management in public relations?
a number of factors influence public relations practice
Amy's Baking company signed a contract with Fox's Kitchen Nightmares, which restricted their ability to speak negatively about the show or celebrity chef Gordon Ramsey, and caused them to cancel:
a press conference
amy's baking company signed a contract with fox's kitchen nightmares which restricted their ability to speak negatively about the show or chef and caused them to cancel
a press conference
a series of pre booked one on one interviews from a fixed location via satelitie
a satellite media tour
To use an employee's image in product publicity, sales brochures, or advertising, the organization must have:
a signed release on file from that employee
to use an employees image in product publicity, sales brochures, or advertising the organization must have
a signed release on file from that employee
to use an employees image in product publicity, sales, advertising the organization must have
a signed release on file from that employee
hiring a celebrity for a promotional event is considered
a time honored tool for increasing media attendance
which of the following movements employed publicity techniques to further its cause?
abolition, suffrage, prohibition, and environmentalism
which is NOT considered a major source of friction for the PR function
accounting
the major effort worldwide to improve standards and professionalism in public relations is
accreditation
The major effort worldwide to improve standards and professionalism in public relations is:
accreditation.
PR professionals use research for which of the following reasons?
achieving credibility with management, defining audiences and segmenting publics, formulation strategy, and testing messages.
according to suzanne soda, all of the following are recommended in risk communication except:
actively hide your concern
which is the key major difference between PR and advertising?
advertising involes paid space and broadcasting time
todays PR firms offer all the follow except
advertising placement
when corporate organization chart allows management to ignore relations staff regarding a problem , PR is at what level?
advisory
This theory argues that the order in which issues are presented in the media will come to represent the issues that the public finds important.
agenda setting
This theory argues that the order in which issues are presented in the media will come to represent the issues the public finds most important
agenda setting
this theory argues that the order in which issues are presented in the media will come to represent the issues the public finds most important
agenda setting
In which of the following places is the field of public relations growing
all of the above
foreign country might hire US pr firm
all of the above
which is not a phase of strategic conflict management
all of the above
which of the following is a phase in the conflict management life cycle?
all of the above
local government public relations efforts incluce which of the following goals
all of the above (attract new business, increase tourism, publicize cultural attractions and events, inform citizens about government services
federal agencies spend several hundred million dollars each year promiting all of the following except
all of the above (foreign trade, military recruitment, government health services, us postal services)
in recent yearsm states have spent money convincing citizens to
all of the above (have their children immunized, participate in health screening behaviors such as breast cancer screening, prevent teen pregnancy)
the following is a systematic process that corresponds with a phase in the conflict management life cycle and provides guidance for PR professionals in challenging or conflict scenarios
all of the above (issues management,risk communication, crisis communication,reputation management)
governmental public affairs and public information strategies should have objectives aimed to accomplish which of the following?
all of the above (respond to citizen concerns and criticisms, provide feedback to government administrators, improve the effectiveness of agency operations through public information techniques, ensure public officials communicate effectively)
facebook has encountered PR crisis in the recent past including
all of the above (secret campaign to undermine google,an allegation by the FTC that they violated users privacy settings, allegations that they operate too slowly or insufficiently in the area of bullying)
all of the following are to be considered when making ethical decisions in PR except
all of the above (the public interest, employers or client, code of ethics, personal values)
what question should you answer in deciding if it is an appropriate time for a news release?
all of the above (what is the key message,who is the primary audience,what does the target audience gain from the product or service, what objective does the release serve?)
cause related marketing example
allocating a percentage of sales to restore Statue of Liberty
Two required elements for people to attend a convention
an appealing program and a concentrated effort to persuade members to attend
ethics in PR begins with
an individuals value system
which of coombs crisis communication stategies was used by GM following a dateline episode about the safety concerns with a line of their trucks?
attack the accuser
Psychographics
attempts to classify people based on their lifestyles, values, attitudes and beliefs.
Coombs says all of the following are crisis communication strategies except:
avoid the media
coombs says all of the following are crisis communication strategies EXCEPT:
avoid the media
coombs says all of the following are crisis communication strategies except
avoid the media
not a function of public affairs
award government contracts
what are the five stages of the adoption process?
awareness, interest, evaluation, trial, adoption
In crisis communication, is it safe to say that because nothing has gone wrong, then nothing will go wrong? a) yes, because the past is the best predictor of the future b) no because there is potential failure in nearly every system and every design c) it is impossible to tell d) yes, because good management teams don't ever have to face crisis situations
b) no because there is potential failure in nearly every system and every design
Managed correctly, the proactive phase of the conflict management life cycle can: a) become a strategy all its own b) prevent a conflict from arising c) replace the recover phase d) build favorable management attitudes
b) prevent a conflict from arising
Which of the following is NOT associated with effective strategic conflict management: a) limited resources b) spin c) different values d) competition
b) spin
Three strategies PR firms use to charge for services are:
basic hourly, out of pocket spending, retainer fee
PR research should be conducted
before a campaign begins, once a campaign is under way, periodically throughout the campaign, after the campaign ends
Mehradian Theories (2) VISUAL
body language, how they are holding their stature
the people in broadcast industry who are responsible for securing guest for shows
bookers
It is a safe strategy to write a news release in inverted pyramid..
both a and c
___ is a service many PR agency provide that establish a company brand and reputation for quality
branding
The legal doctrine of "fair use" means:
brief portions of copyrighted material can be used if quoted directly and attributed
the legal doctrine of fair use means
brief portions of copyrighted material can be used if quoted directly and attributed
when a company's product is featured on a TV show
broadcasting advertising
major advantage of podcasting are following except
built in credibility
In dealing with the public in a conflict, public relations professionals should: a) stamp out negative opinion before it gets started b) Remember that the news media is a first priority c) Recognize the public as a legitimate partner in the process d) Do nothing; public
c) Recognize the public as a legitimate partner in the process
What is the first phase of the conflict management cycle: a) strategic b) reactive c) proactive d) recovery
c) proactive
according to the book, all of the following are likely to influence the practice of PR in coming years except
campaign planning trends
the large size of corporations
can distance from stakeholders
STREETWISE CAMPAIGN: QUALATATIVE DATA
cannot be measured in quantities or numbers. gives context. interviews and other conversations.
the legal docterine of the "right of publicity" provides
celebrities the sole ability to cash in on their fame
Which describes mass media before the advent of the internet?
centralized top/down, costly to publish, controlled by professional gate keepers, mostly one way communication, All of the above
according to class lecture slides, persuasion is used to
change or neutralize hostile opinion, crystalize latent opinions and positive attitudes, and maintain favorable opinions
in lectures, tedesco talks about three types of campaign effects. these are
cognitive, affective, and behavioral
For federal, state and local governments to function effectively, each branch needs to:
communicate effectively with its constituents
for all types each branch needs to
communicate effectively with its constitutes
an organizations PR department has redesigned its logo based on consumer preference and is now updating all their product labeling and online presence with the new design. what stage of the RACE acronym is this campaign in?
communication
which of the following is NOT an element in the RACE formula?
competition
the contingency continuum from pure advocacy to pure accommodation forms the foundation for identifying the stance of an organization toward a give public at a given time. What wa the stance positioning and response of KFC to PETA's boycott?
compromising
when organizational policy requires that line managers listen to appropriate staff experts before deciding on a strategy it is called
compulsory-advisory concept
if a benefits brochure prepared by the personnel department must have approval from relations department before production it is called
concurring authority
which of the following is not a prsa core value?
confidentiality
This U.S. Federal entity is on pace to have its least productive year in modern history, earning a "do-nothing" label and adding another unwanted statistic to a body already facing chronically low approval ratings.
congress
if you are soon graduating and seeking career employment in PR you should
consider government employment it is a growing sector
If you are soon graduating and seeking career employment in public relations, you should:
consider government employment; it is a growing sector.
all of the following are tips for shooting effective publicity photos except
content is more important than context
all of following are tips for shooting effective publicity photos except
context is never important
you are a recent college graduate and a new PR professional looking for work. if a high salary is most important to you, which work setting are you most likely to choose?
corporation
government info efforts are not
counteract public criticism
the purpose of an open house is to
create favorable opinions about the organization
in issues management, if the company decides the emerging issue is potentially damaging what is the next step?
create strategic plan
__ are defined as manjor occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good name
crises
_____ are defined as a "major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names"
crises
which area in PR conseling did we deiscuss in class as an area that is continuing to grow?
crisis communication
Persuasion is used to
crystalize, maintain favorable opinions, change hostile opinions, neutralize hostile opinions
According to the contingency theory of conflict management, what is the position or stance that an organization should take when dealing with a crisis or percieved threat? a) The stance depends upon a number of factors b) the stance should always focus on symmetrical communication c) the stance must be dynamic and change as events unfold d) Both A and C
d) Both A and C
When public relations professionals practice strategic positioning, we attempt to: a) avoid the impending conflict, regardless of cost b) be responsible and transparent while positioning the organization favorably c) influence organizational behavior d) Both B and C
d) Both B and C
What is the basic principle of the contingency theory of conflict management in public relations: a) public relations is always symmetrical b) public relations practitioners should be concerned only with the welfare of their clients c) conflicts are always solved through effective communication d) a number of factors influence public relations positioning in a crisis or conflict.
d) a number of factors influence public relations positioning in a crisis or conflict.
___ are defined as "major occurrences with a potentially negative outcome affecting the organization, company or industry, as well as its publics, products, services or good names" a) conflicts b) risks c) threats d) crisis
d) crisis
What is the strategy taken in the recovery phase of strategic management of conflict? a) monitoring the media b) taking preventative actions c) conflict positioning d) repairing relations and public image
d) repairing relations and public image
a delayed response to an email query or no response has what kind of consequence for an organization
damaged credibility and reputation
Demographics and psychographics differ mainly because
demo refer to factors including age, gender and ethnicity, psychographics are life style, attitudes, beliefs
hired by foreign government to work in US must go through
department of justice
According to the contingency theory of conflict management, what is the stance of PR?
depends upon the number of factors
any booth or exhibit at a trade show should be
designed for maximum visibility
STREETWISE CAMPAIGN: GOAL
develop insights that would fuel a hyper local campaign
communication managers are likely to do all of the following except
develop organizational vision
in our in-class case study on voting, one of the goals was to have students consider how opinion leaders function as catalysts for information dissemination. which of the following describes the way information makes its way through a public.
diffusion theory, the N-step flow, the multi-step flow
if you discover that inaccurate information has been disseminated you have the responsibility to correct it based on which PRSA code provision?
disclosure of information
in the US, the most significant, and defining, aspect of the mass audience or general public is
diversity
in the PR casebook eample from chapter 2 titles my summer as a new york fashion intern, the intern learned valuable business side experience through interning with
dolce and gabbana
all of the following describe characteristics of internet except
dominance by professional gatekeepers
you have been placed in charge of a PR campaign to stop teenagers from texting while driving. to make your message more persuasive, you decide to shoot series of social media videos that follow the life of a famous teenager musician through a texting-related car crash and his painful recovery. you are mostly using the following techniques
drama and stories, endorsements/testimonials
Successful public relations campaign planners know that audiences are:
dynamic and ever-shifting
successful PR campaign planners know that audiences are
dynamic and ever-shifting
all of the following are approaches for getting an organization's news and viewpoints on local television except
e all of the above
intergrated comm programs require all of the following except
eliminating the distinctions between various fields
which is not a contingency factor that public relations professionals must take into account in managing a conflict with its public?
emotional stance of public relations professionals
public affairs officers communicate to
employees, retirees, customers, taxpayers
all the following are frequently cited areas for PR job growth except
entertainment
the first step in the proactive phase of strategic conflict management is
environmental scanning
to use fb effectively, pr practitioners must remember that
establishing connections takes thought and creativity
our chapter on conflict and crisis discussed the penn state sexual abuse scandal case. the case emphasized the importance of which of the following
failure at the proactive stage
respecting all opinions and supporting the right of free expression is connected with
fairness
PR primarily addresses external audiences
false
Use of cause-related marketing, such as spotlighting "meals-on-wheels" or "mentoring" programs, is an effective tactic to repair your organization's image after a major scandal. T/F
false
multicultural audiences are among the least enthusiastic and cautious consumers of social media
false
purchase of a photograph from a freelance or commercial photographer gives you rights to use the photo as you wish and reproduce it as necessary
false
relative advantage is the degree to which an innovation is perceived as difficult to understand and use
false
use of the cause-related marketing, such as spotlighting meals on wheels or mentoring programs, is an effective tactic to repair your organizations image after a major scandal
false
which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading?
federal communications commission (FCC)
government agency regulated truth in advertising
federal trade commission
reviewing Schramm's communication models, we understand that the models have evolved to include
field of experience (context) and continuous feedback
An advocacy group is BEST DEFINED as one that:
fights for social causes
all of the following are examples of quantitative methods, except
focus groups
how are media kits most often used?
for major events and major product launches
Dr. Tedesco shared a story about a significant conflict between him and his former editor at the newspaper where he worked. the toys for tots story he shared spotlighted differences based in which theory
framing
The theory that describes how journalists use facts, themes, and treatments to shape a story
framing theory
the theory that describes how journalists use facts, themes, and treatments to shape a story is known as
framing theory
In addition to dispensing money, what other important activities do foundations undertake
fundraising
challenge for all non profits
fundraising
why is it important for the public relations field to attract a diverse workforce?
globalization has created a strong need for it and it is imperative in order to reach out to diverse audiences
the term lobbying is closely aligned with
government relations and public affairs
the term "lobbying" is closely aligned with
governmental relations AND public affairs
lobbying is closely aligned with
governmental relations and public affairs
all of the following are essential abilities for PR practitioners except
graphic design
the key conclusion to be drawn from the Facebook friends=brain power case is that
having lots of facebook friends may affect your brain, friends with lots of friends may positively affect your organizations communication strategy
is not a public health campaign
health careers
in one of our in class case studies, we analyzed amys bakery response to the crisis created from her presense on the show. amys initial problem stemmed from the following
her strong advocacy
which is not a cultural dimension?
hierarchy
which is the correct pair/observation with regard to perception and risk?
high complex/ high risk
states implement pr campaigns by
hiring outside pr firms
Flickr is a social media site primarily used for
hosting photos
all of following are questions that should be asked before writing a news release except
how can i make this situation appear better than is?
Mehradian Theories (1) VOCAL
how the message is presented, compassion, what they are speaking about
clients often critcize PR firms for all the following except
hype and elaborate promises of success
Which is NOT a way public relations supports marketing?
hypes new products
How does public relations contribute to the bottom line?
identifies new opportunities. builds morale and teamwork. ease resistance to change. ensure public consent.
deep suspicion exists about former legislators and officials who capitalize on their connections and charge fees for doing what is commonly called
influence peddling
when a PR practitioner writes an article sends it to a news organization, and that organization runs it as a regular news article, the article is a type of
information subsidy
IMC
integrated marketing communication
A unique characteristic that the internet offers that traditional media does not
interactivity
a unique characterisitc of the internet that traditional media did not offer is
interactivity
a unique characteristic of the internet, which traditional media do not offer as an inherent feature is
interactivity
what is a major challenge that stemmed from the introduction of internet to PR?
interactivity with stakeholders
major advantages of podcasting include all of the following except
interesting and relevant content is easy to make
about 1/3 of us profits are generated through
international business
global pr is called
international pr
a successful radio or tv broadcast interview includes following except
intimidation
do not ask when considering sponsoring an event
is it too closely aligned to our organizational objectives
All of the following are questions to ask when considering sponsoring an event EXCEPT:
is it too closely aligned to our organizational objectives?
__ is defined as the systematic approach to predicting probems, anticipating threats, minimizing surprises, resolving issues, and preventing crises.
issues management
why do corporations seek to achieve better reputations?
it affects the bottom line
Grunig's IABC Foundation study on excellence notes all of the following are true except:
it can easily change a negative reputation into a positive one
according to the contingency theory of conflict management, what is the stance of PR?
it depends
according to the contingency theory of conflict management, what is the stance of public relations?
it depends
for pr practitioners, the best reason to run and organizational blog is that
it enables real time conversation with stakeholders and provides a unique listening tool
critics often complain that PRSA code of ethics is not helpful because
it has "no teeth"
Which is most true regarding the role of pr in globalization
it has worked to open all markets to outside competitors
When using the Internet to reach diverse audiences, one should remember that:
it is mostly a mass media tool
what does Deja vu tell public relations professionals about the life cycle of strategic conflict management?
it is ongoing
Opponents of licensing for public relations professionals argue that:
it would violate the First Amendment.
the following are all tips to produce a more effective podcast except
keep progam <30 min
according to the text, edward l. bernays the father of modern pr, was involved with important campaigns. for one, a postage stamp was created. can you identify the campaign in which a postal stamp was created?
lights golden jubilee
because of the rise of social media, public relations practitioners must
listen to facilitate conversations between organizations and their constituents
because of rise in social media, PR must
listen to facilitate convo between organization and constituent
name for public relations professionals whose main responsibilities include to influence impending legislation?
lobbyists
all of the following are reasons why visiitors return to a website except
lots of layering
European and american communication styles are considered
low context
ivy ledbetter lee and the rockefeller family were part of an important PR historical case involving the coal industry in colorado. it is known as which of the following
ludlow massacre
Researchers suggest all of the following to make a public relations message more effective EXCEPT:
make it subliminal
all of following are tups for making a VNR more succesful except
make the voice over sound like an info pitch man
what is not one of the four requirements for filiing a libel suit?
malevolence
what is not a representative term of the definitions of PR
manipulative
Which advocacy tactic is designed to showcase public support for a cause and in some cases to harass the operators of projects to which the group objects?
mass demonstration
STREETWISE CAMPAIGN DATA: QUANTITATIVE DATA
measured in numbers. measured in specific market stats. % of people who sold the most amount of magazines
analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the PR planning process?
measurement
the framing and agenda setting theories emphasize the potential power __ institutions have on PR or attitude formation
media
if the collegiate times had a readership of 30,000 students, the number 30,000 becomes the basis for calculation of which of the following
media impressions
what is the key feature of web 2.0
more interactivity
web 3.0 the next major development of internet is characterized by
more mobile enabled content for smart phone
Why should public relations professionals pay attention to diversity media?
more white listeners and viewers are tuning in to it
based on our lecture slides, all of the following are important in the ancient beginnings of PR, except
mother jones
According to the first sentence of the textbook, the challenge of PR is
multifaceted
according to the first sentence of the textbook,the challenege of PR is
multifaceted
which is not one of the 11 groupings of contingency variables?
nature of the job market
Which is NOT a component of basic public relations practice according to the Public Relations Society of America (PRSA) Foundation?
networking
In depth information
newspaper
radio news releases, like releases for print media must be
newsworthy and not commercial
Which is NOT a correct statement about nonprofit organizations?
non profit agencies always corporate with each other
a quote in broadcasting is called
none of the above
in which of the following places is the field of PR growing?
none of the above (not russia, china, india, or latin america)
all of the following describe new media except
one way comm
Press Agentry and Publicity (G/H Model)
one way communication, uses half truths and manipulation to persuade audiences to behave a certain way. No formal research is used. (Ex:/ Poster promoting a new Tom Cruise movie)
tedesco identifies the 5 tools of PR to include all of the following except
only promotion is a PR tool
People who take the time to sift information, evaluate it and form an opinion that is expressed to others
opinion leaders
a PR firm is leading a campaign to increase student voter turnout. on VT's campus, this firm is reaching out to the students whohead student governement, greek life, and other organizations. these students may be referred to as
opinion leaders
people who take the time to sift information, evaluate it, and form an opinion that is expressed to others are known as
opinion leaders
the trend toward purchasing expert comm services from outside the organization
outsourcing
the trend toward purchasing expert communication services from outside the organization is referred to as
outsourcing
the social media in action case from chapter 2 called beyond facebook and twitter QR codes, csc's and starstar numbers addressed the following
oversaturation of the social ask, using QR codes to share information with publics, employing starstar numbers to allow publics to request information, using common short codes to engage stakeholders on their mobil devices
according to shel holtz all following are diff levels of corporate texting except
portable
the legal docterine of "fair use" means
portions of copyrighted material can be used with attribution
which of the following is not one of Ivy Lee's four important contributions to public relations?
positioning products at the center of public relations initiatives.
steve cody recommends all following tactics for creating successful employee blog except
post infrequently to manage expectation
federal governments longest pr methods is
preparing and distributing hometown military news releases
Managed correctly, the proactive phase of the conflict management lifecycle can:
prevent a conflict from arising
managed correctly, the proactive phase of the conflict management cycle can
prevent a conflict from arising
which is not one of the four phases of the conflict management lifecycle?
preventative
In the "technician" role, PR practitioners are
primarily responsible for producing communication products
in the technician role, PR practitioners are
primarily responsible for producing communication products
which medium is most effective for delivering a cognitively complex message that requires absorption of details
what is the first phase of the conflict management lifecycle?
proactive
When a company's product is featured in a TV show, it's called
product placement
when a companys product is featured in a TV show its called
product placement
What is the most accommodative response in an image restoration strategy?
profuse apology
what is the most "accommodative" response in an image restoration strategy?
profuse apology
what is the most accommodative response in an image restoration strategy?
profuse apology
most professional groups believe primary purpose of establishing codes of ethics is
providing education and info to practicioners
Competition and conflict management are more essential than ever because...
public acceptance and support are key to a companies success.
PSA stands for
public service announcement
Which of these are not one of the key words or phrases that define PR?
publicity
corporate should participate in philanthropy except for
publicity
there is much more to PR beyond getting media coverage, which is referred to as
publicity
which of the following action sis NOT recommended as a way to communicate during a crisis?
put the organization first
In dealing with the public in a conflict, public relations professionals should ______
recognize the public as a legitimate partner in the process
in dealing with the public in a conflict, PR professionals should
recognize the public as a legitimate partner in the process
recent negative publicity about businesses makes it imperative that companies
regain their credibility and public trust
what is the strategy taken in the recovery phase of strategic management of conflict?
repairing relations and public image
The 1st step in every PR campaign is
research
the first step in every PR campaign is
research
in the example, tedesco shared from the pedestrian safety campaign, 'yield its worth the wait' research revealed that the public most responsible for pedestrian traffic accidents on campus were
residents
In the "technician" role, public relations practitioners are...
responsible for producing communication products
what do letters ROI stand for
return on investment
other names used for PR include all the following except
sales
a series of pre booked one on one interviews from a fixed location satellite with a series of television journalists is called
satellite media tour
For a promo event which consideration is important?
security
All of the following are levels in Maslows hierarchy except
self actualization
Which demographic group is the largest consumer of television, magazines, books and newspapers
seniors
which of the following objectives of government information efforts requires a practitioner to fill an arbitrator role between two groups
serving as ombudsman
according to O'Neil, all the following factors determine whether PR practicioners have influence in their organizations except
size of salaries
__theory stresses the importance of attention, retention and motor reproduction
social learning
The ability of young children to replicate character words and actions after only a few views of a CD or TV program is best explained by:
social learning theory
the ability of young children to replicate character words and actions after only a few views of a cd or tv program is best explained by
social learning theory
in the lecture slides on public opinion formation, aspect of public opinion formation include all of the following about society expect
society is holistic
all the following are multinational comm conglomerates except
sony
a quote in broadcasting is called a
sound bite
All of the following are factors in persuasive communication except
source authority
PR programs should be directed to what kinds of audiences or publics?
specific and defined
a person who formulates recommendations and advises management in an organization is fufilling what function?
staff
a person who formulates recommendations and advises management in an organization is fulfilling a _ function
staff
any emails an employee writes back are
subject to monitoring
Course that would not be helpful
supply chain management
all of the following are PRSA code provisions except
tactical maneuvering
small-scale organizations of low complexity usually have PR working in roles that are
technical
media kits consist of all following elements except
testimonials
When planning a banquet which requires the closest attention?
the budget
PR practitioners must possess a variety of skills/abilities because
the field is so diverse
Public relations practitioners must possess a variety of skills/abilities because...
the field is so diverse.
In PR, the news release is
the most commonly used PR tactic
as we discussed in class, PR executives unethically represented tobacco companies by not addressing health concerns, which came at the expense of what stakeholder group?
the public
until 1970s the largest PR firms were independently owned by
their founders
Mehradian Theories (3) VERBAL
their overall message, facts
How do social issue organizations differ from activist groups?
their social and behavioral goals are more broadly defined
over the last few weeks we identified two companies that both ran campaigns to emphasize
their value of environmental stewardship and its effect on our food
most practicioners choose technician roles because
they lack knowledge
. Which of the following is key for public relations professionals working at colleges and universities?
they must be part of the management team
Why are meetings considered vital PR tools?
they provide the opportunity for an audience to be face-to-face and they fulfill basic human needs to convene and socialize
Crisis communication counseling skills are more essential than ever because
they strengthen the influence of public relations in the organization, these skills require considerable professional expertise.
which of the following is not a legitimate goal of communication?
to deflect negative public opinion
What is the MOST important for public relations professionals to remember when considering the role of propaganda?
to never intentionally use it to deceive the public
STREETWISE: SWOT ANALYSIS/PURPOSE FOR PR
to see what the campaign wanted to address; help with campaign. it reveled weaknesses, especially in social media.
familiarization or fam trips are used primarily in which industry?
tourism
the format and mechanics of blogs make them attractive for all of the following except
trained editors oversee most blogs
A major part of the public affairs team at the Pentagon assists Hollywood with the production of movies. T/F
true
According to the core value of Loyalty within the PRSA Code of Ethics, one should strive to be faithful to clients and employers, while still serving the public interest. T/F
true
Adoption rates for television, cable, internet, and smart phones are one of many areas studied under the diffusion of innovation theory. T/F
true
Customer satisfaction, while always important, has become increasingly important for companies since the advent of social media. T/F
true
Many states pump millions of dollars into public relations social change efforts aimed to get citizens to stop smoking. T/F
true
Promotional efforts to increase tourism are a major area of public relations works with states, cities and local government. T/ F
true
The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public. T/F
true
a major part of the public affairs team at the pentagon assists hollywood with the production of movies
true
according to a Nielsen survey, a friends recommendation is the most trusted form of source credibility
true
according to the core value of loyalty within the prsa code of ethics one should strive to be faithful to clients and employers while still serving the public interest
true
adoption rates for television, cable, internet, and smart phones are one of many areas studied under the diffusion of innovation theory
true
agenda building theory investigates the sources that influence the media agenda
true
although managers and technicians fill different job roles, the differences aren't always clear
true
although the third step in the campaign RACE model is communication, the third step also is referred to by the synonyms of execution or implementation
true
attempts to reach young consumers with anti smoking or anti alcohol messages are typically aimed to help them resist smoking and tobaco advertiseing, as explained by inoculation theory
true
copy testing can help an organization to better understand whether its material is targeted to the correct audience
true
in the social media in action beware of the bamboozling bloggers conagra foods and ketchum's PR unfortunate incident involved questionable ethical practices on behalf of ketchum
true
inoculation theory suggests that immunity to persuasive messages can occur if you reach the target public prior to the receipt of persuasive messages, such as the case with tobacco advertising
true
many messages fail because the audience finds them unnecessarily complex in content or language
true
many states pump millions of dollars into public relations social change efforts aimed to get citizens to stop smoking
true
one advantage of using outside PR firms is that they provide special problem solving skills
true
one reason women have succeeded in public relations is that they are perceived to have better listening and communication skills than men
true
one way PR contributes to the bottom line is through issue anticipation which may provide early warning on an issue and advance notice on potential public/constituency unrest
true
promotional efforts to increase tourism are a major area of PR work with states, cities, and local governments
true
social learning theory is used widely in social campaigns to display behaviors campaigns hope the public will adopt
true
the contingency theory of strategic conflict management considers PR as a continuum process between an organization and its public
true
the most reputable fortune 500 corporations tend to think of PR as a strategic management tool
true
the persuasion theory that indicates publics are persuaded through identification of characters they view as similar to themselves is called homophily
true
theodore roosevelt made extensive use of news conferences and interviews in drumming up support for his projects.
true
trademark violations, such as fake designer purses and watches, cost businesses a considerable amount of money and damage brand quality
true
all the following are suggestions for "Winning" in court of law except
try to bypass the lawyers whenever possible
The most difficult persuasive task is to...
turn hostile opinions into favorable ones
which model of PR is considered the ideal model of practice?
two way symmetric
Which model of PR is considered the "idea" model of practice
two-way symmetric
suppose your boss asks you to do something unethical on behalf of a client. you are concerned about keeping your job. what is the best course of action?
use prsa code of ethics as a framework and remind him/her of the affected publics and make a rational or emotional appeal
a student who listens to the radio for information while driving to school, uses social media and browses the web while relaxing between classes, and watches tv for entertainment in the evening is providing a great example of which theory
uses and gratifications
the __ theory says that people use the mass media to fulfill a variety of needs
uses and gratifications
this theory that suggest that publics have different goals or rewards for using particular media is
uses and gratifications
Public Information Model. (G/H Model)
uses press releases and other techniques to organize information.Also known as the "in house journalist". No formal research is used. (Ex:/ Press release and accompanying infographic announcing the Government's new food pyramid)
The high cost of running for office in the U.S. has made fund-raising:
virtually a full time job
customer satisfation is important because of
word of mouth advertising
which is considered as essential ability for a PR practitioner?
writing
The six essential abilities that anyone who hopes to practice publish relations should highlight on their resume are:
writing, research, planning, problem solving, expertise in social media, business economics competence
is it a safe strategy to write a news release in the inverted pyramid structure?
yes;editors will be able to scan the top of the story quickly to determine interest
which of the following scenarios could trigger a libel suit?
you send out a news release that contains false statements and injures someone's reputation