STC 259 FINAL

"Explanation" is the last step in the RACE formula T/F?

False

"Liking people" is a good reason for entering the PR field T/F?

False

Edward L. Bernays was hired by John D. Rockefeller in aftermath of the Ludlow Massacre T/F?

False

Experts predict that the fashion and entertainment fields will offer the most PR jobs in the next five years T/F?

False

Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to masses T/F?

False

Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns T/F?

False

PR is primarily addressed to external audiences T/F?

False

PR practitioners should still begin their careers as journalists T/F?

False

The PR field has yet to be developed in other countries around the world T/F?

False

The salary advantage for men over women is unique in PR T/F?

False

Writing is no longer as important as it used to be in PR T/F?

False

"Business competence" is considered an essential ability for PR practitioners T/F?

True

Edward Bernay's became known as the "father of modern PR" T/F?

True

Ivy Lee was the first PR counselor T/F?

True

PR is more than one-way dissemination of materials T/F?

True

PR pros are not objective observers, but are advocated for their clients T/F?

True

PR realtions is a process, which is a series of actions, changes, or functions T/F?

True

Problem-solving ability is considered an essential ability for those pursuing a PR career T/F?

True

Research is the first step in any successful PR campaign T/F?

True

Some PR practitioners deal frequently with the public; others work primarily at their desks T/F?

True

Teddy Roosevelt was the first president to make extensive use of news conferences and interviews in drumming up support for his projects T/F?

True

The median annual salary for recent graduates working in PR is higher than the median national average for all communication fields T/F?

True

There has been an increasing realization that an organization's goals and objectives can be best accomplished through an integrated approach, and not just through marketing, but through all communication functions T/F?

True

Today, much of the writing in PR is done for "controlled media" T/F?

True

Transparency is a major trend in PR T/F?

True

All legal, political, fundraising, PR and lobbying consultants hired by foreign governments to work in the US must register with which of the following departments? a. Dept. of Justice b. Dept. of Defense c. Dept. of Commerce d. Dept. of Transportation e. Dept. of Foreign Transactions

a. Dept. of Justice

Which is the key major difference between PR and advertising? a. advertising involves paid space and broadcast time b. advertising relies on a number of communication tools c. advertising is broader than PR in scope d. advertising often uses PR as a communication tool e. advertising uses the tools of persuasion

a. advertising involves paid space and broadcast time

If you are soon graduating and seeking career employment in PR, you should a. consider govt employment; it is a growing sector b. not consider govt employment; it is a shrinking sector c. pursue a career in lobbying; it is the most rewarding d. first spend three to five year as a journalist e. start with agency work, then pursue govt work

a. consider govt employment; it is a growing sector

P.T. Barnum will be the best remembered in public relations history for: a. developing the pseudo event b. making jenny lind famous c. issuing press releases d. suppressing the Standard Oil Strike e. serving as the first presidential press secretary

a. developing the pseudo event

The fastest-growing area of the political persuasion business in: a. grassroots lobbying b. farm subsidies c. pork barrel spending d. senate races e. tea-party candidates

a. grassroots lobbying

To receive the Accredited in PR (APR) designation as being accredited by the PRSA, a person must a. have at least 5 years of professional experience in PR or teaching and pass comprehensive exams b. have worked in at least 3 different PR type settings, with a min. of 10 years experience c. have a terminal degree in public relations from an accredited university d. have earned significant local and national honors for his or her work in the field e. have run a PR agency

a. have at least 5 years of professional experience in PR or teaching and pass comprehensive exams

The communication styles of Asian and Arab nations are considered: a. high context b. low context c. intercultural d. in-depth e. interconnected

a. high context

Which of the following is not a benefit of repeating a message? a. improved sales b. reminds the audience c. can lead to improved learning d. offsets the "noise" e. contributes to credibility

a. improved sales

Opponents of licensing for public relations professionals argue that a. it would violate the first amendment b. it would be too costly to professionals c. no one would adhere to the standards d. it discourages membership in professional orgs e. insurance would be difficult to obtain

a. it would violate the first amendment

Many practitioners self-select technician roles because they: a. lack knowledge in research, environmental scanning, problem solving, and management b. really enjoy working with the media c. lack ability to forge relationships d. are being "hemmed in" by company financial restraints e. want lower-stress job

a. lack knowledge in research, environmental scanning, problem solving, and management

The most precise random sampling is usually done from: a. lists that give the name of everyone in the targeted audience b. specialized pubic relations firms c. federal govt agencies d. impetus from exploratory focus groups e. precision content analysis

a. lists that give the name of everyone in the targeted audience

All of the following are reasons why visitors return to a Website EXCEPT: a. lots of layering b. high-quality content c. ease of use d. quick to download e. frequently updated

a. lots of layering

Which of the following is NOT an example of qualitative research? a. mail surveys b. focus groups c. in-depth interviews d. observation e. role-playing studies

a. mail surveys

All of the following are reasons why the PR field expanded after WWII EXCEPT a. more scandals from top corporate officials b increases in suburban populations c. advent of "big" business, govt, and labor d. scientific and technological advances e. proliferation of mass media

a. more scandals from top corporate officials

All of the following are examples of "controlled media" EXCEPT a. newspaper placements b. brochures c. newsletters d. annual reports e. direct mail

a. newspaper placements

In the "technician" role, PR practitioners are a. primarily responsible for producing communication products b. managing staff c. developing high-level strategic documents d. counseling CEOs e. establishing their own public relations agencies

a. primarily responsible for producing communication products

Which medium is most effective for delivering a message the requires absorption of details? a. print b. television c. radio d. movies e. none of the above

a. print

Speed and mobility make this medium unique among major media. Which medium is it? a. radio b. television c. billboards d. print e. magazines

a. radio

In recent years, most states have spent a considerable amount of money convincing not to: a. smoke b. gamble c. cheat on taxes d. speed e. litter

a. smoke

All of the following are smart tips for putting together a multimedia or social media news release EXECPT: a. write in a text-heavy style for interested readers b. include links to relevant pages c. place keywords in headlines and first paragraphs d. be judicious with links e. use high resolution multimedia

a. write in a text-heavy style for interested readers

Which is considered an essential ability for PR practitioner? a. writing b. networking c. marketing experience d. design e. accounting

a. writing

Many consider him the first presidential press secretary a. John Miur b. Amos Kendall c. Robert Underwood Johnson d. Ivy Lee e. Ben Franklin

b. Amos Kendall

In the US, which government agency regulates truth in advertising? a. national highway traffic safety administration b. Federal Trade Commission c. Securities and Exchange Commission d. Food and Drug Administration e. Alcohol, Tobacco, and Firearms

b. Federal Trade Commission

When utilizing social media around the world, PR practitioners must do everything EXCEPT: a. choose the right social network for the market b. clear social media initiatives with foreign governments c. find out what people like d. localize content e. interact

b. clear social media initiatives with foreign governments

You are recent college graduate and a new PR pro looking for work. If a high salary is most important to you, which work setting are you most likely to choose? a. agency b. corporation c. govt d. non profit e. education

b. corporation

All of the following are questions that should be asked before writing a news release EXCEPT: a. what is the key message? b. how can i put the most positive spin on this situation? c. who is the primary audience? d. what does the target audience gain from the product or service? e. all of the above

b. how can i put the most positive spin on this situation?

Deep suspicion exists about former legislators and officials who capitalize on their connections and charge fees for doing what is called: a. tax write-offs b. influence peddling c. back scratching d. favor trade-offs e. none of the above

b. influence peddling

What is the name for PR pros whose main responsibilities include influence impending legislation? a. framers b. lobbyists c. publicists d. public information officers e. public affairs officers

b. lobbyists

What is NOT a representative term of the definitions of PR? a. deliberate b. manipulative c. planned d. strategic e. public interest

b. manipulative

The potential audience reached by a periodical or broadcast program is known as a. potential b. media impressionists c. systematic random sample d. measurement of production e. none of the above

b. media impressionists

With regard to issues such as labor, health, and environment, non-governmental organizations (NGOs) are perceived by the public as a. less credible than news media b. more credible than news media c. underfunded and overzealous d. more bureaucratic e. less strategic

b. more credible than news media

The high cost of running for office in the US has made fund-raising a. obsolete b. virtually a full-time job c. illegal in some states d. the main thing lobbyists do e. none of the above

b. virtually a full-time job

The major effort worldwide to improve standards and professionalism in public relations is a. licensing b. continuing education c. accreditation d. promoting membership in professional organizations e. expanding collegiate-level public relations curriculum

c. accreditation

According to a survey, 82 percent of respondents believe that good corporate citizenship: a. is worthless b. makes companies less competitive c. contributes to meeting financial objectives d. is not possible in today's business environment e. is only possible with nonprofits

c. contributes to meeting financial objectives

Successful PR 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

To avoid alienating any segment of the press, news releases distributed in Malaysia should be distributed in: a. one language b. two language c. four language d. English e. as many languages as possible

c. four languages

A unique characteristic of the Internet, which traditional media do not offer, is: a. the capacity to deliver complex information b. more visuals c. interactivity d. more govt oversight e. more reliable material

c. interactivity

At what stage in the adoption process do people seek more information about the idea or product? a. trial b. adoption c. interest d. awareness e. evaluation

c. interest

Global PR is also called: a. international consumer relations b. global marketing c. international PR d. stakeholder PR e. crisis management

c. international PR

The trend toward purchasing expert communication services from outside the organization is referred to as: a. boundary spanning b. encroachment c. outsourcing d. agency PR e. resource deployment

c. outsourcing

One of the federal goats longest running, PR efforts has been: a. convincing Americans about the need for free trade b. persuading the public to be concerned about global warming c. preparing and distributing "hometown" news releases by the military d. White House Tours e. marketing the poet laureate

c. preparing and distributing "hometown" news releases by the military

A survey conducted by Hill & Knowlton found that Canadian CEOs believe which of the following is the biggest threat to a company's reputation? a. employee misconduct b. shoddy products c. print and broadcast media d. cyber terrorism e. govt regulation

c. print and broadcast media

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a: a. non probability sample b. benchmark survey c. random sample d. quota sample e. composite sample

c. random sample

Recent negative publicity about business makes it imperative that companies a. endear themselves to stockholders b. work harder to go after consumers c. regain their credibility d. encourage the media to overlook negative stories e. "double down" on tight budgets

c. regain their credibility

Which government regulatory agency oversees the financial matters of the public companies? a. justice dept b. federal trade commission c. securities and exchange commission d. bureau of alcohol, tobacco, and firearms e. none of the above

c. securities and exchange commission

PR programs should be directed to what kinds of audiences or publics? a. celebrities b. anyone who will listen c. specific and defined d. the politically aware e. none of the above

c. specific and defined

__________ generates the strongest emotional impact of any type of mass media. a. magazines b. powerpoint c. television d. radio e. Pantomine

c. television

In PR, the news release is: a. declining in popularity as a PR tactic b. journalists' favorite source for news c. the most commonly used PR tactic d. universally scorned by journalists e. useful in all situations

c. the most commonly used PR tactic

What does NOT explain a changing focus in PR? a. the field of PR has broadened far beyond the concept of media relations b. the growth of PR as a career field distinctly separate from journalism has spawned c. the number of available PR jobs has dwindled in recent years d. an expanding area of PR practice is crisis communication counseling e. an increasing amount of writing is being done in "controlled" media

c. the number of available PR jobs has dwindled in recent years

Which statement BEST characterizes the ideal relationship between marketing and PR? a. the two are completely different disciplines, and share no common interests b. the two are nearly identical, and can be practiced together c. advertising is best suited to work alongside marketing d. PR is a distinct discipline, and must be practiced separately e. none of the above

d. PR is a distinct discipline, and must be practiced separately

Regarding global PR, which of the following is NOT true? a. China has opened itself to market capitalism b. Asian nations are rapidly expanding their free-market economies c. Chinas has more then 500,000 students studying aspects of PR d. The PR field is most extensively developed in Canada e. China has become the "new frontier"

d. The PR field is most extensively developed in Canada

Which is a factor in fueling the trend toward integrated communication approach in PR? a. continued growth b. larger budgets for organizational marketing and communication c. marketing of products/services generally unaffected by public and social policy issues d. advertising, because of high costs, isn't the silver bullet that it used to be e. merger mania in today's business world

d. advertising, because of high costs, isn't the silver bullet that it used to be

Advertising equivalency may is not always a reliable measurement tool because a. management limits available advertising dollars b. publicity and advertising are very different things c. news stories carry greater credibility then ads d. both b and c e. none of the above

d. both b and c

According to communication researchers Everett Rogers, people who are eager to try new ideas are called a. laggards b. enthusiasts c. late adopters d. innovators e. mavericks

d. innovators

Good PR is valuable for all of the following reasons EXCEPT a. the world needs savvy communicators b. the world needs facilitators c. it benefits both businesses and society d. it provides management with a "spin" mechanism e. all of the above are true

d. it provides management with a "spin" mechanism

Which is NOT a component of basic PR practice? a. counseling b. employee relations c. fund-raising d. networking e. issue management

d. networking

Which of the following of NOT one of Grunig's four models of public relations a. 2 way asymmetric b. Public information c. press agentry/publicity d. one way publicity e. 2 way symmetric

d. one way publicity

The use of existing information in books, articles, and electronic databases are known as a. primary research b. qualitative research c. summative research d. secondary research e. professional research

d. secondary research

Which is NOT an activity of the United States Information Agency (USIA)? a. stationing of public affair officers at every American embassy b. publication of books and magazines c. distribution of American films and TV programs d. sponsoring tourism programs e. all of the above

d. sponsoring tourism programs

All of the following are general characteristics of seniors EXCEPT: a. they demand value in the things they buy b. they pay little attention to fads c. they are extremely health conscious d. they have become experts in social media e. they travel frequently

d. they have become experts in social media

In the Susan G. Komen for the Cure-Planned Parenthood case, the Komen board made which of the following PR errors? a. they utilized the compulsory-advisory management model b. the did not listen to individual board members with unpopular opinions c. they responded to the media too quickly d. they relegated PR to a purely advisory rule e. they caved in to outside pressure too easily

d. they relegated PR to a purely advisory rule

Which of the following is NOT a legitimate goal of communication? a. to inform b. to persuade c. to motivate d. to deflect negative public opinion e. to build mutual understanding

d. to deflect negative public opinion

The theory that says people use the mass media for a variety of purposes is known as a. 2 way symmetrical communication b. 2 step flow c. management by objective d. uses and gratifications e. spiral of silence

d. uses and gratifications

Why do corporations seek to achieve better reputations? a. it wards off increased government regulation b. it boosts employee morale c. it affects the bottom line d. it helps them better retain to CEOs e. a, b, and c

e. a, b, and c

Which of the following are examples of "prepackaged publics"? a. advocacy groups b. youth markets c. educational groups d. charitable organizations e. all except B

e. all except B

For federal, state, and local governments to function effectively, each branch needs to: a. counteract public criticism b. provide feedback to government administrators c. improve the effectiveness of agency operations d. communicate effectively with is constituents e. all of the above

e. all of the above

When conducting media relations, the PR practitioner's role includes all of the following EXCEPT: a. interpreting their companies and clients to the media b. showing chief executives how media relations can serve their interests c. providing background and briefing reporters on business operations d. standing in the middle of a corporate-media "tug of war" e. all of the above

e. all of the above

Which of the following describes mass media before the advent of the internet? a. centralized/top-down b. costly to publish c. controlled by professional gatekeepers (i.e., editors and publishers) d. mostly one-way communication with limited feedback channels e. all of the above

e. all of the above

Is it a safe strategy to write a news release in the inverted pyramid structure? a. yes; editors scan the top of the story quickly to determine interest b. no; the narrative structure ensure better readership c. yes; because editors cut from the bottom of the story d. not always; a delayed lead may serve the story best e. both a and c

e. both a and c

Which of the following is an advantage the Web brings to PR pros? a. users can update info quickly, without having to reprint materials b. the Web allows for limited interactivity c. space limitations dictated content d. it is a cost-effective method for disseminating information e. both a and d

e. both a and d

A general characteristic of the twenty-first century people is that a. it enjoys reading classic literature b. it has increasingly become more visually oriented c. it has a shorter attention span d. it is more politically active e. both b and c

e. both b and c

Why should PR pros pay attention to diversity media? a. more white listeners and viewers are turning into it b. media buys are much less expensive c. the number of its constituents has expanded d. the number and reach of minority media channels has increased e. both c and d

e. both c and d

How are the media kits most often used? a. for breaking news b. for major events c. for major product launches d. for crises e. for both b and c

e. for both b and c

Grunig's International Association of Business Communicators (IABC) Foundation research study on excellence notes all of the following about PR EXCEPT: a. it saves the organization money by reducing costs of litigation, regulation, and legislation b. it helps the organization make money by cultivating relationships c. it repairs problems and regains lost revenue from bad relationships with publics d. it assists top management in developing policy e. it can easily change a negative reputation into a positive one

e. it can easily change a negative reputation into a positive one

What do the letters ROI stand for in business? a. research on instinct b. return of intuition c. right of industry d. return on interest e. none of the above

e. none of the above (ROI: return on investment)