APR quiz questions 5,6, 12,13

Anna sets up a blog with the intention of developing a two-way online conversation between the company she represents and their publics with the understanding of their own views and backgrounds, but also with complete openness to seeing the world as others do. Anna is adopting this two-way interaction strategy known in PR as blank. a. Targeted communication b. Advocacy communication c. Dialogic communication d.Asymmetrical communication

c. Dialogic communication

When PR practitioners perceive the world around them from their own personal lenses, they tend to judge other cultures, seeing their own as a "superior" culture. This blank can cloud their ability to communicate cross culturally. a. Selectivity b. Egalitarianism c. Ethnocentrism d. Elitism

c. Ethnocentrism

While the R in the RPIE, RACE and ROPE mnemonics all stand for "research," the E stands for _____________, which is a form of research in itself. a. Execution b. Estimation c. Evaluation d. Effecting

c. Evaluation

involves the interaction of an organization and publics across national boundaries. a. Intranational public relations b. Hemispheric public relations c. International public relations d.Transatlantic public relations

c. International public relations

Ethicists consider ______________ public relations to be less ethical because it treats publics as less important than organizations. a. Dialogic b. Symmetrical c. Monologic d. High-context

c. Monologic

Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of __________. a. A waste of time b. Hidden charges c. Pro bono work d. Volunteering

c. Pro bono work

Blank is an important subset of international public relations that deals with communication designed to promote national interests. This generally means that the organization, a key public, or both, are nations. a. Government affairs b. Government communications c. Public diplomacy d.Public policy

c. Public diplomacy

Interviews, focus groups, and direct observation are examples of ____________ research. a. Person-to-person b. Numerical c. Qualitative d. Quantitative

c. Qualitative

Apologies and compensation are two classic forms of what response strategy? a. Deny strategy b. Diminish strategy c. Rebuild strategy d. Reinforce strategy

c. Rebuild strategy

The PR acronym of RPIE refers to the four-step process of ________________, planning, implementing, and evaluating programs. a. Reporting b. Reviewing c. Researching d. Relating

c. Researching

The SMCC suggests public relations practitioners should pay attention to all of the following social media users EXCEPT: a. Social media creators b. Social media followers c. Social media detractors d. Social media inactives

c. Social media detractors

Which of the following are more likely to get their information from traditional media and offline word of mouth? a. Social media creators b. Social media followers c. Social media inactives d. Social media detractors

c. Social media inactives

SMART objectives must meet which of the following three (of five) criteria: a. Scalable, Relevant, Tactical b. Scalable, Relevant, Attainable c. Specific, Measurable, Time-Bound d. Specific, Measurable, Tactical

c. Specific, Measurable, Time-Bound

Weber Shandwick recommends that public relations practitioners globalize ________ and localize __________. a. Tactics; implementation b. Standards; planning c. Strategies; tactics d. Strategies; language

c. Strategies; tactics

Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________. a. Numerical list b. Quantitative chart c. Timeline d. GMO app

c. Timeline

Gregory is traveling to Europe. At the airport, his bag is weighed to verify it is less than 50 pounds. Then the bag goes on a conveyer belt to pass through X-ray machines and past bomb-sniffing dogs. The ultimate goal of this second measure is to ensure that the contents of checked baggage are safe. What is the accuracy of the desired measurement trying to determine? a. Reliability b. Incompetence c. Validity d. Weight

c. Validity

Though in-depth interviews can yield rich information about publics' attitudes toward your organization, one issue with this type of research would be: a. Fairness b. Quality c. Validity d. Reliability

c. Validity

____________ refers to the accuracy of a measurement or observation in reflecting what the research intends to measure or observe. a. Fairness b. Reliability c. Validity d. Quality

c. Validity

__________ is our belief that we can perform certain behaviors to achieve certain outcomes, and some psychologists believe it's the key to social learning. a. Cultural aptitude b. Cognitive ability c.Self-efficacy d. Emotional intelligence

c.Self-efficacy

________________ suggests that the best course of action in any situation depends on the specifics of the situation, including internal and external factors. a. Contingency theory b. Social media crisis communication model c. Crisis response model d. Organizational crisis theory

a. Contingency theory

Categorizing people according to race or ethnicity is not the same as blank. As families become more multiracial and multicultural, these categorizations are less relevant ways to understand publics, while shared interests and affinities will become more important. a. Culture b. Values c. Demographics d. Behaviors

a. Culture

The second digital divide focuses on: a. Differences in how people from different groups use the technologies they can access b. Differences in access to digital information and smartphones c. Differences in communication styles among different groups of people d. Differences in how media connect with audiences across countries

a. Differences in how people from different groups use the technologies they can access

To better understand what people do, instead of what they say, what form of research should you most consider? a. Direct observation b. Focus groups c. Surveys d. Interviews

a. Direct observation

Think about the Volkswagen "dieselgate" case study. The ICCT alerted the Environmental Protection Agency that it found VWs in the United States emitted high levels of pollutants. At this point, Volkswagen was at which stage of the issue life cycle? a. Early/potential b. Emerging c. Current/crisis d. Dormant

a. Early/potential

Brochures, web pages and DIYs that include detailed descriptions and instructions are examples of: a. Low-context communication b. High-context communication c. Individualistic communication d. Monologic communication

a. Low-context communication

As Vick's learned when it launched its "Touch of Care" campaign in India, the country is considered a blank society on the cultural dimension of masculinity-feminity because people tend to be driven more heavily by competition and success than caring for others. a. Masculine b. Multigender c. Feminine d. Transgender

a. Masculine

Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results. a. Measurable b. Logical c. Sensible d. Relevant

a. Measurable

Public relations practitioners should measure more than just ______, or the tasks completed; they should measure ______ that identify the results of their public relations work. a. Outputs; outcomes b. Outcomes; outputs c. Outcomes; objectives d. Objectives; outputs

a. Outputs; outcomes

________________, which can be tailored to your own specific goals, requires that you design research and collect your own data. a. Primary research b. Secondary research c. Formative research d. Summative research

a. Primary research

In ______, media space is purchased via an automated, real-time auction when certain criteria are met. a. Programmatic media buying b. Media planning c. Traditional media purchasing d. Linear media buying

a. Programmatic media buying

Which type of research expands BEYOND the numbers and data that surveys and experiments can provide? a. Qualitative research b. Quantitative research c. Formal research d. Summative research incorrect

a. Qualitative research

A survey that is designed for _____________ allows researchers to be confident that changes in results are due to actual changes in the population rather than to errors in the survey as a measurement tool. a. Reliability b. Validity c. Quality d. Accuracy

a. Reliability

__________ is a narrative presentation analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program. a. Situation analysis b. Scope of work c. Memo of understanding d. Executive summary

a. Situation analysis

Which of the following social media users tends to be the first to identify crises online and post about them? a. Social media creators b.Social Media followers c. Social media inactives d. Social media detractors

a. Social media creators

1. This model highlights the interaction among social media, traditional media and word-of-mouth communication in crisis situations. a. Social media crisis communication model b. Digital amplification of crisis model c. Media interplay crisis model d. Escalation of crisis model

a. Social media crisis communication model

You work for a retailer that's launching a new line of razors. As part of your launch efforts, you host a kick-off event with local media and influencers. In this example, hosting a kick-off event can best be described as a: a. Tactic b. Strategy c. Goal d. Objective

a. Tactic

Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. However, she has not thought through the connection to her organization's objectives, goals or mission. She is applying what action to her broader strategy? a. Tactics b. Encouragement c. Communication d. Goals

a. Tactics

In which type of crises do publics assign minimal responsibility for the crisis to the organization? a. Victim crises b. Natural crises c. Accident crises d. Preventable crises

a. Victim crises

Natural disasters, sabotage and product tampering are all examples of which type of crisis? a. Victim crises b. Accident crises c. Preventable crises d. High-priority crises

a. Victim crises

2. Which of the following is NOT one of Hofstede's cultural dimensions?a.Approval-denial b. Power distance c. Individualism-collctivism d. Masculinity-femininity

a.Approval-denial

Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of __________ is different from measuring the outcome of the campaign. a.Benchmarking b. Playing with the numbers c. Moving the needle d. The Gold Standard

a.Benchmarking

3. If an airplane crashes and the cause is determined to be equipment failure, this would be considered a (an) __________ crisis; however, if the cause of the crash was improper flight training, this would be a (an) ____________ crisis. a. Accident; victim b. Accident; preventable c. Preventable; victim d. Preventable; accident

b. Accident; preventable

Jayleen starts her research by looking at ___________, specifically, website traffic and resulting behavior, so she can ultimately improve how her organization is communicating with publics. a. Demographics b. Analytics c. Research methods d. Discovery

b. Analytics

People that recognize that they are affected by a specific problem or issue are considered __________________, while those who don't are considered _____________. a. Active; aware b. Aware; latent c. Latent; aware d. Active; latent

b. Aware; latent

In ________________, people enter into an exchange with an understanding of their own views and backgrounds but also with openness to seeing the world as others do. a. Monologic communication b. Dialogic communication c. High-context communication d. Low-context communication

b. Dialogic communication

If you're seeking to better understand Gen Z's attitudes about a mundane topic, like toothpaste, you may find it most effective to use which form of qualitative research? a. In-depth interviews b. Focus groups c. Direct observation d. Experiments

b. Focus groups

______________ is conducted with rules and procedures that allow for more confidence in the results. a. Informal research b. Formal research c. Quantitative research d. Secondary research

b. Formal research

Which type of research, usually done at the beginning of the planning process, helps you formulate your public relations campaign? a. Informal research b. Formative research c. Casual research d. Primary research

b. Formative research

In which step of proactive issues management should you determine if an issue is significant or just a random occurrence? a. Monitoring b. Identification c. Analysis d. Prioritization

b. Identification

Coca-Cola's global "Share a Coke" campaign was adapted in various countries to include not only people's names, but also general terms and groups. This reflected which of the following cultural dimensions? a. Uncertainty avoidance b. Individualism-collectivism c. Masculinity-femininity d. Long-term orientation

b. Individualism-collectivism

Coca-Cola's famous "Share a Coke" global campaign began in 2012 in Australia, featuring 150 unique names to help strengthen connections between the brand and the country's young adults. It also appealed to the nation's blank society, because people were so excited to find bottles of soda with their own names on them. a. Collectivistic b. Individualistic c. Intellectual d. Contextual

b. Individualistic

In _____________ communication, most of the meaning of a message is stated explicitly in the message, while in _____________ communication most of the meaning of a message is based on context. a. Dialogic; monologic b. Low-context; high-context c. Indirect; direct d. Two-way; one-way

b. Low-context; high-context

A __________ is a formal explanation of an organization's steady, enduring purpose. a. Special statement b. Mission statement c. Profile statement d. Summary statement

b. Mission statement

Which of the following is NOT one of the main groups of crisis types, according to researchers? a. Victim crises b. Natural crises c. Accident crises d. Preventable crises

b. Natural crises

If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______. a. Metrics; tactic b. Objectives; goal c. Goal; objective d. Tactics; mission

b. Objectives; goal

Reid has reviewed his organization's webpage, publications, and archives to help better understand the current business climate and problem. However, Reid knows he needs to also understand the __________ to comprehend the full situation, including people and their behaviors. a. Financial reports b. Organizational culture c. Organization's charter and bylaws d. Social media account profiles

b. Organizational culture

While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish. a. Outliers b. Outputs c. Outcomes d. Out of scope

b. Outputs

In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper, and Internet services are often considered __________. a. Off-the-books expenses b. Overhead expenses c. Program budget expenses d. Informal expenses

b. Overhead expenses

When developing a program or campaign budget, you typically don't need to account for ___________ required to run the business. a. Billable rates b. Overhead expenses c. Pro bono work d. Personnel fees

b. Overhead expenses

A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place. a. Flash sale b. Pop-up c. Trunk sale d. Fly-by-night

b. Pop-up

An issue moves from the ___________ stage to the ___________ stage when more people begin to take notice, express concern and take sides on an issue. a. Dormant; potential b. Potential; emerging c. Current; dormant Emerging; current

b. Potential; emerging

People criticized Chipotle for paying more attention to GMO issues than food-safety issues during the E. coli outbreak. This shows Chipotle may have failed at which step of the issues management process? a. Identification b. Prioritization c. Analysis d. Implementation

b. Prioritization

In the case of Brandon Stanton and DKNY, if the organization had offered the full $100,000 donation Stanton requested, this would have been an example of: a. Pure advocacy b. Pure accommodation c. Stealing thunder d. Issues management

b. Pure accommodation

__________________ research involves the re-use of existing research, whereas ______________ research involves collecting your own data. a. Primary; secondary b. Secondary; primary c. Qualitative; quantitative d. Informal; formal

b. Secondary; primary

Which of the following is NOT an example of a qualitative research method? a. Interviews b. Surveys c. Focus groups d. Direct observation

b. Surveys

Digital marketers sometimes refer to McGuire's hierarchy-of-effects model as: a. Purchase steps b. The conversion funnel c. Process tracking d. The outcomes pyramid

b. The conversion funnel

3. An organization's _________________ describes a desired end-state resulting from its work. a. Mission statement b. Vision statement c. Goals and objectives d. Communications plan

b. Vision statement

According to the text, many of the most important results of issues management stem from which of the following? a. Shifts in public perception b.Crises that are prevented c. Changes for social good d. Increased stock prices

b.Crises that are prevented

is when most of the meaning of a message is explicitly stated in the message and words and requires little understanding of context. a.Culture communication b.Low-context communication c.High-content communication d.Low-language communication

b.Low-context communication

What is the benefit of a control group in an experiment? a. Helps you manage the participants in an experiment b. Allows you to test your predictions on more people c. Allows you to compare to those who receive a treatment d. Gives you more autonomy in selecting the right participants

c. Allows you to compare to those who receive a treatment correct

In the ___________ step of proactive issues management, public relations practitioners must determine how an issue might affect the organization and its publics. a. Identification b. Strategic planning c. Analysis d. Implementation

c. Analysis

"Tuning in" to a message essentially means you're: a. Paying attention to the message b. Understanding the message c. Being exposed to the message d. Agreeing with the message

c. Being exposed to the message

Ando is planning a press conference in another country. He has studied facts about the culture, including the history and customers. He has also thought about what he hopes to achieve, and he plans to carefully observe behaviors so he can learn from this experience and apply it to the next one. According to Earley and Mosakowski, this type of blank learning will build Ando's fluency with public relations across cultures. a. Absorption learning (sensing) b. Motivational learning (heart) c. Cognitive (head) d. Behavioral learning (body)

c. Cognitive (head)

All of the following are examples of secondary research EXCEPT: a. Analyzing census data b. Researching news stories c. Conducting interviews d. Exploring case studies

c. Conducting interviews

Which of the following describes crisis response strategies as ranging from pure advocacy to pure accommodation? a. Social media crisis communication model b. Organizational crisis theory c. Contingency theory d. Crisis response model

c. Contingency theory

Which stage of the issue life cycle occurs when the negative impact on an organization becomes public and pressure on the organization builds?a. Early/potential b. Emerging c. Current/crisis d. Dormant

c. Current/crisis

Organizations that apply ________ strategies seek to absolve themselves of responsibility, while those that acknowledge the existence of a crisis but want to minimize responsibility apply __________ strategies. a. Diminish; rebuild b. Reinforce; diminish c. Deny; diminish d. Diminish; reinforce

c. Deny; diminish

When should you conduct summative research? a. Before a campaign launches b. At the start of a campaign c. At least one month into a campaign d. At the end of a campaign

d. At the end of a campaign

______ can be used to compare your organization's performance with other organizations or industry standards. a. Formative evaluation b. Standardizing c. Estimation d. Benchmarking

d. Benchmarking

Which stage of the issue life cycle occurs when the organization has no choice but to accept the long-term consequences? a. Early/potential b. Emerging c. Current/crisis d. Dormant

d. Dormant

There are many different types of blank that affect public relations, but three of the most influential and interconnected are: politics, the economy, and the media. Public relations professionals must know how to adapt to these to be successful in our interconnected world. a. Convergence factors b. Headlines c. Personal interests d. Environmental variables

d. Environmental variables

Before communication can have any effect at all, people must be __________ to the messages. a. Driven b. Oblivious c. Coaxed d. Exposed

d. Exposed

Which of the following is NOT an example of a quantitative research method? a. Content analysis b. Survey c. Experiment d. Focus group

d. Focus group

In which of the following cultures are people less comfortable with ambiguity, and therefore tend to prefer stricter rules and procedures? a. Low power distance cultures b. Masculine cultures c. Collectivist cultures d. High uncertainty avoidance cultures

d. High uncertainty avoidance cultures

Imagine you're working for an organization that wants to engage in dialogic communication with its publics on social media. Which of the following might you suggest as the best way to do this? a. Moderating the comments section to remove negative comments b. Offering a digital coupon that users can download c. Sharing a positive online news article about your organization d. Posing an open-ended question to encourage conversation

d. Posing an open-ended question to encourage conversation

In the implementation phase of proactive issues management, public relations practitioners do which of the following? a. Determine how many resources to allocate to an issue b. Analyze how an issue will affect key publics c. Develop the communications strategy to address an issue d. Put policies and programs into action to address an issue

d. Put policies and programs into action to address an issue

While ______ measures the number of people exposed to a message, ______ measures the average number of times people are exposed to a particular message in a given timeframe. a. Frequency; reach b. Audience; reach c. Reach; impressions d. Reach; frequency

d. Reach; frequency

You're planning a community fundraiser for the American Cancer Society. Which of the following would be considered an outcome of this fundraiser's public relations campaign? a. Sponsoring a neighborhood event b. Partnering with a local influencer c. Posting sponsored tweets d. Receiving donations

d. Receiving donations

9. Bolstering and ingratiation are two classic forms of what response strategy? a. Deny strategy b. Diminish strategy c. Rebuild strategy d. Reinforce strategy

d. Reinforce strategy

Which of the following is a deny strategy? a. Bolstering b. Apology c. Compensation d. Scapegoating

d. Scapegoating

Julie is 20 years old and lives in Houston, Texas. She is a junior in college, and she likes to eat healthy. Which of the following is an example of psychographic data? a. She is 20 years old b. She lives in Houston c. She is a junior in college d. She likes to eat healthy

d. She likes to eat healthy

Which of the following proposes that the appropriate response strategy depends on how much responsibility for the crisis is attributed to the organization by key publics? a. Social media crisis communication model b. Organizational crisis theory c. Advocacy-accommodation continuum model d. Situational crisis communication theory

d. Situational crisis communication theory

When developing her public relations plan, Rhonda knows it is important to research and understand the internal factors that will help her client reach its goals. It is also equally important to learn about the internal ___________ that will make it harder for her organization to do what it wants to do. a. Threats b. Strengths c. Opportunities d. Weaknesses

d. Weaknesses

____________ are internal factors that make it harder for your organization or client to do what it sets out to do, while ______________ are external factors that help your organization reach its goals. a. Weaknesses; strengths b. Threats; strengths c. Threats; opportunities d. Weaknesses; opportunities

d. Weaknesses; opportunities

All of the following are key steps in public communications campaigns based on the hierarchy-of-effects model EXCEPT: a. Advocating b. Attending c. Agreeing d. Acting

a. Advocating

Imagine your organization has been accused of a data breach, revealing the personal information of thousands of customers. In response to the crisis, the organization chooses to remind people of all the good things the organization has done in the past, such as its investment in local communities. This is an example of: a. Bolstering b. Ingratiation c. Scapegoating d. Evading

a. Bolstering

Dana conducts a study of the age, sex, and race of people whom advertisers use in their ads. She looked at the ads shown in prime time on four major stations. This is an example of ____________. a. Content analysis b. Profit analysis c. Commerce analysis d. Survey analysis

a. Content analysis

Which of these research methods can be qualitative or quantitative? a. Content analysis b. Survey c. Focus group d. Experiment

a. Content analysis

Ivanna enjoys unwinding after class by watching some of her favorite TV shows on Hulu. Lately, she has become angry in learning how her Internet Service Provider might slow down delivery of her shows. Ivanna writes multiple letters to her congressional representatives urging them to support an open Internet. How would you best describe Ivanna's situation as a "public?" a. Active b. Attentive c. Aware d. Latent

a. Active