comm pr 313 quiz 1-10
Jeralyn follows the required code of conduct for her industry. According to this code, she must clearly identify the sponsor, if one, of any material she uses. Which industry does Jeralyn work in?
Broadcast news
Before launching a new campaign in Sierra Leone, the PR department of an organization kept abreast of the political goings-on in the country. This led to the identification of relevant issues, which the PR team incorporated in the campaign. How did keeping track of the current events in Sierra Leone help the PR team plan the campaign?
By understanding the situation
Who stated, "there is decreased tendency over time to reject the material presented by an untrustworthy source."?
Carl Hovland
A PR team circulated several news releases, newsletters, and web postings at a product launch. They also organized numerous events across the country. Which step of the public relations cycle does this signify?
Communication
The government of a country decided to increase its federal reserve by persuading the public to save through government schemes and invest in infrastructure bonds instead of buying gold. The message was conveyed through various media sources and opinion leaders, but the movement failed as gold prices were considerably slashed by all the major gold sellers in the country. Thus, the people ignored the government's plea and bought gold and gold-artifacts en masse. What limited the effectiveness of the message?
Competing messages
A day after one of the directors of a major beverage company was charged with insider trading, the PR department organized a survey to gauge public opinion about the company's products. What did the PR team fail to do?
Consider timing and context
What type of qualitative research technique is used to measure the amount and nature of media coverage?
Content analysis
Which types of variables can be grouped under external and internal threats?
Contingency factors
Which process involves representatives reading material in draft format before it is mass-produced and distributed?
Copy testing
___________ communications includes advertising, community relations, and employee communications.
Corporate
The success of the public relations department depends on the type of organization, perception of top management and the abilities of the PR executives. Which statement best describes this scenario?
Corporate structure shapes the public relations role.
When publishing the annual report of his company, the CEO of Clomart Corp. wrote that he was proud to announce the company's acquisition of the biggest subsidiary of its competitor. What the CEO failed to mention was that as part of the deal, Clomart also had to take up a major portion of the parent company's debts. By not disclosing this, which area of the PR guidelines did the CEO violate?
Financial information
Which type of research helps test communication strategies before the final campaign is launched?
Focus group
following widespread protests from labor unions in Phuket, a major American toy manufacturing company contemplated providing the workers in its numerous Thai factories with the same healthcare benefits and workplace safety regulations as it does with their U.S. counterparts. Before making the decision final, however, the company carefully analyzed whether taking such a step would be practical and economical for the organization. What phase of the issues management process is the toy manufacturing company currently in?
Formulating strategy options
A journalist writing a story on cyber bullying planned to take it to the news and talk shows on television. The journalist selected certain facts and chose relative words to write the story with. In addition, the theme and subject treatment was also suggested to the producer of the news and talk show. What theory did the journalist apply to convey the message?
Framing
___________ relates directly with legislatures and regulatory agencies on behalf of the organization.
Government affairs
During his presentation, Robert deliberately repeats the most important points. What is this action aimed at?
Help the audience to remember the message
During the 1960s, there were numerous issues to be addressed and companies adjusted their policies to generate public support and awareness. Which skill set of a public relations manager helped mitigate this situation, and how?
Issues management; this can help to earn public goodwill and understanding
Which approach to planning ensures the production of relevant messages?
Management by objectives
Diana is asked to scan the local newspaper to see if she can spot any client or product mentions. What is this practice called?
Measurement of message exposure
______________ theory considers that broadcasting of information influences what people think.
Media dependency
Reporters and editors depend on official spokespersons for information as a story breaks. Which theory suggests this phenomenon?
Media dependency theory
Terrence, a PR professional, is asked to find out how many people have been exposed to a message. What are these numbers called?
Media impressions
To reach out to larger number of customers, it is imperative that organizations replace the ethnocentric approach of public relations with a more holistic perspective. Which trend will help shape this public relations tactic?
Multicultural world
An environmental activist relied on the information from mass media, research material, expert knowledge, and the survey results to inform the public on the effects dumping toxins has on Earth. The people who were interested in this issue listened to her opinion and gradually other people, with little or no knowledge of this fact, started following what she had to say. What is this theory of communication called?
Multiple-step flow theory
A company working on a product launch hires a public relations firm even though it has its own PR department. Why is the organization seeking services from an external firm?
Need help with a special project
The top management in Pharma Co. suggested holding an open house featuring an information session about its latest drug. Every employee of the company along with medical practitioners and distributors were invited to this event. Employees and guests had the opportunity to discuss various aspects of the drug. Which department recommended these steps to the top management, and what were the reasons behind its recommendation?
Public relations department; to improve community comprehension and create greater rapport
________ research helps test the clarity and effectiveness of the material.
Qualitative
_______________ research is a number-based research.
Quantitative
An organization approached a PR firm to design a campaign for its new product launch. The firm wanted to know details about the product and the organization before it committed to the proposal. Which step of the public relations process is the firm currently in, and why?
Research and analysis; because the firm is seeking input that will help it determine the extent of the PR opportunity that the organization possesses
A company decided to launch a new cosmetics brand. The research team is asked to gather all related information from archival research in the company's files, reference books, computer databases, online searches, etc. What type of research is this?
Secondary
For which type of research is the data collected from places such as books, magazines, and the Internet?
Secondary
A PR practitioner declined promoting a new junk food brand through his articles, owing to increased obesity and other health-related problems in the country. He did this even though the junk food brand agreed not to interfere with the content at all. Which principle is the PR practitioner following that makes him act like a professional?
Sense of responsibility to society and the public interest
Monica is asked to present Rivel Inc.'s latest product during its annual gathering. After her presentation, she asks for feedback and the audience response is quite negative. They felt Monica used complicated terms and that the overall presentation was boring and hard to follow. She also did not present the summary of the key points. What can Monica do to rectify this problem? Why is it important?
She can resolve the issue by repeating the key messages in various ways and using simple terms. It is important to meet the needs of audiences with different perceptions.
_________ is used to describe efforts by an individual or organization to interpret an event or issue according to a particular viewpoint.
Spin
What can be described as an organization's response to a threat or its position, and can change depending upon a number of factors?
Stance
If each of the numerous professional organizations of public relations came up with its own personalized courses to train future PR practitioners, then which major step toward professionalism of the industry would suffer the most?
Standardized curriculum
Meredith Inc., a leading consumer utility company, introduced a new product. As part of the marketing process, management planned to create awareness through an approach they called "Building Good Relationships with Strategic Public." What role does the public relations executive play to implement this approach?
Strategic communication manager
Tina is asked to give a presentation. At the end of the presentation, the listeners are handed out sheets to fill out. What is this process called?
Success evaluation
Earlier, Rumpus Corp. used to measure message exposure through a manual process by hiring employees specifically for that purpose. Recently, however, the company adopted a more advanced and automated method. What is this new method called?
Systematic tracking
CottonPlus is a sportswear company that is releasing a new casual sportswear line. The company approaches a basketball star to endorse the new line and also hosts a 10k where the star is spotted wearing the new clothes. Which element of a program plan is best illustrated in this scenario?
Tactics
Public relations in ________ dates back to the 1950s.
Thailand
During a gathering, the speaker started by asking those in the audience if they wanted to become successful entrepreneurs. The speaker proceeded to ask if they were ready to put in extra efforts to achieve their dream. Which type persuasion technique did the speaker adopt, and why?
Yes-yes answer structure; agreement to a basic thought persuades the receiver to agree to the logically developed conclusion
People having _____________ display a willingness to represent issues or products that clash with their own beliefs or moral code.a technician mentality
a technician mentality
Sierra Club's John Muir exhibited ___________ during his campaign for the conservation and establishment of national parks.
advocacy
When an audience member makes a commitment verbally or mentally to change his or her behavior because of a message, the end result is called
attitude change.
Understanding the __________ is the key to accomplishing a program's objective.
audience
Ronnie, a PR professional, is asked by a healthcare organization to conduct a survey to find out if its target audience understood the core concept of their recent medical campaign. The survey is aimed to measure
audience awareness.
Eighteen workers died and seventy were injured in the aftermath of an industrial accident at a factory owned by Vedanta Corp. On the same day, Vedanta Corp.'s CEO, Iker Muniain, announced a $50,000 payment for the families of the injured workers, and $100,000 as well as a job offer for the next of kin of the perished workers. This process is called _______________.
compensation
The process of striving for the same object, position, or prize as others is called
competition.
A large number of consumers of a newly launched cereal product complained that when the cereal is eaten with cold milk, its quality of taste diminishes dramatically. The cereal manufacturing company responded by saying that, as written on the packaging, the cereal is only meant to be consumed in combination with hot milk, and suggested its customers only eat with hot milk. This action of the cereal company can be categorized as____________.
justification
The process by which public relations can effect a change in the course of a conflict is called conflict __________.
management
When someone is asked to choose between two options, this technique of persuasion is called
offer structured choice.
The managing director of a company wants to send a personalized note to one of his business partners. He encodes the message and sends it through a communication channel. When his partner receives the message, he decodes it, and reads it without any third party interference. This communication process is called a(n) ___________
one-way linear model.
In a recent study, Rachel, the editor-in-chief of a newsletter, found that the readers were not so interested in the content and stories of their publication. It was affecting the sales of the newsletter. Which process is best suited to revive this publication?
Annual evaluation of readership
What type of audience enthusiastically searches for information?
Active
A marketing company compares the value of its story to the space in paid advertising. What is this comparison called?
Advertising value equivalency
Which era is widely regarded as the age of hype?
1800s
The emergence of television as a national medium and as a fresh obstacle for the expertise in public relations occurred during the...
1950s.
The _________ experienced antibusiness sentiment at its peak, forcing corporations to adjust their business policies accordingly.
1960s
A sports company hired an Olympic gold medalist to promote its new running shoes. The revenue for the product doubled as the fans started buying the product. Which principle of influencing people did the company adopt?
A sports company hired an Olympic gold medalist to promote its new running shoes. The revenue for the product doubled as the fans started buying the product. Which principle of influencing people did the company adopt?
___________ theory insists that the contents of the media set the outline for public discussions.
Agenda setting
he management asked Don, a PR practitioner at the organization, to conduct a survey to see how many team members read the organization's publications on a regular basis, and which news stories are read most often. What is this method of survey called?
Article recall
The secretary of a senior HR manager at an organization went to the local media to allege that her boss was asking sexual favors from her. To counter this claim, the HR manager's public relations representative went on the offensive and started questioning the secretary's character at a specially convened press conference. The PR officer also presented a detailed history of the secretary's past affairs and flings. Which image restoration technique did the PR representative employ?
Attack the accuser
To launch their new wedding collection, a company puts up stalls at major shopping malls with cutouts of wedding dresses. A woman is able to stand behind the cutouts so that only her face shows, get pictures taken, and view the photographs to see how she looks in the dress. What element of planning does this process identify and why is it important?
Audience; to maximize the reach and success of the campaign
Which method is used to calculate the exact number of hours spent on a project and is considered the only sound way that a public relations firm can intelligently determine a fee?
Basic hourly fee
An accounting firm faced the ire of the media and the general public when one of its directors made some racially offensive comments on Twitter. To mitigate the negative publicity, the firm suspended the director for an unspecified period. After a few weeks, the CEO of the firm asked its PR manager to keep an eye out on the traditional and online media in case the issue resurfaced. What process was the PR manager asked to undertake?
Environmental scanning
Which organizational process involves constant reading and listening with an eye on an organization's interests?
Environmental scanning
What gives information about the impact of the communication on the audience?
Essence of the message
What services are PR firms providing when they plan and conduct news conferences, anniversary celebrations, and symposiums?
Event management
Promo's Inc. is a multi-national public relations firm that provides global services. It has made a name for itself by collaborating frequently with other providers of PR services. Which aspect has catapulted Promo's Inc. to become a major player in the market, and why?
Extensive resources; because it has research materials, including data information banks, and experience in similar fields
Which philosophy advocates the justification of means as long as the end causes the most good and least harm to the majority of the people affected by it?
Idealist
In __________, modern public relations started when the government set up publicity boards all over the country to organize support for the war.
India
In the wake of an outbreak of the H1N1 (swine flu) virus, the government started taking several initiatives to spread awareness on how to prevent swine flu. What kind of objective is this?
Informational
Recently, an NGO launched a campaign to spread awareness about child labor. The campaign aimed to make people aware of the NGO's efforts. What kind of objective is this?
Informational objective
Which model of public relations accreditation requires the candidates to have at least five years' experience of working in the industry and pass a four-hour exam?
International Association of Business Communicators
A professor who is a member of a professional organization for public relations is teaching a class about that particular organization. He lists its top responsibilities as corporate communications, marketing communications, employee communications, and media relations. The professor is a member of the
International Association of Business Communicators (IABC)
What research type needs skilled personnel?
Personal interview
Which type of test is most common in marketing public relations because it limits costs and enables a company to renovate its message for maximum exposure?
Pilot
Though Samuel agreed to the budget approved for a campaign, he ended up spending almost twice that amount. Which PR skill did Samuel lack?
Planning expertise
The workers of XYZ Inc. were frustrated with management's lack of interest in worker safety and so they stopped production. The public relations department played a crucial role in diffusing the situation by listening to the workers and coming up with solutions, which management decided to implement. What skill did the PR department possess?
Problem-solving ability
__________ was the principal motive behind the media relations tactics used by American railroads in the 1800s.
Profit
Which is the world's largest national public relations organization?
Public Relations Society of America
Freedom Inc. is assisted by a public relations firm to frame necessary legal papers and other documentation for various supervisory bodies. Which service of the public relations firm is Freedom Inc. utilizing?
Public affairs
The involvement of the mayor in a Ponzi scheme garnered extensive media coverage, which caused people to discuss and debate the issue. Which stage of evolution of an issue is this, and how does it contribute in forming a public opinion?
Public awareness; this makes the issue a matter of public discussion
Campaigns for children's products are designed to encourage parents to buy products for their children even though they may not be required. Which aspect of public relations is ignored in such cases?
Public interest
PizzaLover is a pizza chain that operates in several major cities in the U.S. The chain has found that more people prefer home deliveries in the winter when it is too cold to go out for dinner. Therefore, the company runs an intensive campaign during the winter months highlighting its quick home delivery service. At the completion of the campaign, PizzaLover sees increased sales compared to the same period in the previous year. Which element of planning helped the company increase its sales, and why?
Timing; since it was a seasonal campaign
What is the ultimate goal of any public relations effort?
To achieve organizational objectives
A well-respected personality in her field of work goes on television and talks favorably about a corporate entity in her line of work. She does this without telling the audience that she is being paid by that corporate entity to do so. Which area of ethical concern when dealing with the media would come under question in this scenario?
Transparency and disclosure issues
An electronics manufacturing company is launching a new product, and wants to motivate its target customers, and share all related information. Which concept should the company use?
Triggering events
Isaac Corp. has very good relations with its customers, who have several ways to give feedback about the company products. Customers can login to the company's website, call customer support, or even walk into the nearest outlet and register their complaints. The company always takes the feedback positively, implements it, and creates an improved version of the product. Which model of public relations is used by the company?
Two-way asymmetric
Tuli is an assertive individual and tries to win arguments at any cost. Even when she compromises on an issue, she actively attempts to convince the other person of the benefits of her point of view. Which type of communication model does Tuli follow?
Two-way asymmetrical
Which factors determine the role of public relations in an organization that helps maintain a cordial relationship?
Type of organization, the perceptions of top management, and the capabilities of the public relations executive
What campaigns will only work if they are based on a platform of ethics?
Word-of-mouth campaigns
James was giving a presentation about the personality changes that people experience throughout their lives. In one of his slides, he focused on the manner in which a politician, who had been convicted of rape, managed to turn his life around by getting involved in numerous philanthropic activities. Despite repeated assurances that the politician was now a changed man, the audience refused to believe it. They made catcalls such as "Once a rapist, always a rapist" during his speeches at public events. In this scenario, audience __________ were acting as a barrier to the believability of the message.
predispositions
Micro's Ltd., a leading microchip manufacturing company, hoped to sign a contract to provide premium quality microchips at affordable costs to a hardware company. Even though the company had its own public relations staff, management invited several PR firms to present regarding the purpose and applications of the potential client's product.
proposal.
In contrast to persuasive communication, public affairs and __________ implies that only information is being disseminated.
public information
________ is a specialist who concentrates on finding unusual news angles that attract media attention.
publicist
A(n) ____________ provides the logic behind planned actions.
strategy
To learn how well its customer service department is performing, the research team's leader, John, appoints a skilled interviewer to call respondents and obtain their feedback. This process is called a(n)
telephone survey.
