Final Exam
A
Lobbying is most closely related to _____ public relations. A. government / public affairs B. travel C. entertainment D. corporate
Corporate Social Responsibility
Meet strategic objectives that provide for long-term growth and competitiveness; Comply or exceed government regulations; philanthropy; act the same in every country; participate in public policy process
D
Which of the following courses would be least helpful to a student who wishes to pursue a career in international public relations? A) international relations B) global marketing techniques C) foreign languages D) hospitality management E) cross-cultural communication
convention
a series of meeting, usually spread over two or more days, in which people exhange info, meet other people with similar interests, discuss and act of common problems, and enjoy recreation and social interchange
radio media tour (RMT)
a spokesperson conducts a series of one-on-one interviews from a central location with radio announcers across the country/region
law
a system of rules that governs a particular society (hierarchical)
webcast
any event, live or archived, which involves the transmission of info from a person or org to a larger audience over the internet
conflict
any situation in which two or more individuals, groups, organizations, or communities perceive a divergence of interests.
evaluation
assessment and adjustment; Sophisticated measures include how each tactic will be evaluated, plan course adjustments (did we succeed?)
passive audience
audience that initially pays attention to a message only because it's entertaining
the five stage adoption process
awareness, interest, evaluation, trial, and adoption
the five-stage adoption process
awareness, interest, evaluation, trial, and adoption
All of the following drawbacks are ways persuasion can be limited EXCEPT _______. a. competing messages b. self reliance c. a lack of message penetration d. self-selection
b
the food and drug administration (FDA)
oversees the advertising and promotion of prescription drugs, over the counter medicines, cosmetics, and food.
fair use
part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work
baby boomers
people born between 1946 and 1964 -first generation to come of age during the advent of television -competitive -question authority
booker
people in the broadcasting industry that are responsible for booking a constant supply of timely guests for a show
persuasion theory
people retain information better and form stronger opinions when they are asked to draw their own conclusions
accredidation
practitioners voluntarily go through a process by which a national organization certifies that they are competent, qualified professionals. Major effort to improve standards and professionalism in pr
C
Purposive interview involves interviewees that are: A) randomly selected. B) bound to secrecy. C) carefully selected based on expertise or influence. D) related to measurable objectives. E) always paid a great deal of money.
B
Radio news releases, like releases for print media, must be A) two pages long. B) newsworthy and not too commercial. C) written with sentences averaging 20 words. D) laced with subliminal messages. E) none of the above
D
Which is not a Hofstede cultural dimension that addresses cultural differences? A) power distance B)individualism C) uncertainty avoidance D) hierarchy E) all of the above
A
Which is the most populous nation in Africa, which has made strides in developing its public relations industry? A) Nigeria B) Uganda C) Algeria D) South Africa E) none of the above
E
Which of the following are reasons for holding a promotional event? A) promote sales B) increase organizational visibility C) make friends D) raise money for a charitable cause E) all of the above
D
Which of the following are reasons for using the Inverted Pyramid structure in a news release? A) If the editor doesnWt find anything interesting in the first three or four lines, it wonWt be used. B) Editors cut stories from the bottom. C) Readers donWt always read the full story. D) All of the above. E) None of the above.
D
Which of the following are the responsibilities of the public relations professional at a news conference? A) briefing the spokesperson B) making arrangements C) ensuring the conference runs smoothly D) all of the above E) none of the above
"low-context" communication societies
(European and American nations) great emphasis is places on exact words, and receivers are expected to derive meaning primarily from the written or verbal statements
E
All of the following are approaches for getting an organizationWs news and viewpoints on local television EXCEPT: A) send a news release. B) send a media alert or advisory. C) make a phone or e-mail pitch. D) produce a video news release. E) all of the above are legitimate approaches.
C
All of the following are PRSA code provisions EXCEPT: A) free flow of information. B) competition. C) tactical maneuvering. D) disclosure of information. E) conflicts of interest.
"high-context" communication societies
(Asian and Arab nations) the meaning of the spoken word may be implicit and based on the environmental context and personal relationships
news release (press release)
-most commonly used PR tactic -primary purpose is the dissemination of info from PR sources to mass media such as newspapers, broadcast stations, and magazines
D
. According to a study, _____ percent of journalists said that they use public relations sources for their stories. A) 10 B) 30 C) 50 D) 75 E) 90
B
. All of the following are suggestions for ^winning_ in the court of law and the court of public opinion EXCEPT: A) make carefully planned public comments in the earliest stages of a crisis or legal issue. B) try to bypass the lawyers whenever possible. C) develop a litigation communication team before you need it. D) public relations professionals should counsel and coach the legal team. E) all of the above.
C
. The legal doctrine of the ^right of publicity_ provides A) unlimited access by companies to use public figures in their promotions. B) special protection for publicity materials. C) celebrities the sole ability to cash in on their fame. D) publicly traded companies to publicize whatever they want. E) monetary guidelines for using entertainers in publicity materials
E
. Which of the following can be copyright protected? A) brochures B) drawings C) display booths D) corporate symbols E) all of the above
E
. 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? A) advance political objectives B) advance the countryWs commercial interests C) assist in communications in English D) help modify laws and regulations inhibiting the clientWs activities in the United States E) all of the above
two basic tenets of public affairs
1. A democratic government must report its activities 2. Effective government requires citizen participation
five cultural dimensions
1. power distance 2. individualism/collectivism 3.masculinity/femininity 4. uncertainty avoidance 5. long term/short term orientation
The five types of media systems around the world:
1.Authoritarian 2.Communist 3.Revolutionary 4.Western 5.Developmental
primary, secondary intervening special
3 types of publics
1. political 2. technological 3. social 4. economic
4 key questions about corporate citizenship
B
5. The nine basic Management By Objectives (MBO) steps include all of the following EXCEPT: A) client/employer objectives. B) entertainment expenses. C) audience/publics. D) media channels. E) communication strategies
All of the following are examples of "controlled media" EXCEPT: A) newspaper placements. B) brochures. C) newsletters. D) annual reports. E) direct mail.
A
All of the following are reasons why the public relations field expanded after World War II EXCEPT: A) more scandals from top officials. B) increases in suburban populations. C) advent of ^big_ business, government and labor. D) scientific and technological advances. E) proliferation of mass media.
A
In the "technician" role, public relations 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
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 a lower-stress job.
A
To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must: A) have at least 5 years of professional experience in public relations or teaching and pass comprehensive exams. B) have worked in at least three different PR-type settings, with a minimum 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 public relations agency.
A
Which of the following is NOT one of Ivy LeeWs four important contributions to public relations? A) product positioning B) seeking active support and contributions of top management C) maintaining open communication with the news media D) emphasizing the necessity of humanizing business E) businesses should align themselves with the public interest
A
B
A budget is usually divided into two categories, which are: A) staff time and legislative windfalls. B) staff time and out-of-pocket expenses. C) debits and expenses. D) internal and external. E) strategic and ordinary.
Two basic tenets of public affairs
A democratic government must report its activities Effective government requires citizen participation
E
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
A person filing a libel suit usually must prove which of the following? A) The false statement was communicated to others through print, broadcast, or electronic means. B) The person claiming to be libeled was identified or is identifiable. C) There is actual injury in the form of money losses, loss of reputation, or mental suffering. D) The person making the statement was malicious or negligent. E) all of the above
C
A survey conducted by Hill & Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their companyWs reputation? A) employee misconduct B) shoddy products C) the media D) cyber terrorism E) government regulation
B
A survey of consumers showed that 70 percent of the respondents believed that the number one criterion for good corporate citizenship is: A) keeping prices low. B) treating employees well. C) providing a tidy profit for investors. D) producing well-written and informative messages. E) lots of corporate sponsorships.
C
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 government oversight. E) more reliable material.
A
All of the following ^to doWs_ have to be done before an event EXCEPT: A) settle accounts with restaurant or hotel. B) determine the best date and time for event. C) select the restaurant or other facility. D) prepare a timetable for the events. E) all of the above.
A
About one-third of U.S. corporate profits are generated through: A) international business. B) search engines. C) government agencies. D) referrals. E) international crises.
C
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 todayWs business environment. E) is only possible with nonprofits.
C
According to the Ethics in Government Act, a government official cannot lobby their former agency for _____ after leaving office. A. one month B. six months C. one year D. ten years
D
According to the text, one of the longest-running public relations efforts related to the U.S. military has been a campaign which __________. A. promotes the U.S. federal government to foreign countries B. encourages young men and women to join the military C. demonstrates the continuing work efforts of the military during peace times D. provides information about transfers and promotions to hometown media
Six core values of PRSA code of ethics
Advocacy Honesty Expertise Independence Loyalty Fairness
B
All of the following are functions of a public affairs specialist EXCEPT: A) gather information. B) award government contracts. C) disseminate managementWs views. D) cooperate with government on projects of mutual benefit. E) all of the above.
D
All of the following are general characteristics of baby boomers EXCEPT: A) tend to define themselves according to their profession. B) well educated and take pride in accomplishment. C) often question authority. RR) competitive, particularly when it comes to careers. D) all of the above.
B
All of the following are general characteristics of youth market EXCEPT: A) they will spend 10 times more time online than in interacting with parents. B) they are an excellent source of volunteers. C) they will be more reserved in social skills. D) they will not tolerate print forms. E) all of the above.
A
All of the following are reasons why visitors return to a Web site EXCEPT: A) lots of layering. B) high-quality content. C) ease of use. D) quick to download. E) frequently updated.
C
All of the following are tips for shooting effective publicity photos EXCEPT: A) photos must have good contrast and sharp detail. B) the best photos are uncluttered. C) context is never important (i.e., focus on the product). D) action gives a photo interest. E) all of the above.
E
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.
B
All of the following describe new media EXCEPT: A) widespread broadband. B) one-way communication. C) cheap or free. D) new advertising paradigms. E) all of the above.
E
Although legislators are the primary audience for government relations efforts, public affairs officers also communicate to which of the following audiences? A) employees of their organization B) retirees C) customers D) taxpayers E) all of the above
A
American Apparel is well-known for its efforts to recycle additional fabric during manufacturing and to use energy reduction efforts such as solar panels. Both of these are examples of __________ relations. A. environmental B. customer C. philanthropic D. investor
A
Any booth or exhibit at a trade show should be A) designed for maximum visibility. B) staffed by celebrities. C) designed to accommodate journalistsW equipment. D) easily assembled. E) all of the above.
A
Any e-mails an employee writes at work are A) subject to monitoring by the employer. B) protected under an employeeWs privacy rights. C) not searchable by an employer. D) OK if done on 'own time.' E) none of the above
C
As stated in the text, one of the largest public affairs operations in the federal government oversees the work of the ______. A. department of education B. health service agencies C. armed forces D. treasury
According to 2008 salary data, the median salary for recent public relations graduates is A) $21,000. B) $31,000. C) $41,000. D) $51,000. E) $61,000.
B
According to Roper Reports, _____ percent of the population drive public opinion and consumer trends. A) 1-3 B) 10-12 C) 27-29 D) 40-42 E) 55-57
B
Many consider him the first presidential press secretary. A) John Muir B) Amos Kendall C) Robert Underwood Johnson D) Ivy Lee E) Ben Franklin
B
Which work setting offers the highest median salaries for public relations practitioners? A) agency B) corporation C) government D) nonprofit E) education
B
A
Because of the rise of social media, public relations practitioners must A) listen to facilitate conversations between organizations and their constituents. B) start using strategic planning tools. C) start printing more sales brochures. D) use more news releases to sell products and services. E) none of the above.
D
By far, the largest donor to charities in 2008 came from A) corporations. B) foundations. C) state and local governments. D) individuals. E) oversees companies
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: A) advisory authority. B) compulsory-advisory authority. C) concurring authority. D) command authority level. E) advise and consent.
C
Public relations should lead marketing strategy because A) PR practitioners are master communicators. B) PR practitioners do market research. C) PR practitioners deal with multiple stakeholders. D) PR practitioners create more effective sales literature. E) PR practitioners have been trained in ethics
C
The first use of the word "propaganda" has been linked to: A) Julius Caesar. B) Saint Paul. C) Pope Gregory XV. D) Samuel Adams. E) Adolph Hitler.
C
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
What does NOT explain a changing focus in public relations? A) The field of public relations has broadened far beyond the concept of media relations. B) The growth of public relations as a career field distinctly separate from journalism has spawned. C) The number of public relations jobs is recently stagnating. D) An expanding area of public relations practice is crisis communication counseling, taken in the larger context of strategic management of conflict. E) An increasing amount of writing is being done in "controlled" media.
C
What percentage of public relations professionals in the United States are female? A) 10 B) 30 C) 70 D) 80 E) 90
C
Which of the following is NOT an accurate statement regarding the relationship between public relations and advertising? A) Advertising is paid time and space, while public relations material is often dictated by media gatekeepers. B) Advertising is addressed to external audiences only. C) Public relations is narrower in scope. D) Advertising is usually more costly. E) Public relations often supports advertising campaigns.
C
country with fastest growing PR market in the world and most notable for government censorship on the internet
China
A
Critics often complain that PRSAWs code of ethics is not helpful because A) it has ^no teeth_ (that is, no punishment for violators). B) it was created by academics, not professionals. C) thereWs not enough code provisions. D) the values that underlie the code are questionable. E) the media had no input in creating the code.
D
Currently, _____ percent of U.S. households own a computer. A) 20 B) 40 C) 60 D) 80 E) 100
D
Customer satisfaction has always been considered important because of the power of A) the media. B) news releases and brochures. C) the continual stream of new products. D) "word of mouth" advertising. E) government crackdowns.
All of the following are techniques used to measure message exposure EXCEPT: A) media impressions. B) Internet hits. C) advertising equivalency. D) benchmark studies. E) information requests.
D
As the public became more aware of the Tea Party movement, public opinion tended to ______. a. remain steady b. be more favorable c. fade away d. be less favorable
D
Which is a factor in fueling the trend toward integrated communication approach in public relations? A) continued growth of organizations 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, isnWt the silver bullet that it used to be E) merger mania in today's business world
D
which is not a component of basic pr practice? a. counseling b. employee relations c. fund-raising d. networking e. issues management
D
B
Dissatisfied customers can often be effectively handled through: A) spin. B) prompt and courteous attention. C) letters from an organization's legal department. D) clever diversion. E) all of the above.
8. All of the following are factors in persuasive communication EXCEPT: A) audience analysis. B) appeals to self-interest. C) audience participation. D) suggestions for action. E) all of the above are factors.
E
Grunig's International Association of Business Communicators (IABC) Foundation research study on ^Excellence_ notes all of the following about public relations 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
who is known as the father of modern public relations?
Edward L. Bernays
C
Ethics in public relations begins with A) philosophers who identify values. B) company ethics policies. C) an individualWs value system. D) questions of legality. E) licensing issues.
A
Federal agencies spend several hundred million dollars each year promoting all of the following EXCEPT: A) foreign trade. B) military recruitment. C) government health services. D) U.S. Postal Services. E) all of the above.
formal research
Gathered from scientifically representative samples-statistically valid; Can not get bogged down in technique-must have clearly determined objectives (confidence level-margin of error)
strategy
Generalized statement of how you are going to achieve the goal/solve the problem
who developed the first corporate PR department in 1889?
George Westinghouse
D
Grassroots lobbyists often try to involve individuals with no financial interest in an issue to speak on the sponsor's behalf, with the idea that consumers will relate better to this person. Public interest groups have termed these efforts as _____ campaign. A. a Whitewash B. a Greenpeace C. a Lobbied D. an Astroturf
budget
How much this will cost; Can give ranges;Also can use to eliminate tactics and consider alternatives
Initial public offerinds
IPO
D
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? A) competition B) safeguarding confidences C) conflicts of interest D) disclosure of information E) none of the above
C
In 2010, the Supreme Court agreed that _____ could spend unlimited amounts of money to advocate an issue or candidate. A. congress B. presidential candidates C. political action committees D. state governments
B
In China, banquet tables are never A) round. B) numbered. C) made out of wood. D) filled to capacity. E) foreign-made.
A
In Kelly's hometown, the local ice-cream plant sponsors an ice-cream social every July 4th with free ice cream for everyone. This is an example of ___________. A. product publicity B. product placement C. cause-related marketing D. corporate sponsorship
China
In _________, personal influence is important in every aspect of the business, social, and media systems
E
In addition to the video news release (VNR) itself, a VNR package typically includes which of the following: A) two or three minutes of B-roll. B) additional interviews. C) sound bites. D) file footage. E) all of the above.
B
In order to facilitate better relationships with consumers, public relations staffs are working more and more with the _______ division of a company A. finance B. customer service C. marketing D. product development
A
In recent years, most states have spent considerable amount of money convincing not to: A) smoke. B) gamble. C) cheat on taxes. D) speed. E) litter.
D
In terms of sexual harassment lawsuits, the U.S. Supreme Court ruling, Meritor Savings Bank v. Vinson, states that a company ___________. A. can be held liable in a lawsuit if a sexual harassment claim was filed with the human resources department, but no attempts to address the problem were made by management B. is not liable in a sexual harassment lawsuit once the accused employee is terminated C.that does not provide sexual harassment training to its employees can be held liable in a sexual harassment lawsuit regardless of the validity of the claim D. can be held liable in sexual harassment suits even if management is unaware of the problem
A
In the trust survey cited in the text, respondents singled out _____ as being especially untrustworthy. A. banks B. hospitals C. colleges D. the media
E
In which of the following places is the field of public relations growing? A) Russia B) China C) India D) Latin America E) all of the above
advertising
Information placed in the media by an identified sponsor that pays for the time and space - controlled method of placing messages in the media
A
It is Kim's job to keep the public up-to-date with weekly announcements on what the state legislature is doing to cut property taxes. Kim works as _________. A. a public information officer B. a secretary of state C. an attorney general D. a travel and tourism director
Who was the first public relations counselor
Ivy Lee
Deontological Philosophy
Kant; Does not depend on an outcome since these are unpredictable; Benefit is that decisions are based on right and wrong not who benefits the most; categorical imperative
C
Many cities pump millions of dollars into efforts to: A) get people to stop smoking. B) encourage recycling. C) attract new business. D) creating new city logos. E) bike trail
C
Media kits consist of all of the following elements EXCEPT: A) the main news release. B) fact sheets on the product, organization, or event. C) testimonials from other journalists with whom youWve worked. D) background information. E) photos with captions.
A
Media relations surrounding a trade show starts A) before the show. B) during the show. C) after the show. D) media relations is never conducted around trade shows. E) none of the above.
B
Most professional groups believe that the primary purpose of establishing codes of ethics is A) enforcing practitioners to behave ethically. B) providing education and information to practitioners. C) putting on a ^good face_ for external audiences. D) adding theoretical value to a profession. E) all of the above.
C
One area exempted from the lobbying reform bill of 1995 was ____________. A. disclosure of monies received by lobbyists B. the registration of lobbyists with Congress C. financial disclosure for grassroots lobbying D. the definition of a lobbyist
C
One of the downsides of using the Internet in a political campaign is that: A) you canWt get information out quickly enough. B) government regulations restrict what you can say. C) you must surrender some control over the message and discussion. D) all of the above. E) none of the above.
C
One of the federal governmentWs longest-running public relations 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
D
One of the provisions of a 1995 lobbying law is that: A) lobbyists can no longer work for tobacco companies. B) no former legislators can work as lobbyists. C) lobbyists must give a portion of their fees to charity. D) lobbyists must register with Congress and disclose their clients. E) lobbying on behalf food companies requires FDA approval.
timeline
Operates on many levels; Planning perspective is when activities start and end, when evaluation takes place etc.
contingency theory
PR practitioners sometimes face a categorical imperative, or moral obligation, to advocate purely for the orgs position
B
President ______ signed a bill in 1995 designed to reform lobbying efforts. A. carter B. clinton C. bush D. reagan
E
Public relations professionals use research for which of the following reasons? A) achieving credibility with management B) defining audiences and segmenting publics C) formulating strategy D) testing messages E) all of the above
C
Public relations programs should be directed to what kinds of audiences or publics? A) celebrities B) the general public C) specific and defined D) politically aware E) none of the above
magazine
Provide an array and variety of media to reach audiences with common interests, Circulation Giants
D
Public relations professionals must explain the benefits of globalization to all the following groups EXCEPT: A) companies. B) nongovernmental organizations (NGOs). C) international institutions (e.g., World Trade Organization). D) governments. E) all of the above.
The Global Transparency Imperative
Rapidly changing technology makes it mandatory; All organizations are vulnerable to scrutiny by social media users with a story to tell; An organization cannot hide or withhold information in the social media environment.
Occupational Licensure ("The Deal")
Represents state-granted permission to practice; Requires demonstrating a compelling state interest would be served; Calls for safeguarding practitioner's and organization's freedom of expression (First Amendment).
A
The centerpiece of RomaniaWs image restoration campaign was A) the creation of Virtual Bucharest using Second Life. B) RomaniaWs bid for the World Cup. C) Bucharest dance festival. D) new diplomatic efforts. E) none of the above.
tactics
Specific activities to enact the strategy; Should be integrated and cohesive
objective
Specific; Tied to a public; Measurable; Timeframe; Actionable/Realistic
key messages
Specifically what you must communicate to key publics to achieve your result (not a slogan)
satellite media tour (SMT)
TV equivalent of radio media tour; a series of prebooked one-on-one interviews from a fixed location (usually a tv studio) via satellite with a series of tv journalists/talk show hosts
A
The Ethics in Government Act forbids: A) government officials from actively lobbying their former agencies for one year after leaving office. B) lobbyists from spending more than $1,000 on a dinner with a member of Congress. C) lobbying on any product with military applications. D) any member of Cong
A
The U.S. Department of State took over most of the functions of which disbanded (1999) organization? A) U.S. Information Agency B) U.S. Department of the Interior C) U.S. Department of Federal Affairs D) Voice of America E) Department of Homeland Security
C
The executive told the public relations group that there were going to be major layoffs within the company over the next six months. Which of the following tactics should a public relations professional suggest to the executive? A. Concentrate only on the people involved in the layoff. B. Send an e-mail announcing termination to each individual. C. Inform the employees before announcing to the media. D. Terminate the individuals and cut all ties to the company, including severance pay and support programs.
A
The fastest-growing area of the political persuasion business is in: A) grassroots lobbying. B) farm subsidies. C) pork barrel spending. D) senate races. E) tea-party candidates.
D
The first element in a public relations plan is a: A) calendar/timetable B) development of strategies and tactics C) setting of objectives D) situation analysis E) crafting of news releases
A
The following are all tips to produce a more effective podcast EXCEPT: A) keep the program to less than 30 minutes. B) use several stories or segments. C) donWt read from a script. D) create an RSS feed. E) create new podcasts on a weekly basis.
A
The large size of multinational corporations: A) distances them from stakeholders. B) is easily comprehended by consumers. C) engenders trust from members of their publics. D) is overlooked when stories of its misdeeds appear in the mass media. E) none of the above.
D
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 itWs not libelous. C) paying a fee to the creator of the content being used. D) portions of copyrighted material can be used with attribution. E) none of the above.
marketing
The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider
D
The objectives of government information efforts can be summarized by all of the following EXCEPT: A) inform the public about the publicWs business. B) improve the effectiveness of agency operations. C) provide feedback to government administrator. D) counteract public criticism. E) all of the above.
C
The poorly-publicized "Cash for Clunkers" program failed to note which cars would qualify for the program, how dealers would be reimbursed and ______. A. the maximum number of cars it would accept B. which age group was eligible to participate C. how long the program would last D. which car a person would receive for the trade-in
A
The primary purpose of "viral marketing" is to: A) stimulate impulse purchases or downloads. B) entertain people. C) get worldwide attention for CEO. D) make a political statement. E) join a cause
issues management
The proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect organizations' relationships with their publics
persuasion
The process in which a communicator tries to bring about change in beliefs, attitudes, or behaviors through the transmission of a message in which the receiver has some degree of free choice
B
The purpose of an open house is to A) give away merchandise. B) create favorable opinion about the organization. C) reveal the personality of the CEO. D) build cohesion in organizationWs staff. E) revisit key strategic plans.
development (fund-raising)
The specialized part of PR in private organizations that builds and maintains relationships with donors and members for the purposes of securing financial and volunteer support
internal relations
The specialized part of PR that builds and maintains mutually beneficial relationships between managers and the employees on whom an organization's success depends.
lobbying
The specialized part of PR that builds and maintains relations with government, primarily for the purpose of influencing legislation and regulation
public affairs
The specialized part of PR that builds mutually beneficial governmental and local community relations -developing effective involvement in public policy and helping an org. adapt to public expectations
investor relations
The specialized part of corporate PR that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.
content analysis
The systematic and objective categorizing of content
D
The term lobbyist is credited to President _____ based on his practice of relaxing with a cigar and brandy in the lobby of Hotel Willard in Washington, D.C. A. William Howard Taft B. Franklin D. Roosevelt C. Harry S. Truman D. Ulysses S. Grant
A
The text discusses how employees are seen as an organization's _________ because they represent the company to the rest of the world. A. Ambassador B. think tank C. barometer D. royalty
utilitarian philosophy
Uses the expected outcome of a decision in order to decide what is right and than decides the greatest amount of good for the greatest amount of people
C
Which government regulatory agency oversees the financial matters of public companies? A) Justice Department B) Federal Trade Commission C) Securities and Exchange Commission D) Bureau of Alcohol, Tobacco and Firearms E) none of the above
D
Which is NOT an activity of the United States Information Agency (USIA)? A) stationing of public affairs 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
E
Which is NOT an element of Ketchum's Strategic Planning Model? A) facts B) goals C) audience D) key message E) all of the above
D
What do the letters ROI stand for in business? A) research on instinct B) return of intuition C) right of industry D) return on investment E) none of the above
B
What is the name for public relations professionals whose main responsibilities include influence impending legislation? A) framers B) lobbyists C) publicists D) public information officers E) public affairs officers
B
When Facebook went public in 2012, like all other companies going public, company executives were not allowed to talk about the upcoming offering to analysts or the financial press. This is a regulation by the SEC known as _________. A. habeas corpus B. quiet time c. a gag order d. boycotting
product placement
When a company's product is featured in a TV show
B
When a state issues an RFP, it is looking for ________. A. a comparison of public relations efforts done by other states B. a proposal from a public relations firm which will be assessed for a possible contract C. the final costs of a publicity campaign D. a request of funds for specific grants and proposals
marketing communications
When public relations is used to support the marketing and sales objectives of a business
B
Which of the following demonstrates the idea of cause-related marketing? A. AT&T provides an annual report to its shareholders listing all of the investments it makes. B. American Express spent $6 million publicizing how one penny of every dollar spent on its credit cards would be donated to the restoration of the Statue of Liberty. C.Hershey Foods set a Guinness Record by producing the world's largest Kiss, weighing in at several tons. D. Nathan's Famous Frankfurters sponsors an annual hot dog eating contest.
E
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
A
Which of the following goals is NOT a purpose of a corporate-sponsored event? A. provide an immediate point-of-sale B. give product brands high visibility C. provide a focal point for marketing efforts D. generate publicity
A
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
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
E
Which of the following is a Public Relations Society of America (PRSA) core value? A) advocacy B) honesty C) expertise D) independence E) all of the above
C
Which of the following is a good example of "cause-related" marketing? A) distribution of writing pads to school children B) distribution of a country-western music tour C) allocating a percentage of sales to restore the Statue of Liberty D) a 10-city tour by the company president E) none of the above
C
Which of the following is an example of an informational objective? A) attendance figures B) website hits C) respondent awareness levels D) advertising equivalency E) behavior change
E
Which of the following is the measurement technique used in public relations? A) compilation of news clips B) analysis of key messages C) determining the number of brochures distributed D) sales or market share increases E) all of the above
E
Which of the following is true about public relations objectives? A) should be defined as the ^ends_ rather than the ^means_ B) can be motivational or informational C) should complement and reinforce organizational objectives D) should be measureable E) all of the above
E
Which of the following items do speakers need to know about a meeting? A) information about the meeting sponsor and attendees B) meeting purpose and objectives C) anticipated size of the audience D) topic and length of presentation E) all of the above
E
Which of the following might be included in a media advisory? A) one-line headline B) brief paragraph outlining the story idea C) answers to some of journalismWs five WWs and H questions D) contact information E) all of the above
C
While a satisfied customer will tell up to 6 people about their experience, statistics show that an unhappy customer will tell up to ___ people. A. 40 B. 22 C. 15 D. 8
B
With regard to issues such as labor, health, and the environment, nongovernmental organizations 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.
project timeline
a production timeframe of sending items to the printer, etc.
cause-related marketing
a profit-making company collaborates with a nonprofit org. to advance its cause and at the same time, increase sales
sound bite
a quote included in an ANR by a satisfied customer, celebrity, or spokesperson
C
_______ is typically one of the MOST heavily promoted state public relations campaigns. A. Economic development B. Disease prevention C. tourism D. Environmental development
most people consider the most trusted source of information to be __________________
a friend's recommendation
sleeper effect
a message from a low-credibility source will actually increase in persuasiveness under the right circumstances
media advisories (media alerts)
a note sent by PR staff to reporters and editors about a news conference or upcoming event (short, bulleted lists)
awareness
a person becomes aware of an idea or a new product, often by means of an advertisement or news story
Categorical imperative
act on the maxim as if it would be become universal law
pre-packaged publics
advocacy, civic, educational, and charitable orgs
Nongovernmental Organizations
advocate for public policy on behalf of constituents.
Federal Trade Commission (FTC)
agency that regulates truth in advertising
social media
allows for direct interaction with target audience
psychographics
an audience analysis tool that attempts to classify people based on their lifestyle, attitudes, values, and beliefs
advertising equivalency
an evaluation approach that involves the calculation of the value of message exposure verse advertising cost (rejected by IPR)
public service announcement (PSA)
an unpaid announcement that promotes the programs of gov or voluntary agencies or that serves the public interest
A wave of industrialization and urbanization swept the nation after the ___________________
civil war
The securities and exchange commission (SEC)
closely monitors the financial affairs of publicly traded companies and protects the interests of stockholders
news conference (press conference)
communication is two-way; the person speaking for the org./cause submits to questioning by reporters after making a brief opening statement; positive in intent and are affirmative actions intended to project the host's plans or point of view
integrated marketing communication
companies manage all the sources of info about a product or service so as to ensure maximum message penetration
global public relations (international PR)
comprises the planned and organized efforts of a company, institution, or gov. to establish and build relationships with the public and other nations
press agentry
creating newsworthy stories and events to attract attention from media and gain public response
podcast
digital media file, or a series of such files, distributed over the internet for playback on portable media players and personal computers
publicity
disseminating planned messages through selected media to further an organization's interests
compulsory-advisory
organizational policy requires that line managers (top management) at least listen to the appropriate staff before deciding on a strategy
junket
editors and reporters are invited to inspect a company;s manufacturing facilities in several cities
integrated marketing communication
employing a combination of activities designed to sell a product including advertising, collateral materials, publicity, promotion, direct mail, trade shows, and special events
muscular approach
employing careful strategy and a broad array of tactics
promotional events
encourage sales, increase organizational visibility, make friends, and raise money for a charitable cause
press agentry/publicity
entails one-way communication, primarily through the mass media, to distribute information that may be exaggerated, distorted, or even incomplete to "hype" a cause (P.T. Barnum)
two-way communication
established dialogue between the sender and the receiver (feedback)
african americans
ethnicity that consumes the most tv
hispanics
ethnicity that texts the most
Federal Advisory Committee Act (FACA) of 1972
federal government can establish, sponsor and manage advisory committees
cyclical process
feedback leads to assessment of the program, an essential element of project refinement and development
video news release (VNR)
formatted for immediate use and requires minimal effort on the part of the station personnel
influence peddling
former legislators and officials who captialize on their connections and charge large fees
one way communication
from sender to reciever, simply disseminates information
Freedom of Information Act (FOIA)- 1966
full disclosure by executive branch of tangible records
the adoption process is a __________ system
funnel
goal
generalized statement of what needs to be accomplished
1. an appealing program 2. a concerted effort to persuade members to attend
getting people to attend a convention requires two basic things:
public opinion is extremely ______________ to measure at any given moment a. easy b. hard
hard
federal trade commission (FTC)
has jurisdiction to determine if ads are deceptive or misleading
television
has strongest emotional impact of any type of mass media
uncontrolled media
hose over which practitioners have no direct role in decisions about media content. Instead, media gatekeepers decide if it is reported, what is reported, how it is reported, when it is reported, and to whom it is reported.
concurring authority
if differences arise, the parties must agree before work can proceed. Many firms use this mode to prevent departments from disseminating materials that do not conform with established company standards
communication
implementing through mass media and other channels
Controlled media
include those in which practitioners have the say over what is said, how it is said, when it is said, and—to some extent—to whom it is said.
fact sheets
included as a part of media kit or with news release to give additional background info about the product, person, service, or event
advisory
included in VNR; contains the key elements of the story, background and description of the visuals, editorial and technical contacts, satellite coordinates, and the date and time of transmission
b-roll
included in VNR; video only, without narration, giving a tv station maximum flexibility to add its own narration or use just a portion of the video as part of a news segment (includes additional interviews, sound bites, and file footage)
symmetrical worldview
includes the ideas of negotiation, conflict resolution, and compromise in an org's operating procedures
globalization
increasingly interconnected international relationships that affect culture, people, and economic activity
push technology
info is delivered to consumer without active participation (traditional mass media)
mass media
information from a source can be efficiently and rapidly disseminated t masses of people
two-step flow of communication (multi-step flow)
information is disseminated through the media (print, radio and TV) to opinion leaders, who then interact with other less informed members of the public
ethics
involves the decisions people make in their personal professional lives
radio
its greatest advantage are its flexibility and ability to reach specific target audiences; speed and mobility
The international public relations association (IPRA)
its membership is primarily senior international pr executives - organizes regional and international conferences to discuss issues in global pr.
framing theory
journalists select certain facts, themes, treatments, and even words to frame or shape a story
opinion leaders
knowledgeable experts who articulate opinions about specific issues in public discussion
public relations society of america (PRSA)
largest national pr organization in the world
seniors
lead as consumers of daytime tv, magazines, books, and newspapers -demand value in the things they buy -health conscious
action
make decisions of how to proceed
defamation
making a false statement about a person or org. that creates public hatred, contempt, or ridicule, or inflicts injury on reputation
command authority
material cannot be disseminated until legal and public relations personnel have agreed on the content
baseline study
measurement of audience attitudes and opinions before, during, and after a PR campaign
five objectives for a communicator
message exposure, accurate dissemination of the message, acceptance of the message, attitude change, and change in overt behavior
research
monitoring and assessing opinions, attitudes, etc. of those affected by the organization
print media
most effective choice for delivering a message that requires absorption of details and contemplation by receivers.
alternative dispute resolution is a form of ___________
negotiation
4
news releases in Malaysia are distributed in ______ languages
familiarization trip
offered to travel writers and editors bu the tourism industry
asymmetrical worldview
one in which an organization's goal is to get what it wants without having to change the way it does business internally.
public information
one way distribution of information, not necessarily with persuasive intent, is the purpose of the model, which is based on the journalistic ideal of accuracy and completeness (Ivy Lee)
early adopters
opinion leaders
slander
oral statement that was false
libel
printed falsehood
corporate social responsibility (CSR)
program started by the insurance company Prudential Financial that provided matching grants to volunteer medical service squads
Accreditation
programs are administered by professional associations to certify competence-usually based on written examinations and oral defenses before a panel of accredited peers.
copyright
protection of a creative work from unauthorized use
internal media
provides a means for "controlled" communication (newsletters, letters/emails, etc.)
franking privilege
provides free postage for members of congress
open house
public relations event that shows the public the facilities where an organization does its work and how the work is done
briefing
regularly scheduled conference held by a public official at states times, even when there is nothing special to announce
The factors that affect persuasion in the adoption process
relative advantage, compatibility, complexity, trialability, and observability
PR as a process (RACE)
research, action, communication, evaluation
ROI
return on investment
two-way asymmetric
scientific persuasion is the purpose, and communication is two-way in this model, albeit with imbalanced effects. has a feedback loop, but its primary purpose to help the communicator better understand the audience and persuade it to accept the practitioner's message (Edward L. Bernays)
pitch
short letter or email to editors to grab their attention (often accompanied by a sample of the product); lets the editor know, in brief form, about the content of the media kit
acuality
someone with a good radio voice to read the entire announcement, the person reading is usually not identified by name
cohort communication
stimulate the natural spread of recommendations through financial incentives
early majority
take a deliberate approach to try new things
compatability
the degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters
relative advantage
the degree to which an innovation is perceived as better than the idea it replaces
complexity
the degree to which an innovation is perceived as difficult to understand and use
trialability
the degree to which an innovation may be experienced on a limited basis
observability
the degree to which the results of an innovation are visible to others
VALS (The Values and Lifestyle Program)
used to understand psychographic information - helps communicators structure persuasive messages to different elements of the population
measurement
the evaluation of results against agreed-upon objectives that are established during planning
blogs
the first widespread application of social media
internal relations
the goal of ___________ ____________ is to establish and maintain mutually beneficial relationships between and organization and the employees on whom its success or failure depends.
positioning
the idea that credit and publicity always go to those who do something first
adoption
the individual begins to use the product on a regular basis or integrates the idea into his or her belief system.
interest
the individual seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an article in a magazine
public relations
the management function that builds and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends
late majority
the members who are often skeptical but bow to peer pressure
public service
the mission of the government is
structionalist perspective
the organizational environment may affect a woman's rise to top management
trial
the person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements
media impressions
the potential audience reached by a periodical or broadcast program
negotiation
the process by which 2 or more parties attempt to settle disputes, reach agreement about courses of action, and bargain for individual or collective advantage
public diplomacy
the process of info dissemination. primarily intended to present u.s. society in all its complexity so citizens and govs of other nations can understand the context of u.s. actions and policies
two-way symmetric
the purpose is to gain mutual understanding and communication is two-way with balanced effects. requires balance b/w the organization and its various publics (org and public influence each other)
organizational culture
the sum total of shared values, symbols, meaning, beliefs, assumptions, and expectations that organize and integrate a group of people who work together (largely linguistic in nature) (to change culture is to change conversations)
the uses of persuasion
to change or neutralize hostile opinions, crystallize latent opinions and positive attitudes, and maintain favorable opinions
what is the most difficult persuasive task?
to turn hostile opinions into favorable ones
product publicity
tool of PR used by companies because it is typically more cost-effective than advertising and often seen as more credible
benchmarking
tracking coverage and comparing it over a period of time
trade show
ultimate marketing event
department of justice
under the FARA of 1938, all legal, political, fundraising, pr, and lobbying consultants hired by foreign govs to work in the US must register with the ________________
pure advocacy
unwavering support for the orgs position (unethical)
inverted pyramid approach
used in news releases; the first paragraph succinctly summarizes the most imp part of the story and the succeeding paragraphs full in the details in descending order of importance (used bc editors cut stories from the bottom)
media kit (press kits)
usually prepared for major events and new product launches; provides editors and reporters with a variety of info and resources to make it easier to report about the topic (news release, fact sheet, photos, biographical material, contact info, etc.); usually in digital format
pull technology
visitors actively 'pull' info from various links that are provided; consumers are constantly 'pulling' info most relevant to them
trademarks
words, names, and symbols used by companies to identify and distinguish their goods or service
newspapers
workhorse of the public information system
media relations
working with mass media (TV, websites, newspapers, etc) by seeking publicity or responding to their interests in the organization
public relations student society (PRSSA)
world's largest preprofessional pr organization
