Intro to PR Final Study Guide
What are the four C's of writing? A) Clear, Correct, Concise, Complete B) Clear, Correct, Complete, Concept C) Correct, Concept, Continuous, Complete
A) Clear, Correct, Concise, Complete
Which is not an example of ethics? A) Doing only what's right for the company B) A company following environmental laws C) A company following social standards of behavior D) A company apologizing for wrongdoing over a mistake
A) Doing only what's right for the company
What do Ivy Lee's proponents cite as one of his biggest contributions? A) He counseled clients that positive public relations begins with performance B) He advocated for Barnum's "public-be-fooled" speech C) He advocated for Vanderbilt's "public-be-damned" philosophy D) He was known as the "father of spin"
A) He counseled clients that positive public relations begins with performance
What was one major contribution made by public relations counselor Harold Burson? A) He emphasized marketing-oriented public relations B) He stressed that the customer is always right C) He advocated for diverse community members to be heard D) He founded the Public Relations Society of America (PRSA)
A) He emphasized marketing-oriented public relations
Of the statements below, which one best applies to magazines? A) Magazines are moving heavily toward digital layout and delivery. B) On-demand printing has steadily increased magazine readership. C) They are no longer an important medium among public relations professionals. D) Studies have shown that readers no longer have specialized interests.
A) Magazines are moving heavily toward digital layout and delivery.
The two standards of research are ___ & ___? A) Validity & reliability B) Factual & Honest C) Google & Wikipedia D) There are no standards
A) Validity & Reliability
John D. Rockefeller Jr. was widely attacked when ___. A) a dozen women and small children were killed in the Ludlow massacre B) Johnson & Johnson's products were sabotaged, resulting in the murder of company customers C) the Creel Committee was formed to channel patriotic sentiments of Americans in support of the U.S. role in the war D) he spoke out against the marriage of Khloe Kardashian and Lamar Odom
A) a dozen women and small children were killed in the Ludlow massacre
The Council of PR Firms Code of Ethics bases communication with the public and media upon ____. A) accuracy and truthfulness B) enlightened self-interest C) corporate social responsibility D) the golden rule
A) accuracy and truthfulness
From plotting a political campaign to promoting a product to confronting a crisis, the first step in solving any public relations challenge is to ___. A) conduct research B) plan a programmatic initiative C) go with your gut D) ask your team what their intuition is
A) conduct research
The golden rule prescribes ______. A) doing that which demonstrates loving your neighbor as yourself B) doing that which brings the greatest happiness for the greatest number C) doing that which does the least harm to the least number D) doing that which could become accepted practice
A) doing that which demonstrates loving your neighbor as yourself
When a public relations professional and her team answer questions related to the purpose of a social media campaign or message they want to communicate through a website, they are _____. A) establishing objectives B) determining criteria C) determining benchmarks D) selecting the right measurement tool
A) establishing objectives
Starting in the late 1970s and 1980s, companies began to consider minority rights, consumer rights, and social issues. Why did this occur? A) heightened public and media awareness B) greater government subsidies for doing so C) pressure from state regulators D) increased competition from overseas
A) heightened public and media awareness
In the opening scenario for Chapter 6, Golden State Warriors coach Steve Kerr committed a major ethical lapse when he ____. A) lied about the starting lineup to give his team the edge B) traded LeBron James to the Cleveland Cavaliers C) started a Twitter war with a controversial statement D) covered up players' use of performance-enhancing drugs
A) lied about the starting lineup to give his team the edge
Recall the "FYI" feature in Chapter 1, regarding athlete Bruce Jenner's decision to become a woman. Here, some members of the public criticized Jenner for ____. A) maximizing the publicity of what should have been a private decision B) choosing the wrong social media channels to make his "coming out" announcement C) focusing attention on the transgender issue D) choosing ABC-TV as his media outlet for the announcement
A) maximizing the publicity of what should have been a private decision
In the 21st century, the value of public relations education is evident in _____. A) more than 200 journalism or communication programs offering a public relations concentration B) business schools making public relations education an essential part of their curriculum C) managing editors in print media with college degrees in public relations D) practitioners acknowledging that they learned key principles in college
A) more than 200 journalism or communication programs offering a public relations concentration
Similar to other top-level managers, public relations managers need to be able to ___. A) plan and budget B) make media statements C) write Twitter posts D) pitch stories to journalists
A) plan and budget
Which of the following is NOT a factor in a person's ethical construct and approach? A) professional background B) educational background C) religious background D) cultural background
A) professional background
A principal contribution to the field of public relations made by Ivy Ledbetter Lee was ___ A) recognition that the public needed to be informed B) devotion to assisting "robber barons" in damning the public C) support for techniques employed by Barnum D) an enduring belief in muckraking
A) recognition that the public needed to be informed
Publicity and press agentry today are often considered to be the same thing, thanks to ___. A) the first public relations firm called the Publicity Bureau, which specialized in general press agentry B) the firm led by Ivy Lee that specialized in counseling top management in the value of building public confidence and trust C) corporate guidelines set down by Arthur Page and Paul Garrett D) efforts by Edward Bernays and Doris Fleischman to introduce social psychology techniques in developing strategic communications advice
A) the first public relations firm called the Publicity Bureau, which specialized in general press agentry
Public relations practitioners should maintain a healthy knowledge of current events MOSTLY because ___. A) they may need to put that knowledge to work for a client or employer B) it makes for a much more interesting professional life C) it demonstrates how management can shape policy D) they may need to "spin" the news on behalf of their employer
A) they may need to put that knowledge to work for a client or employer
What is the cardinal rule for public relations practitioners? A) to never, ever lie B) don't get caught C) spin the issue to sway public opinion D) be mindful of how your words can sway the public
A) to never, ever lie
Earned media is best described as ____. A) winning third-party endorsement from objective journalists B) placing advertising in traditional media channels C) generating positive "spin" through social media channels D) creating Web pages owned by the organization
A) winning third-party endorsement from objective journalists
There are _ kinds of factsheets. A) 6 B) 2 C) 3 D) 5
B) 2
Which is one a part of Pat Jackson's Five Step Process for influencing public opinion? A) Two-Way Communication B) Developing a latent readiness C) Consistent action
B) Developing a latent readiness
Which is NOT one of the 6 values in PR? A) Honesty B) Disorganized C) Loyalty D) Expertise
B) Disorganized
It's okay for celebrities and business owners to post something on social media that can be offensive because social media is intended to be a platform where you can express yourself, unapologeticaly. A) True B) False
B) False
When it became public knowledge that Volkswagen manipulated emissions testing, they took the approach of denying it happened and blamed it on the outsider company they hired to conduct the test. A) True B) False
B) False
Which of the following is a paid media? A) Third party endorsements B) Most advertisements C) Websites, blogs, or YouTube channels D) Mobile sites
B) Most advertisements
What does the P in RPIE represent? A) Procrastinate B) Program C) Plan D) Publish E) Both B and C
B) Program C) Plan E) Both B and C
What is John Marston's 4 step Model to Influence Public Opinion? A) Research, Honey, Communication, Behavior B) Research, Action, Communication, Evaluation C) Behavior, Communication, Honesty, Evaluation
B) Research, Action, Communication, Evaluation
___ research is when someone else did the research first. they already had the data and you're using it. A) Primary B) Secondary C) Citing D) Trick question. This is what research is.
B) Secondary
Which is NOT one of the Three Types of Media? A) Paid Media B) Sponsored Media C) Owned Media D) Earned Media
B) Sponsored Media
In Chapter 5's "A Question of Ethics" feature, what was the major lesson behind the New England Patriots' "Deflategate" scandal? A)The NFL is a highly competitive environment B) The team's management needed to act in a more ethical manner C) The team's coach should have taken the blame for it D) The teams owners should have sought public relations counsel
B) The team's management needed to act in a more ethical manner
Which of the Four Dimensions of Credibility is MOST important? A) Expertise B) Trustworthiness C) Personal Interaction D) Invitational Rhetoric
B) Trustworthiness
Principles developed by Ivy Lee in working with the press on behalf of business included ___. A) recognition that any publicity was good as long as a client's name was spelled correctly B) commitment to present his client's point of view honestly, accurately, and forcefully C) formation of third front organization D) creation of "people in the street" interviews
B) commitment to present his client's point of view honestly, accurately, and forcefully
Which principle established in the U.S. Constitution often leads to conflicts between lawyers and public relations practitioners? A) freedom to own firearms B) freedom of speech C) freedom to own property D) freedom to use the employer's Internet connection
B) freedom of speech
The ___ were a group of ___ who tackled the abuses of American industrialists, exposing deplorable and unsafe conditions. A) Barnumites; press agents B) muckrakers; journalists C) publicity bureau; press agents D) lobbyists; sophists
B) muckrakers; journalists
A major difference between public relations and marketing or advertising is that___. A) marketing and advertising promote an organization B) public relations promotes an entire organization, including its people, products, and services C) marketing and advertising promote an organization's individuals rather than its products or services D) public relations promotes only a product or service
B) public relations promotes an entire organization, including its people, products, and services
Which of the following are internal communication duties performed by public relations professionals? A) coordinating relationship with media for news coverage B) reaching personnel through the intranet, newsletters, and meetings to convey company news C) coordinating relationships with outside specialty groups such as graphic services D) coordinating activities with regulatory agencies concerned about employee safety
B) reaching personnel through the intranet, newsletters, and meetings to convey company news
The enlightened self-interest model for ethical practice is based upon ____. A) balancing the role of department advocate with the needs of the organization B) realizing that an organization does well by doing good C) advocating for society is more important that advocating for the organization D) assuming counterbalancing messages are in the best interest of an organization
B) realizing that an organization does well by doing good
In recent years, public relations agencies have discovered that the most difficult job is not ____ customers but ____ them. A) offending; pleasing B) retaining; pleasing C) pleasing; disciplining D) attracting; retaining
B) retaining; pleasing
President Bill Clinton's response to the American public in explaining the Monica Lewinsky scandal could accurately be called ___. A) highly detailed B) spin C) factual and accurate D) complete fiction
B) spin
What do some executives fail to understand in dealing with the media? A) that the public wants to be entertained B) that the reporter wants the story, whether good or bad C) that the media wants to be a friendly adversary D) that visual elements drive every news story
B) that the reporter wants the story, whether good or bad
Agency specialists enjoy some advantages over in-house public relations professionals, including ____. A) their detached, inside-out focus B) the higher regard management has for them over inside practitioners C) their familiarity with the culture of an organization D) their opportunity to stay above the politics of the organization
B) the higher regard management has for them over inside practitioners
Which of the following is a benefit of publicity that advertising cannot offer? A) reach B) third-party endorsement C) placement of information provided to media D) frequency
B) third-party endorsement
How long should an audio news release last? A) 10 to 30 seconds B) 20 to 40 seconds C) 30 to 60 seconds D) 1 minute and 10 seconds
C) 30 to 60 seconds
Today, about ____ of the practitioners in corporate public relations departments report to the chairman, president, and/or CEO. A) 10 percent B) 25 percent C) 50 percent D) 75 percent
C) 50 percent
Having a Linkedin profile, business cards, Hire me elevator speech, and online resume are all a part of what? A) What you need to write a press release B) Unprofessionalism C) Building and maintaining your brand D) A media kit
C) Building and maintaining your brand
When it comes to the press release, the ___ plays an essential part in garnering interest. A) Conclusion B) Body C) Headline
C) Headline
What is PR? A) Determining what people want and giving it to them B) Attempting to achieve direct revenue C) Management of communication between the publics and the company D) Persuasion
C) Management of communication between the publics and the company
Which is not a function of PR? A) Promoting product B) Corporate Communications C) Persuasion D) Lobbying
C) Persuasion
Which of the following is a kind of quantitative research type? A) Focus groups B) Copy testing C) Questionnaires D) Interviews
C) Questionnaires
From the list below, identify one major public relations trend of the 1990s. A) Public relations firms began to lose market share to advertising agencies B) Larger firms broke off into smaller "boutique" agencies C) Smaller agencies merged into international "super agencies" D) The public's trust in public relations grew significantly
C) Smaller agencies merged into international "super agencies"
Which is not a philosophy of right and wrong in decision-making? A) Utilitarian philosophies B) Categorical Imperative C) Social Darwinism D) Existentialist philosophies
C) Social Darwinism
What of the following is a characteristic of Outreach Public Relations? A) Geographical areas working together to develop educational materials B) Responding promptly C) Submitting press releases D) Attractive and welcoming reception area
C) Submitting press releases
What are major factors that have lead to the dramatic growth of PR? A) A sharp decline in the marketing field B) Companies don't pay professionals for PR anymore they just use interns C) The internet and an increased importance of voicing public opinion D) Both a and b
C) The internet and an increased importance of voicing public opinion
Which of the following generally characterizes reporters that today's public relations practitioners must deal with? A) They have no qualms about using anonymous sources. B) They are less aggressive and less opinionated. C) They are more aggressive and more opinionated. D) They seek the truth above all.
C) They are more aggressive and more opinionated
While public relations is a 20th-century phenomenon, its roots are ___. A) relatively new B) tied to the future C) ancient D) timeless
C) ancient
In considering that "a reporter is a reporter," media-savvy public relations practitioners know that ____. A) all journalists subscribe to a uniform code of ethics B) they are all standard-issue reporters C) anything they say to a journalist is fair game to be reported D) they can approach reporters in a casual, easy manner
C) anything they say to a journalist is fair game to be reported
A communications audit is deigned to help an organization determine _____. A) the validity of findings from a telephone interview B) the reliability of findings from TV interviews C) communications, needs, policies, practices, and capabilities D) the statistical significance of the margins of sampling error
C) communications, needs, policies, practices, and capabilities
Among various duties, which of the following would likely be done by public affairs professionals? A) coordinating relationships with suppliers B) managing gift-giving policies C) coordinating activities with legislators on local, state, and federal levels D) supporting activities to convince prospective customers to try the organization's products
C) coordinating activities with legislators on local, state, and federal levels
Paid advertising offers all of these guaranteed benefits EXCEPT ______. A) control over content B) location where the content will appear C) credibility of the ad D) frequency of the times the ad is run
C) credibility of the ad
When a public relations professional and her team project the hits a website will receive based on competitive data, they are doing which of the following? A) establishing objectives B) determining criteria C) determining benchmarks D) selecting the right measurement tool
C) determining benchmarks
Savvy individuals and institutions must recognize the importance of ___ A) appropriate use of modern technology in communication with one another B) recognizing the role each plays in modern society C) effectively interpreting the institution's philosophies, policies, practices, and views to the public D) hiring professional communicators to act as mouthpieces
C) effectively interpreting the institution's philosophies, policies, practices, and views to the public
All of the following must be considered when analyzing results EXCEPT ____. A) reliability B) validity C) future questionnaire use D) margins of sampling error
C) future questionnaire use
Which major trend below is contributing to the evolution of the practice of public relations in the United States? A) increasing numbers of mom-and-pop retail, startup companies B) greater pressure to become a profession like law or accounting C) heightened public awareness and media sophistication D) a growing number of online degree programs
C) heightened public awareness and media sophistication
Contacting media members to generate publicity is known as ____. A) selling B) advocating C) pitching D) positioning
C) pitching
American experimentation with public relations techniques began around the founding of the ___ when ____. A) Massachusetts Bay Colony; George Washington set the Pilgrims free B) nation; colonists disgraced themselves by reminding loyalists that: "Taxation without representation is tyranny" C) republic; colonists tried to persuade King George III that they deserved the same rights as subjects in England D) Associated Press; the Committees of Correspondence disseminated pro-British information
C) republic; colonists tried to persuade King George III that they deserved the same rights as subjects in England
Which of the following is NOT among the broad categories of tasks performed by public relations professionals? A) providing communication services to external and internal audiences B) identifying and analyzing public issues C) setting corporate policy D) coordinating graphic services and web design
C) setting corporate policy
Which of the following would NOT be a socially responsible activity of a business? A) providing a healthy and safe working environment B) avoiding discrimination in hiring, promoting, and retaining the best people available C) taking a shortcut in product manufacturing in order to cut costs for the consumer D) manufacturing safe products that perform well and do not negatively impact the environment
C) taking a shortcut in product manufacturing in order to cut costs for the consumer
Recall the devastating incidents of police shootings of unarmed young black men in the United States. From a public relations perspective, what did these tragedies demonstrate? A) that use of force must always be backed by a firm commitment to ethics B) the fact that law enforcement officers need better training C) the importance of rapid communication to explain action D) the wisdom of hiring professional communicators in a crisis
C) the importance of rapid communication to explain action
If public relations practitioners expect to receive support from management for a proposed program, they should expect to share which of the following? A) their intuition about the desired market segment B) their instincts about the likes and dislikes of a target audience C) their data that helps pinpoint which messages are most effective with targeted audiences D) their positive attitude indicating a proposed message strategy will work
C) their data that helps pinpoint which messages are most effective with targeted audiences
Working in today's world of paid, earned, and owned media, which form of publicity typically remains the most valuable? A) online newswires B) blogger relations C) third-party endorsements D) special events
C) third-party endorsements
Which of the following is a reason to have a corporate code of ethics? A) to avoid having to respond to media inquiries about transgressions B) to increase profits for publicly-owned businesses C) to increase public confidence D) to influence legislators to pass more up-to-date reform bills
C) to increase public confidence
One of Edward L. Bernays's biggest contributions to the field of public relations was _____. A) recruiting Don Hillman, the first distinguished senior practitioner B) designing the first degree program in public relations C) using approached that drew upon insights from the field of psychology D) understanding the importance of integrating advertising into campaigns
C) using approached that drew upon insights from the field of psychology
In 2012, the Public Relations Society of America reached a common reached a common definition for public relations. Which of the following represents the winning definition? A) "Like beauty, the definition of public relations is in the eye of the beholder." B) "Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication." C) "Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world" D) "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
D) "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
How many steps are in the "Art of Apology"? A) 1-2 B) 1-3 C) 1-4 D) 1-5
D) 1-5
Following Dove's racially insensitive ad, the company: A) Admitted their error and apologized B) Took the ad down C) Did not address the issue and pretended like it never happened D) A and B E) None of the above
D) A and B
A communication plan should include __. A) Strategies B) Tactics C) Measurement and evaluation D) All of the above
D) All of the above
After the recall on Samsung's fire-catching Galaxy Note 7, the company: A) Released in depth apology B) Halted all marketing for the time being C) Was very informative with consumers D) All of the above E) None of the above
D) All of the above
What are some examples of receiver's bias? A) Stereotypes B) Peer groups and influence C) Symbols D) All of the above
D) All of the above
What do Platform Genres consist of? A) Multimedia B) Visual C) Microblog D) All of the above
D) All of the above
What does a successful fundraising campaign include? A) Identify campaign plans and objectives B) Organize fact-finding C) Recruit leaders D) All of the above
D) All of the above
When Donna Karan publicly defended Harvey Weinstein, she received a heavy backlash on social media. She recanted her statement, but didn't apologize. How should have handled this crisis? A) Have a more sincere apology B) Address the subject at hand — never avoid C) Try not to release a lengthy statement in general D) All of the above
D) All of the above
When a video went viral of a man being dragged down the aisle of a plane by security guards after refusing to give up his seat, United Airlines: A) Adopted a "no questions asked" policy B) Increased customer compensation incentives C) Employed a new role of senior VP-Customer solutions and recovery D) All of the above E) None of the above
D) All of the above
During a media interview, your CEO misstates a key fact about your firm's product capability, making it sound far more advanced than it really is. It was purely an accident and was not intended to mislead, but the fact is now part of the published story. What should you do? A) Nothing. It's too late to fix B) Send a letter to the editor asking for a printed correction C) Send a notice to your customers making them aware of the mistake D) Both B and C
D) Both B and C
What is expected of the public relations career market in the next 5-10 years? A) A sharp decline in jobs B) More use of social media/online branding C) A 12% increase in employment D) Both B and C
D) Both B and C
What does PR require? A) Being charismatic and able to speak on camera B) Serious research on target audiences and communication tactics C) Understanding the economic climate and working with advertising and marketing teams D) Both b and c
D) Both b and c
In Chapter 2, the author makes the case that the Kardashians share many similarities with which historical public relations figure? A) Marshall McLuhan B) Edward Bernays C) Ivy Ledbetter Lee D) P.T. Barnum
D) P.T. Barnum
From the statements below, which one BEST describes the current state of ethics in government? A) Instances of conflicts and interest have decreased at the federal level B) Surprisingly, no politicians were exposed for unethical practices in 2015 C) The hard right and the hard left are finally beginning to compromise. D) Politicians seem to be losing more ground in terms of trustworthiness and ethical values
D) Politicians seem to be losing more ground in terms of trustworthiness and ethical values
How does advice to clients from lawyers differ from advice given clients by public relations practitioners? A) Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the court of public opinion B) Public relations practitioners advise clients what they must do to defend themselves in a court of law C) Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the media D) Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion
D) Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion
Why were World War I and World War II significant in public relations history? A) The U.S. government founded the Committee of Correspondence B) Organizers mounted publicity campaigns against both wars. C) The Central Intelligence Agency used "brainwashing" techniques on spies D) The government used public relations techniques to mobilize public opinion
D) The government used public relations techniques to mobilize public opinion
Which of the following statements about newspapers is false? A) By the summer of 2015, print circulation was stabilizing. B) They are sources of news for electronic news directors and bloggers. C) The digital revolution has re-invented the newsroom. D) They are no longer an important medium among public relations professionals.
D) They are no longer an important medium among public relations professionals.
In "A Question of Ethics" in Chapter 1, the Ketchum agency's public relations counsel to Russia was viewed by many as___ A) a heroic effort to save a dying political system, despite Putin's best efforts B) a key step in the agency's international expansion C) a waste of Ketchum's valuable and limited resources D) a reprehensible act that enabled Russia to disguise many of its negative issues
D) a reprehensible act that enabled Russia to disguise many of its negative issues
Which of the following is NOT a basic value that the PRSA Code of Ethics 2000 addresses? A) hoensty B) loyalty C) fairness D) authenticity
D) authenticity
In public relations research, the most frequently used type of convenience sample is the ____. A) cluster sample B) quota sample C) stratified sample D) focus group
D) focus group
Sponsored content, or sponsored journalism, has raised a new wrinkle in creating online publicity because ____. A) it requires approval from top management B) all sponsors must sign off on media interviews C) journalists and editors no longer control the newsroom D) it has blurred the lines between earned publicity and paid advertising
D) it has blurred the lines between earned publicity and paid advertising
Print media remains an important medium for public relations professionals because ____. A) they can use original news releases on network and cable TV B) databases, blogs, and other Web-based media pick up related articles C) many journalists at newspapers and magazines still use news releases D) most editors are eager to gain material from public relations sources
D) most editors are eager to gain material from public relations sources
What is the foundation of the public relations practice in the United States? A) healthy competition with the advertising industry B) the need for organizations to defend themselves against negative publicity C) the country's free enterprise system D) participation in a free and open democratic society
D) participation in a free and open democratic society
In reviewing media trends in the early 21st century, it is clear that ____. A) major publics are not as sophisticated as they once were B) the public has largely turned away from mainstream media C) print media is still the most widely read among influential publics D) publics now get their news from a wide range of broadcast and online sources
D) publics now get their news from a wide range of broadcast and online sources