PR 99 Final
All of the following are to be considered when making ethical decisions in public relations EXCEPT:
-Public interest -Interests of the employer -Professional organization code of ethics -Personal values
In addition to the Video News Release (VNR) itself, a VNR package typically includes which of the following:
B-Roll: interviews, sound bites, file footage Advisory: key elements of the story, background info, description of visuals, date and time
Which of the following are the responsibilities of the public relations professional at a news conference?
Briefs the spokesperson making arrangements ensuring the conference runs smoothly, etc.
According to Cabot's Foundational Principles, "Be a bridge, not a...
barrier
The people in the broadcast industry who are responsible for securing guests for the shows they work for are called
bookers
According to Cabot's Foundation Principles, "Act first, then...
communicate
Familiarization or "Fam" trips are used primarily in which industry?
tourism industry
99% of U.S. households owned one or more television sets in 2009.
true
A copyright does not protect ideas, but only the specific ways in which those ideas are expressed.
true
A public relations firm should inform a prospective client that is already represents a competitor or has a conflicting interest.
true
According to the Wall Street Journal, almost 500,000 Americans are now blogging as their primary source of income.
true
Although it is important to show loyalty to an employer, practitioners must never allow a client or employer to rob them of their self-esteem.
true
An editor of major daily once said that public relations people are the newspaper's "unpaid reporters."
true
Barack Obama's presidential campaign used Twitter to keep volunteers and supporters up-to-date.
true
Consumers are increasingly conscious of corporate policies regarding environmental safety and sustainability.
true
Even companies selling luxury goods have discovered the group and business pages of MySpace and Facebook.
true
Gen Y members will spend one-third of their lives online.
true
Increasingly, traditional media primarily appeal to older or more highly educated audiences.
true
Most ethical conflicts are not black-or-white issues, but rather fall into a gray area.
true
Multicultural audiences are among the most enthusiastic and voracious consumers of social media.
true
Nearly every national public relations organization has developed a code of ethics.
true
Organizational Web sites, in general, are cost effective.
true
Sales of books with Christian themes - excluding Bibles - has increased fourfold since 1980.
true
Texting is used by public relations professionals to reach employees, customers, and key publics.
true
The Internet has raised new issues about the protection of intellectual property.
true
The interview subject for a newspaper or magazine article has no control over what is published.
true
The percent of the world's population with Internet access grew about 380% between 2000 and 2009.
true
The promotion of products and services through advertising or publicity is not protected by the First Amendment.
true
Today's women hold an overwhelming share of consumer purchasing influence.
true
Trademarks are always capitalized and are never used as nouns.
true
According to Cabot's Foundational Principles, "Long-term relationships require...
two-way communication
All of the following are types of media tours EXCEPT:
Junket Familiarization trip Organization's executives travel to key cities to talk with editors
The following are all tips to produce a more effective podcast EXCEPT:
Keep it short Use several segments Don't use a script Select announcer with strong voice Select title that matches content
The format and mechanics of blogs make them attractive for all of the following reasons: (This is an EXCEPT question)
No startup cost Informal style Material can be changed instantly Immediate (organization) access to public opinion Allow Organizations an outlet to participate The right to publish their points of view
Which of the following might be included in a media advisory?
One line headline Paragraph outlining story idea Answer to some of journalists' questions Contact info
Which of the following practices is condemned by PRSA?
Paid for favorable reviews Grassroots Fake interest groups (astroturfing)
Which of the following describes mass media before the advent of the Internet?
Print news Television Radio
All of the following are approaches for getting an organization on local television EXCEPT:
Send news release Send media alert or advisory Email, text, call assignment editor Produce video news release
Which of the following is a PRSA core value?
Advocacy Honesty Expertise Independence Loyalty Fairness
Steve Cody recommends all of the following tactics for creating a successful employee blog EXCEPT:
Be transparent Respond in a timely manner Generate as much original material as possible Only link relevant sites Make sure blog represents your view
All of the following are different "levels" of corporate texting EXCEPT:
Broadcast text-send brief message to all employers Subscription based- signing up to receive messages from an organization One-off- cell phone user sends text to source to get an answer
Major advantages of podcasting include all of the following EXCEPT:
Cost effective 24/7 access to material Portability
Which of the following are reasons for using the Inverted Pyramid structure in a news release?
Editors cut stories from the bottom Most interesting info at the top Readers don't always read the full story
All of the following are tips for making a VNR more successful EXCEPT:
Engaging sound bites Good pictures - Concise Newsworthy VNR comes from good writing and editing
All of the following are PRSA code provisions EXCEPT:
Free flow of information Competition Disclosure of information Safeguarding confidences Conflicts of interest Enhancing the profession
All of the following are tips for shooting effective publicity photos EXCEPT:
Good contrast/sharp detail Uncluttered Context may be important Action shots Emphasize scale High resolution
All of the following are reasons why visitors return to a website EXCEPT:
High quality content Easy to navigate Quick to download Frequently updated
Media kits include all of the following elements EXCEPT:
The main news release A news feature about the development of the product or similar item Fact sheets on the product, organization or event Background info Photos and drawings with captions Biographical material on the spokesperson or chief execs Basic contact info
Susan Walton says organizations enter the blogosphere for all of the following reasons EXCEPT:
To achieve real-time communication with key stakeholders To enable passionate, knowledgeable people (employees, execs, customers) To foster conversation among audiences with an affinity for, or connection with, the organization To facilitate more interactive communication and encourage audience feedback
Which of the following is an advantage the Web brings to public relations professionals?
Update material quickly Interactivity Access to depth of information Infinite amount of space for info online Cost-effective Reach niche markets and audiences on direct basis Info available 24/hr basis
Which of the following suggestions help make news releases Internet-ready?
Use Specific Subject Line Keep entire release to a maximum of 200 Words or Less. 5 short paragraphs/ 2-3 sentences each. Use bullets for points Never send as attachment Write like you have 10 seconds to make a point
All of the following are questions that should be asked before writing a news release EXCEPT:
What is the key message? Who is the primary audience? What does the target audience gain from the product or service? What objective does the release serve?
All of the following are suggestions for "winning" in the court of law and the court of public opinion EXCEPT:
make carefully planned public comments in earliest stages of a crisis or legal issue understand the perspective of lawyers and allow them to review statements guard against providing information to the opposing side counsel and coach the legal team build support from interested parties develop a litigation communication team
Critics often complain that PRSA's code of ethics is not helpful because
"have no teeth," no punishment for being unethical or unprofessional
According to one study, __________ percent of journalists said they use public relations sources for their stories.
80%
According to Kim Hunter, president of Lagrant Communications, messages about economic development, home ownership, and financial literacy have particular resonances among which ethnic audience?
African Americans
The legal doctrine of "fair use" means
Allows partial use of copyrighted material (must be attributed), with your own contribution
All of the following are general characteristics of baby boomers EXCEPT:
Define themselves according to their profession Well educated and take pride in their accomplishments Question authority and take strong position on social issues Competitive in their careers Appreciation for leisure time Retire later
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?
Disclosure of information
Which of the following government agencies has jurisdiction to determine if advertisements are deceptive or misleading?
FTC: Federal Trade Commission
Which demographic group has been labeled the "E-Generation"?
Generation Y
All of the following are general characteristics of seniors EXCEPT:
Less easily convinced demand value in things they buy Active voters read magazines and newspapers more Volunteer more Health conscious
Which of the following will help protect an organization from liability issues surround a sponsored event?
Liability insurance well thought out plan that ensures safety and comfort of guests
A delayed response from an e-mail query, or no response at all, is likely to have what kind of consequences for an organization?
Negative; conveys unsympathetic characteristic of organization
Radio news releases, like releases for print media, must be
Newsworthy and not too commercial
All of the following describe new media EXCEPT:
Online blogs, social media, etc. (interactive)
According to Cabot's Foundation Principles, "Organizations exist...
Only by public consent
Which of the following are considered unethical when dealing with the media?
Providing gifts, exchanging favors, questionable junctions
PSA stands for
Public Service Announcement
Which of the following can be copyright protected?
Published documents or ideas (i.e. brochures, drawings, news features, etc).
The legal doctrine of the "right of publicity" provides
Right of an individual to control the commercial use of his or her name
A series of prebooked, one-on-one interviews from a fixed location via satellite with a series of television journalists called
Satelite media tours
What demographic group is the largest consumer of television, magazines, books, and newspapers?
Seniors
A general characteristic of the American public is that
Short attention span, visually oriented
Any e-mails an employee writes at work are
Subject to monitoring, they can be fired if they violate company policy
Which of the following government agencies monitors the financial affairs of publicly traded companies?
The Securities and Exchange Commission
Most professional groups believe that the primary purpose of establishing codes of ethics is
education and information, not enforcment
"Respecting all opinions and supporting the right of free speech" is connected to which PRSA core value?
fairness
"Conversations" on social media can be controlled.
false
A company has an unlimited right to publicize the activities of its employees in employee newsletters.
false
Christian music now accounts for approximately 30% of all CD sales.
false
Journalists rarely use corporate Web sites for information because they feel they are biased.
false
Minority populations are homogeneous.
false
PRSA's code of ethics says it's OK to conduct grassroots campaigns on behalf of undisclosed interest groups.
false
The Internet came into widespread public use in the 1970s.
false
Because of the rise of social media, public relations practitioners must
focus on listening and engaging in dialogue with citizens and consumers
A unique characteristic of the Internet, which traditional media do not offer, is
interactivity (pull concept: how you can pull information for various sites)
What is the key feature of Web 2.0?
interactivity, social media
According to Cabot's Foundational Principles, "Its not what you say ...
its what they hear
Web 3.0, the next major development in the evolution of the Internet, is characterized by
portability/ mobility
What medium is most effective for delivering a message that requires absorption of details?
print media
When a company's product is featured in a TV show, it's called
product placement (plug)
According to Cabot's Foundational Principles, "Activity does not equal...
results
What do the letters ROI stand for in business?
return on investment
To use an employee's image in product publicity, sales brochures, or advertising, the organization must have
sign release on fire-written constent
A quote in broadcasting is called a
soundbite
All of the following are general characteristics of youth market EXCEPT:
spend as much time interacting online as in person initial interaction online will precede most dating and marriages 10 times more online than interacting with parents More reserved in social skills Not tolerate print forms, slow application process, etc. Values relationship/trust
________ has the strongest emotional impact of any mass media
television
A person filing a libel suit usually must prove which of the following?
the false statement was communicated to others identified or identifiable actual injury (i.e. Money loss, loss of reputation, mental suffering) person making the statement was malicious or negligent
Ethics in public relations begins with:
the individual- his or hers own value system
