PR test one
Which of the following arguments is a reason for retaining an outside public relations firm? Client management previous did not have a formal public relations program. Client headquarters is far from media, government, and financial centers. The situation may require the independent judgment of an outsider. All of the above
All
Who was the first corporate vice president of public relations, insisting that he have a voice in policy and that the company's performance would determine its public reputation? This person also first started public opinion polls on a regular basis. Edward Bernays Arthur W. Page Ivy Lee Daniel Edelman
Arthur W. Page
Which practitioner is credited with coining the term "public relations counsel" in the 1923 book Crystallizing Public Opinion? Daniel Edelman Edward Bernays Harold Burson Ivy Lee Leone Baxter
Edward Bernarys
What is the name of this media type? Benefits of this media include high credibility and transparency. Earned media Paid media Owned media
Erned media
According to the results of the CEO surveys, reviewed in our class, most of CEO respondents believed that reputation management needs to be handled by management consultant and marketing experts rather than public relations practitioners. True False
False
For effective integrated communication, marketing needs to control the public relations function. True False
False
For successful Cause-Related Marketing (CRM), marketing-driven messages need to be overtly emphasized, so the organization can maximize portion of sales proceeds to a charity/cause that consumers care about. True False
False
Ivy Lee headed the Committee of Public Information during WWI. True False
False
Public relations professionals should not represent any organizational interests to assure the objectivity of communication. True False
False
Which of the following is NOT related to Edward Bernays? Helping John D. Rockefeller deal with Colorado coal miners' strike Advocating "engineering public consent" Organizing a PR campaign to encourage women's smoking, entitled as "Torches of Freedom for Women" Involving in the Creel Committee
Helping John D. Rockefeller deal with Colorado coal miners' strike
The specialized part of corporate public relations that interacts with shareholders and the financial community is which of the following? Investor Relations Public Affairs Issues Management Public Information Accounting
Investor Relations
Which of the following majors shows up as the one most frequently held by public relations practitioners? Business Adminstration Public Relations Journalism Marketing
Public Relations
When one author wrote, "Very simply, my job was to get the client's name in the paper," which model of public relations was he describing? Public Information Two-way Symmetrical PR Press Agentry/Publicity Two-way Asymmetrical PR
Press Agentry/Publicity
Which one of the following explains why the text refers to public relations as a "staff function"? Staff functions advise those who set policy and oversee operations Staff officers determine the ground rules and sets the course Staff functions include all of top managers Staff officers direct other officials
Staff functions advise those who set policy and oversee operations
The number of women in public relations has increased steadily. By the late 1980s, females became a majority. True False
TRUE
According to the text, what is the major difference between publicity and advertising? Publicity targets multiple publics while advertising targets mostly consumers. Advertising supports marketing while publicity supports public relations. Publicity identifies the source, thus the term "good publicity." The practitioner controls advertising placement but not publicity placement.
The practitioner controls advertising placement but not publicity placement.
According to the principles of Excellence in Public Relations, which one of the following is likely to have the greatest impact on the effectiveness of public relations practice? Top management and public relations staff view the PR function as "management" Overselling management on capabilities and expertise Staff training, particularly holding graduate degrees Extent to which the function is tied to the marketing "bottom line"
Top management and public relations staff view the PR function as "management"
In the government sectors, the terms "public affairs" and "public information" are more common than "public relations" in referring to communication practitioners. True False
True
Press agentry was an early forerunner of modern public relations. They used the media to create American heroes, promote circus acts and settle the West. True False
True
Public relations generates placement of messages in media by publicity or stories that run without charge in the media. True False
True
Public relations practitioners can be categorized into managers and technicians in terms of roles. True False
True
Regardless of different career path in public relations, writing is the common denominator. True False
True
The Toyota case (on James Olson's practice) is a good example of the role of public relations at the senior level to provide business consulting advice. True False
True
The key rationale of integrated marketing communication (IMC) is that all communication tools need to be integrated to work together in harmony to promote a brand effectively. True False
True
To practice two-way asymmetrical model of public relations, research of attitudes is very important to determine how to persuade publics to behave in the way the client (organization) wishes. True False
True
Whereas the primary purpose of marketing is profit generation, the goal of public relation is cost reduction for organizations. True False
True
Which model of public relations was best matched to Hill & Knowlton's public relations campaign for the Gulf War? Two-way Symmetrical PR Press Agentry/Publicity Public Information Two-way Asymmetrical PR
Two-way Asymmetrical PR
What is the public relations model that is best reflected/demonstrated in the Tylenol crisis case? Two-way Asymmetrical model Press Agentry/Publicity model Public Information model Two-way Symmetrical model
Two-way Symmetrical model
According to the text, which one of the following is the single largest employer of public relations practitioners in America? General Motors Corporation Edelman Public Relations American Medical Association Exxon Corporation U.S. Federal government
U.S. fed govt
What is NOT correct about brand journalism? It marries journalism with the core elements of strategic public relations to enhance credibility of brand. It utilizes data-driven multimedia storytelling. Unlike traditional journalism, it creates fictitious, hilarious stories to attract attention from customers about brand. Brand journalism is rooted in the principles of traditional journalism and good storytelling. It invites a two-way conversation around those stories on the full range of social media platforms.
Unlike traditional journalism, it creates fictitious, hilarious stories to attract attention from customers about brand.
