PUB Exam 2
23. The social media platform that best illustrates the concepts of network size and quality is ______. a. Twitter b. LinkedIn c. Instagram d. Facebook
3. The most popular social media network site for Americans is ______. a. Twitter b. Instagram c. Snapchat d. Facebook
14. Which of these is an example of corporate social marketing? a. McDonald's matches customer donations for Ronald McDonald House Charities. b. Dunkin Donuts donates $1 to Stop Hunger for every coupon book purchased in store. c. Apple provides iPads to every elementary-aged student in New York City's lower income school districts. d. Mondavi Winery sponsors a campaign designed to reduce drunk driving among college students.
Mondavi Winery sponsors a campaign designed to reduce drunk driving among college students.
8. Legally classified, a ______ corporation must publish a report annually to demonstrate the material positive benefit it has had on society and the environment. a. B b. nonprofit c. benefit d. traditional
benefit
9. When writers assume others understand the words they use, share the same skills they possess, and know the obscure facts that they perceive as common knowledge, what bias is occurring? a. curse of knowledge b. great expectations c. lack of perception d. failure to analyze audiences
curse of knowledge
17. A serious challenge for social media management is ______, which could quickly affect the beliefs of target consumers. a. gatekeepers b. cyberattacks c. experts d. Photoshop
cyberattacks
19. Which of the following improves employee morale in an organization? a. managerial accountability b. hands-off management c. open lines of communication d. established codes of ethics
open lines of communication
21. Which of the following items should you use for the beginning and ending of a news release? a. organization name and date b. lead and boilerplate c. introduction and summary d. 5 Ws and H
lead and boilerplate
30. In a merger or acquisition situation, changes to which of the following have the most direct impact on employees' lives? a. communication methods b. job training practices c. leadership and mission d. budgeting methods
leadership and mission
7. In their communication with target audiences, PR practitioners should be strategic and respect ______, societal, and professional norms. a. international b. legal c. human d. behavioral
legal
9. Unlike Europe, which of these factors does not impact the decision for U.S. companies to engage in corporate social responsibility? a. social b. legislative c. environmental d. economic
legislative
11. It is recommended that a company engaging in corporate social responsibility should serve and ______ the three performance areas make up the triple bottom line. a. measure b. promote c. exploit d. create
measure
25. Because output is not the same as outcome, it is important to ______ social media activities. a. repeat b. advertise c. measure d. trademark
measure
26. Americans often see the motivation behind CEO activism as desiring ______. a. special corporate perks b. media attention c. increased salary d. competitive response
media attention
11. A particular benefit of social media to PR practitioners is having a direct channel to target audiences without interference by a ______. a. limited reach b. media gatekeeper c. printing deadline d. delayed press release
media gatekeeper
7. Company X and Company Y unite into one new company—Company Z. Which term describes this situation? a. litigation b. merger c. divestiture d. acquisition
merger
3. Throughout the day, Kelly checks her Twitter page and sees stories and videos that she finds interesting. Which of the following has collected and delivered these stories? a. media database b. news aggregator c. media platform d. digital news outlet
news aggregator
5. Corporate social responsibility considers the triple bottom line by making public interest a part of an organization's business decisions. This includes honoring _____ , profit and people. a. planet b. promotion c. power d. progress
planet
12. Upper management in a healthy corporate culture would likely do which of the following? a. promote long-time employees b. clarify company policies c. offer flexible work schedules d. seek feedback from employees
seek feedback from employees
16. Sam, a PR professional, has pitched a story to Anita, a reporter with a local news station. Sam and Anita have never worked together. Which of the following actions would help Sam form a professional relationship with Anita and obtain the news coverage he wants? a. giving Anita an outline of the story to save her time and effort b. sending Anita the names of experts for background information c. providing Anita with feedback on her overall reporting style d. emailing Anita regularly to check on the progress of the story
sending Anita the names of experts for background information
19. Apple decides to use Facebook to dialogue with followers about their wish list for iPhone upgrades. This demonstrates ______ communication. a. diffused b. social c. researching d. two-way
two-way
27. What specific feature of Twitter contributes to messages becoming lost in the feed? a. built-in trending alert for journalists b. everyone is the same social distance c. limited personal interaction d. 140-character limit per tweet
140-character limit per tweet
12. What is the one exception to the AP rule stating that you spell out any number at the beginning of a sentence? a. street addresses b. percentages c. numbers over 999 d. 4-digit year
4-digit year
6. What technique spells out questions the PR writer should answer upfront? a. inverted pyramid b. 5 Ws and H c. SUCCESs principles d. framing
5 Ws and H
2. In 2016, a Pew Research Center study revealed that ______ of Americans use social media. a. 65% b. 80% c. 35% d. 50%
65%
27. What is the drawback of AVE? a. AVE is too costly to implement. b. AVE is a newly developed idea. c. AVE lacks scientific validity. d. AVE measures impressions.
AVE lacks scientific validity.
23. Winston Electronics is releasing a new tablet and wants to reach more of its target audience and generate social buzz at the firm's product launch event. Which of the following individuals should be invited to the event to help Winston accomplish this goal? a. Adrian, a high-tech electronics blogger b. Ben, a local newspaper reporter c. Corinne, a technology trade publication editor d. Devin, a mainstream media journalist
Adrian, a high-tech electronics blogger
24. Which of these statements is most accurate about millennials? a. Millennials are not likely to switch to brands associated with a cause. b. Millennials prefer to pay less for sustainable brands. c. As a generation, millennials care the most about sustainability. d. Millennials form their own opinions and are indifferent to CEO activism.
As a generation, millennials care the most about sustainability.
9. Which generation has driven the media industry for the past 20-30 years? a. Baby Boomer b. Millennial c. Generation X d. Generation Z
Baby Boomer
2. What do the verbs inform and influence have in common? a. Both involve communication. b. Both begin with the same letter. c. Both suggest powerful results. d. Both describe possible PR goals.
Both describe possible PR goals.
7. Recent Pew research indicates which of the following trends in Hispanic media? a. Ad revenue increased for Hispanic daily newspapers. b. Viewership increased for Hispanic TV networks. c. Circulation increased for Hispanic weekly newspapers. d. Ad revenue increased for Hispanic TV networks.
Circulation increased for Hispanic weekly newspapers.
13. What is the AP standard for the use of apostrophes with numbers and individual letters? a. Always use apostrophes with both except with the letter A. b. Do not use apostrophes with either except with the letter A. c. Always use apostrophes with numbers but never with individual letters. d. Always use apostrophes with individual letters but never with numbers.
Do not use apostrophes with either except with the letter A.
Which of the following is an example of a client that would need PR writing to focus on customers or consumers, financial relations, or social responsibility? a. General Electric b. Food and Drug Administration c. American Chiropractic Association d. United Way
General Electric
5. Who developed an early communications model that is a representation of the 5Ws? a. Shannon and Weaver b. Wilbur Schramm c. Bob Taylor d. Harold Lasswell
Harold Lasswell
27. You regularly use social media to share articles written by journalists with whom you interact. Why is this considered good practice? a. It impresses your social media contacts. b. It feeds journalists' egos. c. Helping journalists reach a wider audience helps your results in return. d. It prompts journalists to remember you.
Helping journalists reach a wider audience helps your results in return.
30. Which of the following is an example of a question answered in a backgrounder? a. How did this issue arise? b. Why should you care about this story? c. When should the story run? d. What are the benefits of using the backgrounder?
How did this issue arise?
11. Which of the following is asserted by Dustin Supa about media relations? a. For most organizations, the goal of media relations is to gain publicity. b. Media relations is primarily a tactical function for an organization. c. In media relations, journalists act as the vehicle for reaching stakeholders. d. Media relations is defined by the way tools are used to achieve goals.
Media relations is defined by the way tools are used to achieve goals.
5. Based on 2016 research from the Pew Research Center, which of the following statements about the television industry is true? a. Network TV lost ad revenues for morning programming. b. Network TV grew ad revenues for evening programming. c. Cable TV grew subscriber revenue and lost ad revenue. d. Local TV affiliates and independent stations lost ad revenue.
Network TV grew ad revenues for evening programming.
15. Why should you follow AP style rules when writing news releases? a. You are sending printed copies to the media. b. Your client is requiring that you do so. c. News writing should be more conversational. d. News items written in AP style get serious consideration.
News items written in AP style get serious consideration.
11. According to AP style guidelines, what is the correct way to write a specific date in the month of October? a. October 16 b. Oct. 16 c. 10/16 d. Oct. 16th
Oct. 16
22. ______ conducted through videos can demonstrate relevance and personal fit with key stakeholders, and help reduce misperceptions about corporate social responsibility messages and the motivation behind them. a. Storytelling b. Promotional marketing c. Research d. Sustainability
Storytelling
24. Who produced a multimedia news release to announce the PSA ad campaign produced for First Lady Michelle Obama's "Let's Move" initiative to combat childhood obesity? a. Edelman b. The Ad Council c. Michelle Obama d. White House staff
The Ad Council
5. What data from the 2016 Pew Research Center's study on social media usage best explains the success of Snapchat? a. One third of adults using social media are 65+. b. There is no significant difference in usage between men and women. c. The highest users of social media are young adults aged 18-29. d. Expiring content is seen as exciting and popular.
The highest users of social media are young adults aged 18-29.
4. Based on 2016 research from the Pew Research Center, which of the following statements about the newspaper industry is true? a. Weekly newspaper circulation has remained stable due to digital options. b. Readership of digital newspapers has increased significantly. c. Total newspaper advertising revenue has increased slightly. d. The number of jobs in the newspaper industry has declined.
The number of jobs in the newspaper industry has declined.
15. PR leaders know that reaching journalists is critical to successful media relations and that the best social platform to connect with them is ______. a. Facebook b. Periscope c. LinkedIn d. Twitter
17. Which of the following most likely occurs in a healthy organization? a. Upper management shares business goals with employees. b. Internal social networks lengthen the corporate hierarchy. c. The organization holds scheduled corporate-wide events. d. Development and training is provided to new workers.
Upper management shares business goals with employees.
1. What is the first question to ask before beginning to write a PR tactic? a. Why are you writing? b. When is the deadline? c. What is the budget? d. Who are the target readers?
Why are you writing?
29. The Little Giant Ladder is most often demonstrated in practical, real life situations. Which platform would target audiences most expect to find a collection of how-to videos? a. Snapchat b. Instagram c. YouTube d. Periscope
YouTube
1. Cord cutting involves discontinuing which of the following? a. social media usage b. a newspaper subscription c. internet surfing d. a cable TV subscription
a cable TV subscription
26. AVE compares the value of a news story generated by PR to which of the following? a. social media mentions b. the impression rate c. direct marketing costs d. a paid advertisement
a paid advertisement
6. Company X buys all of the ownership stakes of Company Z. Company X then assumes control of Company Z. Which term describes this situation? a. litigation b. merger c. divestiture d. acquisition
acquisition
29. What is the main objective of PR activities during mergers and acquisitions? a. complying with regulations b. attaining corporate unity c. addressing financial concerns d. revising the corporate mission
attaining corporate unity
3. What did political scientist Harold Lasswell create when he wrote, "A convenient way to describe an act of communication is to answer the following questions: Who? Says what? In which channel? To whom? With what effect?" a. the first PR department at a U.S. university b. a forerunner to Twitter c. an early communication model d. a condensed outline for news release writing
an early communication model
27. According to Edelman PR's 2016 Trust Barometer Survey, which of the following is perceived as providing the most trustworthy information about a company? a. corporate recruiters b. PR professionals c. top-level managers d. average employees
average employees
4. What is the broad goal of internal communications? a. communicating clearly and concisely with stakeholders b. establishing social media platforms for an organization c. building and maintaining a strong organizational culture d. engaging in two-way interaction with numerous publics
building and maintaining a strong organizational culture
28. Unlike most popular social media platforms, LinkedIn is primarily a ______. a. business networking site b. social connection platform c. diffused networking site d. site void of personal interaction
business networking site
18. Social media has made media relations a 24-hour-a-day job requiring ______ for all internet content. a. careful screening and organization b. built-in engagement c. customized dialogue tools d. trackable research
careful screening and organization
10. To help launch a new socially conscious children's KidsCares television network, PR Firm CSRx created an interactive World Rescue bingo game. Parents print the World Rescue Bingo card. For the first month of programming, children look for a special rescue code to appear during their favorite new shows and match the code to the bingo card. Three codes matched down, across, or diagonally wins. Children enter the winning codes into a child-safe World Rescue Decipher app and learn which World Rescue KidsCares will be donating to: Project Water, Doctors Without Borders, or Endangered Species Adoptions. No purchase is required to play. Which type of corporate social responsibility engagement does this represent? a. community volunteering b. corporate social marketing c. cause-related marketing d. cause promotions
cause promotions
1. Nothing But Donut Holes, a specialty doughnut franchise, is donating 20% of all profits to Doctors Without Borders as sponsorship for surgeries to repair congenital heart defects. This is an example of ______. a. community volunteering b. cause-related marketing c. cause promotions d. corporate philanthropy
cause-related marketing
6. Why are more people turning away from cable and satellite television? a. changing viewing patterns b. declining costs of Wi-Fi and Internet c. increasing use of digital newspapers d. declining interest in current events
changing viewing patterns
24. The social network theory concept of social distance is affected by ______. a. close connections b. network size c. how fast a message spreads d. message length
close connections
13. Twitter's 140-character limit for tweets leverages the principle of network ______. a. size b. social distance c. complexity d. diffusion
complexity
21. According to the Global CSR RepTrak® 100 report, larger, established companies like Target, Google, and Pottery Barn should utilize ______ communications to most affect corporate social responsibility perception. a. third-party b. shared c. gap d. controlled
controlled
4. When beginning discussions about corporate social responsibility, PR professionals often need to first counsel upper management on the benefits of relationship-building programs, and why they need to be aligned with ______. a. corporate and stakeholder values b. employee expectations c. managerial bonuses d. human relations policy
corporate and stakeholder values
8. Which term refers to an organization's personality and the attitudes and behaviors of its members? a. corporate culture b. organizational clarity c. corporate reputation d. brand integrity
corporate culture
16. Which of these is a key building block to engaging in successful, ongoing corporate social responsibility? a. corporate fit b. CEO activism c. Millennials d. profitable partnerships
corporate fit
28. Which of the following is a key goal of PR through internal relations? a. facilitating mergers and acquisitions b. establishing a diverse workforce c. creating authentic employee advocates d. communicating with various publics
creating authentic employee advocates
18. Which of the following is the likely goal of including bloggers at product launches? a. reducing product publicity expenses b. reaching more key industry members c. creating social buzz about a product d. limiting reliance on traditional media
creating social buzz about a product
20. In public relations, personal interaction, welcoming language, trustworthiness, and expertise are part of building ______. a. a following b. credibility c. dialogue d. a press release
credibility
22. You're a PR manager working with regional divisions for the same company. Which reason below most explains why their social media plans might be completely different? a. twice the press budget in one division than the other b. one division posts more often, with more visitor engagement as a result c. data analytics indicate platform use is different among regional targets d. the southern region is a mostly sunny climate; the northern region mostly rainy
data analytics indicate platform use is different among regional targets
21. Which of the following must occur before PR can successfully implement employee engagement strategies? a. empowering employees b. defining corporate values c. establishing CSR goals d. embracing diversity
defining corporate values
10. Social media is a 24/7 medium that demands content, constant watchfulness, ______ and engagement. a. gatekeeping b. transformation c. dialogue d. crowdsourcing
dialogue
16. Regardless of the client, any solid communication strategy will require developing ______ for specific social media platforms. a. memes b. in-house graphics c. different messages d. generic messages
different messages
13. Primary stakeholders have a(n) ______ interest in an organization. a. indirect b. provisional c. direct d. media
direct
15. Company X sells some of its subsidiary business units to Company Z. Which term describes this business transaction? a. litigation b. merger c. divestiture d. acquisition
divestiture
16. Before Stassney Enterprises acquired Midland Enterprises, Stassney representatives took extensive steps to understand Midland's financial situation. Which term describes the actions of Stassney Enterprises? a. arbitration b. due diligence c. divestment d. litigation
due diligence
27. Engaging in corporate social responsibility also means being alert to ______ and how they may or may not affect a business' corporate social responsibility activities. a. fleeting trends b. competitive one-way dialogues c. emerging social issues d. technology budgets
emerging social issues
3. What is one of the reasons for significant growth in the employee relations field? a. more oversight of social responsibility efforts b. implementation of corporate hiring policies c. fewer Millennials entering the workforce d. economic concerns after the 2008 recession
economic concerns after the 2008 recession
21. In a media environment, which individual typically serves as a gatekeeper? a. reporter b. editor c. broadcaster d. PR professional
editor
14. Tanya often tells her friends and family that she loves working at CVX Enterprises. By sharing these feelings, Tanya is engaging in which of the following? a. team building b. employee advocacy c. recruitment d. employee relations
employee advocacy
11. Which of the following is most important for the success of an organization's mission? a. employee engagement b. short-term strategies c. positive media publicity d. stakeholder accountability
employee engagement
13. Which of the following is a characteristic of a healthy corporate culture? a. positive publicity b. high-tech systems c. empowered employees d. consistent profitability
empowered employees
8. A Facebook post with beautiful beach imagery, a vacation discount code and a link to a travel website is designed to ______. a. attract travel reviewers b. provide travel packages c. encourage visitor interaction d. monitor the competition
encourage visitor interaction
20. How does PR support a healthy organizational culture? a. communicating with various publics on a regular basis b. developing a long-term strategy that addresses stakeholder needs c. monitoring both traditional and digital media for corporate publicity d. ensuring that messages from management uphold company values
ensuring that messages from management uphold company values
29. The CEO of Harrison PR, an international PR agency, always reminds his employees that the key to effective international PR and media relations is a foundation of two-way communication. Which theory does the firm likely follow? a. gatekeeper theory b. framing theory c. agenda-setting theory d. excellence theory
excellence theory
18. One strategic benefit to engaging in corporate social responsibility is the ______ which reinforces the need for initiatives that adapt well to social media. a. excellent PR potential b. reduced marketing budget c. streamlined team responsibilities d. upper management buy-in
excellent PR potential
30. Facebook Live videos can be accessed and liked forever, whereas Periscope videos ______. a. are streamed live only, with no replay option b. self-destruct in 15 minutes c. cannot be liked during streaming d. expire 24 hours after broadcast
expire 24 hours after broadcast
17. Crossover applications such as advertising and merchandising tie-ins, business partnerships, even internal communications to employees are all excellent ______ to corporate social responsibility initiatives. a. measurements b. extensions c. sources d. signals
extensions
5. During a merger, what is the key role of the employee relations team? a. establishing a corporate culture b. facilitating organizational change c. monitoring owned media results d. communicating with the media
facilitating organizational change
12. Which term refers to the practice of publishing articles that are not based on facts or sound research? a. fake news b. Op-Eds c. hype d. media relations
fake news
10. Good PR writing is concerned with ______, which includes style, grammar, and punctuation. a. rules b. accuracy c. format d. details
format
24. According to Robert Entman, the way the media tells a story may influence audience perceptions. Which term refers to this concept? a. framing b. gatekeeping c. agenda setting
framing
18. You have written a new release that details the results of your client's groundbreaking deal with a major sports franchise. To ensure it is delivered to the right hands, who is the appropriate source to send it to at the major media? a. editor b. gatekeeper c. publisher d. beat reporter
gatekeeper
20. Which term was coined by Kurt Lewin to describe a person of authority who decides which information should or should not be passed along to a group? a. opinion leader b. influencer c. blogger d. gatekeeper
gatekeeper
22. Embracing diversity and exhibiting integrity are traits associated with which of the following? a. international corporations b. profitable organizations c. innovative corporations d. healthy corporate cultures
healthy corporate cultures
9. Innovative, successful companies tend to have which of the following? a. media relations specialists b. healthy corporate cultures c. flat hierarchical structures d. flexible company policies
healthy corporate cultures
25. Which of the following is based on the number of subscribers to a publication? a. advertising value equivalence b. impressions c. key message visibility d. framing
impressions
22. When distributing a news release via email, where should you put the content of a short release? a. in an attachment b. in a hyperlink in the subject line c. in a URL link in the body of the email d. in the body of the email
in the body of the email
23. Which of the following is a recommended method of sending additional materials such as videos and photos to the media? a. sending each item in a separate email b. directing the media to your organization's website c. including embedded links within a multimedia email containing the news release d. mailing the materials
including embedded links within a multimedia email containing the news release
2. The term employee relations is synonymous with which of the following? a. public relations b. internal communications c. integrated communications d. organizational clarity
internal communications
18. Which of the following facilitates collaboration and team building at a firm? a. corporate profit sharing b. internal social networks c. wellness programs d. high productivity goals
internal social networks
19. What is another writing method that incorporates the 5 Ws and H but with a twist that allows you to better frame the news to highlight your organizational goals? a. digital writing b. Op-Eds c. inverted pyramid d. speechwriting
inverted pyramid
28. George, a PR professional, has been conducting PR work for a local bank. George needs to provide the bank president with an accurate and objective summary of the value of his PR efforts. Which of the following would be the best tool for George to use? a. advertising value equivalence b. audience reach c. impression rate d. key message visibility
key message visibility
13. Tanya, a PR professional, contacts a reporter with details about an upcoming event for which Tanya would like news coverage. Which term describes Tanya's efforts? a. creating fake news b. hyping a story c. making a pitch d. gatekeeping
making a pitch
23. Which of the following illustrates a corporation's commitment to being socially responsible? a. complying with environmental regulations b. matching employees' charitable donations c. encouraging two-way communication d. promoting workforce inclusiveness
matching employees' charitable donations
12. When developing a social responsibility strategy, PR professionals will determine which stakeholders can both affect corporate operations and are ______. a. intentionally uninvolved b. motivated to act c. affluent d. trustworthy
motivated to act
1. Which of the following is an internal communications task? a. motivating employees b. developing PR campaigns c. creating press releases d. establishing company policies
motivating employees
22. According to the agenda-setting theory, which of the following plays a key role in shaping public opinion? a. corporations b. news media c. PR professionals d. government officials
news media
17. What tactic is considered the gold standard for disseminating essential news and information to members of the media? a. fact sheet b. media kit c. backgrounder d. news release
news release
17. In most crises, who among the following handles questions from the news media? a. organization spokesperson b. public relations professional c. media relations specialist d. chief executive officer
organization spokesperson
23. Foundational to corporate social responsibility is stakeholder engagement, and initiatives should be ______ for customers, employees and volunteers. a. mandatory b. universal c. participatory d. economic
participatory
30. Which of the following is an ethical issue faced by global PR practitioners? a. paying for news coverage b. using local gatekeepers c. implementing PR tactics d. promoting CSR efforts
paying for news coverage
26. Once you identify that your target audiences are Facebook users, designing a strategy to move them beyond ______ is the next step. a. just browsing b. personal use c. rewards and games d. likes and emojis
personal use
6. Based on results from the Business Wire survey of 400 journalists, which multimedia element link do most journalists prefer? a. photographs b. graphics c. videos d. logos
photographs
25. One risk to corporate social responsibility is that activities could be perceived as ______ versus benefiting society or the environment. a. activism b. cause-related c. altruistic d. promotionally motivated
promotionally motivated
20. The Nielsen 2015 Global Survey on CSR reinforced the connection between consumers' environmental concerns and ______. a. travel choices b. personal footprint c. purchase intent d. society
purchase intent
12. Social network theory examines the concepts of network size, ______, diffusion, complexity and social distance as related to interrelationships. a. quality b. expertise c. interaction d. media
quality
6. The telegraph was the first invention to take advantage of ______, a distinguishing factor between traditional and social media. a. two-way communication b. paper messages c. the telephone d. real time communication
real time communication
30. Particular to corporate social responsibility, public relations professionals must plan activities that ______, and communicate these activities to key stakeholders. a. create new company values b. reinforce a company's purpose c. hinge on profitable gains d. ignore the triple bottom line
reinforce a company's purpose
24. A company's newsletter is an effective tool for accomplishing which of the following? a. bridging corporate barriers b. identifying media trends c. publishing press releases d. reinforcing the firm's values
reinforcing the firm's values
4. What tactical approach is standard practice in PR campaigns to counteract noise? a. repeat and reinforce messages b. adhere to established guidelines c. follow Schramm's Model of Mass Communication d. understand your audience
repeat and reinforce messages
28. You have sent a news release to a journalist who emails to request more details for an article, but you receive the request while you are out of town. What should you do? a. reply as soon as you return b. let your email autoreply relay that you are out of town c. reply immediately and say you will get back with the journalist upon your return d. reply immediately to determine the journalist's needs and then follow up accordingly
reply immediately to determine the journalist's needs and then follow up accordingly
19. Corporate social responsibility can positively impact an organization's ______, while CEO activism might risks negatively impacting it. a. visibility b. hierarchy c. management d. reputation
reputation
29. Because corporate social responsibility is connected to every area of an organization's operations, the outcome can have a significant impact on employee recruiting, corporate ______ and shareholder value. a. reputation b. bonuses c. promotions d. innovations
reputation
9. One advantage and challenge to social media is the lack of ______. a. restriction b. journalists c. good news d. dialogue
restriction
29. What is the primary benefit of a fact sheet for the recipient? a. summarizes the 5 Ws and H b. serves as a concise, clear reference tool c. replaces the news release d. supports the news release
serves as a concise, clear reference tool
14. What is a characteristic of an effective pitch? a. presenting the story to numerous reporters b. showing the story's relevance to the media outlet c. posting the story idea on a social media pager d. providing thorough details about the story
showing the story's relevance to the media outlet
8. What element of Chip and Dan Heath's SUCCESs principles prompts writers to identify the essential core of their ideas? a. storytelling b. concrete c. simple d. strategic
simple
7. Community building is a natural result of ______ because of the priority placed on transformational benefits to society and valuing relationships. a. business relevant tactics b. promotional marketing c. corporate social responsibility d. social entrepreneurship
social entrepreneurship
14. Sarah is majoring in communications with a focus on corporate public relations. She hopes the excellent growth in ______ as a specialty at PR agencies worldwide might also indicate strong career opportunities. a. graphic design b. social media management c. IT analytics d. content management
social media management
7. Which of these have revolutionized the way public relations is practiced? a. mobile devices b. social media platforms c. memes and photo posts d. live videos
social media platforms
8. An increasing number of American adults get their news from which of the following? a. daily newspapers b. social media sites c. broadcast news d. digital newspapers
social media sites
4. Social media's rapid adoption can be explained by ______. a. mobile tablets b. social network theory c. the telegraph d. network media theory
social network theory
6. In addition to regular shipping options, an online retailer now also offers customers drop-shipping to different locker locations through metropolitan areas as one way to help reduce the company's overall carbon footprint. This new shipping option represents which type of corporate social responsibility engagement? a. corporate philanthropy b. corporate social marketing c. socially responsible business practices d. cause-related marketing
socially responsible business practices
28. Choose one option that applies to all open answers: A strategically sound communications plan for corporate social responsibility will not only take into account ______ values, but also anticipate ______ expectations to best encourage ______ engagement. a. media b. marketing c. political d. stakeholder
stakeholder
15. Measuring corporate social responsibility efforts includes examining the impact on end-recipients as well as how ______ perceive the activities. a. competitors b. stakeholders c. researchers d. PR professionals
stakeholders
10. Which of the following is essential for a healthy corporate culture? a. a diverse workforce b. innovative concepts c. strong revenues d. supportive leadership
supportive leadership
1. Unlike traditional media, social media gives PR professionals 24/7 direct access to ______. a. publishers b. gatekeepers c. target audiences d. client databases
target audiences
20. When you distribute a news release via email, what should you enter in the subject line? a. the release's headline b. the name of your client or organization c. a catchy title d. A summary of the first paragraph
the release's headline
10. PR and research professionals use demographics for which of the following reasons? a. to identify the cultural norms of a society b. to sort a population into smaller groups c. to measure the effects of campaigns d. to define the goals of media relations
to sort a population into smaller groups
26. According to the text, which of the following was a key factor in the success of GE's Ecomagination strategy? a. top management support b. golden triangle partnerships c. independent sustainability reports d. creative video news releases
top management support
21. Which of these is stated as being essential to credibility, a sum of all the others? a. trustworthiness b. welcoming language c. expertise d. personal interaction
trustworthiness
19. Keystone Manufacturing recently implemented a process to remove inefficiencies in its production flow. The recycling process saves money and is environmentally friendly. Which of the following would be the best vehicle for Keystone to promote this CSR initiative? a. national broadcast outlet b. trade publication c. environmental blog d. digital media
trade publication
3. Stakeholders are often the catalyst for more ethical behavior and ______ from organizations. a. mediocrity b. transparency c. evaluation d. discretion
transparency
25. According to a survey conducted by Business Wire, how much more activity do multimedia news releases generate when compared to text only releases? a. double b. triple c. quadruple d. no more
triple
2. A primary rule of public relations is to know your audience. What does this idea mean in terms of media relations? a. understanding media trends b. evaluating media impressions c. developing a media strategy d. measuring media coverage
understanding media trends
15. Which of the following would help a PR professional determine the most appropriate reporter to approach with a pitch? a. generating buzz about the story on Facebook b. submitting a press release to multiple media outlets c. creating a broad list of local and national target media d. using a commercial database like Business Wire
using a commercial database like Business Wire
25. Which PR tool is effective for communicating with external publics? a. video news release b. company newsletter c. company intranet d. digital analytics
video news release
2. Corporate social responsibility can be defined as the sum of ______ taken by a company to address the impact of its business operations on the triple bottom line as well as its key stakeholders. a. required steps b. profits and losses c. voluntary actions d. marketing tactics
voluntary actions
16. In addition to using a celebrity spokesperson, what media tactic is coffeemaker Nespresso and its partner TechnoServ using to communicate with their sources in Sudan? a. nightly TV news reports b. weekly radio broadcasts c. a private Facebook group d. Twitter messages
weekly radio broadcasts
