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You should never follow up on an initial pitch. PR personnel must be aware that they can be held legally liable if they provide advice or tacitly support an illegal activity of a client or employer. This area of liability […]

The key to a successful news release when sent by e-mail: A) using Word attachments. B) including more details than the print release version. C) to get to the point quickly. D) accompanied by artwork/photography. When coordinating a guest appearance […]

A traditional print media kit folder is 9 by12 inches with inside pockets. Copy testing, at its most basic level, refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a […]

Muscular public relations is primarily associated with A) fair play and competition. B) persistence and passion. C) strength and steadiness. D) networking and positioning. The dominant view of public relations is one of _______________. A) submitting news releases to media […]

Using databases and computer software to analyze content of media placement is quite common with this technique. A) benchmarking B) systematic tracking C) day-after-recall D) environmental scanning Which of the following is part of the proactive phase of conflict management? […]

President Gerald Ford created the United States Information Agency. Secondary research refers to data or information that originally comes from another source. Answer: True The most visible aspect of a university public relations program is its news bureau. Answer: True […]

Magazines, in particular, are increasingly blurring the line between news features and advertisements. Self-perception is the context through which messages are interpreted. Answer: True The Tylenol case study is a prime example of a business where public relations was in […]

Why is repetition necessary? A) because our environment is filled with distractions B) because of the sleeper effect C) because it gives the message a relative advantage. D) because most people aren”t smart. Which of the following factors is NOT […]

Arthur W. Page advocated that public relations was a A) management function. B) humanistic function. C) media-centric function. D) negotiating function. A significant reason why governments employ public relations efforts is: A) the engineering of consent/persuasion techniques. B) to a […]

Public information and public affairs are the most widely used terms by nonprofits, universities and government agencies. Politicians usually support government spending on public relations. Answer: False A baseline study is an assessment of an organizations entire communication program. Answer: […]

Public relations practitioners are faced with a monolithic audience. In systematic tracking, some practitioners take the approach of calculating the cost of advertising for the same amount of space, and then multiplying that total three to six times to reflect […]

This term best describes the notion of high authority and power associated with the dominant coalition. A) mixed motives B) executive control C) command authority D) mixed organic/mechanical Biased wording on questionnaires is often a by-product of A) poor construction […]