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 is
called “fair comment.”
The fastest-growing minority audience in the United States is the African-American
audience.
The most widely practiced form of evaluating public relations programs is the
compilation of print and broadcast mentions.
One of the largest spenders on lobbying in Washington is Google.
Informational objectives are bottom-line oriented, and based on clearly measurable
results.
Employers should delay a bit in informing laid-off employees because of psychological
factors.
Once a specific policy or stance has been decided on, communication to all interested
parties can begin.
It’s important to involve visitors at a trade show booth.
Investor relations is the highest paid specialty area in public relations.
“Turf battles” between public relations personnel and human resources managers are
relatively non-existent because the two areas rarely overlap.
The Equal Employment Opportunity Commission essentially exists to ensure diversity
in the workplace.
The Pentagon engages in recruitment drives.
Generally, talk shows book guests 1 or 2 days in advance.
Individuals attending a meeting or event are more emotionally involved in the process
since they use all five of their senseshearing, sight, touch, smell, taste.
Good morale for faculty and staff comes primarily through better technology and more
reliable infrastructure at the workplace.
The split-message evaluation approach revolves around a single appeal and audience.
According to a utilitarian approach, the ends justify the means as long as they cause the
least harm.
Name tags are tacky and should not be used at meetings.
A print interview should generally last no more than 20 minutes.
One of the oldest services that match reporter inquiries with PR sources is HARO.
Universities are tax-exempt.
Public relations pays relatively well compared to other communication professions.
The word “program” has two meanings:
1) what goes on at the meeting and
2) the printed listing of what goes on.
Women constitute about 70 percent of all public relations practitioners.
Most large institutions regularly monitor the state legislature.
News releases should be about 300 words long.
In an integrated communications program, public relations activities are often geared to
obtaining early awareness and credibility for a product.
The ultimate objective of any public relations effort is to accomplish organizational
objectives.
A public service announcement is generally “paid” in nature.
Psychographics are the attempt to classify people by lifestyle, attitudes, and beliefs.
Product recalls require doing the “right thing.”
“We chose this plan because it would benefit the majority of you, and harm the fewest”
would be an example of using this perspective:
A) Marxist.
B) absolutist.
C) unilateral.
D) utilitarian.
The evaluation element of a plan relates directly back to
A) the target audience.
B) stated objectives.
C) research.
D) program budget.
What is the going rate for paid interns at reputable national and international
companies?
A) $8 to $10 dollars an hour
B) $10 to $12 dollars an hour
C) $12 to $15 dollars an hour
D) $16 to $20 dollars an hour
The first president to make extensive use of press conferences was
A) Franklin Roosevelt.
B) Theodore Roosevelt.
C) Harry Truman.
D) Andrew Johnson.
Mass media effects increase when
A) people cannot verify information through personal experience or knowledge.
B) a specific medium has a greater reputation.
C) parental guidance is lacking.
D) people have no prior information or attitude disposition regarding a subject.
Which of the following is an example of qualitative research?
A) a Likert-type scaled survey
B) a telephone poll
C) a focus group
D) an employee survey
What measurement tool do practitioners rely on most?
A) opinion surveys
B) benchmarking
C) media clippings
D) dashboards
The most admired Fortune 500 companies think of public relations as
A) the epicenter of the C-suite.
B) a bottom line function.
C) a strategic management tool.
D) an equal partner with marketing and advertising.
What is typical in an audio news release?
A) teleprompter information
B) longer sentences
C) script for field reporter
D) fast reading
What is the best-known think tank for public relations?
A) The Institute for Public Relations
B) PRSA
C) IABC
D) The PR Management Database
Which is most likely to interest the “baby boomer” generation?
A) social networking
B) self-actualization needs
C) health issues
D) interactive media
A local chamber of commerce serves what primary purpose?
A) as a public relations arm of city government.
B) a lobbying group.
C) an activist group.
D) an advocacy group.
Which is NOT a guideline when preparing a survey?
A) limit possible answers
B) edit out leading questions
C) use closed-ended answers
D) state the objectives of the survey
An effective readership-interest survey becomes more valuable when it is compared
with the
A) measurable objectives.
B) circulation figures of a publication.
C) content analysis of a publication.
D) communication audit.
The acronym MBO stands for management by
A) observation.
B) objectives.
C) organization.
D) opportunity.
Which of these concepts (stemming from SEC regulations) is NOT pertinent to public
relations personnel?
A) full disclosure to government officials regarding meetings with ad agency reps
B) insider trading is illegal
C) timely disclosure is essential
D) full information must be given on anything that might materially affect the
company’s stock
Voice of America has traditionally been a
A) print-based initiative.
B) broadcast outlet.
C) grassroots advocacy group.
D) speakers’ bureau.
Liability insurance should be secured:
A) Only for events of 50 people or more.
B) Only if there is a chance that people could be injured.
C) Always, unless there is a blanket liability policy.
D) Only for fundraising events.
Even if a bribe is intended or not, the sending of gifts to media representatives is almost
always considered
A) prudent when trying to boost lagging sales or image.
B) bribery to get favorable media coverage.
C) a potential boost in media coverage, despite perceived unseemliness.
D) breaking the law.
CBS’s “60 Minutes” is an example of
A) a network newscast.
B) a documentary.
C) an evergreen.
D) a magazine program.
Which would likely be considered as a “triggering” event?
A) a new product launch
B) new house purchase
C) going grocery shopping
D) your CEO getting a head cold
A no-host bar means
A) no bartenders.
B) guest serve his or her own drinks.
C) guests buy their own drinks.
D) drinks are served without food.
Which is NOT an important fact about the Internet?
A) Online readers can dig deeper into subjects that interest them.
B) It is cost-effective.
C) Its reach is worldwide.
D) Websites do not need to be interactive.
The chief public relations officer of a college of university is the
A) provost.
B) communications director.
C) president.
D) chairperson of the board of trustees.
What is applicable to a mat release?
A) It is used primarily in trade publications.
B) It is geared toward providing helpful consumer information.
C) It is ready for editing by a journalist.
D) It is no different than a traditional news release.
A 30-second radio PSA should contain about how many words?
A) 25
B) 45
C) 65
D) 75
According to the text, what was the first organization to create an in-house public
relations department?
A) Macys
B) Westinghouse
C) Pennsylvania Railroad
D) Proctor & Gamble
In a capital campaign, funding emphasis is placed on
A) employees at the chosen site.
B) substantial gifts from corporations and individuals.
C) square footage and building costs versus amount of local population.
D) smaller to moderate donations from individuals.
A booker would also be known as
A) executive producer.
B) host.
C) community relations director.
D) talent coordinator.
Approximately how much of a public relations budget should be allocated toward
contingencies or unexpected costs?
A) 1 percent
B) 5 percent
C) 10 percent
D) 20 percent
Mass media have the most influence in what stages of the adoption process?
A) awareness and interest
B) awareness and trial
C) evaluation and trial
D) interest and evaluation
According to Professor Martha Lauzen, effective issues management requires:
A) damage control.
B) active sense-making strategies.
C) environmental scanning.
D) reactive public relations.
The split-message technique is often used in
A) television talk shows.
B) news releases.
C) national trade shows.
D) direct-mail campaigns.