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 on a particular show, a practitioner should:
A) send a media alert
B) watch the show
C) corporate sponsorship
D) strong-arm
For publicity of plays, it is important to:
A) establish partnerships with other arts organizations
B) use an established call or mailing list
C) never extend special invitations to journalists
D) write prepared feature stories or “readers”
Timing a public relations program to when a crop comes to market, or around a specific
holiday, would indicate a
A) one-time approach.
B) seasonal approach.
C) remedial approach.
D) measured approach.
The natural tendency for a message to dissipate (lose information) is called
A) semantic noise.
B) cognitive dissonance.
C) entropy.
D) disassembly.
Individuals who specialize in investor relations:
A) are highly paid.
B) usually have financial backgrounds.
C) work separately from other PR groups.
D) are in charge of corporate responsibility.
Deriving “implicit” meanings rather than from ‘strict content” is indicative of this
situation.
A) mixed-motives
B) high context
C) low context
D) Western
When writing a news release, which of the following is important?
A) use headlines that repeat the information in the lead paragraph
B) describe products using words like “unique” to catch a reader’s interest
C) highlight the name of the company or product in the headline
D) write colorfully, but don”t overdo it.
Public relations professionals should avoid this practice based on guidelines from the
SEC.
A) disclosing fundraising practices.
B) disseminating government documents.
C) providing glowing descriptions of a product in the experimental phase.
D) disclosing financial information.
Which is NOT typically under the auspices of a university public relations director?
A) special events
B) publications
C) fund-raising efforts
D) news service
Employees are an important public in investor relations largely because of
A) corporate restructuring.
B) stock options and 401 retirement plans.
C) persistence of human resources personnel.
D) compulsory-advisory initiatives.
Which of the following is NOT listed as codes for conduct in PRSA’s code of ethics?
A) advocacy
B) expertise.
C) dependence.
D) loyalty
The most significant aspect of the U.S. mass audience is
A) diversity.
B) media accessibility.
C) opinion leaders.
D) market size.
Which is NOT a typical, effective outcome of webcasting?
A) introduction of a product
B) decreased dependency on traditional communication methods
C) announcement of new corporate policies
D) sales meeting
Which of the following makes public relations a cyclical process?
A) policy formation
B) programming
C) feedback
D) program assessment and adjustment
A sphere of influence brought about by the Internet is the:
A) the information sphere
B) the globalization sphere
C) the democratization sphere
D) the blogosphere
A good tip for conducting cause-related marketing is:
A) only engage in short-term commitments.
B) to use it as an effort to salvage a company’s image.
C) consider causes that appeal to your primary audiences.
D) to join in with other multiple sponsors.
Opinion
A) remains aroused for long periods of time.
B) is not determined by self-interest.
C) does not remain aroused unless certain factors are involved.
D) is easily changed.
Which is NOT indicative of a focus group?
A) almost exclusively used in media research
B) usually 8″12 participants
C) trained facilitator
D) qualitative research
If one paid about $700 for a ‘smart” release to be distributed throughout the U.S., the
headline should be no longer than how many words?
A) 10
B) 30
C) 27
D) 22
The notion of conflict management depends on many factors (requiring adaptation or
change) when assessing a threat is known as
A) mainstreaming.
B) self-perception.
C) contingency theory.
D) situational theory.
Which of the following is a “careerist” value?
A) the prestige of the organization.
B) a concern for the PR profession.
C) serving the public interest.
D) a sense of responsibility to society.
Reputation is defined as:
A) economic performance
B) the collective reputation of past performance
C) delivering valuable outcomes to stakeholders
D) brand equity
After WWII, the primary reason for the expansion of public relations was
A) The sense of alienation felt by citizens.
B) A discontent with the public relations programs of large corporations.
C) The formation of the Public Relations Society of America.
D) Economic expansion.
Celebrity reputation damage can be minimized if:
A) celebrities listen to seasoned PR counselors.
B) celebrities avoid sticky situations.
C) situations are dealt with in a timely manner.
D) once the damage is done, it’s done.
Which one of the following is a good example of “cause-related” marketing?
A) allocating a percentage of sales to restore the Statue of Liberty
B) a 10-city tour by the company president
C) distribution of a country-western music tour
D) distribution of writing pads to schoolchildren
Which of the following is accurate with regard to the relationship between public
relations and advertising?
A) Advertising is usually more costly.
B) Advertising is usually seen as more credible than public relations.
C) Advertising is more focused on internal audiences than public relations.
D) Public relations is narrower in scope.
Bolstering and reparation are synonymous with which phase of the conflict
management life cycle?
A) issues management
B) strategic
C) recovery
D) reactive
Autonomy and authority refer to a practitioner’s role in the
A) B-suite.
B) symmetrical sphere.
C) technical side of business.
D) dominant coalition.
A popular and long-running “localization” effort by government relations specialists is
the
A) recruiting through middle-school visits.
B) Mayors’ Coalition for Freedom.
C) partnering with local grocery stores for publicity initiatives.
D) distribution of hometown releases by the military.