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 particular
organization or issue.
Reporters don”t appreciate confidence and humor.
Grassroots lobbying encourages private citizens to tweet their opinions.
Many organizations are setting up their own blogs as a means of answering critics.
Marketing is primarily designed as a relationship-building strategy, and less focused on
economic concerns.
The goals of communication are to persuade passive publics, with “mutual
understanding” being a lesser emphasis for the practitioner.
Public relations by most accounts is primarily considered a ‘staff” function.
The “dominant coalition” refers to a situation where public relations practitioners are
subservient to marketing and related functions.
Companies from China top the list in terms of lobbying expense in the U.S.
It is more ethical for the public relations counselor to say “no comment” to a difficult
question, than to stretch the truth for organizational gain.
An approach that organizations and public relations forms take is to infer that
awareness occurred because many media placements were obtained.
In terms of gender, PRSA’s membership is now primarily male
Society expects public relations practitioners to take on a role differentiation, as an
advocate (as journalists would be considered objective).
The use of technology is the leading trend in public relations.
The media is a secondary source for public information and perceptions about a
business.
An organization is (legally) limited in publicizing the activities of its employees.
Radio public service announcements should be written in upper-case form.
Press releases are not considered commercial speech.
The lion’s share of any public relations budget is earmarked for staff and administrative
time.
Grunig’s IABC Foundation research study on “Excellence” notes all of the following
about public relations EXCEPT
A) it helps the organization make money by cultivating relationships.
B) it repairs problems and regains lost revenue from bad relationships with publics.
C) it should replace marketing and advertising as financial liaisons for the company.
D) it saves the organization money by reducing costs of litigation, regulation, and
legislation.
According to Rogers, these individuals are often skeptical and somewhat resistant but
eventually bow to peer pressure.
A) early adopters
B) late majority
C) laggards
D) early majority
Which is NOT a correct “matching pair”?
A) 1960s/brought about need for issues management.
B) 1900-1920/public relations an extension of the journalistic function.
C) 1920s-1960s/psychological and social effects of persuasion.
D) 1900s/press agentry model.
Since the U.S. Information Agency was disbanded in 1999, most of its functions were
transferred to the
A) U.S. Department of Federal Affairs.
B) U.S. Department of State.
C) U.S. Department of the Interior.
D) U.S. Department of Defense.
Public information efforts can be justified in what terms?
A) improved health of citizens
B) cost savings
C) increased domestic tourism
D) attracting new businesses to the U.S.
A term that best describes the nature of the omnibus survey is
A) targeted.
B) stealth.
C) piggyback.
D) stratified sample.
A tactic is:
A) measurable
B) the most visible part of a campaign
C) having a strategic plan
D) social media
.
According to a 2013 report, the median annual salary for recent graduates in public
relations was
A) $22,000.
B) $25,000.
C) $33,000.
D) $35,000.
One study of medium-sized U.S. corporations by the Conference Board found that the
number of professionals in a typical public relations department is
A) two.
B) five.
C) nine.
D) sixteen.
More than twenty public/government information specialists whose primary duty is to
work with moviemakers and TV producers are employed by
A) the White House.
B) American Screen Actors Guild.
C) Congress.
D) the Pentagon.
Stars such as Justin Timberlake and Jennifer Lopez typically charge _____ for an
appearance.
A) $30,000
B) $50,000
C) $70,000
D) $100,000
Everett Rogers’ famous work is
A) The Great Communicator.
B) Declaration of Principles.
C) Diffusion of Innovation.
D) The Engineering of Consent.
Established in 1953 by President Eisenhower, this was the primary agency involved in
shaping America’s image abroad.
A) American Public Information
B) Creel Committee
C) United States Information Agency
D) Voice of America
Third-party endorsements usually involve
A) favorable statements by celebrities.
B) key insiders.
C) propaganda techniques.
D) political leaders.
The theory/perspective that focuses largely on messages contrary to one’s
predispositions is
A) cultivation analysis.
B) sleeper effect.
C) cognitive dissonance.
D) agenda setting.
Which of the following is a euphemism?
A) secretary
B) pre-owned
C) dishwasher
D) blind
Which of the following is a biased question?
A) Do you believe college bookstores charge a fair price for textbooks?
B) Do you believe college bookstores should sell texts to students at cost?
C) Do you believe that college bookstores should stop charging excessive prices for
textbooks?
D) Do you believe that college bookstores should charge students on financial aid less
money for texts?
Which is an example of a motivational objective?
A) Raise awareness of bone health.
B) Drive product trial
C) Raise the profile of CIS
D) Increase website traffic
Which of the following terms is generally associated within the accepted definitions of
public relations?
A) promotion
B) management
C) profitability
D) mutually beneficial outcomes
Which is accurate with regard to copyright?
A) 75 years from publication for copyrights held by corporations
B) In Europe, copyright protection lasts 50 years
C) “Mickey Mouse” law helped change the previous copyright guidelines
D) lasts for life of the creator plus 70 years for individual works
In the beginning, the primary objectives of a public relations department were
A) counseling management and promoting products
B) promotions and publicity
C) identifying publics and conducting press agentry
D) building relationships and counseling management.
An elected official is an example of a(n)______________.
A) agenda setter.
B) propagandist.
C) informal opinion leader.
D) formal opinion leader.
The Internet has caused:
A) a democratization of information around the world.
B) people to be more careful about personal information.
C) companies to come together in new and different ways.
D) Microsoft and America Online to partner for national distribution.
An aspect of corporate responsibility that is gaining momentum is
A) transparency.
B) partnering with non-profit organizations.
C) concern for the environment.
D) meetings with industry and financial analysts.
Influence peddlers primarily capitalize on
A) issue advertising.
B) connections.
C) lawmakers.
D) soft money.
Advertising Value Equivalency (AVE) basically refers to the notion of measuring
A) “monetary value of message exposure.”
B) audience recall of messages.
C) gatekeeper influence.
D) hits or visits.
Getting people to attend a convention requires
A) an appealing program.
B) a contest.
C) a digital management tool.
D) all of the above.
Media alert the public what subjects to think about, but not necessarily what to think is
known as
A) framing.
B) spiral of silence.
C) agenda setting.
D) cultivation.
Which is NOT a principal requirement for a successful guest appearance?
A) relaxation
B) storyline/backdrop
C) concise speech
D) preparation
The cultural dimension that measures how well a society tolerates ambiguity is
A) collectivism.
B) uncertainty avoidance.
C) power distance.
D) long-term orientation.
A publicist would most likely be considered an “honorable” term in
A) entertainment/celebrity business.
B) nonprofit organizations.
C) agency business.
D) corporate America.
Which is typical of the GLBT community?
A) They are offended by ads that specifically target a gay/lesbian audience.
B) Their combined purchasing power is about $750 million.
C) They exhibit low brand loyalty.
D) “One size fits all” messaging works with this group.
A trade press is most likely to use a(n)_________.
A) editorial.
B) ombudsman.
C) shotgun or scattershot approach to content.
D) application story.
When is research valid?
A) When it supports a company or client’s position
B) When it measures what it purports to measure
C) When it gauges support for a cause
D) When results are not consistent and stable
Which of these items would NOT be included in a press kit?
A) brochures about the organization
B) basic fact sheet
C) project advertising budget
D) news release