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 gatekeepers.
B) mutual understanding with key publics.
C) persuasive communication actions performed on behalf of clients.
D) distrust and dishonesty (flack perspective).
Arrangements and fees earmarked for photographers should consider:
A) royalties for each use.
B) media circulation.
C) trademark issues with photos.
D) the reputation of the photographer.
Charisma, sincerity, and expertise are all key factors of
A) self-perception.
B) source credibility.
C) agenda setting.
D) propaganda.
What is the most important thing to consider about an event?
A) the number of guests
B) the event facility
C) detailed planning
D) the speaker
A strategy is basically:
A) measuring objectives.
B) how objectives are met/achieved.
C) a situation analysis.
D) tactical response.
Most interviews are on morning talk shows between the hours of 8 a.m. and noon.
The federal government spends several hundred million dollars a year on:
A) advancing the objectives of government officials.
B) public service advertising.
C) influencing the voting of the general public.
D) changing public policy.
A Gantt chart is essentially a
A) survey summary.
B) calendar.
C) budget.
D) listing of objectives.
Which of the following is NOT one of the five prerequisites for a profession like public
relations, according to C. V. Narasimha Reddi, editor/publisher of Public Relations
Voice?
A) education
B) literature
C) training
D) management
A valuable method in training executives to deal with the media is
A) persuasive posturing.
B) role differentiation.
C) damage control.
D) a mock interview.
Which one of the following is a trade association?
A) Automobile Manufacturers Association
B) American Consumer Foods Association
C) American Library Association
D) National Association of Home Builders
The attempt to classify people by lifestyle, attitudes, and beliefs is called
A) psychographics.
B) framing.
C) demographics.
D) ethos.
The overall responsibility for managing a corporation’s website should lie with:
A) the Web group.
B) the consumer marketing division.
C) the corporate communications group.
D) the IT group.
The value of information and its newsworthiness are based on
A) bottom-line values.
B) gatekeeper preferences.
C) timing and context.
D) geography and psychographics.
On the day of an event, you should:
A) get a final count of reservations.
B) confirm the menu in writing.
C) organize a phone committee.
D) discuss the nature of the speaker’s talk.
Which best describes the relationship between public relations and marketing?
A) Marketing professionals generally speak of customers and consumers, while public
relations practitioners tend to focus on publics, audiences, and stakeholders.
B) Marketing professionals are seen as subservient to more seasoned public relations
practitioners.
C) Marketing professionals aren’t generally concerned with stakeholders.
D) Neither is concerned with advertising initiatives.
According to Tradeshow Week magazine, about annually in the United States.
A) 500
B) 1,000
C) 6,000
D) 10,000
A stated objective should be evaluated by asking all of the following questions
EXCEPT
A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?
IMC stands for:
A) Image Making Consulting
B) Integrated Marketing Communications
C) Imagining, Making Change
D) Ideas, Methods and Communication
Which is a common element of a media kit?
A) web links and printouts
B) bios of executives
C) annual report
D) advertisement
Which of the following is a basic objective for U.S. firms working for foreign
governments?
A) change attitudes and behaviors of dissident factions
B) to change public opinion
C) increase nationalism
D) decrease trade tariffs
Motivational objectives are more difficult to accomplish because
A) they lack the clarity of informational objectives.
B) of the trouble discerning that public relations accounted for the desired results rather
than advertising and marketing.
C) there is high competition for available dollars.
D) of difficulty in counting attendance figures.
This budding young practitioner was asked by President Woodrow Wilson to organize a
massive public relations effort to unite the nation and to influence world opinion during
World War I.
A) Elmer Davis
B) Paul W. Garrett
C) George Creel
D) Edward L. Bernays
A critical public that is NOT convinced by fads, vote consistently, are more avid
consumers of mass media, are an excellent source of volunteers, and are extremely
health-conscious are
A) business men and women.
B) crystallizers.
C) elected officials.
D) seniors.
Which is NOT indicative of the Hispanic audience?
A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18″34 demographic.
Ida B. Wells’ work focused her activist work on:
A) Women’s right to vote
B) The Civil Wary
C) Racial discrimination
D) The abuse of power by big business
Which is NOT a strategy (from Benoit) for image restoration?
A) mortification
B) caution
C) denial
D) reduce offensiveness
Many practitioners are limited in their professionalism by a
A) situationalist perspective.
B) biased media corps.
C) “technician mentality.”
D) low budget.
What organization or family is Ivy Lee best known for counseling?
A) The Rockefeller Family
B) BBC
C) Ivory Soap
D) Westinghouse
In pre-television days, publicity departments for motion picture studios promoted their
stars as
A) coming from humble beginnings.
B) multi-dimensional talents.
C) long as the film didn’t involve famous producers or directors.
D) glamorous figures who lived in privilege and wealth.
Which of the following is a basic audience for hospitals?
A) capital donors
B) pregnant women
C) administrative staffs
D) the elderly
Television is what kind of medium?
A) active
B) entertaining
C) passive
D) digital