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?
A) reputation management
B) environmental scanning
C) risk communication
D) conflict resolution
Which stage in the life cycle of public opinion is represented by a “building of public
consensus”?
A) definition of the issue
B) government/regulatory involvement
C) involvement of opinion leaders
D) public awareness
Which of the following is a way to reduce offensiveness in a conflict?
A) mortification
B) compensation
C) persuasion
D) denial
Which is a nongovernmental organization?
A) U.S. Information Agency
B) Oxfam
C) Committee on Public Information
D) Radio Sawa
A steady output of information about a movie or television production is called
A) press agentry.
B) viral marketing.
C) mainstreaming.
D) the drip-drip-drip technique.
18. Employers usually require what thing in order for a paid internship position?
A) that the student be a good typist
B) that the student be able to perform administrative tasks
C) that the student be at least a college junior
D) a cover letter
Bloggers are different from other journalists in that:
A) you can give them more information than traditional media.
B) they can get away with publishing non-verified information.
C) it is easier to form relationships with them.
D) there is no difference in how you should treat them.
The first part of planning is always
A) developing a clear understanding of the situation
B) developing strategies and tactics.
C) setting objectives.
D) creating a calendar/timetable.
Which of the following is an informal opinion leader?
A) Brad Pitt
B) the governor of Kansas
C) the president of Ford Motor Company
D) the head of the Sierra Club
Which is NOT considered an appropriate audience?
A) potential concertgoers
B) participating performers
C) local music-scene influencers
D) all residents of the town in which the concert will be held
The worst time for holding a press conference is
A) Monday afternoon.
B) early afternoons.
C) mornings.
D) Friday afternoon.
If an objective is informational, measurement techniques must show
A) attendance figures.
B) audience exposure.
C) increased sales.
D) print and broadcast mentions.
Which is not likely to be a part of a checklist for basic strategic planning?
A) determining the audience
B) determining what channels to use to reach the audience
C) determining what photographs to take
D) determining what research to conduct
A critical benefit for nonprofit groups is that they are
A) tax-exempt.
B) free from government intervention.
C) affiliated with the Ad Council.
D) the most desired audience for media gatekeepers.
Unauthorized use of well-known entertainers, athletes, or other public figures in an
organization’s publicity and advertising materials is known as
A) copyright infringement.
B) fair use.
C) celebrity poaching.
D) misappropriation of personality.
What should the last paragraph of a news release contain?
A) Important facts about the product or service contained in the release.
B) An executive quote.
C) Basic information about the organization.
D) A link to photos on the Web.
How an organization responds in the first ____hour(s) often determines whether or not
the situation remains an incident or becomes a crisis
A) 2
B) 12
C) 24
D) 48
Ordinary citizens often:
A) praise corporations.
B) become distrustful of corporations.
C) think corporations neglect the public interest.
D) think corporations make too much money.
Henry Ford is known for using two basic public relations concepts. What are they?
A) press agentry and third party endorsement
B) positioning and hype
C) using public unity and creating a sound relationship with consumers
D) positioning and being accessible to the press
This image restoration strategy distinguishes an act from similar, but more offensive,
acts.
A) minimization
B) differentiation
C) justification
D) bolstering
An integral part planning and compiling a calendar is
A) financial considerations
B) advance planning
C) strategic goals
D) broad objectives
The mission of government is:
A) to make laws.
B) public service.
C) public policy.
D) influence peddling.
Cultivation of key opinion leaders before a new product is publicly announced is
important because
A) opinion leaders determine the timing and context of the new product announcement.
B) journalists rely on opinion leaders to provide objective judgments about the quality
of the product.
C) journalists tend to be negative about any new product.
D) opinion leaders are the only way to reach the mass public.
What is a problem with Web and e-mail surveys?
A) cost
B) time
C) self-report bias
D) low response rate
Which is a key attribute in becoming a communication “head” or leader?
A) independence
B) extensive external relationships
C) good management skills
D) a crystal ball
Part of a copyrighted article that may be quoted directly, but brief in relation to the
original work, refers to
A) fair comment.
B) disclosure.
C) fair use.
D) trademark.
The First Amendment protects:
A) the right to bear arms.
B) free speech.
C) the right of religious expression.
D) employees from defamation.
A common complaint about public relations codes of ethics is that
A) they do not apply to PRSSA members.
B) they are too stringent and prescriptive.
C) they have no “teeth”.
D) they don’t include marketing or advertising practices.
According to your book, what is key to reaching the Millennial Generation? A)
Creativity with digital media.
B) A thorough understanding of how they influence each other. C) Communicating all
aspects of a product or service.
D) Creativity with television appeals.
What is a concern for practitioners seeking to reach the Muslim community?
A) mainstream media tend to poke fun at them.
B) American Muslims don”t feel that U.S. brands reach out to them.
C) they are not active internet users.
D) they have very little purchasing power.
Word-of-mouth campaigns are often controversial for their
A) resistance of new media techniques.
B) stealth nature.
C) political overtones.
D) lack of research.
The effort of American government to be the major disseminator of information around
the globe is called
A) cultural imperialism.
B) intervention tactic.
C) propaganda.
D) public diplomacy.
The most expensive form of research is
A) a survey.
B) a focus group.
C) local market research.
D) personal interviews.