President Gerald Ford created the United States Information Agency.
Secondary research refers to data or information that originally comes from another
source.
The most visible aspect of a university public relations program is its news bureau.
With more than 50 million people and $1 trillion in purchasing power, Hispanics are an
important audience.
Journalism and public relations are fundamentally different in scope.
Public relations practitioners write primarily for segmented, targeted audiences, and are
less inclined to appeal to the masses.
Ceremonies or speeches at receptions or cocktail hours should last a maximum of 5 to
10 minutes.
A headline is a part of a dateline in a typical news release.
Motivational objectives are often measured and evaluated by increases in sales or
market share.
Most large educational institutions have abandoned seeking money from government.
Traditionally, agenda setting is known as how journalists select certain facts, themes,
treatments, and even words to “frame” a story.
In audio news releases, a soundbite should be 20 seconds or less.
Government documents are in the public domain and cannot be copyrighted.
The purpose of a pitch letter is to thank a gatekeeper for running a positive story about
your organization.
A typical video news release lasts about 30 seconds.
American Red Cross is an example of a social service agency.
Press secretaries act as gatekeepers.
Public relations has a generally lukewarm return on investment (ROI) of about 120
percent, but the rate is considered acceptable because PR is not considered a “bottom
line” function.
An exciting twist for travel and tourism publicity is the use of the Internet.
Edward Bernays was known as the first influential person to coin or utilize the term
“Public relations counsel.”
Guests on talk shows should be neutral on a subject.
In 1900, Henry Ford obtained coverage of the Model T automobile by demonstrating it
to a reporter from the Detroit Tribune newspaper.
Usually, only a small number of people at any given time take part in public opinion
formation on a specific issue.
Today, almost one-fourth of all U.S. corporate profits are generated through
international business.
The basic idea behind issues management is reactive planning.
A video news release generally is laid out in a three-column format (visual, audio, and
narration).
Most organizational crises come from unexpected natural or uncontrollable disasters.
The mass media are most influential in forming a person’s opinion when the
information provided has high emotional appeal.
Hispanics prefer ads in English rather than Spanish.
The best article recall surveys involve trained interviewers.
Systematic planning can prevent haphazard, ineffective communication.
Environmental scanning is the first phase of proactive conflict management.
The evaluation stage best matches up with the planning stage in terms of measuring
objectives of the campaign.
Few organizations encourage employees to have an individual blog.
A scale (oftentimes with five points) that probes depth of feeling among respondents is
called a
A) Thurstone scale.
B) semantic differential.
C) content analysis.
D) Likert-type scale.
What is a critical consideration for global news releases?
A) cultural differences
B) length
C) using bullet points
D) internet portability
Content analysis essentially revolves around
A) database management.
B) copy testing.
C) piggybacking.
D) counting and categorizing.
“B-roll” refers to
A) anchor’s use of sound bites.
B) sound to accompany suggested footage.
C) footage that doesn’t make the final newscast.
D) video submitted by a practitioner.
An example of corporate philanthropy would be:
A) family-geared stock options
B) providing uniforms to a little-league baseball team
C) restoring a dying river in upstate New York
D) a viral video expressing concern for proposed legislation
Special/corporate interest groups are most likely to fund
A) ethical councils.
B) nonprofit initiatives.
C) citizen’s groups.
D) grassroots lobbyists.
Full version audio or video files that are posted on a website are called
A) moblogs.
B) wikis.
C) actualities.
D) podcasts.
The use of existing information in books, articles, and electronic databases is known as
A) secondary research.
B) primary research.
C) summative research.
D) qualitative research.
Reporters being “heavily dependent” on news subsidies is considered
A) the aftermath of poor teaching by journalism professors/mentors.
B) a major source of media hostility.
C) the direct result of excellent public relations.
D) necessary to ensure press accuracy.
Which of these areas are in the public domain and cannot be copyrighted?
A) music from non-union composers
B) raw facts
C) educational documents
D) media reports/interviews
What is brand journalism?
A) Journalism focused on a particular brand
B) A kind of content marketing in which paid media plays a minor role
C) A scenario where journalists are paid to write about a product
D) A practice that is frowned upon by public relations practitioners.
Passive audiences need messages that have
A) logical conclusions.
B) reinforcement of their dispositions.
C) concrete duality.
D) style and creativity.
A “rule of social engagement” is which of the following?
A) it’s okay to trash the competition.
B) keep things conversational.
C) accountability rules don”t apply
D) never disclose your identity
PR Newswire and Business Wire are
A) electronic news services.
B) broadcast outlets.
C) media databases.
D) media watchdogs.
A problem in tourism promotion is:
A) who pays for the journalist’s trip?
B) appealing to seniors.
C) getting a journalist’s attention.
D) dealing with embassies.
The major effort to improve standards and professionalism in public relations
worldwide is
A) publicizing membership opportunities in professional membership groups.
B) continuing education.
C) accreditation.
D) licensing.
Which is a concept inherent with “green” marketing?
A) bottom-line objectives
B) philanthropy
C) “low-carb” promotion
D) lowering gas prices
A problem with communication occurs as the audience gets broader because
A) of cognitive dissonance.
B) the message may undergo distortion.
C) feedback is immediate.
D) a lack of symmetry.
The condition wherein there is decreased tendency over time to reject material
presented by an untrustworthy source is known as
A) message entropy.
B) cognitive dissonance.
C) spiral of silence.
D) sleeper effect.
Which is NOT a common method to measure reasons behind event attendance?
A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card
Which of the following is the first element of the public relations process?
A) evaluation
B) communication
C) research
D) action
Research has shown that teens:
A) are tolerant of print forms and application processes.
B) trust broadcast sources.
C) spend more time online than in interaction with their parents.
D) have better social skills than their older counterparts.
Research indicates that some organizations top-level management perceive public
relations as a primarily __________________ function, hindering its ability to perform
as a member of the dominant coalition.
A) managerial
B) technical.
C) compulsory-advisory.
D) concurring authority.
What is a primary element of a good online newsroom?
A) text-only news releases
B) embedded press releases
C) templates for successful print versions
D) current and archived news releases
The most effective two-way communication is
A) chat rooms/threaded discussions on the web.
B) two people talking to each other.
C) small group discussions.
D) parent and child interaction.
Companies operation in nations other than the U.S. are:
A) faced with very different public relations challenges.
B) face stiff government regulations.
C) face the same public relations challenges as those not operating in other nations.
D) must operate under the guidelines of the CPI.
In general, labor unions:
A) represent only one corporation.
B) focus primarily on upgrading skills through continuing education.
C) represent the interests of an entire industry.
D) experienced significant membership gains since 1978.
Cause-related marketing combines for-profit companies and
A) government agencies.
B) opinion leaders.
C) media gatekeepers.
D) nonprofit organizations.
With regard to issues, such as labor, health, and the environment, nongovernmental
organizations are perceived by the public as
A) less credible than news media.
B) flawed because of lack of legislative infrastructure.
C) more credible than news media.
D) less credible than corporations.
What 2012 event demonstrated the importance of reaching out to different demographic
groups?
A) the Olympics
B) newspaper circulation drop
C) a tsunami in Malaysia
D) the presidential election
Which is the most frequently outsourced public relations activity?
A) event planning
B) publicity
C) strategy and planning initiatives
D) writing and communications
The number of people “exposed” to media messages is referred to as
A) population or census.
B) advertising equivalency.
C) media impressions.
D) benchmarking.
Open houses are customarily:
A) held after normal business hours.
B) half-day events.
C) held to reveal the personality of the CEO.
D) One-day events.