Magazines, in particular, are increasingly blurring the line between news features and
advertisements.
Self-perception is the context through which messages are interpreted.
The Tylenol case study is a prime example of a business where public relations was in a
technical or an advisory function.
Television is the best way to reach the LGBT community.
Essentially, the government may regulate advertising that is false, misleading, or
deceptive.
Monitoring blogs and chat groups is increasingly important in issues management.
NBO is a fundamental approach to planning
According to a survey by Access Communications, for example, found that less than
10 percent of journalists assigned to a trade show want to hear about the company and
product news before the show starts.
Audience attention is generally highest at the beginning of a message.
Edward Bernays coined the word ‘spin” in public relations.
Organizations enter the blogosphere to achieve real-time communication with key
stakeholders.
A flack is an endearing term for a public relations practitioner that describes a hard-
working, entrepreneurial type.
Although gift giving is considered unethical in the United States, other nations have
different standards.
B-roll footage is often associated with and accompanies video news releases.
A major reason why foreign corporations retain public relations counsel in the U.S. is to
support expansion of their markets.
Religious involvement is stressed in the “World Citizens Guide.”
The majority of industries (or their trade associations) maintain a presence in
Washington, DC.
The practice of a media tour is often disparagingly called a junket.
In general, because of their straightforward style, Likert-type survey questions are good
for examining respondents’ perceptions and attitudes.
The most widely used billing method by public relations firms is “pay-for-placement.”
Setting up a central information center is not necessary during a crisis.
Gift giving is common in Asian cultures.
American government disseminating information worldwide is called public policy.
Gallup and Harris are popular government-based organizations.
The Seniors (age 65 or older) are infrequent watchers of television, and are less likely
to vote than their juniors.
Oftentimes, staffers in a trade association lobby for or against legislation.
The mission of religious organization is to convert people.
Aristotle’s concept of “ethos” deals with notion of credibility.
Using a doctor to endorse drugs not approved by the FDA is legal.
Attitude change and change in overt behavior are difficult objectives for the
communicator because of outside factors/variables.
Generally, state agencies will have a bid process called a request for proposal, and
award contracts based on presentations by competing firms.
With regard to international public relations, differences in culture are equally (or more)
important, for practitioners to consider in comparison to differences/multiplicity of
language.
Style and creativity are most necessary for an active audience.
Customer service is considered:
A) essential for customer loyalty.
B) the “front line” of public relations.
C) necessary only when there is a problem.
D) false advertising.
The Great Gatsby is an example of branded product placement for what kinds of
products?
A) food
B) fashion
C) automobiles
D) furniture
Companies try to sidestep FDA regulations by:
A) publicizing diseases.
B) providing full prescribing information.
C) using corporate speech.
D) not mentioning side effects of a particular drug.
When is it ok to say “no comment,” along with an explanation?
A) No comment is always a viable option
B) When there are mitigating circumstances surrounding an event
C) When there is now way to be honest
D) When the practitioner is trying to hide something
European and American styles of communication are considered
A) high context.
B) leery to say “no.”
C) low context.
D) harmonic and group-oriented.
This audience makes more than 80 percent of the household purchase decisions.
A) Generation X
B) men
C) middle-class
D) women
Revised in 2013, celebrity endorsement through their social media outlets is primarily
concerned with what issue?
A) disclosure
B) truth in advertising
C) differences between social media platforms
D) corporate transparency
Which is NOT a popular, “acceptable” online database for a literature review?
A) Factiva
B) LexisNexis
C) Wikipedia
D) ProQuest
In general, professional associations are:
A) national in scope.
B) regulated by the government.
C) dominated by one corporation.
D) concerned primarily with membership.
A useful way to organize the timing of a campaign is
A) tactics by media category
B) tactics by objective
C) tactics by length of implementation
D) list strategies and then fill in tactics
The RACE acronym was articulated by
A) Edward Bernays.
B) John Marston.
C) Ivy Lee.
D) Walter Lindemann.
Arranging for selected items (through negotiations by public relations specialists and
TV producers) to “appear” on shows is a practice known as
A) segmentation.
B) product placement.
C) viral marketing.
D) planting.
Employees are considered the organization’s
A) windows to management.
B) ambassadors.
C) latent/passive publics.
D) entree into media publicity.
To receive the “APR” designation as being accredited by PRSA, a person must
A) have earned significant local and national honors for their work in the field.
B) have a terminal degree in public relations from an accredited university.
C) pass a rigorous written and oral examination.
D) have worked in at least three different PR-type settings, with 10 years minimum
experience.
A “fam trip” usually involves
A) concert/music media.
B) families.
C) travel writers.
D) socialites/entertainment media.
What is integral to photo composition?
A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects
Earned media is which of the following?
A) sponsored content
B) coverage generated by newsworthy content
C) paid advertisements
D) information published on a company’s website
A retainer fee in a public relations firm essentially means that the firm is
A) global or conglomerate in nature.
B) subjective toward the client.
C) involved primarily in legal practices.
D) on call.
An intercept interview would most likely occur in a
A) stealth, front-group campaign.
B) political campaign.
C) pairing with ethnographic procedures.
D) shopping mall.
U.S. sponsored radio and TV broadcasts are:
A) usually considered propaganda by foreign governments.
B) rarely listened to or watched.
C) critical to advance ideas of freedom.
D) usually underwritten by a major corporation.
Lobbying activity serves what purpose?
A) to promote services to government officials
B) to cooperate with government on projects of mutual benefit
C) to counterbalance the actions of governmental bodies
D) to motivate employees to participate in the political process
This technique is where one begins a message with a statement that reflects audience
values and predispositions.
A) channeling
B) triggering
C) sleeper effect
D) uses and gratification
A key word in travel public relations is:
A) transportation
B) packaging
C) discounts
D) freebies
The Foreign Agents Registration Act was passed by Congress to
A) require registration of lobbyists working on behalf of foreign governments.
B) register foreign agents visiting the United States.
C) assist the FBI in surveillance.
D) track foreign nationals residing in the United States.
Two out of five Arabic-language journalists will use news releases if accompanied by
a(n)
A) gift.
B) politician’s endorsement.
C) disclaimer.
D) English version.
Skills in public relations are:
A) mostly people skills
B) mostly knowledge of media tracking methods
C) dependent on the specific job
D) the same regardless of the job
Which person/entity (in general) would have the most protection from, or likelihood of
winning, a defamation suit?
A) private citizen
B) CEO/corporate leader
C) prominent politician
D) entertainment personality
The definitive benchmark of how buyers feel about products is
A) Craig’s List.
B) Consumer Reports.
C) the Dow Jones index.
D) the American Customer Satisfaction Index.
Under the EEOC, employers must accommodate:
A) the dietary needs of its employees
B) the religious needs of their employees
C) outside activities, such as volunteerism
D) personal hygiene preferences
Editors want the main facts of a news release listed
A) in the headline.
B) after a brief introduction of the sending organization.
C) in chronological order.
D) in the opening paragraphs.
A public relations practitioner working in entertainment is usually called a(n)
A) public relations practitioner
B) agent
C) publicist.
D) press agent.
Which of the following is a group, according to Ketchum’s David Drobis, that is an
important alliance/public to address the benefits of globalization?
A) governmental organizations
B) public relations professionals
C) trade/banking institutions
D) nongovernmental organizations