Arthur W. Page advocated that public relations was a
A) management function.
B) humanistic function.
C) media-centric function.
D) negotiating function.
A significant reason why governments employ public relations efforts is:
A) the engineering of consent/persuasion techniques.
B) to a raise a sense of nationalism.
C) because of wars and conflict.
D) to enact social change.
Which is true with regard to internships?
A) They are almost always unpaid, or paid at a maximum of $5 per hour
B) They are not usually recommended for graduation.
C) They provide managerial experience for undergraduates.
D) There is a strong correlation between paid internships and starting salaries.
What is a major difference between an audio news release and print version?
A) writing style
B) ANRs are usually more like advertisements
C) ANRs can be longer
D) ANR is less concise
Which term best describes new innovations such as YouTube and MySpace?
A) social media
B) news media
C) direct media
D) symmetrical media
This type of “memo”, often bulleted, alerts media about upcoming interview
opportunities among other uses.
A) boilerplate
B) pitch letter
C) video news release
D) media advisory
When setting up a satellite media tour, it is important to:
A) let the SMT become a commercial.
B) pitch the SMT to more than one producer at a station.
C) surprise the producer.
D) be careful about follow-up
Which is NOT an aspect of the Decision-Making Unit?
A) competitive advantage
B) personality variables
C) communication behavior
D) socioeconomic concerns
A quick reference tool (“crib sheet”) for a reporter that gives additional background
about an event, product, or company is a
A) news release.
B) mat release.
C) media advisory.
D) fact sheet.
In a televised public service announcement, the technique of a spokesperson or
celebrity talking directly into the camera for 30 seconds is known as a
A) planter.
B) talking head.
C) testimonial.
D) soundbite.
The person (in the White House) who handles the everyday task of briefing reporters is
the
A) media affairs manager.
B) director of communications.
C) press secretary.
D) chief of staff.
Which is a guideline for a successful satellite media tour?
A) pitch the SMT to just a few organizations
B) do not send promotional items to stations
C) accompany them with media alerts
D) resist follow-up calls to producers
Fairness is a core value stipulated by PRSA.
A budget is usually divided into two categories. What is one of them?
A) staff time
B) event costs
C) speaker’s fees
D) equipment rental
Individuals using smartphones spend most of their time:
A) texting
B) talking on the phone
C) accessing various apps
D) downloading material
Public relations specialists often work primarily with what department regarding
employee communications?
A) legal
B) human resources
C) marketing
D) labor relations
Direct mail campaigns often use this approach, in which several different appeals or
options are prepared.
A) multiple regression
B) split-messaging
C) nominal group technique
D) copy testing
A typical “margin of error” for a sample of 100 people is
A) 1 percent.
B) 10 percent.
C) 3 percent.
D) 8 percent.
The daily clipping of news stories best describes the notion of
A) channeling.
B) environmental scanning.
C) issues tracking.
D) reputation management.
Who watches the most television?
A) African Americans
B) Asians
C) Hispanics
D) Filipinos
What word(s) best defines public relations in the 21st century?
A) strategic
B) mutually beneficial
C) tactical
D) image building
Which of the following are reasons for holding a promotional event?
A) promote sales
B) increase organizational visibility
C) make friends
D) all of the above
Which is an essential ability for a public relations practitioner?
A) expertise in social media
B) database management
C) networking
D) a good work-life balance
The world’s largest foundation is the:
A) Robert Woods Johnson Foundation
B) Ford Foundation
C) Gates Foundation
D) Lilly Endowment
One of the deadliest industrial accidents in history took place in India.
The term press agent is still used primarily
A) on Broadway.
B) in Hollywood.
C) by producers.
D) by actors.
According to your text, public relations and ___ departments often collide because they
compete for funds to communication with external audiences.
A) marketing
B) advertising
C) legal
D) human resources
An agency planning model likely contains which of the following?
A) Audience
B) Research
C) Competition
D) Conclusions
The tourism industry is:
A) stable.
B) volatile.
C) shrinking.
D) dishonest.
A person who indirectly influences the work of others through recommendations is
performing this type of function.
A) line
B) managerial
C) staff
D) compulsory-advisory
What are the most common symbols for us?
A) road signs
B) words
C) religious icons
D) logos
Today, almost every global public relations firm has an office in
A) Boston.
B) Budapest.
C) Bangkok.
D) Beijing.
Minimizing a crisis with a statement that there is “no serious damage or injuries” is
known as which type of strategy?
A) denial
B) justification
C) corrective action
D) ingratiation
Which of the following is one of the most concerted and visible communication
functions of state government?
A) health communication
B) highway and transit communication
C) publicizing tougher restrictions on drinking and driving
D) promoting state tourism