Public information and public affairs are the most widely used terms by nonprofits,
universities and government agencies.
Politicians usually support government spending on public relations.
A baseline study is an assessment of an organizations entire communication program.
Wilbur Schramms communication model was later adapted to include the concept of
“Shared experience.”
PIOs provide routine information to the public on policies and programs.
The largest percentage of cruise passengers, especially longer voyages, are families.
From a public relations standpoint, a website is literally a distribution system in the
blogosphere.
Crisis communication takes up most of a celebrity publicists time.
Women in higher levels of management are now common in business and industry.
The newest trend in product publicity is product placement.
The classic “positive” model for product recall is the Tylenol/Johnson & Johnson case.
The size and purpose of the meeting dictate the plan.
At a press party, the standard practice to make a “pitch” to media members is at the
beginning of the socializing period.
Boycotts against a single product name are most vulnerable to the boycotted
organization.
A speaker should never remain in the room after a press conference about a sensitive
issue.
An important component of any nonprofit is development.
Perception of risk increases when the messages of experts conflict.
Employees are a less valued public in investor relations.
The Creel Committee oversaw public relations/propaganda efforts for President
Woodrow Wilson during World War I.
A Gantt chart is often used in compiling timetables for campaigns.
Amnesty International is known as a nongovernmental organization.
One of the largest public affairs operations in the federal government is the U.S.
Department of Agriculture.
All organizations should serve society as a whole.
Expertise is more important than sincerity or charisma if celebrities are used as
spokespersons.
Justification tactics attempt to appease the public involved.
A patron is someone who receives and/or benefits from donations.
Telephone surveys generally have high response rates.
An outside firm does not need a prolonged briefing period regarding the client because
of their expertise in diverse areas.
An “intercept” interview usually involves the cross-pollination of ideas among related
departments, such as marketing and advertising, in order to intercept key ideas of like
stakeholders.
Quantitative analysis should be avoided in evaluating the success of a meeting.
In basic terms, research is a form of speaking to audiences.
A junior publicist may need to edit memos.
The Federal Trade Commission generally does NOT monitor “green” marketing or
“low-carb” ads because of the inherent message of goodwill associated with such terms.
American public relations firms shy away from China because of its steadfast, rigid
public relations policies.
The standard “markup” in public relations firms is 40″50 percent.
Grassroots lobbying includes the use of websites and advocacy ads.
The decreased tendency over time to reject material presented by an untrustworthy
source is known as cognitive dissonance.
Which is NOT a reason why public relations practitioners should use research with
regard to reputation management?
A) social audits
B) communication audits
C) networking
D) environmental monitoring
The refusal to buy the products or services of an “offending” company is a
A) corporate crisis strategy.
B) recall.
C) boycott.
D) media relations tactic.
Marketing communication refers to:
A) any PR activity.
B) supporting the marketing and sales objectives of a business.
C) marketing the companys communication efforts.
D) corporate marketing.
Government documents:
A) cannot not be copyrighted.
B) cannot be used without permission.
C) are protected documents.
D) are owned by the government and therefore protected by copyright.
These special websites are used as collaborative spaces where ideas or guidelines can
be shared and developed with multiple audiences.
A) astroturfs
B) wikis
C) moblogs
D) RSS sites
A consideration when planning a trade show booth is:
A) make display booth visually attractive.
B) avoid noisy videos or slide shows.
C) to make it understated.
D) to have the CEO available at all times.
What is the primary reason for people to volunteer and donate money?
A) ego satisfaction
B) prestige
C) to help less fortunate people
D) because they feel guilty
Actions taken to appease publics involved, such as free coupons or charitable
donations, are referred to as
A) justification.
B) ingratiation.
C) mortification.
D) corrective action.
A press party is a
A) celebration between media and their readers/listeners.
B) softening-up process.
C) formal affair.
D) group of media gathering for a news conference.
The best approach to planning in public relations is
A) monitoring and mirroring the competition.
B) strategic and systematic.
C) cost-effective and participatory.
D) symmetrical and feedback-based.
about three-quarters of all charitable giving in the United States comes from
A) government-affiliated organizations.
B) individual sources.
C) foundations.
D) corporations.
The evaluation of the communication activity of an organization, which should be done
at least once a year is a(n)
A) action plan.
B) annual report.
C) communication audit.
D) baseline study
Why is context important?
A) because actions speak louder than words
B) because companies don”t necessarily have to do what they say they will do
C) because hype words are ineffective without it
D) because it makes things easier to understand
When the Environmental Defense Fund joined a task force with McDonalds regarding
the chains solid waste problem, they performed a public relations technique known as
A) litigation.
B) issues management.
C) social activism.
D) reconciliation.
Pretesting an audience is usually involved with a(n)_____________
A) comment card.
B) organizational audit.
C) split message technique.
D) pilot test.
Reinforcement refers to the notion of
A) ongoing effort to preserve reputation.
B) reminding media of organizational prowess/honors.
C) fulfilling needs of company executives, expectations and ideals.
D) attacking problems adversely affecting the organization.
Mobile penetration has reached almost ______ percent.
A) 90
B) 100
C) 80
D) 75
Todays full-fledged public relations firms offer all of the following services
EXCEPT
A) symmetrical management.
B) events management.
C) product promotion.
D) executive speech training.
A systematic analysis of communication that includes searching and counting key
words or concept references is
A) benchmarking.
B) cultivation analysis.
C) content analysis.
D) concept testing.
In a 2010 study, experts optimistically projected that evaluation measures should be at
least 10 percent of overall budgets because
A) of the decrease in research budgets.
B) the practitioners have to prove their value to the bottom line.
C) of the overall increase in available capital.
D) of government enforcements involving regulation and assessment.
What word might be associated with a front group?
A) deceptive
B) ethical
C) transparent
D) utility
A measurement of audience attitudes and opinions before and after a public relations
campaign is a technique known as
A) systematic tracking.
B) day-after-recall.
C) copy-testing.
D) baseline studies.
Sports enthusiasts who wear jerseys and caps and refer to a team as “their” team do so
because:
A) they are competitive.
B) they like self-glorification.
C) they experience a vicarious sense of belonging.
D) they hero worship.
Increasingly, public relations firms are emphasizing this aspect of their services.
A) counseling
B) writing and editing
C) messaging
D) buying space on behalf of a client
This technique should be used when conflict has emerged but is not careening out of
control.
A) damage control
B) recovery
C) conflict resolution
D) conflict positioning
Most lawsuits and complaints involving employee newsletters are usually the result of
A) feature articles about employee hobbies.
B) misappropriation of personality.
C) “personals” columns.
D) use of employee pictures without signed releases.
RFP stands for:
A) Republican Federal Policy
B) requisition for proposal
C) request for proposal
D) the Ridley-Finestein Program
Qualitative data is often called soft” data.
One of the most active forms of corporate government relations is done by what group?
A) trade associations
B) not-for-profit organizations
C) the AMA
D) the National Taxpayers Association
The Food and Drug Administration enforce the guidelines for
A) pharmaceutical invasion of privacy situations.
B) video news releases on health-care topics.
C) truth in advertising.
D) advertising in the restaurant industry.
Which is NOT considered an out-of-pocket budget expense?
A) media kits
B) salaries
C) video news releases
D) transportation
Public relations is a worldwide industry. While it is most developed in the U.S., what
country is considered the “new frontier” for public relations?
A) Japan.
B) United States.
C) South Africa.
D) China.
A major selling point for a radio media tour is
A) containing actualities.
B) universality.
C) remote capability.
D) they can be recorded for later use.
The U.S. Foreign Service Officers Exam is the first requirement for anyone embarking
on a(n)___________.
A) diplomatic career.
B) civil service mission.
C) overseas diplomatic mission.
D) protocol job.
What should a practitioners “checklist” be when hosting a news conference?