Public relations practitioners are faced with a monolithic audience.
In systematic tracking, some practitioners take the approach of calculating the cost of
advertising for the same amount of space, and then multiplying that total three to six
times to reflect that a news story has higher credibility than an ad.
The CD/DVD version of a media kit is known as an e-kit.
The “media uses and gratification” theory of communication has a premise of a passive
audience who depend heavily on persuasion devices.
In order to use a likeness of a deceased celebrity (i.e., Elvis Presley or Marilyn
Monroe), the user must pay a licensing fee to the Federal Trade Commission.
Online readers can dig deeper into subjects that interest them by linking to information
provided on websites.
To become accredited by the PRSA with the designation of “APR,” one must have at
least 10 years of experience in the field and have demonstrated some significant
achievements.
Most revenues from public relations firms come from implementing tactical aspects.
The licensing of public relations professionals is likely to be initiated in the near future.
Image restoration specifically can alleviate problems within reputation management.
The major expense at a trade show is the cost of food and entertainment.
Planning should be the first step in any public relations process.
Moss Kendrix was known for the saying “What the public thinks counts!”
Trust is a key element with regard to source credibility.
In a structured capital campaign, the majority of the money raised comes from modest
individual contributions.
Jopurnalists usually do not use websites to gather information..
It isn”t important for a professional sports team to foster community relations.
The purpose of a corporate profile is different than that of a product fact sheet.
Business/economic competence is considered an essential ability for those pursuing a
public relations career.
The more complex a situation, the higher the perception of risk.
Seeing an advertisement is an example of the “interest stage” of the adoption process.
Relationship management builds specifically on the notion of asymmetrical
communication.
Measuring audience awareness and comprehension with day-after recall is a credible
metric for measurement.
A cliché is an inoffensive word or phrase that is less direct and less distasteful than the
one that represents reality.
The best media pitches follow a standard format.
A multimedia news release is also called a smart news release.
Objectives aren’t the end result of a campaign, but the means to achieve a result.
Banquets are fairly large and formal functions held to honor an individual, raise money
for a charitable organization, or celebrate an event such as an organization’s
anniversary.
Program planning is the bridge between research and communication in public
relations.
An e-mail survey is less expensive than conducting personal interviews.
A business bureau is an association of businesspersons, often joined by professionals,
who work to improve their city’s commercial climate and to publicize its attractions.
Using generic words in a news release is fine.
Virtually all public relations codes of ethics begin with the duty to tell the truth.
Highly charged words that elicit an emotional reaction from survey respondents
indicate this type of research
A) market
B) advocacy
C) omnibus
D) government
Any booth or exhibit at a trade show should be
A) designed for maximum visibility
B) staffed by celebrities.
C) designed to accommodate journalists’ equipment.
D) easily assembled.
The most widely used document issued by practitioners to news media is the
A) pitch letter.
B) media advisory.
C) news release.
D) fact sheet.
Thirty-nine percent of business crises are
A) preventable.
B) unexpected.
C) unknown to media.
D) internal.
Convincing popular TV programs to write a cause into their plotlines is called
A) planting.
B) simulation.
C) issues placement.
D) plugging.
An idea for promoting a product cannot be
A) under the purview of a non-employee.
B) trademarked.
C) copyrighted.
D) under government speculation.
What figures are necessary to calculate “cost-per-thousand”?
A) media impressions and potential readership
B) census data and event costs
C) media outlets and advertising equivalency
D) media impressions and cost of program publicity
Social media can be an effective measurement tool because:
A) practitioners can determine recall of messages.
B) tweets and Facebook posts are immediate and easy to track.
C) practitioners can get input from key gatekeepers.
D) of their effect on measurable objectives.
Corporate sponsorship is primarily a form of
A) cause-related marketing.
B) investor relations.
C) media partnership.
D) ingratiation.
The image restoration strategy that an organization chooses:
A) is always the one in the crisis plan handbook
B) depends on what top management wants to do
C) depends a great deal on the situation
D) depends on whether or not people were physically injured
When a critic writes a scathing review of a concert, he or she is protected by:
A) journalists’ protection from libel suits.
B) the Securities and Exchange Commission.
C) fair comment and criticism.
D) defamation laws.
The advancement of public relations as a profession includes changing the
long-standing (and incorrect) idea that public relations practitioners for organizations
are:
A) event planners.
B) human resource managers. C) news release writers.
D) journalists in residence.
Providing advice or tacitly supporting an illegal activity of a client or an employer is
known as
A) sabotage.
B) defamation.
C) misappropriation of personality.
D) conspiracy.
The practice where organizations file suits seeking court rulings favorable to their
projects is referred to as
A) lobbying.
B) litigation.
C) motion.
D) reconciliation.
Oftentimes, apologizing after a crisis isn’t effective because of the
A) unforgiving nature of the audience.
B) damage already incurred.
C) media firestorm that ensues.
D) hypocrisy factor.
“Paying for play” refers to a practice that is used in
A) India.
B) Japan.
C) Russia.
D) China.
A (n) ____ are meetings intended to gather and exchange information, meet other
people with similar interests, discuss and act on common problems, and enjoy
recreation and social interchange.
A) cocktail reception
B) convention
C) plant tour
D) trade show
Connecting people on the Internet is a fund-raising technique known as:
A) crowdfunding.
B) social media capital gain
C) automated fundraising.
D) robocalling.
The practice of using expert communication services from outside the organization is
referred to as
A) boundary spanning.
B) agency public relations.
C) encroachment.
D) outsourcing.
The greatest determinant of a student’s allegiance to the institution is
A) success of athletic teams.
B) quality of teaching.
C) family associations with the institution.
D) affinity with campus clubs and organizations.
Product recalls:
A) build social capital with media
B) are easy to rebound from
C) test the patience of customers
D) show that a corporation is concerned about consumers
At most public and private universities, fund-raising:
A) is done in a tight window/calendar frame.
B) is dependent primarily on government assistance.
C) has increased dramatically in recent years.
D) is now done primarily through social media.
Litigation PR usually occurs at what stage in the conflict management life cycle?
A) recovery
B) reactive
C) strategic
D) proactive
Once self-interest is involved, opinion is
A) adaptable.
B) not easily changed.
C) based on current events/issues.
D) usually made public.
According to Barbara Bianchi-Kai, a specialist in disability marketing, the best medium
to reach a variety of disability groups at the same time is
A) radio.
B) television.
C) specialized webpages.
D) public assembly.
The most precise random sampling is usually done from
A) lists that give the name of everyone in the targeted audience.
B) federal government agencies.
C) specialized public relations firms.
D) impetus from exploratory focus groups.
in general, an answer to an interviewer’s question on a radio or television talk show
should be no longer than
A) 10 seconds.
B) 30 seconds.
C) 60 seconds.
D) 90 seconds.
When writing a news release, it is important to remember to:
A) ask yourself “who cares”?
B) use jargon.
C) write to appeal to everyone.
D) be formulaic
Day-after recall measures
A) audience awareness and comprehension.
B) web site copy and graphics.
C) purchasing intent by consumers.
D) semantic issues and cognitive barriers.
YouTube is essentially this type of device.
A) social networking
B) media-controlled
C) instant messaging
D) video-sharing
This office is primarily responsible for the prestige and financial support of an
educational institution.
A) registrar
B) president’s office
C) development
D) public relations
Media relations surrounding a trade show happens
A) before the show.
B) during the show.
C) after the show.
D) all of the above.
There is increasing evidence that large corporations are:
A) cooperating more with activist NGOs to enhance social responsibility.
B) expanding overseas more rapidly than in the U.S.
C) spend over $100 million annually on lobbying.
D) fighting NGOs on their efforts.
The most rich source for donations in higher education is generally considered to be
A) alumni.
B) sports fan.
C) state legislators.
D) lottery funds.
Most radio news directors prefer to receive their actualities by
A) satellite.
B) the Web.
C) wire services.
D) the telephone.