This term best describes the notion of high authority and power associated with the
dominant coalition.
A) mixed motives
B) executive control
C) command authority
D) mixed organic/mechanical
Biased wording on questionnaires is often a by-product of
A) poor construction of survey questions.
B) economic considerations.
C) affiliations (party/politics) of agencies administering surveys.
D) advocacy research.
According to PRWeek, being proactive is important because
A) it inspires emotion.
B) it allows you to works with groups to achieve solutions, not publicity.
C) it allows you to get emotional with advocacy groups.
D) you can work with people making threats.
Yoplait yogurt’s support of the breast cancer research (donating 10 cents for each
pink Yoplait lid customers send in) is a form of
A) cause-related marketing.
B) consumer activism.
C) product placement.
D) corporate sponsorship.
The vast majority of people working in the arts are
A) located in New York and Los Angeles.
B) working in motion pictures and television.
C) scattered throughout the country.
D) making a lot of money.
The most effective medium for delivering messages that require absorption of details
and contemplation by the receiver is
A) television.
B) radio.
C) online.
D) print.
Audience attention is highest at
A) the beginning of the message.
B) the end of the message.
C) the crux of the message.
D) public reaction to the message.
Thought leaders trust NGOs more than government or corporations because they
consider NGOs’ motivation to be based on
A) objectivity.
B) research.
C) logic.
D) morals.
Which can be accomplished by systematic tracking?
A) immediate media acceptance of audience behavior
B) real-time audience acceptance of the message
C) instant analysis of a speech
D) market penetration of information
Nonprofit organizations are often referred to as:
A) advocacy groups
B) charities
C) public interest groups
D) lobbying groups
In general, guests on talk shows should do which of the following?
A) be cautious
B) give short, concise answers
C) debate demonstratively
D) grab audience attention through stunts and/or shock value
When the representatives of the target audience are asked to read or view materials in
draft form before it is mass-produced and distributed is referred to as
A) copy testing.
B) split messaging.
C) benchmarking.
D) piggybacking.
An observational technique in an “anthropological” form is known as
A) ethnographic technique .
B) copy testing.
C) scene sampling.
D) split-messaging.
This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
According to the text, which of the following is a development that will shape public
relations in the upcoming years?
A) An increased emphasis on measurement.
B) Increased pressure on practitioners to become accredited.
C) Lessening cultural differences.
D) Nationalism.
The most difficult persuasive task is to
A) change or neutralize hostile opinions.
B) conserve favorable opinions.
C) crystallize latent opinions.
D) maintain goodwill among supporters.
Viral marketing is valuable because it
A) helps avoid financial scandal
B) enhances or maintains a company’s reputation
C) it addresses objections of special-interest groups
D) it avoids media bias
Jargon essentially revolves around a problem in
A) speech pattern.
B) semantics.
C) devices or equipment.
D) writer/speaker cognition.
An opinion leader will deliberate and undergo significant research before adopting a
new idea.
The U.S. government’s efforts to ‘sell” America on the Afghanistan invasion were:
A) successful.
B) met with mixed results.
C) frowned upon by foreign governments.
D) the most extensive since the Cold War.
What is the line a public relations practitioner must walk on a daily basis?
A) To ethically communicate while being an advocate for a client or organization
B) To tell only what the company wants told while making sure the public feels
informed.
C) To stay just inside the law.
D) To make sure people on both sides get what they want.
Terms such as “patron” or “founder” indicate
A) historical significance.
B) level of authority within the organization.
C) size/value of gift.
D) those who establish charitable programs.
Which of the following is true about a fact sheet?
A) They contain all of the same components of a traditional press release.
B) They represent a large cost savings for organizations.
C) They can be corporate profiles.
D) They do not use bullet points.
Evaluation must be
A) tactical.
B) measurable.
C) purposeful.
D) measured by metrics.
The most advanced form of evaluation is
A) measurement of changes in attitudes, opinions, and behavior.
B) compilations of message distribution and media placement.
C) audience awareness, comprehension, and retention of the message.
D) measuring value of secondary and collateral research.
Which one of the following is a hallmark of public relations professional?
A) a sense of dependence
B) a concern for corporations’ reputation, no matter what happens
C) a high loyalty to the employer of the moment
D) a sense of responsibility to society
Which of the following is a possible objective for a communicator?
A) accurate message dissemination
B) message development
C) change in covert behavior
D) semantic and cognitive competence
A good source of information about public relations counseling firms is the
A) PRSA guidebook
B) The National Book of Lists
C) The Council of Public Relations Firms
D) the local phone book
Most professional membership groups believe that the primary purpose of establishing
codes of ethics is
A) enforcement.
B) education and information.
C) as a “warning signal.”
D) boosting membership totals.
The standard industry practice is to bill clients
A) at least three times a person’s salary.
B) at least double a person’s salary.
C) a going industry rate mandated by PRSA.
D) commensurate with account managers in the current local marketplace.
Who is credited with creating the “bill stuffer”?
A) Samuel Insull
B) Henry Ford
C) Moss Kendriz
D) Ivy Lee
The word “propaganda” dates back to
A) the Crusades.
B) Pope Gregory XV
C) the American Revolution.
D) the Republic of Venice.
Which of the following is an effective use of a wire service for distribution?
A) releasing financial information
B) pitching an exclusive story
C) distributing information that is questionable in terms of newsworthiness
D) to distribute video clips
The highest paid public relations professionals usually work for:
A) agencies.
B) not-for-profits
C) corporations.
D) themselves