PR 1 – Flashcards
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Which is the following is a key difference between PR and advertising?
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Advertising works almost exclusively through mass media
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Public relations can take on different names in different organizations. Public information or public affairs is most likely to be used by
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nonprofits
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This part of the PR process is where a policy or program is examined to see if it is a success or a failure, and if new issues or opportunities must be addressed.
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assessment
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European universities primarily teach public relations as a journalistic function
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False
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Essential skills for success in PR include research, planning, problem-solving, business competence, social media expertise and
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writing skills
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A flack is an endearing term for a public relations practitioner that describes a hardworking, entrepreneurial type.
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False
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To public relations practitioners, human resources, advertising, and marketing are often seen as sources of
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friction
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Small-scale organizations of low complexity usually have public relations persons working in roles that are primarily
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basic duties
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Public relations has a generally lukewarm return on investment (ROI) of about 120 percent, but the rate is considered acceptable because PR is not considered a bottom line" function."
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False
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The most widely used billing method by public relations firms is pay-for-placement.""
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False
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The most admired Fortune 500 companies think of public relations as
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a strategic management tool.
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If an informational brochure about autism is prepared by the medical division, and it must have approval from the public relations department before production, the public relations department is described as having
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concurring authority
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Arthur W. Page advocated that public relations was a
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management function
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Tom Paine's influential pamphlet "Common Sense" was written during the
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Revolutionary War
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Which is NOT a reason why there is an influx of women working in public relations?
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Women have a better business or bottom-line sense than men
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Which is NOT associated with the legendary P.T. Barnum?
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Annie Oakley
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What development during the Middle Ages allowed for the distribution of information to flourish for the next 500 years?
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Gutenberg printing press
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The "grande dame" of fashion public relations is
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Eleanor Lambert
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If a firm is representing both McDonalds and Burger King franchises, it is liking violating which PRSA core value?
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loyalty
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The top four responsibilities in rank order for PRSA members are (1) media relations, (2) writer/editor, (3) marketing communications, and (4) corporate communications
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True
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Bribing journalists would disrupt the ____________ when it comes to discussing major provisions of the PRSA code of ethics.
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free flow of information
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Using an approach to solve a problem in public relations that looks for the greatest good for everyone involved would use which approach?
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utiliatrian
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All of the following are gudielines endorsed by the National Association of Broadcast Communicators for Video News Releases, except
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A video news release does not always have to be identified as such, it only has to be labeled somewhere once while airing.
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If your approach seeks to look for balance between two extremes which approach are you using?
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existential
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Justification tactics attempt to appease the publics involved
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False
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The basic idea behind issues management is reactive analysis.
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True
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Which is NOT an element of the issues management approach?
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react to surprises
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Minimizing a crisis with a statement that there is no serious damage or injuries" is known as which type of strategy?
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justification
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Only 14 percent of business crises are
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unexpected.
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Oftentimes, apologizing after a crisis isn't effective because of the
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hypocrisy factor.
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Most lawsuits and complaints involving employee newsletters are usually the result of
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"personals"
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The Sarbanes-Oxley Act essentially involves
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corporate transparency
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Which is a concept inherent with green" marketing?"
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low-carb" promotion"
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An idea for promoting a product cannot be
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copyrighted
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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.
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False
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Government documents are in the public domain and cannot be copyrighted.
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True
