Adv 260 Midterm Flashcards
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Which is NOT an essential ability for a public relations practitioner?
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a. Writing skill b. Planning expertise *c. Networking d. Research ability
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A publicist would be considered an "honorable" term in
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a. Corporate America b. Nonprofit organizations c. Agency business *d. Entertainment/celebrity business
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The RACE acronym was articulated by
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a. Edward Bernays b. Walter Lindenmann c. Ivy Lee *d. John Martson
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In economic terms, the public relations field is most extensively developed in:
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a. Europe *b. United States c. South Africa d. China
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Public relations elements, such as feedback, research, and communication, are part of a cyclical process that eventually leads into:
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*a. Program assessment and adjustment b. Counseling initiatives c. Formation of objectives d. Outsourcing
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The changing focus of public relations includes the long-standing (and becoming outdated) notion that practitioners should primarily be trained as:
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*a. Journalists b. Human resource managers c. News release writers d. Event planners
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The majority of public relations professionals are employed in:
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a. Nonprofit coalitions *b. Corporations c. Public relations firms d. Government positions
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Which is NOT true with regard to internships?
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a. Oftentimes, recent grads are hired full time by their internships employees. b. The are one of five recommended college courses in public relations. *c. They provide managerial experience for undergrads. d. There is a strong correlation between paid internships and starting salaries.
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The notion of a "fifth P" of marketing strategy, public relations, was introduced by:
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a. Ken Reich b. James Grunig *c. Philip Kotler d. David Coronna
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The highest job level in public relations is
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a. Director b. Manager *c. Executive d. Supervisor
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Edward Bernays coined the word "spin" in public relations.
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a. True *b. False
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Public information is the most widely used term by social service agencies to describe public relations>
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a. True *b. False
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A flack is an endearing term for a public relations practitioner that describes a hard working, entrepreneurial type.
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a. True *b. False
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Journalism is almost exclusively addressed to external audiences.
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a. True *b. False
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All organizations should serve society as a whole.
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*a. True b. False
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Business/economic competence is considered an essential ability for those pursuing a public relations career.
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*a. True b. False
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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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*a. Concurring authority b. Command authority c. Compulsory advisory authority d. Advisory authority
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To public relations practitioners, human resources, advertising, and marketing are often seen as sources of
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a. Inspiration b. Storylines or media hooks c. Income *d. Friction
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Public relations by most accounts is primarily considered a "staff" function.
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*a. True b. False
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The business leader reported to have created the first corporate public relations department is
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a. Henry Ford b. John Rockefeller Sr. c. Amos Kendall *d. George Westinghouse
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Grunig's IABC Foundation research study of "Excellence" notes all of the following about public relations EXCEPT it
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a. Helps the organization make money by cultivating relationships. b. Repairs problems and regains lost revenue from bad relationships with publics. *c. Should replace marketing and advertising as financial liaisons for the company. d. Saves the organization money by reducing costs of litigation, regulation, and legislation.
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According to your text, public relations and ________ departments often collide because they compete for funds to communication with external audiences.
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a. Marketing *b. Advertising c. Legal d. Human resources
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Today's full-fledged public relations firms offer all of the following services EXCEPT
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*a. Symmetrical management b. Events management c. Product promotion d. Executive speech training
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The standard industry practice to bill clients
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*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
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The Tylenol case study is a prime example of a business where public relations was in a technical or an advisory function.
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a. True *b. False
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An observational technique is an "anthropological" form is known as
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a. copy testing b. Scene sampling *c. Ethnographic technique d. Split-messaging
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The most precise random sampling is usually done from
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*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
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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.
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a. True *b. False
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In general, public relations spend about what percentage of their budget on research?
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*a. 35% b. 510% c. 125% d. 225%
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The most expensive form of research is:
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a. A survey b. A focus group c. Local market research *d. Personal interviews
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A scale (oftentimes with five points) that probes depth of feeling among respondents is called a
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a. Thurstone scale b. Semantic differential c. Content analysis *d. Likert-type scale
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Most organizational crises arise due to avoidable human error.
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*a. True b. False
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Telephone surveys generally have high response rates.
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*a. True b. False
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An e-mail survey is less expensive than conducting personal interviews.
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*a. True b. False
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Which is NOT an example of motivational objective?
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a. Attendance figures *b. Respondent awareness levels c. Website hits d. Advertising equivalency/media impressions
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Which is NOT one of the three kinds of situations that dictate the conduct of a public relations program?
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a. Specific one time project b. Remedial program to overcome a problem negatively affecting the organization *c. Need based with regard to company expectations and ideals d. Reinforce an ongoing effort to preserve reputation
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The specific, sequential activities that put strategies into operation and help to achieve stated objectives are known as
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a. Spreadsheets b. Audits *c. Tactics d. Demographics
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In a reinforcement type of situation, program plans are initiate to preserve and develop customer or public support.
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*a. True b. False
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Approximately how much of a public relations budget should be allocated toward contingencies or unexpected costs?
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a. 1% b. 5% *c. 10% d. 20%
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What is an example of verbal support in the MBO process?
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a. Artwork *b. Advocacy c. Photographs d. Graphs
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A strategy statement refers to:
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a. Measuring of objectives *b. How objectives are met/achieved c. A situation analysis d. Tactical response
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Which is NOT considered an out of pocket budget expense?
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a. Media kits *b. Salaries c. Video news releases d. Transportation
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Systematic planning cannot prevent haphazard, ineffective communication.
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a. True *b. False
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Objectives represent the end result of a campaign.
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*a. True b. False
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Informational objectives are bottom line oriented, and based on clearly measurable results.
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a. True *b. False
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This technique is where one begins a message with a statement that reflects audience values and predispositions?
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*a. Channeling b. Triggering c. Sleeper effect d. Uses and gratification
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Word of mouth campaigns are often controversial for their
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a. Resistance of new media techniques *b. Stealth nature c. Political overtones d. Lack of research
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Which would NOT likely be considered as a PR "triggering" event?
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a. Launching of a new product b. Natural disaster c. Announcement of a book by a popular author *d. New house purchase
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Which is NOT A common cliche or hype word?
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a. Unique b. Revolutionary *c. Objective d. Next generation
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The "media uses and gratification" theory of communication has a premise of a passive audience who depend heavily on persuasion devices.
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a. True *b. False
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Audience attention is generally highest at the beginning of a message.
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*a. True b. False
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A cliche is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.
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a. True *b. False
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The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.
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a. True *b. False
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Picking up a pamphlet or reading an in depth newspaper article is an example of the "interest stage" of the adoption process.
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*a. True b. False
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A baseline study is an assessment of an organization's entire communication program.
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a. True *b. False
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The most effective medium for delivering messages that require absorption of details and contemplation by the receiver is
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a. Television b. Radio c. Online *d. Print (web)
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The value of information and its newsworthiness are based on
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a. Bottom line values b. Gatekeeper preferences *c. Timing and context d. Geography and psychographics
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What stage in the life cycle of public opinion is represented by a "building of public consensus?"
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a. Definition of the issue *b. Government /regulatory involvement c. Involvement of opinion leaders d. Public awareness
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Media alerts the public what subjects to think about but not necessarily what to think is known as
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a. Framing b. Spiral of silence *c. Agenda setting d. Cultivation
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The selection of certain facts, themes, and treatments to shape a story is known as
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a. Transfer b. Propaganda c. Agenda setting *d. Framing
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The dominant view of public relations is one of
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a. Submitting news releases to media gatekeepers b. Mutual understanding with key publics *c. Persuasive communication actions performed on behalf of clients d. Distrust and dishonesty (flack perspective)
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Third party endorsements usually involve
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*a. Favorable statements by celebrities b. Key insiders c. Propaganda techniques d. Political leaders
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An opinion leader will deliberate and undergo significant research before adopting a new idea.
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a. True *b. False
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Psychographics are the attempt to classify people by lifestyle, attitudes, and beliefs.
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*a. True b. False
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Perception is a key element with regard to source credibility.
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a. True *b. False
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According to Nielsen Global Online Consumer Survey, recommendations from personal friends or opinions posted by consumers online are the most trusted form of source credibility.
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*a. True b. False
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According to Valeria, journalists are looking for:
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a. Relevance b. Accessibility c. Consistency d. Exclusivity *e. All of the above
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In giving clues for a successful pitch, Valeria recommends all of the following except:
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a. Demonstrate deep knowledge of the clients business b. Personalize the PR activities according to the client's objectives c. Include a "big" creative idea *d. Charge abundantly
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What figures are necessary to calculate cost per thousand?
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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
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Pretesting an audience is usually involved with a(n)
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a. Comment card b. Organizational audit c. Split message technique *d. Pilot test
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Which is NOT a method used to evaluate a company newsletter or magazine?
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a. Readership recall of articles b. Readership-interest surveys *c. Input from key gatekeepers d. Content analysis
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A readership-interest survey becomes more valuable when it is compared with the
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a. Measurable objectives b. Circulation figures of a publication *c. Content analysis of a publication d. Communication audit
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Generally, the first round of surveys in the benchmarking process measures the status quo.
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*a. True b. False
