question

Mass media effects increase when

answer

People cannot verify information through personal experience or knowledge

question

The most difficult persuasive task is to

answer

Change or neutralize hostile opinions

question

The attempt to classify people by lifestyle, attitudes, and beliefs is called:

answer

Psychographics

question

Third-party endorsements usually involve

answer

Favorable statements by celebrities

question

Muscular public relations is primarily associated with

answer

Fair play and competition

question

The most significant aspect of the U.S. mass audience is

answer

Diversity

question

Who watches the most television?

answer

African Americans

question

According to your book, what is key to reaching the Millennial Generation?

answer

Creativity with digital media

question

Which person/entity (in general) would have the most protection from, or likelihood of winning, a defamation suit?

answer

Private citizen

question

Government documents:

answer

Cannot not be copyrighted

question

Arrangements and fees earmarked for photographers should consider:

answer

Royalties for each use

question

Revised in 2013, celebrity endorsement through their social media outlets is primarily concerned with what issue?

answer

Disclosure

question

Companies try to sidestep FDA regulations by:

answer

Publicizing diseases

question

Reputation is defined as:

answer

The collective reputation of past performance

question

Once self-interest is involved, opinion is

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Not easily changed

question

Which stage in the life cycle of public opinion is represented by a "building of public consensus"?

answer

Government/regulatory involvement

question

Cultivation of key opinion leaders before a new product is publicly announced is important because

answer

Journalists rely on opinion leaders to provide objective judgments about the quality of the product

question

Charisma, sincerity, and expertise are all key factors of

answer

Source credibility

question

According to Professor Martha Lauzen, effective issues management requires:

answer

Active sense-making strategies

question

Litigation PR usually occurs at what stage in the conflict management lifecycle?

answer

Reactive

question

Which of the following is part of the proactive phase of conflict management?

answer

Environmental scanning

question

The issues management process includes which of the following steps?

answer

Strategy options

question

Minimizing a crisis with a statement that there is "no serious damage or injuries" is known as which type of strategy?

answer

Justification

question

Actions taken to appease publics involved, such as free coupons or charitable donations, are referred to as

answer

Ingratiation

question

This image restoration strategy distinguishes an act from similar, but more offensive, acts.

answer

Differentiation

question

Thirty-nine percent of business crises are

answer

Unexpected

question

Which of the following is a way to reduce offensiveness in a conflict?

answer

Compensation

question

Which is typical of the GLBT community?

answer

Their combined purchasing power is about $750million

question

What is a concern for practitioners seeking to reach the Muslim community?

answer

American Muslims don't feel that US brands reach out to them

question

Which of these are as are in the public domain and cannot be copyrighted?

answer

Raw facts

question

The Food and Drug Administration enforce the guidelines for

answer

Video news releases on health-care topics

question

Under the EEOC, employers must accommodate:

answer

The religious needs of their employees

question

The First Amendment protects:

answer

Free speech

question

Opinion

answer

Does not remain aroused unless certain factors are involved

question

Media alert the public what subjects to think about, but not necessarily what to think is known as

answer

Agenda setting

question

The dominant view of public relations is one of

answer

Persuasive communication actions performed on behalf of clients

question

The value of information and its newsworthiness are based on

answer

Timing and context

question

This technique should be used when conflict has emerged but is not careening out of control.

answer

Conflict resolution

question

Bolstering and reparation are synonymous with which phase of the conflict management lifecycle?

answer

Recovery

question

The image restoration strategy that an organization chooses:

answer

Depends a great deal on the situation

question

The notion of conflict management depends on many factors(requiring adaptation or change) when assessing a threat is known as

answer

Contingency theory

question

The daily clipping of news stories best describes the notion of

answer

Issues tracking

question

How an organization responds in the first hour(s) often determines whether or not the situation remains an incident or becomes crisis

answer

24

question

Which is most likely to interest the "baby boomer" generation?

answer

Health issues

question

Research has shown that teens:

answer

Spend more time online than in interaction with their parents

question

When a critic writes a scathing review of a concert, he or she is protected by:

answer

Fair comment and criticism

question

Most lawsuits and complaints involving employee newsletters are usually the result of

answer

"personals" columns

question

An idea for promoting a product cannot be

answer

Copyrighted

question

Part of a copyrighted article that may be quoted directly, but brief in relation to the original work, refers to

answer

Fair use

question

Which is a concept inherent with "green "marketing?

answer

"low-carb" promotion

question

Public relations professionals should avoid this practice based on guidelines from the SEC.

answer

Providing glowing descriptions of a product in the experimental phase

question

An elected official is an example of a(n)

answer

Formal opinion leader

question

Theselectionofcertainfacts,themes,andtreatmentstoshapeastoryisknownas

answer

Framing

question

The most effective medium for delivering messages that require absorption of details and contemplation by the receiver is

answer

Print

question

A trade press is most likely to use a(n)

answer

Application story

question

What 2012 event demonstrated the importance of reaching out to different demographic groups?

answer

The presidential election

question

Asian Americans, in particular, can be reached via:

answer

Digital media

question

This group has the most discretionary income.

answer

Ages 65-74

question

This audience makes more than 80 percent of the household purchase decisions.

answer

Women

question

Providing advice or tacitly supporting an illegal activity of a client or an employer is known as

answer

Conspiracy

question

Which is accurate with regard to copyright?

answer

Lasts for life of the creator plus 70 years for individual works

question

Unauthorized use of well-known entertainers, athletes, or other public figures in an organization's publicity and advertising materials is known as

answer

Misappropriation of personality

question

Persuasion is:

answer

Greatly exaggerated in terms of effectiveness

question

_____ is a proactive and systematic approach to predict problems, mimic surprises, resolve issue and prevent crisis.

answer

Issues management

question

A strategy for image restoration is to evade responsibility. What is a way to do that?

answer

Good intentions

question

Which one of there diverse age groups will spend approximately one third of their lives online?

answer

Millennials

question

Why would a company want to narrow their audience?

answer

It can help you better address the concerns of your target

question

Three factors of source credibility are:

answer

Expertise, sincerity and charisma

question

Using drama as a testimonial can also be called:

answer

Humanizing

question

What kind of persuasive devices do animal abuse commercials use?

answer

Emotional appeal

question

What is an example of a crisis?

answer

Your company is revealed to have been laundering funds

question

The US is predominantly a _____nation.

answer

Christian

question

What is one strategy used in PR to respond to a crisis?

answer

Justification

question

Which is a persuasive device?

answer

Drama

question

Which is a strategy to respond to a crisis?

answer

excuse

question

Which strategy for responding to crisis explains that there is no crisis?

answer

Denial

question

Who is the CEO of Berkshire Hathaway?

answer

Warren Buffett

question

Today minorities account for one-third of the US population, by what year are them projected to be the majority?

answer

2042

question

Hispanic and African Americans now constitute about _____% pf the US population today?

answer

28

question

The millennial generation describes:

answer

Individuals born between 1980-1995

question

Which race is the fastest growing in the US?

answer

Hispanics

question

Why might an emotional appeal be a bad choice for a message?

answer

Different people have different levels of "tolerance" for appeals to empathy and what may seem fine to your group is abhorrent to everyone else

question

Continual efforts to maintain the reservoir of goodwill:

answer

preventative PR

question

The PR practitioner must consider both situational demands and _____?

answer

organizational resources

question

When an organization makes behavioral changes or create strategic plan in ways that address the emerging issue.

answer

issues management

question

The baby boomer generation was born between:

answer

1946-1964

question

Libel:

answer

printed falsehood

question

Slander:

answer

spoken falsehood

question

Defamation:

answer

any false statement the creates public hatred, contempt or ridicule or inflicts injury on reputation

question

Copyright:

answer

protection of a creative work from unauthorized use

question

Fair Use:

answer

part of the copyrighted article may be quoted directly but the quoted material must be brief in relation to the length of the original work

question

Trademark:

answer

a word, symbol or slogan used singly or in combination that identifies a product's origin

question

Right of Publicity:

answer

Gives celebrities sole authority to cash in on their fame

question

Licensing Fee:

answer

Must be paid before use of a logo, image, photo, software, font before use in commercial products or productions

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