COM/BUS 115 Chapter 1 – Flashcards
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____ helps an organization and its publics adapt mutually to each other.
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Public Relations
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According to a 2013 report, the median annual salary for recent graduates in public relations was:
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$33,000
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Employers usually require _____ in order to be qualified for a paid internship position.
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That The Student Be At Least A College Junior
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IMC stands for:
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Integrated Marketing Communications
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PRSA defines public relations as:
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A strategic process that builds mutually beneficial relationships between organizations and their publics
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Public relations is a worldwide industry While it is most developed in the US, what country is considered the "new frontier" for public relations?
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China
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Skills in public relations are:
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Dependent On The Specific Job
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The advancement of public relations as a profession includes changing the longstanding (and incorrect) idea that public relations practitioners for organizations are:
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Journalists In Residence
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The highest paid public relations professionals usually work for:
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Corporations
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What don't PR managers do?
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Maintain One-Way Communication
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What is brand journalism?
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A Kind Of Content Marketing In Which Paid Media Plays A Minor Role
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What is one skill you need to work in public relations?
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Problem Solving Skills
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What is the fourth step of the PR cycle?
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Evaluation
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What is the going rate for paid interns at reputable national and international companies?
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$12 To $15 An Hour
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What is the primary objective of public relations?
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Change Attitudes
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What skills are not required for PR?
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Life Of The Party
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What skills should a PR practitioner have?
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Great Communication Skills
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Which best describes PR?
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Communication with the public, gathering information and accomplishing goals
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Which best describes the relationship between public relations and marketing?
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Marketing Professionals Generally Speak Of Customers And Consumers, While Public Relations Practitioners Tend To Focus On Publics, Audiences, And Stakeholders
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Which is an essential ability for a public relations practitioner?
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Expertise In Social Media
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Which is true with regard to internships?
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There Is A Strong Correlation Between Paid Internships And Starting Salaries
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Which of the following is accurate with regard to the relationship between public relations and advertising?
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Advertising Is Usually More Costly
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Which of the following makes public relations a cyclical process?
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Program Assessment And Adjustment
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Which of the following terms is generally associated within the accepted definitions of public relations?
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Management
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Which stereotype is not true of PR?
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Practitioners Are Lazy
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Who is Edward Bernays?
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The father of PR
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In which part of the PR process has personnel execute the program through such vehicles as new releases, media advisories, newsletters, Internet, web posting, special events, speeches and community relations program?
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Communication
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Public relations audiences are _____?
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defined segments
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The RACE acronym was articulated by:
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John Marston
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What does the acronym RACE stand for?
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Research, Action, Communication, Evaluation
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Which branch of communication relies on "earned media"?
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Public Relations
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Which one is not a purpose of public relations?
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Sell
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_____ is used for a specific event that is audience focused.
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Public Relations
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A publicist would most likely be considered an "honorable" term in:
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Entertainment/Celebrity Business
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The global industry of public relations has experienced a major growth in which country?
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China
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What word(s) best defines public relations in the 21st century?
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Strategic
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Which is not a stereotype about PR?
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It Makes You Smell
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Which owned media platform does public relations use that advertising does not?
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Newsletters
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____ is a specific event/objective to inform the public.
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Public Relations
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____ is not part of the PR process?
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Selling
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______ is not a "p" of marketing strategies?
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Propaganda
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Public relations is:
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Deliberate
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What does the RACE acronym stand for?
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Research, Action, Communication, Evaluation
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What kind of audience does public relations work with?
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Segmented Audiences
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What type of media is specifically used by public relations?
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Earned Media
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Which of the following is not an essential skill for PR work?
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Scientific Expertise
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Which of the following is the first element of the public relations process?
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Research
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Why would someone who majored in Journalism not be the best fit for a career in PR?
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They Are Taught To Be Objective And Not Favor A Particular View Point
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(T/F) Public information and public affairs are the most widely used terms by nonprofits, universities and government agencies
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Chapter 1
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(T/F) Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns
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Chapter 1
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(T/F) A "flack" is an endearing term for a public relations practitioner that describes a hardworking, entrepreneurial type
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Chapter 1
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(T/F) Program planning is the bridge between research and communication in public relations
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Chapter 1
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(T/F) Journalism and public relations are fundamentally different in scope
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Chapter 1
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(T/F) Public relations practitioners write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses
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Chapter 1
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(T/F) Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns
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Chapter 1
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(T/F) Business/economic competence is considered an essential ability for those pursuing a public relations career
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Chapter 1
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(T/F) Public relations pays relatively well compared to other communication professions
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Chapter 1
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(T/F) All organizations should serve society as a whole
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Chapter 1
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What is another name for PR?
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Corporate communications
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Why can journalism be bad for business?
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It focus on objectivity through a single channel and may not have the organization interest at heart
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Who uses more communication channels?
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PR
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What could be considered the 5th "P" of marketing?
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PR
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How does PR support marketing?
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Provides 3rd party endorsements
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___ is primarily concerned with consumer sales.
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Marketing
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_____ is often used when talking about PR in a negative manner.
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Manipulation
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What is the purpose of marketing?
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Selling products
