question

Public relations is a _______ function that helps achieve organizational objectives, defines philosophy and facilitates organizational change.

answer

Leadership and Management

question

Public Relations has been seen as the planned effort to influence public opinion, generally though ________.

answer

Persuasive communication

question

_________ are defined as groups of people who become important to an organization for one reason or another.

answer

Publics or Audiences

question

Which of the following is a key public for public relations practitioners?

answer

Media Employees Governmental officials Community Leaders

question

________ are persuasive efforts to inform people and change their behaviors regarding some public good.

answer

Social marketing programs

question

Government agencies often use the term ______ to delineate public relations.

answer

Public affairs

question

The key difference between advertising and public relations centers around ________

answer

Payment for message placement in media

question

_________ involves analyzing problems and opportunities, defining goals and the publics and recommending and planning activities.

answer

Programming

question

News conferences, convention exhibits, anniversary celebrations and tours all fall under the label of ________

answer

Special events

question

Public relations practitioners promoting _______ insist that the organization serve in the public interest.

answer

Social responsibility

question

One of the most important roles of public relations practitioners is interpreting ________ to management.

answer

Public opinion climate

question

Public relations leaders spend time gauging the implications that social, political and economic issues at home and abroad have on maintaining the organization's ________

answer

Long term reputation

question

In multinational corporations, globalization has increased the need for clear, consistent and central corporate messages with adaptation at the _______ level.

answer

Local

question

_______ are considered key audiences for public relations efforts.

answer

Activist groups Media Employees Financial analysts

question

Activist publics should be contacted by practitioners _______.

answer

As early as possible

question

Which of the following is not a controlled media?

answer

Daily newspaper

question

Public relations leaders spend much of their time gauging the implications that ______ issues have on maintaining an organization's long-term reputation.

answer

Social Political Economic

question

Public relations is increasingly becoming the responsibility of ______.

answer

Executives

question

What king of press agentry was labeled a harmless deceiver?

answer

P.T. Barnum

question

_______ is often labeled as the father of public relations.

answer

Ivy Lee

question

Which public relations practitioner issued a "declaration of principles" that set the standard for public relations to keep the public informed and to provide accurate information to the news media?

answer

Ivy Lee

question

Arthur Page established himself as a pioneer in public relations by his insistence on _______.

answer

Closely monitoring public opinion

question

_______ was assembled to promote war bonds, food rationing and growing victory gardens among other activities during WWII.

answer

The Office of War Information

question

In 1954, _______ developed the first code of ethics for PR practitioners.

answer

PRSA

question

________ has lead to the need for PR practitioners to provide more specialized information tailored to various audiences.

answer

The proliferation of media channels

question

Samuel Adams staged the _______ to influence public opinion.

answer

Boston Tea Party

question

The acronym APR stands for _______.

answer

Accredited Public Relations

question

What tool has revolutionized the way journalists and public relations practitioners gather information.

answer

Search engines such as Google

question

The six principles of PR by Arthur Page are ________.

answer

Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct PR as if the company depended on it Company's character is repped by people Remain calm, patient, and good humored

question

A _______ is a prediction of how events and actions are related.

answer

Theory

question

_______ looks at organizations as made up in interrelated parts that adapt and adjust to changed in the environment in which they operate.

answer

Systems theory

question

Organizations with _______ do not seek information on relationships with publics; but instead operate on past history or the preferences of decision makers.

answer

Closed systems

question

In public relations, groups that create problems and opportunities for each other are called ________.

answer

Stakeholders

question

________ helps explain why some groups are active on a single issue, others are active on many issues and others are generally uninterested.

answer

Situational theory

question

This variable refers to how much an individual cares about an issue.

answer

Level of involvement

question

Public relations people use the following terms to talk about persuasion _______.

answer

Awareness Attitude Beliefs Behavior

question

_________ uses the economic metaphor of costs and benefits to predict behavior.

answer

Social exchange theory

question

Diffusion Theory

answer

Individuals can be influenced to adopt an idea by going through 5 stages. Awareness Interest Evaluation Trial Adoption

question

______ attempts to explain why employees may model inappropriate behavior if the feel that behavior is being rewarded in more experienced employees.

answer

Social learning theory

question

The ________ influences people through such things as repetition, spokesperson credibility and tangible rewards.

answer

Peripheral route

question

The idea that the media does not tell people what to think, but that they do tell them what to think about is forwarded by which theory?

answer

Agenda setting theory

question

What two broad roles emerge to describe public relations practitioner activity?

answer

Technician and Manager

question

What are the models of public relations?

answer

Press Agentry Public Information Two-Way Symmetrical Two-Way Asymmetrical Public Influence Cultural Interpreter

question

The _______ model depicts a practice of public relations in which practitioners try to establish relationships with key individuals.

answer

Personal influence

question

Systems theory can be used only to look at relationships with ________.

answer

Customers Media Employees Shareholders

question

The primary decision makers of an organization are often called the ________.

answer

Dominant coalition

question

_______ helps explain why some groups are active on a single issue while others act on many issues.

answer

Situational Theory

question

Public relations practitioners attempt to influence the media agenda by providing news items for _______.

answer

Public Consumption

question

The public information model of public relations involves ________.

answer

Making publics aware of information

question

The idea that people use the media as a substitute for personal relationships is posited by which theory?

answer

Uses and Gratifications

question

_______ is speech defined as the publication of material that would hold one up to hatred, ridicule, contempt or spite.

answer

Defamation

question

Written or printed words that hold a person up to hatred, ridicule, contempt or spite.

answer

Libel

question

The two categories of libel law are ________.

answer

Criminal and Civil

question

Unlike ordinary citizens, public figures must prove ______ to win a libel case.

answer

Malice

question

________ is a primary defense against libel charges.

answer

Fair comment

question

If a practitioner uses a picture of a person without his/her permission to advertise a product, allegations concerning ______ would be raised.

answer

Appropriation

question

The ______ generally requires that all government records be available to the public.

answer

Freedom of Information Act

question

The ______ opened to the public some previously closed meetings of federal boards, commissions and agencies.

answer

Sunshine Act

question

_______ governs all commercial advertising.

answer

The Federal Trade Commission

question

If _______ is established, practitioners can use another person's creative work without permission.

answer

Fair Use

question

________ cover the names of businesses and businesses products.

answer

Trademark laws

question

A practitioner who copies information from a newspaper website and forwards it to stockholders must consider the implications of the action in terms of _______.

answer

Copyright

question

What issue continues to prevent public relations from being a fully professional occupation?

answer

Licensure

question

Damage in libel cases can involve ______.

answer

Harming a person's reputation

question

Proving the _________ is a defense against libel charges.

answer

Publication of truthful material

question

Types of invasion of privacy include _______.

answer

Appropriation Publication of private info Intrusion False light

question

Commercial speech is monitored at _______ level.

answer

Both the state and federal

question

The _____ requires that both publicly owned corporations submit annual reports.

answer

SEC

question

Material placed on the Internet ______.

answer

Can be copyright protected

question

All effective PR starts with ________.

answer

Research

question

What is an example of using secondary research?

answer

Reviewing someone else's research data

question

Informal research techniques are ________.

answer

Reviewing past PR records Forming special committees to identify critical issues. Casual monitoring of material presented to stakeholders. Investigating data banks for information to guide a campaign.

question

________ are generally assembled prior to surgery research to help the researcher have enough info to ask appropriate questions on the survey questionnaire.

answer

Focus groups

question

Scientific research is also known as _______ research.

answer

Formal

question

What is the most common type of research process performed by public relations practitioners?

answer

Survey

question

Experimental research is generally divided into what two categories?

answer

Laboratory and Field

question

Psychographics are _______.

answer

A method for categorizing people by things they generally can change.

question

What is a disadvantage to interviews?

answer

The personality of the interviewer can influence responses.

question

________ allows each member of a public an equal chance of being selected.

answer

Simple random sampling

question

A public is a group of people who share a common problem or goal and recognize ______.

answer

Their common interest

question

Which public type faces an indeterminate situation but does not recognize it as a problem?

answer

Latent public

question

The ________ is a broad-scale study that examines the internal and external public relations of an organization.

answer

Public relations audit

question

What are the steps in a public relations audit?

answer

Find out what the org thinks Find out what the public thinks Evaluate the disparity between what the org thinks and what the public thinks. Recommending a public relations program

question

________ help determine the clarity of a written message and its appropriateness to the educational level of an audience.

answer

Readability studies

question

One of the major uses of public relations research is in ________.

answer

Issues management

question

What are informal research techniques?

answer

Focus groups Casual monitoring Record keeping Internet research

question

Which of the following research methods allows researchers to see forms of nonverbal communication along a small number of people who share the same demographic characteristics?

answer

Focus groups

question

A technique that allows each member of a public an equal chance of being selected is ________.

answer

Simple random sampling

question

________ public relations involves anticipating needs and planning to meet goals.

answer

Proactive

question

Planning permits the development of integrated public relations efforts that support an organization's goals in a positive rather than a ________ manner.

answer

Defensive

question

_________ are long-range plans, usually made at the upper levels of management, and involve decisions concerning major goals.

answer

Strategic

question

What is the name for the group discussion technique used to generate large numbers of creative ideas?

answer

Brainstorming

question

In scenario construction, a logical description of _______ is constructed to explore the dynamics of various alternatives.

answer

Future events

question

Elements of campaign planning include ________.

answer

Determining the present situation Researching and selecting the target audience Developing a theme for the plan Creating strategies to accomplish objectives

question

_________ are used to define means for achieving objectives more precisely.

answer

Strategies

question

________ requires that a benchmark be set before the plan so that achievements can be measured against it.

answer

Evaluation

question

_______ is a process of assessing what you have and where you want to go.

answer

Strategic planning

question

__________ are statements that specify the action to be taken in a particular situation.

answer

Rules

question

A zero-based budget is typically used for a _________.

answer

Campaign

question

What percentage of practitioners identify a target audience in their planning?

answer

100%

question

_______ are groups that share a common goal or guiding philosophy and can make an impact on the primary public.

answer

Moderating publics

question

_______ recognize a need but are not prone to any action.

answer

Aware public

question

________ is a term used to describe the way in which new ideas are adopted in a society.

answer

Diffusion

question

Which of the following is one of the steps in the diffusion process?

answer

Evaluation

question

At this stage in diffusion process, actual application of an idea begins.

answer

Trial

question

In the early stages of awareness and interest, ________ are most effective at persuading adoption.

answer

Mass media

question

The two-way step flow of information theory was built on the premise that certain people in our society are _________.

answer

Opinion leaders

question

________ assume the responsibility for making sure all messages received by their publics are prepared according to the public relations plan.

answer

Project managers

question

_______ is the principal tool for constructing messages.

answer

Writing

question

The _______ style of writing organizes a story so the most important points are covered first.

answer

Inverted pyramid

question

Which of the following is NOT an example of a controlled media?

answer

Newspaper

question

Which of the following is one of the basic considerations for media selection?

answer

Audiences

question

The basic elements through which a message must pass where the audience may selectively decide to be involved with communication.

answer

Understanding Retention Action Attention

question

For messages to be understood, there needs to be _______ between both message sender and message receiver.

answer

Shared framed of reference

question

In the end, a message must be _______ to be acted upon.

answer

Retained

question

The action implemented to accomplish a public relations plan can be explained as an attempt to spread ________ within a target audience.

answer

Information

question

The _______ is built upon the belief that opinion leaders can be convinced to support a certain matter and influence others to support it also.

answer

Two-Step flow of information theory

question

In the diffusion process, mass media becomes the primary channel of influence in the _______ stage.

answer

Interest

question

The length of sentences in a written document is widely recognized as a key to its ______.

answer

Clarity

question

The ______ is a journalistic name for the first one or two paragraphs of a news story or other informative writing.

answer

Lead

question

Controlled media is typically published by _________.

answer

Public relations practitioners

question

Publication in uncontrolled media requires _________.

answer

Acceptance by gatekeepers

question

_______ describes the situation where publics can attend to only a few of the messages they are bombarded with daily.

answer

Selective attention

question

When impact is evaluated, practitioners measure the number of people who ________.

answer

Change their opinions

question

If results of a program are compared to objectives following the completion of an effort, what type of evaluation is being conducted?

answer

Outcome evaluation

question

_______ involves preparing advance statements, usually during the planning phase of a program, concerning legitimate expectations from a given effort and when evaluation occurs, objectives are compared to accomplishments.

answer

Measurement by objectives

question

________ involves evaluating whether or not the intended publics in a public relations effort are reached.

answer

Audience coverage

question

The basic premise of _________ is that written copy will be ineffective if it is too difficult to read.

answer

Readability studies

question

________ refers to forces outside of the control of the public relations practitioner influencing attitudes and behaviors of intended publics.

answer

Environmental mediation

question

A ___________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.

answer

Closed-system evaluation

question

________ monitoring is conducted at regular intervals during campaigns to determine the effectiveness of the program.

answer

In-progress

question

Learning about failures of an effort helps to assist in the development of future efforts because _________.

answer

Adjustments may become evident that can steer subsequent attempts

question

One of the functions of evaluation is to ________.

answer

Prove the value of PR to management Enhance organizational support Provide a means of learning what works and what doesn't. Show the return on investment that PR offers

question

______ is not the basis of trust bestowed by journalists upon PR practitioners.

answer

Bias

question

_______ can be evaluated by investigating the activity of the organization's media representative.

answer

Media relations

question

_______ is a method of evaluation emphasizing the importance of such factors as unintended audiences and economic situations.

answer

Open-system model

question

The publication of PR materials in the mainstream media lend the messages distributed a sense of _________.

answer

Legitimacy

question

Journalists are sometimes seen as ______ by PR practitioners because of their role in filtering information they receive - using some to form content and throwing some away.

answer

Gatekeepers

question

Reporters often visit ________ looking for information concerning a company's background, company history, executive speeches and product information

answer

Organization website

question

The fundamental power of the media lies in its professionals' ability to ________.

answer

Choose what topics to cover

question

The relationship between journalists and public relations practitioners is one of _______.

answer

Mutual dependence

question

PR practitioners should give journalists materials _________.

answer

In a form that makes their use in the media easier.

question

A Video News Release (VNR) is _______.

answer

Short news package presenting a news item from an organization's perspective

question

When covering negative organizational news, a news release should tell the full story and _________.

answer

Detail how corrective actions are being taken

question

The internet has changed public relations in what way?

answer

PR practitioners can put news on the Web site for reporters to access at any time. Blogs provide opportunity to communicate with publics and find target audiences. Podcasting allows orgs to provide audio and video info to the general public.

question

What is recommended during a crisis?

answer

Be as open as possible with all stakeholder groups. If you don't know the answer to a question, tell the media you don't know. Establish a central information center. Take responsibility for correcting the situation.

question

Which of the following best describes the new media relations environment?

answer

Smaller target audience segments More defined target publics Growing number of media outlets New social media

question

The most common publicity release is a _______.

answer

News release

question

Which of the following describes the attitude an interviewee should NOT have toward journalists?

answer

Adversarial

question

A problem with public service announcements is _______.

answer

They may air at any time of the day or night.

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