PR Exam – Flashcard
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The cultural dimension that measures how well a society tolerates ambiguity is
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uncertainty avoidance.
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The effort of American government to be the major disseminator of information around the globe is called
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public diplomacy.
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Established in 1953 by President Eisenhower, this was the primary agency involved in shaping America's image abroad.
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United States Information Agency
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Which of the following is a basic objective for U.S. firms working for foreign governments?
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to change public opinion
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A significant reason why governments employ public relations efforts is:
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because of wars and conflict.
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With regard to issues such as labor, health, and the environment, nongovernmental organizations are perceived by the public as
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more credible than news media.
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Thought leaders trust NGOs more than government or corporations because they consider NGOs' motivation to be based on
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morals
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There is increasing evidence that large corporations are:
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cooperating more with activist NGOs to enhance social responsibility.
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U.S. sponsored radio and TV broadcasts are:
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critical to advance ideas of freedom.
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Companies operation in nations other than the U.S. are:
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face the same public relations challenges as those not operating in other nations.
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A critical benefit for nonprofit groups is that they are
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tax-exempt.
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Connecting people on the Internet is a fund-raising technique known as:
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crowdfunding.
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Nonprofit organizations are often referred to as:
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charities
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The practice where organizations file suits seeking court rulings favorable to their projects is referred to as
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litigation
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About three-quarters of all charitable giving in the United States comes from
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individual sources.
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In general, professional associations are:
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national in scope.
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A local chamber of commerce serves what primary purpose?
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as a public relations arm of city government.
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Which of the following is a basic audience for hospitals?
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administrative staffs
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Which is NOT typically under the auspices of a university public relations director?
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fund-raising efforts
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What is the primary reason for people to volunteer and donate money?
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to help less fortunate people
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The most significant aspect of the U.S. mass audience is
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diversity
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Which is NOT indicative of the Hispanic audience?
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They are more likely to read American press than Hispanic-based publications.
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Who watches the most television?
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African Americans
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According to Wilcox and Cameron, what is key to reaching the Millennial Generation?
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Creativity with digital media.
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Which is most likely to interest the "baby boomer" generation?
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health issues
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Research has shown that teens:
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spend more time online than in interaction with their parents.
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A critical public that is NOT convinced by fads, vote consistently, are more avid consumers of mass media, are an excellent source of volunteers, and are extremely health-conscious are
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seniors
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This audience makes more than 80 percent of the household purchase decisions.
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women
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Which is typical of the GLBT community?
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Their combined purchasing power is about $750 billion.
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What is the most important thing to consider about an event?
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detailed planning
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On the day of an event, you should:
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get a final count of reservations.
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What is the name of the public relations event that shows the public the facilities where an organization does its work and how the work is done?
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open house
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A (n) ____ are meetings intended to gather and exchange information, meet other people with similar interests, discuss and act on common problems, and enjoy recreation and social interchange.
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convention
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Any booth or exhibit at a trade show should be
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designed for maximum visibility
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A consideration when planning a trade show booth is:
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make display booth visually attractive.
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Media relations surrounding a trade show happens
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A. before the show. B. during the show. C. after the show. D. all of the above.
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Which of the following are reasons for holding a promotional event?
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A. promote sales B. increase organizational visibility C. make friends D. all of the above
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Open houses are customarily:
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One-day events.
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Liability insurance should be secured
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Always, unless there is a blanket liability policy
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A good tip for conducting cause-related marketing is:
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consider causes that appeal to your primary audiences.
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The refusal to buy the products or services of an "offending" company is a
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boycott
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Employees are considered the organization's
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ambassadors
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Which of the following is a key social issue in the workplace?
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sexual harassment
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Which one of the following is a good example of "cause-related" marketing?
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allocating a percentage of sales to restore the Statue of Liberty
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Public relations specialists often work primarily with what department regarding employee communications?
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human resources
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Marketing communication refers to:
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supporting the marketing and sales objectives of a business.
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Viral marketing is valuable because it
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enhances or maintains a company's reputation
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An example of corporate philanthropy would be:
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providing uniforms to a little-league baseball team
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Customer service is considered:
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the "front line" of public relations.
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Public relations professionals who represent an artist, musician, athlete, or celebrity are often called
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publicists
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When public relations professionals try to minimize the negative publicity to the client's image, it is often called:
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Damage control
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The first step in conducting a personality campaign is to:
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Interview the client
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When movie, television, and network productions use ______________, there is a steady output of information about the production.
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The drip-drip-drip technique
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A large percentage of cruise passengers are:
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Retired
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When interviewing a client, the practitioner should ask them to
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Answer detailed questions
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When conducting a personality campaign, all of the following tactics are used EXCEPT:
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Mass demonstration
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Within a public relations firm specializing in personalities, a ______ job is to place clients on talk shows and set up other public appearances.
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Booker's
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Which of the following is NOT a phase of travel promotion?
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Offering a coupon for future travel
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Public relations sports professionals use the normal tools of public relations, but also try to:
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Stir the emotions of the public
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Lobbying activity serves what purpose?
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to counterbalance the actions of governmental bodies
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The mission of government is:
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public service.
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The federal government spends several hundred million dollars a year on:
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ublic service advertising.
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RFP stands for:
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request for proposal
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Public information efforts can be justified in what terms?
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cost savings
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A popular and long-running "localization" effort by government relations specialists is the
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distribution of hometown releases by the military.
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Influence peddlers primarily capitalize on
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connections
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The Internet was first used for campaign fund-raising in what campaign year?
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2000
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The person (in the White House) who handles the everyday task of briefing reporters is the
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press secretary
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One of the most active forms of corporate government relations is done by what group?
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trade associations
