PUR3000 Quizzes for Exam 1 – Flashcards

According to lectures and textbook, arguably the most important difference between public relations and marketing, advertising or journalism is that:

RACE, an acronym that describes the process of public relations that was articulated by John Marston in his book The Nature of Public Relations, stands for:

According to the text, public relations is primarily:

Which of the following is accurate with regard to the relationship between public relations and advertising?

What is a typical role/task for a public relations "technician"?

Who is the leading figure of Press Agentry model?

Which of the most "balance" or feedback-based of Grunig's four models of public relations?

Edward Bernays was known as the first influential person to coin or utilize the term "public relations counsel."

A great American showman, he was responsible for developing the "pseudo-event":

Grunig and Hunt's Four Models of Public Relations include:

Special/corporate interest groups are most likely to fund

The largest national public relations organization is the:

Which is not listed as a code of good practice regarding video releases?

The major effort to improve standards and professionalism in public relations worldwide is

"We chose this plan because it would benefit the majority of you, and harm the fewest" would be an example of using this perspective:

An outside firm does not need a prolonged briefing period regarding the client because of their expertise in diverse areas.

A person who indirectly influences the work of others through recommendation is performing this type of function:

"Turf battles" between public relations personnel and human resources managers are relatively non-existent, because the two areas rarely overlap.

A retainer fee in a public relations firm essentially means that the firm is

Public relations has a generally lukewarm return on investment (ROI) of about 120 percent, but the rate is considered acceptable because PR is not considered a "bottom-line" function.

The Federal Trade Commission generally does not monitor "green" marketing or "low-carb" ads because of the inherent message of goodwill associated with such terms.

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

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

PR personnel must be aware that they can be held legally liable if they provide advice or tacitly support an illegal activity of a client or employer. This area of liability is called "fair comment."

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

Secondary research refers to data or information that originally comes from another source.

Which of the following is a biased question?

Telephone surveys generally have higher response rates than mail surveys.

The use of existing information in books, articles, and electronic databases is known as

Which is not indicative of a focus group?

Objectives aren't the end result of a campaign, but the means to achieve a result.

Which is not one of the three kinds of situations that dictate the conduct of a public relations program?

The evaluation element of a plan relates directly back to

A budget usually is divided into two categories, which are

Objectives are usually stated in terms of

Which can be accomplished by systematic tracking?

The number of people "exposed" to media messages is referred to as

The ultimate objective of any public relations effort is to accomplish organizational objectives.

A baseline study is an assessment of an organization's entire communication program.

The most widely practiced form of evaluating public relations programs is