Reference no: EM131153947
Part A-
1) Which of the following is/are essential to any comprehensive definition of public relations?
A) Public relations is a planned activity.
B) Public relations is a management function.
C) Public relations is socially responsible.
D) B and C
E) All of the above.
2) Award-winning professionals prefer this Hunt and Grunig model of public relations.
A) the process facilitation model
B) the two-way asymmetrical model
C) the two-way symmetrical model
D) the press agentry/publicity model
E) the public information model
3) A profession is distinguished from a trade by ________.
A) the establishment of ethical standards
B) ongoing research in support of the profession
C) a form of licensing or government control
D) A and B
E) All of the above.
4) One of the advantages of a public relations career is that ________.
A) it is a profession that is understood and respected by most people
B) it is a stress-free profession
C) its skills are transferable across a broad range of career opportunities
D) All of the above.
E) None of the above.
5) Public relations practitioners ________.
A) work for nonprofi t organizations
B) serve as independent consultants
C) are employed by public relations agencies
D) All of the above.
E) None of the above.
6) ________ is one of the four steps in the public relations process.
A) Publicity
B) Promotion
C) Planning
D) Programming
E) Propaganda Unit 1 Examination
7) Among the flaws in the traditional four-step model of public relations is/are that it ________.
A) doesn't take into account the importance of values
B) implies a process where one step automatically follows another
C) over simplifies a very dynamic process
D) All of the above.
E) None of the above.
8) The first question an organization should ask itself when developing a values statement is:
A) How can we win the respect of others?
B) Why should be care about our customers?
C) Why are we in business?
D) How much money do we want to make?
E) What is in it for us?
9) The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the public's important to its success is known as ________.
A) human relations
B) advertising
C) integrated marketing communications
D) marketing
E) relationship management
10) In which broad category of public relations jobs are practitioners least likely to have the term public relations included in their job titles?
A) governments
B) nonprofit organizations and trade associations
C) corporations
D) independent public relations consultancies
E) public relations agencies
11) In which broad category of public relations jobs do practitioners bear the greatest responsibility of their personal success or failure?
A) independent public relations consultancies
B) governments
C) public relations agencies
D) corporations
E) nonprofit organizations and trade associations
12) According to a University of Georgia survey of 2005 graduates, the average starting salary for public relations practitioners is ________.
A) $25,000
B) $22,000
C) $16,500
D) $30,000
E) $20,000
13) According to a 2000 PRSA/IABC survey, which of these qualities were more important to practitioners than salary?
A) recognition by colleagues
B) access to technology
C) professional development
D) creative opportunity
E) all of the above
14) Many public relations practitioners record how they spend their working hours ________.
A) as a means of billing clients
B) to allow their supervisors to see how employees spend their time
C) for internal billing purposes
D) all of the above
E) none of the above
15) Practitioners who act for the good of a relationship, rather than just one side of a relationship are fulfilling a(n) ________.
A) manager's role
B) boundary spanning role
C) consultant's role
D) press agent role
E) independent endorsement
16) Which of these individuals is generally credited with being "the father of public relations"?
A) George Creel
B) George V.S. Michaelis
C) Ivy Ledbetter Lee
D) Ron Zeigler
E) Edward L. Bernays
17) Edward Bernays gets more credit as being the "father of public relations" than Ivy Ledbetter Lee because ________.
A) Bernays coined the phrase "public relations"
B) Bernays introduced the concepts of accuracy and ethics to the profession
C) Lee worked for the Nazi sympathizers; Bernays did not
D) A and B
E) A and C
18) The Scopes Monkey Trial ________.
A) was a historic clash between science and religion
B) was a publicity stunt
C) focused on Darwin's theory of evolution
D) All of the above.
E) None of the above.
19) The so-called "Four Minute Men" ________.
A) are former track and fi eld stars who now serve as PR spokespersons
B) were affiliated with the Creel Committee
C) delivered patriotic messages during the First World War
D) A and B
E) B and C
20) Edward L. Bernays' critics claimed that he ________.
A) was sexist
B) was dishonest
C) was a Nazi sympathizer
D) was too self-promotional
E) didn't understand the plight of poor people
21) When you communicate with one public in an attempt to reach another public, the public with whom you are communicating is known as ________.
A) a latent public
B) a primary public
C) an aware public
D) a secondary public
E) an intervening public
22) ________ is/are the most powerful force in the U.S. economy.
A) Business expenditures
B) Government spending
C) Consumer spending
D) Industrial expenditures
E) Foreign investment
23) The group that spends the most money is consumers ages ________.
A) 18-25
B) 26-34
C) 35-44
D) 45-54
E) 55-64
24) Objections to a movie promotion in German Subway restaurants centered on ________.
A) the stereotyping of minority groups
B) its anti-war message
C) explicit sexual content
D) a lack of sensitivity concerning the 9/11 terror attacks in New York
E) the lack of diversity in the movie's cast
25) Among U.S. voters, the age group with the highest percentage of voters is ________.
A) this is a trick question; voting rates don't differ by age
B) 65 and older
C) 45-64
D) 30-44
E) 18-29
Please answer ONE of the following:
1) What lessons should be learned from the government's botched response to Hurricane Katrina?
2) What are some of the challenges facing the practice of public relations at the start of the 21st century?
3) When organizations engage in community relations, who are some of most influential publics they should address?
Part B-
1) This element of the communication model represents the content of communication.
A) noise
B) receiver
C) channel
D) message
E) source
2) This element of the communication model represents the medium used to transmit the communication.
A) message
B) channel
C) receiver
D) source
E) noise
3) This theory of mass communication says people are infl uenced by opinion leaders who may change from issue to issue.
A) Agenda Setting Hypothesis
B) Magic Bullet Theory
C) Diffusion Theory
D) N-Step Theory
E) Uses and Gratifications Theory
4) According to Abraham Maslow, ________ is/are the most basic order of needs people have.
A) acceptance
B) safety needs
C) self-actualization
D) self-esteem
E) physiological needs
5) The purpose of Monroe's Motivated Sequence is to ________.
A) anticipate future trends
B) study the evolution of public opinion
C) measure public opinion
D) build persuasive messages
E) counteract Maslow's Hierarchy of Needs
6) According to Aristotle, an appeal to one's reason is known as ________.
A) pathos
B) ethos
C) eggos
D) legos
E) logos
7) ________ is what happens when a public debate leads to a consensus.
A) A social action
B) An issue
C) A social value
D) An already present mass sentiment
E) Public opinion
8) When public relations practitioners attempt to manipulate public opinion, they run the risk of losing their ________.
A) credibility
B) license
C) accreditation
D) respect
E) innocence
9) Communicating an idea in such a way that an audience is infl uenced, either intentionally or unintentionally, by the way it is expressed is known as ________.
A) spinning
B) manipulation
C) framing
D) shading
E) coloring
10) The Ten Commandments is an example of ________.
A) an organizational ethics code
B) a really, really long movie
C) a professional ethics code
D) a societal ethics code
E) a personal ethics codes
11) When you evaluate an ethical dilemma by determining definitions, values, principles and loyalties, you are applying the ethical process known as ________.
A) Utilitarianism
B) the veil of ignorance
C) the Potter Box
D) the golden mean
E) values-driven public relations
12) In an ethical dilemma, when you try to understand the situation from others' viewpoints, you are applying the ethical principle known as ________.
A) the Potter Box
B) the veil of ignorance
C) the golden mean
D) values-driven public relations
E) Utilitarianism
13) The public relations practitioner's role as a relationship manager ________.
A) resolves the misleading question of whether one should serve as an advocate or as an objective observer
B) can mean that sometimes it is necessary to be an advocate
C) can involve the delivery of unpopular truths
D) All of the above.
E) None of the above.
14) The believe that one system of ethics is superior to all others and leaves no room for fl exibility is known as ________.
A) cultural relativism
B) cross-cultural ethics
C) the golden mean
D) ethical imperialism
E) dilemmas
15) Immanuel Kant's categorical imperative requires one to make ethical decisions as if ________.
A) we have reach the "Golden Mean of Enlightenment"
B) it's the end of the world as we know it
C) there is a veil of ignorance descending upon the world
D) they would be applied as rules you want everyone else to follow
E) it were a life or death situation
16) ROI stands for ________.
A) return on investment
B) relevance of information
C) relationship ordinal indexing
D) real or imagined
E) rate of interest
17) "What is your favorite color?" is an example of ________.
A) a closed-ended question
B) an open-ended question
C) a rating-scale question
D) a trick question
E) a dichotomous question
18) Research that focuses upon determining the issues and the client's stake in those issues is ________.
A) stakeholder research
B) quantitative research
C) client research
D) evaluation research
E) problem-opportunity research
19) When everyone in a sampling frame is included in the sample, the sampling technique is known as ________.
A) simple random sampling
B) cluster sampling
C) a census
D) systematic sampling
E) cross-tabulation sampling
20) The Pentagon came under sharp criticism in 2003 when it created a PAM, an online trading market designed to predict ________.
A) the fl ow illegal immigration into the U.S.
B) future terrorist activities
C) future economic conditions
D) the effects of global warming
E) military intentions of other nations
21) A public relations plan that contains strategies for dealing with a situation that may arise is called ________.
A) an ad hoc plan
B) a logistical plan
C) a fl exible plan
D) a contingency plan
E) a standing plan
22) Crisis communications plans are a form of ________.
A) standing plan
B) logistical plan
C) contingency plan
D) fl exible plan
E) ad hoc plan
23) Generalized statements of the outcomes you hope your plan will achieve are ________.
A) building consensus
B) tactics
C) objectives
D) brainstorming
E) goals
24) An accurate and unbiased description of the reasons why it has become necessary to take public relations actions is known as ________.
A) a planning grid
B) team building
C) a situation analysis
D) goal setting
E) evaluative research
25) A good plan is ________.
A) one that includes free balloons for the kids
B) linked to dynamic and creative tactics
C) one that is inexpensive
D) makes targeted audiences happy
E) tied to a specifi c goal
Please answer ONE of the following:
1) When the Department of Homeland Security created a color-coded system to prepare government offi cials and the public against terrorist attacks, what did it do right and what did it do wrong?
2) How can an organization achieve and maintain a pattern of ethical behavior?
3) Why are measurable objectives important to the evaluation phase of the public relations process? What are the advantages of measurable objectives? What are the disadvantages?
Part C-
1) Public relations tactics can involve the use of ________.
A) controlled media
B) uncontrolled media
C) special events
D) All of the above
E) None of the above
2) Special events are designed for ________.
A) participants
B) observers
C) survey respondents
D) A and B
E) B and C
3) VNR stands for ________.
A) values-negotiated risk
B) video news release
C) values-neutral research
D) video network registration
E) variable noncompliance restriction
4) The acronym PAC stands for________.
A) political access committee
B) public access committee
C) political assistance committee
D) political action committee
E) positive attitude committee
5) What's the best advice for a news conference?
A) Have refreshments for reporters.
B) Don't do it if alternatives such as a news release would work as well.
C) Have hot coffee on hand.
D) Schedule it when all media can attend.
E) Invite only media you know are friendly.
6) Media kits can include ________.
A) backgrounders
B) fact sheets
C) news releases
D) B and C
E) All of the above
7) The difference between a media advisory and a news release is ________.
A) a media advisory is generally longer than a news release
B) media advisories are generally used for fast-breaking news stories
C) news releases are factual and media advisories are not
D) news releases can be openly promotional; media advisories usually can't
E) There is no difference. These are two names for the same document.
8) When executing a public relations plan, ________ is/are among the key factors to be considered.
A) deadlines
B) quality control
C) communication within the team
D) All of the above
E) None of the above
9) The person responsible for the success of a public relations plan should ________.
A) always make saving the client's/company's money the highest priority
B) communicate frequently with clients or supervisors
C) evaluate the process only after it is completed and all the facts are available
D) All of the above
E) None of the above
10) PR Week magazine lists this/these skill(s) as essential for entry-level public relations practitioners.
A) writing
B) advertising copywriting
C) public speaking
D) web design
E) A and C
11) Writing for the web is different from writing for a printed page because ________.
A) the Internet provides unlimited space for detail
B) computer users are more sophisticated than traditional print users
C) computer screens are harder to read than the printed page
D) A and B
E) A and C
12) When writing a speech, it is important to ________.
A) use precise nouns and verbs
B) use concrete words and images
C) place attribution after a quotation
D) A and B
E) all of the above
13) Presentation research starts with ________.
A) planning
B) a company party
C) organization
D) knowing your targeted public
E) visual aids
14) Presentation planning starts with ________.
A) research
B) deciding what personality you want to project
C) hiring a consultant
D) being yourself
E) focus groups
15) One of the best ways to get over presentation jitters is to ________.
A) tell a funny joke to get everyone in a good mood
B) drink several cups of coffee to calm your nerves before speaking
C) ignore them
D) eat a good meal
E) practice your presentation
16) ________ refers to a new generation of Internet services that encourage online collaboration and sharing.
A) Global village
B) Web 2.0
C) Viral marketing
D) Push technology
E) E-commerce
17) Viral marketing proved to be an effective tactic ________.
A) that led to the election of Bill Clinton as U.S. president in 1992
B) with the introduction of Microsoft's Vista operating system in 2005
C) following the SARS outbreak in Canada in 2003
D) with the introduction of the personal computer in 1977
E) that helped the Allies counter Nazi propaganda in World War II
18) The first thing one should do before establishing an Internet web site is ________.
A) create a memorable URL
B) determine who the audience is and what you want to say
C) estimate costs
D) locate a server
E) learn HTML
19) A popular collaborative software that allows multiple people to contribute to online content is known as ________.
A) wi fi
B) bluetooth
C) cybersharing
D) RSS
E) wiki
20) In the People's Republic of China, the punishment for a "gross violation" of its Internet policies is ________.
A) death
B) a prison sentence
C) loss of Internet access
D) deportation
E) a substantial fine
21) During the Sago mine disaster in 2006, families of the trapped miners were erroneously led to believe that the men had been successfully rescued because ________.
A) the mining company did not have crisis communication plan
B) state officials "jumped the gun" in a effort to get credit for the rescue
C) the mining company's crisis communications plan was not followed
D) the families were impatient
E) company officials lied to them
22) The second stage of a crisis is known as ________.
A) when things return to normal
B) the critical moment
C) the point of no return
D) the cleanup phase
E) the warning stage
23) Which of the following statements is/are true?
A) NASA learned to communicate better during crises after the Challenger accident.
B) NASA won public praise for its handling of the Columbia accident.
C) In both shuttle disasters, NASA suffered from what investigators called "go fever."
D) All of the above.
E) None of the above.
24) The crisis management team meets in the ________.
A) executive suite
B) media information center
C) central command post
D) place where the crisis is occurring
E) emergency operations center
25) During the 2006 Sago mine disaster, ________.
A) the mining did not have a crisis communications plan
B) the mining company president acknowledged that he made a mistake
C) the mining company initially received praise for its crisis communications
D) A and C
E) B and C
Please answer ONE of the following:
1) What are the advantages and disadvantages between controlled media and uncontrolled media?
2) What are some of the ways public relations practitioners can take advantage of new communications technology?
3) What are the elements of a good crisis communications plan?
Part D-
1) At the start of the 21st century, the use of mass marketing is ________.
A) holding steady
B) considered the new wave of the future
C) declining
D) increasing at a rapid pace
E) None of the above.
2) An indication that consumer-focused marketing is infl uencing public relations is ________.
A) the growing number of mergers of advertising and public relations agencies
B) the decline in the growth of public relations
C) the increasing sophistication of marketing public relations
D) A and B
E) A and C
3) Which of the following is not one of Robert Lauterborn's four C's of IMC?
A) convenience to buy
B) consumer wants and needs
C) consumer's cost
D) consumer commitment
E) communication
4) An IMC audit ________.
A) evaluates an organization's customer databases
B) analyzes the communications network used in marketing
C) identifies and prioritizes key stakeholder groups
D) All of the above.
E) None of the above.
5) An information-bearing experience that a customer or prospect has with a product, service, or the market that relates to that product or service is known as a ________.
A) sale
B) message
C) double jeopardy
D) contact
E) pitch
6) Revlon's use of Grammy-award winner Sheryl Crow as a spokesperson for a new line of products was an example of ________.
A) targeted advertising
B) convergence of media
C) database marketing
D) glamour marketing
E) marketing public relations
7) Database marketing in the European Union ________.
A) is in an unsafe harbor
B) is less restricted than in the United States
C) is illegal
D) is called "relationship marketing"
E) is more restricted than in the United States
8) Umbro was surprised when it discovered that its new running show was named after ________.
A) a mythical sexual predator
B) the poison gas used in Nazi concentration camps
C) the devil
D) a variety of aardvark
E) a body part
9) The Campaign for Real Beauty ________.
A) used advertising as a tactic
B) used viral video as a tactic
C) was based on a global survey of 10,000 women
D) A and B
E) All of the above.
10) If the world were a village of 100 people, ________.
A) 50 would own a computer
B) 11 would be over the age of 79
C) 9 would speak English
D) 2 would live in substandard housing
E) 3 would have no electricity
11) According to Hofstede's cultural dimensions, ________ measures how well a society tolerates ambiguity.
A) long-term orientation
B) individualism versus collectivism
C) masculinity versus femininity
D) power distance
E) uncertainty avoidance
12) Some have expressed concern that U.S. influence is being exerted globally because of U.S. dominance of ________.
A) the Olympics
B) television programming
C) the movies
D) popular music
E) the Internet
13) Which of the follow is/are true?
A) All Swiss are punctual.
B) All Japanese are polite.
C) All baby boomers like the Beatles.
D) All of the above.
E) None of the above.
14) The final step in the cross-cultural communications process is ________.
A) evaluation
B) continuing education
C) advocacy
D) sensitivity
E) testing
15) characteristics based on where a person or group lives is ________.
A) geoautonomy
B) geometrics
C) geocharactization
D) geometry
E) geodemographics
16) Expression associated with the normal conduct of a democracy is known as ________ speech.
A) absolute
B) free
C) democratic
D) political
E) republican
17) The U.S. Supreme Court has consistently ruled that commercial speech ________.
A) has no First Amendment protection
B) has limited First Amendment protection
C) is more restricted than political speech
D) A and C
E) B and C
18) Public relations practitioners should ________.
A) study law books
B) hire a really, really good lawyer
C) know the laws that govern their organization
D) intern at a law firm
E) take the state bar exam
19) The use of someone else's likeness for a commercial purpose without consent is ________.
A) slander
B) intrusion
C) fraud
D) false light
E) appropriation
20) A litigation public relations practitioner usually ________.
A) has legal immunity
B) works for the attorney
C) has a law degree
D) works for the client
E) works for the court
21) ________ is how the United Nations describes as "the growing interdependence of the world's people through shrinking space, shrinking time, and disappearing borders?"
A) Darwinism
B) Globalization
C) Socialism
D) McLuhanism
E) Populism
22) Which of the following was not identified in your book as a social force at work influencing the future of public relations?
A) the growth in world population
B) the downsizing of the United States
C) the changing face of the United States
D) the global spread of democracy
E) Feminization in the workplace
23) The demand that women be included in decision making is known as ________.
A) empowerment
B) role enhancement
C) salary equity
D) feminization
E) girl power
24) According to the PRSA credibility study, ________.
A) public relations practitioners got high ratings for the tactics they used
B) public relations practitioners were rated near the bottom of all professions
C) public relations practitioners rated higher than activists, athletes and politicians
D) A and B
E) B and C
25) ________ skills are among the most desired skills for students planning a career in public relations.
A) Foreign language
B) Research analysis
C) Writing
D) All of the above.
E) None of the above.
Please answer ONE of the following:
1) How does IMC differ from mass marketing?
2) Describe a process through which an organization can conduct successful cross-cultural communication.
3) What is litigation public relations, and what are its pro and cons?