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PR test 1

Question	Answer
Stakeholders in public relations are primarily referred to as...	publics
The 1st step in any successful PR campaign is	research
What is not a common term or reference found in definations of PR?
Public relations practitioners write primarily for.....audiences.	segmented, targeted
What institution is not usually associated with public information?	corporations
Which body established seven key courses for a typical college public relations curriculum?	Commission on Public Relations Education
Publicist would be most likely considered an "honorable" term in the...	entertainment business
FedEx's "Flight of the Penguins" and Virginia's "Smart Beginnings" are examples of public relations...	campaigns.
Which area contains the highest number of employed public relations professionals?	corporations (private and public)
The term "spin" was coined by...	William Safire
____is considered the highest job level in PR	Executive
What is not a typical role/task for a PR technician?	writing brochures
What factor does not explain the salary gap between genders?	lack of licensing measures
In economic terms, the PR field is most extensively developed in...	United States
___is generally the lowest paying salaried job sector in communications?	Broadcasting
The dialogue among apparel and footwear manufacturers in the wake of negative publicity around sweatshop conditions resulted in the creation of the..	Fair Labor Association
Which phase of the RACE acronym revolves around "execution"?	communication
Public relations elements such as feedback, research, and communication are part of a cyclical process that eventually leads into...	program assessment and adjustment
What is NOT part of the PR cycle? policy formation programming research and analysis networking	networking
The PR cycle notes that public relations is essentially a(n)...	middle ground of linking agent
The changing focus of PR includes the long-standing notion that practitioners should should be trained as...	journalists
According to the Commission on Public Relations Education, any PR curriculum should have 5 basic courses, one of which is...	campaigns
Which of the following is an accurate statement regarding the relationship between public relations and advertising?	PR has a broader scope, OR Advertising has a broadcast audience.
Which statement is not true with regard to internships?	Primarily, they provide managerial experience for undergraduates
Since opening its economy to market capitalism, ___is considered "the new frontier"	China
According to a 2006 report, the median annual salary for recent graduates in PR was...	$30,000
Which of the following is not one of the "four Ps" of marketing strategy? -pricing -promotion -placement -product	pricing?
Who was the first person to coin the term public relations counsel?	Ivy Lee
In 1900, Henry Ford obtaines coverage of the Model T auto by demonstrating it to a reporter from which newspaper?	Detroit Tribune
In reputation management, public relations personnel do not use research for...	networking and corporate ladder-enhancing
What is not an ancient instance of public relations? -Julius Caesar publishing a book to further his ambitions -Apostles spreading Christianity throughout the world -Thomas Paine's star-making stunts -the Rosetta Stone touting the pahroh's accomplishm	Thomas Paine's star-making stunts
The Boston Tea Party is an example of...	publicity stunt
This publicist/press agent introduced Tom Thumb and many other famed entertainment ventures.	P.T. Barnum
The Colorado Fuel & Iron Company strike stemming from the Ludlow Massacre, resulted in which person hiring outside PR counsel to help resolve this issue?	John Rockefeller
What is not an innovative, successful campaign launched by Edward Bernays?	President Franklin Delano Roosevelt's fireside chats
This pioneering woman was considered the grande dame of fashion public relations.	Eleanor Lambert
Relationship management builds specifically on which Grunig model of public relations.	Eleanor Lambert
____was/were essentially a publicity release touting the Pharaoh's accomplishments, which provided the key to modern understanding of ancient Egyptian hieroglyphics.	The Rosetta Stone
What is an incorrect observation with regard to public relations in the specified time period?	The 1960s were marked by protests and rights issues.
This country is considered the "Pacific birthplace" of public relations.	the Phillippines
___authored the influential pamphlet Common Sense.	Thomas Paine
President Andrew Jackson greatly benefited from the counsel of	Amos Kendall
What is a reason for the influx of women working in PR?	Women can start a public relations firm with relatively little capital
What is one of Ivy Lee's important contributions to PR?	emphasizing the necessity of humanizing business
The promotion of such figures as Tom Thumb and Jenny Lind was based, in large part, on first inviting key opinion leaders to their performances. In PR, this technique is called	third-party endorsements
___advocated that public relations was a management function, and that a campany's performance should dictate public approval.	Arthur W. Page
____Assembled a group of premier communicators that provided a profound public relations boost to American efforts in World War I.	George Creel
Sites like YouTube and MySpace are often referred to as	social media
____, organized in Boston with Harvard College as its most prestigious client, was the first publicity firm.	The Publicity Bureau
The term _____ describes the way an organizational environment affects a female's rise to top management.	structionalist perspective
Theodore Roosevelt was the first president to make extensive use of what communication device?	press conferences/interviews
____ is considered the father of public relations research.	Edward Bernays
Which item is not associated with the two-way asymmetric model of public relations?	balanced effects
What does not describe the Ludlow Massacre?	resulted in a famous book titled The Engineering of Consent
____ is a core value stipulated by PRSA.	Advocacy
What is no part of PRSA's accreditation process?	being licensed in public relations
Celebrities appearing on talk shows raise an issue of...	transparancy
What is NOT a guideline established by IPRA and other global organizations to reduce "pay for play" in the world's media?	Media should refrain from instituting stifling written policies reguarding receipts of gifts of discounted products/services.
___best describes the situation with commentator Armstrong Williams and the No Child Left Behind Act.	transparency
The Golden Rule says...	to love your neighbor as yourself
Special/corporate interest groups are most likely to fund...	front groups
Nearly half of Arabic-language journalists are more likely to use a news release if its accompanied by a(n)	gift
Which is not a quality exhibited by a professional?	consistently outperforming competitors within an ethical construct
____ is the Kantian virtue in which every decision is either "right" or "wrong"	Absolutism
The willingness to represent issues or products that go against your own beliefs and moral code would suggest a(n) ____ mentality.	technician
Decisions based on what would cause the least harm or most good are considered...	situationalist?
Most professional membership groups believe that the primary purpose of establishing codes of ethics is...	education and information
Which of the following is a code of good practice regarding video releases?	Persons interviewed in the VNR must be accurately identified by name, title and affiliation.
The best known think tank for PR research is...	the Institute for Public Relations
The major goal for public relations accreditation is to...	improve standards and professionalism
"Grassroots" campaigns to achieve public relations goals (e.g. a counter group to a "save the environment" organization) are often undertaken by...	front groups
Which of the following is not a requirement for accrediation by the PRSA?	at least five years of professional experience in pr or teaching
The 2006 report by the Commission on Public Relations Education recommended which of the following for public relations majors?	that coursework in PR should comprise 25-40 percent of all undergraduate hours
Whether a bribe is intended or not, the sending of gifts to media reps. is almost always considered...	a conflict of interest
____ is particularly ambiguous with regard to ethics
Magazines serving a particular industry or a specific area such as home decorating or bridal fashions are increasingly blurring the line between...	news features and advertisements
What tactic did Coca-Cola Company employ in 2006 to engage employees about its values and culture?	Blog Fest
What is a hallmark of a PR professional?	a concern for integrity for the profession
Which of the following is a "careerist" value?	job security
The largest national PR organization in the world is the...	Public Relations Society of America
____ were the device used to communicate false notions of happy customers during a staged RV trip to Wal-Mart stores across the United States.	Blogs
Which value is the least important to public relations practitioners, according to Grunig and Hunt?	the public interest
Which figure most closely resembles a typical return on investment (ROI) for public relations work?	184 percent
Public relations is primarily considered which type of function in a typical organization?	staff
Which case study would PR practitioners most likely describe as compulsory-advisory?	Tylenol/Johnson & Johnson
Which public is primarily targeted by marketing and advertising professionals?	customers
Which department/group is likely to experience friction with PR?	accounting
A(n) ____ level of influence would best describe a partnership (or potential conflict) with the legal department	compulosory-advisory
According to a recent study, the average budget for corporate communications/public relations in FORTUNE 500 was...	$8.5 million
In basic terms research is a form of...	listening
An estimated 90 percent of organizational crises are caused by...	internal operational problems
The content analysis research technique essentially revolves around...	counting and categorizing
A focus group should be led by a...	trained moderator
What type of survey questions are best for examining respondents' perceptions and attitudes?	open-ended
Which technique best describes a piggyback survey, i.e., buying questions in a national survey?	omnibus
This research technique stems from observations.	ethnography
Which of the following does not indicate a non probability survey?	phone book or other "list" survey
A sample of 1,500 people will have approximately a ____ margin for error.	3 percent
Which of the following is NOT a guideline for questionnaire construction? -State the objectives of the survey. -Use close-ended answers. -Edit out leading questions -Avoid using/allowing space for open ended comments.	Edit out leading questions
What is not a perceived advantage of using a piggyback survey?	It provides a wide snapshot or breadth of public opinion
Which of the following is not indicative of quantitative research?	a focus group
Archival research can explain...	the "static" inventories of organizational materials
Highly charged words that elicit an emotional reaction from the survey respondent are often part of ____ research.	advocacy
Another term for an intercept interview is..	convenience poll
In ____, people are carefully selected for their expertise or influence.	purposive interviewing
What is NOT an advantage of a telephone survey?	access to phone numbers
Copy testing involves asking representatives for the target audience to...	read or view materials in draft form.
In a probability (random) sample, members of the targeted audience to...	an equal chance of being selected for the survey
The most precise random sampling is usually done from...	lists that give the names of everyone in the targeted audience
Advocacy research is sometimes problematic because of...	biased wording on questionnaires.
This technique generally provides the least amount of information regarding respondents' perceptions and attitudes.	yes-no survey questions
Courtesy bias usually accompanies a ____.	Politically correct response.
Drawing a random sample to match the characteristics or the audience is known as..	quota sampling.
In a recent survey of PR practitioners, _____ were cited as the most utilized research technique.	literature/database reviews.
Objectives are usually stated in terms of...	program outcomes
The lion's share of any public relations budget is earmarked for what particular area?	staff and administrative time
Which characteristic is not indicative of a Gantt chart?	used often in budgeting situations
_____ objectives are bottom-line oriented and based on clearly measurable results that can be quantified.	Motivational
Which of the following publics would NOT be a traditional target for the Tyson Foods "Fight Against Hunger" campaign? -grocery retailers -key business and civic leaders -company team members throughout the country -media outlets	media outlets
The best approach to public relations planning is...	strategic and systematic
What was not one of the reasons for aiming the Sunkist "Take a Stand" program primarily at women?	because women are a keen public with regardless to business media
Which of the following is generally not a major component of the public relations planning process? -calendar/timetable -development of strategies and tectics -situation analysis -development of media kits	development of media kits
Counting media impressions is one way to quantify which type of objective?	informational
The specific, sequential activities that put strategies into operation and help achieve stated objectives are known as...	tactics!
Which of the following is not a factor in establishing a calendar and timetable for a program? -the timing of a campaign -the scheduling of tactics -calendar compilation -financial considerations	financial considerations
A budget usually is divided into two categories: ___ and ___.	staff time, out of pocket expenses
To make sure they accomplish their purpose, objectives must be all of the following, EXCEPT... -addressed in the planning stage -measurable -evaluated after the campaign -motivational in nature	motivational in nature
Loss of market share and declining sales would usually require a...	remedial campaign
A stated objective should be evaluated using which of the following questions...	Can success be measured in meaningful terms?
Campaigns for crops or for tax software programs likely utilize a...	seasonal approach
What is the first step in formulating a public relations program?	Set objectives
Which of the following is a good example of an informational objective? -increase attendance at this year's concert by 50 percent -Increase public awareness of this year's concert series -Increase Web site hits -Increase volume of toll-free phone call	Increase public awareness of this year's concert series
According to the management by objective perspective, photographs, graphs, films and artwork are...	nonverbal support
A(n) ____ is a somewhat broad statement describing how an objective is to be achieved.	strategy
Which of the following is not usually considered an "out of pocket" budget expense?	salaries
For campaigns of at lease $100,000, ____ percent is typically reserved for salaries and administrative fees.	70
It is good practice to allocate about 10 percent of a public relations budget to...	contingencies or unexpected costs.
In the symmetrical model, what is the principal objective of pr?	mutual understanding
Which of the following is not one of the basic elements of Schram's communication model? -encoder -channel -feedback -salience/meaning	salience/meaning
Which of the following would NOT be considered a triggering event? -natural disaster -the purchase of an automobile -launching a new product -the announcement of a book by a popular author	the purchase of an automobile
When corporations invest considerable time and money to make their names and logs a symbol for quality and service, it is called...	branding
Who is the famed author of Diffusions of Innovation?	Everett Rogers
Which of the following is a goal of the communication process?	persuasion
____ is a technique in which one begins a message with a statement that reflects audience values and dispositions.	Channeling
The most effective two-way communication is...	two people talking to each other
The basic premise for the uses and gratification perspective is that the communication process is...	interactive
Style and creativity are most necessary for ____ audiences.	passive
The sleeper effect refers to...	a decreased tendency over time to reject material presented by an untrustworthy source.
A term less offensive than the one that represents reality is a...	euphemism.
Cognitive dissonance theory suggests that a person will not believe a message that is...	contrary to their dispositions.
According to Everett Rogers, author of Diffusion of Innovation, _____ is the degree to which an innovation is perceived as being sonsistend with existing values of potential adopters.	compatibility
According to Rogers, those most likely to be last in adopting ideas are known as...	laggards
_____ is the least effective form of communication for generation audience feedback,	a small group?
Print media relies predominantly on...	sight.
Word of mouth campaigns are often controversial for their...	reliance on new media techniques.
____ are an essential tool to reach active information-seeking individuals.	Booths at trade shows
The natural tendency for a message to dissipate (lose information) is called...	message entropy.
_____ are the first to buy new products, most notably first-generation devices such as the iPhone.	Early adopters
Which of the following is not a common cliche?	objective
Content analysis refers to which technique?	counting keywords or concepts
What is NOT a biased question?	"Do you believe college bookstores should sell text to students at cost?"
The dominant coalition perspective of public relations gives credence to the practitioner's...	autonomy and authority

Created by: araines123

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