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Question;1) Archaeologists;inform us that public relations has roots in;A.;Iraq, where bulletins informed farmers how to grow more food;B.;England, where 18th century bulletins hailed the coming of the;British Industrial Revolution;C.;Rome, where tablets paid tribute to new rulers;D.;China, where during the Ming Dynasty peasants wrote messages on;the Great Wall;2) The;word propaganda originated with;A.;the Creel Committee during World War II;B.;Pope Gregory XV, who established a College in 17th Century Rome to;spread the word about Catholicism;C.;Sophists, who walked around telling citizens of Rome who to vote;for.;D.;the farmers who grew grapes in ancient Italy;3) The;growth of public relations as an accepted business-like practice in the United;States of America stems from;A.;the British Industrial Revolution;B.;the American Industrial Revolution;C.;the efforts of people like Samuel Adams and Amos Kendall;D.;the hype of P.T. Barnum;4) Applying;the widely repeated definition of public relations developed by the late Denny;Griswold to serve an organization properly, practitioners ought to serve as;A.;counsels to chief legal officers;B.;honest brokers to management;C.;advisers to human resources directors;D.;consultants to directors of marketing;5) To;effectively communicate with a public, it is important to recognize that;A.;all publics have the same needs;B.;all publics are most interested in the technology you use;C.;all publics have their own special needs and require different;types of communication;D.;all publics have overlapping organizational needs;6) If;you target "experiencers," you're likely using ________ to segment a;public.;A.;geographics;B.;demographics;C.;values and lifestyles;D.;sociometrics;7) Employees;would trust management more if they;A.;were less visible;B.;didn't seek to empower the workforce;C.;communicated more frequently and earlier;D.;avoided sharing bad news;8) One;major reason to do an in-depth interview of top management and communicators;before designing an effective employee communications program is to;A.;minimize the discontinuities between what each group thinks the;other wants.;B.;ignore what communicators think management wants from them;C.;ignore what management thinks it wants from communicators;D.;to minimize groupthink;9) As;arbiters of communications in organizations, it's been the charge of public;relations people since the 1960s to;A.;deal in an enlightened manner with the realities of a;multicultural society;B.;sensitize the rest of the world to multicultural needs of;Americans;C.;make an impact on renewing the energies of various ethnic;communities;D.;enhance the power of the disenfranchised;10) A;typical goal of consumer relations is to keep former customers because;A.;most product complaints are made by new customers;B.;most service complaints come from new customers;C.;most requests for product upgrades come from prospective customers;D.;most sales are made to established customers;11) How;does advice to clients from lawyers differ from advice given to clients by;public relations practitioners?;A.;Lawyers advise clients what they should do, within the letter of;legal requirements, to defend themselves in the court of public opinion.;B. Public relations practitioners;advise clients what they must do to defend themselves in a court of law.;C.;Lawyers advise clients what they should do to act ethically and;socially responsible.;D.;Public relations practitioners advise clients what they should do;to defend themselves in the court of public opinion.;12) Litigation;public relations can best be defined as;A.;attempting to influence a potential jury prior to the beginning of;a case;B.;attempting to gain buy-in from the legal teams associated with the;case;C.;attempting to settle the case out of court;D.;attempting to manage the media process during the course of a;legal dispute so as to affect the outcome or its impact on the client?s;reputation;13) An;organization's social responsibility image is often determined by;A.;its desire to earn a profit above all else;B.;its focus on being the number one patron of the arts;C.;its attention to be ethical and to improve the quality of life for;people;D.;its focus on looking good rather than doing the right thing;14) The;success of public relations in the 21st century is likely to depend heavily on;A.;following the Code of Ethics published by the Society of;Professional Journalists;B.;following regulatory standards set forth by the Federal;Communications Commission;C.;how the field responds to the issue of ethical conduct and;preserves its credibility;D.;remaining vigilant regarding a person?s right to privacy;15) Reasons;why print media are number one with public relations professionals include;A.;decreased opportunities for network radio and TV placements;B.;about 50 percent of the public considers them accurate;C.;many journalists at newspapers and magazines still use news;releases;D.;they are publishing 24/7;16) Since;the end of the 1990s, magazine readership;A.;has declined overall;B.;has remained stable, especially in the specialty category;C.;has increased, with specialty magazines leading the way;D.;has declined, with specialty magazines leading the way;17) Which;of the following is good advice for public relations people who want to know;how to deal effectively and ethically with people representing the various;types of media?;A.;Treat them first and foremost professionally and with respect;B.;Treat them like all other journalists in any medium;C.;Treat their skepticism with skepticism;D.;Treat them like a salesperson selling a product to a customer;18) To;achieve placement of a written release, which of the following should you;avoid?;A.;Directing a release to a specific beat reporter;B.;Frequently using exclusives;C.;Determining how best to contact a reporter or editor by asking;them for their preference;D.;Calling a reporter or editor yourself, rather than have an;assistant make the call;19) The;use of video news releases has been criticized for;A.;excessive cause-related marketing;B.;presenting advertising as news;C.;supporting advocacy advertising campaigns;D.;deliberate misrepresentation of facts;20) Like;corporate public interest advertising, the public service announcement (PSA) is;aimed at providing an important message. However, a key distinction is that the;PSA;A.;can only be used by government organizations;B.;can only be used in ?emergency? situations;C.;is strictly reserved for nonprofit organizations;D.;differs greatly in format and style;21) A;30-second radio spot would usually be expected to consist of approximately;A.;25 words;B.;45 words;C.;65 words;D.;125 words;22) Which;of the following web-based communications vehicles are appropriate for public;relations practitioners to distribute content easily?;A.;Podcasting;B.;RSS;C.;Second Life;D.;Wikis;23) When;they use the Internet to communicate, practitioners can;A.;engage in more focused, targeted, one-on-one communication with;consumers;B.;design more self-promotions;C.;increase time spent searching for data;D.;decrease time spent on responding to market changes;24) If;public relations professionals expect to benefit from their website, they;A.;should strive to make it as easily navigable as possible;B.;should strive to make it static;C.;should strive to deliver the maximum depth and breadth of;information available;D.;should strive to limit the use of news clips and publications;25) Which;of the following is true in regards to texting?;A.;Allows for sending messages of 160 or more characters;B.;Common application in business-to-business communication;C. Not a common application for;person-to-person messaging;D.;Is the most widely used mobile data service;26) Public;relations practitioners have found that Twitter can be;A.;a vehicle to direct Twitter users to websites;B.;a vehicle to direct Twitter users to products;C.;a means to do some cybersquatting;D.;an editorial calendar check;27) Which;of the following pertain to CEO blogs?;A.;They have received rave reviews from various publics.;B.;They typically turn negative public relations positive almost;instantly.;C. They are among the newest;phenomena in the blogosphere.;D.;They are the vehicle of choice among most public relations;practitioners for disseminating news.;28) Among;the most essential steps in the public relations management process is;A.;the ability to set overall organizational objectives;B.;the ability to set overall organizational strategies;C.;the ability to define a public relations problem or an opportunity;D.;the ability to research overall organizational problems;29) PERT;and Gantt are tools that can help public relations practitioners to;A.;visualize tasks to be performed in a campaign or project;B.;designate who's responsible for each task in a campaign;C.;chart costs of various tasks;D.;determine whether all goals and objectives are being met;30) Planning;for a public relations program is important, but principally a program is;assessed in terms of its;A.;publicity value and practice;B.;performance and publicity value;C.;actions and performance;D.;programming and publicity value


Paper#51743 | Written in 18-Jul-2015

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