Test 1 PR

Public relations is a worldwide industry. While it is most developed in the U.S., what country is considered the "new frontier" for public relations? A) Japan. B) United States. C) South Africa. D) China.

Which of the following terms is generally associated within the accepted definitions of public relations? A) promotion B) management C) profitability D) mutually beneficial

Which of the following is the first element of the public relations process? A) evaluation B) communication C) research D) action

Which of the following makes public relations a cyclical process? A) policy formation B) programming C) feedback D) program assessment and

What word(s) best defines public relations in the 21st century? A) strategic B) mutually beneficial C) tactical D) image

The advancement of public relations as a profession includes changing the long-standing (and incorrect) idea that public relations practitioners for organizations are: A) event planners. B) human resource managers. C) news release writers. D) journalists in residence.

Which is an essential ability for a public relations practitioner? A) expertise in social media B) database management C) networking D) a good work-life balance

Skills in public relations are: A) mostly people skills B) mostly knowledge of media tracking methods C) dependent on the specific job D) the same regardless of the job

Which of the following is accurate with regard to the relationship between public relations and advertising? A) Advertising is usually more costly. B) Advertising is usually seen as more credible than public relations. C) Advertising is more focused on internal audiences than public relations. D) Public relations is narrower in scope.

Which is true with regard to internships? A) They are almost always unpaid, or paid at a maximum of $5 per hour B) They are not usually recommended for graduation. C) They provide managerial experience for undergraduates. D) There is a strong correlation between paid internships and starting salaries.

A publicist would most likely be considered an "honorable" term in A) entertainment/celebrity business. B) nonprofit organizations. C) agency business. D) corporate America.

According to a 2013 report, the median annual salary for recent graduates in public relations was A) $22,000. B) $25,000. C) $33,000. D) $35,000.

The RACE acronym was articulated by A) Edward Bernays. B) John Marston. C) Ivy Lee. D) Walter Lindemann.

IMC stands for: A) Image Making Consulting B) Integrated Marketing Communications C) Imagining, Making Change D) Ideas, Methods and Communication

Which best describes the relationship between public relations and marketing? A) Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences, and stakeholders. B) Marketing professionals are seen as subservient to more seasoned public relations practitioners. C) Marketing professionals aren't generally concerned with stakeholders. D) Neither is concerned with advertising initiatives.

What is brand journalism? A) Journalism focused on a particular brand B) A kind of content marketing in which paid media plays a minor role C) A scenario where journalists are paid to write about a product D) A practice that is frowned upon by public relations practitioners.

The highest paid public relations professionals usually work for: A) agencies. B) not-for-profits C) corporations. D) themselves

Employers usually require what thing in order for a paid internship position? A) that the student be a good typist B) that the student be able to perform administrative tasks C) that the student be at least a college junior D) a cover letter

What is the going rate for paid interns at reputable national and international companies? A) $8 to $10 dollars an hour B) $10 to $12 dollars an hour C) $12 to $15 dollars an hour D) $16 to $20 dollars an hour

Edward Bernays coined the word "spin" in public relations.

Public information and public affairs are the most widely used terms by nonprofits, universities and government agencies.

Program planning is the bridge between research and communication in public

A flack is an endearing term for a public relations practitioner that describes a hard- working, entrepreneurial type.

Public relations practitioners write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.

Journalism and public relations are fundamentally different in scope.

Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns.

All organizations should serve society as a whole.

Public relations pays relatively well compared to other communication professions.

Business/economic competence is considered an essential ability for those pursuing a public relations career.

Who was the first politician to publish a book, Commentaries, which he used to further his ambitions? A) Saint Paul B) Julius Caesar C) Herodotus D) Pope Urban

The word "propaganda" dates back to A) the Crusades. B) Pope Gregory XV C) the American Revolution. D) the Republic of

Which is NOT a reason why public relations practitioners should use research with regard to reputation management? A) social audits B) communication audits C) networking D) environmental

Which is NOT associated with the legendary P.T. Barnum? A) Jenny Lind B) press agentry C) Tom Thumb D) Annie Oakley

Ida B. Wells' work focused her activist work on: A) Women's right to vote B) The Civil Wary C) Racial discrimination D) The abuse of power by big

Who created what is believed to be the first in-house public relations department? A) Macy's B) Westinghouse Corporation C) Atlanta Railroads D) General

What organization or family is Ivy Lee best known for counseling? A) The Rockefeller Family B) BBC C) Ivory Soap D) Westinghouse

Arthur W. Page advocated that public relations was a A) management function. B) humanistic function. C) media-centric function. D) negotiating

According to the text, what was the first organization to create an in-house public relations department? A) Macys B) Westinghouse C) Pennsylvania Railroad D) Proctor & Gamble

Henry Ford is known for using two basic public relations concepts. What are they? A) press agentry and third party endorsement B) positioning and hype C) using public unity and creating a sound relationship with consumers D) positioning and being accessible to the press

Which is NOT a reason why there is an influx of women working in public relations? A) Women can start public relations firms without a lot of capital. B) Women tend to have better listening/communication skills than men. C) Women have a better business or bottom-line sense than men. D) Women make more money in public relations than most comparable fields.

After WWII, the primary reason for the expansion of public relations was A) The sense of alienation felt by citizens. B) A discontent with the public relations programs of large corporations. C) The formation of the Public Relations Society of America. D) Economic expansion.

Which is the most "balanced" or feedback-based of Grunig's four models of public relations? A) public information B) press agentry/publicity C) two-way symmetric D) two-way asymmetric

The "grande dame" of fashion public relations is A) Eleanor Lambert. B) Leone Baxter. C) Jenny Lind. D) Doris Fleischman.

Who is credited with creating the "bill stuffer"? A) Samuel Insull B) Henry Ford C) Moss Kendriz D) Ivy Lee

Which is NOT a correct "matching pair"? A) 1960s/brought about need for issues management. B) 1900-1920/public relations an extension of the journalistic function. C) 1920s-1960s/psychological and social effects of persuasion. D) 1900s/press agentry model.

The first president to make extensive use of press conferences was A) Franklin Roosevelt. B) Theodore Roosevelt. C) Harry Truman. D) Andrew Johnson.

Which term best describes new innovations such as YouTube and MySpace? A) social media B) news media C) direct media D) symmetrical

This budding young practitioner was asked by President Woodrow Wilson to organize a massive public relations effort to unite the nation and to influence world opinion during World War I. A) Elmer Davis B) Paul W. Garrett C) George Creel D) Edward L.

According to the text, which of the following is a development that will shape public relations in the upcoming years? A) An increased emphasis on measurement. B) Increased pressure on practitioners to become accredited. C) Lessening cultural differences. D) Nationalism.

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

In 1900, Henry Ford obtained coverage of the Model T automobile by demonstrating it to a reporter from the Detroit Tribune newspaper.

Moss Kendrix was known for the saying "What the public thinks counts!"

Relationship management builds specifically on the notion of asymmetrical communication.

The Creel Committee oversaw public relations/propaganda efforts for President Woodrow Wilson during World War I.

The fastest-growing minority audience in the United States is the African-American audience.

Women in higher levels of management are now common in business and industry.

The classic "positive" model for product recall is the Tylenol/Johnson & Johnson case.

Women constitute about 70 percent of all public relations practitioners.

What is the line a public relations practitioner must walk on a daily basis? A) To ethically communicate while being an advocate for a client or organization B) To tell only what the company wants told while making sure the public feels informed. C) To stay just inside the law. D) To make sure people on both sides get what they want.

Most professional membership groups believe that the primary purpose of establishing codes of ethics is A) enforcement. B) education and information. C) as a "warning signal." D) boosting membership totals.

Which of the following is NOT listed as codes for conduct in PRSA's code of ethics? A) advocacy B) expertise. C) dependence. D) loyalty

Many practitioners are limited in their professionalism by a A) situationalist perspective. B) biased media corps. C) "technician mentality." D) low budget.

The major effort to improve standards and professionalism in public relations worldwide is A) publicizing membership opportunities in professional membership groups. B) continuing education. C) accreditation. D) licensing.

To receive the "APR" designation as being accredited by PRSA, a person must A) have earned significant local and national honors for their work in the field. B) have a terminal degree in public relations from an accredited university. C) pass a rigorous written and oral examination. D) have worked in at least three different PR-type settings, with 10 years minimum experience.

What is the best-known think tank for public relations? A) The Institute for Public Relations B) PRSA C) IABC D) The PR Management Database

Even if a bribe is intended or not, the sending of gifts to media representatives is almost always considered A) prudent when trying to boost lagging sales or image. B) bribery to get favorable media coverage. C) a potential boost in media coverage, despite perceived unseemliness. D) breaking the law.

When is it ok to say "no comment," along with an explanation? A) No comment is always a viable option B) When there are mitigating circumstances surrounding an event C) When there is now way to be honest D) When the practitioner is trying to hide something

Examples such as Kathleen Turner point to organizations that fail to understand the need for A) transparency/disclosure. B) sound media relations. C) bottom-line values. D) research.

A common complaint about public relations codes of ethics is that A) they do not apply to PRSSA members. B) they are too stringent and prescriptive. C) they have no "teeth". D) they don't include marketing or advertising

Which one of the following is a hallmark of public relations professional? A) a sense of dependence B) a concern for corporations' reputation, no matter what happens C) a high loyalty to the employer of the moment D) a sense of responsibility to society

13. Which of the following is a "careerist" value? A) the prestige of the organization. B) a concern for the PR profession. C) serving the public interest. D) a sense of responsibility to society.

14. Special/corporate interest groups are most likely to fund A) ethical councils. B) nonprofit initiatives. C) citizen's groups. D) grassroots lobbyists.

What word might be associated with a front group? A) deceptive B) ethical C) transparent D) utility

"We chose this plan because it would benefit the majority of you, and harm the fewest" would be an example of using this perspective: A) Marxist. B) absolutist. C) unilateral. D) utilitarian.

If you would feel that things were either absolutely "right" or absolutely "wrong" you would fall into which orientation? A) Marxist B) Kantian C) unilateral D) Plato's

Which of the following is NOT one of the five prerequisites for a profession like public relations, according to C. V. Narasimha Reddi, editor/publisher of Public Relations Voice? A) education B) literature C) training D) management

Two out of five Arabic-language journalists will use news releases if accompanied by a(n) A) gift. B) politician's endorsement. C) disclaimer. D) English version.

"Paying for play" refers to a practice that is used in A) India. B) Japan. C) Russia. D) China.

According to a utilitarian approach, the ends justify the means as long as they cause the least harm.

Society expects public relations practitioners to take on a role differentiation, as an advocate (as journalists would be considered objective).

Fairness is a core value stipulated by PRSA.

Magazines, in particular, are increasingly blurring the line between news features and advertisements

The licensing of public relations professionals is likely to be initiated in the near future.

To become accredited by the PRSA with the designation of "APR," one must have at least 10 years of experience in the field and have demonstrated some significant achievements.

It is more ethical for the public relations counselor to say "no comment" to a difficult question, than to stretch the truth for organizational gain.

In terms of gender, PRSA's membership is now primarily male

Virtually all public relations codes of ethics begin with the duty to tell the truth.

Although gift giving is considered unethical in the United States, other nations have different standards.

In the beginning, the primary objectives of a public relations department were A) counseling management and promoting products B) promotions and publicity C) identifying publics and conducting press agentry D) building relationships and counseling management.

Grunig's IABC Foundation research study on "Excellence" notes all of the following about public relations EXCEPT A) it helps the organization make money by cultivating relationships. B) it repairs problems and regains lost revenue from bad relationships with publics. C) it should replace marketing and advertising as financial liaisons for the company. D) it saves the organization money by reducing costs of litigation, regulation, and legislation.

Which is a key attribute in becoming a communication "head" or leader? A) independence B) extensive external relationships C) good management skills D) a crystal ball

Autonomy and authority refer to a practitioner's role in the A) B-suite. B) symmetrical sphere. C) technical side of business. D) dominant coalition.

Research indicates that some organizations top-level management perceive public relations as a primarily function, hindering its ability to perform as a member of the dominant coalition. A) managerial B) technical. C) compulsory-advisory. D) concurring authority.

This term best describes the notion of high authority and power associated with the dominant coalition. A) mixed motives B) executive control C) command authority D) mixed organic/mechanical

The most admired Fortune 500 companies think of public relations as A) the epicenter of the C-suite. B) a bottom line function. C) a strategic management tool. D) an equal partner with marketing and advertising.

One study of medium-sized U.S. corporations by the Conference Board found that the number of professionals in a typical public relations department is A) two. B) five. C) nine. D) sixteen.

A person who indirectly influences the work of others through recommendations is performing this type of function. A) line B) managerial C) staff D) compulsory-advisory

If the medical division prepares an informational brochure about autism, and it must have approval from the public relations department before production, the public relations department is described as having A) concurring authority. B) command authority. C) compulsory advisory authority. D) advisory authority.

To public relations practitioners, human resources, advertising, and marketing are often seen as sources of A) inspiration. B) storylines or media hooks. C) income. D) friction.

According to your text, public relations and departments often collide because they compete for funds to communication with external audiences. A) marketing B) advertising C) legal D) human resources

The practice of using expert communication services from outside the organization is referred to as A) boundary spanning. B) agency public relations. C) encroachment. D) outsourcing.

Which is the most frequently outsourced public relations activity? A) event planning B) publicity C) strategy and planning initiatives D) writing and communications

Today's full-fledged public relations firms offer all of the following services EXCEPT A) symmetrical management. B) events management. C) product promotion. D) executive speech training.

Increasingly, public relations firms are emphasizing this aspect of their services. A) counseling B) writing and editing C) messaging D) buying space on behalf of a client

A good source of information about public relations counseling firms is the A) PRSA guidebook B) The National Book of Lists C) The Council of Public Relations Firms D) the local phone book

A retainer fee in a public relations firm essentially means that the firm is A) global or conglomerate in nature. B) subjective toward the client. C) involved primarily in legal practices. D) on call.

The standard industry practice is to bill clients A) at least three times a person's salary. B) at least double a person's salary. C) a going industry rate mandated by PRSA. D) commensurate with account managers in the current local marketplace.

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 "dominant coalition" refers to a situation where public relations practitioners are subservient to marketing and related functions.

Public relations by most accounts is primarily considered a "staff" function.

The Tylenol case study is a prime example of a business where public relations was in a technical or an advisory function.

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

Most revenues from public relations firms come from implementing tactical aspects.

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

The most widely used billing method by public relations firms is "pay-for-placement."

The standard "markup" in public relations firms is 40-50 percent.