2676185
Descripción
Test por matthewhart123, actualizado hace más de 1 año
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Creado por matthewhart123
hace más de 9 años
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Pregunta 1
Pregunta
The internet has changed public relations in what way?
Respuesta
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PR practitioners can put new on the Website for reporters to access anytime
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Blogs provide an opportunity to communicate with publics and find target audience
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Podcasting allows organizations to provide audio and video to the general public without the new media
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All of these
Pregunta 2
Pregunta
YouTube, Flickr and Facebook are examples of what kind of collaborative media?
Respuesta
-
Social
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Interactive
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Sharing
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New
Pregunta 3
Pregunta
The definition of community relations as a public relations function includes
Respuesta
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The goal of benefiting the organization only
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The goals of benefiting the community only
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Unplanned, spontaneous participation with a community
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Participation with a community to maintain and enhance its environment
Pregunta 4
Pregunta
Guerrilla tactics are which of the following?
Respuesta
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a wartime manoeuvres
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Illegal
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non-traditional communication vehicles
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never successful
Pregunta 5
Pregunta
The first task of investor relations is to _______________________
Respuesta
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create and maintain investor confidence
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obtain support from SEC members
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file and distribute paperwork to various stock exchanges
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meet with company financial offers to strategize
Pregunta 6
Pregunta
Social marketing involves
Respuesta
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organizing social events to benefit a non-profit agency
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joining social groups to promote an organization
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working on behalf of a social cause that benefits society as a whole
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marketing an organization to specific social groups.
Pregunta 7
Pregunta
As part of its management function, public relations practioners might
Respuesta
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develop new products
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layout new sales ads
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determine employee salary ranges
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assist in influencing or changing public policy
Pregunta 8
Pregunta
A public is defined as a group of individuals or organisations who
Respuesta
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work for the same company
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have a relationship with an organisation
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use the same product
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are boycotting an corporation
Pregunta 9
Pregunta
a group can become one of an organizations________________ when it recognizes an issue related to an organization, understands its relevance to the groups members and begins to talk about or organize to take actions on the issue
Respuesta
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publics
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problems
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rivals
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competitors
Pregunta 10
Pregunta
Public marketing, advertising and marketing are_______________________terms
Respuesta
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interchangeable
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distinctly different
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synonymous
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all of the above
Pregunta 11
Pregunta
Decision making in an organisation should include PR practitioners because:
Respuesta
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they're the only ones who know how to communicate the decisions with appropriate publicises and audiences
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they are in charge of the social responsibility of the organization
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they are at the highest levels of organizational leadership within the organization
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their ineraction with the organizations publics gives them insight into valid issues that may influence their decisions
Pregunta 12
Pregunta
Public relations practitioners should be involved in managements decision making ________________.
Respuesta
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only during crises
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during the decision making process
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only after decisions have been made
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only if key publics will oppose the decision
Pregunta 13
Pregunta
Which of the following is secondary research?
Respuesta
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using company or public records and contacts
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reviewing previously published or broadcast information
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using focus groups or surveys
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interviewing company officals
Pregunta 14
Pregunta
The process of researching, creating and refining a product or service and distributing that product or service to target customers is called________
Respuesta
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advertising
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marketing
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public relations
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all of the above
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none of the above
Pregunta 15
Pregunta
The execution phase of the public relations process is known as ______
Respuesta
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planning
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propaganda
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evaluation
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research
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communication
Pregunta 16
Pregunta
When public relations practitioners seek to maintan or improve relations with local special interest groups, they are engaged in_________
Respuesta
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investor relations
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community relations
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employee relations
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media relations
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consumer relations
Pregunta 17
Pregunta
a group that can directly influence your organizations abilities to achieve its goals is known as _______________
Respuesta
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a secondary public
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a primary public
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a latent public
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an intervening public
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an aware public
Pregunta 18
Pregunta
Most crises are ______
Respuesta
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unavoidable
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time consuming
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predictable
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expensive
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disastrous
Pregunta 19
Pregunta
A tactic in marketing public relations is
Respuesta
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billboards
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advertising
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blogs and interactive websites
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all of the above
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none of the above
Pregunta 20
Pregunta
What is lobbying
Respuesta
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directly interacting to influence elected officials or government regulators and agents
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protesting in Washington D.C. about a particular course
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the enhancement of communication between investor-owned companies and their shareholders
Pregunta 21
Pregunta
What is a focus group?
Respuesta
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small groups of a targeted public who are interviewed for research
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a group of people chosen to be finalist for the next reality show
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a group chosen as the 'best of the best'
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a group of people who want to go into public relations
Pregunta 22
Pregunta
The practice of combining public relations, marketing, advertising, and promotion into a seamless campaign is known as
Respuesta
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viral marketing
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integrated marketing communications
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satellite-delivered media
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video news conference
Pregunta 23
Pregunta
Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods , or services by an identified sponsor?
Respuesta
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advertising
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public relations
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direct marketing
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sales promotion
Pregunta 24
Pregunta
The___________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives
Respuesta
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value mix
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integrated dealer mix
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marketing communications mix
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marketing control mix
Pregunta 25
Pregunta
Two major factors are changing the face of today's communications. One of these factors is the fact that
Respuesta
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costs of promotion are rising
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mass markets are fragmented and marketers are shifting away from mass marketing
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global communications are not growing rapidly enough
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marcom managers have achieved more power and control
Pregunta 26
Pregunta
____________ combine (s) sights, sound, and motion: appeals to the senses: and has a low cost per exposure as advantages
Respuesta
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Newspapers
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Television
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Direct mail
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Radio
Pregunta 27
Pregunta
Factors leading to the need to manage crises well include all the following EXCEPT
Respuesta
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Round- the- clock cable news coverage
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Tabloid journalism techniques used by various media outlets
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Insensitivity of those not affected by the immediate crisis
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Increase numbers and depth of crises affecting society
Pregunta 28
Pregunta
Elements of 'issues management' include all the following EXCEPT:
Respuesta
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Anticipated issues that are year or more away
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Impact of external factors
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Impact of internal factors
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Bottom-line orientation
Pregunta 29
Pregunta
For a public relations function to gain acceptance for issues management, the must have approved from
Respuesta
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The director of human resources
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Top management, particularly the CEO
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The marketing director
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The security director
Pregunta 30
Pregunta
For risk communication to be effective, public relations people need to:
Respuesta
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encourage management to be part of the communications loop
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anticipate the needs of media by approaching them with solid information before they approach you
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take the matter seriously
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ensure the organizations deed match the words
Pregunta 31
Pregunta
You can expect to sense or see all the following when a crisis strikes EXCEPT:
Respuesta
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The element of surprise
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Events escalate
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Truly helpful politicians and observers
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siege mentality
Pregunta 32
Pregunta
'Transparency' a term business people are prone to use as result of the fallout from many unethical business dealings in the early 21st century, refers to:
Respuesta
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Organizations, particularly their management, increasing their efforts to be more open to their various constituencies
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making accounting procedure even more understandable to the SEC
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CEOs committing to share profits with employees and shareowners
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Renewed efforts to publish corporate codes of ethics
Pregunta 33
Pregunta
Corporate social responsibility boils down to;
Respuesta
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providing safe products that perform well and do not harm the environment
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providing employees a safe, healthy work environment
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Avoiding discrimination in hiring, promoting and retaining the best people for your organization
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All of the above
Pregunta 34
Pregunta
Most publc relation analysis takes the informal form called:
Respuesta
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Primary research
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Objective research
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Abstract research
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Secondary research
Pregunta 35
Pregunta
'Public relations' can be defined as
Respuesta
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A collection of techniques for persuading people to buy products they don't need.
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a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy
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Planned are continuous communication to provide information about an organisation, issue or product to the public
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Planned and continuous communication to obscure the inadequacies of an organization or product
Pregunta 36
Pregunta
Public relations professionals often deal with earth internal or external communications. Which of the following best describes those two types of communications?
Respuesta
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Internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
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Internal communications always flow from the top of the organization down, and external communications always flow from the bottom to the top.
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Internal communications always are carious out by e-mail, and external communications always are carried out through the mass media
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Internal communications keep company employees informed about the company, and external communications deal with investors, client, customers or contributors
Pregunta 37
Pregunta
Effective public relations practitioners first
Respuesta
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send as many press releases as possible to as many people
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determine which media outlines best serve their purposes
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ask editors to promise to use their press release
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find out which media have been most friendly to their client in the past
Pregunta 38
Pregunta
Which of the following is Not among the reasons often cited by journalists for rejecting news
Respuesta
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news organisations move slowly and need plenty of time to rewrite the release
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a release received close to a deadline is likely to be thrown away
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a release received close to a deadline leaves news organisations with too little time to plan press coverage
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a release received too close to a deadline is less likely to be published.
Pregunta 39
Pregunta
If a news release contains a statements such as ' parents are worried about the amount of violence in our society' that release is of questionable news value because it is
Respuesta
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probably one- side story
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stating the obvious
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full of puffery
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reporting a contrived event
Pregunta 40
Pregunta
Public relations is defined as __________ with an organization
Respuesta
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media- communication function
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consumer-community function
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leadership - management function
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management-media function
Pregunta 41
Pregunta
Public relations practitioners develop, execute and evaluate organizational programmes that promote the exchange of influences and understanding_____________________
Respuesta
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among an organisation constituent parts and publics
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so that hostile publics can be silenced
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in a attempt to make sure organizational secrets are not leaked
Pregunta 42
Pregunta
Which of the following is NOT among the reasons of often cited by journalists for rejecting news releases?
Respuesta
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They are not newsworthy
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They are too well written
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They are sent to the wrong person
-
They fail to include important informatio
Pregunta 43
Pregunta
Newspapers, television and radio stations are examples of what kind of media?
Respuesta
-
Social
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Interactive
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Controlled
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Uncontrolled
Pregunta 44
Pregunta
When selecting a company spokesperson, what matters most is that a person's ability to add ............ to the brand?
Respuesta
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Value
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Credibility
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Trust
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Integrity
Pregunta 45
Pregunta
Public relations professionals interact with which groups?
Respuesta
-
Employees
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Stockholders
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Customers
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All of these are correct
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