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PR Multiple Choice

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Multiple choice exam for Public relations
Denise Siddons
Quiz by Denise Siddons, updated more than 1 year ago More Less
thomasarcher1
Created by thomasarcher1 over 9 years ago
Denise Siddons
Copied by Denise Siddons over 9 years ago
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Resource summary

Question 1

Question
The process of researching, creating and refining a product or service and distributing that product or service to targeted customers is called ____
Answer
  • advertising
  • marketing
  • public relations
  • all of the above

Question 2

Question
The execution phase of the public relations process is known as
Answer
  • planning
  • propaganda
  • evaluation
  • research
  • communication

Question 3

Question
When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in _____
Answer
  • investor relations
  • community relations
  • employee relations
  • media relations
  • consumer relations

Question 4

Question
A group that can directly influence your organization's abilities to achieve its goals is known as ____
Answer
  • a secondary public
  • a primary public
  • a latent pulic
  • an interviewing public
  • an aware public

Question 5

Question
Most crises are _____
Answer
  • unavoidable
  • time consuming
  • predictable
  • expensive
  • disastrous

Question 6

Question
A tactic in marketing public relations is ____
Answer
  • billboards
  • advertising
  • blogs and interactive websites
  • all of the above

Question 7

Question
public relations professionals interact with which groups?
Answer
  • employees
  • stockholders
  • customers
  • all of the above

Question 8

Question
what is lobbying?
Answer
  • directly interacting to influence elected officials or government regulators and agents
  • protesting in Washington, D.C. about a particular cause
  • the enhancement of communication between investor-owned companies and their shareholders

Question 9

Question
what is a focus group?
Answer
  • small groups of a targeted public who are interviewed for research
  • a group of people chosen to be finalists for the next reality show
  • a group chosen as the best of the best
  • a group of people who want to go into public relations

Question 10

Question
the practice of combining public relations, marketing, advertising and promotion into a seamless campaign is known as
Answer
  • viral marketing
  • integrated marketing communications
  • satellite-delivered media
  • video news conferences

Question 11

Question
which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?
Answer
  • advertising
  • public relations
  • direct marketing
  • sales promotion

Question 12

Question
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?
Answer
  • value mix
  • integrated dealer mix
  • marketing communications mix
  • marketing control mix

Question 13

Question
Two major factors are changing the face of today's communications. One of these factors is the fact that:
Answer
  • costs of promotion are rising
  • mass markets are fragmented and marketers are shifting away from mass marketing
  • global communications are not growing rapidly enough
  • marcom managers have achieved more power and control

Question 14

Question
__________ combines sight, sound, and motion, appeals to the senses, and has a low cost per exposure as advantages
Answer
  • newspapers
  • television
  • direct mail
  • radio

Question 15

Question
factors leading to the need to manage crises well include all the following except:
Answer
  • round-the-clock cable news coverage
  • tabloid journalism techniques used by various media outlets
  • insensitivity of those not affected by the immediate crisis
  • increased numbers and depth of crises affecting society

Question 16

Question
elements of issues management include all the following except:
Answer
  • anticipated issues that are a year or more away
  • impact of external factors
  • impact of internal factors
  • bottom-line orientation

Question 17

Question
for a public relations function to gain acceptance for issues management, they must have approval from:
Answer
  • the director of human resources
  • top management, particularly the CEO
  • the marketing director
  • the security director

Question 18

Question
for risk communication to be effective, public relations people need to:
Answer
  • encourage management to be part of the communications loop
  • anticipate the needs of media by approaching them with solid information before they approach you
  • take the matter seriously
  • ensure the organisations deed match the words

Question 19

Question
you can expect to sense or see all the following when a crises strikes except
Answer
  • the element of surprise
  • events escalate
  • truly helpful politicians and observers
  • siege mentality

Question 20

Question
"Transparency" a term business people are prone to use as a result of the fallout from many unethical business dealings in the early 21st century, refers to:
Answer
  • organisations, particularly their management, increasing their efforts to be more open to their various constituencies
  • Making accounting procedures even more understandable to the SEC
  • CEOs committing to share profits with employees and shareowners
  • Renewed efforts to publish corporate codes of ethics

Question 21

Question
Corporate social responsibility boils down to:
Answer
  • Providing safe products that perform well and do not harm the environment
  • providing employees a safe, healthy work environment
  • avoiding discrimination in hiring, promoting and retaining the best people for your organisation
  • all of the above

Question 22

Question
most public relations analysis take the informal form called:
Answer
  • primary research
  • objective research
  • abstract research
  • secondary research

Question 23

Question
Public Relations can be defined as
Answer
  • a collection of techniques for persuading people to buy products they don't need
  • a collection of techniques for persuading news organisations to give space or time to people or products that are not inherently newsworthy
  • planned and continuous communication to provide information about an organisation, issue or product to the public
  • planned and continuous communication to obscure the inadequacies of an organisation or product

Question 24

Question
public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?
Answer
  • internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
  • internal communications always flow from the top of the organisation down, and external communications always flow from the bottom to the top
  • internal communications always are carried out by e-mail, and external communications always are carried out through the mass media
  • internal communications keep the company employees informed about the company, and external communications deal with investors, clients, customers or contributors.

Question 25

Question
effective public relations practitioners first
Answer
  • send as many press releases as possible to as many people
  • determine which media outlets best serve their purposes
  • ask editors to promise to use their press releases
  • find out which media have been most friendly to their client in the past

Question 26

Question
which of the following is NOT among the reasons often cited by journalists for rejecting news releases?
Answer
  • they are not newsworthy
  • they are too well written
  • they are sent to the wrong person
  • they fail to include important information

Question 27

Question
public relations professionals should send news well in advance of the publication date because
Answer
  • news organisations move slowly and need plenty of time to rewrite the release
  • a release received close to a deadline is likely to be thrown away
  • a release received close to a deadline leaves news organisations with too little time to plan special coverage
  • a release received too close to a deadline is less likely to be published

Question 28

Question
if a news release contains a statement such as "parents are worried about the amount of violence in our society", that release is of questionable news value because it is
Answer
  • probably a one sided story
  • stating the obvious
  • full of pluffery
  • reporting a contrived event

Question 29

Question
Public relations is defined as a _____ within an organisation
Answer
  • media-communication function
  • consumer-community function
  • leadership-management function
  • management-media function

Question 30

Question
public relations practitioners develop, execute and evaluate organisational programs that promote the exchange of influence and understanding _____________
Answer
  • among an organisations constituent parts and publics
  • so that hostile publics can be silenced
  • in an attempt to make sure organisational secrets are not leaked
  • when initial attempts to cover up negative news fail

Question 31

Question
social marketing involves
Answer
  • organising social events to benefit a non-profit agency
  • joining social groups to promote an organisation
  • working on behalf of a social cause that benefits society as a whole
  • marketing an organisation to specific social groups

Question 32

Question
as part of its management function, public relations practitioners might
Answer
  • develop new products
  • layout sale ads
  • determine employee salary ranges
  • assist in influecning or changing public policy

Question 33

Question
a public is defined as a group of individuals or organisations who
Answer
  • work for the same company
  • have a relationship with an organisation
  • use the same product
  • are boycotting a corporation

Question 34

Question
a group can become one of an organisations _____ when it recognises an issue related to an organisation, understands its relevance to the groups members and begins to talk about or organise to take action on the issue
Answer
  • publics
  • problems
  • rivals
  • competitors

Question 35

Question
public relations, advertising and marketing are _____ terms
Answer
  • interchangeable
  • distinctly different
  • synonymous
  • all of the above

Question 36

Question
decision making in an organisation should include PR practitioners because
Answer
  • theyre the only ones who know how to communicate the decisions with appropriate publics and audiences
  • they are in charge of the social responsibility of the organisation
  • they are at the highest levels of organisational leadership with the organisation
  • their interaction with the organisations publics gives them insight into valid issues that may influence decisions

Question 37

Question
public relations practitioners should be involved in management's decision making _____
Answer
  • only during crises
  • during the decision making process
  • only after decisions have been made
  • only if key publics will oppose the decision

Question 38

Question
which of the following is secondary research
Answer
  • using company or public records and contacts
  • reviewing previously published or broadcast information
  • using focus groups and surveys
  • interviewing company officials

Question 39

Question
the internet has changed public relations in what way?
Answer
  • PR practitioners can put news on the website for reporters to access anytime
  • blogs provide an opportunity to communicate with publics and find target audiences
  • podcasting allows organisations to provide audio and video information to the gernal public without news media
  • all of these

Question 40

Question
youtube, flickr and facebook are examples of what kind of collaborative media?
Answer
  • social
  • interactive
  • sharing
  • new

Question 41

Question
newspapers, television and radio are examples of what kind of media?
Answer
  • social
  • interactive
  • controlled
  • uncontrolled

Question 42

Question
the definition of community relations as a public relations function includes
Answer
  • the goal of benefitting the organisation only
  • the goal of benefitting the community only
  • unplanned, spontaneous participation with a community
  • participation with a community to maintain and enhance its environment

Question 43

Question
guerilla tactis are which of the following?
Answer
  • a wartime maneuvers
  • illegal
  • nontraditional communication vehicles
  • never successful

Question 44

Question
when selecting a company spokesperson, what matters most is that persons ability to add ______ to the brand
Answer
  • value
  • credibility
  • trust
  • integrity

Question 45

Question
the first task of inventor relations is to __________
Answer
  • create and maintain investor confidence
  • obtain support from SEC makers
  • file and distribute paperwork to various stock exchanges
  • meet with company financial officers to strategise
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