Question 1

What is one manner in which new technologies have affected public relations practice?

Accepted Answer

A) New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. 
B) New technologies have enabled public relations practitioners to communicate better with corporate lawyers, thus reducing friction between the public relations and legal functions in organizations. 
C) New technologies require public relations practitioners to constantly monitor the digital media environment for information-truthful or not-about their organizations. 
D) Despite advances in new technologies, most journalists still prefer to receive news releases via snail mail, in hard copy. 
E) None of the above; new technologies have had no effect on public relations practice. C 
A) New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. 
B) New technologies have enabled public relations practitioners to communicate better with corporate lawyers, thus reducing friction between the public relations and legal functions in organizations. 
C) New technologies require public relations practitioners to constantly monitor the digital media environment for information-truthful or not-about their organizations. 
D) Despite advances in new technologies, most journalists still prefer to receive news releases via snail mail, in hard copy. 
E) None of the above; new technologies have had no effect on public relations practice. C C

Question 2

Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper, either in print or online?

Accepted Answer

A) Approximately 15 percent 
B) Approximately 25 percent 
C) Approximately 45 percent 
D) Approximately 75 percent 
E) Approximately 95 percent 
A) Approximately 15 percent 
B) Approximately 25 percent 
C) Approximately 45 percent 
D) Approximately 75 percent 
E) Approximately 95 percent C

Question 3

Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today's new media environment?

Accepted Answer

A) CEOs - People who lead the world's major corporations 
B) Bloggers - People who write weblogs for virtual communities of like-thinking participants 
C) Citizen journalists - Regular citizens who have access to information and the technology to share it 
D) Marketers - People who control the marketing dollars within organizations 
E) Dominant coalition - People who make major organizational decisions and control organizational resources B and 
A) CEOs - People who lead the world's major corporations 
B) Bloggers - People who write weblogs for virtual communities of like-thinking participants 
C) Citizen journalists - Regular citizens who have access to information and the technology to share it 
D) Marketers - People who control the marketing dollars within organizations 
E) Dominant coalition - People who make major organizational decisions and control organizational resources B and B,C

Question 4

As discussed your textbook, what does "SEO" stand for?

Accepted Answer

A) Search-Engine Optimization - Public relations practitioners use SEO to make sure that their organization's website comes up when stakeholders search for the company online. 
B) Search-Engine Organization - Public relations practitioners must work with their company's IT department to organize the search engines available to employees on their office computers. 
C) Suspicious Employee-Operatives - To enhance internal communication, public relations practitioners monitor the emails of suspicious employees, using technology to restrict employees' privacy. 
D) Super-Excited Officials - This is what all public relations practitioners need for a successful news conference. 
E) Standard Ethical Operations - These are guidelines for the ethical practice of public relations in a specific organization.A 
A) Search-Engine Optimization - Public relations practitioners use SEO to make sure that their organization's website comes up when stakeholders search for the company online. 
B) Search-Engine Organization - Public relations practitioners must work with their company's IT department to organize the search engines available to employees on their office computers. 
C) Suspicious Employee-Operatives - To enhance internal communication, public relations practitioners monitor the emails of suspicious employees, using technology to restrict employees' privacy. 
D) Super-Excited Officials - This is what all public relations practitioners need for a successful news conference. 
E) Standard Ethical Operations - These are guidelines for the ethical practice of public relations in a specific organization.A

Question 5

If a practitioner does not know the answer to a reporter's question, which one of the following is the correct response?

Accepted Answer

A) Give the reporter other information the practitioner is certain to be correct. 
B) Say "I don't know" and promise to provide the information later. 
C) Say that the information is "off the record" and will be disseminated later. 
D) Tell the reporter that the information requested is not relevant to the story. 
E) Say "No comment" rather than look like you don't know.B 
A) Give the reporter other information the practitioner is certain to be correct. 
B) Say "I don't know" and promise to provide the information later. 
C) Say that the information is "off the record" and will be disseminated later. 
D) Tell the reporter that the information requested is not relevant to the story. 
E) Say "No comment" rather than look like you don't know.B

Question 6

Which two of the following are true with regard to the impact of new technology on public relations practice?

Accepted Answer

A) Audiences are more fragmented, choosing niche media for their needs. 
B) Audiences are less fragmented, preferring homogenous mass media for their needs. 
C) Audiences are more active, choosing two-way media that permit interactivity. 
D) Audiences are more passive, simply receiving information sent to them. 
E) Audiences that report the news are clearly identified "journalists" with the appropriate educational background and training A and C 
A) Audiences are more fragmented, choosing niche media for their needs. 
B) Audiences are less fragmented, preferring homogenous mass media for their needs. 
C) Audiences are more active, choosing two-way media that permit interactivity. 
D) Audiences are more passive, simply receiving information sent to them. 
E) Audiences that report the news are clearly identified "journalists" with the appropriate educational background and training A and C

Question 7

Which one of the following violates the guidelines that your text provides for working with media representatives?

Accepted Answer

A) Talk from the viewpoint of the public's interest, not the organization's. 
B) Do not call a press conference unless you have what reporters consider news. 
C) If a reporter asks a direct question, give an equally direct answer. 
D) If you don't want something you said used in a story, tell the reporter that it was "off the record." 
E) Tell the truth, even if it hurts. D 
A) Talk from the viewpoint of the public's interest, not the organization's. 
B) Do not call a press conference unless you have what reporters consider news. 
C) If a reporter asks a direct question, give an equally direct answer. 
D) If you don't want something you said used in a story, tell the reporter that it was "off the record." 
E) Tell the truth, even if it hurts. D

Question 8

Which of the following does NOT explain the importance of social media for public relations practice?

Accepted Answer

A) Social media have paradoxically made people less social than ever, meaning that practitioners must work harder to engage organizational stakeholders. 
B) Social media make it possible to actively engage organizational stakeholders. 
C) Social media tools build communities that can support organizations. 
D) Social media facilitate ongoing two-way communication between organizations and their publics. 
E) Social media have transformed the old top-down model of employee communication. A 
A) Social media have paradoxically made people less social than ever, meaning that practitioners must work harder to engage organizational stakeholders. 
B) Social media make it possible to actively engage organizational stakeholders. 
C) Social media tools build communities that can support organizations. 
D) Social media facilitate ongoing two-way communication between organizations and their publics. 
E) Social media have transformed the old top-down model of employee communication. A

Question 9

Newspaper readership is not uniform across society.Which two of the following is an accurate description of newspaper readership today?

Accepted Answer

A) A higher percentage of older people read a daily newspaper, compared to younger people. 
B) A higher percentage of younger people read a daily newspaper, compared to older people 
C) A higher percentage of Hispanic Americans read a daily newspaper, compared to non-Hispanics. 
D) The majority of those with college degrees read newspapers 
E) The majority of those without college degrees read newspapers 
A) A higher percentage of older people read a daily newspaper, compared to younger people. 
B) A higher percentage of younger people read a daily newspaper, compared to older people 
C) A higher percentage of Hispanic Americans read a daily newspaper, compared to non-Hispanics. 
D) The majority of those with college degrees read newspapers 
E) The majority of those without college degrees read newspapers

Question 10

For the most influential citizens and leaders in government and industry, which one of the following is a daily habit?

Accepted Answer

A) Scanning the major networks' evening news programs. 
B) Contacting news media to challenge or reinforce a reporter's story 
C) Going directly to the wire services for news, bypassing the traditional media 
D) Reading at least one daily newspaper 
E) All of the above 
A) Scanning the major networks' evening news programs. 
B) Contacting news media to challenge or reinforce a reporter's story 
C) Going directly to the wire services for news, bypassing the traditional media 
D) Reading at least one daily newspaper 
E) All of the above

Question 11

One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?

Accepted Answer

A) Loss of media credibility 
B) A switch to printed media 
C) Increased use of the grapevine 
D) Less communication with colleagues 
E) More interactive communication 
A) Loss of media credibility 
B) A switch to printed media 
C) Increased use of the grapevine 
D) Less communication with colleagues 
E) More interactive communication

What is one manner in which new technologies have affected public relations practice?

Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper, either in print or online?

Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today's new media environment?

As discussed your textbook, what does "SEO" stand for?

If a practitioner does not know the answer to a reporter's question, which one of the following is the correct response?

Which two of the following are true with regard to the impact of new technology on public relations practice?

Which one of the following violates the guidelines that your text provides for working with media representatives?

Which of the following does NOT explain the importance of social media for public relations practice?

Newspaper readership is not uniform across society.Which two of the following is an accurate description of newspaper readership today?

For the most influential citizens and leaders in government and industry, which one of the following is a daily habit?

One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?

Introduction to Contemporary Public Relations

Practitioners of Public Relations

Organizational Settings

Historical Origins and Evolution

Professionalism and Ethics

Legal Considerations

Theoretical Underpinnings: Adjustment and Adaptation

Communication Theories and Contexts

Internal Relations and Employee Communication

Step One: Defining Public Relations Problems

Step Two: Planning and Programming

Step Three: Taking Action and Communicating

Step Four: Evaluating the Program

Business and Industry

Government and Politics

Military Public Affairs

Nonprofits and Nongovernmental Organizations

Health Care

Education

Associations and Unions

Filters

Exam 10: External Media and Media Relations

What is one manner in which new technologies have affected public relations practice?

Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper, either in print or online?

Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today's new media environment?

As discussed your textbook, what does "SEO" stand for?

If a practitioner does not know the answer to a reporter's question, which one of the following is the correct response?

Which two of the following are true with regard to the impact of new technology on public relations practice?

Which one of the following violates the guidelines that your text provides for working with media representatives?

Which of the following does NOT explain the importance of social media for public relations practice?

Newspaper readership is not uniform across society.Which two of the following is an accurate description of newspaper readership today?

For the most influential citizens and leaders in government and industry, which one of the following is a daily habit?

One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?

Introduction to Contemporary Public Relations

Practitioners of Public Relations

Organizational Settings

Historical Origins and Evolution

Professionalism and Ethics

Legal Considerations

Theoretical Underpinnings: Adjustment and Adaptation

Communication Theories and Contexts

Internal Relations and Employee Communication

Step One: Defining Public Relations Problems

Step Two: Planning and Programming

Step Three: Taking Action and Communicating

Step Four: Evaluating the Program

Business and Industry

Government and Politics

Military Public Affairs

Nonprofits and Nongovernmental Organizations

Health Care

Education

Associations and Unions

Filters