Exam 1: Introduction to Public Relations

You are a junior-level PR staffer for Newell Brands, maker of the Crock-Pot. You learn that on a recent episode of the NBC series, "This is Us," lead character Jack Pearson is killed by a house fire sparked by a defective Crock-Pot. Show fans are outraged, and potential customers and journalists have asked the company to respond. What public relations function are you performing as you attempt to tackle this incident?

Free

(Multiple Choice)

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Question 1

Correct Answer:

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Provide examples of some of the societal and technological factors that have increased the importance of storytelling as a public relations function.

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(Essay)

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Question 2

Correct Answer:

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Answers would ideally include some combination of the following: In the past, newspapers and other media organizations were able to set their own agendas and publish the stories they felt were most relevant to their communities. Today, individual consumers go online to get the latest stories and information that is salient to them while bypassing traditional media outlets. Social media has revolutionized communication by creating platforms in which individual consumers control the stories and information they want and give feedback and voice to the organization or individual disseminating that message or story. Social media has forced PR professionals to be proactive and responsive in a changing environment.

Research on the role of public relations and social media indicates that ______.

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(Multiple Choice)

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Question 3

Correct Answer:

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Some professionals in other fields do not take public relations seriously, claiming it is not "concrete" enough. What do they mean by such statements?

(Multiple Choice)

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Question 4

Writing is becoming a less important public relations skill with the emergence of social media.

(True/False)

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Question 5

Public relations professionals can assist marketing departments and organizations by ______.

(Multiple Choice)

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Question 6

Why is it advantageous to be a skilled researcher in a public relations career?

(Multiple Choice)

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Question 7

Managing relationships between publics and brands is an emerging but still minor aspect of the public relations practice.

(True/False)

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Question 8

How has the task of writing changed for PR practitioners in the 21st century?

(Multiple Choice)

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Question 9

In the 21st century, graduates in marketing, advertising, and English are increasingly competing with those in public relations. What does this mean for PR students and professionals?

(Multiple Choice)

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Question 10

If a group of your professors were to analyze the success of a recent public relations campaign, they would be likely to view it in terms of ______.

(Multiple Choice)

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Question 11

In public relations, anyone with an emotional or financial investment in an organization or brand is considered to be a stakeholder.

(True/False)

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Question 12

Public relations practitioners are now managing new roles and functions that were unheard of a generation ago.

(True/False)

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Question 13

Using virtual reality (VR) to enhance stories on the Weather Channel or promote the movie "Tomb Raider" is primarily an example of ______.

(Multiple Choice)

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Question 14

The Dove "Real Beauty" initiative proves that public relations practitioners must be ______.

(Multiple Choice)

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Question 15

Journalists can do much to help PR practitioners, but PR practitioners can't do much to help journalists.

(True/False)

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Question 16

When attempting to define public relations, it is important to know ______.

(Multiple Choice)

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Question 17

Categorize the future trends that public relations practitioners are likely to face in the decades ahead.

(Essay)

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Question 18

The "PESO" acronym stands for ______.

(Multiple Choice)

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Question 19

Because public relations is a strong discipline on its own, it does not need to embrace other fields such as social psychology or journalism.

(True/False)

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Question 20

Showing 1 - 20 of 43

Provide examples of some of the societal and technological factors that have increased the importance of storytelling as a public relations function.

Research on the role of public relations and social media indicates that ______.

Some professionals in other fields do not take public relations seriously, claiming it is not "concrete" enough. What do they mean by such statements?

Writing is becoming a less important public relations skill with the emergence of social media.

Public relations professionals can assist marketing departments and organizations by ______.

Why is it advantageous to be a skilled researcher in a public relations career?

Managing relationships between publics and brands is an emerging but still minor aspect of the public relations practice.

How has the task of writing changed for PR practitioners in the 21st century?

In the 21st century, graduates in marketing, advertising, and English are increasingly competing with those in public relations. What does this mean for PR students and professionals?

If a group of your professors were to analyze the success of a recent public relations campaign, they would be likely to view it in terms of ______.

In public relations, anyone with an emotional or financial investment in an organization or brand is considered to be a stakeholder.

Public relations practitioners are now managing new roles and functions that were unheard of a generation ago.

Using virtual reality (VR) to enhance stories on the Weather Channel or promote the movie "Tomb Raider" is primarily an example of ______.

The Dove "Real Beauty" initiative proves that public relations practitioners must be ______.

Journalists can do much to help PR practitioners, but PR practitioners can't do much to help journalists.

When attempting to define public relations, it is important to know ______.

Categorize the future trends that public relations practitioners are likely to face in the decades ahead.

The "PESO" acronym stands for ______.

Because public relations is a strong discipline on its own, it does not need to embrace other fields such as social psychology or journalism.

Historical Contexts and Todays Practices

Ethics and the Law

Diversity and Inclusion

Research and Evidence-Based Practices

Branding

Writing

Strategic Campaigns

Audiences and Relationship Management

Creative Content

Management and Business Acumen

Measurement and Evaluation

Careers

Specializations

The Future

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