Question 1

Investing in having a public relations professional work to generate publicity is a worthwhile investment because earned media

Accepted Answer

A)  has a high potential for dramatization 
B)  is more credible and has more veracity than advertising 
C)  tends to catch people off guard and attracts people who wouldn't read a sponsored message 
D)  appears as "normal" news 
E)  all of the above 
A)  has a high potential for dramatization 
B)  is more credible and has more veracity than advertising 
C)  tends to catch people off guard and attracts people who wouldn't read a sponsored message 
D)  appears as "normal" news 
E)  all of the above E

Question 2

An organization relates actively and continuously to certain segments of its clients, employees, directors and the community. They are

Accepted Answer

A)  primary publics 
B)  secondary publics 
C)  tertiary publics 
D)  irrelevant publics 
E)  internal publics 
A)  primary publics 
B)  secondary publics 
C)  tertiary publics 
D)  irrelevant publics 
E)  internal publics A

Question 3

How should a public relations crisis be managed?

Accepted Answer

.The interests of the public should come before the interest of the organization
. Long-term:
o Cultivate strong media relations
o Prepare key managers to handle the media
.Short-term:
o Develop guidelines
.Do not make matters worse by blaming someone, pretending or speculating, stalling or covering up
.Get the story over with - disclosure ends it, gather information and release it quickly
.Be evenhanded and professional - you will continue to deal with the media long after this particular story is over

Question 4

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

Accepted Answer

A)  totally ignore it 
B)  post a counter-argument on the blogger's Web site using an assumed name 
C)  post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization 
D)  call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs 
E)  create their own blog and "join the fray" 
A)  totally ignore it 
B)  post a counter-argument on the blogger's Web site using an assumed name 
C)  post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization 
D)  call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs 
E)  create their own blog and "join the fray"

Question 5

Reframing an issue and conducting public education campaigns are tools of

Accepted Answer

A)  public relations 
B)  marketing 
C)  lobbying 
D)  advocacy 
E)  advertising 
A)  public relations 
B)  marketing 
C)  lobbying 
D)  advocacy 
E)  advertising

Question 6

Cost-effective PR strategies for a university community relations program would include

Accepted Answer

A)  an advisory board of community leaders 
B)  quarterly formal field surveys of the community 
C)  TV and newspaper ads 
D)  a door-to-door persuasion campaign 
E)  renting out the university football stadium to a professional team so that the community could watch pro-football on Sundays 
A)  an advisory board of community leaders 
B)  quarterly formal field surveys of the community 
C)  TV and newspaper ads 
D)  a door-to-door persuasion campaign 
E)  renting out the university football stadium to a professional team so that the community could watch pro-football on Sundays

Question 7

Describe the active public relations planning process

Accepted Answer

.Identify the organization's relevant pu

Question 8

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

Accepted Answer

A)  public relations 
B)  earned media 
C)  earned advertising 
D)  publicity 
E)  blogging 
A)  public relations 
B)  earned media 
C)  earned advertising 
D)  publicity 
E)  blogging

Question 9

When public relations is conducted so as to be mainly reactive:

Accepted Answer

A)  the response to crisis is guided by long-term strategy 
B)  the organization is defined by carefully designed messages over a long period of time 
C)  the environment, not the organization, sets the public relations agenda 
D)  the organization has control over how others see it 
E)  it is part of a careful long-range organization level process 
A)  the response to crisis is guided by long-term strategy 
B)  the organization is defined by carefully designed messages over a long period of time 
C)  the environment, not the organization, sets the public relations agenda 
D)  the organization has control over how others see it 
E)  it is part of a careful long-range organization level process

Question 10

A large university seeking to enhance its knowledge management approach to public relations and research would

Accepted Answer

A)  wait until a significant issue arose and conduct an issue study 
B)  conduct focus groups 
C)  conduct informal studies and research continually to save money 
D)  conduct formal field surveys on a regular basis 
E)  hire a knowledge management consultant 
A)  wait until a significant issue arose and conduct an issue study 
B)  conduct focus groups 
C)  conduct informal studies and research continually to save money 
D)  conduct formal field surveys on a regular basis 
E)  hire a knowledge management consultant

Question 11

A "customer centered" approach to handling the media by a public relations manager means that the PR person

Accepted Answer

A)  must persuade journalists that it is in their interest to run a particular story 
B)  determines the needs and wants of the journalist and modifies the story to meet those needs 
C)  must combat journalists rejecting a story because they just don't understand the value 
D)  go over the head of the journalists to the editor to convince the media outlet to run the story 
E)  tell the journalists that he or she has many years of experience and that should be good enough to know whether the story is newsworthy or not 
A)  must persuade journalists that it is in their interest to run a particular story 
B)  determines the needs and wants of the journalist and modifies the story to meet those needs 
C)  must combat journalists rejecting a story because they just don't understand the value 
D)  go over the head of the journalists to the editor to convince the media outlet to run the story 
E)  tell the journalists that he or she has many years of experience and that should be good enough to know whether the story is newsworthy or not

Question 12

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Accepted Answer

A)  say "no comment" 
B)  convey that there is nothing to worry about 
C)  release information pointing to someone else being at fault 
D)  get the facts and release the information quickly 
E)  say that the nonprofit will be hiring a new CEO 
A)  say "no comment" 
B)  convey that there is nothing to worry about 
C)  release information pointing to someone else being at fault 
D)  get the facts and release the information quickly 
E)  say that the nonprofit will be hiring a new CEO

Question 13

Describe the role of advocacy and the upstream role for public relations practitioners in a nonprofit organization.

Accepted Answer

. Focus on changing the social and insti

Investing in having a public relations professional work to generate publicity is a worthwhile investment because earned media

An organization relates actively and continuously to certain segments of its clients, employees, directors and the community. They are

How should a public relations crisis be managed?

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

Reframing an issue and conducting public education campaigns are tools of

Cost-effective PR strategies for a university community relations program would include

Describe the active public relations planning process

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

When public relations is conducted so as to be mainly reactive:

A large university seeking to enhance its knowledge management approach to public relations and research would

A "customer centered" approach to handling the media by a public relations manager means that the PR person

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Describe the role of advocacy and the upstream role for public relations practitioners in a nonprofit organization.

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 14: Managing Public Media and Public Advocacy

Investing in having a public relations professional work to generate publicity is a worthwhile investment because earned media

An organization relates actively and continuously to certain segments of its clients, employees, directors and the community. They are

How should a public relations crisis be managed?

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

Reframing an issue and conducting public education campaigns are tools of

Cost-effective PR strategies for a university community relations program would include

Describe the active public relations planning process

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

When public relations is conducted so as to be mainly reactive:

A large university seeking to enhance its knowledge management approach to public relations and research would

A "customer centered" approach to handling the media by a public relations manager means that the PR person

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Describe the role of advocacy and the upstream role for public relations practitioners in a nonprofit organization.

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters