Question 1

Because of the rise of social media, public relations practitioners must

Accepted Answer

A)  listen to facilitate conversations between organizations and their constituents. 
B)  start using strategic planning tools. 
C)  rely more on formal opinion leaders. 
D)  use more news releases to sell products and services. 
E)  none of the above. 
A)  listen to facilitate conversations between organizations and their constituents. 
B)  start using strategic planning tools. 
C)  rely more on formal opinion leaders. 
D)  use more news releases to sell products and services. 
E)  none of the above. A

Question 2

Define social media and explain its significance for the public relations profession.List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics.

Accepted Answer

Wikipedia defines social media as "the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other." Social media has also been described in terms of "a shift from vertical to horizontal communications on the Web." The rapid rise of social networking sites has also dramatically changed the landscape of public relations. Today's practitioners must focus on listening and engaging in a dialogue with consumers in a world where organizations must now operate in a totally transparent manner. Collectively, social media has the power to support or destroy a brand or reputation. 
Blogs: The first widespread application of social media, blogs are free-form weblogs, which also include comments from followers. Blogs are widely recognized by public relations personnel as a cost-effective way to reach large numbers of people. A majority of journalists read blogs for story ideas, and blogs heavily influence today's news coverage. 
Twitter: Behind Facebook, Twitter is the second-most popular social media network in the world. 
This microblogging site allows users to post messages of up to 140 characters in length from computers and mobile phones to individuals who have signed up to "follow" an individual or brand. 
Public relations professionals often use Twitter as a distribution platform for late-breaking news, to refute a viral rumor, or to provide updates on developing situations with high news interest.

Question 3

The Internet came into widespread public use in the 1970s.

Accepted Answer

A) True 
 B)False  False

Question 4

"Conversations" on social media can be controlled.

Accepted Answer

A) True 
 B)False

Question 5

Among many other features, LinkedIn enables users to apply for various positions online.

Accepted Answer

A) True 
 B)False

Question 6

Overwhelmingly, public companies now use webcasts for range of outreach purposes.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is an advantage the Web brings to public relations professionals?

Accepted Answer

A)  Users can update information quickly, without having to reprint materials. 
B)  The Web allows for limited interactivity. 
C)  Space limitations dictate content. 
D)  It is a cost-effective method for disseminating information. 
E)  Both A and D. 
A)  Users can update information quickly, without having to reprint materials. 
B)  The Web allows for limited interactivity. 
C)  Space limitations dictate content. 
D)  It is a cost-effective method for disseminating information. 
E)  Both A and D.

Question 8

According to Shel Holtz, social media expert, all of the following are different "levels" of corporate texting EXCEPT:

Accepted Answer

A)  mobile applications . 
B)  broadcast. 
C)  subscription based. 
D)  "one-off" (wherein a cell phone user sends a text message to a source to get an answer to a ? question). 
E)  all of the above. 
A)  mobile applications . 
B)  broadcast. 
C)  subscription based. 
D)  "one-off" (wherein a cell phone user sends a text message to a source to get an answer to a ? question). 
E)  all of the above.

Question 9

Discuss the development of mobile-enabled content and explain its significance for the public relations profession.Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics.

Accepted Answer

The widespread adoption of smartphones,

Question 10

All of the following describe new media EXCEPT:

Accepted Answer

A)  widespread broadband. 
B)  corporate-controlled communication. 
C)  cheap or free. 
D)  new advertising paradigms. 
E)  all of the above. 
A)  widespread broadband. 
B)  corporate-controlled communication. 
C)  cheap or free. 
D)  new advertising paradigms. 
E)  all of the above.

Question 11

The following are all functions of wikis EXCEPT:

Accepted Answer

A)  They can be used by employees. 
B)  They can facilitate cooperative work on projects. 
C)  They can go "viral" if they become popular enough. 
D)  They provide paperless editing. 
E)  Users can correct and update inaccurate information. 
A)  They can be used by employees. 
B)  They can facilitate cooperative work on projects. 
C)  They can go "viral" if they become popular enough. 
D)  They provide paperless editing. 
E)  Users can correct and update inaccurate information.

Question 12

By 2014, mobile internet will probably overtake desktop Internet use.

Accepted Answer

A) True 
 B)False

Question 13

For public relations practitioners, the best reason to run an organizational blog is that:

Accepted Answer

A)  It enables a real-time conversation with key stakeholders. 
B)  It gives managers a "heads-up" on shutting down negative bloggers. 
C)  It is artificial and full of "execu-babble." 
D)  It provides a unique listening tool. 
E)  Both A and D. 
A)  It enables a real-time conversation with key stakeholders. 
B)  It gives managers a "heads-up" on shutting down negative bloggers. 
C)  It is artificial and full of "execu-babble." 
D)  It provides a unique listening tool. 
E)  Both A and D.

Question 14

Steve Cody recommends all of the following tactics for creating successful employee blog EXCEPT:

Accepted Answer

A)  post infrequently to manage expectations. 
B)  be transparent. 
C)  generate as much original material as possible. 
D)  only link to relevant blog sites. 
E)  all of the above. 
A)  post infrequently to manage expectations. 
B)  be transparent. 
C)  generate as much original material as possible. 
D)  only link to relevant blog sites. 
E)  all of the above.

Question 15

What do the letters ROI stand for in business?

Accepted Answer

A)  research on instinct 
B)  return of intuition 
C)  right of industry 
D)  return on interest 
E)  none of the above 
A)  research on instinct 
B)  return of intuition 
C)  right of industry 
D)  return on interest 
E)  none of the above

Question 16

What is the best way to characterize the shift from traditional mass media to social media?

Accepted Answer

A)  Massive disorganization. 
B)  Upward to downward. 
C)  Vertical to horizontal. 
D)  Organized to disorganized. 
E)  Independent to corporate. 
A)  Massive disorganization. 
B)  Upward to downward. 
C)  Vertical to horizontal. 
D)  Organized to disorganized. 
E)  Independent to corporate.

Question 17

unique characteristic of the Internet, which traditional media do not offer, is

Accepted Answer

A)  the capacity to deliver complex information. 
B)  more visuals. 
C)  interactivity. 
D)  more government oversight. 
E)  more reliable material. 
A)  the capacity to deliver complex information. 
B)  more visuals. 
C)  interactivity. 
D)  more government oversight. 
E)  more reliable material.

Question 18

Organizations and public relations staffs have discovered that unfortunately, texting is not useful way to reach employees.

Accepted Answer

A) True 
 B)False

Question 19

Major advantages of podcasting include all of the following EXCEPT:

Accepted Answer

A)  cost-effectiveness. 
B)  built-in credibility. 
C)  the ability of users to access material 24/7. 
D)  portability. 
E)  all of the above. 
A)  cost-effectiveness. 
B)  built-in credibility. 
C)  the ability of users to access material 24/7. 
D)  portability. 
E)  all of the above.

Question 20

You are publicist promoting new album release for an up-and-coming rock act.Your record label has provided very limited budget for this project.At the same time, you want to give fans taste of the new music so they can hear it wherever they are, at any time.Your best media choice is:

Accepted Answer

A)  a podcast. 
B)  a webcast. 
C)  a blog. 
D)  a Twitter feed. 
E)  a wiki. 
A)  a podcast. 
B)  a webcast. 
C)  a blog. 
D)  a Twitter feed. 
E)  a wiki.

Because of the rise of social media, public relations practitioners must

Define social media and explain its significance for the public relations profession.List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics.

The Internet came into widespread public use in the 1970s.

"Conversations" on social media can be controlled.

Among many other features, LinkedIn enables users to apply for various positions online.

Overwhelmingly, public companies now use webcasts for range of outreach purposes.

Which of the following is an advantage the Web brings to public relations professionals?

According to Shel Holtz, social media expert, all of the following are different "levels" of corporate texting EXCEPT:

Discuss the development of mobile-enabled content and explain its significance for the public relations profession.Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics.

All of the following describe new media EXCEPT:

The following are all functions of wikis EXCEPT:

By 2014, mobile internet will probably overtake desktop Internet use.

For public relations practitioners, the best reason to run an organizational blog is that:

Steve Cody recommends all of the following tactics for creating successful employee blog EXCEPT:

What do the letters ROI stand for in business?

What is the best way to characterize the shift from traditional mass media to social media?

unique characteristic of the Internet, which traditional media do not offer, is

Organizations and public relations staffs have discovered that unfortunately, texting is not useful way to reach employees.

Major advantages of podcasting include all of the following EXCEPT:

You are publicist promoting new album release for an up-and-coming rock act.Your record label has provided very limited budget for this project.At the same time, you want to give fans taste of the new music so they can hear it wherever they are, at any time.Your best media choice is:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

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Exam 12: The Internet and Social Media

Because of the rise of social media, public relations practitioners must

Define social media and explain its significance for the public relations profession.List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics.

The Internet came into widespread public use in the 1970s.

"Conversations" on social media can be controlled.

Among many other features, LinkedIn enables users to apply for various positions online.

Overwhelmingly, public companies now use webcasts for range of outreach purposes.

Which of the following is an advantage the Web brings to public relations professionals?

According to Shel Holtz, social media expert, all of the following are different "levels" of corporate texting EXCEPT:

Discuss the development of mobile-enabled content and explain its significance for the public relations profession.Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics.

All of the following describe new media EXCEPT:

The following are all functions of wikis EXCEPT:

By 2014, mobile internet will probably overtake desktop Internet use.

For public relations practitioners, the best reason to run an organizational blog is that:

Steve Cody recommends all of the following tactics for creating successful employee blog EXCEPT:

What do the letters ROI stand for in business?

What is the best way to characterize the shift from traditional mass media to social media?

unique characteristic of the Internet, which traditional media do not offer, is

Organizations and public relations staffs have discovered that unfortunately, texting is not useful way to reach employees.

Major advantages of podcasting include all of the following EXCEPT:

You are publicist promoting new album release for an up-and-coming rock act.Your record label has provided very limited budget for this project.At the same time, you want to give fans taste of the new music so they can hear it wherever they are, at any time.Your best media choice is:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters