Question 1

Journalists have traditionally held public relations practitioners in low esteem.

Accepted Answer

A) True 
 B)False

Question 2

BP's response to the 2010 Deepwater Horizon oil-rig explosion in Alaska is an excellent example of a company's use of thoughtful crisis management to help its public relations.

Accepted Answer

A) True 
 B)False

Question 3

Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914.

Accepted Answer

A) True 
 B)False

Question 4

Publicity is information a person, company, or institution pays to have published or broadcast in the news media.

Accepted Answer

A) True 
 B)False

Question 5

In what way(s) can public relations influence, and perhaps in some cases almost dictate, news content?

Accepted Answer

Public relations (PR) can significantly

Question 6

The first textbook for public relations, Crystallizing Public Opinion, was written by ______.

Accepted Answer

A)  Ivy Ledbetter Lee 
B)  John Burke 
C)  Walter Lippmann 
D)  Edward Bernays 
E)  P. T. Barnum 
A)  Ivy Ledbetter Lee 
B)  John Burke 
C)  Walter Lippmann 
D)  Edward Bernays 
E)  P. T. Barnum

Question 7

Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site?

Accepted Answer

A)  It prevents the public from getting too interested in a company. 
B)  It helps the company keep its information private. 
C)  It removes some of the barriers between an organization and the groups that PR professionals ultimately want to reach. 
D)  It leads to less press coverage in the event of a company PR crisis. 
E)  All of the options are correct. 
A)  It prevents the public from getting too interested in a company. 
B)  It helps the company keep its information private. 
C)  It removes some of the barriers between an organization and the groups that PR professionals ultimately want to reach. 
D)  It leads to less press coverage in the event of a company PR crisis. 
E)  All of the options are correct.

Question 8

Which of the following activities do PR professionals often handle for their clients?

Accepted Answer

A)  Manage trade shows 
B)  Conduct historical tours 
C)  Appear on news programs 
D)  Produce employee newsletters 
E)  All of the options are correct. 
A)  Manage trade shows 
B)  Conduct historical tours 
C)  Appear on news programs 
D)  Produce employee newsletters 
E)  All of the options are correct.

Question 9

Video news releases are ______.

Accepted Answer

A)  public service announcements (PSAs) 
B)  aired by TV stations as part of their requirement to serve the public interest 
C)  produced by PR agencies and companies for use in TV newscasts 
D)  eagerly accepted by TV news departments, especially in large markets 
E)  None of the options are correct. 
A)  public service announcements (PSAs) 
B)  aired by TV stations as part of their requirement to serve the public interest 
C)  produced by PR agencies and companies for use in TV newscasts 
D)  eagerly accepted by TV news departments, especially in large markets 
E)  None of the options are correct.

Question 10

Why did the Federal Trade Commission set new rules about PR blogging in 2009?

Accepted Answer

A)  It was concerned about the use of sexually explicit images. 
B)  It was worried about company representatives altering Wikipedia entries. 
C)  It was concerned about "mom bloggers" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed. 
D)  It didn't like the fact that some companies had Facebook pages. 
E)  It was concerned that some politicians were using social media like Twitter to seem more warm and friendly when they were really cold and distant. 
A)  It was concerned about the use of sexually explicit images. 
B)  It was worried about company representatives altering Wikipedia entries. 
C)  It was concerned about "mom bloggers" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed. 
D)  It didn't like the fact that some companies had Facebook pages. 
E)  It was concerned that some politicians were using social media like Twitter to seem more warm and friendly when they were really cold and distant.

Question 11

A _____ is PR that is designed to resemble a TV news story.

Accepted Answer

The answer of A _____ is PR that is designed...

Question 12

Buffalo Bill's publicity agent, John Burke, used ______ to promote Bill's Wild West show.

Accepted Answer

A)  newspaper stories 
B)  dime novels 
C)  movies 
D)  poster art 
E)  All of the options are correct. 
A)  newspaper stories 
B)  dime novels 
C)  movies 
D)  poster art 
E)  All of the options are correct.

Question 13

Astroturf lobbying refers to phony grassroots campaigns engineered by PR firms.

Accepted Answer

A) True 
 B)False

Question 14

Earmarks are spending directives in bills that are often the result of political favors or bribes.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis?

Accepted Answer

A)  Tylenol successfully shifted blame by telling lies to cast suspicion on competitors. 
B)  Tylenol changed its name in order to avoid any lingering negative publicity. 
C)  Tylenol underestimated the number of contaminated bottles and still managed to get the public to sympathize with the company. 
D)  Tylenol offered full disclosure of the problem to the press, recalled its products nationwide, and set up emergency phone lines to take calls from consumers and health care providers. 
E)  None of the options are correct. 
A)  Tylenol successfully shifted blame by telling lies to cast suspicion on competitors. 
B)  Tylenol changed its name in order to avoid any lingering negative publicity. 
C)  Tylenol underestimated the number of contaminated bottles and still managed to get the public to sympathize with the company. 
D)  Tylenol offered full disclosure of the problem to the press, recalled its products nationwide, and set up emergency phone lines to take calls from consumers and health care providers. 
E)  None of the options are correct.

Question 16

It is illegal for most companies and organizations to engage in lobbying.

Accepted Answer

A) True 
 B)False

Question 17

Describe three ways public relations firms use the Internet to promote their clients' interests.

Accepted Answer

Public relations firms use the Internet

Question 18

The most common type of public relations is done in-house by individual companies and organizations.

Accepted Answer

A) True 
 B)False

Question 19

Astroturf lobbying is ______.

Accepted Answer

A)  an illegal fund-raising effort 
B)  a sports-centered PR event 
C)  any activity held for the purpose of getting coverage in the media 
D)  a phony grassroots public-affairs campaign 
E)  the misrepresentation of a candidate's stance on an issue during a political campaign 
A)  an illegal fund-raising effort 
B)  a sports-centered PR event 
C)  any activity held for the purpose of getting coverage in the media 
D)  a phony grassroots public-affairs campaign 
E)  the misrepresentation of a candidate's stance on an issue during a political campaign

Question 20

Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).

Accepted Answer

A) True 
 B)False

Journalists have traditionally held public relations practitioners in low esteem.

BP's response to the 2010 Deepwater Horizon oil-rig explosion in Alaska is an excellent example of a company's use of thoughtful crisis management to help its public relations.

Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914.

Publicity is information a person, company, or institution pays to have published or broadcast in the news media.

In what way(s) can public relations influence, and perhaps in some cases almost dictate, news content?

The first textbook for public relations, Crystallizing Public Opinion, was written by ______.

Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site?

Which of the following activities do PR professionals often handle for their clients?

Video news releases are ______.

Why did the Federal Trade Commission set new rules about PR blogging in 2009?

A _____ is PR that is designed to resemble a TV news story.

Buffalo Bill's publicity agent, John Burke, used ______ to promote Bill's Wild West show.

Astroturf lobbying refers to phony grassroots campaigns engineered by PR firms.

Earmarks are spending directives in bills that are often the result of political favors or bribes.

Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis?

It is illegal for most companies and organizations to engage in lobbying.

Describe three ways public relations firms use the Internet to promote their clients' interests.

The most common type of public relations is done in-house by individual companies and organizations.

Astroturf lobbying is ______.

Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).

Mass Communication: a Critical Approach

The Internet, Digital Media, and Media Convergence

Digital Gaming and the Media Playground

Sound Recording and Popular Music

Popular Radio and the Origins of Broadcasting

Television and Cable: the Power of Visual Culture

Movies and the Impact of Images

Newspapers: the Rise and Decline of Modern Journalism

Magazines in the Age of Specialization

Books and the Power of Print

Advertising and Commercial Culture

Media Economics and the Global Marketplace

The Culture of Journalism: Values, Ethics, and Democracy

Media Effects and Cultural Approaches to Research

Legal Controls and Freedom of Expression

Filters

Exam 12: Public Relations and Framing the Message

Journalists have traditionally held public relations practitioners in low esteem.

BP's response to the 2010 Deepwater Horizon oil-rig explosion in Alaska is an excellent example of a company's use of thoughtful crisis management to help its public relations.

Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914.

Publicity is information a person, company, or institution pays to have published or broadcast in the news media.

In what way(s) can public relations influence, and perhaps in some cases almost dictate, news content?

The first textbook for public relations, Crystallizing Public Opinion, was written by ______.

Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site?

Which of the following activities do PR professionals often handle for their clients?

Video news releases are ______.

Why did the Federal Trade Commission set new rules about PR blogging in 2009?

A _____ is PR that is designed to resemble a TV news story.

Buffalo Bill's publicity agent, John Burke, used ______ to promote Bill's Wild West show.

Astroturf lobbying refers to phony grassroots campaigns engineered by PR firms.

Earmarks are spending directives in bills that are often the result of political favors or bribes.

Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis?

It is illegal for most companies and organizations to engage in lobbying.

Describe three ways public relations firms use the Internet to promote their clients' interests.

The most common type of public relations is done in-house by individual companies and organizations.

Astroturf lobbying is ______.

Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).

Mass Communication: a Critical Approach

The Internet, Digital Media, and Media Convergence

Digital Gaming and the Media Playground

Sound Recording and Popular Music

Popular Radio and the Origins of Broadcasting

Television and Cable: the Power of Visual Culture

Movies and the Impact of Images

Newspapers: the Rise and Decline of Modern Journalism

Magazines in the Age of Specialization

Books and the Power of Print

Advertising and Commercial Culture

Media Economics and the Global Marketplace

The Culture of Journalism: Values, Ethics, and Democracy

Media Effects and Cultural Approaches to Research

Legal Controls and Freedom of Expression

Filters