Deck 2: Careers in Public Relations

Question 1

Crisis communication counseling skills are more essential than ever because

A) they strengthen the influence of public relations in the organization.
B) public acceptance and support are key to a company's success.
C) these skills require considerable professional expertise.
D) conflicts are infrequent in the business world.
E) Both A and C.

Answer 1

E

Question 2

All of the following are essential abilities for public relations practitioners EXCEPT:

A) writing skills.
B) research ability.
C) graphic design.
D) planning expertise.
E) problem-solving ability.

Answer 2

C

Question 3

What is NOT factor to explain the salary gap with regard to gender?

A) years of experience in the field
B) technician duties versus managerial responsibilities
C) lack of uniform licensing
D) women attempting to balance work and family
E) nature of the industry

Answer 3

C

Question 4

Is possible to define single public relations type of personality for career success?

A) Yes; it must be friendly and outgoing.
B) Yes; it must be driven and focused on success.
C) Both A and B.
D) No; the field is so diverse that it needs many different personalities.
E) It depends on the job and the organization.

Question 5

According to figures provided in the PRWeek 2011 annual salary survey, the career outlook for public relations professionals could be described as:

A) moderate
B) positively robust
C) declining
D) holding its own
E) far beyond expectations

Question 6

You are recent college graduate and new public relations professional looking for work.If high salary is most important to you, which work setting are you most likely to choose?

A) agency
B) corporation
C) government
D) nonprofit
E) education

Question 7

What was the national median salary in 2011 for practitioners between 31 and 35 years old?

A) $56,000
B) $38,000
C) $103,000
D) $72,000
E) $85,000

Question 8

Which of the following work settings employs the greatest number of PRSA members?

A) corporations
B) public relations agencies/firms
C) entertainment
D) sports
E) government

Question 9

Regarding expertise in social media, which of the following is most true?

A) It is no longer very important in public relations.
B) It is the most important public relations skill.
C) the public relations field has expanded beyond social media, into Web 3.0.
D) It is likely to increase in importance.
E) Twitter has emerged as the leading channel.

Question 10

Which of the following tasks are you most likely to do as public relations intern?

A) media monitoring
B) writing press releases
C) financial estimating
D) compiling status reports
E) all of the above

Question 11

Communication "managers" are likely do all of the following EXCEPT:

A) counsel senior management.
B) oversee multiple communication strategies.
C) supervise employees.
D) Develop organizational vision.
E) make communication policy decisions.

Question 12

What does NOT explain changing focus in public relations?

A) The field of public relations has broadened far beyond the concept of media relations.
B) The growth of public relations as a career field distinctly separate from journalism has spawned.
C) The number of available public relations jobs has dwindled in recent years.
D) An expanding area of public relations practice is crisis communication counseling.
E) An increasing amount of writing is being done in "controlled" media.

Question 13

In the "technician" role, public relations practitioners are

A) primarily responsible for producing communication products.
B) managing staff.
C) developing high-level strategic documents.
D) counseling CEOs.
E) establishing their own public relations agencies.

Question 14

According to 2011 salary data, the median salary for recent public relations graduates is

A) $24,000.
B) $32,000.
C) $43,000.
D) $51,000.
E) $60,000.

Question 15

The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields.

Question 16

Public relations practitioners must possess variety of skills/abilities because

A) practitioners are constantly changing jobs.
B) the field is so diverse.
C) the government requires it.
D) most practitioners don't study public relations in college.
E) none of the above.

Question 17

Today's public relations practitioner must understand

A) The QR codes behind social media sites.
B) how to manage competition and conflict.
C) how to achieve clear and consistent communication.
D) the importance of media opposition.
E) Both B and C.

Question 18

Which is considered an essential ability for public relations practitioner?

A) writing
B) networking
C) marketing experience
D) design
E) accounting

Question 19

In the "executive" role, practitioners may do all of the following EXCEPT:

A) lead and manage the organization.
B) supervise projects.
C) develop organizational vision statements.
D) formulate strategic objectives.
E) create organizational policies.

Question 20

Good public relations is valuable for all of the following reasons EXCEPT:

A) The world needs savvy communicators.
B) The world needs facilitators.
C) It benefits both business and society
D) It provides management with a "spin" mechanism.
E) All of the above are true.

Question 21

Phineas T.Barnum will be best remembered in public relations history for:

A) developing the "pseudoevent."
B) making Jenny Lind famous.
C) issuing press releases.
D) suppressing the Standard Oil strike.
E) serving as the first presidential press secretary.

Question 22

Public relations practitioners should still begin their careers as journalists.

Question 23

Many consider him the first presidential press secretary.

A) John Muir
B) Amos Kendall
C) Robert Underwood Johnson
D) Ivy Lee
E) Ben Franklin

Question 24

The salary advantage for men over women is found only in public relations.

Question 25

Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years.

Question 26

Problem-solving ability is considered an essential ability for those pursuing public relations career.

Question 27

These days, most public relations students will be successful in finding more paid internships.

Question 28

Public relations provides vital service to both business and society.

Question 29

Which of the following is NOT one of Grunig's four models of public relations?

A) Two-way asymmetric
B) Public information
C) Press agentry/publicity
D) One-way publicity
E) Two-way symmetric

Question 30

Today, much of the writing in public relations is done for "controlled media."

Question 31

Opponents of licensing for public relations professionals argue that:

A) it would violate the First Amendment.
B) it would be too costly to professionals.
C) no one would adhere to the standards.
D) it discourages membership in professional organizations.
E) insurance would be difficult to obtain.

Question 32

The major effort worldwide to improve standards and professionalism in public relations is:

A) licensing.
B) continuing education.
C) accreditation.
D) promoting membership in professional organizations.
E) expanding collegiate-level public relations curriculum.

Question 33

Although managers and technicians fill different job roles, the differences aren't always clear-cut.

Question 34

Writing is no longer as important as it used to be in public relations.

Question 35

Which of the following is NOT one of Ivy Lee's four important contributions to public relations?

A) Positioning products at the center of public relations initiatives.
B) seeking active support and contributions of top management.
C) maintaining open communication with the news media.
D) emphasizing the necessity of humanizing business.
E) aligning business interests with the public interest.

Question 36

An early use of "conflict positioning" was carried out by:

A) Julius Caesar.
B) Saint Paul.
C) Pope Gregory XV.
D) Samuel Adams.
E) Adolph Hitler.

Question 37

Which is NOT considered reason why there has been an influx of women working in public relations?

A) They find it more "welcoming" than fields such as newspaper work.
B) They can start a public relations firm with relatively little capital.
C) Women are more sensitive than men in facilitating two-way communication.
D) Women are tougher competitors than men.
E) Women can make more money in comparable traditionally female-dominated fields.

Question 38

Environmental activist John Muir used public relations tactics to help:

A) designate Yosemite Valley into a National Park.
B) promote the Sierra Nevada mountains as a tourist destination.
C) stop the spread of railroads through pristine wilderness.
D) Protect the Yosemite Valley in California.
E) Both A and D.

Question 39

Essentially an early publicity release touting the Pharaoh's accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics.

A) the Crusades
B) the Rosetta Stone
C) stories of the Acropolis
D) stone tablets
E) cave drawings

Question 40

Which is NOT one of the tactics used by railroads to get settlers to move to the American West?

A) setting up information offices abroad.
B) soliciting the services of "independent" observers who wrote about what they saw in the West.
C) commissioning painters and photographers to provide romanticized depictions of American ? Indians.
D) using celebrities, such as Buffalo Bill, as endorsers.
E) distributing fact sheets and maps.

Question 41

One reason women have succeeded in public relations is that they are perceived to have better listening and communication skills than men.

Question 42

To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), person must:

A) have at least five years of professional experience in public relations or teaching and pass ? comprehensive exams.
B) have worked in at least three different PR-type settings, with a minimum of 10 years' experience.
C) have a terminal degree in public relations from an accredited university.
D) have earned significant local and national honors for his or her work in the field.
E) have run a public relations agency.

Question 43

All of the following are likely to influence the practice of public relations in coming years EXCEPT:

A) increased international cooperation
B) transparency
C) managing the 24/7 news cycle
D) outsourcing to public relations firms
E) increased emphasis on evaluation

Question 44

Edward Bernays became known as the father of modern public relations for his "big ideas" on how to motivate people.

Question 45

The use of publicity gained acceptance around 1900 with the launch of the first U.S.publicity agency, the Publicity Bureau.

Question 46

Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign?

A) He kept his thumb on the pulse of the press.
B) He utilized four-color posters at key stops.
C) He communicated subway benefits directly to passengers.
D) He appealed directly to children.
E) all of the above.

Question 47

According to PRSA, practitioners should have sense of responsibility to society and the public interest.

Question 48

All of the following are "classic public relations campaigns" mentioned in the text EXCEPT:

A) The civil rights campaign.
B) The seat belt campaign.
C) Tylenol crisis.
D) The Halliburton campaign.
E) Understanding AIDS.

Question 49

All of the following are reasons why the public relations field expanded after World War II EXCEPT:

A) more scandals from top corporate officials.
B) increases in suburban populations.
C) advent of "big" business, government and labor.
D) scientific and technological advances.
E) proliferation of mass media.

Question 50

Why is it important for the public relations field to attract diverse workforce?

A) Government agencies now require it.
B) It sets uniform hiring standards.
C) Globalization has created a strong need for it.
D) It is imperative in order to reach out to diverse audiences.
E) Both C and D.

Question 51

"Transparency" is no longer major trend in public relations.

Question 52

P.T.Barnum was the first major industrialist to use public relations concepts.

Question 53

Which of the following is NOT hallmark of public relations professional?

A) a sense of independence
B) a sense of responsibility to society
C) a concern for integrity of the profession
D) a natural sales ability
E) a higher loyalty to the profession (than the employer of the moment)

Question 54

Ivy Lee helped John D.Rockefeller defend the Ludlow Massacre by opposing the media in series of editorials.

Question 55

Corporate Social Responsibility (CSR) employs research to do all of the following EXCEPT:

A) environmental monitoring.
B) product trials.
C) public relations audits.
D) communication audits.
E) social audits.

Question 56

Which of the following movements employed publicity techniques to further its cause?

A) abolition
B) suffrage
C) prohibition
D) environmentalism
E) all of the above

Question 57

Ivy Lee was the first true public relations counselor.

Question 58

The licensing of public relations professionals is likely to begin in the near future.

Question 59

Describe either: a.) how Edward Bernays might have handled the Ludlow Massacre, or b.) how Ivy Lee might have orchestrated the "hearty breakfast" campaign.Note specific strengths and traits each person exemplified, and how those might translate into these historic public relations situations.How would have the tactics, and possibly the outcomes, differed?

Question 60

Theodore Roosevelt made extensive use of news conferences and interviews in drumming up support for his projects.

Question 61

Write about the importance of diversity in public relations.Describe the impact of race with regard to dealing with key publics.Cite some local examples where diversity is either championed or ignored, and the consequences of these actions.