Deck 1: The Nature of Public Relations

Question 1

Public relations is a ___________________________ function that helps achieve organizational objectives,defines philosophy,and facilitates organizational change.

A) marketing and promotions
B) leadership and management
C) covert and hidden
D) reactionary and intuitive
E) media and paid-placement

Answer 1

B

Question 2

Government agencies often use the term _______________ to delineate public relations.

A) corporate communication
B) public affairs
C) propaganda
D) marketing communication
E) promotional affairs

Answer 2

B

Question 3

US organizations spent _______________ annually on public relations.

A) $5 million
B) $15 million
C) $500 million
D) $1 billion
E) $10 billion

Answer 3

E

Question 4

One of the most important roles of public relations practitioners is interpreting ______________ to management.

A) public opinion climate
B) annual reports
C) media coverage
D) shareholder confidence
E) sales plans

Question 5

News conferences,convention exhibits,anniversary celebrations,and tours all fall under the label of ___________________.

A) media relations
B) information
C) special events
D) marketing communications
E) target marketing

Question 6

In multinational corporations,globalization has increased the need for clear,consistent and central corporate messages with adaptation at the _______ level.

A) local
B) global
C) international
D) community
E) none of these

Question 7

The key difference between advertising and public relations centers around ______________.

A) media selected to carry messages
B) audiences for messages
C) payment for message placement in media
D) employment of research to tailor messages to an audience
E) creativity involved in developing messages

Question 8

What percentage of PR practitioners are males?

A) 10 percent
B) 30 percent
C) 50 percent
D) 75 percent
E) 85 percent

Question 9

_____________ is the oldest and largest professional association serving public relations practitioners.

A) Internal Association of Business Communicators
B) Professional Relationship Supporters of America
C) National Public Relations Organization
D) Association of Public Information Officers
E) Public Relations Society of America

Question 10

Within the United States,it is estimated that roughly one-third of all practitioners work in __________________.

A) agencies
B) politics
C) corporations
D) consulting
E) non-profit

Question 11

Public relations practitioners promoting _______________ insist that the organization serve in the public interest.

A) persuasion
B) marketing communication
C) social responsibility
D) employee welfare
E) media relations

Question 12

____________________ are persuasive efforts to inform people and change their behaviors regarding some public good.

A) Infomercials
B) Press Releases
C) Advertisements
D) Social marketing programs
E) none of the above

Question 13

Marketing communication campaigns utilize ____________ to introduce products.

A) product publicity
B) financial relations
C) point-of-purchase advertising
D) social responsibility
E) internal relations

Question 14

Which of the following duties/functions outlined in the PRSA booklet Careers in Public Relations involves strengthening ties to internal and external constituents?

A) relationships
B) information
C) special events
D) research
E) production

Question 15

Which of the following is a key public for public relations practitioners?

A) media
B) employees
C) governmental officials
D) community leaders
E) all of these

Question 16

Public relations has been seen as the planned effort to influence public opinion,generally through ____________________.

A) press releases
B) video news releases
C) persuasive communication
D) propaganda
E) counseling

Question 17

________________ of practitioners have passed national accreditation exams administered by the IABC or PRSA.

A) One-fifth
B) One-fourth
C) One-third
D) One-half
E) Three-quarters

Question 18

Public relations leaders spend time gauging the implications that social,political,and economic issues at home and abroad have on maintaining the organization's _________________.

A) market share
B) stock value
C) work force
D) financial stability
E) long term reputation

Question 19

___________________ are defined as groups of people who become important to an organization for one reason or another.

A) Cohorts
B) Consumers
C) Publics
D) Audiences
E) Market segments

Question 20

_____________________ involves analyzing problems and opportunities,defining goals and the publics,and recommending and planning activities.

A) Research
B) Evaluation
C) Production
D) Counseling
E) Programming

Question 21

Business scholars often say that management involves doing the right things and making the right choices,whereas ____________ involves doing the right things.

A) activism
B) leadership
C) advertising
D) marketing
E) None of these

Question 22

Public relations is increasingly becoming the responsibility of ____________.

A) executives
B) just those people trained in PR
C) interns
D) graduates of accredited PR colleges
E) None of these

Question 23

Public relations leaders spend much of their time gauging the implications that __________ issues have on maintaining an organization's long-term reputation.

A) social
B) political
C) economic
D) All of these
E) None of these

Question 24

______________ are not considered a key audience for public relations efforts.

A) Activist groups
B) Media
C) Employees
D) Financial analysts
E) All of these are key audiences

Question 25

Which of the following is not a controlled media?

A) daily newspaper
B) corporate newsletter
C) sales brochure
D) annual report
E) organization's website

Question 26

Which of the following is not a name often assigned to public relations?

A) public affairs
B) communication
C) public information
D) corporate relations
E) All of these are used

Question 27

Activist publics should be contacted by practitioners ___________________.

A) only after they gain media exposure
B) as early as possible
C) once they register with the government
D) after they stage their first protest
E) once the name of the leader is known

Question 28

Much of the communication stemming from public relations is both persuasive and __________________.

A) purposive
B) deliberately false
C) dishonest
D) None of these
E) All of these

Question 29

_____________ is the second-largest PR market behind the United States.

A) Japan
B) Latin America
C) Europe
D) Canada
E) None of these

Question 30

The average age of PR practitioners has been __________ for the last decade.

A) slowly increasing
B) staying steady
C) rising rapidly
D) decreasing
E) None of these