Question 1

Given the prominence and influence of social media, all that may be needed to promote a product in today's digital age is a well-placed __________.

Accepted Answer

A)  news leak 
B)  blog 
C)  pitch 
D)  smart mob

Question 2

Which model places a premium on the ethical practice of public relations?

Accepted Answer

A)  Integrated strategy 
B)  Core practice 
C)  Direct effects 
D)  Two-way symmetric

Question 3

The first PR person on the board of a major public corporation, __________, was the vice president of public relations for AT&T from 1927 to 1946 and also helped create ethical guidelines for public relations.

Accepted Answer

A)  Ivy Ledbetter Lee 
B)  Edward L. Bernays 
C)  Doris E. Fleischman 
D)  Arthur W. Page

Question 4

Who was an early master of press agentry that helped this practice flourish?

Accepted Answer

A)  Edward L Bernays 
B)  John D. Rockefeller 
C)  P. T. Barnum 
D)  Ivy Ledbetter Lee

Question 5

Which theoretical model views public relations as a system of managing relationships among organizations, individuals, and their many publics?

Accepted Answer

A)  Agenda setting 
B)  Direct effects 
C)  Two-way symmetric 
D)  Media grammar

Question 6

Who pays media organizations to place content?

Accepted Answer

A)  Advertisers 
B)  Philanthropists 
C)  PR professionals 
D)  Bloggers

Question 7

What is the aim of strategic communications, and what makes this task challenging?

Accepted Answer

The answer of What is the aim of strategic communications,...

Question 8

In the earliest forms of PR during much of the nineteenth century, communication was largely __________, from the public relations agent through the media to the audience.

Accepted Answer

A)  symmetric 
B)  asymmetric 
C)  objective 
D)  subjective

Question 9

What was a central practice of press agentry?

Accepted Answer

A)  Recruiting new advertisers for newspapers 
B)  Representing journalists in their contract negotiations 
C)  Creating public service announcements 
D)  Getting publicity in the press for a client

Question 10

Although public relations professionals engage in a wide range of activities, they typically devote most of their time to __________.

Accepted Answer

A)  company executives 
B)  the media 
C)  company employees 
D)  company shareholders

Question 11

Even in a constantly changing media landscape, what remains the most important factor in successful persuasion?

Accepted Answer

A)  Writing a clear thesis 
B)  Knowing how to use social media 
C)  Understanding the audience 
D)  Understanding the text

Question 12

In the early twentieth century, public relations first became recognized as a separate category when it was distinguished from __________.

Accepted Answer

A)  advertising 
B)  journalism 
C)  press agentry 
D)  agenda setting

Question 13

In the __________ age, PR practitioners, unconcerned with brand strategy or other aspects of advertising, dealt primarily with media relations.

Accepted Answer

A)  information 
B)  marketing 
C)  golden 
D)  analog

Question 14

Who was considered the father of modern public relations?

Accepted Answer

A)  Edward L. Bernays 
B)  P. T. Barnum 
C)  Ivy LedBetter Lee 
D)  Daniel Edelman

Question 15

Press conferences, protests, parades, and even award ceremonies are all __________, arguably forms of manipulation on which the media have become dependent.

Accepted Answer

A)  puffery 
B)  greenwashing 
C)  astroturfing 
D)  pseudo-events

Question 16

The desk arrangement in your classroom can be studied as which pillar of rhetoric?

Accepted Answer

A)  Text 
B)  Author 
C)  Audience 
D)  Decorum

Question 17

Explain why Johnson & Johnson's handling of the infamous Tylenol tampering case in 1982 remains one of the best examples of crisis communications in the two-way symmetric model.

Accepted Answer

The answer of Explain why Johnson & Johnson's handling of...

Question 18

"Can this message be crafted in such a way that encourages people to send the message to others in their social network?" is a question that would be asked in which activity?

Accepted Answer

A)  Interpretive reporting 
B)  Strategic communications 
C)  Product placement 
D)  Quantitative research

Question 19

The study of persuasive communication can be traced back to the ancient Greeks and their examination of __________.

Accepted Answer

A)  sophistry 
B)  Daoism 
C)  rhetoric 
D)  semiotics

Question 20

Selena is in the early stages of a PR campaign to increase positive awareness of a start-up bakery called Gluten-Free Goodies (GFG). To demonstrate the effectiveness of her efforts at the next meeting with GFG executives, she can point to the number of __________.

Accepted Answer

A)  GFG bakeries that have opened across the country 
B)  GFG problems she has covered up from the public 
C)  GFG employees who have expressed satisfaction with their jobs in work surveys 
D)  news outlets that have published or aired material based on information she has promoted about GFG

Exam 9: Public Relations: Building Relationships With Strategic Communications