Test
PR Multiple Choice
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Preguntas del test (45)
1The process of researching, creating and refining a product or service and distributing that product or service to targeted customers is called ____
- Aadvertising
- Bmarketing
- Cpublic relations
- Dall of the above
2The execution phase of the public relations process is known as
- Aplanning
- Bpropaganda
- Cevaluation
- Dresearch
- Ecommunication
3When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in _____
- Ainvestor relations
- Bcommunity relations
- Cemployee relations
- Dmedia relations
- Econsumer relations
4A group that can directly influence your organization's abilities to achieve its goals is known as ____
- Aa secondary public
- Ba primary public
- Ca latent pulic
- Dan interviewing public
- Ean aware public
5Most crises are _____
- Aunavoidable
- Btime consuming
- Cpredictable
- Dexpensive
- Edisastrous
6A tactic in marketing public relations is ____
- Abillboards
- Badvertising
- Cblogs and interactive websites
- Dall of the above
7public relations professionals interact with which groups?
- Aemployees
- Bstockholders
- Ccustomers
- Dall of the above
8what is lobbying?
- Adirectly interacting to influence elected officials or government regulators and agents
- Bprotesting in Washington, D.C. about a particular cause
- Cthe enhancement of communication between investor-owned companies and their shareholders
9what is a focus group?
- Asmall groups of a targeted public who are interviewed for research
- Ba group of people chosen to be finalists for the next reality show
- Ca group chosen as the best of the best
- Da group of people who want to go into public relations
10the practice of combining public relations, marketing, advertising and promotion into a seamless campaign is known as
- Aviral marketing
- Bintegrated marketing communications
- Csatellite-delivered media
- Dvideo news conferences
11which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?
- Aadvertising
- Bpublic relations
- Cdirect marketing
- Dsales promotion
12The _____ is the specific mix of advertising, personal selling, sales promotion, public relations and direct marketing tools that the company uses to pursue its advertising and marketing objectives?
- Avalue mix
- Bintegrated dealer mix
- Cmarketing communications mix
- Dmarketing control mix
13Two major factors are changing the face of today's communications. One of these factors is the fact that:
- Acosts of promotion are rising
- Bmass markets are fragmented and marketers are shifting away from mass marketing
- Cglobal communications are not growing rapidly enough
- Dmarcom managers have achieved more power and control
14__________ combines sight, sound, and motion, appeals to the senses, and has a low cost per exposure as advantages
- Anewspapers
- Btelevision
- Cdirect mail
- Dradio
15factors leading to the need to manage crises well include all the following except:
- Around-the-clock cable news coverage
- Btabloid journalism techniques used by various media outlets
- Cinsensitivity of those not affected by the immediate crisis
- Dincreased numbers and depth of crises affecting society
16elements of issues management include all the following except:
- Aanticipated issues that are a year or more away
- Bimpact of external factors
- Cimpact of internal factors
- Dbottom-line orientation
17for a public relations function to gain acceptance for issues management, they must have approval from:
- Athe director of human resources
- Btop management, particularly the CEO
- Cthe marketing director
- Dthe security director
18for risk communication to be effective, public relations people need to:
- Aencourage management to be part of the communications loop
- Banticipate the needs of media by approaching them with solid information before they approach you
- Ctake the matter seriously
- Densure the organisations deed match the words
19you can expect to sense or see all the following when a crises strikes except
- Athe element of surprise
- Bevents escalate
- Ctruly helpful politicians and observers
- Dsiege mentality
20"Transparency" a term business people are prone to use as a result of the fallout from many unethical business dealings in the early 21st century, refers to:
- Aorganisations, particularly their management, increasing their efforts to be more open to their various constituencies
- BMaking accounting procedures even more understandable to the SEC
- CCEOs committing to share profits with employees and shareowners
- DRenewed efforts to publish corporate codes of ethics
21Corporate social responsibility boils down to:
- AProviding safe products that perform well and do not harm the environment
- Bproviding employees a safe, healthy work environment
- Cavoiding discrimination in hiring, promoting and retaining the best people for your organisation
- Dall of the above
22most public relations analysis take the informal form called:
- Aprimary research
- Bobjective research
- Cabstract research
- Dsecondary research
23Public Relations can be defined as
- Aa collection of techniques for persuading people to buy products they don't need
- Ba collection of techniques for persuading news organisations to give space or time to people or products that are not inherently newsworthy
- Cplanned and continuous communication to provide information about an organisation, issue or product to the public
- Dplanned and continuous communication to obscure the inadequacies of an organisation or product
24public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?
- Ainternal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
- Binternal communications always flow from the top of the organisation down, and external communications always flow from the bottom to the top
- Cinternal communications always are carried out by e-mail, and external communications always are carried out through the mass media
- Dinternal communications keep the company employees informed about the company, and external communications deal with investors, clients, customers or contributors.
25effective public relations practitioners first
- Asend as many press releases as possible to as many people
- Bdetermine which media outlets best serve their purposes
- Cask editors to promise to use their press releases
- Dfind out which media have been most friendly to their client in the past
26which of the following is NOT among the reasons often cited by journalists for rejecting news releases?
- Athey are not newsworthy
- Bthey are too well written
- Cthey are sent to the wrong person
- Dthey fail to include important information
27public relations professionals should send news well in advance of the publication date because
- Anews organisations move slowly and need plenty of time to rewrite the release
- Ba release received close to a deadline is likely to be thrown away
- Ca release received close to a deadline leaves news organisations with too little time to plan special coverage
- Da release received too close to a deadline is less likely to be published
28if a news release contains a statement such as "parents are worried about the amount of violence in our society", that release is of questionable news value because it is
- Aprobably a one sided story
- Bstating the obvious
- Cfull of pluffery
- Dreporting a contrived event
29Public relations is defined as a _____ within an organisation
- Amedia-communication function
- Bconsumer-community function
- Cleadership-management function
- Dmanagement-media function
30public relations practitioners develop, execute and evaluate organisational programs that promote the exchange of influence and understanding _____________
- Aamong an organisations constituent parts and publics
- Bso that hostile publics can be silenced
- Cin an attempt to make sure organisational secrets are not leaked
- Dwhen initial attempts to cover up negative news fail
31social marketing involves
- Aorganising social events to benefit a non-profit agency
- Bjoining social groups to promote an organisation
- Cworking on behalf of a social cause that benefits society as a whole
- Dmarketing an organisation to specific social groups
32as part of its management function, public relations practitioners might
- Adevelop new products
- Blayout sale ads
- Cdetermine employee salary ranges
- Dassist in influecning or changing public policy
33a public is defined as a group of individuals or organisations who
- Awork for the same company
- Bhave a relationship with an organisation
- Cuse the same product
- Dare boycotting a corporation
34a group can become one of an organisations _____ when it recognises an issue related to an organisation, understands its relevance to the groups members and begins to talk about or organise to take action on the issue
- Apublics
- Bproblems
- Crivals
- Dcompetitors
35public relations, advertising and marketing are _____ terms
- Ainterchangeable
- Bdistinctly different
- Csynonymous
- Dall of the above
36decision making in an organisation should include PR practitioners because
- Atheyre the only ones who know how to communicate the decisions with appropriate publics and audiences
- Bthey are in charge of the social responsibility of the organisation
- Cthey are at the highest levels of organisational leadership with the organisation
- Dtheir interaction with the organisations publics gives them insight into valid issues that may influence decisions
37public relations practitioners should be involved in management's decision making _____
- Aonly during crises
- Bduring the decision making process
- Conly after decisions have been made
- Donly if key publics will oppose the decision
38which of the following is secondary research
- Ausing company or public records and contacts
- Breviewing previously published or broadcast information
- Cusing focus groups and surveys
- Dinterviewing company officials
39the internet has changed public relations in what way?
- APR practitioners can put news on the website for reporters to access anytime
- Bblogs provide an opportunity to communicate with publics and find target audiences
- Cpodcasting allows organisations to provide audio and video information to the gernal public without news media
- Dall of these
40youtube, flickr and facebook are examples of what kind of collaborative media?
- Asocial
- Binteractive
- Csharing
- Dnew
41newspapers, television and radio are examples of what kind of media?
- Asocial
- Binteractive
- Ccontrolled
- Duncontrolled
42the definition of community relations as a public relations function includes
- Athe goal of benefitting the organisation only
- Bthe goal of benefitting the community only
- Cunplanned, spontaneous participation with a community
- Dparticipation with a community to maintain and enhance its environment
43guerilla tactis are which of the following?
- Aa wartime maneuvers
- Billegal
- Cnontraditional communication vehicles
- Dnever successful
44when selecting a company spokesperson, what matters most is that persons ability to add ______ to the brand
- Avalue
- Bcredibility
- Ctrust
- Dintegrity
45the first task of inventor relations is to __________
- Acreate and maintain investor confidence
- Bobtain support from SEC makers
- Cfile and distribute paperwork to various stock exchanges
- Dmeet with company financial officers to strategise
Información
- Descripción
- Multiple choice exam for Public relations
- Autor
- thomasarcher1
- Idioma
- English
- Visitas
- 12.909
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