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PR Multiple Choice

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Multiple choice exam for Public relations
thomasarcher1
Quiz por thomasarcher1, atualizado more than 1 year ago
thomasarcher1
Criado por thomasarcher1 quase 9 anos atrás
12461
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Resumo de Recurso

Questão 1

Questão
The process of researching, creating and refining a product or service and distributing that product or service to targeted customers is called ____
Responda
  • advertising
  • marketing
  • public relations
  • all of the above

Questão 2

Questão
The execution phase of the public relations process is known as
Responda
  • planning
  • propaganda
  • evaluation
  • research
  • communication

Questão 3

Questão
When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in _____
Responda
  • investor relations
  • community relations
  • employee relations
  • media relations
  • consumer relations

Questão 4

Questão
A group that can directly influence your organization's abilities to achieve its goals is known as ____
Responda
  • a secondary public
  • a primary public
  • a latent pulic
  • an interviewing public
  • an aware public

Questão 5

Questão
Most crises are _____
Responda
  • unavoidable
  • time consuming
  • predictable
  • expensive
  • disastrous

Questão 6

Questão
A tactic in marketing public relations is ____
Responda
  • billboards
  • advertising
  • blogs and interactive websites
  • all of the above

Questão 7

Questão
public relations professionals interact with which groups?
Responda
  • employees
  • stockholders
  • customers
  • all of the above

Questão 8

Questão
what is lobbying?
Responda
  • directly interacting to influence elected officials or government regulators and agents
  • protesting in Washington, D.C. about a particular cause
  • the enhancement of communication between investor-owned companies and their shareholders

Questão 9

Questão
what is a focus group?
Responda
  • small groups of a targeted public who are interviewed for research
  • a group of people chosen to be finalists for the next reality show
  • a group chosen as the best of the best
  • a group of people who want to go into public relations

Questão 10

Questão
the practice of combining public relations, marketing, advertising and promotion into a seamless campaign is known as
Responda
  • viral marketing
  • integrated marketing communications
  • satellite-delivered media
  • video news conferences

Questão 11

Questão
which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?
Responda
  • advertising
  • public relations
  • direct marketing
  • sales promotion

Questão 12

Questão
The _____ 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?
Responda
  • value mix
  • integrated dealer mix
  • marketing communications mix
  • marketing control mix

Questão 13

Questão
Two major factors are changing the face of today's communications. One of these factors is the fact that:
Responda
  • costs of promotion are rising
  • mass markets are fragmented and marketers are shifting away from mass marketing
  • global communications are not growing rapidly enough
  • marcom managers have achieved more power and control

Questão 14

Questão
__________ combines sight, sound, and motion, appeals to the senses, and has a low cost per exposure as advantages
Responda
  • newspapers
  • television
  • direct mail
  • radio

Questão 15

Questão
factors leading to the need to manage crises well include all the following except:
Responda
  • round-the-clock cable news coverage
  • tabloid journalism techniques used by various media outlets
  • insensitivity of those not affected by the immediate crisis
  • increased numbers and depth of crises affecting society

Questão 16

Questão
elements of issues management include all the following except:
Responda
  • anticipated issues that are a year or more away
  • impact of external factors
  • impact of internal factors
  • bottom-line orientation

Questão 17

Questão
for a public relations function to gain acceptance for issues management, they must have approval from:
Responda
  • the director of human resources
  • top management, particularly the CEO
  • the marketing director
  • the security director

Questão 18

Questão
for risk communication to be effective, public relations people need to:
Responda
  • encourage management to be part of the communications loop
  • anticipate the needs of media by approaching them with solid information before they approach you
  • take the matter seriously
  • ensure the organisations deed match the words

Questão 19

Questão
you can expect to sense or see all the following when a crises strikes except
Responda
  • the element of surprise
  • events escalate
  • truly helpful politicians and observers
  • siege mentality

Questão 20

Questão
"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:
Responda
  • organisations, particularly their management, increasing their efforts to be more open to their various constituencies
  • Making accounting procedures even more understandable to the SEC
  • CEOs committing to share profits with employees and shareowners
  • Renewed efforts to publish corporate codes of ethics

Questão 21

Questão
Corporate social responsibility boils down to:
Responda
  • Providing safe products that perform well and do not harm the environment
  • providing employees a safe, healthy work environment
  • avoiding discrimination in hiring, promoting and retaining the best people for your organisation
  • all of the above

Questão 22

Questão
most public relations analysis take the informal form called:
Responda
  • primary research
  • objective research
  • abstract research
  • secondary research

Questão 23

Questão
Public Relations can be defined as
Responda
  • a collection of techniques for persuading people to buy products they don't need
  • a collection of techniques for persuading news organisations to give space or time to people or products that are not inherently newsworthy
  • planned and continuous communication to provide information about an organisation, issue or product to the public
  • planned and continuous communication to obscure the inadequacies of an organisation or product

Questão 24

Questão
public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?
Responda
  • internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
  • internal communications always flow from the top of the organisation down, and external communications always flow from the bottom to the top
  • internal communications always are carried out by e-mail, and external communications always are carried out through the mass media
  • internal communications keep the company employees informed about the company, and external communications deal with investors, clients, customers or contributors.

Questão 25

Questão
effective public relations practitioners first
Responda
  • send as many press releases as possible to as many people
  • determine which media outlets best serve their purposes
  • ask editors to promise to use their press releases
  • find out which media have been most friendly to their client in the past

Questão 26

Questão
which of the following is NOT among the reasons often cited by journalists for rejecting news releases?
Responda
  • they are not newsworthy
  • they are too well written
  • they are sent to the wrong person
  • they fail to include important information

Questão 27

Questão
public relations professionals should send news well in advance of the publication date because
Responda
  • news organisations move slowly and need plenty of time to rewrite the release
  • a release received close to a deadline is likely to be thrown away
  • a release received close to a deadline leaves news organisations with too little time to plan special coverage
  • a release received too close to a deadline is less likely to be published

Questão 28

Questão
if 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
Responda
  • probably a one sided story
  • stating the obvious
  • full of pluffery
  • reporting a contrived event

Questão 29

Questão
Public relations is defined as a _____ within an organisation
Responda
  • media-communication function
  • consumer-community function
  • leadership-management function
  • management-media function

Questão 30

Questão
public relations practitioners develop, execute and evaluate organisational programs that promote the exchange of influence and understanding _____________
Responda
  • among an organisations constituent parts and publics
  • so that hostile publics can be silenced
  • in an attempt to make sure organisational secrets are not leaked
  • when initial attempts to cover up negative news fail

Questão 31

Questão
social marketing involves
Responda
  • organising social events to benefit a non-profit agency
  • joining social groups to promote an organisation
  • working on behalf of a social cause that benefits society as a whole
  • marketing an organisation to specific social groups

Questão 32

Questão
as part of its management function, public relations practitioners might
Responda
  • develop new products
  • layout sale ads
  • determine employee salary ranges
  • assist in influecning or changing public policy

Questão 33

Questão
a public is defined as a group of individuals or organisations who
Responda
  • work for the same company
  • have a relationship with an organisation
  • use the same product
  • are boycotting a corporation

Questão 34

Questão
a 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
Responda
  • publics
  • problems
  • rivals
  • competitors

Questão 35

Questão
public relations, advertising and marketing are _____ terms
Responda
  • interchangeable
  • distinctly different
  • synonymous
  • all of the above

Questão 36

Questão
decision making in an organisation should include PR practitioners because
Responda
  • theyre the only ones who know how to communicate the decisions with appropriate publics and audiences
  • they are in charge of the social responsibility of the organisation
  • they are at the highest levels of organisational leadership with the organisation
  • their interaction with the organisations publics gives them insight into valid issues that may influence decisions

Questão 37

Questão
public relations practitioners should be involved in management's decision making _____
Responda
  • only during crises
  • during the decision making process
  • only after decisions have been made
  • only if key publics will oppose the decision

Questão 38

Questão
which of the following is secondary research
Responda
  • using company or public records and contacts
  • reviewing previously published or broadcast information
  • using focus groups and surveys
  • interviewing company officials

Questão 39

Questão
the internet has changed public relations in what way?
Responda
  • PR practitioners can put news on the website for reporters to access anytime
  • blogs provide an opportunity to communicate with publics and find target audiences
  • podcasting allows organisations to provide audio and video information to the gernal public without news media
  • all of these

Questão 40

Questão
youtube, flickr and facebook are examples of what kind of collaborative media?
Responda
  • social
  • interactive
  • sharing
  • new

Questão 41

Questão
newspapers, television and radio are examples of what kind of media?
Responda
  • social
  • interactive
  • controlled
  • uncontrolled

Questão 42

Questão
the definition of community relations as a public relations function includes
Responda
  • the goal of benefitting the organisation only
  • the goal of benefitting the community only
  • unplanned, spontaneous participation with a community
  • participation with a community to maintain and enhance its environment

Questão 43

Questão
guerilla tactis are which of the following?
Responda
  • a wartime maneuvers
  • illegal
  • nontraditional communication vehicles
  • never successful

Questão 44

Questão
when selecting a company spokesperson, what matters most is that persons ability to add ______ to the brand
Responda
  • value
  • credibility
  • trust
  • integrity

Questão 45

Questão
the first task of inventor relations is to __________
Responda
  • create and maintain investor confidence
  • obtain support from SEC makers
  • file and distribute paperwork to various stock exchanges
  • meet with company financial officers to strategise

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