Deck 14: Public Relations

Question 1

A PR professional can only know if objectives have been met by careful analysis during the ______ phase of a PR campaign.

A)organization
B)evaluation
C)planning
D)information-gathering
E)communication

Answer 1

B

Question 2

The technique known as management by objectives would be most closely associated with the ______ phase of a PR campaign.

A)organization
B)distribution
C)planning
D)information-gathering
E)communication

Answer 2

C

Question 3

How do PR agencies earn their money?

A)receiving a set fee for a specific project
B)charging a monthly retainer
C)charging an hourly rate
D)billing both for time and for extra services and materials
E)all of these

Answer 3

E

Question 4

PR practitioners working in the __________ setting are concerned (in part)with promoting good employee/management relations and positive consumer attitude.

A)entertainment and sports
B)investor relations
C)business
D)politics
E)international PR

Question 5

Changes in U.S.society,including __________,have led to a surge in the importance of PR in our society.

A)corporate acceptance of their social responsibility
B)increased consumerism
C)increased organizational complexity and career specialization
D)all of these
E)none of these

Question 6

PR practitioners use the Internet to streamline their media efforts by:

A)sending press releases via e-mail
B)targeting story proposals to their specific sources
C)both of these
D)neither of these

Question 7

Modern public relations can be traced back to:

A)ancient times (Julius Caesar)
B)American Revolution (Samuel Adams; Ben Franklin)
C)early 1900s (Ivy Lee)
D)World War II (Creel Committee)
E)post World War II (Carl Byoir; Edward Bernays)

Question 8

Public relations is best considered a __________ function.

A)management
B)marketing
C)development
D)research
E)responsive

Question 9

An interrelated world economy has helped make ________ one of the fastest-growing sectors of PR.

A)business
B)professional organizations
C)politics
D)international PR
E)investor relations

Question 10

Consulting organizational records,reference books,and personal contacts are most closely associated with the ______ phase of a PR campaign.

A)organization
B)evaluation
C)planning
D)information-gathering
E)communication

Question 11

The biggest PR goal in this setting is probably fundraising.

A)non-profit organizations
B)environmental
C)professional associations
D)politics
E)hospitals

Question 12

The word "public" in public relations really should be taken to imply:

A)publicity
B)consumer
C)public and advertising
D)publics (plural)
E)media

Question 13

A PR firm focusing on entities such as the American Medical Association and the American Dairy Association is specializing in representing:

A)nonprofit organizations
B)national companies
C)professional associations
D)educational associations
E)government/politics

Question 14

All of the following are advantages of using an external rather than an internal PR provider EXCEPT:

A)greater objectivity of perspective
B)lower cost
C)greater ability to come up with fresh ideas
D)prestige can come from being associated with respected PR firm
E)wider variety of services

Question 15

The most challenging form of PR is probably:

A)crisis management
B)international PR
C)hospitals
D)investor relations
E)government/politics

Question 16

The public relations professional focuses on:

A)communication,especially one-way communication
B)communication,especially two-way communication
C)external problem-solving
D)conducting and analyzing research
E)influencing company opinion

Question 17

The audience/public probably becomes aware of a PR program during its __________ phase.

A)organization
B)evaluation
C)planning
D)information-gathering
E)communication

Question 18

Public relations is the same as:

A)promotion
B)press agentry
C)advertising
D)all of these
E)none of these

Question 19

Corporate Web sites are being used by PR practitioners to:

A)communicate with consumers,shareholders and reporters
B)provide opportunities for audience/consumer interactivity
C)provide podcasts
D)all of these
E)none of these

Question 20

In many companies with internal PR departments,the PR director reports to the:

A)president of the company
B)corporate communications officer
C)VP of public services
D)shareholder liaison
E)VP for community development

Question 21

Despite the importance of PR in our society,the US government has not yet utilized PR techniques.

Question 22

Tactical PR plans are usually more specific than strategic PR plans.

Question 23

The U.S.government has utilized public relations since World War I.

Question 24

Account supervisors at a PR firm are responsible for budgeting,quality control and managing the workload of project teams.

Question 25

The creative services department of a PR agency is responsible for merchandising and sales promotions.

Question 26

The first stage of a successful PR campaign is planning.

Question 27

Public relations for any given organization can be done by either internal PR departments or external resources,although many large companies use both.

Question 28

Public relations is similar to advertising,but advertising uses interpersonal communication much more.

Question 29

The PR industry is dominated by giant PR firms owned by ad agencies.

Question 30

Organizations tend to deal with more than one public,so public relations professionals usually consider various "publics."

Question 31

Public relations,promotion,and publicity are basically synonymous.

Question 32

The best way to evaluate the effectiveness of a PR campaign is to count press clippings.

Question 33

Which professionals in our society have you observed using public relations the most? Explain your response.

Question 34

PR can be considered "doing good and getting credit for it."

Question 35

Give examples of why companies need policies for their own employees' use of social media while working.

Question 36

Although modern PR has a 100-year history (beginning with Ivy Lee),PR activities can be traced back to ancient times.

Question 37

The Internet has had little effect on the PR industry.