Question 1

Planning and implementing special events are typically responsibilities of ________.

Accepted Answer

Planning and implementing special events are typically responsibilities of the PR department, as they involve promoting and creating a positive image for the organization through events such as product launches, charity events, and press conferences. The PR department is responsible for managing the logistics, publicity, and media coverage of the event.

Question 2

The basic rule of ________ is "do something good,then talk about it."

Accepted Answer

The basic rule of "do something good, then talk about it" is a fundamental principle of public relations. It emphasizes the importance of establishing a positive reputation through positive actions and then communicating those actions to the public to gain their support and trust. Customer relationship management, social marketing, and promotions also involve communication with the public, but they do not necessarily prioritize the "do something good" component of the rule. Public affairs focuses on government relations and policy, which is not directly related to the concept of "doing something good."

Question 3

Timely topics and research project stories are both types of ________.

Accepted Answer

Timely topics and research project stories are both types of press releases. Press releases are a communication tool used by businesses, organizations, or individuals to share news and information about an event, product, or issue with the media and the public.

Question 4

Which of the following is the placement of messages in nontraditional media,such as signs on elevator doors or in a restaurant's restrooms?

Accepted Answer

Ambient advertising refers to the placement of advertising messages in nontraditional media such as signs on elevator doors or in a restaurant's restrooms.

Question 5

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Accepted Answer

Guerrilla marketing involves unconventional and unexpected promotional tactics such as putting up creative street art or staging public stunts to capture people's attention in unexpected places.

Question 6

There are three steps involved in creating a public relations campaign.The first step is to ________.

Accepted Answer

The first step in creating a public relations campaign is to develop objectives. This involves identifying what the organization wants to achieve through the campaign, such as increasing brand awareness, improving public perception, or promoting a new product or service. Once objectives are established, a SWOT analysis can be conducted to identify strengths, weaknesses, opportunities, and threats, and a mission statement can be formulated to guide the overall strategy. Public relations specialists can then be recruited and trained, and components of the proposed campaign can be pretested to ensure effectiveness.

Question 7

One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness.

Accepted Answer

Public relations can be difficult to measure in terms of its effectiveness, as it relies heavily on building relationships and trust with various stakeholders, rather than direct sales or conversions. While there are metrics that can be used to gauge the success of PR campaigns, such as media coverage or social media engagement, it can be challenging to tie these metrics directly to business outcomes.

Question 8

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Accepted Answer

The newspaper articles about the company's role in making restrooms inviting are an example of publicity, as it is the unpaid spread of information about the company's actions and contributions towards making the restrooms clean and inviting.

Question 9

A flash mob is a type of ________.

Accepted Answer

Flash mobs are a type of guerilla marketing, which involves unconventional advertising strategies that aim to surprise and engage the audience. Flash mobs typically involve a large group of people who assemble in a public place to perform a brief, choreographed performance before quickly dispersing. The goal is to capture the attention of onlookers and generate social media buzz around a brand or message.

Question 10

When a company provides financial support for an event such as a concert or tournament,it is using the public relations activity of ________.

Accepted Answer

Providing financial support for an event falls under sponsorship, which is a public relations activity. Lobbying involves attempting to influence government policies, ambient advertising refers to using unconventional locations for ads, guerilla marketing involves unconventional tactics, and flash mobbing is a viral marketing strategy.

Question 11

The most common way for public relations specialists to communicate is through the use of ________.

Accepted Answer

Press releases are the most common way for public relations specialists to communicate. This is because they are an efficient way to distribute information to the media and the public. While other methods such as special events, sponsorship, lobbying, and speech writing may also be used, press releases are the mainstay of public relations communication.

Question 12

________ in the form of logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms,and company trucks can be used to help a company create an identity that the public immediately recognizes.

Accepted Answer

Corporate identity materials, such as logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are specifically designed to create a cohesive visual identity for a company that is instantly recognizable to the public. These materials are a crucial part of a company's branding strategy and are essential for creating a strong brand image.

Question 13

A company newsletter is an example of ________.

Accepted Answer

A company newsletter is an internal communication tool used to disseminate information to employees and stakeholders within the organization, making it an example of internal PR.

Question 14

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

Accepted Answer

Lobbying is a part of public relations, which involves building and maintaining relationships with various stakeholders, including government officials, to promote the interests of an organization or industry.

Question 15

Which of the following is a relatively inexpensive objective measurement that public relations (PR)specialists can use to gauge the effectiveness of their efforts?

Accepted Answer

Coverage in print and broadcast media is a relatively inexpensive way for PR specialists to measure the effectiveness of their efforts, as it involves monitoring the amount and type of media attention their activities receive.

Question 16

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

Public relations is a promotion tool that is focused on building and maintaining a positive corporate image by handling unfavorable stories and events. Public relations activities may include issuing press releases, arranging interviews and events, and managing social media and other forms of communication to promote positive news and address any negative stories or issues.

Question 17

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.She is using ________.

Accepted Answer

Kathy Champe is communicating with members of the media to provide information about events and fundraisers. This is typically done through press releases, which provide journalists with information they can use to create news stories or articles.

Question 18

Annual and quarterly financial reports are both examples of ________ activities.

Accepted Answer

Both annual and quarterly financial reports are important communication tools used by companies to provide financial information to their investors and stakeholders. Therefore, they are considered investor relations activities.

Question 19

Internal PR activities target a company's ________.

Accepted Answer

Internal PR activities are activities designed to reach and communicate with the employees of the company. These activities aim to motivate, engage, and inform the employees about the company, its values, and its goals. Effective internal communication can help to build a positive work environment, improve morale, increase productivity, and enhance job satisfaction, which can ultimately benefit the company's bottom line. Internal PR can also help to reduce employee turnover and attract top talent to the company.

Question 20

Which of the following is NOT a public relations activity?

Accepted Answer

Creative strategy is typically more associated with advertising and marketing, rather than public relations. The other activities listed are common public relations activities.

Quiz 14: Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations