Question 1

Which of the following statements regarding advertising and public relations is TRUE?

Accepted Answer

Public relations and advertising differ in how they use the media; advertising is paid media, while public relations is earned media.

Question 2

Ralph Nader has been an outspoken consumer activist for many years,and several organizations target him and his organizations to influence public opinion.In terms of public relations,Mr.Nader is considered a(n)________.

Accepted Answer

Ralph Nader is a well-known and respected figure in the realm of consumer advocacy, and as such he is considered an opinion leader in public relations. Other options, such as advocacy advertiser, brand journalist, or philanthropist, do not accurately describe Nader's role in the field of PR. While he may occasionally endorse third-party candidates or causes, this is not his primary focus or role within the industry.

Question 3

The trust on which goodwill is based comes from ________.

Accepted Answer

Goodwill is based on the trust and reputation a company has developed over time, which is ultimately tied to its corporate integrity. The other options (A, B, C, and E) may contribute to a company's overall reputation and success, but they are not the primary factors that build goodwill.

Question 4

All the groups of people with which a company or organization interacts-such as employees,media,community groups,stockholders,and so forth-are known as ________.

Accepted Answer

The term "publics" refers to all the groups of people a company or organization interacts with or has a relationship with. This includes employees, media, community groups, stockholders, and more. Targets refers to a specific group or segment that a company is trying to reach with their marketing or communication efforts. Audiences is a similar term to publics, but is often used in reference to specific communication events or channels, such as a TV audience or a social media audience. Shareholders refers specifically to those who own shares in a company, and contact points refers to the various ways in which a customer can interact with a company, such as through different channels or touchpoints.

Question 5

The tendency of consumers to trust the media more than they do advertisers is called the ________.

Accepted Answer

The tendency of consumers to trust the media more than they do advertisers is called the implied third-party endorsement factor. This means that consumers are more likely to believe and trust advertising messages that are communicated by third-party sources, such as the news media or industry experts, rather than by the advertisers themselves. This is because third-party sources are perceived as being more objective and unbiased, and therefore more trustworthy, than the advertisers who have a vested interest in promoting their products or services.

Question 6

Which of the following is NOT a media gatekeeper?

Accepted Answer

All of the other options (newscaster, newspaper editor, newspaper writer, and talk-show coordinator) are examples of media gatekeepers as they are responsible for selecting and shaping the news and information that is communicated to the public. However, a public relations writer's primary function is to represent a particular organization, individual, or cause, rather than acting as a gatekeeper for the media.

Question 7

Which aspect of public relations most likely carries no direct media costs?

Accepted Answer

Publicity is the most likely aspect of public relations to carry no direct media costs, as it involves securing media coverage through earned media rather than paid advertising.

Question 8

Important people who influence the opinions of others are known as ________.

Accepted Answer

Opinion leaders are individuals who are influential and have the ability to shape the opinions and behaviors of others. They are often sought out by marketers as potential advocates for their products or services. Gatekeepers are individuals or organizations that control access to certain information or channels, while trend spotters identify emerging trends. Third-party endorsers are individuals or organizations that lend their credibility to a product or service, and benchmarks are performance measures used to evaluate success. None of these options fully describe the concept of people who influence opinions like opinion leaders.

Question 9

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area.Soon after,the newspaper ran an article on the store's grand opening,with a photo of the long lines of eager customers waiting for the store to open on its first day.In this scenario,the Atlanta Journal Constitution functioned as a(n)________.

Accepted Answer

The Atlanta Journal-Constitution acted as an implied third-party endorser by publishing an article and photo that positively showcased the Apple Store's grand opening, indirectly endorsing the store to its readers without explicitly stating support.

Question 10

________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.

Accepted Answer

Image is the perception that is created through advertising and other marketing communication tools, while reputation is based on an organization's actual behavior. Goodwill refers to the value attributed to a business by its customers, while integrity refers to the adherence to moral and ethical principles. Equity refers to the financial value of a business.

Question 11

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

Accepted Answer

Fairness is one of the core values of conduct outlined in the PRSA Code of Ethics. The other options are not mentioned as core values in the code. Perception may be important, but it is not specifically listed as a core value. Competition and image are mentioned in the code, but not as core values of conduct. Media control is not a value listed in the code - in fact, the code stresses the importance of transparency and truthfulness in communication with media.

Question 12

Which of the following is an area in which public relations and advertising differ?

Accepted Answer

Public relations is generally perceived as having greater credibility than advertising, as it is often seen as more objective and independent.

Question 13

Another term for publics is ________,which refers more specifically to people who have an interest,financial or not,in a company or organization.

Accepted Answer

The term "stakeholders" is more specific to those who have a financial or non-financial interest in a company or organization, such as shareholders, employees, customers, or suppliers. "Targets" and "audience" are broader terms that could refer to anyone or any group that a company is trying to reach or communicate with. "Shareholders" is a more specific term than "publics" but only refers to those who have a financial interest in the company. "Contact points" is not an appropriate term to use in this context.

Question 14

Which of the following statements about public relations is FALSE?

Accepted Answer

Publicity and public relations are not synonymous terms. Publicity refers to the use of various forms of media to create attention and awareness for a company, product, or service, while public relations includes a broader range of activities aimed at building and maintaining relationships with various stakeholders, including customers, employees, investors, and the general public.

Question 15

The rising popularity of blogging has paved the way for new careers that combine ________.

Accepted Answer

The sentence mentions the rising popularity of blogging and how it has created new careers. The options given imply a mix of two different fields, and the most suitable combination in the context of blogging is that of public relations and journalism. Blogging involves creating content for an audience, and this could be done in a journalistic style. At the same time, bloggers often need to work with brands and companies, which requires some level of PR expertise.

Question 16

Marty is an employee of Chevron/Texaco oil company.In terms of public relations,what term below best describes Marty?

Accepted Answer

Marty is considered a stakeholder because he is an employee of Chevron/Texaco oil company and has a vested interest in the success and reputation of the company. As a stakeholder, Marty has a certain level of influence on the company's public relations and is affected by any public relations efforts made by the company.

Question 17

Which of the following is the term that describes what a group of people who share a common interest think about a particular issue?

Accepted Answer

Public opinion refers to what a group of people who share a common interest think about a particular issue. Public relations refers to the strategies used to manage communication between an organization and its stakeholders. Publicity refers to the media attention or coverage that an event or organization receives. Brainstorming refers to a group technique for generating creative ideas. Reputation refers to the overall perception that the public has of an individual or organization.

Question 18

According to the text,what is the greatest asset an organization can have?

Accepted Answer

According to the text, the greatest asset an organization can have is "public goodwill."

Question 19

Akou works behind the scenes at Chicago's most popular radio talk show,scheduling newsworthy guests to appear on air.In this role,Akou is a(n)________.

Accepted Answer

Akou's role as someone who selects and schedules guests to appear on a talk show makes her a gatekeeper.

Question 20

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Accepted Answer

Public relations focuses on building positive relationships and mutual understanding between an organization and its publics, ultimately benefiting both parties. This tool is especially effective for managing reputation and enhancing brand image through various communication channels. While advertising, personal selling, publicity, and sales promotion are important IMC tools, their primary objectives are often to promote product/service features, persuade customers, or increase sales in the short term.

Quiz 3: Public Relations