Q&A Hero

Q: ___________________ are statements that specify the action to be taken in a particular situation. A.operating policies B.standard procedures C.rules D.public relations plans E.operation guides

Q: What is the name for the group discussion technique used to generate large numbers of creative ideas? A.scenario construction B.forecasting C.strategic planning D.round tabling E.brainstorming

Q: In scenario construction, a logical description of _______________ is constructed to explore the dynamics of various alternatives. A.future events B.forecasting C.strategic planning D.round tabling E.brainstorming

Q: Which of the following is not one of the elements of campaign planning? A.determining the present situation B.testing materials for communicative ability C.researching and selecting the target audience D.developing a theme for the plan E.creating strategies to accomplish objectives

Q: Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ____________________. A.intuition B.managers' mandates C.the organization's mission statement D.the desires of stakeholders E.results from public opinion surveys

Q: What is the most common type of research process performed by public relations practitioners? A.content analysis B.copy testing C.experimental design D.survey E.mall intercept

Q: Which of the following research methods allows researchers to see forms of nonverbal communication among a small number of people who share the same demographic characteristics. A.Surveys B.Content Analysis C.Personal Interviews D.Experiments E.Focus Groups

Q: Experimental research is generally divided into what two categories? A.laboratory and field B.informal and formal C.qualitative and quantitative D.nominal and ordinal E.primary and secondary

Q: Systematically screening material in print, broadcast and Internet media is a form of ____________. A.casual monitoring B.content analysis C.experiments D.secondary research E.focus group research

Q: Using inferential statistics, a public relations practitioner can infer the characteristics of a very large public from a ____________________. A.focus group B.experiment C.sample D.population E.questionnaire

Q: What research method allows the researcher to observe reactions to different types of stimulus materials. A.Surveys B.Content Analysis C.Personal Interviews D.Experiments E.Focus Groups

Q: Which of the following is one of the disadvantages to interviews? A.the use of open-ended questions B.the personality of the interviewer can influence responses C.interviews can not be conducted over the telephone D.interviews are sometimes unstructured E.nonverbal cues cannot be recorded

Q: ____________ research provides a researcher control over outside stimuli that might contaminate results. A.Surveys B.Field Experiments C.Personal Interviews D.Laboratory Experiments E.Focus Group

Q: _____________________ allows each member of a public an equal chance of being selected. A.Simple random sampling B.Formal research C.Systematic sampling D.Telephone surveying E.Stratified sampling

Q: __________ allows a researcher to describe characteristics of people not included in a large survey. A.Descriptive statistics B.Qualitative data C.Inferential data D.Snowball sampling E.All of these

Q: Mass opinion represents _________________ taken from a group with many different opinions. A.replies B.a list of attitudes C.an average D.data E.all data

Q: A technique that allows each member of a public an equal chance of being selected is ______________. A.simple random sampling B.snowball sampling C.stratified sampling D.non-probability sampling E.All of these

Q: A public is a group of people who share a common problem or goal and recognize _______________. A.public relations efforts B.a common leader C.their demographics D.the attitudes they share E.their common interest

Q: The theory of probability is the basis of all ______________. A.descriptive statistics B.inferential statistics C.case study research D.focus group research E.All of these

Q: Which public type faces an indeterminate situation but does not recognize it as a problem. A.intervening publics B.latent public C.internal public D.aware public E.active public

Q: Results of a survey by the Foundation for Public Relations Research and Education revealed that __________________________ is the fastest-growing category of public relations research. A.social auditing B.copy testing C.issues monitoring D.environmental monitoring E.media surveillance

Q: The ___________________ is a broad-scale study that examines the internal and external public relations of an organization. A.organizational audit B.communication audit C.public relations audit D.relevance audit E.social audit

Q: Which of the following is NOT one of the steps in a public relations audit? A.finding out what the organization thinks B.finding out what the public thinks C.evaluating the disparity between what the organization thinks and what the public thinks D.recommending a public relations program E.persuading the public to adopt the stance of the organization

Q: A network analysis is generally conducted during a ______________________. A.organizational audit B.communication audit C.public relations audit D.relevance audit E.social audit

Q: ______________________ help determine the clarity of a written message and its appropriateness to the educational level of an audience. A.Readability studies B.Comprehension studies C.Content analyses D.Network analyses E.Communicative ability studies

Q: ____________________ are generally attitude and opinion surveys that measure the perceptions of various publics about an organization's social responsiveness. A.organizational audit B.communication audit C.public relations audit D.relevance audit E.social audit

Q: One of the major uses of public relations research is in ___________ A.knowledge management B.issues management C.digital rights management D.communications audits E.social audits

Q: Which of the following is not an informal research technique? A.Focus Groups B.Surveys C.Casual Monitoring D.Record Keeping E.Internet Research

Q: Slander is defamation by _____________. A.spoken words B.gestures C.transitory means D.All of the above E.None of these

Q: Damage in libel cases can involve ________________________. A.harming a person's reputation B.hurting a person's feelings C.causing mental anguish D.None of these E.All of these

Q: Proving the _______________ is a defense against libel charges. A.publication of truthful material B.malice behind actions C.damages causes by actions D.fault of the accused E.None of these

Q: One kind of invasion of privacy is _____________. A.appropriation B.publication of private information C.intrusion D.false light E.All of these

Q: Commercial speech is monitored at ______________ level. A.only the state B.only the federal C.both the state and federal D.no (not monitored) E.None of these

Q: The ___________ requires that both publicly owned corporations submit annual reports. A.SEC B.FCC C.FDA D.CDC E.None of these

Q: Material placed on the Internet __________________. A.can be used freely used without gaining permission B.is considered in the public domain and is without protection C. can be copyright protected D.can not lead to accusations of libel E.None of these

Q: Which of the following is true in regards to ethics and public relations? A.Public relations has a reputation of unethical behavior. B.Public relations is often the source of ethical statements from an organization. C.Practitioners have struggled to create a suitable code of ethics for themselves. D.Practitioners should act as ethical ombudsman for the publics they serve. E.All of these

Q: The PRSA Code of ethics ___________ A.requires mandatory adoption by all practitioners B.is enforceable by law. C.provides no illustrations on how to direct actions D.has not been altered since 1948 E.None of these

Q: What "fifth tradition" does Tim Howard contend would help heal the rift between corporations and its publics as well as the public relations discipline: A.PR licensing B.Two-way communication C.Emotional intelligence D.Enforceable Code of ethics E.All of the above

Q: The process of issues management must be informed at every stage by ______________. A.the board of directors B.research data C.intuition D.decision matrices E.evaluation

Q: His 1906 Declaration of Principles was the first code of ethics for public relations. A.Elmer Davis B.Edward Bernays C.Arthur Page D.Ivy Lee E.Theodore Vail

Q: Which of the following is an example of using secondary research? A.Moderating a focus group to test new slogans B.Surveying local opinion leaders on perceptions of your organization C.Asking employees to fill out a "greatest concerns" questionnaire to gauge internal audiences D.Reviewing someone else's research data E.Conducting an experiment to determine the best format for a client Web site

Q: Which of the following is NOT one of the five factors that Center and Jackson claim regulate social conduct? A.morality B.public opinion C.ethics D.traction E.social norms

Q: Why is it important to demonstrate the value of public relations to management? A.PR effects are often difficult to see when simply looking at income generated B.PR is still not respected by management C.PR effects are impossible to measure D.Evaluation is a key step in PR campaigning E.Public relations is expensive considering its limited value

Q: Which of the following is NOT one of the criteria that must be met for an occupation to become a profession? A.expertise B.credibility C.commitment D.autonomy E.responsibility

Q: Which of the following is NOT an informal research technique? A.reviewing records of past PR activities B.forming special committees to identify critical issues C.content analysis of company newsletters D.casual monitoring of material presented to stakeholders E.investigating data banks for information to guide a campaign

Q: What issue continues to prevent public relations from being a fully professional occupation? A.licensure B.expertise C.commitment D.credibility E.standardized education

Q: __________________ are generally assembled prior to survey research to help the researcher have enough information to ask appropriate questions on the survey questionnaire. A.Special committees B.Key contacts C.Data bases D.Employee groupings E.Focus groups

Q: Edward Bernays believed that _____________ could protect the profession of public relations and the public from unscrupulous practitioners. A.codes of ethics B.uniform education C.licensing D.governmental control E.registration with the Better Business Bureau

Q: Scientific research is also known as _________________ research. A.formal B.informal C.focus groups D.data base E.secondary

Q: Unlike ordinary citizens, public figures must prove ___________ to win a libel case. A.defamation B.fault C.malice D.privilege E.publication

Q: Which one of the following is a primary defense against libel charges? A.identification B.fault C.damage D.malice E.fair comment

Q: If a practitioner uses a picture of a person without his/her permission to advertise a product, allegations concerning _______________ would be raised. A.false light B.publication of private information C.appropriation D.intrusion E.identification

Q: ______________ concerns publication of truthful material that is exaggerated or used out of context. A.false light B.publication of private information C.appropriation D.intrusion E.malice

Q: The ____________________ generally requires that all government records be available to the public. A.Shared Information Act B.Freedom of Information Act C.Open Communication Act D.Fair Usage Law E.First Amendment

Q: The ________________ opened to the public some previously closed meetings of federal boards, commissions, and agencies. A.Securities and Exchange Commission B.US Supreme Court C.First Amendment D.Sunshine Act E.Freedom of Information Act

Q: Public relations practitioners attempt to influence the media agenda by providing news items for ______________. A.public consumption B.private use C.gatekeeper scrutiny D.critical analyses E.None of these

Q: ___________________ governs all commercial advertising. A.The Federal Trade Commission B.The Food and Drug Administration C.The Federal Communication Commission D.The National Labor Relations Board E.The Securities and Exchange Commission

Q: Public relations ___________ identify the central ideas of public relations and how they are related to each other. A.interns B.models C.constructs D.All of these E.None of these

Q: If ________________ is established, practitioners can use another person's creative work without permission. B.imminent domain C.rightful appropriation fair use E.community ownership Lattimore - Chapter 04 #12

Q: ________________ asserts that people factor in the consequences of their behavior before acting. A.Situational Theory B.Uses and Gratifications Theory C.Elaborated Likelihood Model D.Social Exchange Theory E.Diffusion Theory

Q: For a contract to be legally binding, which of the following criteria must be met? A.consideration B.mutual beneficence C.attorney review D.proper filling with judicial authorities E.articulation

Q: Diffusion theory is a useful way to look at how people _________________ information. A.integrate B.discover C.process and accept D.create and publicize E.deny and critique

Q: _______________ cover the names of businesses and businesses products. A.Contracts B.Trademark laws C.Copyright laws D.Defamation laws E.Privacy laws

Q: The ___________ route to persuasion involves people actively thinking about an idea or message. A.alternative B.peripheral C.agenda setting D.strongest E.None of these

Q: A practitioner who copies information from a newspaper website and forwards it to stockholders must consider the implications of the action in terms of ___________. A.libel

Q: The public information model of public relations involves ____________. A.pressing for promotion B.publicity C.two-way communication D.making publics aware of information E.None of these

Q: Nonprofits for the first time received endorsement to use advertisements to discuss matters of public relations following what 1964 US Supreme Court case? A.First National Bank of Boston v. Belloti B.Consolidated Edison Company of New York v. Public Service Commission of New York C.New York Times v. Sullivan D.Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council, Inc. E.Food Lion v. ABC News

Q: _______________ is speech defined as the publication of material that would hold one up to hatred, ridicule, contempt, or spite. A.Defamation B.Harassment C.Degradation D.Unlawful communication E.Verbal assault

Q: Written or printed words that hold a person up to hatred, ridicule, contempt or spite. A.slander B.degradation C.harassment E.libel Lattimore - Chapter 04 #3

Q: Libel law has 2 categories: criminal and ___________________. A.non criminal B.innocent C.civil D.malice E.non libel

Q: Organizations with _________________ do not seek information on relationships with publics; but instead operate on past history or the preferences of decision makers. A.no public relations department B.open systems C.stakeholders D.closed systems E.harmony

Q: Which of the following is not one of the models of public relations? A.public information B.tactician C.two-way asymmetrical D.press agentry E.two-way symmetrical

Q: In public relations, groups that create problems and opportunities for each other are called __________. A.peers B.constituents C.rivals D.competitors E.stakeholders

Q: The _________________ model depicts a practice of public relations in which practitioners try to establish relationships with key individuals. A.tactician B.two-way symmetrical C.public information D.personal influence E.press agentry

Q: ______________ helps explain why some groups are active on a single issue, others are active on many issues, and others are generally uninterested. A.Systems theory B.Situational theory C.Action assembly theory D.Social exchange theory E.Framing Theory

Q: Systems theory can be used only to look at relationships with ____________. A.customers B.media C.employees D.shareholders E.All of these

Q: This variable refers to how much an individual cares about an issue. A.problem recognition B.conflict resolution C.level of involvement D.constraint recognition E.apathy

Q: The primary decision makers of an organization are often called the ___________. A.dominant coalition B.shareholders C.internal public D.stakeholders E.None of these

Q: Which of the following is NOT one of the nine conflict resolution strategies listed in the book. A.contention B.accommodation C.discipline D.principled E.avoidance

Q: This variable describes how publics perceive obstacles that may stand in the way of a solution A.problem recognition B.framing theory C.constraint recognition D.level of involvement E.conflict resolution