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Q:
Which statement about the relationship between public relations and social media sites is true?A. Corporate executives can cast themselves in a friendly role by sharing professional and personal observations.B. Politicians strictly avoid using services like Twitter because of the chance of saying something damaging.C. Facebook doesn"t allow companies or politicians to have their own pages.D. Wikipedia encourages PR firms to modify entries for their clients' benefit.E. None of the above options is correct.
Q:
Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site?A. It prevents the public from getting too interested in a company. B. It helps the company keep its information private.C. It removes some of the barriers between an organization and the groups that PRprofessionals ultimately want to reach.D. It leads to less press coverage in the event of a company PR crisis.E. All of the options are correct.
Q:
What did the California Center for Public Health Advocacy hire a PR firm to help them do?A. To help pass legislation banning soda and junk food from public schools B. To help pass legislation banning smoking in restaurantsC. To help pass legislation requiring thirty minutes of exercise a dayD. To help pass legislation banning the sale of foie grasE. None of the options is correct.
Q:
Astroturf lobbying is .A. an illegal fund-raising effortB. a sports-centered PR eventC. any activity held for the purpose of getting coverage in the mediaD. a phony grassroots public-affairs campaignE. the misrepresentation of a candidate's stance on an issue during a political campaign
Q:
Which of the following refers to the process of attempting to influence the voting of lawmakers to support a company's or an organization's best interests?A. LobbyingB. Deadheading C. Outsourcing D. CultivationE. Promotions
Q:
When companies host plant tours, donate money to charity, and support festivals, these are examples of .A. astroturf lobbyingB. social media relationsC. community and consumer relationsD. deadheadingE. media relations
Q:
One of the most successful pseudo-events in recent years was the .A. P. T. Barnum publicity stuntsB. publication of Unsafe at Any SpeedC. elephant march across the Brooklyn BridgeD. Frito-Lay Flavor KitchenE. first press conference held by Theodore Roosevelt
Q:
A pseudo-event is .A. an unexpected and unplanned eventB. an exclusive gathering for society's most fashionable peopleC. any activity held for the sole purpose of getting media coverageD. any illegal fund-raising circumstanceE. any political event that occurred during the Cold War
Q:
Unlike publicity, which is sometimes outside a PR agency's control, may help to focus a complex issue or a client's image.A. VNRsB. press releasesC. paid advertisingD. a pseudo-eventE. None of the options is correct.
Q:
Video news releases are .A. public service announcements (PSAs)B. aired by TV stations as part of their requirement to serve the public interestC. produced by PR agencies and companies for use in TV newscastsD. eagerly accepted by TV news departments, especially in large marketsE. None of the above options is correct.
Q:
Usually, the more closely a press release resembles , the more likely it is to be used.A. actual news copyB. a VNRC. other press releasesD. a PSAE. a pseudo-event
Q:
Small media companies often use press releases verbatim because .A. larger PR firms have more control over themB. they have limited editorial resourcesC. press releases always contain reliable informationD. a larger company's press release contains the most original ideasE. All of the options are correct.
Q:
Which of the following activities do PR professionals often handle for their clients?A. Manage trade showsB. Conduct historical toursC. Appear on news programsD. Produce employee newsletters E. All of the options are correct.
Q:
The targeted audience of public relations is .A. consumers and the general publicB. shareholdersC. company employeesD. government agenciesE. All of the options are correct.
Q:
Communication strategically placed, either as advertising or as publicity, to gain support for a special issue, program, or policy is known as .A. a public service announcementB. lobbyingC. a pseudo-eventD. improper-gandaE. propaganda
Q:
Which statement best describes the current state of the public relations industry?
A. There are over 7,000 public relations firms in the United States alone.
B. There are thousands of corporate, government, and nonprofit organizations that have their own PR departments.
C. A good deal of the money and power in the PR field flows through a handful of major multinational holding companies that often own several PR agencies.
D. Most independent public relations firms operate on a local or regional level.
E. All of the options are correct.
Q:
Journalists like Walter Lippmann worried that .A. they would lose their jobs to slick and savvy PR professionalsB. PR professionals lacked the professional detachment of journalists and held too much power over American public opinionC. PR professionals would obstruct journalists' access to people in power, like politicians and company presidentsD. PR professionals were laughing at the "poor journalists'"E. All of the options are correct.
Q:
The first textbook for public relations, Crystallizing Public Opinion, was written by .A. Ivy Ledbetter LeeB. John BurkeC. Walter LippmannD. Edward BernaysE. P. T. Barnum
Q:
Edward Bernays .A. called himself a public relations counselorB. helped to end a taboo against women's smoking in publicC. taught the first college class in public relationsD. developed propaganda to support America's entry into World War IE. All of the options are correct.
Q:
Which of the following is not true about Ivy Ledbetter Lee, one of the founders of modern public relations?A. He wrote the first college textbook on public relations.B. He worked as a reporter.C. He argued that an open relationship between business and the press would lead to a better public image.D. He thought facts were important, but also elusive and malleable.E. He helped clients repair tarnished images with photo opportunities and well-publicized acts of philanthropy.
Q:
Edward Bernays, who authored the first PR textbook, is more generally known for which of the following?
A. Being the first to send exaggerated stories to the press about his clients and to use gossip
and rumor as part of his campaigns
B. Staging the Boston Tea Party as the first PR event, using costumed protesters to add controversy to the political statement
C. Being the first to use social science research and psychology to stage events that associated a product with a particular attitude
D. Arguing that PR is about coercion, not consent
E. Being the first to warn the public about the dangers of smoking tobacco
Q:
Which of the following figures did notplay a role in the early development of public relations?A. Edward R. Murrow B. John BurkeC. William "Buffalo Bill" CodyD. "Poison Ivy" Lee E. P. T. Barnum
Q:
Ivy Ledbetter Lee believed that facts .A. should not be manipulated or interpreted in any wayB. should be avoided at all costs and it was better to deceive the publicC. were elusive and malleable, begging to be forged and shapedD. were completely uninteresting to a public that just wanted to be entertainedE. None of the above options is correct.
Q:
Ivy Ledbetter Lee told John D. Rockefeller Sr. to hand out to children whenever he was in public; this positively transformed his image in the wake of the disaster.A. candy/Standard OilB. nickels/Standard OilC. dimes/LudlowD. quarters/Standard OilE. pennies/Fordham
Q:
Which company's lobbying efforts were so effective that they eliminated all telephone competition until the 1980s?
A. Chicago Edison
B. AT&T
C. General Electric
D. Bell Atlantic
E. None of the options is correct.
Q:
Which of the following is not one of the reasons large companies such as railroads and utility companies engaged in public relations efforts in the 1800s?A. A desire to get government subsidies for construction projectsB. A desire to see good things written about them in history books C. A deep concern about public sentiment toward their companies D. A desire to run government-approved monopoliesE. All of the options are reasons.
Q:
In the 1800s, America's largest railroads used press agents to .A. drum up passenger businessB. sell shares of stockC. campaign for government fundingD. obtain the right to ship coalE. help them drop fares and shipping rates
Q:
Buffalo Bill's publicity agent, John Burke, used to promote Bill's Wild West show.A. newspaper storiesB. dime novelsC. moviesD. poster artE. All of the options are correct.
Q:
Which of the following was William F. Cody's top publicity agent?
A. "Poison Ivy" Lee
B. P. T. Barnum
C. Edward Bernays
D. Pierre Salinger
E. None of the above options is correct.
Q:
Public support for U.S. involvement in the Iraq War was engineered to some extent by an American public relations agency via the White House.
Q:
Former president Richard Nixon used PR techniques to restore his tarnished image after he left the White House.
Q:
The PRSA tends to downplay ethical issues in public relations.
Q:
The mass media devote relatively few resources to the coverage of labor news.
Q:
Individuals and organizations with extensive PR resources usually receive more coverage in the media than those without such PR resources.
Q:
The fact that PR professionals often move into journalism contributes to ongoing tensions between journalism and PR.
Q:
Though most news reporters won"t easily admit it, they would have a harder time doing their job without the help of PR practitioners.
Q:
Reporters object to PR flacks who make it difficult for them to get access to people they want to interview.
Q:
Flack is the informal term some journalists use to describe PR people who interject themselves between their clients and the press.
Q:
Journalists have traditionally held public relations practitioners in low esteem.
Q:
When someone put poison in a few bottles of Tylenol, company executives decided to withhold comment for a few days while they assessed the damage.
Q:
The BP oil rig explosion and subsequent oil leak may replace the Exxon Valdez oil spill as a prominent example of how not to manage public relations in a crisis.
Q:
Exxon's response to the 1989 Valdez tanker oil spill in Alaska is an excellent example of a company's use of thoughtful crisis management to help its public relations.
Q:
Some public relations firms have altered entries on sites like Wikipedia in order to make their clients look good.
Q:
The Internet presents mostly problems and few opportunities for public relations practitioners.
Q:
Astroturf lobbying refers to phony grassroots campaigns engineered by PR firms.
Q:
It is illegal for most companies and organizations to engage in lobbying.
Q:
Companies often hold plant tours and open houses to convince their local communities that they are good citizens.
Q:
Ralph Nader's book Unsafe at Any Speedis credited with launching the consumer reform movement in America.
Q:
Historian Daniel Boorstin considered the press conference a classic example of a pseudo- event.
Q:
Radio and television stations have been less willing to air public service announcements since the deregulation of broadcasting in the 1980s.
Q:
Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).
Q:
Focus groups are almost never used in public relations research.
Q:
The most common type of public relations is done in-house by individual companies and organizations.
Q:
Most of the largest public relations firms in America are owned by or affiliated with multinational companies.
Q:
Women currently outnumber men by more than three to one in the public relations profession.
Q:
Public relations is largely a male profession, with relatively few women practitioners.
Q:
Edward Bernays thought that in the hands of the right experts, leaders, and PR counselors, public opinion could be shaped and public support directed.
Q:
Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence.
Q:
Edward Bernays believed that obtaining people's consent was not an essential ingredient of a successful public relations campaign.
Q:
In 1929, Edward Bernays convinced women that smoking Colombian cigars was a symbol of their independence from men.
Q:
While P. T. Barnum felt that all publicity was good publicity, Edward Bernays viewed all public relations as propaganda and therefore unethical.
Q:
Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914.
Q:
Ivy Ledbetter Lee, one of the founders of public relations and often dubbed "Poison Ivy," actually believed that honesty and directness were better than deception in public relations.
Q:
Deadheading was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.
Q:
In the 1880s, railroads rarely used bribery to get favorable news coverage.
Q:
P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus.
Q:
The first public relations practitioners were theatrical press agents who staged stunts to get newspaper coverage for their clients.
Q:
Publicity is information a person, company, or institution pays to have published or broadcast in the news media.
Q:
Which of the following is one of the WPP Group's top competitors?
A. Omnicom
B. Ogilvy & Mather
C. Wieden & Kennedy
D. Peterson Milla Hooks
E. None of the above options is correct.
Q:
Hidden or disguised print or visual messages are called .A. subliminal advertisingB. slogansC. public service announcementsD. saturation advertisingE. spam
Q:
By the early 1900s, most advertisements were written to appeal to women, who constituted of newspaper and magazine readers.A. 30 percentB. 50 to 60 percentC. 70 to 80 percentD. 99 percentE. None of the above options is correct.
Q:
In the twentieth century, advertising .A. influenced the change from a producer-driven to a consumer-driven economyB. stimulated demand for new productsC. showed how new products improved daily lifeD. spread messages about new products across the countryE. All of the options are correct.
Q:
Along with patent medicine companies, what was another prominent newspaper advertiser in the 1890s?A. Auto manufacturersB. Travel agentsC. Department stores D. Movie theatersE. Labor unions
Q:
The public became increasingly cynical about advertising in the late 1890s and early 1900s because .A. manufactured products always cost more than their advertised priceB. advertised products were frequently not availableC. advertisers forced newspapers to omit stories about their competitorsD. patent medicines made outrageous claims about what they could cure E. society had become more urban and more trusting
Q:
The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to .A. the cost of raw materialsB. manufacturing costsC. distribution expensesD. advertisingE. a dramatic improvement in quality of materials and manufacturing
Q:
Which of the following was an early brand name in the United States?
A. Eastman Kodak
B. Levi Strauss
C. Quaker Oats
D. Campbell Soup
E. All of the options are correct.
Q:
About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and .A. restaurants and pubsB. runaway slavesC. job noticesD. pistols and other firearmsE. patent medicines
Q:
Only wealthy political candidates can afford to have a significant advertising presence on television.
Q:
The Federal Trade Commission can require advertisers to run spots correcting their deceptive ads.
Q:
Unlike tobacco ads, alcohol ads have yet to target minority populations.