PR Last Exam

1.

1 point

The four fundamentals of writing are?

Preceding an idea, using drafts, simplifying and clarifying, aiming at a specific target audience

Getting straight to the point, using details, telling the truth, using simple words

Preceding an idea, using drafts, simplifying and clarifying, getting straight to the point

2.

1 point

The first step in crisis management is?

Describe actions needed to eliminate each risk

Identify cause of each risk

Define potential risk for each audience

3.

1 point

What is the lead?

Most critical part usually answering the who, what, when, where and how questions

The gist or point of the story

The sentence that defines the plot

The most critical part of the story that is usually straightforward in highlighting the facts

4.

1 point

"The premise that companies need to give back" is based on

ICR - International Consumers Relations

CM - The consumer management

CSR - Corporate social responsibility

5.

1 point

Who turned consumer movement into a big movement?

John F. Kennedy

Ralph Nader

Consumers

Congress

6.

1 point

What is Integrated Marketing Communications?

The intersection of PR, Advertising and Marketing

Strategic marketing plan that includes PR and advertising

Put together of a Marketing campaign for consumers

7.

1 point

What does IMC stand for?

Integrated Marketing of Consumers

Integrated Marketing Commission

Integrated Marketing Communications

8.

1 point

What comes first at the top of the inverted pyramid?

The main idea

The climax

The general facts

The lead

9.

1 point

The key to the practice of public relations is?

Effective communicating to CEO

Effective skills in writing

Effective skills in communicating to the public

Effectively communicating in both writing and speaking

10.

1 point

What would be an emotional experience that would be considered as news worthy?

Public interest story

Human interest story

11.

1 point

If writing for the ear, what's one thing you must do differently?

Must not be boring

Must be brief in order for the message to be heard

Must be detailed to help comprehension

Must be broad

12.

1 point

What is third-party endorsement?

The media/news

Paying someone to relay message

Paying for general representation of a brand

13.

1 point

What is the purpose of CGM (Consumer Generated Media)?

Encompasses millions of consumer generated comments, opinions, and person experiences

It distinguishes what customers say after a bad buying experience

It gathers all customer purchasing behavior and habits

Encompasses millions of negative responses from consumers and their experiences

14.

1 point

One of the highest paid areas of PR is?

Communication and Message mapping

Studying of consumer opinions

Crisis management

Issue Management

15.

1 point

One thing that's important for any organization especially non-profit is:

Positioning the organization, knowing your position

Regulating employee pay

Establishing company relevance

Adding more positions

16.

1 point

All foreign companies operating internationally should do what?

Send out press releases

Take action first

Study consumer behavior

17.

1 point

Advertising is defined as?

Marketing of a specific organization unbiasedly, and relaying info about that organization

Subset that involves paying to place your message in media formats

Selling of a service or product through pricing, distribution and promotion.

18.

1 point

The web has the ability to further human relations and across communities, why?

How easy it is to use

Its accessibility

For more educational/communication reasons and opportunities

Societies ability to express their thoughts freely

19.

1 point

Who came up with the term "Issue Management"?

W. Howard Chase

John F. Kennedy

Ralph Nader

20.

1 point

News worthy topic for news releases include?

Oddity

Impact

Proximity

Conflict

All 5 of the above are correct

Known principle

21.

1 point

In the 1960s, John F. Kennedy proposed that consumers have their own bill of rights, containing what four principles?

the right to safety, the right to be informed, the right to choose, the right to be heard

The right to safety, the right be informed and to inform, the right to choose, the right to be heard

The right of safety, the right to be informed, the right to choose, the right to expression

22.

1 point

5 Principles of branding?

Create a personality

Be memorable

All 5 are correct

Be aggressive

Use heritage

Be early

23.

1 point

Online/social media marketing has allowed companies to be more or less visible?

Less

Niether

More

24.

1 point

Cause-related marketing has grown over the last century.

True

False

25.

1 point

Corporate can give or contribute based on?

The publics finances

Their finances and how much they're making

The responses from the public

The pay rate of their employees

26.

1 point

Why is it so important to keep current customers happy?

The buy the most

They make more commendations

They complain the most

We sell to them the most and they're our established customers

27.

1 point

The premise that companies need to give back, ended/slowed down when?

1880s

2005

1990s

Recently

28.

1 point

What is issue management?

Meaningful participation in creation of public policy

Management and plan of a specific issue or crisis

Management of public policy

29.

1 point

Basic writing principles are vey important?

True

False

30.

1 point

One reason PR has become so international is?

The internet

Word of mouth

Customers

Advertising

31.

1 point

Who is appointed to investigate complaints?

Ombudsman

PR people

The CEO

Human resources

32.

1 point

What is cause-related marketing?

PR sponsorship tied to philanthropy as a integrated marketing device

Marketing used in company crisis situation

Promotion used to correct misrepresentation

33.

1 point

When effectively writing to a listener, a challenge is to?

Get straight to the point

Using good examples

Grab the listener's attention quickly

Be detailed

34.

1 point

What is a frequent response to complaint letters from customers?

That it should be handled immediately

Bedbug letter (came from railroad complaints)

They should not be taken lightly

That they are exaggerated

35.

1 point

What is branding?

Creation of a logo for a product

Creating a differentiable identity or position for a company/product

Creation of a company message

36.

1 point

Corporates main reason/benefit in giving back is?:

It is in the best interest of the corporation

This helps the community trust the corporation

It is in the best interest of the public

37.

1 point

Responding with "no comment" is the worst response during a crisis.

False

True, it is considered shady

Yes but, it has no impact and leaves room for the company to correct its identity

38.

1 point

Public relation professionals are expected to have mastered the fundamentals of?

Consumer analytics

Expression

Communication

Writing

39.

1 point

Marketing is defined as?

Selling of a service or product through pricing, distribution and promotion.

Marketing of a specific organization unbiasedly, and relaying info about that organization

Subset that involves paying to place your message in media formats

40.

1 point

If PR practitioners want to be key players in IMC they must be?

Consumer engaged

Credible

Envolved

41.

1 point

It is easier to get a non-profit job because?

They are more willing to take people with less or no experience

They usually have more open job opportunities

They pay less and are willing to take people with less/no experience

Easier positions and job locations

42.

1 point

Most important step in planning in a crisis is?

Identify each possible risk

Demonstrate responsible management action

Identify cause of each risk

43.

1 point

What is the document written the most by PR professionals?

Case Study

News releases/Press releases

Consumer surveys

SWOT analysis

44.

1 point

what is the fastest growing ethnic group?

African Americans

Muslims

Asians

Hispanics

45.

1 point

CGM stands for:

Consumer Generated Media

Consumer General Management

Consumer Generated Maintenance

Customer's General Moves

46.

1 point

PR is defined as?

Selling of a service or product through pricing, distribution and promotion.

Subset that involves paying to place your message in media formats

Marketing of a specific organization unbiasedly, and relaying info about that organization

47.

1 point

Today, the risk of consumer complaints going:

Viral is usually high but can be handled effectively and usually doesn't go viral

Viral, is present and likely

Away after some time is likely

48.

1 point

The purpose of a news release is to gain consideration from?

The public

Consumers

The media/editors

Publishers

49.

1 point

Who must consider the fact that we have a large multicultural society?

PR

Advertisers

Brands

Marketing

50.

1 point

Online/social media has allowed companies to be more prone to crisis.

True

False