Csuf 361

Front 1

Which of the following is an example of qualitative research?

Back 1

Focus Group

Front 2

Arthur W. Page advocated that public relations was blank

Back 2

a management function

Front 3

All of the following are trends that are expected to affect public relations in the next five years EXCEPT

Back 3

Reduced expectations for corporate social responsibility

Front 4

Research should begin only after public relations and other management staff have designed the organization's communication program.

Back 4

False

Front 5

The writing, speaking, and organizing efforts of blank to oppose segregation are an example of the development of public relations tactics in the 19th century by people participating in social change efforts.

Back 5

Ida B. Wells

Front 6

All organizations should serve society as a whole.

Back 6

True

Front 7

According to our authors, public relations practitioners use research to generate publicity and sway public opinion.

Back 7

True

Front 8

Among the essential career skills a public relations student should try to build is blank, or learning the "nuts and bolts" of business and economics.

Back 8

business/economics competence

Front 9

According to our authors, journalists and public relations practitioners share the objective of changing people's attitudes and behaviors to further an organization's goals and objectives.

Back 9

False

Front 10

Which of the following terms is generally associated within the accepted definitions of public relations?

Back 10

Management

Front 11

The percentage of female representation in higher management has increased steadily, and today women hold the majority of public relations executive positions.

Back 11

False

Front 12

The strong opposition expressed by focus group participants to the plans for New Coke are an example of the blank that qualitative research can provide.

Back 12

Red flags

Front 13

All of the following are reasons for the expansion of public relations in the 20th century EXCEPT

Back 13

Shrinking urban and suburban populations

Front 14

The concept of blank is the ability of organizations to use a variety of strategies and tactics to convey a consistent message in a variety of forms.

Back 14

Integration

Front 15

"Torches of Freedom" or "Torches of Liberty" campaign made smoking a symbol of liberation during the 1920s, helping the sales of cigarettes to women skyrocket.

Back 15

Edward Bernay's

Front 16

The use of existing information in books, articles, and electronic databases is known as blank

Back 16

secondary research

Front 17

All of the following are qualitative research methods using social media

Back 17

Pinning and viewing pins on Pinterest, Monitoring activity in Facebook groups that impact one's business, Tweeting and following influential tweeters

Front 18

Which of the following is the first element of the public relations process?

Back 18

Research

Front 19

In 1905, blank issued a declaration of principles that emphasized the dissemination of truthful, accurate information rather than distortions, hype, and exaggerations.

Back 19

Ivy Lee

Front 20

All of the following are characteristics of quantitative research EXCEPT

Back 20

It is often less expensive than qualitative research

Front 21

Which of the following is an advantage for an organization in using a public relations firm?

Back 21

Access to specialized skills and expertise.

Front 22

All of the following are ways that public relations might try to influence the course of a conflict EXCEPT

Back 22

All answers are ways that public relations might try to influence the course of a conflict

Front 23

All of the following are true of public relations firms EXCEPT

Back 23

The job of selling a firm's services to organizations is usually left to account executives and administrative assistants

Front 24

According to the authors of our textbook, a significant reason why governments employ public relations efforts is

Back 24

To justify actions in times of war and conflict.

Front 25

Which of the following is NOT one of the three foundations of reputation as identified by reputation scholars?

Back 25

Reputation audit

Front 26

The authors of our textbook define blank as that which occurs when two groups direct their efforts against each other, devising actions and communication that directly or indirectly attack the other group

Back 26

conflict

Front 27

Reputation is the collective representation of an organization's past performance that describes the organization's ability to deliver valued outcomes to multiple stakeholders.

Back 27

True

Front 28

According to research discussed in our textbook, a large majority of chief executive officers of Fortune 500 companies reported that a business crisis was almost inevitable and had a crisis management plan ready.

Back 28

False

Front 29

According to accepted management theory, public relations is a line function, which gives a public relations manager the power to delegate authority, set production goals, hire employees, and make organizational policy.

Back 29

False

Front 30

If the medical division of an organization prepares an informational brochure about autism, and it must have approval from the public relations department before production, the public relations department is described as having blank.

Back 30

concurring authority

Front 31

The situation driving CVS's PR program around the chain's decision to no longer sell tobacco products is which of the following types?

Back 31

To conduct a specific, one-time project to announce a change or launch a new product or service.

Front 32

The decreased tendency over time to reject material presented by an untrustworthy source is known as the sleeper effect.

Back 32

True

Front 33

Motivational objectives are bottom-lined oriented and based on clearly measurable results, such as increasing product sales or bringing in a sellout crowd for a theatrical performance.

Back 33

True

Front 34

The approach to planning known as "management by objectives" is distinguishable from other models because it makes sense to professionals and clients alike, moving both parties toward the clear situation analysis needed to make planning relevant to the client's overall objectives.

Back 34

False

Front 35

Which of the following is an example of a motivational objective?

Back 35

Increase consumption of foods with calcium and vitamin D.

Front 36

The main goal of two-way symmetrical communication is to persuade passive publics to accept the organization's point of view.

Back 36

False

Front 37

The theory of blank essentially says that people will not believe a message contrary to their predispositions unless the communicator can introduce information that causes them to question their beliefs.

Back 37

cognitive dissonance

Front 38

In split-message testing, companies test the message and key copy points in selected cities to see how the media accept the message and how the public reacts before going national with a public relations message.

Back 38

False

Front 39

The most commonly used public relations tactic today is the news conference.

Back 39

False

Front 40

This type of "memo" often uses short, bulleted items rather than paragraphs and is intended to alert reporters and editors to upcoming news conferences, interview opportunities, or other events.

Back 40

Media advisory

Front 41

All of the following are ways in which the rise of social media has changed public relations EXCEPT

Back 41

Reduced importance of listening and two-way dialogue

Front 42

A record crowd of 20,000 visitors wandered through the buildings and across the grounds of NASA's Goddard Space Flight Center in Greenbelt, Maryland, on Sept. 26, 2015, during its first blank in four years.

Back 42

open house

Front 43

According to the authors of our textbook, public relations practitioners should not give too much thought to crafting mobile-friendly content because websites and social media can all be accessed through mobile phones.

Back 43

False

Front 44

Which of the following is a question to consider when planning a news release?

Back 44

What is the key message? Who is the primary audience? Is a news release the best format for the information?

Front 45

Which answer is true of the mat feature release?

Back 45

It is geared toward providing helpful consumer information.

Front 46

The purpose of a blank is to have people socialize; it is also a cost-effective way to celebrate an achievement, introduce a new chief executive, or allow alumni to get together.

Back 46

Reception

Front 47

Which of the following is a reason for holding a promotional event?

Back 47

Promote a product, Increase organizational visibility, Make friends

Front 48

The evaluation of the communication activity of an organization, which should be done at least once a year is a(n) blank.

Back 48

communication audit

Front 49

The greatest value of meetings and events as public relations tools is that they allow for cost effective message dissemination.

Back 49

False

Front 50

Which of the following is true of websites?

Back 50

Journalists use them extensively for research, They are an information distribution system, They are used for marketing communications

Front 51

Which of the following is true of the overall Hispanic audience in the United States?

Back 51

Hispanic audiences prefer ads and other informational materials in Spanish over English; Radio is an important way to reach Hispanics, because the Hispanic audience listens radio more than the general population; The younger Hispanic generation has turned to online sources, such as Facebook, just as the general youth population has.

Front 52

The blank philosophy of John Stewart Mill holds that the end could justify the means of an action as long as the result caused the least harm and the most good for the greatest number of people.

Back 52

Utilitarian

Front 53

When it comes to codes of conduct, most professional organizations emphasize educating members about professional standards over enforcement of those standards.

Back 53

True

Front 54

Actor Katherine Heigl sued pharmacy chain Duane Reade in 2014 when the chain posted a paparazzi photo of her carrying the chain's shopping bags without compensating her to its Facebook and Twitter accounts. Under which legal doctrine or law might Heigl have brought the lawsuit?

Back 54

Right of publicity

Front 55

Which media theory holds that media alert the public what subjects to think about, but not necessarily what to think?

Back 55

Agenda-setting theory

Front 56

The authors of our textbook recommend all of the following to avoid legal problems with employee communication EXCEPT

Back 56

Use secondhand information regarding employees if the source is reliable

Front 57

The Federal Trade Commission regulates commercial speech. Thus, product news releases or other forms of product publicity fall under its jurisdiction.

Back 57

True

Front 58

According to the authors of our textbook, public relations professionals have the responsibility of making ethical decisions that take into consideration all of the following

Back 58

The employer's self-interest, The public interest, The standards of the public relations profession

Front 59

Blank is the component of credibility that has to do with whether the individual is perceived to be attractive, self-assured, and articulate, projecting an image of competence and leadership.

Back 59

Charisma

Front 60

Today blank constitute a third of the U.S. population, and the U.S. Census Bureau projects that they will constitute the majority of the total population by 2042.

Back 60

Minorities

Front 61

According to blank, media use of terms such as "reform" and "overhaul" to talk about tax changes proposed by Republicans in Congress matters because such choices by journalists impact public understanding and consequently, policy formation.

Back 61

framing theory

Front 62

Blank make more than 80 percent of household purchase decisions.

Back 62

Women

Front 63

Vocal segments of society are highly influential because they are assumed to represent the attitude of the public.

Back 63

True

Front 64

The largest racial minority in the United States is blank.

Back 64

African Americans

Front 65

All of the following are true of professional organizations EXCEPT

Back 65

They represent a significant majority of the total number of people working in public relations

Front 66

According to the authors of our textbook the keys to reaching the Millennial Generation include creativity with digital media.

Back 66

True