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PR Principles Midterm Exam Prep (Fall 2020) Flashcards | StudBud
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PR Principles Midterm Exam Prep (Fall 2020)
PR Principles Midterm Exam Prep (Fall 2020)
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A Quiz! to prepare for the Public Relations Principles midterm exam for the Fall 2020 semester.
Flashcards
40 cards
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Practice quiz
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Questions
40
Answers
1
Which of these statements about "New Coke" is true?
Coke asked the wrong questions as part of its research
Coke didn't do enough research before launching New Coke
Pepsi did better research than Coke
Coke overlooked social influence in its focus groups
2
He believed in open communication with the news media & humanizing business. He issued the first press release.
Edward Bernays
P.T. Barnum
Ivy Lee
Arthur Page
3
The nephew of Sigmund Freud, he is a legendary PR figure who emphasized scientific persuasion.
Arthur Page
Edward Bernays
Teddy Roosevelt
Ivy Lee
4
The master of the pseudo-event, this person is closely associated with the press agentry model.
Ivy Lee
PT Barnum
Edward Bernays
Gene Flack
5
This describes when a person analyzes data from someone else's research study.
Secondary Research
Primary Research
Qualitative Research
Informal Research
6
New business opportunities at PR firms often involve issuing an RFP, which stands for what?
Request For Popcorn
Request For Proposal
Refining Future Protocols
Really Fun Project
7
Your textbook uses 6 key words to describe public relations. Which of these is not one of them?
Objective
Planned
Management Function
Deliberate
8
It is not unethical to give journalists gifts or money to earn good coverage in this country.
United States
Canada
China
England
9
This numbers-driven research uses things like surveys and statistics to understand a topic.
Qualitative Research
Secondary Research
Quantitative Research
Primary Research
10
What is the name of the certification available to PR practitioners on a voluntary basis?
CPA (Certified Practitioner Approved)
APR (Accreditation in Public Relations)
PRSA Certification
PrD (Public Relations Doctorate)
11
This term describes how PR firm employees track time to account for work they do for clients.
Hourly Spreadsheet
Money Laundering
Billable Hours
Trackable Time
12
Which of the following statements about objectives in a public relations campaign is accurate?
Objectives are more specific than goals
You have either goals or objectives in a campaign, not both
Goals are more specific than objectives
Goals and objectives are essentially the same thing
13
The ROPE acronym is used to describe the PR process. What does the "O" in ROPE stand for?
Output
Objectives
Outlandish
Outcomes
14
This part of the PR process describes how & why campaign components will achieve objectives.
Strategy
Evaluation
Tactics
Objectives
15
This ethical philosophy focuses on personal discomfort as a guide to finding the right choice.
Idealism
Absolutism
Utilitarianism
Existentialism
16
Identify that you are the source of content and don't pay someone for positive reviews describes this ethical guideline:
Ethical Dealings with the News Media
Transparency
Utilitarian
Honesty
17
The process of selecting certain facts, themes, treatments, images & words is described as this
Framing
Agenda Building
Agenda Setting
Multi-Step Flow
18
Which of the following terms describes publicity that appears in the mass media or online?
Paid Media
Earned Media
Shared Media
Owned Media
19
Some people think PR is only about managing problems and doing image repair. That's a specialty known as ...
Framing
Spin
Image Consciousness
Crisis Communication
20
This invention by Gutenberg in the Middle Ages revolutionized how written material is produced.
The Typewriter
The Fountain Pen
The Internet
The Printing Press
21
This "father of press agentry" organized rallies during the American independence movement.
Sam Adams
Alexander Hamilton
Ben Franklin
George Washington
22
This describes when PR firms coach executives in preparation for their personal appearances.
Marketing Communication
Spin Control
Media Mentorship
Executive Speech Training
23
This department store attracted consumers by decorating “Christmas windows” starting in 1870.
JC Penney
Sears
Macy's
Gimbels
24
This word is used to describe PR professionals negatively even though it means "to promote."
Shyster
Cotton-Headed Ninnymuggins
Hack
Flack
25
The word flack may actually have originated from this man’s skills in promoting motion pictures
Joe Flacko
Freddy Flack
Johnny Flack
Gene Flack
26
John Stewart Mill developed this philosophy, which focuses on "the greatest good."
Utilitarianism
Existentialism
Idealism
Absolutism
27
This philosophy developed by Kant argues that something is either completely “right” or “wrong”
Idealism
Utilitarianism
Absolutism
Existentialism
28
This means when a research study can be repeated & achieve similar results as the first time.
Validity
Generalizability
Measurability
Reliability
29
Public relations is not just media relations. Media relations can best be described as this.
A Pain in the Neck
A Tactic
A Goal
An Objective
30
Which of the following statements about "spin" is true?
It is a positive term for a PR pro's ability to set the news narrative
It was originally a positive term to describe PR but is not used negatively
The term came from music PR and plays on the notion of a record spinning
The term is used most often in politics and started with Ronald Reagan
31
What does SWOT stand for in a SWOT analysis?
Strong Willed Organizations Thrive
Strengths Weaknesses Organizational Trust
Strengths Weaknesses Opportunities Threats
Sometime We Oughta Talk
32
This former journalist is associated with the public information model of public relations.
Edward Bernays
Arthur Page
Walter Cronkite
Ivy Lee
33
These types of objectives measure bottom-line outcomes and are therefore easier to quantify.
Motivational
Attitudinal
Inspirational
Informational
34
A former AT&T vice prez, this historical figure is associated with corporate communications.
Ivy Lee
Arthur Page
Edward Bernays
Sidney McPhee
35
This research involves short interviews with whoever passes by at a location like a mall.
Qualitative Research
Focus Group
Scientific Survey
Intercept Interview
36
This term is used to describe when research measures what it is supposed to measure.
Reliability
Generalizability
Measurability
Validity
37
Women made up 49 percent of the PR field in 1979. What was the estimated percentage in 2000?
40 percent
90 percent
70 percent
50
38
Your textbook tells you that “Virtually all codes of ethics begin with the duty to” do this.
Tell journalists everything you know
Treat journalists kindly
Tell the truth
Hire people with strong morals
39
This is considered the birthplace of PR in the Pacific due to press releases & news during WWII
Japan
China
Hawaii
The Philipines
40
This type of communication involves paid media, provides more control, and targets consumers.
Journalism
Public Relations
Social Media
Advertising
