PR Exam 1

Question 1

The primary purpose of public relations is to help an organization _______________ by strategically managing its _________________ and _________________ with key audience groups.

Answer 1

To help an organization SUCCEED by strategically managing its COMMUNICATION and RELATIONSHIP MANAGEMENT with key audience groups.

Question 2

What is the RACE process? (What does the acronym stand for?)

Answer 2

Research, Action, Communication, and Evaluation

Question 3

What is the most common PR and Advertising similarity?

Answer 3

Both can be used in campaigns to sell products/services

Question 4

Native advertising is defined as what?

Answer 4

PR content placed among news stories/editorial content

Question 5

What is a shared responsibility between PR and Marketing?

Answer 5

Both aim to build and maintain customer base

Question 6

A functional reason for integrated communication might be

Answer 6

Often driven by budget cuts and efficiency needs

Question 7

The largest percentage of PR practitioners work in what?

Answer 7

Corporations

Question 8

What is an entry-level position in a PR agency?

Answer 8

Account Coordinator

Question 9

What is the most prominent current PR role in business improvement? Hint: (DEI)

Answer 9

Diversity, Equity, and Inclusion

Question 10

Pay gap for women: Between ______ and ______ cents per dollar compared to men

Answer 10

69-82

Question 11

Who was the founder of Public Relations?

Answer 11

Edward Bernay

Question 12

Who was the pioneer for Public Relations?

Answer 12

Ivy Lee

Question 13

The printing press influenced PR by:

Answer 13

enabling direct public communication

Question 14

PR operations typically provide ___% return on investment

Answer 14

184

Question 15

Conflicts often arise between PR and ______ department over:

Answer 15

HR: regarding employee communications

Question 16

When facing ethical conflicts, PR practitioners should rely on:

Answer 16

established professional guidelines for difficult decisions

Question 17

What is Libel?

Answer 17

A written form of defamation

Question 18

What is Slander?

Answer 18

A spoken form of defamation

Question 19

What is Right of Publicity?

Answer 19

Exclusive right to license identity for commercial purposes

Question 20

The FTC is most likely to investigate what?

Answer 20

protecting consumers from fraudulent claims

Question 21

Largest national PR organization: and how many members does it have?

Answer 21

Edelmen. It has over 6,000 employees.

Question 22

What is the largest projected growth market for PR firms in 2025

Answer 22

Tech industry market

Question 23

What is Cultural Literacy?

Answer 23

Understanding history, practices, and social context

Question 24

What does CSR stand for?

Answer 24

Corporate Social Responsibility

Question 25

What is Crisis Communication?

Answer 25

the practice of sharing critical information during a crisis to protect an organization's reputation

Question 26

What is a deepfake?

Answer 26

a video of a person in which their face or body has been digitally altered so that they appear to be someone else, typically used maliciously or to spread false information.

Question 27

What is Pure Advocacy?

Answer 27

stance in issues management in which a public relations practitioner firmly pleads an organization's case without compromise.