Q&A Flashcards by Jerleen Sargisszadeh

All of the following are to be considered when making ethical decisions in public relations EXCEPT:

advocacy, honesty, expertise, independence, loyalty, fairness.

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Which demographic group is the largest consumer of television, magazines, books, and newspapers?

seniors

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“Respecting all opinions and supporting the right of free speech” is connected to which PRSA core
value?

fairness

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According to Cabot’s Foundational Principles, “It’s not what you say.

cleverness

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Critics often complain that PRSA’s code of ethics is not helpful because

no punishment

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Most professional groups believe that the primary purpose of establishing codes of ethics is

not enforcement but rathe education and information

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What do the letters ROI stand for in business?

renter on investment

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Ethics in public relations begins with

public interest

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A person filing a libel suit usually must prove which of the following?

false statement

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To use an employee’s image in product publicity, sales brochures, or advertising, the organization
must have

an origination must have assigned release on file if it wants to use photograph or comments of its employees and other individual in products and publicity

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Any e-mails an employee writes at work are

subject to monitoring and that they can be fired if they violate company policy

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Which of the following can be copyright protected?

broches, drawing, news features, animated, cartoons, display boots, photographs recording, videotaping ,

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All of the following are suggestions for “winning” in the court of law and the court of public opinion
EXCEPT:

make carefully planned public comment in the earliest stages of a crisis or legal issue. understand the perspective of lawyers and allows them to review statements

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Which of the following government agencies has jurisdiction to determine if advertisements are
deceptive or misleading?

federal trace commission

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Which of the following government agencies monitors the financial affairs of publicly traded
companies?

securities and exchange commission

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The legal doctrine of the “right of publicity” provides

entertainer, athletes, and other celebrities the sole ability to cash in on their fame.

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The legal doctrine of “fair use” means

part of a copy righted article may be quoted directly, but not the quoted material must be brief in relation to the length of the original work

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Which of the following are considered unethical when dealing with the media?

gift giving

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According to Cabot’s Foundation Principles, “Organizations exist.

public concept

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All of the following are general characteristics of youth market EXCEPT:

Spend as much time interacting with friends online as in person init. socially savvy and skeptical about online identities not tolerate print forms, slow application processes and archaic systems values relationships and trust.

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All of the following are general characteristics of baby boomers EXCEPT:

Define themselves according to profession, well educated and take pride in accomplishment. Often questioned authority and are likely to take a strong position on social issues. Great appreciation for leisure time.

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According to Cabot’s Foundation Principles, “Act first, then.

communicate

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Which of the following will help protect an organization from liability issues surround a sponsored
event?

Liability insurance

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All of the following are general characteristics of seniors EXCEPT:

Often less easily convinced than young adults. Demand value in things they buy pay little attention to fads. Vote in greater numbers, watch more tv. Health conscious. Eat out a lot. Traveling. Gift.

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What medium is most effective for delivering a message that requires absorption of details?

According to Cabot’s Foundational Principles, “Long-term relationships require.

two way communication

Which of the following practices is condemned by PRSA?

PR firm allegedly asked its interns to write positive product reviews for online message boards lobbying firm other organizations, bloggers pasted favorable reviews about products but failed to disclose that paid for posting.

________ has the strongest emotional impact of any mass media.

According to Cabot’s Foundational Principles, “Be a bridge, not a.

barrier

According to Kim Hunter, president of Lagrant Communications, messages about economicdevelopment, home ownership, and financial literacy have particular resonances among which ethnic audience?

african america

All of the following are PRSA code provisions EXCEPT:

Free flow of information,safeguarding confidences, conflict interest. Enhancing the profession.

A general characteristic of the American public is that

Visual and low attention span.

Which demographic group has been labeled the “E-Generation”?

Generation Y (youth millennial)

Which of the following describes mass media before the advent of the Internet?

costly to push. controlled by professional gate keepers. one way communication

All of the following describe new media EXCEPT:

Widespread. cheap/free, easy to use online publishing tools. Mobile devices

Which of the following is an advantage the Web brings to public relations professionals?

update information quickly, interactive, dig deeper, lots can be posted, cost effective, can reach niche, access details.

Which of the following is a PRSA core value?

Advocacy, honesty, expertise, independence, loyalty fairness.

All of the following are reasons why visitors return to a website EXCEPT:

High quality content, ease of use, quick to download, frequently updated.

A unique characteristic of the Internet, which traditional media do not offer, is

Interactivity

f you discover that inaccurate information has been disseminated, you have a responsibility to correct it immediately, based on which of the following PRSA code provisions?

Disclosure of information

What is the key feature of Web 2.0?

Social media.

Because of the rise of social media, public relations practitioners must

Be focused on listening to facilitate conversation between organizations and their constitutions.

The format and mechanics of blogs make them attractive for all of the following reasons EXCEPT:

Anyone can make one. Virtually no start up costs. Format is unformal. Links can be embedded. Readers can post comments. Can be updated immediately.

Susan Walton says organizations enter the blogosphere for all of the following reasons EXCEPT:

Facilitate more interactive communication and encourage audience feedback.

Steve Cody recommends all of the following tactics for creating a successful employee blog EXCEPT:

Be transparent. Respond in timely manner to individuals. Generate as much original materials possible. Only link blog sites that are relevant. Readers know that blog represents your view not employer.

The following are all tips to produce a more effective podcast EXCEPT:

Keep program less than is min. Use several stories/segments. Don’t read from script. Create RSS feed. Create new podcast weekly basis.

Web 3.0, the next major development in the evolution of the Internet, is characterized by

smart phones and extensive mobile enabled content.

Major advantages of podcasting include all of the following EXCEPT:

Cost effectiveness. Ability of users to access material and 24/7 basis. Portability.

All of the following are different “levels” of corporate texting EXCEPT:

1st- broadcast text. 2nd- subscription based. 3rd one off sends texts to source to get answers to question.

A delayed response from an e-mail query, or no response at all, is likely to have what kind of consequences for an organization?

negative

All of the following are questions that should be asked before writing a news release EXCEPT:

What is key message? Who is primary audience? What does the target audience gain from product? What objective does release serve.

According to one study, _______ percent of journalists said they use public relations sources for their stories.

75%

Which of the following suggestions help make news releases Internet-ready?

Use a specific subject line that identifies exactly what the news release covers keep the entire release to a maximum of 200 words or less, organize in 5 short paragraph consistently of only 2/3 short sentences each bullets for key points, never send as attachments. write like 10 sec to make.

All of the following are tips for shooting effective publicity photos EXCEPT:

Have good contrast/sharp detail, uncluttered, context maybe imported, action gives interest, emphasize, most websites use images at resolution of 72 dpi to enforce fast downloading.

Which of the following might be included in a media advisory?

One line headline. Brief paragraph outlineing story idea. Answers to some of journalism 5 WS and questions. short paragraphs telling reporter whom to contact for more information or arrangements.

Media kits all of the following elements EXCEPT:

Main news release. News feature about development of product/something similar. Fact sheet on product, organization, or event, backround inf, photo/drawing sw/ captions, biographical material, basic contact information.

All of the following are types of media tours EXCEPT:

Radio news releases, like releases for print media, must be

Newsworthy not too commercial.

A quote in broadcasting is called a

a sound bite

PSA stands for

public service announcement

All of the following are approaches for getting an organization on local television EXCEPT:

Send same news release that local print media receive. Media alerts/ advisory Phone/email assignment Procedure video

In addition to the Video News Release (VNR) itself, a VNR package typically includes which of the following:

2-3 min of B-roll 237

All of the following are tips for making a VNR more successful EXCEPT:

Allow TV news directors two ability to edit the VNR so they can use their own anchors and directors.

A series of prebooked, one-on-one interviews from a fixed location via satellite with a series of television journalists is called

satellite media tour

When a company’s product is featured in a TV show, it’s called

product placement

The people in the broadcast industry who are responsible for securing guests for the shows they work for are called

bookers

Familiarization or “Fam” trips are used primarily in which industry?

travel/writers and editors by tourism industry

Which of the following are the responsibilities of the public relations professional at a news conference

Briefing the spokesperson making arrangements and ensuring that the conference runs smoothly , stay in background during event.

Which of the following are reasons for using the Inverted Pyramid structure in a news release?

If editor/ reporter doesn’t find any thing interesting in first ¾ lines in the news release wont be used editors cut stories from bottom readers don’t always read full story.

According to Cabot’s Foundational Principles, “Activity does not equal.

results

Ninety-nine percent of U.S. households owned one or more television sets in 2009.

true

Increasingly, traditional media primarily appeal to older or more highly educated audiences.

true

Minority populations are homogeneous.

false

Christian music now accounts for approximately 30 percent of all CD sales.

false

Gen Y members will spend one-third of their lives online.

true

The Internet came into widespread public use in the 1970s.

Organizational Web sites, in general, are cost effective.

true

“Conversations” on social media can be controlled.

According to the Wall Street Journal, almost 500,000 Americans are now blogging as their primary source of income.

true

80. Texting is used by public relations professionals to reach employees, customers, and key publics.

true

81. Barack Obama’s presidential campaign used Twitter to keep volunteers and supporters up-to-date.

true

Even companies selling luxury goods have discovered the group and business pages of MySpace and Facebook.

true

Journalists rarely use corporate Web sites for information because they feel they are biased.

false

An editor of major daily once said that public relations people are the newspaper’s “unpaid reporters.”

true

Consumers are increasingly conscious of corporate policies regarding environmental safety and sustainability.

true

The interview subject for a newspaper or magazine article has no control over what is published.

true

Most ethical conflicts are not black-or-white issues, but rather fall into a gray area.

true

Nearly every national public relations organization has developed a code of ethics.

true

PRSA’s code of ethics says it’s OK to conduct grassroots campaigns on behalf of undisclosed interest groups.

false

A public relations firm should inform a prospective client that is already represents a competitor or has a conflicting interest.

true

Although it is important to show loyalty to an employer, practitioners must never allow a client or employer to rob them of their self-esteem.

true

A company has an unlimited right to publicize the activities of its employees in employee newsletters.

false

A copyright does not protect ideas, but only the specific ways in which those ideas are expressed.

true

The Internet has raised new issues about the protection of intellectual property.

true

Trademarks are always capitalized and are never used as nouns.

true

The promotion of products and services through advertising or publicity is not protected by the First Amendment.

srue

Today’s women hold an overwhelming share of consumer purchasing influence.

true

Sales of books with Christian themes – excluding Bibles – has increased fourfold since 1980.

true

Multicultural audiences are among the most enthusiastic and voracious consumers of social media.

true

The percent of the world’s population with Internet access grew about 380 percent between 2000 and 2009.

true