TEST 1 - set 3

Question 1

Essential Qualities for Success in PR

Answer 1

1) Writing skills
2) Research skills
3) Planning expertise
4) Problem-solving ability
5) Business / Economic competence
6) Expertise in Social Media

Question 2

Writing Skills

Answer 2

An essential quality for success in PR that entails:

~ Ability to frame and convey info and ideas, and increasingly in small amounts of text as we move more toward social media content

Question 3

Research Skills

Answer 3

An essential quality for success in PR that entails:

~ Ability to back arguments with facts
~ e.g., baseball statistics

Question 4

Planning Expertise

Answer 4

An essential quality for success in PR that entails:

~ Being organized enough to understand the “big picture”
~ e.g., fitting a campaign within a realistic budget

Question 5

Problem-solving Ability

Answer 5

An essential quality for success in PR that entails:

~ Even more important as different departments become integrated

Question 6

Business / Economics Competence

Answer 6

An essential quality for success in PR that entails:

~ Primarily, a focus on the managerial side of business and economics

Question 7

Expertise in Social Media

Answer 7

An essential quality for success in PR that entails:

~ constantly evolving, so a need to keep on top developments in social media

Question 8

Ten Qualities Employers Want in Their PR Practitione

Answer 8

1) Good writing
2) Intelligence
3) Cultural literacy
4) Ability to recognize a good story
5) Media savvy
6) Contacts
7) Good business sense
8) Broad communications experience
9) Specialized experience
10) Fresh perspective

Question 9

Organizational PR Positions

Answer 9

~ Communication Technician roles
~ Supervisor roles
~ Communication Manager roles
~ Director roles
~ Executive roles

Question 10

Communication Technician Roles

Answer 10

~ Taking photos
~ Writing brochures
~ Preparing news releases
~ Organizing events

Question 11

Why women are drawn to PR

Answer 11

~ More welcoming business environment
~ More money
~ Can be your own boss
~ More facilitative communicators

Question 12

Supervisor Roles

Answer 12

~ Oversee technicians and specific projects
~ Prepare and work with budgets
~ Scheduling
~ Managing day-to-day activities

Question 13

Communication Manager Roles

Answer 13

~ Making communication policy decisions
~ Overseeing multiple communication strategies
~ Supervising employees responsible for tactics

Question 14

Director Roles

Answer 14

~ Looks at long-range planning based on trends in research

~ Serves as liaison btwn executives and other workers

Question 15

Executive Roles

Answer 15

Shape organizational mission, strategy, and policy

Question 16

Ethics (1)

Answer 16

Standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong

Question 17

Values

Answer 17

Central beliefs which determine how we will behave in certain situations
~ Includes things like honesty, loyalty, integrity
~ We apply them to determine what is right and what is wrong for a given situation

Question 18

Approaches to Ethics

Answer 18

~ Absolutism
~ Existentialism
~ Utilitarianism

Question 19

Absolutism

Answer 19

Approach to ethics in which:

Things are completely right or completely wrong
~ e.g., you cannot exaggerate the qualities of a product if your client asked you to

Question 20

Existentialism

Answer 20

Approach to ethics in which:

There is a continuum of “rightness” and “wrongness” and you can pick your spots on the continuum
~ e.g., “frame” the truth in a favorable light

Question 21

Utilitarianism

Answer 21

Approach to ethics in which:

The ends justify the means
~ Goal = harm the fewest number of people, bring joy to the most

Question 22

Why One Can Be an Ethical Advocate

Answer 22

~ People expect PR practitioners to be advocates

~ Advocacy efforts must be truthful

Question 23

Why One Cannot Be an Ethical Advocate

Answer 23

Traditional ethics prohibits a person from taking an advocacy role because that person is ‘biased’ and trying to ‘manipulate’ people

Question 24

The Public Relations Society of America (PRSA)

Answer 24

The largest national public relations organization in the world
~ Typically not enforced in the form of sanctions
~ Have been called “toothless” by many

Question 25

Internet Transparency Codes

Answer 25

~ Typically concerned with disclosure of sources for internet content ~ Not paid posts ~ Respect copyright laws ~ Respectful voice

Question 26

Video News Release Codes

Answer 26

Attempts to capitalize on third-party credibility to sell a product or service

Question 27

Financial Information Codes

Answer 27

~ Response to recent corporate scandals ~ Must exercise independent professional judgement ~ Keep track of financial laws and regulations ~ Ensure full and fair disclosures

Question 28

Corporate Practice Codes

Answer 28

``` Cover things like... ~ Truth and accuracy in communications ~ Confidentiality rules and practices and safeguarding of client information ~ Rules about gift giving ~ Abuse of insider information ```

Question 29

Professionalism

Answer 29

Professional practitioners should have: ~ A sense of independence and responsibility to society + public interests ~ Concern for the competence and honor of the profession ~ A higher loyalty to the profession than to an employer

Question 30

Advocates of Licensing

Answer 30

~ Defines PR ~ Unifies curricula and standards ~ Protects clients and practitioners ~ Raises practitioners' credibility

Question 31

Opponents of Licensing

Answer 31

``` ~ Violates 1st Amendment ~ Malpractice laws already exist ~ States license but PR works nationally/internationally ~ Ensures only minimum competence/ethics ~ Increased credibility not ensured ~ Expensive ```

Question 32

Accredidation

Answer 32

Voluntary process of "certification" by professional organizations ~ Present portfolio of work; demonstrate knowledge through exam ~ PRSA and IABC offer accredidation

Question 33

Ethics (2)

Answer 33

~ Stringent standards for behavior ~ Purpose is to transform society into ideal ~ Not always enforced ~ Prescriptive - based on 'oughts'

Question 34

Law

Answer 34

~ Minimum standards for behavior ~ Purpose is to maintain stable society by resolving disputes, protecting property, and preserving gov't ~ Always enforceable ~ Prohibitory or Mandatory - based on 'musts'

Question 35

Defamation

Answer 35

False statements about a person or organization that have negative impacts on public perceptions

Question 36

Requirements for Defamation

Answer 36

~ A false statement was communicated to others through print, broadcast, or electronic means ~ The person was identified, or identifiable ~ There is injury in terms of financial loss, reputation damage, mental suffering ~ The person making the statement was malicious or negligent

Question 37

Copyright Infringement

Answer 37

Unauthorized use of works protected by copyright | ~ One cannot copyright an idea, but can copyright the expression of that idea

Question 38

Fair Use Exceptions on Copyright Infringement

Answer 38

``` Occur when... ~ Quoting small amounts of text ~ Quoting information in a news story ~ Parody & Artwork ~ Education ```

Question 39

Federal Trade Commission

Answer 39

~ Ensure advertisements are not deceptive | ~ Also monitors news releases, brochures, social media posts, etc.

Question 40

Securities and Exchange Commission (SEC)

Answer 40

~ Monitors financial affairs of publicly traded companies ~ Focuses on things like insider trading, releasing misleading info, failing to disclose info in a timely manner ~ Often most relevant for those in Investor Relations

Question 41

Federal Communications Commission (FCC)

Answer 41

~ Ensure public airways are used for public interest ~ Concerns about source attribution for VNRs are purview of it ~ Increasingly involved in regulating the internet, including issues of net neutrality

Question 42

Food and Drug Administration (FDA)

Answer 42

Has guidelines for communication on health topics ~ Provide benefit and risk info on health topics ~ Disclose limitations of the treatment - e.g., pregnant women ~ Provide full prescribing info

Question 43

Line Manager

Answer 43

Delegates, sets goals, hires, and influences others' work

Question 44

Staff Function

Answer 44

Little direct authority, must influence through suggestions, recommendations and service ~ PR is an example

Question 45

Advisory Role

Answer 45

Management has no obligation to request or act on recommendations

Question 46

Compulsory-Advisory Role

Answer 46

Management is required to listen to public relations' perspective before acting

Question 47

Concurring Authority Role

Answer 47

PR and others must agree on an action

Question 48

Sources of Friction

Answer 48

~ Legal ~ Human Resources ~ Advertising ~ Marketing

Question 49

Legal

Answer 49

Source of Friction that entails: ~ Differences on public statements

Question 50

Human Resources

Answer 50

Source of Friction that entails: ~ Disagreements over who should control employee communications

Question 51

Advertising

Answer 51

Source of Friction that entails: ~ Competition for resources and philosophical differences

Question 52

Marketing

Answer 52

Source of Friction that entails: ~ Focusing on only one public

Question 53

Legal Responses

Answer 53

~ Say nothing ~ Cite legal sensitivity ~ Deny guilt ~ Shift or share blam

Question 54

Problem-Solving Skills

Answer 54

Advantage of Using PR Firms ~ expertise in crisis or CSR

Question 55

PR Responses

Answer 55

~ Be candid ~ State company policy ~ Announce investigation ~ Admit problem and implement remedy

Question 56

What gets Outsourced?

Answer 56

``` ~ Writing and communications ~ Media relations ~ Publicity ~ Strategy and planning ~ Event planning ```

Question 57

Advantages of Using PR Firms

Answer 57

``` ~ Objectivity ~ Skills and expertise ~ Extensive resources ~ Offices throughout the country/world ~ Problem-solving skills ~ Credibility ```

Question 58

Disadvantages of Using PR Firms

Answer 58

``` ~ Superficial knowledge ~ Part-time commitment ~ Need for long briefing ~ Internal resentment ~ Need for confidence ~ High costs ```

Question 59

How PR Bills

Answer 59

~ Basic Hourly Fee, Plus Out-of-Pocket Expenses ~ Retainer Fee ~ Fixed Project Fee ~ Pay for Placement

Question 60

Basic Hourly Fee, Plus Out-of-Pocket Expenses

Answer 60

widely used among large firms

Question 61

Retainer Fee

Answer 61

Specified number of hours for counseling each month

Question 62

Fixed Project Fee

Answer 62

Preferred by clients, but not by firms

Question 63

Pay for Placement

Answer 63

Least used billing method