Unit 2 exam

Question 1

Which of the following is at the heart of the ethical practice of public relations?

Answer 1

doing the right thing

Question 2

Mill’s approach to ethics recommended

Answer 2

doing that which brings the greatest happiness for the greatest number

Question 3

Which of the following is NOT a basic value that the PRSA code of ethics addresses?

Answer 3

authenticity

Question 4

Ethical scandals continue to occur in fields from government to business to education to public relations: true or false

Answer 4

true

Question 5

By posing the critical question “Are we doing the right thing” to management, public relations practioners become the “conscience” of an organization: true or false

Answer 5

true

Question 6

Which principle established in the U.S. Constitution often leads to conflicts between lawyers and public relations practitioners?

Answer 6

freedom of speech

Question 7

Which of the following is not true about the First Amendment?

Answer 7

Public relations practitioners should disregard it as they go about their business.

Question 8

The overriding concern the SEC has is that

Answer 8

All investors have an opportunity to learn about material information as promptly as possible

Question 9

Normally, lawyers suggest that the less said by an organization prior to its day in court, the better: true or false

Answer 9

true

Question 10

Cybersquatting and “click fraud” are just 2 examples of legal issues surrounding the World Wide Web: true or false

Answer 10

true

Question 11

Similar to other top-level managers, public relations managers need to

Answer 11

all of the above

plan, budget, set objectives

Question 12

Which of the following is not a “coveted ability” in the practice of public relations?

Answer 12

to be glib

Question 13

Professors James Grunig and Todd Hunt said public relations practitioners perform what organizational theorists call a(n) ______ role

Answer 13

boundary

Question 14

Quick response to crises is important, but the ability to think strategically and to plan are just as important in the practice of public relations: true or false

Answer 14

true

Question 15

When a public relations department reports to the director of marketing or advertising, the department’s focus is still on the entire organization and not just on promoting or selling a particular product or service: true or false

Answer 15

false

Question 16

From plotting a political campaign to promoting a product to confronting a crisis, the first step in solving any public relations challenge is _______.

Answer 16

to conduct research

Question 17

The word research commonly conjures up methods, including all except

Answer 17

intuitive information

Question 18

Which of the following is not a characteristic of secondary research?

Answer 18

It is very expensive

Question 19

Research is the systematic collection and interpretation of information that increases understanding: true or false

Answer 19

true

Question 20

Descriptive surveys are concerned with cause and effect: true or false

Answer 20

false

Question 21

Responsibilities of the CEO

Answer 21

protector of the brand

image, strategy, etc

Question 22

PR Management Roles

Answer 22

need direct line of communication with management

SYSTEMS MANAGERS: knowledgeable about and able to deal with the complex relationships inherent in the role

Question 23

Boundary Role

Answer 23

function at the edge of an organization as a liaison between the organization and its external and internal publics

Question 24

Business Objectives

Answer 24

• segment market targets
• analyze audience preferences and dislikes
• determine which messages might not be most effective

Question 25

Public Relations Objectives

Answer 25

-has to be in line with the -business objectives | should be clearly defined and specific, practical and attainable, and measurable

Question 26

Elements of a PR Plan

Answer 26

- defining the problem or opportunity - programming - action - evaluation

Question 27

PRSSA Ethics Code

Answer 27

- advocacy - honesty - expertise - independence - loyalty - fairness

Question 28

Ethics and What Shapes It

Answer 28

- standards of conduct that indicate how one should behave based on moral duties and virtues - values that guide a person - cultural, religious, educational

Question 29

Applied Ethics

Answer 29

- professional ethics - a commonly accepted sense of professional conduct that is translated into formal codes of ethics - honesty and fairness lie at the heart of PR - Are we doing the right thing???

Question 30

Corporate Social Responsibility

Answer 30

- how companies manage the business it processes to produce an overall positive impact on society - any social institution is responsible for the behavior of its members and may be held accountable for their misdeeds

Question 31

Legal Advice

Answer 31

- the less an organization says prior to its day in court, the better - lawyers advise clients on what they must do within legal requirements, to defend themselves in the court of law

Question 32

PR Advice

Answer 32

go public early on, especially if the organization's integrity or credibility is being called into public question -public relations advisors counsel clients on what they should do to defend themselves in the court of public opinion

Question 33

PR and the First Amendment

Answer 33

- free speech - interpretation varies - where does one's freedom start and another's end?

Question 34

Defamation

Answer 34

- umbrella term for libel (printed falsehood) and slander (oral falsehood) - to be proved, plaintiff must convince court that certain requirements have been met

Question 35

The New York Times vs Sullivan

Answer 35

Supreme court nullified a libel award of 500,000 to an Alabama police official, holding that no damages could be awarded "in actions brought by public officials against critics of their official conduct" unless there was proof of actual malice. Hard to prove in some cases

Question 36

Libel

Answer 36

printed falsehood

Question 37

Slander

Answer 37

oral falsehood

Question 38

Trademark

Answer 38

basic protection for a word, symbol, slogan that identifies a product or its sponsor

Question 39

Copyright

Answer 39

- grants the creator/owner of the copyright exclusive rights it its use and distribution, for a limited time, with the intention of enabling the creator to receive compensation for their intellectual effort - exclusive right to reproduce and authorize others to reproduce the work, prepare derivative works, perform and display the work publicly

Question 40

Research

Answer 40

the systematic collection and interpretation of information to increase understanding

Question 41

Primary Research

Answer 41

original | is either applied or theoretical

Question 42

Applied Research

Answer 42

- solves practical problems | - designed to answer specific and practical questions

Question 43

Applied Research (Strategic)

Answer 43

used in program development to determine program objectives and develop the message

Question 44

Applied Research (Evaluative)

Answer 44

- summative research | - conducted to determine whether a PR program has accomplished its edits goals and objectives

Question 45

Theoretical Research

Answer 45

- more abstract - helps build theories in PR work about why people communicate, how public opinion is formed, and how a public is created - framework for persuasion and a base for understanding why people do what they do

Question 46

Secondary Research

Answer 46

- desk research - allows you to examine/read about and learn from someone else's primary research - data that has already been collected

Question 47

Reliability

Answer 47

the extent to which results would be consistent, or replicable, if the research were conducted several times

Question 48

Validity

Answer 48

the extent to which a research project actually measures what it is intended, or purports to measure

Question 49

Sampling Error

Answer 49

differences or distinctions detected by the survey may not be sizable enough to offset margin of error

Question 50

Objective of PR writing

Answer 50

- your primary skill as a public relations professional is writing - discussing public relations writing in general and the staple of that writing (news releases), reviewing writing for reading, and briefly discussing writing for listening

Question 51

Inverted Pyramid

Answer 51

paragraphs are written in descending order of importance

Question 52

Lead

Answer 52

- first 1-2 paragraphs of a story | - includes the most important facts

Question 53

News Release

Answer 53

- document of record to state organization's official opinion - influence publication to write favorably about material discussed