Public Relations Exam with correct 100% answers 2024

How many people are estimated to work in public relations around the world? - correct answer 300,000 in the US; 3 million people worldwide Is public relations growing as a field in terms of employees and revenues? - correct answer Yes, it's especially growing in China What key words and phrases are found in most definitions of public relations? - correct answer Deliberate, Planned, Performance, Public Interest, Two-way communication, Management function What does the acronym RACE stand for? - correct answer Research (What is the problem or situation?), Action (program planning, what is going to be done about it?), Communication (execution, how will the public be told?), Evaluation (was the audience reached and what was the effect?) Public relations is described as a loop process. What makes it a loop rather than a linear process? - correct answer The conceptualization of pr as a cyclical process, feedback, or audience response leads to assessment of the program, which becomes an essential element in the development of another pr project. Review the U.S. Department's description of a public relations manager and specialist on pages 3-4. Did it change your initial perception of public relations as a field? - correct answer PR specialists handle an organization's communication with the public, investors, reporters, and other media specialists. PR managers review and sometimes write news releases. They also sponsor corporate events to help maintain and improve the image and identity of their organization or client What are the components of basic public relations practices? - correct answer Research and analysis, policy formation, programming, communication, feedback, program assessment and adjustment What other terms are used by organizations to describe the public relations function? - correct answer media relations, publicity, employee/member relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, marketing communications, special events, etc. How does pubic relations differ from the fields of journalism, advertising, and marketing? - correct answer Journalists gather and select information for the primary purpose of providing the public with news and information. PR personnel gather facts and information for the public but also to change people's attitudes and behaviors in order to further an organization's goals and objectives. Advertising is about persuasion. Marketing is about creating demand. What are the six essential qualities for working in public relations? - correct answer writing skill, research ability, planning expertise, problem-solving ability, business/economics competence, and expertise in social media What are the entry-level salaries in public relations? - correct answer around $33,000 What are the salaries for experienced professionals? - correct answer around $56,000 with less than 5 years experience and $130,000 for more than 5 years experience What were some of the early antecedents to today's public relations practice? - correct answer The roots of the practice go back to the ancient empires of Egypt, Greece, Rome and India Who are the five major historical themes of public relations through the centuries? - correct answer profit, recruitment, legitimacy, agitation, and advocacy What concepts of publicity and public relations were practiced by P.T. Barnum? - correct answer He was the master of pseudoevent, which is a planned happening that occurs primarily for the purpose of being reported. Used flowery language, exaggeration, controversy massive advertising, and publicity to promote his various attractions in an age when the public was hungry for any form of entertainment. He obtained full houses on opening nights in each community by donating part of the proceeds to charity - a device still used today What are the four important contributions Ivy Lee made to public relations? - correct answer 1) advancing the concept that business and industry should align themselves with the public interest, 2) dealing with top executives and carrying out no program without the active support of management, 3) maintaining open communication with the news media, and 4) emphasizing the necessity of humanity business and bringing its public relations down to the community level of employees, customers, and neighbors What are Arthur W. Page's six principles of public relations management? - correct answer 1) tell the truth 2) action speaks louder than words 3) always listen to the consumer 4) anticipate public reaction and eliminate practices that cause conflict 5) public relations is a management and policy making function that impacts the entire company 6) keep a sense of humor, exercise judgement, and keep a cool head in times of crisis. What did Ivy Lee do for the Rockefeller family in the Colorado Fuel and Iron Company Labor strife? - correct answer Sent out bulletins from company management that outline their thoughts on various issues. Had the governor of Colorado write an article supporting the position taken by the company. Had Rockefeller meet with the workers, work with them, eat with them, and talk with them which created the image that he really cared. What are the major developments in the philosophy and practice of public relations from the 1950s to 2000. - correct answer It greatly expanded after WWII as a result of urbanization, mass media, and the overall expansion of business. The concept of pr shifted to the concepts of "reputation management" and "relationship building." Matured as a management function at the highest level of organization. Become majority female. What are the four models of public relations as outlined by James Grunig? - correct answer Press agentry/Publicity, Public Information, Two-Way Asymmetric, Two-Way Symmetric Public relations is now described as "relationship management." What is this concept? - correct answer the basic idea being that public relations practitioners are in the business of building and fostering relationships with an organization's various publics ____________ now constitute the majority of public relations personnel. - correct answer females What are several recent trends in the public relations field that will shape the field in the next five years? - correct answer effort to have a more diverse workforce, practice on a global scale, and the revolutionary shift from traditional mass media to digital media, including the Internet and social media Can a public relations person be an advocate for a cause and still be ethical? - correct answer Yes, "public relations practitioners are justified in disseminating persuasive information so long as objective and reasonable persons would view those persuasive efforts as truthful What is the concept of role differentiation? - correct answer This means that society, in general, expect pr people to be advocates, just as society expects advertising copywriters to make a product sound attractive, journalists to be objective, and attorneys to defend someone in court What role do professional organizations play in setting the standards of public relations practice? - correct answer they have done much to develop the standards of ethical, professional pr practice and to help society understand the role of public relations What are the activities of PRSA, IABC, and IPRA? - correct answer Public relations society of america (PRSA) is the largest national pr organization in the world. Top four responsibilities are: 1) media relations 2) writer/editor 3) marketing communications 4) corporate communications. International Association of Business Communicators (IABC) is the second largest organization. Top four responsibilities are: 1) corporate communications 2) employee communications 3) marketing communications 4) media relations. International Public Relations Association (IPRA) is global in scope. It's membership is primarily senior level pr executives, and its mission is "to provide intellectual leadership in the practice of international pr by making available to our members the services and information that will help them to meet their professional responsibilities and to succeed in their careers What are some common characteristics of ethics codes? - correct answer honesty and integrity, professional standards, truthful, accurate, and fair in all of their communications How should companies respond to critical consumer reviews on such sites as YELP or Trip Advisor? - correct answer respond quickly and publicly by showing concern for the customer's bad experience, making an apology if appropriate, and attempting to solve the problem What ethical rules apply to Internet public relations and participation in social networking sites? - correct answer Source any material used, identify yourself and your connection to any employer or client in chat rooms, promotions, blogs, facebook accounts, etc., unethical to offer cash or gifts for others to support a product and not disclose it, respect copyrights, trademarks, and fair use guidelines, respect your audience Is public relations a profession? - correct answer Yes because it has education, training, literature, research, and a code of ethics In what ways do the concepts of "careerism" and "technician mentality" undermine the concept of public relations as a profession? - correct answer careerism places a higher importance on job security, prestige in the organization, salary level, and recognition from superiors rather than a sense of independence, a sense of responsibility to society and the public interest, manifest concern for the competence and honor of the profession as a whole, and a higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment. Technician mentality narrowing define professionalism as the ability to do a competent job of executing the mechanics of communicating even if the information provided by management or a client is in bad taste, misleading, lacks documentation, or is just plain wrong What is the accreditation process in public relations? - correct answer written and oral exams and to have candidates submit a portfolio of work samples to a committee of professional peers What is the difference between certification and accreditation? - correct answer accreditation requires a one time exam while certification requires continued education and professional development to remain certified What is a "front" group? Why are they considered unethical? - correct answer A group of citizens that protest for a cause that are often funded by larger corporations. PRSA condemns front groups that seek to influence the public policy process by disguising or obscuring the true identity of their members or by implying representation of a much more broadly based group than exists Should public relations personnel give gifts to journalists? - correct answer No, it underlines the media's credibility and the public's trust What is the concept of "pay for play"? - correct answer The more advertising a company buys the more likely their products will be featured in the "news" the magazine or publication is showing Should celebrities who appear on tv talk shows disclose what company or organization is paying them to appear? - correct answer Yes, otherwise it will undermine credibility and trust How have the role and function of public relations departments changed in recent years? - correct answer In the beginning the function of pr was promotion and publicity, now exercises its influence on the highest levels of management. Complex and dynamic process of negotiation and compromise with a number of key audiences, often called publics In what ways do the structure and culture of an organization affect the role and influence of the public relations department? - correct answer Influence in the company is based on four factors: perception of value by top management, practitioners taking on the managerial role, reporting to the CEO, and years of professional experience What are the top five activities of a public relations department, according to a survey by CCI? - correct answer Name and describe the five job levels in public relations. - correct answer entry-level technician, supervisor, manager, director, and executive What is the difference between a line function and a staff function? To which function foes pr belong, and why? - correct answer line functions can delegate authority, set production goals, hire employees, and make policy. Staff people have little or no direct authority and instead must indirectly influence the work of others through suggestions, recommendations, and advice What four areas in an organization have the potential for friction with the pr department? - correct answer legal, human resources, advertising, and marketing Name at least seven services that a pr firm offers clients - correct answer marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, and financial relations What are the four largest communications conglomerates in the world? - correct answer WPP Group, London based. Omnicom, in NY. Publicis Groupe, based in Paris. Interpublic Group, based in NY How important is international business to American pr firms? - correct answer Very important. Most major public relations firms generate substantial revenue from foreign clients What are the pros and cons of using a pr firm? - correct answer Pros: objectivity, a variety of skills and expertise, extensive resources, offices throughout the country, special problem-solving skills, and credibility. Cons: Superficial grasp of a client's unique problems, lack of full-time commitment, need for prolonged briefing period, resentment by internal staff, need for strong direction by top management, need for full information and confidence, and costs. What are the standard methods used by a pr firm to charge for its services? - correct answer basic hourly fee, plus out of pocket expenses; retainer fee (basic monthly charge that covers ordinary administrative and overhead fess for maintaining the account and being on call); fixed project fee (specific project for specific pay) What questions should a person ask before planning a research project? - correct answer What is the problem? What is needed? How will it be used? Should it be in-house or outside research? Timeframe and costs Identify at least five ways that research is used in public relations. - correct answer to achieve credibility with management, to define audiences and segment publics, to formulate strategy, to test messages, to help management keep in touch, to prevent crises, to monitor the competition, to sway public opinion, to generate publicity, to measure success How can survey research be used as a publicity tool? - correct answer news organizations are drawn to releases that include research findings that add some substance and interest to stories. PR often includes creative, playful elements that add verve to the work List at least five informal research methods. - correct answer content analysis, interviews, focus groups, copy testing, and ethnographic techniques Describe three practical uses of Web analytics and social media monitoring. - correct answer Web analytics can estimate how traffic to a website changes after the launch of a new campaign as well as identify which campaign components are driving the most valuable Web traffic for the organization. Social media monitoring tools include objectives such as increasing revenues, tracking and managing issues, developing content that tracks trends in thinking and fashion, increasing awareness of the organization's mission, and improving public opinion of a particular cause or organization Identify at least five guidelines that should be followed when preparing a questionnaire - correct answer carefully consider wording, avoid loaded questions, consider timing and context, avoid the politically correct answer, give a range of possible answers, use scaled answer sets What are the pros and cons of each of the following: mail questionnaire, piggyback surveys, and web surveys? - correct answer Why are website drivers and conversions? - correct answer drivers are what causes visitors to stay on-site and conversions are what causes desirable behavior on the site. When is it okay for an intern in pr not to be paid? - correct answer Unpaid internships are only acceptable if the experience is similar to that offered in a vocational school, does not displace a regular employee, and that the employer derives "no immediate advantage" from the student's work. Advisory - correct answer the staff function may be only advisory, there is no obligation for line management to take recommendations or even request them Compulsory-Advisory - correct answer organization policy requires that line managers at least listen to the appropriate staff experts before deciding on a strategy Concurring Authority - correct answer Places pr in the positioning of reviewing and approving all materials and communications with external audiences.