Com 3523 final exam 2022 with complete solution

Com 3523 final exam 2022 with complete solution Pseudo-event and what is the purpose? Give an example. The objective is to do something unusual to attract attention -- a political debate is a planned event but NOT a pseudo-event - it is quite ordinary and routine. The main point is that the media like to cover controversy, the bizarre, etc. because sensational news sells more! fair comment This defense is often used by theatre and music critics when they negatively criticize a play or concert public affairs A term used by government agencies to describe their public relations activities is Overall, staff salaries account for the most costs for using a PR firm. true Difference between issues management and community relations as PR components? Give an example of issues management. Issues management is identifying and responding to issues of concern that the public has with the company, usually controversial and creating tension between the company and some public or publics that may negatively affect the company. See module 2 examples. Community relations is engaging in planned activities which benefit various publics to foster goodwill, and maintain a good relationship/reputation with the public. trademark A word, symbol or slogan that identifies a product's origin is a(n) OOP is a widely-used term in PR for a major crisis communication need and campaign. false You are a photographer for the Arizona Tourism Bureau. You take a photo of several tourists having a good time at the rim of the Grand Canyon. They are unaware of your presence. You do still need to obtain permission from the tourists to use this photo for Arizona advertising and publicity purposes even though they are in a public location. true National Public Diplomacy operates at which level(s) or scope of public relations? both b)macro level & d)global level Written permission should always be obtained before using an employee's photograph in a company sales brochure. true One of the following is allowable for public relations persons to tell media or other people inquiring about an employee of the company. Which is it? date of beginning employment PR firms are not likely to be held responsible in court for what is said since they are only responsible for how a client's messages are disseminated. false Schools in the Comal County ISD must respond to public criticism of their corporal punishment (paddling) policy. This is best described as an example of issues management misappropriation of personality Unauthorized use of a likeness or other representation of a celebrity is known as Loyalty is one of the PRSA code of ethics core values/principles. true RACE acronym Research Action Communication Evaluation you work for the San Antonio River Authority. A truck carrying diesel fuel crashed into the river just south of downtown and begins leaking. The news media arrive very quickly asking you questions. This is best described as an example of crisis communication Writing is probably the most important skill a PR practitioner needs. true Basic hourly fee plus expenses is the most flexible and widely used method for PR firms to bill clients. true A purposeful sample is random and can be generalized to the entire target population. false An objective of a PR campaign is "To increase awareness of the risks of driving while distracted by 20% among UTSA students." What standard for a good objective is obviously missing here? It's not time definate "Prepare brochures to assist news media in covering Board of Trustees meetings, major CPS Energy projects, and safety topics." is an example of a(n) tactic Four reasons to do PR research or ways PR practitioners use research. 1. to achieve credibility with management 2. to define audiences and segment publics 3. to formulate strategies 4. to test messages Planning should be the first step in any public relations process. false secondary research The use of existing information in books, articles, and electronic databases is known as reactive program Which of the following is not one of the program planning situations discussed in the text? Elements of a program plan. The eight elements are situation, objectives, audience, strategy, tactics, calendar/timetable, budget, and evaluation situation analysis The first major component of the planning process in public relations is a strategy "Create compelling arguments based on logical appeal by using statistics" is an example of a(n) Not an essential characteristic of a good news release? fancy, attention-getting phrases or clichés A budget usually is divided into two categories, which are staff time and out-of-pocket expenses Mass media have the most influence in what stages of the adoption process? awareness and interest focus group Research technique that is probably best for determining potential audience responses to strategies and messages Secondary research refers to data or information that originally comes from another source. true Three evaluation questions for objectives, and three other standards for writing good objectives. Three evaluation questions are: does it really address the situation?, is it realistic and achievable?, and can success be measured in meaningful terms? Three other standards are is it explicit? is it impact oriented? is it time definite? The media are generally included as part of PR program primary audiences. false Copy testing, at its most basic level, refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a particular organization or issue. false copy testing When the representatives of the target audience are asked to read or view materials in draft form before it is mass-produced and distributed is referred to as Tactics are designed to accomplish objectives, and strategies are the actual communication activities that execute the strategies. false With an audience that has low levels of involvement, an attractive spokesperson may work as well or better to impress them than a logical argument. true Focus groups should include at least 10-12 people in order to get valid information from representative audience members. false Approximately how much of a public relations budget should be allocated toward contingencies or unexpected costs? 10 percent Passive audiences need messages that have creativity and style euphemism An inoffensive word or phrase that is less direct or distasteful than the one that represents reality is a(n) Qualitative research techniques 1. content analysis 2. interviews 3. focus groups 4. copy testing 5. ethnographic fact sheet A quick reference tool ("crib sheet") for a reporter that gives additional background about an event, product, or company is a Research technique most frequently used by PR practitioners is literature searches/database information retrieval experiments The most precise random sampling is usually done from lists that give the name of everyone in the targeted audience A good news release is rarely shorter than two pages since all 6 W's must be included and with adequate background for the reporter's story. false Which is not a common element included in a press kit? most recent annual report Are the media usually considered a target public? Why or why not? No, they are not typical "target publics". Target publics are those we are trying to influence. The media only become a target public when we actually try to influence how they are covering our industry, client, etc. Otherwise we refer to "target media" as those media we will use to reach the actual target public(s). If you were to randomly ask people at a mall to stop and answer some survey questions, this would be both intercept and nonprobability media advisory This type of "memo", often bulleted, alerts media about upcoming interview opportunities among other uses. acronyms MADD and AIDS are examples of Words such as enhanced, unique, significant, powerful, innovative, and sophisticated should be used in PR communication since they tend to attract audience attention. false news release The most widely used document issued by practitioners to news media is the The biggest disadvantage of mailed questionnaires is the low response rates Most widely practiced form of evaluating public relations programs is compilation of press clippings and radio-television mentions Advertising Value Equivalency (AVE) basically refers to the notion of measuring monetary value of message exposure The more complex a situation, the lower the perception of risk. false