APR Exam 1|130 Questions with Verified Answers
What are the challenges of PR? - CORRECT ANSWER -multifaceted: written,
interpersonal, media relations and social media, research, negotiation, creativity,
logistics, facilitation and problem solving
-professionals: 300,000 in US and 3 million worldwide
-US: $3.7billion spent on PR in 2009 and $8 billion will be spent in 2013
-U.S: 30,000 students (PR area); 600 schools offer curriculum in PR
-Global scope: PR is huge around the world
What are key elements in the definition of PR? - CORRECT ANSWER -Management
of communication between an organization and its publics
-deliberate: intentionally designed to influence
-planned: systematic
-performance: based on actual policies and performance
-public interest: beneficial mutually to company and the public
-2 way communication: expository-descriptive feedback
-management function: PR serves as top level management
What are types of PR jobs/names in PR? - CORRECT ANSWER corporate
communications, public information and public affairs, publicists/press agent, and
negative
What is corporate communications? - CORRECT ANSWER the most popular PR job
you can get. Ex: macdonalds, BMW, fortune 500
What is public information and public affairs? - CORRECT ANSWER A PR agency
used by the military and government organizations
What does a publicists or press agent do? - CORRECT ANSWER handles
entertainment businesses
What are negative PR names that people do not want to be called? - CORRECT
ANSWER Spin or Flack
, What is the 4 step PR process? - CORRECT ANSWER 1. research
2. planning
3. implementation
4. evaluation
What are the 4 levels of the communication process? - CORRECT ANSWER 1.
awareness: do people know it exists?
2. information
3. attitude: did you hate it or love it?
4. behavior: did you buy it?
What are 11 aspects of PR? - CORRECT ANSWER counseling, research, media
relations, employee/member relations, community relations, public affairs,
government affairs, financial relations, industry relations, development/fund
raising, special events
PR vs. Journalism: - CORRECT ANSWER 1. broader scope-more media outlets
2. they are information providers and also advocates-advocates of clients interest
3. PR has more audiences- segmented, not mass audience
4. It has channels beyond mass media- multiple mediums, combinations of mass
media
5. better outlets, better pay, dress better
What is expository communication? and give examples - CORRECT ANSWER It is
like journalism, they are journalistic at heart; work with existing media and
directed communication. examples include: news release, feature, tv coverage,
speech, ANR/VNR, brochure
Advertising vs. PR: - CORRECT ANSWER -Advertising is renting space of mass
medium.
-Paid vs. less costly- WSJ full page=$220,000 and the superbowl=2.6 million for 30
seconds
-Advertising= selling and PR= economic, political, social
Marketing vs. PR: - CORRECT ANSWER -the 4 p's of marketing
What are the challenges of PR? - CORRECT ANSWER -multifaceted: written,
interpersonal, media relations and social media, research, negotiation, creativity,
logistics, facilitation and problem solving
-professionals: 300,000 in US and 3 million worldwide
-US: $3.7billion spent on PR in 2009 and $8 billion will be spent in 2013
-U.S: 30,000 students (PR area); 600 schools offer curriculum in PR
-Global scope: PR is huge around the world
What are key elements in the definition of PR? - CORRECT ANSWER -Management
of communication between an organization and its publics
-deliberate: intentionally designed to influence
-planned: systematic
-performance: based on actual policies and performance
-public interest: beneficial mutually to company and the public
-2 way communication: expository-descriptive feedback
-management function: PR serves as top level management
What are types of PR jobs/names in PR? - CORRECT ANSWER corporate
communications, public information and public affairs, publicists/press agent, and
negative
What is corporate communications? - CORRECT ANSWER the most popular PR job
you can get. Ex: macdonalds, BMW, fortune 500
What is public information and public affairs? - CORRECT ANSWER A PR agency
used by the military and government organizations
What does a publicists or press agent do? - CORRECT ANSWER handles
entertainment businesses
What are negative PR names that people do not want to be called? - CORRECT
ANSWER Spin or Flack
, What is the 4 step PR process? - CORRECT ANSWER 1. research
2. planning
3. implementation
4. evaluation
What are the 4 levels of the communication process? - CORRECT ANSWER 1.
awareness: do people know it exists?
2. information
3. attitude: did you hate it or love it?
4. behavior: did you buy it?
What are 11 aspects of PR? - CORRECT ANSWER counseling, research, media
relations, employee/member relations, community relations, public affairs,
government affairs, financial relations, industry relations, development/fund
raising, special events
PR vs. Journalism: - CORRECT ANSWER 1. broader scope-more media outlets
2. they are information providers and also advocates-advocates of clients interest
3. PR has more audiences- segmented, not mass audience
4. It has channels beyond mass media- multiple mediums, combinations of mass
media
5. better outlets, better pay, dress better
What is expository communication? and give examples - CORRECT ANSWER It is
like journalism, they are journalistic at heart; work with existing media and
directed communication. examples include: news release, feature, tv coverage,
speech, ANR/VNR, brochure
Advertising vs. PR: - CORRECT ANSWER -Advertising is renting space of mass
medium.
-Paid vs. less costly- WSJ full page=$220,000 and the superbowl=2.6 million for 30
seconds
-Advertising= selling and PR= economic, political, social
Marketing vs. PR: - CORRECT ANSWER -the 4 p's of marketing
