PUR 3000 FINAL QUESTIONS & ANSWERS
A hallmark of the practice of public relations is - Answers :communicating effectively in
writing for the ear and eye.
A lead is - Answers :the first one or two sentences, or first paragraph in a news story.
A major element that helps media editors decide whether to even read a news release
is - Answers :how much attention is given to localizing the material.
A news release that has news value must - Answers :be newsworthy in the context of
the organization.
Among the most important bits of advice about writing for the ear is - Answers :be brief
An absolute way to avoid misspellings is to - Answers :verify words in a dictionary.
In public relations writing, ________ is often maligned but valuable and earns the
granddaddy award. - Answers :A news release
Public relations and journalism students are taught that the lead should include -
Answers :the 5 Ws and occasionally the H.
The key to the practice of public relations remains - Answers :communicating effectively
in writing and speaking.
The news style that most public relations writers follow has been established by the -
Answers :New York Times and Associated Press
The overriding purpose of a news release is - Answers :to stimulate editors to consider
covering the story.
The rule to follow regarding numbers indicates that numbers till ________ should be
spelled out. - Answers :10
Which of the following is NOT fundamental for effective writing? - Answers :to write your
material for all audiences rather than one specific audience.
According to Rudolf Flesch, keys to making writing more readable include all EXCEPT -
Answers :use words that demonstrate your knowledge of languages other than English.
Of the following items, which one should a professional news release NOT include? -
Answers :Hyperbole
A major difference between public relations and advertising is... - Answers :advertising
focuses on paying for time or space that allows them to put across their organization's
,messages about its products and services; in public relations credibility helps to earn
media recognition.
A major difference between public relations and marketing is that - Answers :the focus
in public relations is on marketing an organization; in marketing it's on selling a service
or product.
A practice among some news editors because of the proliferating raft of product
placements in the media is to - Answers :delete mention of brands or companies in
news columns.
A public relations practice that media scorn is - Answers :placing well-known people on
TV but failing to disclose they are representing a particular company.
A sign of just how significant tying mascots to products can be is - Answers :General
Mills creating Green Giant Food Company and a related Web site.
Advertising is NOT held in as high esteem as marketing people would hope because -
Answers :there's a stigma about the message being created and paid for by the sender.
Branding is about - Answers :creation of a position or differentiable identity for a
company or product.
If public relations practitioners see themselves as key players in IMC, they must -
Answers :establish credibility.
If the effectiveness of publicity is exemplified by how long a company can tie its product
to an iconic figure, then ________ appears to hold a record. - Answers :Ronald
McDonald.
If you expected to receive maximum value from an article reprint you would do all of the
following EXCEPT - Answers :seek permission months after the article appeared to
have a press run of the article for use by the sales staff as a door opener with targeted
sales prospects.
If you've received publicity in a magazine or newspaper, what can you produce to
extend the impact from that coverage? - Answers :an article reprint
Motivating prospective customers to action describes what ________ is effective at
doing. - Answers :Sales negotiation
Showing Beanie Babies and Cabbage Patch Dolls with a client's new product for a
photograph is an example of which principle of building a brand? - Answers :Using
heritage
, The law of primacy is essential in - Answers :establishing the impression that you were
first in a product category.
Which of the following is NOT an example of 21st century promotional innovation
associated with integrated marketing? - Answers :News releases
A crisis means that in dealing with media, you must establish battlefield rules that
include all EXCEPT which of the following? - Answers :Speculate even if it hurts.
If a crisis occurs, typically you will have to handle - Answers :a siege mentality,
especially amplified by your legal advisers.
In a crisis, which of the following is NOT likely to be a behavior of most reporters? -
Answers :to be empathetic
In a summary of the goals of issues management which of the following would NOT be
included? - Answers :to help reduce organizational assets
In contrast to advice lawyers typically offer about a crisis, public relations people would
advise that you - Answers :provide prompt, frank, and full information.
In the 21st century, among the highest-paid, most well-regarded public relations
practitioners are those who attempt to manage - Answers :Crises
In the heat of a crisis, public relations professionals must remember the cold truth about
their goals, which include all of the following EXCEPT - Answers :build a case for who
or what was to blame.
Message maps generally adhere to all of the following standard requirements EXCEPT
- Answers :three media outlets per message.
Paramount in all advice offered about handling media in a crisis, above all else -
Answers :never, never lie.
The first planning issue in preparing how to handle a crisis is to - Answers :define the
risk for each likely affected audience.
The most essential step in planning how to handle a crisis is to - Answers :demonstrate
responsible management action.
The speed of the Internet, pervasiveness of social media and viral communications
mean people and companies are - Answers :a blink away from real or faux crisis.
To ________, crisis is "unplanned visibility." - Answers :James Lukaszewaski
A hallmark of the practice of public relations is - Answers :communicating effectively in
writing for the ear and eye.
A lead is - Answers :the first one or two sentences, or first paragraph in a news story.
A major element that helps media editors decide whether to even read a news release
is - Answers :how much attention is given to localizing the material.
A news release that has news value must - Answers :be newsworthy in the context of
the organization.
Among the most important bits of advice about writing for the ear is - Answers :be brief
An absolute way to avoid misspellings is to - Answers :verify words in a dictionary.
In public relations writing, ________ is often maligned but valuable and earns the
granddaddy award. - Answers :A news release
Public relations and journalism students are taught that the lead should include -
Answers :the 5 Ws and occasionally the H.
The key to the practice of public relations remains - Answers :communicating effectively
in writing and speaking.
The news style that most public relations writers follow has been established by the -
Answers :New York Times and Associated Press
The overriding purpose of a news release is - Answers :to stimulate editors to consider
covering the story.
The rule to follow regarding numbers indicates that numbers till ________ should be
spelled out. - Answers :10
Which of the following is NOT fundamental for effective writing? - Answers :to write your
material for all audiences rather than one specific audience.
According to Rudolf Flesch, keys to making writing more readable include all EXCEPT -
Answers :use words that demonstrate your knowledge of languages other than English.
Of the following items, which one should a professional news release NOT include? -
Answers :Hyperbole
A major difference between public relations and advertising is... - Answers :advertising
focuses on paying for time or space that allows them to put across their organization's
,messages about its products and services; in public relations credibility helps to earn
media recognition.
A major difference between public relations and marketing is that - Answers :the focus
in public relations is on marketing an organization; in marketing it's on selling a service
or product.
A practice among some news editors because of the proliferating raft of product
placements in the media is to - Answers :delete mention of brands or companies in
news columns.
A public relations practice that media scorn is - Answers :placing well-known people on
TV but failing to disclose they are representing a particular company.
A sign of just how significant tying mascots to products can be is - Answers :General
Mills creating Green Giant Food Company and a related Web site.
Advertising is NOT held in as high esteem as marketing people would hope because -
Answers :there's a stigma about the message being created and paid for by the sender.
Branding is about - Answers :creation of a position or differentiable identity for a
company or product.
If public relations practitioners see themselves as key players in IMC, they must -
Answers :establish credibility.
If the effectiveness of publicity is exemplified by how long a company can tie its product
to an iconic figure, then ________ appears to hold a record. - Answers :Ronald
McDonald.
If you expected to receive maximum value from an article reprint you would do all of the
following EXCEPT - Answers :seek permission months after the article appeared to
have a press run of the article for use by the sales staff as a door opener with targeted
sales prospects.
If you've received publicity in a magazine or newspaper, what can you produce to
extend the impact from that coverage? - Answers :an article reprint
Motivating prospective customers to action describes what ________ is effective at
doing. - Answers :Sales negotiation
Showing Beanie Babies and Cabbage Patch Dolls with a client's new product for a
photograph is an example of which principle of building a brand? - Answers :Using
heritage
, The law of primacy is essential in - Answers :establishing the impression that you were
first in a product category.
Which of the following is NOT an example of 21st century promotional innovation
associated with integrated marketing? - Answers :News releases
A crisis means that in dealing with media, you must establish battlefield rules that
include all EXCEPT which of the following? - Answers :Speculate even if it hurts.
If a crisis occurs, typically you will have to handle - Answers :a siege mentality,
especially amplified by your legal advisers.
In a crisis, which of the following is NOT likely to be a behavior of most reporters? -
Answers :to be empathetic
In a summary of the goals of issues management which of the following would NOT be
included? - Answers :to help reduce organizational assets
In contrast to advice lawyers typically offer about a crisis, public relations people would
advise that you - Answers :provide prompt, frank, and full information.
In the 21st century, among the highest-paid, most well-regarded public relations
practitioners are those who attempt to manage - Answers :Crises
In the heat of a crisis, public relations professionals must remember the cold truth about
their goals, which include all of the following EXCEPT - Answers :build a case for who
or what was to blame.
Message maps generally adhere to all of the following standard requirements EXCEPT
- Answers :three media outlets per message.
Paramount in all advice offered about handling media in a crisis, above all else -
Answers :never, never lie.
The first planning issue in preparing how to handle a crisis is to - Answers :define the
risk for each likely affected audience.
The most essential step in planning how to handle a crisis is to - Answers :demonstrate
responsible management action.
The speed of the Internet, pervasiveness of social media and viral communications
mean people and companies are - Answers :a blink away from real or faux crisis.
To ________, crisis is "unplanned visibility." - Answers :James Lukaszewaski
