PUR3000 Exam 2 UPDATED Exam
Questions and CORRECT Answers
Which of the following refers to age and gender? - CORRECT ANSWER - demographics
If Zoe wanted to have 50 percent of her neighbors to attend a city council meeting to advocate
for a zoning change, she needs to take specific steps. She would set specific ________ that
would help meet this broader ___________. - CORRECT ANSWER - objectives; goal
Tammy is gathering data for a client's blood drive. She collects demographic statistics on blood
donors in the area, the number of e-mail accounts that have been received an invitation, and the
number of people who respond to a Facebook invitation. The data she is gathering are known as
__________ research. - CORRECT ANSWER - Quantitative
Tammy is an account supervisor at a PR agency earning a salary of $65,000 a year, which breaks
down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three
times the account supervisor's actual pay. This is an example of the agency ___________. -
CORRECT ANSWER - applying the billable rate
Claire, a PR practitioner, placed an advertorial in the Gainesville Sun on the benefits of exercise
for her client, Gainesville Health + Fitness. This is an example of ____________ media. -
CORRECT ANSWER - paid
When Susan is trying to decide what new car to buy, she reads an article in a magazine
comparing the different options and prices. Susan values the ____________ of the news media
instead of paid advertising. - CORRECT ANSWER - third-party credibility
_______________ is paid advertising presented in the form of the media content that surrounds
it. - CORRECT ANSWER - native advertising
A segment on Good Morning America that includes an interview with your clients is an example
of __________. - CORRECT ANSWER - earned media
,The big picture of PR measures _____________. It is also the hardest results to attribute to the
specific efforts of a particular program. - CORRECT ANSWER - impact
Successful planning in public relations begins, ends and begins again, with _______________. -
CORRECT ANSWER - research
The concepts of the __________ are the first global standard of public relations measurement. -
CORRECT ANSWER - Barcelona Declaration of Research Principles
Jordan collects information for her client through examination of cookies and customer
registrations. Because she collected this information herself, it is an example of. - CORRECT
ANSWER - first-party data
Jackson is handling PR for a Georgia-based company that us about to announce an IPO. He is
looking to gain earned media coverage for his client. Which of the following media
organizations would be considered good placement: - CORRECT ANSWER - CNBC
The PR acronym of RPIE refers to the 4 step process of _____, planning, implementing and
evaluating programs - CORRECT ANSWER - Researching
____ is when you have reached an end or stopping point in your campaign and you want to
answer the question, "Did it work?" - CORRECT ANSWER - Summative research
Douglas conducts a focus group to gather information about blood donations. A blood group is
more effective if it is led by _____. - CORRECT ANSWER - A trained moderator
(removes the potential for biased, leading discussions and allows participants to feel more
comfortable to speak freely)
The University of Oregon's _____ describes its aspirations and a desired end-state: "We aspire to
be a preeminent and innovative public research university... We seek to enrich the human
condition..." - CORRECT ANSWER - Vision statement
, Before communication can have any effect at all, people must be _____ to the messages -
CORRECT ANSWER - exposed
In campaigns like the ALS ice bucket challenge, people not only learned, agreed and acted, but
also encouraged others to do likewise. This is referred to in PR as _____ - CORRECT
ANSWER - Proselytizing
A local shoe store hires Shandia, a freelance public relations practitioner, because it knows it
needs help in PR, but isn't quite sure how to approach it. Shandia's job is to convert this fuzzy
thinking into a ____ that will lead to meaningful results for the store - CORRECT
ANSWER - Strategy
Ivanna learned UF might raise tuition. She's upset about this and writes a letter to Gov Desantis
urging him to take action to stop this. How would you best deceive Ivanna's situation as a
"public" - CORRECT ANSWER - Active
When do we use the RPIE process in PR? - CORRECT ANSWER - During campaigns
A segment on CNBC that includes an interview with your client is an example of - CORRECT
ANSWER - Earned media
Who was our guest speaker that worked at IBM? - CORRECT ANSWER - Tamarra Thal
- in house at IBM
- PR major, buss admin minor
- lives in Brooklyn NYC
- external comms, internal comms, social impact (diversity, inclusion, environmental)
Who was our guest speaker who worked at South FL PGA? - CORRECT ANSWER - Orla
McQuaid
- JR Golf Communications Coordinator
Questions and CORRECT Answers
Which of the following refers to age and gender? - CORRECT ANSWER - demographics
If Zoe wanted to have 50 percent of her neighbors to attend a city council meeting to advocate
for a zoning change, she needs to take specific steps. She would set specific ________ that
would help meet this broader ___________. - CORRECT ANSWER - objectives; goal
Tammy is gathering data for a client's blood drive. She collects demographic statistics on blood
donors in the area, the number of e-mail accounts that have been received an invitation, and the
number of people who respond to a Facebook invitation. The data she is gathering are known as
__________ research. - CORRECT ANSWER - Quantitative
Tammy is an account supervisor at a PR agency earning a salary of $65,000 a year, which breaks
down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three
times the account supervisor's actual pay. This is an example of the agency ___________. -
CORRECT ANSWER - applying the billable rate
Claire, a PR practitioner, placed an advertorial in the Gainesville Sun on the benefits of exercise
for her client, Gainesville Health + Fitness. This is an example of ____________ media. -
CORRECT ANSWER - paid
When Susan is trying to decide what new car to buy, she reads an article in a magazine
comparing the different options and prices. Susan values the ____________ of the news media
instead of paid advertising. - CORRECT ANSWER - third-party credibility
_______________ is paid advertising presented in the form of the media content that surrounds
it. - CORRECT ANSWER - native advertising
A segment on Good Morning America that includes an interview with your clients is an example
of __________. - CORRECT ANSWER - earned media
,The big picture of PR measures _____________. It is also the hardest results to attribute to the
specific efforts of a particular program. - CORRECT ANSWER - impact
Successful planning in public relations begins, ends and begins again, with _______________. -
CORRECT ANSWER - research
The concepts of the __________ are the first global standard of public relations measurement. -
CORRECT ANSWER - Barcelona Declaration of Research Principles
Jordan collects information for her client through examination of cookies and customer
registrations. Because she collected this information herself, it is an example of. - CORRECT
ANSWER - first-party data
Jackson is handling PR for a Georgia-based company that us about to announce an IPO. He is
looking to gain earned media coverage for his client. Which of the following media
organizations would be considered good placement: - CORRECT ANSWER - CNBC
The PR acronym of RPIE refers to the 4 step process of _____, planning, implementing and
evaluating programs - CORRECT ANSWER - Researching
____ is when you have reached an end or stopping point in your campaign and you want to
answer the question, "Did it work?" - CORRECT ANSWER - Summative research
Douglas conducts a focus group to gather information about blood donations. A blood group is
more effective if it is led by _____. - CORRECT ANSWER - A trained moderator
(removes the potential for biased, leading discussions and allows participants to feel more
comfortable to speak freely)
The University of Oregon's _____ describes its aspirations and a desired end-state: "We aspire to
be a preeminent and innovative public research university... We seek to enrich the human
condition..." - CORRECT ANSWER - Vision statement
, Before communication can have any effect at all, people must be _____ to the messages -
CORRECT ANSWER - exposed
In campaigns like the ALS ice bucket challenge, people not only learned, agreed and acted, but
also encouraged others to do likewise. This is referred to in PR as _____ - CORRECT
ANSWER - Proselytizing
A local shoe store hires Shandia, a freelance public relations practitioner, because it knows it
needs help in PR, but isn't quite sure how to approach it. Shandia's job is to convert this fuzzy
thinking into a ____ that will lead to meaningful results for the store - CORRECT
ANSWER - Strategy
Ivanna learned UF might raise tuition. She's upset about this and writes a letter to Gov Desantis
urging him to take action to stop this. How would you best deceive Ivanna's situation as a
"public" - CORRECT ANSWER - Active
When do we use the RPIE process in PR? - CORRECT ANSWER - During campaigns
A segment on CNBC that includes an interview with your client is an example of - CORRECT
ANSWER - Earned media
Who was our guest speaker that worked at IBM? - CORRECT ANSWER - Tamarra Thal
- in house at IBM
- PR major, buss admin minor
- lives in Brooklyn NYC
- external comms, internal comms, social impact (diversity, inclusion, environmental)
Who was our guest speaker who worked at South FL PGA? - CORRECT ANSWER - Orla
McQuaid
- JR Golf Communications Coordinator
