COMM 370 EXAM 1 FINAL QUESTIONS VERIFIED
ANSWERS
Studies show that public relations departments spend approximately what percent of
their budget on research, which is the first step of the public relations planning process?
- Answers - 3-5 percent
All of the following are examples of Primary research except: - Answers - Annual reports
When the termn research is used, people tend to think of _____ research, which uses
scientific surveys and complex statistical tabulations. - Answers - Quantitative
A public relations program plan identifies what is to be done, why, and how to
accomplish it. Preparing the plan involves eight basic elements. The last element is
Evaluation. In order to evaluate the success or failure of your program, the Evaluation
step is measured against which other step in the process? - Answers - Objectives
Increasing the number of students attending Penn State men's basketball games is an
example of what type of program objective? - Answers - Motivational
All of the following are advantages for using public relations firms except: - Answers -
Cost
Provide at least two reasons given by companies for outsourcing. - Answers - To bring
expertise and resources to the organization that cant be found internally and the need to
supplement internal staffs during peak periods of activity.
Arthur Page is best known for: - Answers - Establishing the concept that public relations
should have an active voice in higher management
What percentage of their public relations budgets do Fortune 500 companies spend on
outside public relations firms? - Answers - 25%
The most difficult objective for a communicator to achieve is - Answers - Change in
overt behavior
Philosophers believe that we operate on one of three value orientations. A person who
has no specific value system on which to base a decision on, but decides on the basis
of the immediate rational choice, would be known as a (an): - Answers - Existentialist
,Public relations incorporate several basic elements that characterize the process. Which
one of the following terms DOES NOT characterize the essential elements of public
relations? - Answers - One-way communication
The primary goal of the PRSA Code of Ethics is: - Answers - Education
The public relations practitioner is a: - Answers - Lobbyist
Opinion researcher
Speechwriter
Counselor
Why has public relations enjoyed so much growth? - Answers - Is cost-efficient
For the purpose of our class and based on a list of characteristics of public relations, we
have adopted which of the following definitions of public relations? - Answers - Public
relations is the deliberate, planned, and sustained effort to establish and maintain
mutual understanding and hospitable relationship between an organization and its
publics.
A person whose work is to get publicity for an individual, organization, etc., as defined
by Webster's New World Dictionary, is a: - Answers - Press agent
Video news releases are considered to be straight news. - Answers - False
Successful public relations is largely reactionary rather than proactive. - Answers -
False
Which of the following individuals was a proponent of licensing public relations
professionals, requiring licensing by the state? - Answers - Edward L. Bernays
Which federal agency is charged with monitoring Video News Releases (VNRs) for
violations of the full-disclosure requirements regarding the source of video? - Answers -
Federal Communications Commission
All of the following are advantages of working in a public relations firm rather than in the
corporate setting, except: - Answers - Limited variety of skills and expertise
What company's public relations director said, "Our PR jobs are not for the faint of
heart?" - Answers - Wal-Mart
In the case shown on video, "Citizens For A Free Kuwait," what public relations firm
handled this campaign? - Answers - Hill & Knowlton Public Relations
Who is credited with the term "third party endorsement?" - Answers - P.T. Barnum
, There are three levels of influence: advisory, compulsory-advisory, and concurring
authority. Which level of influence requires line managers to at least listen to staff
experts' recommendation/advice? - Answers - Compulsory-advisory
The first book on public relations "Crystallizing Public Opinion," published in 1923, was
written by: - Answers - Edward L. Bernays
What company is admired most for its textbook handling of a public relations crisis? -
Answers - Johnson & Johnson
Who is the most important source in an organization for a reporter seeking an interview
during a crisis? - Answers - CEO
The first full-time public relations practitioners were drawn from which one of the
following vocations? - Answers - Journalism
Amos Kendall was an unsung pioneer of public relations while working as a pollster,
counselor, ghostwriter, and publicist for which U.S. president during the late 1820s and
early 1830s? - Answers - Andrew Jackson
Public relations firms can range in size from one person running the entire show to
3,000 or more employees. - Answers - True
Large corporations like General Motors feel they are too big to fail, so they have little
interest in public relations. - Answers - False
As the vice president for corporate communications, you have the final approval
authority to make the final decision on a public relations program. - Answers - False
Public relations practitioners reach their audiences through only one channel - Answers
- False
Who was the author of the Declaration of Principles? - Answers - Ivy Ledbetter Lee
Which stage of the RACE process does the practitioner determine what is going to be
done about the problem, issue, or opportunity facing the organization? - Answers -
Action
Edward L. Bernays is best known for all of the following public relations campaigns
except: - Answers - Hands Across America
Which company is recognized for establishing the first in-house publicity department? -
Answers - Westinghouse
The ____________ Committee was "literally public relations counselors to the United
States Government." - Answers - (George) Creel
ANSWERS
Studies show that public relations departments spend approximately what percent of
their budget on research, which is the first step of the public relations planning process?
- Answers - 3-5 percent
All of the following are examples of Primary research except: - Answers - Annual reports
When the termn research is used, people tend to think of _____ research, which uses
scientific surveys and complex statistical tabulations. - Answers - Quantitative
A public relations program plan identifies what is to be done, why, and how to
accomplish it. Preparing the plan involves eight basic elements. The last element is
Evaluation. In order to evaluate the success or failure of your program, the Evaluation
step is measured against which other step in the process? - Answers - Objectives
Increasing the number of students attending Penn State men's basketball games is an
example of what type of program objective? - Answers - Motivational
All of the following are advantages for using public relations firms except: - Answers -
Cost
Provide at least two reasons given by companies for outsourcing. - Answers - To bring
expertise and resources to the organization that cant be found internally and the need to
supplement internal staffs during peak periods of activity.
Arthur Page is best known for: - Answers - Establishing the concept that public relations
should have an active voice in higher management
What percentage of their public relations budgets do Fortune 500 companies spend on
outside public relations firms? - Answers - 25%
The most difficult objective for a communicator to achieve is - Answers - Change in
overt behavior
Philosophers believe that we operate on one of three value orientations. A person who
has no specific value system on which to base a decision on, but decides on the basis
of the immediate rational choice, would be known as a (an): - Answers - Existentialist
,Public relations incorporate several basic elements that characterize the process. Which
one of the following terms DOES NOT characterize the essential elements of public
relations? - Answers - One-way communication
The primary goal of the PRSA Code of Ethics is: - Answers - Education
The public relations practitioner is a: - Answers - Lobbyist
Opinion researcher
Speechwriter
Counselor
Why has public relations enjoyed so much growth? - Answers - Is cost-efficient
For the purpose of our class and based on a list of characteristics of public relations, we
have adopted which of the following definitions of public relations? - Answers - Public
relations is the deliberate, planned, and sustained effort to establish and maintain
mutual understanding and hospitable relationship between an organization and its
publics.
A person whose work is to get publicity for an individual, organization, etc., as defined
by Webster's New World Dictionary, is a: - Answers - Press agent
Video news releases are considered to be straight news. - Answers - False
Successful public relations is largely reactionary rather than proactive. - Answers -
False
Which of the following individuals was a proponent of licensing public relations
professionals, requiring licensing by the state? - Answers - Edward L. Bernays
Which federal agency is charged with monitoring Video News Releases (VNRs) for
violations of the full-disclosure requirements regarding the source of video? - Answers -
Federal Communications Commission
All of the following are advantages of working in a public relations firm rather than in the
corporate setting, except: - Answers - Limited variety of skills and expertise
What company's public relations director said, "Our PR jobs are not for the faint of
heart?" - Answers - Wal-Mart
In the case shown on video, "Citizens For A Free Kuwait," what public relations firm
handled this campaign? - Answers - Hill & Knowlton Public Relations
Who is credited with the term "third party endorsement?" - Answers - P.T. Barnum
, There are three levels of influence: advisory, compulsory-advisory, and concurring
authority. Which level of influence requires line managers to at least listen to staff
experts' recommendation/advice? - Answers - Compulsory-advisory
The first book on public relations "Crystallizing Public Opinion," published in 1923, was
written by: - Answers - Edward L. Bernays
What company is admired most for its textbook handling of a public relations crisis? -
Answers - Johnson & Johnson
Who is the most important source in an organization for a reporter seeking an interview
during a crisis? - Answers - CEO
The first full-time public relations practitioners were drawn from which one of the
following vocations? - Answers - Journalism
Amos Kendall was an unsung pioneer of public relations while working as a pollster,
counselor, ghostwriter, and publicist for which U.S. president during the late 1820s and
early 1830s? - Answers - Andrew Jackson
Public relations firms can range in size from one person running the entire show to
3,000 or more employees. - Answers - True
Large corporations like General Motors feel they are too big to fail, so they have little
interest in public relations. - Answers - False
As the vice president for corporate communications, you have the final approval
authority to make the final decision on a public relations program. - Answers - False
Public relations practitioners reach their audiences through only one channel - Answers
- False
Who was the author of the Declaration of Principles? - Answers - Ivy Ledbetter Lee
Which stage of the RACE process does the practitioner determine what is going to be
done about the problem, issue, or opportunity facing the organization? - Answers -
Action
Edward L. Bernays is best known for all of the following public relations campaigns
except: - Answers - Hands Across America
Which company is recognized for establishing the first in-house publicity department? -
Answers - Westinghouse
The ____________ Committee was "literally public relations counselors to the United
States Government." - Answers - (George) Creel
