Public Relations Assignment 3 Chapter 5
What does the acronym RACE stand for? -correct answer_Research, Action planning,
Communication, and Evaluation Public relations is described as a loop process. What
component makes it a loop rather than a linear process? -correct answer_Program
assessment and adjustment 1. _________ communications includes advertising, community
relations, and employee communications. -correct answer_Corporate 1. In contrast to
persuasive communication, public affairs and __________ implies that only information is being
disseminated. -correct answer_public information 1. A(n) ________ is a specialist who
concentrates on finding unusual news angles that attract media attention. -correct
answer_publicist 1. _________ is used to describe efforts by an individual or organization to
interpret an event or issue according to a particular viewpoint. -correct answer_Spin 1. Since
public relations is designed to influence, gain understanding, provide information, and obtain
feedback from those affected by the activity, it can be termed as -correct answer_deliberate 1.
During which step are objectives set, audiences defined, and strategies decided? -correct
answer_Programming 1. ________ can be defined as developing effective involvement in civic
policy and helping an organization adapt to societal expectations. -correct answer_Public
affairs 1. __________ help to create and maintain investor confidence and build a good
relationship with the business community. -correct answer_Financial relations 1. ___________
relates directly with legislatures and regulatory agencies on behalf of the organization. -correct
answer_Government affairs 1. What are the five basic elements of a communications model?
-correct answer_the sender and receiver, the medium that carries the message, contextual
factors, the message itself, and feedback. 1. What kinds of messages and communications
channels would you use for a passive audience? For an active information-seeking audience?
-correct answer_A passive audience needs use photos, slogans and illustrations while active
audiences use brochures, in-depth print media articles, slide presentations, and speeches
What is the most visible part of public relations work? -correct answer_Communication By
which process is information provided to the intended audiences in various forms? -correct
answer_Message exposure Which variable creates a problem for an organizational speaker,
especially for corporations, because audiences are generally skeptical? -correct
answer_Source credibility Which sense helps viewers find the required information? -correct
answer_Sight What campaigns will only work if they are based on a platform of ethics? -correct
answer_Word-of-mouth campaigns Identify at least five ways that research is used in public
relations. -correct answer_-To achieve credibility with management -To define audiences and
segment publics -To formulate strategy -To test messages -To monitor the competition 1. List
at least five informal research methods. -correct answer_content analysis. interviews. focus
groups. copy testing. ethnographic techniques. _______________ research is a number-based
research. -correct answer_Quantitative For which type of research is the data collected from
places such as books, magazines, and the Internet? -correct answer_Secondary What type of
qualitative research technique is used to measure the amount and nature of media coverage?
What does the acronym RACE stand for? -correct answer_Research, Action planning,
Communication, and Evaluation Public relations is described as a loop process. What
component makes it a loop rather than a linear process? -correct answer_Program
assessment and adjustment 1. _________ communications includes advertising, community
relations, and employee communications. -correct answer_Corporate 1. In contrast to
persuasive communication, public affairs and __________ implies that only information is being
disseminated. -correct answer_public information 1. A(n) ________ is a specialist who
concentrates on finding unusual news angles that attract media attention. -correct
answer_publicist 1. _________ is used to describe efforts by an individual or organization to
interpret an event or issue according to a particular viewpoint. -correct answer_Spin 1. Since
public relations is designed to influence, gain understanding, provide information, and obtain
feedback from those affected by the activity, it can be termed as -correct answer_deliberate 1.
During which step are objectives set, audiences defined, and strategies decided? -correct
answer_Programming 1. ________ can be defined as developing effective involvement in civic
policy and helping an organization adapt to societal expectations. -correct answer_Public
affairs 1. __________ help to create and maintain investor confidence and build a good
relationship with the business community. -correct answer_Financial relations 1. ___________
relates directly with legislatures and regulatory agencies on behalf of the organization. -correct
answer_Government affairs 1. What are the five basic elements of a communications model?
-correct answer_the sender and receiver, the medium that carries the message, contextual
factors, the message itself, and feedback. 1. What kinds of messages and communications
channels would you use for a passive audience? For an active information-seeking audience?
-correct answer_A passive audience needs use photos, slogans and illustrations while active
audiences use brochures, in-depth print media articles, slide presentations, and speeches
What is the most visible part of public relations work? -correct answer_Communication By
which process is information provided to the intended audiences in various forms? -correct
answer_Message exposure Which variable creates a problem for an organizational speaker,
especially for corporations, because audiences are generally skeptical? -correct
answer_Source credibility Which sense helps viewers find the required information? -correct
answer_Sight What campaigns will only work if they are based on a platform of ethics? -correct
answer_Word-of-mouth campaigns Identify at least five ways that research is used in public
relations. -correct answer_-To achieve credibility with management -To define audiences and
segment publics -To formulate strategy -To test messages -To monitor the competition 1. List
at least five informal research methods. -correct answer_content analysis. interviews. focus
groups. copy testing. ethnographic techniques. _______________ research is a number-based
research. -correct answer_Quantitative For which type of research is the data collected from
places such as books, magazines, and the Internet? -correct answer_Secondary What type of
qualitative research technique is used to measure the amount and nature of media coverage?
