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1 | |
In the field of public relations, a (n) __________________is made of people within a particular organization. |
| | A) | public |
| | B) | external public |
| | C) | internal public |
| | D) | audience |
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2 | |
_______________ was one of the first conducted press agentry, when he sent letters to the editor, under fake names, accusing himself of fraud. |
| | A) | Thomas Paine |
| | B) | Washington Irving |
| | C) | P.T. Barnum |
| | D) | Ivy Lee |
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3 | |
One of the things Ivy Lee recognized was that |
| | A) | the public was affected by rational arguments more than anything else. |
| | B) | people reacted strongly to symbols and phrases. |
| | C) | it was easy to cover up unpleasant news. |
| | D) | public opinion could never really be manipulated. |
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4 | |
One of the founders of PR, Edward L. Bernays, used a technique he called engineering consent. This meant that |
| | A) | using scientific principles and tried practices to get people to support ideas. |
| | B) | getting the consent of the client to engineer a message that would sway public opinion. |
| | C) | being very open with the public about the way their perceptions are engineered by PR. |
| | D) | engineering a different approach to reach each individual, as opposed to the public as a whole. |
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5 | |
Ivy lee's "Declaration of Principles" for PR can best be summarized this way |
| | A) | "Tell the truth because it is the moral thing to do" |
| | B) | " Influence the leader and you influence the group" |
| | C) | "Openly and honestly supply accurate and timely news to the press." |
| | D) | "Tell the press what the public wants to hear, and they will always write favorably about your client." |
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6 | |
President Woodrow Wilson established the committee on Public Information in order to |
| | A) | convince the American public to enter the war. |
| | B) | persuade Americans that we should stay out of the war. |
| | C) | persuade Americans that this should be their last war. |
| | D) | build American support for the war |
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7 | |
Bernays used the term opinion leadership to refer to the process of |
| | A) | influencing community leaders to have certain opinions. |
| | B) | using respected an influential individuals to deliver messages in an attempt to influence the community. |
| | C) | influencing more members of a community to achieve leadership positions, in order to mold public opinion. |
| | D) | having public relations professionals pose as leaders so that they can influence public opinion. |
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8 | |
The central notion of modern PR, that distinguishes it from press agentry, is |
| | A) | informing a variety of publics. |
| | B) | attempting to gain the cooperation of the press. |
| | C) | creating and managing a client's image. |
| | D) | supporting interaction between an institution and its publics. |
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9 | |
In the planning and programming stage of a PR campaign, a focus group is used to |
| | A) | get the members of the PR team to talk about and focus on the task at hand. |
| | B) | bring PR team members together to focus on what is being written or said about the client in the media. |
| | C) | bring together members of the public to talk about how they perceive an organization, product, or issue. |
| | D) | getting the pubic to focus on a product by issuing positive statements about it. |
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10 | |
According to the text, a public is ___________________. |
| | A) | the populace of a country. |
| | B) | a group of people who work for a company. |
| | C) | a group of people who share a common set of interests. |
| | D) | the people who read, hear or view information through the media. |
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11 | |
A(n) _________________ is a computer network that is open only to members of an organization. |
| | A) | Internet |
| | B) | closed-circuit |
| | C) | chat room |
| | D) | Intranet |
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12 | |
The function of the International Public Information Group is to |
| | A) | give information to members of the US military stationed overseas. |
| | B) | correct unflattering or erroneous information about the U.S. received abroad. |
| | C) | coordinate all the activities of the press departments of all governments worldwide. |
| | D) | give US residents correct information about overseas events. |
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13 | |
In public relations terms, a crisis is |
| | A) | an exciting event that is likely to get airtime on the TV news. |
| | B) | a product, or client caused -event that might result in danger or physical harm to a consumer. |
| | C) | an event perceived by the public as damaging to the reputation or image of the clients. |
| | D) | a problem that can and should be kept a secret. |
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14 | |
According to the text, an important elements of dealing with a PR crisis is |
| | A) | never apologize |
| | B) | have a crisis plan |
| | C) | do not admit guilt, or incriminate oneself in any way. |
| | D) | do not rush into reacting too quickly after a crisis |
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15 | |
The example given of the way Metabolife handled its interview with 20/20, shows that |
| | A) | public relations tactics can make a client's situation worse in some situations. |
| | B) | companies have new ways of reaching pubic to tell their story. |
| | C) | a company can trick a reporter by secretly recording an interview. |
| | D) | companies can enhance good press by helping to promote TV interviews. |
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16 | |
The example of Tommy Hilfiger's problem shows that the growth of the Internet has |
| | A) | allowed rumors to spread faster than ever before. |
| | B) | made it much easier to control and stop rumors. |
| | C) | allowed rumors to persist for years, in spite of being contradicted with facts. |
| | D) | both A and C |
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17 | |
Martin Luther King's public relations campaign helped the civil rights movement by |
| | A) | organizing protest marches in towns across the south. |
| | B) | picking locations and circumstances for demonstrations that made injustices highly visible to the public. |
| | C) | trying to avoid involving children and young people in protests. |
| | D) | encouraging marchers to behave violently to get their point across. |
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18 | |
According to the text, the mail job of the Spin Doctor is to |
| | A) | give information to the press. |
| | B) | predict how a certain event will affect his client's image. |
| | C) | influence how stories coming out are interpreted. |
| | D) | create media events where the client can be show positively. |
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19 | |
The Committee on Pubic Information during WWI, enlisted 75,000 "Four Minute Men" to |
| | A) | conduct four minute surveys with the public. |
| | B) | make four-minute speeches. |
| | C) | write press releases in four minutes. |
| | D) | write pamphlets that took around four minutes to read. |
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20 | |
The term media relations can best be defined as |
| | A) | relationships and cooperation between members of the media. |
| | B) | negotiating a good price for placement of messages within standard programming or news content. |
| | C) | two-way interactions between PR people and members of the press. |
| | D) | sending good information to members of the media. |
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