Stukent Public Relations (PR) Practice Exam

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• Often referred to as the opposite of name-calling, ______ includes words of praise or positivity toward a person place or thing without giving them a concrete reason.
• Which term describes managing a brand's image across multiple platforms to influence stakeholders?
• Which of the following is NOT a discipline or function within PR?
• Which statement about Edward Bernays and PR education is accurate according to the material?
• Which of the following are not key characteristics to look for when selecting a brand ambassador?
• What effect does higher assurance on social media have on follower retention and engagement?
• Qualitative research practices can be used to assess social media data such as analyzing sentiment, retweets, or shares.
• Which of the following are examples of what should be included in a media kit?
• The increased reliance on social media as a PR outreach tactic has created unique challenges for PR practitioners trying to handle crisis.
• Which statement best describes a SMART goal?
• An organization's Facebook post is an example of an uncontrolled channel.
• The CPI is associated with early government public information efforts led by George Creel.
• Taking study abroad courses can increase career-oriented skills, introduce you to other cultures, and _____
• Building and maintaining a brand across all platforms refers to which concept?
• The determination of right and wrong is based on ______.
• Which model focuses on balanced two-way communication and mutual understanding?
• Campaign dont need a specific start and end date.
• Why is it important to identify how your target audience prefers to receive information?
• Persuasion is considered ethical as long as it allows ______.
• Who is considered the first lady of PR?
• Integrate Marketing Communications (IMC) is a one-way communication process.
• Which of the following is not a weakness of using surveys as a research tool?
• Risk communication attempts to calibrate the public's level of outrage to the hazard present.
• A key message should be concise.
• If PR must be labeled into a single PESO pillar, which pillar would it most closely align to?
• What is the primary purpose of content calendars in PR?
• Which statement about Edward Bernays' relationship to Sigmund Freud is true according to the material?
• In PR ethics, most ethical dilemmas have a clearly defined right or wrong solution.
• Which of the following is the largest independently run PR firm?
• What is a buyer persona?
• In PR, data targeting raises concerns about privacy and audience manipulation.
• Which statement is true about who championed the PESO model?
• In PESO, retweets and likes are a form of which media type?
• Best practices of implementing the PESO model suggest PR practitioners and brands should try to boost every social graphic or blog post.
• If a message is created and distributed by users but not paid for by the company, which PESO category best fits?
• Marketing, advertising, and journalism intersect with PR.
• Which of the following is not a post-crisis strategy?
• In PESO, a YouTube video on your company's channel is a form of what kind of media?
• Which rhetorical technique uses broad, positive terms to evoke approval without offering specifics?
• In the PACE mindset, the statement 'The A does not stand for Automation' is true.
• Once the research phase is complete, the PR practitioner moves on to the planning phase.
• Which statement describes a crisis of Malice?
• Which feminist pioneer was the wife of Edward Bernays and the first to use her maiden name on her passport and her daughter's birth certificate?
• Which option best represents the four Cs referred to in the social media framework?
• A crisis of deception is a type of crisis that can include anything from cost increases to lack of funds.
• _______ is also a tactic that PR writers can use to present their opinions of an individual organization or brand.
• In typical PR practice, the initial media pitch most often begins with an email.
• There are professional organizations around the globe dedicated to PR.
• You need a business account to access analytics on Instagram, Pinterest, and Snapchat.
• A key component of crisis preparation is to establish a crisis team and discuss potential response strategies.
• Campaign scheduling should include a defined start and end date to facilitate evaluation.
• PR practitioners are often considered the ______ of organizations.
• Which term describes the flow of technology, infrastructure, and mechanical knowledge?
• At the foundation of PR, organizations aim to develop mutually beneficial relationships with the target publics.
• Reputation management is not necessary to PR strategy.
• Which ethical standard applies to persuasion in PR?
• Which of the following is not an advantage of working for a nonprofit organization?
• Which channel example is described as controlled?
• Instagram was touted the most popular platform for both marketers and consumers by Sprout Social in 2020.
• What term best captures the practice of shaping stakeholder perceptions by monitoring and guiding a brand's image across channels?
• Agencies with 10-75 employees are considered ______.
• Which of the following is considered when choosing the right social media platform for a business?
• Founders Brewing Company was sued for ______.
• Which of the following are not a core attribute of a key message as outline in CH7?
• Which statement about CPRE is accurate?
• In PR measurement, which factor is associated with assessing the problem lifecycle?
• Formative research occurs at the end of the planning process.
• A press conference is an example of which PR model?
• What technique is used to conduct message testing?
• AVE (advertising value equivalent) is an effective measurement of PR program effectiveness.
• Which statement best summarizes the core aim of public relations?
• Which model gains feedback that is considered unbalanced?
• Which statement about social media strategy is most accurate according to the material?
• A Video News Release is an example of what type of media?
• Which statement about risk communication is incorrect?
• Which type of media is typically controlled by the organization and used to distribute content directly?
• What is a way to prepare for a crisis?
• Which of the following is considered an authoritative guide for journalistic style commonly used in PR writing?
• A primary public is your most important public.
• Which statement best captures cross-cultural campaign reception?
• When navigating a crisis, you should develop a strategy to contain and counteract, not react and respond.
• George Creel is credited for establishing the 1st Committee on Public Information (CPI) and the 4 minute men.
• As marketing shifted to digital and became more customer focused, Bob Lauterbon suggested changing the 4 Ps to the _________
• Public affairs work largely involves shaping public opinion through which type of tactics?
• Rex F. Harlow founded which two PR entities?
• Which statement is accurate regarding PR practitioners and truth?
• Which of the following is a type of crisis?
• Which statement about IMC is true?
• Which statement about a media advisory is correct?
• Social media continues to evolve every day.
• The PESO model was championed by Gini Dietrich.
• Edward Bernays was the nephew of Sigmund Freud and offered the 1st PR relations course the nation.
• Which statement about crisis terminology is true?
• Which platform is not detailed in CH11?
• Public affairs work largely involves shaping public opinion through which methods?
• Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation.
• In terms of PESO, word of mouth marketing is a form of what kind of media?
• A Strength in SWOT is best identified by asking about which of the following?
• Which statement is true about crisis response strategies?
• PR professionals rely on journalists to get their information into traditional news outlets.
• _______ has increased the need for PR practitioners to acquaint themselves with the varying political systems around the globe
• Public affairs work primarily relies on which combination of tactics?
• Which element is very specific and can be changed based on the fluidity of the plan?
• What is a common reason PR campaigns fail?
• Which tool helps PR practitioners stay focused on sharing media?
• Feature stories are typically time sensitive and include multiple elements highlighted and expanded for deeper understanding.
• Which statement best describes high-context and low-context communication characteristics?
• What do the letters in the acronym GOST represent?
• Who is considered part of the C-suite?
• Which statement best captures the relationship between tactics and strategy?
• In the nonprofit sector, which aspect is least likely to be considered an advantage for staff?
• Which PESO category includes content published by a company on its own channels?
• Which metric is a weak indicator and not recommended as the main measure of PR impact?
• In entertainment PR, which of the following represents the areas of focus?
• Which of the following is a reasonable element to include in PR measurement standards?
• A PR practitioner never works directly with C-Suite executives.
• In PESO, a blog post written by your company is a form of which media type?
• Without developing tactics, the strategy becomes useless.
• When were the Barcelona Principles written?
• Which of the following is not a dimension of global cultural flows developed by Arjun Appadurai?
• When choosing a social media platform, which question best guides the decision?
• By how many minutes did the daily average time spent on social media increase in 2020 relative to the previous forecast?
• There are some PR organizations dedicated solely to enhancing the diversity of the industry.
• ________ refers to an unexpected situation facing an organization.
• The Public Information Model describes: The Public Information Model applies one-way communication tactics from an organization to the public in order to promote a product or service.
• Which term describes managing a brand's reputation across multiple platforms?
• More foundational tools (press releases, advertisements, brochures, etc) are often referred to as _______.
• Which of the following is an aspect of crisis communication?
• The origins of news writing can be traced back to which civilizations?
• PR is at a very different stages of development across the world.
• In PR planning, which element is most directly associated with being data-driven and audience-centered?
• Which of the following is not a high-context cultural tendency?
• ______ attempts to create a level of outrage from the public that is appropriate to the level of hazard present.
• Which statement best defines publics in public relations?
• Which figure is credibly linked with establishing the CPI and the 4-minute men according to the material?
• Which category would a paid social media advertisement fall under?
• A news release is an example of a controlled channel.
• Which PESO category is most associated with third-party endorsements and media coverage not paid for by the company?
• Which of the following are not acronyms of PR planning mentioned in the text?
• Which of the following is not a low-context cultural tendency?
• Focus groups must be conducted face to face or by phone.
• The Greatest Showman movie is based on which figure?
• Measurement and evaluation are basically the same thing in the context of PR.
• PR practitioners provide recommendations supported by their own thoughts and experiences in order to develop the best strategy.
• Interviews are a primary research method.
• Focus groups can yield qualitative insights from participants.
• BrightLocal study: 91% of 18-34 year olds trust personal recommendations more than online reviews.
• Nike's 'For Once Don't Do It' campaign suggests consumers expect brands to speak out on social issues.
• Making certain that the objective you set is possible to attain is at the core of being timely.
• Why was Roseanne Barr fired from ABC?
• The Two-way Symmetrical Model aims for what outcome?
• Which of the following is not an example of professional value?
• Which of the following is not an example of message testing?
• The research phase must be completed before planning begins.
• Identifying the amount of likes and shares your posts receive demonstrates an understanding of social media metrics.
• Which category includes press releases and brochures?
• Which term refers to the global flow of people and their social interactions, such as tourists, migrants, and guests?
• If used correctly and only when something is genuinely newsworthy to share, news release has the ability to earn you valuable media mentions.
• Publics are best described as groups of people with common interests that are important to an organization.
• Which term describes the global flow of belief systems, values, and political ideologies?
• PR practitioners can utilize social media analytics to measure campaign effectiveness.
• George Creel worked for Theodore Vail and was assigned to begin a publicity and advertising program within AT&T.
• ______ refers to when an individual or group of people opposed to the organization utilize extreme tactics in an effort to tarnish the image of the company.
• Which statement about nurturing relationships and reputation is supported by the material?
• A planning sheet or basics outline to help organize and prep the writer can be helpful to focus attention on key components of the written communication.
• Secondary publics are those who may express an interest in your product or service.
• When you focus on a ________ you craft your campaign so that it resonates across borders and focuses on best practices that appeal to multiple audiences
• Membership in a PR organization can provide opportunities to participate on committees, to speak at conferences, and share knowledge with new practitioners.
• A direct mail flyer is an example of a controlled channel.
• Are the terms global PR and international PR interchangeable?
• Investor relation communications professionals work closely with ______.
• Which career works with internal and external communications?
• Which of the following is not a tip for social media crisis management?
• Which statement correctly describes low-context cultures?
• It is uncommon for PR professionals to communicate messages on behalf of the organization.
• What does the PESO model categorize?
• Nurturing existing relationships helps nurture your reputation.
• The Barcelona Principles were created to emphasize measurement of results rather than activities.
• Which type of media is often considered the most trustworthy by the general public?
• Which of the following is not an element to include in a news release?
• Many PR professionals who work in higher ed spend a great deal of their time on reputation management.
• The Lucy Stone League encouraged women to:
• Organizations should pay close attention to both its stakeholders and those who dislike the organization.
• Candidates for elected office have PR specialists running their campaigns but already elected officials have no need for PR specialists.
• Casual research involves asking which of the following questions?
• What are the five Ws commonly used in planning?
• A micro-influencer has around 40,000-1,000,000 followers on a social platform.
• Which of the following are social media metrics you should use to evaluate your campaigns' effectiveness?
• In 2012, what organization decided to address the lack of consistency and modernize the definition of PR?
• When was the PESO model first introduced?
• A mega influencer is always a celebrity.
• Deboral Mills-Scofield argues that business in the 21st century should focus more on outputs than outcomes.
• Secondary publics are defined as ...
• The letter A in the PACE mindset stands for automation.
• If you had to label PR and force it into only 1 of the PESO pillars, the media it most closely aligns to would be earned media.
• What term describes media exposure that is not paid for but editorial coverage?
• Inez Kaiser was the first African American woman to open a PR firm.
• According to the material, which of the following is NOT a personality trait necessary to succeed in PR?
• Prior to the advent of social media, it was common to see firms focused in separate silos of advertising, marketing, or PR.
• According to PR measurement principles, you should measure outcomes rather than outputs to assess success.
• Which of the following is an example of a SMART goal statement?
• What PR pioneer helped turn around the JD Rockefeller name?
• Perceived truth is a social construction created through
• Consumers prefer to support organizations that reflect their _______.
• Many PR plans start with identifying the organization's _______
• What does SWOT stand for?
• Search engine optimization (SEO) is the strategic process of growing both the quality and quantity of website traffic by increasing the visibility through search.
• Which statement about the film The Greatest Showman is accurate?
• The intersection of marketing, advertising, journalism, and PR is due to shared goals in communication.
• The more assurance that organizations or brands provide to users on social media sites, the more likely followers will continue to use the platform to engage and connect.
• Sentiment analysis on social media is a qualitative research practice.
• PR practitioners who specialize in entertainment generally focus on 3 specific areas: product promotion, client publicity, and business to consumer relations.
• Which statement best describes PR practitioners' international focus?
• Who is believed to have written the first corporate news release?
• What have social media channels not allowed PR practitioners to do?
• Which statement about SEO scope is accurate?
• Which figure is the central subject of the film The Greatest Showman?
• What is typically the first step in preparing a PR message?
• Which of the following is a recommended social media crisis management practice?
• Who is one of the founding fathers of PR?
• The purpose of message testing is to identify words that may be confusing or content that could be read differently than it was intended.
• A key message is the takeaway or essence of what is communicated.
• Which PR pioneer taught at Stanford and founded the Public Relations Journal and PRSA?
• In a SWOT analysis, which question is an example of a Strength?
• The terms government relations and public affairs are used interchangeably, but there are some distinct differences.
• Which of the following is NOT a CPRE core skill?
• True/False: Advertising is a paid form of persuasive communication that uses media (mass and interactive) to connect with a target audience.
• PR practitioners should base recommendations on their own thoughts and experiences.
• Which of the following is a type of primary research?
• In entertainment PR, which is not a focus area?
• Which statement best describes the relationship between outputs and outcomes in PR measurement?
• The key functions of advertising are to identify, inform, and _____
• The corporate conscience in PR ethics is best described as the entity that
• The terms government relations and public affairs are used interchangeably, but there are some distinct differences.
• PR professionals have the power to use information to benefit themselves and their organizations.
• Which PESO category would a company-hosted press release on their own site be considered?
• Two-way Asymmetrical Model is best described as using feedback to persuade the public rather than to achieve mutual understanding.
• Which of the following are things media can help boost?
• Which statement best describes the media's role in PR planning?
• Which of the following is not a condition necessary for an event to be deemed a crisis?
• Who is widely regarded as one of the founding figures of public relations?
• Which statement best describes the interaction between PR practitioners and C-Suite executives?
• Mediascapes refers to...
• In PESO, a Facebook ad is a form of which media type?
• Reputation management is essential to PR strategy.
• Which of the following is NOT one of the four Cs in the social media framework?
• Which term describes the global flow of images, media content, and narratives?
• Which statement best describes the relationship between government relations and public affairs?
• The letter P in the RPIE model stands for planning.
• Crisis can refer to any event that leads to any kind of negative consequence or situation.
• The definition of public relations is constantly changing and evolving.
• Strategic planning is a key component to creating value for an organization or brand.
• Perceived truth is a social construction created through _______
• Which statement about PR governance is true?
• Billboards are an example of which type of media?
• Which sector has PR professionals spending significant time on reputation management?
• What is a for-hire external PR team called?
• Nonprofit organizations are designed to fill a need by providing ______ to people in local communities.
• What publication is often referred to as the journalist's bible?
• Which statement best reflects Appadurai's view that cultures overlap and influence one another?
• Why should organizations pay attention to both stakeholders and those who dislike the organization?
• Which of the following is not a way to increase the readability of a website?
• Which model is described as two-way symmetrical and aims for mutual understanding?
• Brand advocates and brand ambassadors are basically the same thing.
• A good _______ will always have a clear purpose that aids that strategy.
• They are part of the CPI's public information program.
• Which of the following is an example of a measurable output objective related to content creation?
• People traveling from around the world to attend the Olympic Games is an example of
• PR has a governing body that sets guidelines and benchmark practices to assist practitioners in making sound professional decisions.
• Which term describes the flow of money, capital, and financial instruments across borders?
• Understanding various communication styles can assist practitioners in creating campaigns that fit within a country’s style, but doesn’t mean the campaign will be received positively by its target audience.
• Interviews can involve direct conversations with various publics.
• A _______ is a memo that notifies selected media about an upcoming newsworthy event or item.
• Often, users are ignorant of how their data are used to target them.
• The Barcelona Principles relate to which area of PR practice?
• Which statement is not an advantage of working for a nonprofit?
• CPRE stands for Commission on Public Relations Education.
• Which statement best describes advocacy in PR?
• People have a combination of high context and low context communication characteristics; there are no absolutes.
• Public affairs efforts commonly rely on which category of messaging to sway audiences?
• According to PRSA, campaigns tend to fail for which of the following reasons?
• Which document would you issue to announce an upcoming press conference to a targeted media list?
• Qualitative metrics measure non-numerical data.
• Media literacy does not include _____.
• There is no space for opinions in PR writing.
• The growing level of mistrust between the public and government stems from ______.
• Which of the following are core skills every practitioner needs as recommended by the CPRE?
• The Nike campaign 'For Once Don't Do It' is an example of brands speaking out against wrongdoing.
• The healthcare industry is slow to create content for social media platforms.
• While most often the media pitch starts as an email, sometimes the written media pitch is followed by a phone call.
• ____ refers to lighter information that pertains to developments without major consequences; generally written for entertainment.
• Which option is not considered traditional media?
• Which PR model is considered the ideal and was renamed the Excellence Model?
• Which of the following are examples of casual research?
• Is the statement 'the vast majority of instances the most dangerous risks elicit the most panic and outrage' true or false?
• PR measurement and assessment standards should include which of the following elements?