UF PUR3000 EXAM 1 STUDY GUIDE
QUESTIONS AND ANSWERS GRADED A+
2025/2026
PRSA definition of public relations - ANS a strategic communication process that builds
mutually beneficial relationships between organizations and their publics
RACE - ANS public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - ANS 1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - ANS the key liaison person between a public relations firm and a client
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Who is credited with inventing the "psuedo-event" - ANS P.T. Branum
what is a psuedo-event? - ANS a planned happening or event that occurs primarily for the
purpose of being reported
line function - ANS can delegate authority, set production goals, hire employees, and make
policy
staff function - ANS less direct authority; influence the work through suggestions,
recommendations, and advice
Is public relations a staff or line function? - ANS staff function
what is the ROI of public relations according to a recent study of CEO's? - ANS 184%
what are the four components of Grunig & Hunt's four models of public relations - ANS 1.
press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - ANS this agency closely monitors publicly traded companies and protects the interests
of their stockholders; regulates public disclosure and insider trading
FTC - ANS regulates ads; has the jurisdiction to determine if an ad is deceptive or misleading
to consumers
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,FDA - ANS Ð oversees the advertising and promotion of prescription drugs, cosmetics, and
over-the-counter medicines
FCC - ANS originally developed to monitor public airways (television and radio) and to ensure
that radio waves were being used in the public interest; now today has an important role in
internet policy; copyrighting
"Torches of Liberty" Campaign - ANS campaign by Bernays that made an effort to expand the
tobacco company's market to include women.
Hourly Fee - ANS A basic hourly fee plus out-of-pocket fees; it is most commonly used
amongst large firms. MOST preferred by public relations people bc they are paid for the amount
of time spent
Retainer Fee - ANS a basic monthly fee charged to the clients that covers ordinary
administrative fees, and overhead expenses
Fixed Project Fee - ANS LEAST preferred because a firm agrees to complete a specific project
for a fixed cost that is hard to predict accurately ahead of time
SWOT analysis - ANS Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - ANS PRSA: Public relations society
of america
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, Core values of PRSA members - ANS -honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - ANS Edward Bernays
APR - ANS Accreditation in Public Relations
What is the relationship between public relations and advertising? - ANS compete for funds
to communicate with external audiences
defamation - ANS any false statement created about a person or organization that creates,
contempt, public hatred, or ridicule, or inflicts injury of reputation; a collective term to
encompass slander and libel
libel - ANS a printed falsehood
slander - ANS a false oral statement
puffery - ANS false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - ANS activist public relations
4 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
QUESTIONS AND ANSWERS GRADED A+
2025/2026
PRSA definition of public relations - ANS a strategic communication process that builds
mutually beneficial relationships between organizations and their publics
RACE - ANS public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - ANS 1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - ANS the key liaison person between a public relations firm and a client
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Who is credited with inventing the "psuedo-event" - ANS P.T. Branum
what is a psuedo-event? - ANS a planned happening or event that occurs primarily for the
purpose of being reported
line function - ANS can delegate authority, set production goals, hire employees, and make
policy
staff function - ANS less direct authority; influence the work through suggestions,
recommendations, and advice
Is public relations a staff or line function? - ANS staff function
what is the ROI of public relations according to a recent study of CEO's? - ANS 184%
what are the four components of Grunig & Hunt's four models of public relations - ANS 1.
press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - ANS this agency closely monitors publicly traded companies and protects the interests
of their stockholders; regulates public disclosure and insider trading
FTC - ANS regulates ads; has the jurisdiction to determine if an ad is deceptive or misleading
to consumers
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,FDA - ANS Ð oversees the advertising and promotion of prescription drugs, cosmetics, and
over-the-counter medicines
FCC - ANS originally developed to monitor public airways (television and radio) and to ensure
that radio waves were being used in the public interest; now today has an important role in
internet policy; copyrighting
"Torches of Liberty" Campaign - ANS campaign by Bernays that made an effort to expand the
tobacco company's market to include women.
Hourly Fee - ANS A basic hourly fee plus out-of-pocket fees; it is most commonly used
amongst large firms. MOST preferred by public relations people bc they are paid for the amount
of time spent
Retainer Fee - ANS a basic monthly fee charged to the clients that covers ordinary
administrative fees, and overhead expenses
Fixed Project Fee - ANS LEAST preferred because a firm agrees to complete a specific project
for a fixed cost that is hard to predict accurately ahead of time
SWOT analysis - ANS Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - ANS PRSA: Public relations society
of america
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, Core values of PRSA members - ANS -honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - ANS Edward Bernays
APR - ANS Accreditation in Public Relations
What is the relationship between public relations and advertising? - ANS compete for funds
to communicate with external audiences
defamation - ANS any false statement created about a person or organization that creates,
contempt, public hatred, or ridicule, or inflicts injury of reputation; a collective term to
encompass slander and libel
libel - ANS a printed falsehood
slander - ANS a false oral statement
puffery - ANS false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - ANS activist public relations
4 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
