Com 3523 final exam 2022 with complete solution
Pseudo-event and what is the purpose? Give an example.
The objective is to do something unusual to attract attention -- a political debate is a
planned event but NOT a pseudo-event - it is quite ordinary and routine. The main point
is that the media like to cover controversy, the bizarre, etc. because sensational news
sells more!
fair comment
This defense is often used by theatre and music critics when they negatively criticize a
play or
concert
public affairs
A term used by government agencies to describe their public relations activities is
Overall, staff salaries account for the most costs for using a PR firm.
true
Difference between issues management and community relations as PR components?
Give an example of issues management.
Issues management is identifying and responding to issues of concern that the public
has with the company, usually controversial and creating tension between the company
and some public or publics that may negatively affect the company. See module 2
examples.
Community relations is engaging in planned activities which benefit various publics to
foster goodwill, and maintain a good relationship/reputation with the public.
trademark
A word, symbol or slogan that identifies a product's origin is a(n)
OOP is a widely-used term in PR for a major crisis communication need and campaign.
false
You are a photographer for the Arizona Tourism Bureau. You take a photo of several
tourists having a good time at the rim of the Grand Canyon. They are unaware of your
presence. You do still need to obtain permission from the tourists to use this photo for
Arizona advertising and publicity purposes even though they are in a public location.
true
National Public Diplomacy operates at which level(s) or scope of public relations?
both b)macro level & d)global level
Written permission should always be obtained before using an employee's photograph
in a company sales brochure.
true
One of the following is allowable for public relations persons to tell media or other
people inquiring about an employee of the company. Which is it?
date of beginning employment
PR firms are not likely to be held responsible in court for what is said since they are only
responsible for how a client's messages are disseminated.
false
Schools in the Comal County ISD must respond to public criticism of their corporal
punishment (paddling) policy. This is best described as an example of
, issues management
misappropriation of personality
Unauthorized use of a likeness or other representation of a celebrity is known as
Loyalty is one of the PRSA code of ethics core values/principles.
true
RACE acronym
Research Action Communication Evaluation
you work for the San Antonio River Authority. A truck carrying diesel fuel crashed into
the river just south of downtown and begins leaking. The news media arrive very quickly
asking you questions. This is best described as an example of
crisis communication
Writing is probably the most important skill a PR practitioner needs.
true
Basic hourly fee plus expenses is the most flexible and widely used method for PR firms
to bill clients.
true
A purposeful sample is random and can be generalized to the entire target population.
false
An objective of a PR campaign is "To increase awareness of the risks of driving while
distracted by 20% among UTSA students." What standard for a good objective is
obviously missing here?
It's not time definate
"Prepare brochures to assist news media in covering Board of Trustees
meetings, major CPS Energy projects, and safety topics." is an example of a(n)
tactic
Four reasons to do PR research or ways PR practitioners use research.
1. to achieve credibility with management
2. to define audiences and segment publics
3. to formulate strategies
4. to test messages
Planning should be the first step in any public relations process.
false
secondary research
The use of existing information in books, articles, and electronic databases is known as
reactive program
Which of the following is not one of the program planning situations discussed in the
text?
Elements of a program plan.
The eight elements are situation, objectives, audience, strategy, tactics,
calendar/timetable, budget, and evaluation
situation analysis
The first major component of the planning process in public relations is a
strategy
"Create compelling arguments based on logical appeal by using statistics" is an
example of a(n)
Not an essential characteristic of a good news release?
Pseudo-event and what is the purpose? Give an example.
The objective is to do something unusual to attract attention -- a political debate is a
planned event but NOT a pseudo-event - it is quite ordinary and routine. The main point
is that the media like to cover controversy, the bizarre, etc. because sensational news
sells more!
fair comment
This defense is often used by theatre and music critics when they negatively criticize a
play or
concert
public affairs
A term used by government agencies to describe their public relations activities is
Overall, staff salaries account for the most costs for using a PR firm.
true
Difference between issues management and community relations as PR components?
Give an example of issues management.
Issues management is identifying and responding to issues of concern that the public
has with the company, usually controversial and creating tension between the company
and some public or publics that may negatively affect the company. See module 2
examples.
Community relations is engaging in planned activities which benefit various publics to
foster goodwill, and maintain a good relationship/reputation with the public.
trademark
A word, symbol or slogan that identifies a product's origin is a(n)
OOP is a widely-used term in PR for a major crisis communication need and campaign.
false
You are a photographer for the Arizona Tourism Bureau. You take a photo of several
tourists having a good time at the rim of the Grand Canyon. They are unaware of your
presence. You do still need to obtain permission from the tourists to use this photo for
Arizona advertising and publicity purposes even though they are in a public location.
true
National Public Diplomacy operates at which level(s) or scope of public relations?
both b)macro level & d)global level
Written permission should always be obtained before using an employee's photograph
in a company sales brochure.
true
One of the following is allowable for public relations persons to tell media or other
people inquiring about an employee of the company. Which is it?
date of beginning employment
PR firms are not likely to be held responsible in court for what is said since they are only
responsible for how a client's messages are disseminated.
false
Schools in the Comal County ISD must respond to public criticism of their corporal
punishment (paddling) policy. This is best described as an example of
, issues management
misappropriation of personality
Unauthorized use of a likeness or other representation of a celebrity is known as
Loyalty is one of the PRSA code of ethics core values/principles.
true
RACE acronym
Research Action Communication Evaluation
you work for the San Antonio River Authority. A truck carrying diesel fuel crashed into
the river just south of downtown and begins leaking. The news media arrive very quickly
asking you questions. This is best described as an example of
crisis communication
Writing is probably the most important skill a PR practitioner needs.
true
Basic hourly fee plus expenses is the most flexible and widely used method for PR firms
to bill clients.
true
A purposeful sample is random and can be generalized to the entire target population.
false
An objective of a PR campaign is "To increase awareness of the risks of driving while
distracted by 20% among UTSA students." What standard for a good objective is
obviously missing here?
It's not time definate
"Prepare brochures to assist news media in covering Board of Trustees
meetings, major CPS Energy projects, and safety topics." is an example of a(n)
tactic
Four reasons to do PR research or ways PR practitioners use research.
1. to achieve credibility with management
2. to define audiences and segment publics
3. to formulate strategies
4. to test messages
Planning should be the first step in any public relations process.
false
secondary research
The use of existing information in books, articles, and electronic databases is known as
reactive program
Which of the following is not one of the program planning situations discussed in the
text?
Elements of a program plan.
The eight elements are situation, objectives, audience, strategy, tactics,
calendar/timetable, budget, and evaluation
situation analysis
The first major component of the planning process in public relations is a
strategy
"Create compelling arguments based on logical appeal by using statistics" is an
example of a(n)
Not an essential characteristic of a good news release?
