UF PUR3000 Exam 1 Study Guide 1926 Questions with
Verified Answers
PRSA definition of public relations - CORRECT ANSWER a strategic communication
process that builds mutually beneficial relationships between organizations and
their publics
RACE - CORRECT ANSWER public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - CORRECT ANSWER 1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - CORRECT ANSWER the key liaison person between a public
relations firm and a client
Who is credited with inventing the "psuedo-event" - CORRECT ANSWER P.T.
Branum
what is a psuedo-event? - CORRECT ANSWER a planned happening or event that
occurs primarily for the purpose of being reported
line function - CORRECT ANSWER can delegate authority, set production goals,
hire employees, and make policy
staff function - CORRECT ANSWER less direct authority; influence the work
through suggestions, recommendations, and advice
,Is public relations a staff or line function? - CORRECT ANSWER staff function
what is the ROI of public relations according to a recent study of CEO's? -
CORRECT ANSWER 184%
what are the four components of Grunig & Hunt's four models of public relations -
CORRECT ANSWER 1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - CORRECT ANSWER this agency closely monitors publicly traded companies
and protects the interests of their stockholders; regulates public disclosure and
insider trading
FTC - CORRECT ANSWER regulates ads; has the jurisdiction to determine if an ad is
deceptive or misleading to consumers
FDA - CORRECT ANSWER Ð oversees the advertising and promotion of
prescription drugs, cosmetics, and over-the-counter medicines
FCC - CORRECT ANSWER 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 - CORRECT ANSWER campaign by Bernays that
made an effort to expand the tobacco company's market to include women.
Hourly Fee - CORRECT ANSWER 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 - CORRECT ANSWER a basic monthly fee charged to the clients that
covers ordinary administrative fees, and overhead expenses
,Fixed Project Fee - CORRECT ANSWER 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 - CORRECT ANSWER Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - CORRECT ANSWER
PRSA: Public relations society of america
Core values of PRSA members - CORRECT ANSWER -honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - CORRECT ANSWER Edward Bernays
APR - CORRECT ANSWER Accreditation in Public Relations
What is the relationship between public relations and advertising? - CORRECT
ANSWER compete for funds to communicate with external audiences
defamation - CORRECT ANSWER 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 - CORRECT ANSWER a printed falsehood
slander - CORRECT ANSWER a false oral statement
puffery - CORRECT ANSWER false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - CORRECT ANSWER activist
public relations
, spin - CORRECT ANSWER heavily biased portrayal in specific favor of an event or
situation
one sided facts
considered unethical
What does corporate communications include? - CORRECT ANSWER Media
relations, investors relations, consumer affairs, governmental relations,
community relations, marketing communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR
department - CORRECT ANSWER 1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - CORRECT ANSWER - relationship between a company
and the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows
something is paid for, people question its credibility
Why is public relations hard to define? - CORRECT ANSWER - because it only
about 100 years old and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - CORRECT ANSWER - strategic
communication
- mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - CORRECT ANSWER tell it all, tell the truth, and tell
it quickly- if you do this then there is nothing left to tell
What are the functional parts of PR? - CORRECT ANSWER - press agentry
- publicity
- institutional advertising
Verified Answers
PRSA definition of public relations - CORRECT ANSWER a strategic communication
process that builds mutually beneficial relationships between organizations and
their publics
RACE - CORRECT ANSWER public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - CORRECT ANSWER 1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - CORRECT ANSWER the key liaison person between a public
relations firm and a client
Who is credited with inventing the "psuedo-event" - CORRECT ANSWER P.T.
Branum
what is a psuedo-event? - CORRECT ANSWER a planned happening or event that
occurs primarily for the purpose of being reported
line function - CORRECT ANSWER can delegate authority, set production goals,
hire employees, and make policy
staff function - CORRECT ANSWER less direct authority; influence the work
through suggestions, recommendations, and advice
,Is public relations a staff or line function? - CORRECT ANSWER staff function
what is the ROI of public relations according to a recent study of CEO's? -
CORRECT ANSWER 184%
what are the four components of Grunig & Hunt's four models of public relations -
CORRECT ANSWER 1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - CORRECT ANSWER this agency closely monitors publicly traded companies
and protects the interests of their stockholders; regulates public disclosure and
insider trading
FTC - CORRECT ANSWER regulates ads; has the jurisdiction to determine if an ad is
deceptive or misleading to consumers
FDA - CORRECT ANSWER Ð oversees the advertising and promotion of
prescription drugs, cosmetics, and over-the-counter medicines
FCC - CORRECT ANSWER 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 - CORRECT ANSWER campaign by Bernays that
made an effort to expand the tobacco company's market to include women.
Hourly Fee - CORRECT ANSWER 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 - CORRECT ANSWER a basic monthly fee charged to the clients that
covers ordinary administrative fees, and overhead expenses
,Fixed Project Fee - CORRECT ANSWER 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 - CORRECT ANSWER Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - CORRECT ANSWER
PRSA: Public relations society of america
Core values of PRSA members - CORRECT ANSWER -honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - CORRECT ANSWER Edward Bernays
APR - CORRECT ANSWER Accreditation in Public Relations
What is the relationship between public relations and advertising? - CORRECT
ANSWER compete for funds to communicate with external audiences
defamation - CORRECT ANSWER 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 - CORRECT ANSWER a printed falsehood
slander - CORRECT ANSWER a false oral statement
puffery - CORRECT ANSWER false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - CORRECT ANSWER activist
public relations
, spin - CORRECT ANSWER heavily biased portrayal in specific favor of an event or
situation
one sided facts
considered unethical
What does corporate communications include? - CORRECT ANSWER Media
relations, investors relations, consumer affairs, governmental relations,
community relations, marketing communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR
department - CORRECT ANSWER 1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - CORRECT ANSWER - relationship between a company
and the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows
something is paid for, people question its credibility
Why is public relations hard to define? - CORRECT ANSWER - because it only
about 100 years old and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - CORRECT ANSWER - strategic
communication
- mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - CORRECT ANSWER tell it all, tell the truth, and tell
it quickly- if you do this then there is nothing left to tell
What are the functional parts of PR? - CORRECT ANSWER - press agentry
- publicity
- institutional advertising
