STC 116 EXAM 1 QUESTIONS
WITH CORRECT ANSWERS
Why is ethics important in PR? - Answer- in the pr discipline, ethics includes values
such as honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright
communication
PRSA code of ethics - Answer- advocacy
honesty
expertise
independence
loyalty
fairness
Arthur W Page: The Page Principles - Answer- tell the truth
prove it with action
listen to the customer
manage for tomorrow
conduct public relations as if the whole company depends on it
realize a company's true character is expressed by its people
remain calm, patient and be good humored
VNR - Answer- video news releases
information accurate and reliable, avoid misleading or intentionally false info
sponsor/sources must be clearly identified on the tape, with contact info
Front Groups - Answer- seek to influence the public policy process by disguising or
obscuring the true identity of their members or by implying representation of a much
more broadly based group than exists
Ethical Advocate - Answer- advocating with a cause, while communicating ethically
practicioners can serve society, while advocating for a cause/corporation/client
What makes PR a profession? - Answer- an increasing body of literature
has theoretical foundations
practitioners behave professionally
, Licensing - Answer- advocates say it would help to define the practice, establish
educational criteria, set professional standards, protect clients and employers, protect
qualified professionals, and raise PR's credibility
Accreditation - Answer- voluntary certification which may involve examination, sample of
work (portfolio), years of experience and continuing education.
How does public relations help to save $? - Answer- reducing cost of litigation,
regulation, legislation, pressure campaign boycotts, reducing lost revenue that result
from bad relationships
bad relationships= angry publics=activism
How does PR help to make $? - Answer- by cultivating relationships with donors,
customers, employees, shareholders, and legislators
What does the IABC study emphasize? - Answer- CEOs want communication that is
strategic, is based on research, and involves two-way communication with key publics.
What shapes the ROLE of public relations in an organization? - Answer- large
corporations are more likely to include pr in the policy making process because they are
highly competitive environments, sensitive to public opinion, policy issues, establishing
corporate identity, and more spotlight = more scrutiny.
How does pr work as a staff function? - Answer- PR needs to claim its seat at a table
and to do this we must deliver a service that is both recognisable and valuable to the C-
suite.
Executive engagement - Answer- is a crucial factor in achieving the power and influence
of pr as a staff function and in shaping the credence PR is given in an organization and
the wider business community
What are the four sources of friction? - Answer- legal
hr
advertising
marketing
How should these staff functions cooperate with one another to avoid possible frictions?
- Answer- serve together on key committees
heads of departments should be equal in job titles
all departments should report to the same superior
utilize informal networks
written policies should spell out responsibilities
Structure of PR Agencies & firms - Answer- president
executive vp
senior vp
WITH CORRECT ANSWERS
Why is ethics important in PR? - Answer- in the pr discipline, ethics includes values
such as honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright
communication
PRSA code of ethics - Answer- advocacy
honesty
expertise
independence
loyalty
fairness
Arthur W Page: The Page Principles - Answer- tell the truth
prove it with action
listen to the customer
manage for tomorrow
conduct public relations as if the whole company depends on it
realize a company's true character is expressed by its people
remain calm, patient and be good humored
VNR - Answer- video news releases
information accurate and reliable, avoid misleading or intentionally false info
sponsor/sources must be clearly identified on the tape, with contact info
Front Groups - Answer- seek to influence the public policy process by disguising or
obscuring the true identity of their members or by implying representation of a much
more broadly based group than exists
Ethical Advocate - Answer- advocating with a cause, while communicating ethically
practicioners can serve society, while advocating for a cause/corporation/client
What makes PR a profession? - Answer- an increasing body of literature
has theoretical foundations
practitioners behave professionally
, Licensing - Answer- advocates say it would help to define the practice, establish
educational criteria, set professional standards, protect clients and employers, protect
qualified professionals, and raise PR's credibility
Accreditation - Answer- voluntary certification which may involve examination, sample of
work (portfolio), years of experience and continuing education.
How does public relations help to save $? - Answer- reducing cost of litigation,
regulation, legislation, pressure campaign boycotts, reducing lost revenue that result
from bad relationships
bad relationships= angry publics=activism
How does PR help to make $? - Answer- by cultivating relationships with donors,
customers, employees, shareholders, and legislators
What does the IABC study emphasize? - Answer- CEOs want communication that is
strategic, is based on research, and involves two-way communication with key publics.
What shapes the ROLE of public relations in an organization? - Answer- large
corporations are more likely to include pr in the policy making process because they are
highly competitive environments, sensitive to public opinion, policy issues, establishing
corporate identity, and more spotlight = more scrutiny.
How does pr work as a staff function? - Answer- PR needs to claim its seat at a table
and to do this we must deliver a service that is both recognisable and valuable to the C-
suite.
Executive engagement - Answer- is a crucial factor in achieving the power and influence
of pr as a staff function and in shaping the credence PR is given in an organization and
the wider business community
What are the four sources of friction? - Answer- legal
hr
advertising
marketing
How should these staff functions cooperate with one another to avoid possible frictions?
- Answer- serve together on key committees
heads of departments should be equal in job titles
all departments should report to the same superior
utilize informal networks
written policies should spell out responsibilities
Structure of PR Agencies & firms - Answer- president
executive vp
senior vp
