PRSA APR EXAM LATEST 2023-
m m m m
2024 ACTUAL EXAM 130 QUESTIONS AND CORRECT D
m m m m m m m
ETAILED ANSWERS WITH RTIONALES (VERIFIED A
m m m m m
NSWERS) |ALREADY GRADED A+
m m m
You're mwritingmamblogmpostmonmrepealmandmreplace mofmACAmformyourmcompany'smcorporatemblog.mThempo
stmcontainsmyourmopinionmof manmarticle mpublishedminmthe mNewmYorkmTimes.mYoumcite mthree mormfourmsent
encesmfrommthemarticle mandmstate mwhymyoumthinkmthemauthormofmthemarticle mismnotmcorrectminmhermassu
mptionmof mwhatmwillmlikelymoccur.mThe mNewmYorkmTimesmhasmaskedmyoumtomremovemyourmpostmormriskmb
eingmsuedmformviolatingmtheirmcopyright.mWhichmofmthemfollowingmstatementsmismmostmcorrectm(selectmon
e):
a) Yoummustmremove myourmblogmpostmaccordingmtomstatutorymcopyrightmlaw.
b) Yoummaymkeepmyourmblogmpostmbutmremovemcitationsmtomthe marticle mduemtompotentialmconflicts
m withm commercialm speech.
c) Youmkeepmyourmblogmpostmcitingmfairmuse masmyourmdefense magainstmcopyrightmviolation.
d) Youmkeepmyourmblogmpostmcitingmthemfirstmamendmentmasmyourmdefense magainstmcopyrightmviolati
on.m-manswer-Answer(s):mc
Fairmuse mallowsmusemofmpartsmofmcopyrightedmmaterialsmwithoutmviolatingmcopyrightmlawsmandmwithoutmp
ayingmamfeemwhenmthatmusemismformcriticism,mcomment,mnewsmreporting,mteaching,mscholarshipmormresear
ch.mAPRmStudymGuide mp.m105.
Yourmnonprofitmhasmbeenmhostingmamcasinomnightmfundraisermformseveralmyears.mBefore myoumcreatedmthe
m eventmyoum vettedm them ideamwithmyourm legalm counselm becausemyourm state mhasm strictm gamblingmlaws. mThi
rtymdaysmbeforemthemevent,mammembermofmstatemlawmenforcementmcallsmaboutmthemevent,mandmasmamresu
ltmyoumhavemtomcancelmit.mYoumsendmammediamreleasemandmpostmanmupdatemtomyourmsocialmmediampagesm
simplymannouncingmthemcancellation.mOnemmembermof mthempublicmmakesmamnegativemcommentmonmsoci
almmediamimplyingmthatmyourmorganizationmhasmalwaysmknownmthemeventmwasmillegalmbutmismtoomunethic
almtombe m"botheredmwithmobeyingmthemlaw".mYourmbossmwantsmthe mcommentmdeleted.mWhatmdomyoumdo
?
A. Delete mthe mpostmbecause myourmbossmdirected
B. Leave mthe mnegative mcommentmbutmmake mnomreply
C. Delete mthe mpostmandmreplymdirectlymtomthe mcommentermtomexplainmthe msituation
D. Create mamnewmsocialmmediampostmtomcorrectmthe mmisperception
E. Leave mthe m-manswer-Answer:mE
Rationale:mTransparencymandmhonestymare mcriticalmprofessionalmvaluesminmpublicmrelationsm(studymguide m
page m100).mDeletingmthempostmwouldmonlymmakemitmlookmasmthoughmyourmcompanymhadmsomethingmtomhi
de mandmwouldmriskmagitatingmthemcommentermwhommaym"raise mhis/hermvoice"mevenmlouder.mCreatingmne
wmpostmasma
,waymtomrespondmwouldmimmediatelymelevate mthe missuemtomunawarempublicsmandmriskmcreatingmamshortmt
ermmcrisis.mBymrespondingmdirectlymtomthempostmyoumcanmappropriatelymclarifymyourmorganization'smactio
nsmandmallowmanymnewmreadersmtomsee mthe mfullmthread.
Youmare mthemCommunicationsmDirectormformTLA,mamcontractmagencymthatmprovidesmproductsmandmservice
smtommilitarympersonnelminmthemMiddlemEast.mCelebritymArnoldmSchwarzeneggermvisitsmtroopsmatmCampmA
rifjan,mKuwaitmwhile mfilmingmamdocumentary.mSchwarzeneggermtakesmphotosmwithmanyone mwilling,minclu
dingmmembersmofmTLA.mYoumpostmthe mphotomonmthe mcompany'smTwittermaccountmwithmthe mcommentm"
@ArnoldSchwarzeneggermThanksmformvisitingmtroopsmatmCampmArifjan."mYourmbossmwouldmalsomlike mtomu
se mthe mphotomonmthemfrontmofmthe mcompany'smmagazine mwhichmismdistributedmtomcustomersmandmpotent
ialmcustomers,mandmonmthe mcompany'smwebsite.mWhatmdomyoumdo?
A. Use mthe mphotomonmthe mmagazine mandmwebsite.
B. Explainmtomyourmbossmthatmusingmthe mphotomcouldmcostmthe mcompanymmillionsmofmdollars.
C. Use mthe mphotomonmthe mwebsite,mbutmnotmonmthe mmagazine mcover.
D. CutmArnoldmSchwarzeneggermoutmofmthe mphotomandmuse mthe mphoto.m-manswer-
Answer:mB.mExplainmtomyourmbossmthatmusingmthe mphotomcouldmcostmthe mcompanymmillionsmofmdollars.
Rationale:mTrademarkmInfringement.mMisappropriationmofmpersonalitymismamformmof mtrademarkminfringe
ment.mTLAmismamfor-
profitmcompanymandmusingmArnoldmSchwarzeneggermcouldmimplymendorsementmofmTLA'smproductsmandms
ervices.mUnlessmpermissionmandmlicensingmfeesmweremnegotiated,mTLAmshouldmnotmusemthe mphoto.m"Theml
egalmdoctrine mismthe mrightmof mpublicitymwhichmgivesmentertainers,mathletes,mandmothermcelebritiesmthemso
le mabilitymtomcashminmonmtheirmownmfame."
Source:mPRmStrategiesmandmTactics,mChapterm12,mpgm341.
Youmare mworkingmwithmamgroupmofmlocalmbusinessmpersonsmtomrecruitmamnewmminormleaguembasketballmte
ammtomyourmtown.mTheymhavemhiredmyoumtomcreatemthembrandmpitchmincludingmteammname mandmfullmbra
ndmidentitympackage.mYoumbrainstormedmnamemideas,mconductedmamvarietymof mresearchmtomgaugemcomm
unitymresponsemtomthemnamemandmyoumareminmthemprocessmofmseekingmamtrademark.mTwomweeksmaftermy
ourmbigmname m/mbrandmrevealmyoumreceive mamceasemandmdesistmfrommamboardmofmeducationmthreemstates
m away. m Theirm formermhighmschoolm usedmthemsamemteamm mascotmandmname,m andm theymare mclaimingm youm
use mofmthe mmascotm/mname mismamlegalmviolation.mHowmshouldmyoumrespond?
A. Workmwithmlegalmcounselmtomsendmamlettermexplainingmtrademarkmlawmandmthatmyoumare mnotmviolatin
gmanymlawmbecause mthatmboardmheldmnomtrademark
B. Stopmusingmthatmmascotm/mname mandmmove mtomyourmsecondmchoice
C. Withdrawmyourmtrademarkmapplicationmuntilmthismissue mismresolved
D. Revim-manswer-Answer:mA
,Rationale:mEPRmInternationalmpage m164,mPartmIImChapterm6.mDuringmresearchmandmregistrationmyoumshoul
dmhave mcheckedmtomsee mifmthere mwasmanymregisteredmtrademark.mAlso,menforcementmismlimitedmtomsituat
ionsmlikelymtomcausemconfusionminmthemmindsmofmreasonable mpersons.mBecause mthe mcomplaintmismfrommth
ree mstatesmawaymandminvolvingmamformermhighmschoolmitmismunlikelymthatmanymreasonable mpersonmwouldm
be mconfusedmbymyourmbrandm/mname.
Youmsendmyourmphotographermoutmtomcapture mstockmfootage mofmNewmYear'smEvematmyourmtown'smlargestm
partym"The mOystermDrop".mWalkingmbackmtomhismcarmatmthemendmofmthemnight,mhemsnapsmamfewmlastmphot
osmof mamgroupmofmpeople mtoastingminmthemparkingmlot.mYoumrunmone mofmthosemphotosmthemnextmmorningm
inmyourmdailymnewsletter.mHave myoumviolatedmanyone'smprivacy,mpickmthe mbestmlegalmargument?
A. No,mbecause mthe mphotomwasminmampublicmplace mwhere mthere mismnomexpectationmof mprivacy
B. No,mbecausemholidaymcelebrationsmare mnewsworthymandmcelebrationmismnotmconsideredmam"privat
e mormembarrassingmfact"
C. Yes,mbecause mthatmparkingmlotmtoastminmnotmnewsworthymundermthismcontext
D. Yes,mbecause mpostmcelebrationmthose mcitizensmhave mamreasonable mexpectationmof mprivacym-
m answer- m Answer:m C
Rationale:mAPmStylebookm2014mpgm349.mOnemofmthemthree melementsmofminvasionmofmprivacymism"legitimat
e mpublicminterest".mIfmampublishedmpiece mofminformationmismnewsworthymormofmlegitimate mpublicminterest
m thenm nominvasionm of mprivacy mhasmoccurred. mInmthismsituation, mthem published minformation m (photo)m ismno
tmnewsworthy. mYourmphotographermwasmsentmtomcovermamspecificmeventmandmyoumhave mnomwaymofmkno
wingmifmthosemphotographedmwere massociatedmwithmthe mevent.mFurther,mthemphotomwasmnotmtakenmatmt
he mevent.mAnswermDmismalsomcorrect,mbutmismnotmamstrongmlegalmargument.mAnswermAmismwrongmbecause
m notm allm publicm placesmormcircumstancesm constitutem privacy. mAnswermBm ismtruem howevermcourtsmwillm first
m rule m onm themnewsworthy mfactor,m thusmitm ismnotmthembestmlegalm argument. mNote, mthatmundermcertain m cir
cumstance mamparkingmlotmtoastmmaymbemconsideredm"privatemormembarrassing"mdependingmonmwhomismin
m the m photom (i.e. m if m the m person m wasm am baptistm preacher).
Youmare mthe mPRmmanagermformanminternationalmhautemcouturemfashionmhouse.mThemboardmofmdirectorsmh
asmdecidedmtomexpandmthe mcompanymandmaddmammid-price mready-to-
wearmline mformthemFallm2017mcollection.mAftermconductingmsomemmarketmandmaudiencemanalysismyoumdec
ide myoumwantmtomuse manm"agendambuilding"mcommunicationmstyle mtompromotemthe mnewmproductmline.m
Whichmof mthese mwouldmyoumnotminclude masmamtactics?
A. NewsmReleasesmtimedmweeksmbefore mthe mlaunch
B. SocialmMediampostsmduringmthe mlaunch
C. Pitchmcallsmtomindustrymjournalists
D. Sendingmsample mitemsmfrommthe mcollectionmtomtrendy-settingmbloggers
E. Schedulingmmorningmnewminterviewsmformyourmheadmdesignerm-manswer-Answer:mB
, Rationale:mAPRmStudymGuide,mpage m116.mAgendamBuildingmismaboutminfluencingmthe mnewsmcycle,mandmass
umesmthatmnewmcoverage mismammanufacturedmproduct.mTomexecutemthismmodelmofmcommunication,myou'
re mtacticsmwillmbe mheavilymfocusedmonmnewsmoutletsmandmjournalists.mSocialmmediamwouldmbemamgoodmwa
ymtomcreate mbuzz,mbutmnotmasmlikelymtomresultminmsignificantmnewsmcoverage.
You're mamPRmprofessionalmformampubliclymheldmcompany.mYoumrecentlymexperiencemlayoffsmof mlessmthanm1
%mof mitsmworkforcemduringmyourmcompany'smannualmperformancemevaluationmperiod.mMostmofmthemlayoff
sminvolvedmpoormperformance mormamrationalizationmofmexistingmfunctions.mSome mofmthe mfurloughedmwork
ersmtake mtomsocialmmediamchatmroomsmandmnotifyingmthemlocalmpressmthatmthemcompanymismreplacingmAm
ericanmworkersmwithmcheapermlabormfrommothermpartsmofmthemworld.mYoumadvise mleadershipmtomtake mamp
roactive mcommunicationsmstrategy.mWhichmof mthe mfollowingmismmostmcorrectm(selectmone):
a) Defendmyourmactionsmdenyingmthe mfalse mclaimminmanmop-edminmthe mlocalmpaper.
b) Discreditmthe mfurloughedmemployeesmnotingmtheirmpoormperformance.
c) Explainmthe mcompany'smglobalmworkforce mstrategymandmemphasizemthemannualmperformancemrev
iewmattritionmrate.
d) Explainmthe mannualmreviewmprocessmandmidentifympastmattritionmrates.m-manswer-Answer(s):mc
Rationale:mappliesmcoorientationmtheorymbymseekingmtomeducate mthempublicmonmanmissue mformwhichmtheym
maymalreadymhavemamfalse mperception;mthemgoalmismtomgetmthe mpublicmtomunderstandmthemrealitymofmthems
ituationmandmhave maccuratemfacts,mdespitemlimitedminformationmthey'vembeenmprovidedmbymunofficialmch
annels.mEPRm11mPP.182-183
CouldmalsomapplymLangm&mLang'smPublicmOpinionmprocessmmodel.
Inm2011mdoctorsmandmscientistsmofficiallymdebunkedmthemwellmknownmresearchmstudymthatmclaimedmvacci
nesmcause mautism.mSincemthenmthemCDCmandmothermorganizationsmhavemconductedmnumerousmrelatedmst
udiesmthatmcontinue mtomsupportmthembelief mthatmautismmismnotmcausedmbymvaccines.mInmspite mofmthemnew
m research m manym parentsmandmmembers mofm the mpublicm stillm believem the m1998m debunked mmedicalm study.m
Theirmunwillingnessmtomchange mtheirmmindsmaboutmthe m1998mstudymcanmbestmbemexplainedmbymwhichmco
mmunicationmtheory?
A. Inoculation
B. SocialmJudgement
C. ReasonedmAction
D. SleepermEffectm-manswer-Answer:mA
Rationale:mAPRmstudymguide.mInoculationmtheorymsaysmthatmpeoplemwillmlikelymresitemamnew,mpersuasive
m ideamwhenm theym havem beenm previously mexposed m tom am counterargument. mInm thism scenariom the mfalsem st
udymandmitsmadvocatesmhadmbeenmverymvocalmformamnumbermofmyears.mTheirmmessage,mthatmvaccinesmca
use mautism,mhad
m m m m
2024 ACTUAL EXAM 130 QUESTIONS AND CORRECT D
m m m m m m m
ETAILED ANSWERS WITH RTIONALES (VERIFIED A
m m m m m
NSWERS) |ALREADY GRADED A+
m m m
You're mwritingmamblogmpostmonmrepealmandmreplace mofmACAmformyourmcompany'smcorporatemblog.mThempo
stmcontainsmyourmopinionmof manmarticle mpublishedminmthe mNewmYorkmTimes.mYoumcite mthree mormfourmsent
encesmfrommthemarticle mandmstate mwhymyoumthinkmthemauthormofmthemarticle mismnotmcorrectminmhermassu
mptionmof mwhatmwillmlikelymoccur.mThe mNewmYorkmTimesmhasmaskedmyoumtomremovemyourmpostmormriskmb
eingmsuedmformviolatingmtheirmcopyright.mWhichmofmthemfollowingmstatementsmismmostmcorrectm(selectmon
e):
a) Yoummustmremove myourmblogmpostmaccordingmtomstatutorymcopyrightmlaw.
b) Yoummaymkeepmyourmblogmpostmbutmremovemcitationsmtomthe marticle mduemtompotentialmconflicts
m withm commercialm speech.
c) Youmkeepmyourmblogmpostmcitingmfairmuse masmyourmdefense magainstmcopyrightmviolation.
d) Youmkeepmyourmblogmpostmcitingmthemfirstmamendmentmasmyourmdefense magainstmcopyrightmviolati
on.m-manswer-Answer(s):mc
Fairmuse mallowsmusemofmpartsmofmcopyrightedmmaterialsmwithoutmviolatingmcopyrightmlawsmandmwithoutmp
ayingmamfeemwhenmthatmusemismformcriticism,mcomment,mnewsmreporting,mteaching,mscholarshipmormresear
ch.mAPRmStudymGuide mp.m105.
Yourmnonprofitmhasmbeenmhostingmamcasinomnightmfundraisermformseveralmyears.mBefore myoumcreatedmthe
m eventmyoum vettedm them ideamwithmyourm legalm counselm becausemyourm state mhasm strictm gamblingmlaws. mThi
rtymdaysmbeforemthemevent,mammembermofmstatemlawmenforcementmcallsmaboutmthemevent,mandmasmamresu
ltmyoumhavemtomcancelmit.mYoumsendmammediamreleasemandmpostmanmupdatemtomyourmsocialmmediampagesm
simplymannouncingmthemcancellation.mOnemmembermof mthempublicmmakesmamnegativemcommentmonmsoci
almmediamimplyingmthatmyourmorganizationmhasmalwaysmknownmthemeventmwasmillegalmbutmismtoomunethic
almtombe m"botheredmwithmobeyingmthemlaw".mYourmbossmwantsmthe mcommentmdeleted.mWhatmdomyoumdo
?
A. Delete mthe mpostmbecause myourmbossmdirected
B. Leave mthe mnegative mcommentmbutmmake mnomreply
C. Delete mthe mpostmandmreplymdirectlymtomthe mcommentermtomexplainmthe msituation
D. Create mamnewmsocialmmediampostmtomcorrectmthe mmisperception
E. Leave mthe m-manswer-Answer:mE
Rationale:mTransparencymandmhonestymare mcriticalmprofessionalmvaluesminmpublicmrelationsm(studymguide m
page m100).mDeletingmthempostmwouldmonlymmakemitmlookmasmthoughmyourmcompanymhadmsomethingmtomhi
de mandmwouldmriskmagitatingmthemcommentermwhommaym"raise mhis/hermvoice"mevenmlouder.mCreatingmne
wmpostmasma
,waymtomrespondmwouldmimmediatelymelevate mthe missuemtomunawarempublicsmandmriskmcreatingmamshortmt
ermmcrisis.mBymrespondingmdirectlymtomthempostmyoumcanmappropriatelymclarifymyourmorganization'smactio
nsmandmallowmanymnewmreadersmtomsee mthe mfullmthread.
Youmare mthemCommunicationsmDirectormformTLA,mamcontractmagencymthatmprovidesmproductsmandmservice
smtommilitarympersonnelminmthemMiddlemEast.mCelebritymArnoldmSchwarzeneggermvisitsmtroopsmatmCampmA
rifjan,mKuwaitmwhile mfilmingmamdocumentary.mSchwarzeneggermtakesmphotosmwithmanyone mwilling,minclu
dingmmembersmofmTLA.mYoumpostmthe mphotomonmthe mcompany'smTwittermaccountmwithmthe mcommentm"
@ArnoldSchwarzeneggermThanksmformvisitingmtroopsmatmCampmArifjan."mYourmbossmwouldmalsomlike mtomu
se mthe mphotomonmthemfrontmofmthe mcompany'smmagazine mwhichmismdistributedmtomcustomersmandmpotent
ialmcustomers,mandmonmthe mcompany'smwebsite.mWhatmdomyoumdo?
A. Use mthe mphotomonmthe mmagazine mandmwebsite.
B. Explainmtomyourmbossmthatmusingmthe mphotomcouldmcostmthe mcompanymmillionsmofmdollars.
C. Use mthe mphotomonmthe mwebsite,mbutmnotmonmthe mmagazine mcover.
D. CutmArnoldmSchwarzeneggermoutmofmthe mphotomandmuse mthe mphoto.m-manswer-
Answer:mB.mExplainmtomyourmbossmthatmusingmthe mphotomcouldmcostmthe mcompanymmillionsmofmdollars.
Rationale:mTrademarkmInfringement.mMisappropriationmofmpersonalitymismamformmof mtrademarkminfringe
ment.mTLAmismamfor-
profitmcompanymandmusingmArnoldmSchwarzeneggermcouldmimplymendorsementmofmTLA'smproductsmandms
ervices.mUnlessmpermissionmandmlicensingmfeesmweremnegotiated,mTLAmshouldmnotmusemthe mphoto.m"Theml
egalmdoctrine mismthe mrightmof mpublicitymwhichmgivesmentertainers,mathletes,mandmothermcelebritiesmthemso
le mabilitymtomcashminmonmtheirmownmfame."
Source:mPRmStrategiesmandmTactics,mChapterm12,mpgm341.
Youmare mworkingmwithmamgroupmofmlocalmbusinessmpersonsmtomrecruitmamnewmminormleaguembasketballmte
ammtomyourmtown.mTheymhavemhiredmyoumtomcreatemthembrandmpitchmincludingmteammname mandmfullmbra
ndmidentitympackage.mYoumbrainstormedmnamemideas,mconductedmamvarietymof mresearchmtomgaugemcomm
unitymresponsemtomthemnamemandmyoumareminmthemprocessmofmseekingmamtrademark.mTwomweeksmaftermy
ourmbigmname m/mbrandmrevealmyoumreceive mamceasemandmdesistmfrommamboardmofmeducationmthreemstates
m away. m Theirm formermhighmschoolm usedmthemsamemteamm mascotmandmname,m andm theymare mclaimingm youm
use mofmthe mmascotm/mname mismamlegalmviolation.mHowmshouldmyoumrespond?
A. Workmwithmlegalmcounselmtomsendmamlettermexplainingmtrademarkmlawmandmthatmyoumare mnotmviolatin
gmanymlawmbecause mthatmboardmheldmnomtrademark
B. Stopmusingmthatmmascotm/mname mandmmove mtomyourmsecondmchoice
C. Withdrawmyourmtrademarkmapplicationmuntilmthismissue mismresolved
D. Revim-manswer-Answer:mA
,Rationale:mEPRmInternationalmpage m164,mPartmIImChapterm6.mDuringmresearchmandmregistrationmyoumshoul
dmhave mcheckedmtomsee mifmthere mwasmanymregisteredmtrademark.mAlso,menforcementmismlimitedmtomsituat
ionsmlikelymtomcausemconfusionminmthemmindsmofmreasonable mpersons.mBecause mthe mcomplaintmismfrommth
ree mstatesmawaymandminvolvingmamformermhighmschoolmitmismunlikelymthatmanymreasonable mpersonmwouldm
be mconfusedmbymyourmbrandm/mname.
Youmsendmyourmphotographermoutmtomcapture mstockmfootage mofmNewmYear'smEvematmyourmtown'smlargestm
partym"The mOystermDrop".mWalkingmbackmtomhismcarmatmthemendmofmthemnight,mhemsnapsmamfewmlastmphot
osmof mamgroupmofmpeople mtoastingminmthemparkingmlot.mYoumrunmone mofmthosemphotosmthemnextmmorningm
inmyourmdailymnewsletter.mHave myoumviolatedmanyone'smprivacy,mpickmthe mbestmlegalmargument?
A. No,mbecause mthe mphotomwasminmampublicmplace mwhere mthere mismnomexpectationmof mprivacy
B. No,mbecausemholidaymcelebrationsmare mnewsworthymandmcelebrationmismnotmconsideredmam"privat
e mormembarrassingmfact"
C. Yes,mbecause mthatmparkingmlotmtoastminmnotmnewsworthymundermthismcontext
D. Yes,mbecause mpostmcelebrationmthose mcitizensmhave mamreasonable mexpectationmof mprivacym-
m answer- m Answer:m C
Rationale:mAPmStylebookm2014mpgm349.mOnemofmthemthree melementsmofminvasionmofmprivacymism"legitimat
e mpublicminterest".mIfmampublishedmpiece mofminformationmismnewsworthymormofmlegitimate mpublicminterest
m thenm nominvasionm of mprivacy mhasmoccurred. mInmthismsituation, mthem published minformation m (photo)m ismno
tmnewsworthy. mYourmphotographermwasmsentmtomcovermamspecificmeventmandmyoumhave mnomwaymofmkno
wingmifmthosemphotographedmwere massociatedmwithmthe mevent.mFurther,mthemphotomwasmnotmtakenmatmt
he mevent.mAnswermDmismalsomcorrect,mbutmismnotmamstrongmlegalmargument.mAnswermAmismwrongmbecause
m notm allm publicm placesmormcircumstancesm constitutem privacy. mAnswermBm ismtruem howevermcourtsmwillm first
m rule m onm themnewsworthy mfactor,m thusmitm ismnotmthembestmlegalm argument. mNote, mthatmundermcertain m cir
cumstance mamparkingmlotmtoastmmaymbemconsideredm"privatemormembarrassing"mdependingmonmwhomismin
m the m photom (i.e. m if m the m person m wasm am baptistm preacher).
Youmare mthe mPRmmanagermformanminternationalmhautemcouturemfashionmhouse.mThemboardmofmdirectorsmh
asmdecidedmtomexpandmthe mcompanymandmaddmammid-price mready-to-
wearmline mformthemFallm2017mcollection.mAftermconductingmsomemmarketmandmaudiencemanalysismyoumdec
ide myoumwantmtomuse manm"agendambuilding"mcommunicationmstyle mtompromotemthe mnewmproductmline.m
Whichmof mthese mwouldmyoumnotminclude masmamtactics?
A. NewsmReleasesmtimedmweeksmbefore mthe mlaunch
B. SocialmMediampostsmduringmthe mlaunch
C. Pitchmcallsmtomindustrymjournalists
D. Sendingmsample mitemsmfrommthe mcollectionmtomtrendy-settingmbloggers
E. Schedulingmmorningmnewminterviewsmformyourmheadmdesignerm-manswer-Answer:mB
, Rationale:mAPRmStudymGuide,mpage m116.mAgendamBuildingmismaboutminfluencingmthe mnewsmcycle,mandmass
umesmthatmnewmcoverage mismammanufacturedmproduct.mTomexecutemthismmodelmofmcommunication,myou'
re mtacticsmwillmbe mheavilymfocusedmonmnewsmoutletsmandmjournalists.mSocialmmediamwouldmbemamgoodmwa
ymtomcreate mbuzz,mbutmnotmasmlikelymtomresultminmsignificantmnewsmcoverage.
You're mamPRmprofessionalmformampubliclymheldmcompany.mYoumrecentlymexperiencemlayoffsmof mlessmthanm1
%mof mitsmworkforcemduringmyourmcompany'smannualmperformancemevaluationmperiod.mMostmofmthemlayoff
sminvolvedmpoormperformance mormamrationalizationmofmexistingmfunctions.mSome mofmthe mfurloughedmwork
ersmtake mtomsocialmmediamchatmroomsmandmnotifyingmthemlocalmpressmthatmthemcompanymismreplacingmAm
ericanmworkersmwithmcheapermlabormfrommothermpartsmofmthemworld.mYoumadvise mleadershipmtomtake mamp
roactive mcommunicationsmstrategy.mWhichmof mthe mfollowingmismmostmcorrectm(selectmone):
a) Defendmyourmactionsmdenyingmthe mfalse mclaimminmanmop-edminmthe mlocalmpaper.
b) Discreditmthe mfurloughedmemployeesmnotingmtheirmpoormperformance.
c) Explainmthe mcompany'smglobalmworkforce mstrategymandmemphasizemthemannualmperformancemrev
iewmattritionmrate.
d) Explainmthe mannualmreviewmprocessmandmidentifympastmattritionmrates.m-manswer-Answer(s):mc
Rationale:mappliesmcoorientationmtheorymbymseekingmtomeducate mthempublicmonmanmissue mformwhichmtheym
maymalreadymhavemamfalse mperception;mthemgoalmismtomgetmthe mpublicmtomunderstandmthemrealitymofmthems
ituationmandmhave maccuratemfacts,mdespitemlimitedminformationmthey'vembeenmprovidedmbymunofficialmch
annels.mEPRm11mPP.182-183
CouldmalsomapplymLangm&mLang'smPublicmOpinionmprocessmmodel.
Inm2011mdoctorsmandmscientistsmofficiallymdebunkedmthemwellmknownmresearchmstudymthatmclaimedmvacci
nesmcause mautism.mSincemthenmthemCDCmandmothermorganizationsmhavemconductedmnumerousmrelatedmst
udiesmthatmcontinue mtomsupportmthembelief mthatmautismmismnotmcausedmbymvaccines.mInmspite mofmthemnew
m research m manym parentsmandmmembers mofm the mpublicm stillm believem the m1998m debunked mmedicalm study.m
Theirmunwillingnessmtomchange mtheirmmindsmaboutmthe m1998mstudymcanmbestmbemexplainedmbymwhichmco
mmunicationmtheory?
A. Inoculation
B. SocialmJudgement
C. ReasonedmAction
D. SleepermEffectm-manswer-Answer:mA
Rationale:mAPRmstudymguide.mInoculationmtheorymsaysmthatmpeoplemwillmlikelymresitemamnew,mpersuasive
m ideamwhenm theym havem beenm previously mexposed m tom am counterargument. mInm thism scenariom the mfalsem st
udymandmitsmadvocatesmhadmbeenmverymvocalmformamnumbermofmyears.mTheirmmessage,mthatmvaccinesmca
use mautism,mhad
