Question 1

Public relations professionals may
A) polish a client's image
B) make an unworthy client palatable to the public
C) work for honest and worthwhile purposes
D) all of these

Accepted Answer

Public relations professionals have a wide range of responsibilities, which can include polishing a client's image, making an unworthy client palatable to the public, and working for honest and worthwhile purposes. Therefore, all of the options provided are roles that public relations professionals may undertake.

Question 2

Which of the following is NOT an example of an external public?
A) news media
B) customers
C) lawmakers
D) employees

Accepted Answer

Employees are considered an internal public because they work within the organization and are directly involved in its operations, unlike the news media, customers, and lawmakers, who are external to the organization.

Question 3

Public relations and marketing are
A) persuasive endeavors
B) essentially the same thing
C) a form of advertising
D) all of these

Accepted Answer

Public relations and marketing are both persuasive endeavors, aiming to influence perceptions and behaviors, but they are not the same thing nor are they solely forms of advertising. Marketing focuses on promoting and selling products or services, while public relations is about managing a company's public image and relationships with various stakeholders.

Question 4

The "father" of the modern public relations industry is recognized as
A) Ivy Ledbetter Lee
B) John D. Rockefeller, Jr.
C) William Henry Vanderbilt
D) Theodore Roosevelt

Accepted Answer

Ivy Ledbetter Lee is considered the father of modern public relations. He revolutionized the field by introducing new practices such as the press release and emphasizing open communication between his clients (like the Rockefeller family) and the public.

Question 5

Edward and Doris Bernays' pubic relation's work included
A) getting worldwide attention for the electric light bulb
B) connecting smoking with slimness
C) encouraging people to use disposable cups
D) all of these

Accepted Answer

Edward and Doris Bernays were pioneers in the field of public relations and were involved in various campaigns that had significant impacts on society and consumer behavior. They worked on promoting the electric light bulb, creating associations between smoking and slimness, and encouraging the use of disposable cups among other things. Their work encompassed a wide range of strategies and campaigns that helped shape public opinion and consumer habits.

Question 6

The Public Relations Society of America was designed to
A) increase media advertising
B) promote professional standards
C) compete with the Office of War Information
D) all of these

Accepted Answer

The Public Relations Society of America (PRSA) was established to promote professional standards and ethics in the field of public relations.

Question 7

Which of these electronic media services were NOT built by the U.S. to address anti-U.S. sentiment in the Arab media?
A) Aljazeera
B) Alhurra
C) Radio Sawa
D) Radio Farda

Accepted Answer

Aljazeera is a Qatari-owned news channel, not built by the U.S.

Question 8

A news conference in which the newsmakers and reporters are in different locations and joined by a satellite hook-up is called
A) a satellite media tour
B) a video media conference
C) a satellite relay conference
D) all of these

Accepted Answer

A satellite media tour is a type of news conference where newsmakers and reporters are in different locations and connected via satellite.

Question 9

Public relations activities consist of
A) research
B) counseling
C) communication
D) all of these

Accepted Answer

Public relations activities encompass research, counseling, and communication, as they are all integral components of effectively managing and maintaining the public image and relationships of an organization.

Question 10

Nike's researchers who ask teenagers about the next trend in sneakers are called
A) trend-finders
B) cool-spotters
C) trend-hunters
D) none of these

Accepted Answer

Nike's researchers who ask teenagers about the next trend in sneakers are not officially called any of the given options.

Question 11

The most visible part of the PR process is
A) training
B) research
C) counseling
D) communication

Accepted Answer

Communication is the most visible part of the PR process as it involves the dissemination of information to the public and media.

Question 12

A day at work at a public relations office may include
A) compiling media distribution lists
B) setting up details for a press conference
C) answering phone calls from the press
D) all of these

Accepted Answer

A day at work at a public relations office can include all of these tasks: compiling media distribution lists, setting up details for a press conference, and answering phone calls from the press.

Question 13

Actions designed to create human-interest stories are called
A) leaks
B) publicity stunts
C) sound bites
D) teleconferences

Accepted Answer

Publicity stunts are actions designed to attract public attention and create human-interest stories.

Question 14

The angle that makes an organization's activities newsworthy is called a
A) news release
B) news hook
C) leak
D) news bite

Accepted Answer

The news hook is the angle that makes an organization's activities newsworthy. It is the element of a story that makes it interesting and relevant to the audience.

Question 15

Westinghouse sponsoring an annual science competition for high school students is an example of
A) corporate aid
B) public management
C) bouncing
D) lobbying

Accepted Answer

Sponsoring a science competition is a form of corporate aid, as it involves a company providing support or resources to benefit a community or cause.

Question 16

An example of _____ was when Mel Gibson gave an apology for his behavior and checked himself into rehab after he was arrested for drunk driving and an anti-Semitic tirade.
A) a trial balloon
B) a news hook
C) crisis management
D) lobbying

Accepted Answer

Crisis management involves taking steps to mitigate damage to a person's or organization's reputation after a negative event, such as Mel Gibson's apology and rehab admission following his arrest and tirade.

Question 17

A short document written in a standard news form, designed with the purpose of placing favorable information about the client in a newspaper, is called
A) a commentary
B) a blurb
C) a news peg
D) none of these

Accepted Answer

The correct term for a short document written to place favorable information about a client in a newspaper is a "press release," which is not listed among the options.

Question 18

Speeches worded especially for television news reports are called
A) leaks
B) news releases
C) publicity stunts
D) sound bites

Accepted Answer

Sound bites are short, impactful statements designed to be easily quoted and used in television news reports.

Question 19

Ready-for-broadcast press releases are called
A) VNRs
B) press kits
C) backgrounders
D) canned news

Accepted Answer

Video News Releases (VNRs) are ready-for-broadcast press releases that are distributed to television newsrooms.

Question 20

A "flack" is
A) negative news about a company
B) a derogatory name for PR agents
C) an argument between a reporter and a PR agent
D) a hot-shot public relations strategy

Accepted Answer

A "flack" is a derogatory term used to refer to public relations agents or professionals.

Quiz 12: Public Relations: The Image Industry

Public relations professionals may

Which of the following is NOT an example of an external public?

Public relations and marketing are

The "father" of the modern public relations industry is recognized as

Edward and Doris Bernays' pubic relation's work included

The Public Relations Society of America was designed to

Which of these electronic media services were NOT built by the U.S. to address anti-U.S. sentiment in the Arab media?

A news conference in which the newsmakers and reporters are in different locations and joined by a satellite hook-up is called

Public relations activities consist of

Nike's researchers who ask teenagers about the next trend in sneakers are called

The most visible part of the PR process is

A day at work at a public relations office may include

Actions designed to create human-interest stories are called

The angle that makes an organization's activities newsworthy is called a

Westinghouse sponsoring an annual science competition for high school students is an example of

An example of _____ was when Mel Gibson gave an apology for his behavior and checked himself into rehab after he was arrested for drunk driving and an anti-Semitic tirade.

A short document written in a standard news form, designed with the purpose of placing favorable information about the client in a newspaper, is called

Speeches worded especially for television news reports are called

Ready-for-broadcast press releases are called

A "flack" is