MEJO137: PR Final

What is the text called that accompanies a photograph, describing what is shown in the image?
- hashtag
- metadata
- caption
- cutline

caption
cutline

Which of the following section addresses the "How" and approach of a PR campaign, focusing on how the plan will accomplish its stated intent?
- tactics
- S.M.A.R.T. goals
- actions
- evaluation
- strategy

strategy

Which set represents the two fundamental types of research data?
- exploratory and expository
- demographic and psychographic
- qualitative and quantitative
- proactive and reactive

qualitative and quantitative

Which of the following is recognized as the largest national public relations organization in the world?
- International Public Relations Association
- International Association of Business Communicators
- National Communication Association
- Public Relations Society of America

Public Relations Society of America

Since people don't all see or hear messages at the same time, frequent and consistent ______ in PR messaging and communication is needed to remind and help the audience remember, retain, and offset distractions.

repetition

Which of the following is defined as crafting compelling narratives to engage and connect with audiences?
- media relations
- thought leadership
- monitoring
- storytelling

storytelling

A crisis is a potentially hazardous, threatening, or damaging natural or man-made situation that poses a threat to life, safety, property, or reputation.
- True
- False

True

A media kit (press kit) is typically a print or electronic folder containing news releases, media advisories, fact sheets, photos, and features about a new product, an event, or other newsworthy projects undertaken by an organization.
- True
-False

True

The term ______ represents the first stage in the message adoption process, which also includes interest, evaluation, trial, and adoption.

awareness

This type of information helps to analyze audiences based on their lifestyles, attitudes, values, and beliefs.
- psychographics
- micrographics
- reprographics
- demographics

psychographics

Media pitches can take the form of conversations, letters, emails, texts, or social media posts directed toward reporters and journalists.
- true
- false

true

What is the name of the short summary paragraph at the end of a news release that provides contact information and a thumbnail sketch about the organization issuing the news release?
- boilerplate
- dateline
- valediction
- inverted pyramid

boilerplate

Which of the following individuals is not considered one of the major founders or influencers of modern-day public relations?
- Edward Bernays
- Albert Lasker
- Ivy Lee
- Phineas Barnum

Albert Lasker

Which of the following pertains to actively reaching out to journalists with story ideas, angles, or suggestions to secure media coverage for a particular issue, topic, or event?
- media training
- media briefings
- media monitoring
- media tours
- media pitching

media pitching

Which of the following is not one of the 3 O's of Measurement in PR campaigns?
- outtakes
- outpoints
- outcomes
- outputs

outpoints

At a press conference, communication is two-way.
- true
- false

true

Which of the following is not one of the core pillars or tenets of persuasive writing?
- chronos
- ethos
- logos
- pathos

chronos

Which component of the PR RACE Model refers to identifying the problem, situation, or opportunity for campaign implementation?
- Action
- Communication
- Evaluation
- Research

Research

The term "self-interest" refers to motivating factors that appeal to personal needs, wants, and desires.
- true
- false

true

A satellite media tour (SMT) is the television equivalent of a radio media tour, featuring a series of pre-booked, one-on-one interviews from a fixed location.
- true
- false

true

Which of the following is an unpaid announcement (used primarily by nonprofit organizations) that promotes the programs of government or voluntary agencies that serve the public interest?
- CSR
- PSA
- VNR
- ANR

PSA

Which of the following PR campaign metrics is no longer considered a reliable method of evaluation?
- Conversion Rates - campaign leads that result in desired action
- Earned Media Value (EMV) - equivalent advertising value for earned media coverage
- Share of Voice - proportion of media coverage compared to competitors
- Media Reach - total number of individuals or households exposed to campaign content

EMV

Public relations personnel often use public opinion leaders to influence key publics.
- True
- False

True

Using select words, facts, or themes to present information and to influence or shape how the information is perceived is called....

Framing

The term media ______ represents the total number of times the PR campaign content is seen by the target audience through various media outlets.V

impressions

This individual document is known as the "workhorse" in PR because of its frequent use in crafting and distributing official statements, news, or announcements that inform the media about noteworthy events or activities.
- press release/news release
- media advisory
- media kit/press kit
- fact sheet

press release/news release

Which of the following is defined as a type of intellectual property that gives the creator of an original work the legal right to copy, distribute, display, or perform the work?
- copyright
- fair use
- trademark
- logo

copyright

PR professionals write primarily for mass audiences, and journalists segment audiences by demographic and psychographic characteristics to target key publics.
- true
- false

false

Which of the following is not one of the 6 principles of persuasion?
- Authority
- Consistency
- Accessibility
- Reciprocity
- Consensus

Accessibility

Which of the following is not an example of a quantitative research process?
- telephone poll
- focus group
- random mail survey
- omnibus study

focus group

Which of the following is not one of the four phases of Strategic Conflict Management in public relations?
- Active phase
- Proactive phase
- Reactive phase
- Strategic phase

Active phase

According to the textbook, there are primarily three classic models of public relations currently in practice, which include: 1) promotions; 2) private information; and 3) four-way asymmetric communication.
- true
- false

false

Which of the following data set encompasses location, marital status, age, education, or profession?
- demographics
- demogenics
- photographics
- photogenics
- psychographics

demographics

Which of the following award-winning PR case studies was presented and discussed in class to explain strategy, tactics, implementation, and metrics?
- Nike 'Nikeland Metaverse' Media Tour
- Apple Vision Pro Promotion
- Stanley Cup Beverage Bracket
- Thermos Overnight Coffee Challenge
- Pepsi New Year's Eve Contest

Thermos Overnight Coffee Challenge

In public opinion and PR campaigns, the concept of ______ is an activity or process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which the individual(s) has some degree of free choice.

persuasion

In public relations, the code of _____ guides professional conduct and helps determine right or wrong behavior.

ethics