PR99 – Contemporary Public Relations

FINAL (100 points)

Study Guide
CH. 9 Ethics and the Law
CH. 10 Reaching Diverse Audiences
CH. 11 The Mass Media
CH. 12 The Internet and Social Media
Cabot’s Principles of PR
Multiple Choice Section (70 points)

1. All of the following are to be considered when making ethical decisions in public relations.
what is considered in decision

The interest of the employer/ client

Personal Values
Public Interest
Professional Organization code of ethics
pg 182 ( I THINK IT'S THIS ONE BUT I'M NOT TOO SURE)

2. Which demographic group is the largest consumer of television, magazines, books, and
newspapers?
White people? LOL Baby boomers
isnt’t it the seniors IDK!!!

It is SENIORS lol pg. 211

3. “Respecting all opinions and supporting the right of free speech” is connected to which PRSA
core value? Fairness pg. 184

4. According to Cabot’s Foundational Principles “Clarity is more important than Cleverness

5. Critics often complain that PRSA’s code of ethics is not helpful because
“ have no teeth” because there’s really no punishment for being unethical and unprofessional
Even if a practitioner is expelled from the organization, he or she can continue to work in the
public relations field. pg 185 paragraph 2

6. Most professional groups believe that the primary purpose of establishing codes of ethics is
educate and inform (184)

7. What do the letters ROI stand for in business?ROI: Return of Investment

8. Ethics in public relations begins with
the individuals . .. .
is directly related in his or her own value system as well as to the good of society. Although it is
important to show loyalty to an employer, practitioner must never allow a client or an employer
to rob them of their self esteem

9. A person filing a libel suit usually must prove which of the following?
1. The false statement was communicated to others through print. broadcast, or
electrical means
2. the person claiming to be libeled was identified or identifiable
3. there was actual injury in the form of money losses, loss of reputation, or mental
suffering
4. The person making the statement was malicious or negligent (pg 190).

10. To use an employee’s image in product publicity, sales brochures, or advertising, the
organization must have ..signed release on file if it wants to use photographs or comments of its
employees and other individuals in product publicity, sales, brochures, and advertising. (pg. 190)

11. Any e-mails an employee writes at work are subject to monitoring

12. Which of the following can be copyright protected?

brochures animated cartoons, recordings, photographs, display booths, videotapes, corporate
symbols, Slogan. ( pg 193 Paragraph 4)

13. All of the following are suggestions for “winning” in the court of law and the court of public
opinion
6 Keys to winning in the COURT of LAW
1. make carefully planned public comments in the earliest stage of a crisis or legal issue
2. Understand the perspective of lawyers and allow them to review statements when an
organization is facing or involved in litigation
3. Guard against providing information to the opposing side in a legal case
4. Counsel and coach the legal team
5. Build support from interested parties, such as industry association or chambers of
Commerce
6. Develop a litigation communication team before you need it

14. Which of the following government agencies has jurisdiction to determine if advertisements
are deceptive or misleading? Federal Trade Commission (FTC)

15. Which of the following government agencies monitors the financial affairs of publicly traded
companies? Securities and Exchange Commision (SEC)
16. The legal doctrine of the “right of publicity” provides .. . .entertainers, athletes and other
celebrities the sole ability to cash in on their fame

17. The legal doctrine of “fair use” means

fair use is a doctrine that permits limited use of copyrighted material without acquiring
permission from the rights holders. Examples of fair use include commentary, search engines,
criticism, news reporting, research, teaching, library archiving and scholarship. It provides for
the legal, un-licensed citation or incorporation of copyrighted material in another author's work
under a four-factor balancing test.

18. Which of the following are considered unethical when dealing with the media?
gift giving, hosting extravagant parties, and personal favors

19. According to Cabot’s Foundation Principles, “Organizations exist by public consent

20. All of the following are general characteristics of youth market.

characteristics of Youth Market
Generation Y (1981- 2003) - AKA : Millennial Generation: E Generation,
spend a quarter of our lifetime online ( hahah SO TRUE)
○ Increase buying power
○ Persistence or importance :that we need to buy an item or a must have trend
○ most often to live at home with their parents: Each year it increases, The average
age : 25-34

21. All of the following are general characteristics of baby boomers.

Baby Boomer: 1946-1964 - born after WWII
Lived through international stature of the United States growth
willing to spend disposable income on consumer goods and luxury items.
come of age during the advent of the television
influenced by visual advertising
Control 70% of total household worth
$40 Billion annual worth of buying power

22. According to Cabot’s Foundation Principles, “Act first, then…COMMUNICATE

23. Which of the following will help protect an organization from liability issues surround a
sponsored event?Purchasing insurance,signing a liability waiver, permits

24. All of the following are general characteristics of seniors.

There is a huge Technology gap
make up 13% of U.S. population
senior women are faster growing as facebook Users
Skeptical buyers
 Lead consumers of magazines, books, newspaper and television

25. What medium is most effective for delivering a message that requires absorption of details?
Print Media
26. According to Cabot’s Foundational Principles, “Long-term relationships require… two way
communication

27. Which of the following practices is condemned by PRSA?

28. Television has the strongest emotional impact of any mass media because people like
visuals that they can relate to

29. According to Cabot’s Foundational Principles, “Be a bridge, not a…barrier

30. According to Kim Hunter, president of Lagrant Communications, messages about economic
development, home ownership, and financial literacy have particular resonances among which
ethnic audience? Kim Hunter Specialist in Ethnic Communications for African Americans

31. All of the following are PRSA code provisions.

1. maintaining free flow of information
2. being honest when critiquing competitors
3. disclosure important information to key publics as soon as possible
4. maintaining client confidentiencies
5. acknowledging and avoiding potential conflicts of interests
6. enhancing the profession by providing trustworthy information

32. A general characteristic of the American public is that 207

visual orientation: shorter Attention span
Diversity: difference in geography, history, culture, economy?

33. Which demographic group has been labeled the “E-Generation”? Generation Y

34. Which of the following describes mass media before the advent of the Internet?
Print, Television, Radio

35. All of the following describe new media: New media have unique characteristics, including
easy updating of material, instant distribution of information, an infinite amount of space for
information, and ready interaction with the audience

36. Which of the following is an advantage the Web brings to public relations professionals?
brings tailored or personal messages to their targeted audience

37. Which of the following is a PRSA core value?

1. advocacy: 2.Honesty 3 Expertise 4.Independence 5.Loyalty 6.Fairness pg. 184 pg.

38. All of the following are reasons why visitors return to a website.
1.high quality content 2. easy to navigate 3.quick to download 4. frequently updated
39. A unique characteristic of the Internet, which traditional media do not offer, is
widespread broadband
cheap or free, easy-to-use publishing tools
new distribution channels
mobile devices
new advertising paradigms
Interactivity

40. If you discover that inaccurate information has been disseminated, you have a responsibility
to correct it immediately, based on which of the following PRSA code provisions? disclosure of
information as soon as possible

41. What is the key feature of Web 2.0?Interactivity, push and pull user participation

42. Because of the rise of social media, public relations practitioners must : be engaging with
citizens and consumers

43. The format and mechanics of blogs make them attractive for all of the following reasons
Ex: Tumblr is a more recent frontier in blogging. Its format allows for easy sharing of text,
photos, quotes, links, music, and videos “Tumblr makes blogging blissfully easy” WSJ

44. Susan Walton says organizations enter the blogosphere for all of the following reasons
• To achieve real-time communication with key stakeholders.
• To enable passionate, knowledgeable people (employees, executives, customers) to
talk about the organization, its products and services.
• To foster conversation among audiences with an affinity for or connection with the
organization.
• To facilitate more interactive communication and encourage audience feedback.

45. Steve Cody recommends all of the following tactics for creating a successful employee blog.
1. Be TRANSPARENT about any former, current, or prospective clients being mentioned in a
the blogs
2. Respond in a TIMELY manner to individuals who post comments - pro,con or indifferent
3. Generate as much ORIGINAL material as possible instead of just commenting on current
news events
4. Only link to blog sites that are RELEVANT to your post.
4. Make sure that readers know that the blog represents your VIEWS and not others such as
employer or client

46. The following are all tips to produce a more effective podcast.
keep it short (10-20 min)
use several stories or segments
don’t use a script-> tone informal or conversational
announcer or interviewer w/ strong, animated voice
podcast title that matches content

47. Web 3.0, the next major development in the evolution of the Internet, is characterized by
mobile technology EX: Smartphones

48. Major advantages of podcasting include all of the following EXCEPT:

1.cost effectiveness 2. ability of users to access material on a 24/7 basis 3.portability

49. All of the following are different “levels” of corporate texting EXCEPT:
First Level: broadcast text
second Level: subscription based
third level: "one off" method- cell phone user sends a text message to a source to get an
answer to a question

50. A delayed response from an e-mail query, or no response at all, is likely to have what kind of
consequences for an organization? negative response

51. All of the following are questions that should be asked before writing a news release
What is the key message?
Who is the primary audience?
What does the target audience gain from the product or service?
What objective does the release service?

52. According to one study (Arketi Group says 80% Pg. 226) , ___ percent of journalists said
they use public relations sources for their stories.

53. Which of the following suggestions help make news releases Internet-ready?
1. Search Engine Optimization (SEO) process of selecting keywords for the news release that
make the content easily retrievable if a journalist/consumer conducts a search on
Google/Bing/Yahoo

54. All of the following are tips for shooting effective publicity photos 229
1. good contrast with sharp detail
2. uncluttered with minimum background, emphasis on detail
3. sometimes context may be important
4. action gives photo interest
5. Emphasize scale
6. Have photos with at least 72 dpi resolution ensures faster download neeed a min. of 300 dpi
high resolution
55. Which of the following might be included in a media advisory ?
Also known as alerts which let journalists know about upcoming event such as a news
conference, photo or interview opportunities

1. A one-line headline
2. A brief paragraph outlining the story idea
3. Answers to some of journalism’s five W’s and H questions
4. A short paragraph telling the reporter whom to contact for more information or to make
arrangements

56. Media kits include all of the following elements:

1. Main news release

2. A news feature
3. Fact sheets
4. Background information
5. Photos
6. Biographical materials
7. Contact information

usually digital format-> photos, short videos, news releases, fact sheets, features and links to
more infoflash drives

57. All of the following are types of media tours

1.Junket: Editors and reporters are invited to inspect a company’s manufacturing facilities in
several cities
2.Familiarization trip: Offered to travel writers and editors by the tourism industry
3.Organization’s executives travel to key cities to talk with selected editors

EXCEPT:
telephone interviews (basically any one on one interviews from a central location)

58. Radio news releases, like releases for print media, must be identify information (letterhead,
contact, subject)

59. A quote in broadcasting is called a sound bite

60. PSA stands for Public Service Announcements

61. All of the following are the 4 approaches for getting an organization on local television
1. Send the same news release that the local print and online media receive
2. Send a media alert or advisory
3. Phone, text, or e-mail the assignment editor and make a pitch to have the station do a
particular story
4. Produce a video news release (VNR)

62. In addition to the Video News Release (VNR) itself, a VNR package typically includes which
of the following: B-roll (2-3 min of video only)-> additional interviews, sound bites, file footage

63. All of the following are tips for making a VNR more successful
1. Expert interviewing interviewing skills
2. Speedy video editing
3. Creative eye for visuals
4.Political savvy
5. Topic has to be current by the time the video is produced
6. 2-3 mins of B-roll/video only

64. A series of pre-booked, one-on-one interviews from a fixed location via satellite with a series
of television journalists is called satellite media tours (SMT)

65. When a company’s product is featured in a TV show, it’s called plugs/product placement

66. The people in the broadcast industry who are responsible for securing guests for the shows
they work are called bookers

67. Familiarization or “Fam” trips are used primarily in which industry? Tourism Industry

68. Which of the following are the responsibilities of the public relations professional at a news
conference?
They are responsible for briefing the spokesperson, making arrangements, and ensuring that
the conference runs smoothly
They stay in the background during the actual event however

69. Which of the following are reasons for using the Inverted Pyramid structure in a news
release?
1. if the editor or reporter doesn't find anything interesting in the first three lines of the news
release it will be discarded
2. Editors cut stories from the bottom. 90% of news releases are rewritten in much shorter form
than original text
3. Readers don't always read the full story. usually spend 30 minutes per day reading the
newspaper

70. According to Cabot’s Foundational Principles, “Activity does not equal… result

True/False Section (30 points)

71. Ninety-nine percent of U.S. households owned one or more television sets in 2009.
TRUE

72. Increasingly, traditional media primarily appeal to older or more highly educated audiences.
TRUE

73. Minority populations are homogeneous.

FALSE they form many target audiences

74. Christian music now accounts for approximately 30 percent of all CD sales.
TRUE?

75. Gen Y members will spend one-third of their lives online.

FALSE they spend a quarter of their time online

76. The Internet came into widespread public use in the 1970s. FALSE it was the 1990’s

77. Organizational Web sites, in general, are cost effective. TRUE

78. “Conversations” on social media can be controlled. FALSE

79. According to the Wall Street Journal, almost 500,000 Americans are now blogging as their
primary source of income. TRUE

80. Texting is used by public relations professionals to reach employees, customers, and key
publics. TRUE

81. Barack Obama’s presidential campaign used Twitter to keep volunteers and supporters
up-to-date. TRUE

82. Even companies selling luxury goods have discovered the group and business pages of
MySpace and Facebook. TRUE

83. Journalists rarely use corporate Web sites for information because they feel they are biased.
FALSE

84. An editor of major daily once said that public relations people are the newspaper’s “unpaid
reporters.” TRUE

85. Consumers are increasingly conscious of corporate policies regarding environmental safety
and sustainability. TRUE

86. The interview subject for a newspaper or magazine article has no control over what is
published. TRUE although he/she can exercise self-control in answering the questions
87. Most ethical conflicts are not black-or-white issues, but rather fall into a gray area.
TRUE

88. Nearly every national public relations organization has developed a code of ethics.
TRUE

89. PRSA’s code of ethics says it’s OK to conduct grassroots campaigns on behalf of
undisclosed interest groups. TRUE

90. A public relations firm should inform a prospective client that is already represents a
competitor or has a conflicting interest. TRUE

91. Although it is important to show loyalty to an employer, practitioners must never allow a
client or employer to rob them of their self-esteem.
TRUE

92. A company has an unlimited right to publicize the activities of its employees in employee
newsletters.
FALSE

93. A copyright does not protect ideas, but only the specific ways in which those ideas are
expressed. TRUE

94. The Internet has raised new issues about the protection of intellectual property. TRUE EX:
stealing someone's ideas/ easy access to ideas and information = plagiarism of copyrighted
content

95. Trademarks are always capitalized and are never used as nouns. TRUE

96. The promotion of products and services through advertising or publicity is not protected by
the First Amendment. TRUE

97. Today’s women hold an overwhelming share of consumer purchasing influence. TRUE

98. Sales of books with Christian themes – excluding Bibles – has increased fourfold since
1980. FALSE

99. Multicultural audiences are among the most enthusiastic and voracious consumers of social
media. TRUE

100. The percent of the world’s population with Internet access grew about 380 percent between
2000 and 2009. TRUE
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