Question 1

Which of the following is the likely goal of including bloggers at product launches?

Accepted Answer

A)  reducing product publicity expenses
B)  reaching more key industry members
C)  creating social buzz about a product
D)  limiting reliance on traditional media

Question 2

According to the agenda-setting theory,which of the following plays a key role in shaping public opinion?

Accepted Answer

A)  corporations
B)  news media
C)  PR professionals
D)  government officials

Question 3

Since traditional media outlets are declining,PR practitioners spend less than half of their time each week on media relations.

Accepted Answer

A) True 
 B)False

Question 4

George,a PR professional,has been conducting PR work for a local bank.George needs to provide the bank president with an accurate and objective summary of the value of his PR efforts.Which of the following would be the best tool for George to use?

Accepted Answer

A)  advertising value equivalence
B)  audience reach
C)  impression rate
D)  key message visibility

Question 5

Babson PR Agency has been hired by RKS Enterprises,a U.S.firm,to handle the firm's international PR and media relations needs.RKS recently opened a manufacturing facility in Taiwan.Which of the following questions is most relevant for Babson representatives to ask?

Accepted Answer

A)  How many employees work at the Taiwan facility?
B)  How will message visibility be measured in Taiwan?
C)  What is Taiwan's level of economic development?
D)  What are the expected revenues for the Taiwan facility?

Question 6

How are impressions determined? Why is this method flawed?

Accepted Answer

Impressions are based on the number of s...

Question 7

Keystone Manufacturing recently implemented a process to remove inefficiencies in its production flow.The recycling process saves money and is environmentally friendly.Which of the following would be the best vehicle for Keystone to promote this CSR initiative?

Accepted Answer

A)  national broadcast outlet
B)  trade publication
C)  environmental blog
D)  digital media

Question 8

What is the drawback of AVE?

Accepted Answer

A)  AVE is too costly to implement.
B)  AVE is a newly developed idea.
C)  AVE lacks scientific validity.
D)  AVE measures impressions.

Question 9

Based on 2016 research from the Pew Research Center,which of the following statements about the newspaper industry is true?

Accepted Answer

A)  Weekly newspaper circulation has remained stable due to digital options.
B)  Readership of digital newspapers has increased significantly.
C)  Total newspaper advertising revenue has increased slightly.
D)  The number of jobs in the newspaper industry has declined.

Question 10

Tough Tires recently issued a tire recall after numerous drivers experienced blowouts due to a manufacturing defect.What role will the firm's PR team likely play during this crisis?

Accepted Answer

A)  identifying corporate bloggers who will minimize the damage to Tough Tires
B)  communicating directly with the media during a Tough Tires press conference
C)  providing information anonymously to the media about the Tough Tires recall
D)  supporting the Tough Tires spokesperson in responding to the media

Question 11

Sam,a PR professional,has pitched a story to Anita,a reporter with a local news station.Sam and Anita have never worked together.Which of the following actions would help Sam form a professional relationship with Anita and obtain the news coverage he wants?

Accepted Answer

A)  giving Anita an outline of the story to save her time and effort
B)  sending Anita the names of experts for background information
C)  providing Anita with feedback on her overall reporting style
D)  emailing Anita regularly to check on the progress of the story

Question 12

PR and research professionals use demographics for which of the following reasons?

Accepted Answer

A)  to identify the cultural norms of a society
B)  to sort a population into smaller groups
C)  to measure the effects of campaigns
D)  to define the goals of media relations B

Question 13

Capital One's support of the MoneyWi$e program resulted in which of the following?

Accepted Answer

A)  achieving tactical PR goals
B)  receiving positive media attention
C)  bypassing traditional media
D)  averting a crisis effectively B

Question 14

When fake news is reposted and liked on sites such as Facebook,the article gains perceived validity.

Accepted Answer

A) True 
 B)False

Question 15

If a weekday newspaper has approximately 500,000 subscribers,then an article in that newspaper has approximately 500,000 impressions.

Accepted Answer

A) True 
 B)False

Question 16

Which statement about the 2016 presidential campaign is true?

Accepted Answer

A)  Both the Trump and Clinton websites posted mostly earned media articles.
B)  The Trump campaign relied mostly on self-generated content.
C)  Both the Trump and Clinton websites posted mostly owned content.
D)  The Clinton campaign relied mostly on owned content. D

Question 17

In most crises,who among the following handles questions from the news media?

Accepted Answer

A)  organization spokesperson
B)  public relations professional
C)  media relations specialist
D)  chief executive officer

Question 18

In a brief essay,discuss the different tools for measuring the impact of media relations and PR.What are their advantages and flaws?

Accepted Answer

An older standard for PR measurement is ...

Question 19

Tanya,a PR professional,contacts a reporter with details about an upcoming event for which Tanya would like news coverage.Which term describes Tanya's efforts?

Accepted Answer

A)  creating fake news
B)  hyping a story
C)  making a pitch
D)  gatekeeping

Question 20

According to Kara Alaimo,author of Pitch,Tweet,or Engage on the Street: How to Practice Global Public Relations,what is an effective strategy for global PR professionals who need to promote a firm's CSR efforts?

Accepted Answer

A)  seeking news coverage from mainstream media
B)  asking local government officials for help
C)  gaining the assistance of local influencers
D)  working jointly with local media relations firms

Exam 7: Media Relations in a Digital World

Which of the following is the likely goal of including bloggers at product launches?

Correct AnswerverifiedShow Answer

According to the agenda-setting theory,which of the following plays a key role in shaping public opinion?

Correct AnswerverifiedShow Answer

Since traditional media outlets are declining,PR practitioners spend less than half of their time each week on media relations.

Correct AnswerverifiedShow Answer

George,a PR professional,has been conducting PR work for a local bank.George needs to provide the bank president with an accurate and objective summary of the value of his PR efforts.Which of the following would be the best tool for George to use?

Correct AnswerverifiedShow Answer

Babson PR Agency has been hired by RKS Enterprises,a U.S.firm,to handle the firm's international PR and media relations needs.RKS recently opened a manufacturing facility in Taiwan.Which of the following questions is most relevant for Babson representatives to ask?

Correct AnswerverifiedShow Answer

How are impressions determined? Why is this method flawed?

Correct AnswerverifiedImpressions are based on the number of s...View AnswerShow Answer

Keystone Manufacturing recently implemented a process to remove inefficiencies in its production flow.The recycling process saves money and is environmentally friendly.Which of the following would be the best vehicle for Keystone to promote this CSR initiative?

Correct AnswerverifiedShow Answer

What is the drawback of AVE?

Correct AnswerverifiedShow Answer

Based on 2016 research from the Pew Research Center,which of the following statements about the newspaper industry is true?

Correct AnswerverifiedShow Answer

Tough Tires recently issued a tire recall after numerous drivers experienced blowouts due to a manufacturing defect.What role will the firm's PR team likely play during this crisis?

Correct AnswerverifiedShow Answer

Sam,a PR professional,has pitched a story to Anita,a reporter with a local news station.Sam and Anita have never worked together.Which of the following actions would help Sam form a professional relationship with Anita and obtain the news coverage he wants?

Correct AnswerverifiedShow Answer

PR and research professionals use demographics for which of the following reasons?

Correct AnswerverifiedB

Capital One's support of the MoneyWi$e program resulted in which of the following?

Correct AnswerverifiedB

When fake news is reposted and liked on sites such as Facebook,the article gains perceived validity.

Correct AnswerverifiedShow Answer

If a weekday newspaper has approximately 500,000 subscribers,then an article in that newspaper has approximately 500,000 impressions.

Correct AnswerverifiedShow Answer

Which statement about the 2016 presidential campaign is true?

Correct AnswerverifiedD

In most crises,who among the following handles questions from the news media?

Correct AnswerverifiedShow Answer

In a brief essay,discuss the different tools for measuring the impact of media relations and PR.What are their advantages and flaws?

Correct AnswerverifiedAn older standard for PR measurement is ...View AnswerShow Answer

Tanya,a PR professional,contacts a reporter with details about an upcoming event for which Tanya would like news coverage.Which term describes Tanya's efforts?

Correct AnswerverifiedShow Answer

According to Kara Alaimo,author of Pitch,Tweet,or Engage on the Street: How to Practice Global Public Relations,what is an effective strategy for global PR professionals who need to promote a firm's CSR efforts?

Correct AnswerverifiedShow Answer

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Impressions are based on the number of s...
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B

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B

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D

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An older standard for PR measurement is ...
View Answer

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