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Public Relations Exam 1, Exams of Public Relations

University of KentPublic Relations

Public Relations Exam 1, introduction and basics ,etc

Typology: Exams

2020/2021

Available from 02/08/2024

EmmaMoss
EmmaMoss 🇬🇧

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Public Relations Exam #1
1. How many people are estimated to work in public relations around the world?
300,000 in the US; 3 million people worldwide
2. Is public relations growing as a field in terms of employees and revenues?
Yes, it's especially growing in China
3. What key words and phrases are found in most definitions of public relations?
Deliberate, Planned, Performance, Public Interest, Two-way communication,
Management function
4. What does the acronym RACE stand for?
Research (What is the problem or situation?), Action (program planning, what is
going to be done about it?), Communication (execution, how will the public be
told?), Evaluation (was the audience reached and what was the effect?)
5. Public relations is described as a loop process. What makes it a loop rather than
a linear process?
The conceptualization of PR as a cyclical process, feedback, or audience
response leads to assessment of the program, which becomes an essential
element in the development of another PR project.
6. Review the U.S. Department's description of a public relations manager and
specialist on pages 3-4. Did it change your initial perception of public relations as
a field?
PR specialists handle an organization's communication with the public, investors,
reporters, and other media specialists. PR managers review and sometimes write
news releases. They also sponsor corporate events to help maintain and improve
the image and identity of their organization or client
7. What are the components of basic public relations practices?
Research and analysis, policy formation, programming, communication,
feedback, program assessment and adjustment
8. What other terms are used by organizations to describe the public relations
function?
media relations, publicity, employee/member relations, community relations,
public affairs, government affairs, issues management, financial relations,
industry relations, marketing communications, special events, etc.
9. How does pubic relations differ from the fields of journalism, advertising, and
marketing?
Journalists gather and select information for the primary purpose of providing the
public with news and information. PR personnel gather facts and information for
the public but also to change people's attitudes and behaviors in order to further
an organization's goals and objectives. Advertising is about persuasion.
Marketing is about creating demand.
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  1. How many people are estimated to work in public relations around the world? 300,000 in the US; 3 million people worldwide
  2. Is public relations growing as a field in terms of employees and revenues? Yes, it's especially growing in China
  3. What key words and phrases are found in most definitions of public relations? Deliberate, Planned, Performance, Public Interest, Two-way communication, Management function
  4. What does the acronym RACE stand for? Research (What is the problem or situation?), Action (program planning, what is going to be done about it?), Communication (execution, how will the public be told?), Evaluation (was the audience reached and what was the effect?)
  5. Public relations is described as a loop process. What makes it a loop rather than a linear process? The conceptualization of PR as a cyclical process, feedback, or audience response leads to assessment of the program, which becomes an essential element in the development of another PR project.
  6. Review the U.S. Department's description of a public relations manager and specialist on pages 3-4. Did it change your initial perception of public relations as a field? PR specialists handle an organization's communication with the public, investors, reporters, and other media specialists. PR managers review and sometimes write news releases. They also sponsor corporate events to help maintain and improve the image and identity of their organization or client
  7. What are the components of basic public relations practices? Research and analysis, policy formation, programming, communication, feedback, program assessment and adjustment
  8. What other terms are used by organizations to describe the public relations function? media relations, publicity, employee/member relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, marketing communications, special events, etc.
  9. How does pubic relations differ from the fields of journalism, advertising, and marketing? Journalists gather and select information for the primary purpose of providing the public with news and information. PR personnel gather facts and information for the public but also to change people's attitudes and behaviors in order to further an organization's goals and objectives. Advertising is about persuasion. Marketing is about creating demand.
  1. What are the six essential qualities for working in public relations? writing skill, research ability, planning expertise, problem-solving ability, business/economics competence, and expertise in social media
  2. What are the entry-level salaries in public relations? around $33,
  3. What are the salaries for experienced professionals? around $56,000 with less than 5 years experience and $130,000 for more than 5 years experience
  4. What were some of the early antecedents to today's public relations practice? The roots of the practice go back to the ancient empires of Egypt, Greece, Rome and India
  5. Who are the five major historical themes of public relations through the centuries? profit, recruitment, legitimacy, agitation, and advocacy
  6. What concepts of publicity and public relations were practiced by P.T. Barnum? He was the master of pseudoevent, which is a planned happening that occurs primarily for the purpose of being reported. Used flowery language, exaggeration, controversy massive advertising, and publicity to promote his various attractions in an age when the public was hungry for any form of entertainment. He obtained full houses on opening nights in each community by donating part of the proceeds to charity - a device still used today
  7. What are the four important contributions Ivy Lee made to public relations?
    1. advancing the concept that business and industry should align themselves with the public interest, 2) dealing with top executives and carrying out no program without the active support of management, 3) maintaining open communication with the news media, and 4) emphasizing the necessity of humanity business and bringing its public relations down to the community level of employees, customers, and neighbors
  8. What are Arthur W. Page's six principles of public relations management?
    1. tell the truth 2) action speaks louder than words 3) always listen to the consumer 4) anticipate public reaction and eliminate practices that cause conflict 5) public relations is a management and policy making function that impacts the entire company 6) keep a sense of humor, exercise judgement, and keep a cool head in times of crisis.
  9. What did Ivy Lee do for the Rockefeller family in the Colorado Fuel and Iron Company Labor strife?
  1. What are the activities of PRSA, IABC, and IPRA? Public relations society of america (PRSA) is the largest national pr organization in the world. Top four responsibilities are: 1) media relations 2) writer/editor 3) marketing communications 4) corporate communications. International Association of Business Communicators (IABC) is the second largest organization. Top four responsibilities are: 1) corporate communications 2) employee communications 3) marketing communications 4) media relations. International Public Relations Association (IPRA) is global in scope. It's membership is primarily senior level pr executives, and its mission is "to provide intellectual leadership in the practice of international pr by making available to our members the services and information that will help them to meet their professional responsibilities and to succeed in their careers
  2. What are some common characteristics of ethics codes? honesty and integrity, professional standards, truthful, accurate, and fair in all of their communications
  3. How should companies respond to critical consumer reviews on such sites as YELP or Trip Advisor? respond quickly and publicly by showing concern for the customer's bad experience, making an apology if appropriate, and attempting to solve the problem
  4. What ethical rules apply to Internet public relations and participation in social networking sites? Source any material used, identify yourself and your connection to any employer or client in chat rooms, promotions, blogs, facebook accounts, etc., unethical to offer cash or gifts for others to support a product and not disclose it, respect copyrights, trademarks, and fair use guidelines, respect your audience
  5. Is public relations a profession? Yes because it has education, training, literature, research, and a code of ethics
  6. In what ways do the concepts of "careerism" and "technician mentality" undermine the concept of public relations as a profession? careerism places a higher importance on job security, prestige in the organization, salary level, and recognition from superiors rather than a sense of independence, a sense of responsibility to society and the public interest, manifest concern for the competence and honor of the profession as a whole, and a higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment. Technician mentality narrowing define professionalism as the ability to do a competent job of executing the mechanics of communicating even if the information provided by management or a client is in bad taste, misleading, lacks documentation, or is just plain wrong
  7. What is the accreditation process in public relations?

written and oral exams and to have candidates submit a portfolio of work samples to a committee of professional peers

  1. What is the difference between certification and accreditation? accreditation requires a one time exam while certification requires continued education and professional development to remain certified
  2. What is a "front" group? Why are they considered unethical? A group of citizens that protest for a cause that are often funded by larger corporations. PRSA condemns front groups that seek to influence the public policy process by disguising or obscuring the true identity of their members or by implying representation of a much more broadly based group than exists
  3. Should public relations personnel give gifts to journalists? No, it underlines the media's credibility and the public's trust
  4. What is the concept of "pay for play"? The more advertising a company buys the more likely their products will be featured in the "news" the magazine or publication is showing
  5. Should celebrities who appear on tv talk shows disclose what company or organization is paying them to appear? Yes, otherwise it will undermine credibility and trust
  6. How have the role and function of public relations departments changed in recent years? In the beginning the function of pr was promotion and publicity, now exercises its influence on the highest levels of management. Complex and dynamic process of negotiation and compromise with a number of key audiences, often called publics
  7. In what ways do the structure and culture of an organization affect the role and influence of the public relations department? Influence in the company is based on four factors: perception of value by top management, practitioners taking on the managerial role, reporting to the CEO, and years of professional experience
  8. Name and describe the five job levels in public relations. entry-level technician, supervisor, manager, director, and executive
  9. What is the difference between a line function and a staff function? To which function foes pr belong, and why? line functions can delegate authority, set production goals, hire employees, and make policy. Staff people have little or no direct authority and instead must indirectly influence the work of others through suggestions, recommendations, and advice

content analysis, interviews, focus groups, copy testing, and ethnographic techniques

  1. Describe three practical uses of Web analytics and social media monitoring. Web analytics can estimate how traffic to a website changes after the launch of a new campaign as well as identify which campaign components are driving the most valuable Web traffic for the organization. Social media monitoring tools include objectives such as increasing revenues, tracking and managing issues, developing content that tracks trends in thinking and fashion, increasing awareness of the organization's mission, and improving public opinion of a particular cause or organization
  2. Identify at least five guidelines that should be followed when preparing a questionnaire carefully consider wording, avoid loaded questions, consider timing and context, avoid the politically correct answer, give a range of possible answers, use scaled answer sets
  3. Why are website drivers and conversions? drivers are what causes visitors to stay on-site and conversions are what causes desirable behavior on the site.
  4. When is it okay for an intern in PR not to be paid? Unpaid internships are only acceptable if the experience is similar to that offered in a vocational school, does not displace a regular employee, and that the employer derives "no immediate advantage" from the student's work.
  5. Advisory the staff function may be only advisory, there is no obligation for line management to take recommendations or even request them
  6. Compulsory-Advisory organization policy requires that line managers at least listen to the appropriate staff experts before deciding on a strategy
  7. Concurring Authority Places PR in the positioning of reviewing and approving all materials and communications with external audiences.