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MKT 578 Final Exam (Recent) MKT/578 Final Exam 1) Archaeologists inform us that public relations has roots in A. Iraq, where bulletins informed farmers how to grow more food B. England, where 18th century bulletins hailed the coming of the British Industrial Revolution C. Rome, where tablets paid tribute to new rulers D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall 2) The word propaganda originated with A. the Creel Committee during World War II B. Pope Gregory XV, who established a College in 17th Century Rome to spread the word about Catholicism C. Sophists, who walked around telling citizens of Rome who to vote for. D. the farmers who grew grapes in ancient Italy 3) The growth of public relations as an accepted business-like practice in the United States of America stems from A. the British Industrial Revolution
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C. the efforts of people like Samuel Adams and Amos Kendall D. the hype of P.T. Barnum 4) Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as A. counsels to chief legal officers B. honest brokers to management C. advisers to human resources directors D. consultants to directors of marketing 5) To effectively communicate with a public, it is important to recognize that A. all publics have the same needs B. all publics are most interested in the technology you use C. all publics have their own special needs and require different types of communication D. all publics have overlapping organizational needs 6) If you target “experience’s,” you’re likely using ________ to segment a public. A. Geographic’s B. demographics C. values and lifestyles D. sociometrics 7) Employees would trust management more if they A. were less visible B. didn’t seek to empower the workforce C. communicated more frequently and earlier
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D. avoided sharing bad news 8) One major reason to do an in-depth interview of top management and communicators before designing an effective employee communications program is to A. minimize the discontinuities between what each group thinks the other wants. B. ignore what communicators think management wants from them C. ignore what management thinks it wants from communicators D. to minimize groupthink 9) As arbiters of communications in organizations, it’s been the charge of public relations people since the 1960s to A. deal in an enlightened manner with the realities of a multicultural society B. sensitize the rest of the world to multicultural needs of Americans C. make an impact on renewing the energies of various ethnic communities D. enhance the power of the disenfranchised 10) A typical goal of consumer relations is to keep former customers because A. most product complaints are made by new customers B. most service complaints come from new customers C. most requests for product upgrades come from prospective customers D. most sales are made to established customers 11) How does advice to clients from lawyers differ from advice given to clients by public relations practitioners? A. Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the court of public opinion. B. Public relations practitioners advise clients what they must do to defend themselves in a court of law. 3
C. Lawyers advise clients what they should do to act ethically and socially responsible. D. Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion. 12) Litigation public relations can best be defined as A. attempting to influence a potential jury prior to the beginning of a case B. attempting to gain buy-in from the legal teams associated with the case C. attempting to settle the case out of court D. attempting to manage the media process during the course of a legal dispute so as to affect the outcome or its impact on the client’s reputation 13) An organization’s social responsibility image is often determined by A. its desire to earn a profit above all else B. its focus on being the number one patron of the arts C. its attention to be ethical and to improve the quality of life for people D. its focus on looking good rather than doing the right thing 14) The success of public relations in the 21st century is likely to depend heavily on A. following the Code of Ethics published by the Society of Professional Journalists B. following regulatory standards set forth by the Federal Communications Commission C. how the field responds to the issue of ethical conduct and preserves its credibility D. remaining vigilant regarding a person’s right to privacy
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15) Reasons why print media are number one with public relations professionals include A. decreased opportunities for network radio and TV placements B. about 50 percent of the public considers them accurate C. many journalists at newspapers and magazines still use news releases D. they are publishing 24/7 16) Since the end of the 1990s, magazine readership A. has declined overall B. has remained stable, especially in the specialty category C. has increased, with specialty magazines leading the way D. has declined, with specialty magazines leading the way 17) Which of the following is good advice for public relations people who want to know how to deal effectively and ethically with people representing the various types of media? A. Treat them first and foremost professionally and with respect B. Treat them like all other journalists in any medium C. Treat their skepticism with skepticism D. Treat them like a salesperson selling a product to a customer 18) To achieve placement of a written release, which of the following should you avoid? A. Directing a release to a specific beat reporter B. Frequently using exclusives C. Determining how best to contact a reporter or editor by asking them for their preference
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D. Calling a reporter or editor yourself, rather than have an assistant make the call 19) The use of video news releases has been criticized for A. excessive cause-related marketing B. presenting advertising as news C. supporting advocacy advertising campaigns D. deliberate misrepresentation of facts 20) Like corporate public interest advertising, the public service announcement (PSA) is aimed at providing an important message. However, a key distinction is that the PSA A. can only be used by government organizations B. can only be used in “emergency� situations C. is strictly reserved for nonprofit organizations D. differs greatly in format and style 21) A 30-second radio spot would usually be expected to consist of approximately A. 25 words B. 45 words C. 65 words D. 125 words 22) Which of the following web-based communications vehicles are appropriate for public relations practitioners to distribute content easily? A. Podcasting B. RSS C. Second Life D. Wikis 6
23) When they use the Internet to communicate, practitioners can A. engage in more focused, targeted, one-on-one communication with consumers B. design more self-promotions C. increase time spent searching for data D. decrease time spent on responding to market changes 24) If public relations professionals expect to benefit from their website, they A. should strive to make it as easily navigable as possible B. should strive to make it static C. should strive to deliver the maximum depth and breadth of information available D. should strive to limit the use of news clips and publications 25) Which of the following is true in regards to texting? A. Allows for sending messages of 160 or more characters B. Common application in business-to-business communication C. Not a common application for person-to-person messaging D. Is the most widely used mobile data service 26) Public relations practitioners have found that Twitter can be A. a vehicle to direct Twitter users to websites B. a vehicle to direct Twitter users to products C. a means to do some cyber squatting D. an editorial calendar check
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27) Which of the following pertain to CEO Blogs? A. They have received rave reviews from various publics. B. They typically turn negative public relations positive almost instantly. C. They are among the newest phenomena in the blogosphere. D. They are the vehicle of choice among most public relations practitioners for disseminating news. 28) Among the most essential steps in the public relations management process is A. the ability to set overall organizational objectives B. the ability to set overall organizational strategies C. the ability to define a public relations problem or an opportunity D. the ability to research overall organizational problems 29) PERT and Gantt are tools that can help public relations practitioners to A. visualize tasks to be performed in a campaign or project B. designate who’s responsible for each task in a campaign C. chart costs of various tasks D. determine whether all goals and objectives are being met 30) Planning for a public relations program is important, but principally a program is assessed in terms of its A. publicity value and practice B. performance and publicity value C. actions and performance D. programming and publicity value
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Week 1 MKT 578 Week 1 Individual Assignment Video Reflection Watch the following videos in the Films On Demand Library: "The Reel World of News: Motion Picture Studios and their Influence on the News" "The Reel World of News: Entertainment-Based Journalism" "The Reel World of News: An Introduction to Newsreels and Their Beginnings" Answer the following questions: What was the significance of the newsreel to the practice of public relations? What did you learn about public relations from watching the videos that you were unaware of before?
Week 2 MKT 578 Week 2 Learning Team Assignment Problem Framing Paper MKT 578 Week 2 Problem Framing Paper Write a paper of no more than 1,400 words in which you describe the organization and the problem or opportunity currently confronting it. Discuss the role that public relations appears to play within your selected organization, as well as its importance in the organization's overall promotional mix. Be sure to do the following: Provide a brief background of the selected organization, including its products, services, and customers. Identify the problem or opportunity at the center of the scenario for which the organization must develop and implement its public relations response or campaign.
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Identify the stakeholders, target audience(s), and ethical implications related to the campaign. Discuss ethical implications related to the PR issues. Discuss the depth and breadth of research that will have to be conducted during the development of the campaign to ensure its effective implementation. Include at least three references, at least one of which must come from the University Library and one of which must be from the learning activities citing public relations theory.
Week 3 MKT 578 Week 3 Individual Assignment Public Relations Stakeholders MKT 578 Week 3 Public Relations Stakeholders Paper Use the public relations campaign which is the subject of the Learning Team project introduced in Week Two as a reference. Write a paper of no more than 1,400 words describing in detail the full array of internal and external stakeholders (publics) affected by the campaign. Evaluate the perceived needs of each of the stakeholder categories and critique how well your selected organization addressed the needs of each of those internal and external publics. Using the critique, provide and support recommendations based on how the organization could have been more effective in addressing the needs of each of the internal and external publics. Create and include a concept map that illustrates the internal and external stakeholders (publics) affected. Include at least three references, at least one of which must come from the University Library and one of which must be from the learning activities citing public relations theory. 10
Week 4 MKT 578 Week 4 Individual Assignment Ethical and Legal Issues MKT 578 Week 4 Ethical and Legal Issues Paper Use available outside research sources to select a company, organization, or government entity which has had to use public relations to address a serious problem or crisis that emerged unexpectedly. The events described should have occurred within the past 10 years. Identify two public relations messages and two public relations practices that were used to address the crisis. Write a paper of no more than 1,400 words evaluating the legality and ethicality of the public relations messages and practices that you identified. Critique the organization's public relations implementation and be sure to make recommendations regarding what, in your view, could have been done better. Support your recommendations using information obtained from your required readings, as well as other organizations that could serve as benchmarks. Include at least three references, at least one of which must come from the University Library and one of which must be from the learning activities citing public relations theory.
Week 5 MKT 578 Week 5 Learning Team Assignment Public Relations Planning MKT 578 Week 5 Public Relations Planning Paper Write a paper of no more than 2,450 words describing your proposed public relations plan based on the organizational scenario described in the Week Two Problem Framing Paper. Include the following:
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The objectives that the public relations campaign is expected to achieve The organization's internal and external publics A discussion of the public relations tactics (tools) that will likely be used in the plan, including such tools as press conferences, community events, newsletters, direct mail, web-based communiquĂŠs, sponsorships, and spokespersons 200- to 300-word press release--applicable towards the overall assignment word count--written initially for the print media, in which the organization states its initial acknowledgment, response, and position with respect to the selected scenario Adaptations of the same press release for TV or radio Preparation for a hypothetical press conference follow-up to the press release, including selection of venue, spokesperson, format (such as a brief statement followed by a question and answer session), scope of discussion, and duration Anticipated responses likely to emerge from the array of internal and external publics should be considered in addition to the contingencies (damage control) that might be implemented during the press conference if there is a negative response to the initial press release. An evaluation of the possible outcomes of the overall public relations campaign including the most probable risks and benefits for the organization's business Include at least three references, at least one of which must come from the University Library and one of which must be from the learning activities citing public relations theory.
Week 6 MKT 578 Week 6 Learning Team Assignment Public Relations Plan MKT 578 Week 6 Public Relations Plan Prepare a plan of no more than 4,900 words based on the organizational scenario described in the Learning Team's Weeks Two and Five assignments, as well as the 12
Individual assignment for Week Three. This assignment incorporates the prior three project installments, while integrating new information relevant to developing and implementing a public relations response or campaign for the selected scenario. Include the following in the plan: The detail discussed in prior papers regarding organizational background, the problem or opportunity facing the organization, the publics and target audience(s), the objectives targeted by the campaign, the research requirements, and the public relations tactics Additional public relations messages delivered via web-based and social media A thorough discussion regarding projected costs and how expense will be managed to keep the effort within budgeted constraints A discussion of the crisis management implications inherent to the scenario Contingency plans for potential information that has yet to be disclosed regarding the scenario or another potential event that could compound the severity of the existing scenario Include at least six references, at least two of which must come from the University Library and two of which must be from the learning activities citing public relations theory Note. Local Campus students must present a 15- to 20-minute oral presentation accompanied by 15- to 20-slide MicrosoftÂŽ PowerPointÂŽ presentation discussing their paper. Online students must submit a 15- to 20-slide MicrosoftÂŽ PowerPoint presentation that includes detailed speaker notes.
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