MKT 578 Final Exam

MKT 578 Final Exam

1) Archaeologists inform us that
public relations has roots in

2) The
word propaganda originated
with

3) The
growth of public relations as an accepted business-like practice in the United
States of America stems from

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

5) To
effectively communicate with a public, it is important to recognize that

6) If
you target “experiences,” you’re likely using ________ to segment a
public.

7) Employees
would trust management more if they

8) One
major reason to do an in-depth interview of top management and communicators
before designing an effective employee communications program is to

9) As
arbiters of communications in organizations, it’s been the charge of public
relations people since the 1960s to

10) A
typical goal of consumer relations is to keep former customers because

11) How
does advice to clients from lawyers differ from advice given to clients by
public relations practitioners?

12) Litigation
public relations can best be defined as

13) An
organization’s social responsibility image is often determined by

14) The
success of public relations in the 21st century is likely to depend heavily on

15) Reasons
why print media are number one with public relations professionals include
16) Since
the end of the 1990s, magazine readership

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?

18) To
achieve placement of a written release, which of the following should you
avoid?

19) The
use of video news releases has been criticized for

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

21) A
30-second radio spot would usually be expected to consist of approximately

22) Which
of the following web-based communications vehicles are appropriate for public
relations practitioners to distribute content easily?

23) When
they use the Internet to communicate, practitioners can

24) If
public relations professionals expect to benefit from their website, they

25) Which
of the following is true in regards to texting?

26) Public
relations practitioners have found that Twitter can be

27) Which
of the following pertain to CEO blogs?

28) Among
the most essential steps in the public relations management process is

29) PERT
and Gantt are tools that can help public relations practitioners to

30) Planning
for a public relations program is important, but principally a program is
assessed in terms of its