MKT 578 Final Exam

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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

B. the American 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 experiences, youre likely using ________ to segment a public.
A. Geographics
B. demographics
C. values and lifestyles
D. sociometrics
7) Employees would trust management more if they
A. were less visible
B. didnt seek to empower the workforce
C. communicated more frequently and earlier

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, its 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.
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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 clients reputation
13) An organizations 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 persons right to privacy

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

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
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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

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 whos 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

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.

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.
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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 communiqus, 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
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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 Microsoft PowerPoint presentation discussing
their paper. Online students must submit a 15- to 20-slide Microsoft PowerPoint
presentation that includes detailed speaker notes.

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MKT 578 Final Exam

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