pr test 2 true/false

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.
true
Message comprehension is NOT an advanced form of measurement (according to the “Ketchum Yardstick”
true
The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.
true
In systematic tracking, some practitioners take the approach of calculating the cost of advertising for the same amount of space, and then multiplying that total three to six times to reflect that a news story has higher credibility than an ad.
false
A baseline study is an assessment of an organization’s entire communication program
false
Generally, the first round of surveys in the benchmarking process measures the status quo
true
The ultimate objective of any public relations effort is to accomplish organizational objectives
true
The split-message evaluation approach revolves around multiple appeals and audiences
true
Quantitative analysis should be avoided in evaluating the success of a meeting.
false
The best readership surveys involve trained interviewers
true
The mass media are most influential in forming a person’s opinion when the information provided has high emotional appeal.
false
Usually, only a small number of people at any given time take part in public opinion formation on a specific issue
true
An opinion leader will deliberate and undergo significant research before adopting a new idea.
false
Traditionally, agenda setting is known as how journalists select certain facts, themes, treatments, and even words to “frame” a story.
false
Aristotle’s concept of “ethos” deals with notion of credibility
true
Psychographics are the attempt to classify people by lifestyle, attitudes, and beliefs
true
Self-perception is the context through which messages are interpreted
true
Perception is a key element with regard to source credibility
false
According to the Nielsen Global Online Consumer Survey, recommendations from personal friends or opinions posted by consumers online are the most trusted form of source credibility
true
Environmental scanning is the first phase of proactive conflict management.
true
Wal-Mart recently experienced conflict with regard to sustainability policies with shrimp farms in Thailand
true
The basic idea behind issues management is reactive analysis
false
Image restoration specifically can alleviate problems within reputation management
true
The more complex a situation, the higher the perception of risk.
true
Perception of risk increases when the messages of experts conflict
true
Product recalls require doing the “right thing.”
true
Justification tactics attempt to appease the publics involved.
false
Pepsi used an accommodative strategy to avoid a massive recall in light of a perceived hoax involving a syringe in a can.
false
Public relations practitioners are faced with a monolithic audience
false
At $900 billion, the discretionary income of Hispanics is the highest among minority groups
true
Traditional and online media need only to provide news releases and features translated into Spanish in order to reach Hispanic/Latino audiences
false
The Seniors (age 65 or older) are infrequent watchers of television, and are less likely to vote than their juniors.
false
Disney recently took the unconventional step of promoting packages for gay couples to exchange wedding vows.
true
PR personnel must be aware that they can be held legally liable if they provide advice or tacitly support an illegal activity of a client or employer. This area of liability is called “fair comment”
false
An organization is (legally) limited in publicizing the activities of its employees
true
Government documents are in the public domain and cannot be copyrighted.
true
In order to use a likeness of a deceased celebrity (i.e., Elvis Presley or Marilyn Monroe), the user must pay a licensing fee to the Federal Trade Commission
false
The Federal Trade Commission generally does NOT monitor “green” marketing or “low-carb” ads because of the inherent message of goodwill associated with such terms
false
Essentially, the government may regulate advertising that is false, misleading, or deceptive
true
The Equal Employment Opportunity Commission essentially exists to ensure diversity in the workplace
true
The Enron and Worldcom financial scandals led to the legislation known as the Mosaic Doctrine
false
Enron was recently damaged by a recent racial discrimination scandal involving recorded tapes of company executives
false
Few organizations encourage employees to have an individual blog
false
The use of technology is the leading trend in public relations.
true
Media outlets are a primary audience for someone promoting research software such as SPSS
false
Over time, interactivity and video clips will distinguish brochureware from its print predecessor
true
A satellite media tour involves “global travel” by a celebrity to promote his or her achievement or upcoming event.
false
Many organizations are setting up their own blogs as a means of answering critics
true
A traditional media kit folder is 9 by12 inches with inside pockets.
true
The news release should usually begin in an anecdotal form, and work its way to an eventual climax later in the story
false
Words such as “revolutionary” and “total solution” are embraced by gatekeepers because it presumes an exciting element to read on about.
false
Lack of “localization” in news releases they receive is a major cause of complaint by editors.
true
The purpose of a pitch letter is to thank a gatekeeper for running a positive story about your organization
false
Media cover trends because consumers have an increased sense of creativity and style
true
A typical resolution for a website is 72 dpi (dots per inch).
true
The first news release or handout was issued by Edward Bernays
false
Journalists consult (first) the (affected) company’s website in the aftermath of a crisis
true
A headline is a part of a dateline in a typical news release.
false
The CD/DVD version of a media kit is known as an e-kit
false
In a news conference, admitting to a bad situation with plans to correct it would be a mortification strategy
true
A print interview should generally last no more than 20 minutes
false
The practice of media accepting lavish, free trips to a destination is often referred to disparagingly as junket journalism
true
A good “rule-of-thumb” is to invite media to a news conference about three days in advance
false
At a press party, the standard practice to make a “pitch” to media members is at the beginning of the socializing period.
false
B-roll footage is often associated with and accompanies video news releases
true
In radio news releases, a soundbite is usually better than a straight announcement
true
Radio public service announcements should be written in upper-case form
true
A typical video news release lasts about 30 seconds
false
By 2050, the Hispanic audience in the U.S. will comprise about 30 percent of the entire population.
true
Generally, talk shows book guests 1 or 2 days in advance.
false
A video news release generally is laid out in a three-column format (visual, audio, and narration).
false
A public service announcement is generally “paid” in nature
false
Hispanics/Latinos are the fastest-growing ethnic market in the United States
true