What type of media are those over which public relations practitioners have no direct role in decisions about media content?
A.Controlled media
B.Advertising media
C.Controlling media
D.Marketing media
E.Uncontrolled media
Which two of the following are true with regards to the impact of new technology on public relations practice?
A.A. Audiences are more fragmented, choosing niche media for their needs.
B.Audiences are less fragmented, preferring homogenous mass media for their needs.
C.Audiences are more active, choosing two-way media that permit interactivity.
D.A and C
For most influential citizens and leaders in government and industry, which one of the following is a daily habit?
A.Scanning the major networks evening news programs.
B.Contacting news media to challenge or reinforce a reporter’s story
C.Reading at least one daily newspaper C (pp. 236-237)
D.Going directly to the wire services for news, bypassing the traditional media
E.All of the above
Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper?
A.Approximately 10 percent
B.Approximately 70 percent
C.Approximately 30 percent
D.Approximately 90 percent
E.Approximately 50 percent
Newspaper readership is not uniform across society. Which two of the following is an accurate description of newspaper readership today?
A.A higher percentage of older people read a daily newspaper, compared to younger people.
B.A higher percentage of younger people read a daily newspaper, compared to older people
C.A higher percentage of Hispanics and African Americans read a daily newspaper, compared to non-Hispanics and non-African Americans
D.The majority of newspaper readers do not have college degrees
Newspapers offer which one of the following major advantages?请选择一个选项
A.Younger publics tend to be among the most avid readers.
B.The number of daily newspapers is increasing in order to reach more readers.
C.Readers of weeklies and semiweeklies usually read little but pay attention to practitioners’ advertising.
D.Practitioners can pinpoint publicity geographically. D (p. 239)
E.Four of every five readers typically read or scan all of their paper.
Which one of the following are readers with special interests likely to turn to for in-depth information about topics important to them?
A.Newspapers
B.Television
C.Magazines
D.Wire services
E.Radio
The text recommends using freelancers for placements in which medium?
A.Newspapers
B.Wire services and news syndicates
C.Magazines
D.Radio
E.Television
Which medium offers public relations the greatest communication flexibility in terms of reaching people under a variety of circumstances?
A.Newspapers
B.Wire services and news syndicates
C.Magazines
D.Radio
E.Television
Which one of the following is often “local,” “person-to-person,” and likely to foster public debate on controversial issues?
A.Newspapers
B.Television
C.Magazines
D.Wire services
E.Radio
Which one of the following is considered “our most intimate mass medium” and “most important educational institution,” and has had great impact on national election campaigns—much to the dismay of “thoughtful observers”?
A.Newspapers
B.Television
C.Magazines
D.Wire services
E.Radio
According to the text, the use of video news releases (VNRs) in public relations poses several challenges. Which one of the following is NOT one of these challenges?
A.VNRs may blur the line between news and commercials
B.VNRs can be aired without first having passed journalistic standards for verifying accuracy
C.VNRs can be shown without identifying the source of the information
D.VNRs can be used to manipulate media content in favor of the VNR source
E.VNRs can replace actual news reporting as a professional field
Which two of the following are NOT challenges posed by the new media environment for public relations practitioners?
A.Practitioners must stay abreast of technological developments in new media.
B.Practitioners must conduct media relations with untraditional “journalists.”
C.Practitioners must give up their code of ethics to be effective.
D.Practitioners must use corporate blogs to reach their publics.
E.Practitioners must build relationships in both the real and virtual worlds.
What is one manner in which new technologies have affected public relations practice?
A.New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time.
B.New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both traditional journalists and “citizen journalists”
C.New technologies have enabled public relations practitioners to communicate better with corporate lawyers, thus reducing friction between the public relations and legal functions in organizations.
D.Despite advances in new technologies, most journalists still prefer to receive news releases via snail mail, in hard copy.
E.None of the above; new technologies have had no effect on public relations practice.
Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today’s new media environment?
A.CEOs – People who lead the world’s major corporations
B.Bloggers – People who write weblogs for virtual communities of like-thinking participants
C.Marketers – People who control the marketing dollars within organizations.
D.Dominant coalition – People who make major organizational decisions and control organizational resources.
As discussed your textbook, what does “SEO” stand for?
A.Super-Excited Officials – This is what all public relations practitioners need for a successful news conference
B.Search-Engine Organization – Public relations practitioners must work with their company’s IT department to organize the search engines available to employees on their office computers
C.Suspicious Employee-Operatives – To enhance internal communications, public relations practitioners monitor the emails of suspicious employees, using technology to restrict employees’ privacy
D.Search-Engine Optimization – Public relations practitioners use SEO to make sure that their organization’s website comes up when stakeholders search for the company online
E.Standard Ethical Operations – These are guidelines for the ethical practice of public relations in a specific organization
One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?
A.Loss of media credibility
B.More interactive communication
C.A switch to printed media
D.Less communication with colleagues
E.Increased use of the grapevine
Which of the following violates the guidelines that your text provides for working with media representatives?请选择一个选项
A.Talk from the viewpoint of the public’s interest, not the organization’s.
B.If you don’t want something you said used in a story, tell the reporter that it was “off the record.”
C.If a reporter asks a direct question, give an equally direct answer.
D.Do not call a press conference unless you have what reporters consider news.
E.Tell the truth, even if it hurts.
If a practitioner does not know the answer to a reporter’s question, which one of the following is the correct response?
A.Give the reporter other information the practitioner is certain to be correct.
B.Tell the reporter that the information requested is not relevant to the story.
C.Say that the information is “off the record” and will be disseminated later.
D.Say “I don’t know” and promise to provide the information later.
E.Say “No comment” rather than look like you don’t know.
In which of the following media systems does the state control the media and require it to espouse and promote Marxist ideals and philosophy?
A.Communist
B.Western
C.Authoritarian
D.Developmental
E.Revolutionary