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JOUR 201: Exam 3
Adults who say they read the newspaper spend how many minutes a day with their daily newspaper?
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28 minutes
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Of the 300 new magazines started each year, how many will survive?
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30
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Which of the following is a type of news release?
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business, pictorial, product
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A Video News Release (VNR) is..
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a short news package presenting a news item from an organization's viewpoint
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Which of the following refers to computer-based systems for communicating with employees and other insiders?
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intranet
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From the public relations practitioner's perspective, the journalist is which of the following?
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gatekeeper, medium, audience
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The relationship between journalists and public relations professionals is described as one of
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mutual dependence
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Which of the following is true about journalists?
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journalists view news as a perishable commodity
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An advantage of using a media kit is
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packaging
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Which of the following is true of an interview (and advice you would give to your boss)?
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determine what message you want to get across in the interview
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A community relations program's foundation must be based on..
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all of the above
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Corporate charity has been considered a legal use of stockholders' funds for the past..
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50 years
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The 3-P approach to community activism includes
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planning, practice, and precision
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Where do organizations intersect with their communities?
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citizens, infrastructure, facilities
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Community Relations Programs should..
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be opportunisitic
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Effective community relations depends on recognizing the ________ of insitiutions
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interdependence
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The definition of community relations as a public relations function includes...
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participation with a community to maintain and enhance its environment
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Methods to determine community knowledge, attitudes, and perception do not include...
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communication audits
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Which of the following is not a community relations channel of communication?
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company policies
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Many organizations have tried to make their giving match the values of their employees by...
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matching employee contributions
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Which type of organizational culture is open to new ideas from inside and outside the organization?
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participatory
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Breakdowns in the communication process usually occurs..
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at the first line supervisor level
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The costs of ineffective employee communication programs are
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inefficiency, waste, low morale
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What percentage of negotiations between unions and management result in contracts without strikes or lockouts?
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98 percent
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Failure in employee communication is often the result of
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attempts to sell management's line to employees without asking for employee input
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In today's environment, what form of communication is most effective?
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print, intranet, video
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One of the ways the public relations staff contributes to the organizational climate is by
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inputs to organizational decision making
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Organizational culture is defined as
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the character of an organization
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The purpose of __________ is to give an organization the chance to tell its story the way it wishes
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internal media
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Which is not a reality of employee communication?
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it is not necessary for good customer experiences
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Responsibilities of consumer relations units may be
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all of the above
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A satisfied customer will tell how many people about their experience?
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8-May
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Consumers affairs specialists
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actively solicit consumer opinion
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The role of the consumer affairs specialist has become that of
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all of the above
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The major tenet of consumer advocacy is that consumers lack
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adequate information for making purchasing decisions
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Consumers usually value a message more if it comes from
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the media
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Which of the following is the most highly charged consumer concern?
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all of the above
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Which of the following is more concerned with quality, availability and affordability of a product or service?
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marketing
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Guerilla tactics are which of the following?
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nontraditional communication vehicles
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Branded news is which of the following?
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live, internet based, narrowly focused
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The best messages for nonprofits to focus on are..
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those that support the program goals
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The most common kind of nonprofits are..
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health and human services organizations
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A PR technique in which activists become shareholders and infiltrate annual meetings is called..
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boardroom activism
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Which of the following is a challenge facing the health and human sector today?
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high cost, access, high demand
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Membership associations are formed for..
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all of the above
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Public relations people working in the health care business manage relationships with internal and external publics. Which of the following is NOT an internal public?
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patients
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There are approximately how many nonprofits in the United States?
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1.6 million
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A teacher at an elementary school can be
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both an internal and external public
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Religious organizations receive what percentage of all donations made by individuals?
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60.1 percent
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The primary mission of public relations for associations, societies, unions, and religious organizations is
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communication
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what are 3 key features of nonprofits?
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voluntary, no profits to distribute to stakeholders, operate without simple, clear lines of ownership and accountability
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what are the challenges of nonprofit PR?
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increasing number of nonprofits, dependent on government funding and economic circumstances, highly competitive
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what is a nonprofit?
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an organization that focuses on fulfilling a mission rather than on making a profit
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what is the purpose of consumer relations?
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to improve the organization's relationships and communication with consumers
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what does successful employee communications require?
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healthy organizational culture, sound communication policy, professional implementation
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what should the best workplace culture provide feelings of?
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confidence, openness, candor, satisfaction, involvement, pride, and supportiveness
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what are the five employee communication principles?
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respect, honest feedback, recognition, a voice, encouragement
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what is the most important ingredient of any internal communications program?
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credibility
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what are the 6 principles of employee relations?
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employees must be told first, must tell the bad news with the good, must be timely with the info, must inform employees on subjects they think are important, use media employees trust, and include plants for future/productivity improvements/personnel policies and practices
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what are 4 community relations objectives?
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provide info on various activities such as salaries, taxes, contributions
support local activities, cultural, educational, and charitable
be a good business neighbor, purchase local supplies, hire locally
to be a profitable business
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what is media advocacy?
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PR without resources
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