Certificate In Public Relations (PRSA)
Questions And Answers Well Illustrated.
Advertising - correct answer. Paid communication; information placed in a
communication delivery vehicle by an identified sponsor that pays for time or space. A
controlled method of delivering messages and gaining media placement
Brand - correct answer. A product, service, or concept that is publicly distinguished
from other products, services or concepts so that it can be easily communicated and
usually marketed. The name of a distinctive product, service, or concept
Branding - correct answer. Process of creating and /or disseminating the brand name.
It can be applied to the entire corporate identity as well as to individual product and
service names
Community relations - correct answer. Area of public relations with responsibilities for
building relationships with constituent publics such as schools, charities, clubs, and
activist interests of the neighborhoods or metropolitan areas where an organization
operates. Involves dealing and communicating with citizen and groups within an
organization's operating area
Controlled Communication Channels - correct answer. Channels, media, and tools
that are under direct control of the sender/organization. i.e. paid ads, newsletters,
brochures, some types of emails, website, blogs, leaflets, intranets, meetings,
speeches, and position papers
Counseling - correct answer. Advising management concerning policies, relations,
and communications
Crisis communication - correct answer. Protecting and defending an individual,
company, or organization facing a public challenge to its reputation (legal, ethical, or
financial)
Crisis communication characteristics - correct answer. surprise, threat, and short
response time
Employee relations - correct answer. Activities designed to build sound relationships
between an organization and its employees, and a critical element in fostering positive
attitudes and behavior of employees as ambassadors for the organization.
Financial relations - correct answer. An aspect of public relations responsible for
building relationships with investor publics including shareholders/stockholders,
,potential investors, financial analysts, the financial markets (such as the stock
exchanges and commodities exchanges), and the Securities and Exchange
Commission. Also known as investor relations or shareholder relations.
Goodwill - correct answer. An accounting term for the value of a business' intangible
assets (total assets minus liabilities) difference between value of net tangible assets and
company's market value. Closely related to reputation. Required to calculate annually.
PR may be held responsible for protecting and enhancing goodwill
Government relations - correct answer. An aspect of relationship building between an
organization and government at local, state, and/or national levels, especially involving
flow of information to and from legislative and regulatory bodies. The goal often is to
influence public policy decisions compatible with the organization's interests.
Government relations involves dealing and communicating with legislatures and
government agencies on behalf of an organization.
Grassroots organizing - correct answer. An activist practice for creating social change
among average people. Grassroots organizing is based on the power of the people to
take collective action on their behalf. This public relations technique is often used to
sway public opinion and move legislators to action. "Grasstops" organizing uses the
same strategy but involves community influencers.
Issues management - correct answer. The proactive process of anticipating,
identifying, evaluating and responding to public policy issues that affect organizations
and their publics now and in the future. Issues can become crises
Lobbying and its law - correct answer. The specialized area of PR that builds and
maintains relations with a government or its officials for the primary propose of
influencing legislation and regulation. Put into effect by Federal Lobbying Act of 1913
Marketing - correct answer. The management function that identifies human needs
and wants, offers products and services to satisfy those demands, and causes
transactions that deliver products and services in exchange for something of value to
the provider. Targets customers.
Marketing communications - correct answer. combination of activities designed to sell
a product, service, or idea, including advertising, collateral materials, publicity,
promotion, direct mail, trade shows, and special events
Media Relations - correct answer. Mutually beneficial associations between publicists
or public relations professionals and journalists as a condition for reaching audiences
with messages of news or features of interest (publicity). The function includes both
seeking publicity for an organization and responding to queries from journalists about
the organization. Maintaining up-to-date lists of media contacts and a knowledge of
media audience interests are critical to media relations.
, multicultural relations/workplace diversity - correct answer. Relating to people in
various cultural groups. Understanding multicultural and workplace diversity continues
to increase in importance. Diversity in the workplace continues to provide challenges
and opportunities to public relations practitioners and other managers by affecting
messaging, perceptions of ideas, and services. Multicultural considerations may include
issues of household composition, ages, sex, ethnic and religious backgrounds,
language, technology fluency and health status or disabilities.
Press Agentry - correct answer. creating newsworthy stories and events to attract
media attention and gain public notice (may not be positive)
Proactive public relations - correct answer. Taking the initiative to develop and apply
public relations plans to achieve measurable results toward set goals and objectives.
PREFERRED METHOD
Output - correct answer. Data that has been processed into a useful format of internal.
Doesn't show quality, effectiveness, impact, or improvement opportunities
Outcome - correct answer. Evaluation of knowledge, behavior, or predisposition of
external (publics)
Promotion - correct answer. activities designed to win publicity or attention, especially
the staging of special events to generate media coverage. Designed to create and
stimulate interest in a person, product, organization, or cause
Propaganda - correct answer. messages specifically designed to shape perceptions
or motivate actions that an organization wants. Coined in the 17th century by the
Roman Catholic Church and originally meant "writing to propagate the faith." Word took
on negative connotations in the 20th century
Propaganda Devices - correct answer. Glittering generalities (broad statements)
Name calling (Vilify opponents.)
Transfer (guilt by association)
Bandwagon (Everybody's doing it.)
Plain folks (anti-elitism)
Testimonials (Cite a celebrity, an authority figure or "plain folks" to endorse a cause.)
Card stacking (one-sided arguments)
Public Affairs and Amendment - correct answer. A specialized area of public relations
that builds and maintains mutually beneficial governmental and local community
relations. Also applies to public relations practices by the military and governmental
agencies because of the 1913 Gillett Amendment.
Public Information - correct answer. Information open to or belonging to the public. In
government agencies, nonprofit organizations or colleges and universities, the task of
