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PRSA APR Study Questions with COMPLETE
SOLUTIONS (LATEST)
Universe - CORRECT ANSWER The number of possible respondents available to draw survey sample from Representative sample - CORRECT ANSWER Number needed to be representative of the universe. Any universe that is 100,000 or more requires a sample of 384 10 - K - CORRECT ANSWER Annual Report must file 60 days after close of companies fiscal year 10 - Q - CORRECT ANSWER Quarterly financial Report containing unaudited data-filed 35 days after close of first three fiscal quarters 95% Confidence level - CORRECT ANSWER If the same survey were given repeatedly 95% of the time the results would be the same, falling within the same margin of error 8 - K - CORRECT ANSWER information that needs to be public documented through the SEC-a news release can be qualified. Can triggered by a reporter questions for information that has not been issued publicly. Publically traded organization and/or regulated. Mnemonic: "kant" wait-information
Margin of error - CORRECT ANSWER The range, plus or minus, within which results can vary (the larger the sample the lower the margin of error) Proxy Statement (Form Def 14A) - CORRECT ANSWER invitation or agenda at for shareholders to advertise the annual meeting. Can cover-proposals for new board members, directors or executives' salaries, bonus and option plans for directors, and declarations by company management. Benchmark Survey - CORRECT ANSWER Survey that is taken of a large target audience prior to a campaign. Research after campaign can be measured against this Cluster Sample - CORRECT ANSWER People who are grouped or clustered by something they have in common Content analysis - CORRECT ANSWER Study of publications, print and electronic media reports to measure and evaluate news coverage of an organization, its people or activities. Attempt to objectively code and describe the content of communication. Depth interviews - CORRECT ANSWER One-on-one interviews with key respondents Focus group - CORRECT ANSWER Informal give-and-take sessions in a controlled environment with a small group of people.(Qualitative) Formal methods - CORRECT ANSWER Research that includes the systematic gathering of scientifically measurable data from representative. samples. Mail survey, telephone survey (Quantitative)
- prohibit deceit, misrepresentations, and other fraud in the sale of securities. Mnemonic- 1933 - investors need info before they can public sale-no lying of fraud." - CORRECT ANSWER Section 14 of Act of 1934 - CORRECT ANSWER Solicitation of proxies between official statement and annual meeting. Mnemonic - 14 goes with 34 (send proxies to all 14 shareholders?) Lobbying act of 1913 - CORRECT ANSWER Lobbyists must register with the clerk of the house or secretary of the senate between the first and 10th day of the quarter-includes $ received, names of publications that they published articles/editorials. Violation=$5,000 fine and up to 12 months imprisonment Anti-Trust - CORRECT ANSWER Sherman/Clayton Act- Illegal to engage in activity that ruins competition. Think Anti-trust=Anti-competition Securities Act of 1934 - CORRECT ANSWER Created the SEC and gives them the power to register, regulate, and oversee brokerage firms, transfer agents, and clearing agencies as well as the nation's securities self regulatory organizations (SROs) and various stock exchanges.Think-SEC can RROA Register-Regulate- Oversee Agencies/Agents Intercept Interviews - CORRECT ANSWER Interviews conducted by stopping respondents in a public place, such as a shopping mall Registering as a foreign agent - CORRECT ANSWER If you represent a foreign government you must register under US government-Originated with Carl Byoir and when he represented the Nazi's
Formal Research Examples - CORRECT ANSWER Systematic formal questionnaires, "statistically representative" Informal Research Examples - CORRECT ANSWER Focus groups, call-in feedback systems, and online sources Judgmental or purposive Sample - CORRECT ANSWER A sample based on your best judgment to determine what would be representive (i.e. women 65+) Surveys - CORRECT ANSWER Systematic information gathered on formal questionnaires to gather information Leading Question - CORRECT ANSWER A question that leads a respondent to answer in a particular way Open-end Question - CORRECT ANSWER Questions that allow respondent to answer in their own words rather than choosing from a particular selection Population (same as Universe) - CORRECT ANSWER The individuals whose opinions are sought in a survey Rule 10 b-5 (Security Exchange Act of 1934) - CORRECT ANSWER FRAUD. It is your legal responsibility to info is accurate and complete. Think-It would be fraud to say 10 comes "b" fore 5 Primary Research - CORRECT ANSWER Research you conduct yourself
Two-way concept - CORRECT ANSWER emphasizes exchanges and mutual understand. An expanded two-way communication includes organizational Public Relations - CORRECT ANSWER The management function that emphasizes, builds and maintains mutually beneficial relationships between organizations and their publics and yielding measurable results. Publics - CORRECT ANSWER An active social unit consisting of all those affected who recognize a common problem for which they seek common solutions. Research (basic) - CORRECT ANSWER Develops a premise and a research plan. Determines qualitative and quantitative methods. Decides on population and sampling techniques to use with that population. Designs instruments (questionnaire, interview, etc) uses acceptable techniques for collecting data. codes and analyzes results and presents findings. Mnemonic-Develops Plan, Determines methods, Decides population, Designs data collection tools, Research (applied) - CORRECT ANSWER Gathers information about client, organization, or company and on issues to help develop objectives, strategies, and target audiences (priority publics) using a variety of research tools. Plans and interprets research activities from public relations activities. RPIE - CORRECT ANSWER Research Planning Implementation and Evaluation RACE - CORRECT ANSWER Research Assess Communicate Evaluate
4 Types of publics - CORRECT ANSWER All-issue publics (active) Apathetic publics (inattentive and inactive) Single-issue publics(active on a limited number of issues) Hot-issue publics (respond and become active after being exposed to the issue) Opinion - CORRECT ANSWER A view, judgment, or appraisal formed in the mind about a particular (Easiest to change)-(Mind thoughts) Belief - CORRECT ANSWER Belief: a state or habit of mind in which trust or confidence is placed in some person or thing. (Trust-Faith) Attitude - CORRECT ANSWER Attitude: a) a mental position with regard to a fact or state; b) a feeling or emotion toward a fact or state (predisposition - emotions or feeling) Value - CORRECT ANSWER Something intrinsically valuable or desirable; something esteemed. (Hardest to Change)-(Valuable) Lippmann's Barriers to Communication - CORRECT ANSWER 1. Artificial Censorship (deliberate) 2. Limitations of social Contact 3. Meager time available to pay attention to public affairs 4. Distortion b/c of events must be compressed PRSA Code of Ethics Professional Values (HEFAIL) - CORRECT ANSWER Honesty, Expertise, Fairness, Advocacy, Independence, Loyalty 6 Provisions (ethics) - CORRECT ANSWER 1. Free flow of information 2. Fair Competition 3. Disclose Information 4. Confidentiality 5. Conflict of interest 6. Public Trust in Profession Think Free, Fair, Disclose, Protect Confidential, Conflict of interest, Trust
Timed - always put a time limit so there is a clear finishing point" - CORRECT ANSWER Diffusion Theory - CORRECT ANSWER We are creatures of habit and do not like change. The process explains 1. how people adopt or reject change, ideas, or products. 2. Why major changes is not accomplished in a brief time 3. Why it cannot be accomplished though news media alone. 4. Emphasizes why channels of interpersonal communication are the MOST EFFECTIVE. Opinion leaders are a key component of gaining acceptance to new ideas. Goals - CORRECT ANSWER The means to express the end points towards which effort is directed. They are broad, relatively abstract and may be difficult to quantify ("Our goal is to increase our share of the marketplace for [our product].") Objectives - CORRECT ANSWER Subsets of goals and should be expressed in concrete, measurable terms. ("Our objective is to increase our share of the market in the largest city in this State for [our product] by 15% by the end of the next financial year.") An objective is something that can be documented; it's factual and observable. 5 Stages of Diffusion - CORRECT ANSWER 1. Awareness-individual becomes aware of it 2. Interest-develops interest 3. Evaluation- Asks others for feed back
- Trial: uses a sample, attends a rally etc. 5. Adoption-Mnemonic- "And I Earned The Accreditation" Porter's 5 Forces - CORRECT ANSWER decision-making tool that helps assess where power and weakness lie and assumes 5 forces of competition: supplier
power, buyer power, competitative rivalry, threat of substitution and threat of new entry SWOT Analysis - CORRECT ANSWER helps a company understand Strengths, Weaknesses, Opportunities, and Threats SW-Internal OT-External Line management function - CORRECT ANSWER functions are limited to product-and profit-producing functions that increase the bottom line (engineering, production and marketing) Drill-down technique - CORRECT ANSWER A problem-solving approach that gives planners a visual image of a problem by breaking it down into progressively smaller parts.By examining factors that contribute to the prob. , info relating to the prob, and questions raised by the prob. Types of crises - CORRECT ANSWER Immediate-natural disaster/major emergency Emerging-allows more time for analysis and specific planning Sustained-involve situations that won't go away and may linger for years. Lukaszewski's key tips for crisis managment - CORRECT ANSWER 1. Identify what can go wrong and become highly visible 2. Assign priorities on which vulnerabilities are most urgent 3. Draft questions, answers, and resolutions for potential scenarios 4. Focus on what to do and say during first critical hours 5. Develop a strategy to contain and counteract, not react and respond Seitel's 4 paramount issues for Crisis planning - CORRECT ANSWER 1. Define the rick for each potentially impacted audience or public 2. Describe the actions that will mitigate each risk defined 3. Identify the cause of the risk 4. Demonstrate responsible management action.
7 "Cs" of Communication - CORRECT ANSWER Clarity, Content, Context, Credibility, Continuity, Capability, Channels Types of Publics (Grunig) - CORRECT ANSWER Nonpublics-issue has no effect, Latent-are not aware (easier to change) Aware- understand the importance of an issue but have not acted Active-are doing something Think-NAAL or Nope,Late, Awake, Acting Goal of Communication according to Schramm - CORRECT ANSWER 1. Attract attention to the message 2. Achieve acceptance 3. Have it interpreted as intended 4. Get message stored for later use-Think Attract, Achieve, Interpret, Store 3 factors that move latent publics (Grunig) - CORRECT ANSWER 1. Problem recognition (aware something is amiss) 2. Constraint recognition (people see themselves as limited) 3. Level of involvement (people see themselves as being involved) 5 States of Acceptance (of communication) - CORRECT ANSWER 1. Knowledge
- Persuasion 3. Decision 4. Implementation 5. Confirmation - Think-Know, Come On!,Decide, Act, Confirm! Fair Comment - CORRECT ANSWER protects reporters from defamation Fair Use - CORRECT ANSWER allows use of copyrighted materials without violating laws when=criticism, comment, news reporting, teaching, scholarship, or research.
Risk analysis - CORRECT ANSWER who is affected, what do you know, potential problems, advising employees/stakeholders on future decisions 5 Categories of publics in the diffusion theory - CORRECT ANSWER 1. Innovators- do it first 2. Early adopters- most important/influential 3. Early majority-also important-influence 4. Majority- @ tipping point/has diffused 5. Non adopters/Laggards Right of privacy - CORRECT ANSWER violated by using names, likeness, or information for commercial purposes New York Times Vs. Sullivan - CORRECT ANSWER US Supreme Court case which established the actual malice standard which has to be met before press reports about public officials or public figures can be considered to be defamation and libel; and allowed free reporting of the civil rights campaigns in the southern United States Taft-Hartly Act - CORRECT ANSWER Prohibits management from interfering with labor's right to organize and unionize for negotiations on work conditions and benefits. Also regulations communication during elections. Also Called the Labor Relations Act. Federal Regulations of Lobbying Act - CORRECT ANSWER Requires lobbyists to disclose their activities, register with congress, file quarterly financial statements dealing with lobbying expenses and sources of income. Foreign Agents Registration Act - CORRECT ANSWER Counselors serving foreign governments must register within 10 days with the US attorney general and report every 6 months. Originated to Nazi propaganda
Government relations - CORRECT ANSWER relationship building between organization/company and government; influences public policy decisions Sunshine Law - CORRECT ANSWER established in 1976; transparency in public government Cybersquatting - CORRECT ANSWER registering, trafficing, or using domain name with bad-faith intent to profit Lobbying - CORRECT ANSWER influence regulation and legislation Agenda setting - CORRECT ANSWER fluid, dynamic attempt to get the attention of the media, the public, and/or policy makers New York Times v. Sullivan - CORRECT ANSWER public figure must prove actual malice Material information - CORRECT ANSWER influences stock prices tactics - CORRECT ANSWER specif tools; "how to" Census - CORRECT ANSWER 100% sample; everyone has a chance to participate; use is universe is < You are responsible for an internal employee newsletter. A freelance photographer provides several photos you intend to use in the next issue. Your supervisor quickly
reviews and approves the newsletter before leaving for an extended vacation. You are nearing your deadline and in final preparation of the files, you notice fine print copyright information by the photographer in the corner of the images. Which one of the following is the best course of action? A) This is work for hire so you can follow the directive of your supervisor and proceed with publication of the newsletter. B) Contact the freelance photographer directly to get verbal approval for publication. C) Coordinate with your legal counsel to review the contract terms before taking further action. D) Include the copyright information from the photographer in the photo caption and proceed with publication of the newsletter. - CORRECT ANSWER C) Coordinate with your legal counsel to review the contract terms before proceeding with publication. (EPR 10th, pgs 157- 15 8 and PR: S&T 10th, pgs 302-303) You are the public relations manager at a automotive manufacturer, reporting to the company president. Your company is about to announce an expansion, which will be a major economic boost for the community, at a press conference. Your boss would like to share some additional details about the acquisition "off the record" with several community partners following the press conference at a VIP event, which some media may attend. What counsel would you offer your boss?
- We trust our partners and this will improve our community relations
- It is acceptable to share these details if we inform the audience that what we share is off the record
- It is acceptable to share these details if reporters do not attend the event
- You should never share things off the record unless you really want it t get out - CORRECT ANSWER 4. You should never share things off the record unless you really want it t get out (EPR p.231) Which of the following two statements are correct in order for you to use these photos in ads? A. The company hired and paid the photographer for the professional event photos and owns them for future use. B. These photos can only be used if the photographer has provided written permission to reproduce the event photos beyond the original purpose of an internal newsletter. C.The employees and family members photographed must have a signed consent release to have their photos used in an ad for the company. D. Company employees are not required to sign releases, but their family members would need to have signed releases to be used in the ads - CORRECT ANSWER B.
review his work for authenticity. The professor discovered Lehrer paraphrased without attribution and some of his conclusions were found to be from the work of another scientist. Which of the above are violations of copyright? A) Making up quotes B) Paraphrasing without attribution C) Copying another scientist's work for his own book - CORRECT ANSWER Correct answer: C. a is unethical, b is plagiarism. Your new employee forgot to get an intern to sign a release form for her photo for the annual report. He also secretly recorded a phone conversation with a client that he was afraid would turn confrontational. As you debate whether to keep this employee in your agency, you have him write an essay on which of the following torts? Choose 2. A) Public disclosure B) False Light C) Intrusion D) Appropriation - CORRECT ANSWER Correct answer - C & D. Secretly recording a conversation is a violation of intrusion and using a person's image or name without their permission is Appropriation. a is embarrassing facts or pictures that come out in public and B is when a truthful statement is out of context and puts a person or organization in a misleading context. Your public relations department wants to share a magazine article from another nonprofit organization with your members. For which of the following scenarios would you need to obtain permission from the copyright owner to share the article? (Choose 3.) A) If you email the article to the members of your organization B) If you send the members of your organization a link to the article on the other organization's website C) If you distribute the article to the members of your organization at its annual meeting D) If you reprint the article in your organization's newsletter - CORRECT ANSWER A, C, D [From Cutlip & Center's Effective Public Relations, 11th ed., p. 140] While looking for material for the next round of commercials, a campaign staffer hands you a transcript containing unflattering information about the opponent and illicit affairs he's had with several women other than his wife. The staffer said that this information
was overheard by a former staffer of the opponent while at a local bar. Which would be the most ethical choice in this situation for handing the information you were given?
- You can use the information because there is no reasonable expectation of privacy at a bar.
- You can not use the information since the former staffer did not give express permission to use what he said.
- The information is fair game since it was gathered during the bar's normal business hours.
- You can not use the information since you aren't sure if the source had a confidentiality agreement while as an employee of the opponent. - CORRECT ANSWER Answer: 4 Reasoning: Similar to "tortuous interference" liability claim by tobacco industry v. CBS for using information based on a source who was party to a standard confidentiality agreement as an employee of the tobacco industry. Source: AP Stylebook 2012, Briefing on Media Law, p. 333. As the public relations director for your company one of the functions of your office is to take photos at official company events. For this particular event your company hires a photographer outside of the company to take photos. One of the employees emails you and asks for copies of a few of the photos. What is the best response to provide to the employee? A. I will provide you the photos after I provide them for legal review. B. The organization owns an employee's work done on behalf of the organization. C. The photographs can be found on the company's website and you can select the photos you would like to use. D. The photos that the company owns the copyrights that will be placed on the company's website once they are approved by the legal office. - CORRECT ANSWER Correct Answer D Reference: APR Study Guide Edition 5, page. 106 You are the manager of a public relations department for a nonprofit organization. Your department director has asked you to help with selecting a summer intern. She says she would prefer that the intern will not be paid and receive college credit for the internship instead. You are unsure about the terms of this agreement. Specifically, you are concerned about whether it is ethical to offer the internship as an unpaid position. What is your next step in deciding how you will advise the department director? A) Identify the key values that you need to consider in making your decision. B) Identify ethical principles to guide you in making your decision. C) Identify who will be affected by your decision. D) Identify the economic, legal, and social factors that may influence your decision. - CORRECT ANSWER Answer: D (APR Study Guide, page 21. After you have defined
