Chap2

Question 1

What headline does the U. S. Department of Labor use to categorize public relations specialists?

Answer 1

professional and related occupations

Question 2

Who (in PR) is excluded from the OES survey?

Answer 2

the self-employed

Question 3

Why might the Current Population Survey show less people working in PR?

Answer 3

Because several people doing PR work may not identify themselves as PR practitioners

Question 4

PR employment is declining, steady, or growing?

Answer 4

growing

Question 5

Where can most PR work be found?

Answer 5

in major population centers

Question 6

The most common employers of practitioners are… (3)

Answer 6

…business and commercial corporations, followed by nonprofits and associations, then by public relations firms and agencies.

Question 7

Largest single employer for public relations is…

Answer 7

the federal government

Question 8

Numbers of _____ in public relations have increased steadily in the last several decades, changing the ____ distribution in the field from a ____ majority in the late 1960s to a ____ majority by the late 1980s.

Answer 8

women increasing

Question 9

But, the main point remains that _____ are severely underrepresented in public relations practice, compared to their numbers in the U. S. population.

Answer 9

minorities

Question 10

In the past where did PR practioners come from (employment background)

Answer 10

public relations practitioners historically entered the field from other academic and work backgrounds, particularly journalism.

Question 11

journalism experience in PR is still a must

T/F

Answer 11

False

Question 12

Factors to the wide range of salary levels can be… (3 examples)

Answer 12

years of experience, type of employer, and geographic location, among other things.

Question 13

Heighest paid practitioners work for ….

Answer 13

corporations

Question 14

What do headhunters do?

Answer 14

iidentify, screen, and recruit finalists for top public relations positions.

Question 15

Practitioners work with one company or move around during their career?

Answer 15

Move around

Question 16

What kind of Writing and Editing do practitioners do? (3 examples)

Answer 16

Composing print and broadcast news releases,

feature stories,

news-letters to employees and external stakeholders,

correspondence,

website and other online media messages,

shareholder and annual reports,

speeches,

brochures,

video and slide-show scripts,

trade publication articles,

institutional advertisements,

and product and technical collateral materials.

Question 17

Media Relations and Social Media entails… (3)

Answer 17

Contacting news media,

magazines,

Sunday supple-ments,

freelance writers,

and trade publications with the intent of getting them to publish

Question 18

research entails…

Answer 18

Gathering information about public opinion, trends, emerging issues, political climate and legislation, media coverage, special interest groups, and other concerns

Question 19

Management of Clients and Staff includes…

Answer 19

Management of Clients and Staff: Establishing client relationships, managing client expectations, assessing resource allocation needs, and planning logistics. Administering personnel, budget, and program schedules.

Question 20

Strategic Planning includes…

Answer 20

determining needs, establishing priorities, defining publics, setting goals and objectives, and developing messages, strategies, and tactics.

Question 21

Counseling includes…

Answer 21

Advising top management on the social, political, and regulatory environ-ments; consulting with the management team on how to avoid or respond to crises; and working with key decision makers to devise strategies for managing or responding to critical and sensitive issues.

Question 22

Special Events includes…

Answer 22

Arranging and managing news conferences, 10K runs, conventions, open houses, ribbon cuttings and grand openings, anniversary celebrations, fund- raising events, visiting dignitaries, contests, award programs, and other special observances.

Question 23

Speaking includes…

Answer 23

Appearing before groups, coaching others for speaking assignments, and managing a speakers’ bureau to provide platforms for the organization before important audiences.

Question 24

Production includes…

Answer 24

Creating communication collateral products using multimedia knowledge and skills, including art, typography, photography, layout, and computer desktop publish-ing; audio and video recording and editing; and preparing audiovisual presentations.

Question 25

Training includes…

Answer 25

preparing exec’s and other designated spokespersons to deal with media and make other public appearences

Question 26

Personal Contacts includes…

Answer 26

Serving as liaison with media, community, and other internal and external groups. Communicating, negotiating, and managing conflict with stakeholders. Meeting and hosting visitors. Building strategic alliances and interpersonal relationships.

Question 27

Most practitioners enter the field as ____ ______.

Answer 27

communication technicians

Question 28

What is a communications tech’s job?

Answer 28

These entry- level practitioners are hired to write and edit employee newsletters, to write news releases and feature stories

Question 29

Why does the expert prescriber role seduces practitioners?

Answer 29

because it is personally gratifying to be viewed as the authority on what needs to be

Question 30

Why does the prescriber role seduce employers/clients?

Answer 30

public relations is being handled by an expert.

Question 31

Communication facilitators serve as…

Answer 31

liaisons, interpreters, and mediators between an organiza-tion and its publics.

Question 32

Line managers play an essential part in analyzing problem situations; why?

Answer 32

they are the ones most knowledgeable of and most intimately involved with the organization’s policies, products, pro-cedures, and actions. They are also the ones with the power to make needed changes.

Question 33

two major predominant roles occur in practice are?

Answer 33

public relations technician and public relations manager.

Question 34

Typical roles of public relations tech’s

Answer 34

writing, producing, and diseminating communications

Question 35

Which role constitutes the traditional core of public relations work: PR tech or PR manager?

Answer 35

PR tech

Question 36

The public relations manager role casts practitioners as part of ______ _______.

Answer 36

organizational managment

Question 37

Requirements of PR Manager are … (3)

Answer 37

research skills, an aptitude for strategic thinking, and a tendency to think in terms of the outcomes or impact

Question 38

Important distinctions are strengthened or lost by combining the 3 managerial roles?

Answer 38

Lost

Question 39

Historically, women in public relations have found themselves relegated to the _____ role, with difficulty advancing to _______ positions.

Answer 39

technician, managerial

Question 40

Women are now paid equall with men in PR

T/F?

Answer 40

False >:(

Question 41

Minority practitioners with public relations training and skills will continue to be in demand because…

Answer 41

all organizations need to communicate with the increasingly pluralistic society

Question 42

Pigeon- holing

Answer 42

The restricting of minority practitioners to working with minority clients or dealing with minority publics, even when they might wish to work on “ mainstream” public relations programs or accounts.

Question 43

book regards this as one of the biggest challenges facing PR practioners today

Answer 43

personal choice: To choose to behave ethically or to choose to behave unethically.

Question 44

What are the 5 qualities of those on the career “ fast track”

(LONG)

Answer 44

1. results
2. conceptualizing (focus on employer/client needs)
3. human relations (be a team player)
4. style (“can-do” attitude)
5. intangibles (charisma, moxie, etc.)