PR Exam 2

Question 1

Verbal Padding

Answer 1

Words that are not really necessary for understanding but are utilized to keep the conversation going.

Question 2

Civility

Answer 2

means politeness in a formal manner

Question 3

What is the most critical element?

Answer 3

The lead

Question 4

Four elements that contribute to an overall successful image:

Answer 4

1. paper used to print all communication
2. colors used for backgrounds and borders
3. typefaces
4. logo

Question 5

Synergy

Answer 5

every piece of communication:

• builds upon the previous one
• building name awareness
• solidifying the organizational identity

Question 6

Tint of color means..

Answer 6

white has been added to make the color lighter

pink is a tint of red

Question 7

Shade of color means…

Answer 7

black has been added to make the color darker

burgundy is a shade of red

Question 8

How do Serif typefaces get their name?

Answer 8

From the tiny finishing strokes located at the edges of each character.

Question 9

Helvetica

Answer 9

Simple font that has been utilized well by many popular brands

• Target
• Crate & Barrel
• JCPenney

Question 10

Press releases

Answer 10

potentially the greatest influence on awareness raising and reputation

Question 11

3 C’s

Answer 11

Care, Concern, Control

Question 12

Black Swan

Answer 12

some crisis can be foreseen and prepared for…OTHERS not so much are considered to be unknown or “Black Swan”
-Event which one is able to prepare because it is an “outlier”

Question 13

What do you have to have in mind BEFORE planning an event?

Answer 13

specific target audience

Question 14

Split Check

Answer 14

seen with bands, rock groups, entertainment you don’t know that well

Question 15

Should you be Cautious with paying everybody upfront?

Answer 15

YES

Question 16

Rider

Answer 16

when you have additional items that people want

Question 17

Block Booking

Answer 17

when you’re able to get a group at a reduced rate because they’re in a certain radius

Question 18

Three Key elements for Libel:

Answer 18

1. Clear identification of person or institution
2. defamation by word, picture, or drawing
3. Publication/circulation of material

Question 19

Intrusion

Answer 19

actual invasion of a person’s seclusion or solitude, or into his or her private affairs

Question 20

Disclosure

Answer 20

revealing embarrassing private facts about a person

Question 21

False Light

Answer 21

Publicity that places a person in a false light in the public eye

Question 22

Appropriation

Answer 22

using some person’s name or likeness without his or her permission

Question 23

What does ever public, private, sector entity that uses social media need?

Answer 23

Internal Policies

Question 24

Libel

Answer 24

a limit on free expression

more serious

Question 25

Always place logos…

Answer 25

behind/in front of speaker for photo opportunities

Question 26

Logo consists of two elements

Answer 26

word mark and a symbol

Question 27

“Combination Marks”

Answer 27

graphics with both text and symbol/icon that signifies the brand image that you wish to project for your company or organization

Question 28

Selective Attention

Answer 28

need to analyze your “public” or stakeholders” from their point of view

Question 29

Selective Perception

Answer 29

filters composed of needs, values, attitudes, expectations, and experiences through which individuals selectively process messages to derive meaning

Question 30

Does everyone have their own frame of reference?

Answer 30

Yes

Question 31

Foundation Advantages

Answer 31

• provide immediate cash
• controversial issues
• act quickly and cut through red tape
• synchronization of additional grants or budgets

Question 32

Televisions success is based on three things

Answer 32

1. sight
2. sound
3. motion (movement)

Question 33

Fair comment or privileged criticism

Answer 33

politicians, entertainers, sports figures are open to public scrutiny- it is acceptable to comment on their work