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Câu 1:
In the RACE model of public relations planning, what does the 'A' represent?
💡 Lời giải chi tiết:
According to the framework developed by John Marston, the RACE acronym stands for Research, Action, Communication, and Evaluation. Kết luận Lý giải Action and Planning
Câu 2:
Which of Grunig and Hunt's four models of public relations is considered the most ethical because it relies on mutual understanding?
💡 Lời giải chi tiết:
The two-way symmetrical model uses communication to negotiate with publics and promote mutual respect rather than just persuasion. Kết luận Lý giải Two-way symmetrical model
Câu 3:
What is the primary difference between Public Relations and Advertising?
💡 Lời giải chi tiết:
Public Relations focuses on securing unpaid coverage through third-party credibility, whereas advertising involves paying for specific space or time. Kết luận Lý giải PR relies on earned media, while advertising uses paid media
Câu 4:
According to the Barcelona Principles 3.0, what should be the primary focus of PR measurement?
💡 Lời giải chi tiết:
The Barcelona Principles emphasize that measuring communication outcomes, such as changes in knowledge or behavior, is more important than simply counting outputs like clippings. Kết luận Lý giải Impact and outcomes rather than just outputs
Câu 5:
In crisis communication, what is the 'Golden Hour'?
💡 Lời giải chi tiết:
The Golden Hour refers to the critical early period following a crisis during which an organization's response significantly dictates public perception. Kết luận Lý giải The first phase of a crisis where the organization must respond quickly
Câu 6:
Which two values are explicitly listed as professional values in the PRSA Code of Ethics?
💡 Lời giải chi tiết:
The PRSA Code of Ethics highlights Advocacy and Honesty as core values to protect the integrity of the profession and the public interest. Kết luận Lý giải Advocacy and Honesty
Câu 7:
What is the main purpose of a 'boiler plate' in a press release?
💡 Lời giải chi tiết:
A boilerplate is a short 'About Us' section at the end of a press release that provides background information on the organization. Kết luận Lý giải To provide a brief, standardized paragraph about the company
Câu 8:
Which historical figure is often called the 'father of modern public relations' for applying psychology to the field?
💡 Lời giải chi tiết:
Edward Bernays pioneered the use of social science and psychology to understand and influence public opinion. Kết luận Lý giải Edward Bernays
Câu 9:
In the PESO model of media distribution, what does the 'S' stand for?
💡 Lời giải chi tiết:
The PESO model, developed by Gini Dietrich, categorizes media into Paid, Earned, Shared, and Owned. Kết luận Lý giải Shared media
Câu 10:
What does 'media pitching' involve in the context of PR?
💡 Lời giải chi tiết:
Pitching is the process where PR professionals reach out to media contacts to interest them in covering a specific story or topic. Kết luận Lý giải Suggesting a story idea to a journalist or editor
Câu 11:
When a public figure sues for libel, what additional element must they prove that a private citizen does not?
💡 Lời giải chi tiết:
Public figures must demonstrate 'actual malice', meaning the defendant knew the statement was false or acted with reckless disregard for the truth. Kết luận Lý giải Actual malice
Câu 12:
What is the primary goal of internal public relations?
💡 Lời giải chi tiết:
Internal PR focuses on fostering engagement, transparency, and trust within the organization's own workforce. Kết luận Lý giải To build and maintain relationships with employees
Câu 13:
Which term describes the process of identifying and addressing potential issues before they become full-blown crises?
💡 Lời giải chi tiết:
Issues management is a proactive strategy used to monitor trends and potential problems to mitigate risks before they escalate. Kết luận Lý giải Issues management
Câu 14:
What is the 'Inverted Pyramid' style of writing used in press releases?
💡 Lời giải chi tiết:
The Inverted Pyramid places the most critical 'who, what, where, when, why' in the lead paragraph to ensure editors see the main news immediately. Kết luận Lý giải Placing the most important information at the beginning
Câu 15:
In Situational Theory of Publics, what is 'problem recognition'?
💡 Lời giải chi tiết:
Problem recognition refers to people's awareness that something is missing or wrong in a situation and that they should do something about it. Kết luận Lý giải The extent to which people perceive an issue affects them
Câu 16:
What is Corporate Social Responsibility (CSR)?
💡 Lời giải chi tiết:
CSR involves voluntary actions taken by a company to operate in an economically, socially, and environmentally sustainable manner. Kết luận Lý giải An organization's commitment to social, environmental, and economic well-being
Câu 17:
Which document was issued by Ivy Lee in 1906 to define the transparency standards of PR?
💡 Lời giải chi tiết:
Ivy Lee's Declaration of Principles marked a shift from 'the public be damned' to 'the public be informed' with accurate information. Kết luận Lý giải Declaration of Principles
Câu 18:
What is the role of a 'media embargo'?
💡 Lời giải chi tiết:
An embargo is an agreement between a source and a news organization that information provided will not be released until a predetermined date. Kết luận Lý giải A request that news not be published until a specific time
Câu 19:
What does 'earned media' refer to in PR?
💡 Lời giải chi tiết:
Earned media is the publicity an organization receives through word-of-mouth, news coverage, or reviews that they did not pay for directly. Kết luận Lý giải Coverage generated through media relations rather than payment
Câu 20:
Which of Benoit's Image Restoration strategies involves the organization admitting guilt and asking for forgiveness?
💡 Lời giải chi tiết:
Mortification is a crisis response strategy where the organization takes full responsibility and offers an apology. Kết luận Lý giải Mortification
Câu 21:
In PR research, what is the difference between primary and secondary research?
💡 Lời giải chi tiết:
Primary research involves gathering new data through surveys or interviews, whereas secondary research utilizes data that has already been collected by others. Kết luận Lý giải Primary is original data collection; secondary is using existing data
Câu 22:
What is the primary function of Investor Relations (IR)?
💡 Lời giải chi tiết:
Investor Relations is a strategic management responsibility that integrates finance and communication to enable effective two-way communication between a company and its shareholders. Kết luận Lý giải Managing communication between a company and the financial community
Câu 23:
What is 'Spin' in the context of Public Relations?
💡 Lời giải chi tiết:
Spin is a pejorative term for a form of propaganda that involves providing a heavily biased portrayal of an event to influence public opinion. Kết luận Lý giải The biased or manipulative interpretation of an event
Câu 24:
What does a 'VNR' stand for in public relations?
💡 Lời giải chi tiết:
A Video News Release is a video segment created by a PR firm and sent to television stations to be used as news content. Kết luận Lý giải Video News Release
Câu 25:
In stakeholder theory, which group of publics is aware of a problem but has not yet organized to respond?
💡 Lời giải chi tiết:
According to the situational theory of publics, an aware public recognizes that a problem exists but has not yet taken action. Kết luận Lý giải Aware public
