Public Relations Trivia 4

Question 1

What does the acronym 'PESO' stand for in modern PR measurement?

Accepted Answer

Paid, Earned, Shared, Owned

Answer

The PESO model, developed by Gini Dietrich, categorizes media into Paid, Earned, Shared, and Owned channels for integrated communications planning.

Question 2

Which federal law requires lobbyists and PR professionals working for foreign governments to register with the U.S. Department of Justice?

Accepted Answer

The Foreign Agents Registration Act (FARA)

Answer

FARA, enacted in 1938, requires anyone acting as an agent of a foreign principal to register and disclose their activities with the DOJ.

Question 3

What PR tactic involves monitoring online conversations to identify opportunities to insert a brand into trending topics?

Accepted Answer

Newsjacking

Answer

Newsjacking, popularized by David Meerman Scott, involves injecting a brand's ideas into breaking news to generate media coverage and social sharing.

Question 4

In stakeholder theory, which group is considered the most critical 'primary stakeholder' for most corporations?

Accepted Answer

Shareholders

Answer

In traditional stakeholder theory, shareholders are considered primary stakeholders because they own the company and bear the most direct financial risk.

Question 5

What is a 'spokesperson matrix' used for in PR planning?

Accepted Answer

Mapping which executives should speak on which topics to which audiences

Answer

A spokesperson matrix maps different organizational spokespersons to specific issue areas and audience types to ensure appropriate and consistent messaging.

Public Relations Practice Test

Public Relations Practice Test

Public Relations Trivia 4