Introduction to Public Relations Chapter Exam Questions
Course Introduction
Introduction to Public Relations offers students a comprehensive overview of the principles, strategies, and practices central to the field of public relations. This course explores the historical development of PR, key theories, contemporary ethical considerations, and the role of communication in building relationships between organizations and their publics. Through case studies, practical assignments, and analysis of real-world scenarios, students will develop foundational skills in media relations, crisis communication, message development, and campaign planning. The course emphasizes the critical thinking and creativity required for effective public relations in a rapidly changing media landscape.
Recommended Textbook
THINK Public Relations 2nd Edition by
Dennis L. Wilcox
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Chapter 1: What Is Public Relations
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Sample Questions
Q1) Public relations is primarily addressed to external audiences.
A)True
B)False
Answer: False
Q2) Public relations professionals are not objective observers, but are advocates for their clients.
A)True
B)False
Answer: True
Q3) Why is public relations referred to as the fifth "P" of marketing strategy?
A) It provides third-party endorsements.
B) It serves the public interest and generates public goods.
C) Public relations can help pull the company into the market.
D) It refers to audiences as "publics" rather than "consumers."
E) Public relations is a management process.
Answer: C
Q4) Research is the first step in any successful public relations campaign.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Careers in Public Relations
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Sample Questions
Q1) Ivy Lee was the first true public relations counselor.
A)True
B)False
Answer: True
Q2) Good public relations is valuable for all of the following reasons EXCEPT:
A) The world needs savvy communicators.
B) The world needs facilitators.
C) It benefits both business and society
D) It provides management with a "spin" mechanism.
E) All of the above are true.
Answer: D
Q3) The major effort worldwide to improve standards and professionalism in public relations is:
A) licensing.
B) continuing education.
C) accreditation.
D) promoting membership in professional organizations.
E) expanding collegiate-level public relations curriculum.
Answer: C
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Page 4
Chapter 4: Todays Practice: Departments and Firms
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Q1) An advantage of hiring public relations firm is that the firm can analyze client's needs or problems from fresh perspective and offer new insights.
A)True
B)False
Q2) _____ is service many public relations agency provide that is designed to establish company brands and promote reputation.
A) Crisis communication
B) Branding and corporate reputation
C) Public affairs
D) Research and evaluation
E) Executive speech training
Q3) An IABC survey of CEOs showed which of the following regarding the value of public relations?
A) It pays nearly a 200 percent return on investment.
B) It was viewed as a negative investment throughout much of the 1990s.
C) The jury is still out; it is too soon to tell.
D) Although it makes people feel good, one cannot place a value on it.
E) It is a good long-term investment, but a poor short-term investment.
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5
Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) Public relations programs should be directed to what kinds of audiences or publics?
A) celebrities
B) anyone who will listen
C) specific and defined
D) the politically aware
E) none of the above
Q2) As practitioners move away from "seat-of-the-pants" practices, they must:
A) abandon the notion that communication is an end in itself.
B) consider realistically the kinds of affects programs can achieve.
C) also move away from consulting top management frequently.
D) Both A and B.
E) All of the above.
Q3) The evaluation element of plan relates directly back to the objectives of the plan.
A)True
B)False
Q4) Planning is the first step in the four-step public relations process.
A)True
B)False
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Chapter 6: Communication and Measurement
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Q1) Which of the following is NOT benefit of repeating message?
A) Improved sales
B) reminds the audience
C) can lead to improved learning
D) offsets the "noise"
E) contributes to credibility
Q2) Into which media category do publicity, advertising, and product placements fall?
A) Public
B) Controlled
C) Interactive
D) Events
E) One-on one
Q3) How might public relations professional successfully increase audience understanding and comprehension of message?
A) Use symbols and slogans.
B) Rely on jargon.
C) avoid simple language.
D) Stress discriminatory language.
E) use clichés.
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Page 7
Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) Gandy estimates that as much as _____ percent of what the media carry comes from public relations sources.
A) 10
B) 30
C) 50
D) 70
E) 90
Q2) As persuader, which factors are <b>most</b> important to remember when it comes to negotiation?
A) As a strategy, negotiation is not effective unless you first try persuasion.
B) Most states require negotiation among parties before lawsuits are initiated.
C) Negotiation can be used in lieu of a lawsuit.
D) How parties positions themselves beforehand will impact how the process unfolds.
E) Both C and D.
Q3) According to Nielsen survey, friend's recommendation is the most trusted form of source credibility.
A)True
B)False
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Chapter 8: Managing Competition and Conflict
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Q1) In the reactive phase of conflict management, an organization should employ strategies either to bolster or repair its reputation in the eyes of key publics.
A)True
B)False
Q2) According to the contingency theory of conflict management, what is the stance of public relations?
A) It depends upon a number of factors.
B) It is symmetrical.
C) It is cooperation.
D) It is advocacy.
E) It is consistent.
Q3) In certain situations, the best crisis communication response strategy is profuse apology.
A)True
B)False
Q4) Risk communication is the first step in the proactive phase of conflict management. A)True B)False
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Page 9
Chapter 9: Ethics and the Law
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Sample Questions
Q1) All of the following are to be considered when making ethical decisions in public relations EXCEPT:
A) the public interest.
B) employer or client.
C) professional organization code of ethics.
D) personal values.
E) all of the above must be considered.
Q2) If boss or client asks you to do something that you know is unethical, it would be wise to refer them to the PRSA or IABC code of ethics.
A)True
B)False
Q3) You are the public relations practitioner for an athletic-related organization, and sportswriter asks you for free tickets for high-profile game for himself and some of his colleagues.He has provided you with solid, unbiased coverage over the years and has never asked this of you before.You are confident your relationship would not change whether you extended the favor or not.What would you do? What would you say to him? How did you come to this decision? Include specific ethical considerations in your answer.
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) Speed and mobility make this medium unique among major media.Which medium is it?
A) radio
B) television
C) billboards
D) print
E) magazines
Q2) Which of the following attributes characterize members of the LGBT community?
A) They are an emerging demographic.
B) They tend to support brands that reflect their views.
C) They wield annual buying power of around $743 billion.
D) They have lost political ground in recent years.
E) A, B and C are true.
Q3) The world's population with Internet access grew dramatically between 2000 and 2009.
A)True
B)False
Q4) Youth of today have spending power, but show almost no loyalty to brands.
A)True
B)False
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Chapter 11: The Mass Media
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Q1) In addition to the video news release (VNR) itself, VNR package typically includes which of the following:
A) two or three minutes of B-roll.
B) additional interviews
C) sound bites
D) file footage.
E) all of the above.
Q2) All of the following are questions that should be asked before writing news release EXCEPT:
A) what is the key message?
B) how can I put the most positive spin on this situation?
C) who is the primary audience?
D) what does the target audience gain from the product or service?
E) all of the above
Q3) How are media kits most often used?
A) For breaking news
B) For major events
C) For major product launches
D) For crises
E) Both B and C.
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Chapter 12: The Internet and Social Media
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Sample Questions
Q1) For public relations practitioners, the <b>best </b>reason to run an organizational blog is that:
A) It enables a real-time conversation with key stakeholders.
B) It gives managers a "heads-up" on shutting down negative bloggers.
C) It is artificial and full of "execu-babble."
D) It provides a unique listening tool.
E) Both A and D.
Q2) "Conversations" on social media can be controlled.
A)True
B)False
Q3) Steve Cody recommends all of the following tactics for creating successful employee blog EXCEPT:
A) post infrequently to manage expectations.
B) be transparent.
C) generate as much original material as possible.
D) only link to relevant blog sites.
E) all of the above.
Q4) Organizational Web sites, in general, are cost-effective public relations tool.
A)True
B)False
Page 13
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Chapter 13: Events and Promotions
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Q1) Which public relations event shows visitors the facilities where an organization does its work and how the work is done?
A) a concert
B) familiarization trip
C) press conference
D) open house
E) community outreach
Q2) Which of the following is <b>not</b> reason to hold promotional event?
A) to fulfill orders from management
B) to promote sales
C) to increase organizational visibility
D) to make friends
E) to raise money for a charitable cause
Q3) All of the following "to do's" have to be done before an event EXCEPT:
A) settle accounts with restaurant or hotel.
B) determine the best date and time for event.
C) select the restaurant or other facility.
D) prepare a timetable for the events.
E) all of the above.
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Page 14
Chapter 14: Global Public Relations
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Q1) For students wishing to pursue careers in international public relations, all of the following advice is useful EXCEPT:
A) Exercise political restraint.
B) Make your decision early.
C) Take a range of international courses.
D) Do not assume you have an "inside track" on employment.
E) Learn at least one other language.
Q2) Global public relations is also called international public relations.
A)True
B)False
Q3) In other languages, public relations is referred to as A) consumer relations.
B) stakeholder management.
C) public diplomacy.
D) It depends; some languages have no such term.
E) marketing.
Q4) China, in particular, has experienced explosive growth in public relations. A)True
B)False
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Chapter 15: Corporate Public Relations
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Q1) Which of the following is NOT one of the categories that General Electric considers when making decisions?
A) political
B) technological
C) philosophical
D) environmental
E) economic
Q2) The primary purpose of "viral marketing" is to:
A) stimulate impulse purchases or downloads.
B) entertain people.
C) get worldwide attention for CEO.
D) make a political statement.
E) join a cause.
Q3) It's important for company to publicly announce layoffs and discuss their effects as quickly as possible.
A)True
B)False
Q4) Customers are more likely to share good consumer experience than bad one.
A)True
B)False
Page 16
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Chapter 16: Entertainment, Sports, and Tourism
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Q1) When team is losing, sports publicist's life turns grim.
A)True
B)False
Q2) The primary goal of any campaign for an entertainment event is to:
A) win friends.
B) attract celebrities.
C) neutralize hostile audiences.
D) sell tickets.
E) make sure the food is good.
Q3) Generally speaking, where does celebrity come from?
A) natural public curiosity
B) despite research, it is unknown
C) nurturing by publicists
D) internal talent management
E) A and C only.
Q4) While some sports franchises have embraced Twitter, the Professional Golf Association (PGA) has clamped down on athletes' tweeting habits.
A)True
B)False
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Chapter 17: Government and Politics
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Q1) Regarding social media and politics, it is evident that
A) Republicans have overtaken the Democrats.
B) candidates are unwilling to surrender control over the message.
C) Democrats no longer have a monopoly on social media.
D) Democrats maintain a lead in cutting-edge communication channels.
E) both C and D.
Q2) Capitol Hill's press secretaries play significant role in the shaping of America's messages and consequently public policies.
A)True
B)False
Q3) One of the federal government's longest-running public relations efforts has been:
A) convincing Americans about the need for free trade.
B) persuading the public to be concerned about global warming.
C) preparing and distributing "hometown" news releases by the military.
D) White House tours.
E) marketing the poet laureate.
Q4) Many states hire outside firms to implement their public relations campaigns.
A)True
B)False
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Chapter 18: Nonprofit, Health, and Education
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Q1) PETA uses variety of tactics, but confrontation is not one of them.
A)True
B)False
Q2) Which is NOT strategy/tactic used by social service organizations?
A) publicity
B) creation of events
C) community activism
D) creation of educational materials
E) newsletters
Q3) Fund-raising, although priority, is not critical challenge for nonprofit organizations.
A)True
B)False
Q4) Which advocacy tactic is designed to showcase public support for cause and in some cases to harass the operators of projects to which the group objects?
A) reconciliation
B) mass demonstration
C) litigation
D) imitation
E) fund-raising
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