Introduction to Public Relations
Exam Answer Key
Course Introduction
Introduction to Public Relations provides students with a comprehensive overview of the principles and practices of public relations in contemporary society. This course explores the history, theories, and ethical foundations of the field, while examining the strategic management of communication between organizations and their publics. Students will learn key concepts such as media relations, crisis communication, campaign planning, and the use of digital and social media. Through case studies, discussions, and practical assignments, students gain insights into how public relations professionals shape public opinion, build and maintain relationships, and contribute to organizational success.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox
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Chapter 1: What Is Public Relations
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Sample Questions
Q1) Journalism and public relations are fundamentally different in scope.
A)True
B)False Answer: True
Q2) Public relations practitioners write primarily for segmented,targeted audiences,and are less inclined to appeal to the masses.
A)True
B)False Answer: True
Q3) Program planning is the bridge between research and communication in public relations.
A)True
B)False Answer: True
Q4) Employers usually require what thing in order for a paid internship position?
A) that the student be a good typist
B) that the student be able to perform administrative tasks
C) that the student be at least a college junior
D) a cover letter
Answer: C
Page 3
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Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) In 1900,Henry Ford obtained coverage of the Model T automobile by demonstrating it to a reporter from the Detroit Tribune newspaper.
A)True
B)False
Answer: True
Q2) Ida B.Wells' work focused her activist work on:
A) Women's right to vote
B) The Civil Wary
C) Racial discrimination
D) The abuse of power by big business
Answer: C
Q3) The fastest-growing minority audience in the United States is the African-American audience.
A)True
B)False
Answer: False
Q4) Women in higher levels of management are now common in business and industry.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) Examples such as Kathleen Turner point to organizations that fail to understand the need for
A) transparency/disclosure.
B) sound media relations.
C) bottom-line values.
D) research.
Answer: A
Q2) When is it ok to say "no comment," along with an explanation?
A) No comment is always a viable option
B) When there are mitigating circumstances surrounding an event
C) When there is now way to be honest
D) When the practitioner is trying to hide something
Answer: A
Q3) The major effort to improve standards and professionalism in public relations worldwide is
A) publicizing membership opportunities in professional membership groups.
B) continuing education.
C) accreditation.
D) licensing.
Answer: C
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) A retainer fee in a public relations firm essentially means that the firm is
A) global or conglomerate in nature.
B) subjective toward the client.
C) involved primarily in legal practices.
D) on call.
Q2) If the medical division prepares an informational brochure about autism,and it must have approval from the public relations department before production,the public relations department is described as having
A) concurring authority.
B) command authority.
C) compulsory advisory authority.
D) advisory authority.
Q3) Public relations by most accounts is primarily considered a "staff" function.
A)True
B)False
Q4) "Turf battles" between public relations personnel and human resources managers are relatively non-existent because the two areas rarely overlap.
A)True
B)False
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Chapter 5: Research
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Sample Questions
Q1) Which is NOT a guideline when preparing a survey?
A) limit possible answers
B) edit out leading questions
C) use closed-ended answers
D) state the objectives of the survey
Q2) Qualitative data is often called "soft" data.
A)True
B)False
Q3) An intercept interview would most likely occur in a
A) stealth, front-group campaign.
B) political campaign.
C) pairing with ethnographic procedures.
D) shopping mall.
Q4) In basic terms,research is a form of speaking to audiences.
A)True
B)False
Q5) You have been asked to do a Web and e-mail based survey of students on your campus regarding underage smoking.What are some things you need to consider? What are some pitfalls?
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Chapter 6: Program Planning
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Sample Questions
Q1) A stated objective should be evaluated by asking all of the following questions EXCEPT
A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?
Q2) Approximately how much of a public relations budget should be allocated toward contingencies or unexpected costs?
A) 1 percent
B) 5 percent
C) 10 percent
D) 20 percent
Q3) The lion's share of any public relations budget is earmarked for staff and administrative time.
A)True
B)False
Q4) Systematic planning can prevent haphazard,ineffective communication.
A)True
B)False
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Chapter 7: Communication
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Sample Questions
Q1) The natural tendency for a message to dissipate (lose information)is called
A) semantic noise.
B) cognitive dissonance.
C) entropy.
D) disassembly.
Q2) Which would likely be considered as a "triggering" event?
A) a new product launch
B) new house purchase
C) going grocery shopping
D) your CEO getting a head cold
Q3) Which of the following is a euphemism?
A) secretary
B) pre-owned
C) dishwasher
D) blind
Q4) Passive audiences need messages that have A) logical conclusions.
B) reinforcement of their dispositions.
C) concrete duality.
D) style and creativity.
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Chapter 8: Evaluation
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Sample Questions
Q1) Social media can be an effective measurement tool because:
A) practitioners can determine recall of messages.
B) tweets and Facebook posts are immediate and easy to track.
C) practitioners can get input from key gatekeepers.
D) of their effect on measurable objectives.
Q2) You've been asked to oversee a new website launch for your company.Your boss said that a website hit counter will not suffice as a measurement tool.You really aren't well versed in technology,but have a keen understanding of evaluation and gauging audience attitudes and behaviors.What specific elements do you plan to incorporate,how would you do so,and why?
Q3) The best article recall surveys involve trained interviewers.
A)True
B)False
Q4) Direct mail campaigns often use this approach,in which several different appeals or options are prepared.
A) multiple regression
B) split-messaging
C) nominal group technique
D) copy testing
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) Traditionally,agenda setting is known as how journalists select certain facts,themes,treatments,and even words to "frame" a story.
A)True
B)False
Q2) Mass media effects increase when
A) people cannot verify information through personal experience or knowledge.
B) a specific medium has a greater reputation.
C) parental guidance is lacking.
D) people have no prior information or attitude disposition regarding a subject.
Q3) Psychographics are the attempt to classify people by lifestyle,attitudes,and beliefs.
A)True
B)False
Q4) Which of the following factors is NOT considered a possible downside of using celebrity endorsements?
A) overexposure of an individual celebrity
B) inability for the audience to remember who endorses what
C) endorser's actions could undercut the product or service
D) lack of public trust in celebrity
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) Muscular public relations is primarily associated with
A) fair play and competition.
B) persistence and passion.
C) strength and steadiness.
D) networking and positioning.
Q2) A recent study found three "top triggers" for a crisis situation; which is NOT one of these triggers?
A) unethical behavior
B) executive misconduct
C) unscrupulous media
D) financial irregularities
Q3) The more complex a situation,the higher the perception of risk.
A)True
B)False
Q4) The daily clipping of news stories best describes the notion of A) channeling.
B) environmental scanning.
C) issues tracking.
D) reputation management.
Page 12
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Chapter 11: Reaching Diverse Audiences
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Q1) Which is NOT indicative of the Hispanic audience?
A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18-34 demographic.
Q2) How can a young practitioner,just out of college,get to understand the senior market? Think outside of just web research.Discuss the value of formative and primary research,and cite examples.
Q3) Cite an organization that has been "visionary" and proactive in targeting the Hispanic market.Note specific tactics and examples and what research may have been involved in the planning process.
Q4) A critical public that is NOT convinced by fads,vote consistently,are more avid consumers of mass media,are an excellent source of volunteers,and are extremely health-conscious are
A) business men and women.
B) crystallizers.
C) elected officials.
D) seniors.
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Chapter 12: Public Relations and the Law
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Sample Questions
Q1) Which of these concepts (stemming from SEC regulations)is NOT pertinent to public relations personnel?
A) full disclosure to government officials regarding meetings with ad agency reps
B) insider trading is illegal
C) timely disclosure is essential
D) full information must be given on anything that might materially affect the company's stock
Q2) Using a doctor to endorse drugs not approved by the FDA is legal.
A)True
B)False
Q3) The Equal Employment Opportunity Commission essentially exists to ensure diversity in the workplace.
A)True
B)False
Q4) Which is a concept inherent with "green" marketing?
A) bottom-line objectives
B) philanthropy
C) "low-carb" promotion
D) lowering gas prices
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Chapter 13: The Internet and Social Media
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Sample Questions
Q1) Organizations enter the blogosphere to achieve real-time communication with key stakeholders.
A)True
B)False
Q2) Full version audio or video files that are posted on a website are called
A) moblogs.
B) wikis.
C) actualities.
D) podcasts.
Q3) Individuals using smartphones spend most of their time:
A) texting
B) talking on the phone
C) accessing various apps
D) downloading material
Q4) The overall responsibility for managing a corporation's website should lie with:
A) the Web group.
B) the consumer marketing division.
C) the corporate communications group.
D) the IT group.
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) When writing a news release,it is important to remember to:
A) ask yourself "who cares"?
B) use jargon.
C) write to appeal to everyone.
D) be formulaic
Q2) The key to a successful news release when sent by e-mail:
A) using Word attachments.
B) including more details than the print release version.
C) to get to the point quickly.
D) accompanied by artwork/photography.
Q3) This type of "memo",often bulleted,alerts media about upcoming interview opportunities among other uses.
A) boilerplate
B) pitch letter
C) video news release
D) media advisory
Q4) A traditional print media kit folder is 9 by12 inches with inside pockets.
A)True
B)False
Q5) Plan a press party.What are factors that need to be considered?
Page 16
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Chapter 15: Radio and Television
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Sample Questions
Q1) in general,an answer to an interviewer's question on a radio or television talk show should be no longer than
A) 10 seconds.
B) 30 seconds.
C) 60 seconds.
D) 90 seconds.
Q2) Television is what kind of medium?
A) active
B) entertaining
C) passive
D) digital
Q3) The Great Gatsby is an example of branded product placement for what kinds of products?
A) food
B) fashion
C) automobiles
D) furniture
Q4) Guests on talk shows should be neutral on a subject.
A)True
B)False
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Chapter 16: Meetings and Events
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Sample Questions
Q1) Which of the following are reasons for holding a promotional event?
A) promote sales
B) increase organizational visibility
C) make friends
D) all of the above
Q2) Liability insurance should be secured:
A) Only for events of 50 people or more.
B) Only if there is a chance that people could be injured.
C) Always, unless there is a blanket liability policy.
D) Only for fundraising events.
Q3) Open houses are customarily:
A) held after normal business hours.
B) half-day events.
C) held to reveal the personality of the CEO.
D) One-day events.
Q4) The word "program" has two meanings: 1)what goes on at the meeting and 2)the printed listing of what goes on.
A)True
B)False
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Chapter 17: Corporations
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Sample Questions
Q1) According to PRWeek,being proactive is important because
A) it inspires emotion.
B) it allows you to works with groups to achieve solutions, not publicity.
C) it allows you to get emotional with advocacy groups.
D) you can work with people making threats.
Q2) Public relations specialists often work primarily with what department regarding employee communications?
A) legal
B) human resources
C) marketing
D) labor relations
Q3) Choose two major corporations in your local area and do some research on their corporate mission with regard to social responsibility.Compare and contrast their tactics and how successful you perceive the companies have been in their initiatives.
Q4) Employees are a less valued public in investor relations.
A)True
B)False
Q5) What are the benefits offered by corporate sponsorships? What are ways that corporations sponsor things or events?
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Chapter 18: Entertainment, Sports, and Tourism
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Q1) A problem in tourism promotion is:
A) who pays for the journalist's trip?
B) appealing to seniors.
C) getting a journalist's attention.
D) dealing with embassies.
Q2) Celebrity reputation damage can be minimized if:
A) celebrities listen to seasoned PR counselors.
B) celebrities avoid sticky situations.
C) situations are dealt with in a timely manner.
D) once the damage is done, it's done.
Q3) Sports enthusiasts who wear jerseys and caps and refer to a team as "their" team do so because:
A) they are competitive.
B) they like self-glorification.
C) they experience a vicarious sense of belonging.
D) they hero worship.
Q4) An exciting twist for travel and tourism publicity is the use of the Internet.
A)True
B)False
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Chapter 19: Politics and Government
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Sample Questions
Q1) The mission of government is:
A) to make laws.
B) public service.
C) public policy.
D) influence peddling.
Q2) Which of the following is one of the most concerted and visible communication functions of state government?
A) health communication
B) highway and transit communication
C) publicizing tougher restrictions on drinking and driving
D) promoting state tourism
Q3) The person (in the White House)who handles the everyday task of briefing reporters is the
A) media affairs manager.
B) director of communications.
C) press secretary.
D) chief of staff.
Q4) PIOs provide routine information to the public on policies and programs.
A)True
B)False
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Chapter 20: Global Public Relations
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Sample Questions
Q1) U.S.sponsored radio and TV broadcasts are:
A) usually considered propaganda by foreign governments.
B) rarely listened to or watched.
C) critical to advance ideas of freedom.
D) usually underwritten by a major corporation.
Q2) Research a local/regional public relations firm and note any potential or actual global clientele.Note how/why,you believe,that the firm landed the client(s),and what challenges it may have in keeping it against any competitors.
Q3) Companies from China top the list in terms of lobbying expense in the U.S.
A)True
B)False
Q4) The Foreign Agents Registration Act was passed by Congress to
A) require registration of lobbyists working on behalf of foreign governments.
B) register foreign agents visiting the United States.
C) assist the FBI in surveillance.
D) track foreign nationals residing in the United States.
Q5) One of the deadliest industrial accidents in history took place in India.
A)True
B)False
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Chapter 21: Nonprofit, Health, and Education
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Q1) Nonprofit organizations are often referred to as:
A) advocacy groups
B) charities
C) public interest groups
D) lobbying groups
Q2) A local chamber of commerce serves what primary purpose?
A) as a public relations arm of city government.
B) a lobbying group.
C) an activist group.
D) an advocacy group.
Q3) The most visible aspect of a university public relations program is its news bureau.
A)True
B)False
Q4) At most public and private universities,fund-raising:
A) is done in a tight window/calendar frame.
B) is dependent primarily on government assistance.
C) has increased dramatically in recent years.
D) is now done primarily through social media.
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