Introduction to Public Relations Exam Bank
Course Introduction
Introduction to Public Relations offers students a foundational understanding of the principles, strategies, and practices that shape effective communication between organizations and their audiences. The course explores the history and evolution of public relations, its role in contemporary society, and the ethical considerations professionals must navigate. Students will learn how to develop public relations campaigns, craft press releases, manage media relations, and use digital platforms for strategic communication. Through real-world case studies and practical assignments, learners will gain the skills necessary to build and maintain positive public perceptions for a variety of organizations.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by
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21 Chapters
619 Verified Questions
619 Flashcards
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Page 2
Dennis L. Wilcox
Chapter 1: What Is Public Relations
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31 Verified Questions
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Sample Questions
Q1) The RACE acronym was articulated by
A) Edward Bernays.
B) John Marston.
C) Ivy Lee.
D) Walter Lindemann.
Answer: B
Q2) Public relations pays relatively well compared to other communication professions.
A)True
B)False
Answer: True
Q3) Skills in public relations are:
A) mostly people skills
B) mostly knowledge of media tracking methods
C) dependent on the specific job
D) the same regardless of the job
Answer: C
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Page 3
Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) Which is NOT associated with the legendary P.T.Barnum?
A) Jenny Lind
B) press agentry
C) Tom Thumb
D) Annie Oakley
Answer: D
Q2) Who created what is believed to be the first in-house public relations department?
A) Macy's
B) Westinghouse Corporation
C) Atlanta Railroads
D) General Electric
Answer: B
Q3) According to the text,what was the first organization to create an in-house public relations department?
A) Macys
B) Westinghouse
C) Pennsylvania Railroad
D) Proctor & Gamble
Answer: B
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Page 4
Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) Many practitioners are limited in their professionalism by a A) situationalist perspective.
B) biased media corps.
C) "technician mentality."
D) low budget.
Answer: C
Q2) Which of the following is NOT one of the five prerequisites for a profession like public relations,according to C.V.Narasimha Reddi,editor/publisher of Public Relations Voice?
A) education
B) literature
C) training
D) management
Answer: D
Q3) Virtually all public relations codes of ethics begin with the duty to tell the truth.
A)True
B)False
Answer: True
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) An outside firm does not need a prolonged briefing period regarding the client because of their expertise in diverse areas.
A)True
B)False
Q2) 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.
Q3) The Tylenol case study is a prime example of a business where public relations was in a technical or an advisory function.
A)True
B)False
Q4) According to your text,public relations and ___ departments often collide because they compete for funds to communication with external audiences.
A) marketing
B) advertising
C) legal
D) human resources
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Chapter 5: Research
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Sample Questions
Q1) An observational technique in an "anthropological" form is known as
A) ethnographic technique .
B) copy testing.
C) scene sampling.
D) split-messaging.
Q2) Highly charged words that elicit an emotional reaction from survey respondents indicate this type of research
A) market
B) advocacy
C) omnibus
D) government
Q3) Copy testing,at its most basic level,refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a particular organization or issue.
A)True
B)False
Q4) In basic terms,research is a form of speaking to audiences.
A)True
B)False
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Chapter 6: Program Planning
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Sample Questions
Q1) An agency planning model likely contains which of the following?
A) Audience
B) Research
C) Competition
D) Conclusions
Q2) Which is NOT considered an out-of-pocket budget expense?
A) media kits
B) salaries
C) video news releases
D) transportation
Q3) Evaluation must be
A) tactical.
B) measurable.
C) purposeful.
D) measured by metrics.
Q4) Systematic planning can prevent haphazard,ineffective communication.
A)True
B)False
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Page 8
Chapter 7: Communication
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Sample Questions
Q1) Which of the following is a possible objective for a communicator?
A) accurate message dissemination
B) message development
C) change in covert behavior
D) semantic and cognitive competence
Q2) The theory/perspective that focuses largely on messages contrary to one's predispositions is
A) cultivation analysis.
B) sleeper effect.
C) cognitive dissonance.
D) agenda setting.
Q3) Audience attention is generally highest at the beginning of a message.
A)True
B)False
Q4) The goals of communication are to persuade passive publics,with "mutual understanding" being a lesser emphasis for the practitioner.
A)True
B)False
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Chapter 8: Evaluation
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Sample Questions
Q1) Which is NOT a common method to measure reasons behind event attendance?
A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card
Q2) 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
Q3) The split-message technique is often used in
A) television talk shows.
B) news releases.
C) national trade shows.
D) direct-mail campaigns.
Q4) Monitoring blogs and chat groups is increasingly important in issues management.
A)True
B)False
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) A trade press is most likely to use a(n)
A) editorial.
B) ombudsman.
C) shotgun or scattershot approach to content.
D) application story.
Q2) Media alert the public what subjects to think about,but not necessarily what to think is known as
A) framing.
B) spiral of silence.
C) agenda setting.
D) cultivation.
Q3) Charisma,sincerity,and expertise are all key factors of A) self-perception.
B) source credibility.
C) agenda setting.
D) propaganda.
Q4) Traditionally,agenda setting is known as how journalists select certain facts,themes,treatments,and even words to "frame" a story.
A)True
B)False
Page 11
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) Cite a recent example where an organization has used "muscular" public relations.What tactics (they used)buttress your arguments?
Q2) Which is NOT a strategy (from Benoit)for image restoration?
A) mortification
B) caution
C) denial
D) reduce offensiveness
Q3) Which of the following is part of the proactive phase of conflict management?
A) reputation management
B) environmental scanning
C) risk communication
D) conflict resolution
Q4) According to Professor Martha Lauzen,effective issues management requires:
A) damage control.
B) active sense-making strategies.
C) environmental scanning.
D) reactive public relations.
Q5) The basic idea behind issues management is reactive planning.
A)True
B)False
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Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) What 2012 event demonstrated the importance of reaching out to different demographic groups?
A) the Olympics
B) newspaper circulation drop
C) a tsunami in Malaysia
D) the presidential election
Q2) Who watches the most television?
A) African Americans
B) Asians
C) Hispanics
D) Filipinos
Q3) According to your book,what is key to reaching the Millennial Generation?
A) Creativity with digital media.
B) A thorough understanding of how they influence each other.
C) Communicating all aspects of a product or service.
D) Creativity with television appeals.
Q4) Television is the best way to reach the LGBT community.
A)True
B)False
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Chapter 12: Public Relations and the Law
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Sample Questions
Q1) PR personnel must be aware that they can be held legally liable if they provide advice or tacitly support an illegal activity of a client or employer.This area of liability is called "fair comment."
A)True
B)False
Q2) Government documents are in the public domain and cannot be copyrighted.
A)True
B)False
Q3) Press releases are not considered commercial speech.
A)True
B)False
Q4) Which person/entity (in general)would have the most protection from,or likelihood of winning,a defamation suit?
A) private citizen
B) CEO/corporate leader
C) prominent politician
D) entertainment personality
Q5) Using a doctor to endorse drugs not approved by the FDA is legal.
A)True
B)False
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Chapter 13: The Internet and Social Media
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Sample Questions
Q1) YouTube is essentially this type of device.
A) social networking
B) media-controlled
C) instant messaging
D) video-sharing
Q2) Organizations enter the blogosphere to achieve real-time communication with key stakeholders.
A)True
B)False
Q3) The Internet has caused:
A) a democratization of information around the world.
B) people to be more careful about personal information.
C) companies to come together in new and different ways.
D) Microsoft and America Online to partner for national distribution.
Q4) Bloggers are different from other journalists in that:
A) you can give them more information than traditional media.
B) they can get away with publishing non-verified information.
C) it is easier to form relationships with them.
D) there is no difference in how you should treat them.
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) Which of these items would NOT be included in a press kit?
A) brochures about the organization
B) basic fact sheet
C) project advertising budget
D) news release
Q2) The practice of a media tour is often disparagingly called a junket.
A)True
B)False
Q3) Plan a press party.What are factors that need to be considered?
Q4) Which of the following is an effective use of a wire service for distribution?
A) releasing financial information
B) pitching an exclusive story
C) distributing information that is questionable in terms of newsworthiness
D) to distribute video clips
Q5) Editors want the main facts of a news release listed
A) in the headline.
B) after a brief introduction of the sending organization.
C) in chronological order.
D) in the opening paragraphs.
Q6) What are the key do's and don'ts of getting a "date" with a reporter?
Page 16
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Chapter 15: Radio and Television
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Sample Questions
Q1) B-roll footage is often associated with and accompanies video news releases.
A)True
B)False
Q2) Arranging for selected items (through negotiations by public relations specialists and TV producers)to "appear" on shows is a practice known as
A) segmentation.
B) product placement.
C) viral marketing.
D) planting.
Q3) When coordinating a guest appearance on a particular show,a practitioner should:
A) send a media alert
B) watch the show
C) corporate sponsorship
D) strong-arm
Q4) What is a major difference between an audio news release and print version?
A) writing style
B) ANRs are usually more like advertisements
C) ANRs can be longer
D) ANR is less concise
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Chapter 16: Meetings and Events
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Sample Questions
Q1) According to Tradeshow Week magazine,about annually in the United States.
A) 500
B) 1,000
C) 6,000
D) 10,000
Q2) A consideration when planning a trade show booth is:
A) make display booth visually attractive.
B) avoid noisy videos or slide shows.
C) to make it understated.
D) to have the CEO available at all times.
Q3) Individuals attending a meeting or event are more emotionally involved in the process since they use all five of their senses-hearing,sight,touch,smell,taste.
A)True
B)False
Q4) On the day of an event,you should:
A) get a final count of reservations.
B) confirm the menu in writing.
C) organize a phone committee.
D) discuss the nature of the speaker's talk.
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Chapter 17: Corporations
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Sample Questions
Q1) An aspect of corporate responsibility that is gaining momentum is
A) transparency.
B) partnering with non-profit organizations.
C) concern for the environment.
D) meetings with industry and financial analysts.
Q2) Corporate sponsorship is primarily a form of
A) cause-related marketing.
B) investor relations.
C) media partnership.
D) ingratiation.
Q3) Which of the following is a key social issue in the workplace?
A) sexual harassment
B) networking/pressures
C) diversity
D) stealing
Q4) A good tip for conducting cause-related marketing is:
A) only engage in short-term commitments.
B) to use it as an effort to salvage a company's image.
C) consider causes that appeal to your primary audiences.
D) to join in with other multiple sponsors.
Page 19
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Chapter 18: Entertainment, Sports, and Tourism
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Sample Questions
Q1) 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.
Q2) The largest percentage of cruise passengers,especially longer voyages,are families.
A)True
B)False
Q3) 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.
Q4) The tourism industry is:
A) stable.
B) volatile.
C) shrinking.
D) dishonest.
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Chapter 19: Politics and Government
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Sample Questions
Q1) Grassroots lobbying encourages private citizens to tweet their opinions.
A)True
B)False
Q2) One of the largest public affairs operations in the federal government is the U.S.Department of Agriculture.
A)True
B)False
Q3) A popular and long-running "localization" effort by government relations specialists is the
A) recruiting through middle-school visits.
B) Mayors' Coalition for Freedom.
C) partnering with local grocery stores for publicity initiatives.
D) distribution of hometown releases by the military.
Q4) RFP stands for:
A) Republican Federal Policy
B) requisition for proposal
C) request for proposal
D) the Ridley-Finestein Program
Q5) What does grassroots lobbying involve? Give an example of a grassroots lobbying initiative that you know about.
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Chapter 20: Global Public Relations
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Sample Questions
Q1) Voice of America has traditionally been a
A) print-based initiative.
B) broadcast outlet.
C) grassroots advocacy group.
D) speakers' bureau.
Q2) The U.S.government's efforts to "sell" America on the Afghanistan invasion were:
A) successful.
B) met with mixed results.
C) frowned upon by foreign governments.
D) the most extensive since the Cold War.
Q3) Companies operation in nations other than the U.S.are:
A) faced with very different public relations challenges.
B) face stiff government regulations.
C) face the same public relations challenges as those not operating in other nations.
D) must operate under the guidelines of the CPI.
Q4) American public relations firms shy away from China because of its steadfast,rigid public relations policies.
A)True
B)False
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Chapter 21: Nonprofit, Health, and Education
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Sample Questions
Q1) Which of the following is a basic audience for hospitals?
A) capital donors
B) pregnant women
C) administrative staffs
D) the elderly
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) Note any new or proposed major buildings on your campus.Research how any structured capital campaigns were involved in funding these projects.Were there any "naming rights" involved for key donors or famed individuals.Are there seminar rooms or areas within the structure that are "named" or sponsored?
Q4) about three-quarters of all charitable giving in the United States comes from
A) government-affiliated organizations.
B) individual sources.
C) foundations.
D) corporations.
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