Introduction to Public Relations Midterm
Exam
Course Introduction
Introduction to Public Relations explores the fundamental principles and practices of public relations in contemporary society. This course examines the history, theories, and roles of public relations professionals, as well as the strategies and tools used to communicate effectively with diverse audiences. Through the analysis of real-world case studies and hands-on projects, students learn how to develop public relations campaigns, manage organizational reputation, and navigate ethical considerations within various industries. By the end of the course, students will gain a foundational understanding of public relations processes and their significance in shaping public perception and maintaining mutually beneficial relationships between organizations and the public.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis
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Page 2
L. Wilcox
Chapter 1: What Is Public Relations
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Q1) What is the going rate for paid interns at reputable national and international companies?
A) $8 to $10 dollars an hour
B) $10 to $12 dollars an hour
C) $12 to $15 dollars an hour
D) $16 to $20 dollars an hour
Answer: C
Q2) What is brand journalism?
A) Journalism focused on a particular brand
B) A kind of content marketing in which paid media plays a minor role
C) A scenario where journalists are paid to write about a product
D) A practice that is frowned upon by public relations practitioners.
Answer: B
Q3) 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
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Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) The fastest-growing minority audience in the United States is the African-American audience.
A)True
B)False
Answer: False
Q2) What organization or family is Ivy Lee best known for counseling?
A) The Rockefeller Family
B) BBC
C) Ivory Soap
D) Westinghouse
Answer: A
Q3) 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
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) A common complaint about public relations codes of ethics is that
A) they do not apply to PRSSA members.
B) they are too stringent and prescriptive.
C) they have no "teeth".
D) they don't include marketing or advertising practices.
Answer: C
Q2) If you would feel that things were either absolutely "right" or absolutely "wrong" you would fall into which orientation?
A) Marxist
B) Kantian
C) unilateral
D) Plato's
Answer: B
Q3) It is more ethical for the public relations counselor to say "no comment" to a difficult question,than to stretch the truth for organizational gain.
A)True
B)False
Answer: True
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) 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
Q2) The most widely used billing method by public relations firms is "pay-for-placement."
A)True
B)False
Q3) Grunig's IABC Foundation research study on "Excellence" notes all of the following about public relations EXCEPT
A) it helps the organization make money by cultivating relationships.
B) it repairs problems and regains lost revenue from bad relationships with publics.
C) it should replace marketing and advertising as financial liaisons for the company.
D) it saves the organization money by reducing costs of litigation, regulation, and legislation.
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Chapter 5: Research
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Sample Questions
Q1) Most organizational crises come from unexpected natural or uncontrollable disasters.
A)True
B)False
Q2) An observational technique in an "anthropological" form is known as A) ethnographic technique .
B) copy testing.
C) scene sampling.
D) split-messaging.
Q3) When the representatives of the target audience are asked to read or view materials in draft form before it is mass-produced and distributed is referred to as A) copy testing.
B) split messaging.
C) benchmarking.
D) piggybacking.
Q4) Gallup and Harris are popular government-based organizations.
A)True
B)False
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Chapter 6: Program Planning
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Sample Questions
Q1) An integral part planning and compiling a calendar is
A) financial considerations
B) advance planning
C) strategic goals
D) broad objectives
Q2) The acronym MBO stands for management by
A) observation.
B) objectives.
C) organization.
D) opportunity.
Q3) Which is NOT considered an appropriate audience?
A) potential concertgoers
B) participating performers
C) local music-scene influencers
D) all residents of the town in which the concert will be held
Q4) The evaluation element of a plan relates directly back to A) the target audience.
B) stated objectives.
C) research.
D) program budget.
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Chapter 7: Communication
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Sample Questions
Q1) Word-of-mouth campaigns are often controversial for their A) resistance of new media techniques.
B) stealth nature.
C) political overtones.
D) lack of research.
Q2) A problem with communication occurs as the audience gets broader because A) of cognitive dissonance.
B) the message may undergo distortion.
C) feedback is immediate.
D) a lack of symmetry.
Q3) The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.
A)True
B)False
Q4) What are the most common symbols for us?
A) road signs
B) words
C) religious icons
D) logos
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Chapter 8: Evaluation
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Sample Questions
Q1) The most advanced form of evaluation is
A) measurement of changes in attitudes, opinions, and behavior.
B) compilations of message distribution and media placement.
C) audience awareness, comprehension, and retention of the message.
D) measuring value of secondary and collateral research.
Q2) The evaluation of the communication activity of an organization,which should be done at least once a year is a(n)
A) action plan.
B) annual report.
C) communication audit.
D) baseline study
Q3) Day-after recall measures
A) audience awareness and comprehension.
B) web site copy and graphics.
C) purchasing intent by consumers.
D) semantic issues and cognitive barriers.
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) An opinion leader will deliberate and undergo significant research before adopting a new idea.
A)True B)False
Q2) Usually,only a small number of people at any given time take part in public opinion formation on a specific issue.
A)True B)False
Q3) Aristotle's concept of "ethos" deals with notion of credibility.
A)True B)False
Q4) Cite a celebrity that excels in all three factors of source credibility (expertise,sincerity,and charisma).Note specific instances where that person is publicized,and what he/she does (in public and/or privately)that specifically explains how each of those factors is achieved.In other words,why is he/she an expert,sincere,and charismatic?
Q5) Psychographics are the attempt to classify people by lifestyle,attitudes,and beliefs. A)True B)False
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) The basic idea behind issues management is reactive planning.
A)True
B)False
Q2) Minimizing a crisis with a statement that there is "no serious damage or injuries" is known as which type of strategy?
A) denial
B) justification
C) corrective action
D) ingratiation
Q3) Litigation PR usually occurs at what stage in the conflict management life cycle?
A) recovery
B) reactive
C) strategic
D) proactive
Q4) The more complex a situation,the higher the perception of risk.
A)True
B)False
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Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
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) This audience makes more than 80 percent of the household purchase decisions.
A) Generation X
B) men
C) middle-class
D) women
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) Public relations professionals should avoid this practice based on guidelines from the SEC.
A) disclosing fundraising practices.
B) disseminating government documents.
C) providing glowing descriptions of a product in the experimental phase.
D) disclosing financial information.
Q2) In order to use a likeness of a deceased celebrity (i.e.,Elvis Presley or Marilyn Monroe),the user must pay a licensing fee to the Federal Trade Commission.
A)True
B)False
Q3) When a critic writes a scathing review of a concert,he or she is protected by:
A) journalists' protection from libel suits.
B) the Securities and Exchange Commission.
C) fair comment and criticism.
D) defamation laws.
Q4) Essentially,the government may regulate advertising that is false,misleading,or deceptive.
A)True
B)False
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Chapter 13: The Internet and Social Media
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Sample Questions
Q1) Which is NOT an important fact about the Internet?
A) Online readers can dig deeper into subjects that interest them.
B) It is cost-effective.
C) Its reach is worldwide.
D) Websites do not need to be interactive.
Q2) Which is NOT a typical,effective outcome of webcasting?
A) introduction of a product
B) decreased dependency on traditional communication methods
C) announcement of new corporate policies
D) sales meeting
Q3) 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.
Q4) Jopurnalists usually do not use websites to gather information..
A)True
B)False
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) News releases should be about 300 words long.
A)True
B)False
Q2) What should a practitioner's "checklist" be when hosting a news conference? Cite at least five things the planner should take care of,and briefly explain the importance of those details,and how to take care of them.
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 multimedia news release is also called a smart news release.
A)True
B)False
Q5) What are the key do's and don'ts of getting a "date" with a reporter?
Q6) Using generic words in a news release is fine.
A)True
B)False
Q7) Plan a press party.What are factors that need to be considered?
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Chapter 15: Radio and Television
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Sample Questions
Q1) A valuable method in training executives to deal with the media is
A) persuasive posturing.
B) role differentiation.
C) damage control.
D) a mock interview.
Q2) Guests on talk shows should be neutral on a subject.
A)True
B)False
Q3) What are the key elements that should be included in a public service announcement for television? What are the most important elements that should be addressed regardless of time constraints (i.e.,15-second spot),and what elements should be elaborated upon or added for longer versions (30 or 60 seconds)? Cite specific examples of how times and "formats"/versions varied.
Q4) Television is what kind of medium?
A) active
B) entertaining
C) passive
D) digital
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Chapter 16: Meetings and Events
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Q1) Banquets are fairly large and formal functions held to honor an individual,raise money for a charitable organization,or celebrate an event such as an organization's anniversary.
A)True
B)False
Q2) A no-host bar means
A) no bartenders.
B) guest serve his or her own drinks.
C) guests buy their own drinks.
D) drinks are served without food.
Q3) Stars such as Justin Timberlake and Jennifer Lopez typically charge _____ for an appearance.
A) $30,000
B) $50,000
C) $70,000
D) $100,000
Q4) Name tags are tacky and should not be used at meetings.
A)True
B)False
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Chapter 17: Corporations
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Sample Questions
Q1) Employees are a less valued public in investor relations.
A)True
B)False
Q2) 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.
Q3) Viral marketing is valuable because it
A) helps avoid financial scandal
B) enhances or maintains a company's reputation
C) it addresses objections of special-interest groups
D) it avoids media bias
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.
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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Sample Questions
Q1) For publicity of plays,it is important to:
A) establish partnerships with other arts organizations
B) use an established call or mailing list
C) never extend special invitations to journalists
D) write prepared feature stories or "readers"
Q2) An exciting twist for travel and tourism publicity is the use of the Internet.
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) Crisis communication takes up most of a celebrity publicist's time.
A)True
B)False
Q5) It isn't important for a professional sports team to foster community relations.
A)True
B)False
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Chapter 19: Politics and Government
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Sample Questions
Q1) One of the most active forms of corporate government relations is done by what group?
A) trade associations
B) not-for-profit organizations
C) the AMA
D) the National Taxpayers Association
Q2) Grassroots lobbying includes the use of websites and advocacy ads.
A)True
B)False
Q3) The majority of industries (or their trade associations)maintain a presence in Washington,DC.
A)True
B)False
Q4) PIOs provide routine information to the public on policies and programs.
A)True
B)False
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) A major reason why foreign corporations retain public relations counsel in the U.S.is to support expansion of their markets.
A)True
B)False
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) Amnesty International is known as a nongovernmental organization.
A)True
B)False
Q4) Gift giving is common in Asian cultures.
A)True
B)False
Q5) With regard to international public relations,differences in culture are equally (or more)important,for practitioners to consider in comparison to differences/multiplicity of language.
A)True
B)False
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Chapter 21: Nonprofit, Health, and Education
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Sample Questions
Q1) The chief public relations officer of a college of university is the A) provost.
B) communications director.
C) president.
D) chairperson of the board of trustees.
Q2) Most large educational institutions have abandoned seeking money from government.
A)True
B)False
Q3) 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.
Q4) 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?
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