Introduction to Public Relations Mock Exam
Course Introduction
Introduction to Public Relations offers students a foundational understanding of the principles, strategies, and practices involved in the field of public relations. The course explores how organizations build and maintain positive relationships with their audiences, manage communication during crisis situations, and influence public perception through ethical and effective messaging. Students will examine the role of research, planning, writing, and media relations in PR campaigns, as well as analyze real-world case studies to develop practical skills in creating press releases, communication plans, and social media content. This course provides essential knowledge for anyone interested in careers in public relations, corporate communication, or related fields.
Recommended Textbook
THINK Public Relations 2nd Edition by
Dennis L. Wilcox
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Page 2
Chapter 1: What Is Public Relations
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Sample Questions
Q1) Ultimately, public relations is about open, two-way communication.
A)True
B)False
Answer: True
Q2) What was the biggest success of the "Frito-Lay and junk food" case?
A) Planners utilized strategic communication to defeat the "junk food" label.
B) Social media users became the biggest new market.
C) "Sneak peeks" to journalists and bloggers boosted product sales.
D) Frito-Lay switched to new, healthier product formulas.
E) Both A and D.
Answer: A
Q3) Which is NOT component of basic public relations practice?
A) counseling
B) employee relations
C) fund-raising
D) networking
E) issue management
Answer: D
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3
Chapter 2: Careers in Public Relations
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Sample Questions
Q1) All of the following are "classic public relations campaigns" mentioned in the text EXCEPT:
A) The civil rights campaign.
B) The seat belt campaign.
C) Tylenol crisis.
D) The Halliburton campaign.
E) Understanding AIDS.
Answer: D
Q2) Public relations provides vital service to both business and society.
A)True
B)False
Answer: True
Q3) Edward Bernays became known as the father of modern public relations for his "big ideas" on how to motivate people.
A)True
B)False
Answer: True
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Page 4
Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) One advantage of using outside public relations firms is that they provide special problem-solving skills.
A)True
B)False
Q2) Clients often criticize public relations firms for:
A) superficial grasp of the client's problems.
B) overcommitment to other clients.
C) hype and elaborate promises of success.
D) high hourly and retainer fees.
E) lack of specialized expertise.
Q3) According to Julie O'Neil, one can determine whether public relations practitioners have influence in their organizations by examining:
A) perception of value by top management.
B) whether practitioners take on managerial the role.
C) whether they report to the CEO.
D) their years of professional experience.
E) all of the above.
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Page 5
Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) Tactics use the tools of communication to reach audiences with key messages.
A)True
B)False
Q2) All public relations objectives are "motivational."
A)True
B)False
Q3) The evaluation element of plan relates directly back to the objectives of the plan.
A)True
B)False
Q4) List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?
Q5) Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.
Q6) Public relations campaigns should be mostly targeted to the general public.
A)True B)False
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Chapter 6: Communication and Measurement
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Sample Questions
Q1) Tracking media coverage and comparing it over time is known as
A) intercept surveys.
B) focus groups.
C) benchmarking.
D) marketing research.
E) none of the above.
Q2) According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?
A) clippings.
B) advertising equivalency.
C) benchmarking.
D) reputation index.
E) information requests.
Q3) Advertising equivalency as means to measure the value of publicity is controversial.
A)True
B)False
Q4) Correspondence and telephone calls are considered to be "interactive" media.
A)True
B)False
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Chapter 7: Public Opinion and Persuasion
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Q1) _____ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.
A) N-step
B) Framing
C) Diffusion
D) Agenda setting
E) None of the above
Q2) Using modern communication techniques, the diffusion of messages is usually pervasive.
A)True
B)False
Q3) Demographics and psychographics differ <b>mainly</b> because:
A) demographics refer to factors including age, gender, and ethnicity.
B) psychographic information is more difficult to gather.
C) demographic information tends to be less reliable.
D) psychographics are based on lifestyle, attitudes, beliefs and values.
E) Both A and D.
Q4) Public opinion is fickle and variable; an ever-changing commodity.
A)True
B)False
Page 8
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Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) What is the most accommodative response in an image restoration strategy?
A) shift the blame
B) attack the accuser
C) profuse apology
D) denial
E) justification
Q2) The dismay and confusion following the Penn State sex abuse scandal resulted from:
A) the lack of a crisis communication plan.
B) failure to employ proactive conflict management steps.
C) a longstanding love for Joe Paterno.
D) inaction on the part of the PSU Board of Trustees.
E) A and B only.
Q3) After carefully assessing threat, the public relations professional may decide to A) ignore a pressure group.
B) let an issue "die on the vine."
C) disregard the evidence of danger.
D) Both A and B.
E) None of the above.
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Chapter 9: Ethics and the Law
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Sample Questions
Q1) The legal doctrine of the "right of publicity" provides
A) unlimited access by companies to use public figures in their promotions.
B) special protection for publicity materials.
C) celebrities the sole ability to cash in on their fame.
D) publicly traded companies to publicize whatever they want.
E) monetary guidelines for using entertainers in publicity materials.
Q2) Which of the following scenarios could trigger libel suit?
A) You send out a news release that contains false statements and injures someone's reputation.
B) Your boss criticizes a competitor in an interview, but the criticism is based on fact.
C) A journalist writes a negative review of a meal eaten at a local restaurant.
D) An employee is fired, and the Human Resources director tells the media that she left for "personal ? reasons."
E) All of the above.
Q3) Name the PRSA Code of Ethics' six core values and explain which you believe is the most important value to practitioners, and why.Also, which is the "least valued" and/or ignored by the profession? Explain your analysis and provide concrete examples to illustrate your points.
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) Increasingly, traditional media primarily appeal to older or more highly educated audiences.
A)True
B)False
Q2) Many audiences use social media for personal interaction.Increasingly, though, social media is being used for strategic public relations purposes.Describe how an organization might use social media in public relations campaign.In your description, explain how traditional media and social media are different, noting in particular how that affects public relations strategy.
Q3) Successful public relations campaign planners know that audiences are:
A) static and unchanging
B) unpredictable; likely to turn hostile.
C) dynamic and ever-shifting.
D) Less diverse than they were a decade ago.
E) most likely to respond to the mass media.
Q4) As whole, marketing organizations have done good job of understanding the complexity of African-American communities.
A)True
B)False
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Chapter 11: The Mass Media
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Sample Questions
Q1) Of the following, what is <b>most </b>important in considering the public relations value of VNR?
A) Whether management will approve of the cost
B) Whether the VNR stresses local news angles
C) The news potential of the information
D) The availability of on-screen talent
E) The time it will take to produce it.
Q2) All of the following are smart tips for putting together multimedia or social media news release EXCEPT:
A) Write in a text-heavy style for interested readers.
B) Include links to relevant pages.
C) Place keywords in headlines and first paragraphs.
D) Be judicious with links.
E) Use high-resolution multimedia.
Q3) Like news releases, publicity photos are not published unless they appeal to media gatekeepers.
A)True
B)False
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Chapter 12: The Internet and Social Media
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Sample Questions
Q1) Define social media and explain its significance for the public relations profession.List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics.
Q2) Because of the rise of social media, public relations practitioners must
A) listen to facilitate conversations between organizations and their constituents. B) start using strategic planning tools.
C) rely more on formal opinion leaders.
D) use more news releases to sell products and services.
E) none of the above.
Q3) 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.
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Chapter 13: Events and Promotions
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Q1) What are the two required elements to get people to attend convention?
A) An appealing program.
B) Discounted hotel rooms.
C) A concerted effort to persuade members to attend.
D) A and B only
E) A and C only.
Q2) Hiring celebrity for promotional event is considered
A) a risky move, because you never know how they will behave.
B) a creative solution to any situation.
C) a time-honored tool for increasing media attendance.
D) too expensive for most organizations.
E) a tired technique that should usually be avoided.
Q3) It's important to involve visitors at trade show booth.
A)True
B)False
Q4) large meeting site will make people feel it was important, regardless of the number of attendees.
A)True
B)False
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Chapter 14: Global Public Relations
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Sample Questions
Q1) Fleishman Hillard received an $800,000 contract to
A) repair the image of the English soccer team.
B) promote German beer in American pubs.
C) promote the "image" of Turkey in mainstream media.
D) design the Vancouver Olympics logo.
E) none of the above.
Q2) With regard to issues such as labor, health, and the environment, nongovernmental organizations (NGOs) are perceived by the public as:
A) less credible than news media.
B) more credible than news media.
C) underfunded and overzealous.
D) more bureaucratic.
E) less strategic.
Q3) Global public relations is also called international public relations.
A)True
B)False
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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Sample Questions
Q1) Walmart's $419 billion in global sales is more than the combined gross national product (GNP) of many nations.
A)True
B)False
Q2) The initials IPO stand for:
A) investor programs only.
B) investing processing outside.
C) initial public offering.
D) initial purchase option.
E) imitation public option.
Q3) Recent negative publicity about business makes it imperative that companies
A) endear themselves to stockholders.
B) work harder to go after consumers.
C) regain their credibility and public trust.
D) encourage the media to overlook negative stories.
E) "double down" on tight budgets.
Q4) You are the vice president of public relations for large corporation that is battling consumer activist group.How would you approach the group? What strategic decisions need to be made? Describe some of the "Dos" and "Don'ts" of working with consumer groups.
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Chapter 16: Entertainment, Sports, and Tourism
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Q1) Fortunately, crisis management is no longer key public relations skill in the travel industry.
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) The first step in conducting personality campaign is to:
A) prepare a biography of the client.
B) interview the client.
C) plan a marketing strategy.
D) research competitors.
E) begin image repair.
Q4) Doing movie tie-ins with fast-food chains can actually harm movie's box-office revenues.
A)True B)False
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Chapter 17: Government and Politics
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Sample Questions
Q1) Many states hire outside firms to implement their public relations campaigns.
A)True
B)False
Q2) In recent years, most states have spent considerable amount of money convincing not to:
A) smoke.
B) gamble.
C) cheat on taxes.
D) speed.
E) litter.
Q3) The actions of governmental bodies at the local, state, and federal levels have major influence on how businesses operate.
A)True
B)False
Q4) The latest tool for fund-raising and reaching supporters is:
A) direct mail.
B) slick PowerPoint presentations.
C) phone trees.
D) town hall meetings.
E) the Internet.
Page 18
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Chapter 18: Nonprofit, Health, and Education
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Sample Questions
Q1) Advocacy groups use all of the following tactics EXCEPT:
A) lobbying.
B) litigation.
C) mass demonstration.
D) confrontation.
E) reconciliation.
Q2) Which organizations are included in the health sector?
A) Hospitals, and private and government health agencies
B) For-profit hospitals and not-for-profit hospitals
C) Private and public health agencies
D) Health agencies and world health organizations
E) HMOs and insurance companies
Q3) The U.S.Chamber of Commerce is one of the most powerful lobbying organizations in Washington, D.C.
A)True
B)False
Q4) Nonprofit organizations are also referred to as charities.
A)True
B)False
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