Introduction to Public Relations
Textbook Exam Questions
Course Introduction
Introduction to Public Relations offers students a comprehensive overview of the principles and practices that define the modern field of public relations. This course explores the role of public relations in organizations and society, emphasizing effective communication strategies, audience analysis, reputation management, media relations, and crisis communication. Students will learn about the history, ethical considerations, and contemporary challenges faced by PR professionals, as well as gain practical skills in crafting press releases, planning campaigns, and evaluating the impact of PR activities. The course is designed to equip students with foundational knowledge and tools essential for pursuing further studies or a career in public relations and related fields.
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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Q1) Public relations should always foster
A) Organizational leadership
B) Open, two-way communication
C) Mutual understanding
D) A position for the organization's interest
E) Both B and C.
Answer: E
Q2) Effective public relations is based on
A) Actual policies and performance
B) Spin and hype
C) One-way message dissemination
D) Promotional strategies
E) Competition
Answer: A
Q3) In the 21<sup>st</sup> century, writing has diminished as key public relations skill.
A)True
B)False
Answer: False
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Chapter 2: Careers in Public Relations
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Q1) Which of the following is NOT one of Ivy Lee's four important contributions to public relations?
A) Positioning products at the center of public relations initiatives.
B) seeking active support and contributions of top management.
C) maintaining open communication with the news media.
D) emphasizing the necessity of humanizing business.
E) aligning business interests with the public interest.
Answer: A
Q2) Although managers and technicians fill different job roles, the differences aren't always clear-cut.
A)True
B)False
Answer: True
Q3) Writing is no longer as important as it used to be in public relations.
A)True
B)False
Answer: False
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Chapter 4: Todays Practice: Departments and Firms
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Q1) Public relations is considered to be primarily "staff" function.
A)True
B)False
Q2) The trend toward purchasing expert communication services from outside the organization is referred to as:
A) boundary spanning.
B) encroachment.
C) outsourcing.
D) agency public relations.
E) resource deployment.
Q3) If benefits brochure prepared by the personnel department must have approval from the public relations department before production, the public relations department is described as having:
A) advisory authority.
B) compulsory-advisory authority.
C) concurring authority.
D) command authority level.
E) advise and consent.
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Chapter 5: Research and Campaign Planning
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Q1) 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.
Q2) Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?
A) Research findings can be used to substantiate hunches about a product.
B) In the minds of consumers, research adds credibility to a product.
C) Armed with research findings, a company can claim whatever it wants.
D) Both A and B.
E) None of the above.
Q3) 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
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Page 6
Chapter 6: Communication and Measurement
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Q1) Advertising equivalency as means to measure the value of publicity is controversial.
A)True
B)False
Q2) Reviewing Schramm's communication models, one can safely conclude that:
A) More accurate models have since been developed.
B) shared experience is key to communication.
C) Continuous feedback must take place.
D) Both B and C.
E) The encoder bears most responsibility for managing the signal.
Q3) Which are the following is not legitimate goal of communication?
A) To inform
B) To persuade
C) To motivate
D) To deflect negative public opinion
E) To build mutual understanding
Q4) Advertising equivalency (AVE) is still used by many practitioners to measure the value of publicity efforts.Discuss the problems with this technique.Be sure to address in your answer the differences between publicity and advertising.
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Chapter 7: Public Opinion and Persuasion
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Q1) Persuasion, as it is practiced in public relations today, is only few hundred years old.
A)True
B)False
Q2) You have been placed in charge of public relations campaign to stop teenagers from texting while driving.To make your message more persuasive, you decide to shoot series of social media videos that follow the life of famous teenage musician through texting-related car crash and his painful recovery.You are <b>mostly</b> using the following technique(s):
A) drama and stories.
B) surveys and polls.
C) endorsements.
D) Both A and C
E) emotional appeals.
Q3) Using modern communication techniques, the diffusion of messages is usually pervasive.
A)True
B)False
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Chapter 8: Managing Competition and Conflict
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Q1) What does "déjà vu all over again" mean to public relations professionals in the life cycle of strategic conflict management?
A) It is ongoing.
B) It is reactive.
C) It is strategic.
D) It is difficult.
E) It is impossible to learn from.
Q2) Ingratiation is crisis communication strategy whereby the organization acts to appease the public involved.
A)True
B)False
Q3) 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
Q4) Risk communication is the first step in the proactive phase of conflict management. A)True
B)False
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Chapter 9: Ethics and the Law
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Q1) When using social media as professional communicator, one should remember that:
A) It is subject to monitoring by the employer.
B) employees may blog freely based on their privacy rights.
C) it is hard to know what is considered company communication.
D) while social media is highly useful, it must be handled with care.
E) Both C and D.
Q2) Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers.
A)True
B)False
Q3) Which of the following government agencies monitors the financial affairs of publicly traded companies?
A) Federal Trade Commission (FTC)
B) Securities and Exchange Commission (SEC)
C) Food and Drug Administration (FDA)
D) Federal Communications Commission (FCC)
E) none of the above
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Page 10
Chapter 10: Reaching Diverse Audiences
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Q1) Which of the following characteristics describe the African-American community?
A) They are a monolithic group.
B) They are often associated with the urban market.
C) They are the largest U.S. minority.
D) They share a common heritage and goals.
E) African-American women make most household financial decisions.
F) All of the above are true
Q2) Which demographic group is the largest consumer of television, magazines, books, and newspapers?
A) teens
B) baby boomers
C) seniors
D) tweens
E) Generation X
Q3) _____ generates the strongest emotional impact of any type of mass media.
A) Magazines
B) PowerPoint
C) Television
D) Radio
E) Pantomime
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Chapter 11: The Mass Media
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Q1) Which of the following is true of the media pitch?
A) It lets an editor know about the contents of a media kit.
B) Journalists welcome it at any time.
C) It is a fine art that requires great skill.
D) A and C only.
E) none of the above.
Q2) You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:
A) a news conference.
B) a news release.
C) a media pitch.
D) a Twitter feed.
E) a satellite media tour.
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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Q1) Discuss the development of mobile-enabled content and explain its significance for the public relations profession.Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics.
Q2) Which of the following is an advantage the Web brings to public relations professionals?
A) Users can update information quickly, without having to reprint materials.
B) The Web allows for limited interactivity.
C) Space limitations dictate content.
D) It is a cost-effective method for disseminating information.
E) Both A and D.
Q3) Facebook makes social media outreach easy for public relations professionals; once the page is set up, the messaging takes care of itself.
A)True
B)False
Q4) "Conversations" on social media can be controlled. A)True
B)False
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Chapter 13: Events and Promotions
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Q1) Security at public events is significant aspect that should get as much attention as lighting, sound, and signage.
A)True
B)False
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) Printing of the convention program should be delayed until the last possible moment.
A)True
B)False
Q4) When pitching trade show to journalist, it is <b>most</b> important to
A) Include a news release to make the journalist's job easier.
B) make hotel accommodations for the journalist.
C) be creative in pitching ideas.
D) show why the company's products or services merit the journalist's time.
E) Both C and D.
Page 14
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Chapter 14: Global Public Relations
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Q1) India offers especially promising growth as an international market.
A)True
B)False
Q2) 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.
Q3) The communication styles of Asian and Arab nations are considered
A) high context.
B) low context.
C) intercultural.
D) in-depth.
E) interconnected.
Q4) The practice of public relations has grown most in developing nations.
A)True
B)False
Q5) Discuss career opportunities in international public relations.What should interested university students do to prepare for such career?
Page 15
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Chapter 15: Corporate Public Relations
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Q1) According to survey by Towers Perrin, 50 percent of employees believe that:
A) their employers try too hard to "spin" the truth.
B) their employers do not tell them the truth.
C) their employers are doing something illegal.
D) their employers are on the verge of bankruptcy.
E) their employers are secretly working for a foreign government.
Q2) Use cause-related marketing as tactic to repair your organization's image after major scandal.
A)True
B)False
Q3) Which government regulatory agency oversees the financial matters of public companies?
A) Justice Department
B) Federal Trade Commission
C) Securities and Exchange Commission
D) Bureau of Alcohol, Tobacco and Firearms
E) none of the above
Q4) Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR).What are the public's expectations, and how do corporations deliver without appearing too self-serving?
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Chapter 16: Entertainment, Sports, and Tourism
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Q1) Which of the following words is "key" in travel public relations?
A) value
B) happiness
C) delivery
D) timeliness
E) packaging
Q2) Which industry provides excellent opportunities for market-based public relations (i.e., product promotion)?
A) pharmaceutical
B) high-tech
C) nursing care
D) fast food
E) home improvement
Q3) Which professional sport has embraced Twitter and is encouraging its athletes to "tweet"?
A) golf
B) basketball
C) football
D) baseball
E) tennis
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Chapter 17: Government and Politics
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Q1) All of the following are functions of public affairs specialist EXCEPT:
A) gather information.
B) award government contracts.
C) disseminate management's views.
D) cooperate with government on projects of mutual benefit.
E) all of the above.
Q2) 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.
Q3) major part of the public affairs team at the Pentagon assists Hollywood with the production of movies.
A)True
B)False
Q4) Unlike federal agency personnel, members of Congress can become lobbyists immediately after leaving office.
A)True
B)False
Page 18
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Chapter 18: Nonprofit, Health, and Education
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Q1) American contributions to charity increased significantly from 2007 to 2010.
A)True
B)False
Q2) Which of the following is critical challenge for virtually all nonprofit organizations?
A) competition
B) fund-raising
C) maintaining tax-exempt status
D) attracting volunteers
E) all of the above
Q3) An advocacy group is<b> best</b> defined as one that:
A) raises funds for activist organizations.
B) fights for social causes.
C) works to elect political leaders.
D) opposes societal wrongs at all costs.
E) partners with corporations.
Q4) Many nonprofit organizations do not partner together, but compete with one another.
A)True B)False
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