Media Relations Exam Preparation Guide
Course Introduction
Media Relations examines the principles and strategies involved in building and maintaining effective relationships between organizations and the media. The course covers the role of media in shaping public perception, the processes of crafting press releases and media kits, and techniques for successful pitching to journalists. Students will learn about the ethical considerations of media communication, crisis management, and the impact of digital and social media on traditional media relations. Practical assignments and case studies provide hands-on experience in managing media inquiries, organizing press conferences, and fostering mutually beneficial media partnerships.
Recommended Textbook
Public Relations The Profession and the Practice 4th Edition by Dan L. Lattimore
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16 Chapters
451 Verified Questions
451 Flashcards
Source URL: https://quizplus.com/study-set/3117
Page 2
Chapter 1: The Nature of Public Relations
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61802
Sample Questions
Q1) Which of the following duties/functions outlined in the PRSA booklet Careers in Public Relations involves strengthening ties to internal and external constituents?
A) relationships
B) information
C) special events
D) research
E) production
Answer: A
Q2) One of the most important roles of public relations practitioners is interpreting ______________ to management.
A) public opinion climate
B) annual reports
C) media coverage
D) shareholder confidence
E) sales plans
Answer: A
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Page 3
Chapter 2: The History of Public Relations
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61794
Sample Questions
Q1) Edward Bernay's first book was titled "___________________."
A) Crystallizing Public Opinion
B) Public Relations and Propaganda
C) Winning Friends and Influencing People
D) The Process of Persuasion
E) None of these
Answer: A
Q2) _________________ is reported to have created the first corporate communications department in 1889.
A) George Westinghouse
B) Ivy Lee
C) Amos Kendall
D) Matthew Knowlton
E) Theodore Vail
Answer: A
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Page 4
Chapter 3: A Theoretical Basis for Public Relations
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61793
Sample Questions
Q1) The idea that people use the media as a substitute for personal relationships is posited by which theory?
A) social exchange theory
B) uses and gratifications
C) agenda setting theory
D) situational theory
E) social learning theory
Answer: B
Q2) This variable refers to how much an individual cares about an issue.
A) problem recognition
B) conflict resolution
C) level of involvement
D) constraint recognition
E) apathy
Answer: C
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Page 5
Chapter 4: Law and Ethics
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61792
Sample Questions
Q1) For a contract to be legally binding,which of the following criteria must be met?
A) consideration
B) mutual beneficence
C) attorney review
D) proper filling with judicial authorities
E) articulation
Q2) Proving the _______________ is a defense against libel charges.
A) publication of truthful material
B) malice behind actions
C) damages causes by actions
D) fault of the accused
E) None of these
Q3) Which one of the following is a primary defense against libel charges?
A) identification
B) fault
C) damage
D) malice
E) fair comment
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6
Chapter 5: Research: Understanding Public Opinion
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61791
Sample Questions
Q1) The process of issues management must be informed at every stage by ______________.
A) the board of directors
B) research data
C) intuition
D) decision matrices
E) evaluation
Q2) ____________________ are generally attitude and opinion surveys that measure the perceptions of various publics about an organization's social responsiveness.
A) organizational audit
B) communication audit
C) public relations audit
D) relevance audit
E) social audit
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Chapter 6: Strategic Planning for Public Relations
Effectiveness
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61790
Sample Questions
Q1) Planning permits the development of integrated public relations efforts that support an organizations goals in a positive rather than a _______________ manner.
A) defensive
B) proactive
C) anticipatory
D) tactical
E) strategic
Q2) __________________ are long-range plans,usually made at the upper levels of management,and involve decisions concerning major goals.
A) defensive
B) proactive
C) anticipatory
D) tactical
E) strategic
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Chapter 7: Action and Communication
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61789
Sample Questions
Q1) Which of the following is NOT one of the basic elements through which a message must pass where the audience may selectively decide to be involved with communication or not?
A) understanding
B) retention
C) action
D) attention
E) publication
Q2) Which of the following is NOT an example of a controlled media?
A) brochure
B) flier
C) newspaper
D) company newsletter
E) VNR
Q3) _____________________ recognize a need but are not prone to any action.
A) Moderating publics
B) Aware public
C) Active publics
D) Latent publics
E) Intervening publics
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Chapter 8: Evaluating Public Relations Effectiveness
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) ____________________ models attempt to incorporate factors outside the control of the public relations campaign when assessing its effectiveness.
A) open-system evaluation
B) campaign evaluation
C) outcome evaluation
D) closed-system evaluation
E) communication program evaluation
Q2) The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.
A) audience response
B) environmental mediation
C) media coverage
D) campaign impact
E) audience coverage
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Chapter 9: Social Media and Traditional Media Relations
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61787
Sample Questions
Q1) Which of the following BEST describes the new media relations environment?
A) smaller target audience segments
B) more defined target publics
C) growing number of media outlets
D) new social media
E) all of these
Q2) Which of the following is NOT a recommendation during crises?
A) be as open a possible with all stakeholder groups
B) if you don't know the answer to a question, tell the media you don't know
C) establish multiple spokespersons so as to aid in meeting media deadlines
D) establish a central information center
E) take responsibility for correcting the situation
Q3) A __________ is a technology for creating collaborative websites.
A) Blog
B) API
C) Blogosphere
D) RSS
E) Wiki
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11
Chapter 10: Employee Communication
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61801
Sample Questions
Q1) Organizations of the future will be structured to accommodate __________.
A) employees with children
B) change
C) employee discussion
D) technology
E) health care
Q2) Which type of organizational culture is open to new ideas from inside and outside the organization?
A) ideological
B) inclusive
C) participatory
D) concentric
E) all of the above
Q3) Which of the following best describes the use of bulletin boards in employee communication?
A) ineffective
B) expensive
C) inefficient
D) old school
E) effective
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Chapter 11: Community Relations
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25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61800
Sample Questions
Q1) Publicity and promotion in community relations programs should be viewed as ________ of actual programs.
A) support tools
B) substitute tools
C) strategic plans
D) long-range goals
E) short-term objectives
Q2) The key to any effective community relations program is positive,socially responsible
A) relationships
B) communities
C) organizational communication
D) action
E) urban planning
Q3) Which of the following statements is NOT true about cause-related marketing?
A) It increases sales
B) It enhances images
C) It benefits sponsors
D) It is philanthropic
E) all of these
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Chapter 12: Consumer Relations and Marketing
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25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61799
Sample Questions
Q1) What is it called when you embed a logo of a new Chevrolet Impala in five network primetime TV shows?
A) multitasking mobile gadgets
B) mapping ecosystems
C) viral marketing
D) product placement
E) All of the above
Q2) In the product life cycle,what helps increase consumer awareness during the growth stage of a product?
A) sales promotions
B) free giveaways
C) mergers
D) universal name recognition
E) publicity
Q3) What acts as the bridge between the consumer and the manufacturer?
A) public relations
B) media relations
C) consumer relations
D) advertising
E) marketing
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Chapter 13: Investor Relations
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25 Verified Questions
25 Flashcards
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Sample Questions
Q1) Which of the following news wires requires a fee for services?
A) PR News Wire
B) Reuters
C) Dow Jones
D) Associated Press
E) UPI
Q2) What financial media company has become a major provider of financial news and information in cable television,radio,newspapers,websites and magazines?
A) Reuters
B) Bloomberg
C) Wall Street Journal
D) CNBC
E) Business Week
Q3) A tender offer is when _____________________.
A) a company makes a low price offer for stock
B) a company makes a high price offer for stock
C) two companies strive for control of management
D) a company makes equal price offer for stock
E) two companies make high offers for stock
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Page 15
Chapter 14: Public Affairs: Relations With Government
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25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61797
Sample Questions
Q1) Public affairs efforts include ____________________________.
A) shaping public opinion
B) developing effective responses to matters of public concern
C) helping an organization to adapt to public expectations
D) influencing legislation.
E) All of these
Q2) During a time period in which Congress may enact 500 laws,federal bureaucracies may issue 10,000 ______________.
A) regulations
B) news releases
C) brochures
D) annual reports
E) None of these
Q3) When did the United States Information Agency begin (as the Office of War Information)?
A) Before World War I
B) During World War I
C) During World War II
D) During the Korean War
E) During the Vietnam War
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Chapter 15: Public Relations in Nonprofit Organizations
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25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61796
Sample Questions
Q1) The Lutheran Services in America organization would best be classified as which of the following types of nonprofits?
A) political action committee
B) educational
C) membership association
D) religious organization
Q2) Effective organizational web sites are particularly useful in helping non profits overcome what major challenge?
A) managing multiple publics
B) weathering crises
C) gaining recognition in a crowded environment
D) balancing multiple bottom lines
E) none of the above
Q3) Nonprofits often use this axiom to describe their bottom line: No margin,no
A) money
B) focus
C) brand
D) mission
E) identity
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Chapter 16: Corporate Public Relations
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25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61795
Sample Questions
Q1) The job of public relations in large corporations is ultimately to ensure that corporate ________ is maintained.
A) organization
B) communication
C) culture
D) power
E) stability
Q2) Recent college graduates in the area of public relations should expect to start out as _______ in the public relations work force.
A) consultants
B) writers
C) technicians
D) managers
E) account planners
Q3) A target _________ is used when the goal is to talk about communal issues.
A) audience
B) public
C) market
D) media
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Page 18