Media Relations
Test Preparation
Course Introduction
Media Relations explores the strategic practices and principles involved in cultivating productive relationships between organizations and the media. The course covers key topics such as media landscape analysis, press release writing, interview preparation, crisis communication, and the ethical considerations of working with journalists. Students will learn how to craft effective messages, pitch stories to reporters, and manage public perception through various media channels. Practical assignments and case studies will equip students with the skills necessary to represent clients or organizations in a fast-paced media environment, fostering transparency, credibility, and mutual understanding between stakeholders and the press.
Recommended Textbook
THINK Public Relations 2nd Edition by
Dennis L. Wilcox
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17 Chapters
564 Verified Questions
564 Flashcards
Source URL: https://quizplus.com/study-set/1491 Page 2
Chapter 1: What Is Public Relations
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32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/29592
Sample Questions
Q1) Your book says that public relations contributes to the bottom line in at least nine ways.Name and define four of them.
Answer: Answers will vary. Possibilities:
a) Through publicity, promotion and audience targeting, public relations paves the way for sales, fund-raising and stock offerings.
b) Through organizational motivation, public relations builds morale, teamwork, productivity and corporate culture.
c) Through opportunity identification, public relations discovers new markets, products, audiences, methods, allies and issues.
d) As a change agent, public relations eases resistance to change and promotes smooth transition.
Q2) What is NOT representative term of the definitions of public relations?
A) deliberate
B) manipulative C) planned
D) strategic
E) public interest
Answer: B
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Page 3
Chapter 2: Careers in Public Relations
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61 Verified Questions
61 Flashcards
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Sample Questions
Q1) What was the national median salary in 2011 for practitioners between 31 and 35 years old?
A) $56,000
B) $38,000
C) $103,000
D) $72,000
E) $85,000
Answer: E
Q2) The salary advantage for men over women is found only in public relations.
A)True
B)False
Answer: False
Q3) Public relations practitioners should still begin their careers as journalists.
A)True
B)False
Answer: False
Q4) "Transparency" is no longer major trend in public relations.
A)True
B)False
Answer: False
Page 4
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Chapter 4: Todays Practice: Departments and Firms
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) An advantage of hiring public relations firm is that the firm can analyze client's needs or problems from fresh perspective and offer new insights.
A)True
B)False
Q2) Public relations provides generally mediocre return on investment (ROI) of about 85 percent.
A)True
B)False
Q3) The standard industry practice among public relations firms is to bill clients:
A) at least double a person's salary.
B) on a going industry rate mandated by the PRSA.
C) at least three times a person's salary.
D) commensurate with account managers in the current local marketplace.
E) using a sliding scale based on the client's revenues.
Q4) 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.
Page 5
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Chapter 5: Research and Campaign Planning
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.
A)True
B)False
Q2) Public relations professionals use research for which of the following reasons?
A) achieving credibility with management
B) defining audiences and segmenting publics
C) formulating strategy
D) testing messages
E) all of the above
Q3) The evaluation element of plan relates directly back to the objectives of the plan.
A)True
B)False
Q4) Mail questionnaires typically have low response rates.
A)True
B)False
Q5) Qualitative research usually produces "hard" data.
A)True
B)False
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Chapter 6: Communication and Measurement
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31 Verified Questions
31 Flashcards
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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) To be an effective communicator, you must understand how people process information and change their perceptions.
A)True
B)False
Q3) The kind of audience that may initially pay attention to message only because it's entertaining is known as a A) passive audience.
B) active audience.
C) opinion leaders.
D) strategic linkages.
E) none of the above.
Q4) Correspondence and telephone calls are considered to be "interactive" media. A)True
B)False
Page 7
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Chapter 7: Public Opinion and Persuasion
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) Persuasion, as it is practiced in public relations today, is only few hundred years old.
A)True
B)False
Q2) Persuasion can be used to
A) change hostile opinions.
B) neutralize hostile opinions.
C) crystallize latent opinions.
D) maintain favorable opinions.
E) all of the above.
Q3) Don't advocate something in which you do not believe yourself.
A)True
B)False
Q4) All of the following factors limit the effectiveness of persuasive efforts EXCEPT:
A) lack of message penetration.
B) competing or conflicting messages.
C) lack of time to listen.
D) self-selection.
E) self-perception.
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Chapter 8: Managing Competition and Conflict
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32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/29598
Sample Questions
Q1) Define competition and conflict, and discuss the role of public relations in managing them.Provide an example to illustrate each one.
Q2) Recalling the BP oil spill crisis, what was the biggest shortcoming in the company's social media efforts?
A) Company "tweets" put the organization first.
B) BP failed to make use of multiple social media channels.
C) They designated only one single spokesperson.
D) The company appeared to be defensive and negative.
E) BP's social media outreach did not gain enough attention to go viral.
Q3) Managed correctly, the proactive phase of the conflict management life cycle can
A) replace the proactive phase.
B) build favorable management attitudes.
C) become a strategy all its own.
D) work as its own two-way communication channel.
E) prevent a conflict from arising.
Q4) In certain situations, the best crisis communication response strategy is profuse apology.
A)True
B)False
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Chapter 9: Ethics and the Law
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32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/29599
Sample Questions
Q1) Which of the following is NOT Public Relations Society of America (PRSA) core value?
A) advocacy
B) honesty
C) confidentiality
D) expertise
E) independence
Q2) The legal doctrine of "fair use" means
A) once a document is public, it may be used in publicity materials.
B) materials can be used as long as they are not libelous.
C) paying a fee to the creator of the content being used.
D) brief portions of copyrighted material can be used with attribution.
E) none of the above.
Q3) Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers.
A)True
B)False
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Page 10
Chapter 10: Reaching Diverse Audiences
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) Why should public relations professionals pay attention to diversity media?
A) More white listeners and viewers are tuning in to it.
B) Media buys are much less expensive.
C) The number of its constituents has expanded.
D) The number and reach of minority media channels has increased.
E) Both C and D.
Q2) Why should public relations practitioners be sensitive to women as an audience?
A) If they are not, they may be threatened with lawsuits.
B) The male market is dwindling steadily.
C) Women now exert more political and social control than ever.
D) Women account for 25 percent of the U.S. workforce.
E) They are more likely than ever to be coworkers.
Q3) Which of the following attributes characterize members of the LGBT community?
A) They are an emerging demographic.
B) They tend to support brands that reflect their views.
C) They wield annual buying power of around $743 billion.
D) They have lost political ground in recent years.
E) A, B and C are true.
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11
Chapter 11: The Mass Media
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32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/29601
Sample Questions
Q1) 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.
Q2) How do you "localize" video news release? Choose type of new product that you are launching and cite specific examples of tailoring VNR to local network affiliate station.Include ideas for both the video itself and for supporting materials.
Q3) successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:
A) humor.
B) concise speech.
C) relaxation.
D) preparation.
E) all of the above.
Q4) If Fortune 500 company hires new CEO, what should be the key elements put into press kit? Cite specific examples of each "element" that would be particularly newsworthy to gatekeeper.
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Chapter 12: The Internet and Social Media
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) The following are all functions of wikis EXCEPT:
A) They can be used by employees.
B) They can facilitate cooperative work on projects.
C) They can go "viral" if they become popular enough.
D) They provide paperless editing.
E) Users can correct and update inaccurate information.
Q2) The format and mechanics of blogs make them attractive for all of the following reasons EXCEPT:
A) almost anyone can create a blog.
B) there are virtually no start-up costs.
C) trained editors oversee most blogs.
D) readers can post comments and responses directly on the blog.
E) material can be updated and changed instantly.
Q3) 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.
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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31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/29603
Sample Questions
Q1) Which of the following is question that event planners must ask?
A) What is the purpose of the event?
B) How many people will attend?
C) Who will attend?
D) Who will speak?
E) all of the above
Q2) It's important to involve visitors at trade show booth.
A)True
B)False
Q3) All of the following are questions to ask when considering sponsoring an event EXCEPT:
A) can the company afford to fulfill its obligation?
B) is it too closely aligned to our organizational objectives?
C) does the event reach the organization's target audience?
D) are the event organizers experienced and professional?
E) does the event give the organization a chance to develop new contracts and business ? opportunities?
Q4) In planning an open house, public relations professionals must consider number of factors.List some of these factors and explain why they are important for successful open house.
14
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Chapter 14: Global Public Relations
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) About one-third of U.S.corporate profits are generated through:
A) international business.
B) search engines.
C) government agencies.
D) referrals.
E) international crises.
Q2) Even companies that don't operate in the United States may engage in lobbying the U.S.government.
A)True
B)False
Q3) Which of the following is reason why foreign country might hire U.S.public relations firm to conduct public relations efforts on its behalf in America?
A) advance political objectives
B) advance the country's commercial interests
C) assist in communications in English
D) help modify laws and regulations inhibiting the client's activities in the United States
E) all of the above
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Chapter 15: Corporate Public Relations
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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) Offering low prices is always the key to customer satisfaction.
A)True
B)False
Q2) Why do corporations seek to achieve better reputations?
A) It wards off increased government regulation.
B) It boosts employee morale.
C) It affects the bottom line.
D) It helps them better retain top CEOs.
E) A, B and C.
Q3) It's important for company to publicly announce layoffs and discuss their effects as quickly as possible.
A)True
B)False
Q4) In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.
A)True
B)False
Q5) Customers are more likely to share good consumer experience than bad one. A)True
B)False
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Chapter 16: Entertainment, Sports, and Tourism
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32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/29606
Sample Questions
Q1) From public relations standpoint, there's not much difference between promoting sports and entertainment.
A)True
B)False
Q2) Choose celebrity whom would be difficult to represent as publicist and/or agent.Explain why this would be so.What counsel would you give that person to address notable problem areas that receive negative publicity?
Q3) When team is losing, sports publicist's life turns grim.
A)True
B)False
Q4) "Drip-drip-drip" publicity occurs when:
A) a steady output of information is produced.
B) repetition is employed in key messages.
C) you annoy people until they listen to your pitch.
D) alliteration is peppered throughout your publicity materials.
E) none of the above.
Q5) The World Cup is the most costly of all sports sponsorships.
A)True
B)False
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Chapter 17: Government and Politics
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30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/29607
Sample
Questions
Q1) Deep suspicion exists about former legislators and officials who capitalize on their connections and charge fees for doing what is commonly called:
A) "tax write-offs."
B) "influence peddling."
C) "back scratching."
D) "favor trade-offs."
E) none of the above.
Q2) You are presidential campaign staff member.To make sure that your candidate's speech is received under the best possible circumstances, you would do all EXCEPT:
A) mobilize the audience and media
B) send advance copies to all journalists
C) manage potential risks
D) handle any crises that arise
E) provide an assessment afterward
Q3) College graduates should not consider public relations careers with state government, since most of the work is hired out to private firms.
A)True
B)False
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18
Chapter 18: Nonprofit, Health, and Education
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) 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
Q2) According to the Giving Institute, what was the pattern in American contributions to charity from 2007-2010?
A) down by $17 billion
B) up by $10 billion
C) unchanged
D) unchanged, but fragmented due to competition.
E) double
Q3) Many nonprofit organizations do not partner together, but compete with one another.
A)True
B)False
Q4) PETA uses variety of tactics, but confrontation is not one of them.
A)True
B)False
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