Principles of Public Relations Exam Questions
Course Introduction
Principles of Public Relations introduces students to the foundational theories, concepts, and practices that shape the field of public relations. The course explores the strategic role of public relations in organizations, examining key functions such as media relations, crisis communication, stakeholder engagement, and ethical decision-making. Students learn about the history and evolution of public relations, the use of traditional and digital media channels, and the development of effective communication strategies to build and maintain positive relationships between organizations and their publics. Through case studies and practical assignments, students gain insights into the skills and knowledge necessary for successful public relations practice in a variety of sectors.
Recommended Textbook
THINK Public Relations 2nd Edition by
Dennis L. Wilcox
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17 Chapters
564 Verified Questions
564 Flashcards
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Chapter 1: What Is Public Relations
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Sample Questions
Q1) 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
Q2) Public relations should lead marketing strategy because
A) PR practitioners are master communicators.
B) PR practitioners do market research.
C) PR practitioners deal with multiple stakeholders.
D) PR practitioners create more effective sales literature.
E) PR practitioners have been trained in ethics.
Answer: C
Q3) The public relations field has yet to be developed in other countries around the world.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Careers in Public Relations
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Sample Questions
Q1) Crisis communication counseling skills are more essential than ever because
A) they strengthen the influence of public relations in the organization.
B) public acceptance and support are key to a company's success.
C) these skills require considerable professional expertise.
D) conflicts are infrequent in the business world.
E) Both A and C.
Answer: E
Q2) All of the following are likely to influence the practice of public relations in coming years EXCEPT:
A) increased international cooperation
B) transparency
C) managing the 24/7 news cycle
D) outsourcing to public relations firms
E) increased emphasis on evaluation
Answer: C
Q3) Theodore Roosevelt made extensive use of news conferences and interviews in drumming up support for his projects.
A)True
B)False
Answer: True
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Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) Which statement <b>best</b> characterizes the ideal relationship between marketing and public relations?
A) The two are completely different disciplines, and share no common interests.
B) The two are nearly identical, and can be practiced together.
C) Advertising is best suited to work alongside marketing.
D) Public relations is a distinct discipline, and must be practiced separately.
E) None of the above.
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) An IABC survey of CEOs showed which of the following regarding the value of public relations?
A) It pays nearly a 200 percent return on investment.
B) It was viewed as a negative investment throughout much of the 1990s.
C) The jury is still out; it is too soon to tell.
D) Although it makes people feel good, one cannot place a value on it.
E) It is a good long-term investment, but a poor short-term investment.
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Chapter 5: Research and Campaign Planning
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Sample Questions
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) The most precise random sampling is usually done from:
A) lists that give the name of everyone in the targeted audience.
B) specialized public relations firms.
C) federal government agencies.
D) impetus from exploratory focus groups.
E) precision content analysis.
Q3) Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.
A)True
B)False
Q4) Mail questionnaires typically have low response rates.
A)True
B)False
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Chapter 6: Communication and Measurement
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Sample Questions
Q1) 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.
Q2) Regarding the Five-Stage Adoption Process, which of the following is <b>not</b> true?
A) Every person does not go through all five stages.
B) The process may end after any step.
C) At Stage 5, many people are likely to adopt a given product.
D) The process is like a large funnel.
E) It can be applied to both ideas or products.
Q3) According to mass media researcher Wilbur Schramm, effective communication takes place within sphere of shared experience.
A)True
B)False
Q4) "Laggards" are traditionalists who are the last to adopt anything.
A)True
B)False
Page 7
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Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) Many messages fail because the audience finds them unnecessarily complex in content or language.
A)True
B)False
Q2) 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.
Q3) Regarding the role of conflict and controversy, which of the following is <b>not </b>true?
A) It is central to public discourse.
B) It tends to destabilize key publics.
C) It offers insight into differences among individuals and groups.
D) It explains conflicting interests, goals, values or desires.
E) It creates a constructive process that builds toward consensus.
Q4) Don't advocate something in which you do not believe yourself.
A)True
B)False
Page 8
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Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) According to Suzanne Zoda, all of the following are recommended in risk communication EXCEPT:
A) begin early and initiate dialogue with publics.
B) hide your concerns until later.
C) understand the needs of the news media.
D) anticipate and prepare for hostility.
E) always be honest.
Q2) In dealing with the public in conflict, public relations professionals should
A) recognize them as a legitimate partner in the process.
B) stamp out negative opinion before it gets started.
C) do nothing; public opinion has already been formed.
D) Remember that the news media comes first.
E) minimize risk above all.
Q3) 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.
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Chapter 9: Ethics and the Law
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Sample Questions
Q1) Most ethical conflicts are not black-or-white issues, but rather fall into gray area.
A)True
B)False
Q2) When coordinating sponsored event, who is usually responsible for planning and logistics?
A) Human Resources
B) Corporate
C) Marketing and Advertising
D) Company Security
E) Public Relations Professionals
Q3) 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.
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) The world's population with Internet access grew dramatically between 2000 and 2009.
A)True
B)False
Q2) 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.
Q3) According to recent research on Hispanics and social media, which of the following is true?
A) They are more than twice as likely to use social media than their non-Hispanic counterparts.
B) They would like to use social media more, but feel unable to do so.
C) They are far less likely to use social media than their non-Hispanic counterparts.
D) They have grown up with an inherent distrust of social media.
E) Social media is the "next big thing" with this key demographic.
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Chapter 11: The Mass Media
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Sample Questions
Q1) According to recent study, _____ percent of journalists said that they use public relations sources for their stories.
A) 10
B) 30
C) 50
D) 80
E) 90
Q2) The PRSA code of ethics forbids handing out lavish gifts to reporters and free trips that have nothing to do with covering legitimate news event.
A)True
B)False
Q3) Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.
A)True
B)False
Q4) Public relations professionals should hold news conferences frequently.
A)True
B)False
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Page 12
Chapter 12: The Internet and Social Media
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Sample Questions
Q1) What do the letters ROI stand for in business?
A) research on instinct
B) return of intuition
C) right of industry
D) return on interest
E) none of the above
Q2) All of the following are reasons why visitors return to Web site EXCEPT:
A) lots of layering.
B) high-quality content.
C) ease of use.
D) quick to download.
E) frequently updated.
Q3) The Internet came into widespread public use in the 1970s.
A)True
B)False
Q4) Although podcasts are useful way to distribute audio files, they are expensive to set up and maintain.
A)True
B)False
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Chapter 13: Events and Promotions
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Sample Questions
Q1) Why are meetings considered vital public relations tools?
A) Management will likely approve of them in advance.
B) They provide an opportunity for an audience to gather face-to-face.
C) They fulfill a basic human need to convene and socialize.
D) Both B and C.
E) They are considered to be the most time-efficient of all communication tools.
Q2) All of the following are trade show considerations EXCEPT:
A) make display booth visually attractive.
B) involve visitors.
C) always offer food.
D) have knowledgeable representatives.
E) all of the above.
Q3) An important aspect of meetings is that they fulfill basic human need to convene and socialize.
A)True
B)False
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.
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Chapter 14: Global Public Relations
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Sample Questions
Q1) Discuss career opportunities in international public relations.What should interested university students do to prepare for such career?
Q2) Which nation in Africa has made strides in developing its public relations industry?
A) Nigeria
B) Uganda
C) Algeria
D) South Africa
E) none of the above
Q3) For students wishing to pursue careers in international public relations, all of the following advice is useful EXCEPT:
A) Exercise political restraint.
B) Make your decision early.
C) Take a range of international courses.
D) Do not assume you have an "inside track" on employment.
E) Learn at least one other language.
Q4) India offers especially promising growth as an international market.
A)True
B)False
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Page 15
Chapter 15: Corporate Public Relations
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Sample Questions
Q1) Negative publicity about specific corporations means that all companies must work to regain credibility and public trust.
A)True
B)False
Q2) Which of the following is NOT one of the categories that General Electric considers when making decisions?
A) political
B) technological
C) philosophical
D) environmental
E) economic
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) 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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Sample Questions
Q1) The World Cup is the most costly of all sports sponsorships.
A)True
B)False
Q2) Sports publicity programs at both the college and professional levels are designed to do which of the following?
A) arouse public interest in teams and players
B) sell tickets to games
C) promote corporate sponsors
D) all of the above
E) A and C only
Q3) Most movie publicity is aimed at _____ year olds, who make up the largest movie-going population.
A) 6-12
B) 12-24
C) 24-34
D) 34-54
E) 54-74
Q4) When team is losing, sports publicist's life turns grim.
A)True
B)False
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Chapter 17: Government and Politics
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Sample Questions
Q1) Promotion of tourism is major area of public relations work with cities and local governments.
A)True
B)False
Q2) One of the largest public affairs operations in the federal government is conducted by the Food and Drug Administration (FDA).
A)True
B)False
Q3) If you are soon graduating and seeking career employment in public relations, you should
A) consider government employment; it is a growing sector.
B) not consider government employment; it is a shrinking sector.
C) pursue a career in lobbying; it is the most rewarding.
D) first spend three to five years as a journalist.
E) start with agency work, then pursue government work.
Q4) The president receives more media attention than Congress and all the federal agencies combined.
A)True B)False
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Chapter 18: Nonprofit, Health, and Education
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Q1) Nonprofit organizations are also referred to as charities.
A)True
B)False
Q2) Which of the following are examples of public relations health campaigns?
A) Breast cancer awareness
B) Diet and exercise promotion
C) Cancer screenings
D) Health careers
E) all except D.
Q3) Which advocacy tactic is designed to showcase public support for cause and in some cases to harass the operators of projects to which the group objects?
A) reconciliation
B) mass demonstration
C) litigation
D) imitation
E) fund-raising
Q4) Fund-raising, although priority, is not critical challenge for nonprofit organizations.
A)True
B)False
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