Public Relations Campaigns
Exam Answer Key
Course Introduction
Public Relations Campaigns explores the planning, development, execution, and evaluation of strategic public relations initiatives designed to influence public opinion, enhance organizational reputation, and achieve specific communication goals. The course provides students with hands-on experience in campaign design, including audience analysis, message creation, media selection, and the use of traditional and digital platforms. Through the examination of real-world case studies and the development of mock campaigns, students gain practical skills in research, budgeting, timeline management, and measurement of campaign effectiveness. Emphasis is placed on ethical considerations, crisis communication strategies, and the integration of PR efforts with broader organizational objectives.
Recommended Textbook
Public Relations The Profession and the Practice 4th Edition by Dan L. Lattimore
Available Study Resources on Quizplus
16 Chapters
451 Verified Questions
451 Flashcards
Source URL: https://quizplus.com/study-set/3117 Page 2
Chapter 1: The Nature of Public Relations
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61802
Sample Questions
Q1) Business scholars often say that management involves doing the right things and making the right choices,whereas ____________ involves doing the right things.
A) activism
B) leadership
C) advertising
D) marketing
E) None of these
Answer: B
Q2) 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
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The History of Public Relations
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61794
Sample Questions
Q1) The term propaganda can be traced to ancient _________.
A) Rome
B) Greece
C) Asia
D) Egypt
E) None of these
Answer: B
Q2) In ________________,Boston University established the first school of public relations.
A) 1856
B) 1901
C) 1929
D) 1936
E) 1947
Answer: E
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: A Theoretical Basis for Public Relations
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61793
Sample Questions
Q1) 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
Q2) Which of the following is not one of the models of public relations?
A) public information
B) tactician
C) two-way asymmetrical
D) press agentry
E) two-way symmetrical
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Law and Ethics
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61792
Sample Questions
Q1) One kind of invasion of privacy is _____________.
A) appropriation
B) publication of private information
C) intrusion
D) false light
E) All of these
Q2) ___________________ governs all commercial advertising.
A) The Federal Trade Commission
B) The Food and Drug Administration
C) The Federal Communication Commission
D) The National Labor Relations Board
E) The Securities and Exchange Commission
Q3) The ___________ requires that both publicly owned corporations submit annual reports.
A) SEC
B) FCC
C) FDA
D) CDC
E) None of these
To view all questions and flashcards with answers, click on the resource link above.
Page 6
Chapter 5: Research: Understanding Public Opinion
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61791
Sample Questions
Q1) Which of the following is an example of using secondary research?
A) Moderating a focus group to test new slogans
B) Surveying local opinion leaders on perceptions of your organization
C) Asking employees to fill out a "greatest concerns" questionnaire to gauge internal audiences
D) Reviewing someone else's research data
E) Conducting an experiment to determine the best format for a client Web site
Q2) One of the major uses of public relations research is in ___________
A) knowledge management
B) issues management
C) digital rights management
D) communications audits
E) social audits
Q3) The theory of probability is the basis of all ______________.
A) descriptive statistics
B) inferential statistics
C) case study research
D) focus group research
E) All of these
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Strategic Planning for Public Relations
Effectiveness
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61790
Sample Questions
Q1) When working on a timetable,______________________ is the process of from what is wanted as a finished product how much time each step in the process will take.
A) calendaring
B) scheduling
C) prioritizing
D) back-timing
E) reverse listing
Q2) ___________________ provide routine responses to recurring situations.
A) Campaigns
B) Single use plans
C) Standing plans
D) Tactical plans
E) Behavioral plans
Q3) _____________ can refer to the type or emphasis of a message.
A) Strategies
B) Goals
C) The company mission
D) Objectives
E) Themes
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Action and Communication
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61789
Sample Questions
Q1) _______________ are residence stakeholders.
A) Consumer Advocates
B) Shareholders
C) Media
D) Employees
E) None of these
Q2) Which of the following is one of the basic considerations for media selection?
A) slant of typical news stories
B) audiences
C) availability of media near organization
D) managers in control of media
E) whether graphics will be used or not
Q3) Individuals in __________________ have direct contact with the primary audience and can pass messages along to them.
A) aware publics
B) intervening publics
C) latent publics
D) moderating publics
E) active publics
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 8: Evaluating Public Relations Effectiveness
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/61788
Sample Questions
Q1) A ________________________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.
A) open-system evaluation
B) campaign evaluation
C) outcome evaluation
D) closed-system evaluation
E) communication program evaluation
Q2) One of the functions of evaluation is to __________________.
A) prove the value of public relations to management
B) enhance organizational support
C) provide a means of learning what works and what does not for future efforts
D) show the return on investment that public relations can offer
E) All of these
Q3) It has been argued that ______________ of public relations programs have been evaluated effectively.
A) less than 5 percent
B) around 20 percent
C) near 30 percent
D) around half
E) almost all
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Social Media and Traditional Media Relations
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61787
Sample Questions
Q1) ______________ is NOT the basis of trust bestowed by journalists upon PR practitioners.
A) Integrity
B) Openness
C) Accuracy
D) Completeness
E) Bias
Q2) The fundamental power of the media lies in its professionals' ability to _______________.
A) slant stories one way or the other
B) choose certain people to quote while disregarding others
C) target specific audiences
D) choose what topics to cover
E) influence the political process
Q3) A __________ is a technology for creating collaborative websites.
A) Blog
B) API
C) Blogosphere
D) RSS
E) Wiki
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Employee Communication
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/61801
Sample Questions
Q1) Which is not a reality of employee communication?
A) Employees want information about their companies.
B) There is a link between open communication and manager satisfaction
C) Effective 2-way communication is key to addressing new challenges
D) It is not necessary for good customer experiences
Q2) A continuing institutional relationship between an employer and a labor organization is otherwise called ____________.
A) strike
B) unionizing
C) participative culture
D) contract negotiations
E) collective bargaining
Q3) What place within an organization has the most frequent breakdowns in the communications process?
A) CEO
B) Upper Management
C) First-Line Supervisor
D) PR Practitioner
E) Employee
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Community Relations
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61800
Sample Questions
Q1) In the case study,Love is Respect,was created to help
A) teens (3-18 year olds) deal with dating abuse
B) college students deal with premarital sex
C) young single adults deal with AIDS
D) all of the above
E) none of the above
Q2) A "venture philanthropy strategy" would require a charity to provide a _____________ before a company would donate to it.
A) solid business plan
B) promotional plan
C) media relations kit
D) advertising campaign
E) statement of value
Q3) Public affairs is usually defined in terms of two related activities-- __________ relations and community relations.
A) public
B) government
C) media
D) consumer
E) legal
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Consumer Relations and Marketing
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61799
Sample Questions
Q1) What acts as the bridge between the consumer and the manufacturer?
A) public relations
B) media relations
C) consumer relations
D) advertising
E) marketing
Q2) According to the Council of Better Business Bureaus,what industry was the leader in terms of the most complaints?
A) automotive dealers
B) Internet websites such as eBay
C) clothing stores
D) cable companies
E) telephone companies
Q3) What focuses on the long-term goals of building positive relationships with consumers,suppliers,competitors and other publics?
A) Relationship Marketing
B) Public Relations
C) Advertising
D) Marketing
E) Promotion
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Investor Relations
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61798
Sample Questions
Q1) The growing number of companies "going public" have forced tougher requirements for disclosure of information.
A) "going public"
B) "cheating investors"
C) "targeting minors"
D) "officing overseas"
E) None of these
Q2) 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
Q3) Fund managers,brokers,and institutional buyers are commonly referred to as
A) financial analysts
B) financial columnists
C) financial stockholders
D) investment relations experts
E) investment specialists
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Public Affairs: Relations With Government
Available Study Resources on Quizplus for this Chatper
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) Which of the following objectives can NOT be accomplished by government use of Web sites?
A) public communication
B) research sources
C) hold large volumes of information
D) link to e-mail for comments
E) complete census data
Q3) Which of the following is NOT listed as being in the Top 20 spending political action committees for 2005-2006?
A) United Parcel Service
B) National Automobile Dealers Association
C) American Federation of State County & Municipal Employees
D) Association of Trial Lawyers, PAC
E) Realtors Political Action Committee
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Public Relations in Nonprofit Organizations
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61796
Sample Questions
Q1) Issues having the most difficult time attracting media interest include all but
A) poverty
B) race relations
C) health
D) religious
Q2) Mission: Readiness was a campaign focused on
A) to support child nutrition legislation
B) to support military recruits
C) to support government crisis prevention
D) to assist crisis volunteers
E) None of the above
Q3) Critics have characterized the Smithsonian Institution as the nation's "________".
A) cellar
B) living room
C) garage
D) attic
E) kitchen
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: Corporate Public Relations
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/61795
Sample Questions
Q1) The following are major pressures on corporations except
A) to grow
B) to be exciting
C) to reward stockholders
D) to create more jobs
E) All are major pressures
Q2) A target __________ is used when the goal is to reach people with media.
A) audience
B) public
C) market
D) media
E) advertisement
Q3) A target _________ is used when the goal is to talk about communal issues.
A) audience
B) public
C) market
D) media
To view all questions and flashcards with answers, click on the resource link above.
Page 18