Public Relations Campaigns Exam
Questions
Course Introduction
Public Relations Campaigns is a comprehensive course that explores the strategic planning, development, and execution of effective public relations initiatives. Students learn the principles of campaign design, including research, goal setting, audience analysis, message development, tactics selection, and evaluation techniques. The course emphasizes both traditional and digital media strategies, crisis management, and ethical considerations in PR practice. Through case studies and practical projects, students gain hands-on experience in creating integrated communication campaigns for real-world clients or issues, preparing them to lead and innovate in the dynamic field of public relations.
Recommended Textbook
THINK Public Relations 2nd Edition by
Dennis L. Wilcox
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564 Verified Questions
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Chapter 1: What Is Public Relations
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Sample Questions
Q1) Of the following, what is <b>most </b>important to remember about strategic communication?
A) Public and social policy issues don't matter much these days.
B) Organizational downsizing dictates that public relations moves to the background.
C) Advertising is still the leading discipline, although it is the most expensive.
D) Competition among disciplines may ruin prime opportunities.
E) Goals and objectives can best be accomplished through an integrated approach.
Answer: E
Q2) Which is NOT way public relations that supports marketing?
A) develops new prospects
B) hypes new products
C) paves the way for sales calls
D) provides inexpensive sales literature
E) helps sell minor products
Answer: B
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Chapter 2: Careers in Public Relations
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Sample Questions
Q1) Is possible to define single public relations type of personality for career success?
A) Yes; it must be friendly and outgoing.
B) Yes; it must be driven and focused on success.
C) Both A and B.
D) No; the field is so diverse that it needs many different personalities.
E) It depends on the job and the organization.
Answer: C
Q2) Problem-solving ability is considered an essential ability for those pursuing public relations career.
A)True
B)False
Answer: True
Q3) What is NOT factor to explain the salary gap with regard to gender?
A) years of experience in the field
B) technician duties versus managerial responsibilities
C) lack of uniform licensing
D) women attempting to balance work and family
E) nature of the industry
Answer: C
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Page 4
Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) 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.
Q2) "Turf battles" between public relations personnel and human resources managers are almost non-existent because the two areas rarely overlap.
A)True
B)False
Q3) Which is NOT considered major source of friction for the public relations function within an organization?
A) Human resources
B) Accounting
C) Legal
D) Marketing
E) All of the above are areas of friction.
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5
Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) Mail questionnaires typically have low response rates.
A)True
B)False
Q2) Which is NOT an element of Ketchum's Strategic Planning Model?
A) facts
B) goals
C) audience
D) outcomes
E) key message
Q3) List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?
Q4) Tactics use the tools of communication to reach audiences with key messages.
A)True
B)False
Q5) Public relations campaigns should be mostly targeted to the general public.
A)True
B)False
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Chapter 6: Communication and Measurement
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Sample Questions
Q1) At what stage in the adoption process do people seek more information about the idea or product?
A) trial
B) adoption
C) interest
D) awareness
E) evaluation
Q2) Advertising equivalency may is not always reliable measurement tool because
A) management limits available advertising dollars.
B) Publicity and advertising are very different things.
C) News stories carry greater credibility than advertisements.
D) Both B and C.
E) none of the above.
Q3) Media impressions as measurement tool are the collective opinions of reporters and editors.
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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Q1) _____ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.
A) N-step
B) Framing
C) Diffusion
D) Agenda setting
E) None of the above
Q2) Don't advocate something in which you do not believe yourself.
A)True
B)False
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) No message is received in vacuum.
A)True
B)False
Page 8
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Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) When the public relations professional practices strategic positioning, he/she attempts to
A) increase risk for a given public, if necessary.
B) position the organization favorably.
C) influence organizational behavior.
D) Both B and C.
E) avoid the impending conflict, regardless of the cost.
Q2) _____ are defined as "major occurrence with potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names."
A) Conflicts
B) Risks
C) Threats
D) Crises
E) Emergencies
Q3) The more complex situation, the higher perception of risk.
A)True
B)False
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9
Chapter 9: Ethics and the Law
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Sample Questions
Q1) company has an unlimited right to publicize the activities of its employees in employee newsletters.
A)True
B)False
Q2) "Respecting all opinions and supporting the right of free expression" is connected to which PRSA
Core value?
A) loyalty
B) fairness
C) independence
D) expertise
E) advocacy
Q3) All of the following are suggestions for "winning" in the court of law and the court of public opinion EXCEPT:
A) make carefully planned public comments in the earliest stages of a crisis or legal issue.
B) Work with lawyers only on a limited basis, as needed.
C) develop a litigation communication team before you need it.
D) public relations professionals should counsel and coach the legal team.
E) all of the above.
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) Which of the following are examples of "prepackaged publics?"
A) advocacy groups
B) youth markets
C) educational groups
D) charitable organizations
E) all except B.
Q2) The international audience for public relations has expanded swiftly.What are the implications for multinational companies doing business in variety of countries? How do public relations professionals need to adjust in terms of strategies and messages as they conduct public relations efforts in different countries?
Q3) 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
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Chapter 11: The Mass Media
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Sample Questions
Q1) In addition to the video news release (VNR) itself, VNR package typically includes which of the following:
A) two or three minutes of B-roll.
B) additional interviews
C) sound bites
D) file footage.
E) all of the above.
Q2) PSA stands for
A) Partial Service Action.
B) Photographed for Strategic Action.
C) Public Service Announcement.
D) Phone System Announcement.
E) Put Style Always.
Q3) 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.
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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Sample Questions
Q1) Tumblr could be defined as an advanced blogging site that provides easy sharing of many file types.
A)True
B)False
Q2) What is the best way to characterize the shift from traditional mass media to social media?
A) Massive disorganization.
B) Upward to downward.
C) Vertical to horizontal.
D) Organized to disorganized.
E) Independent to corporate.
Q3) 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.
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13
Chapter 13: Events and Promotions
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Sample Questions
Q1) What are the two required elements to get people to attend convention?
A) An appealing program.
B) Discounted hotel rooms.
C) A concerted effort to persuade members to attend.
D) A and B only
E) A and C only.
Q2) Which public relations event shows visitors the facilities where an organization does its work and how the work is done?
A) a concert
B) familiarization trip
C) press conference
D) open house
E) community outreach
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.
Page 14
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Chapter 14: Global Public Relations
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Sample Questions
Q1) "Confidence building" still has not replaced "relationship building" in the international arena.
A)True
B)False
Q2) India offers especially promising growth as an international market.
A)True
B)False
Q3) Even companies that don't operate in the United States may engage in lobbying the U.S.government.
A)True
B)False
Q4) American students can assume that they have the "inside" track on working for U.S.-based global corporation.
A)True
B)False
Q5) Although NGOs have gained public trust in recent years, they still lag behind the news media.
A)True
B)False
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Chapter 15: Corporate Public Relations
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Sample Questions
Q1) Use cause-related marketing as tactic to repair your organization's image after major scandal.
A)True
B)False
Q2) In the United States, which government agency regulates truth in advertising?
A) National Highway Traffic Safety Administration
B) Federal Trade Commission
C) Securities and Exchange Commission
D) Food and Drug Administration
E) Alcohol, Tobacco, and Firearms
Q3) Why has customer service traditionally been kept separate from the public relations department at most companies?
A) Customer service is a complex specialty of its own.
B) Public relations professionals are better trained in media relations.
C) The two disciplines are too different to work together.
D) It generates too many internal turf battles.
E) It does not make sense; the two functions should be combined.
Q4) Offering low prices is always the key to customer satisfaction.
A)True
B)False
Page 16
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Chapter 16: Entertainment, Sports, and Tourism
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Sample Questions
Q1) 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
Q2) While some sports franchises have embraced Twitter, the Professional Golf Association (PGA) has clamped down on athletes' tweeting habits.
A)True
B)False
Q3) When team is losing, sports publicist's life turns grim.
A)True
B)False
Q4) Professional entertainment publicity work is concentrated in
A) New York
B) Los Angeles
C) Both New York and Los Angeles
D) New York and Las Vegas
E) Nashville
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Chapter 17: Government and Politics
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Q1) Capitol Hill's press secretaries play significant role in the shaping of America's messages and consequently public policies.
A)True
B)False
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) 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
Q4) When military analysts were given "talking points" on the wars in Iraq and Afghanistan by Defense Secretary Donald Rumsfeld, the Pentagon violated federal regulations.
A)True B)False
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Chapter 18: Nonprofit, Health, and Education
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Q1) Many nonprofit organizations do not partner together, but compete with one another.
A)True
B)False
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) Membership organizations use the strength of their common bond to:
A) promote the professionalism of their members.
B) support socially valuable causes.
C) elect state legislators.
D) A and B only
E) all of the above.
Q4) Nonprofit organizations are also referred to as charities.
A)True
B)False
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