Public Relations Campaigns
Final Exam Questions
Course Introduction
Public Relations Campaigns explores the strategic planning, execution, and evaluation of public relations initiatives designed to achieve specific organizational goals. The course emphasizes campaign development from research and situational analysis to message creation, media selection, and outcome measurement. Students learn to apply ethical considerations, integrate traditional and digital communication channels, and manage relationships with diverse stakeholders. Through case studies and hands-on projects, students gain practical experience in pitching, implementing, and assessing the effectiveness of PR campaigns in real-world contexts.
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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Page 2
Chapter 1: What Is Public Relations
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Sample Questions
Q1) Which is major difference between public relations and journalism?
A) Journalism has many components.
B) Journalists gather and select information for the primary purpose of providing the public ? with news and information.
C) Journalists write for segmented audiences.
D) Journalists reach audiences through a variety of channels.
E) Journalists are more honest than public relations professionals.
Answer: B
Q2) Which is factor in fueling the trend toward integrated communication approach in public relations?
A) continued growth of organizations
B) larger budgets for organizational marketing and communication
C) marketing of products/services generally unaffected by public and social policy issues
D) advertising, because of high costs, isn't the silver bullet that it used to be
E) merger mania in today's business world
Answer: D
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Chapter 2: Careers in Public Relations
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Q1) To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), person must:
A) have at least five years of professional experience in public relations or teaching and pass ? comprehensive exams.
B) have worked in at least three different PR-type settings, with a minimum of 10 years' experience.
C) have a terminal degree in public relations from an accredited university.
D) have earned significant local and national honors for his or her work in the field.
E) have run a public relations agency.
Answer: A
Q2) 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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Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) public relations department that serves purely advisory position is generally very effective.
A)True
B)False
Q2) Public relations provides generally mediocre return on investment (ROI) of about 85 percent.
A)True B)False
Q3) The trend toward purchasing expert communication services from outside the organization is referred to as:
A) boundary spanning.
B) encroachment.
C) outsourcing.
D) agency public relations.
E) resource deployment.
Q4) The most reputable Fortune 500 corporations tend to think of public relations as strategic management tool.
A)True B)False
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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) Copy testing can help an organization to better understand whether its material is targeted to the correct audience.
A)True
B)False
Q3) Public relations research should be conducted
A) before a campaign begins.
B) once a campaign is under way.
C) periodically throughout the campaign.
D) after the campaign ends.
E) All of the above.
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) According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?
A) clippings.
B) advertising equivalency.
C) benchmarking.
D) reputation index.
E) information requests.
Q3) 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.
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Page 7
Chapter 7: Public Opinion and Persuasion
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Q1) Persuasion, as it is practiced in public relations today, is only few hundred years old.
A)True
B)False
Q2) Which theory states that media content is influenced by broad array of forces, all of which attempt to shape media story?
A) Limited effects
B) Diffusion
C) Framing.
D) Media dependency
E) Self-perception
Q3) According to Roper Reports, _____ percent of the population drive public opinion and consumer trends.
A) 1-3
B) 10-12
C) 27-29
D) 40-42
E) 55-57
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Chapter 8: Managing Competition and Conflict
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Q1) The life cycle of conflict depicts the four phases in conflict management experienced by public relations professionals.The cycle also includes few of the numerous public relations strategies that professionals employ to deal with conflict.Explain the four phases of the conflict management cycle.Cite examples for each phase.
Q2) Which of the following factors is NOT associated with strategic conflict management?
A) limited resources
B) different values
C) advocacy
D) spin
E) competition
Q3) After carefully assessing threat, the public relations professional may decide to A) ignore a pressure group.
B) let an issue "die on the vine."
C) disregard the evidence of danger.
D) Both A and B.
E) None of the above.
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Chapter 9: Ethics and the Law
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Sample Questions
Q1) You are the public relations practitioner for an athletic-related organization, and sportswriter asks you for free tickets for high-profile game for himself and some of his colleagues.He has provided you with solid, unbiased coverage over the years and has never asked this of you before.You are confident your relationship would not change whether you extended the favor or not.What would you do? What would you say to him? How did you come to this decision? Include specific ethical considerations in your answer.
Q2) 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.
Q3) Ethics in public relations begins with
A) philosophers who identify values.
B) company ethics policies.
C) an individual's value system.
D) questions of legality.
E) licensing issues.
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Page 10
Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) 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.
Q2) 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.
Q3) Television has the strongest emotional impact of any type of mass media.
A)True
B)False
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Chapter 11: The Mass Media
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Q1) All of the following are smart tips for putting together multimedia or social media news release EXCEPT:
A) Write in a text-heavy style for interested readers.
B) Include links to relevant pages.
C) Place keywords in headlines and first paragraphs.
D) Be judicious with links.
E) Use high-resolution multimedia.
Q2) Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.
A)True
B)False
Q3) Like news releases, publicity photos are not published unless they appeal to media gatekeepers.
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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Q1) Facebook makes social media outreach easy for public relations professionals; once the page is set up, the messaging takes care of itself.
A)True
B)False
Q2) Among many other features, LinkedIn enables users to apply for various positions online.
A)True B)False
Q3) Organizational Web sites, in general, are cost-effective public relations tool.
A)True B)False
Q4) By 2014, mobile internet will probably overtake desktop Internet use.
A)True B)False
Q5) 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.
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Page 13
Chapter 13: Events and Promotions
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Q1) Speakers need to know all of the following about meeting EXCEPT:
A) information about the meeting sponsor and attendees
B) meeting purpose and objectives
C) average audience age
D) anticipated size of the audience
E) topic and length of presentation
Q2) An important aspect of meetings is that they fulfill basic human need to convene and socialize.
A)True
B)False
Q3) Individuals attending meetings or events utilize all five senses in the process.
A)True
B)False
Q4) 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
Page 14
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Chapter 14: Global Public Relations
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Sample Questions
Q1) European and American communication styles are considered
A) high context.
B) low context.
C) purposefully vague.
D) always strategic.
E) none of the above.
Q2) At the height of the Cold War, the United States Information Agency (USIA) had nearly 12,000 employees.
A)True
B)False
Q3) Public relations professionals must explain the benefits of globalization to all the following groups EXCEPT:
A) companies.
B) nongovernmental organizations (NGOs).
C) international institutions (e.g., World Trade Organization).
D) governments.
E) all of the above.
Q4) Discuss career opportunities in international public relations.What should interested university students do to prepare for such career?
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Chapter 15: Corporate Public Relations
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Q1) The large size of corporations:
A) can distance them from stakeholders.
B) is easily comprehended by consumers.
C) engenders trust from members of their publics.
D) is overlooked when stories of its misdeeds appear in the mass media.
E) none of the above.
Q2) Corporate sponsorships provide all of the following EXCEPT:
A) An immediate return on brand investment
B) reputation and image enhancement
C) brand visibility
D) a focal point for marketing and sales
E) publicity and media coverage
Q3) survey conducted by Hill Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?
A) employee misconduct
B) shoddy products
C) print and broadcast media
D) cyber terrorism
E) government regulation
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Page 16
Chapter 16: Entertainment, Sports, and Tourism
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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) The number and circulation of celebrity magazines continue to increase every year.
A)True
B)False
Q3) Doing movie tie-ins with fast-food chains can actually harm movie's box-office revenues.
A)True
B)False
Q4) If travelers are not treated well on trip, it is not only the travel company's responsibility; it is also public relations issue.
A)True
B)False
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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) 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.
Q3) The objectives of government information efforts can be summarized by all of the following EXCEPT:
A) inform the public about the public's business.
B) improve the effectiveness of agency operations.
C) provide feedback to government administrators.
D) counteract public criticism.
E) all of the above.
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Chapter 18: Nonprofit, Health, and Education
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Q1) In addition to dispensing money, what other important activities do foundations undertake?
A) political action
B) corporate lobbying
C) technological innovation
D) fund-raising
E) social activism
Q2) The U.S.Chamber of Commerce is one of the most powerful lobbying organizations in Washington, D.C.
A)True
B)False
Q3) How do social issue organizations differ from activist groups?
A) Their political influence has declined in recent years.
B) One pursues social ends; the other pursues political ends.
C) Social organizations have broader political appeal.
D) Activist groups have a more clearly defined public relations agenda.
E) Their social and behavioral goals are more broadly defined.
Q4) American contributions to charity increased significantly from 2007 to 2010.
A)True
B)False
Page 19
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