Public Relations Campaigns Pre-Test
Questions
Course Introduction
This course explores the strategic development, planning, and implementation of public relations campaigns for a variety of organizations and causes. Students will learn to conduct research, identify target audiences, set measurable objectives, select communication channels, craft compelling messages, and evaluate campaign effectiveness. The curriculum emphasizes real-world application through case studies, group projects, and the creation of comprehensive campaigns that integrate media relations, digital communication, and crisis management. By the end of the course, students will be equipped with the analytical and creative skills required to design and execute successful PR campaigns in todays dynamic media landscape.
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) How does public relations contributes to the bottom line?
A) identifies new opportunities.
B) builds morale and teamwork.
C) ease resistance to change.
D) ensure public consent.
E) All of the above.
Answer: E
Q2) Discuss the importance of public relations in developing brand.
Answer: As a leading discipline in strategic communication, public relations creates the brand, while advertising supports the brand. Public relations professionals understand audiences in multilayered ways that go beyond the basic role of consumers, and can therefore influence them through multiple messages and channels. Brand development is also impacted by public and social policy issues, which public relations is in a strong position to influence. Best of all, public relations can deliver this for a surprisingly small share of the overall campaign budget.
Q3) Public relations is primarily addressed to external audiences.
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) All of the following are "classic public relations campaigns" mentioned in the text
EXCEPT:
A) The civil rights campaign.
B) The seat belt campaign.
C) Tylenol crisis.
D) The Halliburton campaign.
E) Understanding AIDS.
Answer: D
Q2) The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields.
A)True
B)False
Answer: True
Q3) Many consider him the first presidential press secretary.
A) John Muir
B) Amos Kendall
C) Robert Underwood Johnson
D) Ivy Lee
E) Ben Franklin
Answer: B
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Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) If public relations practitioner reports to the CEO of company, it is likely that he/she exerts an influence within the organization .
A)True
B)False
Q2) According to Julie O'Neil, one can determine whether public relations practitioners have influence in their organizations by examining:
A) perception of value by top management.
B) whether practitioners take on managerial the role.
C) whether they report to the CEO.
D) their years of professional experience.
E) all of the above.
Q3) _____ is service many public relations agency provide that is designed to establish company brands and promote reputation.
A) Crisis communication
B) Branding and corporate reputation
C) Public affairs
D) Research and evaluation
E) Executive speech training
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Chapter 5: Research and Campaign Planning
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Q1) Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.
Q2) The use of existing information in books, articles, and electronic databases is known as:
A) primary research
B) qualitative research
C) summative research
D) secondary research
E) professional research
Q3) As research technique, focus groups are widely used:
A) For randomly selected subjects.
B) to help identify attitudes and motivations of important publics.
C) to carefully select participants based on expertise or influence.
D) To formulate or pretest message themes.
E) Both B and D.
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) According to communication researchers Everett Rogers, people who are eager to try new ideas are called
A) laggards.
B) enthusiastic.
C) late adopters.
D) innovators.
E) mavericks.
Q2) Advertising equivalency (AVE) is still used by many practitioners to measure the value of publicity efforts.Discuss the problems with this technique.Be sure to address in your answer the differences between publicity and advertising.
Q3) How might public relations professional successfully increase audience understanding and comprehension of message?
A) Use symbols and slogans.
B) Rely on jargon.
C) avoid simple language.
D) Stress discriminatory language.
E) use clichés.
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Chapter 7: Public Opinion and Persuasion
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Q1) The theory that describes how journalists use facts, themes and treatments to shape story is known as
A) framing theory.
B) agenda setting.
C) two-step flow theory.
D) uses and gratifications.
E) fact-based storytelling.
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) According to Nielsen survey, friend's recommendation is the most trusted form of source credibility.
A)True
B)False
Q4) Public opinion is fickle and variable; an ever-changing commodity.
A)True
B)False
Page 8
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Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) 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.
Q2) The more complex situation, the higher perception of risk.
A)True
B)False
Q3) Which of the following factors is NOT associated with strategic conflict management?
A) limited resources
B) different values
C) advocacy
D) spin
E) competition
Q4) In the "Free Silva" case, Edelman used defensive strategy toward Iranian leadership to secure the release of activist Silva Harotonian.
A)True
B)False
Page 9
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Chapter 9: Ethics and the Law
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Sample Questions
Q1) Which of the following practices would be condemned by PRSA?
A) A public relations firm asks its interns to write positive reviews for online message boards.
B) A lobbying firm sends out letters to state legislators on behalf of a healthcare client.
C) Unpaid bloggers post favorable reviews about a client's products and services.
D) Special-interest groups create and fund "citizen" front groups to disseminate information without ? disclosing the actual source.
E) None of the above.
Q2) When using social media as professional communicator, one should remember that:
A) It is subject to monitoring by the employer.
B) employees may blog freely based on their privacy rights.
C) it is hard to know what is considered company communication.
D) while social media is highly useful, it must be handled with care.
E) Both C and D.
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10
Chapter 10: Reaching Diverse Audiences
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Q1) Many audiences use social media for personal interaction.Increasingly, though, social media is being used for strategic public relations purposes.Describe how an organization might use social media in public relations campaign.In your description, explain how traditional media and social media are different, noting in particular how that affects public relations strategy.
Q2) Which of the following characteristics describe the African-American community?
A) They are a monolithic group.
B) They are often associated with the urban market.
C) They are the largest U.S. minority.
D) They share a common heritage and goals.
E) African-American women make most household financial decisions.
F) All of the above are true
Q3) Generation members spend one-third of their lives online.
A)True
B)False
Q4) As whole, marketing organizations have done good job of understanding the complexity of African-American communities.
A)True
B)False
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Chapter 11: The Mass Media
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Sample Questions
Q1) All of the following are questions that should be asked before writing news release EXCEPT:
A) what is the key message?
B) how can I put the most positive spin on this situation?
C) who is the primary audience?
D) what does the target audience gain from the product or service?
E) all of the above
Q2) The interview subject for newspaper or magazine article has no control over what is published.
A)True
B)False
Q3) Audio news releases, like releases for print media, must be A) two pages long.
B) newsworthy and not too commercial.
C) written with sentences averaging 20 words.
D) laced with subliminal messages.
E) none 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.
Page 12
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Chapter 12: The Internet and Social Media
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Sample Questions
Q1) Major advantages of podcasting include all of the following EXCEPT:
A) cost-effectiveness.
B) built-in credibility.
C) the ability of users to access material 24/7.
D) portability.
E) all of the above.
Q2) Organizational Web sites, in general, are cost-effective public relations tool.
A)True
B)False
Q3) Flickr is social media site primarily devoted to
A) users who want to find friends.
B) generating mobile-enabled content.
C) creating new text applications.
D) managing wikis.
E) hosting photos.
Q4) 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
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Chapter 13: Events and Promotions
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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) Security at public events is significant aspect that should get as much attention as lighting, sound, and signage.
A)True
B)False
Q3) Event management companies have tried using online and social media to increase attendance at conventions, but without much success.
A)True
B)False
Q4) For corporation, the best reason to sponsor an event is to gain an immediate return on investment.
A)True
B)False
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Page 14
Chapter 14: Global Public Relations
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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) 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) India offers especially promising growth as an international market.
A)True
B)False
Q4) Even companies that don't operate in the United States may engage in lobbying the U.S.government.
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) The primary purpose of "viral marketing" is to:
A) stimulate impulse purchases or downloads.
B) entertain people.
C) get worldwide attention for CEO.
D) make a political statement.
E) join a cause.
Q3) Which of the following is good example of "cause-related" marketing?
A) distribution of writing pads to school children
B) distribution of a country-western music tour
C) allocating a percentage of sales to restore the Statue of Liberty
D) a 10-city tour by the company president
E) none of the above
Q4) It's important for company to publicly announce layoffs and discuss their effects as quickly as possible.
A)True
B)False
Page 16
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Chapter 16: Entertainment, Sports, and Tourism
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Q1) The World Cup is the most costly of all sports sponsorships.
A)True
B)False
Q2) From public relations standpoint, there's not much difference between promoting sports and entertainment.
A)True
B)False
Q3) Imagine you are the public relations representative for Carnival Cruise Lines, the parent company that owns the Cost Concordia cruise ship.You have just received word that the ship has run aground off the Tuscany coast with 4,200 passengers aboard.What is your first move? How do you counsel top management? Equally important, how do you manage this crisis in the short and long term?
Q4) Attracting attendance at an event requires well-planned public relations campaign. A)True
B)False
Q5) 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?
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Chapter 17: Government and Politics
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Sample Questions
Q1) One of the federal government's longest-running public relations efforts has been:
A) convincing Americans about the need for free trade.
B) persuading the public to be concerned about global warming.
C) preparing and distributing "hometown" news releases by the military.
D) White House tours.
E) marketing the poet laureate.
Q2) One of the provisions of 1995 lobbying law is that:
A) lobbyists can no longer work for tobacco companies.
B) no former legislators can work as lobbyists.
C) lobbyists must give a portion of their fees to charity.
D) lobbyists must register with Congress and disclose their clients.
E) lobbying on behalf food companies requires FDA approval.
Q3) The fastest-growing area of the political persuasion business is in:
A) grassroots lobbying.
B) farm subsidies.
C) pork barrel spending.
D) senate races.
E) tea-party candidates.
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18
Chapter 18: Nonprofit, Health, and Education
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Q1) Which of the following is the main reason why individuals donate money to charities?
A) an intrinsic desire to share one's resources
B) ego satisfaction
C) to "hide" money in tax shelters
D) both A and B
E) both B and C
Q2) Fund-raising, although priority, is not critical challenge for nonprofit organizations.
A)True
B)False
Q3) Which is NOT strategy/tactic used by social service organizations?
A) publicity
B) creation of events
C) community activism
D) creation of educational materials
E) newsletters
Q4) American contributions to charity increased significantly from 2007 to 2010.
A)True
B)False
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