Public Relations Campaigns Study Guide Questions
Course Introduction
Public Relations Campaigns explores the strategic planning, execution, and evaluation of comprehensive public relations initiatives across various industries. The course guides students through the process of researching target audiences, setting measurable objectives, developing creative messaging, choosing appropriate communication channels, and implementing tactics to achieve organizational goals. Emphasis is placed on teamwork, ethical considerations, and crisis management within campaign contexts. Through case studies and practical projects, students gain hands-on experience in designing and presenting effective campaigns that address real-world public relations challenges.
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 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
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) Ultimately, public relations is about open, two-way communication.
A)True
B)False
Answer: True
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Chapter 2: Careers in Public Relations
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Sample Questions
Q1) All of the following are essential abilities for public relations practitioners EXCEPT:
A) writing skills.
B) research ability.
C) graphic design.
D) planning expertise.
E) problem-solving ability.
Answer: C
Q2) Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign?
A) He kept his thumb on the pulse of the press.
B) He utilized four-color posters at key stops.
C) He communicated subway benefits directly to passengers.
D) He appealed directly to children.
E) all of the above.
Answer: C
Q3) Ivy Lee was the first true public relations counselor.
A)True
B)False
Answer: True
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Page 4
Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) 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.
Q2) In the Susan G.Komen for the Cure-Planned Parenthood case, the Komen board made which of the following public relations errors?
A) They the utilized compulsory-advisory management model.
B) They did not listen to individual board members with unpopular opinions.
C) They responded to the media too quickly.
D) They relegated public relations to a purely advisory role.
E) They caved in to outside pressure too easily.
Q3) public relations department that serves purely advisory position is generally very effective.
A)True
B)False
Q4) Public relations is considered to be primarily "staff" function.
A)True B)False
Page 5
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Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) 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
Q2) Mail questionnaires typically have low response rates.
A)True
B)False
Q3) Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?
A) Research findings can be used to substantiate hunches about a product.
B) In the minds of consumers, research adds credibility to a product.
C) Armed with research findings, a company can claim whatever it wants.
D) Both A and B.
E) None of the above.
Q4) Tactics use the tools of communication to reach audiences with key messages.
A)True
B)False
Page 6
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Chapter 6: Communication and Measurement
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Sample Questions
Q1) As form of evaluation, measurement of production is
A) the most precise of all the tools.
B) not regarded as very meaningful by professionals.
C) centered on quality rather than quantity.
D) easy to guarantee.
E) based on a highly complex formula.
Q2) On the Public Relations Effectiveness Yardstick, level 2-intermediate provides the truest measure of campaign success.
A)True
B)False
Q3) The theory that says people use the mass media for variety of purposes in known as:
A) two-way symmetrical communication.
B) two-step flow.
C) management by objective.
D) uses and gratifications.
E) spiral of silence.
Q4) Correspondence and telephone calls are considered to be "interactive" media.
A)True
B)False
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Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) Public opinion is useful to research, but it is not tangible force that affects great number of people.
A)True
B)False
Q2) Many messages fail because the audience finds them unnecessarily complex in content or language.
A)True
B)False
Q3) All of the following factors limit the effectiveness of persuasive efforts EXCEPT:
A) lack of message penetration.
B) competing or conflicting messages.
C) lack of time to listen.
D) self-selection.
E) self-perception.
Q4) Using modern communication techniques, the diffusion of messages is usually pervasive.
A)True
B)False
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Page 8
Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) What is the basic principle of the contingency theory of conflict management in public relations?
A) A number of factors influence public relations practice.
B) The same public relations solution will work every time.
C) Public relations practitioners should be concerned only with the welfare of their clients.
D) Public relations is always symmetrical.
E) Conflicts are always solved through effective communication.
Q2) The first step of issues management is the analysis of issues after they have become crises.
A)True
B)False
Q3) 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.
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Page 9
Chapter 9: Ethics and the Law
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Sample Questions
Q1) The Internet has raised new issues about the protection of intellectual property.
A)True
B)False
Q2) 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.
Q3) The legal doctrine of "fair use" means
A) once a document is public, it may be used in publicity materials.
B) materials can be used as long as they are not libelous.
C) paying a fee to the creator of the content being used.
D) brief portions of copyrighted material can be used with attribution.
E) none of the above.
Q4) Thanks to the First Amendment, public relations firm has the right to unlimited free expression on behalf of its client.
A)True
B)False
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) Why should public relations professionals pay attention to diversity media?
A) More white listeners and viewers are tuning in to it.
B) Media buys are much less expensive.
C) The number of its constituents has expanded.
D) The number and reach of minority media channels has increased.
E) Both C and D.
Q2) Currently, around _____ percent of U.S.households own computer.
A) 35
B) 80
C) 50
D) 95
E) 65
Q3) Television has the strongest emotional impact of any type of mass media.
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) You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:
A) a news conference.
B) a news release.
C) a media pitch.
D) a Twitter feed.
E) a satellite media tour.
Q2) Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.
A)True
B)False
Q3) 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
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Page 12
Chapter 12: The Internet and Social Media
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Sample Questions
Q1) 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.
Q2) How can LinkedIn be useful to anyone seeking career employment in public relations?
A) It helps to build professional contacts.
B) It provides a competitive starting salary.
C) It is a place to post one's résumé.
D) It enables job seekers to research employers.
E) All but B.
Q3) 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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13
Chapter 13: Events and Promotions
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Sample Questions
Q1) large meeting site will make people feel it was important, regardless of the number of attendees.
A)True
B)False
Q2) An important aspect of meetings is that they fulfill basic human need to convene and socialize.
A)True
B)False
Q3) Which of the following items should be considered when planning meeting?
A) lighting
B) screens or monitors
C) seating and tables
D) speaker's podium
E) all of the above
Q4) Printing of the convention program should be delayed until the last possible moment.
A)True
B)False
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Page 14
Chapter 14: Global Public Relations
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Sample Questions
Q1) 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.
Q2) With regard to issues such as labor, health, and the environment, nongovernmental organizations (NGOs) are perceived by the public as:
A) less credible than news media.
B) more credible than news media.
C) underfunded and overzealous.
D) more bureaucratic.
E) less strategic.
Q3) Global public relations is also called international public relations.
A)True
B)False
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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Sample Questions
Q1) Offering low prices is always the key to customer satisfaction.
A)True
B)False
Q2) In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.
A)True
B)False
Q3) Which of the following is NOT recommendation for working with activist consumer groups?
A) agree to work with anyone making threats
B) work with groups more interested in finding solutions than attracting publicity
C) offer transparency
D) turn their suggestions into action
E) all of the above
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) Doing movie tie-ins with fast-food chains can actually harm movie's box-office revenues.
A)True
B)False
Q2) dominant aspect of today's mass media is the cult of:
A) suspicion.
B) celebrity.
C) media bias.
D) amateur content.
E) none of the above.
Q3) The work of sports publicists can include all of the following EXCEPT:
A) distributing information about clients
B) trying to stir emotions
C) managing errands for clients
D) soothing pubic displeasure
E) providing sports crisis management
Q4) The World Cup is the most costly of all sports sponsorships.
A)True
B)False
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Chapter 17: Government and Politics
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Sample Questions
Q1) The term "lobbying" is closely aligned with
A) governmental relations
B) public affairs
C) corporate relations
D) stakeholder management
E) A and B only
Q2) Although legislators are the primary audience for government relations efforts, public affairs officers also communicate to which of the following audiences?
A) employees of their organization
B) retirees
C) customers
D) taxpayers
E) all of the above
Q3) 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.
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Page 18
Chapter 18: Nonprofit, Health, and Education
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Sample Questions
Q1) PETA uses variety of tactics, but confrontation is not one of them.
A)True
B)False
Q2) In reality, college or university has little in common with the American Red Cross.
A)True
B)False
Q3) Advocacy groups use all of the following tactics EXCEPT:
A) lobbying.
B) litigation.
C) mass demonstration.
D) confrontation.
E) reconciliation.
Q4) Which of the following is key for public relations professionals working at colleges and universities?
A) They primarily serve faculty and staff.
B) Remembering that students come first.
C) They must be part of the management team.
D) The must report directly to the president.
E) Social media initiatives for students.
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