Public Relations Case Studies
Chapter Exam Questions
Course Introduction
Public Relations Case Studies offers students an in-depth exploration of real-world scenarios and campaigns in the field of public relations. Through the analysis of a diverse range of cases involving corporations, non-profits, government agencies, and celebrities, students examine effective strategies for media relations, crisis communication, reputation management, and stakeholder engagement. The course emphasizes critical thinking and ethical considerations, encouraging students to identify best practices and lessons learned. By dissecting successes and failures in public relations efforts, students develop practical insights and problem-solving skills, preparing them to design, implement, and evaluate PR campaigns in professional contexts.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox
Available Study Resources on Quizplus 21 Chapters
619 Verified Questions
619 Flashcards
Source URL: https://quizplus.com/study-set/2124 Page 2
Chapter 1: What Is Public Relations
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42312
Sample Questions
Q1) A publicist would most likely be considered an "honorable" term in
A) entertainment/celebrity business.
B) nonprofit organizations.
C) agency business.
D) corporate America.
Answer: A
Q2) Which is true with regard to internships?
A) They are almost always unpaid, or paid at a maximum of $5 per hour
B) They are not usually recommended for graduation.
C) They provide managerial experience for undergraduates.
D) There is a strong correlation between paid internships and starting salaries.
Answer: D
Q3) A flack is an endearing term for a public relations practitioner that describes a hardworking,entrepreneurial type.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Evolution of Public Relations
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42313
Sample Questions
Q1) Henry Ford is known for using two basic public relations concepts.What are they?
A) press agentry and third party endorsement
B) positioning and hype
C) using public unity and creating a sound relationship with consumers
D) positioning and being accessible to the press
Answer: D
Q2) The first president to make extensive use of press conferences was
A) Franklin Roosevelt.
B) Theodore Roosevelt.
C) Harry Truman.
D) Andrew Johnson.
Answer: B
Q3) According to the text,which of the following is a development that will shape public relations in the upcoming years?
A) An increased emphasis on measurement.
B) Increased pressure on practitioners to become accredited.
C) Lessening cultural differences.
D) Nationalism.
Answer: A
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Ethics and Professionalism
Available Study Resources on Quizplus for this Chatper
32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/42314
Sample Questions
Q1) Virtually all public relations codes of ethics begin with the duty to tell the truth.
A)True
B)False
Answer: True
Q2) Although gift giving is considered unethical in the United States,other nations have different standards.
A)True
B)False
Answer: True
Q3) Even if a bribe is intended or not,the sending of gifts to media representatives is almost always considered
A) prudent when trying to boost lagging sales or image.
B) bribery to get favorable media coverage.
C) a potential boost in media coverage, despite perceived unseemliness.
D) breaking the law.
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Public Relations Departments and Firms
Available Study Resources on Quizplus for this Chatper
30 Verified Questions
30 Flashcards
Source URL: https://quizplus.com/quiz/42315
Sample Questions
Q1) If the medical division prepares an informational brochure about autism,and it must have approval from the public relations department before production,the public relations department is described as having
A) concurring authority.
B) command authority.
C) compulsory advisory authority.
D) advisory authority.
Q2) A good source of information about public relations counseling firms is the A) PRSA guidebook
B) The National Book of Lists
C) The Council of Public Relations Firms
D) the local phone book
Q3) According to your text,public relations and ___ departments often collide because they compete for funds to communication with external audiences.
A) marketing
B) advertising
C) legal
D) human resources
To view all questions and flashcards with answers, click on the resource link above.
6
Chapter 5: Research
Available Study Resources on Quizplus for this Chatper
32 Verified Questions
32 Flashcards
Source URL: https://quizplus.com/quiz/42316
Sample Questions
Q1) Which is NOT a popular,"acceptable" online database for a literature review?
A) Factiva
B) LexisNexis
C) Wikipedia
D) ProQuest
Q2) In general,because of their straightforward style,Likert-type survey questions are good for examining respondents' perceptions and attitudes.
A)True
B)False
Q3) The use of existing information in books,articles,and electronic databases is known as
A) secondary research.
B) primary research.
C) summative research.
D) qualitative research.
Q4) Secondary research refers to data or information that originally comes from another source.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Program Planning
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42317
Sample Questions
Q1) NBO is a fundamental approach to planning
A)True
B)False
Q2) Informational objectives are bottom-line oriented,and based on clearly measurable results.
A)True
B)False
Q3) The lion's share of any public relations budget is earmarked for staff and administrative time.
A)True
B)False
Q4) Which is not likely to be a part of a checklist for basic strategic planning?
A) determining the audience
B) determining what channels to use to reach the audience
C) determining what photographs to take
D) determining what research to conduct
Q5) Objectives aren't the end result of a campaign,but the means to achieve a result.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Communication
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42318
Sample Questions
Q1) The goals of communication are to persuade passive publics,with "mutual understanding" being a lesser emphasis for the practitioner.
A)True
B)False
Q2) Why is context important?
A) because actions speak louder than words
B) because companies don't necessarily have to do what they say they will do
C) because hype words are ineffective without it
D) because it makes things easier to understand
Q3) Passive audiences need messages that have
A) logical conclusions.
B) reinforcement of their dispositions.
C) concrete duality.
D) style and creativity.
Q4) Wilbur Schramm's communication model was later adapted to include the concept of"Shared experience."
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 8: Evaluation
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42319
Sample Questions
Q1) In systematic tracking,some practitioners take the approach of calculating the cost of advertising for the same amount of space,and then multiplying that total three to six times to reflect that a news story has higher credibility than an ad.
A)True
B)False
Q2) Which is NOT a common method to measure reasons behind event attendance?
A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card
Q3) The most advanced form of evaluation is
A) measurement of changes in attitudes, opinions, and behavior.
B) compilations of message distribution and media placement.
C) audience awareness, comprehension, and retention of the message.
D) measuring value of secondary and collateral research.
Q4) The ultimate objective of any public relations effort is to accomplish organizational objectives.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Public Opinion and Persuasion
Available Study Resources on Quizplus for this Chatper
29 Verified Questions
29 Flashcards
Source URL: https://quizplus.com/quiz/42320
Sample Questions
Q1) Mass media effects increase when
A) people cannot verify information through personal experience or knowledge.
B) a specific medium has a greater reputation.
C) parental guidance is lacking.
D) people have no prior information or attitude disposition regarding a subject.
Q2) Self-perception is the context through which messages are interpreted.
A)True
B)False
Q3) Opinion
A) remains aroused for long periods of time.
B) is not determined by self-interest.
C) does not remain aroused unless certain factors are involved.
D) is easily changed.
Q4) Charisma,sincerity,and expertise are all key factors of
A) self-perception.
B) source credibility.
C) agenda setting.
D) propaganda.
To view all questions and flashcards with answers, click on the resource link above.
11
Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42321
Sample Questions
Q1) Minimizing a crisis with a statement that there is "no serious damage or injuries" is known as which type of strategy?
A) denial
B) justification
C) corrective action
D) ingratiation
Q2) The issues management process includes which of the following steps?
A) reacting to surprises
B) strategy options
C) anticipating threats
D) predicting problems
Q3) A recent study found three "top triggers" for a crisis situation; which is NOT one of these triggers?
A) unethical behavior
B) executive misconduct
C) unscrupulous media
D) financial irregularities
Q4) Environmental scanning is the first phase of proactive conflict management.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Reaching Diverse Audiences
Available Study Resources on Quizplus for this Chatper
21 Verified Questions
21 Flashcards
Source URL: https://quizplus.com/quiz/42322
Sample Questions
Q1) Who watches the most television?
A) African Americans
B) Asians
C) Hispanics
D) Filipinos
Q2) How can a young practitioner,just out of college,get to understand the senior market? Think outside of just web research.Discuss the value of formative and primary research,and cite examples.
Q3) Hispanics prefer ads in English rather than Spanish.
A)True
B)False
Q4) This audience makes more than 80 percent of the household purchase decisions.
A) Generation X
B) men
C) middle-class
D) women
Q5) The Seniors (age 65 or older)are infrequent watchers of television,and are less likely to vote than their juniors.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Public Relations and the Law
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42323
Sample Questions
Q1) Companies try to sidestep FDA regulations by:
A) publicizing diseases.
B) providing full prescribing information.
C) using corporate speech.
D) not mentioning side effects of a particular drug.
Q2) An organization is (legally)limited in publicizing the activities of its employees.
A)True
B)False
Q3) Under the EEOC,employers must accommodate:
A) the dietary needs of its employees
B) the religious needs of their employees
C) outside activities, such as volunteerism
D) personal hygiene preferences
Q4) Which is a concept inherent with "green" marketing?
A) bottom-line objectives
B) philanthropy
C) "low-carb" promotion
D) lowering gas prices
Q5) What are some issues to keep in mind regarding trademarks?
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: The Internet and Social Media
Available Study Resources on Quizplus for this Chatper
19 Verified Questions
19 Flashcards
Source URL: https://quizplus.com/quiz/42324
Sample Questions
Q1) Many organizations are setting up their own blogs as a means of answering critics.
A)True
B)False
Q2) Full version audio or video files that are posted on a website are called
A) moblogs.
B) wikis.
C) actualities.
D) podcasts.
Q3) The Internet has caused:
A) a democratization of information around the world.
B) people to be more careful about personal information.
C) companies to come together in new and different ways.
D) Microsoft and America Online to partner for national distribution.
Q4) Which is NOT a typical,effective outcome of webcasting?
A) introduction of a product
B) decreased dependency on traditional communication methods
C) announcement of new corporate policies
D) sales meeting
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: Preparing Materials for Mass Media
Available Study Resources on Quizplus for this Chatper
40 Verified Questions
40 Flashcards
Source URL: https://quizplus.com/quiz/42325
Sample Questions
Q1) What are the key do's and don'ts of getting a "date" with a reporter?
Q2) What should the last paragraph of a news release contain?
A) Important facts about the product or service contained in the release.
B) An executive quote.
C) Basic information about the organization.
D) A link to photos on the Web.
Q3) At a press party,the standard practice to make a "pitch" to media members is at the beginning of the socializing period.
A)True
B)False
Q4) What is integral to photo composition?
A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects
Q5) News releases should be about 300 words long.
A)True
B)False
Q6) Plan a press party.What are factors that need to be considered?
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Radio and Television
Available Study Resources on Quizplus for this Chatper
31 Verified Questions
31 Flashcards
Source URL: https://quizplus.com/quiz/42326
Sample Questions
Q1) "B-roll" refers to
A) anchor's use of sound bites.
B) sound to accompany suggested footage.
C) footage that doesn't make the final newscast.
D) video submitted by a practitioner.
Q2) In a televised public service announcement,the technique of a spokesperson or celebrity talking directly into the camera for 30 seconds is known as a
A) planter.
B) talking head.
C) testimonial.
D) soundbite.
Q3) A video news release generally is laid out in a three-column format (visual,audio,and narration).
A)True
B)False
Q4) A typical video news release lasts about 30 seconds.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: Meetings and Events
Available Study Resources on Quizplus for this Chatper
26 Verified Questions
26 Flashcards
Source URL: https://quizplus.com/quiz/42327
Sample Questions
Q1) Celebrity Source is a service that works with organizations to find celebrities for promotional events.What is the value of this type of service?
Q2) There are numerous factors to consider when planning an open house or plant tour.List some of these factors and explain why they are important for a successful open house.
Q3) Banquets are fairly large and formal functions held to honor an individual,raise money for a charitable organization,or celebrate an event such as an organization's anniversary.
A)True
B)False
Q4) What is the name of the public relations event that shows the public 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
Q5) It's important to involve visitors at a trade show booth.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Corporations
Available Study Resources on Quizplus for this Chatper
29 Verified Questions
29 Flashcards
Source URL: https://quizplus.com/quiz/42328
Sample Questions
Q1) The media is a secondary source for public information and perceptions about a business.
A)True
B)False
Q2) The definitive benchmark of how buyers feel about products is
A) Craig's List.
B) Consumer Reports.
C) the Dow Jones index.
D) the American Customer Satisfaction Index.
Q3) Viral marketing is valuable because it
A) helps avoid financial scandal
B) enhances or maintains a company's reputation
C) it addresses objections of special-interest groups
D) it avoids media bias
Q4) Corporate sponsorship is primarily a form of
A) cause-related marketing.
B) investor relations.
C) media partnership.
D) ingratiation.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Entertainment, Sports, and Tourism
Available Study Resources on Quizplus for this Chatper
19 Verified Questions
19 Flashcards
Source URL: https://quizplus.com/quiz/42329
Sample Questions
Q1) A public relations practitioner working in entertainment is usually called a(n)
A) public relations practitioner
B) agent
C) publicist.
D) press agent.
Q2) A problem in tourism promotion is:
A) who pays for the journalist's trip?
B) appealing to seniors.
C) getting a journalist's attention.
D) dealing with embassies.
Q3) Sports enthusiasts who wear jerseys and caps and refer to a team as "their" team do so because:
A) they are competitive.
B) they like self-glorification.
C) they experience a vicarious sense of belonging.
D) they hero worship.
Q4) An exciting twist for travel and tourism publicity is the use of the Internet.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Politics and Government
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/42330
Sample Questions
Q1) RFP stands for:
A) Republican Federal Policy
B) requisition for proposal
C) request for proposal
D) the Ridley-Finestein Program
Q2) The federal government spends several hundred million dollars a year on:
A) advancing the objectives of government officials.
B) public service advertising.
C) influencing the voting of the general public.
D) changing public policy.
Q3) The Pentagon engages in recruitment drives.
A)True
B)False
Q4) One of the largest public affairs operations in the federal government is the U.S.Department of Agriculture.
A)True
B)False
Q5) Politicians usually support government spending on public relations.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Global Public Relations
Available Study Resources on Quizplus for this Chatper
33 Verified Questions
33 Flashcards
Source URL: https://quizplus.com/quiz/42331
Sample Questions
Q1) American public relations firms shy away from China because of its steadfast,rigid public relations policies.
A)True
B)False
Q2) Companies from China top the list in terms of lobbying expense in the U.S.
A)True
B)False
Q3) Today,almost every global public relations firm has an office in
A) Boston.
B) Budapest.
C) Bangkok.
D) Beijing.
Q4) From a public relations career standpoint,cite the advantages of taking foreign language classes.Be as specific as possible.Also,note how these classes fall short from a cultural and/or contextual framework.
Q5) One of the deadliest industrial accidents in history took place in India.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Nonprofit, Health, and Education
Available Study Resources on Quizplus for this Chatper
36 Verified Questions
36 Flashcards
Source URL: https://quizplus.com/quiz/42332
Sample Questions
Q1) about three-quarters of all charitable giving in the United States comes from
A) government-affiliated organizations.
B) individual sources.
C) foundations.
D) corporations.
Q2) Which of the following is a basic audience for hospitals?
A) capital donors
B) pregnant women
C) administrative staffs
D) the elderly
Q3) Terms such as "patron" or "founder" indicate
A) historical significance.
B) level of authority within the organization.
C) size/value of gift.
D) those who establish charitable programs.
Q4) Most large educational institutions have abandoned seeking money from government.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 23