Public Relations Management
Exam Answer Key
Course Introduction
Public Relations Management explores the strategies and practices essential for building, maintaining, and protecting the reputation and image of organizations. The course examines the role of PR managers in proactive and crisis communication, stakeholder engagement, campaign planning, and media relations. Emphasis is placed on ethical considerations, modern digital tools, and the integration of traditional and emerging communication channels to achieve organizational goals. Students gain practical skills through case studies, simulations, and the development of comprehensive PR plans.
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) In marketing, public relations is primarily designed as relationship-building strategy, and is less focused on economic concerns.
A)True
B)False
Answer: True
Q2) Which of the following is NOT component of public relations?
A) government affairs
B) financial audits
C) special events
D) issues management
E) community relations
Answer: B
Q3) Ultimately, public relations is about open, two-way communication.
A)True
B)False
Answer: True
Q4) Public relations is primarily addressed to external audiences.
A)True
B)False
Answer: False
Page 3
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Chapter 2: Careers in Public Relations
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Sample Questions
Q1) In the "technician" role, public relations practitioners are
A) primarily responsible for producing communication products.
B) managing staff.
C) developing high-level strategic documents.
D) counseling CEOs.
E) establishing their own public relations agencies.
Answer: A
Q2) Good public relations is valuable for all of the following reasons EXCEPT:
A) The world needs savvy communicators.
B) The world needs facilitators.
C) It benefits both business and society
D) It provides management with a "spin" mechanism.
E) All of the above are true.
Answer: D
Q3) Writing is no longer as important as it used to be in public relations.
A)True
B)False
Answer: False
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Chapter 4: Todays Practice: Departments and Firms
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Sample Questions
Q1) Small-scale organizations of low complexity usually have public relations working in roles that are primarily:
A) managerial.
B) compulsory-advisory.
C) technical.
D) concurring authority.
E) consulting.
Q2) Integrated Communication programs require all of the following EXCEPT:
A) coalition building among departments.
B) department heads should report to the same superior.
C) informal, regular contacts with representatives from other departments.
D) eliminating the distinctions between the various fields.
E) written policies spelling out responsibilities.
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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Chapter 5: Research and Campaign Planning
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Sample Questions
Q1) When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:
A) nonprobability sample.
B) benchmark survey.
C) random sample.
D) quota sample.
E) composite sample.
Q2) Public relations practitioners use research to achieve credibility with management.
A)True
B)False
Q3) Which of the following questions should one ask when establishing program objective?
A) Does it really address the situation?
B) Will management approve of it?
C) Is it realistic and achievable?
D) Can its success be measured in meaningful terms?
E) All but B.
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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) Which are the following is not legitimate goal of communication?
A) To inform
B) To persuade
C) To motivate
D) To deflect negative public opinion
E) To build mutual understanding
Q3) Which of the following is NOT benefit of repeating message?
A) Improved sales
B) reminds the audience
C) can lead to improved learning
D) offsets the "noise"
E) contributes to credibility
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Page 7
Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) You have been placed in charge of public relations campaign to stop teenagers from texting while driving.To make your message more persuasive, you decide to shoot series of social media videos that follow the life of famous teenage musician through texting-related car crash and his painful recovery.You are <b>mostly</b> using the following technique(s):
A) drama and stories.
B) surveys and polls.
C) endorsements.
D) Both A and C
E) emotional appeals.
Q2) 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
Q3) Public opinion is fickle and variable; an ever-changing commodity.
A)True
B)False
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Chapter 8: Managing Competition and Conflict
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Sample Questions
Q1) What is the first phase of the conflict management lifecycle?
A) strategic
B) proactive
C) recovery
D) reactive
E) tactical
Q2) The more complex situation, the higher perception of risk.
A)True
B)False
Q3) Risk communication is the first step in the proactive phase of conflict management.
A)True
B)False
Q4) In the reactive phase of conflict management, an organization should employ strategies either to bolster or repair its reputation in the eyes of key publics.
A)True
B)False
Q5) Define competition and conflict, and discuss the role of public relations in managing them.Provide an example to illustrate each one.
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Chapter 9: Ethics and the Law
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Sample Questions
Q1) Which of the following scenarios could trigger libel suit?
A) You send out a news release that contains false statements and injures someone's reputation.
B) Your boss criticizes a competitor in an interview, but the criticism is based on fact.
C) A journalist writes a negative review of a meal eaten at a local restaurant.
D) An employee is fired, and the Human Resources director tells the media that she left for "personal ? reasons."
E) All of the above.
Q2) Which of the following can be copyright protected?
A) brochures
B) drawings
C) display booths
D) corporate symbols
E) all of the above
Q3) Most ethical conflicts are not black-or-white issues, but rather fall into gray area.
A)True
B)False
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Chapter 10: Reaching Diverse Audiences
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Sample Questions
Q1) In which of the following places is the field of public relations growing?
A) Russia
B) China
C) India
D) Latin America
E) all of the above
Q2) Religious groups are growing in size, and often bonding together in new ways.
A)True
B)False
Q3) When using the Internet to reach diverse audiences, one should remember that:
A) it requires quicker responses.
B) it is mostly a mass media tool.
C) it has driven audiences to have shorter attention spans.
D) text is more important than visuals.
E) A and C only.
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) In public relations, the news release is:
A) declining in popularity as a PR tactic.
B) journalists' favorite source for news.
C) the most commonly used public relations tactic.
D) universally scorned by journalists.
E) useful in all situations.
Q2) quote in broadcasting is called a
A) sound bite.
B) actuality.
C) audio news release.
D) backgrounder.
E) none of the above.
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) Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.
A)True
B)False
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Chapter 12: The Internet and Social Media
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Sample Questions
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) The following are all functions of wikis EXCEPT:
A) They can be used by employees.
B) They can facilitate cooperative work on projects.
C) They can go "viral" if they become popular enough.
D) They provide paperless editing.
E) Users can correct and update inaccurate information.
Q3) Overwhelmingly, public companies now use webcasts for range of outreach purposes.
A)True
B)False
Q4) By 2014, mobile internet will probably overtake desktop Internet use.
A)True
B)False
Q5) Organizational Web sites, in general, are cost-effective public relations tool.
A)True
B)False
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Chapter 13: Events and Promotions
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Sample Questions
Q1) All of the following are trade show considerations EXCEPT:
A) make display booth visually attractive.
B) involve visitors.
C) always offer food.
D) have knowledgeable representatives.
E) all of the above.
Q2) Printing of the convention program should be delayed until the last possible moment.
A)True
B)False
Q3) large meeting site will make people feel it was important, regardless of the number of attendees.
A)True
B)False
Q4) Hiring celebrity for promotional event is considered
A) a risky move, because you never know how they will behave.
B) a creative solution to any situation.
C) a time-honored tool for increasing media attendance.
D) too expensive for most organizations.
E) a tired technique that should usually be avoided.
Page 14
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Chapter 14: Global Public Relations
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Sample Questions
Q1) Although NGOs have gained public trust in recent years, they still lag behind the news media.
A)True
B)False
Q2) Fleishman Hillard received an $800,000 contract to
A) repair the image of the English soccer team.
B) promote German beer in American pubs.
C) promote the "image" of Turkey in mainstream media.
D) design the Vancouver Olympics logo.
E) none of the above.
Q3) In other languages, public relations is referred to as A) consumer relations.
B) stakeholder management.
C) public diplomacy.
D) It depends; some languages have no such term.
E) marketing.
Q4) India offers especially promising growth as an international market.
A)True
B)False
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Chapter 15: Corporate Public Relations
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Sample Questions
Q1) 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
Q2) Offering low prices is always the key to customer satisfaction.
A)True
B)False
Q3) Negative publicity about specific corporations means that all companies must work to regain credibility and public trust.
A)True
B)False
Q4) Recent negative publicity about business makes it imperative that companies
A) endear themselves to stockholders.
B) work harder to go after consumers.
C) regain their credibility and public trust.
D) encourage the media to overlook negative stories.
E) "double down" on tight budgets.
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Chapter 16: Entertainment, Sports, and Tourism
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Sample Questions
Q1) Whether one is working with entertainment or sports, which of the following is <b>most</b> true?
A) Both fall outside the mainstream of public relations work.
B) Both are "entertainment."
C) Both deal with celebrity.
D) B and C only.
E) All of the above
Q2) Seventy-three percent of the respondents in the "Moviegoers: 2010" study said:
A) they believe movies have gotten worse.
B) they often go to movies just for the food.
C) they first heard about a movie through television advertisements.
D) they tweeted their friends about a movie they saw.
E) they believe movie reviewers are not honest.
Q3) Fortunately, crisis management is no longer key public relations skill in the travel industry.
A)True
B)False
Q4) When team is losing, sports publicist's life turns grim.
A)True
B)False
Page 17
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Chapter 17: Government and Politics
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Sample Questions
Q1) 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
Q2) In many cases, states implement public relations campaigns by
A) requesting federal assistance.
B) hiring larger public relations staffs.
C) hiring outside public relations firms.
D) training more employees in public relations
E) none of the above.
Q3) Many cities pump millions of dollars into efforts to:
A) get people to stop smoking.
B) encourage recycling.
C) attract new business.
D) creating new city logos.
E) bike trails.
Q4) The president receives more media attention than Congress and all the federal agencies combined.
A)True
B)False
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Chapter 18: Nonprofit, Health, and Education
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Sample Questions
Q1) Fund-raising, although priority, is not critical challenge for nonprofit organizations.
A)True
B)False
Q2) An advocacy group is<b> best</b> defined as one that:
A) raises funds for activist organizations.
B) fights for social causes.
C) works to elect political leaders.
D) opposes societal wrongs at all costs.
E) partners with corporations.
Q3) PETA uses variety of tactics, but confrontation is not one of them.
A)True
B)False
Q4) Which advocacy tactic is designed to showcase public support for cause and in some cases to harass the operators of projects to which the group objects?
A) reconciliation
B) mass demonstration
C) litigation
D) imitation
E) fund-raising
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