Public Relations Management
Final Exam
Course Introduction
Public Relations Management explores the strategic planning and implementation of communication initiatives designed to develop and maintain a positive public image for organizations, brands, and individuals. The course covers core concepts such as stakeholder analysis, media relations, crisis communication, ethics, campaign planning, and the integration of digital media. Students will examine real-world case studies, learn to craft PR messages, and develop the skills necessary to manage reputation, build relationships with diverse audiences, and evaluate the effectiveness of public relations strategies in organizational and societal 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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32 Verified Questions
32 Flashcards
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Sample Questions
Q1) 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
Q2) What is NOT representative term of the definitions of public relations?
A) deliberate
B) manipulative
C) planned
D) strategic
E) public interest
Answer: B
Q3) Ultimately, public relations is about open, two-way communication.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Careers in Public Relations
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61 Verified Questions
61 Flashcards
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Sample Questions
Q1) Crisis communication counseling skills are more essential than ever because
A) they strengthen the influence of public relations in the organization.
B) public acceptance and support are key to a company's success.
C) these skills require considerable professional expertise.
D) conflicts are infrequent in the business world.
E) Both A and C.
Answer: E
Q2) Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years.
A)True
B)False
Answer: False
Q3) Which of the following is NOT hallmark of public relations professional?
A) a sense of independence
B) a sense of responsibility to society
C) a concern for integrity of the profession
D) a natural sales ability
E) a higher loyalty to the profession (than the employer of the moment)
Answer: D
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Page 4
Chapter 4: Todays Practice: Departments and Firms
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) Public relations provides generally mediocre return on investment (ROI) of about 85 percent.
A)True
B)False
Q2) "Turf battles" between public relations personnel and human resources managers are almost non-existent because the two areas rarely overlap.
A)True
B)False
Q3) Today's public relations firms offer all of the following EXCEPT:
A) executive speech training.
B) research and evaluation.
C) legal counsel.
D) events management.
E) crisis communication.
Q4) All of the following are multinational communication conglomerates EXCEPT:
A) Omnicom
B) WPP
C) Interpublic
D) Publicis
E) Sony International
Page 5
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Chapter 5: Research and Campaign Planning
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32 Verified Questions
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Sample Questions
Q1) 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.
Q2) Qualitative research usually produces "hard" data.
A)True
B)False
Q3) Public relations firms use online databases for all of the following purposes EXCEPT:
A) to research facts to support a proposed project.
B) to keep up-to-date with news about clients.
C) to track an organization's media campaigns.
D) to confirm proper news release format.
E) to keep management apprised of current business trends.
Q4) List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?
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Page 6
Chapter 6: Communication and Measurement
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) To be an effective communicator, you must understand how people process information and change their perceptions.
A)True
B)False
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) According to mass media researcher Wilbur Schramm, effective communication takes place within sphere of shared experience.
A)True
B)False
Q4) Which of the following is key objective for communicating message?
A) message exposure
B) accurate dissemination of the message
C) acceptance of the message
D) attitude change
E) all of the above
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Chapter 7: Public Opinion and Persuasion
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Sample Questions
Q1) All of the following are factors in persuasive communication EXCEPT:
A) audience analysis.
B) source authority.
C) appeals to self-interest.
D) audience participation.
E) suggestions for action.
Q2) _____ is the propaganda technique of associating the person, product, or organization with something that has high status, visibility, or credibility.
A) Transfer
B) Glittering generalities
C) Bandwagon
D) Card stacking
E) Plain folks
Q3) Persuasion can be used to
A) change hostile opinions.
B) neutralize hostile opinions.
C) crystallize latent opinions.
D) maintain favorable opinions.
E) all of the above.
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Page 8
Chapter 8: Managing Competition and Conflict
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32 Verified Questions
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Sample Questions
Q1) When the public relations professional practices strategic positioning, he/she attempts to
A) increase risk for a given public, if necessary.
B) position the organization favorably.
C) influence organizational behavior.
D) Both B and C.
E) avoid the impending conflict, regardless of the cost.
Q2) 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
Q3) 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.
Q4) 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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9
Chapter 9: Ethics and the Law
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Sample Questions
Q1) Which of the following is NOT Public Relations Society of America (PRSA) core value?
A) advocacy
B) honesty
C) confidentiality
D) expertise
E) independence
Q2) Studies have shown that members of PRSA and IABC have no greater awareness of ethics and professional standards than nonmembers.
A)True
B)False
Q3) company has an unlimited right to publicize the activities of its employees in employee newsletters.
A)True
B)False
Q4) copyright does not protect ideas, but only the specific ways in which those ideas are expressed.
A)True
B)False
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Page 10
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) Today's women hold an overwhelming share of consumer purchasing influence.
A)True
B)False
Q3) 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.
Q4) Increasingly, traditional media primarily appeal to older or more highly educated audiences.
A)True
B)False
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Chapter 11: The Mass Media
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32 Verified Questions
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Sample Questions
Q1) Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.
A)True
B)False
Q2) Of the following, what is <b>most </b>important in considering the public relations value of VNR?
A) Whether management will approve of the cost
B) Whether the VNR stresses local news angles
C) The news potential of the information
D) The availability of on-screen talent
E) The time it will take to produce it.
Q3) major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked.
151
A)True B)False
Q4) The most common format for media advisories is long paragraphs rather than bulleted lists.
A)True B)False
Page 12
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Chapter 12: The Internet and Social Media
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Sample Questions
Q1) Which of the following describes mass media before the advent of the Internet?
A) centralized/top-down
B) costly to publish
C) controlled by professional gatekeepers (i.e., editors and publishers)
D) mostly one-way communication with limited feedback channels
E) all of the above
Q2) By 2014, mobile internet will probably overtake desktop Internet use.
A)True
B)False
Q3) Which of the following is an advantage the Web brings to public relations professionals?
A) Users can update information quickly, without having to reprint materials.
B) The Web allows for limited interactivity.
C) Space limitations dictate content.
D) It is a cost-effective method for disseminating information.
E) Both A and D.
Q4) 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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Chapter 13: Events and Promotions
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Sample Questions
Q1) For corporation, the best reason to sponsor an event is to gain an immediate return on investment.
A)True
B)False
Q2) Security at public events is significant aspect that should get as much attention as lighting, sound, and signage.
A)True B)False
Q3) Printing of the convention program should be delayed until the last possible moment.
A)True
B)False
Q4) 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.
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Page 14
Chapter 14: Global Public Relations
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Sample Questions
Q1) Which is NOT an activity of the United States Information Agency (USIA)?
A) stationing of public affairs officers at every American embassy
B) publication of books and magazines
C) distribution of American films and TV programs
D) sponsoring tourism programs
E) all of the above
Q2) Which is not Hofstede cultural dimension that addresses cultural differences?
A) power distance
B) individualism
C) uncertainty avoidance
D) hierarchy
E) all of the above
Q3) European and American communication styles are considered
A) high context.
B) low context.
C) purposefully vague.
D) always strategic.
E) none 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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Sample Questions
Q1) 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
Q2) Offering low prices is always the key to customer satisfaction.
A)True
B)False
Q3) When conducting media relations, the public relations practitioner's role includes all of the following EXCEPT:
A) Interpreting their companies and clients to the media.
B) Showing chief executives how media relations can serve their interests.
C) Providing background and briefing reporters on business operations.
D) Standing in the middle of a corporate-media "tug-of-war."
E) All of the above.
Q4) While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.
A)True
B)False
Page 16
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Chapter 16: Entertainment, Sports, and Tourism
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Sample Questions
Q1) Which professional sport has embraced Twitter and is encouraging its athletes to "tweet"?
A) golf
B) basketball
C) football
D) baseball
E) tennis
Q2) Which of the following is the world's most popular sport?
A) soccer
B) football
C) golf
D) tennis
E) baseball
Q3) From public relations standpoint, there's not much difference between promoting sports and entertainment.
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) 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) One of the largest public affairs operations in the federal government is conducted by the Food and Drug Administration (FDA).
A)True
B)False
Q3) 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.
Q4) Unlike federal agency personnel, members of Congress can become lobbyists immediately after leaving office.
A)True
B)False
Page 18
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Chapter 18: Nonprofit, Health, and Education
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Sample Questions
Q1) According to the Giving Institute, what was the pattern in American contributions to charity from 2007-2010?
A) down by $17 billion
B) up by $10 billion
C) unchanged
D) unchanged, but fragmented due to competition.
E) double
Q2) 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.
Q3) At colleges and universities, public relations professionals need not be part of the management team; instead, they should operate independently.
A)True
B)False
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