Strategic Communication
Final Exam
Course Introduction
Strategic Communication explores the theories, principles, and practices involved in the purposeful use of communication to achieve organizational, business, or social objectives. The course emphasizes the development of effective messaging strategies, audience analysis, and the integration of multiple communication channels to influence public perception, build relationships, and drive decision-making. Students will engage with real-world case studies and practical exercises to design, implement, and evaluate comprehensive communication plans across diverse contexts, including corporate, non-profit, public relations, and crisis management settings.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox
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21 Chapters
619 Verified Questions
619 Flashcards
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Page 2
Chapter 1: What Is Public Relations
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) According to a 2013 report,the median annual salary for recent graduates in public relations was
A) $22,000.
B) $25,000.
C) $33,000.
D) $35,000.
Answer: C
Q2) Employers usually require what thing in order for a paid internship position?
A) that the student be a good typist
B) that the student be able to perform administrative tasks
C) that the student be at least a college junior
D) a cover letter
Answer: C
Q3) 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
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Page 3
Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) Who is credited with creating the "bill stuffer"?
A) Samuel Insull
B) Henry Ford
C) Moss Kendriz
D) Ivy Lee
Answer: A
Q2) What organization or family is Ivy Lee best known for counseling?
A) The Rockefeller Family
B) BBC
C) Ivory Soap
D) Westinghouse
Answer: A
Q3) Which is NOT associated with the legendary P.T.Barnum?
A) Jenny Lind
B) press agentry
C) Tom Thumb
D) Annie Oakley
Answer: D
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Page 4
Chapter 3: Ethics and Professionalism
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32 Flashcards
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Sample Questions
Q1) "We chose this plan because it would benefit the majority of you,and harm the fewest" would be an example of using this perspective:
A) Marxist.
B) absolutist.
C) unilateral.
D) utilitarian.
Answer: D
Q2) Two out of five Arabic-language journalists will use news releases if accompanied by a(n)
A) gift.
B) politician's endorsement.
C) disclaimer.
D) English version.
Answer: A
Q3) It is more ethical for the public relations counselor to say "no comment" to a difficult question,than to stretch the truth for organizational gain.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Public Relations Departments and Firms
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30 Verified Questions
30 Flashcards
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Sample Questions
Q1) The most widely used billing method by public relations firms is "pay-for-placement."
A)True
B)False
Q2) Public relations has a generally lukewarm return on investment (ROI)of about 120 percent,but the rate is considered acceptable because PR is not considered a "bottom line" function.
A)True
B)False
Q3) The "dominant coalition" refers to a situation where public relations practitioners are subservient to marketing and related functions.
A)True
B)False
Q4) An outside firm does not need a prolonged briefing period regarding the client because of their expertise in diverse areas.
A)True
B)False
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Chapter 5: Research
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32 Flashcards
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Sample Questions
Q1) Which of the following is a biased question?
A) Do you believe college bookstores charge a fair price for textbooks?
B) Do you believe college bookstores should sell texts to students at cost?
C) Do you believe that college bookstores should stop charging excessive prices for textbooks?
D) Do you believe that college bookstores should charge students on financial aid less money for texts?
Q2) A systematic analysis of communication that includes searching and counting key words or concept references is
A) benchmarking.
B) cultivation analysis.
C) content analysis.
D) concept testing.
Q3) Biased wording on questionnaires is often a by-product of A) poor construction of survey questions.
B) economic considerations.
C) affiliations (party/politics) of agencies administering surveys.
D) advocacy research.
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Chapter 6: Program Planning
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31 Flashcards
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Sample Questions
Q1) A stated objective should be evaluated by asking all of the following questions EXCEPT
A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?
Q2) Objectives aren't the end result of a campaign,but the means to achieve a result.
A)True
B)False
Q3) A tactic is:
A) measurable
B) the most visible part of a campaign
C) having a strategic plan
D) social media
Q4) The lion's share of any public relations budget is earmarked for staff and administrative time.
A)True
B)False
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Chapter 7: Communication
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Sample Questions
Q1) The condition wherein there is decreased tendency over time to reject material presented by an untrustworthy source is known as
A) message entropy.
B) cognitive dissonance.
C) spiral of silence.
D) sleeper effect.
Q2) A problem with communication occurs as the audience gets broader because A) of cognitive dissonance.
B) the message may undergo distortion.
C) feedback is immediate.
D) a lack of symmetry.
Q3) Audience attention is generally highest at the beginning of a message.
A)True
B)False
Q4) This technique is where one begins a message with a statement that reflects audience values and predispositions.
A) channeling
B) triggering
C) sleeper effect
D) uses and gratification
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Chapter 8: Evaluation
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31 Flashcards
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Sample Questions
Q1) 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.
Q2) What measurement tool do practitioners rely on most?
A) opinion surveys
B) benchmarking
C) media clippings
D) dashboards
Q3) Measuring audience awareness and comprehension with day-after recall is a credible metric for measurement.
A)True
B)False
Q4) Day-after recall measures
A) audience awareness and comprehension.
B) web site copy and graphics.
C) purchasing intent by consumers.
D) semantic issues and cognitive barriers.
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Chapter 9: Public Opinion and Persuasion
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29 Flashcards
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Sample Questions
Q1) The selection of certain facts,themes,and treatments to shape a story is known as A) transfer.
B) propaganda.
C) agenda setting.
D) framing.
Q2) Cite a celebrity that excels in all three factors of source credibility (expertise,sincerity,and charisma).Note specific instances where that person is publicized,and what he/she does (in public and/or privately)that specifically explains how each of those factors is achieved.In other words,why is he/she an expert,sincere,and charismatic?
Q3) An elected official is an example of a(n)
A) agenda setter.
B) propagandist.
C) informal opinion leader.
D) formal opinion leader.
Q4) Psychographics are the attempt to classify people by lifestyle,attitudes,and beliefs.
A)True
B)False
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11
Chapter 10: Conflict Management: Dealing With
Issues,Risks,and
Crises
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Sample Questions
Q1) The issues management process includes which of the following steps?
A) reacting to surprises
B) strategy options
C) anticipating threats
D) predicting problems
Q2) Thirty-nine percent of business crises are
A) preventable.
B) unexpected.
C) unknown to media.
D) internal.
Q3) The basic idea behind issues management is reactive planning.
A)True
B)False
Q4) This image restoration strategy distinguishes an act from similar,but more offensive,acts.
A) minimization
B) differentiation
C) justification
D) bolstering
Page 12
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Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
Q2) Which is typical of the GLBT community?
A) They are offended by ads that specifically target a gay/lesbian audience.
B) Their combined purchasing power is about $750 million.
C) They exhibit low brand loyalty.
D) "One size fits all" messaging works with this group.
Q3) Public relations practitioners are faced with a monolithic audience.
A)True
B)False
Q4) Television is the best way to reach the LGBT community.
A)True
B)False
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
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Chapter 12: Public Relations and the Law
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) Public relations professionals should avoid this practice based on guidelines from the SEC.
A) disclosing fundraising practices.
B) disseminating government documents.
C) providing glowing descriptions of a product in the experimental phase.
D) disclosing financial information.
Q2) What are some issues to keep in mind regarding trademarks?
Q3) Most lawsuits and complaints involving employee newsletters are usually the result of
A) feature articles about employee hobbies.
B) misappropriation of personality.
C) "personals" columns.
D) use of employee pictures without signed releases.
Q4) 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.
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Page 14
Chapter 13: The Internet and Social Media
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19 Flashcards
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Sample Questions
Q1) Individuals using smartphones spend most of their time:
A) texting
B) talking on the phone
C) accessing various apps
D) downloading material
Q2) 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.
Q3) Jopurnalists usually do not use websites to gather information..
A)True
B)False
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
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Chapter 14: Preparing Materials for Mass Media
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40 Flashcards
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Sample Questions
Q1) This type of "memo",often bulleted,alerts media about upcoming interview opportunities among other uses.
A) boilerplate
B) pitch letter
C) video news release
D) media advisory
Q2) Editors want the main facts of a news release listed
A) in the headline.
B) after a brief introduction of the sending organization.
C) in chronological order.
D) in the opening paragraphs.
Q3) PR Newswire and Business Wire are
A) electronic news services.
B) broadcast outlets.
C) media databases.
D) media watchdogs.
Q4) The best media pitches follow a standard format.
A)True
B)False
Q5) What are the key do's and don'ts of getting a "date" with a reporter?
Page 16
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Chapter 15: Radio and Television
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) Generally,talk shows book guests 1 or 2 days in advance.
A)True
B)False
Q2) Most interviews are on morning talk shows between the hours of 8 a.m.and noon.
A)True
B)False
Q3) CBS's "60 Minutes" is an example of
A) a network newscast.
B) a documentary.
C) an evergreen.
D) a magazine program.
Q4) A video news release generally is laid out in a three-column format (visual,audio,and narration).
A)True
B)False
Q5) What is a major difference between an audio news release and print version?
A) writing style
B) ANRs are usually more like advertisements
C) ANRs can be longer
D) ANR is less concise
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Chapter 16: Meetings and Events
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26 Flashcards
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Sample Questions
Q1) According to a survey by Access Communications,for example,found that less than10 percent of journalists assigned to a trade show want to hear about the company and product news before the show starts.
A)True
B)False
Q2) The size and purpose of the meeting dictate the plan.
A)True
B)False
Q3) What is the most important thing to consider about an event?
A) the number of guests
B) the event facility
C) detailed planning
D) the speaker
Q4) Liability insurance should be secured:
A) Only for events of 50 people or more.
B) Only if there is a chance that people could be injured.
C) Always, unless there is a blanket liability policy.
D) Only for fundraising events.
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Chapter 17: Corporations
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Sample Questions
Q1) What are the benefits offered by corporate sponsorships? What are ways that corporations sponsor things or events?
Q2) In an integrated communications program,public relations activities are often geared to obtaining early awareness and credibility for a product.
A)True
B)False
Q3) Employees are considered the organization's
A) windows to management.
B) ambassadors.
C) latent/passive publics.
D) entree into media publicity.
Q4) According to PRWeek,being proactive is important because A) it inspires emotion.
B) it allows you to works with groups to achieve solutions, not publicity.
C) it allows you to get emotional with advocacy groups.
D) you can work with people making threats.
Q5) Employees are a less valued public in investor relations. A)True B)False
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Chapter 18: Entertainment, Sports, and Tourism
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Sample Questions
Q1) An exciting twist for travel and tourism publicity is the use of the Internet.
A)True
B)False
Q2) The tourism industry is:
A) stable.
B) volatile.
C) shrinking.
D) dishonest.
Q3) A junior publicist may need to edit memos.
A)True
B)False
Q4) Celebrity reputation damage can be minimized if:
A) celebrities listen to seasoned PR counselors.
B) celebrities avoid sticky situations.
C) situations are dealt with in a timely manner.
D) once the damage is done, it's done.
Q5) It isn't important for a professional sports team to foster community relations.
A)True
B)False
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Chapter 19: Politics and Government
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Sample Questions
Q1) Grassroots lobbying encourages private citizens to tweet their opinions.
A)True
B)False
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) One of the largest public affairs operations in the federal government is the U.S.Department of Agriculture.
A)True
B)False
Q4) Grassroots lobbying includes the use of websites and advocacy ads.
A)True
B)False
Q5) The Pentagon engages in recruitment drives.
A)True
B)False
Q6) What does grassroots lobbying involve? Give an example of a grassroots lobbying initiative that you know about.
Page 21
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Chapter 20: Global Public Relations
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Sample Questions
Q1) With regard to issues,such as labor,health,and the environment,nongovernmental organizations are perceived by the public as
A) less credible than news media.
B) flawed because of lack of legislative infrastructure.
C) more credible than news media.
D) less credible than corporations.
Q2) The U.S.Foreign Service Officer's Exam is the first requirement for anyone embarking on a(n)
A) diplomatic career.
B) civil service mission.
C) overseas diplomatic mission.
D) protocol job.
Q3) Established in 1953 by President Eisenhower,this was the primary agency involved in shaping America's image abroad.
A) American Public Information
B) Creel Committee
C) United States Information Agency
D) Voice of America
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22
Chapter 21: Nonprofit, Health, and Education
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36 Flashcards
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Sample Questions
Q1) The world's largest foundation is the:
A) Robert Woods Johnson Foundation
B) Ford Foundation
C) Gates Foundation
D) Lilly Endowment
Q2) The most visible aspect of a university public relations program is its news bureau.
A)True
B)False
Q3) Most large institutions regularly monitor the state legislature.
A)True
B)False
Q4) In general,labor unions:
A) represent only one corporation.
B) focus primarily on upgrading skills through continuing education.
C) represent the interests of an entire industry.
D) experienced significant membership gains since 1978.
Q5) Why is development so important to a non-profit? What are some primary ways that they go about getting money to pay the bills? Would you consider working for a nonprofit? Why or why not?
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