Strategic Communication
Mock Exam
Course Introduction
Strategic Communication explores the planning, implementation, and evaluation of communication efforts designed to achieve organizational goals. This course examines how organizations develop and manage purposeful communication strategies to influence target audiences, shape public perception, and drive desired outcomes. Students will analyze key theories, tools, and contemporary practices in messaging, branding, public relations, and crisis management, while developing their skills in audience analysis, message design, and multi-channel communication planning. Through case studies and practical exercises, the course equips students with the knowledge to craft and execute communication campaigns that align with organizational objectives in a dynamic media landscape.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by
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21 Chapters
619 Verified Questions
619 Flashcards
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Page 2
Dennis L. Wilcox
Chapter 1: What Is Public Relations
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31 Verified Questions
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Sample Questions
Q1) Public relations is a worldwide industry.While it is most developed in the U.S.,what country is considered the "new frontier" for public relations?
A) Japan.
B) United States.
C) South Africa.
D) China.
Answer: D
Q2) What is brand journalism?
A) Journalism focused on a particular brand
B) A kind of content marketing in which paid media plays a minor role
C) A scenario where journalists are paid to write about a product
D) A practice that is frowned upon by public relations practitioners.
Answer: B
Q3) What is the going rate for paid interns at reputable national and international companies?
A) $8 to $10 dollars an hour
B) $10 to $12 dollars an hour
C) $12 to $15 dollars an hour
D) $16 to $20 dollars an hour
Answer: C
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Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) This budding young practitioner was asked by President Woodrow Wilson to organize a massive public relations effort to unite the nation and to influence world opinion during World War I.
A) Elmer Davis
B) Paul W. Garrett
C) George Creel
D) Edward L. Bernays
Answer: C
Q2) Which is NOT a reason why public relations practitioners should use research with regard to reputation management?
A) social audits
B) communication audits
C) networking
D) environmental monitoring
Answer: C
Q3) Women in higher levels of management are now common in business and industry.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) When is it ok to say "no comment," along with an explanation?
A) No comment is always a viable option
B) When there are mitigating circumstances surrounding an event
C) When there is now way to be honest
D) When the practitioner is trying to hide something
Answer: A
Q2) To receive the "APR" designation as being accredited by PRSA,a person must
A) have earned significant local and national honors for their work in the field.
B) have a terminal degree in public relations from an accredited university.
C) pass a rigorous written and oral examination.
D) have worked in at least three different PR-type settings, with 10 years minimum experience.
Answer: C
Q3) In terms of gender,PRSA's membership is now primarily male
A)True
B)False
Answer: False
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) 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
Q2) Research indicates that some organizations top-level management perceive public relations as a primarily __________________ function,hindering its ability to perform as a member of the dominant coalition.
A) managerial
B) technical.
C) compulsory-advisory.
D) concurring authority.
Q3) "Turf battles" between public relations personnel and human resources managers are relatively non-existent because the two areas rarely overlap.
A)True
B)False
Q4) Public relations by most accounts is primarily considered a "staff" function.
A)True
B)False
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Chapter 5: Research
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Sample Questions
Q1) What is a problem with Web and e-mail surveys?
A) cost
B) time
C) self-report bias
D) low response rate
Q2) Which of the following is an example of qualitative research?
A) a Likert-type scaled survey
B) a telephone poll
C) a focus group
D) an employee survey
Q3) The most expensive form of research is
A) a survey.
B) a focus group.
C) local market research.
D) personal interviews.
Q4) 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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Sample Questions
Q1) NBO is a fundamental approach to planning
A)True
B)False
Q2) An integral part planning and compiling a calendar is
A) financial considerations
B) advance planning
C) strategic goals
D) broad objectives
Q3) A Gantt chart is essentially a
A) survey summary.
B) calendar.
C) budget.
D) listing of objectives.
Q4) A tactic is:
A) measurable
B) the most visible part of a campaign
C) having a strategic plan
D) social media
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Chapter 7: Communication
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Sample Questions
Q1) Seeing an advertisement is an example of the "interest stage" of the adoption process.
A)True
B)False
Q2) Attitude change and change in overt behavior are difficult objectives for the communicator because of outside factors/variables.
A)True
B)False
Q3) The goals of communication are to persuade passive publics,with "mutual understanding" being a lesser emphasis for the practitioner.
A)True
B)False
Q4) A cliché is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.
A)True
B)False
Q5) Style and creativity are most necessary for an active audience.
A)True
B)False
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Chapter 8: Evaluation
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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) The number of people "exposed" to media messages is referred to as
A) population or census.
B) advertising equivalency.
C) media impressions.
D) benchmarking.
Q3) If an objective is informational,measurement techniques must show A) attendance figures.
B) audience exposure.
C) increased sales.
D) print and broadcast mentions.
Q4) The split-message technique is often used in
A) television talk shows.
B) news releases.
C) national trade shows.
D) direct-mail campaigns.
Page 10
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) 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.
Q2) Third-party endorsements usually involve
A) favorable statements by celebrities.
B) key insiders.
C) propaganda techniques.
D) political leaders.
Q3) An opinion leader will deliberate and undergo significant research before adopting a new idea.
A)True
B)False
Q4) List the "informal" opinion leaders in your academic department and among your other key groups (social,professional,etc.).Give specific reasons for why they are looked up to in specific situations.
Q5) Trust is a key element with regard to source credibility.
A)True
B)False
11
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) The basic idea behind issues management is reactive planning.
A)True
B)False
Q2) Setting up a central information center is not necessary during a crisis.
A)True
B)False
Q3) This technique should be used when conflict has emerged but is not careening out of control.
A) damage control
B) recovery
C) conflict resolution
D) conflict positioning
Q4) Bolstering and reparation are synonymous with which phase of the conflict management life cycle?
A) issues management
B) strategic
C) recovery
D) reactive
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Q5) Cite a recent example where an organization has used "muscular" public relations.What tactics (they used)buttress your arguments?
Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) What is a concern for practitioners seeking to reach the Muslim community?
A) mainstream media tend to poke fun at them.
B) American Muslims don't feel that U.S. brands reach out to them.
C) they are not active internet users.
D) they have very little purchasing power.
Q2) Public relations practitioners are faced with a monolithic audience.
A)True
B)False
Q3) Which is NOT indicative of the Hispanic audience?
A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18-34 demographic.
Q4) According to Barbara Bianchi-Kai,a specialist in disability marketing,the best medium to reach a variety of disability groups at the same time is A) radio.
B) television.
C) specialized webpages.
D) public assembly.
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Chapter 12: Public Relations and the Law
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Sample Questions
Q1) 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.
Q2) 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
Q3) Press releases are not considered commercial speech.
A)True
B)False
Q4) Government documents:
A) cannot not be copyrighted.
B) cannot be used without permission.
C) are protected documents.
D) are owned by the government and therefore protected by copyright.
Q5) What are some issues to keep in mind regarding trademarks?
Page 14
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Chapter 13: The Internet and Social Media
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Sample Questions
Q1) From a public relations standpoint,a website is literally a distribution system in the blogosphere.
A)True
B)False
Q2) Many organizations are setting up their own blogs as a means of answering critics.
A)True
B)False
Q3) Do a "YouTube search" with the name of your university as your search term.What kind of videos appear? Which might be potentially embarrassing for your school,and which ones might be seen as positive and possibly sent by school officials? Should university practitioners monitor such sites?
Q4) The use of technology is the leading trend in public relations.
A)True
B)False
Q5) Bloggers are different from other journalists in that:
A) you can give them more information than traditional media.
B) they can get away with publishing non-verified information.
C) it is easier to form relationships with them.
D) there is no difference in how you should treat them.
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) The purpose of a corporate profile is different than that of a product fact sheet.
A)True
B)False
Q2) The most widely used document issued by practitioners to news media is the A) pitch letter.
B) media advisory.
C) news release.
D) fact sheet.
Q3) A press party is a
A) celebration between media and their readers/listeners.
B) softening-up process.
C) formal affair.
D) group of media gathering for a news conference.
Q4) What should a practitioner's "checklist" be when hosting a news conference? Cite at least five things the planner should take care of,and briefly explain the importance of those details,and how to take care of them.
Q5) A print interview should generally last no more than 20 minutes. A)True B)False
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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) A booker would also be known as
A) executive producer.
B) host.
C) community relations director.
D) talent coordinator.
Q2) What is typical in an audio news release?
A) teleprompter information
B) longer sentences
C) script for field reporter
D) fast reading
Q3) in general,an answer to an interviewer's question on a radio or television talk show should be no longer than
A) 10 seconds.
B) 30 seconds.
C) 60 seconds.
D) 90 seconds.
Q4) Radio public service announcements should be written in upper-case form.
A)True
B)False
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Chapter 16: Meetings and Events
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Sample Questions
Q1) On the day of an event,you should:
A) get a final count of reservations.
B) confirm the menu in writing.
C) organize a phone committee.
D) discuss the nature of the speaker's talk.
Q2) According to Tradeshow Week magazine,about annually in the United States.
A) 500
B) 1,000
C) 6,000
D) 10,000
Q3) 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
Q4) 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.
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Chapter 17: Corporations
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Sample Questions
Q1) Which one of the following is a good example of "cause-related" marketing?
A) allocating a percentage of sales to restore the Statue of Liberty
B) a 10-city tour by the company president
C) distribution of a country-western music tour
D) distribution of writing pads to schoolchildren
Q2) The refusal to buy the products or services of an "offending" company is a
A) corporate crisis strategy.
B) recall.
C) boycott.
D) media relations tactic.
Q3) Corporate sponsorship is primarily a form of
A) cause-related marketing.
B) investor relations.
C) media partnership.
D) ingratiation.
Q4) Choose two major corporations in your local area and do some research on their corporate mission with regard to social responsibility.Compare and contrast their tactics and how successful you perceive the companies have been in their initiatives.
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Chapter 18: Entertainment, Sports, and Tourism
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Sample Questions
Q1) A junior publicist may need to edit memos.
A)True
B)False
Q2) 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.
Q3) A "fam trip" usually involves
A) concert/music media.
B) families.
C) travel writers.
D) socialites/entertainment media.
Q4) For publicity of plays,it is important to:
A) establish partnerships with other arts organizations
B) use an established call or mailing list
C) never extend special invitations to journalists
D) write prepared feature stories or "readers"
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Chapter 19: Politics and Government
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Sample Questions
Q1) The Pentagon engages in recruitment drives.
A)True
B)False
Q2) The majority of industries (or their trade associations)maintain a presence in Washington,DC.
A)True
B)False
Q3) Grassroots lobbying encourages private citizens to tweet their opinions.
A)True
B)False
Q4) PIOs provide routine information to the public on policies and programs.
A)True
B)False
Q5) Influence peddlers primarily capitalize on
A) issue advertising.
B) connections.
C) lawmakers.
D) soft money.
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) President Gerald Ford created the United States Information Agency.
A)True
B)False
Q2) Since the U.S.Information Agency was disbanded in 1999,most of its functions were transferred to the
A) U.S. Department of Federal Affairs.
B) U.S. Department of State.
C) U.S. Department of the Interior.
D) U.S. Department of Defense.
Q3) Today,almost every global public relations firm has an office in A) Boston.
B) Budapest.
C) Bangkok.
D) Beijing.
Q4) Which of the following is a basic objective for U.S.firms working for foreign governments?
A) change attitudes and behaviors of dissident factions
B) to change public opinion
C) increase nationalism
D) decrease trade tariffs
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Chapter 21: Nonprofit, Health, and Education
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Sample Questions
Q1) Which of the following is a basic audience for hospitals?
A) capital donors
B) pregnant women
C) administrative staffs
D) the elderly
Q2) Which one of the following is a trade association?
A) Automobile Manufacturers Association
B) American Consumer Foods Association
C) American Library Association
D) National Association of Home Builders
Q3) Note any new or proposed major buildings on your campus.Research how any structured capital campaigns were involved in funding these projects.Were there any "naming rights" involved for key donors or famed individuals.Are there seminar rooms or areas within the structure that are "named" or sponsored?
Q4) What is the primary reason for people to volunteer and donate money?
A) ego satisfaction
B) prestige
C) to help less fortunate people
D) because they feel guilty
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