Deck 1: What Is Public Relations

Question 1

Regarding global public relations, which of the following is not true?

A) China has opened itself to market capitalism.
B) Asian nations are rapidly expanding their free-market economies.
C) China has more than 500,000 students studying aspects of public relations.
D) The public relations field is most extensively developed in Canada.
E) China has become the "new frontier."

Answer 1

D

Question 2

Which is factor in fueling the trend toward integrated communication approach in public relations?

A) continued growth of organizations
B) larger budgets for organizational marketing and communication
C) marketing of products/services generally unaffected by public and social policy issues
D) advertising, because of high costs, isn't the silver bullet that it used to be
E) merger mania in today's business world

Answer 2

D

Question 3

Which is major difference between public relations and journalism?

A) Journalism has many components.
B) Journalists gather and select information for the primary purpose of providing the public ? with news and information.
C) Journalists write for segmented audiences.
D) Journalists reach audiences through a variety of channels.
E) Journalists are more honest than public relations professionals.

Answer 3

B

Question 4

Considering the relationship between public relations and advertising, which of the following is most true?

A) Advertising is paid time and space, while public relations material is often dictated by ? media gatekeepers.
B) Advertising is addressed to external audiences only.
C) Public relations is narrower in scope.
D) Advertising is usually more costly.
E) Public relations does not support advertising campaigns.

Question 5

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

Question 6

The public relations process is best described as:

A) cyclical
B) feedback-driven
C) one-way
D) media-centered
E) Both A and B.

Question 7

Of the following, what is most important to remember about strategic communication?

A) Public and social policy issues don't matter much these days.
B) Organizational downsizing dictates that public relations moves to the background.
C) Advertising is still the leading discipline, although it is the most expensive.
D) Competition among disciplines may ruin prime opportunities.
E) Goals and objectives can best be accomplished through an integrated approach.

Question 8

What are the principal activities in crisis management?

A) protecting positions
B) responding to or preventing issues
C) building coalitions
D) Both B and C.
E) suppressing the media

Question 9

What is the nature of challenge of public relations?

A) dynamic
B) conflicting
C) strategic
D) multifaceted
E) differentiation

Question 10

Which is NOT component of basic public relations practice?

A) counseling
B) employee relations
C) fund-raising
D) networking
E) issue management

Question 11

What is NOT representative term of the definitions of public relations?

A) deliberate
B) manipulative
C) planned
D) strategic
E) public interest

Question 12

Which is the key major difference between public relations and advertising?

A) Advertising involves paid space and broadcast time.
B) Advertising relies on a number of communication tools.
C) Advertising is broader than public relations in scope.
D) Advertising often uses public relations as a communication tool.
E) Advertising uses the tools of persuasion.

Question 13

Public relations should always foster

A) Organizational leadership
B) Open, two-way communication
C) Mutual understanding
D) A position for the organization's interest
E) Both B and C.

Question 14

Which is NOT way public relations that supports marketing?

A) develops new prospects
B) hypes new products
C) paves the way for sales calls
D) provides inexpensive sales literature
E) helps sell minor products

Question 15

What was the biggest success of the "Frito-Lay and junk food" case?

A) Planners utilized strategic communication to defeat the "junk food" label.
B) Social media users became the biggest new market.
C) "Sneak peeks" to journalists and bloggers boosted product sales.
D) Frito-Lay switched to new, healthier product formulas.
E) Both A and D.

Question 16

How does public relations contributes to the bottom line?

A) identifies new opportunities.
B) builds morale and teamwork.
C) ease resistance to change.
D) ensure public consent.
E) All of the above.

Question 17

Effective public relations is based on

A) Actual policies and performance
B) Spin and hype
C) One-way message dissemination
D) Promotional strategies
E) Competition

Question 18

Which of the following is NOT an element in the RACE formula?

A) Action
B) Research
C) Competition
D) Evaluation
E) Communication

Question 19

Public relations should lead marketing strategy because

A) PR practitioners are master communicators.
B) PR practitioners do market research.
C) PR practitioners deal with multiple stakeholders.
D) PR practitioners create more effective sales literature.
E) PR practitioners have been trained in ethics.

Question 20

Why is public relations referred to as the fifth "P" of marketing strategy?

A) It provides third-party endorsements.
B) It serves the public interest and generates public goods.
C) Public relations can help pull the company into the market.
D) It refers to audiences as "publics" rather than "consumers."
E) Public relations is a management process.

Question 21

Public relations is primarily addressed to external audiences.

Question 22

Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.

Question 23

These days, smart planners realize that an organization's goals and objectives can be best accomplished through an integrated approach, not just through marketing but through all communication functions.

Question 24

Your book says that public relations contributes to the bottom line in at least nine ways.Name and define four of them.

Question 25

Discuss the importance of public relations in developing brand.

Question 26

The public relations field has yet to be developed in other countries around the world.

Question 27

Public relations is process, which is series of actions, changes, or functions.

Question 28

Ultimately, public relations is about open, two-way communication.

Question 29

Public relations professionals are not objective observers, but are advocates for their clients.

Question 30

In the 21st century, writing has diminished as key public relations skill.

Question 31

In marketing, public relations is primarily designed as relationship-building strategy, and is less focused on economic concerns.

Question 32

Research is the first step in any successful public relations campaign.