Question 1

A communication audit must be conducted before all major public relations efforts.

Accepted Answer

A communication audit is not mandatory before all major public relations efforts, but it is a useful tool to assess current communication practices and strategies.

Question 2

Melanie works in the public relations department at a major university, and she is the editor of an internal newspaper, called Update, that is distributed to all faculty and staff working at the university. The newspaper covers stories about what faculty are doing, grants and awards won by employees, and important information regarding human resource issues. What type of public relations program does this illustrate?
A)employee affairs
B)corporate relations
C)internal relations
D)employee relations
E)house communications

Accepted Answer

The answer of Melanie works in the public relations department...

Question 3

Sandra works for the local chapter of the Humane Society, a non-profit organization dedicated to protecting animals. Sandra has worked to identify area residents who are likely to donate to the Humane Society. She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society. Sandra is involved in ________.
A)issue management
B)recruitment
C)fund-raising
D)crisis management
E)cause marketing

Accepted Answer

Sandra is involved in fund-raising for the Humane Society by identifying potential donors and inviting them to a family day event.

Question 4

Explain four key publics addressed by relationship programs in public relations.

Accepted Answer

The answer of Explain four key publics addressed by relationship...

Question 5

Name and describe the various forms of publicity used in public relations.

Accepted Answer

The answer of Name and describe the various forms of...

Question 6

Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him?
A)brand advocate
B)influencer
C)decision-maker
D)stakeholder
E)opinion leader

Accepted Answer

Marty is a stakeholder of Chevron/Texaco oil company since he is an employee of that company. Stakeholders have an interest or concern in the organization's activities and can affect or be affected by the organization's actions, policies, and objectives.

Question 7

Relying on public relations means never having to pay for media exposure.

Accepted Answer

While public relations can help generate media exposure, it does not guarantee free coverage. PR professionals still often have to pay for expenses such as press releases, media events, and social media campaigns to promote their client's message. Additionally, some media outlets may require payment for sponsored or advertorial content.

Question 8

Before revising or developing a new public relations campaign for a new client, Lakshmi is conducting a formal type of background research to assess the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results. She is doing this to ensure that the current campaign is on track and performing as intended. What does this scenario illustrate?
A)communication audit
B)SWOT analysis
C)gap analysis
D)situation analysis
E)evaluation audit

Accepted Answer

A communication audit is a formal research process used to assess the internal and external communication environment, including audiences, objectives, competitors, and past results, to ensure that a campaign is on track and performing as intended.

Question 9

Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.

Accepted Answer

Public relations can support IMC efforts by reinforcing the messaging and creating positive associations with the brand, which can ultimately lead to increased sales.

Question 10

The key to effective crisis management is to put the blame on the responsible party as soon as possible.

Accepted Answer

The key to effective crisis management is not to focus on placing blame, but rather on handling the crisis and finding a solution to the problem at hand. Blaming others can often create more chaos and hinder progress towards resolving the crisis.

Question 11

Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n)________.
A)opinion leader
B)advocacy advertiser
C)gatekeeper
D)third-party endorser
E)philanthropist

Accepted Answer

Ralph Nader is considered an opinion leader because of his influence and advocacy for consumer rights and safety. He is well-known for his activism and his opinions are often sought out by media and the public.

Question 12

Compare and contrast public relations and advertising.

Accepted Answer

The answer of Compare and contrast public relations and advertising....

Question 13

Ian works in the public relations function in his company, and whenever he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked hard to develop these media contacts. In public relations, this relationship management is known as ________.
A)external relations
B)media relations
C)public affairs
D)corporate relations
E)reputation management

Accepted Answer

Media relations refer to the management of relationships between a company or organization and members of the media, such as reporters and journalists. Ian's efforts to develop relationships with reporters and television stations falls under the category of media relations.

Question 14

Discuss how advertising can be used as a public relations tool.

Accepted Answer

The answer of Discuss how advertising can be used as...

Question 15

P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics. P&G features the athletes in several of its advertisements and provides assistance and financial support for the event. P&G's employees assist in the Special Olympics every year. What type of relationship management program is this?
A)public affairs
B)corporate relations
C)media relations
D)employee relations
E)cause marketing

Accepted Answer

This is cause marketing, as P&G is partnering with the Special Olympics to support a cause and promote their products at the same time.

Question 16

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.
A)corporate advertising
B)cause marketing
C)issue management
D)publicity
E)sponsorship

Accepted Answer

The newspaper articles about the company's role in making restrooms inviting are an example of publicity, which is when a company or brand is mentioned in the media without paying for the exposure.

Question 17

Name and describe the two categories into which public relations tools can be divided. Give an example of each.

Accepted Answer

The answer of Name and describe the two categories into...

Question 18

Ultimately, the difference between advertising and public relations is that advertising takes a longer, broader view of the importance of image and reputation.

Accepted Answer

The statement is incorrect. The difference between advertising and public relations is that advertising is a paid form of communication intended to persuade an audience to buy or take some action, whereas public relations is focused on cultivating and maintaining a positive relationship between an organization and its stakeholders through various communication and outreach efforts. Both advertising and public relations are concerned with image and reputation, but advertising typically has a more immediate and specific goal of driving sales or promoting a product or service.

Question 19

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area. Soon after, the newspaper ran an article on the store's grand opening, with a photo of the long lines of eager customers waiting for the store to open on its first day. In this scenario, the Atlanta Journal Constitution functioned as a(n)________.
A)opinion leader
B)advocacy advertiser
C)publicist
D)implied third-party endorser
E)philanthropist

Accepted Answer

The Atlanta Journal-Constitution acted as an implied third-party endorser by publishing an article and photo that positively showcased the Apple Store's grand opening, indirectly endorsing the store to its readers without explicitly stating support.

Question 20

Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n)________.
A)opinion leader
B)advocacy advertiser
C)gatekeeper
D)third-party endorser
E)philanthropist

Accepted Answer

Akou is a gatekeeper because they control access to the radio talk show and decide which guests will be allowed to appear on air.

Quiz 15: Public Relations