Question 1

When attempting to define public relations, it is important to know ______.
A) why it is more important than advertising or marketing
B) that the original definition from 1905 still stands today
C) how different parties may view the field
D) that "spin" leads improved PR performance

Accepted Answer

Public relations is a multifaceted field that can be viewed differently by various stakeholders, including businesses, media, and the public. Understanding these diverse perspectives is crucial for effectively defining and practicing PR.

Question 2

If a group of your professors were to analyze the success of a recent public relations campaign, they would be likely to view it in terms of ______.
A) an emphasis on asymmetrical communication
B) a planned effort to influence public opinion
C) overriding concern for the employer or client
D) conflict management between publics

Accepted Answer

A public relations campaign is typically viewed as a planned effort to influence public opinion, which aligns with choice B. Public relations strategies are designed to shape perceptions and attitudes of the public towards a particular subject, organization, or cause, making this the most accurate description of how professors analyzing a campaign's success would likely view it.

Question 3

Unlike their counterparts in academia, PR practitioners define public relations according to ______.
A) strategy and relationships
B) marketing and advertising
C) crisis and recovery
D) journalists and media

Accepted Answer

PR practitioners focus on strategy and relationships to manage the public image of their clients, differentiating their approach from academic definitions.

Question 4

The term "public relations" refers to ______ dialogue with individuals or groups in a ______ situation.
A) brief; transactional
B) business; financial
C) emotional; creative
D) ongoing; win-win

Accepted Answer

Public relations involves maintaining a continuous dialogue with various stakeholders in a situation that aims to be mutually beneficial or "win-win" for all parties involved.

Question 5

Why is it considered a cardinal sin for PR practitioners to target the "general public" in a campaign?
A) They will likely exceed their client's budget.
B) The general public will probably dislike the campaign.
C) The campaign will be unfocused and ineffective.
D) most successful campaigns target age cohorts.

Accepted Answer

Targeting the "general public" in a PR campaign is considered ineffective because it lacks focus. Without a specific target audience, the campaign's message is too broad, making it difficult to engage any particular group effectively.

Question 6

Suppose that you are a Chevy truck lover. You are passionate about the brand and tell your friends how much tougher they are than Ford, Dodge, or Toyota trucks. For the past decade, you have purchased a new Chevy truck every three years, and don't mind the monthly payments. This makes you a (n) ______ in the Chevrolet brand.
A) stakeholder
B) investor
C) volunteer
D) expert

Accepted Answer

A stakeholder in a brand or company is someone who has an interest or concern in the organization. In this case, being a loyal customer and advocate for Chevrolet trucks makes you a stakeholder, as your purchasing decisions and advocacy affect the brand's market presence and reputation.

Question 7

If Nike supports a major athlete taking a controversial political stand, it may spark positive feelings among key publics because it aligns with their expectations of ______.
A) their favorite athlete
B) the brand
C) his/her Nike gear
D) political privilege

Accepted Answer

The correct answer is B) the brand, because consumers often expect brands they support to take stands on social and political issues that align with their values. When Nike supports an athlete taking a controversial stand, it may reinforce the brand's image and values in the eyes of consumers who share similar views, leading to positive feelings towards the brand.

Question 8

If you are a student looking ahead to a career in public relations, which of the following is safe to assume?
A) You can choose your employment setting from a wide range of sectors.
B) You should prepare to learn more about accounting, as this field is rapidly growing.
C) You should look for job listings that specify "public relations" in the title.
D) You can focus mostly on the United States, since this is home to the profession.

Accepted Answer

Public relations professionals work across various sectors including government, non-profit, corporate, and entertainment, offering a wide range of employment settings.

Question 9

How has the task of writing changed for PR practitioners in the 21st century?
A) It is less important than it used to be, thanks to social media.
B) It is almost as important as technology skills.
C) It is one that can now passed on to college interns.
D) It involves new tasks and new kinds of writing.

Accepted Answer

The task of writing for PR practitioners has evolved to include new tasks and new kinds of writing due to the advent of digital media, social media platforms, and the need for content creation across various formats. This requires PR professionals to adapt and learn how to effectively communicate in these new mediums.

Question 10

Why is it advantageous to be a skilled researcher in a public relations career?
A) You can quickly switch careers in a slack economy.
B) It hones your skills in writing SWEAT analyses.
C) It helps you to apply what you learn in a strategic fashion.
D) You can act as a mentor to junior PR practitioners.

Accepted Answer

Being a skilled researcher in public relations allows you to gather, analyze, and apply information strategically to craft effective communication strategies, understand audiences, and navigate complex issues, enhancing the impact of PR efforts.

Question 11

Regarding creativity and the public relations discipline, it is important to remember that PR relations professionals ______.
A) are secondary to their marketing and advertising counterparts
B) can bridge the science and art of persuasive messaging
C) must rely upon outside experts to form their strategies
D) should seek continuing education to hone their creative expertise

Accepted Answer

PR professionals play a crucial role in crafting persuasive messages by combining both scientific and artistic elements, making them essential in the communication process.

Question 12

You've earned your degree in public relations and gained a decade of experience out in the field. You're ready to walk into a board room with a solid background in finance, accounting, or marketing research. This means that you have built a firm foundation in ______.
A) business
B) management
C) human resources
D) client relations

Accepted Answer

A solid background in finance, accounting, or marketing research indicates a firm foundation in business, as these are core components of understanding and running a business effectively.

Question 13

In the 21st century, graduates in marketing, advertising, and English are increasingly competing with those in public relations. What does this mean for PR students and professionals?
A) They should report these as ethical violations to their employers.
B) They should not be concerned, as PR is well-established.
C) They should accept that PR has become secondary to these fields.
D) They must work to stay ahead of this trend.

Accepted Answer

This means PR students and professionals need to continuously improve their skills and adapt to the changing landscape to remain competitive and relevant in the industry.

Question 14

You are a junior-level PR staffer for Newell Brands, maker of the Crock-Pot. You learn that on a recent episode of the NBC series, "This is Us," lead character Jack Pearson is killed by a house fire sparked by a defective Crock-Pot. Show fans are outraged, and potential customers and journalists have asked the company to respond. What public relations function are you performing as you attempt to tackle this incident?
A) anger management
B) product placement
C) crisis communication
D) storytelling

Accepted Answer

Crisis communication is the function being performed, as it involves managing the company's response to a critical situation that could negatively impact its reputation or operations, such as the fictional portrayal of a product causing harm.

Question 15

The Dove "Real Beauty" initiative proves that public relations practitioners must be ______.
A) cause evangelists
B) reputation managers
C) strategists
D) digital and social media experts

Accepted Answer

The Dove "Real Beauty" initiative is a public relations campaign that aims to change the way women think about beauty. The campaign has been successful in raising awareness of the issue of body image and has helped to create a more positive body image for women. Public relations practitioners who work on campaigns like the Dove "Real Beauty" initiative must be cause evangelists, as they must be passionate about the cause and be able to communicate the message effectively to the public.

Question 16

Some professionals in other fields do not take public relations seriously, claiming it is not "concrete" enough. What do they mean by such statements?
A) PR emphasizes working with paid media.
B) PR focuses largely on managing relationships.
C) PR cannot deliver research-based results.
D) PR works in a vacuum, isolated from other professions.

Accepted Answer

PR focuses on managing perceptions and relationships between an organization and its publics, which can seem less tangible compared to fields with direct, measurable outcomes.

Question 17

The "PESO" acronym stands for ______.
A) progressive, early, stated, and on-point objectives
B) polished, expert, strategic, and on-time strategies
C) progressive, entertaining, sales-oriented, and on-target event
D) paid, earned, shared, and owned media

Accepted Answer

The "PESO" acronym stands for paid, earned, shared, and owned media, which are categories of media channels used in marketing and public relations to build a brand and communicate with target audiences.

Question 18

A journalist at your local television station says, "I just can't figure it out. One day, my PR friend at the hospital helps me out with an important medical story. The next day, she's bugging me about some groundbreaking event that doesn't interest me at all." The journalist is saying that the relationship between public relations and journalism is ______.
A) antagonistic
B) collegial
C) complicated
D) stable

Accepted Answer

The journalist's statement reflects a relationship that varies from helpful to bothersome, indicating a complex dynamic between public relations and journalism, hence "complicated" is the correct description.

Question 19

Using virtual reality (VR) to enhance stories on the Weather Channel or promote the movie "Tomb Raider" is primarily an example of ______.
A) leveraging digital advertising opportunities
B) using experiential media to tell stories
C) creating product placement initiatives
D) experimenting with new marketing approaches

Accepted Answer

Using VR to enhance stories or promote a movie is an example of using experiential media to tell stories, as it provides an immersive experience that engages the audience in a unique way.

Question 20

A key difference between public relations and advertising is that public relations focuses on ______ while advertising focuses on ______.
A) dialogue; paid content
B) events; promotions
C) measurement; immediate return
D) stakeholders; consumers

Accepted Answer

Public relations focuses on creating and maintaining a positive image through dialogue and relationship-building, often through earned media, while advertising focuses on promoting products or services through paid content.

Quiz 1: Introduction to Public Relations

When attempting to define public relations, it is important to know ______.

If a group of your professors were to analyze the success of a recent public relations campaign, they would be likely to view it in terms of ______.

Unlike their counterparts in academia, PR practitioners define public relations according to ______.

The term "public relations" refers to dialogue with individuals or groups in a situation.

Why is it considered a cardinal sin for PR practitioners to target the "general public" in a campaign?

If Nike supports a major athlete taking a controversial political stand, it may spark positive feelings among key publics because it aligns with their expectations of ______.

If you are a student looking ahead to a career in public relations, which of the following is safe to assume?

How has the task of writing changed for PR practitioners in the 21st century?

Why is it advantageous to be a skilled researcher in a public relations career?

Regarding creativity and the public relations discipline, it is important to remember that PR relations professionals ______.

You've earned your degree in public relations and gained a decade of experience out in the field. You're ready to walk into a board room with a solid background in finance, accounting, or marketing research. This means that you have built a firm foundation in ______.

In the 21st century, graduates in marketing, advertising, and English are increasingly competing with those in public relations. What does this mean for PR students and professionals?

The Dove "Real Beauty" initiative proves that public relations practitioners must be ______.

Some professionals in other fields do not take public relations seriously, claiming it is not "concrete" enough. What do they mean by such statements?

The "PESO" acronym stands for ______.

Using virtual reality (VR) to enhance stories on the Weather Channel or promote the movie "Tomb Raider" is primarily an example of ______.

A key difference between public relations and advertising is that public relations focuses on while advertising focuses on .