Question 1

In March 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition?
A) "Like beauty, the definition of 'public relations' is in the eye of the beholder."
B) "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
C) "Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication."
D) "Public relations revolutionizes the way organizations and individuals communicate to their key constituent publics around the world."

Accepted Answer

The winning definition for public relations, as chosen by the Public Relations Society of America in March 2012, is "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." This definition emphasizes the strategic and reciprocal nature of public relations.

Question 2

Letters unearthed at Al Qaeda terrorist-in-chief Osama bin Laden's last stand were a testimony to the accepted notion that public relations has become one of society's most potent forces. Which of the following were among his most pressing concerns?
A) Ways to improve news media coverage
B) His place in history
C) Al Qaeda's image and a possible name change to give the group a more religious ring
D) All of the above

Accepted Answer

The letters found at Osama bin Laden's compound revealed his concerns about improving Al Qaeda's media coverage, his legacy, and the organization's image, including considering a name change to reflect a more religious tone.

Question 3

The strength of the public relations field stems from
A) its roots in democracy.
B) its significance in enhancing democracy.
C) its significance in altering the ranks of management.
D) its significance in protecting management from encroachment by unqualified leaders.

Accepted Answer

Public relations is deeply rooted in democratic principles, as it involves open communication and engagement with the public, which are essential elements of a democratic society.

Question 4

As society is overwhelmed by communications, what is the challenge for the communicator?
A) To bombard the target audience with messages of every variety (traditional and nontraditional) at the same time
B) To make billions of dollars when there are 320,000 public relations professionals
C) To convince people that public relations is important
D) To cut through communications that come from many sources to deliver an argument that is persuasive, believable and actionable.

Accepted Answer

The challenge for communicators in a society overwhelmed by communications is to effectively cut through the noise of multiple sources and deliver a message that is persuasive, believable, and actionable. This involves crafting a message that stands out and resonates with the target audience, rather than simply bombarding them with a high volume of messages or focusing solely on the financial or reputational aspects of public relations.

Question 5

How many communications professionals are employed by the Department of Defense?
A) 1,000
B) 4,500
C) 7,000
D) 9,250

Accepted Answer

The Department of Defense employs approximately 7,000 communications professionals.

Question 6

The fundamental mandate of public relations is
A) strategy
B) communications
C) relationships
D) character

Accepted Answer

The answer of The fundamental mandate of public relations is
A)...

Question 7

In John Marston's R-A-C-E process, the key step is
A) solid strategy.
B) reasoned research.
C) proper action.
D) careful evaluation.

Accepted Answer

The key step in John Marston's R-A-C-E process is "proper action," as it focuses on implementing the strategies developed during the research and planning phases.

Question 8

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?
A) encompasses more clear objectives
B) encompasses a more managerial approach
C) encompasses more implementation of a predetermined plan
D) encompasses more scientific evaluation

Accepted Answer

The R-O-S-I-E formula is distinguished by its managerial approach, focusing on Research, Objectives, Strategies, Implementation, and Evaluation, integrating management principles into the PR process.

Question 9

Applying the widely repeated definition of public relations developed by the late Denny Griswold, to serve an organization properly, practitioners ought to serve as
A) counsels to chief legal officers.
B) honest brokers to top management.
C) advisers to human resources directors.
D) consultants to directors of marketing.

Accepted Answer

Denny Griswold, the founder of Public Relations News, defined public relations practitioners' role as serving as honest brokers to top management, ensuring that both the public's interests and the organization's goals are represented and aligned. This definition emphasizes the strategic advisory role of PR professionals in guiding top management with integrity and honesty.

Question 10

Which process emphasizes planning as a necessary step preceding the activation of a communications initiative?
A) R-P-I-E
B) P-P-I-E
C) R-A-C-E
D) P-A-C-E

Accepted Answer

The answer of Which process emphasizes planning as a necessary...

Question 11

Which of the following are among the five actions Professor Melvin Sharpe indicates can "harmonize" relations between individuals and organizations?
A) measured remarks that foster credibility
B) environmental research and evaluation that help determine actions or adjustments
C) continuous one-way communication
D) credible actions favoring only the organization

Accepted Answer

The answer of Which of the following are among the...

Question 12

Professional practitioners who understand the management "interpreter" perspective of public relations
A) recognize the value of insights from Leon Hess on this perspective.
B) recognize that management takes precedence over public attitudes and beliefs.
C) recognize the need to be able to create management policy.
D) recognize the importance of communicating organizational policy accurately and candidly.

Accepted Answer

The "interpreter" perspective in public relations emphasizes the role of PR professionals as intermediaries who accurately and candidly communicate organizational policies and perspectives to the public and other stakeholders. This approach values transparency and the accurate representation of the organization's views and policies.

Question 13

GM's handling of charges by Ralph Nader that their Corvair was "unsafe at any speed" is an example of corporate public relations professionals failure to
A) interpret and convey to management what the public really thinks.
B) interpret and convey to the public why management feels the way is does.
C) interpret how corporate influence can change public opinion.
D) interpret how public influence can be ignored if it is in the best interest of shareowners.

Accepted Answer

GM's failure in handling the charges by Ralph Nader regarding the Corvair's safety was primarily due to their inability to accurately interpret and convey to management the public's concerns and perceptions about the vehicle's safety.

Question 14

Savvy individuals and institutions must recognize the importance
A) of appropriate use of modern technology in communicating with one another.
B) of recognizing the role each plays in modern society.
C) of effectively interpreting the institution's philosophies, policies, practices, and views to the public.
D) of hiring professional communicators to act as mouthpieces.

Accepted Answer

The answer of Savvy individuals and institutions must recognize the...

Question 15

John Galliano, creative director of the Dior fashion house, was fired because
A) he revealed Dior's history serving the wives of Nazi officers
B) he was not as talented as he used to be
C) his talent was less important than the credibility and reputation of the House of Dior
D) he got into a fight with someone who made anti-Semitic remarks

Accepted Answer

John Galliano was dismissed from his position at Dior due to his own conduct, which included making anti-Semitic remarks. This behavior was deemed damaging to the credibility and reputation of the House of Dior, leading to his firing.

Question 16

To effectively communicate with a public, it is important to recognize that
A) all publics have the same needs.
B) all publics are most interested in the technology you use.
C) all publics have their own special needs and require different types of communication.
D) all publics have overlapping organizational needs.

Accepted Answer

Publics have diverse characteristics and therefore have unique needs and preferences when it comes to communication. Recognizing and addressing these specific needs is crucial for effective communication.

Question 17

Which of the following has increased the interdependence between people and organizations and the concern in organizations for managing extensive webs of interrelationships?
A) organizational changes
B) technology changes
C) priority changes
D) subordinate changes

Accepted Answer

Technology changes have significantly increased interdependence among people and organizations by facilitating instant communication, data sharing, and collaboration across vast distances, thus necessitating the management of complex networks of relationships.

Question 18

For a group of people to become a public, which of the following does NOT occur?
A) confront a similar indeterminate situation
B) recognize what is problematic and indeterminate in a situation
C) decide to organize to confront a problem
D) seek outside counsel on whether to unite

Accepted Answer

Seeking outside counsel on whether to unite is not a necessary condition for a group of people to become a public. The formation of a public typically involves recognizing a shared problem and organizing to address it, rather than consulting external advice on the decision to unite.

Question 19

Publics that are classified as internal publics include
A) stockholders and the board of directors
B) customers and suppliers
C) legislators and the general public
D) senior citizens and homosexuals

Accepted Answer

Internal publics are groups within the organization or closely connected to it, such as stockholders and the board of directors, who have a direct stake in the organization's success.

Question 20

Public relations consultants for politicians should point out the importance of the uncommitted public because
A) that public rarely decides to vote.
B) that public can swing a vote.
C) that public is the most difficult to persuade.
D) that public needs to have their beliefs reinforced.

Accepted Answer

The uncommitted public can swing a vote because they are not firmly decided on a candidate or issue, making their eventual decision potentially pivotal in a closely contested election.

Quiz 1: What Is Public Relations, Anyway?

In March 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition?

Letters unearthed at Al Qaeda terrorist-in-chief Osama bin Laden's last stand were a testimony to the accepted notion that public relations has become one of society's most potent forces. Which of the following were among his most pressing concerns?

The strength of the public relations field stems from

As society is overwhelmed by communications, what is the challenge for the communicator?

How many communications professionals are employed by the Department of Defense?

The fundamental mandate of public relations is

In John Marston's R-A-C-E process, the key step is

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?

Applying the widely repeated definition of public relations developed by the late Denny Griswold, to serve an organization properly, practitioners ought to serve as

Which process emphasizes planning as a necessary step preceding the activation of a communications initiative?

Which of the following are among the five actions Professor Melvin Sharpe indicates can "harmonize" relations between individuals and organizations?

Professional practitioners who understand the management "interpreter" perspective of public relations

GM's handling of charges by Ralph Nader that their Corvair was "unsafe at any speed" is an example of corporate public relations professionals failure to

Savvy individuals and institutions must recognize the importance

John Galliano, creative director of the Dior fashion house, was fired because

To effectively communicate with a public, it is important to recognize that

Which of the following has increased the interdependence between people and organizations and the concern in organizations for managing extensive webs of interrelationships?

For a group of people to become a public, which of the following does NOT occur?

Publics that are classified as internal publics include

Public relations consultants for politicians should point out the importance of the uncommitted public because