Deck 1: What Is Public Relations

Question 1

Which of the following is the world's largest organization of PR professionals?

A)PROA
B)PRGA
C)PRSSA
D)PRSA

Answer 1

D

Question 2

PR messages are perceived as credible because they are ______.

A)filtered through journalists
B)developed by a creative team
C)sent and received at a low cost
D)presented by publicists

Answer 2

A

Question 3

In relation to PR,a journalist serves in which of the following roles?

A)advertiser
B)sponsor
C)blogger
D)gatekeeper

Answer 3

D

Question 4

When comparing the different definitions of public relations presented in the text,which word appears in all of them?

A)relationship
B)tactical
C)profitable
D)transaction

Question 5

Which statement about PR and advertising is true?

A)PR relies on media gatekeepers and advertising relies on paid media.
B)PR and advertising have become synonymous terms and professions.
C)PR focuses on buying habits and advertising focuses on public opinion.
D)PR and advertising rely equally on earned media and paid media coverage.

Question 6

In the past,what was the primary focus of public relations?

A)generating publicity
B)educating the public
C)influencing media behavior
D)driving business results

Question 7

Which term refers to the voluntary actions taken by a firm to address the economic and environmental impact of its operations on key stakeholders?

A)sustainability index
B)corporate philanthropy
C)triple bottom line strategy
D)corporate social responsibility

Question 8

Unlike PR,advertising has which of the following disadvantages?

A)The lack of research decreases credibility.
B)Gatekeepers charge high fees.
C)Audience attention is not guaranteed.
D)Production costs are unpredictable.

Question 9

Which of the following is a component of the 2012 PRSA definition of public relations?

A)advocating for greater understanding about an organization and its goals
B)building mutually beneficial relationships between organizations and their publics
C)engaging in two-way communication for the purpose of developing customer relationships
D)identifying the communication needs of organizations and their various publics

Question 10

Executives at Hawkins Enterprises want to incorporate CSR into the firm's long-term strategies.Which of the following questions is essential for the executives to ask at this stage?

A)How do Hawkins' business activities affect stakeholders and the environment?
B)Is Hawkins in compliance with state and federal laws that mandate CSR?
C)How will Hawkins' CSR efforts compare to industry and global standards?
D)Will Hawkins' suppliers and employees be able to incorporate CSR practices?

Question 11

Which of the following describes public relations?

A)the use of various communication methods to create media interest
B)the use of paid media to communicate the benefits of a product or service
C)an in-person transactional exercise for the purpose of selling a product or service
D)an information exchange between at least two people for the purpose of sharing information

Question 12

In most cases,PR costs are associated with which of the following?

A)salary and expenses of a creative team
B)salary and expenses for a PR professional
C)production time and airtime costs
D)research and technology expenses

Question 13

Which statement about CSR is true?

A)CSR begins with environmental needs.
B)CSR is a voluntary action taken by firms.
C)Stakeholders determine CSR approaches.
D)Federal laws require firms to engage in CSR.

Question 14

In recent years,which of the following has caused firms to shift from advertising to PR?

A)print ads becoming more costly than TV ads
B)inability to validate product research
C)fewer people using social media
D)TV viewers being able to skip ads

Question 15

Which terms describe how publicists are depicted in movies and on television?

A)reputable and determined
B)powerful and unethical
C)charming and honest
D)diligent and principled

Question 16

As part of its CSR efforts,XPT Computer Company offers a generous family leave program.How does XPT benefit economically from this program?

A)by reducing health benefits costs
B)by avoiding employment lawsuits
C)by improving employee retention rates
D)by lowering outsourcing expenses

Question 17

What are the components of the triple bottom line?

A)people,planet,and profit
B)people,profit,and prosperity
C)ethics,employees,and environment
D)stakeholders,communities,and employees

Question 18

Unlike advertising,PR has which of the following characteristics?

A)being based on research
B)having limited production costs
C)relying on paid media exposure
D)focusing on transactions

Question 19

For today's PR professionals,what is the primary goal of PR?

A)setting strategic business goals for a client
B)engaging in personal transactions
C)building public trust in a client
D)establishing brand equity

Question 20

In comparison to advertising,public relations requires which of the following skills?

A)brand development
B)crisis management
C)message delivery
D)personal selling

Question 21

Companies that implement sustainable business practices and build brand trust are able to do which of the following?

A)develop sustainable communications
B)attain competitive differentiation
C)expand operations more efficiently
D)guarantee strong returns for shareholders

Question 22

Which of the following situations would require a PR professional to engage in crisis management activities?

A)A competitor introduces a similar product.
B)Suppliers are unable to provide product inputs.
C)The government recalls a defective product.
D)Consumers post comments about a product.

Question 23

Monica works for an athletic footwear company as a PR professional.Last month,she organized and attended events across the country to introduce the firm's newest running shoes.This week she is focused on posting content about the new shoes on Instagram and Facebook.Based on this information,which job role has kept Monica busy?

A)crisis manager
B)strategic advisor
C)persuasive writer
D)marketing communications expert

Question 24

Which of the following tasks occurs in a PR professional's role as a marketing communications expert?

A)analyzing product price trends
B)developing advertising campaigns
C)supporting new product introductions
D)developing management whitepapers

Question 25

According to research,which of the following is a result of successful CSR activities?

A)increasing a company's short-term profits
B)lowering a company's variable costs
C)changing a company's culture
D)enhancing a company's reputation

Question 26

Which of the following illustrates a sustainable business practice?

A)a retailer donating sale proceeds to local charities
B)a beer company developing a responsible drinking campaign
C)a footwear company using recycled materials in shoes
D)a food company using only organic ingredients

Question 27

Which of the following is a leading factor in the growth of the PR industry?

A)growth of social media
B)demands of consumers
C)decline of print media
D)increase in global brands

Question 28

According to the Bureau of Labor Statistics,between 2014 and 2024,jobs in the PR field are expected to ______.

A)double in number each year
B)remain stable each year
C)decrease at 6% per year
D)increase at 6% per year

Question 29

Companies that alter their operation to address societal and environmental concerns are engaging in which of the following?

A)sustainable business practices
B)organizational philanthropy
C)impact investing
D)corporate accountability

Question 30

Manu needs data and information about households and consumers in the Midwest.Since he wants free information that he can collect quickly,he will search government agencies for studies and census data.Which term describes the type of research Manu is gathering?

A)preliminary research
B)primary research
C)secondary research
D)statistical research

Question 31

Which of the following tasks is part of a PR professional's role as strategic adviser?

A)monitoring competitor activities
B)developing CSR activities
C)creating press releases
D)attending media tours

Question 32

Tanya is in the process of conducting customer focus groups,distributing online surveys,and analyzing customer response cards.Which term best describes Tanya's efforts?

A)strategic planning
B)secondary research
C)public affairs planning
D)primary research

Question 33

At TCH Global Enterprises,Brandon is responsible for creating company newsletters,updating information on the TCH intranet,and conveying new company policy to workers.Brandon's job is focused on which of the following areas?

A)employee communications
B)strategic communications
C)community relations
D)media relations

Question 34

What is the primary goal of media relations strategies?

A)generating publicity for a company
B)creating marketing campaigns
C)communicating with stakeholders
D)managing company crises

Question 35

Maggie,a PR professional with an electronics firm,is often tasked with assessing public opinion about the company's products,monitoring industry trends,and keeping abreast of current issues.Maggie is currently focused on which role of a PR professional?

A)crisis manager
B)strategic advisor
C)writer
D)marketing communications expert

Question 36

Which term refers to a company's interactions with reporters and editors from print publications and broadcast outlets?

A)marketing communications
B)media relations
C)public affairs
D)public relations

Question 37

Why is global spending on PR difficult to track?

A)Advertising and marketing are sometimes categorized as PR.
B)PR documentation outside the U.S.is too confidential to report.
C)The Holmes Report only measures U.S.PR spending.
D)Most global firms use advertising instead of PR.

Question 38

Which of the following markets is second to the U.S.in PR spending?

A)France
B)China
C)England
D)Japan

Question 39

What is the most important skill needed to be an effective PR professional?

A)speaking to large groups of people
B)writing clearly and persuasively
C)handling unexpected crises
D)using marketing communications

Question 40

PR professionals employed by nonprofit organizations need strong social media skills for which of the following purposes?

A)monitoring online conversations
B)raising money for activities
C)providing customer service
D)launching CSR programs

Question 41

Bailey,a recent college graduate,has been offered an entry-level position at Bauman Public Relations,a PR agency.What is the advantage of Bailey accepting the position?

A)working in the communications department
B)learning about financial PR approaches
C)focusing exclusively on PR activities
D)generating regular material events

Question 42

In the federal government,the PR function is commonly referred to as the Public Communications Office.

Question 43

Joaquin works as a PR professional at the American Heart Association.Which of the following factors measures Joaquin's effectiveness in this role?

A)employee relations
B)membership growth
C)crisis management
D)customer service

Question 44

Which term refers to the PR function in most federal or state government environment?

A)public communications
B)public affairs
C)political affairs
D)communications department

Question 45

Media relations involves providing data and details to journalists to convince them that information about an organization is newsworthy.

Question 46

A college student who is studying to become a PR professional would be able to join the PRSA,while a person who is already working as a PR professional could join the PRSSA.

Question 47

Which of the following statements about working as a corporate PR professional is correct?

A)Job stability is highly susceptible to economic downturns.
B)PR departments tend to be large and competitive.
C)Compensation and benefits are typically low.
D)PR usually reports to the marketing department.

Question 48

In which of the following work environments would a PR professional need a strong understanding about business strategy and operations?

A)multinational corporation
B)large PR agency
C)federal agency
D)trade association

Question 49

Corporate social responsibility is a voluntary action implemented by organizations that often improves an organization's reputation with customers.

Question 50

Material events must be produced by PR professionals who work in which of the following environments?

A)private corporation
B)government agency
C)public corporation
D)non-profit organization

Question 51

In the strategic advisor role,a PR professional needs to understand business trends,marketplace developments,and effective PR tactics.

Question 52

Consumers in developing nations lack access to social networking sites,so they continue to receive PR messages through traditional media.

Question 53

Which of the following social media skills is expected of corporate PR professionals?

A)monitoring the company's intranet for customer concerns and issues
B)collaborating with other departments through the company's Facebook page
C)knowing how to use and monitor Twitter and Instagram for personal outreach
D)developing online content to drive sales and build the company's reputation

Question 54

A PR professional employed by the U.S.Department of Agriculture would most likely engage in which type of work?

A)lobbying for new legislation
B)advocating for funding increases
C)creating engaging website content
D)providing information to the public

Question 55

Advertising relies on earned media,while public relations relies on paid media.

Question 56

The Public Relations Society of America defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

Question 57

Most corporate PR professionals work in which of the following departments?

A)communications
B)human resources
C)sales
D)finance

Question 58

According to the Bureau of Labor Statistics,the job outlook for PR professionals is strong as new jobs will be added in the upcoming years.

Question 59

On many TV shows,publicists are portrayed as manipulative and unethical,which requires PR professionals to counter this stereotype by educating clients about the value of PR.

Question 60

Which of the following is a task handled by a city's Public Information Officer?

A)working with lobbyists and politicians to enact local laws
B)creating engaging content to draw citizens to the city's website
C)providing information to the media about emergency services
D)monitoring citizen complaints about city services on social media

Question 61

Why do PR professionals need to have exceptional writing skills and social media skills?

Question 62

What is the projected outlook for PR jobs in the U.S.?

Question 63

In 2012,the PRSA published the following definition of public relations: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." In a brief essay,discuss the different elements of this definition and explain the meaning or significance of each.

Question 64

What is the difference between corporate philanthropy and corporate social responsibility?

Question 65

Discuss how and why PR is becoming prevalent in emerging and developing countries.

Question 66

What is a gatekeeper? What role do gatekeepers play in public relations?

Question 67

What tasks are involved in the employee communications area of PR?

Question 68

What factors are driving many firms towards PR and away from advertising? Do you think this trend will continue? Why or why not?

Question 69

Assume you have recently graduated from college and have three different job opportunities in the PR field.The first offer is from a large PR agency,the second is from a private corporation,and the third is from a non-profit organization.Briefly describe the advantages and / or disadvantages of each position.Which one would you take? Why?

Question 70

In a brief essay,discuss the relationship between CSR and the triple bottom line.Illustrate your response by describing the CSR activities of a specific corporation and how these activities have impacted the triple bottom line.