Key: Answer, Page, Type, Learning Objective, Level
Type
A=Applied
C=Conceptual
F=Factual
Level
(1)=Easy; (2)=Moderate; (3)=Difficult
LO=Learning Objective
SG=Used in Study Guide
p=page
Wilcox_Chapter 1_TB
Multiple Choice Single Select
M/C Question 1
___________ communications includes advertising, community relations, and employee communications.
a)
Corporate
b)
Media
Consider This: This encompasses all the communications of a company.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
Public
Consider This: This encompasses all the communications of a company.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
Investor
Consider This: This encompasses all the communications of a company.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 2
In contrast to persuasive communication, public affairs and __________ implies that only information is being disseminated.
a)
public information
b)
media relations
Consider This: These are the most widely used terms by nonprofits, universities, and government agencies.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
investor relations
Consider This: These are the most widely used terms by nonprofits, universities, and government agencies.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
employee communications
Consider This: These are the most widely used terms by nonprofits, universities, and government agencies.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 3
A(n) ________ is a specialist who concentrates on finding unusual news angles that attract media attention.
a)
publicist
b)
flack
Consider This: This person deals exclusively with placement of stories in the media.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
hack
Consider This: This person deals exclusively with placement of stories in the media.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
event coordinator
Consider This: This person deals exclusively with placement of stories in the media.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 4
_________ is used to describe efforts by an individual or organization to interpret an event or issue according to a particular viewpoint.
a)
Spin
b)
A PR stunt
Consider This: Initially, its meaning was restricted to what was often considered unethical and misleading activities and tactics of political campaign consultants.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
PR fluff
Consider This: Initially, its meaning was restricted to what was often considered unethical and misleading activities and tactics of political campaign consultants.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
A flack
Consider This: Initially, its meaning was restricted to what was often considered unethical and misleading activities and tactics of political campaign consultants.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 5
Since public relations is designed to influence, gain understanding, provide information, and obtain feedback from those affected by the activity, it can be termed as
a)
deliberate.
b)
planned.
Consider This: Public relations activities are intended communications.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
public interest.
Consider This: Public relations activities are intended communications.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
two-way communication.
Consider This: Public relations activities are intended communications.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 6
During which step are objectives set, audiences defined, and strategies decided?
a)
Programming
b)
Policy formulation
Consider This: In this step, staff begins to plan a communications program that will further the organization’s objectives.
LO 1.2: Examine that public relations is a process, not an event
c)
Communication
Consider This: In this step, staff begins to plan a communications program that will further the organization’s objectives.
LO 1.2: Examine that public relations is a process, not an event
d)
Feedback
Consider This: In this step, staff begins to plan a communications program that will further the organization’s objectives.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 7
__________ can be used to (1) generate mutual understanding or (2) influence and persuade publics.
a)
Research
b)
Counseling
Consider This: It is used to determine attitudes and behaviors of publics in order to plan public relations strategies.
LO 1.2: Examine that public relations is a process, not an event
c)
Issues management
Consider This: It is used to determine attitudes and behaviors of publics in order to plan public relations strategies.
LO 1.2: Examine that public relations is a process, not an event
d)
Publicity
Consider This: It is used to determine attitudes and behaviors of publics in order to plan public relations strategies.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 8
________ can be defined as developing effective involvement in civic policy and helping an organization adapt to societal expectations.
a)
Public affairs
b)
Government affairs
Consider This: It is used by government agencies to describe their public relations activities.
LO 1.2: Examine that public relations is a process, not an event
c)
Media relations
Consider This: It is used by government agencies to describe their public relations activities.
LO 1.2: Examine that public relations is a process, not an event
d)
Community relations
Consider This: It is used by government agencies to describe their public relations activities.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 9
__________ help to create and maintain investor confidence and build a good relationship with the business community.
a)
Financial relations
b)
Industry relations
Consider This: It is also known as investor relations or shareholder relations.
LO 1.2: Examine that public relations is a process, not an event
c)
Media relations
Consider This: It is also known as investor relations or shareholder relations.
LO 1.2: Examine that public relations is a process, not an event
d)
Community relations
Consider This: It is also known as investor relations or shareholder relations.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 10
___________ relates directly with legislatures and regulatory agencies on behalf of the organization.
a)
Government affairs
b)
Public affairs
Consider This: Lobbying can be a part of this process.
LO 1.2: Examine that public relations is a process, not an event
c)
Media relations
Consider This: Lobbying can be a part of this process.
LO 1.2: Examine that public relations is a process, not an event
d)
Community relations
Consider This: Lobbying can be a part of this process.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 11
Sandra works as a public relations officer. The campaign she organized was unsuccessful because she failed to gather information required to address the needs of the audience. Which skill did Sandra lack?
a)
Research ability
b)
Problem-solving ability
Consider This: A person must be persistent and conduct an original investigation.
LO 1.3: Assess the skills needed for a public relations professional
c)
Social media expertise
Consider This: A person must be persistent and conduct an original investigation.
LO 1.3: Assess the skills needed for a public relations professional
d)
Planning expertise
Consider This: A person must be persistent and conduct an original investigation.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 12
Though Samuel agreed to the budget approved for a campaign, he ended up spending almost twice that amount. Which PR skill did Samuel lack?
a)
Planning expertise
b)
Research ability
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture to be successful at their jobs.
LO 1.3: Assess the skills needed for a public relations professional
c)
Problem-solving ability
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture to be successful at their jobs.
LO 1.3: Assess the skills needed for a public relations professional
d)
Social media expertise
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture to be successful at their jobs.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 13
A PR professional drafted a blog to post on the company’s website. Though the content was good, it had numerous grammatical and spelling errors. What does the PR person lack?
a)
Writing skill
b)
Research ability
Consider This: The person was unable to put information and ideas onto paper clearly.
LO 1.3: Assess the skills needed for a public relations professional
c)
Expertise in social media
Consider This: The person was unable to put information and ideas onto paper clearly.
LO 1.3: Assess the skills needed for a public relations professional
d)
Planning expertise
Consider This: The person was unable to put information and ideas onto paper clearly.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 14
Management decided to launch a new range of cosmetics in various countries. Since it was a big event, responsibility was handed to Michael, since he was the most experienced. However, he lost track of things and overshot the budget. Which skill does Michael have to improve?
a)
Planning expertise
b)
Research ability
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture.
LO 1.3: Assess the skills needed for a public relations professional
c)
Business/economics competence
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture.
LO 1.3: Assess the skills needed for a public relations professional
d)
Problem-solving ability
Consider This: Public relations people must be highly organized, detail oriented, and able to see the big picture.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 15
Campaigns for children’s products are designed to encourage parents to buy products for their children even though they may not be required. Which aspect of public relations is ignored in such cases?
a)
Public interest
b)
Performance
Consider This: According to this aspect, an organization’s campaigns should be aligned with the concerns of the target consumers.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
c)
Deliberate
Consider This: According to this aspect, an organization’s campaigns should be aligned with the concerns of the target consumers.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
d)
Management function
Consider This: According to this aspect, an organization’s campaigns should be aligned with the concerns of the target consumers.
LO 1.1: Recognize the challenge and the variety in the work performed by those in public relations
ANS: a
M/C Question 16
After a product launch campaign, the PR team analyzed the data. The team found that the campaign did not generate the results they wanted. Therefore, the team decided to come up with a better campaign for the next launch. Which step of the public relations process is the PR team currently in, and why?
a)
Assessment; because the analysis of the data made the PR team realize that additional efforts were needed to better the campaign
b)
Feedback; because the data are a way of telling the PR team about the performance of the campaign
Consider This: The PR team is in the last phase of the public relations process loop where further action is being considered based on performance of the previous ones.
LO 1.2: Examine that public relations is a process, not an event
c)
Programming; because the PR team is thinking of starting a new communications program to further the organization’s objective of more meaningful campaigns
Consider This: The PR team is in the last phase of the public relations process loop where further action is being considered based on performance of the previous ones.
LO 1.2: Examine that public relations is a process, not an event
d)
Communication; as the data are a way of communicating the underperformance of the campaign to the PR team.
Consider This: The PR team is in the last phase of the public relations process loop where further action is being considered based on performance of the previous ones.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 17
A job description says a prospective employee should have experience in networking, blogging, and tweeting. It also mentions search engine optimization and e-mail outreach as added advantages. Which PR skill is the firm looking for?
a)
Expertise in social media
b)
Problem-solving ability
Consider This: The firm is looking for someone who can maintain relations via modes other than the mainstream media.
LO 1.3: Assess the skills needed for a public relations professional
c)
Writing skill
Consider This: The firm is looking for someone who can maintain relations via modes other than the mainstream media.
LO 1.3: Assess the skills needed for a public relations professional
d)
Research ability
Consider This: The firm is looking for someone who can maintain relations via modes other than the mainstream media.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 18
An organization approached a PR firm to design a campaign for its new product launch. The firm wanted to know details about the product and the organization before it committed to the proposal. Which step of the public relations process is the firm currently in, and why?
a)
Research and analysis; because the firm is seeking input that will help it determine the extent of the PR opportunity that the organization possesses
b)
Communication; because the firm is communicating with the concerned personnel about how their previous product was marketed
Consider This: The firm’s personnel are trying to get a feel of the work they are about to undertake so that they can plan accordingly.
LO 1.2: Examine that public relations is a process, not an event
c)
Feedback; because the firm is getting feedback about the organization from the employees
Consider This: The firm’s personnel are trying to get a feel of the work they are about to undertake so that they can plan accordingly.
LO 1.2: Examine that public relations is a process, not an event
d)
Assessment and analysis; because the firm is analyzing and assessing the image that the organization has among the public
Consider This: The firm’s personnel are trying to get a feel of the work they are about to undertake so that they can plan accordingly.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 19
When an organization decided to re-frame certain official guidelines and procedures, it conducted several sessions with the PR team. Which step of public relations cycle is this?
a)
Policy formulation
b)
Research
Consider This: In this step, PR personnel make recommendations on actions to be taken.
LO 1.2: Examine that public relations is a process, not an event
c)
Programming
Consider This: In this step, PR personnel make recommendations on actions to be taken.
LO 1.2: Examine that public relations is a process, not an event
d)
Communication
Consider This: In this step, PR personnel make recommendations on actions to be taken.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 20
A PR team circulated several news releases, newsletters, and web postings at a product launch. They also organized numerous events across the country. Which step of the public relations cycle does this signify?
a)
Communication
b)
Research
Consider This: This is also referred to as the execution step of the public relations cycle.
LO 1.2: Examine that public relations is a process, not an event
c)
Programming
Consider This: This is also referred to as the execution step of the public relations cycle.
LO 1.2: Examine that public relations is a process, not an event
d)
Analysis
Consider This: This is also referred to as the execution step of the public relations cycle.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 21
Jacob works in the PR department. His job is to work with journalists and respond to their interest in the organization. Which role of public relations is Jacob playing?
a)
Media relations
b)
Employee relations
Consider This: Such PR personnel also work with bloggers to seek publicity.
LO 1.2: Examine that public relations is a process, not an event
c)
Community relations
Consider This: Such PR personnel also work with bloggers to seek publicity.
LO 1.2: Examine that public relations is a process, not an event
d)
Financial relations
Consider This: Such PR personnel also work with bloggers to seek publicity.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 22
The newly hired PR team suggested management should focus on how to keep the office surroundings clean and pollution-free. Which role of public relations did the PR team play?
a)
Public affairs
b)
Government affairs
Consider This: By playing this role, the team develops effective involvement in civic policy and helps the organization adapt to the local community’s expectations.
LO 1.2: Examine that public relations is a process, not an event
c)
Publicity
Consider This: By playing this role, the team develops effective involvement in civic policy and helps the organization adapt to the local community’s expectations.
LO 1.2: Examine that public relations is a process, not an event
d)
Community relations
Consider This: By playing this role, the team develops effective involvement in civic policy and helps the organization adapt to the local community’s expectations.
LO 1.2: Examine that public relations is a process, not an event
ANS: a
M/C Question 23
Ashley’s campaign was unsuccessful because she did not assess the audience’s needs and perceptions accurately. In addition, she did not gather enough information or properly examine the audience’s preferences.
Which skill, required to pursue a career in public relations, does Ashley lack?
a)
Research ability
b)
Writing skill
Consider This: Internet and computer databases are important elements to gather information.
LO 1.3: Assess the skills needed for a public relations professional
c)
Planning expertise
Consider This: Internet and computer databases are important elements to gather information.
LO 1.3: Assess the skills needed for a public relations professional
d)
Problem-solving ability
Consider This: Internet and computer databases are important elements to gather information.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 24
When Esther joined an organization as a public relations intern, she was required to learn the intricacies of the organization’s operations and commercial aspects. Things were easier for her because she was an economics graduate. Which skill must Esther possess to be successful in the organization?
a)
Business competence
b)
Problem-solving ability
Consider This: With an ever-increasing emphasis on public relations as a management function, mastering this skill has become a necessity for PR students.
LO 1.3: Assess the skills needed for a public relations professional
c)
Planning expertise
Consider This: With an ever-increasing emphasis on public relations as a management function, mastering this skill has become a necessity for PR students.
LO 1.3: Assess the skills needed for a public relations professional
d)
Research ability
Consider This: With an ever-increasing emphasis on public relations as a management function, mastering this skill has become a necessity for PR students.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
M/C Question 25
The workers of XYZ Inc. were frustrated with management’s lack of interest in worker safety and so they stopped production. The public relations department played a crucial role in diffusing the situation by listening to the workers and coming up with solutions, which management decided to implement. What skill did the PR department possess?
a)
Problem-solving ability
b)
Business competence
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
c)
Planning expertise
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
d)
Research ability
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
ANS: a
Essay
SA Question 26
What are the challenges that public relations personnel routinely face? How can these challenges be overcome?
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
SA Question 27
Assess the relevance of the duties that public relations personnel have to perform on a regular basis.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
SA Question 28
Discuss the roles and responsibilities of a public relations specialist.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
SA Question 29
“Public relations is a global industry.”
Justify this statement.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
SA Question 30
Explain in detail the terms that can be used to define today’s public relations process.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
Essay Question 31
Differentiate between public relations and journalism.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
Essay Question 32
Compare and contrast public relations and advertising.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
Essay Question 33
Distinguish between public relations and marketing.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
Essay Question 34
Evaluate the role of public relations in marketing.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional
Essay Question 35
Analyze the various skills one must possess to forge a career in public relations.
Consider This: This skill can make a public relations program unique and memorable.
LO 1.3: Assess the skills needed for a public relations professional