Test Bank for - (All Chapters) Instructor Resource Page, Introd...

Test Bank for Introduction to Strategic Public Relations Digital, Global, and Socially Responsible Communication, 1e Janis Teruggi, Parnell (All Chapters) 1 / 4

Instructor Resource Page, Introduction to Strategic Public Relations, 1e SAGE Publishing, 2019

Chapter 1: What Is Public Relations?

Test Bank

Multiple Choice

• In the past, what was the primary focus of public relations?
• generating publicity
• educating the public
• influencing media behavior
• driving business results

Ans: A

Learning Objective: 1.1: Understand the perception and realities of public relations.

Cognitive Domain: Comprehension

Answer Location: The Image of Public Relations in Popular Culture

Difficulty Level: Medium

• Which terms describe how publicists are depicted in movies and on television?
• reputable and determined
• powerful and unethical
• charming and honest
• diligent and principled

Ans: B

Learning Objective: 1.1: Understand the perception and realities of public relations.

Cognitive Domain: Knowledge

Answer Location: The Image of Public Relations in Popular Culture

Difficulty Level: Easy

• Which of the following describes public relations?
• the use of various communication methods to create media interest
• the use of paid media to communicate the benefits of a product or service
• an in-person transactional exercise for the purpose of selling a product or service
• an information exchange between at least two people for the purpose of sharing

information

Ans: D

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Knowledge

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• In comparison to advertising, public relations requires which of the following skills?
• brand development
• crisis management 2 / 4

Instructor Resource Page, Introduction to Strategic Public Relations, 1e SAGE Publishing, 2019

• message delivery
• personal selling

Ans: B

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Comprehension

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• For today’s PR professionals, what is the primary goal of PR?
• setting strategic business goals for a client
• engaging in personal transactions
• building public trust in a client
• establishing brand equity

Ans: C

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Comprehension

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• Which of the following is a component of the 2012 PRSA definition of public

relations?

• advocating for greater understanding about an organization and its goals
• building mutually beneficial relationships between organizations and their publics
• engaging in two-way communication for the purpose of developing customer

relationships

• identifying the communication needs of organizations and their various publics

Ans: B

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Knowledge

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• Which of the following is the world’s largest organization of PR professionals?
• PROA
• PRGA
• PRSSA
• PRSA

Ans: D

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Knowledge

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Easy

• When comparing the different definitions of public relations presented in the text,

which word appears in all of them?

• relationship 3 / 4

Instructor Resource Page, Introduction to Strategic Public Relations, 1e SAGE Publishing, 2019

• tactical
• profitable
• transaction

Ans: A

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Comprehension

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• Which statement about PR and advertising is true?
• PR relies on media gatekeepers and advertising relies on paid media.
• PR and advertising have become synonymous terms and professions.
• PR focuses on buying habits and advertising focuses on public opinion.
• PR and advertising rely equally on earned media and paid media coverage.

Ans: A

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Comprehension

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• Unlike advertising, PR has which of the following characteristics?
• being based on research
• having limited production costs
• relying on paid media exposure
• focusing on transactions

Ans: B

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Comprehension

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Medium

• In relation to PR, a journalist serves in which of the following roles?
• advertiser
• sponsor
• blogger
• gatekeeper

Ans: D

Learning Objective: 1.2: Define public relations.

Cognitive Domain: Knowledge

Answer Location: Defining Public Relations: What’s in a Name?

Difficulty Level: Easy

• In most cases, PR costs are associated with which of the following?
• salary and expenses of a creative team
• salary and expenses for a PR professional
• production time and airtime costs
• / 4