Read each question carefully and then select the best answer.
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| 1 | |
Which of the following would NOT be among your responsibilities as the public relations director for a large organization? |
| | A) | organizing news conferences |
| | B) | controlling all the information about your organization that is released to the public |
| | C) | planning the launch of new products and services |
| | D) | acting as the organization's spokesperson |
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| 2 | |
As the public relations director for a large organization, what additional responsibilities would be yours to handle? |
| | A) | crafting the organization's public identity |
| | B) | coordinating crisis communication |
| | C) | giving speeches |
| | D) | all of the above |
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| 3 | |
Public relations is all about: |
| | A) | information and image. |
| | B) | sales and image. |
| | C) | image and goals. |
| | D) | market and goals. |
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| 4 | |
Which of the following statements is TRUE about PR? |
| | A) | PR is always glamorous. |
| | B) | PR is mostly easy. |
| | C) | PR is definitely sleazy. |
| | D) | PR is relatively cheap. |
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| 5 | |
Which of the following statements is NOT true about PR? |
| | A) | PR practitioners depend heavily on journalists for news coverage. |
| | B) | The ultimate goal of PR is informing the public. |
| | C) | PR is usually low-key and serious. |
| | D) | PR is usually aimed at specific target audiences. |
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| 6 | |
Increasing sales is the focus of advertising. Which of the following statements is NOT TRUE about advertising? |
| | A) | Advertising tries to motivate you with facts. |
| | B) | Advertisers control their message. |
| | C) | Advertising is expensive. |
| | D) | People tend to distrust or ignore advertisements. |
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| 7 | |
As part of your job to implement a PR plan, you must analyze the situation. Which of the following would NOT be a part of that analysis? |
| | A) | asking who, what, where, when, why and how |
| | B) | researching |
| | C) | writing a problem statement |
| | D) | crafting your message |
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| 8 | |
The text describes a four-step approach to creating and implementing a public relations plan. To which step in the process do crafting your message, matching the message to the best medium/media, and preparing documents belong? |
| | A) | analyzing the situation |
| | B) | planning the strategy |
| | C) | implementing the plan |
| | D) | evaluating the results |
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| 9 | |
During which stage of the four-step approach do you establish how you will evaluate the results of your plan? |
| | A) | analyzing the situation |
| | B) | planning the strategy |
| | C) | implementing the plan |
| | D) | evaluating the results |
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| 10 | |
You want to promote an upcoming event to the public. Which method would best get your message to the media? |
| | A) | op-ed article |
| | B) | news release |
| | C) | press conference |
| | D) | newsletter |
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| 11 | |
Which of the following is an advantage of speeches? |
| | A) | Speeches allow an organization's representatives to deliver key talking points directly to interested groups. |
| | B) | Speeches personalize the organization. |
| | C) | Speeches encourage discussion and debate. |
| | D) | all of the above |
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| 12 | |
Which of the following would a media kit NOT include? |
| | A) | background information |
| | B) | news release |
| | C) | biography |
| | D) | organization strategy papers |
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| 13 | |
Which of the following should you NOT do when writing and sending a news release? |
| | A) | use the inverted pyramid style to structure your news release |
| | B) | keep it short, crisp and tight |
| | C) | send the release to the media as soon as possible |
| | D) | avoid jargon and technical terminology |
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| 14 | |
Which of the following is good advice when dealing with the media? |
| | A) | Do customize your pitch for different media. |
| | B) | Don't go off the record during an interview. |
| | C) | Don't be cagey or evasive. |
| | D) | all of the above |
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| 15 | |
Which of the following statements is FALSE? |
| | A) | Journalists strive to be fair and balanced. |
| | B) | Every news source has an agenda. |
| | C) | Journalists should report both sides of the story. |
| | D) | Journalists should not rework information from a news release. |
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| 16 | |
Which of the following is NOT an unethical PR tactic used to manage the news? |
| | A) | leaking information |
| | B) | distributing a white paper |
| | C) | bribing columnists to support certain policies |
| | D) | dumping news on a Friday afternoon |
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| 17 | |
Which of the following is NOT an example of doublespeak? |
| | A) | calling a garbage collector a "sanitation engineer" |
| | B) | calling genocide "ethnic cleansing" |
| | C) | calling combat "fighting" |
| | D) | calling layoffs "downsizing" |
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| 18 | |
PR professionals need to communicate with those within the organization. Which of the following would be the best vehicle for reaching them? |
| | A) | speech |
| | B) | news release |
| | C) | newsletter |
| | D) | position paper |
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| 19 | |
Which of the following would be distributed to public officials, financial analysts, special-interest groups and influential decision-makers? |
| | A) | news release |
| | B) | position paper |
| | C) | byliner |
| | D) | brochure |
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| 20 | |
Which element would NOT be used in a typical news release? |
| | A) | organization president's name in the contact information |
| | B) | # # # at the end of the text |
| | C) | release date near the top of the page |
| | D) | one-inch margins on top, bottom and sides |
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