1. Public relations is best considered a __________ function.
2. Public relations is the same as:
3. The public relations professional focuses on:
4. The word “public” in public relations really should be taken to imply:
5. Modern public relations can be traced back to:
6. Changes in U.S. society, including __________, have led to a surge in the importance of PR in our society.
7. Corporate Web sites are being used by PR practitioners to:
8. PR practitioners use the Internet to streamline their media efforts by:
9. All of the following are advantages of using an external rather than an internal PR provider EXCEPT:
10. PR practitioners working in the __________ setting are concerned (in part) with promoting good
employee/management relations and positive consumer attitude.
11. The biggest PR goal in this setting is probably fundraising.
12. A PR firm focusing on entities such as the American Medical Association and the American Dairy
Association is specializing in representing:
13. An interrelated world economy has helped make ________ one of the fastest-growing sectors of PR.
14. The most challenging form of PR is probably:
15. In many companies with internal PR departments, the PR director reports to the:
16. Consulting organizational records, reference books, and personal contacts are most closely associated with
the ______ phase of a PR campaign.
17. The technique known as management by objectives would be most closely associated with the ______
phase of a PR campaign.
18. The audience/public probably becomes aware of a PR program during its __________ phase.
19. A PR professional can only know if objectives have been met by careful analysis during the ______ phase
of a PR campaign.
20. How do PR agencies earn their money?
21. Public relations is similar to advertising, but advertising uses interpersonal communication much more.
22. Public relations, promotion, and publicity are basically synonymous.
23. PR can be considered “doing good and getting credit for it.”
24. Organizations tend to deal with more than one public, so public relations professionals usually consider
various “publics.”
25. Although modern PR has a 100-year history (beginning with Ivy Lee), PR activities can be traced back to
ancient times.
26. The U.S. government has utilized public relations since World War I.
27. Despite the importance of PR in our society, the US government has not yet utilized PR techniques.
28. The Internet has had little effect on the PR industry.
29. Public relations for any given organization can be done by either internal PR departments or external
resources, although many large companies use both.
30. The creative services department of a PR agency is responsible for merchandising and sales promotions.
31. The first stage of a successful PR campaign is planning.
32. Account supervisors at a PR firm are responsible for budgeting, quality control and managing the workload
of project teams.
33. Tactical PR plans are usually more specific than strategic PR plans.
34. The best way to evaluate the effectiveness of a PR campaign is to count press clippings.
35. The PR industry is dominated by giant PR firms owned by ad agencies.
36. Give examples of why companies need policies for their own employees’ use of social media while
working.
37. Which professionals in our society have you observed using public relations the most? Explain your
response.
