69) Which of the following involves a traveling spokesperson making announcements and
speeches, holding press conferences to explain a promotional effort, and offering interviews?
A) town hall forum
B) speakers’ bureau
C) displays and exhibits
D) controlled media event
E) media tour
70) What type of publication is required by the Securities and Exchange Commission (SEC)
from each publicly held company?
A) collateral material
B) annual report
C) media kit
D) pitch letter
E) controlled message
71) How are most press releases distributed?
A) by email
B) by fax
C) through the postal service
D) through social networks
E) in person
72) Material that is published to support a company’s marketing public relations efforts is known
as ________.
A) a feature story
B) a media kit
C) collateral material
D) supplemental material
E) an annual report
73) A group of informed, well-spoken people in a company who will discuss topics at the
public’s request is known as a ________.
A) town hall forum
B) public service group
C) pitch group
D) speakers’ bureau
E) collateral group
74) Which of the following is used to facilitate internal marketing and provide an opportunity for
management to make a presentation on some major project, initiative, or issue and invite
employees to discuss it?
A) town hall forum
B) press conference
C) trade show
D) media tour
E) pitch group
75) Which type of network connects people within an organization?
A) internet
B) intranet
C) extranet
D) social network
E) internal Web
76) Which type of network connects people in one business with its business partners?
A) internet
B) intranet
C) extranet
D) social network
E) internal Web
77) A company’s annual report is targeted to ________.
A) investors
B) government regulators
C) legacy media
D) social media
E) employees
78) High-quality brochures and sales kits are examples of ________.
A) media kits
B) collateral material
C) zines
D) real-time marketing
E) news releases
79) Booth exhibits are particularly important at ________, where some companies may take
orders for much of their annual sales.
A) speakers’ bureaus
B) town hall forums
C) annual reports
D) press conferences
E) trade shows
80) Before revising or developing a new public relations campaign for a new client, Lakshmi is
conducting formal background research to assess the internal and external public relations
environment that affects the organization’s audiences, objectives, competitors, and past results.
She is doing this to ensure that the current campaign is on track and performing as intended.
What does this scenario illustrate?
A) the first step in creating a strategic plan for public relations
B) the monitoring of a company’s reputation
C) the steps of developing a public communication campaign
D) the process of developing a media kit
E) the process of developing a news release
81) The National Pork Board developed the very successful “Pork. The Other White Meat”
campaign. The campaign provided nutritional information and pork recipes to encourage
consumers to view pork as a tasty alternative to poultry and fish. Which of the following
functions was the goal of this public relations campaign?
A) influencing government regulations on pork
B) gaining financial support for pork producers
C) creating newsworthy information about pork
D) maintaining relationships with pork producers
E) repositioning pork with consumers
82) Jeep hosts an annual “Jeep Weekend” event during which current Jeep owners are invited to
attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic
is to intensify Jeep owners’ involvement with their vehicle and brand. This is most accurately
classified as a ________.
A) town hall forum
B) special event
C) media tour
D) special exhibit
E) press conference
83) HearthSong, a catalog marketer of “toys you’ll feel good about giving,” has a Facebook page
that encourages customer conversation about experiences with the company and its products.
This is an example of the use of ________.
A) house advertising
B) brand advertising
C) earned media
D) paid media
E) owned media
84) Benetton has often used ads that send a social message, such as showing AIDS victims dying
or featuring death row inmates, to make people aware of these issues. What type of advertising is
this?
A) advocacy advertising
B) brand advertising
C) identity advertising
D) social advertising
E) service advertising
85) Julie, who writes a witty daily blog about her life as a college student, has more than a
thousand followers on Twitter. Julie frequently mentions her experiences with brands, from
fashion to dining, sometimes spreading positive word-of-mouth and sometimes spreading
negative word-of-mouth. In public relations terms, Julie’s blog and Twitter posts are examples of
________.
A) gatekeeping
B) advocacy advertising
C) earned media
D) paid media
E) public service announcements
86) The American Academy of Pediatrics sponsored the creation of a 30-second television
commercial encouraging parents to make time for at least 30 minutes of physical activity for
their children every day. The commercial appears on many channels. This commercial is an
example of a ________.
A) house ad
B) advocacy advertisement
C) corporate advertisement
D) public service announcement
E) news release
87) Farrah, a public relations specialist for the New York City Ballet at Lincoln Center, regularly
sends her media contacts short emails containing information about new initiatives, community
events, and upcoming programs. Farrah’s emails are an example of ________.
A) house ads
B) collateral material
C) advocacy advertising
D) pitch letters
E) news releases
88) Public relations messages based on current events are called ________.
A) news releases
B) house ads
C) collateral material
D) real-time marketing
E) public service announcements
89) Which of the following public relations tools is LEAST likely to increase in importance?
A) visual storytelling
B) corporate social responsibility
C) traditional methods of measuring the effectiveness of public relations efforts
D) mobile communications
E) educational video content
90) Which of the following poses a growing concern for the public relations field?
A) mobile communications
B) digital security
C) real-time marketing
D) visual storytelling
E) viral marketing
91) Public relations is primarily used to generate sales.
92) Because it is easy to measure, brand reputation is not significant in determining brand value.
93) Public relations specialists design ads, prepare written messages, and buy media time and
space.
94) A public relations news release typically runs exactly as the company desires and as
scheduled.
95) The “no-conflict-of-interest endorsement” factor reflects the tendency of the public to trust
the media more than they do advertisers.
96) Ultimately, the difference between advertising and public relations is that advertising takes a
longer, broader view of the importance of image and reputation.
97) Relying on public relations means never having to pay for media exposure.
98) The area of public relations that focuses on developing media contacts (i.e., knowing who in
the media might be interested in the organization’s story) is called external relations.
99) The key publics addressed by relationship programs in public relations are media,
employees, the financial community, government, and the general public.
100) Corporate communication programs with the government and the public on issues related to
government and regulation are called public affairs.
101) Companies can associate themselves with a good cause, providing assistance as well as
financial support, through the practice of public service marketing.
102) The key to crisis management is to anticipate the possibility of a disaster and plan how to
deal with the bad news and all the affected publics.
103) An effective crisis plan should outline who contacts the various stakeholders who might be
affected, who speaks to the media, and who sets up and runs an onsite disaster management
center.
104) Public communication campaigns can be used to discourage behavior.
105) The key to effective crisis management is to put the blame on the responsible party as soon
as possible.
106) Although public relations can enhance a company’s credibility, it has no role in supporting
IMC efforts that focus on a product’s sales.
107) Planning for a public relations campaign is similar to planning an advertising or IMC
campaign.
108) Advertising but not sales promotion can be used in support of public relations activities.
109) The parts of a strategic plan for public relations are represented by the acronym RPIE:
research, planning, implementation, and evaluation.
110) The public relations practitioner has many tools, which can be divided into two categories:
planned and unplanned.
111) An ad prepared for use in a company’s own publication or programming is known as a
corporate ad.
112) Employee communications programs and special events create buzz that an organization
can control.
113) If a press release or a feature story is well-written and timely, public relations specialists
can be confident that the media will use it.
114) News releases must be written in the same form for each medium to maintain consistency.
115) Public relations programs use advertising to create corporate visibility.
116) A press conference is useful because a company can control who is present as well as the
questions that will be asked.
117) A feature story is a human interest story rather than a hard news story.
118) To facilitate internal marketing with a local community, town hall forums are sometimes
used.
119) News releases should follow the 5W format of journalism.
120) Corporate websites are important sources of external communication with stakeholders.
121) An annual report is a financial document that does not receive much attention beyond its
review by government regulators.
122) Public relations specialists can eliminate the need for other marketing strategies through the
use of social media.
123) Educational video content is expected to become less important in public relations.
124) Traditional methods for measuring the effectiveness of public relations do not fit digital
media, so it is likely that methods for measuring effectiveness will evolve.
125) With the adoption of social media, real-time marketing is becoming less and less important.
126) Compare and contrast public relations and advertising.
127) Southern Company is a power company conglomerate in the southern United States that
operates several power plants throughout the region, a few of them nuclear power plants. Some
community members are concerned with emissions in the air surrounding these plants. Explain
what public opinion means and discuss what questions the public relations specialists at Southern
Company must understand about public opinion before deciding on an appropriate campaign.
128) How does public opinion differ from mass opinion?
129) In difficult economic times, the public relations budget is likely to suffer more severe cuts
than other functions of an organization. Jill is the director of her company’s public relations
department, and she has to convince her superiors that her department’s function produces
tangible results. To them, concepts such as goodwill are just “warm fuzzies.” What should Jill
say to help them appreciate the importance of public goodwill?
130) Explain four key publics addressed by relationship programs in public relations.
131) Discuss how public relations professionals might be involved in recruitment.
132) Do you think you have what it takes to work in public relations or public affairs? List five
of the required skills for public relations managers or public affairs specialists.
133) You’ve just started working at a consumer products business as the public relations director.
You learned that your company does not have a crisis management plan, so you are going to
develop one. What should you include in the plan, and how will you get employees to know
what to do in the event of a crisis?
134) Name and describe the three broad categories into which public relations tools can be
divided. Give an example of each.
135) Discuss how advertising can be used as a public relations tool.
136) Name and describe the various forms of publicity used in public relations.
137) Angela is starting the planning phase of a public relations campaign for a client. Explain
where she should start.
138) What are five guidelines to follow when emailing a news release?
139) Why are video releases an effective public relations tool? Why are they risky?
140) Home Depot supports its employees who have Olympic aspirations, and it looks as though a
few more employees could possibly be attending the next Olympics. However, to get to that
point, these athletes must train and compete in the world arena. You are tasked with writing a
feature story about the dedication of these athletes and, of course, Home Depot’s support of their
efforts. You hope to get the editor of Readers’ Digest to publish this story, but you will be
targeting other publications as well. Explain how feature stories such as this are used in public
relations.
141) When would a public relations specialist be more likely to write a pitch letter than a news
release?
142) Melanie was informed that she will be participating in a media tour for her company for the
next three weeks. Explain what this is and the activities that she might be performing.
143) Advertising, publicity, and publications such as annual reports and collateral material are
well-known tools of public relations. List three other, lesser-known, yet effective, public
relations tools.
144) Describe the levels of credibility and control over messages when public relations
strategists promote a news story.
145) What are some ways public relations specialists can defend against negative word-of-mouth
on the internet?
146) How will the growth of digital media continue to affect the practice of public relations?
147) In general, who are potential targets for Kellogg’s public relations efforts?
148) Explain what type of public relations program Tony the Tiger’s birthday celebration
illustrates.
149) Identify the public relations tools used for Tony’s birthday celebration.
150) What type of public relations tool does the game at Kelloggs.com represent?