Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 1: What Is Public Relations?
Test Bank
Multiple Choice
1. In the past, what was the primary focus of public relations?
a. generating publicity
b. educating the public
c. influencing media behavior
d. driving business results
2. Which terms describe how publicists are depicted in movies and on television?
a. reputable and determined
b. powerful and unethical
c. charming and honest
d. diligent and principled
3. Which of the following describes public relations?
a. the use of various communication methods to create media interest
b. the use of paid media to communicate the benefits of a product or service
c. an in-person transactional exercise for the purpose of selling a product or service
d. an information exchange between at least two people for the purpose of sharing
information
4. In comparison to advertising, public relations requires which of the following skills?
a. brand development
b. crisis management
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. message delivery
d. personal selling
5. For today’s PR professionals, what is the primary goal of PR?
a. setting strategic business goals for a client
b. engaging in personal transactions
c. building public trust in a client
d. establishing brand equity
6. Which of the following is a component of the 2012 PRSA definition of public
relations?
a. advocating for greater understanding about an organization and its goals
b. building mutually beneficial relationships between organizations and their publics
c. engaging in two-way communication for the purpose of developing customer
relationships
d. identifying the communication needs of organizations and their various publics
7. Which of the following is the world’s largest organization of PR professionals?
a. PROA
b. PRGA
c. PRSSA
d. PRSA
8. When comparing the different definitions of public relations presented in the text,
which word appears in all of them?
a. relationship
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. tactical
c. profitable
d. transaction
9. Which statement about PR and advertising is true?
a. PR relies on media gatekeepers and advertising relies on paid media.
b. PR and advertising have become synonymous terms and professions.
c. PR focuses on buying habits and advertising focuses on public opinion.
d. PR and advertising rely equally on earned media and paid media coverage.
10. Unlike advertising, PR has which of the following characteristics?
a. being based on research
b. having limited production costs
c. relying on paid media exposure
d. focusing on transactions
11. In relation to PR, a journalist serves in which of the following roles?
a. advertiser
b. sponsor
c. blogger
d. gatekeeper
12. In most cases, PR costs are associated with which of the following?
a. salary and expenses of a creative team
b. salary and expenses for a PR professional
c. production time and airtime costs
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
d. research and technology expenses
13. Unlike PR, advertising has which of the following disadvantages?
a. The lack of research decreases credibility.
b. Gatekeepers charge high fees.
c. Audience attention is not guaranteed.
d. Production costs are unpredictable.
14. PR messages are perceived as credible because they are ______.
a. filtered through journalists
b. developed by a creative team
c. sent and received at a low cost
d. presented by publicists
15. In recent years, which of the following has caused firms to shift from advertising to
PR?
a. print ads becoming more costly than TV ads
b. inability to validate product research
c. fewer people using social media
d. TV viewers being able to skip ads
16. What are the components of the triple bottom line?
a. people, planet, and profit
b. people, profit, and prosperity
c. ethics, employees, and environment
d. stakeholders, communities, and employees
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
17. Which term refers to the voluntary actions taken by a firm to address the economic
and environmental impact of its operations on key stakeholders?
a. sustainability index
b. corporate philanthropy
c. triple bottom line strategy
d. corporate social responsibility
18. Which statement about CSR is true?
a. CSR begins with environmental needs.
b. CSR is a voluntary action taken by firms.
c. Stakeholders determine CSR approaches.
d. Federal laws require firms to engage in CSR.
19. Executives at Hawkins Enterprises want to incorporate CSR into the firm’s long-term
strategies. Which of the following questions is essential for the executives to ask at this
stage?
a. How do Hawkins’ business activities affect stakeholders and the environment?
b. Is Hawkins in compliance with state and federal laws that mandate CSR?
c. How will Hawkins’ CSR efforts compare to industry and global standards?
d. Will Hawkins’ suppliers and employees be able to incorporate CSR practices?
20. As part of its CSR efforts, XPT Computer Company offers a generous family leave
program. How does XPT benefit economically from this program?
a. by reducing health benefits costs
b. by avoiding employment lawsuits
c. by improving employee retention rates
d. by lowering outsourcing expenses
21. Which of the following illustrates a sustainable business practice?
a. a retailer donating sale proceeds to local charities
b. a beer company developing a responsible drinking campaign
c. a footwear company using recycled materials in shoes
d. a food company using only organic ingredients
22. Companies that alter their operation to address societal and environmental
concerns are engaging in which of the following?
a. sustainable business practices
b. organizational philanthropy
c. impact investing
d. corporate accountability
23. According to research, which of the following is a result of successful CSR
activities?
a. increasing a company’s short-term profits
b. lowering a company’s variable costs
c. changing a company’s culture
d. enhancing a company’s reputation
24. Companies that implement sustainable business practices and build brand trust are
able to do which of the following?
a. develop sustainable communications
b. attain competitive differentiation
c. expand operations more efficiently
d. guarantee strong returns for shareholders
25. According to the Bureau of Labor Statistics, between 2014 and 2024, jobs in the PR
field are expected to ______.
a. double in number each year
b. remain stable each year
c. decrease at 6% per year
d. increase at 6% per year
26. Which of the following is a leading factor in the growth of the PR industry?
a. growth of social media
b. demands of consumers
c. decline of print media
d. increase in global brands
27. Which of the following markets is second to the U.S. in PR spending?
a. France
b. China
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. England
d. Japan
28. Why is global spending on PR difficult to track?
a. Advertising and marketing are sometimes categorized as PR.
b. PR documentation outside the U.S. is too confidential to report.
c. The Holmes Report only measures U.S. PR spending.
d. Most global firms use advertising instead of PR.
29. What is the most important skill needed to be an effective PR professional?
a. speaking to large groups of people
b. writing clearly and persuasively
c. handling unexpected crises
d. using marketing communications
30. Which of the following tasks is part of a PR professional’s role as strategic adviser?
a. monitoring competitor activities
b. developing CSR activities
c. creating press releases
d. attending media tours
31. Maggie, a PR professional with an electronics firm, is often tasked with assessing
public opinion about the company’s products, monitoring industry trends, and keeping
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
abreast of current issues. Maggie is currently focused on which role of a PR
professional?
a. crisis manager
b. strategic advisor
c. writer
d. marketing communications expert
32. Monica works for an athletic footwear company as a PR professional. Last month,
she organized and attended events across the country to introduce the firm’s newest
running shoes. This week she is focused on posting content about the new shoes on
Instagram and Facebook. Based on this information, which job role has kept Monica
busy?
a. crisis manager
b. strategic advisor
c. persuasive writer
d. marketing communications expert
33. Which of the following tasks occurs in a PR professional’s role as a marketing
communications expert?
a. analyzing product price trends
b. developing advertising campaigns
c. supporting new product introductions
d. developing management whitepapers
34. Which of the following situations would require a PR professional to engage in crisis
management activities?
a. A competitor introduces a similar product.
b. Suppliers are unable to provide product inputs.
c. The government recalls a defective product.
d. Consumers post comments about a product.
35. What is the primary goal of media relations strategies?
a. generating publicity for a company
b. creating marketing campaigns
c. communicating with stakeholders
d. managing company crises
36. Which term refers to a company’s interactions with reporters and editors from print
publications and broadcast outlets?
a. marketing communications
b. media relations
c. public affairs
d. public relations
37. At TCH Global Enterprises, Brandon is responsible for creating company
newsletters, updating information on the TCH intranet, and conveying new company
policy to workers. Brandon’s job is focused on which of the following areas?
a. employee communications
b. strategic communications
c. community relations
d. media relations
38. Tanya is in the process of conducting customer focus groups, distributing online
surveys, and analyzing customer response cards. Which term best describes Tanya’s
efforts?
a. strategic planning
b. secondary research
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. public affairs planning
d. primary research
39. Manu needs data and information about households and consumers in the Midwest.
Since he wants free information that he can collect quickly, he will search government
agencies for studies and census data. Which term describes the type of research Manu
is gathering?
a. preliminary research
b. primary research
c. secondary research
d. statistical research
40. PR professionals employed by nonprofit organizations need strong social media
skills for which of the following purposes?
a. monitoring online conversations
b. raising money for activities
c. providing customer service
d. launching CSR programs
41. Which of the following social media skills is expected of corporate PR
professionals?
a. monitoring the company’s intranet for customer concerns and issues
b. collaborating with other departments through the company’s Facebook page
c. knowing how to use and monitor Twitter and Instagram for personal outreach
d. developing online content to drive sales and build the company’s reputation
42. Bailey, a recent college graduate, has been offered an entry-level position at
Bauman Public Relations, a PR agency. What is the advantage of Bailey accepting the
position?
a. working in the communications department
b. learning about financial PR approaches
c. focusing exclusively on PR activities
d. generating regular material events
43. Most corporate PR professionals work in which of the following departments?
a. communications
b. human resources
c. sales
d. finance
44. Which of the following statements about working as a corporate PR professional is
correct?
a. Job stability is highly susceptible to economic downturns.
b. PR departments tend to be large and competitive.
c. Compensation and benefits are typically low.
d. PR usually reports to the marketing department.
45. Material events must be produced by PR professionals who work in which of the
following environments?
a. private corporation
b. government agency
c. public corporation
d. non-profit organization
46. In which of the following work environments would a PR professional need a strong
understanding about business strategy and operations?
a. multinational corporation
b. large PR agency
c. federal agency
d. trade association
47. Which term refers to the PR function in most federal or state government
environment?
a. public communications
b. public affairs
c. political affairs
d. communications department
48. A PR professional employed by the U.S. Department of Agriculture would most
likely engage in which type of work?
a. lobbying for new legislation
b. advocating for funding increases
c. creating engaging website content
d. providing information to the public
49. Joaquin works as a PR professional at the American Heart Association. Which of
the following factors measures Joaquin’s effectiveness in this role?
a. employee relations
b. membership growth
c. crisis management
d. customer service
50. Which of the following is a task handled by a city’s Public Information Officer?
a. working with lobbyists and politicians to enact local laws
b. creating engaging content to draw citizens to the city’s website
c. providing information to the media about emergency services
d. monitoring citizen complaints about city services on social media
True/False
1. On many TV shows, publicists are portrayed as manipulative and unethical, which
requires PR professionals to counter this stereotype by educating clients about the
value of PR.
2. A college student who is studying to become a PR professional would be able to join
the PRSA, while a person who is already working as a PR professional could join the
PRSSA.
3. The Public Relations Society of America defines public relations as “a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics.”
4. Advertising relies on earned media, while public relations relies on paid media.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
5. Corporate social responsibility is a voluntary action implemented by organizations
that often improves an organization’s reputation with customers.
6. Consumers in developing nations lack access to social networking sites, so they
continue to receive PR messages through traditional media.
7. According to the Bureau of Labor Statistics, the job outlook for PR professionals is
strong as new jobs will be added in the upcoming years.
8. In the strategic advisor role, a PR professional needs to understand business trends,
marketplace developments, and effective PR tactics.
9. Media relations involves providing data and details to journalists to convince them
that information about an organization is newsworthy.
10. In the federal government, the PR function is commonly referred to as the Public
Communications Office.
Short Answer
1. What is a gatekeeper? What role do gatekeepers play in public relations?
2. What is the difference between corporate philanthropy and corporate social
responsibility?
3. What is the projected outlook for PR jobs in the U.S.?
4. Why do PR professionals need to have exceptional writing skills and social media
skills?
5. What tasks are involved in the employee communications area of PR?
Essay
1. In 2012, the PRSA published the following definition of public relations: “Public
relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.” In a brief essay, discuss the
different elements of this definition and explain the meaning or significance of each.
2. In a brief essay, discuss the relationship between CSR and the triple bottom line.
Illustrate your response by describing the CSR activities of a specific corporation and
how these activities have impacted the triple bottom line.
3. Discuss how and why PR is becoming prevalent in emerging and developing
countries.
4. What factors are driving many firms towards PR and away from advertising? Do you
think this trend will continue? Why or why not?
5. Assume you have recently graduated from college and have three different job
opportunities in the PR field. The first offer is from a large PR agency, the second is
from a private corporation, and the third is from a non-profit organization. Briefly
describe the advantages and/or disadvantages of each position. Which one would you
take? Why?