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Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 3: Ethics and Law in Public Relations
Test Bank
Multiple Choice
1. A code of ethics for the PR profession serves which of the following functions?
a. providing standards for decision making
b. identifying appropriate publicity tools
c. clarifying the role of communications
d. establishing measures of success
2. Which of the following is the study of right and wrong?
a. sociology
b. ethics
c. psychology
d. logic
3. Which of the following questions is most relevant to the study of ethics?
a. How will stakeholders be identified?
b. What lessons have individuals learned?
c. What are the logical arguments to apply?
d. How should individuals make decisions?
4. What is the primary reason that the study of ethics is relevant to PR practitioners?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. PR professionals hold high-level positions in many firms.
b. PR relies on both one-way and two-way communication.
c. PR has the power to shape attitudes and promote behaviors.
d. PR tactics are used by both businesses and governments.
5. The phrase “PR spin” implies that PR communication is intended for which purpose?
a. manipulating the public
b. implementing a strategy
c. developing relationships
d. advertising a product
6. The PR firm Burson-Marsteller specializes in which of the following?
a. product promotion
b. political campaigns
c. digital media management
d. reputation management
7. Traditionally, PR practitioners rely on which of the following to learn about ethics?
a. normative ethics
b. virtue ethics
c. situational ethics
d. utilitarian ethics
8. According to PR ethics scholar Shannon Bowen, which two types of ethics are most
relevant to PR practitioners?
a. situational ethics and absolutism
b. utilitarianism and absolutism
c. agent-based ethics and utilitarianism
d. virtue ethics and situational ethics
9. Which ethics theory asserts that the best action leads to the greatest good for the
greatest number of people?
a. deontological ethics
b. absolutism
c. utilitarianism
d. virtue ethics
10. Which ethical theory asserts that ethical decisions should be based on objective
rules?
a. teleological ethics
b. absolutism
c. utilitarianism
d. virtue ethics
11. A PR practitioner who adheres to agent-based ethics will base ethical decisions on
which of the following?
a. potential outcomes
b. established rules
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. universal laws
d. compassion
12. Which theory of ethics emphasizes the moral character of the individual?
a. agent-based
b. absolutism
c. utilitarianism
d. situational
13. A PR practitioner who applies utilitarianism would do which of the following when
making a decision?
a. rely on established organizational policies
b. consider the possible results of various strategies
c. follow moral principles equally and objectively
d. depend on previous professional experiences
14. Shondra, a PR professional, considers herself an absolutist. When making ethical
decisions, which of the following questions is most relevant to Shondra?
a. What is the company policy?
b. What are the possible benefits?
c. What is the most compassionate choice?
d. What option would lead to the greatest good?
15. What is the goal of the ethical framework developed by Martin and Wright?
a. identifying the weaknesses of situation and normative ethics
b. promoting the benefits of using agent-based ethics in business
c. explaining how to apply teleological ethics in a corporate setting
d. bridging the gap between the three types of normative ethics
16. In the ethical framework developed by Martin and Wright, which step occurs
immediately after defining an issue?
a. considering ethical approaches
b. proposing a course of action
c. evaluating various options
d. identifying stakeholders
17. Which organization’s code of ethics serves as a model for U.S. firms and PR
professionals?
a. Page Society
b. IABC
c. CPRS
d. PRSA
18. Which of the following is asserted by the PRSA Professional Values Statement?
a. provide subjective counsel to clients
b. advance personal and corporate interests
c. serve the public by communicating honestly
d. foster the right to compete for public trust
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
19. According to the PRSA code of conduct, what is the benefit of avoiding conflicts of
interest?
a. protecting confidential information
b. building trust with clients and publics
c. upholding organizational rules and policies
d. facilitating corporate social responsibility
20. According to the PRSA code of conduct, which of the following contributes to
informed decision making in democracies?
a. avoiding the perception of conflicts of interest
b. promoting competition among businesses
c. protecting the free flow of accurate information
d. honoring obligations to clients and publics
21. Which of the following is recommended by the Public Relations Society of America
code of conduct?
a. Protect confidential information.
b. Engage in corporate stewardship.
c. Promote thought leadership.
d. Ensure two-way communication.
22. According to the PRSA Professional Values Statement, which of the following helps
PR practitioners to advance the PR profession?
a. developing a strong network
b. fostering a competitive market
c. working in different industries
d. seeking educational opportunities
23. Which of the following is a criticism of utilitarianism?
a. Rules and policies should not apply universally.
b. Individuals cannot accurately predict outcomes.
c. Cultures possess a range of beliefs and morals.
d. Individuals vary in their personal principles.
24. Critics of absolutism assert which of the following?
a. Individual ethics cannot be applied to everyone.
b. The results of ethical decisions are unknown.
c. Individual morals vary from culture to culture.
d. Societal laws lead to unfair consequences.
25. Which of the following is a criticism of agent-based ethics?
a. Codes of ethics are based on society’s legal frameworks.
b. Personal decisions cannot be guided by universal laws.
c. Different people have different concepts of virtuous conduct.
d. The best decisions benefit most individuals in a society.
26. In recent years, which of the following has driven the development of corporate
ethics codes?
a. increased globalization
b. decline of mainstream media
c. changes in issues management
d. increased IMC campaigns
27. What is a common criticism of professional and corporate codes of ethics?
a. They include too many diverse beliefs.
b. They are vague and used inconsistently.
c. They are enforced too harshly.
d. They rely too much on utilitarianism.
28. Critics argue that corporate ethics codes promote which of the following?
a. disregarding the agreed upon ethics and laws of a society
b. basing ethical decisions on too many objective principles
c. relying on virtue ethics more heavily than situational ethics
d. shifting ethical responsibility from the individual to the group
29. According to the Edelman Trust Barometer findings, which organizational action
erodes public trust the most?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. failing to take responsibility for a crisis
b. not revealing all financial information
c. using CSR as a promotional tool
d. engaging in one-way communication
30. Which of the following is considered the best approach for PR professionals during
a client crisis?
a. focusing on long-term strategies
b. implementing reactive protocols
c. advocating for honest communication
d. supporting public diplomacy efforts
31. Which of the following improves the rationality of an ethical decision?
a. analyzing the demographics of stakeholders
b. relying on personal morals and ethics
c. identifying publics that will be affected
d. gathering data from multiple sides
32. Which of the following ensures that ethical decisions are consistent across an
organization?
a. gathering and analyzing data from inside and outside the organization
b. basing decisions on the organization’s ethics and mission statements
c. implementing decisions that uphold societal values and morals
d. considering key publics and stakeholders in decision making
33. According to Shannon Bowen, ethics requires prioritizing which of the following?
a. should over could
b. need over want
c. could over should
d. want over need
34. Which term refers to the human instinct to behave morally?
a. personal virtue
b. cultural values
c. innate ethics
d. moral impulse
35. Which amendment of the U.S. Constitution guarantees free speech?
a. First Amendment
b. Second Amendment
c. Third Amendment
d. Fourth Amendment
36. Under the Freedom of Information Act, citizens have the right to do which of the
following?
a. display information publicly
b. access government records
c. make false statements
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
37. Which of the following requires openness and transparency in state governments?
b. fair use rules
c. trademark laws
d. sunshine laws
38. Which of the following involves making a false statement with the intention of
harming another person’s reputation?
a. defamation
b. appropriation
c. negative publicity
d. intrusion
39. During a live TV broadcast, a reporter purposely makes a false, harmful, and
shocking statement about a celebrity. Based on this information, the reporter could be
found guilty of which of the following?
a. disclosure
b. slander
c. intrusion
d. libel
40. Which of the following defines libel?
a. information that spreads virally
b. defamation that is spoken
c. news that is not fact-checked
d. defamation that is published
41. A customer of Company X posts a defamatory statement on Facebook about the
services and policies of Company X. Since the reputation of Company X is significantly
harmed by the Facebook post, the company’s owners want to file a defamation lawsuit.
Based on the law, which statement is true?
a. Only Facebook can be sued.
b. Only the customer can be sued.
c. Neither Facebook nor the customer can be sued.
d. Both Facebook and the customer can be sued.
42. Which law has significant jurisdiction over Internet and online speech?
a. Communications Decency Act
b. Freedom of Information Act
c. Federal Trade Communication Act
43. Hannah, a blogger, has a popular website called Hannah’s Healthy Home. Hannah
earns money from companies by reviewing and endorsing their cleaning products.
Which of the following does the FTC require Hannah to do?
a. provide links to the cleaning product websites
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. disclose her credentials as a product spokesperson
c. disclose that she is paid for product endorsements
d. post accurate information about her product reviews
44. George Clooney is a paid spokesperson for Nespresso, a coffee and espresso
machine. During an interview on a talk show, George mentions that he starts every
morning with coffee made in his Nespresso machine. Given this information, which
statement about disclosure is true?
a. He must file a disclosure statement with the federal government.
b. He must disclose his credentials as a Nespresso spokesperson.
c. His comments are not in a Nespresso ad, so disclosure is unnecessary.
d. He should disclose that he is a spokesperson for Nespresso.
45. The fair use rule applies to which of the following?
a. copyrighted works
b. trademarks and logos
c. unbranded content
d. social media platforms
46. A photographer who intentionally disturbs a celebrity as she walks her daughter to
school and causes mental anguish to both the mother and child could be found guilty of
which of the following?
a. appropriation
b. libel
c. slander
d. intrusion
47. For Brandon, a PR professional, to be sued for disclosure by a client, which of the
following must occur?
a. Brandon collects information about the client.
b. Brandon publishes a statement about the client.
c. Brandon reveals private information about the client.
d. Brandon causes the client to experience mental anguish.
48. According to the right of publicity, individuals have the right to control which of the
following?
a. commercial use of their identities
b. statements about their history
c. use of their personal ideas
d. release of their private data
49. Which of the following refers to untrue information that is widely publicized?
a. appropriation
b. exposure
c. cyber libel
d. false light
50. Which of the following is a guideline for applying the fair use rule?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. Email materials to a private distribution list.
b. Cite sources for short and long excerpts.
c. Track content with a spreadsheet.
d. Print copies of copyrighted articles.
True/False
1. Published ethical guidelines for PR focus on corporate, nonprofit, and social
movement organizations.
2. If Bob’s decisions are guided by compassion, justice, and honesty, he is applying
absolutism ethics.
3. The three types of normative ethics are teleological, deontological and virtue ethics.
4. The Member Code of Ethics developed by Public Relations Society of America is
structured into two sections: professional values and ethical conduct.
5. A PR practitioner should refuse to be dishonest unless that honesty is damaging to
the organization.
6. Building respect with the public for the PR profession is included in the Public
Relations Society of America Member Code of Ethics.
7. Publishing photos that are taken in public is not considered an invasion of privacy.
8. An action that is immoral or unethical is also illegal.
9. The Freedom of Information Act is a law that grants public access to state records.
10. Bloggers who make endorsements for products must disclose any material
connections they have with the seller of the product.
Short Answer
1. Describe the two broad areas of critical responsibility held by the PR practitioner as
they provide the strategic link between an organization and key stakeholders.
2. Briefly describe the challenges of applying PR ethics to Social Movement
Organizations (SMOs).
3. Describe how a PR professional might apply utilitarianism.
4. What type of speech is not included in the U.S. Constitution’s First Amendment?
5. What are the six core values listed in the Public Relations Society of America
Professional Values Statement for the professional practice of public relations?
Essay
1. Describe the four parts of the personal framework proposed by Martin and Wright in
2013 to be used in public relations to bridge the three approaches to ethical reasoning
(consequences, duty, and virtue).
2. Describe the recommendations of the PRSA Code Provisions of Conduct regarding
disclosure of information and give an example of improper conduct under this provision.
3. Describe what it means to be a leader who transforms not just organizations but the
societies that house them.
4. Describe the Supreme Court decision known as Citizens United and the resulting
ethical implications.
5. Name and describe five forms of invasion of privacy.
