Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Introduction: Campaigns in the Professional Public Relations
Context
Test Bank
Multiple Choice
1. What do theories do?
a. test the basis of PR strategies
b. enable practitioners to validate their tactics
c. provide a system of validating PR practices
d. provide a framework for decision making in PR
2. According to the text, what must PR practitioners do with regard to building
successful relationships with stakeholders?
a. communicate effectively with stakeholders when making decisions in PR practices
b. educate clients on the importance of understanding PR practices and how they work
c. weigh the differences and similarities within stakeholder groups
d. consider appropriate theories and models when making decisions
3. What is a theory intended to do?
a. It explains related facts or events.
b. It is used to test models.
c. It is a recount of events or outcomes.
d. It is a unique viewpoint or observation about a situation or occurrence.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
4. In the “excellence theory” of public relations it is reasoned that the ideal role for public
relations is in ______.
a. representational model of communication
b. agent-activist model of communication
c. co-receptive model of communication
d. two-way model of communication
5. Public relations in the excellence theory recognizes the primary importance of
______.
a. the relationship between an organization and its stakeholders
b. the power balance between an organization’s stakeholders and its target audience
c. the relationship between an organization and its publics
d. the public’s ability to communicate effectively with the management of an
organization
6. In excellence theory, which item below is NOT considered an area of importance
when pursuing public relations?
a. stakeholder responsibility
b. management-level leadership
c. access to key organizational decision-makers
d. organizational diversity
7. In the excellence theory of public relations, public relations activities need to be
headed by a ______.
a. public relations technician
b. press agent
c. board member from the organization
d. public relations manager
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
8. Research indicates that organizations with excellent public relations typically ______.
a. have on average fewer strategic management positions than most organizations
b. value women as much as men in strategic roles
c. tend to be privately held organizations
d. tend to be publicly held organizations
9. A key feature of systems theory is ______.
a. independence
b. experimentation
c. adaptability
d. authority
10. In Diffusion Theory the Evaluation step is when ______.
a. the individual considers an idea as potentially useful
b. the individual tests the idea
c. the individual communications with others about the idea
d. the individual accepts or rejects the idea
11. In a representation of diffusion theory audience members, which group of individuals
is the largest?
a. innovators
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
b. laggards
c. late majority
d. early adopters
12. Which of the following represents a use of framing for public relations practitioners?
a. establishing how a problem is defined
b. constructing a timeline of a problem
c. placing limits on resources available to address a problem
d. the resulting effects or impact of a problem
13. One way in which media influence people’s perception of news is seen in ______.
a. who the news affects
b. how news is presented
c. when the news occurs
d. what the news is about
14. Agenda setting differs from agenda building in what way?
a. Agenda setting focuses on policy issues while agenda building focuses on popular
topics.
b. Agenda setting is regulated through government agencies while agenda building is
not regulated.
c. Agenda setting is being replaced by agenda building.
d. Agenda setting originates from the news media while agenda building originates from
the public.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
15. Which of the following characterizes how agenda setting and agenda building
developed?
a. Agenda building is considered an earlier version of agenda setting.
b. Agenda building was originally promoted by legislators.
c. Agenda setting and agenda building developed simultaneously.
d. Agenda building is considered an extension of agenda setting.
16. According to Timothy Coombs, what does situational crisis communication theory
do?
a. attempts to quell negative publicity as soon as possible after a crisis event
b. strives to consider diverse viewpoints are considered in a crisis event
c. attempts to predict the level of threat to an organizations reputation
d. provides a theoretical framework within which communications tactics can be tested
17. A consumer who publishes on online blog about home products sees a review of a
new product on TV. That blogger then posts his commentary about the product on his
blog. Readers of the blog read the commentary. The end readers of the blog are then a
part of which of the following?
a. two-step flow model of communication
b. the sponsor-author model of communication
c. the social contact theory
d. flow-to-consumer model of communication
18. The press agentry model of publicity is primarily concerned with ______.
a. reaching influencers
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
b. engaging the public
c. trying for media coverage
d. increasing a medium’s subscriber base
19. The National Transportation Safety Board produces a website that discusses its
efforts in safety advocacy that is available to both government officials and consumers.
Which model of publicity does this represent?
a. public endorsement model
b. public information model
c. dual audience model
d. two-step model
20. What makes the two-way asymmetrical model asymmetrical?
a. It is usually tailored for small highly targeted audiences.
b. It cites scientific research to support its positions of advocacy.
c. It is aimed mostly at very large national-scale audiences.
d. It relies on testimonials to convince audiences.
21. It is believed that the two-way symmetrical publicity model is supported effectively
by ______.
a. social media
b. owned media
c. shared media
d. traditional mass media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
22. Earlier planning models of public relations such as ROPE and RACE and their
related models such as PACE and ACE have this in common.
a. They stress publicity tactics.
b. They are tailored to institutional goals.
c. They rely on research and planning.
d. They require audience input.
23. The ROSTIR model was developed because of ______.
a. The demand for effective public relations is rising while effective practices appear to
be diminishing.
b. Current public relations demand campaigns which must change continually and
quickly.
c. Practitioners are showing greater interest in structured formal public relations
methods.
d. Recent emerging media have altered the goals of public relations and PR
practitioners.
24. In general, any campaign planning approach should be thought of as ______.
a. having a clear beginning end point
b. serving specific goals and objectives for stakeholders
c. being based on a problem-solving approach
d. circular or ongoing
25. Which one of the following is NOT considered one of Grunig’s five objectives to
provide clear outcomes for strategic campaigns?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. message acceptance
b. change in audience attitude
c. change in audience behavior
d. message feedback
True/False
1. While two-way communication has proven effective in public relations, persuasion
and one-way press-agentry approaches remain the most effective means to achieving
organizational PR goals
2. Excellence theory recognizes the primary importance of stakeholders.
3. Systems theory suggests that organizations should not ignore their place within
political, social, and organizational environments
4. Diffusion theory is concerned with how ideas fall out of favor with the public.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
5. The “late majority” in the realm of diffusion theory is the smallest group to be
influenced
6. When a reporter decides on what questions to ask when interviewing, he or she is in
effect framing the story.
7. Framing for public relations practitioners strives to involve the public in responding to
a story.
8. The two-step flow model of communication sends information targeted to influencers
and consumers
9. Media influence people’s perception of news through who the news is about.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
10. Access to key organizational decision-makers is characteristic of excellence theory
of public relations
11. It is thought that agenda setting is an extension of agenda building.
12. An organization relying research results that show varying perspectives on a given
topic is said to be using the two-way asymmetrical model of public relations
13. Situational crisis communication theory is concerned with how organizations
prioritize messages during crisis situations.
14. A feature of the ROSTIR model is that it recognizes the importance of continual
change in campaigns
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
15. An important difference of the ROSTIR model in comparison to previous PR system
models is the feature of Reporting/Evaluation
16. The ROSTIR model of public relations has made the RACE and ROPE models
Short Answer/Essay
1. Explain what use theories and principles are in the study of public relations.
2. Explain why a practitioner considers a range of theories in planning.
3. Describe the key characteristic of excellence theory in communication.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
4. Why would it be necessary for an organization to consider systems theory in its public
relations practices?
5. How do public relations practitioners consider diffusion theory in their planning?
6. Name the steps diffusion theory considers regarding how people make decisions.
7. Agenda setting theory is found in new media. When do public relations professionals
encounter agenda setting?
8. What do public relations practitioners rely on when attempting to predict what will
work and not work in the practice of PR?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
9. What are the four standard communications goals regularly referred to in the public
relations industry?
10. Assuming a message has been disseminated and an audience has received and
accepted the message, what would be the immediately next desired outcome in the
process of communication?