1) Which of the following is/are essential to any comprehensive defi nition of public relations? A) Public relations is a planned activity. B) Public relations is a management function. C) Public relations is socially responsible. D) B and C E) All of the above. 2) Award-winning professionals prefer this Hunt and Grunig model of public relations. A) the process facilitation model B) the two-way asymmetrical model C) the two-way symmetrical model D) the press agentry/publicity model E) the public information model 3) A profession is distinguished from a trade by ________. A) the establishment of ethical standards B) ongoing research in support of the profession C) a form of licensing or government control D) A and B E) All of the above. 4) One of the advantages of a public relations career is that ________. A) it is a profession that is understood and respected by most people B) it is a stress-free profession C) its skills are transferable across a broad range of career opportunities D) All of the above. E) None of the above. 5) Public relations practitioners ________. A) work for nonprofi t organizations B) serve as independent consultants C) are employed by public relations agencies D) All of the above. E) None of the above. 6) ________ is one of the four steps in the public relations process. A) Publicity B) Promotion C) Planning D) Programming E) Propaganda 7) Among the fl aws in the traditional four-step model of public relations is/are that it ________. A) doesn’t take into account the importance of values B) implies a process where one step automatically follows another C) oversimplifi es a very dynamic process D) All of the above. E) None of the above. 8) The fi rst question an organization should ask itself when developing a values statement is: A) How can we win the respect of others? B) Why should be care about our customers? C) Why are we in business? D) How much money do we want to make? E) What is in it for us? 9) The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success is known as ________. A) human relations B) advertising C) integrated marketing communications D) marketing E) relationship management 10) In which broad category of public relations jobs are practitioners least likely to have the term public relations included in their job titles? A) governments B) nonprofi t organizations and trade associations C) corporations D) independent public relations consultancies E) public relations agencies 11) In which broad category of public relations jobs do practitioners bear the greatest responsibility of their personal success or failure? A) independent public relations consultancies B) governments C) public relations agencies D) corporations E) nonprofi t organizations and trade associations 12) According to a University of Georgia survey of 20.

1. 1) Which of the following is/are essential to any comprehensive
defi nition of public relations?
A) Public relations is a planned activity.
B) Public relations is a management function.
C) Public relations is socially responsible.
D) B and C
E) All of the above.
2) Award-winning professionals prefer this Hunt and Grunig
model of public relations.
A) the process facilitation model
B) the two-way asymmetrical model
C) the two-way symmetrical model
D) the press agentry/publicity model
E) the public information model
3) A profession is distinguished from a trade by ________.
A) the establishment of ethical standards

2. B) ongoing research in support of the profession
C) a form of licensing or government control
D) A and B
E) All of the above.
4) One of the advantages of a public relations career is that
________.
A) it is a profession that is understood and respected by most
people
B) it is a stress-free profession
C) its skills are transferable across a broad range of career
opportunities
D) All of the above.
E) None of the above.
5) Public relations practitioners ________.
A) work for nonprofi t organizations
B) serve as independent consultants
C) are employed by public relations agencies
D) All of the above.

3. E) None of the above.
6) ________ is one of the four steps in the public relations
process.
A) Publicity
B) Promotion
C) Planning
D) Programming
E) Propaganda
7) Among the fl aws in the traditional four-step model of public
relations is/are that it ________.
A) doesn’t take into account the importance of values
B) implies a process where one step automatically follows
another
C) oversimplifi es a very dynamic process
D) All of the above.
E) None of the above.
8) The fi rst question an organization should ask itself when
developing a values statement is:
A) How can we win the respect of others?

4. B) Why should be care about our customers?
C) Why are we in business?
D) How much money do we want to make?
E) What is in it for us?
9) The use of public relations strategies and tactics to foster and
enhance the shared interests
and values of an organization and the publics important to its
success is known as ________.
A) human relations
B) advertising
C) integrated marketing communications
D) marketing
E) relationship management
10) In which broad category of public relations jobs are
practitioners least likely to have the term
public relations included in their job titles?
A) governments
B) nonprofi t organizations and trade associations
C) corporations

5. D) independent public relations consultancies
E) public relations agencies
11) In which broad category of public relations jobs do
practitioners bear the greatest
responsibility of their personal success or failure?
A) independent public relations consultancies
B) governments
C) public relations agencies
D) corporations
E) nonprofi t organizations and trade associations
12) According to a University of Georgia survey of 2005
graduates, the average starting salary for
public relations practitioners is ________.
A) $25,000
B) $22,000
C) $16,500
D) $30,000
E) $20,000
13) According to a 2000 PRSA/IABC survey, which of these
qualities were more important to

6. practitioners than salary?
A) recognition by colleagues
B) access to technology
C) professional development
D) creative opportunity
E) all of the above
14) Many public relations practitioners record how they spend
their working hours ________.
A) as a means of billing clients
B) to allow their supervisors to see how employees spend their
time
C) for internal billing purposes
D) all of the above
E) none of the above
15) Practitioners who act for the good of a relationship, rather
than just one side of a relationship
are fulfi lling a(n) ________.
A) manager’s role
B) boundary spanning role

7. C) consultant’s role
D) press agent role
E) independent endorsement
16) Which of these individuals is generally credited with being
“the father of public relations”?
A) George Creel
B) George V.S. Michaelis
C) Ivy Ledbetter Lee
D) Ron Zeigler
E) Edward L. Bernays
17) Edward Bernays gets more credit as being the “father of
public relations” than Ivy Ledbetter
Lee because ________.
A) Bernays coined the phrase “public relations”
B) Bernays introduced the concepts of accuracy and ethics to
the profession
C) Lee worked for the Nazi sympathizers; Bernays did not
D) A and B
E) A and C
18) The Scopes Monkey Trial ________.

8. A) was a historic clash between science and religion
B) was a publicity stunt
C) focused on Darwin’s theory of evolution
D) All of the above.
E) None of the above.
19) The so-called “Four Minute Men” ________.
A) are former track and fi eld stars who now serve as PR
spokespersons
B) were affi liated with the Creel Committee
C) delivered patriotic messages during the First World War
D) A and B
E) B and C
20) Edward L. Bernays’ critics claimed that he ________.
A) was sexist
B) was dishonest
C) was a Nazi sympathizer
D) was too self-promotional
E) didn’t understand the plight of poor people

9. 21) When you communicate with one public in an attempt to
reach another public, the public with
whom you are communicating is known as ________.
A) a latent public
B) a primary public
C) an aware public
D) a secondary public
E) an intervening public
22) ________ is/are the most powerful force in the U.S.
economy.
A) Business expenditures
B) Government spending
C) Consumer spending
D) Industrial expenditures
E) Foreign investment
23) The group that spends the most money is consumers ages
________.
A) 18-25
B) 26-34
C) 35-44

10. D) 45-54
E) 55-64
24) Objections to a movie promotion in German Subway
restaurants centered on ________.
A) the stereotyping of minority groups
B) its anti-war message
C) explicit sexual content
D) a lack of sensitivity concerning the 9/11 terror attacks in
New York
E) the lack of diversity in the movie’s cast
25) Among U.S. voters, the age group with the highest
percentage of voters is ________.
A) this is a trick question; voting rates don’t differ by age
B) 65 and older
C) 45-64
D) 30-44
E) 18-29
1) This element of the communication model represents the
content of communication.
A) noise

11. B) receiver
C) channel
D) message
E) source
2) This element of the communication model represents the
medium used to transmit the
communication.
A) message
B) channel
C) receiver
D) source
E) noise
3) This theory of mass communication says people are infl
uenced by opinion leaders who may
change from issue to issue.
A) Agenda Setting Hypothesis
B) Magic Bullet Theory
C) Diffusion Theory
D) N-Step Theory

12. E) Uses and Gratifi cations Theory
4) According to Abraham Maslow, ________ is/are the most
basic order of needs people have.
A) acceptance
B) safety needs
C) self-actualization
D) self-esteem
E) physiological needs
5) The purpose of Monroe’s Motivated Sequence is to
________.
A) anticipate future trends
B) study the evolution of public opinion
C) measure public opinion
D) build persuasive messages
E) counteract Maslow’s Hierarchy of Needs
6) According to Aristotle, an appeal to one’s reason is known as
________.
A) pathos
B) ethos

13. C) eggos
D) legos
E) logos
7) ________ is what happens when a public debate leads to a
consensus.
A) A social action
B) An issue
C) A social value
D) An already present mass sentiment
E) Public opinion
8) When public relations practitioners attempt to manipulate
public opinion, they run the risk of
losing their ________.
A) credibility
B) license
C) accreditation
D) respect
E) innocence
9) Communicating an idea in such a way that an audience is infl
uenced, either intentionally or

14. unintentionally, by the way it is expressed is known as
________.
A) spinning
B) manipulation
C) framing
D) shading
E) coloring
10) The Ten Commandments is an example of ________.
A) an organizational ethics code
B) a really, really long movie
C) a professional ethics code
D) a societal ethics code
E) a personal ethics codes
11) When you evaluate an ethical dilemma by determining defi
nitions, values, principles and
loyalties, you are applying the ethical process known as
________.
A) Utilitarianism
B) the veil of ignorance

15. C) the Potter Box
D) the golden mean
E) values-driven public relations
12) In an ethical dilemma, when you try to understand the
situation from others’ viewpoints, you
are applying the ethical principle known as ________.
A) the Potter Box
B) the veil of ignorance
C) the golden mean
D) values-driven public relations
E) Utilitarianism
13) The public relations practitioner’s role as a relationship
manager ________.
A) resolves the misleading question of whether one should serve
as an advocate or as an
objective observer
B) can mean that sometimes it is necessary to be an advocate
C) can involve the delivery of unpopular truths
D) All of the above.
E) None of the above.

16. 14) The believe that one system of ethics is superior to all
others and leaves no room for fl exibility
is known as ________.
A) cultural relativism
B) cross-cultural ethics
C) the golden mean
D) ethical imperialism
E) dilemmas
15) Immanuel Kant’s categorical imperative requires one to
make ethical decisions as if ________.
A) we have reach the “Golden Mean of Enlightenment”
B) it’s the end of the world as we know it
C) there is a veil of ignorance descending upon the world
D) they would be applied as rules you want everyone else to
follow
E) it were a life or death situation
16) ROI stands for ________.
A) return on investment
B) relevance of information

17. C) relationship ordinal indexing
D) real or imagined
E) rate of interest
17) ”What is your favorite color?” is an example of ________.
A) a closed-ended question
B) an open-ended question
C) a rating-scale question
D) a trick question
E) a dichotomous question
18) Research that focuses upon determining the issues and the
client’s stake in those issues is
________.
A) stakeholder research
B) quantitative research
C) client research
D) evaluation research
E) problem-opportunity research
19) When everyone in a sampling frame is included in the
sample, the sampling technique is

18. known as ________.
A) simple random sampling
B) cluster sampling
C) a census
D) systematic sampling
E) cross-tabulation sampling
20) The Pentagon came under sharp criticism in 2003 when it
created a PAM, an online trading
market designed to predict ________.
A) the fl ow illegal immigration into the U.S.
B) future terrorist activities
C) future economic conditions
D) the effects of global warming
E) military intentions of other nations
21) A public relations plan that contains strategies for dealing
with a situation that may arise is
called ________.
A) an ad hoc plan
B) a logistical plan

19. C) a fl exible plan
D) a contingency plan
E) a standing plan
22) Crisis communications plans are a form of ________.
A) standing plan
B) logistical plan
C) contingency plan
D) fl exible plan
E) ad hoc plan
23) Generalized statements of the outcomes you hope your plan
will achieve are ________.
A) building consensus
B) tactics
C) objectives
D) brainstorming
E) goals
24) An accurate and unbiased description of the reasons why it
has become necessary to take
public relations actions is known as ________.

20. A) a planning grid
B) team building
C) a situation analysis
D) goal setting
E) evaluative research
25) A good plan is ________.
A) one that includes free balloons for the kids
B) linked to dynamic and creative tactics
C) one that is inexpensive
D) makes targeted audiences happy
E) tied to a specifi c goal
1) Public relations tactics can involve the use of ________.
A) controlled media
B) uncontrolled media
C) special events
D) All of the above
E) None of the above
2) Special events are designed for ________.

21. A) participants
B) observers
C) survey respondents
D) A and B
E) B and C
3) VNR stands for ________.
A) values-negotiated risk
B) video news release
C) values-neutral research
D) video network registration
E) variable noncompliance restriction
4) The acronym PAC stands for________.
A) political access committee
B) public access committee
C) political assistance committee
D) political action committee
E) positive attitude committee
5) What’s the best advice for a news conference?

22. A) Have refreshments for reporters.
B) Don’t do it if alternatives such as a news release would work
as well.
C) Have hot coffee on hand.
D) Schedule it when all media can attend.
E) Invite only media you know are friendly.
6) Media kits can include ________.
A) backgrounders
B) fact sheets
C) news releases
D) B and C
E) All of the above
7) The difference between a media advisory and a news release
is ________.
A) a media advisory is generally longer than a news release
B) media advisories are generally used for fast-breaking news
stories
C) news releases are factual and media advisories are not
D) news releases can be openly promotional; media advisories
usually can’t

23. E) There is no difference. These are two names for the same
document.
8) When executing a public relations plan, ________ is/are
among the key factors to be
considered.
A) deadlines
B) quality control
C) communication within the team
D) All of the above
E) None of the above
9) The person responsible for the success of a public relations
plan should ________.
A) always make saving the client’s/company’s money the
highest priority
B) communicate frequently with clients or supervisors
C) evaluate the process only after it is completed and all the
facts are available
D) All of the above
E) None of the above
10) PR Week magazine lists this/these skill(s) as essential for
entry-level public relations

24. practitioners.
A) writing
B) advertising copywriting
C) public speaking
D) web design
E) A and C
11) Writing for the web is different from writing for a printed
page because ________.
A) the Internet provides unlimited space for detail
B) computer users are more sophisticated than traditional print
users
C) computer screens are harder to read than the printed page
D) A and B
E) A and C
12) When writing a speech, it is important to ________.
A) use precise nouns and verbs
B) use concrete words and images
C) place attribution after a quotation
D) A and B

25. E) all of the above
13) Presentation research starts with ________.
A) planning
B) a company party
C) organization
D) knowing your targeted public
E) visual aids
14) Presentation planning starts with ________.
A) research
B) deciding what personality you want to project
C) hiring a consultant
D) being yourself
E) focus groups
15) One of the best ways to get over presentation jitters is to
________.
A) tell a funny joke to get everyone in a good mood
B) drink several cups of coffee to calm your nerves before
speaking
C) ignore them

26. D) eat a good meal
E) practice your presentation
16) ________ refers to a new generation of Internet services
that encourage online collaboration
and sharing.
A) Global village
B) Web 2.0
C) Viral marketing
D) Push technology
E) E-commerce
17) Viral marketing proved to be an effective tactic ________.
A) that led to the election of Bill Clinton as U.S. president in
1992
B) with the introduction of Microsoft’s Vista operating system
in 2005
C) following the SARS outbreak in Canada in 2003
D) with the introduction of the personal computer in 1977
E) that helped the Allies counter Nazi propaganda in World War
II
18) The fi rst thing one should do before establishing an
Internet web site is ________.

27. A) create a memorable URL
B) determine who the audience is and what you want to say
C) estimate costs
D) locate a server
E) learn HTML
19) A popular collaborative software that allows multiple
people to contribute to online content is
known as ________.
A) wi fi
B) bluetooth
C) cybersharing
D) RSS
E) wiki
20) In the People’s Republic of China, the punishment for a
“gross violation” of its Internet
policies is ________.
A) death
B) a prison sentence
C) loss of Internet access

28. D) deportation
E) a substantial fi ne
21) During the Sago mine disaster in 2006, families of the
trapped miners were erroneously led to
believe that the men had been successfully rescued because
________.
A) the mining company did not have crisis communication plan
B) state offi cials “jumped the gun” in a effort to get credit for
the rescue
C) the mining company’s crisis communications plan was not
followed
D) the families were impatient
E) company offi cials lied to them
22) The second stage of a crisis is known as ________.
A) when things return to normal
B) the critical moment
C) the point of no return
D) the cleanup phase
E) the warning stage
23) Which of the following statements is/are true?

29. A) NASA learned to communicate better during crises after the
Challenger accident.
B) NASA won public praise for its handling of the Columbia
accident.
C) In both shuttle disasters, NASA suffered from what
investigators called “go fever.”
D) All of the above.
E) None of the above.
24) The crisis management team meets in the ________.
A) executive suite
B) media information center
C) central command post
D) place where the crisis is occurring
E) emergency operations center
25) During the 2006 Sago mine disaster, ________.
A) the mining did not have a crisis communications plan
B) the mining company president acknowledged that he made a
mistake
C) the mining company initially received praise for its crisis
communications

30. D) A and C
E) B and C
1) At the start of the 21st century, the use of mass marketing is
________.
A) holding steady
B) considered the new wave of the future
C) declining
D) increasing at a rapid pace
E) None of the above.
2) An indication that consumer-focused marketing is infl
uencing public relations is ________.
A) the growing number of mergers of advertising and public
relations agencies
B) the decline in the growth of public relations
C) the increasing sophistication of marketing public relations
D) A and B
E) A and C
3) Which of the following is not one of Robert Lauterborn’s
four C’s of IMC?
A) convenience to buy

31. B) consumer wants and needs
C) consumer’s cost
D) consumer commitment
E) communication
4) An IMC audit ________.
A) evaluates an organization’s customer databases
B) analyzes the communications network used in marketing
C) identifi es and prioritizes key stakeholder groups
D) All of the above.
E) None of the above.
5) An information-bearing experience that a customer or
prospect has with a product, service, or
the market that relates to that product or service is known as a
________.
A) sale
B) message
C) double jeopardy
D) contact
E) pitch

32. 6) Revlon’s use of Grammy-award winner Sheryl Crow as a
spokesperson for a new line of
products was an example of ________.
A) targeted advertising
B) convergence of media
C) database marketing
D) glamour marketing
E) marketing public relations
7) Database marketing in the European Union ________.
A) is in an unsafe harbor
B) is less restricted than in the United States
C) is illegal
D) is called “relationship marketing”
E) is more restricted than in the United States
8) Umbro was surprised when it discovered that its new running
show was named after ________.
A) a mythical sexual predator
B) the poison gas used in Nazi concentration camps
C) the devil

33. D) a variety of aardvark
E) a body part
9) The Campaign for Real Beauty ________.
A) used advertising as a tactic
B) used viral video as a tactic
C) was based on a global survey of 10,000 women
D) A and B
E) All of the above.
10) If the world were a village of 100 people, ________.
A) 50 would own a computer
B) 11 would be over the age of 79
C) 9 would speak English
D) 2 would live in substandard housing
E) 3 would have no electricity
11) According to Hofstede’s cultural dimensions, ________
measures how well a society tolerates
ambiguity.
A) long-term orientation
B) individualism versus collectivism

34. C) masculinity versus femininity
D) power distance
E) uncertainty avoidance
12) Some have expressed concern that U.S. infl uence is being
exerted globally because of U.S.
dominance of ________.
A) the Olympics
B) television programming
C) the movies
D) popular music
E) the Internet
13) Which of the follow is/are true?
A) All Swiss are punctual.
B) All Japanese are polite.
C) All baby boomers like the Beatles.
D) All of the above.
E) None of the above.
14) The fi nal step in the cross-cultural communications process
is ________.

35. A) evaluation
B) continuing education
C) advocacy
D) sensitivity
E) testing
15) characteristics based on where a person or group lives is
________.
A) geoautonomy
B) geometrics
C) geocharactization
D) geometry
E) geodemographics
16) Expression associated with the normal conduct of a
democracy is known as ________ speech.
A) absolute
B) free
C) democratic
D) political
E) republican

36. 17) The U.S. Supreme Court has consistently ruled that
commercial speech ________.
A) has no First Amendment protection
B) has limited First Amendment protection
C) is more restricted than political speech
D) A and C
E) B and C
18) Public relations practitioners should ________.
A) study law books
B) hire a really, really good lawyer
C) know the laws that govern their organization
D) intern at a law fi rm
E) take the state bar exam
19) The use of someone else’s likeness for a commercial
purpose without consent is ________.
A) slander
B) intrusion
C) fraud
D) false light

37. E) appropriation
20) A litigation public relations practitioner usually ________.
A) has legal immunity
B) works for the attorney
C) has a law degree
D) works for the client
E) works for the court
21) ________ is how the United Nations describes as “the
growing interdependence of the world’s
people through shrinking space, shrinking time, and
disappearing borders?”
A) Darwinism
B) Globalization
C) Socialism
D) McLuhanism
E) Populism
22) Which of the following was not identifi ed in your book as a
social force at work infl uencing the
future of public relations?

38. A) the growth in world population
B) the downsizing of the United States
C) the changing face of the United States
D) the global spread of democracy
E) Feminization in the workplace
23) The demand that women be included in decision making is
known as ________.
A) empowerment
B) role enhancement
C) salary equity
D) feminization
E) girl power
24) According to the PRSA credibility study, ________.
A) public relations practitioners got high ratings for the tactics
they used
B) public relations practitioners were rated near the bottom of
all professions
C) public relations practitioners rated higher than activists,
athletes and politicians
D) A and B

39. E) B and C
25) ________ skills are among the most desired skills for
students planning a career in public
relations.
A) Foreign language
B) Research analysis
C) Writing
D) All of the above.
E) None of the above