1.

“Public relations” can be defined as

a. a collection of techniques for persuading people to buy products they don’t need.

b. a collection of techniques for persuading news organizations to give space or time to people or
products that are not inherently newsworthy.

c. planned and continuous communication to provide information about an organization,

issue or product to the public.

d. planned and continuous communication to obscure the inadequacies of an organization or

product.

2. Public relations professionals often deal with either internal or external communications.
Which of the 1following best describes those two types of communications?

a. Internal communications deal with investors, clients, customers or contributors, and external
communications keep company employees informed about the company

b. Internal communications always flow from the top of the organization down, and external
communications always flow from the bottom to the top.

c. Internal communications always are carried out by e-mail, and external communications
always are carried out through the mass media.

d. Internal communications keep company employees informed about the company, and
external communications deal with investors, clients, customers or contributors.

3. Effective public relations practitioners first

a. send as many press releases as possible to as many people.

b. determine which media outlets best serve their purposes.

c. ask editors to promise to use their press releases.

d. find out which media have been most friendly to their client in the past.

4. Public relations professionals should send news well in advance of the publication date
because

a. news organizations move slowly and need plenty of time to rewrite the release.

b. a release received close to a deadline is likely to be thrown away.

c. a release received close to a deadline leaves news organizations with too little time to plan
special coverage.

d. a release received too close to a deadline is less likely to be published

5. When localizing news releases, public relations professionals should consider

a. psychological as well as geographical closeness.
b. only geographical closeness.
c. only psychological closeness.
d. financial and geographical closeness.

6. If a news release contains a statement such as “Parents are worried about the amount of
violence in our society,” that release is of questionable news value because it is

a. probably a one-sided story.

b. stating the obvious.

c. full of puffery.
d. reporting a contrived event.

7.If a news release contains a statement such as “Quantities are limited, so buy yours now,”
that release is of questionable news value because it is

a. stating the obvious.

b. reporting a contrived event.

c. telling the public what to do.

d. lacking attribution.

8.If the most newsworthy information in a news release is in the middle or toward the end of
the release, the reporter should

a. rewrite the release to put the news in the lead

b. publish the release as it was written.

c. throw the release in the wastebasket.

d. send it back to whomever it came from and ask that it be rewritten.

 9. Which area of public relations deals with emerging issues and their potential impact on an
organization?
a. Public opinion
b. Issues management
c. Public affairs
d. Lobbying

10. Approximately half of all public relations practitioners work in

a. government
b. business and commercial areas
c. health care and hospitals
d. public relations firms
11. In the public relations field, what is the most common threat to a client-firm relationship?
a. Clients’ questions about costs
b. Resistance to outside advice
c. Superficial grasp of the client's unique problems
d. Personality conflicts

12. Early theories of mass communication suggested that audiences were passive recipients of
media messages and thus vulnerable to manipulation. Which of the following best describes
current thinking?
a. Audiences are more vulnerable and passive than ever before.
b. Television viewing, in particular, creates increased activity in the right hemisphere of the
brain.
c. Active receivers are not uniformly affected by mass communication messages.
d. Technology has led to increasingly passive recipients at the ends of message
transmission systems.
13. Which form of communication is most effective in forming or changing predispositions
toward an
issue?
a. Interpersonal
b. Media
c. Group
d. Public
14. What is the major advantage of organizational publications?
a. Their ability to provide a revenue source for sponsoring organizations
b. Their ability to deliver specific, detailed information to narrowly defined target publics
c. Their ability to avoid the problems typically associated with two-way media
d. Their ability to give sponsoring organizations a means of uncontrolled communications
15. What should a public relations media practitioner do if she does not know the answer to a
reporter’s question?
a. Give the reporter other information she is certain is correct.
b. Say that the information is “off the record” and will be disseminated later.
c. Say “I don’t know” and promise to provide the information later.
d. Say “no comment,” rather than appear uninformed

16. The “internal factors” portion of a firm’s public relations situation analysis often includes
a. a communication audit
b. strategy suggestions
c. community focus groups
d. a listing of media contacts
17. The process of identifying publics who are involved and affected by a situation central to an
organization is called a(n)
a. exploratory survey
b. situation interview
c. communication audit
d. stakeholder analysis
18. Approximately what proportion of nonprofit sector practitioners conduct audience research?
a. One-quarter
b. One-half
c. Two thirds
d. Almost all
19. Psychographics refers to
a. individual values, lifestyles and characteristics
b. individual sex, age, race and income statistics
c. potential influence
d. all of the above
20. The Ehtiopian flag is an example of a
a. stereotype
b. semantic device
c. symbol
d. message
21. Which traditional news criterion would you expect to be most important in public relations
messages distributed through the mass media?
a. Proximity
b. Timeliness
c. Prominence
d. Impact

22. In recent years social media has had a major impact on the practice of public relations. In
which
of the following areas has the impact been greatest and experienced most immediately?
 a. Politics
b. Retail business
c. Automotive sales
d. Nonprofits
18. Which phase of public relations audience research is associated with summative evaluation?
a. Implementation
b. Impact
c. Attitude change
d. Preparation
23. What is the primary public relations activity in financial relations?
a. Measuring investor opinions toward the company
b. Producing the annual report
c. Making arrangements and preparing materials for financial meetings
d. Writing and disseminating financial news releases
24. Which of the following Internet-related challenges is most significant in the public relations
field?
a. Representing clients using new social media environments
b. Finding stable, cost-effective Internet providers
c. Training staff to use social media
d. Staying abreast of changing technology

25.Which of the following marketing mix activity is most closely

associated with newsletters, catalogues and invitations to organization-
sponsored events?

A. Pricing
B. Promotion
C. Distribution
D. Product

26.Two important trends affecting marketing communication planning are:

a) markets are becoming homogeneous and media availability and choice are
growing.

b) markets are increasingly becoming more fragmented and media availability

and choice are growing.
c) markets are becoming homogeneous and media availability and choice are
decreasing.

d) markets are increasingly become more fragmented and media availability and
choice are decreasing.

27.In general, at what point does the communication process finish?

a) When the customer makes the decision to purchase

b) When the customer completes the purchase.

c) When the product has been consumed.

d) It doesn't - it is an ongoing process.

28.In principle, Public Relations activity should be designed to:

a) promote specific products.

b) reduce the perceived unreliability of a product.

c) bring about a short-term increase in sales.

d) protect and improve the image of an organization and its products.

29. Bad publicity for a company is more likely to be effectively managed if:

a) the company practices 'bad publicity' exercises.

b) the company has invested time and effort in developing mutually supportive
good relations with the media.

c) the sector has a good reputation with customers.

d) it is released the same day as a major national news story.

30. The development of a creative strategy for an international advertising campaign needs to
consider the following issues:
a) positioning, appeal, tone, format and music.

b) positioning, appeal, tone, format and branding

c) placement, appeal, tone, formula and branding.

d) placement, accent, tone, format and music.

31. Which of the following are not benefits of exhibitions and trade fairs?

a) Relationship building with targeted international customers.

b) Developing awareness and promoting new products.

c) Researching for emerging trends and developing a deeper understanding of

customer needs.

d) Monitoring the cost of sales management to ensure marketing budget is

maintained.

32.Encouraging product trials is the most popular _____________ method used on the
Internet.

a) banner advertising

b) publicity

c) sales promotion

d) personal selling

33.Compared to other marketing communications tools, PR is the:

A. worst for generating trust & confidence

B. average for generating trust & confidence

C. best for generating trust & confidence

D. excellent at closing sales

34.Which set of characteristics most accurately describe PR?

A. Low cost, high credibility, low control
B. Low cost, low credibility, high control
C. High cost, high credibility, low control
D. High cost , high credibility, high control

35. The main PR activities are:

A. sponsorship and publicity

B. publicity and event management

C. lobbying and literature

D. exhibitions and publicity

36.E-mail has made some managers less effective because

A. They spend too much time reading and responding to e-mail.

B. They use e-mail to disseminate technical information.

C. They send e-mail messages as a way of avoiding direct contact with people.
D. All of the above.

37. All of the following are tips to using presentation technology to your advantage except
A. Talking to the audience rather than the screen.
B. Reading everything that is on the screen.
C. Keeping the screen in view until the audience gets the point.
D. Keeping the text on each page to a minimum.
38. A distinguishing characteristic of a telecommuter is that these workers

A. Generally work evenings instead of days.

B. Work from the office on some days, and from home on other days.
C. Send their work electronically to a central office.
D. Are paid by salary instead of by the hour.
39. For purposes of collaboration, e-mail

A. Will probably remain strong in the future.

B.Is still the best medium available.

C.Is being replaced by other alternatives.

D. Is no longer used in the workplace.

40. All of the following are examples of blogs being used for formal
communications except
A. Communicating with consumers.

B. Communicating business information with employees.

C. Establishing a blog to communicate about an employee

D. All of the above are examples of formal communication.

41.Bill has accepted an engagement to speak at a local service organization. He

searches the local newspaper’s archives for articles about the organization in
order to better understand its beliefs and goals. Bill is engaging in which of the
following?
A. Internal preview
B. Feedback
C. Peer testimony
D. Audience analysis

Option D is correct because Bill is using

research to analyze the audience and
adapt his message to that audience.
Option A is incorrect because an internal
preview is part of the structure of a
speech. Option B is incorrect because
feedback is part of the interaction model
of communication, not part of speech
construction. Option C is incorrect
because the scenario does not describe
Bill’s peers or a situation in which they
provide evidence.

42.A political candidate is speaking to an organization that represents a specific

group within the society. The candidate does not know that a certain phrase
has been used by the majority population in a derogatory manner about the
group. In the speech the candidate uses the phrase without realizing its
offensive nature. In which of the following areas has the candidate failed to be
thorough?
A. Reaction to feedback
B. Topic selection
C. Nonverbal communication
D. Audience analysis

Option D is correct because the speaker

has not sufficiently analyzed the audience
to help adapt the message to ensure a
positive response. Option A is incorrect
because the speaker was able to confirm
that the audience interpreted the message
incorrectly. Option B is incorrect
because a particular phrase was
derogatory, not the speaker’s topic
selection. Option C is incorrect because
the offensive message was a verbal
phrase, not part of the speaker’s
nonverbal communication

43. Which TWO of the following should be stressed when providing instruction
about the listening process?
A. The words “hearing” and “listening” are interchangeable.
B. Listening is a skill that develops naturally.
C. Listening to a message means that the message has been understood.
D. A person’s attitude can impact his or her listening.
E. People can comprehend faster than they can speak.

Options D and E are correct because

people should acknowledge that they filter
all messages through their own
experiences and that those experiences
affect their ability to listen effectively.
Listeners can and should use the
additional time the process of
comprehension grants them to ensure that
they achieve as full an understanding as
possible of the sender’s message.
Option A is incorrect because hearing is
a physical process and listening is a
mental process. Option B is incorrect
because people must work to develop
appropriate listening strategies. Option C
is incorrect because listening is a mental
process whereby listeners must provide
feedback through verbal or nonverbal
actions to demonstrate that they have
understood a messag

44. A speaker begins a speech by saying, “Today, I’m going to talk to you about
how to weave a rug.” The statement is an illustration of which of the following?
A. The speaker’s conclusion
B. A preview of the speech
C. The body of the speech
D. An introduction to the topic of the speech

45. Connie is attending a lecture by a well-known speaker. However, Connie is

having trouble focusing on the lecture because she keeps thinking about an
exam for which she must study. From the perspective of communication theory,
which of the following best describes what Connie is experiencing?
A. Imagination
B. Noise
C. Belonging needs
D. Concentration

1 Online transcripts of audio and video programs(D) A. Boomerang

2 Makes it easy to edit YouTube videos(F) B. GoVideo
3 A useful tool for writing and organizing(G) C. GoToMeeting
4 Bills itself as the new home for charts and graphs(H) D.Trint
5 Tracks email opens, read times and other email metrics.(E) E. Bananatag 
6 An online reading list that allows you to easily save and share F.Tubechop
articles(I)
7 Join virtual meetings without access codes or audio PINs(C) G. Evernote
8 Sometimes it’s easier to show a reporter how something works rather H. Atlas 
than explaining it in text.(B)
9 A Gmail plug-in that helps PR and communications professionals I.  Pocket 
manage their email inboxes.(A)
1 Finding misspellings and grammar mistakes,  spots overly long J. Hemingway
0 sentences, unnecessary adverbs and types of writing shortcomings.(J) App
Boomerang is a Gmail plug-in that helps PR and communications
professionals manage their email inboxes.

GoVideo. Sometimes it’s easier to show a reporter how something works

rather than explaining it in text.

GoToMeeting: . A new feature enables attendees to join virtual meetings

without access codes or audio PINs.

Trint: . Online transcripts of audio and video programs

Bananatag :tracks email opens, read times and other email metrics.

Tubechop :makes it easy to edit YouTube videos

Evernote : a useful tool for writing and organizing

Atlas :bills itself as the new home for charts and graphs.

 Pocket : an online reading list that allows you to easily save and share
articles

Hemingway App: Besides finding misspellings and grammar mistakes,

the Hemingway App spots overly long sentences, unnecessary adverbs and
types of writing shortcomings.

Bottom Line: These automated tools can improve media pitching, save time
Essay

1. Suppose your are assigned by Hidasie Telecom S.C. to design Public Relations strategy for the
company . Show the strategy process to design the public relation strategy. (3 pts)

For effective implementation of the Public Relations objective a Public Relations strategy is to be
evolved. The process of strategy starts with planning which consist of:

a. Determining Key results area

b. Define roles

c. Selecting and setting objectives

d. Preparing action plans relating to programming, scheduling, budgeting, fixing accountability and
establishing rules and procedures.

2. State the basic steps in the public relations process in a proper sequence

The Public Relations Process

1. Step 1: Research and Analysis. This consists of inputs that determine the nature and extent of the public relations
problem or opportunity. These may include feedback from the public, media reporting and editorial comment,
analysis of trend data, other forms of research, personal experience, and government pressures and
regulations.
2. Step 2: Policy Formulation. Public relations personnel, as advisors to top management, make recommendations
on policy and what actions should be taken by the organization.
3. Step 3: Programming. Once a policy or action is agreed on, public relations staff begin to plan a communications
program that will further the organization’s objectives. They will set objectives, define audiences, and decide on
what strategies will be used on a specific timeline. Budget and staffing are also major
considerations.

4. Step 4: Communication. Public relations personnel execute the program through such vehicles as news releases,
media advisories, newsletters, Internet and Web postings, special events, speeches, and community relations
programs.
5. Step 5: Feedback. The effect of these efforts is measured by feedback from the same components that made up
the first step. Did the media mention the key messages? Did people change their attitudes or opinions? Did sales go
up? Did the organization preserve or enhance its reputation?
6. Step 6: Assessment. The cycle is then repeated. The success or failure of the policy or program is assessed as a
way of determining whether additional efforts are needed, or whether new issues or opportunities must be addressed.
Thus, it is a continuing loop process.