ABC ABC Public Relations & Brand Management 1 — Questions and Answers
Question 1: In public relations, what is the primary distinction between 'earned media' and 'paid media'?
- Earned media is purchased advertising; paid media is free coverage
- Earned media is coverage obtained through newsworthiness; paid media is purchased advertising space (Correct answer)
- Earned media is social media; paid media is print
- Earned media is internal; paid media is external
Correct answer: Earned media is coverage obtained through newsworthiness; paid media is purchased advertising space
Earned media is coverage a brand receives based on merit (press coverage, word-of-mouth), while paid media involves purchased placement such as advertising.
Question 2: Which element is essential in a press release to ensure journalists can follow up?
- Advertising rates
- Contact information for a media spokesperson (Correct answer)
- Social media follower count
- Company stock ticker
Correct answer: Contact information for a media spokesperson
A boilerplate contact section with a spokesperson's name, phone, and email is essential so journalists can seek additional information or interviews.
Question 3: What is 'brand positioning' in the context of strategic communications?
- The physical placement of brand logos in advertisements
- The process of establishing a unique place for a brand in the target audience's mind (Correct answer)
- Setting a brand's price relative to competitors
- Selecting color schemes for brand materials
Correct answer: The process of establishing a unique place for a brand in the target audience's mind
Brand positioning defines the unique space a brand occupies in consumers' perception relative to competitors, guiding all communications strategy.
Question 4: In US public relations practice, the PRSA Code of Ethics primarily emphasizes:
- Maximizing client revenue through any means
- Honesty, accuracy, and serving the public interest (Correct answer)
- Exclusive loyalty to client interests regardless of impact
- Avoiding all proactive media outreach
Correct answer: Honesty, accuracy, and serving the public interest
The PRSA Code of Ethics centers on honesty, accuracy, fairness, and advocacy that serves both client and public interests.
Question 5: Which step should come FIRST when developing a public relations campaign?
- Writing press releases
- Conducting research to understand the situation and audience (Correct answer)
- Booking media interviews
- Designing social media graphics
Correct answer: Conducting research to understand the situation and audience
Research is the foundation of the RPIE (Research, Planning, Implementation, Evaluation) model, ensuring the campaign is grounded in facts and audience insight.
Question 6: What is the purpose of a 'message platform' in brand communications?
- A digital tool for scheduling social posts
- A documented framework of core messages and supporting points to ensure consistent brand communication (Correct answer)
- A media buying strategy
- A customer loyalty program structure
Correct answer: A documented framework of core messages and supporting points to ensure consistent brand communication
A message platform serves as the single source of truth for all brand communications, ensuring consistency across spokespeople, channels, and campaigns.
ABC ABC Public Relations & Brand Management 1
In public relations, what is the primary distinction between 'earned media' and 'paid media'?