ABC ABC Public Relations & Brand Management

Question 1

In public relations, what is the primary distinction between 'earned media' and 'paid media'?

Accepted Answer

Earned media is coverage obtained through newsworthiness; paid media is purchased advertising space

Answer

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?

Accepted Answer

Contact information for a media spokesperson

Answer

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?

Accepted Answer

The process of establishing a unique place for a brand in the target audience's mind

Answer

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:

Accepted Answer

Honesty, accuracy, and serving the public interest

Answer

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?

Accepted Answer

Conducting research to understand the situation and audience

Answer

Research is the foundation of the RPIE (Research, Planning, Implementation, Evaluation) model, ensuring the campaign is grounded in facts and audience insight.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC ABC Public Relations & Brand Management