Public Relations MCQ Flashcards

Which communication model describes PR as a two-way process where both parties adjust their behavior based on feedback?

Answer: Two-way symmetrical model

The two-way symmetrical model, associated with Grunig and Hunt, emphasizes mutual understanding and behavior change on both sides.

A company's CEO makes a controversial statement on social media. What is the PR team's FIRST priority?

Answer: Assess the scope of audience exposure and sentiment

Before responding, the PR team must assess how widely the statement has spread and measure public sentiment to craft an appropriate response.

What does the term 'earned media' refer to in public relations?

Answer: Organic media coverage secured through PR efforts without direct payment

Earned media is publicity gained through editorial coverage, word-of-mouth, or journalist interest rather than paid placement.

In PR measurement, AVE (Advertising Value Equivalency) is widely criticized because it:

Answer: Fails to account for editorial credibility and sentiment

AVE is criticized because it equates editorial coverage with advertising space cost but ignores the credibility, tone, and qualitative value of news coverage.

Which element is typically included in a media kit (press kit)?

Answer: Company fact sheet, bios, and high-resolution images

A media kit provides journalists with background materials including fact sheets, executive bios, high-res photos, and recent press releases.

What is 'greenwashing' in the context of public relations?

Answer: Misleadingly promoting a company as environmentally friendly without substantive action

Greenwashing involves making unsubstantiated or exaggerated claims about environmental responsibility to improve public image without genuine sustainability efforts.

The PESO model in modern PR stands for which four media types?

Answer: Paid, Earned, Shared, Owned

The PESO model (Paid, Earned, Shared, Owned) provides an integrated framework for categorizing all media channels used in communications strategy.

Which of the following best describes 'stakeholder mapping' in PR?

Answer: Identifying and prioritizing individuals or groups affected by an organization's actions

Stakeholder mapping identifies all parties who have an interest in or are affected by an organization, allowing PR teams to prioritize engagement strategies.

A brand ambassador program differs from traditional celebrity endorsement primarily because brand ambassadors:

Answer: Maintain a longer-term, authentic relationship with the brand

Brand ambassadors typically have ongoing, authentic relationships with a brand and integrate it into their lifestyle, rather than participating in one-off paid endorsements.

What is the primary purpose of an embargo in media relations?

Answer: To allow journalists time to prepare stories before an official release date

An embargo is an agreement that allows journalists early access to information with the understanding they will not publish until a specified date or time.

In crisis communication, the 'golden hour' concept refers to:

Answer: The critical first 60 minutes after a crisis breaks, requiring rapid response

The golden hour refers to the critical period immediately following a crisis when an organization's initial response sets the narrative and shapes public perception.

What distinguishes 'public affairs' from general public relations?

Answer: Public affairs specifically involves managing relationships with government, policymakers, and regulatory bodies

Public affairs is a specialized PR discipline focused on government relations, lobbying, policy advocacy, and navigating the political environment that affects an organization.

When a journalist asks 'off the record,' which of the following is the most accurate description?

Answer: The information may not be directly attributed or quoted but may inform the journalist's understanding

Off-the-record information typically means it won't be directly quoted or attributed, but journalists vary in their interpretation and it is not legally binding.

Which PR strategy involves building relationships with influential online creators who have niche, highly engaged audiences rather than massive follower counts?

Answer: Micro-influencer outreach

Micro-influencer outreach targets creators with smaller but highly engaged, niche audiences, often yielding higher trust and conversion rates than mega-influencer partnerships.

Which approach does the 'situational theory of publics' (Grunig) use to segment audiences?

Answer: Problem recognition, constraint recognition, and level of involvement

Grunig's situational theory segments publics based on whether they recognize a problem, feel constrained from acting on it, and how personally involved they feel with the issue.

When developing a PR campaign, a 'SWOT analysis' helps organizations identify:

Answer: Internal Strengths and Weaknesses, and external Opportunities and Threats

A SWOT analysis evaluates an organization's internal strengths and weaknesses alongside external opportunities and threats to inform strategic planning.

A 'dark site' in crisis communications preparedness refers to:

Answer: A pre-built website that can be activated quickly during a crisis to provide official information

A dark site is a pre-designed, pre-written website kept offline until a crisis occurs, allowing organizations to publish official information within minutes of a crisis breaking.

In the context of PR ethics, 'conflict of interest' most commonly arises when:

Answer: A practitioner's personal interests could improperly influence their professional judgment or actions

A conflict of interest occurs when a PR professional's personal relationships, financial interests, or other factors could compromise their objectivity and professional obligations.

What is the key difference between a 'press conference' and a 'media briefing'?

Answer: Press conferences are open to all media while briefings are typically smaller, more targeted sessions with select journalists

A media briefing typically involves a smaller group of carefully selected journalists for more in-depth or sensitive discussions, while press conferences are open to all media.

The concept of 'agenda-setting' in PR and media theory suggests that:

Answer: The media influences which issues the public considers important by determining what receives coverage

Agenda-setting theory, developed by McCombs and Shaw, proposes that media coverage shapes public perception of issue importance, even if it doesn't dictate specific opinions.