Public Relations Public Relations 4 — Questions and Answers
Question 1: Which PR concept describes an individual who connects an organization with key segments of the public?
- Brand ambassador
- Gatekeeper
- Linkpin communicator
- Boundary spanner (Correct answer)
Correct answer: Boundary spanner
A boundary spanner is a PR professional or organizational member who bridges the gap between the organization and its external environments.
Question 2: A pharmaceutical company plans to announce a new drug approval. To maximize positive coverage, PR should time the announcement to:
- Friday afternoon before a holiday weekend
- Early in the week when journalists are actively seeking stories (Correct answer)
- During a major unrelated news event
- After market close on a quarterly earnings day
Correct answer: Early in the week when journalists are actively seeking stories
Early-week releases give journalists more lead time to develop thorough stories, increasing the likelihood of in-depth positive coverage.
Question 3: What is 'greenwashing' in a PR context?
- Launching a PR campaign focused on environmental causes
- Misleadingly promoting a company as environmentally friendly (Correct answer)
- Using green color schemes in marketing materials
- Partnering with environmental nonprofits for events
Correct answer: Misleadingly promoting a company as environmentally friendly
Greenwashing involves making unsubstantiated or exaggerated environmental claims to improve public image, which can backfire and damage credibility.
Question 4: Which type of PR research method involves monitoring and analyzing existing content such as news articles and social posts?
- Survey research
- Focus groups
- Content analysis (Correct answer)
- Ethnographic observation
Correct answer: Content analysis
Content analysis systematically examines media coverage, social conversations, and messaging patterns to inform PR strategy and measurement.
Question 5: An organization issues an apology statement but does not change the behavior that caused the problem. This is an example of:
- Strategic framing
- Image repair without substance (Correct answer)
- Corrective action
- Agenda building
Correct answer: Image repair without substance
Image repair without behavioral change is widely criticized in PR ethics because it prioritizes optics over genuine accountability.
Question 6: The 'third-party endorsement effect' in PR refers to:
- Sponsoring three separate events simultaneously
- Media coverage being more credible to audiences than paid advertising (Correct answer)
- Getting endorsements from three celebrities
- Using third-party data to target audiences
Correct answer: Media coverage being more credible to audiences than paid advertising
When a journalist or influencer covers a brand positively, audiences perceive it as more credible than a brand saying the same thing about itself in an ad.
Question 7: What is the purpose of a 'Q&A document' prepared by a PR team before a press conference?
- To provide journalists with pre-written articles
- To prepare spokespersons for likely questions with approved answers (Correct answer)
- To replace the need for a press release
- To document questions asked after the event
Correct answer: To prepare spokespersons for likely questions with approved answers
A Q&A document anticipates difficult or likely journalist questions and gives spokespersons vetted, consistent responses to stay on message.
Public Relations Public Relations 4
Which PR concept describes an individual who connects an organization with key segments of the public?