Public Relations Public Relations 5 — Questions and Answers
Question 1: Which PR measurement framework emphasizes outcomes over outputs?
- AVE (Advertising Value Equivalency)
- The Barcelona Principles (Correct answer)
- Clip counting methodology
- Gross impressions tracking
Correct answer: The Barcelona Principles
The Barcelona Principles, adopted globally, reject AVEs and focus on measuring actual communication outcomes and their effect on organizational goals.
Question 2: A startup founder wants to build a PR presence on a limited budget. The MOST cost-effective starting point is:
- Hiring a full-service PR agency
- Building genuine media relationships and pitching original stories directly (Correct answer)
- Purchasing a large press release wire distribution package
- Running paid advertorial placements in trade publications
Correct answer: Building genuine media relationships and pitching original stories directly
Direct relationship-building with journalists and original storytelling generates earned media without the high cost of agencies or paid placements.
Question 3: In PR, 'stakeholder mapping' is used to:
- Design the layout of a press conference venue
- Identify and prioritize the groups most affected by or influential to an organization (Correct answer)
- Map out the geographic reach of a media campaign
- Track the physical locations of journalists
Correct answer: Identify and prioritize the groups most affected by or influential to an organization
Stakeholder mapping helps PR professionals understand who matters most, their interests, and how to tailor communications accordingly.
Question 4: Which statement best describes 'agenda-setting theory' as it applies to PR?
- PR professionals set the company's internal meeting agenda
- Media coverage influences what issues audiences think are important (Correct answer)
- Organizations can control exactly what journalists write
- Advertising sets the public's purchasing agenda
Correct answer: Media coverage influences what issues audiences think are important
Agenda-setting theory posits that the media's choice of which stories to cover shapes what the public considers significant, which PR pros leverage through strategic pitching.
Question 5: A brand is facing backlash for a tone-deaf advertisement. The LEAST effective PR response would be to:
- Pull the ad and issue a sincere public apology
- Acknowledge the concerns and explain corrective steps being taken
- Claim the backlash is overblown and double down on the campaign (Correct answer)
- Engage empathetically with affected communities
Correct answer: Claim the backlash is overblown and double down on the campaign
Dismissing legitimate public concerns and continuing the offensive campaign escalates backlash and compounds reputational damage.
Question 6: What distinguishes a 'feature story' pitch from a 'news' pitch in PR?
- Feature pitches require a larger budget than news pitches
- Feature pitches focus on human interest and narrative depth rather than breaking news timeliness (Correct answer)
- News pitches are sent to magazines while feature pitches go to newspapers
- Feature pitches must include video content
Correct answer: Feature pitches focus on human interest and narrative depth rather than breaking news timeliness
Feature stories prioritize compelling narratives, profiles, and context over immediacy, making them suitable for longer editorial formats.
Question 7: Which ethical principle requires PR practitioners to avoid representing conflicting interests without all parties' consent?
- Transparency
- Loyalty (Correct answer)
- Confidentiality
- Objectivity
Correct answer: Loyalty
The PRSA Code of Ethics requires practitioners to act in the loyal interest of clients and employers, disclosing and avoiding conflicts of interest.
Public Relations Public Relations 5
Which PR measurement framework emphasizes outcomes over outputs?