Public Relations Public Relations MCQ 2 — Questions and Answers
Question 1: Which communication model describes PR as a two-way process where both parties adjust their behavior based on feedback?
- One-way asymmetrical model
- Two-way symmetrical model (Correct answer)
- Press agentry model
- Public information model
Correct answer: Two-way symmetrical model
The two-way symmetrical model, associated with Grunig and Hunt, emphasizes mutual understanding and behavior change on both sides.
Question 2: A company's CEO makes a controversial statement on social media. What is the PR team's FIRST priority?
- Issue a press release denying the statement
- Assess the scope of audience exposure and sentiment (Correct answer)
- Immediately delete the CEO's social media accounts
- File a legal injunction against media coverage
Correct 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.
Question 3: What does the term 'earned media' refer to in public relations?
- Advertising space purchased in print publications
- Coverage generated through paid influencer partnerships
- Organic media coverage secured through PR efforts without direct payment (Correct answer)
- Content published on a company's own website or blog
Correct 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.
Question 4: In PR measurement, AVE (Advertising Value Equivalency) is widely criticized because it:
- Is too expensive for small organizations to calculate
- Fails to account for editorial credibility and sentiment (Correct answer)
- Only measures digital media coverage
- Requires proprietary software to compute accurately
Correct 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.
Question 5: Which element is typically included in a media kit (press kit)?
- Internal employee performance reviews
- Company fact sheet, bios, and high-resolution images (Correct answer)
- Unpublished financial forecasts
- Lists of competitor weaknesses
Correct 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.
Question 6: What is 'greenwashing' in the context of public relations?
- Using green color palettes in brand communications
- Misleadingly promoting a company as environmentally friendly without substantive action (Correct answer)
- A PR strategy targeting environmentally conscious consumers
- Partnering with environmental nonprofits for CSR campaigns
Correct 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.
Question 7: The PESO model in modern PR stands for which four media types?
- Print, Electronic, Social, Online
- Paid, Earned, Shared, Owned (Correct answer)
- Public, Editorial, Syndicated, Organic
- Press, Engagement, Sponsored, Outreach
Correct 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.
Public Relations Public Relations MCQ 2
Which communication model describes PR as a two-way process where both parties adjust their behavior based on feedback?