Public Relations Public Relations MCQ 2

Question 1

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

Accepted Answer

Two-way symmetrical model

Answer

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?

Accepted Answer

Assess the scope of audience exposure and sentiment

Answer

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?

Accepted Answer

Organic media coverage secured through PR efforts without direct payment

Answer

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:

Accepted Answer

Fails to account for editorial credibility and sentiment

Answer

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)?

Accepted Answer

Company fact sheet, bios, and high-resolution images

Answer

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

Public Relations Practice Test

Public Relations Practice Test

Public Relations Public Relations MCQ 2