Public Relations Public Relations MCQ 5 — Questions and Answers
Question 1: Which approach does the 'situational theory of publics' (Grunig) use to segment audiences?
- Demographic variables such as age, income, and education level
- Problem recognition, constraint recognition, and level of involvement (Correct answer)
- Brand loyalty and purchase frequency
- Geographic location and media consumption habits
Correct 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.
Question 2: When developing a PR campaign, a 'SWOT analysis' helps organizations identify:
- Social media Watch metrics, Website traffic, Outreach contacts, and Traditional media coverage
- Internal Strengths and Weaknesses, and external Opportunities and Threats (Correct answer)
- Stakeholder Wants, Organizational Objectives, and Tactical approaches
- Strategy, Workflow, Operations, and Targeting criteria
Correct 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.
Question 3: A 'dark site' in crisis communications preparedness refers to:
- A secure internal server for storing sensitive employee data
- A pre-built website that can be activated quickly during a crisis to provide official information (Correct answer)
- Social media accounts maintained anonymously for competitive intelligence
- An encrypted communication channel used between PR and legal teams
Correct 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.
Question 4: In the context of PR ethics, 'conflict of interest' most commonly arises when:
- A PR professional disagrees with their client's messaging strategy
- A practitioner's personal interests could improperly influence their professional judgment or actions (Correct answer)
- Two competing brands use the same PR agency
- A press release is published simultaneously in multiple outlets
Correct 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.
Question 5: What is the key difference between a 'press conference' and a 'media briefing'?
- Press conferences are free while media briefings require journalist payment
- Press conferences are open to all media while briefings are typically smaller, more targeted sessions with select journalists (Correct answer)
- Media briefings are exclusively conducted online via video conferencing
- Press conferences are only used during crises while briefings are for product launches
Correct 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.
Question 6: The concept of 'agenda-setting' in PR and media theory suggests that:
- PR professionals can control exactly what journalists write about their clients
- The media influences which issues the public considers important by determining what receives coverage (Correct answer)
- Organizations can set their own news agenda by buying editorial space
- Journalists set their own reporting agendas independently of all external influence
Correct 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.
Question 7: When a PR practitioner uses 'third-party endorsement,' the strategy is effective because:
- It is less expensive than direct advertising campaigns
- Independent voices carry more credibility than self-promotion from the organization itself (Correct answer)
- It guarantees positive media coverage through contractual agreements
- Regulatory bodies require third-party validation for all product claims
Correct answer: Independent voices carry more credibility than self-promotion from the organization itself
Third-party endorsements — from journalists, influencers, or industry experts — are persuasive because they are perceived as objective and independent, lending credibility that brand self-promotion cannot achieve.
Public Relations Public Relations MCQ 5
Which approach does the 'situational theory of publics' (Grunig) use to segment audiences?