PUR3000 Exam 2 – Principles of Public Relations (UF)
– 150 Questions Study Guide Latest Updated
1. What does RPIE stand for in public relations?
A) Research, Planning, Implementation, Evaluation
B) Report, Plan, Implement, Execute
C) Review, Prepare, Innovate, Execute
D) Research, Produce, Inform, Evaluate
Answer: A
The RPIE cycle is the foundational process for PR campaigns. It involves Research to
understand the situation, Planning strategy, Implementation of tactics, and Evaluation of
results. Each step ensures the campaign is organized and measurable.
2. Which type of research is conducted before or during a campaign?
A) Summative
B) Formative
C) Quantitative
D) Content Analysis
Answer: B
Formative research occurs at the start or during implementation to reduce uncertainty and
guide decision-making. It helps identify audience needs and campaign strategies.
Example: tracking website traffic while a campaign is running.
3. Summative research is primarily conducted:
A) Before a campaign begins
B) During audience segmentation
C) After a campaign to assess impact
D) Only for social media campaigns
Answer: C
Summative research measures whether campaign goals were achieved. It documents
program effectiveness and provides insights for future planning. Example: checking if a
political candidate won after election campaigning.
4. What is a situation analysis in PR?
A) A financial report of campaign costs
B) A report analyzing internal and external environment and publics
C) A SWOT report only
D) A social media audit
Answer: B
A situation analysis examines the organization and its audiences as they relate to a
campaign. It identifies strengths, weaknesses, opportunities, threats, and reputational
gaps. Example: Aflac’s brand recognition beyond its Georgia HQ.
,5. What is the first element of an effective situation analysis?
A) SWOT chart
B) Problem or opportunity statement
C) Target audience description
D) Budget summary
Answer: B
The problem or opportunity statement clearly explains why the campaign is necessary. It
is written in present tense, specific, measurable, and does not imply solutions or assign
blame. This statement guides the entire campaign strategy.
6. Which of the following is a characteristic of a problem or opportunity statement?
A) Written in past tense
B) Specifies solutions
C) Captures essence of the situation
D) Focuses on assigning blame
Answer: C
A problem or opportunity statement summarizes the main reason for the campaign. It is
concise, measurable, and sets the stage for planning. It should describe the situation as it
is now, not suggest solutions or place blame.
7. In a SWOT analysis, what are strengths?
A) External factors that may hinder the campaign
B) Internal capabilities that help achieve objectives
C) Obstacles identified by the public
D) Trends in the economy
Answer: B
Strengths are internal characteristics or resources that give an organization an advantage.
Example: a college’s faculty projects benefiting the community. Recognizing strengths
helps capitalize on them in planning.
8. What are weaknesses in SWOT analysis?
A) Internal limitations affecting objectives
B) External opportunities
C) Positive public perception
D) Financial profits
Answer: A
Weaknesses are internal issues that can prevent a company from achieving its goals.
Example: poor communication between faculty and communications staff. Identifying
weaknesses allows PR planners to address them proactively.
9. Opportunities and threats in SWOT analysis primarily deal with:
A) Internal factors
B) External factors
C) Employee attitudes only
D) Financial reports only
Answer: B
Opportunities and threats are mostly external forces the organization cannot control,
including market trends, economy, and demographics. Threats may include competition,
while opportunities may include favorable trends or partnerships.
, 10. Who are internal publics in public relations?
A) Local community members
B) Employees and people within the organization
C) Customers only
D) Competitors
Answer: B
Internal publics are critical because they serve as brand ambassadors. They can be
reached via internal channels for feedback and evaluation. Example: campus police in a
university safety campaign.
11. Who are external publics?
A) Managers and supervisors
B) Groups outside the organization affected by it
C) Shareholders only
D) Media contacts only
Answer: B
External publics include audiences that influence or are influenced by the organization.
Employees can affect them indirectly, and they are often reached through mass media.
Example: community groups or customers.
12. What does the Situational Theory of Publics focus on?
A) Budget allocation
B) Public activity depending on problem recognition, involvement, and constraint
recognition
C) SWOT analysis
D) Media monitoring
Answer: B
This theory segments publics based on how aware and active they are regarding an issue.
Understanding these levels helps PR professionals target messages effectively.
13. Who are latent publics?
A) People affected by a problem but unaware
B) People who actively communicate about an issue
C) Influencers outside the organization
D) Shareholders
Answer: A
Latent publics are affected by a situation but do not realize it. Example: Netflix users
unaware of net neutrality issues. Identifying them early helps turn them into aware
publics.
14. Who are aware publics?
A) People unaware of a problem
B) People who recognize the problem but are not active
C) Active campaign volunteers
D) Media personnel
Answer: B
Aware publics notice an issue but may not engage. They may understand the problem
exists but perceive it as minor or irrelevant. PR strategies aim to motivate them to action.
15. Who are active publics?
A) People unaware of a problem
– 150 Questions Study Guide Latest Updated
1. What does RPIE stand for in public relations?
A) Research, Planning, Implementation, Evaluation
B) Report, Plan, Implement, Execute
C) Review, Prepare, Innovate, Execute
D) Research, Produce, Inform, Evaluate
Answer: A
The RPIE cycle is the foundational process for PR campaigns. It involves Research to
understand the situation, Planning strategy, Implementation of tactics, and Evaluation of
results. Each step ensures the campaign is organized and measurable.
2. Which type of research is conducted before or during a campaign?
A) Summative
B) Formative
C) Quantitative
D) Content Analysis
Answer: B
Formative research occurs at the start or during implementation to reduce uncertainty and
guide decision-making. It helps identify audience needs and campaign strategies.
Example: tracking website traffic while a campaign is running.
3. Summative research is primarily conducted:
A) Before a campaign begins
B) During audience segmentation
C) After a campaign to assess impact
D) Only for social media campaigns
Answer: C
Summative research measures whether campaign goals were achieved. It documents
program effectiveness and provides insights for future planning. Example: checking if a
political candidate won after election campaigning.
4. What is a situation analysis in PR?
A) A financial report of campaign costs
B) A report analyzing internal and external environment and publics
C) A SWOT report only
D) A social media audit
Answer: B
A situation analysis examines the organization and its audiences as they relate to a
campaign. It identifies strengths, weaknesses, opportunities, threats, and reputational
gaps. Example: Aflac’s brand recognition beyond its Georgia HQ.
,5. What is the first element of an effective situation analysis?
A) SWOT chart
B) Problem or opportunity statement
C) Target audience description
D) Budget summary
Answer: B
The problem or opportunity statement clearly explains why the campaign is necessary. It
is written in present tense, specific, measurable, and does not imply solutions or assign
blame. This statement guides the entire campaign strategy.
6. Which of the following is a characteristic of a problem or opportunity statement?
A) Written in past tense
B) Specifies solutions
C) Captures essence of the situation
D) Focuses on assigning blame
Answer: C
A problem or opportunity statement summarizes the main reason for the campaign. It is
concise, measurable, and sets the stage for planning. It should describe the situation as it
is now, not suggest solutions or place blame.
7. In a SWOT analysis, what are strengths?
A) External factors that may hinder the campaign
B) Internal capabilities that help achieve objectives
C) Obstacles identified by the public
D) Trends in the economy
Answer: B
Strengths are internal characteristics or resources that give an organization an advantage.
Example: a college’s faculty projects benefiting the community. Recognizing strengths
helps capitalize on them in planning.
8. What are weaknesses in SWOT analysis?
A) Internal limitations affecting objectives
B) External opportunities
C) Positive public perception
D) Financial profits
Answer: A
Weaknesses are internal issues that can prevent a company from achieving its goals.
Example: poor communication between faculty and communications staff. Identifying
weaknesses allows PR planners to address them proactively.
9. Opportunities and threats in SWOT analysis primarily deal with:
A) Internal factors
B) External factors
C) Employee attitudes only
D) Financial reports only
Answer: B
Opportunities and threats are mostly external forces the organization cannot control,
including market trends, economy, and demographics. Threats may include competition,
while opportunities may include favorable trends or partnerships.
, 10. Who are internal publics in public relations?
A) Local community members
B) Employees and people within the organization
C) Customers only
D) Competitors
Answer: B
Internal publics are critical because they serve as brand ambassadors. They can be
reached via internal channels for feedback and evaluation. Example: campus police in a
university safety campaign.
11. Who are external publics?
A) Managers and supervisors
B) Groups outside the organization affected by it
C) Shareholders only
D) Media contacts only
Answer: B
External publics include audiences that influence or are influenced by the organization.
Employees can affect them indirectly, and they are often reached through mass media.
Example: community groups or customers.
12. What does the Situational Theory of Publics focus on?
A) Budget allocation
B) Public activity depending on problem recognition, involvement, and constraint
recognition
C) SWOT analysis
D) Media monitoring
Answer: B
This theory segments publics based on how aware and active they are regarding an issue.
Understanding these levels helps PR professionals target messages effectively.
13. Who are latent publics?
A) People affected by a problem but unaware
B) People who actively communicate about an issue
C) Influencers outside the organization
D) Shareholders
Answer: A
Latent publics are affected by a situation but do not realize it. Example: Netflix users
unaware of net neutrality issues. Identifying them early helps turn them into aware
publics.
14. Who are aware publics?
A) People unaware of a problem
B) People who recognize the problem but are not active
C) Active campaign volunteers
D) Media personnel
Answer: B
Aware publics notice an issue but may not engage. They may understand the problem
exists but perceive it as minor or irrelevant. PR strategies aim to motivate them to action.
15. Who are active publics?
A) People unaware of a problem
