Principles of Public Relations Exam Questions and Correct Answers Latest Update 2024 (100% Pass)
How many people are estimated to work in public relations around the world? - Answers The global
alliance estimates that 3 million people worldwide practice PR as their main professional activity
IS public relations growing as a field in terms of employees and revenues? - Answers Yes, public relations
is a growing field and it is expected to continue to grow because of the increasing number of students
majoring in public relations. In addition, American organizations spend an estimated$3.7 billion annually
on public relations and related ventures, which continues to grow as well.
What key words and phrases are found in most definitions of public relations? - Answers Key words or
definitive phrases for the profession include: deliberate, planned, performance, public interest two-way
communication, and management function.
What does the acronym RACE stand for? - Answers The four phases of a public relations campaign are:
R: Research
A: Action
C: Communications
E:Evaluation
Public relations is described as a loop process. What component makes it a loop rather than a linear
process? - Answers The feedback loop is indicative of effective two-way communication
Review the description for a public relations specialist on pg. 30. Did it change your initial perception or
public relations fields as a field? - Answers Students answers will vary. As underscored in the text, an
organization's reputation, profitability, and its continued existence can depend on the degree to which
it's targeted public supports its goals and policies. Students should be able to describe how this
description contrasts with their readings in chapter 1.
What are components of basic public relations practice? Which one sounds the most interesting to you
as a possible career? - Answers Roles for practitioners include counseling, government affairs, employee
relations, media relations, special event planning and fund-raising. There is tremendous breadth to
public relations work.
What other terms are used by organizations to describe the public relations function? Do you have any
preference for any of them? Explain. - Answers Some euphemism for public relations are: public affairs,
government affairs, operate relations, and cooperate public affairs; the most popular is corporate
communication.
How do you think portrayals of various careers in film and television are negative or positive? - Answers
Most television programs and movies project a negative and inaccurate image of public relations. These
programs generally stereotype public relations workers as "flacks" or "spin doctors" that are not
,professional and basically "schmooze" in their jobs. Public relations appears to be extremely glamorous
work though the aforementioned portrayals. Power, the actual work involved in public relations is rarely
demonstrated through these various media portrayals.
How does public relations differ from the fields of journalism, advertising, and marketing? - Answers
Public relations is more multifaceted than the others, with journalism focusing primarily with one
"channel" and being more objective, advertising being a paid notion dealing with only media outlets and
not having to "deal with" gatekeepers or filters, and marketing primarily concerned with the concept of
consumers/sales rather than long-term relationships with publics.
Some experts say that public relations can launch a new product or service better than advertising can.
Do you agree or disagree? - Answers In its market support function, public relations achieves a number
of objectives, including raising awareness, informing and educating, gaining understanding, building
trust, making friends, and giving people reasons to buy and create a climate of consumer acceptance.
Public relations people work for a variety of organizations. What type of organization would you prefer if
you wanted to work in public relations? - Answers Theses include corporations, nonprofits, public
relations firms, education, independent consulting, healthcare, and professional associations.
The text mentions six essential qualities for working public relations? - Answers These are writing skill,
research ability, planning expertise, problem-solving ability, business/economics competence, and
expertise in social media.
Discuss entry-level salaries in public relations. Do you think they are too low, or are they about what you
expected/ what about the salaries for experienced professionals? - Answers The median starting salary
in PR was $31,000 in 2008. There is a great deal of growth potential, as evidenced by the national
average of$119,000 for experienced practitioners in the corporate world, and $90,000 for experienced
practitioners in agencies.
Chp. 2 The roots of public relations extend deep into history. What were some of the early antecedents
to today's public relations practice? - Answers Examples include the Rosetta stone in ancient Egypt, the
Roman Catholic Church in the Middle Ages, the Boston Tea Party during the American Revolution, the
glorification of Davy Crockett, Annie Oakley and even President Andrew Jackson in the 1800 frontier era.
Name and briefly describe the five major historical themes of publics relations through the centuries. -
Answers 1. Profit. Pope Clement VII use public relations tactics to raise money, and American railroads
used media relations, exhibits and press junkets to increase ticket sales.
2. Recruitment. The Catholic Church in Spain and others employed public relations methods to recruit
armies and members.
3. Legitimacy. Third party endorsements have been used throughout history legitimacy to causes and
institutions.
, 4. Agitation:. The temperance and woman's suffrage movements used agitation to rally the public
against gender discrimination, while Standard Oil used public relations to battle antitrust proponents.
5. Advocacy. Public relations continues to be a tool for organizations and companies to gain support
ideas and initiatives.
The Boston Tea Party has been describe as the "greatest and best-known publicity stunt of all time."
Would you agree? Do you feel that staged events are a legitimate way to publicize a cause and motivate
people? - Answers The Boston Tea Party pseudoevent greatly emphasized how symbolism can sway
public opinion, with the crates of tea leaves being thrown from a British trade ship into Boston Harbor.
Which concepts of publicity and public relations practiced by P.T Burnum should modern practitioners
use? Which should they reject? - Answers Barnum was able to manipulate people with his hype of Tom
Thumb and Jenny Lind, but today's more refined media and more prudent consumer would force
someone of that ilk to do more research and planning in these publicity campaigns. The public is very
discerning when it comes to the (spending of the) entertainment dollar, which involves more trained
personnel.
What are the four important contributions Ivy Lee made to public relations? - Answers 1. Advancing the
concept that business and industry should align themselves with the public interest
2. Dealing with top executives and carrying out no program unless it has the active support of
management
3. Maintaining open communication with news media
4. Emphasizing the necessity of humanizing business and bring it to the "community Level"
Arthur W. Page enunciated six principles of public relations management. Do you think theses
"principles" are as relevant today as they were in the 1930s? - Answers Page's principle include: tell the
truth, prove it with action, listen to the customer, remain patient, calm, and good humored. Page's
philosophy is especially profound today, because it connotes a notion of listening to publics and also a
shared community of pride, responsibility, and accountability.
Whats your assessment of Ivy Lee's work for the Rockefeller family in the Colorado Fuel & iron company
Strife? Do you think his approach was sound? What would you have done differently? - Answers Lee's
campaign in the aftermath of the Ludlow Massacre was groundbreaking in that he helped portray the
Rockefellers as philanthropic, and caring; he helped with photo-ops with the family and miners and
wives, he gave handouts to inquisitive media, and worked hard at achieving relationships with key
opinion leaders. Rockefeller became transformed from robber baron to eventually an American icon
largely through lee's counsel.
James Grunig has outlined four models of public relations practice. Name and describe each one. Do the
models help explain the evolution of public relations theory? - Answers Models:
How many people are estimated to work in public relations around the world? - Answers The global
alliance estimates that 3 million people worldwide practice PR as their main professional activity
IS public relations growing as a field in terms of employees and revenues? - Answers Yes, public relations
is a growing field and it is expected to continue to grow because of the increasing number of students
majoring in public relations. In addition, American organizations spend an estimated$3.7 billion annually
on public relations and related ventures, which continues to grow as well.
What key words and phrases are found in most definitions of public relations? - Answers Key words or
definitive phrases for the profession include: deliberate, planned, performance, public interest two-way
communication, and management function.
What does the acronym RACE stand for? - Answers The four phases of a public relations campaign are:
R: Research
A: Action
C: Communications
E:Evaluation
Public relations is described as a loop process. What component makes it a loop rather than a linear
process? - Answers The feedback loop is indicative of effective two-way communication
Review the description for a public relations specialist on pg. 30. Did it change your initial perception or
public relations fields as a field? - Answers Students answers will vary. As underscored in the text, an
organization's reputation, profitability, and its continued existence can depend on the degree to which
it's targeted public supports its goals and policies. Students should be able to describe how this
description contrasts with their readings in chapter 1.
What are components of basic public relations practice? Which one sounds the most interesting to you
as a possible career? - Answers Roles for practitioners include counseling, government affairs, employee
relations, media relations, special event planning and fund-raising. There is tremendous breadth to
public relations work.
What other terms are used by organizations to describe the public relations function? Do you have any
preference for any of them? Explain. - Answers Some euphemism for public relations are: public affairs,
government affairs, operate relations, and cooperate public affairs; the most popular is corporate
communication.
How do you think portrayals of various careers in film and television are negative or positive? - Answers
Most television programs and movies project a negative and inaccurate image of public relations. These
programs generally stereotype public relations workers as "flacks" or "spin doctors" that are not
,professional and basically "schmooze" in their jobs. Public relations appears to be extremely glamorous
work though the aforementioned portrayals. Power, the actual work involved in public relations is rarely
demonstrated through these various media portrayals.
How does public relations differ from the fields of journalism, advertising, and marketing? - Answers
Public relations is more multifaceted than the others, with journalism focusing primarily with one
"channel" and being more objective, advertising being a paid notion dealing with only media outlets and
not having to "deal with" gatekeepers or filters, and marketing primarily concerned with the concept of
consumers/sales rather than long-term relationships with publics.
Some experts say that public relations can launch a new product or service better than advertising can.
Do you agree or disagree? - Answers In its market support function, public relations achieves a number
of objectives, including raising awareness, informing and educating, gaining understanding, building
trust, making friends, and giving people reasons to buy and create a climate of consumer acceptance.
Public relations people work for a variety of organizations. What type of organization would you prefer if
you wanted to work in public relations? - Answers Theses include corporations, nonprofits, public
relations firms, education, independent consulting, healthcare, and professional associations.
The text mentions six essential qualities for working public relations? - Answers These are writing skill,
research ability, planning expertise, problem-solving ability, business/economics competence, and
expertise in social media.
Discuss entry-level salaries in public relations. Do you think they are too low, or are they about what you
expected/ what about the salaries for experienced professionals? - Answers The median starting salary
in PR was $31,000 in 2008. There is a great deal of growth potential, as evidenced by the national
average of$119,000 for experienced practitioners in the corporate world, and $90,000 for experienced
practitioners in agencies.
Chp. 2 The roots of public relations extend deep into history. What were some of the early antecedents
to today's public relations practice? - Answers Examples include the Rosetta stone in ancient Egypt, the
Roman Catholic Church in the Middle Ages, the Boston Tea Party during the American Revolution, the
glorification of Davy Crockett, Annie Oakley and even President Andrew Jackson in the 1800 frontier era.
Name and briefly describe the five major historical themes of publics relations through the centuries. -
Answers 1. Profit. Pope Clement VII use public relations tactics to raise money, and American railroads
used media relations, exhibits and press junkets to increase ticket sales.
2. Recruitment. The Catholic Church in Spain and others employed public relations methods to recruit
armies and members.
3. Legitimacy. Third party endorsements have been used throughout history legitimacy to causes and
institutions.
, 4. Agitation:. The temperance and woman's suffrage movements used agitation to rally the public
against gender discrimination, while Standard Oil used public relations to battle antitrust proponents.
5. Advocacy. Public relations continues to be a tool for organizations and companies to gain support
ideas and initiatives.
The Boston Tea Party has been describe as the "greatest and best-known publicity stunt of all time."
Would you agree? Do you feel that staged events are a legitimate way to publicize a cause and motivate
people? - Answers The Boston Tea Party pseudoevent greatly emphasized how symbolism can sway
public opinion, with the crates of tea leaves being thrown from a British trade ship into Boston Harbor.
Which concepts of publicity and public relations practiced by P.T Burnum should modern practitioners
use? Which should they reject? - Answers Barnum was able to manipulate people with his hype of Tom
Thumb and Jenny Lind, but today's more refined media and more prudent consumer would force
someone of that ilk to do more research and planning in these publicity campaigns. The public is very
discerning when it comes to the (spending of the) entertainment dollar, which involves more trained
personnel.
What are the four important contributions Ivy Lee made to public relations? - Answers 1. Advancing the
concept that business and industry should align themselves with the public interest
2. Dealing with top executives and carrying out no program unless it has the active support of
management
3. Maintaining open communication with news media
4. Emphasizing the necessity of humanizing business and bring it to the "community Level"
Arthur W. Page enunciated six principles of public relations management. Do you think theses
"principles" are as relevant today as they were in the 1930s? - Answers Page's principle include: tell the
truth, prove it with action, listen to the customer, remain patient, calm, and good humored. Page's
philosophy is especially profound today, because it connotes a notion of listening to publics and also a
shared community of pride, responsibility, and accountability.
Whats your assessment of Ivy Lee's work for the Rockefeller family in the Colorado Fuel & iron company
Strife? Do you think his approach was sound? What would you have done differently? - Answers Lee's
campaign in the aftermath of the Ludlow Massacre was groundbreaking in that he helped portray the
Rockefellers as philanthropic, and caring; he helped with photo-ops with the family and miners and
wives, he gave handouts to inquisitive media, and worked hard at achieving relationships with key
opinion leaders. Rockefeller became transformed from robber baron to eventually an American icon
largely through lee's counsel.
James Grunig has outlined four models of public relations practice. Name and describe each one. Do the
models help explain the evolution of public relations theory? - Answers Models:
