Question 1

The two-way models of public relations operate at higher levels than one-way models.

Accepted Answer

A) True 
 B)False

Question 2

Before an organisation decides on a public relations plan, it must

Accepted Answer

A)   conduct research.
B)   identify its image.
C)   determine goals and objectives.
D)   All of the above

Question 3

Media relations uses

Accepted Answer

A)   online communication channels.
B)   internal communication channels.
C)   external communication channels.
D)   in-house communication channels.

Question 4

From an organisational perspective, the purpose of a media release is to

Accepted Answer

A)   make an announcement.
B)   attract media attention.
C)   reach an online audience.
D)   All of the above

Question 5

Two-way communication is the most effective way of managing an issue.

Accepted Answer

A) True 
 B)False

Question 6

Organisations usually use only one model of public relations.

Accepted Answer

A) True 
 B)False

Question 7

Managing issues at an early stage is crucial because

Accepted Answer

A)   issues can overtake an organisation.
B)   it can avert a crisis.
C)   it demonstrates accountability and credibility.
D)   All of the above

Question 8

The ways in which an organisation considers the impact its actions will have on its publics is addressed by the organisation's approach to

Accepted Answer

A)   customer relations.
B)   two-way communication.
C)   corporate social responsibility.
D)   budgeting.

Question 9

Effective organisations ensure their public relations messages are aligned with management decisions and processes.

Accepted Answer

A) True 
 B)False

Question 10

The purpose of a media release is to gather feedback from the audience.

Accepted Answer

A) True 
 B)False

Question 11

An organisation should have at least one person monitoring its social media presence.

Accepted Answer

A) True 
 B)False

Question 12

Holding a special event can achieve public relations goals by

Accepted Answer

A)   attracting people to one place at one time.
B)   creating a focus for an issue or activity.
C)   creating a forum for an organisational spokesperson to interact with media.
D)   creating an opportunity to interact with competitors.

Question 13

According to Baskin, Aronoff and Lattimore (1997), it is not the responsibility of public relations practitioners to maintain favourable opinions.

Accepted Answer

A) True 
 B)False

Question 14

The key benefit of adopting a two-way symmetrical approach to public relations is

Accepted Answer

A)   that potential problems or hostile attitudes are identified before they become issues.
B)   that it requires less resources than other models.
C)   that it promotes balance between an organisation and its publics.
D)   the ability to promote products and services directly to customers.

Question 15

A successful public relations strategy starts with a clear message.

Accepted Answer

A) True 
 B)False

Question 16

A media release is also known as a news or press release.

Accepted Answer

A) True 
 B)False

Question 17

A public health campaign designed to inform the public of the benefits of exercise is an example of which public relations model?

Accepted Answer

A)   Press agentry/publicity model
B)   Public information model
C)   Two-way asymmetrical model
D)   Two-way symmetrical model

Question 18

If a crisis occurs, the first step in managing the crisis is to craft the message.

Accepted Answer

A) True 
 B)False

Question 19

An organisation trying to promote a relationship based on mutual understanding would use the

Accepted Answer

A)   press agentry/publicity model
B)   public information model
C)   two-way asymmetrical model
D)   two-way symmetrical model

Question 20

The model of public relations that often refers to a public relations practitioner as 'journalist in residence' is the

Accepted Answer

A)   press agentry/publicity model.
B)   public information model.
C)   two-way asymmetrical model.
D)   two-way symmetrical model.

Exam 11: Public Relations

A successful public relations strategy starts with a clear message.

Correct AnswerverifiedShow Answer

The purpose of a media release is to gather feedback from the audience.

Correct AnswerverifiedShow Answer

The ways in which an organisation considers the impact its actions will have on its publics is addressed by the organisation's approach to

Correct AnswerverifiedShow Answer

Holding a special event can achieve public relations goals by

Correct AnswerverifiedShow Answer

Effective organisations ensure their public relations messages are aligned with management decisions and processes.

Correct AnswerverifiedShow Answer

An organisation trying to promote a relationship based on mutual understanding would use the

Correct AnswerverifiedShow Answer

From an organisational perspective, the purpose of a media release is to

Correct AnswerverifiedShow Answer

Before an organisation decides on a public relations plan, it must

Correct AnswerverifiedShow Answer

Organisations usually use only one model of public relations.

Correct AnswerverifiedShow Answer

A public health campaign designed to inform the public of the benefits of exercise is an example of which public relations model?

Correct AnswerverifiedShow Answer

A media release is also known as a news or press release.

Correct AnswerverifiedShow Answer

The key benefit of adopting a two-way symmetrical approach to public relations is

Correct AnswerverifiedShow Answer

Two-way communication is the most effective way of managing an issue.

Correct AnswerverifiedShow Answer

The model of public relations that often refers to a public relations practitioner as 'journalist in residence' is the

Correct AnswerverifiedShow Answer

The two-way models of public relations operate at higher levels than one-way models.

Correct AnswerverifiedShow Answer

Media relations uses

Correct AnswerverifiedShow Answer

According to Baskin, Aronoff and Lattimore (1997), it is not the responsibility of public relations practitioners to maintain favourable opinions.

Correct AnswerverifiedShow Answer

Managing issues at an early stage is crucial because

Correct AnswerverifiedShow Answer

An organisation should have at least one person monitoring its social media presence.

Correct AnswerverifiedShow Answer

If a crisis occurs, the first step in managing the crisis is to craft the message.

Correct AnswerverifiedShow Answer

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