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Basic Public Relations MCQ

1. Most pr work for companies and nonprofits is done _____.

In-house

Interdependence

Stunts staged for newspapers

Three times

Answer

Correct Answer: In-house

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2. Lobbyists approach white house officials to _____.

Ile amicus curiae briefs

Win contracts

Write legislation

Influence court cases.

Answer

Correct Answer: Win contracts

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3. Small media companies often use press releases verbatim because ______.

Larger PR firms have more control over them

They have limited editorial resources

Press releases always contain reliable information

A larger company's press release contains the most original ideas

All of the above.

Answer

Correct Answer: They have limited editorial resources

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4. The text points out that older women are __________ likely to live alone than older men.

The latent kin matrix

Dissatisfaction with one's partner

Significantly more

Caregiving trajectory

Answer

Correct Answer: Significantly more

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5. In PR terms, what is 'full service'?

In-house design plus corporate marketing techniques.

A one-stop PR shop incorporating clients from different industry sectors, and offering a range of PR services.

Partial service extended over a long period of time.

A freelance rate in which the employee works full-time, but remotely, outside the office.

Answer

Correct Answer: A one-stop PR shop incorporating clients from different industry sectors, and offering a range of PR services.

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6. What is an 'embargo'?

A restriction on international border imports

A Public Relations website where marketing information can be sourced and downloaded.

A media delay in reporting a significant event due to a technical hitch.

A warning to the media not to publish a news item until the date specified on the release.

None of the above

Answer

Correct Answer: A warning to the media not to publish a news item until the date specified on the release.

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7. What is a 'non-apology apology' and why is it clever - but morally dubious - as a marketing tool?

It's a statement in the form of an apology that is nothing of the sort, a common gambit in politics and Public Relations.

A sincere and heartfelt company apology.

A turning point in a war of words, when one side backs down a little.

A cunning trick to viciously undermine an opponent, and dissolve their business dealings.

Answer

Correct Answer: It's a statement in the form of an apology that is nothing of the sort, a common gambit in politics and Public Relations.

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8. What does 'messageword' refer to?

Same as Instant Messaging

Same as e-mail

Same as Skype

A combination of phone calls, Instant Messaging and Skype, but not e-mail.

A strategy whereby online advertising networks are used to distribute messages instead of traditional ads - e.g. Google's 'Adwords.'

Answer

Correct Answer: A strategy whereby online advertising networks are used to distribute messages instead of traditional ads - e.g. Google's 'Adwords.'

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9. Which of the following is the best definition of an expert who specializes in gaining influence within an organization?

Soft sell man

Compliance professional

Big-time pro

Solo operating expert

All of the above

Answer

Correct Answer: Compliance professional

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10. Which of the following is the best definition of a 'brief'?

A client's instructions delivered to a consultancy, or directions communicated within a PR agency.

A short memo always distributed internally.

A brief radio or television slot as part of Public Relations promotion for a company.

A dress-down day at work, or the so-called 'Hawaiian Shirt Day' or 'Mufti Day.'

Answer

Correct Answer: A client's instructions delivered to a consultancy, or directions communicated within a PR agency.

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11. During the management of a PR campaign, what does the term 'duplicated audience' mean?

The immediate audience focus of the campaign.

The long-term audience focus of the campaign.

An audience that has two sets of data attached to it, often for two different markets or countries.

The overlapping selection of a target audience that is reached by more than one media vehicle.

None of the above

Answer

Correct Answer: The overlapping selection of a target audience that is reached by more than one media vehicle.

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12. What is 'lobbying'?

Hanging out in the lobby of the Willard Hotel in Washington, DC.

Writing content for online home-shopping websites.

Running for local election

Impressing politicians and political groups with one's cause, as a means of influencing legislation.

All of the above

Answer

Correct Answer: Impressing politicians and political groups with one's cause, as a means of influencing legislation.

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13. What is 'classified advertising'?

The same as classy advertising.

Advertising on the back page of mainstream newspapers, both broadsheets and tabloids.

Print advertising that is limited to certain specialized goods and services, and also usually limited in size and content.

Always advertisements in the 'lonely hearts' sections of both newspapers and magazines.

Answer

Correct Answer: Print advertising that is limited to certain specialized goods and services, and also usually limited in size and content.

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14. What is a 'press release'?

A print or online communication sent to news media, also known as a news release.

Specifically an online briefing

A speech made by a company spokesman, especially at a time of crisis.

When the press are released from the briefing room after photographs have been taken.

Answer

Correct Answer: A print or online communication sent to news media, also known as a news release.

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15. What is an edition of a newspaper called that is available earlier than other editions?

Early edition

Bulldog edition

Breakfast paper

Sunrise newspaper

All of the above

Answer

Correct Answer: Bulldog edition

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16. What is 'sound science'?

The science of sound waves, their creation and manipulation.

The same as smart science, but always presented to the public by a celebrity.

Dumb science mixed with a touch of smart science.

Science that is deemed generally trustworthy by both experts and a great proportion of the population, but a slightly dumbed down accessible and promotable version of this same science.

Answer

Correct Answer: Science that is deemed generally trustworthy by both experts and a great proportion of the population, but a slightly dumbed down accessible and promotable version of this same science.

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17. Name the 4 Ps of the 'marketing mix', used online as well as in print.

Product, Price, Place (i.e. distribution) and Promotion.

Pride, Place, Pride, Power

Points, Prizes, Perks, People

Price, Place (i.e. distribution), Promotion, People

None of the above

Answer

Correct Answer: Product, Price, Place (i.e. distribution) and Promotion.

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18. When printing copy, what does an 'em' refer to?

A unit of type measurement, based on the 'M' character, denoting the width of a single printed character.

A double space between words.

The space between sentences, longer than the space between characters.

Twice the width of an 'N' space.

Answer

Correct Answer: A unit of type measurement, based on the 'M' character, denoting the width of a single printed character.

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19. What is the name given to advertising aimed directly at other businesses rather than at consumers.

Business-to-business advertising

Company-to-business advertising

Man-to-man advertising

Private-to-private advertising

Public-to-public advertising

Answer

Correct Answer: Business-to-business advertising

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20. What is 'e-consultancy'?

The online term for the technical advice offered to clients and businesses to improve their Public Relations image, strategy and online presence.

Regular consultancy work, with some internet training as a supplementary option.

Online consultancy work at double the rate of regular consultancy.

Online consultancy work at half the rate of regular consultancy.

Answer

Correct Answer: The online term for the technical advice offered to clients and businesses to improve their Public Relations image, strategy and online presence.

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21. What is a 'sound bite'?

A tiny burst of sound similar to a squeak, and always less than one second long.

The dialogue that appears in translation below various visual media.

The words that appear on a marketing cue card.

A short phrase or sentence that captures the heart of what the speaker is trying to say, if a little generalized.

Answer

Correct Answer: A short phrase or sentence that captures the heart of what the speaker is trying to say, if a little generalized.

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22. What is 'copy'?

The text created by a consultancy and intended for a press release, journal or newspaper article.

A photocopy that appears twice as clear as the original, but only half as clear when copied twice.

A copycat — someone at work who is trying to influence the company so they can acquire your job.

A carbon copy, often of fossils found at the sites of old Public Relations companies.

Answer

Correct Answer: The text created by a consultancy and intended for a press release, journal or newspaper article.

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23. What does the 'editorial leader' or 'leading article' of a UK or US newspaper or magazine commonly express?

Unhappiness

The opinion of everyone at the newspaper.

The national feeling or zeitgeist.

The opinion of the editor, editorial board, or publisher.

All of the above

Answer

Correct Answer: The opinion of the editor, editorial board, or publisher.

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24. Name the well-known phrase used as a response to inquiries which the respondent does not wish to answer, often to avoid being Quoted in print.

No way

No buts

But maybe

No comment

Yes man

Answer

Correct Answer: No comment

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25. What does 'militainment' mean when representing the military to the general population?

Hyper-military

Part militia, part standing army

A portmanteau of "Military" and "entertainment." It is defined as either entertainment featuring and celebrating the military, or controlled by the military.

A key word of marketing-speak whereby military personnel are seen to entertain their own soldiers to boost morale.

Answer

Correct Answer: A portmanteau of "Military" and "entertainment." It is defined as either entertainment featuring and celebrating the military, or controlled by the military.

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26. Which of the following is a term for PR commercials that often employ graphic imagery and slogans in order to appeal to readers?

Media cluster

Shockvertising

Money-making PR

Vertical marketing

None of the above

Answer

Correct Answer: Shockvertising

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27. What is the name given to the multiple media relating to different market sectors?

Vertical media

Horizontal media

Diagonal media

Mega media

All of the above

Answer

Correct Answer: Vertical media

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28. What are 'seasonal ratings adjustments'?

Matching the winter to the summer rating exactly.

In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays.

Hiding the ratings results from the media from one season to the next.

Doubling TV ratings by estimating the number of people at a residence.

Answer

Correct Answer: In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays.

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29. Which of the following is the best definition of 'brainstorming'?

The headache brought about by high profile Public Relations management strategies.

The IQ level of company employees when plotted on a comparative graph.

The creative process of group-thinking designed to stimulate new ideas on a given challenge or subject.

The decision to join a rival company for a group bonding exercise, such as a business team-building excursion.

Answer

Correct Answer: The creative process of group-thinking designed to stimulate new ideas on a given challenge or subject.

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30. Which of the following is the best definition of 'exposure'?

The extent to which a target audience is aware of a person, event or company whose profile has been enhanced by a Public Relations company.

The amount of advertising space on the front page of broadsheet newspapers.

The opposite of a 'cover-up.'

The extent to which the accounts of a Public Relations firm are released within the public sphere for general inspection.

Answer

Correct Answer: The extent to which a target audience is aware of a person, event or company whose profile has been enhanced by a Public Relations company.

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31. Which of the following terms refers to formal Public Relations campaigns, often in politics, which aim to give the impression of being spontaneous 'grassroots' movements?

Astroturfing

Safebreaking

Wave managing

Cresting

Root level marketing

Answer

Correct Answer: Astroturfing

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32. What is the phrase used to describe the top portion of a newspaper that often positions a news article in a prominent position?

Below the lip

Above the fold

At the corner

Tucked up

Central header

Answer

Correct Answer: Above the fold

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33. What are 'web bridges'?

Electronic bridges built by online 'robots' or 'spiders' to externally link web pages.

The virtual representation of the road infrastructure of a given country.

Online commentators with ties to security services who participate in internet forums and blogs as a way to promote disinformation.

A kind of online gambling card game with at least 6 players.

Answer

Correct Answer: Online commentators with ties to security services who participate in internet forums and blogs as a way to promote disinformation.

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34. What is a 'pseudo-event'?

An event promoted online, existing only in a virtual world.

A part-time event, often taking place at lunchtimes only.

An event or activity that exists for the sole purpose of garnering media publicity, serving little to no function connected to real life.

An event attended by celebrities only, especially in the film world.

Answer

Correct Answer: An event or activity that exists for the sole purpose of garnering media publicity, serving little to no function connected to real life.

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35. What is the term used to describe consumers' perceptions that they are being misled by a company with regard to the environment?

Greenpeace

Greenwash

Whitewash

Green Deception

Green Goblin

Answer

Correct Answer: Greenwash

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36. What is 'e-PR'?

Using Public Relations techniques in an online environment.

Public Relations online.

e-PR involves using the internet and new technologies (such as IM or Skype) to communicate with stakeholders.

Same as online-PR.

All of the above

Answer

Correct Answer: All of the above

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37. Which of the following phrases represents an artificial or manufactured controversy, often developed by an interest group rather than from a broad range of opinion.

Fake campaign

Advertising heist

Pseudo-management ploy

Artificial controversy

None of the above

Answer

Correct Answer: Artificial controversy

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38. Which of the following best describes the political tactic known as 'defining one's opponent'?

Same as defying one's opponent.

A tactic often used in political campaigns to define and thereby undermine one's political adversary.

Creating an imaginary opponent and then to knock down and defeat him, like a straw man.

Turning on and betraying one's former allies in order to be the sole competitor in a certain field.

Answer

Correct Answer: A tactic often used in political campaigns to define and thereby undermine one's political adversary.

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39. What is a 'cue sheet'?

The tip right at the end of a snooker cue, for snooker, a game often played at lunchtimes at Public Relations firms.

The television monitor from which lines are read during press conferences.

A special type of card-like printing paper.

Briefing notes, often to help the company spokesman prepare for an interview with a journalist on a prepared subject.

Answer

Correct Answer: Briefing notes, often to help the company spokesman prepare for an interview with a journalist on a prepared subject.

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40. Which of the following is the best description of 'managing the news'?

Influencing the presentation of information in the news media, often with a negative spin.

Deciding on the schedule of programs and their transmission order.

Appointing a hierarchy of news presenters.

Planning untrue stories and broadcasting them as though they were true.

Answer

Correct Answer: Influencing the presentation of information in the news media, often with a negative spin.

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41. Name the world's largest independent Public Relations firm from the list below.

Wal-Mart

Edelman

Woolworth's

Reuters

b and d

Answer

Correct Answer: Edelman

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42. What is an 'electric spectacular'?

Outdoor signs or billboards composed largely of lighting or other electrical components.

A car roadshow with the fastest cars on the market, an event covered by all the major newspapers.

A hot-air balloon.

An advertising technique where colored lights are given away free on the covers of magazines and newspapers.

Answer

Correct Answer: Outdoor signs or billboards composed largely of lighting or other electrical components.

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43. What is 'airbrushing' and when is it usually employed?

A cleaning technique employed at Public Relations firms, whereby the floor is airbrushed a shiny white color.

An artist's technique for creating a smooth gradation of color, often used to cover physical imperfections in a photograph.

Skipping over certain paragraphs when reading from an autocue.

A technique of mass e-mailing but in a way that hides the recipients' e-mail addresses from one another.

Answer

Correct Answer: An artist's technique for creating a smooth gradation of color, often used to cover physical imperfections in a photograph.

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44. What is the term used to describe the relationship between a change in an advertising budget and the resultant change in product sales?

Ad. fix

Advertising elasticity

Marketing ploy

Advertising inflation

Downsizing

Answer

Correct Answer: Advertising elasticity

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45. What does 'column inch' refer to?

The distance between tables at a press conference.

The gap on the London underground that is commonly referred to with the phrase 'mind the gap.'

A description of a Public Relations technique where columns dominate the front of buildings to give the impression of wealth creation, success and status.

A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches.

Answer

Correct Answer: A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches.

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46. What does it mean when a newspaper or magazine copy or a picture is said to 'bleed'?

The copy or picture extends — seemingly 'bleeds' - beyond the normal margin of a printed page, often all the way to the edge.

The colors all blue together, often resulting in a clear white effect.

The copy is black and white only.

The copy is a mixture of black and white, and two other colors, such as red and green.

Answer

Correct Answer: The copy or picture extends — seemingly 'bleeds' - beyond the normal margin of a printed page, often all the way to the edge.

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47. What is 'spin' exactly?

The rotation of company policy that often involves a high turnover of personnel.

The circular motion made by the revolving door at a Public Relations company's corporate headquarters.

The representation of an event so that the audience believes the opposite is true, often with malicious intent, and intending to willfully deceive.

The representation of an event or series of events to persuade public opinion to become for or against a certain organization or individual — not malicious, but often without real, factual or moral justification.

Answer

Correct Answer: The representation of an event or series of events to persuade public opinion to become for or against a certain organization or individual — not malicious, but often without real, factual or moral justification.

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48. What is a 'transcript'?

A document that explains tax returns for the fiscal year.

A complete written text of what someone said - an accurate written version of the spoken word.

A printing technique using monotone colors.

A double side 4-color advertisement ordered by special request.

Both c and d

Answer

Correct Answer: A complete written text of what someone said - an accurate written version of the spoken word.

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49. Which of the following best describes 'crisis communications'?

The inability or unwillingness of large companies to communicate in the middle of a crisis.

A sub-specialty of the Public Relations industry that is designed to protect an individual or organization from a public challenge to their reputation.

The release to the media of detrimental information when a company is facing bankruptcy.

Internal politics at a Public Relations firm.

Answer

Correct Answer: A sub-specialty of the Public Relations industry that is designed to protect an individual or organization from a public challenge to their reputation.

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50. What is a 'press pack/kit'?

Free giveaway presents to the press at the end of the year, frequently toy versions of a company's products.

The bags brought by individual members of the press to interviews.

A collection of lost at a Public Relations firm.

The precise folding of articles for archiving.

A branded pack handed out to the media by an organization, usually containing background information, photographs, news releases etc.

Answer

Correct Answer: A branded pack handed out to the media by an organization, usually containing background information, photographs, news releases etc.

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51. Who are the 'sector/trade press'?

The newspapers and magazines read by the general population.

The media relevant to specific audiences, such as special interest magazines, trade journals etc.

Private collectible newspapers often archived at universities and museums.

Heads of the top five media corporations in a given country.

Answer

Correct Answer: The media relevant to specific audiences, such as special interest magazines, trade journals etc.

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52. Which of the following terms is used to refer to a rhetorical attempt to generate misdeeds or cover up an incident within a group?

A cartload of oranges.

A tricky trickster on the loose.

Wagging the dog.

Taking it on the run.

A few bad apples, or a bad apples excuse.

Answer

Correct Answer: A few bad apples, or a bad apples excuse.

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53. Which of the following is the best definition of 'Corporate Social and/or Environmental Responsibility (CSR)'?

Small-scale social outreach programs, set in motion for cosmetic effect.

Taking positive action to show an organization has a responsible attitude to the people and environment it affects.

When a CEO personally donates his annual salary (and bonuses) to a local charity.

A press conference handled by a Public Relations company in which various claims for ethical behaviour for the future are outlined.

Answer

Correct Answer: Taking positive action to show an organization has a responsible attitude to the people and environment it affects.

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54. Which of the following phrases refers to an equivocal denial made by an official to the press, often relating to an incident that is actually true.

Non-denial denial

Double cross

Non-apology apology

Non-confession confession

None of the above

Answer

Correct Answer: Non-denial denial

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55. What are 'demographics'?

Graphs used to chart company clients and how often the employees log-in to certain websites.

Descriptive classifications of consumers, such as their age, sex, income, education, size of household, etc.

Predictive models used to give an impression of company profits over a future period of time.

Specialist consultants brought in from the outside to affect company policy and save money.

All of the above

Answer

Correct Answer: Descriptive classifications of consumers, such as their age, sex, income, education, size of household, etc.

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56. What is an 'exclusive'?

A one-off TV appearance presented by a celebrity.

Very expensive online shopping goods.

A news story offered by a PR practitioner to a single newspaper title, radio, TV station or website.

A division within a Public Relations company responsible for managing all the other divisions.

Answer

Correct Answer: A news story offered by a PR practitioner to a single newspaper title, radio, TV station or website.

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57. What is the name given to a short song, usually mentioning a brand or product benefit, used in a commercial?

Lullaby

Trick

Teaser

Jingle

None of the above

Answer

Correct Answer: Jingle

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58. An abbreviation often used in online content, what does 'marcom' mean?

Market Company

Market Cooperative

Macaroni and cheese

Marketing Company

Marketing Communications

Answer

Correct Answer: Marketing Communications

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59. What is the name of the technique of using low pressure tactics in commercials and advertising in order to make a sale?

Market targeting

Base rate

Soft sell

Values and Lifestyle Research (VALS)

Hard sell

Answer

Correct Answer: Soft sell

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60. What is the more common phrase used to describe a product or service given by a sales person to consumers to induce them to listen to a sales pitch?

Door-breaker

Door-jammer

Door-opener

Foot in the door

Answer

Correct Answer: Door-opener

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61. What is a 'viral campaign'?

A marketing campaign gone bad or sour after the initial novelty wears off in the public imagination.

An advertising campaign infected by internal sabotage by certain individuals from rival companies.

A highly orchestrated and therefore highly successful self-promotional event.

A communications campaign designed to exploit the internet as a means of sending rapid messages — each user sending a message on to multiple other users.

Answer

Correct Answer: A communications campaign designed to exploit the internet as a means of sending rapid messages — each user sending a message on to multiple other users.

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62. What is an 'elevator pitch'?

A pitch that only ever takes place inside, often in an actual elevator.

A short presentation of a recommended Public Relations campaign, of limited time span (as though it could take place in a single elevator ride).

The seating arrangements, often open-planned desks, at a city-style Public Relations company.

A voice-recording gadget used in the elevators of high-end PR companies.

Both a and d

Answer

Correct Answer: A short presentation of a recommended Public Relations campaign, of limited time span (as though it could take place in a single elevator ride).

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63. Which of the following terms refers to a tactical relationship adopted by opposing organizations in which both sides benefit by attacking each other?

Dissuading adversaries

Defining your opponent

Win-win relationship

Equal footing bartering

Promoting adversaries

Answer

Correct Answer: Promoting adversaries

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64. What is an 'infomercial'?

A cross between a commercial and a press conference.

The line of inquiry pursued by journalists that is not quite self-promotion and not quite information dissemination.

A kind of internet company promotional strategy.

A commercial that is similar in appearance to a news program, talk show, or other non-advertising program content.

Answer

Correct Answer: A commercial that is similar in appearance to a news program, talk show, or other non-advertising program content.

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65. In Public Relations, what does 'sexed up' mean?

It refers to making something appear more attractive than it really is, a modern update to the phrase 'hyped up'.

Dressed smartly to impress.

An honest account of an event, prepared for a news or Public Relations broadcast.

All of the above

Answer

Correct Answer: It refers to making something appear more attractive than it really is, a modern update to the phrase 'hyped up'.

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66. What is meant by 'integrated marketing communications'?

Combining the video game, music and home video entertainment systems in one package

An approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message.

Disparate marketing groups talking to each other, often at boardroom meetings

A system whereby the CEOs of multi-national companies join an exclusive and secretive club, similar to the Freemasons

Answer

Correct Answer: An approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message.

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67. Which of the following terms for boosting public opinion is frequently used to enhance web page accessibility?

Search engine optimization

Search engine fixing

Professional web blogging

Multi-linking

None of the above

Answer

Correct Answer: Search engine optimization

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68. What is a story called in which the events are violently inflated to suggest the violation of a given set of assumed relationships, with the effect of reinstating the boundaries of those relationships?

Homemade video

Atrocity story

Caricature tale

Main news item

All of the above

Answer

Correct Answer: Atrocity story

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69. What is a 'publicity stunt'?

Part-time work in the film industry as stuntmen by Public Relations employees.

A marketing ploy that deceives the public but results in a great many extra sales.

A planned event designed to draw the public's attention to a particular cause or campaign.

An individual who controls spin at a Public Relations firm.

Answer

Correct Answer: A planned event designed to draw the public's attention to a particular cause or campaign.

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70. What is the name given to a promotion that is intended to arouse interest in the main campaign which follows.

Wonder-intro

Highlight

Teaser

Manifest destiny

None of the above

Answer

Correct Answer: Teaser

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71. What term refers to the process of managing Public Relations problems usually by using technology to electronically automate the process.

Computer pyrotechnics

Financial wizardry

Digital restructuring

Issue management

All of the above

Answer

Correct Answer: Issue management

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72. What is the term given to a type of marketing in which a company adapts itself to uncontrollable factors within the industry?

Macromarketing

Micromarketing

Mega-marketing

Mission-marketing

Answer

Correct Answer: Macromarketing

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73. Name the technique used in the radio industry that uses highly descriptive words to evoke images so the listener feels he or she is directly part of the scene.

Line drawing

Image crystallization

Sound carving

Word painting

Imagizing

Answer

Correct Answer: Word painting

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74. What is a 'boiler plate' text?

A text shaped like a plate (circular).

A text frequently written out-of-house but edited in-house.

A text manufactured using a special boiler-cooling method, so the paper is extra durable (and used as pamphlets and brochures).

A template text that is often reused without being altered (such as a press release).

Answer

Correct Answer: A template text that is often reused without being altered (such as a press release).

Note: This Question is unanswered, help us to find answer for this one

75. What is 'corporate pathos'?

When a company gives 25% of its annual revenue to charity.

The CEO crying and begging forgiveness on national television, especially at Christmas.

A term used to define the employment of emotional engagement techniques to shape and alter the public's perspection of a given company.

When a company goes into either self-regulated liquidation or forced bankruptcy.

Answer

Correct Answer: A term used to define the employment of emotional engagement techniques to shape and alter the public's perspection of a given company.

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76. What does 'coolhunting' refer to?

A management technique in which Public Relations professionals 'hunt' for their own egos in a common Christmas party-game, adopted from law and accounting professionals.

The low temperatures used by companies that manufacture CDs and DVDs and often employ important Public Relations firms.

Aspiring media professionals who want to become celebrities — hunting for 'cool.'

A new breed of marketing professionals who predict new cultural trends.

Answer

Correct Answer: A new breed of marketing professionals who predict new cultural trends.

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77. What kind of journalism downplays legitimate news in favour of more eye-catching headlines that sell newspapers?

Blue journalism

Black journalism

White journalism

Yellow journalism

Polka dot journalism

Answer

Correct Answer: Yellow journalism

Note: This Question is unanswered, help us to find answer for this one

78. What is 'media spin'?

An act of self-promotion on television or radio where personal credentials are exaggerated.

The same as playing the blame game through the media.

The term used to describe media re-interpretation of events, often to the point where the angle or meaning of a story is changed.

A kind of PR campaign where the media presents a verifiable version of events that is simple and focused

None of the above

Answer

Correct Answer: The term used to describe media re-interpretation of events, often to the point where the angle or meaning of a story is changed.

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79. Which of the following terms refers to a kind of deception associated with intelligence agencies - establishing credibility for the source disclosing the information but in actuality withholding key facts and protecting a more serious crime.

Secret base

Limited hangout

Cool-off point

Safe house

All of the above

Answer

Correct Answer: Limited hangout

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80. What is the name given to an advertisement that has the appearance of a news article or editorial (in a print publication)?

Advert-mania

Local feature

Classified ad.

Front-page banner

Advertorial

Answer

Correct Answer: Advertorial

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81. What is 'narrowcasting'?

Using a traditional, narrow TV set rather than a flatscreen.

Broadcasting one TV or internet signal all over a houses to multiple TVs or computers.

A kind of fishing technique similar to fly fishing — a frequent getaway for Public Relations executives.

Using a specific broadcast medium to appeal to audiences with special interests.

Answer

Correct Answer: Using a specific broadcast medium to appeal to audiences with special interests.

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82. What does 'serif type' refer to?

The long, wavy tails found at the ends of most typefaces.

A specific kind of print format, commonly used in tabloid newspaper printing.

The same as 'sans serif' style.

The short, decorative cross-lines or tails found at the ends of main strokes in some typefaces, such as Roman lettering.

Answer

Correct Answer: The short, decorative cross-lines or tails found at the ends of main strokes in some typefaces, such as Roman lettering.

Note: This Question is unanswered, help us to find answer for this one

83. Staged events and publicity stunts are part of:

Press agentry

Staged press model

Public information model

Two-way asymmetric model

Answer

Correct Answer: Press agentry

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84. A key tool used in public relations:

Consumer Kit

Media Release Kit

All of these

Press Kit

Answer

Correct Answer: Press Kit

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85. When someone refers to an SMT, what are they talking about?

A Sponsored Media Tour

A satellite media tour

A tour only for technology products

A Social Media Tour

Answer

Correct Answer: A satellite media tour

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86. A measure of how many people that had the opportunity to see and hear a specific marketing message is called:

Bandwagon effect

Boilerplate

OP-Target

OTH/OTS

Answer

Correct Answer: OTH/OTS

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87. A measure of what your editorial coverage would cost if it were advertising space is:

MVE

AVE

PVE

APM

Answer

Correct Answer: AVE

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88. What is a major advantage of public relations?

Material does not get altered

Ability to perfectly time the release

Will always appear in the media channel

Cost

Answer

Correct Answer: Cost

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89. The effect of gaining good PR by "piggy-backing" someone else's coverage is:

Second-hand PR

Gurantee PR

Plus-1 PR

Collateral PR

Answer

Correct Answer: Collateral PR

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90. The one-way symmetric model and two-way symmetric model were created by which theorist?

James E. Grunig

Scott Cutlip

Edward Bernays

Ivy Lee

Answer

Correct Answer: James E. Grunig

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91. What is the average length for a press tour?

2-3 weeks

1-2 months

2-3 days

24 hours

Answer

Correct Answer: 2-3 days

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92. Who is the recognized founder of modern public relations?

Barbara Hunter

Edward Bernays

Benjamin Franklin

David Ogilvy

Answer

Correct Answer: Edward Bernays

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93. Articles that are generally written subjectively by an expert in a specific field are often called:

Byline articles

Bow line articles

Buyline articles

Expert articles

Answer

Correct Answer: Byline articles

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94. The act of compiling and constructing information for a public relations article is called:

Organization

Mapping

C&C

Curation

Answer

Correct Answer: Curation

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95. A "round-up" is:

An organization's first press release

The summary of the article

A story that displays the benefit of one product over another

A story that displays more than one product or services that apply to a certain topic

Answer

Correct Answer: A story that displays more than one product or services that apply to a certain topic

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96. Which of these require active customer participation?

Blogs

Bylined articles

Case studies

Speaking events

Answer

Correct Answer: Case studies

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97. Whose decision is final in the Traditional Internal Communication?

Both the Parties

Management

Tribunal

None

Arbitrar

Answer

Correct Answer: Management

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98. A cutline is:

A measure of the number of people who viewed or listened to a PR material

Jargon for the point of view of your story

A list of editors in a publication issue

A caption below an image

Answer

Correct Answer: A caption below an image

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99. What is a "Mat Release"?

An article that negatively reflects a company

A consumer related article that doesn't generate any public attention

A small advertisement that is only released on the radio

A consumer related article that supplements editors' publications

Answer

Correct Answer: A consumer related article that supplements editors' publications

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100. A brief quote from an interview is often called a:

Quotebite

Soundbite

Soundsnippet

Quotesnippet

Answer

Correct Answer: Soundbite

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101. Unannounced media that cannot be published before an agreed time:

Secret

Media restraint

Embargo

Low-key media

Answer

Correct Answer: Embargo

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102. What is an inverted pyramid?

Information that is put in the lead, followed by less and less important information

The groups of PR agencies ranked from most important to least important

The groups of PR agencies ranked from least imporant to most important

Information that is organized from less important information to most important information

Answer

Correct Answer: Information that is put in the lead, followed by less and less important information

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103. The same release can be re-sent to the same media outlet:

If two weeks have gone by and the outlet hasn't covered the story.

The same release should never be re-sent to the same outlet.

If two days have gone by and the outlet hasn't covered the story.

If you want to be certain they read it.

Answer

Correct Answer: The same release should never be re-sent to the same outlet.

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104. A popular PR web service providing recent stories:

Press-releasewire

Promotionwire

Newsweek

Newswire

Answer

Correct Answer: Newswire

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105. To secure media coverage, you must:

Insert multimedia in your material

Send out your material to every channel of media

Follow-up

Send out multiple edits of your material

Answer

Correct Answer: Follow-up

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106. A term to describe a form of propaganda is:

Splash

Spin

Spill

Spike

Answer

Correct Answer: Spin

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107. A retweet or a "like" on Facebook is a form of:

Engagement

Media persuasion

Social press

Media management

Answer

Correct Answer: Engagement

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108. What is a "boilerplate"?

Short background of the individual, group, or company in a press release

The headline of a press release

Topic of the press release

Contact information in a press release

Answer

Correct Answer: Short background of the individual, group, or company in a press release

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109. What is a "Bandwagon effect"?

When companies start copying their competitor's methods of advertising

When people are influenced to do something because other people are doing it

When a product or service is part of a new trend

When brand reputations are damaged due to word of mouth advertising

Answer

Correct Answer: When people are influenced to do something because other people are doing it

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110. True or False? Public relations is always positive material.

True

False

Answer

Correct Answer: False

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111. Which one of these is a social object?

News stories

All of these

Facebook

Political rallies

Answer

Correct Answer: All of these

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112. What is a desk-side tour?

A schedule of visits with magazine editors promoting a new company, service or product.

A sporting event.

A practice that only people who promote travel clients embrace, as they tour around the country visiting travel editors' offices.

A media tour where you bring a portable, rolling desk with you and pull up next to an editor to chat.

Answer

Correct Answer: A schedule of visits with magazine editors promoting a new company, service or product.

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113. Which one of these is an important aspect in public relations?

Using bold colors and sounds

Maintaining relationships

Having a writer with a well rounded background

Creating exposure to all audiences

Answer

Correct Answer: Maintaining relationships

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114. True or False? You should always take up the opportunity to have a press conference even if you are not announcing something.

True

False

Answer

Correct Answer: False

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115. True or False? The Associated Press is a form of syndicate.

False

True

Answer

Correct Answer: True

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116. The best to do in a crisis situation is...

to do nothing at all.

deny everything at first and then come clean.

deflect the bad news with more positive news.

Be up front and truthful with the information.

to sit back and let the controversy take its course.

Answer

Correct Answer: Be up front and truthful with the information.

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117. What is a mailing list?

a collection of e-mails sent by you to important newspapers journalists.

a collection of e-mails recieved from important newspapers journalists.

a collection of names and addresses used by an individual or an organization to send material to multiple recipients

a collective lists of all sent and recieved e-mails.

Answer

Correct Answer: a collection of names and addresses used by an individual or an organization to send material to multiple recipients

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118. What are some of the ways to measure the success of a PR campaign?

How many items are sold after the product is featured in an article, on a show or on a site.

Total consumer impressions based on the audience numbers from publications, shows, and sites that cover a particular client.

All of these.

How much incremental traffic is generated (site visits for online stores/services/organizations or foot traffic for brick and mortar stores)

Answer

Correct Answer: All of these.

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119. True or False? A story may be picked up and spread by many media channels.

True

False

Answer

Correct Answer: True

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120. True or False? Bloggers have become increasingly important as "media" outlets?

True

False

Answer

Correct Answer: True

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121. What should a Press Kit include?

Press Releases

Brochures

Fact Sheet

All Of These

Introduction Letter

Answer

Correct Answer: All Of These

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122. True or False? A news release calendar is vital tool for public relations.

False

True

Answer

Correct Answer: True

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123. True or False? Message points are key, well-crafted sentences and phrases that PR people create to help anyone prepare for different media interviews.

False

True

Answer

Correct Answer: True

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124. The aim of public relations is to persuade:

Employees

Investors

All of these

The public

Answer

Correct Answer: All of these

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125. Which one of these is NOT a public relations trend?

RSS Feeds

Blogging

Discussion Forums

Gaming

Answer

Correct Answer: Gaming

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126. Why is corporate social responsibility important in PR?

It can positivilety influence a company

It is not important

It is a requirement for PR

It is a profitable sector

Answer

Correct Answer: It can positivilety influence a company

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127. True or False? Sponsorship is a type of public relations.

True

False

Answer

Correct Answer: True

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128. Why would a public relations person use Cision?

To locate editorial calendars.

To send out email blasts.

To identify media contact information and compile media lists.

To send out press releases.

Answer

Correct Answer: To identify media contact information and compile media lists.

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129. Why do most PR agencies need a pipeline of new business prospects?

All of these.

Clients may believe in the power of PR, but there could be internal budget cuts at their company and PR might be part of those cuts.

PR clients can be great and others can be very fickle and impatient -- and they can walk away as quickly as they sign on with an agency.

Agencies usually require a number of clients to keep the business going and growing.

Answer

Correct Answer: All of these.

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130. Why is a bylined article credited to the CEO of a client company an important element of a PR campaign?

It is often drafted by a PR person (at the agency or in-house) to ensure that the messaging resonates with its intended audience.

All of these.

A growing number of consumers, investors and others want to know that the CEO of a company is an expert in his or her industry before purchasing one of the company's products.

It offers great credibility for the company.

Answer

Correct Answer: All of these.

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131. What is the practice of crisis communications?

It's a form of PR that focuses on containing and/or clarifying any negative, or potentially negative news about a company, product, service or person.

It's what agencies do when there's an internal HR crisis, in hopes that they can improve poor morale.

It's a type of PR that people with frayed nerves should go into as a specialty, as they are already natural worriers.

Frankly, it's part of everyday in PR -- because there's always a fire to put out.

Answer

Correct Answer: It's a form of PR that focuses on containing and/or clarifying any negative, or potentially negative news about a company, product, service or person.

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Public Relations MCQs | Topic-wise

MCQ on Diagnosis and Developmental Research	MCQ on Implementation of Public Relations Campaign
MCQ on Introduction to Integrated Campaigns	MCQ on Public Objectives and Relations Campaign
MCQ on Public Strategies and Tactics	MCQ on Reporting and Evaluation Campaign
MCQ on Strategic Communication Campaign	MCQ on Understanding PESO
General Public Relations MCQs