Differences of PR Campaign and Advertising Campaign

What distinguishes PR from advertising in terms of media usage?

• PR uses paid media, advertising uses earned media

• PR uses earned media, advertising uses paid media

• Both use earned media

• Both use paid media

Answer explanation

Fact: PR relies on earned media (e.g., news coverage, public mentions), while advertising pays for media placements.

What is a core principle in most PR codes of ethics?

• Profit maximization

• Manipulative persuasion

• Honesty and accuracy

• Guaranteed coverage

Answer explanation

Fact: Organizations like PRSA emphasize honesty, transparency, and the public interest in their ethical codes.

Which campaign was criticized for ethical insensitivity toward social justice movements?

• Dove’s Real Beauty Campaign

• Apple’s iPhone Launch Campaign

• Pepsi’s Kendall Jenner Ad

• Nike’s Colin Kaepernick Campaign

Answer explanation

Fact: Pepsi's ad trivialized protest movements, leading to backlash and withdrawal of the campaign.

Which of the following best represents truth and transparency in PR?

• Exaggerating results in a press release

• Issuing a correction when misinformation is identified

• Using hidden sponsorships

• Ignoring media inquiries during a crisis

Answer explanation

Fact: Transparency means admitting errors, sharing full information, and being responsive to stakeholders.

Ethics in PR are guided by which of the following organizations?

• Google

• PRSA (Public Relations Society of America)

• UNWTO

• AMA (American Marketing Association)

Answer explanation

Fact: PRSA provides a widely recognized Code of Ethics followed by PR professionals across the U.S. and internationally.