Font size
WorksheetsPublic Relations Mid-term exam
Total questions: 21
Worksheet time: 28mins
Compared to other marketing communications tools, PR is the:
average for generating trust & confidence
worst for generating trust & confidence
excellent at closing sales
best for generating trust & confidence
Public relations requires the purchase of media.
True
False
Sponsorship facilitates messages to:
internal audiences only
external audiences only
internal and external audiences
Which set of characteristics most accurately describe PR?
Low cost, high credibility, low control
High cost, low credibility, high control
High cost, high credibility, low control
Low cost, low credibility, high control
“Public relations” can be defined as:
a collection of techniques for persuading people to buy products they don’t need.
planned and continuous communication to provide information about an organization, issue or product to the public.
a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy.
planned and continuous communication to obscure the inadequacies of an organization or product.
Public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?
Internal communications always flow from the top of the organization down, and external communications always flow from the bottom to the top.
Internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company.
Internal communications always are carried out by e-mail, and external communications always are carried out through the mass media.
Internal communications keep company employees informed about the company, and external communications deal with investors, clients, customers or contributors.
Stakeholders in an organization are referred to (in public relations) as:
Publics
Markets
Customers
Investors
Which is NOT a major difference between advertising and public relations?
Advertising is addressed to external audiences
Public relations is broader in scope
PR-generated material must pass through media gatekeepers
Advertising is paid space and broadcast time
Public relations is viewed as less credible to audiences because messages in advertising are transmitted as intended by the source
According to RACE model, the execution phase of the public relations process is known as
propaganda
research
communication
planning
evaluation
Which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?
advertising
public relations
direct marketing
sales promotion
The PR strategic planning process should answer the following questions:
What do we want to achieve? (Objectives)
Who do we want to tell? (Target audience)
What do we want to say? (Key Message)
How are we going to say that? (What medium/media do we use to convey the message?)
How do we know we did it right? (Evaluate)
What do we want to achieve? (Objectives)
Who do we want to tell? (Target audience)
When should we do it?
How many steps are there in the PR strategic planning process?
5
6
7
8
Public relations practitioners develop, execute and evaluate organisational programs that promote the exchange of influence and understanding _____________
among an organisations constituent parts and publics
in an attempt to make sure organisational secrets are not leaked
so that hostile publics can be silenced
when initial attempts to cover up negative news fail
Public relations professionals interact with which groups?
employees
stockholders
customers
all of the above
Which area of public relations deals with emerging issues and their potential impact on an organization?
Public opinion
Public affairs
Lobbying
Issues Management
What are the 3 levels of a PR program's objectives?
SMART stands for:
S:......, M:......, A:..........., R:........., T:..........
Internal relationships consist of:
relationship between investors and the company
relationship between leaders and employees
relationship between investors and suppliers
relationship between competitors and the company
Public Relations use the external communications prepared by Corporate Communications to generate a_________________ of the company
A. static image
B. positive image
C. negative image
D. mobile image
Corporate Communications use emails, announcements, minutes of meetings, intranet as internal communication platforms
A. external communication
B. internal communication
C. disrupted communication
D. prolonged communication
STT, Lớp, Họ và tên
