Question 1

A successful public relations strategy starts with a clear message.

Accepted Answer

A) True 
 B)False  True

Question 2

An organisation that ignores, rather than manages, problems or crises is referred to as

Accepted Answer

A)  irresponsible. 
B)  Incompetent. 
C)  low-transparency. 
D)  high-transparency. 
A)  irresponsible. 
B)  Incompetent. 
C)  low-transparency. 
D)  high-transparency. C

Question 3

Discuss the differences between the four models of communication. For each model, describe a public relations situation in which the model would be most appropriate.

Accepted Answer

The four models of communication are the linear, interactive, transactional, and transformational models. Each model has its own unique characteristics and is best suited for different types of communication situations.

The linear model of communication is a one-way process where a sender transmits a message to a receiver. This model is most appropriate for public relations situations where a company needs to disseminate information to a large audience, such as a press release or a public announcement.

The interactive model of communication involves a two-way exchange of information between a sender and receiver. This model is best suited for public relations situations where a company needs to engage in dialogue with its audience, such as social media interactions or customer service interactions.

The transactional model of communication views communication as a simultaneous process of encoding and decoding messages between two or more parties. This model is most appropriate for public relations situations where a company needs to build relationships and mutual understanding with its stakeholders, such as in crisis communication or community engagement efforts.

The transformational model of communication focuses on the impact of communication on individuals and society, emphasizing the potential for change and transformation. This model is best suited for public relations situations where a company wants to inspire and motivate its audience, such as in a corporate social responsibility campaign or a public service announcement.

In summary, each model of communication has its own strengths and is best suited for different public relations situations. Understanding the differences between these models can help public relations professionals effectively communicate with their target audiences.

Question 4

Public relations (PR) is concerned with

Accepted Answer

A)  the range of organisational activities required to keep a customer satisfied. 
B)  creating the organisation's public presence and influencing its publics to take some course of action. 
C)  marketing your image and building your organisation's structural base. 
D)  ensuring employees of the company are satisfied with the way business is conducted. 
A)  the range of organisational activities required to keep a customer satisfied. 
B)  creating the organisation's public presence and influencing its publics to take some course of action. 
C)  marketing your image and building your organisation's structural base. 
D)  ensuring employees of the company are satisfied with the way business is conducted.

Question 5

Running an event specifically designed to attract media coverage is an example of using 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 
A)  Press agentry/publicity model 
B)  Public information model 
C)  Two-way asymmetrical model 
D)  Two-way symmetrical model

Question 6

Mutually beneficial relationships with a public are built by

Accepted Answer

A)  listening and appeasing. 
B)  appreciating and empathising. 
C)  listening and responding. 
D)  consulting and defending. 
A)  listening and appeasing. 
B)  appreciating and empathising. 
C)  listening and responding. 
D)  consulting and defending.

Question 7

The inverted pyramid is useful because it leaves the reader with the most important information at the end of the story.

Accepted Answer

A) True 
 B)False

Question 8

Customer and other stakeholder perceptions should be gathered through research that is conducted in a face-to-face manner.

Accepted Answer

A) True 
 B)False

Question 9

Negotiation and collaboration are the most effective ways of dealing with issues that arise in an organisation.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not a step in the strategic management of public relations, according to Hunt and Grunig (1994)?

Accepted Answer

A)  Build a stable long-term relationship 
B)  Develop objectives 
C)  Conduct research 
D)  Select issues to which the organisation will respond 
A)  Build a stable long-term relationship 
B)  Develop objectives 
C)  Conduct research 
D)  Select issues to which the organisation will respond

Question 11

An organisation's publics will have similar styles influenced by local conditions.

Accepted Answer

A) True 
 B)False

Question 12

A media release should not be

Accepted Answer

A)  less than 500 words. 
B)  focused on one event or issue. 
C)  written in the inverted pyramid style. 
D)  inaccurate and verbose. 
A)  less than 500 words. 
B)  focused on one event or issue. 
C)  written in the inverted pyramid style. 
D)  inaccurate and verbose.

Question 13

Consider the image of an organisation you know well. Reflect on what you know and think about that organisation, and how it communicates with its stakeholders. Is the communication one- or two-way, and is it effective?

Accepted Answer

The organization I am familiar with is a

Question 14

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

Question 15

Large organisations usually have a consistent image.

Accepted Answer

A) True 
 B)False

Question 16

The effective use of social media in a crisis should be

Accepted Answer

A)  two-way symmetrical communication. 
B)  two-way asymmetrical communication. 
C)  one-way communication. 
D)  managed by the organisation. 
A)  two-way symmetrical communication. 
B)  two-way asymmetrical communication. 
C)  one-way communication. 
D)  managed by the organisation.

Question 17

When conducting a media interview, bridges are effective at

Accepted Answer

A)  diverting attention from the main point. 
B)  redirecting attention back to the key point. 
C)  linking questions. 
D)  emphasising a key promotional message. 
A)  diverting attention from the main point. 
B)  redirecting attention back to the key point. 
C)  linking questions. 
D)  emphasising a key promotional message.

Question 18

A media release should focus on a single issue.

Accepted Answer

A) True 
 B)False

Question 19

Media relations uses

Accepted Answer

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

Question 20

Organisations usually use only one model of public relations.

Accepted Answer

A) True 
 B)False

Exam 11: Public Relations

A successful public relations strategy starts with a clear message.

An organisation that ignores, rather than manages, problems or crises is referred to as

Discuss the differences between the four models of communication. For each model, describe a public relations situation in which the model would be most appropriate.

Public relations (PR) is concerned with

Running an event specifically designed to attract media coverage is an example of using which public relations model?

Mutually beneficial relationships with a public are built by

The inverted pyramid is useful because it leaves the reader with the most important information at the end of the story.

Customer and other stakeholder perceptions should be gathered through research that is conducted in a face-to-face manner.

Negotiation and collaboration are the most effective ways of dealing with issues that arise in an organisation.

Which of the following is not a step in the strategic management of public relations, according to Hunt and Grunig (1994)?

An organisation's publics will have similar styles influenced by local conditions.

A media release should not be

Consider the image of an organisation you know well. Reflect on what you know and think about that organisation, and how it communicates with its stakeholders. Is the communication one- or two-way, and is it effective?

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

Large organisations usually have a consistent image.

The effective use of social media in a crisis should be

When conducting a media interview, bridges are effective at

A media release should focus on a single issue.

Media relations uses

Organisations usually use only one model of public relations.

Communication Foundations

Interpersonal Communication

Emotional Intelligence: Managing Self and Relationships

Negotiation and Conflict Management

Intercultural Communication

Communication Across the Organisation

Leadership

Team and Work Group Communication

Effective Meetings: Face-To-Face and Virtual

Customer Engagement

Managing Big Data and Knowledge

Researching and Processing Information

Conducting Surveys and Questionnaires

Critical Thinking, Argument, Logic and Persuasion

Communicating Through Visuals

Oral Presentations and Public Speaking

Writing for the Professions

Writing Correspondence, Emails and Short Reports

Writing Long Reports

Writing Reflective Journals

Academic Writing

Social Media

Writing for the Web

The Job Search, Résumés and Interviews in the Digital Era

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