Question 1

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:

Accepted Answer

A)  nonprobability sample. 
B)  benchmark survey. 
C)  random sample. 
D)  quota sample. 
E)  composite sample. 
A)  nonprobability sample. 
B)  benchmark survey. 
C)  random sample. 
D)  quota sample. 
E)  composite sample.

Question 2

Public relations research should be conducted

Accepted Answer

A)  before a campaign begins. 
B)  once a campaign is under way. 
C)  periodically throughout the campaign. 
D)  after the campaign ends. 
E)  All of the above. 
A)  before a campaign begins. 
B)  once a campaign is under way. 
C)  periodically throughout the campaign. 
D)  after the campaign ends. 
E)  All of the above.

Question 3

Planning is the first step in the four-step public relations process.

Accepted Answer

A) True 
 B)False

Question 4

budget is usually divided into two categories, which are:

Accepted Answer

A)  staff time and legislative windfalls. 
B)  staff time and out-of-pocket expenses. 
C)  debits and expenses. 
D)  internal and external. 
E)  strategic and ordinary. 
A)  staff time and legislative windfalls. 
B)  staff time and out-of-pocket expenses. 
C)  debits and expenses. 
D)  internal and external. 
E)  strategic and ordinary.

Question 5

The first element in public relations plan is a:

Accepted Answer

A)  calendar/timetable 
B)  development of strategies and tactics 
C)  setting of objectives 
D)  situation analysis 
E)  crafting of news releases 
A)  calendar/timetable 
B)  development of strategies and tactics 
C)  setting of objectives 
D)  situation analysis 
E)  crafting of news releases

Question 6

Mail questionnaires typically have low response rates.

Accepted Answer

A) True 
 B)False

Question 7

Considering the nine Management By Objectives (MBO) steps, media channel objectives refer to:

Accepted Answer

A)  the media channels recommended by your client. 
B)  what media gatekeepers are looking for in a news angle. 
C)  the optimal media channels for your target audience. 
D)  an increasing emphasis on social media. 
E)  sources and questions that interest the journalist. 
A)  the media channels recommended by your client. 
B)  what media gatekeepers are looking for in a news angle. 
C)  the optimal media channels for your target audience. 
D)  an increasing emphasis on social media. 
E)  sources and questions that interest the journalist.

Question 8

Public relations campaigns should be mostly targeted to the general public.

Accepted Answer

A) True 
 B)False

Question 9

Public relations programs should be directed to what kinds of audiences or publics?

Accepted Answer

A)  celebrities 
B)  anyone who will listen 
C)  specific and defined 
D)  the politically aware 
E)  none of the above 
A)  celebrities 
B)  anyone who will listen 
C)  specific and defined 
D)  the politically aware 
E)  none of the above

Question 10

Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?

Accepted Answer

A)  Objectives 
B)  Strategy 
C)  Tactics 
D)  Budget 
E)  Measurement 
A)  Objectives 
B)  Strategy 
C)  Tactics 
D)  Budget 
E)  Measurement

Question 11

Which of the following questions should one ask when establishing program objective?

Accepted Answer

A)  Does it really address the situation? 
B)  Will management approve of it? 
C)  Is it realistic and achievable? 
D)  Can its success be measured in meaningful terms? 
E)  All but B. 
A)  Does it really address the situation? 
B)  Will management approve of it? 
C)  Is it realistic and achievable? 
D)  Can its success be measured in meaningful terms? 
E)  All but B.

Question 12

As research technique, focus groups are widely used:

Accepted Answer

A)  For randomly selected subjects. 
B)  to help identify attitudes and motivations of important publics. 
C)  to carefully select participants based on expertise or influence. 
D)  To formulate or pretest message themes. 
E)  Both B and D. 
A)  For randomly selected subjects. 
B)  to help identify attitudes and motivations of important publics. 
C)  to carefully select participants based on expertise or influence. 
D)  To formulate or pretest message themes. 
E)  Both B and D.

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:

Public relations research should be conducted

Planning is the first step in the four-step public relations process.

budget is usually divided into two categories, which are:

The first element in public relations plan is a:

Mail questionnaires typically have low response rates.

Considering the nine Management By Objectives (MBO) steps, media channel objectives refer to:

Public relations campaigns should be mostly targeted to the general public.

Public relations programs should be directed to what kinds of audiences or publics?

Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?

Which of the following questions should one ask when establishing program objective?

As research technique, focus groups are widely used:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters

Exam 5: Research and Campaign Planning

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:

Public relations research should be conducted

Planning is the first step in the four-step public relations process.

budget is usually divided into two categories, which are:

The first element in public relations plan is a:

Mail questionnaires typically have low response rates.

Considering the nine Management By Objectives (MBO) steps, media channel objectives refer to:

Public relations campaigns should be mostly targeted to the general public.

Public relations programs should be directed to what kinds of audiences or publics?

Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?

Which of the following questions should one ask when establishing program objective?

As research technique, focus groups are widely used:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters