1. Which of the following best describes ‘earned media’ in PR?
A. Paid advertisements in newspapers.
B. Content created by the organization itself.
C. Mentions or coverage secured through editorial judgment, not payment.
D. Direct email marketing to customers.
2. Which term describes the practice of managing an organization’s communication during a crisis to mitigate damage and maintain public trust?
A. Brand advocacy.
B. Crisis communication.
C. Cause marketing.
D. Thought leadership.
3. A company’s annual report, which details its financial performance and future outlook, is a key tool for which area of PR?
A. Media relations.
B. Community relations.
C. Investor relations.
D. Consumer relations.
4. What is the role of an infographic in PR?
A. To provide lengthy, detailed historical accounts.
B. To present complex information or data in a visually appealing and easily digestible format.
C. To exclusively share customer complaints.
D. To serve as a legal disclaimer.
5. What is a key difference between Public Relations (PR) and Advertising?
A. Advertising is earned media, while PR is paid media.
B. PR focuses on building relationships, while advertising focuses on direct sales.
C. Advertising uses press releases, while PR uses television commercials.
D. PR is always more expensive than advertising.
6. What is the primary purpose of an organization’s ‘About Us’ page on its website from a PR perspective?
A. To provide detailed product specifications.
B. To showcase customer testimonials exclusively.
C. To communicate the organization’s mission, values, and history to the public.
D. To facilitate direct customer service inquiries.
7. When a PR professional aims to influence government policy or legislation, they are primarily engaging in:
A. Consumer relations.
B. Public affairs.
C. Investor relations.
D. Employee relations.
8. Which of the following is a primary objective of Public Relations (PR)?
A. To generate immediate sales revenue.
B. To build and maintain a positive public image and mutual understanding.
C. To control all media messaging directly.
D. To primarily focus on paid advertising campaigns.
9. Which PR tool is often used to build credibility and demonstrate expertise in a particular field?
A. Press kits.
B. Social media contests.
C. Thought leadership articles or speaking engagements.
D. Direct mail campaigns.
10. The practice of actively monitoring and responding to online conversations about a brand or organization is known as:
A. Search engine optimization (SEO).
B. Social media listening.
C. Content marketing.
D. Affiliate marketing.
11. A company launches a campaign to educate the public about a health issue related to its industry. This is an example of:
A. Crisis management.
B. Public affairs.
C. Public education campaign.
D. Financial PR.
12. When a PR professional tries to influence public policy or legislation, they are engaging in:
A. Media relations.
B. Crisis communication.
C. Lobbying.
D. Community relations.
13. A celebrity endorsing a product is a form of:
A. Public relations.
B. Advertising.
C. Both Public Relations and Advertising.
D. None of the above.
14. What is the primary function of a press kit (media kit)?
A. To offer discounts to potential customers.
B. To provide journalists with essential information about an organization or event.
C. To solicit direct sales leads.
D. To gather customer feedback.
15. When a company partners with a non-profit organization for a social cause, and this partnership is promoted, it is an example of:
A. Crisis management.
B. Corporate social responsibility (CSR) communication.
C. Investor relations.
D. Internal communications.
16. Which PR strategy is most effective for building long-term trust with a niche audience?
A. Mass media advertising.
B. Crisis management.
C. Targeted content and community engagement.
D. Aggressive sales tactics.
17. A company issues a press release to announce a new product launch. This is an example of which PR tactic?
A. Crisis management.
B. Media relations.
C. Lobbying.
D. Event sponsorship.
18. What does ‘media monitoring’ involve in PR?
A. Creating new media content.
B. Tracking and analyzing media coverage of an organization or its competitors.
C. Directly pitching stories to journalists.
D. Managing an organization’s social media accounts.
19. What is the primary purpose of a ‘call to action’ within a PR message?
A. To confuse the audience.
B. To encourage a specific response or behavior from the audience.
C. To provide background information only.
D. To discourage further engagement.
20. What is the main goal of internal communications in PR?
A. To attract new customers.
B. To inform and engage employees, fostering a positive organizational culture.
C. To manage relationships with investors.
D. To lobby government officials.
21. A PR professional is tasked with managing the company’s reputation during a period of significant change, like a merger or acquisition. This falls under which PR specialty?
A. Consumer relations.
B. Financial PR.
C. Corporate communications.
D. Public affairs.
22. Which of these is a common PR metric used to measure success?
A. Number of direct sales generated.
B. Website conversion rate.
C. Media impressions and sentiment analysis.
D. Customer acquisition cost.
23. A company issues a press release to announce a new product launch. What PR tactic is this?
A. Crisis management.
B. Media relations.
C. Lobbying.
D. Event sponsorship.
24. What does ‘stakeholder’ mean in the context of PR?
A. Only paying customers of a company.
B. Any individual or group that has an interest or concern in an organization.
C. Only employees of the organization.
D. Competitors in the same industry.
25. A company is facing negative publicity due to a product recall. What PR function is most critical in this situation?
A. Investor relations.
B. Crisis communication.
C. Public affairs.
D. Community relations.
26. What is the role of ‘social listening’ in modern PR?
A. To exclusively monitor brand mentions on Twitter.
B. To track and analyze conversations about the brand and industry across various online platforms.
C. To create automated responses to customer queries.
D. To manage paid social media advertising campaigns.
27. What is the purpose of a ‘media kit’ in PR?
A. To provide exclusive content to paying advertisers.
B. To offer journalists and media outlets comprehensive information about an organization or event.
C. To outline the company’s internal HR policies.
D. To showcase the company’s financial performance to investors.
28. Which of the following is an example of an ‘earned media’ in PR?
A. A sponsored social media post.
B. A television commercial.
C. A news article written by an independent journalist about the company.
D. A company’s own blog post.
29. What does ‘astroturfing’ refer to in the context of PR?
A. Promoting eco-friendly practices.
B. Creating a false impression of grassroots support for a cause or product.
C. Organizing outdoor events for the public.
D. Using natural materials in product packaging.
30. A company wants to target a specific demographic with its PR efforts. What is this demographic referred to as?
A. General public.
B. Target audience.
C. Stakeholder group.
D. Key opinion leader.
31. Which of the following is a key characteristic of effective PR messaging?
A. Being deliberately vague to avoid commitment.
B. Being truthful, accurate, and consistent.
C. Focusing solely on the company’s achievements without acknowledging challenges.
D. Using jargon and technical terms to sound authoritative.
32. Which of the following is an example of ‘internal PR’?
A. A press conference for journalists.
B. An employee newsletter announcing company updates and achievements.
C. A social media campaign targeting consumers.
D. A lobbying effort to influence legislation.
33. When dealing with a potential PR crisis, what is the first step a company should typically take?
A. Issue a denial immediately.
B. Gather all facts and assess the situation.
C. Launch a counter-advertising campaign.
D. Wait for the media to report on the issue.
34. Which PR tool is most effective for building long-term relationships with journalists?
A. Mass email blasts.
B. Personalized pitches and follow-ups.
C. Buying advertising space.
D. Creating viral social media content.
35. What is the difference between a spokesperson and a press secretary?
A. A spokesperson represents a company, while a press secretary represents a government official.
B. A press secretary is always more senior than a spokesperson.
C. There is no significant difference; the terms are interchangeable.
D. A spokesperson handles internal communications, while a press secretary handles external media.
36. Which of the following best describes the primary goal of Public Relations (PR)?
A. To generate direct sales and revenue.
B. To build and maintain a positive relationship and mutual understanding between an organization and its publics.
C. To create persuasive advertising campaigns.
D. To conduct market research and product development.
37. A PR campaign aims to influence government policy. This is an example of:
A. Consumer PR.
B. Public affairs.
C. Employee relations.
D. Media relations.
38. A company partners with a non-profit organization for a cause-related marketing campaign. What PR objective does this primarily serve?
A. Product development.
B. Crisis management.
C. Corporate social responsibility (CSR) and brand image enhancement.
D. Investor relations.
39. What is the main difference between advertising and PR?
A. Advertising is always more expensive than PR.
B. Advertising is paid for and controlled by the advertiser, while PR often relies on earned media and third-party credibility.
C. PR focuses solely on print media, while advertising uses all forms of media.
D. Advertising is about building relationships, while PR is about selling products.
40. What is the primary purpose of a ‘key message’ in a PR campaign?
A. To provide detailed technical specifications of a product.
B. To convey the most important points or arguments to the target audience.
C. To list all potential risks associated with the company.
D. To serve as a legal disclaimer.
41. What is the role of a ‘message platform’ in PR?
A. A digital tool for scheduling social media posts.
B. A set of core messages that an organization wants to communicate consistently to its publics.
C. A physical location for press conferences.
D. A database of media contacts.
42. Which of the following is an example of a ‘PR crisis’?
A. A successful product launch event.
B. A sudden and significant negative event that threatens an organization’s reputation and operations.
C. Regularly scheduled quarterly earnings reports.
D. A positive customer testimonial published online.
43. What does the term ‘stakeholder’ mean in the context of PR?
A. Only paying customers of a company.
B. Any individual, group, or organization that has an interest in or is affected by an organization’s actions.
C. Only government regulators and policymakers.
D. Competitors in the same industry.
44. A company is facing negative publicity due to an environmental incident. What PR tactic would be most appropriate in this situation?
A. Ignoring the issue and hoping it blows over.
B. Issuing a transparent statement acknowledging the incident, detailing corrective actions, and expressing commitment to environmental responsibility.
C. Launching a large-scale advertising campaign to distract from the negative news.
D. Blaming a third-party vendor without providing evidence.
45. What is the primary purpose of a media kit?
A. To provide detailed financial reports to investors.
B. To offer journalists comprehensive background information, high-resolution images, and contact details about an organization or event.
C. To showcase product pricing and discount offers.
D. To outline internal company policies and procedures.
46. A company launches a new sustainability initiative. Which PR message would be most effective?
A. We are now more sustainable than our competitors.
B. Our new initiative is designed to reduce our carbon footprint by 20% by 2025, contributing to a healthier planet through specific actions like implementing renewable energy sources and reducing waste by 15%.
C. Sustainability is important to us.
D. We are committed to environmental protection.
47. What is the strategic advantage of using ‘storytelling’ in PR?
A. It allows organizations to fabricate entirely fictional narratives.
B. It helps to emotionally connect with audiences, making messages more memorable and relatable.
C. It guarantees that all media coverage will be exclusively positive.
D. It reduces the need for any factual accuracy in communication.
48. Which of the following best describes the primary goal of Public Relations?
A. To maximize sales revenue through direct advertising efforts.
B. To build and maintain a positive public image and mutual understanding between an organization and its publics.
C. To control all media messaging through paid endorsements and sponsorships.
D. To exclusively focus on crisis communication and damage control after negative events.
49. When a company sponsors a local charity event, what PR objective is it primarily trying to achieve?
A. To directly sell more products at the event.
B. To enhance its corporate social responsibility (CSR) image and community goodwill.
C. To gain exclusive advertising rights in the event’s program.
D. To recruit new employees through direct outreach at the event.
50. What is the primary difference between internal and external PR?
A. Internal PR targets the general public, while external PR targets employees.
B. Internal PR focuses on employees and internal stakeholders, while external PR focuses on customers, media, and the general public.
C. Internal PR is only for non-profit organizations, while external PR is for corporations.
D. Internal PR uses only email, while external PR uses all other communication channels.
51. What is the primary difference between Public Relations and Advertising?
A. Advertising is always free, while PR requires payment.
B. PR focuses on earned media and building relationships, while advertising focuses on paid media to promote products/services.
C. Advertising aims to inform, while PR aims to persuade.
D. PR targets only internal stakeholders, while advertising targets external customers.
52. What is the primary benefit of building strong relationships with journalists?
A. Guaranteed positive coverage in every article.
B. Increased likelihood of obtaining fair and accurate media coverage.
C. Ability to dictate the content of news stories.
D. Elimination of the need for any other marketing activities.
53. Which PR campaign element involves assessing the effectiveness of the implemented strategies?
A. Research.
B. Planning.
C. Implementation.
D. Evaluation.
54. A PR professional is developing a communication strategy for a new product launch. What should be a key consideration?
A. Focusing solely on sensational headlines to grab attention.
B. Identifying target audiences, crafting key messages, and selecting appropriate communication channels.
C. Ensuring all messaging is identical across all platforms without adaptation.
D. Prioritizing paid influencer marketing over traditional media outreach.
55. When a PR professional uses an influencer marketing strategy, what is the primary objective?
A. To pay celebrities for direct product placement.
B. To leverage the credibility and reach of individuals with established audiences to promote a brand or message.
C. To bypass traditional media channels entirely.
D. To solely focus on generating user-generated content.
56. When analyzing the success of a PR campaign, what does ‘media impressions’ typically measure?
A. The number of positive comments received on social media.
B. The estimated reach or potential audience size exposed to a piece of media coverage.
C. The total cost of the PR campaign.
D. The number of direct sales generated from the campaign.
57. Which PR tool involves creating and distributing news-worthy information to media outlets?
A. Advertising.
B. Sales promotion.
C. Publicity (via press releases, media kits).
D. Direct marketing.
58. What does ‘thought leadership’ in PR refer to?
A. The ability to predict future market trends with perfect accuracy.
B. Positioning an individual or organization as an authoritative expert in their field, influencing public opinion and industry discourse.
C. Dominating social media platforms with constant promotional content.
D. Securing high-profile media interviews without prior preparation.
59. Which of the following is an example of ‘earned media’ in PR?
A. A paid advertisement in a magazine.
B. A sponsored social media post.
C. A news article written about your company based on a press release.
D. A flyer distributed at a trade show.
60. A PR professional is asked to manage the company’s social media presence. What is a crucial aspect of this role?
A. Posting irrelevant viral content to gain likes.
B. Engaging with followers, responding to comments and messages promptly, and maintaining brand voice.
C. Ignoring negative comments to maintain a positive image.
D. Automating all responses without human oversight.
61. A PR campaign aims to improve public perception of a company’s environmental practices. This is an example of:
A. Product placement
B. Brand advocacy
C. Corporate social responsibility (CSR) communication
D. Cause marketing
62. A PR campaign that aims to influence government policy is known as:
A. Community relations
B. Public affairs or Lobbying
C. Consumer relations
D. Stakeholder relations
63. Which of the following best describes the primary goal of Public Relations (PR)?
A. To increase sales figures directly through advertising.
B. To build and maintain a positive relationship between an organization and its publics.
C. To control and manipulate public opinion for short-term gain.
D. To exclusively focus on crisis communication during negative events.
64. What does ‘earned media’ refer to in the context of PR?
A. Media coverage that the organization paid for.
B. Media coverage that is generated through editorial or word-of-mouth influence, not paid advertising.
C. Internal company newsletters and reports.
D. Social media posts created by the company’s own employees.
65. What is the primary purpose of a media kit provided by a PR department?
A. To sell products directly to journalists.
B. To provide journalists with comprehensive information about an organization or event to facilitate news coverage.
C. To request advertising space in media outlets.
D. To gather contact information of potential customers.
66. Which PR tool is most effective for reaching a broad audience with a consistent message?
A. One-on-one media interviews
B. Press releases distributed to multiple media outlets
C. Internal company memos
D. Employee training sessions
67. A PR professional is tasked with managing a company’s reputation during a product recall. This falls under which core PR function?
A. Media relations
B. Crisis communication
C. Event management
D. Investor relations
68. A PR campaign that involves partnering with a charity for a social cause is an example of:
A. Financial public relations
B. Internal communications
C. Cause marketing
D. Government relations
69. What is the purpose of a SWOT analysis in PR planning?
A. To determine advertising budgets.
B. To identify Strengths, Weaknesses, Opportunities, and Threats relevant to the PR campaign.
C. To measure direct sales impact.
D. To negotiate media contracts.
70. A company uses social media to directly engage with its customers, respond to inquiries, and manage feedback. This is an example of:
A. Public affairs
B. Lobbying
C. Social media relations
D. Financial public relations
71. Which of the following is NOT considered a primary public for an organization?
A. Employees
B. Customers
C. Competitors
D. Investors
72. What is the primary role of Public Relations in the marketing mix?
A. To directly generate sales through discounts.
B. To build brand awareness, credibility, and positive relationships, supporting other marketing efforts.
C. To control product pricing strategies.
D. To manage distribution channels.
73. A company launches a new product and sends press releases to journalists, hoping for favorable news coverage. This activity is an example of:
A. Direct marketing
B. Sales promotion
C. Publicity
D. Personal selling
74. Which of the following is a characteristic of ‘thought leadership’ in PR?
A. Focusing solely on product features.
B. Presenting an organization as an expert and authoritative source in its industry.
C. Primarily engaging in customer complaint resolution.
D. Exclusively using paid advertising to promote brand awareness.
75. A company issues a statement to address a false rumor circulating online. This is an example of:
A. Press agentry
B. Reputation management
C. Crisis management
D. Issues management
76. What is the primary role of a spokesperson in PR?
A. To create advertising copy.
B. To manage the company’s social media accounts.
C. To be the official voice of the organization to the media and public.
D. To negotiate with suppliers.
77. Which PR strategy is best suited for building long-term trust with a specific community?
A. Mass advertising campaigns.
B. Community relations and engagement initiatives.
C. Aggressive sales tactics.
D. One-time media stunts.
78. What is the key difference between Public Relations and Advertising?
A. Advertising is always free, while PR requires payment.
B. Advertising uses paid media space to promote products/services, while PR focuses on earned media and relationship building.
C. PR targets only external audiences, while advertising targets internal employees.
D. Advertising is a one-way communication, while PR is always two-way.
79. When a PR professional analyzes media coverage to understand public perception, they are performing:
A. Media buying
B. Media monitoring and evaluation
C. Content creation
D. Brand positioning
80. Which PR tactic involves organizing events like press conferences or product launches?
A. Social media engagement
B. Content marketing
C. Event sponsorship
D. Event management
81. What is the term for unpaid media coverage generated by PR efforts, often referred to as ‘free publicity’?
A. Earned Media
B. Paid Media
C. Owned Media
D. Shared Media
82. The practice of building relationships with journalists and media outlets to secure favorable coverage is known as:
A. Media Relations
B. Investor Relations
C. Community Relations
D. Public Affairs
83. What is the significance of ‘thought leadership’ in modern PR?
A. Positioning individuals or organizations as experts in their field to build credibility and influence.
B. Focusing solely on negative publicity to create buzz.
C. Encouraging internal company communication only.
D. Disseminating factual information without any persuasive intent.
84. When evaluating the success of a PR campaign, which metric is LEAST likely to be a primary indicator?
A. Number of media mentions and their sentiment.
B. Website traffic and engagement metrics.
C. Direct sales figures directly attributable to PR.
D. Social media shares and comments.
85. Which of the following is a key difference between PR and advertising?
A. PR focuses on building relationships and credibility, while advertising focuses on direct selling and promotion.
B. Advertising always uses earned media, while PR uses paid media.
C. PR is primarily concerned with product features, while advertising is concerned with brand image.
D. Advertising is more about long-term relationships, while PR is about short-term sales boosts.
86. When a PR professional aims to influence public opinion about a specific issue or cause, they are engaging in:
A. Advocacy
B. Market Research
C. Product Development
D. Sales Forecasting
87. A PR campaign that aims to improve a company’s image after a public scandal is an example of:
A. Reputation Management
B. Product Launch
C. Event Sponsorship
D. Media Relations
88. A PR professional is asked to develop a strategy for a new brand launch. Which of these would be a foundational step?
A. Defining target audiences and key messages.
B. Purchasing advertising space.
C. Conducting a sales team training.
D. Analyzing competitor pricing strategies.
89. Which of the following is a component of ‘Owned Media’ in PR?
A. A company’s official blog or website.
B. A news article written by a journalist.
C. A tweet from an influential blogger.
D. A television commercial.
90. What does the term ‘stakeholder’ refer to in the context of PR?
A. Any individual or group that has an interest or concern in an organization.
B. Only paying customers of a company.
C. Employees who are shareholders in the company.
D. Competitors in the same industry.
91. What does the term ‘buzz marketing’ often involve in a PR context?
A. Creating excitement and conversation about a product or brand, often through unconventional or viral tactics.
B. Directly advertising products through radio and television.
C. Conducting formal market research surveys.
D. Developing detailed financial reports for investors.
92. A company issues a press release to announce a new product launch. What is the primary goal of this PR tactic?
A. To generate positive media coverage and inform the target audience.
B. To directly drive sales through immediate purchase incentives.
C. To gather competitive intelligence from journalists.
D. To solicit customer feedback on product features.
93. A PR professional is analyzing the potential impact of a new government policy on their organization. This falls under which PR specialization?
A. Public Affairs
B. Financial Relations
C. Consumer Relations
D. Brand Management
94. A company is facing a crisis. Which of the following is a crucial element of effective crisis communication in PR?
A. Transparency, speed, and empathy in communication.
B. Denying all allegations and blaming external factors.
C. Waiting for the crisis to resolve itself before commenting.
D. Communicating only with legal counsel and avoiding public statements.
95. Which PR concept emphasizes building positive relationships with local communities where a company operates?
A. Community Relations
B. Government Relations
C. Employee Relations
D. Customer Relations
96. Which PR tactic involves organizing events like press conferences, product launches, or sponsored galas?
A. Event Management
B. Media Monitoring
C. Public Opinion Polling
D. Crisis Planning
97. Which of the following best describes the core function of Public Relations (PR)?
A. To create and manage publicity and communication between an organization and its publics.
B. To directly sell products or services to consumers.
C. To conduct market research and analyze consumer behavior.
D. To manage advertising campaigns and media buying.
98. What is the primary objective of CSR (Corporate Social Responsibility) communication in PR?
A. To demonstrate the company’s commitment to ethical and sustainable practices.
B. To directly increase quarterly profits.
C. To lobby government officials for favorable regulations.
D. To recruit new employees through social media campaigns.
99. What is the purpose of a ‘media kit’ in PR?
A. To provide journalists with essential information, assets, and contacts about an organization or event.
B. To record conversations with media representatives.
C. To analyze the effectiveness of advertising campaigns.
D. To conduct competitive analysis of media coverage.
100. Which PR tool involves creating and distributing content across various online platforms to engage audiences and build brand authority?
A. Content Marketing
B. Direct Mail
C. Telemarketing
D. Point-of-Purchase Displays
