CONFIDENTIAL MC/JAN 2013/PR0410/421/458

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UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE PRINCIPLES OF PUBLIC RELATIONS/PUBLIC

RELATIONS
COURSE CODE PR0410/421/458
EXAMINATION JANUARY 2013
TIME 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of three (3) parts : PART A (1 Question)

PART B (30 Questions)
PART C (3 Questions)

2. Answer questions from all three parts.

i) Answer PART A and PART C in the Answer Booklet. Start each answer on a new
page,
ii) Answer PART B in the Objective Answer Sheet.

3. Do not bring any material into the examination room unless permission is given by the
invigilator.

4. Please check to make sure that this examination pack consists of:

i) the Question Paper

ii) an Answer Booklet - provided by the Faculty
iii) a Objective Answer Sheet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 8 printed pages
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PART A (20 marks)

QUESTION 1

Write short notes on FIVE (5) of the following terms:

a) Press agentry
(4 marks
b) Edward L. Bernays
(4 marks
c) Communication Audit
(4 marks
d) Press Conference
(4 marks
e) Employee Relations
(4 marks
f) Latent public
(4 marks
g) P.T Barnum
(4 marks
h) Boundary spanners
(4 marks

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PART B (30 marks)

Answer ALL questions.

1. is reported to have created the first corporate communications

department in 1889.

A. George Westinghouse
B. Ivy Lee
C. Amos Kendall
D. Matthew Knowlton

2. The most common type of non-profit organisation is in the area of .

A. health and human services

B. education
C. arts and culture
D. children

3. The relationship between journalists and public relations practitioners is one of

A. deep rooted hatred

B. shared animosity
C. mutual dependence
D. disrespect

4. Editors, are sometimes labeled as by PR practitioners because of

their role in filtering information they receive- using some to form content and throwing
some away.

A. press agents
B. news directors
C. gatekeepers
D. publishers

5. What is the most common type of research process performed by public relations
practitioners?

A. content analysis
B. copy testing
C. experimental design
D. survey

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6. is another way to look at how people process and accept information.

A. Diffusion theory
B. Information recognition
C. Interest
D. Evaluation

7. explains why some groups are active on a single issue,

others are active on many issues, and others are generally uninterested.

A. Action assembly theory

B. Social exchange theory
C. Elaborated likelihood model
D. Situational theory of publics

8. Organisations with do not seek information on relationships with

publics; but instead operate on past history or the preferences of decision makers.

A. no public relations department

B. open systems
C. stakeholders
D. closed systems

9. Edward L. Bernay's first book was titled " ".

A. Public Relations and Propaganda

B. Winning Friends and Influence People
C. Crystallizing Public Opinion
D. The Process of Persuasion

10. The term propaganda can be traced to ancient .

A. Rome
B. Greece
C. Asia
D. Egypt

11. Which of the following is not controlled media?

A. corporate newsletter
B. daily newspaper
C. sales brochure
D. organisation's website

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12. The main difference between public relations and advertising is .

A. media selected to carry messages

B. audiences for messages
C. payment for message placement in media
D. employment of research to tailor messages to an audience

13. is written or printed words that hold a person up to hatred,

ridicule, contempt or spite.

A. Slander
B. Libel
C. Harassment
D. Copyright infringement

14. cover the names of businesses and businesses products.

A. Contracts
B. Trademark laws
C. Copyright laws
D. Defamation laws

15. His 1906 Declaration of Principles was the first code of ethics for public relations.

A. Elmer Davis
B. Edward Bernays
C. Arthur Page
D. Ivy Lee

16. Which of the following is not an informal research technique?

A. Focus Groups
B. Surveys
C. Casual Monitoring
D. Record Keeping

17. public relations involves anticipating needs and planning to meet goals.

A. Reactive
B. Operational
C. Tactical
D. Proactive

18. Public relations is a function that helps achieve organisational

objectives, defines philosophy, and facilitates organisational change.

A. marketing and promotions

B. leadership and management
C. reactionary and intuitive
D. media and paid-placement

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19. is often labeled as the 'father of public relations'.

A. Ivy Lee
B. Edward Bernays
C. Amos Kendall
D. John D. Rockefeller

20. Public relations people use the following terms to talk about persuasion: awareness,
attitude, behaviour and .

A. Beliefs
B. Action
C. Reflection
D. Cognition

21. The first step in selecting audiences in planning requires that you .

A. determine the target audience

B. assess attitudes of the target audience
C. analyse opinions of target audiences
D. identify and categorise stakeholder groups

22. How public relations professionals in corporations, counseling firms and nonprofit
organisations help promote effective communication among employees and between
line employees and top management is known as .

A. employee relations
B. employee communication
C. internal communication
D. all of these

23. Which of the following statements is not true about agenda-setting?

A. The mass media will lead publics to focus on some significant issues.
B. The mass media tell people what to think about and not how to think.
C. Newspaper and television news are most influential medium for agenda setting.
D. Agenda setting in mass media is set by the government.

24. Which of the following is an example of using secondary research?

A. Surveying local opinion leaders on perceptions of your organisation.

B. Asking employees to fill out a "greatest concerns" questionnaire to gauge internal
audiences
C. Reviewing Nielsen ratings for popular programme to determine the best time to
advertise
D. Conducting an experiment to determine the best format for a client Web site.

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25. Which of the following falls under corporate organisation?

A. The Red Crescent Society of Malaysia

B. Malaysia Airlines
C. PEMADAM
D. Greenpeace

26. A practitioner who copies information from an online newspaper and forwards it to
stockholders must consider the implications of the action in terms of .

A. libel
B. privacy
C. copyright
D. trademark

27. Since the earliest times public relations has been seen as the planned effort to
influence .

A. media content
B. purchase decisions
C. corporate understanding
D. public opinion

28. When evaluating the impact of certain programmes, practitioners measure the number
of people who .

A. change their opinion

B. receive the message
C. attend to the message
D. are exposed to messages

29. Public Relations practitioners should give journalists materials .

A. in a form that makes their use in the media easier.

B. in a form that requires proper attribution of the PR practitioner.
C. in a form that only states the positive attributes of an organisation
D. in a form that requires the journalists to do follow-up work with the organisation

30. Reporters often visit to look for information concerning a company's

background, history, executive speeches, and product information.

A. television news anchor

B. a local library
C. SEC Web site
D. a company Web site

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PART C (50 marks)

Answer TWO (2) questions only.

QUESTION 1

a) What do you understand by the "situational theory of publics" as explained by James

Grunig?
(10 marks)

b) Discuss the concept of "publics" in public relations by using the "situational theory of
publics".
(15 marks)

QUESTION 2

a) Why is planning important in public relations? List the reasons given by Lattimore.
(10 marks)

b) The textbook lists down twelve (12) elements of planning in public relations.
Elaborate on FIVE (5) of these elements.
(15 marks)

QUESTION 3

a) How would you define ethics? Why does the practice of public relations invite ethical
evaluation?
(10 marks)

b) Discuss ways in dealing with the media during a crisis.

(15 marks)

END OF QUESTION PAPER

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