Course Introduction
Communication Ethics Final
Exam Questions
Communication Ethics examines the principles and values guiding responsible communication in personal, professional, and public contexts. This course explores ethical theories, frameworks, and real-world case studies to address challenges such as honesty, privacy, transparency, respect, and social responsibility in both traditional and digital media environments. Students will critically assess dilemmas faced by communicators and organizations, develop ethical decision-making skills, and consider the broader implications of communication on society, culture, and global citizenship.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox
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21 Chapters
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Page 2
Chapter 1: What Is Public Relations
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Sample Questions
Q1) Which best describes the relationship between public relations and marketing?
A) Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences, and stakeholders.
B) Marketing professionals are seen as subservient to more seasoned public relations practitioners.
C) Marketing professionals aren't generally concerned with stakeholders.
D) Neither is concerned with advertising initiatives.
Answer: A
Q2) What word(s)best defines public relations in the 21 century?
A) strategic
B) mutually beneficial C) tactical
D) image building
Answer: A
Q3) Public relations pays relatively well compared to other communication professions. A)True
B)False
Answer: True
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Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) Which is NOT a reason why public relations practitioners should use research with regard to reputation management?
A) social audits
B) communication audits
C) networking
D) environmental monitoring
Answer: C
Q2) Edward Bernays was known as the first influential person to coin or utilize the term "Public relations counsel."
A)True
B)False
Answer: True
Q3) Moss Kendrix was known for the saying "What the public thinks counts!"
A)True
B)False
Answer: True
Q4) Women constitute about 70 percent of all public relations practitioners.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) Which one of the following is a hallmark of public relations professional?
A) a sense of dependence
B) a concern for corporations' reputation, no matter what happens
C) a high loyalty to the employer of the moment
D) a sense of responsibility to society
Answer: D
Q2) What is the best-known think tank for public relations?
A) The Institute for Public Relations
B) PRSA
C) IABC
D) The PR Management Database
Answer: A
Q3) Society expects public relations practitioners to take on a role differentiation,as an advocate (as journalists would be considered objective).
A)True
B)False
Answer: True
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Page 5
Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) Grunig's IABC Foundation research study on "Excellence" notes all of the following about public relations EXCEPT
A) it helps the organization make money by cultivating relationships.
B) it repairs problems and regains lost revenue from bad relationships with publics.
C) it should replace marketing and advertising as financial liaisons for the company. D) it saves the organization money by reducing costs of litigation, regulation, and legislation.
Q2) Today's full-fledged public relations firms offer all of the following services EXCEPT A) symmetrical management. B) events management.
C) product promotion.
D) executive speech training.
Q3) The standard "markup" in public relations firms is 40-50 percent. A)True B)False
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Chapter 5: Research
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Q1) Which is NOT a popular,"acceptable" online database for a literature review?
A) Factiva
B) LexisNexis
C) Wikipedia
D) ProQuest
Q2) The most precise random sampling is usually done from A) lists that give the name of everyone in the targeted audience.
B) federal government agencies.
C) specialized public relations firms.
D) impetus from exploratory focus groups.
Q3) Gallup and Harris are popular government-based organizations.
A)True
B)False
Q4) Qualitative data is often called "soft" data.
A)True
B)False
Q5) Secondary research refers to data or information that originally comes from another source.
A)True
B)False
Page 7
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Chapter 6: Program Planning
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Sample Questions
Q1) The evaluation element of a plan relates directly back to A) the target audience.
B) stated objectives.
C) research.
D) program budget.
Q2) A stated objective should be evaluated by asking all of the following questions
EXCEPT
A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?
Q3) Systematic planning can prevent haphazard,ineffective communication.
A)True
B)False
Q4) You have been asked to fundraise for a campus organization that is new or "under the radar." Using concepts of planning ranging from situation and objectives to timetable and budget,write an annotated outline about steps you would take to reasonably achieve your primary goal,which is to raise funds.
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Chapter 7: Communication
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Sample Questions
Q1) Seeing an advertisement is an example of the "interest stage" of the adoption process.
A)True
B)False
Q2) According to Rogers,these individuals are often skeptical and somewhat resistant but eventually bow to peer pressure.
A) early adopters
B) late majority
C) laggards
D) early majority
Q3) Read several websites for both nonprofit and corporate organizations.Identify "nono's" in writing,such as clichés,euphemisms,and hype words,and try to replace with better terms that are more transparent and accurate.
Q4) Mass media have the most influence in what stages of the adoption process?
A) awareness and interest
B) awareness and trial
C) evaluation and trial
D) interest and evaluation
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Chapter 8: Evaluation
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Q1) Motivational objectives are more difficult to accomplish because
A) they lack the clarity of informational objectives.
B) of the trouble discerning that public relations accounted for the desired results rather than advertising and marketing.
C) there is high competition for available dollars.
D) of difficulty in counting attendance figures.
Q2) The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.
A)True
B)False
Q3) An effective readership-interest survey becomes more valuable when it is compared with the
A) measurable objectives.
B) circulation figures of a publication.
C) content analysis of a publication.
D) communication audit.
Q4) Monitoring blogs and chat groups is increasingly important in issues management.
A)True
B)False
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) Aristotle's concept of "ethos" deals with notion of credibility.
A)True
B)False
Q2) Psychographics are the attempt to classify people by lifestyle,attitudes,and beliefs.
A)True
B)False
Q3) The most difficult persuasive task is to
A) change or neutralize hostile opinions.
B) conserve favorable opinions.
C) crystallize latent opinions.
D) maintain goodwill among supporters.
Q4) Cultivation of key opinion leaders before a new product is publicly announced is important because
A) opinion leaders determine the timing and context of the new product announcement.
B) journalists rely on opinion leaders to provide objective judgments about the quality of the product.
C) journalists tend to be negative about any new product.
D) opinion leaders are the only way to reach the mass public.
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Q1) Justification tactics attempt to appease the public involved.
A)True
B)False
Q2) Litigation PR usually occurs at what stage in the conflict management life cycle?
A) recovery
B) reactive
C) strategic
D) proactive
Q3) How an organization responds in the first ____hour(s)often determines whether or not the situation remains an incident or becomes a crisis
A) 2
B) 12
C) 24
D) 48
Q4) Give a local or campus-wide example where an ingratiation strategy is necessary,and offer some specific actions to appease those publics.Then,cite an instance (and explain)where that strategy would be seen as "sucking up" and would be construed as counterproductive and/or insulting to a client or key publics.
Page 12
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Chapter 11: Reaching Diverse Audiences
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Q1) Which is most likely to interest the "baby boomer" generation?
A) social networking
B) self-actualization needs
C) health issues
D) interactive media
Q2) This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
Q3) This audience makes more than 80 percent of the household purchase decisions.
A) Generation X
B) men
C) middle-class
D) women
Q4) Cite an organization that has been "visionary" and proactive in targeting the Hispanic market.Note specific tactics and examples and what research may have been involved in the planning process.
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Page 13
Chapter 12: Public Relations and the Law
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Sample Questions
Q1) Government documents are in the public domain and cannot be copyrighted.
A)True
B)False
Q2) Companies try to sidestep FDA regulations by:
A) publicizing diseases.
B) providing full prescribing information.
C) using corporate speech.
D) not mentioning side effects of a particular drug.
Q3) Press releases are not considered commercial speech.
A)True
B)False
Q4) Providing advice or tacitly supporting an illegal activity of a client or an employer is known as
A) sabotage.
B) defamation.
C) misappropriation of personality.
D) conspiracy.
Q5) Using a doctor to endorse drugs not approved by the FDA is legal.
A)True
B)False
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Chapter 13: The Internet and Social Media
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Q1) Online readers can dig deeper into subjects that interest them by linking to information provided on websites.
A)True
B)False
Q2) From a public relations standpoint,a website is literally a distribution system in the blogosphere.
A)True
B)False
Q3) Which is NOT an important fact about the Internet?
A) Online readers can dig deeper into subjects that interest them.
B) It is cost-effective.
C) Its reach is worldwide.
D) Websites do not need to be interactive.
Q4) Individuals using smartphones spend most of their time:
A) texting
B) talking on the phone
C) accessing various apps
D) downloading material
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) The key to a successful news release when sent by e-mail:
A) using Word attachments.
B) including more details than the print release version.
C) to get to the point quickly.
D) accompanied by artwork/photography.
Q2) At a press party,the standard practice to make a "pitch" to media members is at the beginning of the socializing period.
A)True
B)False
Q3) Using generic words in a news release is fine.
A)True
B)False
Q4) What is integral to photo composition?
A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects
Q5) A print interview should generally last no more than 20 minutes.
A)True
B)False
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Chapter 15: Radio and Television
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Sample Questions
Q1) Radio public service announcements should be written in upper-case form.
A)True
B)False
Q2) "B-roll" refers to
A) anchor's use of sound bites.
B) sound to accompany suggested footage.
C) footage that doesn't make the final newscast.
D) video submitted by a practitioner.
Q3) There are a number of websites,mostly negative,"media watchdog" sites,which profile the use of video news releases.Watch examples of an original VNR,and then how the VNR was used by one or more local affiliate network stations.Note ethical considerations from a media standpoint,and how successful the organization or company was in exposing a positive message.
Q4) A booker would also be known as
A) executive producer.
B) host.
C) community relations director.
D) talent coordinator.
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Chapter 16: Meetings and Events
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Sample Questions
Q1) Getting people to attend a convention requires
A) an appealing program.
B) a contest.
C) a digital management tool.
D) all of the above.
Q2) Celebrity Source is a service that works with organizations to find celebrities for promotional events.What is the value of this type of service?
Q3) Liability insurance should be secured:
A) Only for events of 50 people or more.
B) Only if there is a chance that people could be injured.
C) Always, unless there is a blanket liability policy.
D) Only for fundraising events.
Q4) A (n)____ are meetings intended to gather and exchange information,meet other people with similar interests,discuss and act on common problems,and enjoy recreation and social interchange.
A) cocktail reception
B) convention
C) plant tour
D) trade show
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Chapter 17: Corporations
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Sample Questions
Q1) Product recalls:
A) build social capital with media
B) are easy to rebound from
C) test the patience of customers
D) show that a corporation is concerned about consumers
Q2) The refusal to buy the products or services of an "offending" company is a
A) corporate crisis strategy.
B) recall.
C) boycott.
D) media relations tactic.
Q3) Cause-related marketing combines for-profit companies and
A) government agencies.
B) opinion leaders.
C) media gatekeepers.
D) nonprofit organizations.
Q4) Marketing communication refers to:
A) any PR activity.
B) supporting the marketing and sales objectives of a business.
C) marketing the company's communication efforts.
D) corporate marketing.
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Chapter 18: Entertainment, Sports, and Tourism
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Q1) Celebrity reputation damage can be minimized if:
A) celebrities listen to seasoned PR counselors.
B) celebrities avoid sticky situations.
C) situations are dealt with in a timely manner.
D) once the damage is done, it's done.
Q2) A key word in travel public relations is:
A) transportation
B) packaging
C) discounts
D) freebies
Q3) The largest percentage of cruise passengers,especially longer voyages,are families.
A)True
B)False
Q4) The term press agent is still used primarily
A) on Broadway.
B) in Hollywood.
C) by producers.
D) by actors.
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Page 20
Chapter 19: Politics and Government
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Q1) More than twenty public/government information specialists whose primary duty is to work with moviemakers and TV producers are employed by
A) the White House.
B) American Screen Actors Guild.
C) Congress.
D) the Pentagon.
Q2) Press secretaries act as gatekeepers.
A)True
B)False
Q3) One of the largest spenders on lobbying in Washington is Google.
A)True
B)False
Q4) One of the largest public affairs operations in the federal government is the U.S.Department of Agriculture.
A)True
B)False
Q5) Politicians usually support government spending on public relations.
A)True
B)False
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Chapter 20: Global Public Relations
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Q1) Which of the following is a basic objective for U.S.firms working for foreign governments?
A) change attitudes and behaviors of dissident factions
B) to change public opinion
C) increase nationalism
D) decrease trade tariffs
Q2) Deriving "implicit" meanings rather than from "strict content" is indicative of this situation.
A) mixed-motives
B) high context
C) low context
D) Western
Q3) Established in 1953 by President Eisenhower,this was the primary agency involved in shaping America's image abroad.
A) American Public Information
B) Creel Committee
C) United States Information Agency
D) Voice of America
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Chapter 21: Nonprofit, Health, and Education
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Q1) Which one of the following is a trade association?
A) Automobile Manufacturers Association
B) American Consumer Foods Association
C) American Library Association
D) National Association of Home Builders
Q2) The most rich source for donations in higher education is generally considered to be
A) alumni.
B) sports fan.
C) state legislators.
D) lottery funds.
Q3) This office is primarily responsible for the prestige and financial support of an educational institution.
A) registrar
B) president's office
C) development
D) public relations
Q4) American Red Cross is an example of a social service agency.
A)True
B)False
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