Test Bank

Chapter 13: Careers

Multiple Choice

1. Why is it important to continually learn, grow and adapt as a PR professional?

a. Our future job may not yet be created.

b. Our clients will be checking on it.

c. It is likely that we will be fired otherwise.

d. Professional licensing will soon be required.

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Knowledge

Answer Location: What Skills and Experiences Do We Need to Work in Public Relations?
Difficulty Level: Easy

2. What is one of the most important types of literacy that seasoned PR professionals would advise students to gain to succeed in the profession?

a. creative

b. business

c. graphic

d. text

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Application

Answer Location: Business Literacy
Difficulty Level: Hard

3. Having diversity literacy means that ______.

a. you will be qualified to work anywhere

b. your firm will become expert in this area

c. your employer will be state-approved

d. fresh ideas and perspectives can emerge

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Comprehension

Answer Location: Diversity Literacy
Difficulty Level: Medium

4. Of the following, which is true of paid internships versus unpaid internships?

a. They are often located in larger cities.

b. They are more difficult and challenging.

c. They are fairer and more valuable.

d. They are more likely to lead to a job.

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Knowledge

Answer Location: Internships
Difficulty Level: Easy

5. Which of the following terms is associated with personal branding?

a. reputation

b. membership

c. fellowship

d. corporation

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Comprehension

Answer Location: Personal Branding
Difficulty Level: Medium

6. When searching for PR positons, it is important to know that ______.

a. most employers will require an internship

b. you will need to examine job titles closely

c. you should not contact employers unless invited

d. if the job is advertised, it is probably too late

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Analysis

Answer Location: What Types of Careers Does Public Relations Offer?
Difficulty Level: Medium

7. If you asked a PR professional to describe his/her career, which of the following words would he/she likely use?

a. negative and stressful

b. soft and routine

c. exciting and challenging

d. technical and scientific

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Application

Answer Location: Traditional Roles and Job Titles
Difficulty Level: Hard

8. The most common path to a public relations career is through a(n) ______.

a. fellowship

b. connection

c. advertisement

d. internship

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Knowledge

Answer Location: Intern
Difficulty Level: Easy

9. How does the role of an account executive differ from that of an intern?

a. greater responsibility

b. payment for work

c. heavier work week

d. more travel required

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Comprehension

Answer Location: Account Executive
Difficulty Level: Medium

10. The work of a public relations coordinator typically centers on a(n) ______.

a. agency

b. brand

c. product

d. client

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Analysis

Answer Location: PR Coordinator
Difficulty Level: Medium

11. If you have been assigned to a specific account or client for a specific reason, what is your likely job title?

a. account executive

b. public relations coordinator

c. account specialist

d. public relations director

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Application

Answer Location: Account Specialist
Difficulty Level: Hard

12. An account director takes on a(n) ______ and ______ role in public relations.

a. managerial; strategic

b. external; liaison

c. internal; employee

d. technical; writing

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Analysis

Answer Location: Account Director
Difficulty Level: Medium

13. Of the following, which is unique to the role of strategic communication manager?

a. a liaison role with internal employees

b. expertise in writing and design

c. an advanced college degree

d. work with related disciplines

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Application

Answer Location: Communication Manager
Difficulty Level: Hard

14. The role of publicist is synonymous with that of ______.

a. social media manager

b. media relations specialist

c. crisis communication expert

d. employee team builder

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Comprehension

Answer Location: Media Relations Specialist/Publicist
Difficulty Level: Medium

15. Which position is one of the most important roles in public relations?

a. community liaison

b. account specialist

c. copywriter

d. graphic designer

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Analysis

Answer Location: Copywriter
Difficulty Level: Medium

16. As you contemplate your future PR roles and job titles, it is important to remember these are constantly ______.

a. evolving

b. disappearing

c. combining

d. refining

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Application

Answer Location: New and Emerging Roles and Job Titles
Difficulty Level: Hard

17. Where do content creators focus their efforts?

a. within the writing realm

b. across all platforms

c. mostly in graphic design

d. on external publics

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals

Cognitive Domain: Comprehension

Answer Location: Content Creator
Difficulty Level: Medium

18. A social media manager focuses on ______ the brand, while a social media community manager is concerned with ______ for the brand.

a. creating; working

b. diversifying; arguing

c. building; advertising

d. being; advocating

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals

Cognitive Domain: Analysis

Answer Location: Social Media Community Manager
Difficulty Level: Medium

19. Brands such as Adobe, L’Oréal, and Whole Foods see considerable value in ______.

a. stakeholder management

b. crisis communication

c. influencer relations

d. shareholder value

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Application

Answer Location: Influencer Relations Specialist
Difficulty Level: Hard

20. What is one of the most important decisions we will make as PR professionals?

a. type of employer

b. range of salary

c. location of job

d. mix of clients

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Knowledge

Answer Location: How Do We Decide Where to Work?
Difficulty Level: Easy

21. Ideally, one should work in an environment that fosters ______.

a. hard work and competition

b. mentorship and education

c. fun and creative chaos

d. a “client is boss” mentality

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Knowledge

Answer Location: Understand Work Environments and Cultures
Difficulty Level: Easy

22. Depending on organizational structure of your employer, your PR work may be housed ______.

a. in your own home

b. in the Human Resources office

c. among different departments

d. within different disciplines

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Analysis

Answer Location: Be aware of organizational structures--and where PR happens
Difficulty Level: Medium

23. Of the following, which is an advantage of working for a large agency?

a. wide range of experience

b. boutique client specialties

c. long-term job security

d. opportunity to write

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Knowledge

Answer Location: Consider large agencies
Difficulty Level: Easy

24. Suppose that you are an independent, free-thinking individual who loves working for yourself. You also love developing and promoting new products and services. What is your best PR career option?

a. freelance

b. boutique agency

c. entrepreneurial

d. corporation

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Application

Answer Location: How Do We Decide Where to Work?
Difficulty Level: Hard

25. As an aspiring PR professional, you are finishing your last year of college and are determined to break into the job market in your city. How can you gain an edge over competing graduates?

a. pay for a headhunter

b. travel elsewhere and learn

c. enter a graduate program

d. develop a “side hustle.”

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Building a Career in PR?
Difficulty Level: Hard

True/False

1. What it means to be a PR professional has evolved over the last few years.

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Knowledge

Answer Location: What Skills and Experience Do We Need to Work in Public Relations?
Difficulty Level: Easy

2. Writing skills, once a major PR responsibility, have diminished in importance.

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Comprehension

Answer Location: What Skills and Experience Do We Need to Work in Public Relations?
Difficulty Level: Medium

3. Failure to join a professional PR organization will probably result in missed career opportunities.

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Comprehension

Answer Location: Memberships in Professional Organizations
Difficulty Level: Medium

4. The major downside to internships is that they are unpaid.

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Knowledge

Answer Location: Intern
Difficulty Level: Easy

5. The work of public relations coordinators takes place with one client at a time.

Learning Objective: 13-1: Identify the current employment landscape in public relations

Cognitive Domain: Knowledge

Answer Location: PR Coordinator
Difficulty Level: Easy

6. Communication managers focus their work on many different channels.

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Comprehension

Answer Location: Communication Manager
Difficulty Level: Medium

7. If you are a content creator, you will spend most of your time writing.

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Comprehension

Answer Location: Content Creator
Difficulty Level: Medium

8. Social media managers focus on being the brand, while social media community managers work on advocating for the brand.

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Knowledge

Answer Location: Social Media Community Manager
Difficulty Level: Easy

9. Working in influencer relations mostly requires you to have strong people skills.

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Knowledge

Answer Location: Influencer Relations Specialist
Difficulty Level: Easy

10. As a PR professional, choosing a work setting is among the most important career decisions you will make.

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Comprehension

Answer Location: How Do We Decide Where to Work?
Difficulty Level: Medium

11. Access to mentorship and education at work is a benefit, but a highly competitive workplace is a stronger advantage.

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Knowledge

Answer Location: Understand work environments and cultures
Difficulty Level: Easy

12. Many PR professionals have built successful long-term careers as freelancers.

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Comprehension

Answer Location: Explore freelance or consultancy options
Difficulty Level: Medium

13. In the public relations field, career advancement is all about what you know.

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Knowledge

Answer Location: It’s not only about what you know, but who you know (and who knows you)
Difficulty Level: Easy

Essay

1. Categorize PR skills and literacies required for entry into the field, and explain how they complement one another.

Learning Objective: 13-2: Explore skills needed to work in public relations.

Cognitive Domain: Analysis

Answer Location: What Skills and Experience Do We Need to Work in Public Relations?
Difficulty Level: Medium

2. Discuss the major considerations of choosing and working in an internship if you are a student of public relations.

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Application

Answer Location: Internships
Difficulty Level: Hard

3. Compare the role and function of a communication manager to that of a publicist.

Learning Objective: 13-1: Identify the current employment landscape in public relations.

Cognitive Domain: Analysis

Answer Location: What Types of Careers Does Public Relations Offer?
Difficulty Level: Medium

4. Point out the key differences between the role of a social media manager and that of a social media community manager.

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Analysis

Answer Location: New and Emerging Roles and Job Titles
Difficulty Level: Medium

5. You are a fresh public relations graduate. You have completed an internship, built a solid network, and feel ready to enter the job market. How do you decide on the best work setting for you?

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Application

Answer Location: How Do We Decide Where to Work?
Difficulty Level: Hard

6. Compare the advantages of working for a large agency to those of working for a smaller boutique agency.

Learning Objective: 13-3: Understand your options for working in public relations.

Cognitive Domain: Analysis

Answer Location: How Do We Decide Where to Work?
Difficulty Level: Medium

7. If you are an emerging PR student or professional, what are some ways that you can build and expand your professional network?

Learning Objective: 13-4: Discuss emerging new expectations for PR professionals.

Cognitive Domain: Application

Answer Location: What Are Best Practices For Building a Career in Public Relations?
Difficulty Level: Hard