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Câu 1: According to the widely accepted definition by James Grunig and Todd Hunt, what is the core function of public relations?

A. Generating direct sales and revenue through promotional campaigns
B. Managing communication between an organization and its publics
C. Purchasing media space to ensure message control
D. Creating manipulative propaganda to mislead the general audience

💡 Lời giải chi tiết:

According to the classic definition in 'Managing Public Relations' (1984), PR is fundamentally described as the management of communication between an organization and its publics. Kết luận Lý giải Managing communication between an organization and its publics

Câu 2: In the 'RACE' acronym used in PR planning, what does the 'A' represent?

A. Advertisement
B. Affiliation
C. Action
D. Assessment

💡 Lời giải chi tiết:

Developed by John Marston, the RACE acronym stands for Research, Action, Communication, and Evaluation, where Action involves strategic programming and implementation. Kết luận Lý giải Action

Câu 3: Which PR model focuses primarily on 'one-way' communication used to disseminate factual information without seeking feedback?

A. Two-way symmetrical model
B. Press agentry/publicity model
C. Public information model
D. Two-way asymmetrical model

💡 Lời giải chi tiết:

The public information model, pioneered by Ivy Lee, uses one-way communication to distribute accurate information to the public. Kết luận Lý giải Public information model

Câu 4: What is the primary difference between Public Relations and Advertising?

A. PR relies on earned media while advertising uses paid media
B. Advertising is always ethical while PR is inherently manipulative
C. PR only targets internal audiences while advertising targets external ones
D. There is no difference as both have the same operational methods

💡 Lời giải chi tiết:

According to common industry standards, advertising involves paying for space and time, whereas PR focuses on building relationships and gaining earned coverage. Kết luận Lý giải PR relies on earned media while advertising uses paid media

Câu 5: Which value in the PRSA Code of Ethics emphasizes 'providing a voice in the marketplace of ideas' to aid informed public debate?

A. Expertise
B. Advocacy
C. Independence
D. Fairness

💡 Lời giải chi tiết:

The PRSA Code of Ethics defines Advocacy as serving the public interest by acting as responsible advocates for those represented. Kết luận Lý giải Advocacy

Câu 6: In crisis communication, what is the 'Golden Hour' concept?

A. The hour before a product launch is announced to the media
B. The time spent celebrating a successful PR campaign
C. The critical period immediately following a crisis to issue a response
D. The best time of day to send a press release for maximum reach

💡 Lời giải chi tiết:

In modern PR, the 'Golden Hour' refers to the immediate window after a crisis strikes where an organization must respond to control the narrative. Kết luận Lý giải The critical period immediately following a crisis to issue a response

Câu 7: When using the 'Inverted Pyramid' style for a press release, where should the most important information be placed?

A. In the concluding paragraph
B. In the middle body paragraphs
C. At the very beginning of the release
D. In the 'About the Company' boilerplate section

💡 Lời giải chi tiết:

The inverted pyramid structure dictates that the most essential news elements (Who, What, When, Where, Why) appear at the top. Kết luận Lý giải At the very beginning of the release

Câu 8: Which of the following is a key objective of 'Investor Relations'?

A. Managing relations between the organization and the financial community
B. Increasing employee turnover to reduce payroll costs
C. Distributing free samples to general consumers
D. Designing visual logos for new product lines

💡 Lời giải chi tiết:

Investor Relations (IR) specifically handles communication with shareholders, analysts, and the financial sector to maintain stock confidence. Kết luận Lý giải Managing relations between the organization and the financial community

Câu 9: What does the 'S' in SMART objectives stand for in PR strategic planning?

A. Spontaneous
B. Strategic
C. Specific
D. Sustainable

💡 Lời giải chi tiết:

SMART objectives must be Specific, Measurable, Achievable, Relevant, and Time-bound to be effective for evaluation. Kết luận Lý giải Specific

Câu 10: According to the Barcelona Principles 3.0, which statement is true regarding PR measurement?

A. Advertising Value Equivalencies (AVEs) are the gold standard of PR value
B. Social media measurement should focus only on likes and shares
C. AVEs are not the value of communication
D. Qualitative data should be completely ignored in favor of quantitative data

💡 Lời giải chi tiết:

The Barcelona Principles, updated in 2020, explicitly state that AVEs do not measure the value of public relations or communication. Kết luận Lý giải AVEs are not the value of communication

Câu 11: Which PR model aims for 'mutual understanding' and uses communication to change the attitudes of both the organization and its publics?

A. Two-way symmetrical model
B. One-way asymmetrical model
C. Press agentry model
D. Publicity model

💡 Lời giải chi tiết:

The two-way symmetrical model focuses on dialogue and relationship building to achieve balance between an organization and its stakeholders. Kết luận Lý giải Two-way symmetrical model

Câu 12: What is 'Lobbying' in the context of PR?

A. The act of greeting visitors in a company's reception area
B. Attempting to influence the decisions of government officials
C. Organizing internal parties for employee retention
D. Conducting market research on competitor pricing

💡 Lời giải chi tiết:

Lobbying is a specialized area of PR that involves direct communication with legislators and regulators to influence public policy. Kết luận Lý giải Attempting to influence the decisions of government officials

Câu 13: 'Boilerplate' in a press release refers to which of the following?

A. The catchy headline at the top
B. The contact information for the PR representative
C. standard paragraph about the company's background
D. The date and location of the news event

💡 Lời giải chi tiết:

A boilerplate is the standard 'About Us' section found at the end of a press release providing consistent background information. Kết luận Lý giải A standard paragraph about the company's background

Câu 14: What is the primary focus of 'Issues Management'?

A. Waiting for a crisis to happen before taking any action
B. Identifying and addressing emerging trends or concerns before they become crises
C. Managing the internal printing issues of a marketing department
D. Increasing the price of products to manage supply issues

💡 Lời giải chi tiết:

Issues management is a proactive PR function that monitors the environment to anticipate and mitigate potential threats to the organization. Kết luận Lý giải Identifying and addressing emerging trends or concerns before they become crises

Câu 15: In PR research, what is the difference between 'Primary' and 'Secondary' research?

A. Primary research is done first while secondary is done last
B. Primary research involves original data collection while secondary uses existing data
C. Primary research is for external publics while secondary is for internal
D. Primary research is always qualitative while secondary is always quantitative

💡 Lời giải chi tiết:

Primary research is original work (like surveys or focus groups) specifically for the problem at hand, while secondary research uses previously collected data. Kết luận Lý giải Primary research involves original data collection while secondary uses existing data

Câu 16: Which term describes the process of integrating PR, advertising, and marketing into a cohesive brand message?

A. Fragmented Brand Communication
B. Integrated Marketing Communications (IMC)
C. Subliminal Messaging Strategy
D. Decentralized Public Relations

💡 Lời giải chi tiết:

IMC is the strategic coordination of various communication tools to ensure clarity, consistency, and maximum impact. Kết luận Lý giải Integrated Marketing Communications (IMC)

Câu 17: Which news value refers to the significance of an event based on its geographical closeness to the audience?

A. Timeliness
B. Prominence
C. Proximity
D. Conflict

💡 Lời giải chi tiết:

Proximity is a news value where events occurring locally are considered more newsworthy to a local audience than distant events. Kết luận Lý giải Proximity

Câu 18: What is 'Media Relations' primarily concerned with?

A. Buying commercials on television
B. Building and maintaining relationships with journalists and editors
C. Hiring actors to play the role of company executives
D. Blocking all journalists from accessing company information

💡 Lời giải chi tiết:

Media relations involves managing the interaction between the organization and the news media to secure positive coverage. Kết luận Lý giải Building and maintaining relationships with journalists and editors

Câu 19: In the context of PR, what is a 'Public'?

A. Any group of people who share a common interest in or are affected by an organization
B. Only the people who have already purchased a company's product
C. The general population of a country with no specific segments
D. The employees of a competing company only

💡 Lời giải chi tiết:

In PR theory, a 'public' is a group of stakeholders that has a specific relationship or shared interest with the organization. Kết luận Lý giải Any group of people who share a common interest in or are affected by an organization

Câu 20: Which type of PR research uses non-numerical data like interview transcripts or open-ended responses?

A. Quantitative research
B. Experimental research
C. Qualitative research
D. Statistical research

💡 Lời giải chi tiết:

Qualitative research seeks to understand the 'why' and 'how' through in-depth, non-numerical analysis. Kết luận Lý giải Qualitative research

Câu 21: What is 'Corporate Social Responsibility' (CSR) in the field of PR?

A. legal requirement to pay maximum taxes to the government
B. The practice of organizations taking responsibility for their impact on society and the environment
C. strategy to hide unethical behavior through secret donations
D. The internal process of assigning tasks to corporate employees

💡 Lời giải chi tiết:

CSR involves voluntary corporate actions that benefit society, which in turn helps build a positive organizational reputation. Kết luận Lý giải The practice of organizations taking responsibility for their impact on society and the environment

Câu 22: In digital PR, what is the significance of a 'Backlink' from a high-authority news site?

A. It is a virus that damages the company's server
B. It improves the company's Search Engine Optimization (SEO) and credibility
C. It is a bill that the company must pay to the news site
D. It automatically deletes the company's social media accounts

💡 Lời giải chi tiết:

Digital PR focuses on gaining links from reputable sites to boost organic search rankings and online authority. Kết luận Lý giải It improves the company's Search Engine Optimization (SEO) and credibility

Câu 23: Which of the following describes 'Spin' in PR, a practice often criticized by ethical professionals?

A. Providing transparent and honest information during a crisis
B. Manipulating or biasing information to portray a situation in a favorable light
C. Using physical exercise to relieve stress in the workplace
D. Rotating the company's logo to make it look more modern

💡 Lời giải chi tiết:

Spin is the pejorative term for a form of propaganda that uses deceptive or highly biased interpretation of an event. Kết luận Lý giải Manipulating or biasing information to portray a situation in a favorable light

Câu 24: What is 'Internal Relations' primarily focused on?

A. Building relationships with the organization's employees
B. Managing the company's relationship with international suppliers
C. Investigating the internal financial records of competitors
D. Advertising to people who do not yet work for the company

💡 Lời giải chi tiết:

Internal relations, or employee relations, focuses on engaging and informing staff to build morale and alignment with corporate goals. Kết luận Lý giải Building relationships with the organization's employees

Câu 25: What is the primary goal of a 'Media Pitch'?

A. To demand that a journalist be fired for negative coverage
B. To persuade a journalist to cover a specific story or topic
C. To pay a journalist to write a review of a new product
D. To provide a journalist with a list of the company's competitors

💡 Lời giải chi tiết:

A pitch is a concise personalized message to a reporter suggesting a story idea that is relevant to their beat. Kết luận Lý giải To persuade a journalist to cover a specific story or topic

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