Home › MCQs › Journalism / Mass Communication › Question #6379
Back to Questions
Journalism / Mass Communication QUESTION #6379
Question 1
In the Public Relations four-step process described by Cutlip, Center, and Broom (1994), which step corresponds to the question 'What should we do and say, and why?'
  • Step 1: Defining Public Relations Problems (Situational/SWOT Analysis)
  • Step 2: Planning and Programming (Strategy)✔️
  • Step 3: Taking Action and Communicating (Implementation)
  • Step 4: Evaluating the Program (Assessment)
Correct Answer Explanation

Cutlip, Center, and Broom's Four-Step PR Process is a widely used framework for structuring public relations campaigns:

  1. Step 1 — Defining PR Problems: Situational/SWOT analysis. Answers: “What's happening now?”
  2. Step 2 — Planning and Programming: Strategy development. Answers: “What should we do and say, and why?”
  3. Step 3 — Taking Action and Communicating: Implementation. Answers: “How and when do we do and say it?”
  4. Step 4 — Evaluating the Program: Final assessment. Answers: “How did we do?”

Tools used in this process include focus groups, surveys, interviews, press releases, brochures, web sites, media packs, video news releases, news conferences, and in-house publications. The four-step framework reflects the scientific approach to PR — treating communication as a planned, measurable process rather than ad hoc publicity.