APR Practice Questions

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If a public relations agency issues a news release that attributes libelous statements to a company spokesperson, the PR agency writer.... (Select one)

(Select one) A. could not be held accountable on the same basis as the organization he or she represents. B. could be held accountable on the same basis as the organization he or she represents. C. would not have to apologize to the company he or she represents. D. could claim lack of knowledge of the subject matter as an excuse. Answer: B

Your boss has put you in charge of a campaign to gain more foster parents in a certain region. She suggests that you start with a situation analysis. Which elements below would be part of this: Choose 3.

A. A description and history of the foster care program. B. A list of key allies in your region. C. A list of the strategies your director thinks should be included in the plan. D. A SWOT Analysis. Answer: A, B and D

You are a community affairs officer for The Clean Air Campaign. As part of your outreach, you have met with various companies in the Miami area to participate in a telework program that gives employees the opportunity to work from home one day a week. Research has shown that it not only reduces air pollution but promotes a more productive workforce. A major corporation has decided to participate and has selected a group of employees to test the program. Not all employees are eligible due to the nature of their job and the need to be on site to perform their duties. Management of the corporation contacts the participants and gives them guidelines to follow. Three months into the program, you want to evaluate how employees are responding to the program by obtaining qualitative data through informal research. Which method would you select? Choose one.

A. Analyze the Clean Air "log your commute" database. B. Post a poll on the company's intranet with closed-ended questions. C. Conduct a focus group with two groups of participants. D. Conduct a telephone survey based on random sampling. Answer: C

You are the communications director for a state regulatory agency. Interviews are being conducted for a strategic communications manager in your department. As part of the interview process, candidates are required to take a multiple choice quiz about the RPIE process. There is a question included on the quiz to identify the difference between a strategy and a tactic. Select two responses which explain the purpose of a strategy.

A. Approach aiding in the accomplishment of the PR plan's objective. B. Actions that enable the PR plan's goal to be achieved. C. Road map used to implement the plan. D. Activities implemented to reach the plan's objective. Answer: A and C

At 4:15pm on Thursday, November 2, the FDA calls Company A to tell them that a product that it makes is dangerous to the public and they are in the process of preparing a press release that will go out over the AP wire around 6:30pm tonight.Company A calls you and asks for your help.What are the first two things you would do:

A. Ask Company A if it has a crisis plan and when they last updated it B. Media train the spokesperson C. Advise Company A to assemble its crisis team D. Analyze the situation and determine what type of crisis this is Answer: A and D

You have been brought on as the new Communications Director for a local nonprofit. You are briefed that the majority of the organization's current base of customers and financial support has come from the same group of people with little change for three or four decades. As the organization's board of directors is very passionate about showing appreciation for those who have supported the museum for such a long time, they tend to make decisions that cater to that public. How would you advise them?

A. Commend their commitment to the organization's relationship with those supporters and suggest they continue focusing decision making as they have. B. Affirm the importance of maintaining the relationships they've been focused on, but also encourage the board to compromise to allow for building relationships with younger audiences. C. Educate the board on the current and projected changes in the cultural and business climate, and emphasize the importance of setting communications goals that are forward focused. D. Suggest they shift from focusing on that public to basing decisions on reaching a younger public for the future success of the museum. Answer: B and C

You are developing a PR plan for a state agency focusing on parent education and child care issues and to educate a targeted community of parents on the process of choosing child care. How would you evaluate the degree to which your plan has been successful. [Choose 2]

A. Compile and present a list of media coverage garnered during the awareness campaign. B. Interview a sample of parents within the target audience who have used the services. C. Report on the number of parents using the agency's services prior to the implementation of the plan and compare to usage during and following implementation. D. Interview a sample of parents within the target audience who have NOT used the agency's services. Ask a short series of questions to assess their understanding of and perceptions of child care. Answer: B and D

Identify the qualities of consensus: (select two)

A. Consensus does not require that everyone be in complete agreement B. Often the final decision is different from anyone's original idea C. Consensus gives everyone an equal voice Answer: A and B

You assign your intern the job of finding a royalty-free image to illustrate a blog. She brings back a great photo - it's from BING images. What law do you talk to her about?

A. Copyright B. Plagiarism C. Slavish copyright D. Defamation-libel Answer: A

You are requesting funds for an 'online pressroom.' Which benefit do you identify as a justification. [Select one]

A. Cuts down on work for the practitioner. B. Eliminates the need to create one-on-one relations with the media. C. Online press rooms are available 24 hours a day. D. A press room will results in more media hits for your company. Answer: C

You are the public affairs bureau chief for an environmental agency. New legislation was passed during the 2014 legislative session to implement a program which would place electronic billboards on state-owned lands to generate revenue for the maintenance of public lands. A PR firm will be hired to facilitate stakeholder engagement and marketing to ensure successful implementation of the legislation. You are leading the selection committee to hire the PR firm. Select two responses which identify the criteria to consider when evaluating the most appropriate messages in the proposed PR plans submitted with the proposals.

A. Ethical responsibility to our client or employer. B. Ability to reach and influence target audiences to achieve desired objectives. C. Organization mission, values, goals and objectives. D. Return on investment. Answer: A and C

A potential client approaches your firm wanting you to handle their new product line relating to work shoes. A current client is a competitor of this potential client in other product lines, but does not sell shoes. How should you handle this request?

A. Express your gratitude but do not accept this new business. B. Take the new business but do not reveal any information about this partnership. C. Drop your current client because the new client is expected to bring in more profit margin. D. Accept the new client for this product line because it does not conflict with your current client's products that have under contract. Answer: D

You are considering research and someone asks: What are the disadvantages of surveys? [Select 3]

A. It is easy for people to give habitual responses. B. People may not answer all questions. C. People can remain anonymous. D. Open-ended questions will be difficult to quantify. Answer: A, B and D

You are likely to provide public relations counsel to management, clients or fellow employees during your career in public relations. There are many consulting skills that are necessary for you to possess as a Public Relations profession. Identify three skills:

A. Leadership in setting an example for others to follow. B. In-depth knowledge of the issue to be addressed. C. Management of the ground/individual requesting consultation. D. Flexibility in facilitating change or adapting to changing needs. Answer: A, B and D

The city of Anywhereville wants to launch a major recycling program and wants to encourage residents to participate. The program director is focused on immediately rolling out the program and beginning communications activities. What is your first step?

A. Listen to your boss and brainstorm tactics to start implementing immediately B. Develop a rationale and recommend primary research before the program begins C. Start reaching out to key influencers to get them on board D. Hold a focus group to collect information about residents' attitudes toward recycling Answer: B

Public relations is comprised of many sub-specialties. Which of the following is not a public relations function? (Choose one)

A. Media Relations B. Government Relations C. Labor Relations D. Investor Relations Answer: C

You are the Public Relations Director for a Global Reinsurance Company. Your company insures many of the oil rigs in the Gulf of Mexico. Following the disaster on April 20, 2010, online reviews and feedback from Gulf Coast residents are negatively impacting your business's reputation. The President asks your team to "fix the problem" immediately. What do you do?

A. Meet with your team to evaluate the crisis situation to determine the primary cause of discontent. B. Immediately issue a series of press releases indicating the positive impact your company has in the region. C. Instruct your team to gather any information they can about the individuals posting the negative criticism so you can address them individually. D. Complete a SWOT analysis to ascertain your companies weaknesses and threats during the days following the initial crisis. Answer: A

Edward Bernays labeled the period of PR development when lessons of behavior sciences were being applied to public relations practice the time of: Choose one.

A. Mutual adjustment B. Mutual understanding C. Public be damned D. Public be informed Answer: B

Which of the following methods is best used to be ensure all parties agree on the final decision? Choose one.

A. Negotiation B. Consulting C. Agenda Setting D. Consensus Building Answer: D

You are the owner of your own public relations firm and juggle five clients on your own. You decide to hire two student interns to assist you in managing your clients' needs. In order to save funds, you decide to offer school credit as compensation. You contact your local university's mass communication school and confirm that the school will grant course credit for the internships. After a few weeks, the interns become valuable team members, whose responsibilities include writing press releases for clients, updating websites, monitoring and updating social media platforms and assisting at after-hour events. You bill your clients for the work you preform as well as the interns'. Is it unethical for you to offer college credit for this internship? Choose the best answer.

A. No, the interns are not only gaining college credit, but also valuable experience and real work examples for a professional portfolio. B. Yes, the interns are preforming work generally done by employees and which benefits your business. C. No, when offered the position the interns understood and agreed that they were not entitled to wages, but only college credit. D. Yes, because you are asking the interns to work outside of normal school and work hours. Answer: B

You have volunteered to do public relations work pro-bono for your child's private school. The school is Blue Ribbon school with a population of 250 students, grades K -8. The teacher-parent relationships are very informal and the school emphasizes a personal, community environment. However, over the past three years, the percentage of volunteers has declined from 92% to 85% in 2011 and down to 75% in 2013. At your first meeting with the principal, what do you suggest to address this problem? Choose one.

A. Send out a plea, written in the form of a letter from the Principal who is loved by all, to all incoming families relaying the stats and asking them to pitch in. After all, the best way to get involved is to volunteer and personal communication goes a long way, especially in this environment. B. Use the latest technology to reach your audience. Your own assumptions (and those of the Principal) are telling you that sending out a mass email with a link to "sign up genius" will certainly get the families to volunteer. After all, communications these days happens on the go and as a parent yourself, this is quick, easy and accessible solution. C. Sit down with the Principal and outline a communications plan to include a complete and comprehensive set of goals, objectives, strategies and tactics. This will get the ball rolling and put your plan in place to get new volunteers and revive former volunteers. D. Systematically gather information about the problem and conduct an environmental scan of the situation. Suggest conducting an informal online survey and other informal research activities to really understand the issue. Answer: D

You are the Director of Marketing & Communications for a private school and as you arrive at work a coworker is madly gesturing at you to come quickly through the door because a "Lockdown" has just been called. What do you do first? Choose one.

A. Take shelter and hide in the nearest lockdown location B. Proceed to the Headmaster's Office to confer with the Crisis Team and Police C. Check your phone for text or email messages from your Supervisor D. Draft an email to all staff explaining the need for the lockdown Answer: B

You are interviewing for a public relations position. The interviewer asks how you define public relations. Your answer is:

A. The art of creating a positive image of your organization and controlling that message through multiple communication channels. B. Making and keeping positive relationships with your organization and the public by showing common interests. C. It's a management function that creates and maintains symbiotic relationships between your organization and the groups you need for success. D. It is a balance of being transparent enough with the public to keep good relations while maintaining the secrets your organization needs to remain competitive. Answer: C

On your first day as PR Director, you are told the company has a good crisis plan. Which situation would be best?

A. The team has practiced it and memorized exactly what to do step by step. B. Upper management has accepted the plan and know exactly what to do. C. Your predecessor brainstormed all the potential scenarios and has a different response for each. D. Management has a basic guideline in place that will work for several scenarios,it has been rehearsed and distributed to a team of responders. Answer: D

Management at the organization you work for is disappointed in the response to a recent communications plan implemented to improve media relations among local newspapers and television reporters, producers and editors in the community. They come to you for answers. What is/ are potential reasons for the failed campaign you should keep in mind as you evaluate the program? [Choose three.]

A. The theory behind the program was flawed - management and PR had unrealistic expectations. B. Initial evaluation processes were flawed and did not capture the true results from the program. C. The media misinterpreted the relationship with the company; did not respond properly. D. Implementation of the program was flawed; incorrect audiences were identified and sent messages. Answer: A, B and D

You have been hired to work in the internal communications department. After researching the culture of your organization, you find it represents a high power distance. The CEO would like the company to function on a low power distance culture. What are two tactics to achieve this objective?

A. To build morale, offer a team building retreat for managers. B. Develop a company blog for employees to post questions for the CEO to respond. C. Establish an anonymous employee advisory board to advise management on ways to accomplish short-terms company goals. D. Send a survey to stakeholders to gather feedback to develop an internal communications plan. Answer: B and C

When is Fair Disclosure under the Security and Exchange Commission mandatory? [Select one]

A. When non-public information is released to a rating agency by a senior company official B. When information is release to the media by a public relations representative C. When non-public information is release privately and intentionally to a securities analyst, investment manager or a stockholder by a senior company official or investor/public relations representative D. When information is released to customers and suppliers by an investor representative Answer: C

You start a Facebook page for a hospital birthing center. Several people "Like" your page and start posting comments about wonderful experiences they have had in your birthing center. You share them with your VP of Women's and Children's Services, who immediately says she wants to use those comments as testimonials on the hospital website. Choose one.

A. You contact each of the people who posted positive comments and ask for their written permission to use their comments on the hospital website. B. You use the comments on the hospital website, but leave out the names of those who posted them to protect patient information and privacy. C. You post a request on the hospital Facebook page, thanking people for their support and asking them to send you their comments for the hospital website. D. You do not post the comments, but you do link to them from the hospital website. Answer: C

Which outcome, from the evaluation phase of public relations planning, documents the impact a program had on its stakeholders? Choose one.

A. the quality of the messages and activities B. the number who change attitudes and opinions C. the number who responded to communications D. the number of messages and activities implemented Answer: B

When writing non-threatening questions for a survey it is important to remember open-ended questions give you data much faster and enable you to quantify results. True or False.

Answer: False

You are escorting local print reporters to cover U.S. Army Ranger students during a training exercise, part of an outreach program to garner support for the unit. A storm breaks out while en route to the training area and you let reporters wait in the car with an instructor until the storm lets up. When you return to the car, you learn that the reporters overheard a radio transmission about three students reporting dizziness and loss of consciousness after a nearby lightning strike. Four years earlier, a Ranger student died after being struck by lightning. The reporters want all details, including names of the students affected, ages, units and hometowns.

As a PR professional representing the Rangers, what do you do? A. Tell the reporters that, since this is a military incident and a matter of security, you cannot confirm or deny the incident even occurred. B. Tell the reporters that you will provide information on the incident once the details and students' conditions are known, but will not release the names of the students at this time due to privacy concerns. C. Tell the reporters that due to privacy regulations, you cannot provide any further information, but provide them with all background information about the death of the student 4 years earlier. D. Provide the reporters with all relevant information. Answer: B

A regional news station has just reported that several people got food poisoning after eating the "good & fit combo" at a store. A supplier has notified management that ranch dressing it delivered to several stores earlier in the week might be tainted.

As the PR Director, what would you do? Select Three. A. Notify stores to discontinue use of the questionable ranch dressing. B. Issue a statement that your supplier delivered tainted ranch dressing and that people who ate it should seek medical attention. C. Issue a statement that the company is aware of the problem and is taking action to prevent further incidents. D. Set up a hotline Answer: A, C and D

You are a public relations professional for a public school district that will be implementing a 1:1 technology initiative at its high school in the upcoming school year. As part of the initiative, every high school student will receive a portable learning device (Chromebook) to use in school and at home.Although planning and training is going on this year, many teachers are not taking advantage of it, are unaware that it is happening or mistrust the fidelity of the initiative. As the PR professional, choose two objectives that would be appropriate for this communication plan.

As the PR professional, what objectives would be appropriate for this communication plan? Choose two. A. Provide biweekly electronic updates on the 1:1 technology initiative to all high school staff beginning six months prior to the rollout of the devices to students. B. Six months prior to the rollout of the devices to students, 90 percent of all high school staff members will be aware of the 1:1 technology initiative. C. Create a 1:1 technology section on the website that includes a staff subsection devoted to professional development, updates on the process of the rollout and other tips for transformational instruction. D. Engage with high school staff in person and digitally to increase awareness of the 1:1 technology initiative. E. Within three months of the rollout of the devices to students, 75 percent of the high school staff will have an improved attitude about the 1:1 technology initiative. Answer: B and E

For the past five years, the county solid waste director and recycling coordinator have been trying to get more people to recycle to extend the life of the local landfill. They want to raise recycling rates to 25%, but so far have been unsuccessful in reaching that goal. The two of them have come up with a new strategy of having the local school system send a blast email every Wednesday to all parents, students and school employees to encourage them to recycle more. As the school district's communications director, you have requested a meeting with them to discuss the problem and possible messaging solutions.

As the PR professional, you should suggest they do the following: A. Instead of sending a weekly email, they should send a daily email to all stakeholders promoting the county's recycling efforts. B. The county should launch a research campaign to determine why more people aren't recycling and then formulate a plan of action based on the outcome of the research. C. Instead of using email blasts that often get discarded as junk, the county should come up with a catchy, trendy message to promote recycling and that message should be posted on billboards throughout the community and on social media. D. You suggest getting students involved to brainstorm messaging options and then allow the students to design the marketing materials to keep costs low. Answer: B

You work for a large restaurant chain, Frank's, with hundreds of employees in various locations. A few minor stories have been published that some employees of Frank's are posting negative reviews about Frank's biggest competitor on review sites to bring down competitor's rankings and in online forums without disclosing their work affiliation. Even though they used their personal accounts, you are concerned that this reflects negatively on Frank's and comes off as a dirty tactic.

As the head of PR, you (select three): A. Talk with the CEO about taking disciplinary action against the employees who made the comments. B. Working with the legal department, incorporate ethics into the onboarding process. C. Disseminate a document stating the company's social media/internet comment policy. D. Hold a press conference on how the company failed to educate its employees on its social media policy and how it is now working to do better. E. On the intranet and internal newsletter, share stories of employees who positively emulate the company's values. Answers: B, C and D

You are the communications director for a public school system. The Board recently hired a new Superintendent (CEO) who joins the district from a rural county with fewer than 5,000 students. Your Superintendent asks you to develop a communications plan with the goal of increasing the district's parent outreach on social media. She shares with you that in her former district, 65 percent of residents followed the district's Facebook and Twitter accounts. You manage the district Facebook and Twitter accounts, but your follower numbers are less than 10 percent of your known parent population (30,000).

As you begin to develop your plan, what research method would provide you with the most accurate baseline data? Choose one. A. Develop and launch a survey for a random sampling of 1,067 parents. B. Develop and launch a social media survey and send by mail to a random sampling of 300 parents. C. Set up parent-based focus groups to discuss district Facebook and Twitter accounts. D. Complete a communications audit on current social media use to better streamline messaging. Answer: A

You are the public relations director for a small public school system in a large city. The district's board of education has decided against renewing its contract with a high school principal. The situation is confidential until the board decides on making its announcement. The principal is considered to be well-liked so there are concerns about backlash among some students, parents and teachers. To ensure leadership continues at the school, the board hired a new principal. Two years earlier, the newly hired principal was fired from another district. The story was covered in the media. You have been asked to develop a communication plan. You work closely with HR to ask questions and get a better understanding of the concerns. Your state is an at-will employment state, which means employers can terminate employees at any time without giving a reason, and employees may also leave a job at any time. District policy is that employment decisions are not public record and cannot be discussed. The policy aligns with state law. The board of education's explanation for its decision not to renew the contract is philosophical differences, not performance.

As you do your research to understand the depth of the situation, what skills will you need to influence a positive outcome for the school and district? [Choose 1] A. Conflict resolution B. Agenda-setting C. Persuasion D. Strategic conflict management Answer: C

You work at a public relations firm and your client is a lighting and power company. With the holiday season coming up, you have been asked to put together a communications plan to increase consumer awareness of the client's new line of LED holiday Christmas lights. You have a significant budget and would like to conduct formal research methods to determine the level of interest of your target audiences and the most effective communication tools to reach them.

Based on your available options, which research methods should you select? Pick two. A. You review your proposed target audiences and determine the local university would provide candidates to survey. You then put together a list of questions that are approved by the client. You talk to the university and coordinate to conduct six focus groups with the students and faculty members. B. You put together an opportunity statement and draft your goal and target audiences. You then develop questions with the intent to ask random shoppers who fall into the demographic of your target audience at the nearby shopping mall. C. You meet with your client and he asks you to conduct a media analysis to review media reports on the company and its competitors to determine any media opportunities that may exist. D. You hire a research agency to assist with developing survey questions and a test group to conduct a telephone survey. You plan to take the insights from this survey to refine your communication objectives and communication strategies. Answer: A and C

Who bases their approach on agenda setting theory, which says the amount of mass media coverage subsequently determines public perception of the relative importance of topics and people?

Choose one answer: A. Publicity Agents B. Press Agentry C. Public Affairs Agents D. Issues Managers Answer: B

You are the public relations director for an integrated health care facility. The director of the Wellness Department has requested your help with a new tobacco cessation program they have launched. The goal of the program is to eliminate the use of tobacco and vaping products by teenagers.

Choose the best first objective for the tobacco cessation program's communication plan. (Choose one) A. The number of local high school students who think there is a great risk of harm in smoking one pack of cigarettes a day will rise from 54 percent to 78 percent by May 2020. B. To develop a series of internet radio advertisements targeting teens and featuring popular musicians talking about how tobacco and electronic vaping products steal their voice. C. To cut the number of students in local high schools who use tobacco (10.9 percent) or electronic vaping products (15.7 percent) in half by May 2020. D. To raise awareness of the risks involved with tobacco and electronic vaping products to 95 percent by May of 2020. Answer: A

BFI has recently expanded its broadcast operations and presence in the global marketplace with the acquisition of a new facility in South America. This increased capacity will help the company enter new markets with high-end technology. With this growth, the company sets a new goal to be recognized as a leading provider of digital media services. Choose two strategies that will support the goal.

Choose two strategies that will support the goal. A. Highlight value-added broadcast resources worldwide. B. Gain media coverage about the acquisition in Latin American markets. C. Exhibit at industry tradeshow this Fall. D. Demonstrate company's expertise through speaking engagements at industry events. Answer: A and D

You have just been promoted to the investor relations manager at a publicly traded company. Part of your responsibilities include putting out the quarterly earnings press release with a goal of earning mentions in 2 national publications and 8 regional publications. You review past releases and realize that some have not followed the best standards provided by the FEI and NIRI.

From the options below, what items must be included (pick 2). A. Discussions of significant enterprise phenomena. B. A detailed analysis of the EPS. C. The headline should highlight the GAAP and/or pro forma earnings per share D. A full cash flow report. Answer: A and C

You are a public relations specialist for a publicly traded, international clothing company tasked with writing the earnings press release to accompany the annual report of the fiscal year that ended last week. As you're working on your release, your boss brings you a report detailing an issue with one of your major suppliers in Europe. The report says that major structural deficiencies have been found in the supplier's manufacturing plant. The building was shut down immediately and will have to remain closed for at least six months.

How do you handle this information? Pick two: A. Don't mention it in your earnings press release since you are addressing the year that just ended. B. Include a brief analysis of this issue in your earnings press release, providing a framework for how it will be addressed in the MD&A. C. Include this issue as part of a SWOT analysis in your earnings press release. D. Recommend to your boss that your company send out a news release that day specifically addressing the issue with the supplier and the impact the plant closure is expected to have on your company. Answer: B and D

How do you respond? A. You contact each of the people who posted positive comments and ask for their written permission to use their comments on the hospital website. B. You use the comments on the hospital website, but leave out the names of those who posted them to protect patient information and privacy. C. You post a request on the hospital Facebook page, thanking people for their support and asking them to send you their comments for the hospital website. D. You do not post the comments, but you do link to them from the hospital website. Answer: C

One of your local schools has been shut down for cleanup efforts due to the presence of toxic black mold. While dealing with fallout of parental complaints, employee complaints, and media inquires, you discover that there are bigger problems at this school due to a "toxic culture" that has been established by the principal. Her lack of communication with various publics has damaged her credibility. The black mold problem was cleaned up quickly, but media reports continue to declare a "toxic culture" at the school.

How do you respond? Choose two: A. Focus on communicating the measures being taken to clean up the mold at the school. B. Define your audiences, including subsets or segments. C. Concentrate your efforts on answering all media inquiries. D. Choose the proper medium to convey your message. Answer: B and D

You lead a six-person client team at a small PR firm. Halfway through your current project, one of your team members unexpectedly goes on medical leave and will likely be out for several months. Your boss asks you to use the department intern, who is receiving college credit, to cover for your absent team member. How should you handle this request?

How should you handle this request? (Select one:) A. Train the intern to take over for the position and oversee their work. B. Assign some of the less complicated tasks to the intern and divide the rest of the work evenly among the other teammates C. Tell your boss that you can't ask the intern to cover for your absent teammate and propose hiring a temp. D. Revise your client's PR strategy so it can be managed by your reduced staff. Answer: C

Your agency is working on securing individual endorsements for a client project from local communities around the US. The audio from the city where your agency is located ended up being corrupted. To meet deadline, your agency suggests having each of the employees provide a response. To save time and help messaging, the Vice President scripts the responses for each person to say.

How should you respond (choose one): A. Have a disclaimer at the beginning of the audio for the endorsements stating that they are from your agency in order to have full-disclosure of information. B. Refuse to have scripted endorsements from your agency due to conflict of interest and honesty. C. Utilize the endorsements because they are from people who are in the local area. The primary job of PR is to serve the client. D. Due to the structure of the PR process, it is important to follow this plan as it is loyal to the client and employers (which is good for the profession). Answer: B

A decade ago your company was part of a high visibility lawsuit and suffered great financial and reputational losses. Since then the company has tried to improve its stakeholder relations but has had mixed results. One of its most significant problems has been poor employee communications, ultimately resulting in mixed messages to external stakeholders. How would you begin the process of turning the employees into skilled brand ambassadors?

How would you begin the process of turning the employees into skilled brand ambassadors? (Select 1) A. Complete a content analysis to review company message consistency. B. Begin including all external communications in the employee newsletter with an employee-centric explanation of each message. C. Examine the congruency between the company messages and employee views. D. Conduct an employee focus group to learn where employees might agree with company messages. Answer: C

You are the public information officer for a state agency responsible for traffic enforcement. Last year, your state had a high number of traffic crashes involving commercial motor vehicles (semi-trucks) and passenger vehicles. The commissioner of the agency wants to create an enforcement campaign which focuses on educating the motoring public about the importance of leaving more space in between passenger vehicles and commercial motor vehicles. The campaign's primary focus is to encourage motorists to allow at least one car length for every 10 miles per hour of speed before merging in front of a semi-truck.

How would you evaluate the success of the campaign? Choose Two A. The federal motor carrier agency endorses the campaign through its various media sites and provides links to the agency's educational materials. B. There is a large social media presence on the agency's social sites where motorists and commercial vehicle drivers are sharing their personal thoughts and experiences and/or asking questions about commercial vehicle safety. C. Local agencies take part in the agency's news conferences in record numbers throughout the state with a large number of media outlets in attendance. D. The state's transportation department's annual traffic statistics report showcases the enforcement campaign and sites the educational component as the reason for the significant decrease in the number of crashes involving commercial vehicles and passenger vehicles. Answer: B and D

You recently reported to a new job at a small manufacturing company in Utah. You will be the first public relations person the company has had since the company was established 10 years ago. At the staff meeting the president of the company introduces you. Afterwards, one of the employees raises his hand and states he does not know what public relations is and would like clarity.

How would you respond? (Choose one) A. Public relations builds relationship with publics whom its success or failure depends. B. Public relations is the management function that creates and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. C. Public relations is responsible for external communication to build public trust and support for its communication programs. D. Public relations builds and maintains mutually beneficial governmental and local community relations to create success for the organization. Answer: B

A large Maryland hospital with several physician offices and an outpatient clinic is located on 2 acres in downtown Baltimore. The administration has decided to build a parking deck on its campus to relieve parking congestion for all who work at or use the facilities. Select an objective that could be included in a successful PR plan for the hospital's parking solutions team.

Select an objective that could be included in a successful PR plan for the hospital's parking solutions team. A. Re-directional, congestion-relief parking posters will be posted in the two, existing parking decks and at all surface parking locations. B. To help alleviate congestion, 85% of all full-time employees will use off-site parking and/or ride-sharing options. C. At the end of six-months, 65% of all employees will be using a car pool ride sharing program to help alleviate congestion. D. Congestion-relief parking maps and information will be disseminated throughout the hospital's campus in a timely manner. Answer: C

You are a member of the Cleveland Clinic's PR staff with the task of promoting a new minimally-invasive spine surgery that alleviates pain associated with degenerative disc disease. The Clinic will be performing the nation's first case in three days. You've gained the appropriate approvals to invite media coverage of this revolutionary new surgery including approval from the physician and patient. What tools will you use to ensure maximum coverage of this revolutionary surgery from the media?

Select the three best choices: A. Have your CEO blog about the surgery & send to the nation's top healthcare Bloggers B. Send a news release inviting reporters to cover the surgery live via telemedicine technology C. Hold a press conference before the surgery and include the patient and physician D. Create a VNR of the surgery and distribute "same-day" to media outlets E. Send live "tweets" with video from the surgical suite F. Videotape surgery and post on the hospital's website Answer: B, D and E

As the PR Director of a small Aerospace startup, you are asked by your CEO to promote understanding and acceptance of the potential positive utilization of unmanned aerial vehicles (UAVs), commonly referred to as drones. There exists a negative stigma associated with UAVs/drones, due in part to their use by the military to deliver ordnance as well as a fear related to possible invasion of privacy. In order to ensure effective communication with your publics, you will need to work around barriers in order to convey your messages.

Select two common communication barriers that you may need to overcome? (Pick 2) A. Alignment with culture and values B. Negative Influencers C. Gatekeepers D. Reliable Media Answer: B and C

You are the public relations coordinator at a large nonprofit organization that is starting an initiative to help people experiencing homelessness. The CEO has asked you to write a media release to submit to the local newspaper about the purpose and value of the initiative.

The published piece is an example of which part of PR? (Choose one) A. Press Agentry B. Advertising C. Publicity D. Community Relations E. Public Affairs F. Propaganda Answer: C

You are a public relations professional in a public school district. The president of the district's foundation, which funds programs and materials that enrich classroom instruction, asks you to share their information about an upcoming fundraising event for the foundation. Your tactics include creating messages for your district's website, district's social media channels, e-newsletters, staff email, scripts for morning announcements at schools, and fliers for foundation board members to distribute throughout the community.

These tactics are examples of: (Pick one) A. Propaganda devices B. Press agentry C. Controlled communication channels D. Grassroots marketing Answer: C

You are the communications lead for a women's health center and are working on a campaign to educate women about heart disease. In particular, you want to provide information about proper diet and adequate exercise that women can implement to help prevent a heart attack.

This part of your campaign is relying on what predictive factor of Grunig's Situational Theory of Public Relations? (Select one) A. Problem recognition B. Level of involvement C. Constraint recognition D. Information seeking E. Information processing Answer: C

Congratulations! You have a new position as Public Relations Director of a new high tech start up that manufactures computer hardware!The new graphic designer has created a company logo.

To protect the logo you should (select two): A. Copyright this image with the "little 'c' on all printed / digital uses. B. Show a Trademark with a little "TM". C. Affix "SM" for Service Mark everywhere the logo appears. D. Submit application to register the image with the US Patent and Trademark Office. Answer: B and D

You are the public relations manager for a small restaurant chain. This is a new position created in the company, and you are tasked with defining and establishing the role of public relations throughout the company. In your first six months, you are asked by management to perform many public relations functions, and some non-related functions. In the process of being asked to do non-public relations functions, you have an opportunity to define your role and explain the true function of public relations.

Understanding the definition of public relations, pick the task(s) that is in line with your role. Choose two: A. Act as counsel to upper management regarding the course of action for the company's social corporate responsibility plan. B. Meet with upper management to consult on various product offers that would increase publics and serve potential customers. C. Plan and implement an employee morale campaign to all internal staff to boost overall employee performance and company culture. D. Speak to the food editor at the local newspaper about highlighting healthy menu items, not mentioning any with potential unhealthy benefits. E. Pitch to a food magazine about the grand opening of a new restaurant location to increase public perception of the company's brand to various publics. Answer: A and C

Understanding the definition of public relations, pick the tasks that are in line with your role. Choose two. A. Act as a counsel to upper management regarding the course of action for the company's social corporate responsibility plan. B. Meet with upper management to consult on various product offers that would increase publics and serve potential customers. C. Plan and implement an employee moral campaign to all internal staff to boost overall employee performance and company culture. D. Speak to the food editor at the local newspaper about highlighting healthy menu items, not mentioning any with potential unhealthy benefits. E. Pitch to a food magazine about the grand opening of a new restaurant location to increase public perception of the company's brand to various publics. Answer: A and C

You are the communications director for a city that owns and manages a 100+ year old market building located downtown, occupied by local food and retail vendors. It has many structural problems and has not been maintained because of changes in use and management, as well as lack of city leaders' support to fund upgrades. Recently, rumors of mice in the food court area have emerged and so local media is keeping a close eye on the city's management of the building. On a Friday afternoon, the City Health Department notifies the City Manager's Office that it has suspended the permits for a dozen of the food vendors because inspectors found evidence of widespread contamination by mice and food-handling problems. They say the building must be closed. Health Department officials plan to make a statement to the press about their decisions before the end of the day.

What action should you advise the City Manager to take? Choose one. A. Send out a written statement to the media that the market building is being closed for cleaning and repairs. B. Hold a joint press conference with the Health Department to explain why the building is being closed. C. Close the building, say nothing, and post a sign on the door saying "closed for cleaning." D. Ask the Health Department to delay the closing and give the vendors an extension of time to correct the problems. Answer: B

You are working on a communication plan for the city government to implement a recycling program. You have developed an initial problem statement and are ready to begin conducting research. Since you are short on funds and time, your boss suggests you conduct a focus group with up 10 members of the local community.

What are a couple of the considerations you should consider about doing this type of research? Pick two. A. A focus group is considered informal research and will not provide the organization with qualitative data on the audience. B. The participants for the group should be around the same age, gender, ethnicity, and financial status. C. The focus group will only be useful if you conduct it as a preliminary discussion before administering a formal survey. D. The focus group discussion should take place in the early evening and not run longer than two hours. Answer: B and D

You are the public relations director for the state's largest school district. Due to decreased enrollment and funding, the school board has decided to close two high schools and three elementary schools. This decision will require a rezoning plan--approximately 5,OOO students will be in new schools during the next school year.

What are the two most appropriate immediate actions the district must take? A. Prepare a press release announcing the decision and rezoning plan details to maintain transparency with the media and key publics. B. Execute plan to inform district administrators, teachers and all other employees regarding what the decision means for them. C. Schedule a press conference featuring the district superintendent announcing the school closures and rezoning plan. D. Conduct community meetings to inform parents, students and key stakeholders, field questions and receive feedback to refine the rezoning plan. E. Establish two-way communication by contacting all parent teacher associations and the teacher's union and receiving their feedback about the transition. Answer: B and D

You are the Vice President of Communications and Customer Relations for a telephone and internet service provider with nearly 600,000 subscribers throughout a 3-state region. Your company CEO and board of directors are considering a five percent (5%) rate increase to its customers. However, the Customer Care Center has recently fielded an influx of complaints regarding interruptions in service and a host of other issues. You suggest a research initiative to collect customer feedback and concerns in order to make a well-informed decision about all of your customers and the viability of a rate increase. You have some flexibility in your expense budget and timeframe to conduct the research.

What combination of research methods would you recommend? [Select 2] A. Formal Focus Group B. Informally selected telephone interviews C. Random sample telephone survey D. Email Survey Answer: A and C

You are the Public Relations Director for a local school district. Recently parents have started to call with questions and concerns about the new Common Core Standards that are being adopted across the country. Some state legislators have mounted a campaign to have the standards overturned, fearing that it is an overreach of the federal government. Your superintendent asks you to put together a communication plan to help explain the new standards and their effectiveness to parents, the media, local business/community leaders, and elected officials. You put together a press packet that includes Op Ed stories and a press release; schedule interviews with local reporters; develop newsletters and brochures for parents and the community members; schedule informational meetings for parents and community members to attend; and send informational materials to your local state legislators.

What communication theory would you say is guiding the PR team in this recommendation? [Select One] A. Agenda setting theory B. Diffusion theory C. Two-way asymmetric communication theory D. Coorientational Consensus Building Answer: A

The public relations team has created guidelines and policies for the 120,000 employees of a global publicly traded company regarding their use of social media and networking while identified as affiliated with the company. The new guidelines and policies are designed to both empower the employees to use social networking to further the company brand, and to caution them about the rules governing their public-facing messages as they might reflect back on the company. Human Resources, Legal, IT and Information Security collaborated with PR on the policies, and now want to distribute them to the employees. What is the most effective way to do this? PR recommends a "rollout" that begins with those in the company already known to be using social media, then to those in operating and functional departments in communication and marketing roles, and then to a wider audience.

What communication theory would you say is guiding the PR team in this recommendation? [select one] A. Agenda setting theory B. Diffusion theory C. Two-way asymmetric communication theory D. Coorientational Consensus Building Answer: B

A permit to grant a group access to a sensitive site is under consideration. The person charged with making the final decisions asks you for your take on whether to grant it or wait for pending litigation to run its course. It's politically expedient to grant the permit, though doing so could be precedent setting. What do you advise the permitting official to do?

What do you advise the permitting official to do? Choose one. A. Grant the permit B. Wait for the litigation to run its course C. Reach out to the involved parties to strike a compromise D. Ask for an opinion from the legal team working on the pending litigation Answer: C

You are the chief staff person responsible for all elements, including Public Relations, of your statewide non-profit Association's annual Convention, which is co-sponsored with another similarly minded statewide non-profit Association. Member dues to both Associations, as well as Convention registration fees are paid with public dollars. Due to the continued success of your annual Convention it is apparent that the two organizations should begin investigating other potential sites that can accommodate growth in the coming years. Convention evaluation results clearly indicate that the space limitations are becoming more of an issue for your Convention participants.You and the Convention Committee (made up of members of both organizations) have discussed this brewing issue on and off for several years. They have provided their opinions on each site. Given the source of the dues to both Associations and Convention registration fees, you know a move in Convention site could have implications not only for the bottom line of both organizations, but also for the individual members.If you stay with your current site you are unable to grow attendance and your bottom line and participants find themselves in crowded meeting rooms. If you move the Convention to the Convention Center in your capital city you will need to significantly raises registration fees or take a considerable hit to the bottom line. If you move your Convention to either of the casino conference centers you open the members of both organizations to defending their attendance at a Convention held at a gaming facility.

What do you do to receive quantitative feedback from membership fairly quickly? Choose one. A. Mail survey B. Conduct a focus group C. Telephone survey D. Internet survey Answer: D

You are a solo public relations practitioner. A new client (i.e., a prominent trade association) hired you to do research for a white paper on fraud in their industry. This project was created in response to negative reports in the media about the fraudulent activities of their members. Your research finds that there is a high level of fraud, which surprises and concerns the client. They are especially concerned about losing the public trust by corroborating or validating the stories in the media. The client expresses their doubts about the information you have gathered, and they ask you to rewrite the white paper to downplay or deny the level of fraud found and, where possible, to say that fraudulent activities were mistakes rather than intentional.

What do you do? Choose one. A. Refuse to complete the project and advise the client on more appropriate actions that don't deceive the various stakeholders. B. Complete the project, based on the original scope of work, but refuse to make the changes that would hide evidence of fraud and advise the client on more appropriate actions that don't deceive the various stakeholders. C. Stay loyal to the client and your contractual obligation by completing the project and making the changes they requested to serve the best interest of the client and their members. D. Make the changes requested by the client, but exercise your obligation to tell the truth by anonymously sharing the information you found with the media in the interest of the publics that may be negatively affected by fraudulent activities. Answer: B

You are the Investor Relations Counsel for a leading home health care equipment manufacturer. The company employs 1,500 people, with company locations at ten locations, both domestic and overseas. Recently the manufacturer was purchased from a well-known technology giant in a leveraged management buyout and became a public company. So far, you have managed to help direct positive coverage surrounding the company's initial public offering and shares are at $11.50. However, as the quarter end approaches, year-end adjustments show a significant loss with trading sliding in the $3 to $4 range.

What do you do? Select two: A. Conduct an in-depth study and fact finding to figure out the reason for the downslide. B. Cover up the loss with manufactured reports and adjusted gains/losses report then issue a press release to showcase how well the merger is doing. Include social media aspect as well and get an editorial placed in the Wall Street Journal to share good news and good will of the employees. This will support the social responsibility of the company. C. Begin a proxy statement campaign to benefit shareholders so that they can make informed decisions about the matter. This will help open the lines of communication and ensure transparency. D. File an 8-K and be sure to have it signed off by the CEO and CFO. This will ensure compliance and transparency while following establish financial regulations. Answer: A and D

You are the PR director for a manufacturing company located in a small town in Northeast Georgia. Your company is the largest single employer in the town, employing 25 percent of the population. Through your role on the executive team, you know the CEO will be announcing significant layoffs at a company meeting Monday morning. After the CEO's announcement you will release a press release detailing the reason for the layoffs and plans the company has made to provide resources to the employees affected. You get a call from a reporter at the local newspaper, with whom you've worked hard to develop a strong professional relationship over the years. She is following up on an anonymous tip that a company layoff is imminent and wants confirmation from you.

What do you do? Select two: A. Do not confirm the story with the reporter. B. You don't want to ruin the relationship with the reporter so admit it is true and ask her to embargo the information until after the employee meeting the next morning. C. Call the CEO and tell him the story has already leaked and recommend moving up the timing of the press release so that the company has some control of the narrative. D. Continue with the employee meeting and press release as planned. Answer: A and D

Your company has a new CEO. On his first day, the CEO asks to meet with you to discuss a communication plan and wants to involve the employees in the development of a goal.

What do you recommend? A. Ask the CEO to identify the direction and goals for the company. B. Begin focusing on a problem statement. C. Review the company's mission statement. D. Suggest a SWOT analysis. Answer: C

The organization you work for will be celebrating its 100th anniversary in two years. In conjunction with the centennial, the marketing and public relations department will be doing a rebranding.

What is the first step that needs to be taken before proceeding with the rebranding? A. Conduct an Environmental Scan. B. Establish a Marketing Advisory Council made up of representatives from all target audiences. C. Conduct Focus Groups. D. Conduct a company-wide survey E. Conduct a SWOT analysis. Answer: A

You are the public relations director for a non-profit aging services provider that manages three residential communities for older adults located in the city and two of its suburbs. Eighteen months ago, the organization began a rebranding initiative to gain better network-wide name recognition and better position itself as a recognized "expert" aging services provider.Market research showed that the organization's parent name held value and name recognition, but only the nursing home in the city bore the organization name. The other two suburban facilities were often not associated with the non-profit because their names were unrelated. With the new brand, all the facilities now bear the parent company name.It has come to your attention that residents of the retirement community, who are also potential donors, are opposed to changing the name on the retirement community's external signage and company vehicles that transport residents.

What is the most appropriate first step to developing a communication plan to address resident attitudes? A. Conduct a survey to discover what factors impact the residents' opposition to the name change on signage? B. Conduct a situation analysis to gain a better understanding of the issue. C. Host a focus group to determine which messages are the most effective for communications. D. Use your relationships with residents who support the organization to gain support for the name change among residents of the retirement community. Answer: B

You are the public relations director of an energy company in a midsized city located in a metro area of 450,000 people. A small leak from one of the coal ash storage containers has been discovered, and there are growing concerns that a larger accident could happen. The leak has been temporarily stopped. You know that the energy company has been investing millions of dollars over the past five years to prevent such a situation from happening, but the protections will not be in place for another six months.There are petitions are circulating in the community near the river to demand the energy company be shut down for public safety reasons and the city council has called a special meeting in 30 days.

What is the most appropriate next steps to developing a public relations plan to address the public concerns? A. Develop strategic messages focused on ways to educate the residents about the energy company's five year plan to prevent the spill. B. Identify the publics you want to reach after you've completed research and conducted a situation analysis. C. Use your relationships with the city council that support the energy company to gain support among residents of the community. D. Conduct focus groups to determine which messages are the most effective for communications. Answer: B

You are the PR manager for a global travel company. Your supervisor tells you that recent customer feedback has been very negative for a tour in Southeast Asia, and the CEO is concerned about online reviews damaging the reputation of the firm. Your boss asks you to take immediate action to identify what is going wrong and what can be done to fix the problem. What is your first step?

What is your first step? A. Schedule a series of focus groups B. Post 2-3 stories to the online site about travelers who were happy with the tour in SE Asia C. Create a problem statement and situation analysis Answer: C

What is your first step? (Choose one) A. Schedule a series of focus groups. B. Conduct situation analysis and develop a goal. C. Hire a research firm to conduct quantitative research. D. Develop relationship with travel bloggers for social media storm. Answer: B

You are the communications director for the mayor of New Jersey's largest city. The Natural Resources Defense Council just released a report showing lead in the water exceeded federal drinking water limits. The cause may be old lead pipes that connect the city's water supply to homes. The mayor says the group's report is misleading because when the water leaves the city's treatment plant, it is lead free. The mayor asks you whether and how the city should respond to reporter's questions.

What is your first step? (Choose one) A. Set up a press conference immediately to discredit the environmental group, claiming its facts are inaccurate and they are unnecessarily frightening residents. B. Set up a press conference immediately, to accept responsibility for fixing the problem and create a hotline and a website for residents who have questions and concerns. C. Identify the crisis as "Immediate" and since the situation is unexpected, assemble the crisis team to implement the current crisis plan. D. Delay responding to reporters until the 6 p.m. deadline for television reporters, then issue a short statement explaining that the city's water supply is safe when water leaves the plant. It is a homeowner's responsibility to replace lead lines to their homes. Answer: C

You have recently joined a growing community college as their director of marketing and public relations. You have a small but talented staff and a good rapport with executive-level administrators. The college has done well with their marketing strategy to recruit traditional and nontraditional students and it enjoys a strong reputation within its constituency area. However, a crisis communication plan does not exist.

What is your next step toward solving this deficiency? (Choose three) A. Immediately plan a meeting with senior-level administrators to discuss the importance of "readiness" and developing a crisis communication plan. Engage their support for approaching the college president to encourage his participation in the planning process. B. Begin brainstorming to identify potential threats to the college that could trigger a crisis. C. Add development of a crisis communication plan to your list of goals, but continue to work on the directives your supervising vice president has given you as higher priorities. D. Think about the most likely crisis scenarios and draft questions, answers and resolutions. Answer: A, B and D

You are the public relations agency for a new road construction project along a corridor with a makeup of 80 percent businesses and 20 percent residential homes along the corridor. You have just written your PR plan and identified your strategy and tactics.

What is your strategy? Select one A. Use construction alerts via text messaging to business owners who sign up for this method of communications. B. Use an ombudsman to visit each property owner before the project starts to identify any needs for free business consulting. C. Partner with businesses to ensure current and appropriate communication and feedback. D. Use a project Web page to post specific project information and regular updates. Answer: C

You are a public relations professor at a university. You found a great book with material relating to the public relations field that you would like for your students to have and to use as a resource. However, as you begin to make photocopies of the material you notice the copyright information in the book and it reminds you of your studies of the copyright law. What law allows you to photocopy some of the material from the book without violating the copyright law?

What law allows you to photocopy some of the material from the book without violating the copyright law? A. General Publication B. Fair Use C. Statutory Copyright D. Fair Comment E. Limited Publication Answer: B

As part of the corporate communications team preparing for your bank's upcoming earnings release, you are organizing the subsequent analyst call, which is open to all investors. To prepare for the meeting, you review legislation that requires publicly-traded companies to release material information to all investors, not just analysts or finance professionals, at the same time.

What law would you review for this meeting? A. Securities Exchange Act of 1934 B. The Glass-Steagall Act C. The Gag Period D. Reg FD Answer: D

You have inherited a project designed to fight childhood obesity by certifying local restaurants that are willing to offer a healthy kids meal option. Restaurant participation, however, has never taken off and you have been asked to publicize the program to increase participation. You survey local restaurant owners and discover most believe that families will simply not order healthier kids meals. They also see little connection between obesity prevention the restaurant business.Focus groups indicate that parents strongly prefer healthier restaurant options for their children, and national research shows that restaurant portions and selections play a major role in setting social norms related to kids meal sizes and types. What objective best measures restaurants' movement toward becoming an active public?

What objective best measures restaurants' movement toward becoming an active public? A. Within six months double the number of parents ordering a healthy kids meal from participating restaurants. B. At the end of three months, three print ads promoting the restaurant program will run in local media. C. In the next three months, increase by 50% the number of downtown restaurants familiar with restaurants' potential to impact children's eating habits and set social norms. D. 80% of downtown restaurants agree to actively support causes in their community. Answer: C

You are a freelance public relations professional hired by a non-profit organization, The Urban Family League (UFL), which helps homeless families work their way back into self-sustained living. The organization has experienced dwindling volunteer numbers. One goal of your PR campaign is for the UFL to be the community's first choice for volunteers who want to reduce homelessness.

What objectives could you set in light of this goal? [Choose 2] A. Raise awareness of the critical need for volunteers by engaging key influencers in the community to promote the organization's goal. B. Increase the number of positive stories about volunteers in the local print media from 3 to 5 in the month leading up to the rally. C. More than 100 community volunteers, aged 18-30 will attend the next annual recruiting rally next Spring. D. Enlist and book a well-known spokesperson to speak at 5 additional volunteer-recruiting public appearances in the next 2 months. E. 60% of attendees at the Spring volunteer recruiting rally will sign up as first-time volunteers. Answer: C and E

You are the Public Relations Director for a local public school system. Your district has the highest achievement gap in the state amongst white students and students of color. As a means of closing the gap, your district is taking drastic steps by launching an intense equity campaign focused on building relationships. In addition to utilizing key community stakeholders and informal leaders, your Superintendent has asked you to us the Agenda Setting theory in order to garner additional public awareness. You've recorded a message from the Superintendent describing the initiative and posted it both to the district's website and social media platforms. Additionally, you've created yard signs that have been given away to 500 members of your community and set up interviews with both the local TV station and a popular radio DJ.

What other techniques should you implement? Please choose two: A. Evaluate the effectiveness of your 500 yard signs by crafting a detailed survey for your community. B. Create a one-sheeter that will be distributed to fans during the state basketball game explaining the equity campaign. C. Write an op-ed piece that will appear in the weekly newspaper. D. Create a video with testimonials from your students and staff evaluating how the new initiative has impacted their school day. Answers: B and C

You are charged with developing a communication program to increase the number of people seeking services of your medical college's Community Clinic, which offers free-and low-cost medical care for uninsured and underinsured residents in a rural 19-county service area.

What research might you conduct to inform the preparation of the goals and objectives of the plan? Choose 2. A. Find out the number and types of potential eligible clinic participants in your service area using secondary research resources. B. Conduct online surveys of Community Clinic patients to determine how they learned about the program and their perception of the quality of the services. C. Conduct a couple of focus groups of Community Clinic patients to understand how they learned about the programs and glean information that may be helpful in developing more effective communication objectives and strategies. D. Conduct content analysis on print and broadcast media coverage of the Community Clinic in the service area so you can objectively and reliably describe how the services and the patient experiences are being expressed. Answer: A and C

You are the Communications Director for a company that manages offshore excursions for travelers. You receive a call from an operations executive you worked with recently on a labor issue that was successfully managed. He informs of a crisis situation in his region and one of his excursion boats caught fire in the middle of the night. The ship's crew can't be reached and he is not sure if any of the 25 passengers that were on board are ok. His direct report is on site along with the local Fire Department and the Coast Guard. He is convening a call in 5 minutes and would like for you to join to help provide your expertise. There is now is a chopper overhead that appears to be a local news crew.

What role is the Communications Director serving? Choose one. A. As the expert prescriber, you participate on the crisis call, begin to develop your response, and serve as the authority and responsible party for the crisis response and execution. B. As the problem-solving facilitator, you collaborate with other managers and executives in decisions, participate on all crisis calls and inform company executives and stakeholders as you formulate a strategy and response. C. As the communication facilitator, you begin to collect the information that has been verified by the executive and determine which organizations, groups and executives need to be informed and act as liaison on the crisis moving forward. Answer: B

You are the public relations specialist for a school district located in a city with an active news market. One of your schools has a tradition of inviting guests to attend a specially planned "Community Day" where they join students for a meal. Lunch has been served all day in the school cafeteria when a guest suddenly reports feeling ill. This information travels throughout the community, and a reporter calls you for information about a "possible food poisoning incident.

What should be your first step? A. Gather details for responding to this reporter and other news media B. Contact key stakeholders to share accurate information C. Enact the crisis plan by informing the superintendent and members of the emergency response team D. Determine the kind of crisis and the appropriate level of response Answer: D

You are the public affairs officer for a state wildlife agency, and your agency would like to pass a new law that may cause some controversy. Your agency would like to require shrimpers to purchase nets with a mechanism that would help release endangered sea turtles if one were caught in the net. Although the nets are environmentally friendly and could easily save the lives of the sea turtles, they are very expensive at $300.00 a net. Now, your agency wants you to announce the proposed law and gain support.

What should be your first step? (Select one) A. Invite environmental non-government organizations to a conference call featuring subject matter experts that would explain the law, and allow the environmentalists to ask questions. B. Send out a press release to television stations, newspapers, and radio stations that are in the affected areas, and follow up with phone calls. C. Hold face-to-face meetings with local fish and shrimp groups to explain how the law would work, giving a demonstration of the new net. D. Write an op-ed piece about the advantages of the new net, and how it would greatly reduce the risk of sea turtle deaths. E. Hold feedback forums with selected leaders from NGOs and local fish and shrimp groups to find their shared needs. Answer: E

You work for a local government that has recently reassigned responsibility for issuing parking tickets from the Police Department to the Billing and Collections office. While staff is adjusting to these new duties, a situation arises where a parking enforcement officer issues a ticket for illegal handicapped parking to an elderly lady who did not display her special parking tag on the rear view mirror, as required. The woman calls the city to complain, saying her physical condition restricts her from putting the tag on the mirror, but she did display it in the seat. Next, she contacts the media to say she was not treated fairly. Later that day, a local newspaper columnist calls the Billings and Collections office and speaks to a new employee who sites applicable law and says the ticket cannot be waived. The next day, a column is written in the local newspaper criticizing the city for being heartless and too strict in issuing handicap parking violations. The columnist also starts a blog on the newspaper's website inviting people to comment on the city's actions. Now blog contributors are accusing the city of being like World War II Germany when it comes to enforcement of the law, and some inflammatory remarks about city staff are being posted.

What should you do? (Select one) A. Make a copy of the newspaper column and keep a record of all the remarks written on the blog; then threaten to sue the newspaper for allowing libelous comments about your local government to be published. B. Call the newspaper columnist and ask him to remove the inflammatory comments from the blog. C. Schedule training sessions for the Office of Billing and Collections staff to review media policy and ticketing policy. Write press release reflecting this activity. D. Call the newspaper publisher and complain that the columnist is being unfair and inciting negative public reaction toward the local government through his blog. Answer: C

You are the newly hired public relations representative for a nonprofit organization called "Smithfield's Junior Food Bank." Your organization's mission is to ensure the two thousand children living in the local community have at least two hot meals each day. The holidays are coming up, and you want to use this time to increase support from the community by hosting a series of food donation drives.

What should your problem statement be for your communication plan? (Pick One) A. How does the Junior Food Bank encourage support and develop advocates among business owners and community leaders for the Food Bank? B. How does Smithfield's Junior Food Bank encourage the local community to support the Food Bank by donating food during the holidays? C. How will the Junior Food Bank encourage the children to tell their neighbors to bring food during the holidays? D. How does Smithfield's Junior Food Bank increase awareness and support for its mission among the Smithfield community so the children will have meals during the holidays? Answer: D

As the new Managing Director of a global communications firm, you are tasked by your boss to create a time-sensitive pitch for a line of new business to a potential client in the healthcare industry. As you conduct your research on the publicly traded company, you become aware of the organization's past financial issues. In order to dig deeper to assess the company's strengths and weaknesses, which of the following documents would give you the best overview of the company's state of affairs?

What tool are you using? A. 10-K (annual report) B. 10-Q (quarterly report) C. 8-K (current report) D. Proxy Statement Answer: A

You are the Communications Director for an information technology company whose flagship product is losing customers to a new competitor in the marketplace. As a problem solving mechanism, you help your company's leadership team assess where power and weaknesses lie by analyzing the supplier power, buyer power, competitive rivalry, threat of substitution, and threat of new entry. What tool are you using?

What tool are you using? A. SWOT analysis B. Drill-down technique C. Cause and effect diagramming D. Porter's five forces Answer: D

You've recently accepted a position a Public Relations Director for a well-respected wealth management/ investment firm. Prior to accepting your position, you comprehensively researched the company's overview, and had a pretty good understanding of their strengths and weaknesses. Preparing for your first senior leadership meeting, you want to know about any current corporate events of importance to stockholders and the Security Exchange Commission. You're trying to alert yourself to any potential litigation or other significant issues. You also want to find out the same information about your industry peers and competitors.

What type of key filings should be reviewed? A. 10-K Filing B. 10-Q Filing C. 8-K Filing D. Proxy Statement Answer: C

You are a public relations consultant who is representing an indie band, Arctic Ruin, that is touring in your state. You distribute a variety of press materials and song downloads to statewide media to help increase the band's awareness in your state. A blogger at an arts weekly lambasts the band in several online reviews. The review goes viral and is shared hundreds of times. After noticing ticket sales are down, you are asked to consider suing the publication and the blogger for defamation.

What would you say to your client? (Select one): A. The blogger is protected under a fair use clause. B. It's becoming more common to file defamation especially in the online space. We can get more publicity with a legal fight. C. There are no grounds to sue for defamation, since this is "fair comment" in a review, but we can find other ways to fight it. D. We can stop this defamation with legal action. Answer: C

You are the Public Affairs Officer for the VA of your local area. Your Mental Health Department Head comes to you about a new program that is being piloted in your area in coordination with the local military base. The long-term goal of the program is to reduce suicide rates amongst Veterans within the first year of their separation from active duty. Although many VA programs are provided to Vets who have already separated, this program serves to reach Active Duty members who are within 2 to 3 years of separation. Because of this, the VA and the military would like you to develop a communications plan that will ensure a large amount of Active Duty members enroll in the program the first year and increase each consecutive year based on the active duty population in the area that separates each year. You will develop a five-year plan using RPIE.

When developing your plan, what is the best way forward that will allow you to measure your communication efforts relative to the requested desired outcomes? (choose two): A. When developing the communication plan, it is important the VA Department use an integrated marketing and communication model. B. When developing the communication plan, it is important to track, not only how often information is provided, but also how often Active Duty members act on that information. C. When developing the communication plan, you will want to establish a way to track the Advertising Value Equivalents (AVEs) of all of your communication products. D. When developing the communication plan, you will want to set up a baseline for measurement. To do this, you will consult with your HR department, to get information on the demographics of who and how many enroll in the VA annually. Answer: A and B

You are the account manager for PR firm that has retained a candy manufacturer as client. There is a new horror movie currently in theaters that depicts multiple people dying from eating a crackly candy while drinking a soda. While this is not your client's candy, the wrapper is strikingly similar in appearance to their product. Halloween is weeks away and a time when sales traditionally peak for this product. Your client is concerned that the movie will cause negative publicity for their product and affect sales. They are also concerned about a long-term impact on the brand.

When your team is assembled, you identify the crisis as: A. Sustained crisis B. Emerging crisis C. Immediate crisis D. Violent crisis Answer: Sustained crisis

The Vice President of Human Resources announces he wants to rename all the conference rooms in the corporate home office for each of the company's core values. The reasoning is that research shows that: "Companies who have values and employees who know those values are 30 times more likely to be engaged." Increasing employee engagement is one of his primary goals. Changing the room names will cost money due to signage changes. Recently there were employee layoffs. There is concern that the name change could be seen as an insensitive and frivolous expense.

Which are not problem statements? (Select 3) A. The name changes of the conference rooms at the home office is a concern for the organization and its publics because of the negative perception of insensitivity and frivolousness which involved laid-off employees of the company. B. The changing the names of the conference rooms in the home office benefits employee engagement measurement but risks negative publicity among employees. C. The Vice President of Human Resources is risking negative perception of insensitivity and frivolousness which involved laid-off employees of the company by changing the names of the conference rooms. D. The conference room name changes present a problem but can be avoided by communicating the research results about increased employee engagement could shift the attention to a positive benefit. Answer: A, C and D

You are the Chief Communications Officer for a large school district in Kentucky. The Superintendent of Schools would like to outsource the current Foodservice Department because it loses money and the quality of the meals causes several complaints from students and parents. The Superintendent starts a formal Request for Proposals process, which is not received well by the current Foodservice staff. Lunch ladies begin a grassroots effort to post yard signs, flyers and wear buttons that say "No Outsourcing Us" and "Support the moms that serve you lunch." You recommend to the Superintendent that the district needs an educational campaign explaining why the change is needed and the benefits to all involved, in order for the idea to gain more support. Your campaign starts with a Q&A document, titled "Get the Facts on Foodservices."

Which audience has the most capability? Choose one. A. Current foodservice employees B. Teachers of the district C. Parents and students D. Taxpayers of the district Answer: C

A state agency must close all state-owned mental health hospitals and create community supports for individuals with mental illness in communities throughout the state. These efforts must be communicated with the individual, their families, hospital employees, mental health providers and the community. Which communication model might be used to communicate this information with the target audiences listed above?

Which communication model might be used to communicate this information with the target audiences listed above? A. Wilbur Schramm Model B. Shannon-Weaver Model C. James Grunig-open systems model Answer: C

Following a disparity study showing that state agencies exhibited low spending patterns with small, women and minority-owned businesses (SWAM), Commonwealth of Virginia mandated increased purchasing with these firms. The Virginia Department of Business Assistance worked to educate businesses about the new programs and policies and match agency purchasers with vendors selling products and services.

Which is the best example of consulting services provided to government leaders in order to increase SWAM expenditures? A. Gain approval from the state purchasers about the spending guidelines. B. Create campaigns that include materials, events and other communications that address the needs of both the vendors and state purchasers. C. Set an agenda and a process for both vendors and state purchasers to follow. D. Explain that state purchasers are knowledgeable and have all buying power. Answer: B

As the public relations manager for a Christian retirement community, you are tasked with creating a campaign to raise $100,000 quickly for the benevolence fund. You research who has given donations to the fund and how much for the past 10 years, then create a 10 step public relations plan. You know that the majority of donations come from current residents who live at the retirement community.

Which objective below is an appropriate choice for the campaign? A. To increase giving to the benevolent fund from 10% to 25% following the introduction of a new giving society.' B. To raise awareness of the benevolent fund among residents from 30% to 65% within 60 days after the campaign begins. C. 25% of the residents will give a donation to the benevolent fund within three months after the campaign begins, up from an average of 10% who give during any given quarter. D. 50% of residents will include the benevolence fund in their estate planning following a series of free estate planning seminars. Answer: C

Five of the seven towns in your rural, New England school district must vote to approve your district's budget at their annual town meetings. Last year, not a single parent attended town meeting in the town of Lisbon.

Which objective would you include in your communication plan? A. Inform Lisbon parents of the vital importance of supporting the school budget. B. Register at least 25 Lisbon parents to vote. C. At least 15 Lisbon parents will attend the May 2012 Annual Town Meeting. D. Complete a mailing to all Lisbon parents explaining the school budget in 2012. Answer: C

Which objective would you include in your communication plan? Choose one. A. Inform Lisbon parents of the vital importance of supporting the school budget. B. Register at least 25 Lisbon parents to vote. C. At least 35 Lisbon parents will attend the May 2016 Annual Town Meeting. D. Complete a mailing to all Lisbon parents explaining the school budget in 2016. Answer: C

You are the public relations director of an accounting firm that hosts an annual tax briefing event each year for its employees, clients and elected officials on tax trends and hot topics. During the event, one of the tax professionals asked you to remove an important tax related bullet point from their presentation because they don't want their clients to be concerned about earnings due to a recent tax change.

Which of the following is correct: (select 1) A. Quickly remove the bullet point from the presentation to ensure the event remains on time because it's your job to keep the audience in mind. B. Recommend that the presenter leave the bullet point and let the audience decide if there is cause for concern. C. Make an announcement that the projector is no longer working so that the presenter doesn't have to display any content at all. D. Ask the presenter to refrain from speaking at all. Answer: B

You were recently hired as a corporate communications coordinator for a hospital and your first task is to prepare an electronic employee newsletter that's distributed through email. Your boss who is a Dr. asked you to include an article from Forbes Magazine in the newsletter to make the employees aware of the rising cost of healthcare.

Which of the following is correct: (select 1) A. Research and find the electronic version of the article so that you can copy and paste the content into the newsletter for distribution. B. Quickly find the electronic version of the article and only publish an excerpt of the article and link the rest of the article to the original source. C. Explain to the Dr. that you can't include the article unless you seek copyright permission. D. None of the above. Answer: B

You are the Public Relations Manager for a company that is contracted by the Federal Government. The National Sales Manager has asked that the company website be updated to include testimonials and quotes from various departments in the organization, customers and potential clients, and affiliated membership organization partners. You agree and begin to gather quotes directly from sales team members and management; however, your third party affiliates tell you to just pull from their website. Which of the following protects the right to include such information?

Which of the following protects the right to include such information? A. Freedom of Information Act B. First Amendment C. Commercial Speech D. Copyright Protection E. Consent Answer: E

You are the communications director for a regional utility whose billing department is planning to change its online bill payment system. While online bill pay has been an option for your customers for many years, the current system is limited. The new system will bring greater flexibility, ease of use, added features and more convenience for your online bill pay customers, and will also benefit the utility through improved payment processing. Existing customers will be required to re-register within the new system. Your boss has also stated that she would like to convert more customers from the traditional mail and walk-in forms of bill payment to the new online bill pay system. Roughly 65% of all utility customers currently utilize the online bill pay option.

Which of the following tactics will be the most effective in reaching and converting the customers not currently enrolled online? Select two. A. Schedule social media posts on the organization's Facebook and Twitter accounts announcing the change and directing customers to the website for more information on how to enroll or remain enrolled. B. Include brochure inserts with the next two bills detailing the benefits of the new service, step-by-step instructions on how to sign up and positive customer reviews. C. Place ads in the local newspaper announcing the change and listing the benefits of the new service. D. Create a registration area within the customer service center equipped with laptops and/or tablets where customers can sign up independently or with the assistance of a customer care representative. Answer: B and D

A local community college has experienced flat Fall semester registrations for five years while competing 2 and 4 year colleges in the Seattle-Tacoma area have experienced double digit growth. The community college undertook a major initiative to increase applicants for the 2014-2015 school year. Through this initiative, the college increased its online presence and the website was revamped to facilitate ease of use. An advertising campaign was launched during 4thquarter of 2013 and the first two quarters of 2014 which included radio, internet, and bus advertising. Newly created pamphlets were mailed to all high schools in the state. A speakers bureau of alumni was created to attend, and speak at, college fairs held in local school districts. The college experienced a slight percentage increase in the number of registrations during the Fall enrollment period of 2014. At the conclusion of the 2014 Fall semester you have been asked to evaluate the impact of the college's enrollment initiative to help determine which activities to continue for the 2015-2016 school year and beyond.

Which of the following two evaluation methods will you use? (Pick 2) A. Conduct a customer satisfaction survey to be administered to all Fall 2014 registrants. B. Conduct a Readability Test using the Gunning Formula Fog Index. C. Calculate advertising value equivalents (AVEs) of the 2014 ad campaign. D. Conduct readership, listenership, and viewership study of pamphlets, website, and speakers bureau. E. Review college enrollment records for the last five years, including those for 2014. Answer: A and E

You are a communications director for a nonprofit offering basic assistance and counseling to single mothers in a suburban community. You are using churches in your area to enlist volunteer mentors. The mentor program has met with early success with many women, recognizing the need and volunteering to act as mentors. But you need to triple the number of volunteer mentors in the next year to meet the demand.

Which of the following two strategies are the best to achieve your goal? A. Ask current volunteers in the program to visit different churches on Sundays during the next year to share what they do and provide information about how others can volunteer. B. Create a poster for distribution in all the churches in your community that promotes the program and its goals. C. Create a short video that can be shown to congregations at Sunday services and in small groups that explains the program and the need for volunteers. D. Send a news release to local media explaining the program and the push for new volunteers. E. Work with local congregational leaders with information and a short announcement that includes why the program is needed to reach out to single mothers in the community and expressing their personal support Answer: A and E

You are reviewing the strategic public relations plan for your association's latest campaign. In the planning phase of the document, your association has outlined social media objectives.

Which of these is the strongest outcome objective? A. To secure regional coverage in all of the top 10 cities. B. To earn at least five national media placements about the Fittest Cities campaign by the end of 2013. C. To drive 25 percent more traffic and 50 percent more unique visitors to MoveForwardPT.com site compared to 2012. D. Move Forward PT social media followers increase to 50 percent by the end of October 2013. Answer: D

You are the director of public relations for a large nonprofit community blood bank. Your state implemented a law in January 2016 requiring private businesses to post signage on all entrances to its properties if they elect to disallow customers to conceal- and/or open-carry any guns on their premises. Your blood center posted the signs on January 1 and didn't inform blood donors in advance that this would occur. Visitors to the affected premises were negatively vocal with responses, via multiple mediums, from the time it was discovered. Most reactions included the intent to no longer give blood with the organization. You presented the issue to the CEO, who said, "It will die down," and he felt that communicating a response or statement would only fuel the issue. The issue has not 'died down' since January.

Which of these measures would have the most impact by helping decrease negative tone of voice about your brand and potentially 'winning back' some of the donors? A. Because the number of disgruntled customers is small, draft a personal letter from the CEO acknowledging their discontent, explaining the decision, and inviting them back. B. Invite disgruntled customers to a face-to-face meeting with the CEO in which they can express their views and learn about why the decision was made. C. Conduct an analysis of the direct complaints and those on social media, to gauge any impact on brand reputation as well as blood donations. Answer: C

You are the PR director of a chain of fitness centers in the Tri-State area. Your company has created a new exercise regimen called Cross-Barre that combines the best of CrossFit and the Barre method. You have been asked to raise awareness of the new, patented routine at your fitness centers.

Which step would you take first to increase the rate of adoption of the new routine? A. Send a personal email to all fitness center members telling them all about the new Cross-Barre classes. B. Mail fliers announcing the new Cross-Barre class to residents living within a 10-mile radius of the fitness centers. C. Contact personal trainers at your fitness centers and offer them a free Cross-Barre class and an incentive bonus if they bring one of their clients with them to the class. D. Get in touch with major fitness magazines and arrange for interviews with Cross-Barre teachers to promote the benefits of the new routine to readers. Answer: C

You are the chief communication officer for your state's governor. The governor is trying to explain to the general public and the state legislature how a proposed tax cut will benefit the state, even though the state is in a budget deficit. He is usually an effective communicator and much loved by the people of the state. However, much of his explanations to date have been filled with economic jargon and long explanations of how the numbers add up. News media have over simplified the issue by centering on the cut and not on the perceived future benefit. The governor thinks that he has not had enough time in front of the legislature to make his case sufficiently. He also thinks that the news is distorting his message. You suggest three of the Seven Cs as the best way to develop his message.

Which three would be most appropriate? (Select three) A. Clarity B. Channels C. Context D. Credibility E. Content F. Continuity and Consistency G. Capability of Audience Answer: A, E and F

You are leading a grassroots effort to improve mass transit in your area. In particular, you are trying to gain support and funding from the Northern Virginia Toll Road and Washington Metropolitan Airport Authorities (two separate organizations) to reopen or reconstruct an express bus cut-over lane from the Toll Road to the east-bound Dulles Airport Access Road leading to Washington, D.C. The previous express cut-over bus lane was closed in 2003 which added ten to twenty minutes to the morning rush hour commute, due to increased housing and Toll Road traffic in the past seven years.

Which two research methods would be most effective in helping you reach your goal of improving public transportation? [Select Two] A. Content Analysis B. Online Surveys C. Informal Focus Groups D. Scientific Methods Answer: B and C

You are the Director of Media Relations for a mid-size manufacturing firm. Your company's stock is traded on the NASDAQ. You've just learned that the company's founder and current CEO will be out on medical leave for 8 weeks to treat a serious but undisclosed illness.

Which, if any, of the following steps should you take? A. Do nothing; the CEO's health information is private. B. Do nothing; as a publicly traded company, you are not required to disclose this information. C. Wait a few weeks to determine if the CEO will return. You can file any necessary reports once you know if his absence will have a material affect on the business. D. File a 8-K report immediately. The CEO is regarded as the visionary of the company. His unexpected medical leave is important information that should be disclosed to shareholders, the SEC and the public. Answer: D

You are the director of communications for a large hospital system. Your system is about to launch an online directory of all its care providers and specialists. Previously, each hospital within the system managed their own directory and their own scheduling. The new directory will be centralized so patients and referring providers can access points of contact from across the system and be able to schedule appointments.

Who would be the appropriate audiences for an initial launch? (Pick 3) A. The general public in the local area to each hospital. B. Practice managers and others who make referrals for patients. C. Current providers so they know how they are being listed online. D. Current patients. E. New or returning patients. Answer: B, D and E

You are the Communications Director for a food service company. Each summer, the company reduces its food service workers in the Universities segment when students are on summer break due to low demand and nearly 100% of workers are rehired at the start of the new school year. While many of the workers are familiar with this annual practice and pick up summer jobs to fill the void, many workers find jobs elsewhere and do not return, which leaves 20,000 jobs for the company to fill across the U.S. in a three-month period.

You are tasked with leading the communications response. What are the first steps you should consider? (Choose two): A. Conduct informal research with human resources, current and past employees and clients to gain an understanding of last year's campaign effectiveness. B. Conduct a situation analysis related to problem identification and how the prior campaign resonated with target audiences. C. Draft a communications plan beginning with the problem statement to reach and connect with internal and external audiences. D. Develop a cross-functional, strategic planning program to implement the program's goals, objectives and target audiences. Answer: A and B

You are in a meeting with the CEO and the Director of Marketing for the Organization. After the Marketing Director discusses a problem with their Target Markets, she proposes working with public relations for the marketing project. You express concern, based on your understanding of the focus of Public Relations.

You share that in differentiating between Marketing and Public Relations, Public Relations professionals ... (choose 2) A. build relationships and goodwill. B. is concerned with customers and selling. C. speak to target markets. D. communicate with publics and audiences. Answer: A and D

You are the public relations manager for a local, nonprofit homelessness organization that has plans to expand its number of shelters within the community. The organization has successfully raised funds to open a new shelter on the north side of town, which is an area where there currently are no homeless shelters. The nonprofit needs to garner the support of the greater neighborhood in order to ultimately secure a needed rezoning of land prior to building the shelter. However, most area residents are opposed to any new shelters, for fear of possible negative impacts to property values. Based on national homelessness studies, as well as your organization's work in other neighborhoods, you know that a new shelter is highly unlikely to undermine property values. You're focusing efforts on educating certain publics (neighborhood organization leaders and church leaders) on your organization's experience with building similar shelters in the past, as well as best-practices data available from national organizations. You recognize that these publics can serve as an important word-of-mouth influencer to others in the neighborhood.

Your strategy is based upon which of the following communication models/theories: A. Agenda-setting theory B. Diffusion theory C. Shannon-Weaver model D. Wilbur Schramm model Answer: B

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