PR 421 FINAL
Agenda setting differs from agenda building in what way? -Agenda setting focuses on policy issues while agenda building focuses on popular topics. -Agenda setting originates from the news media while agenda building originates from the public. -Agenda setting is regulated through government agencies while agenda building is not regulated. -Agenda setting is being replaced by agenda building.
Agenda setting originates from the news media while agenda building originates from the public.
Case Study Krusteaz--What did Krusteaz do with the video content after its two-hour webcast? Edited the webcast into vignettes for its website Placed the entire webcast available on Weelicious.com Made the entire webcast available on its website Paid to have portions of the webcast featured on Foodnetwork.com
Edited the webcast into vignettes for its website
Case Study Krusteaz--Which of the following was *NOT* an objective of the Seize the Holidays with Krusteaz campaign? Drive traffic to Krusteaz.com Increase engagement on the Krusteaz social media channels Increase conversation about Krusteaz for holiday baking Increase sales to consumers
Increase sales to consumers
Research indicates that organizations *with excellent public relations typically ______.* -tend to be privately held organizations -value women as much as men in strategic roles -tend to be publicly held organizations -have on average fewer strategic management positions than most organizations
value women as much as men in strategic roles
Case Study Krusteaz--In the Reporting/Evaluating phase of the Krusteaz campaign, which of the following was NOT a result? Improvements in Krusteaz's online search rankings Engagement with bloggers Increased traffic to Krusteaz.com Earned media coverage
Improvements in Krusteaz's online search rankings
An organization that works to have the uses of its brand better understood in the marketplace, it may choose which one of the following goals? a brand introduction goal a brand familiarity goal a brand definition goal a brand reminding goal
a brand definition goal
Which of the following represents owned media? Facebook likes a brand's website a YouTube video by a brand's customer a newspaper's review of a brand's products
a brand's website
The foundation of a well-developed public relations plan has ______. clear objectives the support of stakeholders audience relevance a communication blueprint
a communication blueprint
An example of content analysis research would be ______. an examination of how news editors selected stories to publish a count of how many times a particular phrase is used in an article a comparison of how two different media covered the same news story the number of voters who understood the intended message of a political candidate
a count of how many times a particular phrase is used in an article
Which of the following is NOT described as being part of a public relations plan? a statement of values a way toward idea approvals a mechanism for monitoring the plan a means for proposing ideas
a statement of values
An objective of the "There is Help, There is Hope" campaign was ______. a significant increase in state funding a 20% response to an email survey greater reach to unserved populations in the state an increase in the number of calls to a hotline
an increase in the number of calls to a hotline
Public relations should be considered how *within an organization?* as the centerpiece of an organization's marketing program as a strategic management function as an ancillary means to change public awareness as part of a crisis management function
as a strategic management function
What is one way that students of PR in the future will be able to make *more thoughtful and informed choices* as practitioners? by using a research-first approach by explaining its budgets by explaining its budgets by integrating tactics with professional skills
by using a research-first approach
Which if the following is *NOT* cited as a critical element to a campaign's success? campaign accountability evaluation and reporting measurable objectives research
campaign accountability
A specific source of secondary research that is NOT cited in the text is ______. government data case studies scholarly research citation data
citation data
What was the strategy of Baskin-Robins' Wacky Summer Flavors campaign? paid media earned media shared media owned media
earned media
Kane emphasizes that public relations campaigns need to employ what kinds of goals? Goals that can be supported by internal stakeholders goals that can be affected through communications goals that are relatable to the target audiences goals that are the same as those of the organization
goals that can be affected through communications
In times of limited resources, communications objectives will likely be judged how? if they contribute to a business objective if they are cost-efficient if they lead to innovation and change if they expand audiences
if they contribute to a business objective
Successful shared media uses which one of these? consumers advertisers influencers multiple channels
influencers
In a representation of diffusion theory audience members, which group of individuals is the *largest?* early adopters laggards innovators late majority
late majority
In qualitative research, multiple sources of data are used to confirm that the study has validity. This use of multiple sources is called ______. triangulation configuration configuration confirmation data
triangulation
In the realm of goals and research, which one of the following characterizes iterative planning? Goals are based on research, research in turn is based on objectives. Objectives are planned, goals are measurable. Research is measurable, goals are actionable. Goals lead to research, research can lead to goal revision.
Goals lead to research, research can lead to goal revision.
All formal research begins with ______. measurable expectations a problem statement background of the problem a theory of the problem
a problem statement
In the PESO model, shared media occurs when ______. the brand publishes content on more than one social media platform a brand places information on both social and traditional media customers or fans create content about a brand customers learn about a brand on one communications platform and discuss it on another platform
customers or fans create content about a brand
A brand places it messages using Google ads. In the PESO model, which medium type is this? owned media shared media earned media paid media
paid media
In the PESO model, which one of these allows the PR practitioner to control distribution? paid media earned media shared media owned media
paid media
Users of a brand post images of the brands product on Instagram. In the PESO model, which medium type is this? earned media owned media paid media shared media
shared media
Which of the following represents *a use of framing for public relations practitioners?* -placing limits on resources available to address a problem -establishing how a problem is defined -the resulting effects or impact of a problem -constructing a timeline of a problem
establishing how a problem is defined
Research that attempts to measure if one factor causes a change in another factor is called ______. causation research correlational research experimental research inductive research
experimental research
Both the ROPE and RACE models begin and end with the same steps. Which of the below are these? recognition and assessment assessment and evidence evaluation and reporting research and evaluation
research and evaluation
In which step in the ROPE and RACE models is target audience addressed? second fourth third first
second
A PR practitioner decides to use television to promote a political point of view. This decision is considered ______. tactic goal strategy objective
strategy
Staff expenses related to a campaign can often represent approximately how much of an overall budget? 70% 10% 50% 30%
70%
What complicates the planning process at the research stage of a project? Stakeholders may obstruct projects they deem unnecessary. Outside sources interject unrelated viewpoints through the research process. All the questions that need to be answered cannot be known at the beginning of the process. Leadership may steer projects in the direction they prefer.
All the questions that need to be answered cannot be known at the beginning of the process.
Case Study Krusteaz--What did online research show regarding holiday gifts, which was compatible with Krusteaz? Most people like receiving food gifts DIY gifts would need to be promoted via YouTube DIY gifts and food gifts had grown in popularity Children enjoy making food gifts
DIY gifts and food gifts had grown in popularity
Wilson and Ogden describe goals and objectives as which one of the following? Goal is the direction, objective is the destination. Goal is the value, objective is the outcome. Goal is the destination, objective is the direction. Goal is the measure, objective is the magnitude.
Goal is the direction, objective is the destination.
A particular distinction of informal research is which one of the following? It is produced faster than formal research. It is less costly than formal research. It requires greater numbers of people to produce than formal research. It is not usually generalizable to larger groups.
It is not usually generalizable to larger groups.
Research produced by trade associations often possess which of the following characteristics? It is produced by third parties. It is produced using foundation grants. It is produced with an industry purpose in mind. It is produced by think-tanks.
It is produced with an industry purpose in mind.
How do the newer models of *ROSTIR and PESO* contrast with older models of *R.A.C.E and R.O.P.E.?* Newer models have more emphasis on connection with audiences. Older models are no longer in use. Older models are used mostly by large organizations. Newer models have fewer steps.
Newer models have more emphasis on connection with audiences.
In the planning and implementation stages of public relations, strategic PR practitioners will commonly do which one of the following? Base new strategies on what was most effective in the past. Refer to the research it is conducted in relation to the problem or challenge. Relate their actions to organizational goals. Take into consideration the best practices from other similar-sized organizations.
Relate their actions to organizational goals.
Case Study Krusteaz--Why was video blogger Catherine McCord a part of the Krusteaz campaign? She had a strong social media presence She is a food and menu consultant for Krusteaz She hosted her own television show on Food Network She is known as a professional baker
She had a strong social media presence
Organizations should observe which one of the following principles when staffing over the long term on its communications projects? Teams with evenly distributed skills are generally more cost-efficient. Generalists will typically outperform specialists. Teams with skill shortages should supplement with paid expertise. Specialists will typically outperform generalists.
Specialists will typically outperform generalists.
Web site content that is owned by an organization is defined by what key characteristic? The content is usually restricted to controlled re-distribution. Its content is often produced by users of the site. The content is less likely to be updated as quickly as in other platforms such as Facebook. The content is produced and edited by the organization.
The content is produced and edited by the organization.
Why are *new competencies needed* in the PR field? There are more clients using PR than in previous generations. There are new roles emerging in the PR workforce. There is a new emphasis on accountability in the PR field. There are more practitioners in the field.
There are new roles emerging in the PR workforce.
Krusteaz used its *owned media platform* during the Seize the Holidays event. How did the audience respond? They shared their own recipes on social media platforms They downloaded the Krusteaz baking app They downloaded recipes from Krusteaz.com They attended a Krusteaz live-stream baking class
They downloaded recipes from Krusteaz.com
What tactic did Oscar Mayer use to in its "Wake Up and Smell the Bacon" campaign? its "Bacon For a Year' contest created three new bacon flavors a device that emits the scent of bacon humorous online ads featuring celebrities and bacon
a device that emits the scent of bacon
A successful public relations campaign begins with ______. a diagnosis of the organization's needs a commitment of resources to the task or assignment assigning qualified individuals to manage the campaign reporting to the organization leaders about the nature of the campaign
a diagnosis of the organization's needs
How did the Nestlé Natural Bliss campaign hope to use the internet? as paid digital advertising a way to offer consumers discounts as a way to show where the product was available as shared social media
as shared social media
In selecting an audience to reach out to, what helps identify how a campaign communication might be tailored to a specific audience? audience research audience size media cost and availability past audience responses
audience research
To make metrics usable for assessing an objective, there would have to be ______. a highly specified target audience baseline data trend data a comparison group or audience
baseline data
Balanced public relations planning requires involvement with which one of the following? respect for audience needs adherence to the organizational mission being responsive to changes availability of funding sources
being responsive to changes
What effect does newer models of PR such as *ROSTIR and PESO* represent for *future generations of PR practitioners?* changes in how management sees PR's role in corporate affairs an emphasis on technical skills and tactics a shift toward digital strategies changes in the traditional scope of functions of PR
changes in the traditional scope of functions of PR
In general, *any campaign planning approach* should be thought of as ______. -serving specific goals and objectives for stakeholders -circular or ongoing -being based on a problem-solving approach -having a clear beginning end point
circular or ongoing
What indicator was used to determine if the Baskin-Robins Wacky Summer Flavors campaign was successful? shares on Facebook feedback on the Baskin-Robins website coverage in national news outlets more than 1 million Instagram impressions
coverage in national news outlets
The MBO process often calls upon public relations professionals to ______. -define direction when supporting specific organizational objectives -develop the research to set organizational objectives -identify measurable standards of communication -assist in the development of the organization's mission
define direction when supporting specific organizational objectives
What was the goal of Baskin-Robins' Wacky Summer Flavors campaign? increase name recognition brand season extension new audience development gain traditional and online coverage
gain traditional and online coverage
Campaign reporting should address which kinds of objectives? informational and motivational measurements and outcomes perceptual and actual cost and timeline
informational and motivational
What did Burger King do in its Be Your Way campaign to extend the campaign? recruited a wide range of spokespersons for the campaign interacted with consumers on their pages created a YouTube series about the campaign's theme "We're All The Same Inside" ran the campaign for a month
interacted with consumers on their pages
What are two key factors for any public relations practitioner to consider when defining opportunities for a public relations campaign? organizational structure and its business model outside regulations and legal requirements organizational mission and its audiences the organization's status as for-profit or non-profit
organizational structure and its business model
A communications objective would do which one of the following? Refer to the organizational goals. Describe how often a particular medium will be used. Identify the problem at hand. Identify measures and magnitude to determine effectiveness.
Identify measures and magnitude to determine effectiveness.
Why is it valuable for an organization to consider broad questions regarding its aspirations and place in its field? It can create transparency for the public. It can shine a light on the organization's strengths and weaknesses. It can be the foundation for developing effective campaign tactics. It can help lead to an understanding of the role of public relations in the organization.
It can help lead to an understanding of the role of public relations in the organization.
What enabled the Sephora brand to capture customer data? It created customer-friendly services for its products. It created its own channels for distributing content. It used e-mail promotions. It created its own mobile app to engage customers.
It created its own mobile app to engage customers.
What is the stated value of a *PR planning model?* -It helps with our understanding of how an industry or function is practiced. -It maps out effective decision-making paths. -It explains how an industry can address problems. -It represents how a function has evolved over time.
It helps with our understanding of how an industry or function is practiced.
Focus group research has an advantage over single-interview research, in which one of the following ways? It produces less biased viewpoints. It often results in information that might not emerge in single-interview situations. It is faster at garnering sentiments. It is considered more reliable because it represents multiple viewpoints.
It is faster at garnering sentiments.
What is the key characteristic of a tactic? It can be reproduced. It generates data. It is tangible. It is familiar to a target audience.
It is tangible.
Think-tank research has been cited to have which of the following characteristics? It may be biased. It is done by independent contractors. It usually addresses controversial topics. It is often crowd-sourced.
It may be biased.
Case Study Krusteaz: How did Krusteaz use *online media* to promote its products? -It presented a Facebook live-stream video series called Creating-With-Krusteaz. -It shared customer recipes each day on its website for a month. -It conducted an online contest for the most creative Kresteaz holiday treats. -It posted hours of YouTube how-to videos.
It posted hours of YouTube how-to videos.
Case Study Krusteaz--What was the perceived new idea that Krusteaz promoted to consumers ? Krusteaz was a good product to use during the busy holiday season Krusteaz was a popular among children Krusteaz was a new trend in home baking Krusteaz was a simple-to-use baking product
Krusteaz was a good product to use during the busy holiday season
Case Study Krusteaz--How was the Krusteaz campaign implemented? Catherine McCord's kitchen was used to show recipe demos and tips The campaign carried out a national search for the best Krusteaz recipes Krusteaz.com was used to showcase recipes Krusteaz speed-mix was incorporated into PBS programs The campaign used paid media to feature spokespersons
Krusteaz.com was used to showcase recipes
For large organizations, large numbers of internal stakeholders and audiences can be difficult to work with. What is often thought of as a factor that offsets this difficulty? Stakeholders in larger organization will often have greater influence over target audiences. Larger organizations can often take more time to address problems and challenges Larger organizations usually have greater resources with which to address problems and challenges. Larger organizations usually have better ties to their audiences than smaller organizations.
Larger organizations usually have greater resources with which to address problems and challenges.
What is a challenge the PR practitioner faces as work begins on a campaign? Organizational leaders may exert influence to control the direction of the campaign. Organizational leaders may require extensive vetting of anyone outside the organization that will be involved in the campaign. Organizational leaders may withhold information or not fully understand the problem at hand. Organizational leaders often want to limit the use of outside service providers to a campaign.
Organizational leaders may withhold information or not fully understand the problem at hand.
Campaign communication goals first must have which one of the following sets of characteristics? They need to be measurable and cost-effective. They need to be executable and measurable. They need to be relatable to target audiences. They need to be based on organization's priorities.
They need to be executable and measurable.
Earlier planning models of public relations such as ROPE and RACE and their related models such as PACE and ACE have this in common -- ______________. They stress publicity tactics. They rely on research and planning. They require audience input. They are tailored to institutional goals.
They rely on research and planning.
In the PESO model, an example of earned media would be which one of the following? likes for a YouTube video a downloadable document from an organization's website a review from a blogger an ad on Facebook
a review from a blogger
According to Jugenheimer, Kelley, Hudson and Bradley, which one of the following is NOT cited as a benefit of research? adapting to change improving internal operations saving money clarifying organizational values
clarifying organizational values
According to the text, what must PR practitioners do with regard to *building successful relationships with stakeholders?* -communicate effectively with stakeholders when making decisions in PR practices -weigh the differences and similarities within stakeholder groups -educate clients on the importance of understanding PR practices and how they work -consider appropriate theories and models when making decisions
consider appropriate theories and models when making decisions
An organization's communication goals can bridge a gap between which one of the following? an organization's stakeholders and its audiences target audiences and the communications goals the organization sets for them mission and vision, and campaign objectives and tactics desired accomplishments and those who can affect reaching those accomplishments
desired accomplishments and those who can affect reaching those accomplishments
Finding out about the organization and communications environment is part of which one of the following? background research developmental research situational research institutional research
developmental research
A PR campaign's plan ultimately strives to ______. produce data on audience reactions to messages control the timing of targeted messages drive audience action or change connect a targeted audience with the correct message
drive audience action or change
A plan's objectives that is made with "C" level executives in mind feature which of one the following? if they result in measurable data if they are representative of an organization's mission if they respond effectively to the challenge and hand if they are likely to create controversy
if they result in measurable data
To engage fans in the 100,000th Disney wish granted and Disneyland Resort's 60th Anniversary, what did Disney do? placed paid ads on Facebook and Google set up a new website for donations to Make-A-Wish invited fans to use shared media arranged for three Disney fans to be interviewed on The Today Show
invited fans to use shared media
Initial research and diagnosis helps the PR practitioner do which of the following? learn about a target audience set a timetable for a PR strategy identify experts who can assist in a PR strategy frame a communications message
learn about a target audience
Which one of the following is *NOT* considered one of *Grunig's five objectives* to provide clear outcomes for strategic campaigns? message acceptance change in audience behavior change in audience attitude message feedback
message feedback
What is a common problem that PR professionals make at the beginning of a campaign? not budgeting enough time to carry out all phases of a campaign adhering to organizational historical practices allowing organizational leaders influence the direction of the campaign moving ahead without an understanding of audiences and publics
moving ahead without an understanding of audiences and publics
What number of earned media impressions are attributed to the "Wake Up and Smell the Bacon" campaign? over 50 million over 200 million over 10 million over 500 million
over 500 million
In the PESO model, which one of these allows the company to have complete control over its story? earned media paid media shared media owned media
owned media
An organization conducts a survey to gauge various reactions in a new product. This is an example of ______. primary research market research social research secondary research
primary research
A main objective of the "Wake Up and Smell the Bacon" campaign was to ______. promote the brand over a competitor position the brand as organic extend the product to more recipe applications introduce the brand to new audiences
promote the brand over a competitor
What do theories do in the field of Public Relations? -provide a framework for decision making in PR -enable practitioners to validate their tactics -provide a system of validating PR practices -test the basis of PR strategies
provide a framework for decision making in PR
In the excellence theory of public relations, public relations activities need to be *headed* by a ______. public relations technician public relations manager board member from the organization press agent
public relations manager
Research that attempts to measure the tone of conversations about a given client or topic is ______. semantic research quantitative research qualitative research social research
qualitative research
Items such as sentiment data and content analysis would be associated with which part of a campaign plan? strategies reporting and evaluation implementation objectives
reporting and evaluation
According to author Stacks, a communications goal should be informed by which one of the following? stakeholders' priorities consumer viewpoints research on the organization research in the marketplace
research on the organization
Case Study Krusteaz: What did Krusteaz do to aid consumers' understanding of its products during the busy holiday season? -showed professional chefs using Krusteaz -interviewed the Krusteaz chef staff about uses of the product -showed consumers how to add extra ingredients to its base product -showed Krusteaz creations of school children
showed consumers how to add extra ingredients to its base product
Burger King's Be Your Way campaign focused on an issue, an audience and an event that would ensure engagement. This was an example of ______. values based theory of public situational theory of public contextual theory of public policy based theory of public
situational theory of public
It is believed that the *two-way symmetrical publicity model* is supported effectively by ______. shared media owned media social media traditional mass media
social media
Which one of the following is NOT typically part of a budget consideration in goal-setting? budgetary limitations considerations of anchor strategies and tactics stakeholder influence the priority of the project
stakeholder influence
In excellence theory, which item below is *NOT* considered an area of importance when pursuing public relations? organizational diversity access to key organizational decision-makers management-level leadership stakeholder responsibility
stakeholder responsibility
When it comes to addressing organization's challenges, Wilson and Ogden recommend which one of the following? considering how the challenge may alter the organization stating the problem as an opportunity seeking input from the organization's stakeholders accounting public perception in strategies to address the challenge
stating the problem as an opportunity
In a publicity campaign, the PESO model is considered in which part of the plan? objective strategy tactic goal
strategy
By showing support for same sex couples, Burger King did what to its perceived brand? created an updated personal image with an updated King depicted Burger King as an organization involved in communities maintained its recognized role as a leader in reaching new customers strengthened its progressive identity
strengthened its progressive identity
The Proud Wrapper design in the Be Your Way campaign was ______. objective goal tactic strategy
tactic
When developing a campaign's goals, the most important points to establish are which one of the following? the scope of the campaign and the expected audience reaction the staffing of the campaign and the impact of the communication the staffing of the campaign and the intended audience reactions to it the impact of the communication, and the scope of the campaign
the impact of the communication, and the scope of the campaign
In Diffusion Theory, the *Evaluation step* is when ______. -the individual communications with others about the idea -the individual accepts or rejects the idea -the individual tests the idea -the individual considers an idea as potentially useful
the individual considers an idea as potentially useful
Research that is found to have little relevance to what it was trying to measure is said to lack which one of the following? validity correlation significant difference confidence interval
validity
Of the things that affect the value research, which one of the following is NOT cited as one of them? the number of people undertaking the research the budget set out for research the timelines/deadlines set out for the research the experience of the researchers
the number of people undertaking the research
Which one of the following does the PR practitioner use as framework for addressing organizational problems and opportunities? the organization's stakeholders the organization's mission target audience research marketplace environment conditions
the organization's mission
Which of the following is *NOT* included in the ROSTIR model? reporting research implementation theory
theory
Which of the following is *NOT* included in the ROSTIR model? theory research strategies reporting
theory
Implementation of a campaign would include ______. production and cost timing and budget staffing and production timing and staffing
timing and staffing
Why did Burger King reposition its brand with its Be Your Way campaign? to regain losses over time in its primary customer base to align with younger audiences and changing societal values to change perceptions popular perceptions about convenience dining to revise its product line
to align with younger audiences and changing societal values
With regard to diagnostics and solutions, public relations practitioners help an organization in which stated way? to see challenges and address them with communications to review and develop organizational mission and values to ensure that organizational mission and values are present in communications solutions to adhere to organizational mission and execute its policy
to see challenges and address them with communications
The *press agentry model of publicity* is primarily concerned with ______. reaching influencers engaging the public trying for media coverage increasing a medium's subscriber base
trying for media coverage
In the *"excellence theory"* of public relations it is reasoned that the *ideal role for public relations* is in ______. co-receptive model of communication two-way model of communication representational model of communication agent-activist model of communication
two-way model of communication
Surveys are often used to ______. confirm existing hypotheses explain how frequent phenomenon occur test new theories uncover unexpected insights
uncover unexpected insights
