STC 259 FINAL
Ivy Lee's lasting influence on public relations is ______. -the "Press Agentry" model -"Public Information" model -the "Scientific Persuasion" model -"Two-Way Asymmetrical" model
"Public Information" model
Why would an organization work cooperatively with bloggers who repeat a story without allowing the organization to assert editorial control? -Bloggers can be influencers with high credibility with their readers. -Bloggers provide faster means to reaching broad audiences. -Bloggers pay organizations for the stories they comment on. -Bloggers generally have greater audience reach than organizations.
-Bloggers can be influencers with high credibility with their readers.
Television was widely adopted in the United States during which decade? -1920s -1930s -1950s -1940s
1950s
Which of the following is most likely to employ a two-way symmetrical model of communication? -A United States presidential campaign. -A social media campaign for a farm-to-table restaurant. -A public health campaign about vaccinations. -An author's book tour.
A social media campaign for a farm-to-table restaurant.
Well written objectives include _____________ + Volume + Duration. -Action + Content + Audience -Achievable + Realistic + Time-bound -Channel + Timing -Strategy + Tactics + Evaluation
Action + Content + Audience
What is the worst outcome for an organization when using advertorial content? -Advertorials often do not stand out. -Advertorials are often poorly edited. -Advertorials cost more to place than ads. -Advertorials can be seen as deceitful.
Advertorials can be seen as deceitful.
Select the sentence free of errors of any kind in AP style for print copy. -Afterward, seven people, all U.S. citizens, testified that the U.S. Navy paid the Westinghouse Corp. $14.2 million. -Afterwards, 7 persons, all United States citizens, testified that the US navy payed the Westinghouse Corporation $14,200,000 dollars. -Afterward, 7 people, all US citizens, testified that the US Navy paid the Westinghouse Corp. $14,200,000. -Afterwards, seven people, all United States Citizens, testified that the U.S. Navy paid the Westinghouse Corporation $14.2 million.
Afterward, seven people, all U.S. citizens, testified that the U.S. Navy paid the Westinghouse Corp. $14.2 million.
Agenda setting differs from agenda building in what way? -Agenda setting originates from the news media, while agenda building originates from the public. -Agenda setting focuses on policy issues, while agenda building focuses on popular topics. -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.
In order to develop sound objectives, campaign strategists rely on ______. -Answer accurate information about the challenge at hand -the talents of the practitioners involved -the effectiveness of past efforts and strategies -the ability to adapt to changes as they occur
Answer accurate information about the challenge at hand
___________ is/are best determined through interview research. -Audience size -Organizational actions -Organizational goals -Audience perceptions
Audience perceptions
Which one of the following questions would be the primary concern in reviewing a campaign? -Did the campaign build meaningful media relations? -Did audiences seem to relate to the campaign? -Did the campaign bring about the proposed action or change? -Did the campaign gain media coverage?
Did the campaign bring about the proposed action or change?
Select the sentence free of errors of any kind in AP style for print copy. -During the 1990's, a nine-year-old girl in Ruston, LA won a trophy, $5 thousand, and a trip to the U.S. capitol building. -During the 1990's, a 9-yr-old girl in Ruston, Lou., won a trophy, $5,000 and a trip to the US Capitol Building. -During the 1990s, a nine year old girl in Ruston Louisiana won a trophy, 5000 dollars, and a trip to the United States Capital Bldg. -During the 1990s, a 9-year-old girl in Ruston, La., won a trophy, $5,000 and a trip to the U.S. Capitol Building.
During the 1990s, a 9-year-old girl in Ruston, La., won a trophy, $5,000 and a trip to the U.S. Capitol Building.
Wilson and Ogden describe goals and objectives as which one of the following? -Goal is the destination; objective is the direction. -Goal is the direction; objective is the destination. p 102 -Goal is the value; objective is the outcome. -Goal is the measure; objective is the magnitude.
Goal is the direction; objective is the destination.
_______ connect research and insights on the industry and situation to the broader organizational mission. -SWOT Analysis -Goals -Strategies -Objectives
Goals
Reviewing an organization's mission statement is an example of what kind of research? -Formal -Qualitative -Informal -Generic
Informal
Why is it recommended that each specific audience targeted in a campaign need a specific communications objective and message? -It is a more cost-efficient approach. -Communications messages and audiences change over time. -It enables messages to be measured for success or failure individually. -It allows fewer opportunities for messages to be misinterpreted.
It enables messages to be measured for success or failure individually.
Why is it recommended that each specific audience targeted in a campaign need a specific communications objective and message? -It is a more cost-efficient approach. -It enables messages to be measured for success or failure individually. -It allows fewer opportunities for messages to be misinterpreted. -because communications messages and audiences change over time
It enables messages to be measured for success or failure individually.
Select the sentence free of errors of any kind in AP style for print copy. -It is an unusual phenomenon. So far during the 21st century, the odds were 9-1 that 80% of the mayors would be re-elected to a second term. -It is an unusual phenomena. So far during the twenty first century, the odds were 9 to 1 that 80% of the Mayors would be reelected to a 2nd term. -Its an unusual phenomena. So far during the Twenty-First century, the odds were 9-1 that eighty percent of the Mayors would be elected to a 2nd term. -Its an unusual phenomenon. So far during the 21st Century, the odds were nine to one that 80 percent of the mayors would be reelected to a Second Term.
It is an unusual phenomenon. So far during the 21st century, the odds were 9-1 that 80% of the mayors would be re-elected to a second term.
Focus group research has an advantage over single-interview research in which one of the following ways? -It produces less biased viewpoints. -It always results in information that cannot emerge in single-interview situations. -It is considered more reliable because it represents multiple viewpoints. -It is faster at garnering sentiments.
It is faster at garnering sentiments.
What is the key characteristic of a tactic? -It is familiar to a target audience. -It is tangible. -It can be reproduced. -It generates data.
It is tangible
__________ are essential for creating a functional timeline and schedule. -Knowledge of specific services and deadlines of the project -Knowledge of both hard and soft deadlines for tasks -Knowledge of the steps and costs of specific services -Knowledge of the steps and time needed to do tasks
Knowledge of the steps and time needed to do tasks
Select the sentence free of errors of any kind in AP style for print copy. -Moving backward, the 14-year-old babysitter in Martin, Tenn., said goodbye, then picked up the book and ran toward her home on Roe Street. -Moving backwards, the 14-year-old babysitter in Martin Tenn. said goodbye, then picked up the book and ran toward her home on Roe St. -Moving backward, the fourteen-year-old babysitter in Martin, Tennessee, said goodbye, then picked up the book and ran towards her home on Roe Street. -Moving backwards, the 14 yr old babysitter in Martin Tn. said goodbye, then picked up the book and ran towards her home on Roe St.
Moving backward, the 14-year-old babysitter in Martin, Tenn., said goodbye, then picked up the book and ran toward her home on Roe Street.
Select the sentence free of errors of any kind in AP style for print copy. -Only one outlet reported that the president of the National Rifle Association met with 16 members of Congress on Aug. 14, 2021. -Only 1 outlet reported that the president of the Nat'l Rifle Assn met with 16 members of the United States Congress on August 14, 2021. -Only 1 outlet reported that the President of the National Rifle Association met with sixteen members of the U.S. Congress on Aug. 14 2021. -Only one outlet reported that the President of the National Rifle Assn. met with sixteen members of the US Congress on August 14, 2021.
Only one outlet reported that the president of the National Rifle Association met with 16 members of Congress on Aug. 14, 2021.
What are the two key factors for any public relations practitioner to consider when defining opportunities for a public relations campaign? -The organization's status as for-profit or nonprofit -Outside regulations and legal requirements -Organization as a whole and its business model -Organizational objectives and its stakeholders
Organization as a whole and its business model
What are the two key factors for any public relations practitioner to consider when defining opportunities for a public relations campaign? -The organization's status as for-profit or nonprofit -Outside regulations and legal requirements -Organization as a whole and its business model -Organizational mission and its audiences
Organization as a whole and its business model
The difference between organizational goals and campaign goals is? -Organizational goals are high-impact goals defined by a full range of stakeholders. Campaign goals are low-impact goals created by PR practitioners. -Organizational goals and campaign goals are the same. -Organizational goals are established by consultants. Campaign goals are established by agencies. -Organizational goals are significant, long-term goals defined by leadership. Campaign goals are short- and medium-term goals that use communication to support organizational goals.
Organizational goals are significant, long-term goals defined by leadership. Campaign goals are short- and medium-term goals that use communication to support organizational goals.
What is a challenge the PR practitioner faces as work begins on a campaign? -Organizational leaders may require extensive vetting of anyone outside the organization that will be involved in the campaign. -Organizational leaders may exert influence to control the direction of 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.
The best example of using owned media versus other forms in the PESO model is which one of the following? -Owned media offers the greatest amount of content control. -Owned media can spread to a widening audience. -Owned media can reach the largest audiences. -Owned media allows for more content interaction.
Owned media offers the greatest amount of content control.
The essence of media relations work is __________. -editors shaping stories -reporters developing sources -organizations controlling their messages -PR practitioners communicating with journalists
PR practitioners communicating with journalists
What is the essence of media relations work? -reporters developing sources -organizations controlling their messages -editors developing stories -PR practitioners communicating with journalists
PR practitioners communicating with journalists
_________ is the best choice when a message must reach a particular audience at a particular time. -Earned media -Paid media -Shared media -Owned media
Paid media
In June of 2021, Aunt Jemima was rebranded as ______. -Grain Milling Company -Grain Mills -Pearl Milling Company -Pearl Mills
Pearl Milling Company
Identify the most appropriate strategy if the objective is: increase support for the school bond proposal by 10% among the likely voters in the community over the next three months. -Target local seniors through traditional media -Present information to parents of current students at parent-teacher meetings -Start a tik-tok channel for students -create flyers to distribute at local businesses
Present information to parents of current students at parent-teacher meetings
Select the sentence free of errors of any kind in AP style for print copy. -Professor Rebecca Malone of 42 Fifth Ave. works in the history department and shares an office in Room 247 of the Humanities Building. -Professor Rebecca Malone of Forty-Two 5th Ave. works in the History department and shares an office in Rm. 247 of the Humanities Building. -Prof. Rebecca Malone of Forty-two Fifth Avenue works in the History Department and shares an office in Rm. 247 of the Humanities Bldg. -Prof. Rebecca Malone of 42 5th Avenue works in the history department and shares an office in Room 247 of the Humanities Bldg.
Professor Rebecca Malone of 42 Fifth Ave. works in the history department and shares an office in Room 247 of the Humanities Building
The "Big Three" models discussed in chapter 1 of Public Relations Campaigns are ______. -RACE, ROPE, and ROSTIR -ROSTIR, PESO, and Diversity & Inclusion Wheel -Two-Step, Diffusion, and Excellence -Press Agents, Public Information, and Two-Way Communication
ROSTIR, PESO, and Diversity & Inclusion Wheel
Identify the most appropriate strategy if the objective is: raise awareness of a new company fitness center among employees from 40% to 80% over the next six months. -Brainstorm communication channels with company managers -Communicate about the new facility on local radio during morning commute time -Regularly share images and updates about the fitness center through the company e-newsletter. -Promote the new facilities in investor relations materials
Regularly share images and updates about the fitness center through the company e-newsletter.
___________ define channels and communication opportunities that help a campaign achieve its objectives. -Strategies -Goals -Tactics -Key messages
Strategies
Which one of the following characterizes an outtake objective? -Target audience member understands a message. -PR staff posts a message on organization's website. -PR Staff post on an organization's Facebook page. -Target audience member tweets a remark about an organization.
Target audience member understands a message.
Which one of the following is an example of an outtake objective? -Target audience member understands a message. -PR staff posts a message on organization's website. -A social group changes positions and endorses a candidate. -A social media post is boosted in its reach.
Target audience member understands a message.
_________ emphasizes research throughout and that campaigns are cyclical. -The ROSTIR planning model -The PESO Model -The S.M.A.R.T. objectives model -Systems theory
The ROSTIR planning model
Select the sentence free of errors of any kind in AP style for print copy. -The Washington Post reported Tuesday that the suspect is White, in her 30's, about five feet two inches tall, and weighs about 110 pounds. -The Washington Post reported Tuesday that the suspect is white, in her 30s, about 5 feet 2 inches tall and about 110 pounds. -The Washington "Post" reported Tuesday that the suspect is white, in her thirties, about 5'2" tall, and about 110 lbs. -"The Washington Post" reported Tue. that the suspect is White, in her 30's, about 5 ft., 2 inches tall, and weighs about one hundred and ten pds.
The Washington Post reported Tuesday that the suspect is white, in her 30s, about 5 feet 2 inches tall and about 110 pounds.
Select the sentence free of errors of any kind in AP style for print copy. -The boy, age 7, said his mother, the Mayor, will attend the P.T.A. meeting Nov. 28 if the temperature remains above 0. -The boy, 7, said his mother, the mayor, will attend the PTA meeting Nov. 28 if the temperature remains above zero. -The boy, seven, said his mother, the mayor, will attend the P.T.A. meeting November 28 if the temperature remains above 0. -The boy, age seven, said his mother, the mayor, will attend the PTA meeting November 28 if the temperature remains above zero.
The boy, 7, said his mother, the mayor, will attend the PTA meeting Nov. 28 if the temperature remains above zero.
__________ is to understand campaign results using quantitative and qualitative outcome data. -The goal of campaign evaluation -The aim of a campaign report -The first concern of a client -The best way to determine profitability
The goal of campaign evaluation
Paid media channels usually have which of the following characteristic? -Their audiences are more diverse than other media channels. -Their audiences are more educated than other media channels. -Their audiences are often not necessarily seeking the message. -Their audiences are larger than free media channels.
Their audiences are often not necessarily seeking the message.
Why is it important to understand theories of public relations, communication, media and culture? -Theories can explain related facts or events and inform decision making. -Theories create facts about events and reinforce assumptions. -Theories provide alternative paths of action. -Theories aren't as important as practices.
Theories can explain related facts or events and inform decision making.
Brands have changed the way they manage their information in what way? -They create less content than they used to. -They commonly employ editorial staff to produce content. -They limit content to specific time periods. -They create limited content for a range of audiences.
They commonly employ editorial staff to produce content.
Select the sentence free of errors of any kind in AP style for print copy. -Thomas Shriver Jr., an employee of the Roess Co. in Fairbanks, Alaska, has a doctorate in economics and will be here Monday, Tuesday and Wednesday. -Thomas Shriver, Jr., an employe of the Roess Company in Fairbanks AS has a doctorate in Economics and will be here Mon., Tues. and Wed. -Thomas Shriver, Junior, an employee of the Roess Co. in Fairbanks, AL, has a Ph.D. in Economics and will be here Monday, Tuesday, and Wednesday. -Thomas Shriver Junior an employe of the Roess Company in Fairbanks Alaska has a Ph.D. in economics and will be here Mon, Tues., & Wed.
Thomas Shriver Jr., an employee of the Roess Co. in Fairbanks, Alaska, has a doctorate in economics and will be here Monday, Tuesday and Wednesday.
___________ can make estimating budget costs easier. -Creating tiered budgets for projects -Working closely with vendors -Using a third party to review quotes -Employing a budgetary planning system
Working closely with vendors
Select the sentence free of errors of any kind in AP style for print copy. -Year's ago, a Committee of the U.S. Congress estimated correctly that this Program would cost $7,000,000,000 to $8,400,000,000. -Year's ago, a committee of the United States Congress estimated correctly that this program would cost $7 to $8.4 billion dollars. -Years ago, a committee of the U.S. congress estimated correctly that this Program would cost $seven billion to $8.4 billion. -Years ago, a committee of the U.S. Congress estimated correctly that this program would cost $7 billion to $8.4 billion.
Years ago, a committee of the U.S. Congress estimated correctly that this program would cost $7 billion to $8.4 billion.
An example of quantitative content analysis research would be ______. -an examination of how news editors selected stories to publish -the number of voters who understood the intended message of a political candidate -a comparison of how two different media covered the same news story -a count of how many times a particular phrase is used in an article
a count of how many times a particular phrase is used in an article
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
A successful public relations campaign begins with ______. -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 -a commitment of resources to the task or assignment
a diagnosis of the organization's needs
An exampled of converged media under the PESO model is? -local news on television -A Facebook profile -a paid social media influencer -smartphones
a paid social media influencer
Someone with a concrete interest in a particular organization, including internal groups such as employees and board members as well as external groups such as customers, donors, vendors, community members is known as ___________. -a collaborator -a partner -a stakeholder -a stockholder
a stakeholder
In deciding what information to report campaigns must be examined ___________. -for successes and failures -in terms of key publics and organizational goals -according to objectives and lessons learned -to determine ROI
according to objectives and lessons learned
Successful public relations strategies are dependent upon ______. -the talents of the practitioners involved -responding to changes after the campaign concludes -the effectiveness of past efforts and strategies -accurate information about the challenge at hand
accurate information about the challenge at hand
When unexpected circumstances arise during a campaign, what is the recommended course of action to follow? -stay the course with the selected objectives and tactics -slow the pace of the project until the unexpected circumstances can be resolved -adapt to the changing conditions by revising plans and actions -pause the project until the circumstances change
adapt to the changing conditions by revising plans and actions
If a strategy is to contract with an organization to utilize existing channels that have established trust with Miami students, then an appropriate tactic is ___________. -billboard placements surrounding Oxford. -earned media coverage in the Miami Student newspaper -flyers in Armstrong -ads on RedHawk Radio
ads on RedHawk Radio
Organizational goals are significant long-term goals defined by leadership while campaign goals __________. -are short- and medium-term goals that use communication to support organizational goals. -determine the volume of support and leadership buy-in on the campaign -name who, what, how much, and when for achieve organizational goals -are significant long-term goals defined by PR practitioners
are short- and medium-term goals that use communication to support organizational goals.
In the context of Research, in the ROSTIR model, the term "diagnose" refers to -determining the cost of media access to key publics -ascertaining the cause or nature of an issue or problem -gathering initial impressions about a market -ascertaining the results of a campaign
ascertaining the cause or nature of an issue or problem
What does situational crisis communication theory do? -provides a theoretical framework within which communications tactics can be tested in real time -attempts to quell negative publicity as soon as possible after a crisis event -strives to consider diverse viewpoints in a crisis event -attempts to predict the level of threat to an organization's reputation
attempts to predict the level of threat to an organization's reputation
The press agentry model of publicity is primarily concerned with ______. -increasing a follower base -engaging the public -attracting media coverage -reaching influencers
attracting media coverage
Campaign strategies should be first and foremost concerned with which one of the following? -campaign objectives -tactics -message -audience
audience
Which one of the following is necessary for clarifying and specifying an objective? -audience definition -competitor position -market trend -stakeholder support
audience definition
Which one of the following is necessary for clarifying and specifying an objective? -audience definition -stakeholder support -competitor position -market trend
audience definition
Interview research is particularly good at determining which one of the following? -audience actions -audience perceptions -audience size -audience bias
audience perceptions
A deep understanding of _________ is/are required to develop sound strategies. -competitive environment and organizational leaders -channels and internal organizational coalitions -internal organizational coalitions and publics -audiences and channels
audiences and channels
Diversity and Inclusion primarily register in the strategic communication industry in terms of ______. -representations, human resources, and clients -audiences, demographics, and representations -audiences, representations, and labor -human resources, representations, and initiatives
audiences, representations, and labor
Selecting a diverse participant group from the outset helps practitioners to do which of the following? -simplify the data collection process -ensure management expectations are met -obtain additional content for messaging -avoid selective listening
avoid selective listening
In order to use a percentage increase metric as an objective there would have to be ______. -a key public -baseline data -trend data -demographic data
baseline data
To make percentage metrics, like "increase awareness by 25%," viable for assessing an objective, there would have to be ______. -a highly specified target audience -a comparison group or audience -trend data -baseline data
baseline data
Owned media should __________. -be used for sensitive content -be a hub for campaign content -attract new audiences -create a dialogue with audiences
be a hub for campaign content
Earned media considered more valuable than owned media __________. -because its message is presented across media as it came from the organization -because the organization sponsors it -because audiences share it via social media -because its message has news value beyond the organization
because its message has news value beyond the organization
Paid media impact should be reported in terms of _________. -quantitative measures -budget allocation -audience conversion rates -audience reach and coverage
budget allocation
The focus should be on ___________ when reporting on paid media impact. -audience conversion rates -quantitative measures -audience reach and coverage -budget allocation
budget allocation
The 1971 Coca-Cola commercial that inspired the 2017 Pepsi "Live for Now" campaign with Kendall Jenner featured a group of young people singing that they wanted to do what? -be the real thing -drink a Coke -buy the world a Coke -make love not war
buy the world a Coke
How should a practitioner make selections about media outlets and audiences during a campaign? -by considering the amount of control over the message the media outlet allows -by considering how the target audience overlaps with a media outlet's audience -by considering which stage the campaign is at the time of the release of the message by considering audience size first, then media availability
by considering how the target audience overlaps with a media outlet's audience
Implementation of a campaign is guided by a _______. -communications audit -market research -analysis -calendar or timeline
calendar or timeline
Strategic communications are a site of intervention for cultural politics because they are ______. -engaging brands -central to cultural life -profit driven -all of the answers
central to cultural life
Outcome objectives primarily focus on _______. -message comprehension -message exposure -changes in opinion or behavior -changes in publics
changes in opinion or behavior
The primary aim of outcome objectives is/are _______. -changes in publics -message exposure -changes in opinion or behavior -message comprehension
changes in opinion or behavior
Campaigns should adhere to which one of the following guidelines regarding media use? -select communications media according to popularity -choose a mix of media according to organizational goals and audiences -select primary and secondary media for optimal communication -communicate through either traditional or digital media
choose a mix of media according to organizational goals and audiences
As form of owned media, ____________ is/are traditional, digital, merchandise, and materials for communicating and distributing branded info in a range of unique situations -tcotchkis -collateral -identity package -secondaries
collateral
__________ are an example of controlled media. -government-regulated communications -radio talk shows -television news shows -company websites
company websites
When a public relations practitioner chooses to communicate a message through paid social media posts in addition to owned content, this is an example of ______. -programmatic buying -content amplification -social media advertising -native advertising
content amplification
The key feature of owned media in the PESO model is that it is ______. -controlled by the brand -reviewed by influencers -influenced by consumers -regulated by law
controlled by the brand
An indicator used to determine success of earned media efforts during a campaign would be which one of the following? -coverage in national news outlets -shares on Facebook -direct messages received on Twitter -Instagram impressions
coverage in national news outlets
If a strategy is to create in-person interactions that incentivize visits to the retail store, then an appropriate tactic would be to __________. -start a new Facebook group page to announce daily sales specials -create pop-up shops in high foot traffic areas -hang flyers with sales coupons on sidewalks -run a series of paid advertisements on local radio promoting a flash sale
create pop-up shops in high foot traffic areas
In the PESO model, shared media occurs when ______. -customers or fans create content about a brand -the brand publishes content on more than one social media platform -a brand places information on both social and traditional media -customers learn about a brand on one communications platform and discuss it on another platform
customers or fans create content about a brand
If a goal identifies the direction, the objective is the ___________. -map -destination -compass -outcome
destination
When reframing problems as opportunities, if the problem is competition with similar messaging then a goal would be ________. -increasing paid media placements -targeting a new public -differentiating your brand -raising awareness
differentiating your brand
Which of the following must be present to ensure a diversity-first approach to planning? -a diversity and inclusion business objective -diversity of individuals and experiences on the team -images that represent diverse populations -a focused corporate diversity statement
diversity of individuals and experiences on the team
Which of the following must be present to ensure a diversity-first approach to planning? -images that represent diverse populations -a diversity and inclusion business objective -a focused corporate diversity statement -diversity of individuals and experiences on the team
diversity of individuals and experiences on the team
A brand is reviewed on a blog that is not related to the company. In the PESO model, which medium type is this? -paid media -earned media -shared media -owned media
earned media
In the PESO model, which one of these allows the company story to be told by a third party? -paid media -earned media -shared media -owned media
earned media
News coverage of a campaign in a national outlet would be considered? -a success -owned media -earned media -amplification
earned media
In the transmission model, messages are encoded, decoded, sent and received. Which step do strategic communication professionals participate in? -receiving -decoding -encoding -sending
encoding
A/n _________ evaluation compares each strategy and tactic to the campaign objectives. -ongoing -end of campaign -developmental -refinement
end of campaign
A campaign report must clearly _________. -determine the impact from individual team members on the campaign -explain whether campaign objectives have been achieved -review which strategies were most successful -present all the data related to the campaign
explain whether campaign objectives have been achieved
The primary purpose of the reporting phase of a campaign is to do which one of the following? -explain whether campaign objectives have been achieved -present all the data related to the campaign -determine the impact from individual team members on the campaign -review which strategies were most successful
explain whether campaign objectives have been achieved
In general, quantitative research is good for ___________. -finding key publics -finding the "what effects and how much" -finding specific results -finding the "why and how"
finding the "what effects and how much"
In general, qualitative research is good for __________. -finding the "what effects and how much" -finding generalizable results -finding the "why and how" -finding key publics
finding the "why and how"
The press agentry model of publicity is primarily concerned with ______. -gaining media coverage -reaching influencers -increasing a subscriber base -engaging the public
gaining media coverage
Secondary research involves _____________. -gathering information from already published sources -repeating interviews, surveys, or focus groups -topics that are not central to the primary research -data collection during the end of campaign research
gathering information from already published sources
Formal research is designed and executed using specific research methodologies. Informal research is __________. -a literature review -quantitative analysis -general knowledge gathering -surveys and focus groups
general knowledge gathering
If a strategy is to provide opportunities for Miami students to engage face-to-face with our campaign team and make a commitment to complete the 2020 Census when the time comes, then an appropriate tactic would be to __________. -post to Facebook groups -give a series of presentation at student club meetings -talk at a district school board meeting -issue press releases to the student newspaper
give a series of presentation at student club meetings
In 2014, Intel launched a campaign for its new "conflict free" microchips. Conflict minerals are what four minerals mined in the Democratic Republic of the Congo and surrounding region? -gold, tantalum, titanium, and tungsten -gold, turbinium, tantalum, and tin -gold, tungsten, tantalum, and tin -gold, tungsten, terbium, and tin
gold, tungsten, tantalum, and tin
As budgetary category, an example of material costs would be _________. -hiring a video editor -hiring a consultant lead a focus group -purchasing a new camera pbuying digital ads
hiring a video editor
The ritual model of communication helps explain ______. -how ideas circulate -how meaning is maintained over time -how messages are remembered how messages are sent through space
how meaning is maintained over time
The transmission model of communication helps explain ______. -how messages are understood by audiences -how meaning is controlled -how messages are sent through space -how meaning is maintained over time
how messages are sent through space
One way in which media frame people's perception of news is seen in ______. -when the news occurs -to whom the news is targeted -how the news is presented -who the news affects
how the news is presented
A strategy is a(n) ________. A tactic is a(an) ____________. -objective / goal -idea / method -channel / medium -method / impact
idea/method
A communications objective would do which one of the following? -describe how often a particular medium will be used. -refer to the organizational goals. -identify the problem at hand -identify measures and magnitude to determine effectiveness
identify measures and magnitude to determine effectiveness
A communications objective would do which one of the following? -identify the problem at hand -refer to the organizational goals. -identify measures and magnitude to determine effectiveness -describe how often a particular medium will be used.
identify measures and magnitude to determine effectiveness
When creating timelines and campaign schedules, you should begin by _________. -estimating the amount of time needed for each task -identifying all of the tasks -determining tactic frequency -designating responsibilities among the team
identifying all of the tasks
The instantaneous timing of shared media means that it requires ___________. -immediate response and constant monitoring -clear branded messages -planning for predetermined release times -clever and predetermined responses
immediate response and constant monitoring
Which of the following represents three factors of how real-world campaigns are judged? -consumer reaction, market research, competitor campaigns -market research, purchasing actions consumers take, consumer reaction -consumer awareness of brands, consumer reaction, market research -impact, actions consumers take, and awareness of brands
impact, actions consumers take, and awareness of brands
In the ROSTIR model, the letter "I" represents what? -integration -interest -identification -implementation
implementation
An organization has two concurrently running communications objectives: (1) increasing employees' awareness of the organization's health benefits and (2) increasing employees' knowledge of its health insurance plans. These two objectives can be described as which one of the following? -in alignment -autonomous -systemic -divergent
in alignment
An organization has two concurrently running communications objectives: (1) increasing employees' awareness of the organization's health benefits and (2) increasing employees' knowledge of its health insurance plans. These two objectives can be described as which one of the following? -systemic -divergent -in alignment -autonomous
in alignment
The Management by Objectives (MBO) process states that organizational missions and goals can be broken into measurable objectives that are completed by specific divisions in order to __________. -identify measurable standards of communication -develop the research to set organizational objectives -assist in the development of the organization's mission -increase transparency and accountability
increase transparency and accountability
The evaluation metric that would address audience engagement would be in which one of the following? -likes and shares -impressions -behavior change -reach
likes and shares
PR practitioners can gain insight into the perspectives of the publics after a campaign's conclusion by __________. -discussing feedback from the staff who ran the campaign -analyzing media coverage of the campaign -reviewing campaign outcome data soon after the close of the campaign -listening to all audiences of the campaign
listening to all audiences of the campaign
Being able to tally or count the results of a communications objective makes that objective ______. -measurable -relevant -specific -credible
measurable
Being able to tally or count the results of a communications objective makes that objective ______. -relevant -measurable -credible -specific
measurable
As a budgetary category, print, broadcast, and digital ad buys are considered ___________ costs. -materials -infrastucture -media -administration
media
To ensure successful coverage in news media, it is important that PR practitioners work to build mutually beneficial relationships with which of the following? -advertising departments -television audiences -media outlet gatekeepers -brand influencers
media outlet gatekeepers
Three examples of communication goals are: -message exposure, dissemination, and acceptance -conversion, attitude, and behavior change. -exposure, attention, and conversion -attention, agreement, and reception
message exposure, dissemination, and acceptance
Evaluating earned media involves ___________. -monitoring and outreach -surveying and reporting -monitoring and analysis -networking and analysis
monitoring and analysis
Two of the four elements that define the scope of a campaign are ________ ? -necessary expertise and available resources p 98 -available resources and objectives -necessary expertise and message relevance -message relevance and CEO buy-in
necessary expertise and available resources
According to the text, publicity is information provided by an outside source that is used by media because the information has ______. -subsidies -news value -credibility -content
news value
Awareness, opinion, and behavior changes are common ____________. -strategies -objectives -tactics -goals
objectives
Campaign reports should highlight ___________. -objectives and lessons learned -successes and failures -key publics and organizational goals -ROI and profitability
objectives and lessons learned
When working with organizational leaders at the beginning of the campaign, PR practitioners also need to account for __________. -organizational leaders limiting the use of specific media platforms during the campaign -organizational leaders cutting the budget without warning -organizational leaders withholding information or not fully understanding the problem -organizational leaders requiring extensive vetting of the campaign team
organizational leaders withholding information or not fully understanding the problem
Agenda setting originates from the news media, while agenda building ______. -originates from editors and reporters -focuses on popular topics -originates from the public -covers stories as they unfold
originates from the public
An objective that tracks the number of reporters who were contacted with campaign information is considered an __________. -output -outreach -outcome -outtake
output
What category of objective would track the number of reporters who were contacted with campaign information? -outtake -outreach -outcome -output
output
The three basic kinds of objectives are ________. -market share, audience share, and media share -output, outtake, and outcome -quantitative, qualitative, and informal -audience, media, and organizational
output, outtake, and outcome
A brand sets up a Facebook page to promote itself. In the PESO model, which medium type is this? -paid media -earned media -shared media -owned media
owned media
In the PESO model, advertising is categorized as ______. -owned -promotional -paid -shared
paid
When promoting a live in-person event, ________ media is an important because it allows you to control the content and timing of the message. -owned -earned -shared -paid
paid
A brand places its messages using Google Ads. In the PESO model, which medium type is this? -paid media -earned media -shared media -owned media
paid media
A brand runs ads on Instagram. In the PESO model, which category is this? -earned media -shared media -paid media -owned media
paid media
A strong objective provides organizational managers and clients with ________. -market trends -situational context -performance expectations -stakeholder issues
performance expectations
A strong objective provides organizational managers and clients with which one of the following? -organizational history -performance expectations -stakeholder issues -market trends
performance expectations
Which of the following is an example of the two-way asymmetrical model of communications? social media campaign celebrity publicity public information campaign political campaigns
political campaigns
The cost of a television advertisement is directly related to which of the following? -market location, message, frequency -timing, message, readership -population size, viewership, market location -duration, message, timing
population size, viewership, market location
Successful campaign implementation relies on a mix of ____________. -preparation, research, and analysis -preparation, expectation, and perseverance -preparation, scheduling, and strategies -preparation, anticipation, and accountability
preparation, expectation, and perseverance
Engaging decision makers in a collaborative planning process is important in order to ________. -promote stakeholder buy-in -guarantee expedited approval of tactics -provide for a more flexible budget -ensure outcomes are viewed positively
promote stake holder buy-in
Engaging decision makers in a collaborative planning process is important in order to ________. -guarantee expedited approval of tactics -provide for a more flexible budget -promote stakeholder buy-in -ensure outcomes are viewed positively
promote stakeholder buy-in
The function of theory in PR is to _____. -enable practitioners to validate their tactics -provide a method of analyzing PR practices -test the basis of PR strategies -provide a framework for decision making in PR
provide a framework for decision making in PR
Three of the six attributes that make your organization's information "newsworthy" are __________. -proximity, editorial need, and conflict -proximity, timeliness, and conflict -timeliness, profitability, and editorial need -novelty, profitability, and audience impact
proximity, timeliness, and conflict
The National Transportation Safety Board produces a website that discusses its efforts in safety advocacy that is available to both government officials and consumers. Which model of publicity does this represent? -two-way symmetrical -two-step model -public health model -public information model
public information model
Which one of the following kinds of research would a practitioner employ to best determine what motivated target audience members to react favorably to a series of TV advertisements? -quantitative analysis -qualitative analysis -broadcast ratings -informal
qualitative analysis
Which one of the following would a practitioner employ to best determine what motivated target audience members to react favorably to a radio advertisement? -quantitative analysis -broadcast ratings -online surveys -qualitative analysis
qualitative analysis
Research that attempts to measure the tone of conversations about a given client or topic is ______. -social research -quantitative research -qualitative research -semantic research
qualitative research
The most effective research to measure the tone of a conversation about a given client or topic is ______. -semantic research -qualitative research -quantitative research -social research
qualitative research
The primary difference between quantitative and qualitative analysis is that _______. -quantitative relies on statistics while qualitative relies on interpretation in context -qualitative relies on a small sample size while quantitative relies on large groups -qualitative relies on statistics while quantitative relies on interpretation in context -quantitative relies on a small sample size while qualitative relies on large groups
quantitative relies on statistics while qualitative relies on interpretation in context
The availability of multiple media channels supports which one of the following? -improving the reach of shared media -reaching all publics through a single channel -tracking which media audiences use most -reaching multiple publics through multiple channels
reaching multiple publics through multiple channels
One of the keys to writing strong campaign goals is? -rethink the scope of an organization's mission -clearly describe the magnitude and measurement of desired change -include the key message for the campaign -reframe problems as opportunities
reframe problems as opportunities
In the Reporting/Evaluation stage practitioners must _________. relate the results of the campaign directly back to the stated objectives spin the results to always show a successful campaign ensure clients are not disappointed gather data on new audiences
relate the results of the campaign directly back to the stated objectives
In terms of S.M.A.R.T. objectives, connecting the measurable component to the campaign and organizational goals makes it _________. -specific -time-bound -relevant -achievable
relevant
Which one of the following is an example of a "hard" budget cost? -traditional advertising buys -office supplies -boosted facebook posts -renting an event venue
renting an event venue
When strategic communication professionals make decisions about how, where and when to represent communities of people, the images, words, and ideas they choose ______. -promote a company as ethically/unethically as they want -create memorable messages for audiences -reproduce or transform the world views of their audiences. -elicit emotional connections with audiences
reproduce or transform the world views of their audiences.
Key publics and stakeholders should be identified in the __________ phase of the campaign plan. -objectives -strategies -research -implementation
research
C-suite executives are typically most concerned with which aspect of a strategic campaign? -tactics -results -strategies -research
results
When reporting to clients and C-suite executives, the most important aspect of the campaign to communicate to them is ______. -methods -strategies -results -tactics
results
According to the text, well-executed campaigns should expect to do which with objectives? -involve organizational leaders to actively participate in the objectives -outsource specialty objectives when necessary -run multiple objectives simultaneously -execute one objective at a time
run multiple objectives simultaneously
According to the text, well-executed campaigns should expect to do which with objectives? -run multiple objectives simultaneously -execute one objective at a time -outsource specialty objectives when necessary -involve organizational leaders to actively participate in the objectives
run multiple objectives simultaneously
Public relations practitioners should apply diffusion theory when attempting to do which of the following? -implement a public information campaign -develop their collaborative internal team -maintain their audience -segment messages among audiences
segment messages among audiences
Among other reasons, objectives are important because they _________. -set expectations and provide accountability -shape the campaign goals -can target multiple audiences at one time -act as a compass for strategies and tactics
set expectations and provide accountability
The Nike "Dream Crazy" Campaign made the most use of which PESO categories? -paid and earned -shared and owned -shared and earned -paid and shared
shared and earned
Users of a brand post images of the brand's product on Instagram. In the PESO model, which medium type is this? -paid media -earned media -shared media -owned media
shared media
The acronym SMART in "SMART communications objectives" stands for which of the following? -specific, measurable, attainable, relevant, time-bound -strategic, measurable, attainable, researched, time-bound -strategic, measurable, accountable, researched, time-bound -specific, measurable, accountable, relevant, time-bound
specific, measurable, attainable, relevant, time-bound
The acronym SMART in "SMART communications objectives" stands for which of the following? -specific, measurable, attainable, relevant, time-bound -specific, measurable, accountable, relevant, time-bound -strategic, measurable, accountable, researched, time-bound -strategic, measurable, attainable, researched, time-bound
specific, measurable, attainable, relevant, time-bound
A clear communication goal would do which one of the following? -identify magnitude and measures used to determine effectiveness -refer to market trends -describe the audience and its makeup -state a desired identifiable change
state a desired identifiable change
A clearly identified communication goal would do which one of the following? -describe the audience and its makeup -refer to the organizational mission -state a desired identifiable change -identify magnitude and measures used to determine effectiveness
state a desired identifiable change
Objectives should spell out which four elements? -product price, communication goal, target audience, reporting metrics -target audience, communication goal, evaluation metrics, estimate of profit -product price, baseline sales, target sales, and timeline -target audience, specific outcome, magnitude of change, and target date
target audience, specific outcome, magnitude of change, and target date
For Broom and Sha, an uncontrolled medium is exemplified in which one of the following? -an organizational website -a hosted event -television news coverage -a print advertisement
television news coverage
The biggest factor shaping the United States' media ecosystem is ______. -the development of increasingly granular metrics of audience data -that it is primarily composed of large companies -the replacement of traditional media by emerging media -that it is a for-profit system driven by advertising
that it is a for-profit system driven by advertising
Some of the major differences between traditional and emerging media are ______. -that traditional media is centralized and expensive. -that traditional media is decentralized and without gatekeepers -that emerging media is centralized and without gatekeepers -that emerging media is inexpensive but centralized
that traditional media is centralized and expensive.
What advantage has the proliferation of media channels offered organizations? -the opportunity to create a greater number of messages within a shorter time -the ability to reach more audiences with varied messages -It has lowered the overall cost of reaching many audiences -It has resulted in reaching a more homogeneous audience
the ability to reach more audiences with varied messages
Edward Bernay's lasting influence on public relations is ______. -the invention of audience research -the development of scientific persuasion -the founding of the Public Relations Society of America -the creation of the ROSTIR model
the development of scientific persuasion
Which crucial piece of any strategic plan is developed during the initial research and diagnosis? -the key public/s -the communication strategies -the timetable for tactics -the key message
the key public/s
The _________ act/s as a framework for PR practitioners to use in addressing organizational problems and opportunities? -the organization's mission -target audience research -marketplace environment conditions -the organization's stakeholders
the organization's mission
Which one of the following does the PR practitioner use as framework for addressing organizational problems and opportunities? -the organization's mission -the organization's stakeholders -target audience research -marketplace environment conditions
the organization's mission
PR practitioners should evaluate the potential audience as a key public based on _________. -the probability of them helping achieve the campaign goal -the geographic makeup of the audience -the relative size of the audience -their purchasing power
the probability of them helping achieve the campaign goal
When identifying key publics, PR practitioners evaluate potential audiences based on? -the relative size of the audience -the probability of them helping achieve the campaign objective -the geographic makeup of the audience -their purchasing power
the probability of them helping achieve the campaign objective
Excellence theory in public relations recognizes the primary importance of ______. the public's ability to communicate effectively with the management of an organization the power balance between an organization's stakeholders and its target audience the relationship between an organization and its publics the relationship between an organization and its stakeholders
the relationship between an organization and its publics
Successful practitioners using shared media will post information on the organization's site only when ______. -they need to support website traffic -they promote new ventures -they have planned content relevant to a campaign -they want to capture audience interaction data
they have planned content relevant to a campaign
The most valuable story pitches to media outlets are _____________. -those that are framed for a media outlet's audience or journalist's beat -those that have one or more unusual personalities as central part of the story -those that indicate they are most timely -those that relate to large and younger audiences
those that are framed for a media outlet's audience or journalist's beat
Team expertise and available budget are two of the four aspects that define the scope of a campaign. The other two are _________. -message relevance and objectives -timeline and the desired change -CEO buy-in and message relevance -timeline and CEO buy-in
timeline and the desired change
When choosing the most appropriate PESO media channels, one should consider _______________. -content, audience, reach, and market size -timing, content, budget, and messaging -timing, budget, audience, and reach -messaging, budget, market size, and objectives
timing, content, budget, and messaging
Brands share content on their social media pages and owned channels in order ______. -to connect with millennials -to engage the audience and foster relationships -to limit cost of paid media -to expand their reach
to engage the audience and foster relationships
Why is it important that PR practitioners incorporate the Diversity & Inclusion Wheel in the campaign planning process? -to teach PR team members how to identify diverse populations -to choose which diverse populations to design the campaign for -to confirm that all possible demographics are equally represented in every campaign -to ensure a variety of perspectives are taken into consideration when developing integrated campaigns
to ensure a variety of perspectives are taken into consideration when developing integrated campaigns
Diverse teams with multiple perspectives are important ______. -to ensure that diverse outcomes more fully reflect client demographics -to meet federal diversity and inclusion requirements -to meet the needs of every demographic in each campaign -to be prepared for diversity-related crisis situations
to ensure that diverse outcomes more fully reflect client demographics
Why is it important to build diverse teams that offer multiple perspectives? to meet federal diversity and inclusion regulations -to meet the needs of every demographic in each campaign -to be prepared for diversity-related crisis situations -to ensure that diverse outcomes more fully reflect client demographics
to ensure that diverse outcomes more fully reflect client demographics
Collateral materials run the risk of which one of the following? -poorly written content -not enough content -too much content -poorly conceived content
too much content
In the PESO model, paid media is commonly thought of as ______. -foundational communication -advertising costs -traditional advertising -print and broadcast presence
traditional advertising
A podcast about new smart home devices aggregates existing product reviews and provides highlights and recommendations to their audience. The podcast subscribers are then a part of which of the following? -PESO model -two-step flow model of communication -flow-to-consumer model of communication -the sponsor-author model of communication
two-step flow model of communication
Angela publishes on online blog providing independent reviews of smart home products. After seeing a news stories about the new Samsung SmartFridge, she posts her own review and commentary. A few thousand people read her comments in the first day. This is an example of: -two-way asymmetrical communication -the power of social media -sponsored promotion -two-step flow model of communication
two-step flow model of communication
Surveys are often used to ______. -confirm existing hypotheses -uncover unexpected insights -test new theories -explain how frequent phenomenon occurs
uncover unexpected insights
The main goal of evaluating a campaign is to _________. -understand campaign results using quantitative and qualitative outcome data -document strategic and tactical steps undertaken throughout the campaign -review the planned and unplanned steps taken during the campaign -report campaign outcomes to organizational leaders
understand campaign results using quantitative and qualitative outcome data
Research is important for strategic communications campaigns because it helps practitioners _______. -establish cultural trends -anticipate management decisions -understand the problem and identify key publics -determine organizational goals
understand the problem and identify key publics
Psychographic audience segmentation is based on: -Myers-Briggs personality tests -behavior history -predictive analytics -values, attitudes, and beliefs
values, attitudes, and beliefs
Which one of the following would represent an instance of when to use paid media as a tactical approach? -when a message is perceived differently by different publics -when a message must reach a particular audience at a particular time -when a message needs to reach a very large audience -when a message is complex and has many details
when a message must reach a particular audience at a particular time