PR Campaigns Exam
A successful public relations campaign begins with ______.
a diagnosis of the organization's needs
In the PESO model, an example of earned media would be which one of the following?
a review from a blogger
Research that is found to have little relevance to what it was trying to measure is said to lack which one of the following?
correlation
The MBO process often calls upon public relations professionals to ______.
define direction when supporting specific organizational objectives
In the PESO model, which one of these allows the PR practitioner to control distribution?
paid media
In the PESO model, which one of these allows the company story to be passed on?
shared media
In the PESO model, which one of these allows the company story to be told by a third party?
shared media
Users of a brand post images of the brands product on Instagram. In the PESO model, which medium type is this?
shared media
What is the key characteristic of a tactic?
It is familiar to a target audience.
What is the essence of media relations work?
PR practitioners communicating with journalists
Which of the following represents owned media?
a brand's website
A key feature of systems theory is ______.
adaptability
Agenda setting differs from agenda building in what way?
agenda setting originates from the news media while agenda building originates from the public
How did the Nestlé Natural Bliss campaign hope to use the internet?
as shared social media
According to Timothy Coombs, what does situational crisis communication theory do?
attempts to predict the level of threat to an organizations reputation
In qualitative research, multiple sources of data are used to confirm that the study has validity. This use of multiple sources is called ______.
confirmation data
The key feature of owned media in the PESO model is that it is ______.
controlled by the brand
What was the selected strategy behind the Nestlé Natural Bliss promotion?
direct consumer experience
A brand is reviewed on a blog that is not related to the company. In the PESO model, which medium type is this?
earned media
Finding out about the organization and communications environment is part of which one of the following?
evelopmental research
Initial research and diagnosis helps the PR practitioner do which of the following?
frame a communications message
SWOT analysis is used to produce which one of the following?
goals and objectives for the organization
One way in which media influence people's perception of news is seen in ______.
how the news is present
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
In a representation of diffusion theory audience members, which group of individuals is the largest?
late majority
A brand sets up a Facebook page to promote itself. In the PESO model, which medium type is this?
owned media
In the PESO model, which one of these allows the company to have complete control over its story?
owned media
A brand places it messages using Google ads. In the PESO model, which medium type is this?
paid media
An organization conducts a survey to gauge various reactions in a new product. This is an example of ______.
primary research
Both the ROPE and RACE models begin and end with the same steps. Which of the below are these?
research and evaluation
A PR practitioner who represents a book author stays abreast of what is happening in the publishing field by reading book-trade journals. What kind of research is this?
secondary research
A PR practitioner decides to use television to promote a political point of view. This decision is considered ______.
strategy
In a publicity campaign, the PESO model is considered in which part of the plan?
strategy
In the PESO model, shared media occurs when ______.
the brand publishes content on more than one social media platform
In Diffusion Theory the Evaluation step is when ______.
the individual considers an idea as potentially useful
Which of the following is NOT included in the ROSTIR model? a. research
theory
When does reporting and evaluation occur in a campaign?
throughout a campaign
In the PESO model, paid media is commonly thought of as ______.
traditional advertising
The press agentry model of publicity is primarily concerned with ______.
trying for media coverage
A consumer who publishes on online blog about home products sees a review of a new product on TV. That blogger then posts his commentary about the product on his blog. Readers of the blog read the commentary. The end readers of the blog are then a part of which of the following?
two-step flow model of communication
In the "excellence theory" of public relations it is reasoned that the ideal role for public relations is in ______.
two-way model communication
Which one of the following would represent an instance of when to use paid media as a tactical approach?
when a message needs to reach a very large audience
