PR Campaigns Exam

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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


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