PR 421 Final Exam (Quiz Questions)
The text states that successful campaign implementation includes which of the following? a. Organizational values b. Relevance c. Expectations d. Timeliness
c. Expectations
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. A brand definition goal b. A brand familiarity goal c. A brand reminding goal d. A brand introduction goal
a. A brand definition goal
The foundation of a well-developed public relations plan has ______. a. A communication blueprint b. Clear objectives c. Audience relevance d. The support of stakeholders
a. A communication blueprint
Case Study Krusteaz - How did Krusteaz campaign encourage influencer engagement and consumer engagement? a. With a like Krusteaz holiday baking webcast b. With tweets to food bloggers c. Through the use of Instagram postings of Krusteaz creations d. With a Facebook live session with food bloggers and typical Krusteaz users
a. With a bake like Krusteaz holiday baking webcast
What do theories do in the field of public realtions? a. Provide a framework for decision making in PR b. Provide a system of validating PR practices c. Enable practitioners to validate their tactics d. Test the basis of PR strategies
a. provide a framework for decision making in PR
Which of the following is NOT described as being part of a public relations plan? a. A way toward idea approvals b. A mechanism for monitoring the plan c. A statement of values d. A means for proposing ideas
c. A statement of values
Implementation of a campaign would include _____. a. Timing and budget b. Staffing and production c. Timing and staffing d. Production and cost
c. Timing and staffing
Case Study Krusteaz - How did Krusteaz use online media to promote its products? a. It conducted an online contest for the most creative Krusteaz holiday treats b. It presented a Facebook live-stream video series called Creating With Krusteaz c. It posted hours of YouTube how to videos d. It shared customer recipes each day on its website for a month
c. it posted hours of YouTube how to videos
What is the name of the management function that identifies needs and wants, offers products and services to satisfy those demands? a. Promotion b. Public relations c. Marketing d. Advertising
c. marketing
Which of the following represents owned media? a. A newspaper's review of a brand's products b. A YouTube video by a brand's customer c. Facebook likes d. A brand's website
d. A brand's website
A clearly written objective should specify all of the following except _____. a. When b. How much c. Who d. Why
d. Why
A key feature of systems theory is ______. a. Authority b. Experimentation c. Independence d. Adaptability
d. adaptability
Which one of the following is an example of a "soft" budget cost? a. In-house video production b. Vendor payments c. Event costs d. Infrastructure expansion
a. In-house video production
In times of limited resources, communications objectives will likely be judged how? a. They contribute to a business objective b. If they are cost effective c. If they expand audiences d. If they lead to innovation and change
a. They contribute to a business objective
In the PESO model, paid media is commonly thought of as _____. a. Traditional advertising b. Advertising costs c. Foundational communication d. Print and broadcast presence
a. Traditional advertising
The example of promoting a store opening would benefit from which one of the following strategies? a. Using multiple media channels at different stages of the campaign b. Placing emphasis on paid media to ensure audience reach c. Limiting campaign messages only to owned d.Using all available media channels throughout the entire campaign
a. Using multiple media channels at different stages of the campaign
Why are new competencies needed in the PR field? a. There are new roles emerging in the PR workforce b. There are more clients using PR than in previous generations c. There are more practitioners in the field d. There is a new emphasis on accountability in the PR field
a. there are new roles emerging in the PR workforce
A plan's objectives that are made with C level executives in mind feature which of the following? a. If they are representative of an organization's mission b. If they result in measurable data c. If they are likely to create controversy d. If they respond effectively to the challenge and hand
b. If they result in measurable data
Campaign reporting should address which kinds of objectives? a. Perceptual and actual b. Informational and motivational c. Measurements and outcomes d. Cost and timeline
b. Informational and motivational
According to the text, information provided by an outside source is used by the media because the information has news value is called _____. a. Credibility b. Publicity c. Assistance d. Promotion
b. Publicity
Some research attempts to measure phenomenon with the goal of predicting future events. This is called _____. a. Social research b. Quantitative research c. Qualitative research d. Predictive research
b. Quantitative research
The availability of multiple media channels supports which of the following? a. Tracking which media audience use most b. Reaching multiple publics through multiple channels c. Improving the reach of shared media d. Segmenting audiences according to campaign objectives
b. Reaching multiple publics through multiple channels
Both the ROPE and RACE models begin and end with the same steps. Which of the below are these? a. Assessment and evidence b. Research and evaluation c. Recognition and assessment d. Evaluation and reporting
b. Research and evaluation
A PR campaign's plan ultimately strives to ______. a. Connect a targeted audience with the correct message b. Drive audience action or change c. Produce data on audience reactions to messages d. Control the timing of targeted messages
b. drive audience action or change
What makes the two-way asymmetrical model asymmetrical? a. It relies on testimonials to convince audiences b. It cites scientific research to support its positions of advocacy c. It is aimed mostly at very large national-scale audiences d. It is usually tailored for small highly targeted audiences
b. it cites scientific research to support its positions of advocacy
What did Oscar Meyer employ to determine how their audience used their phones? a. Tangible audience surveys b. Social listening tools c. Likes and shares analytics d. Data from sales trend reports
b. social listening tools
It is believed that the two-way symmetrical publicity model is supported effectively by _______. a. shared media b. social media c. traditional mass media d. owned media
b. social media
Which of the following is NOT included in the ROSTIR model? a. Strategies b. Theory c. Reporting d. Research
b. theory
Which one of the following is necessary to clarifying and specifying an objective? a. Market trend b. Competitor position c. Audience definition d. Stakeholder support
c. Audience definition
A brand creates a site on which customers can engage by posting their own stories and images. This activity represents ______. a. Paid and owned media b. Shared and paid media c. Owned and shared media d. Earned and paid media
c. Owned and shared media
Which media should be at the center of an organization's informational campaigns? a. Paid media b. Earned media c. Owned media d. Shared media
c. Owned media
What is one recommended way PR practitioners can sustain resilience and the ability to bounce back from adversity when pitching media? a. Practitioners should research media for past interest in the topic or story being pitched b. Practitioners should be part of a team of specialists who can address the topic from many viewpoints c. Practitioners must feel confident in their knowledge of a problem and those are pitching d. Practitioners need to know they have sufficient organizational support for the ideas they are pitching
c. Practitioners must feel confident in their knowledge of a problem and those are pitching
Which one of the following is NOT a factor in how a media plan would be evaluated? a. Cost efficiency b. Audience demographics c. Production costs d. Geographic reach
c. Production costs
PESO adds to traditional media which one of the following? a. Television b. Newspapers c. Social media d. Billboards
c. Social media
What advantage has the proliferation of media channels offered organizations? a. The opportunity to create a greater number of messages within a shorter time b. It has lowered the overall cost of reaching many audiences c. The ability to reach more audiences with varied messages d. It has resulted in reaching a more homogenous audience
c. The ability to reach more audiences with varied messages
In post-campaign evaluation operations, the first activities would occur with whom? a. Individual staffers b. The organizational leadership c. The communications department d. The target audience
c. The communications department
According to the text, what is it in part that makes campaigns difficult to evaluate? a. Campaigns involve a range of different people and their respective capabilities b. Campaign outcomes are often not well documented c. The components of a campaign components do not operate in isolation d. Campaigns are often run over long periods of time
c. The components of a campaign components do not operate in isolation
Which one of these items is not cited as a factor that affects the timeline for a campaign? a. The scope of the change desired b. Volume of work necessary for the communications team c. The involvement of the organization's leadership d. The size of the allotted budget
c. The involvement of the organization's leadership
In the PESO model, the notion is timing in selecting tactical approaches refers to _____. a. Whether or not the message is time-limited in its relevancy b. How current or up to date the message is c. The lead time needed to prepare a message d. When the message appears in public
c. The lead time needed to prepare a message
What was the strategy of Baskins-Robbins' Wacky Summer Flavors campaign? a. Paid media b. Owned media c. Shared media d. Earned media
d. Earned media
In the PESO model, an example of earned media would be which one of the following? a. A review from a blogger b. A downloadable document from an organization's website c. Likes for a YouTube video d. An ad on Facebook
a. A review from a blogger
What is recommended to ensure that project timelines are met? a. Add padding to timelines b. Set a flexible budget for the project c. Be prepared to add staffing to meet deadlines d. Alert clients about possible timeline defaults in the proposal stage of a project
a. Add padding to timelines
What is the worst outcome for an organization when using advertorial content? a. Advertorials can be seen as deceitful. b. Advertorials are often poorly edited. c. Advertorials cost more to place than ads. d. Advertorials often do not stand out.
a. Advertorials can be seen as deceitful.
According to the text, in PR agency work, when a client's project needs more time per month than expected, which of the following is likely to happen? a. An additional contract with the client will be created b. The project timelines is adjusted to allow for the additional work c. Additional personnel is brought in to keep deadlines d. The organization will take responsibility for tasks that are not covered by the PR agency
a. An additional contract with the client will be created
In the evaluative phase of a campaign, if reporters showed little interest in a campaign, it might be attributed to which one of the following issues? a. An implementation issue b. A strategic issue c. An objective issue d. A tactical issue
a. An implementation issue
Interview research is particularly good at determining which one of the following? a. Audience perceptions b. Audience actions c. Audience size d. Audience bias
a. Audience perceptions
Why is earned media considered more valuable than owned media? a. Because its message has news value beyond the organization b. Because audiences repeat it on the internet c. Because its message is presented across media as it came from the organization d. Because the organization pays for presenting it
a. Because its message has news value beyond the organization
How should a practitioner make selections for media outlets for audiences during a campaign? a. By considering how the target audience overlaps with a media outlet's audience b. By considering which stage the campaign is at the time of the release of the message c. By considering that amount of control over the message the media outlet allows d. By considering audience size first, then media availability
a. By considering how the target audience overlaps with a media outlet's audience
How can the PR practitioner ensure that the best resources are being allocated to a campaign? a. By keeping the audience, mission, and goals in mind b. By adjusting plans as the plan is executed c. By considering past efforts and their effectiveness d. By keeping up to date on which resources are readily available
a. By keeping the audience, mission, and goals in mind
Based on Broom and Sha's analysis, how would organizational leaders be involved in assessment of success of a campaign? a. By relying milestones dates to see if objectives are being achieved b. By the final report issued by the campaign leader c. By reporting from members of the campaign team d. By outcome performance data generated by target audiences
a. By relying milestones dates to see if objectives are being achieved
Media evaluations should be done in relation to which one of the following? a. Campaign objectives b. Campaign strategies c. Campaign tactics d. Campaign goals
a. Campaign objectives
What effect does newer models of PR such as ROSTIR and PESO represent for future generations of PR practitioners? a. Changes in the traditional scope of functions of PR b. Changes in how management sees PR's role in corporate affairs c. An emphasis on technical skills and tactics d. A shift toward digital strategies
a. Changes in the traditional scope of functions of PR
Campaigns should adhere to which of the following guidelines regarding media use? a. Choose a mix of media according to the organizational goals and audiences b. Communicate through one traditional and one digital medium only c. Select communications media according to audience preferences d. Select one medium as the primary medium for the campaign and use others for secondary communications
a. Choose a mix of media according to the organizational goals and audiences
The MBO process often calls upon public relations professionals to _____. a. Define direction when supporting specific organizational objectives b. Develop the research to set organizational objectives c. Assist in the development of the organization's mission d. Identity measurable standards of communication
a. Define direction when supporting specific organizational objectives
Which one of the following communications means has increased ability to target audiences? a. Digital advertising b. Data set creation c. Public relations expansion d. Bloggers and influencers
a. Digital advertising
Management by objective assesses managers' performance by which one of the following? a. Goals b. Objectives c. Outcomes d. Past performance
a. Goals
SWOT analysis is used to produce which one of the following? a. Goals and objectives for the organization b. Viewpoints of the members of an organization c. Statistical factual data about the organization d. Comments directly from an organization's external audiences
a. Goals and objectives for the organization
Which one of the following is not cited by PR expert Stacks as pertinent to a campaign? a. Historical research b. Evaluative research c. Refinement research d. Developmental research
a. Historical research
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? a. In alignment b. Systematic c. Autonomous d. Divergent
a. In alignment
The takeaway information of a report should be positioned where in a report a. In the early part of the report b. In the final summary of the report c. Just ahead of the data analysis section of the report d. In an appendix to the report
a. In the early part of the report
Which form of owned media usage for representing specific concepts is growing in popularity with organizations? a. Infographics b. Online forums c. Organizational platforms d. Interactive apps
a. Infographics
Why is it recommended that each specific audience targeted in a campaign need a specific communications objective and message? a. It enables messages to be measured for success or failure individually. b. It is more cost efficient approach c. Because communications messages and audiences change over time d. It allows fewer opportunities for messages to be misinterpreted
a. It enables messages to be measured for success or failure individually.
Informal research in the diagnostic stage of a project typically has which characteristic? a. It is not produced with the scientific method b. It results in the research problem being refined c. It addresses current situations as well as historical contexts d. It is produced the scientific method to enhance reliability
a. It is not produced with the scientific method
A particular distinction of informal research is which of the following? a. It is not usually generalizable to larger groups b. It is produced faster than formal research c. It requires greater numbers of people to produce than formal research d. It is less costly than formal research
a. It is not usually generalizable to larger groups
Think tank research has been cited to have which of the following characteristics? a. It may be biased. b. It is done by independent contractors c. It usually address controversial topics d. It if often crowd-sourced
a. It may be biased.
Case Study Krusteaz - What was the perceived new idea from Krusteaz promoted to consumers? a. Krusteaz was a good product to use during the busy holiday season b. Krusteaz was a new trend in home baking c. Krusteaz was a simple to use baking product d. Krusteaz was popular among children
a. Krusteaz was a good product to use during the busy holiday season
The evaluations metric that would address audience engagement would be in which one of the following? a. Likes and shares b. Behavior change c. Impressions d. Reach
a. Likes and shares
Which of the following is NOT cited as a contributing factor to the rapidly changing PR profession? a. Multi-tier campaigns b. Content amplification c. Social media analysis d. Online community management
a. Multi-tier campaigns
What number of earned media impressions are attributed to the "Wake Up and Smell the Bacon" campaign? a. Over 500 million b. Over 10 million c. Over 50 million d. Over 200 million
a. Over 500 million
A brand sets up a Facebook page to promote itself. In the PESO model, which medium type is this? a. Owned media b. Shared media c. Earned media d. Paid media
a. Owned media
The best example of using owned media versus other forms in the PESO model is which one of the following? a. Owned media can spread to a widening audience. b. Owned media allowed for more content interaction. c. Owned media offers the greatest amount of content control. d. Owned media can reach the largest audiences.
a. Owned media can spread to a widening audience.
According to the text, what particular offering is identified as something a spokesperson can offer a media outlet? a. Quotable media friendly outlet b. In depth explanation of an issue c. Availability for media schedules d. Official viewpoints on issues
a. Quotable media friendly outlet
According to the book Content Rules, recycled content on shared media represents which description below? a. Recycled content is adapted to different channels b. recycled content is normally deleted after a very short period of time. c. recycled content is edited by different editors on different channels d. recycled content is the same across channels
a. Recycled content is adapted to different channels
In which step in the ROPE and RACE models is target audience addressed? a. Second b. Third c. First d. Fourth
a. Second
In the PESO model, which one of these allows the company story to be passed on? a. Shared media b. Owned media c. Earned media d. Paid media
a. Shared media
Which one of the following is not typically part of a budget consideration in goal setting? a. Stakeholder influence b. The priority of the project c. Considerations of anchor strategies and tactics d. Budgetary limitations
a. Stakeholder influence
By showing support for same sex couples, Burger King did what to its perceived brand? a. Strengthened its progressive identity b. Depicted Burger King as an organization involved in communities c. Maintained its recognized role as a leader in reaching new customers d. Created an updated personal image with an updated King
a. Strengthened its progressive identity
The format for a campaign report should be done according to which of the following? a. The background and needs of the report readers b. A summary beginning with tactics and methods, and finishing with objectives and goals c. The campaign team's perspective regarding objectives, strategies and outcomes d. A format that addresses the original plan of the campaign
a. The background and needs of the report readers
According to Watson and Noble, what is the basis from which a campaign's evaluative planning decision can be made? a. The campaign's intended behavioral effects b. The campaign's impact on target audiences c. The campaign's overall goals d. The campaign's selected strategies
a. The campaign's intended behavioral effects
One of the first and basic things that campaigns rely on is which one of the following? a. The organization having high level goals for itself b. The organization committing enough funding to its projects including public relations campaigns c. The organization being committed to effective communications d. The public relations efforts in an organization to be based on objectives
a. The organization having high level goals for itself
Communications objectives can be considered stronger and thus more likely to be successful if they possess which one of the following characteristics? a. They are developed and implemented solely by the communications department of an organization b. They are developed and implemented by specialized teams within the organization c. They reflect input from different levels of personnel within the organization d. They are implemented by the organization's leadership
a. They are developed and implemented solely by the communications department of an organization
Which one of the following would represent an instance of when to use paid media as a tactical approach? a. When a message must reach a particular audience at a particular time b. When a message is complex and has many details c. When a message needs to reach a very large audience d. When a message is perceived differently by different publics
a. When a message must reach a particular audience at a particular time
Agenda setting differs from agenda building in what way? a. Agenda setting originates from the news media while agenda building originates from the public b. Agenda setting is regulated through government agencies while agenda building is not regulated c. Agenda setting is being replaced by agenda building d. Agenda setting focuses on policy issues while agenda building focuses on popular topics
a. agenda setting originates from the news media while agenda building originates from the public
Staff expenses related to a campaign can often represent approximately how much of an overall budget? a. 30% b. 70% c. 50% d. 10%
b. 70%
The benefit of earned media is provided by whom? a. The advertiser b. A PR practitioner c. The audience member d. A reporter or blogger
b. A PR practitioner
A successful public relations campaign begins with _____. a. Assigning qualified individuals to manage the campaign b. A diagnosis of the organization's needs c. Reporting to the organization leaders about the nature of the campaign d. A commitment of resources to the task or assignment
b. A diagnosis of the organization's needs
According to Ragas and Culp, which one of the following does not represent an "intangible asset"? a. Employee skills b. A medium's potential audience reach c. Brand value d. An organization's vision
b. A medium's potential audience reach
When unexpected circumstances arise during a campaign, what is the recommended course of action to follow? a. Stay the course regarding the selected objectives and tactics b. Adapt to the changing conditions by revising plans and actions c. Slow the pace of the project until the unexpected circumstances resolve themselves d. Place a hold on the project until the unexpected circumstances resolve themselves
b. Adapt to the changing conditions by revising plans and actions
The concept of weighted volume is used for which one of the following? a. Establishing which media platform was most influential during a campaign b. Adjusting for differences during data comparisons c. Setting a threshold for campaign effectiveness d. Setting benchmark standards for data
b. Adjusting for differences during data comparisons
To make metrics usable for assessing an objective, there would have to be ____. a. Trend data b. Baseline data c. A highly specified target audience d. A comparison group or audience
b. Baseline data
Balanced public relations planning requires involvement with which one of the following? a. Availability of funding sources b. Being responsive to changes c. Adherence to the organizational mission d. Respect for audience needs
b. Being responsive to changes
Successful shared media require which of the following? a. Brands that keep tabs on influencers' comments b. Brands that trust influencers c. Consistent reviews from consumers d. Responses from consumers
b. Brands that trust influencers
Which of the following concepts summarizes an essential mandate for the PR practitioner working with non PR people? a. PR practitioners should learn to overcome client objections b. Clients should be regarded as experts in their field c. Clients should be educated in PR practices d. PR practitioners are responsible for effective client communication
b. Clients should be regarded as experts in their field
What specific audience did Oscar Mayer direct its efforts towards in the "Say It with Bacon" campaign? a. Teens b. Consumers who liked technology and social media c. Users of Amazon's home food delivery services d. Consumers who did not typically have bacon as part of their regular diets
b. Consumers who liked technology and social media
To derive the tone or sentiment of what customers are saying about an organization, the organization would typically require which kind of research method? a. Statistical analysis b. Content analysis c. Two tailed statistical test d. Correlation analysis
b. Content analysis
A way to understand change in the organizational environment is as follows: attempts to respond to external change are seen as a balance between advocacy and accommodation. This is called ______. a. Accommodation theory b. Contingency theory c. Systems theory d. Adaptive theory
b. Contingency theory
The key feature of owned media in the PESO model is that it is _____. a. Regulated by law b. Controlled by the brand c. Reviewed by influencers d. Influenced by consumers
b. Controlled by the brand
Case Study Krusteaz - What did online research show regarding holiday gifts, which was compatible with Krusteaz? a. DIY gifts would need to be promoted via YouTube b. DIY gifts and food had grown in popularity c. Children enjoy making food gifts d. Most people like receiving food goods
b. DIY gifts and food had grown in popularity
A brand reviewed on a blog that is not related to the company. In the PESO model, which medium type is this? a. Shared media b. Earned media c. Owned media d. Paid media
b. Earned media
The mandate of the reporting phase of a campaign is to do which one of the following? a. Review the lessons learned from the campaign b. Explain whether campaign objectives have been achieved c. Review which strategies were most successful d. Present all the data related to the campaign
b. Explain whether campaign objectives have been achieved
Which of the following is NOT what PR models include? a. Define communication goals b. Goals for consumer actions c. Develop strategic communication targets d. Identity organizational purposes
b. Goals for consumer actions
Case Study Krusteaz - In the reporting/evaluating phase of the Krusteaz campaign, which of the following was not a result? a. Earned media coverage b. Improvements in Krusteaz's online search rankings c. Increased traffic to Krusteaz.com d. Engagement with blogger
b. Improvements in Krusteaz's online search rankings
Which one of the following is not mentioned as one of the three categories that objectives fall into? a. Outtakes b. Inputs c. Outputs d. Outcomes
b. Inputs
Focus groups research has an advantage over single interview research, in which of the following ways? a. It produces less biased viewpoint b. It is faster at garnering sentiments c. If often results in information that might not emerge in single interview situations d. It is considered more reliable because it represents multiple viewpoints
b. It is faster at garnering sentiments
Creating a functional timeline for a project task will require which one of the following? a. Knowledge of the steps and costs of specific services b. Knowledge of the steps and time needed to do tasks c. Knowledge of specific services and deadlines of the project d. Knowledge of both hard and soft deadlines for tasks
b. Knowledge of the steps and time needed to do tasks
The campaign evaluation process requires attention be paid to which one of the following? a. Major decisions b. Major decisions and small details c. The capabilities of the campaign team d. The small details
b. Major decisions and small details
Reporting on shared media can involve much data? Which one of the following metrics would be considered better than the others? a. Impressions made b. Message retention c. Downloads d. Page visits
b. Message retention
Which task would make the use of paid media in a campaign imperative? a. Announcing an organization's position on a public issue b. New brand introduction c. Increasing audience awareness d. Explaining how an organization functions
b. New brand introduction
What are two key factors for any public relations practitioner to consider when defining opportunities for a public relations campaign? a. The organization's status as for-profit or non-profit b. Organizational structure and its business model c. Organizational mission and its audiences d. Outside regulations and legal requirements
b. Organizational structure and its business model
What is the essence of media relations work? a. Organizations controlling their messages b. PR practitioners communicating with journalists c. Editors developing stories d. Reporters developing sources
b. PR practitioners communicating with journalists
In the PESO model, which one of these allows the PR practitioner to control distribution? a. Earned media b. Paid media c. Shared media d. Owned media
b. Paid media
Why does the use of paid media allow it to draw heavier scrutiny regarding its effectiveness? a. Paid media reaches larger audiences b. Paid media allows greater control of message and placement c. Paid media reaches more highly targeted audiences. d. Paid media is generally more credible than social media.
b. Paid media allows greater control of message and placement
Leaders need objectives to contain which one of the following? a. Organizational history b. Performance expectations c. Market trends d. Stakeholder issues
b. Performance expectations
Which of the following is not considered a demographic measure? a. Education b. Political views c. Age d. Gender
b. Political views
Successful practitioners using shared media will post information on the organization's site according to which of the following reasons? a. Post content to capture audience interaction data b. Post content only when part of a campaign c. Post content often to support website traffic d. Post content to promote new ventures
b. Post content only when part of a campaign
Strategic communication campaigns that are reported in what is called an integrated manner is described in which one of the following? a. Reporting on outcomes according to audience b. Reporting on outcomes irrespective of media channels c. Reporting on outcomes irrespective of campaign tactics d. Reporting on outcomes according to PESO media channels
b. Reporting on outcomes irrespective of media channels
Oscar Mayer has continued to capture its audience by doing which of the following? a. Shifting away from print marketing b. Shifting away from television marketing c. Extending its brand to new products d. Increasing spending in both television and internet marketing
b. Shifting away from television marketing
Which of the following is NOT a factor that might mean a PR plan is necessary? a. Mitigating bad publicity b. Stable market trends c. Enhancing brand image d. Building an audience
b. Stable market trends
When it comes to addressing organization's challenges, Wilson and Ogden recommend which one of the following? a. Considering how the challenge may alter the organization b. Stating the problem as an opportunity c. Seeking input from the organization's stakeholders d. Accounting public perceptions in strategies to address the challenge
b. Stating the problem as an opportunity
When developing a campaign's goals, the most important points to establish are which one of the following? a. The staffing of the campaign and the impact of the communication b. The impact of the communication, and the scope of the campaign c. The staffing of the campaign and the intended audience reactions to it d. The scope of the campaign and the expected audience reaction
b. The impact of the communication, and the scope of the campaign
With regard to diagnostics and solutions, public relations practitioners help an organization in which stated way? a. To adhere to organizational mission and execute its policy b. To see challenges and address them with communications c. To ensure that organizational mission and values are present in communications solutions d. To review and develop organizational mission and values
b. To see challenges and address them with communications
What does the primary evaluative task for a campaign require? a. Reviewing the planned and unplanned steps taken during the campaign b. Understanding campaign results using quantitative and qualitative outcome data c. Documenting strategic and tactical steps undertaken throughout the campaign d. Reporting campaign outcomes to organizational leaders
b. Understanding campaign results using quantitative and qualitative outcome data
Research that is found to have little relevance to what it was trying to measure is said to lack which one of the following? a. Correlation b. Validity c. Significant difference d. Confidence interval
b. Validity
According to the text, campaign objectives lead the practitioner to answering which one of the following questions? a. Which organizational goals are pertinent to the campaign b. What do you want to accomplish? c. How should you proceed with the campaign? d. Who is in the audience for the campaign?
b. What do you want to accomplish?
How did the Burger King Be Your Way campaign leverage its campaign online? a. The use of tactics such as special burger wrapper and its famous crown b. With video featuring consumers c. With San Francisco based live events d. With a website on the history of LGBTQ issues in America
b. With video featuring consumers
According to Timothy Coombs, what does situational crisis communication theory do? a. strives to consider diverse viewpoints are considered in a crisis event b. attempts to predict the level of threat to an organization's reputation c. attempts to quell negative publicity as soon as possible after a crisis event d. provides a theoretical framework within which communication tactics can be tested
b. attempts to predict the level of threat to an organization's reputation
Which of the following is NOT cited as a critical element to a campaign's success? a. Evaluation and reporting b. Campaign accountability c. Measurable objectives d. Research
b. campaign accountability
In excellence theory, which item is not considered an area of importance when pursing public relations? a. management-level leadership b. stakeholder responsibility c. organizational diversity d. access to key organizational decision makers
b. stakeholder responsibility
The press agentry model of publicity is primarily concerned with _________. a. increasing a medium's subscriber base b. trying for media coverage c. engaging the public d. reaching influencers
b. trying for media coverage
Public relations practitioners help ensure that their attainable objectives achieve approval for execution through which one of the following? a. The innovativeness of their ideas presented b. Well detailed budgets and timelines c. A clear rationale for their choices d. The experience and reputation of the communications team
c. A clear rationale for their choices
Case Study Krusteaz - As a result of the campaign, what difference was shown in the category of brand conversation? a. Brand conversation remained steady when compared to the previous quarter b. More than a double increase from the previous month c. A more than three time increase from the previous month d. A slight decline from the last quarter
c. A more than three time increase from the previous month
What might make a story unable to achieve earned media? a. Earned media require long lead times to present stories. b. Earned media outlets allow little control for the organization. c. A story may be too narrow for some media outlets. d. A story may be too costly for some organizations to produce.
c. A story may be too narrow for some media outlets.
Effective organizational communications mean that communications must be ______. a. Considerate of diverse viewpoints b. Focused on a specific audience c. Aligned with organizational goals d. Based on input from stakeholders
c. Aligned with organizational goals
The text states that to help ensure that PR practitioners in organizations must do which one of the following to help ensure that campaigns succeed? a. Develop several budgets for a campaign so it is scalable to the organization's goals b. Remove obstacles to campaign approval by ensuring that objectives are relevant to target audiences c. Anticipate and respond to internal coalitions and decision makers d. Prepare more than one rationale for the campaign's objectives
c. Anticipate and respond to internal coalitions and decision makers
In the goal setting phase, public relations practitioners are cautioned about which one of the following? a. Requesting budgets that appear unrealistic b. Requiring organizational leadership to do too much in a campaign c. Attempting too many strategies and tactics d. Assigning inadequately skilled staff to specific projects
c. Attempting too many strategies and tactics
In selecting an audience to reach out to, what helps identify how a campaign communication might be tailored to a specific audience? a. Past audience responses b. Media cost and availability c. Audience research d. Audience size
c. Audience research
Developing a strategy requires a deep understanding of both items in which of the following? a. Publics and internal organizational coalitions b. Competitive environment and organizational leaders c. Audiences and channels d. Internal organizational coalitions and publics
c. Audiences and channels
What is one way that students of PR in the future will be able to make more thoughtful and informed choices as practitioners? a. By integrating tactics with professional skills b. By explaining its budget c. By using a research first approach d. By explaining its budget
c. By using a research first approach
In the PESO model, shared media occurs when _____. a. Customer learn about a brand on one communications platform and discuss it on another platform b. The brand publishes content on more than one social media platform c. Customers or fans create content about a brand d. A brand places information on both social and traditional media
c. Customers or fans create content about a brand
What two variables must successful PR practitioners keep in balance as they support team members who work on project tasks? a. Cost and staff size b. Project objectives and budget c. Efficiency and creativity d. Budget and organizational values
c. Efficiency and creativity
What was the goal of Baskin-Robbins' Wacky Summer Flavors campaign? a. Increase name recognition b. New audience development c. Gain traditional and online coverage d. Brand season extension
c. Gain traditional and online coverage
Objectives needing approval should be written to fit the SMART model. During this phase, practitioners should also do which one of the following? a. Research which target audiences is key to the campaign's success b. Build relationships with members of the media who may support the campaign c. Get buy-in from organization's dominant coalition d. Provide a clear rationale for the objectives based on supportive secondary research
c. Get buy-in from organization's dominant coalition
Wilson and Ogden describe goals and objectives as which one of the following? a. Goal is the measure, objective is the magnitude b. Goal is the destination, objective is the direction c. Goal is the direction, objective is the destination d. Goal is the value, objective is the outcome
c. Goal is the direction, objective is the destination
Case Study Krusteaz - Which of the following was NOT an objective of the Seize the Holidays with Krusteaz campaign? a. Increase conversation about Krusteaz for holiday baking b. Drive traffic to Krussteaz.com c. Increase sales to consumers d. Increase engagement on the Krusteaz social media channels
c. Increase sales to consumers
When a PR practitioner reads a small sample of the output from a media outlet to get a feel for how a topic is covered, this is called which of the following? a. Focused research b. Issue research c. Informal research d. Spot research
c. Informal research
What do media relations professionals create when they reduce the workload of reporters? a. Proactive content b. Informational support c. Information subsidy d. Editorial assistance
c. Information subsidy
Why is it valuable for an organization to consider broad questions regarding its aspirations and place in its field? a. It can shine a light on the organization's strengths and weaknesses b. It can create transparency for the public c. It can help lead to an understanding of the role of public relations in the organization d. It can be the foundation for developing effective campaign tactics
c. It can help lead to an understanding of the role of public relations in the organization
The key characteristic of a functional objective is which one of the following? a. It is given sufficient allotment of time and organizational support b. It is based on the organization's goals c. It is attainable with a given budget and timeframe d. It is based on relevant research
c. It is attainable with a given budget and timeframe
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? a. Stakeholders in larger organizations will often have greater influence over target audiences. b. Larger organizations can often take more time to address problems and challenges c. Larger organizations usually have greater resources with which to address problems and challenges d. Larger organizations usually have better ties to their audiences than smaller organizations
c. Larger organizations usually have greater resources with which to address problems and challenges
Which of the following is NOT a factor in how real world campaigns are judged? a. Consumer reaction to an individual b. Purchasing actions consumers take c. Market research d. Consumer awareness of events
c. Market research
Which one of the following is NOT cited as an assessable measure of digital audience outreach? a. Likes and shares b. Reach and impressions c. Message destination d. Behavior change
c. Message destination
Which of the factors below are not identified as part of the scope of a campaign? a. Preferred timeline b. Team expertise c. Message relevance d. Available resources
c. Message relevance
Analysis measurement of things such as message prominence and tone can be subject to which of the following difficulties? a. Sample size b. Media reporting c. Observer bias d. Message complexity
c. Observer bias
What does overlap in the PESO model mean to organizations? a. Organizations can post their messages for free without the interruption of unrelated ads. b. Organizations' messages are presented identically across several social media platforms. c. Organizations can post their messages for free on a social media platform and also supplement them with paid messages d. Organizations' messages are redistributed to several social media platforms with a single posting.
c. Organizations can post their messages for free on a social media platform and also supplement them with paid messages
In the planning and implementation stages of public relations, strategic PR practitioners will commonly do which one of the following? a. Take into considerations the best practices from other similar sized organizations b. Refer to the research it is conducted in relation to the problem or challenge c. Relate their actions to organizational goals d. Base new strategies on what was most effective in the past
c. Relate their actions to organizational goals
Who did Oscar Mayer recruit to support its "Wake Up and Smell the Bacon" campaign? a. Retailers and distributors b. Cracker barrel restaurants c. Reporters and influencers d. Celebrities
c. Reporters and influencers
Case Study Krusteaz - What did food blogger Catherin McCord do that supported Krusteaz's use of shared media? a. She announced the winner of the Krusteaz bakeoff on Twitter b. She used her Facebook page to show Krusteaz users trying innovative recipes c. She hosted an online baking event on her personal YouTube page d. She posted consumer Krusteaz creations on Instagram
c. She hosted an online baking event on her personal YouTube page
A clearly identified communication goal would be which one of the following as a result of that communication? a. Refer to the organizational mission b. Describe the audience and its makeup c. State a desired identifiable change d. Identify magnitude and measures used to determine effectiveness
c. State a desired identifiable change
Which one of the following characterizes an outtake objective? a. PR staff posts a message on the organization's web site. b. Target audience member shares a Facebook post from an organization's website. c. Target audience member understands a message. d. Target audience member tweets a remark about an organization.
c. Target audience member understands a message.
What primarily determines the design of a PR campaign team? a. Team member skills and objectives b. Tactics and costs c. Tasks and team member skills d. asks and project costs
c. Tasks and team member skills
For Broom and Sha, an uncontrolled media is exemplified in which one of the following? a. An organization's print advertisements b. Organizational brochures c. Television news coverage d. An organizational website
c. Television news coverage
Which one of the following does the PR practitioner use as a framework for addressing organizational problems and opportunities? a. Target audience research b. The organization's stakeholders c. The organization's mission d. Marketplace environment conditions
c. The organization's mission
How did Baskin-Robbins create media interest in its Wacky Summer Flavors campaign? a. By sending links for its YouTube videos to traditional media b. It created flavors related to three holidays c. Through interesting stories about its flavors d. It named two new flavors after TV celebrities
c. Through interesting stories about its flavors
What is the recommended way a PR practitioner can be a source of ideas for stories and pitches? a. By building contacts in the professional field b. Through contributions from the team members c. Through knowing the organization d. By knowing journalists and editors
c. Through knowing the organization
Collateral materials run the risk of which one of the following? a. Poorly written content b. Poorly conceived content c. Too much content d. Not enough content
c. Too much content
According to the text, what must a PR practitioner do with regard to building successful relationships with stakeholders? a. weigh the difference and similarities within stakeholder groups b. educate clients on the importance of understanding PR practices and how they work c. consider appropriate theories and models when making decisions d. communication effectively with stakeholders when making decisions in PR practices
c. consider appropriate theories and models when making decisions
The ROSTIR model was developed because of ______. a. Practitioners are showing greater interest in structured formal public relations methods. b. Recent emerging media have altered the goals of public relations and PR practitioners c. Current public relations demand campaigns which must change continually and quickly d. The demand for effective public relations is rising while effective practices appear to be diminishing
c. current public relations demand campaigns which must change continually and quickly
Case Study Krusteaz - What made the Krusteaz campaign a two-way communication? a. It involved both paid and earned media b. It gained coverage in both entertainment and news media c. It involved interactions between Krusteaz and its consumers d. It earned a high number of shares on Facebook
c. it involved interactions between Krusteaz and its consumers
Which of the following is NOT included in the ROSTIR model? a. Implementation b. Research c. Theory d. Reporting
c. theory
What tactic did Oscar Mayer use to in its "Wake Up and Smell the Bacon" campaign? a. Created three new bacon flavors b. Its "Bacon for a Year" contest c. Humorous online ads featuring celebrities and bacon d. A device that emits its scent of bacon
d. A device that emits its scent of bacon
The best PR campaign plans are thought of and described as which one of the following? a. Dynamic b. A linear path c. Directional d. A map
d. A map
For some organizations working with their owned media, they assume a website has which one of the following? a. A two fold increase in size every year b. A five-year lifespan c. A five-fold increase in size every two years d. A two-year lifespan
d. A two-year lifespan
Successful public relations strategies are dependent first upon _____. a. Responding to changes as they occur b. The effectiveness of past efforts and strategies c. The talents of the practitioners involved d. Accurate information about the challenge at hand
d. Accurate information about the challenge at hand
The data gleaned from the use of owned media in a campaign that will likely be meaningful in a campaign report is which one of the following? a. Audience demographics b. Audience size c. Audience psychographics d. Audience engagement
d. Audience engagement
Which one of the following is a stated recommendation for PR practitioners who work with others outside their field? a. Do not comment on organizational values that are not included as part of the project b. Do not discuss personal opinions of specific project elements c. Use caution when commenting on the contributions of PR team members d. Avoid using PR industry specific jargon with others
d. Avoid using PR industry specific jargon with others
A specific source of secondary research that is NOT cited in the text is _____. a. Case studies b. Government data c. Scholarly research d. Citation data
d. Citation data
An organization's communication goals can bridge the gap between which one of the following? a. Target audiences and the communication goals the organization sets for them b. An organization's stakeholders and its audiences c. Mission and visions, and campaign objectives and tactics d. Desired accomplishments and those who can affect reaching those accomplishments
d. Desired accomplishments and those who can affect reaching those accomplishments
Which one of the following questions would be the primary concern in reviewing a campaign? a. Did the campaign gain media coverage? b. Did audiences seem to relate to the campaign? c. Did the campaign build meaningful media relations? d. Did the campaign bring about the proposed action or change?
d. Did the campaign bring about the proposed action or change?
What is cited as one of the most common challenges to conducting effective experiments? a. Establishing validity b. Establishing reliability c. Establishing correlation d. Establishing causation
d. Establishing causation
Which one of the following is an example of shared media? a. Marie Claire magazine b. NYTimes c. NBC News d. Facebook
d. Facebook
In the realm of goals and research, which one of the following characterizes iterative planning? a. Research is measurable, goals are actionable b.Goals are based on research, research in turn is based on objectives c. Objectives are planned, goals are measurable d. Goals lead to research, research can lead to goal revision
d. Goals lead to research, research can lead to goal revision
PR objectives that express a resulting outcome should prioritize which one of the following? a. How easily the outcome can be adjusted b. How the outcome reflects leadership's values c. If outcome will have lasting effects d. How well the outcomes addresses the problem at hand
d. How well the outcomes addresses the problem at hand
In which budget category would you find the cost of editing software? a. Administration b. Materials c. Media costs d. Infrastructure
d. Infrastructure
What enabled the Sephora brand to capture customer data? a. It created its own channels for distributing content b. It used email promotion c. It created customer-friendly services for its products d. It created its own mobile app to engage customers
d. It created its own mobile app to engage customers
In a content analysis study, information about where the data originated from is called ______. a. Raw data b. Context data c. Aggregate data d. Metadata
d. Metadata
In the diagnosis phase, consideration should be given to organizational need and which one of the following? a. Community resources b. Target audience access c. Organizational financial resources d. Organizational enthusiasm
d. Organizational enthusiasm
Which one of the following is NOT identified as necessary to the implementation phase? a. Project budgets b. Generating timelines c. Team organization d. Organizational values
d. Organizational values
Big brands have found a budgetary challenge in employing shared media due to which one of the reasons below? a. Organizations tack and respond to their competitors' sites more frequently. b. Organizations are developing increasing numbers of micro-sites from their main websites. c. Organizations are adding increasing amounts of videos to their sites. d. Organizations are using shared media platforms as customer service channels.
d. Organizations are using shared media platforms as customer service channels.
An organization conducts a survey to gauge various reactions in a new product. This is an example of ______. a. Social research b. Secondary research c. Market research d. Primary research
d. Primary research
Which one of the following is NOT a cost factor when presenting an ad in a specific market? a. Media channel b. Placement market c. Audience size d. Production cost
d. Production cost
A main objective of the "Wake Up and Smell the Bacon" campaign was to _____. a. Position the brand as organic b. Introduce the brand to new audiences c. Extend the product to more recipe applications d. Promote the brand over a competitor
d. Promote the brand over a competitor
Research that attempts to measure the tone of conversations about a given client or topic is _____. a. Quantitative research b. Social research c. Semantic research d. Qualitative research
d. Qualitative research
What is one stated recommended way that PR practitioners can be effective at stories and pitches to reporters? a. Developing a topic and story list for pitches b. Building a network of contacts in the journalistic field c. Gaining familiarity with a publication's editorial policies d. Reading and research on specific reporters and media outlets
d. Reading and research on specific reporters and media outlets
According to the text, well-executed campaigns should expect to do which one of the following? a. Execute one objective at a time b. Involve organizational leaders to actively participate in the campaign c. Outsource specialty objective when necessary d. Run multiple objective simultaneously
d. Run multiple objective simultaneously
One of the initial tasks of preparing a campaign report is which of the following? a. Summarizing data in understandable ways b. Addressing on unexpected outcomes c. Determining who will receive the report d. Selecting what information to report
d. Selecting what information to report
What is one recommended source PR practitioners can use for increasing self-awareness of their capabilities and weaknesses? a. Professional development courses b. Trade and industry journals c. Participation at industry conferences d. Senior colleagues
d. Senior colleagues
Users of a brand post images of the brand product on Instagram. In the PESO model, which medium type is this? a. Paid media b. Owned media c. Earned media d. Shared media
d. Shared media
With regard to shared media response timing, what makes social media a challenge for organizations? a. Social media can be prolific. b. Social media can reach a large audience. c. Social media can be long-lasting. d. Social media can be instantaneous.
d. Social media can be instantaneous.
Organizations should observe which one of the following principles when staffing over the long term on its communications projects? a. Teams with evenly distributed skills are generally more cost-efficient b. Generalists will typically outperform specialists c. Teams with skill shortages should supplement with paid expertise d. Specialists will typically outperform generalists
d. Specialists will typically outperform generalists
In a publicity campaign, the PESO model is considered in which part of the plan? a. Tactic b. Goal c. Objective d. Strategy
d. Strategy
A way to understand change in the organizational environment is as follows: when one element changes, the organizations within the environment each must respond, and tend to return to a balanced state. This is called _____. a. Adaptive theory b. Accommodation theory c. Contingency theory d. Systems theory
d. Systems theory
What features does a shared media story have for an organization? a. That stories are targeted to smaller audiences b. That stories reflect general audience preferences c. That stories are fact checked and edited d. That stories are presented without the mediation of reporters
d. That stories are presented without the mediation of reporters
Bloom and Dozier say the gap between what a group of people perceive and what is actually desired is called _____. a. The communication dichotomy b. The research hypothesis c. The communications goal d. The communication problem
d. The communication problem
Paid media channels usually have which of the following characteristics? a. Their audiences are larger than free media channels. b. Their audiences are more educated than other media channels. c. Their audiences are more diverse than other media channels. d. Their audience are often not necessarily seeking the message.
d. Their audience are often not necessarily seeking the message.
Campaign communication goals first must have which one of the following sets of characteristics? a. They need to be measurable and cost effective b. They need to be relatable to target audiences c. They need to be based on organization's priorities d. They need to be executable and measurable
d. They need to be executable and measurable
How are psychographics measured? a. Through US Census data about a person b. Through objective observations of a person c. Through a person's past experiences d. Through a person's responses to questions
d. Through a person's responses to questions
Surveys are often used to _____. a. Explain how frequent phenomenon occur b. Confirm existing hypotheses c. Test new theories d. Uncover unexpected insights
d. Uncover unexpected insights
What is considered that most impactful evolution in organizational communications? a. When organizations found that consumers shared the organization's stories across social media outlets b. When organizations began to work with influential bloggers c. When organizations found a way to reduce their use of paid media d. When organizations began presenting their own web sites
d. When organizations began presenting their own web sites
In the implementation phase, estimating costs is made easier how? a. Creating tiered budgets for projects b. Using a third party to review quotes c. Employing budgetary planning systems d. Working closely with vendors
d. Working closely with vendors
In general, any campaign planning approach should be thought of as ____. a. Being based on a problem-solving approach b. Serving specific goals and objectives for stakeholders c. Having a clear beginning and end point d. Circular or ongoing
d. circular and ongoing
One way in which media influence people's perception of news is seen in ________. a. who the news affects b. what the news is about c. when the news occurs d. how the news is presented
d. how the news is presented
In a representation of diffusion theory audience members, which group of individuals is the largest? a. Innovators b. Early adopters c. Laggards d. Late majority
d. late majority
Which one of the following is not considered one of Grunig's five objectives to provide clear outcomes for strategic campaigns? a. change in audience attitude b. message acceptance c. change in audience behavior d. message feedback
d. message feedback
The Proud Wrapper design in the Be Your Way campaign was _____. a. Strategy b. Objective c. Goal d. Tactic
d. tactic
A consumer who publishes an 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? a. flow-to-consumer model of communication b. the sponsor-author model of communication c. the social contact theory d. two-step flow model of communication
d. two-step flow model of communication