Q&A Hero

Q: The text states that Caribou experienced a 19 percent year-over-year increase in social media engagement across channels as a result of its campaign.

Q: As a result of the Caribou campaign, its Facebook, Pinterest, Twitter followings all grew by 50 percent or more year-over-year.

Q: Flag for All Mississippians Coalition used an online survey to measure sentiment about changing the flag.

Q: WashUs launch of a special section website called WashU Voices represents which one of the following media types? a. paid b. shared c. owned d. earned

Q: The research Hewlett-Packard (HP) did with regard to its Winning with Wellness initiative indicated which one of the following? a. Younger employees were unaware of HPs investment in wellness programs. b. Older generations showed little interest in the wellness campaign. c. Different generations had different communications preferences. d. Wellness programs were popular with European-based HP employees.

Q: The HP communications objectives for its wellness programs were to affect all of the following EXCEPT ______. a. employee interaction with coworkers b. employee participation in the program c. employee attitudes toward the program d. employee overall health

Q: The strategic approach for the HP wellness initiative served key audiences, including all of the following EXCEPT ______. a. HP leadership b. healthcare providers c. wellness ambassadors d. HR leaders in HP

Q: Which one of the following was determined to be the most efficient way to reach HPs general employee population with regard to driving participation in the program? a. Facebook b. email c. Twitter d. the HP in-house website

Q: Videos about the WGC program were presented by which one of the following? a. employees from all levels of HP b. HP Management staff c. members of the HP human resource team d. the HP Chief Executive Officer

Q: The HP Global Wellness Challenge did not involve employees in things such as online conversations or picture sharing. It featured a steady flow of information that focused on persuasion. This means the HP GWC represented which one of the following models? a. two-way asymmetrical model b. two-way symmetrical model c. public information model d. press agentry model

Q: In the WashU crisis communication campaign, its use of messaging, checklists, and media relations target lists represented which part of its communications approach? a. tactic b. goal c. objective d. strategy

Q: In the WashU crisis communication campaign, its efforts at supporting community dialogue and keeping people informed represented which part of its communications approach? a. goal b. objective c. strategy d. tactic

Q: In its use of earned and shared media, WashU thought leaders were used to do which of the following? a. present academic sessions on race relations b. conduct talks and open forums c. serve as spokespersons d. pitch to local and national media

Q: According to the text, which one of the following is specifically identified as extending the conversation about infant mortality to countries outside Paraguay? a. earned media b. paid media c. owned media d. social media

Q: The highly successful Toys in Mourning campaign resulted in a review of Paraguays health policies and practices, which was led by which one of the following? a. the medical community b. the government c. parents in and outside Paraguay d. international news media

Q: The Toys in Mourning campaign caught the attention of the residents of Paraguay, as well as the news media, in order to promote changes in national policy. This exemplifies which one of the following theories? a. consensus building b. agenda setting c. issue advocacy d. agenda building

Q: Which one of the following in the Toys in Mourning campaign exemplifies the Press Agentry model of communication? a. information sent out to the public b. feedback from parents to the medical establishment c. protests at government offices d. the use of surveys

Q: Which one of the following was NOT an objective of the Teens 4 Pink campaign? a. increase name recognition b. raise awareness c. demonstrate commitment d. expand reach

Q: The Teens 4 Pink campaign sought change through which one of the following? a. teen centers b. one family at a time c. high school sports programs d. online communities and groups

Q: Having teens in the Teens 4 Pink become Pink Ambassadors is considered which one of the following? a. objective b. strategy c. tactic d. goal

Q: A program such as Teens 4 Pink that works to educate people on specific issues such as breast cancer exemplifies which one of the following theories? a. agenda building theory b. diffusion theory c. awareness theory d. framing theory

Q: When organizational responses are scaled to the magnitude of the crisis, this is an example of which one of the following? a. excellence theory b. diffusion theory c. situational theory d. systems theory

Q: UNICEFs Toys in Mourning campaign sought to influence, as a primary audience, which one of the following? a. doctors in private practice b. hospital staffs and related personnel c. parents of newborns d. government authorities

Q: The strategy of the UNICEF campaign was to do which one of the following? a. create conversations b. change attitudes c. change behaviors d. change opinions

Q: The UNICEF campaign used a hashtag word that attempted to do what? a. summarize a campaign goal b. introduce a new concept c. invent a campaign name d. create harmony

Q: The UNICEF Toys in Mourning campaign sought to initiate its conversation about infant deaths using which one of the following? a. doctors b. parents c. journalists d. government officials

Q: The Worlds Toughest Job campaign did not have target audience members engaging in things such as entering contests or submitting ideas or comments to American Greetings. Instead, American Greetings simply presented its persuasive message to consumers. This approach is typical of which one of the following models? a. asymmetrical communication b. single communication c. press agentry d. direct communication

Q: In the Harambe crisis communications case, the Cincinnati Zoo used which one of the following strategies to establish its credibility with the public? a. highlighted its long-running safety record b. highlighted its history of advocacy for animals and wildlife in general c. highlighted its relationship with the Association of Zoos and Aquariums and the U.S. Dept. of Agriculture d. defended its actions by emphasizing that the zoo prioritized human life and safety as first

Q: In the Harambe crisis case, how did the Cincinnati Zoo use its owned media to respond to the public? a. It posted formal statements of apology. b. It posted a statement by the zoos executive director. c. It posted a recounting and analysis of the crisis incident and how it played out. d. It hosted a one-hour livestream question-response session via Facebook to address audience questions.

Q: In the Harambe crisis case, what was offered by the zoo to build credibility with news media? a. a statement of the zoos policy regarding safety regulations for its patrons b. statements from the chair of the zoos board of directors c. a written account of the events as they unfolded d. statements from the zoo director

Q: What did the Cincinnati Zoo do that demonstrated it was using the excellence theory in the Harambe crisis? a. listened to and responded to key audiences b. used social media channels c. relied on owned media channels d. enlisted supporters to provide favorable comments about the zoo

Q: What sentiment did informal interviews by the Flag for All Mississippians Coalition reveal about how Mississippians felt about its state flag at the time? a. a mixed sentiment, mostly favorable b. a mixed sentiment, mostly unfavorable c. a totally unfavorable sentiment d. a totally favorable sentiment

Q: The Flag for All Mississippians Coalition objectives were to ______. a. change the minds of Mississippi state legislature members to consider public hearings on the flag b. replace the existing flag design with a new one c. get signatures on a petition and change public opinion d. solicit public opinion on what should be done about the flag design

Q: The strategy used in the Mississippi Flag campaign sought to mobilize which one of the following groups? a. individuals without political power b. Mississippi state legislators c. active and past military personnel d. Mississippi Civil Liberties groups

Q: The strategy of the Mississippi Flag campaign was to achieve which one of the following? a. attracting the attention of media and opposition groups b. attracting the attention of all Mississippians c. raising funds that would support public demonstrations d. introducing the flag campaign to schools and on college campuses

Q: The Mississippi Flag campaign included on all of the following EXCEPT ______. a. TV ads b. rallies c. social media d. a website

Q: According to the text, the success of the Mississippi Flag campaign rallies led to which one of the following? a. a demonstration inside the Senate chamber during hearings on the proposed bill to change the flag b. a bill introduced to the Mississippi legislature to change the flag c. an increase in the number of people who supported the Flag campaign d. coverage in newspapers and TV

Q: How did the Flag for All Mississippians Coalition help journalists cover the campaign? a. It made spokespersons available to do public talks. b. It provided a form on its website for reporter questions and interview requests. c. It scheduled face-to-face question-and-answer sessions at local media outlets. d. It used a freelance publicist to contact reporters and news outlets.

Q: One of the objectives of the American Greetings campaign was to do which one of the following? a. have the target audience send a gift b. have the target audience buy a card c. build its email contact list d. engage more American Greetings shoppers online

Q: What strategy was used to convey emotional appeal in the American Greetings campaign? a. Facebook ads prior to Mothers Day b. paid and shared social media c. television ads on Hallmark Channel programs d. magazine advertising

Q: The good numbers of earned media placements and impressions among core audiences in the Caribou campaign is attributed to which one of the following? a. extensive use of social media platforms b. uniqueness of tactics used c. clearly stated objectives d. targeting of media placements

Q: Which of Caribous Instagram metrics showed the greatest percentage increase over the course of the year in which the campaign ran? a. Instagram followers b. organic posts using #cariboucoffee c. average likes per post d. average shares

Q: How did PR firm Exponent discover that Caribou coffee brand customers are people with wide-ranging interests? a. online surveys b. focus group research c. social listening d. primary research

Q: What task was PR firm Exponents given by Caribou coffee with regard to its existing fans? a. to deepen relationships with fans b. to broaden the age range of fans c. to create new fans d. to increase fan engagement

Q: The overarching objectives of the Caribou campaign addressed which of the following? a. customer engagement and name recognition b. name recognition and retail sales c. retail store sales and customer engagement d. customer loyalty and commercial sales

Q: What did PR firm Exponent do to support customer engagement in the Caribou campaign? a. posted YouTube videos b. encouraged fans to share content c. created a separate fan Facebook page d. hosted live online Q and A chats with Caribou roastmasters

Q: What did PR firm Exponent do to engage customers during the fall season? a. put out a Fall Flavor Cookbook b. created a scavenger hunt c. ran a coffeemaker giveaway promotion d. ran magazine ads featuring celebrities with Caribou Coffee

Q: How did Exponent attempt to sustain outreach and engagement throughout the holiday season? a. by showcasing customer creations that used coffee and ginger b. by conducting an online contest involving customers recipes c. by creating videos of customers in their kitchens at home d. by working with prominent bloggers to create cookie recipes

Q: The Arch of Hope art design was intended to do which one of the following? a. raise awareness for early childhood education programs b. promote a sense of belonging c. promote a charitable organization d. evoke a sense of warmth and comfort

Q: According to the text, the Caribou campaign objectives for sales and retail store traffic reported during the summer were described how? a. Sales and store traffic dipped during the summer but rebounded later. b. Sales increased, store traffic grew in the south dramatically. c. National sales maintained, while store traffic increased modestly. d. Both sales and store traffic numbers were among the best ever.

Q: Explain how quantitative and qualitative analysis methods might complement each other in a campaign report.

Q: Describe the benefit of reporting on unexpected events resulting from a campaign.

Q: Explain why is it important to report on earned media to organizational leaders.

Q: Example: A post-campaign report includes a number for page visits to the organizations site during the campaign, and a number for how well the audience remembered the organizations message. Explain which measure is more valuable and why.

Q: Explain the benefit of reporting based on objectives rather than specific channels.

Q: An organization may ask audience members to do some amount of form filling on their websites to gain insight after a campaign. Name two of the potential values and at two limitations of using form filling.

Q: Chapter 11: Formulating an Integrated CampaignCase Studies

Q: How did PR firm Exponent learn about coffeehouse trends relate to the Caribou Coffee campaign? a. secondary research b. primary research c. online surveys d. focus group research

Q: What is cited as a limitation of certain digital data metric measurements?

Q: Explain why comparing digital evaluative data from one year to another is potentially problematic for making evaluative assessments of impact.

Q: Media evaluation should include quantitative and qualitative analysis.

Q: When analyzing media coverage, the process of comparing the coverage data from a current time period to a previous similar time period is called weighted volume.

Q: PR practitioners can often find that even though there are many digital metrics available, they will not present a true media evaluation.

Q: Ideally, campaign reporting is done in writing so that details are presented accurately.

Q: Campaign reporting may address whether or not campaign objectives achieved the campaigns stated goal.

Q: Once a campaign is completed, the timing of the issuing of the campaign report is of little consequence.

Q: Reporting on paid media requires an explicit focus on how well it related to its target audience.

Q: The data-rich environment from social media can make campaign reporting difficult for practitioners.

Q: It is not possible to obtain qualitative data from social media such as Facebook and Twitter.

Q: Explain why evaluating and reporting campaign outcomes is challenging?

Q: Name the two tasks practitioners must perform at the end of a campaign.

Q: Campaigns are difficult to evaluate because they operate in isolation.

Q: Traditional media evaluation methods such as using staff to track media coverage has all but disappeared from modern PR practice.

Q: The M in the I.M.P.A.C.T. mnemonic refers to the media which carried a story.

Q: A qualitative value in the reporting of earned media would include which one of the following? a. the number of stories published b. new media contacts made c. different types of media outlets used d. shares on social media platforms

Q: Reporting on shared media can involve much data. Which one of the following metrics would be considered better than the others? a. page visits b. downloads c. message retention d. impressions made

Q: 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 size b. audience demographics c. audience engagement d. audience psychographics

Q: 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 PESO media channels b. reporting on outcomes irrespective of media channel c. reporting on outcomes according to audience d. reporting on outcomes irrespective of campaign tactics

Q: Data is more valued to the leaders of an organization rather than a personal professional assessment when it comes to the assessment of the success of a PR campaign.

Q: The first concern in reviewing a campaign is whether or not the campaign resonated with its target audience.