Q&A Hero

Q: Discuss what the practitioner can do to be proactive when attempting to capture earned media.

Q: In the realm of media relations, describe an instance in in which a reporter might accept information from a PR practitioner and why he or she would accept that information.

Q: Describe some of the ways a PR practitioner can create information subsidies.

Q: Explain how an organizations message might be presented differently to a target audience when it appears in social media versus earned media.

Q: Serial print publications for organizations have all but disappeared.

Q: An e-blast is considered a stand-alone publication.

Q: Fewer organizations maintain comprehensive print material about their work.

Q: A building exterior may be considered a form of collateral material.

Q: Campaign objectives and strategies should clearly support tactics.

Q: Simultaneous tactics can be used to support a strategy.

Q: Describe the nature of tactics with regard to messages and audiences.

Q: Explain how it is that some organizations might have people who are tactical specialists and other organizations might rely on generalists.

Q: Which form of owned media usage for representing specific concepts is growing in popularity with organizations? a. organizational platforms b. online forums c. interactive apps d. infographics

Q: Tactics are most effective when used as a single approach to presenting an organizations message

Q: PR practitioners in small organizations will likely be comfortable using a wide range of tactics.

Q: To increase the efficiency of a media plan, the plan is evaluated on the basis of geographic reach.

Q: The Wall Street Journal is considered both a newspaper and a digital medium.

Q: Advertorial content is the same as news.

Q: To retain their independence, journalists will tend to not accept information and assistance from a PR practitioner.

Q: The PR practitioner striving to understand search engine optimization will need an understanding of algorithms.

Q: There is no cost for the organization when employing earned media.

Q: Campaigns are often located within an organizational website rather than on their own.

Q: According to the book Content Rules, recycled content on shared media represents which description below? a. Recycled content is the same across channels. b. Recycled content is adapted to different channels. c. Recycled content is edited by different editors on different channels. d. Recycled content is normally deleted after a very short period of time.

Q: The best example of using owned media versus other forms in the PESO model is which one of the following? a. Owned media offers the greatest amount of content control. b. Owned media can spread to a widening audience. c. Owned media allows for more content interaction. d. Owned media can reach the largest audiences.

Q: 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-fold increase in size every two years c. a two-year lifespan d. a five-year lifespan

Q: Collateral materials run the risk of which one of the following? a. poorly written content b. not enough content c. poorly conceived content d. too much content

Q: What is the name of the management function that identifies needs and wants, offers products and services to satisfy those demands? a. marketing b. advertising c. public relations d. promotion

Q: Successful practitioners using shared media will post information on the organizations site according to which one of the following reasons? a. post content to promote new ventures b. post content often to support website traffic c. post content to capture audience interaction data d. post content only when part of a campaign

Q: In earned media, what is a role for the PR practitioner before publication? a. to edit the story before publication b. to assist the journalists or editors c. to review different versions of the story d. to promote the story to potential audiences

Q: What is the feature that brings added credibility to organizations using earned media? a. Earned media is participatory for audiences. b. Earned media is a controlled tactic. c. Earned media enhances relationships with influencers. d. Earned media is an uncontrolled tactic.

Q: The benefit of earned media is provided by whom? a. a reporter or blogger b. a PR practitioner c. the audience member d. the advertiser

Q: Who among the following determines what finally appears as earned media coverage? a. PR practitioners and the organizational spokesperson b. PR practitioners and reporters c. reporters and editors d. the organizational spokesperson and the reporter

Q: What does the successful practitioner do to increase the likelihood of attaining earned media coverage when creating content? a. address the needs of those they are creating content for b. meet the needs of the target audience c. ensure that content is aligned with organizational values d. create content that is distinctive

Q: What is the essence of media relations work? a. PR practitioners communicating with journalists b. organizations controlling their messages c. editors developing stories d. reporters developing sources

Q: According to the text, information provided by an outside source is used by media because the information has news value is called ______. a. credibility b. publicity c. assistance d. promotion

Q: What do media relations professionals create when they reduce the workload of reporters? a. information subsidy b. informational support c. proactive content d. editorial assistance

Q: With regard to shared media response timing, what makes social media a challenge for organizations? a. Social media can be instantaneous. b. Social media can be prolific. c. Social media can be long-lasting. d. Social media can reach a large audience.

Q: Big brands have found a budgetary challenge in employing shared media due to which one of the reasons below? a. Organizations are developing increasing numbers of micro-sites from their main websites. b. Organizations are adding increasing amounts of video to their sites. c. Organizations are using shared media platforms as customer service channels. d. Organizations track and respond to their competitors sites more frequently.

Q: In the PESO mode, the notion of TIMING in selecting tactical approaches refers to ______. a. whether or not the message is time-limited in its relevancy b. when the message appears in public c. how current or up to date the message is d. the lead time needed to prepare a message

Q: Which one of the following is NOT a cost factor when presenting an ad in a specific market? a. audience size b. placement market c. production cost d. media channel

Q: Paid media channels usually have which of the following characteristic? a. Their audiences are larger than free media channels. b. Their audiences are often not necessarily seeking the message. c. Their audiences are more educated than other media channels. d. Their audiences are more diverse than other media channels.

Q: Which one of the following communications means has increased the ability to target audiences? a. public relations expansion b. bloggers and influencers c. data set creation d. digital advertising

Q: Which one of the following is NOT a factor in how a media plan would be evaluated? a. production costs b. cost efficiency c. audience demographics d. geographic reach

Q: What is the worst outcome for an organization when using advertorial content? a. Advertorials can be seen as deceitful. b. Advertorials often do not stand out. c. Advertorials cost more to place than ads. d. Advertorials are often poorly edited.

Q: Strategies often define the channel for presenting the organizations message. Which one of the following would a strategy NOT do? a. specify a publishers editorial column b. specify television network news c. specify Facebook d. specify a national radio talk show

Q: Organizations of a large size often rely on which kind of practitioners when executing tactical approaches? a. strategic generalists b. paid consultants c. outside contractors d. tactical specialists

Q: Which one of the following would represent an instance of when to use paid media as a tactical approach? a. when a message is complex and has many details b. when a message needs to reach a very large audience c. when a message must reach a particular audience at a particular time d. when a message is perceived differently by different publics

Q: State the reasons why consideration of the audience is foremost in campaign strategy.

Q: Explain why persons political views are not considered a demographic measure.

Q: Explain how the practitioner can choose among varied media outlets.

Q: What media outlets are recommended for an organization that has strong camera-ready visuals and wants to extend its story beyond its own website.

Q: Explain some of the considerations an organization might weigh in the competitive landscape of media outlets regarding choosing strategies for presenting a message across media outlets.

Q: Explain why sameness is not a good thing in presenting an organizations message.

Q: Chapter 8: Tactics

Q: Audience members personal and professional activities influence part in media out selection during campaign strategy planning.

Q: It is possible for practitioners to create strategies that target individuals who are also decision-makers.

Q: The newsworthiness of a story should be considered at the objective development state of campaign planning.

Q: Organizational data does not usually find uses as story content with an appeal to media outlets.

Q: Name instances that make the use of paid media an imperative in a campaign.

Q: Explain what overlap means in the PESO model.

Q: Different media channels can be used at different times during a campaign.

Q: Media outlets can and should be selected by how a target audience overlaps with a media outlets audience.

Q: Geography is not generally a consideration of media out selection in a campaign.

Q: It is not possible to make decisions about campaign strategy on the basis of psychographics.

Q: Campaign strategies should all hinge on which one of the following? a. message b. audience c. medium d. campaign objectives

Q: 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 outlets audience b. by considering audience size first, then media availability c. by considering the amount of control over the message the media outlet allows d. by considering which stage the campaign is at the time of the release of the message

Q: Which one of the following is NOT considered a demographic measure? a. education b. age c. political views d. gender

Q: How are psychographics measured? a. through a persons responses to questions b. through U.S. Census data about a person c. through a persons past experience d. through objective observations of a person

Q: According to Ragas and Culp, which one of the following does NOT represent an intangible asset? a. employee skills b. an organizations vision c. brand value d. a mediums potential audience reach

Q: According to the text, what particular offering is identified as something a spokesperson can offer a media outlet? a. in-depth explanation of an issue b. availability for media schedules c. quotable media-friendly content d. official viewpoints on issues

Q: To ensure clear message presentation, campaigns should avoid using overlapping media.

Q: Earned media can benefit any campaign.

Q: What is considered the most impactful evolution in organizational communications? a. when organizations found a way to reduced their use of paid media b. when organizations began presenting their own web sites c. when organizations began to work with influential bloggers d. when organizations found that consumers shared the organizations stories across social media outlets

Q: What does overlap in the PESO model mean to organizations? a. Organizations messages are redistributed to several social media platforms with a single posting. b. Organizations can post their messages for free without the interruption of unrelated ads. c. Organizations messages are presented identically across several social media platforms. d. Organizations can post their messages for free on a social media platform and also supplement them with paid messages.

Q: The availability of multiple media channels supports which one of the following? a. tracking which media audiences use most b. segmenting audiences according to campaign objectives c. improving the reach of shared media d. reaching multiple publics through multiple channels

Q: The example of promoting a store opening would benefit from which one of the following strategies? a. limiting campaign messages only to owned b. using all available media channels throughout the entire campaign c. using multiple media channels at different stages of the campaign d. placing emphasis on paid media to ensure audience reach

Q: What advantage has the proliferation of media channels offered organizations? a. It has resulted in reaching a more homogeneous audience. b. It has lowered the overall cost of reaching many audiences. c. the ability to reach more audiences with varied messages d. the opportunity to create a greater number of messages within a shorter time

Q: What might make a story unable to achieve earned media? a. Earned media outlets allow little control for the organization. b. A story may be too costly for some organizations to produce. c. A story may be too narrow for some media outlets. d. Earned media require long lead times to present stories.

Q: Which one of the following is an example of shared media? a. Facebook b. NBC news c. The New York Times d. Marie Claire magazine

Q: What feature does a shared media story have for an organization? a. that stories reflect general audience preferences b. that stories are targeted to smaller audiences c. that stories are fact-checked and edited d. that stories are presented without the mediation of reporters