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Communication
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:
Campaigns should adhere to which one of the following guidelines regarding media use?
a. Choose a mix of media according to organizational goals and audiences.
b. Select one medium as the primary medium for the campaign and use others for secondary communications.
c. Communicate through one traditional and one digital medium only.
d. Select communications media according to audience preferences.
Q:
Broom and Shas description of the term controlled describes which one of the following media?
a. government-regulated media
b. television news shows
c. radio talk shows
d. brochures
Q:
For Broom and Sha, an uncontrolled medium is exemplified in which one of the following?
a. organizational brochures
b. an organizational website
c. television news coverage
d. an organizations print advertisements
Q:
Which one of the following is NOT considered paid media?
a. websites
b. radio ads
c. newspaper ads
d. Facebook ads
Q:
Which one of the following factors in paid media will NOT usually affect price?
a. the specific medium used
b. the ads number of potential views
c. the ads message
d. the ratings an ad receives
Q:
Which task would make the use of paid media in a campaign imperative?
a. explaining how an organization functions
b. increasing audience awareness
c. announcing an organizations position on a public issue
d. new brand introduction
Q:
Why is earned media considered more valuable than owned media?
a. because the organization pays for presenting it
b. because its message has news value beyond the organization
c. because audiences repeat it on the internet
d. because its message is presented across media as it came from the organization
Q:
An organization is interested in increasing membership. Discuss the important differences between the two following objectives:
Objective 1: Raise awareness of the organization among potential members in the community
Objective 2: Identify and capture contact information for 100 potential members over the next three months.
Q:
Why should the PR practitioner consider carefully its working relationships with other departments within an organization?
Q:
Chapter 7: Strategies
Q:
Objectives are completed through the use of which one of the following?
a. tactics
b. strategies
c. outcomes
d. means
Q:
Developing a strategy requires a deep understanding of both items in which of the following?
a. publics and internal organizational coalitions
b. audiences and channels
c. internal organizational coalitions and publics
d. competitive environment and organizational leaders
Q:
PESO adds to traditional media which one of the following?
a. billboards
b. television
c. newspapers
d. social media
Q:
xplain how milestone measurements are used during a campaign and their value.
Q:
When developing objectives, the PR practitioner will gather a variety of perspectives from within the organization. Why is this important and how might this effort affect the objectives?
Q:
A successful campaign would result first in change in the target audience behavior, then a change in the audience opinion.
Q:
During the diagnosis phase, the organizational PR practitioners should be sensitive to the views of internal or executive audiences.
Q:
Campaign outcomes such as community goodwill, volunteer enthusiasm and brand equity do not translate to data but can be measured using proxies.
Q:
Objectives should be written in a way that is neutral in how they are accomplished.
Q:
Why does measuring the results of an outtake objective provide limited insight to the effects of a campaigns message?
Q:
The S.M.A.R.T. model sets standards for writing objectives. Explain what each letter in the acronym stands for and its significance in the objective writing process.
Q:
As an example, a campaign to change an audience opinion might use both qualitative and quantitative measurement, but for different purposes. Explain how.
Q:
Explain what the PR practitioner would do prior to a campaign to later demonstrate that an objective was attained after campaign.
Q:
A campaigns outtake and outcome objectives are generally intended to lead to in three changes in the target audience. Name the three types of change.
Q:
Complex campaigns with multiple layers of objectives will often have objectives running in a time-bound manner. Why do PR practitioners support this effort to set reaching objectives within time limits?
Q:
Communications objectives with more generic messages relate better to larger audiences.
Q:
As an example, a campaign that seeks to change voter opinion would use qualitative measurement but not quantitative measurement.
Q:
The more specific the behavioral focus, the more effective the message can be when writing objectives.
Q:
The more relevant an objectives measurable component is to the broader organizational goal, the more valuable it becomes.
Q:
An outtake objective does not indicate how much behavior change occurs in a target audience.
Q:
The S.M.A.R.T. model sets standards for assessing the effectiveness of objectives
Q:
A single clear communications objective is appropriate for multiple target audiences.
Q:
Objectives needing approval should be written to fit the S.M.A.R.T. model. During this phase, practitioners should also do which one of the following?
a. research which target audiences is key to the campaigns success
b. get buy-in from organizations dominant coalition
c. build relationships with members of the media who may support the campaign
d. provide a clear rationale for the objectives based on supportive secondary research
Q:
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 enthusiasm
d. organizational financial resources
Q:
The text states that to help ensure that PR practitioners in organizations must do which one of the following to help ensure that campaigns to succeed?
a. develop several budgets for a campaign so it is scalable to the organizations goals
b. prepare more than one rationale for the campaigns objectives
c. anticipate and respond to internal coalitions and decision-makers
d. remove obstacles to campaign approval by ensuring that objectives are relevant to target audiences
Q:
PR objectives that express a resulting outcome should prioritize which one of the following?
a. how easily the outcome can be adjusted
b. how well the outcome addresses the problem at hand
c. how the outcome reflects leaderships values
d. if outcome will have lasting effect
Q:
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 by specialized teams within the organization.
b. They are developed and implemented solely by the communications department of an organization.
c. They are implemented by the organizations leadership.
d. They reflect input from different levels of personnel within the organization.
Q:
An organization has two concurrently running communications objectives: (1) Increasing employees awareness of the organizations 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. autonomous
b. divergent
c. systemic
d. in alignment
Q:
In the early stages of a campaign, modifying objectives to accommodate budgets is not recommended.
Q:
Organizational executives prefer that objectives are fully developed before being asked to respond to them.
Q:
Overcoming a hesitancy of setting objectives is an important step toward creating campaigns that connect with larger organizational and communication goals.
Q:
Most campaigns are careful to track only outcome objectives to ensure consistency.
Q:
According to the text, well-executed campaigns should expect to do which one of the following?
a. involve organizational leaders to actively participate in the campaign
b. execute one objective at a time
c. outsource specialty objectives when necessary
d. run multiple objectives simultaneously
Q:
Based on Brook and Shas analysis, how would organizational leaders be involved in assessment of the success of a campaign?
a. by relying milestone 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
Q:
Based on Stacks and Michaelsons types of outcomes, which one of the following sequence of events represents the ideal from a successful campaign?
a. message reception-opinion change-behavior change
b. behavior change -message reception-opinion change
c. opinion change-message reception-behavior change
d. message reception-behavior change-opinion change
Q:
Being able to tally the results of a communications objective makes that objective ______.
a. relevant
b. credible
c. measurable
d. specific
Q:
The key characteristic of a functional objective is which one of the following?
a. It is based on relevant research.
b. It is based on the organizations goals.
c. It is attainable with a given budget and timeframe.
d. It is given sufficient allotment of time and organizational support.
Q:
Public relations practitioners help ensure that their attainable objectives achieve approval for execution through which one of the following?
a. a clear rationale for their choices
b. well-detailed budgets and timelines
c. the innovativeness of their ideas presented
d. the experience and reputation of the communications team
Q:
What category of objective tracks, for example, the number of reporters who were contacted with campaign information?
a. outtake
b. output
c. outcome
d. outreach
Q:
Which one of these items is NOT cited as a factor that affects the timeline for a campaign?
a. the size of the allotted budget
b. the scope of the change desired
c. volume of work necessary for the communications team
d. the involvement of the organizations leadership
Q:
Which one of the following is necessary to clarifying and specifying an objective?
a. stakeholder support
b. market trend
c. competitor position
d. audience definition
Q:
One of the first and basic things that campaigns rely on is which one of the following?
a. the organization committing enough funding to its projects including public relations campaigns
b. the organization being committed to effective communications
c. the organization having high-level goals for itself
d. the public relations efforts in an organization to be based on objectives
Q:
Management by objective assesses managers performance by which one of the following?
a. past performance
b. objectives
c. outcomes
d. goals
Q:
According to Public Relations Society of America, which one of the following is NOT needed to ensure the success of campaigns?
a. objectives that are measurable
b. objectives that relate to audiences
c. objectives based on research
d. objectives that can be judged on return on investment
Q:
Why do PR practitioners often overlook setting formal objectives?
a. because formal objectives are often ignored by organizational leadership
b. because PR professionals are often untrained in setting objectives
c. because setting formal objectives requires defining failure
d. because setting formal objectives is costly
Q:
Which one of the following is NOT mentioned as one of the three categories that objectives fall into?
a. inputs
b. outputs
c. outtakes
d. outcomes
Q:
Why are outcome objectives considered the most valuable in connection to an organizations goals?
a. Outcome objectives measure changes in audience size.
b. Outcome objectives measure changes in audience behavior.
c. Outcome objectives can be measured more easily than other categories of objectives.
d. Outcome objectives represent the consensus of the organizations values.
Q:
Which one of the following characterizes an Outtake objective?
a. PR staff posts a message on organizations web site.
b. Target audience member understands a message.
c. Target audience member tweets a remark about an organization.
d. Target audience member shares a Facebook post from an organizations message.
Q:
Why is it recommended that each specific audience targeted in a campaign need a specific communications objective and message?
a. because communications messages and audiences change over time
b. It is a more cost-efficient approach.
c. It allows fewer opportunities for messages to be misinterpreted.
d. It enables messages to be measured for success or failure individually.
Q:
A clearly written objective should specify all of the following EXCEPT ______.
a. how much
b. who
c. when
d. why
Q:
Leaders need objectives to contain which one of the following?
a. performance expectations
b. organizational history
c. market trends
d. stakeholder issues
Q:
Name the factors that set limits on the scope of a campaign.
Q:
How do the elements of the scope of a campaign relate to PESO decisions?
Q:
Why should an organization prioritize audiences to approach during a communications campaign?
Q:
Communications goals must achieve several things for the organization. Name two of these.
Q:
Describe a key difference between an organizations mission and its communications goals.
Q:
Describe the role of goals and objectives and how they work together in a campaign.
Q:
Chapter 6: Objectives
Q:
According to the text, campaign objectives lead the practitioner to answering which one of the following questions?
a. What do you want to accomplish?
b. How should you proceed with a campaign?
c. Which organizational goals are pertinent to the campaign?
d. Who is in the audience for the campaign?
Q:
Because for-profit organizations and non-profit organizations typically pursue the same communications goals, communications goals can often be shared across both situations
Q:
Setting communications goals for an organization requires that they be responsive to internal, external and historical considerations.
Q:
Goals may include how an organization is uniquely distinguished in the minds of its key publics.
Q:
A collaborative approach to goal-setting can lead to increased buy-in from the stakeholders involved
Q:
Why is it recommended that the communications arm of an organization do research on the organization before developing communications goals?
Q:
Provide examples of how the following two problems can be presented as positive restatements. Problem 1: The threat of outside regulatory action to an organization. Problem 2: A shrinking market for a manufacturers goods
Q:
Describe an example of how two different organizations may have very different staffing structures and why that matters to communications campaigns.
Q:
Explain why public relations goals should focus only on areas where communication itself can make a difference.
Q:
Having team members with particular expertise in one area has generally not been shown to have a positive effect on campaigns.