Q&A Hero

Q: Executive staff may show more interest in a campaigns strategy than its tactics. Explain why.

Q: Objectives, strategies, and tactics; explain their structural relationship.

Q: Distributing one million brochures to the target audience was part of a campaign. Identify each as either strategy, tactic, or objective.

Q: A campaign uses paid media to raise awareness which in turn garners earned media. Do either or both of these yield a measurable outcome? Explain with examples.

Q: Chapter 3: Understanding PESO

Q: In a publicity campaign, the PESO model is considered in which part of the plan? a. objective b. strategy c. tactic d. goal

Q: In the PESO model, paid media is commonly thought of as ______. a. foundational communication b. advertising costs c. traditional advertising d. print and broadcast presence

Q: Consumer targeting can focus on very specific interest such as an interest in technology and social media.

Q: The Wake Up and Smell the Bacon campaign resulted in a 2700 percent lift in online bacon conversations.

Q: Oscar Mayer have found that supplementing TV advertising with online promotion is key to its future marketing efforts.

Q: Explain the role and importance of research in a PR campaign.

Q: Explain at least one value of developing and presenting a strategic PR plan for organizational leaders that would reflect positively on the PR practitioner.

Q: A campaign objective should connect four key elements. State what they are.

Q: In what ways is a public relations plan used for C suite communications?

Q: Reporting on a campaign is best done after objectives are met.

Q: It is appropriate to measure objectives at any point during the implementation phase through the conclusion of the public relations campaign.

Q: Often the costliest part of a campaign is the money spent on paid advertising.

Q: Oscar Mayer has continued to capture its audience by doing which of the following? a. extending its brand to new products b, shifting away from print marketing c. increasing spending in both television and internet marketing d. shifting away from television marketing

Q: PR practitioners work is focused on media relations and relationship management.

Q: All PR strategies should support organizational mission and goals.

Q: Effective public relations work begins with a planning process that determines which tactics will have the greatest effect on the problem at hand.

Q: The ROPE public relations model has more steps than the RACE model

Q: Mitigating the effect of bad publicity is typically addressed through advertising.

Q: Developing campaign objectives should follow only after research and goals are established.

Q: Choosing to use television to promote a political point of view is considered to be a strategy.

Q: An open house event is a public relations strategy.

Q: The Nestl Natural Bliss campaign generated shared and earned media.

Q: Who did Oscar Mayer recruit to support its Wake Up and Smell the Bacon campaign? a. retailers and distributors b. reporters and influencers c. cracker barrel restaurants d. celebrities

Q: Which of the following would Oscar Mayer track to obtain data regarding response to its Wake Up and Smell the Bacon campaign? a. TV ratings of bacon eating contests on morning shows b. Facebook likes during the campaign c. sales of bacon during the campaign d. downloads of its special bacon app

Q: What number of earned media impressions are attributed to the Wake Up and Smell the Bacon campaign? a. over 10 million b. over 50 million c. over 200 million d. over 500 million

Q: Implementation of a campaign would include ______. a. timing and staffing b. timing and budget c. production and cost d. staffing and production

Q: When does reporting and evaluation occur in a campaign? a. at the end of a campaign b. as soon as objectives are achieved c. throughout a campaign d. when baseline or comparison data is established

Q: Items such as sentiment data and content analysis would be associated with which part of a campaign plan? a. implementation b. reporting and evaluation c. strategies d. objectives

Q: Campaign reporting should address which kinds of objectives? a. cost and timeline b. perceptual and actual c. measurements and outcomes d. informational and motivational

Q: Staff expenses related to a campaign can often represent approximately how much of an overall budget? a. 70% b. 50% c. 30% d. 10%

Q: 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. promote the brand over a competitor d. extend the product to more recipe applications

Q: What specific audience did Oscar Mayer direct its efforts toward in the Say It With Bacon campaign? a. teens b. consumers who did not typically have bacon as part of their regular their diets c. users of Amazons home food delivery services d. consumers who liked technology and social media

Q: What did Oscar Mayer employ to determine how their audience used their phones? a. tangible audience surveys b. likes and shares analytics c. social listening tools d. data from sales trend reports

Q: What tactic did Oscar Mayer use to in its Wake Up and Smell the Bacon campaign? a. a device that emits the scent of bacon b. created three new bacon flavors c. its Bacon For a Year contest d. humorous online ads featuring celebrities and bacon

Q: In times of limited resources, communications objectives will likely be judged how? a. if they lead to innovation and change b. if they contribute to a business objective c. if they expand audiences d. if they are cost-efficient

Q: An objective of the There is Help, There is Hope campaign was ______. a. a significant increase in state funding b. a 20% response to an email survey c. an increase in the number of calls to a hotline d. greater reach to unserved populations in the state

Q: 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

Q: A PR practitioner decides to use television to promote a political point of view. This decision is considered ______. a. tactic b. strategy c. objective d. goal

Q: What is the key characteristic of a tactic? a. It is tangible. b. It generates data. c. It is familiar to a target audience. d. It can be reproduced.

Q: What was the selected strategy behind the Nestl Natural Bliss promotion? a. product placement b. digital advertising c. sample mailings d. direct consumer experience

Q: How did the Nestl Natural Bliss campaign hope to use the internet? a. as a way to show where the product was available b. as paid digital advertising c. as shared social media d. a way to offer consumers discounts

Q: A plans objectives that is made with C level executives in mind feature which of one the following? a. if they are representative of an organizations mission b. if they respond effectively to the challenge and hand c. if they result in measurable data d. if they are likely to create controversy

Q: Chapter 2: Strategic Communication Campaign Fundamentals

Q: The foundation of a well-developed public relations plan has ______. a. clear objectives b. a communication blueprint c. audience relevance d. the support of stakeholders

Q: Which of the following is NOT described as being part of a public relations plan? a. a statement of values b. a means for proposing ideas c. a way toward idea approvals d. a mechanism for monitoring the plan

Q: Successful public relations strategies are dependent first upon ______. a. accurate information about the challenge at hand b. the effectiveness of past efforts and strategies c. the talents of the practitioners involved d. responding to changes as they occur

Q: The MBO process often calls upon public relations professionals to ______. a. develop the research to set organizational objectives b. assist in the development of the organizations mission c. identify measurable standards of communication d. define direction when supporting specific organizational objectives

Q: The Nager and Allen steps of MBO includes ______. a. endorsements from practitioners who have applied the Nager-Allen approach b. nine methods for comparing strategy effectiveness c. evidence of past successful campaigns d. help for building a plan

Q: Both the ROPE and RACE models begin and end with the same steps. Which of the below are these? a. assessment and evidence b. recognition and assessment c. research and evaluation d. evaluation and reporting

Q: In which step in the ROPE and RACE models is target audience addressed? a. first b. second c. third d. fourth

Q: Which of the following is NOT a factor that might mean a PR plan is necessary? a. stable market trends b. building an audience c. enhancing brand image d. mitigating bad publicity

Q: Initial research and diagnosis helps the PR practitioner do which of the following? a. frame a communications message b. set a timetable for a PR strategy c. identify experts who can assist in a PR strategy d. learn about a target audience

Q: According to the text, what evolutionary changes in organizations have led to the need for new models for the next generation of PR professionals?

Q: Explain what the Krusteaz campaign for its brand by conducting a campaign that focused on baking cookies rather than pancakes, which it was traditionally known for.

Q: In what way was two-step communications used in the Krusteaz campaign?

Q: Krusteaz found two ways to use video for its baking event. What were they?

Q: Describe the distinct characteristic of two-way asymmetrical communication and how the Krusteaz campaign exemplified that.

Q: Explain what conditions brought on the need for new educational approaches in the PR field.

Q: Name the critical elements necessary to a campaigns success.

Q: Explain what the acronym PESO stands for and what they represent with regard to public relations communications.

Q: The ROSTIR model differs from ROPE model in what distinguishing way?

Q: Effective campaigns are about creating a PR plan.

Q: Good public relations models include the development of strategic communication targets with defined goals, objectives, tied to a clear organizational purpose.

Q: A good PR practitioner will address challenges when they arise.

Q: The Krusteaz campaign was centered on the busy holiday season

Q: Video blogger Catherine McCord was known to the Krusteaz audience because she hosted her own television show on Food Network

Q: Video vignettes of the Krusteaz webcast were made available on Kursteaz.com

Q: Brand conversation cannot be affected by webcast content

Q: Traffic on the Krusteaz Facebook page on the day of its webcast almost doubled

Q: Content amplification and social media analytics are indicators of what regarding the development of the PR field?

Q: Real-world models of PR are judged on ability to affect organizational profits

Q: Research is found in the first step of a PR plans.

Q: PR models do not include goals for consumers

Q: Case Study Krusteaz--What made the Krusteaz campaign a two-way communication? a. It involved both paid and earned media b. It involved interactions between Krusteaz and its consumers c. It earned a high number of shares on Facebook d. It gained coverage in both entertainment and news media

Q: The Research-first approach in public relations practice has been replaced by engagement-first approach