Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Communication
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 did Krusteaz do with the video content after its two-hour webcast?
a. Made the entire webcast available on its website
b. Placed the entire webcast available on Weelicious.com
c. Edited the webcast into vignettes for its website
d. Paid to have portions of the webcast featured on Foodnetwork.com
Q:
Case Study Krusteaz--In the Reporting/Evaluating phase of the Krusteaz campaign, which of the following was NOT a result?
a. Improvements in Krusteazs online search rankings
b. Engagement with bloggers
c. Increased traffic to Krusteaz.com
d. Earned media coverage
Q:
Case Study Krusteaz As a result of the campaign, what difference was shown in the category of brand conversation ?
a. More than a double increase from the previous month
b. A slight decline from the last quarter
c. Brand conversation remained steady when compared to the previous quarter
d. More than a three-time increase from the previous month
Q:
Case Study Krusteaz--What was the perceived new idea that Krusteaz promoted to consumers ?
a. Krusteaz was a simple-to-use baking product
b. Krusteaz was a popular among children
c. Krusteaz was a good product to use during the busy holiday season
d. Krusteaz was a new trend in home baking
Q:
Case Study Krusteaz--How did Krusteazs Seize the Holidays campaign create earned media ?
a. The campaign was featured on ABCs Good Morning America
b. Bloggers supported the campaign
c. The LA Times ran a piece on the event
d. The event was covered on fourteen local television news programs across the country
Q:
Case Study Krusteaz--According to the Krusteaz Case Study, when Krusteaz users posted their recipes on social media sites such as Facebook and Twitter, what PESO channel were they using ?
a. Owned Media
b. Paid Media
c. Earned Media
d. Shared media
Q:
Case Study Krusteaz--What did food blogger Catherine McCord do that supported Krusteazs use of shared media?
a. She used her Facebook page to show Krusteaz users trying innovative recipes
b. She hosted an online baking event on her personal YouTube page.
c. She posted consumer Krusteaz creations on Instagram
d. She announced the winner of the Krusteaz bakeoff on Twitter
Q:
Krusteaz used its owned media platform during the Seize the Holidays event. How did the audience respond?
a. They shared their own recipes on social media platforms
b. They downloaded recipes from Krusteaz.com
c. They downloaded the Krusteaz baking app
d. They attended a Krusteaz live-stream baking class
Q:
Case Study Krusteaz--How was the Krusteaz campaign implemented?
Catherine McCords kitchen was used to show recipe demos and tips
a. The campaign used paid media to feature spokespersons
b. The campaign carried out a national search for the best Krusteaz recipes
c. Krusteaz speed-mix was incorporated into PBS programs
d. Krusteaz.com was used to showcase recipes
Q:
Which of the following is NOT what PR models include?
a. develop strategic communication targets
b. define communication goals
c. goals for consumer actions
d. identify organizational purposes
Q:
How can the PR practitioner ensure that the best resources are being allocated to a campaign?
a. by considering past efforts and their effectiveness
b. by adjusting plans as the plan is executed
c. by keeping up to date on which resources are readily available
d. by keeping the audience, mission, and goals in mind
Q:
Case Study Krusteaz: When did Krusteaz release its speed-scratch mix campaign?
a. weekly for a month starting in November
b. beginning just after Thanksgiving
c. during the busiest holiday season of the year.
d. on December first
Q:
Case Study Krusteaz: What did Krusteaz do to aid consumers understanding of its products during the busy holiday season?
a. showed professional chefs using Krusteaz
b. showed Krusteaz creations of school children
c. showed consumers how to add extra ingredients to its base product
d. interviewed the Krusteaz chef staff about uses of the product
Q:
Case Study Krusteaz: How did Krusteaz use online media to promote its products?
a. It posted hours of YouTube how-to videos.
b. It presented a Facebook live-stream video series called Creating-With-Krusteaz.
c. It shared customer recipes each day on its website for a month.
d. It conducted an online contest for the most creative Kresteaz holiday treats.
Q:
Case Study Krusteaz--What did online research show regarding holiday gifts, which was compatible with Krusteaz?
a. DIY gifts and food gifts had grown in popularity
b. DIY gifts would need to be promoted via YouTube
c. Most people like receiving food gifts
d. Children enjoy making food gifts
Q:
Case Study Krusteaz--Which of the following was NOT an objective of the Seize the Holidays with Krusteaz campaign?
a. Drive traffic to Krusteaz.com
b. Increase conversation about Krusteaz for holiday baking
c. Increase engagement on the Krusteaz social media channels
d. Increase sales to consumers
Q:
Case Study Krusteaz--How did Krusteaz campaign encourage influencer engagement and consumer engagement?
a. With Tweets to food bloggers
b. With a live Krusteaz holiday baking webcast
c. With a Facebook live session with food bloggers and typical Krusteaz users
d. Through the use of Instagram postings of Krusteaz creations
Q:
Case Study Krusteaz--Why was video blogger Catherine McCord a part of the Krusteaz campaign ?
a. She is a food and menu consultant for Krusteaz
b. She had a strong social media presence
c. She is known as a professional baker
d. She hosted her own television show on Food Network
Q:
Which of the following is NOT a factor in how real-world campaigns are judged?
a. market research
b. purchasing actions consumers take
c. consumer awareness of events
d. consumer reaction to an individual
Q:
A PR campaigns plan ultimately strives to ______.
a. drive audience action or change
b. connect a targeted audience with the correct message
c. control the timing of targeted messages
d. produce data on audience reactions to messages
Q:
Which if the following is NOT cited as a critical element to a campaigns success?
a. research
b. evaluation and reporting
c. measurable objectives
d. campaign accountability
Q:
What effect does newer models of PR such as ROSTIR and PESO represent for future generations of PR practitioners?
a. changes in how management sees PRs role in corporate affairs
b. an emphasis on technical skills and tactics
c. changes in the traditional scope of functions of PR
d. a shift toward digital strategies
Q:
Which of the following is NOT included in the ROSTIR model?
a. research
b. theory
c. implementation
d. reporting
Q:
How do the newer models of ROSTIR and PESO contrast with older models of R.A.C.E and R.O.P.E.?
a. Newer models have fewer steps.
b. Older models are no longer in use.
c. Older models are used mostly by large organizations.
d. Newer models have more emphasis on connection with audiences.
Q:
What is the stated value of a PR planning model?
a. It represents how a function has evolved over time.
b. It helps with our understanding of how an industry or function is practiced.
c. It explains how an industry can address problems.
d. It maps out effective decision-making paths.
Q:
Public relations should be considered how within an organization?
a. as the centerpiece of an organizations marketing program
b. as an ancillary means to change public awareness
c. as part of a crisis management function
d. as a strategic management function
Q:
How do public relations practitioners consider diffusion theory in their planning?
Q:
Name the steps diffusion theory considers regarding how people make decisions.
Q:
Agenda setting theory is found in new media. When do public relations professionals encounter agenda setting?
Q:
What do public relations practitioners rely on when attempting to predict what will work and not work in the practice of PR?
Q:
What are the four standard communications goals regularly referred to in the public relations industry?
Q:
Assuming a message has been disseminated and an audience has received and accepted the message, what would be the immediately next desired outcome in the process of communication?
Q:
Chapter 1: Introduction to Integrated Campaigns
Q:
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 using a research-first approach
b. by integrating tactics with professional skills
c. by explaining its budgets
d. by challenging stereotyped perceptions of the PR profession
Q:
Why are new competencies needed in the PR field?
a. There are more practitioners in the field.
b. There are more clients using PR than in previous generations.
c. There is a new emphasis on accountability in the PR field.
d. There are new roles emerging in the PR workforce.
Q:
Which of the following is NOT cited as a contributing factor to the rapidly changing PR profession?
a. online community management
b. multi-tier campaigns
c. social media analytics
d. content amplification
Q:
Situational crisis communication theory is concerned with how organizations prioritize messages during crisis situations.
Q:
A feature of the ROSTIR model is that it recognizes the importance of continual change in campaigns
Q:
An important difference of the ROSTIR model in comparison to previous PR system models is the feature of Reporting/Evaluation
Q:
The ROSTIR model of public relations has made the RACE and ROPE models obsolete
Q:
Explain what use theories and principles are in the study of public relations.
Q:
Explain why a practitioner considers a range of theories in planning.
Q:
Describe the key characteristic of excellence theory in communication.
Q:
Why would it be necessary for an organization to consider systems theory in its public relations practices?
Q:
The late majority in the realm of diffusion theory is the smallest group to be influenced
Q:
When a reporter decides on what questions to ask when interviewing, he or she is in effect framing the story.
Q:
Framing for public relations practitioners strives to involve the public in responding to a story.
Q:
The two-step flow model of communication sends information targeted to influencers and consumers
Q:
Media influence peoples perception of news through who the news is about.
Q:
Access to key organizational decision-makers is characteristic of excellence theory of public relations
Q:
It is thought that agenda setting is an extension of agenda building.
Q:
An organization relying research results that show varying perspectives on a given topic is said to be using the two-way asymmetrical model of public relations
Q:
Diffusion theory is concerned with how ideas fall out of favor with the public.
Q:
What makes the two-way asymmetrical model asymmetrical?
a. It is usually tailored for small highly targeted 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 relies on testimonials to convince audiences.
Q:
It is believed that the two-way symmetrical publicity model is supported effectively by ______.
a. social media
b. owned media
c. shared media
d. traditional mass media
Q:
Earlier planning models of public relations such as ROPE and RACE and their related models such as PACE and ACE have this in common.
a. They stress publicity tactics.
b. They are tailored to institutional goals.
c. They rely on research and planning.
d. They require audience input.
Q:
The ROSTIR model was developed because of ______.
a. The demand for effective public relations is rising while effective practices appear to be diminishing.
b. Current public relations demand campaigns which must change continually and quickly.
c. Practitioners are showing greater interest in structured formal public relations methods.
d. Recent emerging media have altered the goals of public relations and PR practitioners.
Q:
In general, any campaign planning approach should be thought of as ______.
a. having a clear beginning end point
b. serving specific goals and objectives for stakeholders
c. being based on a problem-solving approach
d. circular or ongoing
Q:
Which one of the following is NOT considered one of Grunigs five objectives to provide clear outcomes for strategic campaigns?
a. message acceptance
b. change in audience attitude
c. change in audience behavior
d. message feedback
Q:
While two-way communication has proven effective in public relations, persuasion and one-way press-agentry approaches remain the most effective means to achieving organizational PR goals
Q:
Excellence theory recognizes the primary importance of stakeholders.
Q:
Systems theory suggests that organizations should not ignore their place within political, social, and organizational environments
Q:
Agenda setting differs from agenda building in what way?
a. Agenda setting focuses on policy issues while agenda building focuses on popular topics.
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 originates from the news media while agenda building originates from the public.
Q:
Which of the following characterizes how agenda setting and agenda building developed?
a. Agenda building is considered an earlier version of agenda setting.
b. Agenda building was originally promoted by legislators.
c. Agenda setting and agenda building developed simultaneously.
d. Agenda building is considered an extension of agenda setting.
Q:
According to Timothy Coombs, what does situational crisis communication theory do?
a. attempts to quell negative publicity as soon as possible after a crisis event
b. strives to consider diverse viewpoints are considered in a crisis event
c. attempts to predict the level of threat to an organizations reputation
d. provides a theoretical framework within which communications tactics can be tested
Q:
A consumer who publishes on 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. two-step flow model of communication
b. the sponsor-author model of communication
c. the social contact theory
d. flow-to-consumer model of communication
Q:
The press agentry model of publicity is primarily concerned with ______.
a. reaching influencers
b. engaging the public
c. trying for media coverage
d. increasing a mediums subscriber base
Q:
The National Transportation Safety Board produces a website that discusses its efforts in safety advocacy that is available to both government officials and consumers. Which model of publicity does this represent?
a. public endorsement model
b. public information model
c. dual audience model
d. two-step model
Q:
Research indicates that organizations with excellent public relations typically ______.
a. have on average fewer strategic management positions than most organizations
b. value women as much as men in strategic roles
c. tend to be privately held organizations
d. tend to be publicly held organizations
Q:
A key feature of systems theory is ______.
a. independence
b. experimentation
c. adaptability
d. authority
Q:
In Diffusion Theory the Evaluation step is when ______.
a. the individual considers an idea as potentially useful
b. the individual tests the idea
c. the individual communications with others about the idea
d. the individual accepts or rejects the idea
Q:
In a representation of diffusion theory audience members, which group of individuals is the largest?
a. innovators
b. laggards
c. late majority
d. early adopters
Q:
Which of the following represents a use of framing for public relations practitioners?
a. establishing how a problem is defined
b. constructing a timeline of a problem
c. placing limits on resources available to address a problem
d. the resulting effects or impact of a problem
Q:
One way in which media influence peoples perception of news is seen in ______.
a. who the news affects
b. how news is presented
c. when the news occurs
d. what the news is about
Q:
Introduction: Campaigns in the Professional Public Relations Context
Q:
What do theories do?
a. test the basis of PR strategies
b. enable practitioners to validate their tactics
c. provide a system of validating PR practices
d. provide a framework for decision making in PR
Q:
According to the text, what must PR practitioners do with regard to building successful relationships with stakeholders?
a. communicate effectively with stakeholders when making decisions in PR practices
b. educate clients on the importance of understanding PR practices and how they work
c. weigh the differences and similarities within stakeholder groups
d. consider appropriate theories and models when making decisions