Question 1

Of the following, what are the key differences between mega influencers and microinfluencers?

Accepted Answer

A)  age and personality 
B)  education and expertise 
C)  risk and expense 
D)  time and availability 
A)  age and personality 
B)  education and expertise 
C)  risk and expense 
D)  time and availability C

Question 2

Since attending a branding conference last month, your boss has been excited about the idea of inspiring employees to become brand ambassadors. She tells you she wants to launch such an initiative at your corporation and that you are in charge of building the program from the ground up. What steps should you take to successfully launch it?

Accepted Answer

Answers will vary. They should include some of the following:
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Conduct an internal audit to determine level of commitment and engagement amongst the employees. If the culture is strong and engaged, this program will be successful. If not, then it will not be.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Select and review potential employee candidates for the ambassador's program.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Set up protocols, best practices, and clear expectations for what is expected of the employees who are part of this program.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Create regular training sessions and meetings with the groups to determine strategies and to identify additional collaborative measures to make the program a success.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Evaluate the team's performance and highlight leaders who are active and engaged with the community.

Question 3

Behavioral segmentation is most useful in developing strategy related to ______.

Accepted Answer

A)  objectives 
B)  schedule 
C)  messaging 
D)  media 
A)  objectives 
B)  schedule 
C)  messaging 
D)  media C

Question 4

A nano influencer is more important than a micro influencer.

Accepted Answer

A) True 
 B)False

Question 5

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Accepted Answer

A)  creators are perceived more positively 
B)  influencers are likely to be celebrities 
C)  creators will probably ask for royalties 
D)  influencers are weaker than creators 
A)  creators are perceived more positively 
B)  influencers are likely to be celebrities 
C)  creators will probably ask for royalties 
D)  influencers are weaker than creators

Question 6

Today's activists are not only engaged with their causes but will often ______.

Accepted Answer

A)  work for your competition 
B)  be hired as employees 
C)  disconnect from issues 
D)  partner with brands 
A)  work for your competition 
B)  be hired as employees 
C)  disconnect from issues 
D)  partner with brands

Question 7

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Accepted Answer

A) True 
 B)False

Question 8

Analyze Grunig's Situational Theory of Publics and identify its key features.

Accepted Answer

Answers will vary. They should include s

Question 9

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Accepted Answer

A)  shock and awe, and dream fulfillment 
B)  brand relationships and over-delivery 
C)  customer selection and follow-up 
D)  traditional media and personal connection 
A)  shock and awe, and dream fulfillment 
B)  brand relationships and over-delivery 
C)  customer selection and follow-up 
D)  traditional media and personal connection

Question 10

Applying the principles of audience segmentation, we know that niche audiences are ______.

Accepted Answer

A)  fleeting and difficult to capture 
B)  the most brand-loyal among consumers 
C)  a more affluent, older demographic 
D)  more important than large audiences 
A)  fleeting and difficult to capture 
B)  the most brand-loyal among consumers 
C)  a more affluent, older demographic 
D)  more important than large audiences

Question 11

In order for a community to be strong, it must be exclusive.

Accepted Answer

A) True 
 B)False

Question 12

What was a major problem that plagued the ill-fated Fyre Festival?

Accepted Answer

A)  airline availability 
B)  fake influencers 
C)  demanding vendors 
D)  client reluctance 
A)  airline availability 
B)  fake influencers 
C)  demanding vendors 
D)  client reluctance

Question 13

Creators want to ______ with brands, whereas influencers want to ______ from brands.

Accepted Answer

A)  dialogue; benefit 
B)  partner; detract 
C)  cooperate; withdraw 
D)  collaborate; take 
A)  dialogue; benefit 
B)  partner; detract 
C)  cooperate; withdraw 
D)  collaborate; take

Question 14

If we want an influencer who is truly influential, they must first be authentic.

Accepted Answer

A) True 
 B)False

Question 15

How does Grunig's Situational Theory of Publics approach segmentation?

Accepted Answer

A)  demographics, psychographics, and affluence 
B)  attitudes, opinions, and behaviors 
C)  problem, constraint, and involvement 
D)  predisposition, latency, and intention 
A)  demographics, psychographics, and affluence 
B)  attitudes, opinions, and behaviors 
C)  problem, constraint, and involvement 
D)  predisposition, latency, and intention

Question 16

Analyze the significance and current state of the media as a key audience for PR practitioners.

Accepted Answer

Answers will vary. They should include s

Question 17

Even if customers become "haters" on social media, they still must be valued.

Accepted Answer

A) True 
 B)False

Question 18

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Accepted Answer

A)  revenue 
B)  likeability 
C)  credibility 
D)  personality 
A)  revenue 
B)  likeability 
C)  credibility 
D)  personality

Question 19

Regarding traditional media as a public, which of the following is true?

Accepted Answer

A)  It is adversarial, and must be approached carefully. 
B)  It is still a primary audience for PR practitioners. 
C)  It is a reliable but expensive form of paid media. 
D)  It is no longer relevant, thanks to social media. 
A)  It is adversarial, and must be approached carefully. 
B)  It is still a primary audience for PR practitioners. 
C)  It is a reliable but expensive form of paid media. 
D)  It is no longer relevant, thanks to social media.

Question 20

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Accepted Answer

A)  friends, family, and community 
B)  personal, emotional, and cultural 
C)  employees, vendors, and customers 
D)  psychological, social, and demographic 
A)  friends, family, and community 
B)  personal, emotional, and cultural 
C)  employees, vendors, and customers 
D)  psychological, social, and demographic

Of the following, what are the key differences between mega influencers and microinfluencers?

Behavioral segmentation is most useful in developing strategy related to ______.

A nano influencer is more important than a micro influencer.

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Today's activists are not only engaged with their causes but will often ______.

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Analyze Grunig's Situational Theory of Publics and identify its key features.

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Applying the principles of audience segmentation, we know that niche audiences are ______.

In order for a community to be strong, it must be exclusive.

What was a major problem that plagued the ill-fated Fyre Festival?

Creators want to with brands, whereas influencers want to from brands.

If we want an influencer who is truly influential, they must first be authentic.

How does Grunig's Situational Theory of Publics approach segmentation?

Analyze the significance and current state of the media as a key audience for PR practitioners.

Even if customers become "haters" on social media, they still must be valued.

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Regarding traditional media as a public, which of the following is true?

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Introduction to Public Relations

Historical Contexts and Todays Practices

Ethics and the Law

Diversity and Inclusion

Research and Evidence-Based Practices

Branding

Writing

Strategic Campaigns

Creative Content

Management and Business Acumen

Measurement and Evaluation

Careers

Specializations

The Future

Filters

Exam 9: Audiences and Relationship Management

Of the following, what are the key differences between mega influencers and microinfluencers?

Behavioral segmentation is most useful in developing strategy related to ______.

A nano influencer is more important than a micro influencer.

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Today's activists are not only engaged with their causes but will often ______.

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Analyze Grunig's Situational Theory of Publics and identify its key features.

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Applying the principles of audience segmentation, we know that niche audiences are ______.

In order for a community to be strong, it must be exclusive.

What was a major problem that plagued the ill-fated Fyre Festival?

Creators want to ______ with brands, whereas influencers want to ______ from brands.

If we want an influencer who is truly influential, they must first be authentic.

How does Grunig's Situational Theory of Publics approach segmentation?

Analyze the significance and current state of the media as a key audience for PR practitioners.

Even if customers become "haters" on social media, they still must be valued.

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Regarding traditional media as a public, which of the following is true?

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Introduction to Public Relations

Historical Contexts and Todays Practices

Ethics and the Law

Diversity and Inclusion

Research and Evidence-Based Practices

Branding

Writing

Strategic Campaigns

Creative Content

Management and Business Acumen

Measurement and Evaluation

Careers

Specializations

The Future

Filters

Creators want to with brands, whereas influencers want to from brands.