Exam 7: Implementation

Having a picture of your product pinned on a top Pinterest board, trending on Reddit ("the front page of the Internet"), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?

Jackson creates his company website using information and images from various traditional media sources produced by his company. This website created from essentially traditional media is an example of __________.

The fast-food restaurant Wendy's invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.

When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.

_____________ is paid advertising presented in the form of the media content that surrounds it.

When Lockheed Martin engaged in #WorldPhotoDay by tweeting, "Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it…," what was the response on Twitter?

The Associated Press Stylebook's Twitter feed has its own style that lends itself to ________ by infusing humor into tweets as they convey important information for students and professional writers.

Kori feels stuck at work. Though she received a promotion to account manager, she has been in this role for five years and can't seem to get promoted to director. Kori is experiencing ___________.

While not mentioned directly in the PRSA Code of Ethics, ________ is an important issue to professional organizations worldwide. PR agencies value this as a priority for both their internal staffing and improving their services.

Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the _____ of various media to make wise and informed decisions.

What approach did the BarkBox subscription service for dog owners take to attract customers?

Montana governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?

Organizations must bring something beyond __________ to the relationship with publics.

__________ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.

When Electronic Arts Inc. (EA) hosted its EA Play press conference in the summer of 2018, the company hyped up its upcoming videogame releases. However, the news media who attended focused their coverage more on the bumpy production of the press conference itself instead of the new games' features. This illustrates one of the challenges of working in ____________ media.

The APR Study Guide defines _________ as information from an outside source used by the media because it has news value, and an uncontrolled method of placing messages because the source does not pay the media for placement.

In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?

In the case study, Chipotle's "Food with Integrity" program outlines the company's commitment to using only quality ingredients and respecting the welfare of farmers, animals, and the environment. When the issue with contaminated pork arose, what best characterizes their response?

Excellence in the field of public relations is based on ____________.

Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.