Exam 6: Planning

Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.

Though they may take audiences by surprise, all pop-ups require ___________, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.

Ellen is developing a timeline for her client's public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___________, such as the time needed for writing, designing, printing, and distribution.

One of the most common PR client requests is ___________.

John must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?

A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn't quite sure why. Julie's job is to convert this fuzzy thinking into a ___________ that will lead to meaningful results for the store.

When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.

Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.

Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.

Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of __________.

Jackson prepares a PR campaign for the Vanguard Group to encourage people to save for retirement. In this campaign, public relations basically becomes an act of __________.

In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as __________.

Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire's hierarchy-of-effects model as a __________.

As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and _______.

_________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.

A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.

Bertha knows that buying followers who do not exist may offer a quick and inexpensive way to meet short-term social media objectives. She also knows that the consequences likely will not be positive or productive. She must make a decision and that decision-making process is an example of __________________.

High schools in Cuyahoga County, Ohio, will tap into students' competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign _____________.

At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.

Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.