Exam 16: Creating and Presenting Public Relations Plans for Local or Global Markets

A situation analysis section briefly describes how the plan addresses the prospective client's needs in specific markets, as well as highlights the agency's benefits and thanks the client for the opportunity.

Tactics in PR plans can only be organized by objectives.

Several industry groups developed ____ with seven principles to create universal evaluation standards in the public relations industry.

Outline four steps a PR agency executive can take to expedite and simplify the new business planning process.

Timetables are not required in most PR plans.

Advertising value equivalences are universally accepted in measuring public relations plans.

Calculating ___ is widely disputed as a measurement technique that analyzes traditional media placements generated by PR efforts in print and broadcast outlets by measuring how much paid space would have cost for the same exposure.

Marketing objectives, usually informational, would enhance the image/brand, change perceptions, decrease negative sentiment, or differentiate organization from competitors.

Which type of objective would help increase revenues by X percent or attract a specific number of tourists within a specific timeframe?

List four facts a PR agency executive should know before preparing the new business PR proposal presentation.

The IOIO model of measurement determines results by evaluating the following:

A Request for Proposal outlines an organization's interest and requirements in receiving bids for services, such as from PR agencies.

Budgets in plans with multiple countries should clearly indicate currencies using the International Organization for Standardization 4217 currency codes.

Soft-soundings are informal conversations, following the same questions by telephone or by email, with journalists, industry experts, or opinion leaders.

PowerPoint (or any other presentation software) text should be easy to scan and serve as guideposts for the speaker and the audience.