Deck 14: Public Relations in Grassroots Organizations

Question 1

Based on projections drawn from the 2015 U.S.Census,what demographic segment will make up more than half the U.S.population by 2044?

A)Hispanics
B)teens
C)multicultural
D)male

Answer 1

C

Question 2

When a PR specialist employed by a hospital writes and distributes a newsletter to medical staff and other employees,what type of communication is this?

A)internal
B)external
C)digital
D)personal

Answer 2

A

Question 3

What do tone,personality,and point of view have in common?

A)All are used to define target audiences.
B)They impact media strategy.
C)They help to determine content.
D)All are aspects of an institution's social media voice.

Answer 3

D

Question 4

The successful PR programs of Amendola Communications all share three key ingredients: integrated communications,creative and proactive outreach with targeted pitching,and ______.

A)animations and videos
B)culturally relevant spokespeople
C)first person stories
D)long-standing industry relationships

Question 5

What tool should you use to determine which of your institution's social media posts are getting the most engagement,and at what day and time?

A)research
B)surveys
C)analytics
D)Twitter

Question 6

Why is employee advocacy in the form of employee messaging a viable strategy for health-care organizations?

A)ranks as more credible than messaging from the CEO or board of directors
B)offers unsolicited inside info
C)provides testimonials at no additional cost
D)can be easily tailored to specific audiences

Question 7

Some of the most popular platforms,such as Facebook,Instagram,and Twitter,offer easy avenues for which of the following strategies recommended by Ragan's Health Care Communication News?

A)consistent communications
B)careful segmentation
C)employee advocacy
D)storytelling

Question 8

To strengthen the reputations of universities,a recommended communications strategy suggests using ______ to discuss how these institutions are impacting personal lives and society.

A)the internet
B)alumni association publications
C)content sharing sites
D)targeted information campaigns

Question 9

Compared to advertising,promotions,and special events,which of the following has become an economical,accessible,and powerful communication tool for nonprofits?

A)crowdfunding
B)Facebook
C)LinkedIn
D)YouTube

Question 10

What is one of the tasks integral to standardizing all institution-affiliated social media profiles?

A)assign someone to read all content daily
B)check each profile for consistency of logos,images,etc.with the overall brand identity
C)bring them all under the umbrella of the PR department
D)limit the number of social media profiles based on the institution's size

Question 11

What organization serves as a clearinghouse to support alliances between nonprofits and business?

A)Nonprofit HR
B)NSPRA
C)Engage for Good
D)United Way

Question 12

What challenge drives nonprofits to cultivate relationships with donors,volunteers,and organizations that support causes?

A)lack of community awareness
B)misconceptions about their mission
C)insufficient funding
D)competition with other nonprofits

Question 13

Which firm was named as The Holmes Report 2016 Healthcare Agency of the Year?

A)GCI Health
B)GLOBALHealthPR
C)Spectrum
D)TogoRun

Question 14

According to the Edelman survey "University Reputations and the Public," what does the general public most want to hear from institutes of higher learning?

A)What it costs to attend?
B)How they are preparing students for top job opportunities?
C)Where their students rank nationally?
D)What awards their athletic teams have won?

Question 15

Public relations functions in ______ include management counsel,internal PR,capital campaigns,and crisis communication.

A)health-care
B)education
C)politics
D)finance

Question 16

Due to greater focus on health awareness and engagement by the general public,opportunities are increasing in what facet of public relations?

A)education
B)health communication
C)nutrition
D)public health

Question 17

The need for educational institutions to increase communications with a wide range of audiences and stakeholders is impacted by which of the following conditions?

A)higher tuition
B)fewer stakeholders
C)lower volunteerism
D)rapidly changing technologies

Question 18

According to The Holmes Report,which agency focuses on the digital and social media where consumers actively look for health-care information?

A)Amendola Communications
B)GCI Health
C)Chandler Chicco Agency
D)Globovoz Communications

Question 19

What do most U.S.-based NGOs have in common?

A)global presence
B)government operations
C)PAC funding
D)few volunteers

Question 20

Which category of public relations includes more than 1 million organizations in the U.S.?

A)nonprofit
B)grassroots
C)health communication
D)education

Question 21

In 2016 GlobalGiving experienced its highest-volume fundraising day in its 14-year history through its participation in what event?

A)Women's March on Washington
B)United Way Campaign
C)Skyla Make Your Mark
D)#GivingTuesday

Question 22

Over the next 25 years,what U.S.population trend is predicted to require a new set of engagement touch points for relationship building between consumers and organizations?

A)Majority will be multi-cultural.
B)Majority will be younger than 25.
C)Majority will be women over 50.
D)Majority will work from home.

Question 23

What do you call a group of people that gathers to encourage collective action around a local-level or special-interest issue?

A)political action group
B)grassroots organization
C)collective
D)advocacy group

Question 24

Despite limited resources,grassroots and special-interest organizations continue to prove they can meet goals using strategic ______.

A)planning
B)online communication
C)special events
D)public relations

Question 25

An organization that encourages its employees to talk about their employer on social media is practicing what strategy?

A)two-way communications
B)storytelling
C)employee advocacy
D)consistent communications

Question 26

What label does the NSPRA give to the school district PR function that involves answering new resident requests and keeping district historical records?

A)district information station
B)community relations liaison
C)imaging and marketing
D)PR trainer

Question 27

The strategic use of Facebook provides a no-cost,effective means for nonprofits to initiate,as well as sustain,what important type of communication?

A)personal
B)social
C)two-way
D)media

Question 28

According to the National Center for Charitable Statistics,how many nonprofit organizations were registered in the U.S.in 2016?

A)500,000
B)1 million
C)1.5 million
D)more than 1.5 million

Question 29

What is the philosophy of award-winning health-care PR agency Amendola Communications?

A)health-care from a new perspective
B)public relations is more science than art
C)relationships are the heart of health-care
D)focus on people + science

Question 30

What is the name of the first and largest crowdfunding community for nonprofits?

A)GlobalGiving
B)GoFundMe
C)Kickstarter
D)YouCaring

Question 31

No Boston Olympics,begun by two unknown men to stop the Olympics from coming to Boston,is a perfect example of a David against a Goliath ______.

A)crowdfunding campaign
B)focused message
C)activist campaign
D)NGO

Question 32

Which health-care PR agency developed a successful CSR campaign that distributed a single message using a crowd-speaking platform?

A)Chandler Chicco Agency
B)Spectrum
C)GCI Health
D)TogoRun

Question 33

In addition to using a crowdfunding site for its potential to increase donations and secure corporate partners,what is another benefit for nonprofits?

A)It requires less PR strategic planning.
B)The site may provide communication tools,training,and support.
C)The nonprofit is vetted and must commit to communicate regularly with donors.
D)It targets your message to specific groups.

Question 34

Which type of mass media allows higher education institutions to target information sharing and facilitate two-way engagement with their priority audiences?

A)electronic
B)print
C)outdoor
D)social

Question 35

What type of organization is created to perform a variety of services,humanitarian,and investigative functions around environmental and social issues,economic development,health-care,and human rights?

A)foundation
B)political action committee
C)faith-based institution
D)nongovernmental organization

Question 36

What is a recommended course of action for the owner of a large liquor store chain who is being boycotted by Mothers Against Drunk Driving (MADD)?

A)run an advertisement encouraging safe drinking habits
B)hold a press conference
C)personally meet with MADD representatives
D)use Twitter to denounce the group's demands

Question 37

According to the text,what can traditional PR tactics such as emails,social media,and special events accomplish for a grassroots organization?

A)increase controversy
B)change local laws
C)surprise the opposition
D)advance the group's mission

Question 38

What PR strategy did No Boston Olympics successfully employ to make their case to the citizens of Boston?

A)social media
B)newspaper ads
C)focused messaging
D)Facebook groups

Question 39

Within nonprofits,PR duties cover a wide range of responsibilities including supporting or directly soliciting corporate and foundation donations; managing structured capital campaigns; planning and running special events; and ______.

A)selecting appropriate technology
B)recruiting fundraising volunteers
C)networking with partners and sponsors
D)researching organizations competing for the same funds

Question 40

Now is an excellent time to pursue a PR position in the nonprofit sector,based on recent survey results indicating ______ of nonprofits expected to create new positions in 2016.

A)57%
B)65%
C)72%
D)more than 75%

Question 41

A nonprofit that consistently uses social media to mention partnerships,networking,and relationships with other groups is providing evidence of ______?

A)collaboration
B)dependence on other organizations
C)the importance of its mission to others
D)its need for support

Question 42

The platform developed by digital strategy firm BSD for the It Gets Better Project was designed to get people to speak out about a specific issue.This is an example of what type of public relations objective?

A)influential
B)motivational
C)personal
D)informational

Question 43

Why is the development of budget and bond issue campaigns a major function of public relations at the K-12 school level?

A)to secure media coverage of budgetary needs
B)to ensure the local education department is taking a proactive stance
C)to encourage local community involvement with the budget process
D)to affect public opinion

Question 44

Why did syndicated columnist Dan Savage and his partner Terry Miller initially create the It Gets Better Project?

A)to start a national LGBT movement
B)to create a digital platform and clearinghouse
C)to encourage gay teen victims of bullying that life will get better
D)to raise funds for a new teen suicide prevention nonprofit

Question 45

When a grassroots organization desires immediate attention and action for their issue,which of the following is an example of an effective tactic?

A)direct mail campaign to raise funds
B)handing out pamphlets on the street corner
C)unannounced visit to the mayor's office
D)a series of YouTube videos

Question 46

The organizers of the 2016 Women's March on Washington used a two-pronged strategy of ______ to organize a successful event?

A)rallies and vigils
B)Facebook and diversity
C)two-way communication and demonstrations
D)social media and fundraising

Question 47

According to an Edelman survey,there is a disconnect between what universities are providing to the public versus how they are communicating what they are doing.

Question 48

Research by Nonprofit HR projected that in 2016 the greatest job growth in the nonprofit sector would be in marketing communications and public relations.

Question 49

In addition to serving as a global resource connecting nonprofits to individual donors,GlobalGiving also provides a mechanism for ______ to support its nonprofit members.

A)local governments
B)volunteers
C)corporations
D)educational institutions

Question 50

You are well suited for public relations opportunities with health-care organizations and PR firms with health specialties if your interests include science and health.

Question 51

Why should a university's PR department audit the institution's social media profiles?

A)to develop a monthly calendar of content
B)to control all posts
C)to ensure a common understanding of purpose and goals exists
D)to leverage analytics tools

Question 52

Communications consistency is key; hence your social media voice should be within an octave of your institution's tone and voice.

Question 53

A well-defined approach to employee relations is foundational to a healthy health communications agency.

Question 54

The local schools PR specialist who plans and publicizes district service programs and works with grassroots organizations,civic associations,and service clubs is functioning in what capacity?

A)community relations liaison
B)imaging and marketing
C)PR trainer
D)communications planning

Question 55

During the planning and organization of the 2016 Women's March on Washington,insiders engaged in ______,which is often a byproduct of activism.

A)harmonious support of each other
B)competition with other grassroots organizations
C)uncertainty and fear
D)internal debate and infighting

Question 56

To be considered a grassroots organization,a group must be incorporated as a 501(c)(3)nonprofit.

Question 57

A public relations practitioner working for a health-care facility typically specializes in either internal communications or external communications.

Question 58

Using Facebook to post photos and videos is a positive way in which nonprofits can foster relationships of trust and satisfaction.

Question 59

The National School Public Relations Association says that a PR professional is essential to each of the 13,500 public school districts in the United States.

Question 60

More than half of surveyed education journalists admit they often find it difficult to get in-person access to schools and college campuses for reporting purposes.

Question 61

What is the purpose of a crowd-speaking platform?

Question 62

Why should educational PR practitioners place a high priority on their interaction with education journalists?

Question 63

As the PR specialist for a pediatric hospital you are charged with developing an information campaign targeted at teens.You are told to direct all resources to local media rather than digital,however,you believe this approach is too limited.What can you do to support your recommendation to expand the approach?

Question 64

What should an audit of your institution's social media profiles include,and why is it important to perform such audits regularly?

Question 65

How do NGOs differ from governmental entities?

Question 66

What did the success of the No Boston Olympics movement demonstrate?

Question 67

What elements of Bayer's Skyla Make Your Mark contest contributed to its huge success?

Question 68

What is Aaron Sherinian's definition of good public relations and how does he integrate corporate social responsibility with PR?

Question 69

How is it possible that a health-care PR practitioner may have greater influence than that of the average physician?