Deck 7: Implementation

Question 1

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

A) Meaningful action
B) Creative gifs
C) Hiring the right people
D) Creating a goal

Answer 1

A

Question 2

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

A) Promotion
B) Charts
C) Talk
D) Listening

Answer 2

C

Question 3

Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history when they were investigated for ____________.

A) Mad cow disease
B) Hiring practices
C) Money laundering
D) E. coli outbreaks

Answer 3

D

Question 4

Internal newsletters or television ads are thought of as ___________ because communicators may write and edit, or create and produce, messages exactly how they want them.

A) Uncontrolled media
B) Controlled media
C) Unbounded media
D) Independent media

Question 5

__________ include newspapers, TV and radio news, and external websites, as well as blogs and social media that are not produced internally.

A) Uncontrolled media
B) Controlled media
C) Static media
D) Mainstream media

Question 6

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?

A) He tried to use salesmanship
B) He tried to control the message in an uncontrolled media environment
C) He tried to control the message by diverting attention
D) He tried to apply the hierarchy of outcomes but it did not work

Question 7

In traditional media, __________ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems.

A) Indirect
B) Owned
C) Paid
D) Shared

Question 8

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 __________.

A) Intranet communication
B) Tactical communication
C) Bloatware
D) Brochureware

Question 9

Abbie designs a paid media message for AT&T that will appear on the giant video display. No specific product or service will be mentioned, only a series of vignettes promoting the company as a whole. Her approach is known as __________.

A) Brand advertising
B) Corporate advertising
C) Qualitative advertising
D) Native advertising

Question 10

LinkedIn sells ads that appear on profile pages, in users' inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ______________ advertising.

A) Spyware
B) Native
C) Pay-per-click
D) Stealth

Question 11

GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is _____________.

A) Giving up some control
B) Moving the needle
C) Polishing its image
D) Being nice

Question 12

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?

A) Publishing a hashtag for comic relief
B) Getting retweeted by a celebrity
C) Buying placement at the top of search results
D) Earning cash flow through hidden charges

Question 13

In addition to traditional editors and producers, today's ___________ are social media influencers, everyday media consumers, and even computer algorithms.

A) Millennials
B) Campaign directors
C) Media gatekeepers
D) Wikipedians

Question 14

A key step in the process of ethical decision making is identifying the diverse parties who will be affected by a decision and defining the organization's loyalty to each party. Loyalty is an example of ___________.

A) An optional value of public relations
B) A core value of public relations
C) A value not listed in the PRSA Code of Ethics
D) Political correctness

Question 15

Sue Dodsworth, the vice president and chief diversity officer of Kimberly-Clark with brands like Huggies, Kotex, and Kleenex, discovered that although 85% of its customers were female, only 17% of its upper-level employees were women. What course of action did she take to create more balance?

A) She protested at corporate meetings
B) She implemented a strategy that focused on career development for women
C) She threatened to sue Kimberly-Clark for discrimination
D) She tried to change the balance, but eventually quit her job

Question 16

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?

A) They implemented public relations with both action and communication
B) They tried to calm their customers
C) They downplayed the extent of the outbreak
D) They pointed the finger of blame at government

Question 17

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.

A) Cost
B) Creativity
C) Timelines
D) Pros and cons

Question 18

Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Andy prefers _________.

A) Written words over images
B) Earned media over paid media
C) Controlled media over uncontrolled media
D) Working independently over teamwork

Question 19

When Robert implements his client's public relations programs, he considers his client's actions and effects on its publics, what his client is communicating, and __________.

A) How his client aspires to be positioned
B) What others are saying about his client
C) How he can tap into new technologies
D) What are the best influencers for his audiences

Question 20

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.

A) Controlled
B) Live
C) Systematic
D) Uncontrolled

Question 21

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.

A) Third-party credibility
B) Layout and structure
C) Advertising
D) Shared content

Question 22

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 ________________.

A) Websites don't get delivered to people
B) Websites are not as exciting as other forms of media
C) Websites have too much brochureware
D) Websites are updated frequently

Question 23

__________ 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.

A) Virtual media
B) Owned media
C) Communication media
D) App-based media

Question 24

Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.

A) Owned
B) Earned
C) Shared
D) Paid

Question 25

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

A) Native advertising
B) Corporate advertising
C) Syndicated advertising
D) Content advertising

Question 26

Annika is writing ________ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.

A) An article
B) An advertorial
C) A byline
D) A feature

Question 27

An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___________, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.

A) Sponsored replays
B) Story Ads
C) Lenses
D) Filters

Question 28

Whenever you see the words "sponsored content" or "you may also like" on a web page or in an app, you are very likely looking at ___________. However, tricking people into thinking they are seeing third-party news, reviews or editorial content is a bad idea if a brand is trying to build and sustain trust with its publics.

A) Syndicated advertising
B) Native advertising
C) Subliminal advertising
D) Editorial advertising

Question 29

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 __________.

A) Generate the most comments
B) Are the most creative
C) Go viral
D) Include food

Question 30

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.

A) Sharing
B) Caring
C) Teaching
D) Click bait

Question 31

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?

A) Users posted negative images of bomb fragments and violence
B) Users posted images of soaring jets and hi-tech helicopters
C) Lockheed Martin became a trending topic
D) Lockheed Martin saw an uptick in employment applications

Question 32

A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ____ media.

A) Earned
B) Shared
C) Owned
D) Paid

Question 33

Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.

A) Inexpensive
B) Ad-hoc
C) Uncontrolled
D) Controlled

Question 34

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.

A) News releases
B) Pitches
C) Publicity
D) Editorial

Question 35

Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ________.

A) Hyped media
B) Personalized media
C) Earned media
D) Wow-factor media

Question 36

___________ is the process of affecting the online visibility of a website or web page in a web search's natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand's sight.

A) Algorithm management
B) Search engine optimization
C) Web credibility
D) Google AdWords

Question 37

Pet suppliers and meal preparation services have found success by cutting out the intermediary sellers and retailers and working directly with customers. This __________ model allows the companies to maximize their margins, but requires them to weigh the costs and benefits across all available media channels to reach customers.

A) Direct-to-door
B) Mail order
C) Online shopping
D) Direct-to-consumer

Question 38

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

A) Focusing solely on earned media for maximum credibility
B) Investing in the right mix of owned, earned, paid and shared media
C) Working with comedians to infuse humor into its paid and owned content
D) Bypassing traditional forms of advertising on radio, TV and print

Question 39

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?

A) Wells Fargo developed an advertising campaign to make a promise to its customers
B) Wells Fargo has renewed its focus on profits for investors
C) Wells Fargo made foundational changes to identify and fix problems so they do not happen again
D) Wells Fargo partnered with government entities to develop new legislation

Question 40

The Wells Fargo Stories share everyday happenings at the bank with Wells Fargo customers. If a customer uses a Wells Fargo ATM, they will find some of those stories showing on the ATM screen. The ATM will even print the story out so the customer can take it with them and share it with someone else. Wells Fargo Stories are an example of __________.

A) Virtual technology
B) Shared media
C) Owned media
D) Point-of-sale media

Question 41

Ruben knows launching a new diversity initiative for his company needs more than window dressing. He needs to go beyond being politically correct and instead, focus on ________ to the people affected by his organization's decisions.

A) Payment
B) Loyalty
C) Honors
D) Honesty

Question 42

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.

A) Diversity
B) Loyalty
C) Empathy
D) Mentoring

Question 43

The more __________ decision makers are within an organization, the more effective the organization will be in relating to various publics.

A) Flexible
B) Diverse
C) Politically correct
D) Structured

Question 44

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 ___________.

A) The invisible barrier
B) The glass ceiling
C) The dead end
D) The glass roof

Question 45

Organizational action is the foundation of credible communication. In other words, organizations must "walk the talk." This speaks to the idea that the implementation of solid public relations programs requires the management of organizational action. Communication that is not based on meaningful action is an example of ___________.

A) Ethical behavior
B) Political correctnessss
C) Diversion
D) Spin