Deck 11: The Destination Darketing Organisation Dmo Public Relations and Publicity Seeking

Question 1

________________ can occur from many sources, with which the DMO may or may not have had any control, involvement, or even knowledge.

A) Public relations
B) Publicity
C) Marcom
D) All of the above

Answer 1

B

Question 2

The process of managing how, when and in what way you communicate, so that you may ultimately influence the behaviour, attitude and perceptions of those important to you is known as

A) Public relations
B) Publicity
C) Marcom
D) All of the above

Answer 2

A

Question 3

Which of the following philosophies is the lowest level of public relations, in that it simply seeks to achieve publicity?

A) Two-way symmetrical PR
B) Press agentry
C) Public information
D) One-way asymmetrical

Answer 3

B

Question 4

Traditionally the most common method of measuring the results of publicity initiatives is

A) equivalent advertising value
B) visitor numbers
C) average length of stay
D) visitor spending

Question 5

Which of the following groups are key stakeholders of DMOs?

A) The media
B) Local tourism businesses
C) Financiers
D) All of the above

Question 6

Which of the following communications has the highest level of credibility?

A) Corporate press releases
B) Friends' user generated content on social media
C) Induced marketing communications
D) advertising

Question 7

The public in Public Relations for a DMO refers to:

A) stakeholders
B) media
C) local tourism operators
D) all of the above

Question 8

The two main aims of the DMO's public relations program are:

A) to enhance the reputation of the local tourism industry and develop positive relationships with stakeholders
B) to develop press releases and wine and dine important clients
C) to cover up negative issues and to stop negative issues becoming public
D) to produce publicity spin and win awards

Question 9

Which of the following is not an example of DMO public relations activities?

A) Political lobbying
B) Media releases
C) Visiting media programme
D) All the above are PR activities

Question 10

Which of the following has the highest level of credibility?

A) word of mouth recommendation from friends
B) television advertising
C) newspaper article
D) television news

Question 11

The DMO strategy to attract travel stories in the media is:

A) digital image library
B) media releases
C) visiting media programme
D) facebook.com site

Question 12

Public relations appeals to DMOs because of which of the following:

A) cost effectiveness
B) editorial credibility
C) opportunities to involve stakeholders
D) All of the above

Question 13

Which of the following is not a public relations function?

A) Supplying contra prizes for television game shows
B) Lobbying movie producers
C) Managing stakeholder relationships
D) All of the above are PR functions

Question 14

In developing DMO relationships with the media, saying "no comment" is:

A) never ok
B) ok on a few occasions
C) always acceptable to the media
D) is only ok for senior management