Deck 7: Strategy: Conceptualization, Goals, Objectives, and Central Message

Question 1

A -----------is the reasoning behind and overall framework of a public relations plan including goals, objectives, and a central message.

A) Public relations strategy
B) Public relations tactics
C) Slogan/tagline
D) Positioning
E) None of the above.

Answer 1

Public relations strategy

Question 2

What are the individual messages, ads, events, or other activities associated with reaching an objective?

A) Strategy
B) Benchmarks
C) Baselines
D) Tactics
E) All of the above.

Answer 2

Tactics

Question 3

Which one of the following is NOT explicitly part of a public relations objective?

A) Timeline
B) Outcome
C) Defined public
D) Quantified timeline and benchmarked outcome
E) Campaign goal.

Answer 3

Campaign goal.

Question 4

What kind of objectives target behaviors?

A) Information
B) Exposure
C) Persuasion
D) Behavioral
E) All of the above.

Question 5

How many goals does a typical public relations campaign have?

A) 1-3
B) 3-8
C) Only 1
D) 5-7
E) 1-6.

Question 6

How many overall objectives does a campaign goal have?

A) 1-3
B) 3-8
C) Only 1
D) 5-7
E) 1-6.

Question 7

Which one of the following best describes an action plan objective?

A) It is a post-campaign assessment tool.
B) An action plan objective pertains to a specific public.
C) It is a pre-test technique.
D) It is a global objective.
E) None of the above.

Question 8

What is the creative road map of a public relations campaign?

A) The key tactic
B) The slogan
C) The central message
D) The central motif
E) Both a and d.

Question 9

---------are the expected outcomes for each objective.

A) Baselines
B) Core objective
C) Assessment
D) Both a and c
E) Benchmarks.

Question 10

A------------is catchy music or a song that is associated with the central message of a campaign.

A) Jingle
B) Slogan
C) Tagline
D) both a and c
E) Benchmark.