Deck 5: Research and Campaign Planning

Question 1

Which is NOT an element of Ketchum's Strategic Planning Model?

A) facts
B) goals
C) audience
D) outcomes
E) key message

Answer 1

D

Question 2

Which of the following is not true about public relations objectives?

A) They should be defined as the "means" rather than the "ends."
B) They can be motivational or informational.
C) They should complement and reinforce organizational objectives.
D) They should be measureable.
E) all of the above are true.

Answer 2

A

Question 3

As research technique, focus groups are widely used:

A) For randomly selected subjects.
B) to help identify attitudes and motivations of important publics.
C) to carefully select participants based on expertise or influence.
D) To formulate or pretest message themes.
E) Both B and D.

Answer 3

E

Question 4

Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?

A) Research findings can be used to substantiate hunches about a product.
B) In the minds of consumers, research adds credibility to a product.
C) Armed with research findings, a company can claim whatever it wants.
D) Both A and B.
E) None of the above.

Question 5

Public relations programs should be directed to what kinds of audiences or publics?

A) celebrities
B) anyone who will listen
C) specific and defined
D) the politically aware
E) none of the above

Question 6

Public relations professionals use research for which of the following reasons?

A) achieving credibility with management
B) defining audiences and segmenting publics
C) formulating strategy
D) testing messages
E) all of the above

Question 7

Considering the nine Management By Objectives (MBO) steps, media channel objectives refer to:

A) the media channels recommended by your client.
B) what media gatekeepers are looking for in a news angle.
C) the optimal media channels for your target audience.
D) an increasing emphasis on social media.
E) sources and questions that interest the journalist.

Question 8

The first element in public relations plan is a:

A) calendar/timetable
B) development of strategies and tactics
C) setting of objectives
D) situation analysis
E) crafting of news releases

Question 9

Public relations firms use online databases for all of the following purposes EXCEPT:

A) to research facts to support a proposed project.
B) to keep up-to-date with news about clients.
C) to track an organization's media campaigns.
D) to confirm proper news release format.
E) to keep management apprised of current business trends.

Question 10

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:

A) nonprobability sample.
B) benchmark survey.
C) random sample.
D) quota sample.
E) composite sample.

Question 11

Which of the following is NOT an example of qualitative research?
F) mail surveys
G) focus groups
H) in-depth interviews
I) observation
J) role-playing studies

Question 12

Public relations research should be conducted

A) before a campaign begins.
B) once a campaign is under way.
C) periodically throughout the campaign.
D) after the campaign ends.
E) All of the above.

Question 13

Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?

A) Objectives
B) Strategy
C) Tactics
D) Budget
E) Measurement

Question 14

The use of existing information in books, articles, and electronic databases is known as:

A) primary research
B) qualitative research
C) summative research
D) secondary research
E) professional research

Question 15

Which of the following questions should one ask when establishing program objective?

A) Does it really address the situation?
B) Will management approve of it?
C) Is it realistic and achievable?
D) Can its success be measured in meaningful terms?
E) All but B.

Question 16

budget is usually divided into two categories, which are:

A) staff time and legislative windfalls.
B) staff time and out-of-pocket expenses.
C) debits and expenses.
D) internal and external.
E) strategic and ordinary.

Question 17

The systematic and objective categorizing of content is known as:

A) intercept surveys.
B) focus groups.
C) content analysis.
D) marketing research.
E) none of the above.

Question 18

As practitioners move away from "seat-of-the-pants" practices, they must:

A) abandon the notion that communication is an end in itself.
B) consider realistically the kinds of affects programs can achieve.
C) also move away from consulting top management frequently.
D) Both A and B.
E) All of the above.

Question 19

Which of the following situations do not prompt the need for public relations program?

A) Management believes a program is needed.
B) Loss of market share and declining sales.
C) Specific one-time events.
D) The need to preserve and develop public support.
E) Research identifies a need for a program.

Question 20

The most precise random sampling is usually done from:

A) lists that give the name of everyone in the targeted audience.
B) specialized public relations firms.
C) federal government agencies.
D) impetus from exploratory focus groups.
E) precision content analysis.

Question 21

All public relations objectives are "motivational."

Question 22

Mail questionnaires typically have low response rates.

Question 23

The evaluation element of plan relates directly back to the objectives of the plan.

Question 24

Public relations practitioners use research to achieve credibility with management.

Question 25

Planning is the first step in the four-step public relations process.

Question 26

List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?

Question 27

Qualitative research usually produces "hard" data.

Question 28

Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.

Question 29

Public relations campaigns should be mostly targeted to the general public.

Question 30

Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.

Question 31

Tactics use the tools of communication to reach audiences with key messages.

Question 32

Copy testing can help an organization to better understand whether its material is targeted to the correct audience.