Question 1

Classify the major principles behind creating quality content and stories and how they work together.

Accepted Answer

Answers will vary. They should include some of the following:
Maintain a professional blog to showcase your expertise.
Focus on quality and substance rather than quantity.
Create extensions of your personal brand to other channels including physical and digital touchpoints.
Create "evergreen" content with a long shelf life.
Focus on storytelling.
The above tools and approaches should be strategically combined to work in a synergistic fashion. Following this approach will enable you as the PR practitioner to produce content that you can showcase in a consumable fashion.

Question 2

If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?

Accepted Answer

A)   robocalls
B)   webinars
C)   blogs
D)   guest lectures C

Question 3

Once a brand is created, it must also be nurtured and supported.

Accepted Answer

A) True 
 B)False  True

Question 4

What is the overall goal of personal branding?

Accepted Answer

A)   to drive audiences back to the hub of the personal brand
B)   to have followers share your content as widely as possible
C)   to create as many digital touchpoints as you can
D)   to distinguish yourself from other personal brands

Question 5

Content that has a long shelf life is known as ______.

Accepted Answer

A)   archived
B)   practical
C)   out of date
D)   evergreen

Question 6

Creating and sharing quality content enables you to establish new ______ and ______.

Accepted Answer

A)   relationships; partnerships
B)   work approaches; best practices
C)   revenue; collections
D)   thoughts; feelings

Question 7

Actor Dwayne Johnson (The Rock) loves to work out and has aligned himself with the Under Armor brand. This is an example of ______.

Accepted Answer

A)   a competitive edge
B)   a quality partnership
C)   corporate branding
D)   personal storytelling

Question 8

A couple of your associates seem bent on creating online profiles that make them seem more glamorous and high-profile than they really are. As a PR professional, you are wise to tell them this violates the core principles of ______.

Accepted Answer

A)   accuracy and timeliness
B)   self-respect and self-esteem
C)   authenticity and trust
D)   online and offline presence

Question 9

Which of the following assets is key to establishing a strong personality online?

Accepted Answer

A)   an upbeat and charismatic nature
B)   an adaptable, funny, persona
C)   keeping personal opinions to yourself
D)   ability to show one's humanity

Question 10

Having a personal brand may determine whether you are hired for a job.

Accepted Answer

A) True 
 B)False

Question 11

Ultimately, branding is all about strategic promotion.

Accepted Answer

A) True 
 B)False

Question 12

How does Wegman's grocery store distinguish its brand from the competition?

Accepted Answer

A)   by being a "loss leader" with low prices
B)   through a gourmet appeal for every item
C)   by emphasizing speed and convenience
D)   through appeals related to food quality

Question 13

If you can produce content that is credible but not consumable, you are unlikely to establish a voice and presence in the industry.

Accepted Answer

A) True 
 B)False

Question 14

In client and personal branding, it is acceptable to develop several different personas based on each brand.

Accepted Answer

A) True 
 B)False

Question 15

Think of a brand that you would enjoy creating and developing. Provide a basic definition of branding and then apply that definition to development of your brand. Be as creative and specific as you can.

Accepted Answer

The answer of Think of a brand that you would...

Question 16

Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on ______, Singh focuses on ______.

Accepted Answer

A)   person-to-person; social media
B)   directness; brand partnerships
C)   TV advertising; digital media
D)   humor; love appeals

Question 17

To find some of the best examples of personal branding, one can look to ______.

Accepted Answer

A)   athletes
B)   teachers
C)   business leaders
D)   working moms

Question 18

As a future PR professional, how will you apply the key tenets of branding as you work to create your own personal brand?

Accepted Answer

The answer of As a future PR professional, how will...

Question 19

An effective online personality means being upbeat and charismatic.

Accepted Answer

A) True 
 B)False

Question 20

What is the best term to describe branding?

Accepted Answer

A)   outbound communications
B)   a two-way street
C)   strategic promotion
D)   advertising

Exam 6: Branding

Classify the major principles behind creating quality content and stories and how they work together.

If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?

Once a brand is created, it must also be nurtured and supported.

What is the overall goal of personal branding?

Content that has a long shelf life is known as ______.

Creating and sharing quality content enables you to establish new and .

Actor Dwayne Johnson (The Rock) loves to work out and has aligned himself with the Under Armor brand. This is an example of ______.

A couple of your associates seem bent on creating online profiles that make them seem more glamorous and high-profile than they really are. As a PR professional, you are wise to tell them this violates the core principles of ______.

Which of the following assets is key to establishing a strong personality online?

Having a personal brand may determine whether you are hired for a job.

Ultimately, branding is all about strategic promotion.

How does Wegman's grocery store distinguish its brand from the competition?

If you can produce content that is credible but not consumable, you are unlikely to establish a voice and presence in the industry.

In client and personal branding, it is acceptable to develop several different personas based on each brand.

Think of a brand that you would enjoy creating and developing. Provide a basic definition of branding and then apply that definition to development of your brand. Be as creative and specific as you can.

Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on , Singh focuses on .

To find some of the best examples of personal branding, one can look to ______.

As a future PR professional, how will you apply the key tenets of branding as you work to create your own personal brand?

An effective online personality means being upbeat and charismatic.

What is the best term to describe branding?