Question 1

A ____________________ should define the scope of the public relations effort to be conducted and recognize any special requirements of the organization,target audiences,and media.

Accepted Answer

A)   mission statement
B)   problem statement
C)   goal statement
D)   strategy statement
E)   resources statement B

Question 2

Which of the following is considered to be one of the resources of an organization in any attempt to reach a goal?

Accepted Answer

A)   location
B)   number of stakeholders
C)   credit
D)   media influence
E)   equipment E

Question 3

Predicting __________ that may exist in the future is a much more difficult job than evaluating the existing situation.

Accepted Answer

A)   publics
B)   target audiences
C)   attitudes
D)   opinions
E)   barriers E

Question 4

__________________ are long-range plans,usually made at the upper levels of management,and involve decisions concerning major goals.

Accepted Answer

A)   defensive
B)   proactive
C)   anticipatory
D)   tactical
E)   strategic

Question 5

Which of the following is not one of the elements of campaign planning?

Accepted Answer

A)   determining the present situation
B)   testing materials for communicative ability
C)   researching and selecting the target audience
D)   developing a theme for the plan
E)   creating strategies to accomplish objectives

Question 6

_____________ can refer to the type or emphasis of a message.

Accepted Answer

A)   Strategies
B)   Goals
C)   The company mission
D)   Objectives
E)   Themes

Question 7

___________________ provide routine responses to recurring situations.

Accepted Answer

A)   Campaigns
B)   Single use plans
C)   Standing plans
D)   Tactical plans
E)   Behavioral plans

Question 8

Policies are generally established by __________________ as a guidelines for decision making.

Accepted Answer

A)   public relations practitioners
B)   top management
C)   human resources departments
D)   employee committees
E)   shareholders

Question 9

_____________________ public relations involves anticipating needs and planning to meet goals.

Accepted Answer

A)   Reactive
B)   Operational
C)   Tactical
D)   Proactive
E)   Directive

Question 10

Which of the following is a characteristic of a quality theme?

Accepted Answer

A)   should be a least two sentences in length
B)   should be built around a catchy logo
C)   should employ an acronym
D)   should have an element of humor
E)   should be short

Question 11

Detailed guidelines for implementing policy decisions are called _________________.

Accepted Answer

A)   standard procedures
B)   rules
C)   operating policies
D)   operation guides
E)   public relations plans

Question 12

__________ plans develop specific decisions about what will be done at every level of the organization to accomplish strategic plans.

Accepted Answer

A)   Strategic
B)   Public opinion
C)   Communications
D)   Tactical
E)   Scenario construction

Question 13

___________ dictate the selection of goals.

Accepted Answer

A)   Resources
B)   Forecasts
C)   Strategies
D)   Objectives
E)   All of these

Question 14

___________________ are statements that specify the action to be taken in a particular situation.

Accepted Answer

A)   operating policies
B)   standard procedures
C)   rules
D)   public relations plans
E)   operation guides

Question 15

Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ____________________.

Accepted Answer

A)   intuition
B)   managers' mandates
C)   the organization's mission statement
D)   the desires of stakeholders
E)   results from public opinion surveys

Question 16

Planning and ___________________ occur almost simultaneously.

Accepted Answer

A)   programming
B)   brainstorming
C)   evaluation
D)   research
E)   budgeting

Question 17

Which of the following is NOT one of the advantages of management by objectives?

Accepted Answer

A)   raises the importance of public relations in the corporate structure
B)   helps keep the public relations practitioner on target in solving problems
C)   contributes to the public relations body of knowledge
D)   communicates the way business people think in terms of business problems and objectives
E)   allows managers to oversee the selection of public relations activities

Question 18

Campaign plans are sometimes referred to as ___________ plans.

Accepted Answer

A)   linear
B)   communications
C)   single-use
D)   standing
E)   all of these

Question 19

The first step in selecting audiences in planning requires that you ____________.

Accepted Answer

A)   determine the target audience
B)   assess attitudes of the target audience
C)   analyze opinions of target audiences
D)   identify and categorize stakeholder groups
E)   all of these

Question 20

Understanding how to develop a public relations plan separates entry-level positions from top management in _____________.

Accepted Answer

A)   corporations
B)   public relations
C)   communications
D)   administration
E)   all of these

Exam 6: Strategic Planning for Public Relations Effectiveness