Deck 6: Program Planning

Question 1

Which is not likely to be a part of a checklist for basic strategic planning?

A) determining the audience
B) determining what channels to use to reach the audience
C) determining what photographs to take
D) determining what research to conduct

Answer 1

C

Question 2

Reinforcement refers to the notion of

A) ongoing effort to preserve reputation.
B) reminding media of organizational prowess/honors.
C) fulfilling needs of company executives, expectations and ideals.
D) attacking problems adversely affecting the organization.

Answer 2

A

Question 3

A stated objective should be evaluated by asking all of the following questions EXCEPT

A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?

Answer 3

A

Question 4

The acronym MBO stands for management by

A) observation.
B) objectives.
C) organization.
D) opportunity.

Question 5

A useful way to organize the timing of a campaign is

A) tactics by media category
B) tactics by objective
C) tactics by length of implementation
D) list strategies and then fill in tactics

Question 6

Which is NOT considered an out-of-pocket budget expense?

A) media kits
B) salaries
C) video news releases
D) transportation

Question 7

An agency planning model likely contains which of the following?

A) Audience
B) Research
C) Competition
D) Conclusions

Question 8

Evaluation must be

A) tactical.
B) measurable.
C) purposeful.
D) measured by metrics.

Question 9

The first part of planning is always

A) developing a clear understanding of the situation
B) developing strategies and tactics.
C) setting objectives.
D) creating a calendar/timetable.

Question 10

A tactic is:

A) measurable
B) the most visible part of a campaign
C) having a strategic plan
D) social media

Question 11

Approximately how much of a public relations budget should be allocated toward contingencies or unexpected costs?

A) 1 percent
B) 5 percent
C) 10 percent
D) 20 percent

Question 12

Which is NOT considered an appropriate audience?

A) potential concertgoers
B) participating performers
C) local music-scene influencers
D) all residents of the town in which the concert will be held

Question 13

A budget is usually divided into two categories.What is one of them?

A) staff time
B) event costs
C) speaker's fees
D) equipment rental

Question 14

A strategy is basically:

A) measuring objectives.
B) how objectives are met/achieved.
C) a situation analysis.
D) tactical response.

Question 15

Timing a public relations program to when a crop comes to market,or around a specific holiday,would indicate a

A) one-time approach.
B) seasonal approach.
C) remedial approach.
D) measured approach.

Question 16

An integral part planning and compiling a calendar is

A) financial considerations
B) advance planning
C) strategic goals
D) broad objectives

Question 17

Which is an example of a motivational objective?

A) Raise awareness of bone health.
B) Drive product trial
C) Raise the profile of CIS
D) Increase website traffic

Question 18

The evaluation element of a plan relates directly back to

A) the target audience.
B) stated objectives.
C) research.
D) program budget.

Question 19

A Gantt chart is essentially a

A) survey summary.
B) calendar.
C) budget.
D) listing of objectives.

Question 20

The best approach to planning in public relations is

A) monitoring and mirroring the competition.
B) strategic and systematic.
C) cost-effective and participatory.
D) symmetrical and feedback-based.

Question 21

You have been asked to fundraise for a campus organization that is new or "under the radar." Using concepts of planning ranging from situation and objectives to timetable and budget,write an annotated outline about steps you would take to reasonably achieve your primary goal,which is to raise funds.

Question 22

Objectives aren't the end result of a campaign,but the means to achieve a result.

Question 23

NBO is a fundamental approach to planning

Question 24

A Gantt chart is often used in compiling timetables for campaigns.

Question 25

List three to five "measurable" objectives you have for yourself.They can include college,career,personal goals,etc.Cite specific tactics that you plan to use to achieve these goals.How will they be measured? Please give a basic "timetable" and offer specific,reasonable evidence about your long-term plans.NOTE: Please don't oversimplify objectives as "graduating" or "getting a job." Be as specific as possible.

Question 26

Planning should be the first step in any public relations process.

Question 27

An approach that organizations and public relations forms take is to infer that awareness occurred because many media placements were obtained.

Question 28

Informational objectives are bottom-line oriented,and based on clearly measurable results.

Question 29

The lion's share of any public relations budget is earmarked for staff and administrative time.

Question 30

Systematic planning can prevent haphazard,ineffective communication.

Question 31

Motivational objectives are often measured and evaluated by increases in sales or market share.