Deck 8: Planning: the Strategies of Public Relations

Question 1

An accurate and unbiased description of the reasons why it has become necessary to take public relations actions is known as ________.

A)evaluative research
B)goal setting
C)team building
D)a planning grid
E)a situation analysis

Answer 1

E

Question 2

The most speculative phase of the planning process is known as ________.

A)goals
B)brainstorming
C)tactics
D)building consensus
E)objectives

Answer 2

B

Question 3

Public relations goals ________.

A)describe what we hope our plans will achieve
B)usually start with infinitives to denote action
C)are generalized statements
D)All of the above.
E)None of the above.

Answer 3

D

Question 4

When someone tells you,"We've always done things that way," it is likely that person is following ________.

A)a standing plan
B)a logistical plan
C)an ad hoc plan
D)a flexible plan
E)a contingency plan

Question 5

Public relations practitioners engage in planning because ________.

A)the law requires it
B)it helps an organization understand and focus its research
C)it is very profitable
D)A and C
E)All of the above

Question 6

A good plan is ________.

A)one that is inexpensive
B)tied to a specific goal
C)makes targeted audiences happy
D)linked to dynamic and creative tactics
E)one that includes free balloons for the kids

Question 7

Public relations objectives ________.

A)are generalized statements
B)are measurable
C)are the specific actions taken to achieve goals
D)all of the above
E)none of the above

Question 8

A public relations plan in place and unchanged for a long time is called ________.

A)a standing plan
B)a logistical plan
C)an ad hoc plan
D)a flexible plan
E)a contingency plan

Question 9

The completion of tactics helps to fulfill measurable ________.

A)goals
B)focus groups
C)tactics
D)audits
E)objectives

Question 10

A public relations plan developed and executed for a single,one-time purpose is called ________.

A)a standing plan
B)a logistical plan
C)an ad hoc plan
D)a flexible plan
E)a contingency plan

Question 11

The general,nonspecific descriptions of actions called for in a public relations plan are known as ________.

A)goals
B)brainstorming
C)strategies
D)building consensus
E)objectives

Question 12

A public relations plan that contains strategies for dealing with a situation that may arise is called ________.

A)a standing plan
B)a logistical plan
C)an ad hoc plan
D)a flexible plan
E)a contingency plan

Question 13

Crisis communications plans are a form of ________.

A)standing plan
B)logistical plan
C)ad hoc plan
D)flexible plan
E)contingency plan

Question 14

Public relations tactics ________.

A)are specific milestones that measure toward achievement of a goal
B)are generalized statements of what you want your plan to achieve
C)are the specific actions outlined in a public relations plan
D)are the first thing developed in public relations planning
E)usually involve creative ideas that don't cost anything to implement

Question 15

PIPP,POST,and TASC are acronyms associated with ________.

A)evaluative research
B)goal setting
C)team building
D)a planning grid
E)a situation analysis

Question 16

A document designed to convince a client or management of the merits of a public relations plan is called a ________.

A)proposal
B)prospectus
C)pitch letter
D)presentation
E)protocol

Question 17

Public relations practitioners engage in planning because ________.

A)it keeps actions in line with an organization's values-based mission
B)it helps an organization control its destiny
C)it helps an organization to secure needed resources
D)A and C
E)all of the above

Question 18

According to the Institute for Public Relations,a good objective ________.

A)describes a specific public relations action
B)refers to "ends," not "means"
C)is a general statement of anticipated results
D)is inexpensive
E)specifies only one target audience

Question 19

Generalized statements of the outcomes you hope your plan will achieve are ________.

A)goals
B)brainstorming
C)tactics
D)building consensus
E)objectives

Question 20

A good plan is ________.

A)flexible
B)realistic
C)inexpensive
D)A and B
E)B and C

Question 21

An objective of the campaign to reauthorize the Pierce's Disease and Glassy-Winged Sharpshooter Board was ________.

A)to increase grower awareness of the board's activities
B)to increase support of key intervening audiences
C)to increase recognition of the board's identity and messages
D)B and C
E)All of the above.

Question 22

A good plan is ________.

A)values-driven
B)a win-win proposition
C)realistic
D)all of the above
E)none of the above

Question 23

What are the six reasons cited in the textbook as to why we should plan?

Question 24

Recent research suggests that public relations plans rarely result in dramatic or rapid behavior
changes.

Question 25

Public relations plans that are developed and executed for a single,one-time purpose are called
contingency plans.

Question 26

In the effort to convince California's wine grape growers to reauthorize the Pierce's Disease and Glassy-Winged Sharpshooter board,________ was/were seen as the most credible source for
Information.

A)Governor Arnold Schwarzenegger
B)the California Department of Agriculture
C)a celebrity spokesperson
D)the news media
E)California's wine grape growers

Question 27

The U.S.Preventive Services Task Force created a media "firestorm" when it ________.

A)said cancer was a political,not scientific,issue
B)proposed mandatory breast cancer screening in high schools
C)suggested reduced screening for breast cancer
D)A and C
E)B and C

Question 28

Why do we plan,and what are the qualities that comprise a good public relations plan?

Question 29

What role should public relations practitioners play in establishing organization plans?

Question 30

Public relations planning aids the effective management of resources.

Question 31

Why are measurable objectives important to the evaluation phase of the public relations process?
What are the advantages of measurable objectives? What are the disadvantages?

Question 32

Strategies are another name for tactics.

Question 33

Tactics are the specific actions called for in a public relations plan.

Question 34

Blogger Val Jones said the U.S.Preventive Services Task Force breast cancer recommendations were controversial because ________.

A)the timing of the announcement was poor
B)the recommendations were scientifically unsound
C)it was a high-profile subject
D)All of the above.
E)A and C

Question 35

How are ad hoc plans,standing plans,and contingency plans different from one another? How are
they similar?

Question 36

What are the qualities that constitute a good public relations objective?