Deck 9: Audiences and Relationship Management

Question 1

Modern public relations acknowledges the fact that audiences arise through ______.

A) creative association
B) solid strategy
C) random assignment
D) co-creation

Answer 1

D

Question 2

Audience segmentation is about identifying ______ within a larger ______ audience.

A) subgroups; target
B) individuals; consumer
C) opportunities; segmented
D) targets; broad

Answer 2

A

Question 3

How do demographics differ from psychographics?

A) Demographics determine campaign outcomes.
B) Demographics focus on statistical qualities.
C) Psychographics predict occupation.
D) Psychographics focus on race and ethnicity.

Answer 3

B

Question 4

Behavioral segmentation is most useful in developing strategy related to ______.

A) objectives
B) schedule
C) messaging
D) media

Question 5

Applying the principles of audience segmentation, we know that niche audiences are ______.

A) fleeting and difficult to capture
B) the most brand-loyal among consumers
C) a more affluent, older demographic
D) more important than large audiences

Question 6

How does Grunig's Situational Theory of Publics approach segmentation?

A) demographics, psychographics, and affluence
B) attitudes, opinions, and behaviors
C) problem, constraint, and involvement
D) predisposition, latency, and intention

Question 7

Regarding traditional media as a public, which of the following is true?

A) It is adversarial, and must be approached carefully.
B) It is still a primary audience for PR practitioners.
C) It is a reliable but expensive form of paid media.
D) It is no longer relevant, thanks to social media.

Question 8

If you are a PR professional wanting recruit brand ambassadors who are the most trustworthy and authentic, you are likely to choose ______.

A) employees
B) social media influencers
C) paid spokespeople
D) journalists

Question 9

In dealing with customers as an audience, it is best to focus on ______ rather than ______.

A) transactions; relationships
B) the future; the past
C) helping; impressing
D) dialogue; sales

Question 10

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

A) shock and awe, and dream fulfillment
B) brand relationships and over-delivery
C) customer selection and follow-up
D) traditional media and personal connection

Question 11

Today's activists are not only engaged with their causes but will often ______.

A) work for your competition
B) be hired as employees
C) disconnect from issues
D) partner with brands

Question 12

Authenticity, relevance, personality, and reach are all key attributes of ______.

A) influencers
B) creators
C) journalists
D) vendors

Question 13

Of the following, what are the key differences between mega influencers and microinfluencers?

A) age and personality
B) education and expertise
C) risk and expense
D) time and availability

Question 14

If you are considering using nano influencers for your branding campaign, you should know that ______can be an issue in the community.

A) likeability
B) trust
C) affordability
D) age

Question 15

Creators are considered to be a(n) ______ of influencers.

A) adversary
B) competitor
C) precursor
D) subset

Question 16

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

A) creators are perceived more positively
B) influencers are likely to be celebrities
C) creators will probably ask for royalties
D) influencers are weaker than creators

Question 17

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

A) revenue
B) likeability
C) credibility
D) personality

Question 18

What was a major problem that plagued the ill-fated Fyre Festival?

A) airline availability
B) fake influencers
C) demanding vendors
D) client reluctance

Question 19

Creators want to ______ with brands, whereas influencers want to ______ from brands.

A) dialogue; benefit
B) partner; detract
C) cooperate; withdraw
D) collaborate; take

Question 20

Philip Morris' promotion of its tobacco products on social media is an example of ______.

A) unethical use of influencers
B) leveraging creators' influence
C) pay-to-play on Facebook
D) creative use of endorsements

Question 21

Which of the following characteristics define a strong community?

A) competition, individuality, and voice
B) uniqueness, flavor, and shareability
C) relevance, exclusivity, and sustainability
D) diversity, tolerance, and respect

Question 22

Analyzing relationship management, we know that ______.

A) in recent years, it has given way to stakeholder management
B) advertising and marketing have taken over this practice
C) relationships can only be managed to a limited degree
D) it is the foundation of all professional PR practices

Question 23

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

A) friends, family, and community
B) personal, emotional, and cultural
C) employees, vendors, and customers
D) psychological, social, and demographic

Question 24

Working with a set of vendors to unveil a new mobile phone product, you want to make sure that you all share an equal amount of power in the rollout process. Here, you are talking about ______.

A) controlling mutuality
B) balance of shares
C) competitive parity
D) strategic negotiation

Question 25

How do we classify the relationship that Adidas established with Beyoncé?

A) exchange
B) win-lose
C) communal
D) participative

Question 26

Audience segmentation categorizes people based on both broad and narrow criteria.

Question 27

Demographics and psychographics essentially measure the same audience factors.

Question 28

Channel segmentation can tell us which social media accounts our audiences use.

Question 29

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Question 30

Even if customers become "haters" on social media, they still must be valued.

Question 31

A nano influencer is more important than a micro influencer.

Question 32

If we want an influencer who is truly influential, they must first be authentic.

Question 33

Mega influencers, although powerful, require considerable coaching and preparation.

Question 34

Creators are considered a subset of influencers.

Question 35

Being an influencer should bring you positive acclaim within every community.

Question 36

In order for a community to be strong, it must be exclusive.

Question 37

Relationship management as a whole is based upon unequal advantage.

Question 38

Communal relationships are considered to be more equal than exchange relationships.

Question 39

Analyze the differences between influencers and creators. Explain the significance of those differences.

Question 40

You are a PR professional launching an outdoor clothing brand aimed at affluent, middle-aged consumers. You want to segment them more precisely according to the channels they interact and engage with. What are some questions you need to ask to focus your thinking?

Question 41

Analyze Grunig's Situational Theory of Publics and identify its key features.

Question 42

As team leader for a major hospitality account at your agency, you can see that relationships with customers are being mismanaged. Surveys indicate that many have stopped trusting the hotel chain and no longer feel committed to the brand when traveling. A small number of customers added that they no longer trust the hotel to deliver a quality experience for their families. You are puzzled by all of this until you remember a helpful study on relationship management by your past professor James Grunig and his colleague Linda Hon. What kind of relationships would they advise you to build in order to save your hotel client, and how would those relationships look?

Question 43

Since attending a branding conference last month, your boss has been excited about the idea of inspiring employees to become brand ambassadors. She tells you she wants to launch such an initiative at your corporation and that you are in charge of building the program from the ground up. What steps should you take to successfully launch it?

Question 44

Categorize the major elements of a successful community that is invested in a particular issue, brand, or organization, and explain how these elements work together.

Question 45

Analyze the significance and current state of the media as a key audience for PR practitioners.