Question 1

________________ can occur from many sources, with which the DMO may or may not have had any control, involvement, or even knowledge.&#10;A) Public relations&#10;B) Publicity&#10;C) Marcom&#10;D) All of the above

Accepted Answer

Publicity refers to the coverage or attention a destination receives in various media outlets, such as news articles, TV programs, or social media, and can come from a variety of sources, including travel bloggers, journalists, or social media users. The DMO may not have control over what is being said, but they can monitor and respond to positive or negative publicity, as it can impact the destination's image and reputation. Public relations and marketing communications (Marcom) also play a role in shaping a destination's image, but they are not directly related to the sources of publicity.

Question 2

The process of managing how, when and in what way you communicate, so that you may ultimately influence the behaviour, attitude and perceptions of those important to you is known as&#10;A) Public relations&#10;B) Publicity&#10;C) Marcom&#10;D) All of the above

Accepted Answer

Public relations is the discipline and process of managing communication in a way that influences attitudes, perceptions, and behavior of important stakeholders. Publicity refers to the media coverage of a product or service, which is a component of public relations. Marcom (marketing communications) is a broader term that encompasses advertising, branding, promotion, and other communications activities, but it is not specifically focused on managing relationships with stakeholders. Therefore, the correct answer is A) Public relations.

Question 3

Which of the following philosophies is the lowest level of public relations, in that it simply seeks to achieve publicity?&#10;A) Two-way symmetrical PR&#10;B) Press agentry&#10;C) Public information&#10;D) One-way asymmetrical

Accepted Answer

Press agentry is the lowest level of public relations as it focuses solely on achieving publicity without regard for accuracy or two-way communication. It involves creating attention-grabbing stunts, events or stories that can generate media coverage for the organization. Public information seeks to provide accurate and truthful information to the public, one-way asymmetrical PR aims to persuade the audience to take a certain action without seeking their feedback or engagement, whereas two-way symmetrical PR focuses on establishing mutually beneficial relationships between an organization and its stakeholders through open and honest communication.

Question 4

Traditionally the most common method of measuring the results of publicity initiatives is&#10;A) equivalent advertising value&#10;B) visitor numbers&#10;C) average length of stay&#10;D) visitor spending

Accepted Answer

Equivalent advertising value is the most common method of measuring the results of publicity initiatives. It involves calculating the cost of advertising for the same amount of space or time as the publicity received in the media. This method is widely recognized and used by PR professionals to determine the value of media coverage. Visitor numbers, average length of stay, and visitor spending are more commonly used to measure the success of destination marketing efforts rather than publicity initiatives.

Question 5

Which of the following groups are key stakeholders of DMOs?&#10;A) The media&#10;B) Local tourism businesses&#10;C) Financiers&#10;D) All of the above

Accepted Answer

All of the above groups are key stakeholders of Destination Management Organizations (DMOs) as they all have a vested interest in the success and promotion of the destination. The media can help with promotion and publicity, local tourism businesses rely on visitors for revenue and the economy, and financiers may invest in the destination or provide funding for marketing and infrastructure development.

Question 6

Which of the following communications has the highest level of credibility?&#10;A) Corporate press releases&#10;B) Friends' user generated content on social media&#10;C) Induced marketing communications&#10;D) advertising

Accepted Answer

Friends' user generated content on social media has the highest level of credibility as it comes from a personal source and is seen as more trustworthy than corporate press releases or advertising. Induced marketing communications may also have credibility, but to a lesser extent as they are often paid for by the company.

Question 7

The public in Public Relations for a DMO refers to:&#10;A) stakeholders&#10;B) media&#10;C) local tourism operators&#10;D) all of the above

Accepted Answer

The public in Public Relations for a DMO refers to a range of stakeholders, including local tourism operators, media, and other interested parties. Therefore, the best choice is D, which includes all of the above.

Question 8

The two main aims of the DMO's public relations program are:&#10;A) to enhance the reputation of the local tourism industry and develop positive relationships with stakeholders&#10;B) to develop press releases and wine and dine important clients&#10;C) to cover up negative issues and to stop negative issues becoming public&#10;D) to produce publicity spin and win awards

Accepted Answer

A DMO's public relations program aims to enhance the reputation of the local tourism industry and develop positive relationships with stakeholders. This includes building partnerships with media outlets, hosting familiarization trips for journalists, and communicating with local businesses and community members to promote a positive image of the destination. The other options (B and D) focus on more superficial and manipulative tactics that do not align with the ethical principles of public relations. Option C suggests a defensive approach that ignores the root causes of negative issues and undermines transparency and trust.

Question 9

Which of the following is not an example of DMO public relations activities?&#10;A) Political lobbying&#10;B) Media releases&#10;C) Visiting media programme&#10;D) All the above are PR activities

Accepted Answer

All the options listed (political lobbying, media releases, and visiting media programs) are indeed examples of public relations activities that Destination Marketing Organizations (DMOs) might engage in to promote their destinations, influence policy, or manage their reputation.

Question 10

Which of the following has the highest level of credibility?&#10;A) word of mouth recommendation from friends&#10;B) television advertising&#10;C) newspaper article&#10;D) television news

Accepted Answer

The answer of Which of the following has the highest...

Question 11

The DMO strategy to attract travel stories in the media is:&#10;A) digital image library&#10;B) media releases&#10;C) visiting media programme&#10;D) facebook.com site

Accepted Answer

The answer of The DMO strategy to attract travel stories...

Question 12

Public relations appeals to DMOs because of which of the following:&#10;A) cost effectiveness&#10;B) editorial credibility&#10;C) opportunities to involve stakeholders&#10;D) All of the above

Accepted Answer

The answer of Public relations appeals to DMOs because of...

Question 13

Which of the following is not a public relations function?&#10;A) Supplying contra prizes for television game shows&#10;B) Lobbying movie producers&#10;C) Managing stakeholder relationships&#10;D) All of the above are PR functions

Accepted Answer

The answer of Which of the following is not a...

Question 14

In developing DMO relationships with the media, saying &#34;no comment&#34; is:&#10;A) never ok&#10;B) ok on a few occasions&#10;C) always acceptable to the media&#10;D) is only ok for senior management

Accepted Answer

The answer of In developing DMO relationships with the media,...

Deck 11: The Destination Darketing Organisation Dmo Public Relations and Publicity Seeking