Deck 6: Mastering the Fine Art of Storytelling in International Public Relations

Question 1

PR practitioners have an increasing number of platforms to share stories with people worldwide.

Answer 1

True

Question 2

Explain how Tourism Queensland and Tourism Australia developed PR campaigns to engage people's participation worldwide.

Answer 2

Pages 151-152. Tourist boards developed compelling ""best jobs in the world"" themes and undertook a global search for job candidates to apply by posting video applications on the tourism boards' websites, drawing traffic to their websites.

Question 3

Being an effective storyteller in public relations requires all of the following EXCEPT:

A) Creativity
B) Ethical behavior
C) Research
D) Embellishment

Answer 3

D

Question 4

An image of someone running and sweating would be an example of ___ imagery.

A) Gustatory
B) Kinesthetic
C) Olfactory
D) Tactile

Question 5

Personal experiences and internal sensations represent what type of imagery?

A) Organic
B) Olfactory
C) Kinesthetic
D) Gustatory

Question 6

The representation of touch is called ___ imagery.

A) Kinesthetic
B) Olfactory
C) Tactile
D) Organic

Question 7

Odors, whether pleasant of unpleasant, are representative of what type of imagery?

A) Gustatory
B) Tactile
C) Organic
D) Olfactory

Question 8

___ imagery would show someone enjoying eating and tasting something delicious.

A) Visual
B) Gustatory
C) Auditory
D) Olfactory

Question 9

What four steps did Jonathan Sachs develop in myth making for a brand?

A) Reality, possibilities, participation, timeliness
B) Explanation, meaning, story, ritual
C) Hope, love, connection, success
D) Action, climax, reversal, conclusion

Question 10

The fact that an organization is celebrating a milestone anniversary is newsworthy on its own.

Question 11

Propaganda is more effective than participation in connecting with consumers.

Question 12

The Dove Campaign for Real Beauty is an example of how a brand created emotional connections with people, thereby encouraging a dialogue about beauty and sparking a debate on idealized women in advertising.

Question 13

Red Bull has been involved with races and record-breaking feats, emphasizing energy and the brand's endurance themes.

Question 14

Writers should only develop stories about the leaders of the organization.

Question 15

Writers should illustrate how specific products or services can enhance people's lives, instead of just listing the features of a product or service.

Question 16

Storytelling in contemporary PR is purely based on fictional accounts.

Question 17

Storytelling is a 21st century development.

Question 18

List five storytelling approaches in the global digital era, according to the author.