Deck 6: Strategic Planning for Public Relations Effectiveness

Question 1

Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ____________________.

A) intuition
B) managers' mandates
C) the organization's mission statement
D) the desires of stakeholders
E) results from public opinion surveys

Answer 1

C

Question 2

Planning and ___________________ occur almost simultaneously.

A) programming
B) brainstorming
C) evaluation
D) research
E) budgeting

Answer 2

D

Question 3

___________________ requires that a benchmark be set before the plan so that achievements can be measured against it.

A) Tactic development
B) Strategy creation
C) Evaluation
D) Communicating
E) Marketing

Answer 3

C

Question 4

__________________ are long-range plans,usually made at the upper levels of management,and involve decisions concerning major goals.

A) defensive
B) proactive
C) anticipatory
D) tactical
E) strategic

Question 5

Which of the following is NOT one of the advantages of management by objectives?

A) raises the importance of public relations in the corporate structure
B) helps keep the public relations practitioner on target in solving problems
C) contributes to the public relations body of knowledge
D) communicates the way business people think in terms of business problems and objectives
E) allows managers to oversee the selection of public relations activities

Question 6

___________________ provide routine responses to recurring situations.

A) Campaigns
B) Single use plans
C) Standing plans
D) Tactical plans
E) Behavioral plans

Question 7

Detailed guidelines for implementing policy decisions are called _________________.

A) standard procedures
B) rules
C) operating policies
D) operation guides
E) public relations plans

Question 8

When working on a timetable,______________________ is the process of from what is wanted as a finished product how much time each step in the process will take.

A) calendaring
B) scheduling
C) prioritizing
D) back-timing
E) reverse listing

Question 9

What is the name for the group discussion technique used to generate large numbers of creative ideas?

A) scenario construction
B) forecasting
C) strategic planning
D) round tabling
E) brainstorming

Question 10

__________________ forecast reaction to actions contemplated by managers.

A) Strategic plans
B) Tactical plans
C) Public opinion surveys
D) Brainstorming
E) Scenario construction

Question 11

A ____________________ should define the scope of the public relations effort to be conducted and recognize any special requirements of the organization,target audiences,and media.

A) mission statement
B) problem statement
C) goal statement
D) strategy statement
E) resources statement

Question 12

___________________ are statements that specify the action to be taken in a particular situation.

A) operating policies
B) standard procedures
C) rules
D) public relations plans
E) operation guides

Question 13

Planning permits the development of integrated public relations efforts that support an organizations goals in a positive rather than a _______________ manner.

A) defensive
B) proactive
C) anticipatory
D) tactical
E) strategic

Question 14

_______________ are used to define means for achieving objectives more precisely.

A) Strategies
B) Plans
C) Goals
D) Events
E) Evaluations

Question 15

Which of the following is not one of the elements of campaign planning?

A) determining the present situation
B) testing materials for communicative ability
C) researching and selecting the target audience
D) developing a theme for the plan
E) creating strategies to accomplish objectives

Question 16

Which of the following is considered to be one of the resources of an organization in any attempt to reach a goal?

A) location
B) number of stakeholders
C) credit
D) media influence
E) equipment

Question 17

Policies are generally established by __________________ as a guidelines for decision making.

A) public relations practitioners
B) top management
C) human resources departments
D) employee committees
E) shareholders

Question 18

In scenario construction,a logical description of _______________ is constructed to explore the dynamics of various alternatives.

A) future events
B) forecasting
C) strategic planning
D) round tabling
E) brainstorming

Question 19

_____________________ public relations involves anticipating needs and planning to meet goals.

A) Reactive
B) Operational
C) Tactical
D) Proactive
E) Directive

Question 20

Which of the following is a characteristic of a quality theme?

A) should be a least two sentences in length
B) should be built around a catchy logo
C) should employ an acronym
D) should have an element of humor
E) should be short

Question 21

___________ dictate the selection of goals.

A) Resources
B) Forecasts
C) Strategies
D) Objectives
E) All of these

Question 22

Understanding how to develop a public relations plan separates entry-level positions from top management in _____________.

A) corporations
B) public relations
C) communications
D) administration
E) all of these

Question 23

__________ plans develop specific decisions about what will be done at every level of the organization to accomplish strategic plans.

A) Strategic
B) Public opinion
C) Communications
D) Tactical
E) Scenario construction

Question 24

Campaign plans are sometimes referred to as ___________ plans.

A) linear
B) communications
C) single-use
D) standing
E) all of these

Question 25

___________ is a process of assessing what you have and where you want to go.

A) Strategic planning
B) Branding
C) Resource allocation
D) Management by objectives
E) Casual monitoring

Question 26

Predicting __________ that may exist in the future is a much more difficult job than evaluating the existing situation.

A) publics
B) target audiences
C) attitudes
D) opinions
E) barriers

Question 27

What percentage of practitioners identify a target audience in their planning?

A) 10%
B) 50%
C) 75%
D) 90%
E) 100%

Question 28

The first step in selecting audiences in planning requires that you ____________.

A) determine the target audience
B) assess attitudes of the target audience
C) analyze opinions of target audiences
D) identify and categorize stakeholder groups
E) all of these

Question 29

A zero-based budget is typically used for a __________.

A) standing plan
B) campaign
C) brand strategy
D) brochure
E) communications audit

Question 30

_____________ can refer to the type or emphasis of a message.

A) Strategies
B) Goals
C) The company mission
D) Objectives
E) Themes