Question 1

After developing strategic objectives you advance to the programming stage which encompasses these activities:
A)testing objectives,determining key strategy,choosing key messages,and developing tactics
B)defining target audience,developing a budget,determining strategy,and choosing key messages
C)defining target audience,determining strategy,choosing key messages,and developing tactics
D)defining target audience,determining strategy,developing tactics,and securing a spokesperson

Accepted Answer

The programming stage involves defining the target audience, determining the strategy, choosing key messages, and developing tactics. Developing a budget may also be a part of this stage, but it is not listed as an option. Testing objectives and securing a spokesperson are not typically part of the programming stage.

Question 2

What was the primary objective of the "Food Lion Feeds" project?
A)increase store traffic in specific local markets
B)reinvent its charitable activity to more closely align with the company's core business
C)decrease losses due to food wastage
D)educate the public on food deserts as a factor in poor nutrition

Accepted Answer

The primary objective of the "Food Lion Feeds" project was to reinvent its charitable activity to more closely align with the company's core business. This involved donating food and funds to local food banks and partnering with local organizations to address hunger and promote nutrition education. While increasing store traffic and reducing food waste may have been secondary objectives, the main focus was on using the company's resources and expertise to address food insecurity in local communities. Educating the public on food deserts was not a stated objective of the project.

Question 3

Throughout his career,Aaron Pickering of Cone Communications has seen which one of the following elements as the "secret sauce" in driving social change?
A)strategic public relations
B)stakeholder relationships
C)corporate social responsibility initiatives
D)measurable objectives

Accepted Answer

Strategic public relations is the "secret sauce" in driving social change because it helps to build relationships with stakeholders, create awareness of issues, and mobilize people to take action.

Question 4

Why do most scholars and practitioners believe it is best to have only two or three objectives in a strategic PR plan?
A)to allow management to add their own objectives to the plan
B)to provide more focus and discipline to the planning process and avoid overwhelming the plan
C)to keep the plan flexible and fluid
D)to achieve management buy-in and support

Accepted Answer

Having only two or three objectives provides more focus and discipline to the planning process and avoids overwhelming the plan. This approach ensures that the plan is realistic, achievable, and actionable. Having too many objectives can dilute the impact of the plan and make it difficult to measure success.

Question 5

What is a clear statement of how you will achieve the objectives of your plan and what will guide your tactics?
A)tactics
B)strategy
C)situation analysis
D)key message

Accepted Answer

The clear statement of how you will achieve the objectives of your plan is a strategy. A strategy is a high-level plan of action that outlines the specific goals and objectives to be achieved and how they will be accomplished. Tactics, situation analysis, and key messages are important elements in developing a strategy, but they alone cannot guide the overall approach and direction of the plan.

Question 6

In her book Just Good Business,UC Berkeley Professor Kellie McElhaney cites what statistic as evidence that business leaders view corporate social responsibility as good business?
A)Three-quarters of business leaders are focusing on CSR to create revenue streams.
B)87% of Millennials prefer to purchase products with a social or environmental benefit.
C)54% of business leaders are convinced that their companies' CSR activities give them a competitive advantage over their top competitors.
D)In 2016,Fortune 500 companies collectively saved nearly $3.7 billion through climate change and energy conservation activities.

Accepted Answer

The statistic cited is that 54% of business leaders believe that their companies' CSR activities give them a competitive advantage over their top competitors. This indicates that they view CSR as good business, as it benefits their company's bottom line. The other options are not directly related to business leaders' views on CSR as good business.

Question 7

When the Carnival Corporation was rocked by the Costa Concordia sinking and problems with its ability to care for sick passengers on another ship,in what way did the company respond?
A)offered half-price fares for one year
B)sold its cruise ships to a competitor and focused on travel tours
C)developed and implemented a strategic PR plan with reputational objectives
D)brought in a new CEO

Accepted Answer

The best choice is C, as the company developed and implemented a strategic PR plan with reputational objectives. Following the incidents, Carnival Corporation focused on rebuilding its image and reputation through communication and strategic planning. The company also took steps to improve safety and compliance measures. The other options, such as offering half-price fares, selling the cruise ships, or bringing in a new CEO, do not address the reputation and safety concerns that arose following the incidents.

Question 8

Which one of the following strategies is the best starting point for further developing strategic plans?
A)Launch strong and monitor intensely.
B)Use CSR to enhance talent recruitment.
C)Consider customers' needs and preferences.
D)Develop a vision.

Accepted Answer

Developing a clear vision is the best starting point for developing strategic plans. A clear vision helps to provide direction and focus for the organization's future goals and objectives. Without a clear vision, it will be difficult to make informed planning and decision-making.

Question 9

A report by Project ROI presents evidence that corporate philanthropy programs are stronger when ______ is integral to the plan.
A)employee engagement
B)management buy-in
C)customer loyalty
D)return on investment

Accepted Answer

The report by Project ROI shows that corporate philanthropy programs have a stronger impact when employee engagement is integral to the plan. This means that involving employees in philanthropic initiatives, offering them opportunities to volunteer, and aligning the program with their interests can lead to increased motivation, productivity and job satisfaction. Additionally, it also helps improve overall corporate reputation and brand image, which can attract and retain talent, customers, and investors. Therefore, choice A, employee engagement, is the best option.

Question 10

Which statement best describes the overall purpose of the situation analysis in strategic PR?
A)demonstrates your understanding of the company or industry
B)explains the budget needs and time constraints
C)achieves consensus among the management team or client leadership
D)sets the stage and defines the problem or opportunity

Accepted Answer

The answer of Which statement best describes the overall purpose...

Question 11

The AADP wanted to reach three specific groups through its "Monster-Free Mouths Movement" campaign.This is an example of which fundamental rule of effective PR?
A)Use research to identify your target audience.
B)Know your audience.
C)Develop measurable objectives.
D)Target at least three distinct audiences.

Accepted Answer

The AADP's focus on reaching three specific groups demonstrates an understanding of their audience, aligning with the rule of knowing your audience.

Question 12

While you are developing programming strategy for a campaign designed to encourage kids to be more physically active,a manager requests that you hire a local pro basketball player as a celebrity spokesperson.What should you do?
A)Contact the team's PR Director immediately and ask for an appointment with the athlete.
B)Incorporate this tactic into the overall strategic plan.
C)Ignore the manager's request because you think he's being pushy.
D)Resist the urge to act on this tactic until you have completed the strategy and are ready to fully consider this tactic,as well as others.

Accepted Answer

It is important to resist the urge to act on a specific tactic until the overall strategy has been developed. This allows for a more thoughtful approach and ensures that tactics are chosen based on their ability to achieve the campaign's goals, rather than simply because they seem like a good idea at the time. Once the strategy has been developed, the tactic of hiring a local pro basketball player can be fully considered alongside other potential tactics to ensure that it fits within the overall strategy and will contribute to the campaign's success.

Question 13

According to Martha Whitely,what ability should you develop in order to grow from a tactical PR practitioner into a sought-after strategic planner?
A)strategic thinking
B)master planning
C)financial analysis
D)creative writing

Accepted Answer

According to Martha Whitely, developing strategic thinking is the key to growth from a tactical PR practitioner into a sought-after strategic planner.

Question 14

Which of the following is part of the foundational work required to develop a sound strategy?
A)planning the appropriate tactics to meet the objectives
B)measuring the results
C)identifying the audience to reach
D)determining the budget and timetable

Accepted Answer

Before developing a strategy, it is important to identify the target audience that the strategy should reach. This will help in defining objectives and tactics, as well as budget and timetable. Measuring results and planning appropriate tactics come after developing the foundational work.

Question 15

Informational objectives focus on creating awareness by sharing information and attributes.A recent example of an informational campaign aimed at an entire industry was implemented by which of the following corporations?
A)SAP
B)Johnson & Johnson
C)Carnival
D)Food Lion

Accepted Answer

The answer of Informational objectives focus on creating awareness by...

Question 16

In addition to serving as a tracking tool,what other purpose does a timetable serve?
A)calendar for monitoring schedule and progress
B)plan that ensures all key players are aware of critical dates
C)budget management tool for expenditures and resources
D)call to action

Accepted Answer

The answer of In addition to serving as a tracking...

Question 17

While drafting strategic PR objectives,it is vital to connect the plan to ______.
A)customer purchasing decisions
B)employee donations
C)product market position
D)corporate strategy

Accepted Answer

Strategic PR objectives should be aligned with the overall corporate strategy, as they serve as a means to support the organization's goals and mission. While factors such as customer purchasing decisions, employee donations, and product market position may be important considerations in shaping the objectives, they should all ultimately tie back to the larger corporate strategy.

Question 18

Nonprofit organizations benefit from workplace giving to the tune of $4 billion each year,according to America's Charities.How does this charitable giving financially benefit the companies doing the giving?
A)decreases in revenue and pre-tax profit
B)increases in employee satisfaction
C)increases in revenue and pre-tax profit
D)decreases in brand loyalty

Accepted Answer

Workplace giving programs can actually have a positive impact on a company's bottom line. Studies show that employees who have the opportunity to give back through workplace giving programs are more engaged, loyal, and productive. This increased employee satisfaction can lead to a reduction in turnover and an increase in productivity, ultimately resulting in increased revenue and pre-tax profit for the company. Additionally, charitable giving can enhance a company's reputation and improve brand loyalty among customers and employees.

Question 19

What element of the plan is the "how" not the "what" of programming?
A)vision
B)tactics
C)objectives
D)strategy

Accepted Answer

Tactics are the specific actions and approaches taken to achieve the objectives in a strategy or plan. In the context of programming, tactics would involve the specific coding techniques and tools used to implement the strategy and achieve the desired end result.

Question 20

After the program is implemented,what element is most critical for the target audience to understand and agree with?
A)strategic plan
B)brand loyalty
C)key message
D)corporate social responsibility

Accepted Answer

The key message is the most critical element for the target audience to understand and agree with. The key message communicates the purpose and benefits of the program and helps to create a positive perception of the brand or organization. It is important for the target audience to understand and agree with the key message to ensure the success of the program.

Quiz 5: Implement Your Strategic PR- CSR Plan

After developing strategic objectives you advance to the programming stage which encompasses these activities:

What was the primary objective of the "Food Lion Feeds" project?

Throughout his career,Aaron Pickering of Cone Communications has seen which one of the following elements as the "secret sauce" in driving social change?

Why do most scholars and practitioners believe it is best to have only two or three objectives in a strategic PR plan?

What is a clear statement of how you will achieve the objectives of your plan and what will guide your tactics?

In her book Just Good Business,UC Berkeley Professor Kellie McElhaney cites what statistic as evidence that business leaders view corporate social responsibility as good business?

When the Carnival Corporation was rocked by the Costa Concordia sinking and problems with its ability to care for sick passengers on another ship,in what way did the company respond?

Which one of the following strategies is the best starting point for further developing strategic plans?

A report by Project ROI presents evidence that corporate philanthropy programs are stronger when ______ is integral to the plan.

Which statement best describes the overall purpose of the situation analysis in strategic PR?

The AADP wanted to reach three specific groups through its "Monster-Free Mouths Movement" campaign.This is an example of which fundamental rule of effective PR?

While you are developing programming strategy for a campaign designed to encourage kids to be more physically active,a manager requests that you hire a local pro basketball player as a celebrity spokesperson.What should you do?

According to Martha Whitely,what ability should you develop in order to grow from a tactical PR practitioner into a sought-after strategic planner?

Which of the following is part of the foundational work required to develop a sound strategy?

Informational objectives focus on creating awareness by sharing information and attributes.A recent example of an informational campaign aimed at an entire industry was implemented by which of the following corporations?

In addition to serving as a tracking tool,what other purpose does a timetable serve?

While drafting strategic PR objectives,it is vital to connect the plan to ______.

Nonprofit organizations benefit from workplace giving to the tune of $4 billion each year,according to America's Charities.How does this charitable giving financially benefit the companies doing the giving?

What element of the plan is the "how" not the "what" of programming?

After the program is implemented,what element is most critical for the target audience to understand and agree with?