Question 1

Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds _________ into her public relations campaigns.
A) Incentives
B) Reminders
C) Refutations
D) Regressions

Accepted Answer

Jessie includes reminders in her campaigns to help people remember to follow through on what they learned and agreed to do.

Question 2

Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire's Hierarchy of Effects, of not __________.
A) Remembering
B) Assessing
C) Acting
D) Comprehending

Accepted Answer

This is an example of not acting. The customer is aware of the need for a flu shot, knows where to get it, and is reminded about it, but fails to take the final step of actually getting the vaccination. This indicates a failure in the action stage of McGuire's Hierarchy of Effects.

Question 3

Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.
A) Find relevant partners and influencers
B) Identify staffing needs
C) Determine budgets and timelines
D) Evaluate what worked and what didn't

Accepted Answer

McGuire's Hierarchy of Effects is a model that helps in evaluating the effectiveness of communication strategies by assessing what worked and what didn't in achieving the desired outcomes.

Question 4

When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.
A) Women employees and customers
B) Teamwork and the "W" in "We"
C) Water conservation and a commitment to the environment
D) Wage expansions and pay raises

Accepted Answer

The flipping of McDonald's iconic golden arches from an "M" to a "W" was a gesture to honor women employees and customers, coinciding with International Women's Day. This move was part of a broader initiative to recognize and celebrate the contributions of women to the company and society.

Question 5

High schools in Cuyahoga County, Ohio, will tap into students' competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign _____________.
A) Goal
B) Tactic
C) Strategy
D) Objective

Accepted Answer

Strategy is a plan of action designed to achieve a long-term or overall aim. In this case, the strategy is to use a contest to spur recycling behaviors in high schools in Cuyahoga County, Ohio.

Question 6

__________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.
A) Objectives
B) Metrics
C) Goals
D) Plans

Accepted Answer

Goals are desired outcomes that help an organization pursue its mission or vision, such as dollars donated, products sold, or percentage of the population registered to vote.

Question 7

If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______.
A) Goal; objective
B) Objectives; goal
C) Tactics; mission
D) Metrics; tactic

Accepted Answer

Objectives are specific, measurable steps that help achieve a broader goal. In this context, registering all neighbors to vote is the broader goal, and the specific steps taken to achieve this are the objectives.

Question 8

When writing a public relations plan, it is essential to have _______, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.
A) A mission
B) A strategy
C) A situation
D) A formula

Accepted Answer

A strategy is the core element in a public relations plan that provides the underlying logic and rationale, guiding the plan's actions and expected outcomes.

Question 9

When the Water Supply and Sanitation Collaborative Council (WSSCC) and UNICEF partnered to sponsor Global Handwashing Day, they wanted to "improve handwashing." However, this could mean getting people to wash hands more frequently, at specific times, using more soap, or a minimum number of times per day. To hone this objective, WSSCC and Unicef need to make it more __________.
A) Theoretical
B) Illustrative
C) Optimistic
D) Specific

Accepted Answer

To make the objective more clear and actionable, it needs to be more specific. This would involve defining exactly what "improve handwashing" means in measurable or clearly defined terms.

Question 10

Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.
A) Relevant
B) Measurable
C) Logical
D) Sensible

Accepted Answer

A measurable objective allows Nico to quantify the success of his PR plan, making it easier to observe and evaluate the results of the micro-loan program awareness campaign.

Question 11

Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the __________ of the hashtag usage.
A) Relevance
B) Prevalence
C) Evidence
D) Resonance

Accepted Answer

The correct answer is A: Relevance. Troy needs to explain how his hashtag usage is relevant to his efforts to change the law requiring a higher minimum wage.

Question 12

While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.
A) Outcomes
B) Outputs
C) Outliers
D) Out of scope

Accepted Answer

These activities are considered "outputs," which refer to the tangible actions or items produced by a program or initiative. They do not directly measure the impact or the "outcomes" that one hopes to achieve through these actions.

Question 13

When trying to determine the impact of a public relations plan, it is important to measure _________. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital's tweets.
A) Outputs
B) Outlasts
C) Outperforms
D) Outcomes

Accepted Answer

The answer of When trying to determine the impact of...

Question 14

At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.
A) Budget
B) Timeline
C) Scope
D) Plan

Accepted Answer

The answer of At the most basic level of management,...

Question 15

Anya uses ________ to monitor her program's efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.
A) Formative progression
B) Summative evaluation
C) Formative evaluation
D) Summative progression

Accepted Answer

Formative evaluation is used to monitor the progress of a program or campaign and make adjustments as necessary. It is an ongoing process, which fits the description of Anya's actions of monitoring and adjusting her program's efforts on social media on a weekly basis.

Question 16

Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.
A) Win new business
B) Raise the client's existing budget
C) Summarize the evaluation
D) Forecast a timeline

Accepted Answer

Presenting a campaign proposal to a prospective client is typically done to win new business by showcasing the team's strategy and implementation plan.

Question 17

Xander represents an electric company. Sometimes, he has to consult with communities prior to installing new power lines. Other times, he has to communicate after an event, such as explaining an increase in service rates. Xander also has to plan communication tactics ____ with action, such as notifying commuters in real time about a downed tree cutting off power to a neighborhood.
A) Systematic
B) Regularly
C) Concurrent
D) Divergent

Accepted Answer

The correct answer is C) Concurrent, as it indicates that the communication tactics are planned to happen at the same time as the action (e.g., notifying commuters in real time about a downed tree cutting off power), which fits the context provided.

Question 18

Strategic communicators who write SMART objectives realize they've done themselves a favor when it's time for ___________.
A) Lunch
B) Evaluation
C) Planning
D) Pitching new business

Accepted Answer

SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) simplify the evaluation process by providing clear benchmarks for success.

Question 19

_________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.
A) Graph
B) Gantt
C) PERT
D) Fishbone

Accepted Answer

Gantt charts are specifically designed to show project timelines, including the start and duration of tasks, making them an essential tool for project planning and resource allocation.

Question 20

As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and _______.
A) Products
B) Overhead
C) Influencers
D) Media

Accepted Answer

The answer of As Meghan is working on the budget...

Quiz 6: Planning

Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds _________ into her public relations campaigns.

Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire's Hierarchy of Effects, of not __________.

Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.

When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.

__________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.

If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific ___ that would help meet this broader _.

When writing a public relations plan, it is essential to have _______, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.

Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.

Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the __________ of the hashtag usage.

While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.

When trying to determine the impact of a public relations plan, it is important to measure _________. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital's tweets.

At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.

Anya uses ________ to monitor her program's efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.

Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.

Strategic communicators who write SMART objectives realize they've done themselves a favor when it's time for ___________.

_________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.

As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and _______.