978-0073512051 Test Bank Chapter 6

subject Type Homework Help
subject Pages 9
subject Words 986
subject Authors Dan Lattimore, Otis Baskin, Suzette Heiman

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1. _____________________ public relations involves anticipating needs and planning to meet goals.
2. Planning permits the development of integrated public relations efforts that support an organizations goals in
a positive rather than a _______________ manner.
3. __________________ are long-range plans, usually made at the upper levels of management, and involve
decisions concerning major goals.
4. __________________ forecast reaction to actions contemplated by managers.
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5. What is the name for the group discussion technique used to generate large numbers of creative ideas?
6. In scenario construction, a logical description of _______________ is constructed to explore the dynamics of
various alternatives.
7. Which of the following is not one of the elements of campaign planning?
8. Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and
should be based on ____________________.
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9. Planning and ___________________ occur almost simultaneously.
10. Which of the following is considered to be one of the resources of an organization in any attempt to reach a
goal?
11. A ____________________ should define the scope of the public relations effort to be conducted and
12. Which of the following is a characteristic of a quality theme?
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13. _______________ are used to define means for achieving objectives more precisely.
14. ___________________ requires that a benchmark be set before the plan so that achievements can be
measured against it.
15. 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.
16. Which of the following is NOT one of the advantages of management by objectives?
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17. ___________________ provide routine responses to recurring situations.
18. Policies are generally established by __________________ as a guidelines for decision making.
19. Detailed guidelines for implementing policy decisions are called _________________.
20. ___________________ are statements that specify the action to be taken in a particular situation.
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21. ___________ is a process of assessing what you have and where you want to go.
22. Understanding how to develop a public relations plan separates entry-level positions from top management
in _____________.
23. __________ plans develop specific decisions about what will be done at every level of the organization to
accomplish strategic plans.
24. Predicting __________ that may exist in the future is a much more difficult job than evaluating the existing
situation.
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25. Campaign plans are sometimes referred to as ___________ plans.
26. ___________ dictate the selection of goals.
27. The first step in selecting audiences in planning requires that you ____________.
28. _____________ can refer to the type or emphasis of a message.
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29. A zero-based budget is typically used for a __________.
30. What percentage of practitioners identify a target audience in their planning?
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