Chapter 6 Test Bank
6.1 Multiple-Choice Questions
1. The best approach to planning in public relations is
A) monitoring and mirroring the competition.
B) strategic and systematic.
C) cost-effective and participatory.
D) symmetrical and feedback-based.
2. Reinforcement refers to the notion of
A) ongoing effort to preserve reputation.
B) reminding media of organizational prowess/honors.
C) fulfilling needs of company executives, expectations and ideals.
D) attacking problems adversely affecting the organization.
3. The first part of planning is always
A) developing a clear understanding of the situation
B) developing strategies and tactics.
C) setting objectives.
D) creating a calendar/timetable.
4. An integral part planning and compiling a calendar is
A) financial considerations
B) advance planning
C) strategic goals
D) broad objectives
5. Which is an example of a motivational objective?
A) Raise awareness of bone health.
B) Drive product trial
C) Raise the profile of CIS
D) Increase website traffic
6. Which is NOT considered an appropriate audience?
A) potential concertgoers
B) participating performers
C) local music-scene influencers
D) all residents of the town in which the concert will be held
7. Approximately how much of a public relations budget should be allocated toward
contingencies or unexpected costs?
A) 1 percent
B) 5 percent
C) 10 percent
D) 20 percent
8. A budget is usually divided into two categories. What is one of them?
A) staff time
B) event costs
C) speaker’s fees
D) equipment rental
9. Which is not likely to be a part of a checklist for basic strategic planning?
A) determining the audience
B) determining what channels to use to reach the audience
C) determining what photographs to take
D) determining what research to conduct
10. A Gantt chart is essentially a
A) survey summary.
B) calendar.
C) budget.
D) listing of objectives.
11. A useful way to organize the timing of a campaign is
A) tactics by media category
B) tactics by objective
C) tactics by length of implementation
D) list strategies and then fill in tactics
12. A strategy is basically:
A) measuring objectives.
B) how objectives are met/achieved.
C) a situation analysis.
D) tactical response.
13. Evaluation must be
A) tactical.
B) measurable.
C) purposeful.
D) measured by metrics.
14. A stated objective should be evaluated by asking all of the following questions
EXCEPT
A) Is it profitable or bottom-line oriented?
B) Does it really address the situation?
C) Can success be measured in meaningful terms?
D) Is it realistic and achievable?
15. Timing a public relations program to when a crop comes to market, or around a
specific holiday, would indicate a
A) one-time approach.
B) seasonal approach.
C) remedial approach.
D) measured approach.
16. The acronym MBO stands for management by
A) observation.
B) objectives.
C) organization.
D) opportunity.
17. The evaluation element of a plan relates directly back to
A) the target audience.
B) stated objectives.
C) research.
D) program budget.
18. Which is NOT considered an out-of-pocket budget expense?
A) media kits
B) salaries
C) video news releases
D) transportation
19. An agency planning model likely contains which of the following?
A) Audience
B) Research
C) Competition
D) Conclusions
20. A tactic is:
Page Ref: 161-162
1. Systematic planning can prevent haphazard, ineffective communication.
2. Planning should be the first step in any public relations process.
3. NBO is a fundamental approach to planning
4. Objectives aren’t the end result of a campaign, but the means to achieve a result.
5. Informational objectives are bottom-line oriented, and based on clearly measurable
results.
6. An approach that organizations and public relations forms take is to
infer that awareness occurred because many media placements were
obtained.
7. A Gantt chart is often used in compiling timetables for campaigns.
8. The lion’s share of any public relations budget is earmarked for staff and administrative
time.
9. Motivational objectives are often measured and evaluated by increases in sales or
market share.
6.3 Essay Questions
1. You have been asked to fundraise for a campus organization that is new or “under the
radar.” Using concepts of planning ranging from situation and objectives to timetable and
Page Ref: 156–169
2. List three to five “measurable” objectives you have for yourself. They can include
college, career, personal goals, etc. Cite specific tactics that you plan to use to achieve
these goals. How will they be measured? Please give a basic “timetable” and offer
Page Ref: 158-159