Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 14: Public Relations in Grassroots Organizations
Test Bank
Multiple Choice
1. What organization serves as a clearinghouse to support alliances between nonprofits
and business?
a. Nonprofit HR
b. NSPRA
c. Engage for Good
d. United Way
2. Which category of public relations includes more than 1 million organizations in the
U.S.?
a. nonprofit
b. grassroots
c. health communication
d. education
3. Public relations functions in ______ include management counsel, internal PR,
capital campaigns, and crisis communication.
a. health-care
b. education
c. politics
d. finance
4. What challenge drives nonprofits to cultivate relationships with donors, volunteers,
and organizations that support causes?
a. lack of community awareness
b. misconceptions about their mission
c. insufficient funding
d. competition with other nonprofits
5. What do most U.S.-based NGOs have in common?
a. global presence
b. government operations
c. PAC funding
d. few volunteers
6. Compared to advertising, promotions, and special events, which of the following has
become an economical, accessible, and powerful communication tool for nonprofits?
a. crowdfunding
b. Facebook
c. LinkedIn
d. YouTube
7. Due to greater focus on health awareness and engagement by the general public,
opportunities are increasing in what facet of public relations?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. education
b. health communication
c. nutrition
d. public health
8. When a PR specialist employed by a hospital writes and distributes a newsletter to
medical staff and other employees, what type of communication is this?
a. internal
b. external
c. digital
d. personal
9. Which firm was named as The Holmes Report 2016 Healthcare Agency of the Year?
a. GCI Health
b. GLOBALHealthPR
c. Spectrum
d. TogoRun
10. The successful PR programs of Amendola Communications all share three key
ingredients: integrated communications, creative and proactive outreach with targeted
pitching, and ______.
a. animations and videos
b. culturally relevant spokespeople
c. first person stories
d. long-standing industry relationships
11. According to The Holmes Report, which agency focuses on the digital and social
media where consumers actively look for health-care information?
a. Amendola Communications
b. GCI Health
c. Chandler Chicco Agency
d. Globovoz Communications
12. Why is employee advocacy in the form of employee messaging a viable strategy for
health-care organizations?
a. ranks as more credible than messaging from the CEO or board of directors
b. offers unsolicited inside info
c. provides testimonials at no additional cost
d. can be easily tailored to specific audiences
13. Some of the most popular platforms, such as Facebook, Instagram, and Twitter,
offer easy avenues for which of the following strategies recommended by Ragan’s
Health Care Communication News?
a. consistent communications
b. careful segmentation
c. employee advocacy
d. storytelling
14. Based on projections drawn from the 2015 U.S. Census, what demographic
segment will make up more than half the U.S. population by 2044?
a. Hispanics
b. teens
c. multicultural
d. male
15. The need for educational institutions to increase communications with a wide range
of audiences and stakeholders is impacted by which of the following conditions?
a. higher tuition
b. fewer stakeholders
c. lower volunteerism
d. rapidly changing technologies
16. According to the Edelman survey “University Reputations and the Public,” what
does the general public most want to hear from institutes of higher learning?
a. What it costs to attend?
b. How they are preparing students for top job opportunities?
c. Where their students rank nationally?
d. What awards their athletic teams have won?
17. To strengthen the reputations of universities, a recommended communications
strategy suggests using ______ to discuss how these institutions are impacting
personal lives and society.
a. the internet
b. alumni association publications
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. content sharing sites
d. targeted information campaigns
18. What do tone, personality, and point of view have in common?
a. All are used to define target audiences.
b. They impact media strategy.
c. They help to determine content.
d. All are aspects of an institution’s social media voice.
19. What is one of the tasks integral to standardizing all institution-affiliated social media
profiles?
a. assign someone to read all content daily
b. check each profile for consistency of logos, images, etc. with the overall brand
identity
c. bring them all under the umbrella of the PR department
d. limit the number of social media profiles based on the institution’s size
20. What tool should you use to determine which of your institution’s social media posts
are getting the most engagement, and at what day and time?
a. research
b. surveys
c. analytics
d. Twitter
21. What label does the NSPRA give to the school district PR function that involves
answering new resident requests and keeping district historical records?
a. district information station
b. community relations liaison
c. imaging and marketing
d. PR trainer
22. What do you call a group of people that gathers to encourage collective action
around a local-level or special-interest issue?
a. political action group
b. grassroots organization
c. collective
d. advocacy group
23. According to the text, what can traditional PR tactics such as emails, social media,
and special events accomplish for a grassroots organization?
a. increase controversy
b. change local laws
c. surprise the opposition
d. advance the group’s mission
24. What is a recommended course of action for the owner of a large liquor store chain
who is being boycotted by Mothers Against Drunk Driving (MADD)?
a. run an advertisement encouraging safe drinking habits
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. hold a press conference
c. personally meet with MADD representatives
d. use Twitter to denounce the group’s demands
25. Despite limited resources, grassroots and special-interest organizations continue to
prove they can meet goals using strategic ______.
a. planning
b. online communication
c. special events
d. public relations
26. What is the name of the first and largest crowdfunding community for nonprofits?
a. GlobalGiving
b. GoFundMe
c. Kickstarter
d. YouCaring
27. In addition to using a crowdfunding site for its potential to increase donations and
secure corporate partners, what is another benefit for nonprofits?
a. It requires less PR strategic planning.
b. The site may provide communication tools, training, and support.
c. The nonprofit is vetted and must commit to communicate regularly with donors.
d. It targets your message to specific groups.
28. In 2016 GlobalGiving experienced its highest-volume fundraising day in its 14-year
history through its participation in what event?
a. Women’s March on Washington
b. United Way Campaign
c. Skyla Make Your Mark
d. #GivingTuesday
29. No Boston Olympics, begun by two unknown men to stop the Olympics from coming
to Boston, is a perfect example of a David against a Goliath ______.
a. crowdfunding campaign
b. focused message
c. activist campaign
d. NGO
30. What PR strategy did No Boston Olympics successfully employ to make their case
to the citizens of Boston?
a. social media
b. newspaper ads
c. focused messaging
d. Facebook groups
31. According to the National Center for Charitable Statistics, how many nonprofit
organizations were registered in the U.S. in 2016?
a. 500,000
b. 1 million
c. 1.5 million
d. more than 1.5 million
32. Now is an excellent time to pursue a PR position in the nonprofit sector, based on
recent survey results indicating ______ of nonprofits expected to create new positions
in 2016.
a. 57%
b. 65%
c. 72%
d. more than 75%
33. Within nonprofits, PR duties cover a wide range of responsibilities including
supporting or directly soliciting corporate and foundation donations; managing
structured capital campaigns; planning and running special events; and ______.
a. selecting appropriate technology
b. recruiting fundraising volunteers
c. networking with partners and sponsors
d. researching organizations competing for the same funds
34. What type of organization is created to perform a variety of services, humanitarian,
and investigative functions around environmental and social issues, economic
development, health-care, and human rights?
a. foundation
b. political action committee
c. faith-based institution
d. nongovernmental organization
35. The strategic use of Facebook provides a no-cost, effective means for nonprofits to
initiate, as well as sustain, what important type of communication?
a. personal
b. social
c. two–way
d. media
36. What is the philosophy of award-winning health-care PR agency Amendola
Communications?
a. health-care from a new perspective
b. public relations is more science than art
c. relationships are the heart of health-care
d. focus on people + science
37. Which health-care PR agency developed a successful CSR campaign that
distributed a single message using a crowd-speaking platform?