Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. Chandler Chicco Agency
b. Spectrum
c. GCI Health
d. TogoRun
38. An organization that encourages its employees to talk about their employer on
social media is practicing what strategy?
a. two–way communications
b. storytelling
c. employee advocacy
d. consistent communications
39. Over the next 25 years, what U.S. population trend is predicted to require a new set
of engagement touch points for relationship building between consumers and
organizations?
a. Majority will be multi-cultural.
b. Majority will be younger than 25.
c. Majority will be women over 50.
d. Majority will work from home.
40. Which type of mass media allows higher education institutions to target information
sharing and facilitate two-way engagement with their priority audiences?
a. electronic
b. print
c. outdoor
d. social
41. Why should a university’s PR department audit the institution’s social media
profiles?
a. to develop a monthly calendar of content
b. to control all posts
c. to ensure a common understanding of purpose and goals exists
d. to leverage analytics tools
42. Why is the development of budget and bond issue campaigns a major function of
public relations at the K-12 school level?
a. to secure media coverage of budgetary needs
b. to ensure the local education department is taking a proactive stance
c. to encourage local community involvement with the budget process
d. to affect public opinion
43. The local schools PR specialist who plans and publicizes district service programs
and works with grassroots organizations, civic associations, and service clubs is
functioning in what capacity?
a. community relations liaison
b. imaging and marketing
c. PR trainer
d. communications planning
44. When a grassroots organization desires immediate attention and action for their
issue, which of the following is an example of an effective tactic?
a. direct mail campaign to raise funds
b. handing out pamphlets on the street corner
c. unannounced visit to the mayor’s office
d. a series of YouTube videos
45. The organizers of the 2016 Women’s March on Washington used a two-pronged
strategy of ______ to organize a successful event?
a. rallies and vigils
b. Facebook and diversity
c. two-way communication and demonstrations
d. social media and fundraising
46. During the planning and organization of the 2016 Women’s March on Washington,
insiders engaged in ______, which is often a byproduct of activism.
a. harmonious support of each other
b. competition with other grassroots organizations
c. uncertainty and fear
d. internal debate and infighting
47. Why did syndicated columnist Dan Savage and his partner Terry Miller initially
create the It Gets Better Project?
a. to start a national LGBT movement
b. to create a digital platform and clearinghouse
c. to encourage gay teen victims of bullying that life will get better
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
d. to raise funds for a new teen suicide prevention nonprofit
48. The platform developed by digital strategy firm BSD for the It Gets Better Project
was designed to get people to speak out about a specific issue. This is an example of
what type of public relations objective?
a. influential
b. motivational
c. personal
d. informational
49. A nonprofit that consistently uses social media to mention partnerships, networking,
and relationships with other groups is providing evidence of ______?
a. collaboration
b. dependence on other organizations
c. the importance of its mission to others
d. its need for support
50. In addition to serving as a global resource connecting nonprofits to individual
donors, GlobalGiving also provides a mechanism for ______ to support its nonprofit
members.
a. local governments
b. volunteers
c. corporations
d. educational institutions
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
True/False
1. You are well suited for public relations opportunities with health-care organizations
and PR firms with health specialties if your interests include science and health.
2. Research by Nonprofit HR projected that in 2016 the greatest job growth in the
nonprofit sector would be in marketing communications and public relations.
3. Using Facebook to post photos and videos is a positive way in which nonprofits can
foster relationships of trust and satisfaction.
4. A public relations practitioner working for a health–care facility typically specializes in
either internal communications or external communications.
5. A well-defined approach to employee relations is foundational to a healthy health
communications agency.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
6. According to an Edelman survey, there is a disconnect between what universities are
providing to the public versus how they are communicating what they are doing.
7. More than half of surveyed education journalists admit they often find it difficult to get
in-person access to schools and college campuses for reporting purposes.
8. Communications consistency is key; hence your social media voice should be within
an octave of your institution’s tone and voice.
9. The National School Public Relations Association says that a PR professional is
essential to each of the 13,500 public school districts in the United States.
10. To be considered a grassroots organization, a group must be incorporated as a
501(c)(3) nonprofit.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Short Answer
1. How do NGOs differ from governmental entities?
2. How is it possible that a health-care PR practitioner may have greater influence than
that of the average physician?
3. What is the purpose of a crowd-speaking platform?
4. Why should educational PR practitioners place a high priority on their interaction with
education journalists?
5. What did the success of the No Boston Olympics movement demonstrate?
Essay
1. What is Aaron Sherinian’s definition of good public relations and how does he
integrate corporate social responsibility with PR?
2. As the intersection of health, science, and communications, health care PR is the
perfect career for some people. If you are considering such a career, what questions
should you answer to help determine your suitability, and why?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
3. What elements of Bayer’s Skyla Make Your Mark contest contributed to its huge
success?
4. As the PR specialist for a pediatric hospital you are charged with developing an
information campaign targeted at teens. You are told to direct all resources to local
media rather than digital, however, you believe this approach is too limited. What can
you do to support your recommendation to expand the approach?
5. What should an audit of your institution’s social media profiles include, and why is it
important to perform such audits regularly?