Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Difficulty Level: Easy
46. Which one of the following was determined to be the most efficient way to reach
HP’s general employee population with regard to driving participation in the program?
a. Facebook
b. email
c. Twitter
d. the HP in-house website
47. Videos about the WGC program were presented by which one of the following?
a. employees from all levels of HP
b. HP Management staff
c. members of the HP human resource team
d. the HP Chief Executive Officer
48. The HP Global Wellness Challenge did not involve employees in things such as
online conversations or picture sharing. It featured a steady flow of information that
focused on persuasion. This means the HP GWC represented which one of the
following models?
a. two-way asymmetrical model
b. two-way symmetrical model
c. public information model
d. press agentry model
True/False
1. The overarching objectives of the Caribou campaign were to increase brand name
retention and increase commercial restaurant sales.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
2. To showcase itself as forward thinking, the Caribou Coffee brand told fans it had
developed a new coffeemaker that never needed cleaning.
3. Caribou extended seasonal outreach beyond Black Friday by engaging prominent
bloggers who created cookie recipes using coffee and ginger.
4. Exponent capitalized on interest in its Black Friday weekend promotion by introducing
limited-time-only drinks
5. 2016 was the best year to-date for Caribou Coffee in terms of social media
engagement and media relations results.
6. The text states that Caribou experienced a 19 percent year-over-year increase in
social media engagement across channels as a result of its campaign.
7. As a result of the Caribou campaign, its Facebook, Pinterest, Twitter followings all
grew by 50 percent or more year-over-year.
8. Flag for All Mississippians Coalition used an online survey to measure sentiment
about changing the flag.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
9. The Mississippi Flag campaign relied on television news coverage to raise
awareness.
10. The Mississippi Flag campaign used Facebook to keep interested parties up to date
about the campaign.
11. The Mississippi Flag campaign used Facebook to maintain two-way communication
to keep interested parties engaged in the campaign.
12. The Flag for All Mississippians Coalition enlisted the help of clergy in the campaign.
13. In the end, the Mississippi Flag campaign was successful in that legislation was
proposed to change the Flag.
14. The use of events in the formal practice of public relations came into prominence in
the 1940s.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
15. The success of the Worlds’ Toughest Job campaign enabled America Greetings to
meet sales goals for the entire year during the Mother’s Day season.
16. As successful as the World’s Toughest Job campaign was online, competing news
events at that time kept the campaign from achieving significant earned media
coverage.
17. The Cincinnati Zoo’s use of its Facebook and Twitter platforms to address
comments about the killing of Harambe was considered a success after addressing
initial negative audience reactions.
18. When a communications crisis occurs, planning a response must be placed as a top
priority.
19. The implementation phase of the Cincinnati Zoo: Harambe crisis situation had the
Zoo’s director to defend its actions which were being decried publicly.
20. The Cincinnati Zoo attempted to convince the public that the life of the child was
more important than that of an animal in defense of its actions during the crisis. This
was an example of Symmetrical communication.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
21. Teens 4 Pink Ambassadors website indicates that it works to educate local and
state health agencies about the health needs of young African American women.
22. The reporting data used to measure the Teens 4 Pink program’s impact on behavior
was through a survey.
23. The Teens 4 Pink campaign used Framing theory to make the issue of breast
cancer among African American women a top-of-mind issue.
24. The strategic approach for the HP wellness initiative served two key audiences:
Short Answer/Essay
1. Describe what Exponent did to involve Caribou fans in its brand.
2. Describe how the Caribou campaign leveraged a seasonal topic and showcased the
playful nature of the brand.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
3. Describe how the Caribou campaign reflected a two-step flow approach to public
communication.
4. Explain how the Caribou campaign reflected the two-way symmetrical communication
model.
5. How was Framing Theory used in the Mississippi Flag campaign?
6. Contingency theory was part of the Mississippi Flag campaign. Explain what the
contingency position was?
7. Explain how the decision to use two-way asymmetrical communication in the
Mississippi Flag campaign may have limited the campaign’s overall success.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
8. Explain how the “Director of Operations” video engaged the audience to deliver its
message.
9. The World’s Toughest Job campaign was shared by individuals from all walks of life.
What made this possible?
10. Situational Theory of Public was central to the World’s Toughest job campaign.
Explain what “situation” was represented in the campaign.
11. Describe how did the World’s Toughest Job campaign followed McGuire’s
Communication and Persuasion Matrix.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
12. Is it possible that public outcry can disable an organization’s ability to communicate?
Explain.
13. Discuss the elements of the Cincinnati Zoo–Harambe incident that likely made the
event become viral.
14. The Cincinnati Zoo director in the Harambe killing case defended the zoo’s safety
saying it regularly meets federal safety standards. This later was found to be untrue. It
was discovered that a USDA investigation revealed that the zoo hadn’t updated the
barrier since it was erected in 1978. Why is this a potential problem for the PR
practitioner/counselor?
15. State who the Teens 4 Pink relied upon to generate local coverage in media about
is campaign.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
16. Explain how the conversations of engaged participants seen in the Teens 4 Pink
campaign exemplify the two-way symmetrical model of communication.
17. Describe the ways in which WashU used its website to serve distinct interests of its
audiences.
18. How did the WashU library support the Ferguson crisis communication campaign?
19. What indicated that WashU would apply systems theory in its approach to the
Ferguson crisis communication campaign?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
20. Describe at least two challenges that were identified during the implementation of
the HP Global Wellness Challenge.