Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 7: Strategies
Test Bank
Multiple Choice
1. Objectives are completed through the use of which one of the following?
a. tactics
b. strategies
c. outcomes
d. means
2. Developing a strategy requires a deep understanding of both items in which of the
following?
a. publics and internal organizational coalitions
b. audiences and channels
c. internal organizational coalitions and publics
d. competitive environment and organizational leaders
3. PESO adds to traditional media which one of the following?
a. billboards
b. television
c. newspapers
d. social media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
4. Campaigns should adhere to which one of the following guidelines regarding media
use?
a. Choose a mix of media according to organizational goals and audiences.
b. Select one medium as the primary medium for the campaign and use others for
secondary communications.
c. Communicate through one traditional and one digital medium only.
d. Select communications media according to audience preferences.
5. Broom and Sha’s description of the term controlled describes which one of the
following media?
a. government-regulated media
b. television news shows
c. radio talk shows
d. brochures
6. For Broom and Sha, an uncontrolled medium is exemplified in which one of the
following?
a. organizational brochures
b. an organizational website
c. television news coverage
d. an organization’s print advertisements
7. Which one of the following is NOT considered paid media?
a. websites
b. radio ads
c. newspaper ads
d. Facebook ads
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
8. Which one of the following factors in paid media will NOT usually affect price?
a. the specific medium used
b. the ad’s number of potential views
c. the ad’s message
d. the ratings an ad receives
9. Which task would make the use of paid media in a campaign imperative?
a. explaining how an organization functions
b. increasing audience awareness
c. announcing an organization’s position on a public issue
d. new brand introduction
10. Why is earned media considered more valuable than owned media?
a. because the organization pays for presenting it
b. because its message has news value beyond the organization
c. because audiences repeat it on the internet
d. because its message is presented across media as it came from the organization
11. What advantage has the proliferation of media channels offered organizations?
a. It has resulted in reaching a more homogeneous audience.
b. It has lowered the overall cost of reaching many audiences.
c. the ability to reach more audiences with varied messages
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
d. the opportunity to create a greater number of messages within a shorter time
12. What might make a story unable to achieve earned media?
a. Earned media outlets allow little control for the organization.
b. A story may be too costly for some organizations to produce.
c. A story may be too narrow for some media outlets.
d. Earned media require long lead times to present stories.
13. Which one of the following is an example of shared media?
a. Facebook
b. NBC news
c. The New York Times
d. Marie Claire magazine
14. What feature does a shared media story have for an organization?
a. that stories reflect general audience preferences
b. that stories are targeted to smaller audiences
c. that stories are fact-checked and edited
d. that stories are presented without the mediation of reporters
15. Why would an organization work cooperatively with bloggers who repeat a story
without allowing the organization to assert editorial control?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. Bloggers provide faster means to reaching broad audiences.
b. Bloggers can be influencers with high credibility with their readers.
c. Bloggers pay organizations for the stories they comment on.
d. Bloggers generally have greater audience reach than organizations.
16. Which media should be at the center of an organizations informational campaigns?
a. owned media
b. shared media
c. paid media
d. earned media
17. What is considered the most impactful evolution in organizational communications?
a. when organizations found a way to reduced their use of paid media
b. when organizations began presenting their own web sites
c. when organizations began to work with influential bloggers
d. when organizations found that consumers shared the organization’s stories across
social media outlets
18. What does overlap in the PESO model mean to organizations?
a. Organizations’ messages are redistributed to several social media platforms with a
single posting.
b. Organizations can post their messages for free without the interruption of unrelated
ads.
c. Organizations’ messages are presented identically across several social media
platforms.
d. Organizations can post their messages for free on a social media platform and also
supplement them with paid messages.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
19. The availability of multiple media channels supports which one of the following?
a. tracking which media audiences use most
b. segmenting audiences according to campaign objectives
c. improving the reach of shared media
d. reaching multiple publics through multiple channels
20. The example of promoting a store opening would benefit from which one of the
following strategies?
a. limiting campaign messages only to owned
b. using all available media channels throughout the entire campaign
c. using multiple media channels at different stages of the campaign
d. placing emphasis on paid media to ensure audience reach
21. Campaign strategies should all hinge on which one of the following?
a. message
b. audience
c. medium
d. campaign objectives
22. How should a practitioner make selections for media outlets for audiences during a
campaign?
a. by considering how the target audience overlaps with a media outlet’s audience
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
b. by considering audience size first, then media availability
c. by considering the amount of control over the message the media outlet allows
d. by considering which stage the campaign is at the time of the release of the message
23. Which one of the following is NOT considered a demographic measure?
a. education
b. age
c. political views
d. gender
24. How are psychographics measured?
a. through a person’s responses to questions
b. through U.S. Census data about a person
c. through a person’s past experience
d. through objective observations of a person
25. According to Ragas and Culp, which one of the following does NOT represent an
“intangible asset”?
a. employee skills
b. an organization’s vision
c. brand value
d. a medium’s potential audience reach
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
26. According to the text, what particular offering is identified as something a
spokesperson can offer a media outlet?
a. in-depth explanation of an issue
b. availability for media schedules
c. quotable media-friendly content
d. official viewpoints on issues
True/False
1. To ensure clear message presentation, campaigns should avoid using overlapping
media.
2. Earned media can benefit any campaign.
3. Different media channels can be used at different times during a campaign.
4. Media outlets can and should be selected by how a target audience overlaps with a
media outlet’s audience.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
5. Geography is not generally a consideration of media out selection in a campaign.
6. It is not possible to make decisions about campaign strategy on the basis of
psychographics.
7. Audience members’ personal and professional activities influence part in media out
selection during campaign strategy planning.
8. It is possible for practitioners to create strategies that target individuals who are also
decision-makers.
9. The newsworthiness of a story should be considered at the objective development
state of campaign planning.
10. Organizational data does not usually find uses as story content with an appeal to
media outlets.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
Short Answer/Essay
1. Name instances that make the use of paid media an imperative in a campaign.
2. Explain what overlap means in the PESO model.
3. State the reasons why consideration of the audience is foremost in campaign
strategy.
4. Explain why person’s political views are not considered a demographic measure.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
5. Explain how the practitioner can choose among varied media outlets.
6. What media outlets are recommended for an organization that has strong camera–
ready visuals and wants to extend its story beyond its own website.
7. Explain some of the considerations an organization might weigh in the competitive
landscape of media outlets regarding choosing strategies for presenting a message
across media outlets.
8. Explain why sameness is not a good thing in presenting an organization’s message.