Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 9: Implementation
Test Bank
Multiple Choice
1. The text states that successful campaign implementation includes which one of the
following?
a. organizational values
b. relevance
c. timeliness
d. expectations
2. Which one of the following is NOT identified as necessary to the implementation
phase?
a. project budgets
b. organizational values
c. generating timelines
d. team communication
3. In the implementation phase, estimating costs is made easier how?
a. using a third party to review quotes
b. employing budgetary planning systems
c. creating tiered budgets for projects
d. working closely with vendors
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
4. In which budget category would you find the cost of editing software?
a. media costs
b. administration
c. infrastructure
d. materials
5. Which one of the following is an example of a “soft” budget cost?
a. in-house video production
b. event costs
c. vendor payments
d. infrastructure expansion
6. According to the text, in PR agency work, when a client’s project needs more time per
month than expected, which one of the following is likely to happen?
a. The organization will take responsibility for tasks that are not covered by the PR
agency.
b. The project timeline is adjusted to allow for the additional work.
c. Additional personnel is brought in to keep meet deadlines.
d. An additional contract with the client will be created.
7. Modern PR work resembles which one of the following?
a. assembly line work
b. specialist work
c. freelance work
d. contract work
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
8. What primarily determines the design of a PR campaign team?
a. tasks and team member skills
b. tasks and project costs
c. team member skills and objectives
d. tactics and costs
9. Creating a functional timeline for a project task will require which one of the
following?
a. knowledge of specific services and deadlines of the project
b. knowledge of the steps and costs of specific services
d. knowledge of the steps and time needed to do tasks
d. knowledge of both hard and soft deadlines for tasks
10. What is recommend to ensure that project timelines are met?
a. be prepared to add staffing to meet deadlines
b. add padding to timelines
c. set a flexible budget for the project
d. alert clients about possible timeline defaults in the proposal stage of a project
11. What is the purpose of a Gantt chart?
a. to organize multiple deadlines
b. to show project expenses
c. to track staff hours
d. to display project elements
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
12. In a PR campaign, which job title below is responsible for conveying a clear project
vision to the campaign team?
a. organizational leadership
b. PR supervisor
c. project manager
d. production supervisor
13. What two variables must successful PR practitioners keep in balance as they
support team members who work on project tasks?
a. project objectives and budget
b. cost and staff size
c. budget and organizational values
d. efficiency and creativity
14. Which one of the following is a stated recommendation for PR practitioners who
work with others outside their field?
a. Use caution when commenting on the contributions of PR team members.
b. Do not discuss personal opinions of specific project elements.
c. Avoid using PR industry-specific jargon with others.
d. Do not comment on organizational values that are not included as part of the project.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
15. Which one of the following concepts summarizes an essential mandate for the PR
practitioner working with non-PR people?
a. Clients should be educated in PR practices.
b. Clients should be regarded as experts in their field.
c. PR practitioners should learn to overcome client objections.
d. PR practitioners are responsible for effective client communication.
16. What story pitches are considered the most valuable by journalists and editors?
a. those that relate to large and younger audiences
b. those that have one or more unusual personalities as central part of the story
c. those that indicate they are most timely
d. those that are framed for a media outlet’s audience or journalist’s beat
17. What is the recommended way a PR practitioner be a source of ideas for stories
and pitches?
a. by building contacts in the professional field
b. by knowing journalists and editors
c. through knowing the organization
d. through contributions from team members
18. What is one stated recommended way that PR practitioners can be effective at
stories and pitches to reporters?
a. reading and research on specific reporters and media outlets
b. gaining familiarity with a publication’s editorial policies
c. building a network of contacts in the journalistic field
d. developing a topic and story list for pitches
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Difficulty Level: Easy
19. What is one recommended source PR practitioners can use for increasing self–
awareness of their capabilities and weaknesses?
a. senior colleagues
b. professional development courses
c. trade and industry journals
d. participation at industry conferences
20. What is one recommended way PR practitioners can sustain resilience and the
ability to bounce back from adversity when pitching media?
a. Practitioners should research media for past interest in the topic or story being
pitched.
b. Practitioners must feel confident in their knowledge of a problem and those are
pitching.
c. Practitioners should be part of a team of specialists who can address the topic from
many viewpoints.
d. Practitioners need to know they have sufficient organizational support for the ideas
they are pitching.
21. When unexpected circumstances arise during a campaign, what is the recommend
course of action to follow?
a. stay the course regarding the selected objectives and tactics
b. adapt to the changing conditions by revising plans and actions
c. slow the pace of the project until the unexpected circumstances resolve themselves
d. place a hold on the project until the unexpected circumstances resolve themselves
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
22. A way to understand change in the organizational environment is as follows: When
one element changes, the organizations within the environment each must respond,
and tend to return to a balanced state. This is called ______.
a. contingency theory
b. adaptive theory
c. accommodation theory
d. systems theory
23. A way to understand change in the organizational environment is as follows:
attempts to respond to external change are seen as a balance between advocacy and
accommodation. This is called ______.
a. contingency theory
b. accommodation theory
c. adaptive theory
d. systems theory
24. The public relations function will address the possibility of unaccounted for
outcomes by doing which one of the following?
a. planning based on past performance
b. planning based on resource availability
c. planning based on hypothetical results
d. planning based on organizational values
25. The best PR campaign plans are thought of and described as which one of the
following?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. directional
b. a linear path
c. dynamic
d. a map
True/False
1. The implementation phase of a campaign marks the end of the research and
planning stage.
2. Organizational leaders prefer to know cost estimates and decisions as they become
available.
3. Infrastructure costs will represent costs associated with physical property such as
equipment and facilities as well as some services.
4. While agencies tend to have fixed personnel costs, organizations have flexibility in
assigning team members to projects as needed.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
Difficulty Level: Easy
5. PR team members can expect to be assigned to projects according to their available
time.
6. Setting up project timelines will often involve an analysis of tasks and times.
7. Practitioners can help ensure success in working with journalists by being sensitive to
their deadlines.
8. The key to effective media relations is in knowledge of journalists and their work.
9. Generating enthusiasm for a project may require practitioners to step out of their
comfort zone, which may involve responding to the informational and emotional needs
of their team members.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
10. Practitioners should not be considered an expert at every task or tactic.
11. PR practitioners that are adept in overcoming obstacles tend to be the best
negotiators.
12. Most media pitches find success because they are offered at times reporters need
them.
13. The most successful plans are executed as written.
14. When unexpected circumstances arise during a campaign it is important that
practitioners adjust to the circumstances and recalibrate strategies and tactics.
15. Contingency theory is used to explain agency budget priorities.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
Short Answer/Essay
1. Editing and editing software are both associated with creative work. State the budget
categories in which they would be placed and why.
2. Describe the difference between a “hard” and “soft” budget costs.
3. Explain why it is important to track the time it takes to accomplish tasks in a project.
4. Why would it be important for the PR practitioner to know how long it should take to
do routine things such as generating a news release?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
5. Explain how project timelines might be complicated when tasks involve providers
outside the PR agency.
6. Explain why it is important for PR practitioners to educate those outside the PR team
on strategic communications processes.
7. Explain how timing plays a critical role in the success of a PR practitioner.
8. Describe what might be the better source that PR practitioners can rely upon for
increasing self-awareness of their capabilities and weaknesses, and why.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
9. Discuss the role of the PR practitioner’s attitude or personal outlook with regard to
persistence and perseverance and pitching stories.
10. How can the practitioner benefit from instances when a campaign does not proceed
as planned?