PR ch 6 Self study

1. According to the hierarchy-of-effects model, before people can comprehend a message, they must also:

• Agree with the message

• like the message

• remember the message

• act on the message

2. Imagine you're working for your university's communications department. The university is opening a new history museum, and it's your responsibility to drive attendance for opening night. In this situation, the desired outcome is most closely associated with which level?

• acting

• agreeing

• rememberng

• proselytizing

3. _________ are the specific measurable steps you must achieve to accomplish larger ________, which are the desired outcomes that directly help an organization pursue its mission or vision.

• Goals; objectives

• Outcomes; goals

• Outputs; objectives

• Objectives; goals
  

4. You've drafted an objective for your organization's (Company X) employee communications campaign. It reads "To drive a 20% click-through rate from Company X's internal e-newsletter to Company X's employee portal." In the past year, you've been able to achieve a 16% click-through rate. Which of the SMART criteria is missing?

• measurable

• achievable

• time-bound

• relevant

5. Your boss has asked you to report the number of news releases you've distributed this year for your travel client. This is an example of:

• outcome

• output

• objective

• strategy

6. Which of the following is characteristic of a good timeline?

• It highlights key dates and events, such as campaign launches

• It creates accountability with clear deadlines

• It encourages organization with larger teams

• It determines when to spend resources on what
  

7. Imagine you're managing the social media content for your university's PRSSA chapter. You set regular intervals to check how well the content is performing, and you notice that posts featuring guest speakers are the most popular. You use this information to adjust your content strategy. This is an example of:

• formative eval

• benchmarkin

• tactical decision making

• goal setting

8. According to the textbook, which of the following is NOT one of the key resources to consider in a public relations budget?

• personnel

• administrative costs and supplies

• partnerships

• media

9. Even though you're making $25/hour as an account manager at an agency, the ______ charged to the client for your work may be up to three to four times your salary.

• fringe cost

• profitable fee

• overhead fee

• billable rate

10. If you were to apply consequentialism to decide whether buying zombie social media followers is ethical, you would focus your decision making on:

• rules

• outcomes

• people involved

• values