PR Ch 7 self Study

1. According to Arthur Page, principled public relations means you have to:

• Tell a story

• Lead with your values

• Prove it with action
  

• Always ask for feedback

2. What did Chipotle do when it discovered one of its major pork suppliers was not complying with humanitarian guidelines?

• It continued serving pork at all of its restaurants

• It pulled pork from the menu at all of its restaurants

• It scrapped its commitment to animal welfare

• It maintained its commitment to animal welfare
  

3. You're launching Discover Bank's financial responsibility campaign in January to kick off the new year. The target public is millennials who are not aware of Discover's resources and services-and you want them to open a new account. Your research shows that millennials are social media savvy and engaging heavily on music streaming platforms. With this in mind, which channel of communication might you select as part of your campaign?

• trade magazine

• fm radio

• netflix

• instagram

4. Internal newsletters and radio commercials are examples of:

• paid advertisments

• controlled media

• uncontrolled media

• internal communications

5. ______ are channels of communication that allow you to create and distribute messages exactly how you want to, while ______ do not allow you to dictate the exact message.

• Controlled media; uncontrolled media
  

• Uncontrolled media; shared media

• Owned media; controlled media

• Controlled media; paid media

6. Which of the following is designed to promote an organization as a whole, rather than a particular product or service?

• earned media

• branded content

• corporate advertising

• native advertising

7. Earned media is most closely linked to which of the following?

• advertising

• marketing

• publicity

• integration

8. Barkbox's "Pupdates" email service and its BarkPost blog are both examples of:

• paid media

• earned media

• shared media

• owned media

9. The more ______ the decision-makers within an organization, the more effective the organization will be in relating to various publics.

• diverse

• senior

• organized

• experienced

10. One of Kimberly-Clark's most important publics, making up 85% of its customer base, is:

• women

• people of color

• teenagers

• millennials