Unit 26 Public Relations Campaigns

A local restaurant launched a public relations campaign to promote its new seasonal menu. The campaign should be categorized as which of the following?

• Image campaign

• Political campaign

• Market campaign

• Commercial campaign

A public relations team is hired to launch a campaign to advocate the local residents to vote for a city council candidate. The campaign would be categorized as which of the following?

• Political campaign

• Community campaign

• Social campaign

• Reputation campaign

Allison received a survey questionnaire from a public relations company, requiring information about her age, income level and educational background. What type of information would the PR company like to acquire from Allison?

• Demographics

• Media preference

• Communication style

• Geographic information

Josh was invited to a group interview where all the participants shared their opinions of a newly launched website. In which of following research events did Josh participate?

• Observation

• Survey

• Focus group

• Content analysis

Which of the following statements is an example of an objective?

• To raise brand loyalty among local consumers

• To learn our consumers’ demographics by conducting survey research

• To increase the sales of our new product line by 15 percent

• To improve the overall image of our company by using television commercials

The statement “To increase the click rate of our website by 25 percent by the end of the season” is an example of which of the following?

• Objective

• Goal

• Strategy

• Tactic

A real estate developer would like to publish a new project where the floor plan is presented. Which of the following communication tactics would be most appropriate?

• News conference

• Social media

• Press release

• Fact sheet

A fashion designer would like to receive feedback from her customers. Which of the following communication tactics would she choose to use?

• Fact sheet

• Press release

• Social media

• Media kit

An office supply company counted the actual sales before and after a public relations campaign in order to evaluate the effectiveness of the campaign. Which of the following methods did the company use?

• Measurement for production

• Measurement for audience action

• Measurement for message exposure

• Measurement for audience attitude

A small town has a population of 12,000 people. Among them, 3,000 subscribe to a local newspaper. What is the media impression of the newspaper?

• 3,000

• 6,000

• 9,000

• 12,000