PR Strategy Quiz # 1

______ is a reflection of an organization’s identity.

Branding

Advertising

Public relations

Marketing

The University of West Georgia (UWG) was experiencing ______.

Slowing enrollment

Growing enrollment

Budget cuts

Damaged reputation

Qualitative research at the University of West Georgia (UWG) described UWG as ______.

Too expensive

Down and out

Up and coming

A good bargain

The U.S. Conference of Catholic Bishops wanted to increase ______ engagement on social media prior to Pope Francis’ first visit.

Hispanic

Asian

Non-Catholic

Catholic

The U.S. Conference of Catholic Bishops’ goal was to ______.

Amplify the message of the Pope’s visit

Increase attendance at the Pope’s mass

Increase donations to the Catholic Church

Build awareness of the Pope’s platforms

A holistic media strategy that encompassed social content, influencer outreach was used by the U.S. Conference of Catholic Bishops during the ______ phase of the campaign.

Research

Communication

Evaluation

Action

Proactive media messaging was used by the U.S. Conference of Catholic Bishops during the ______ phase of the campaign.

Research

Action

Communication

Evaluation

The goal of the Mississippi, Believe It! campaign was ______.

To maintain the positive reputation the state already enjoyed

To expose as many people as possible to the message that the Mississippi of 1960 is not the Mississippi of today

To build awareness of the area’s tourist opportunities

To encourage business development

The Mississippi, Believe It! campaign differed from most campaigns of its type in that ______.

No press releases were used

It relied heavily on social media

It repeated negative statements throughout the campaign

It ignored negative statements throughout the campaign

OnlineVisas.com’s campaign focused on ______.

Building awareness of its new products

Maintaining its positive reputation

Reversing negative perceptions about its website

Building relationships with publics and using inbound strategies to drive traffic to its new website

During the OnlineVisas.com campaign, ______ the campaign team made sure messaging and branding was consistent across platforms.

First

Second

Third

Last

During the OnlineVisas.com campaign, ______ messages were paired with appropriate website pages to drive traffic and then hold the visitor’s interest.

First

Second

Third

Last

During the OnlineVisas.com campaign, messages were paired with appropriate website pages to drive traffic and then hold the visitor’s interest in order to ______.

Increase frequency

Increase bounce rate

Decrease bounce rate

Increase range

During the OnlineVisas.com campaign, ______ all posts were accompanied by meaningful hashtags.

First

Second

Third

Last

During the OnlineVisas.com campaign, all posts were ______.

Repeated at least once during 24 hr

Repeated at least twice during 24 hr

Repeated at least three times during 24 hr

Accompanied by meaningful hashtags

______ can be extremely valuable in helping to rebuild trust.

Community relations

Advertising

Public relations

Marketing

Research for the “Lights in the Night” campaign revealed ______.

Only two ArtPrize competitions since 2009 involved performance art

Damaged reputation

Most ArtPrize competitions involved performance art

Most ArtPrize competitions involved sculpture

The ultimate goal of the Lights in the Night client was not to win the competition, but rather ______.

To come in second or third place

Raise awareness about the client

To safely and successfully provide the public with a once-in-a-lifetime experience

Gain credibility for the client

8ThirtyFour grew a Facebook (FB) page organically through ______.

Tagging, following, and jumping on relevant media conversations

Paying for Facebook ads

Links from its website

Tweets

Twitter was used more for ______ during the Lights in the Night: Lanterns Make Community Connections campaign.

Listening

Transmission of messages

Countering negative perceptions

Raising awareness

______ research showed that SVA at Belmont University was not well known throughout Nashville.

Secondary

Primary

Action

Evaluation

______ research clarified the campaign opportunity for the SVA at Belmont University and helped identify the key campaign stakeholders.

Secondary

Primary

Action

Evaluation

The goal of Belmont University’s Student Veterans of America (SVA) campaign was to ______.

Neutralize negative perceptions of the SVA

Raise participation of members in the SVA

Raise awareness of SVA and its role in student veteran success

Maintain the positive reputation of the SVA

SVA’s mission and values were shared via red, white, and blue support ribbons attached to information cards during the ______ phase of campaign implementation.

Research

Evaluation

Action

Communication

In addition to the support ribbons, RWB successfully ______.

Launched a student veteran Week of Honor February 21–27 across the state of Tennessee

Increased attendance at SVA meetings

Increased donations to SVA

Launched a website for SVA

The Cleveland Foundation developed a campaign to ______.

Raise funds

Build awareness of its programs both locally and nationally

Celebrate its 100-year history and the birth of the community foundation field

Encourage participation in its programs

Research for the Cleveland Foundation included ______.

Web analytics

Field observation

Surveys

Focus groups and interviews

The research for the Cleveland Foundation revealed ______.

Many were unfamiliar with its role supporting key community assets and institutions

Many knew about the foundation, but had neutral attitudes toward it

Many knew about the foundation, but had negative attitudes toward it

A similar campaign had been conducted every year for the past 5 years

The overarching goals of the Cleveland Foundation’s centennial campaign were to ______.

Maintain the positive reputation the foundation already enjoyed

Increase awareness of the foundation’s history of impact and current leadership

Increase donations to the foundation and its programs

To encourage business development

The foundation’s cross-disciplinary centennial team developed the concept of giving a gift to the community each month during the foundation’s 100th year during the ______ phase of campaign development.

Research

Action

Communication

Evaluation