Chapter 14: Public Relations in Grassroots Organizations

Test Bank

Multiple Choice

1. What organization serves as a clearinghouse to support alliances between nonprofits and business?

a. Nonprofit HR

b. NSPRA

c. Engage for Good

d. United Way

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Scenario

Difficulty Level: Easy

2. Which category of public relations includes more than 1 million organizations in the U.S.?

a. nonprofit

b. grassroots

c. health communication

d. education

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

3. Public relations functions in ______ include management counsel, internal PR, capital campaigns, and crisis communication.

a. health-care

b. education

c. politics

d. finance

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Analysis

Answer Location: Introduction

Difficulty Level: Medium

4. What challenge drives nonprofits to cultivate relationships with donors, volunteers, and organizations that support causes?

a. lack of community awareness

b. misconceptions about their mission

c. insufficient funding

d. competition with other nonprofits

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Comprehension

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

5. What do most U.S.-based NGOs have in common?

a. global presence

b. government operations

c. PAC funding

d. few volunteers

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Comprehension

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

6. Compared to advertising, promotions, and special events, which of the following has become an economical, accessible, and powerful communication tool for nonprofits?

a. crowdfunding

b. Facebook

c. LinkedIn

d. YouTube

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Easy

7. Due to greater focus on health awareness and engagement by the general public, opportunities are increasing in what facet of public relations?

a. education

b. health communication

c. nutrition

d. public health

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Easy

8. When a PR specialist employed by a hospital writes and distributes a newsletter to medical staff and other employees, what type of communication is this?

a. internal

b. external

c. digital

d. personal

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Comprehension

Answer Location: Health Communication

Difficulty Level: Easy

9. Which firm was named as The Holmes Report 2016 Healthcare Agency of the Year?

a. GCI Health

b. GLOBALHealthPR

c. Spectrum

d. TogoRun

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Easy

10. The successful PR programs of Amendola Communications all share three key ingredients: integrated communications, creative and proactive outreach with targeted pitching, and ______.

a. animations and videos

b. culturally relevant spokespeople

c. first person stories

d. long-standing industry relationships

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Hard

11. According to The Holmes Report, which agency focuses on the digital and social media where consumers actively look for health-care information?

a. Amendola Communications

b. GCI Health

c. Chandler Chicco Agency

d. Globovoz Communications

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Easy

12. Why is employee advocacy in the form of employee messaging a viable strategy for health-care organizations?

a. ranks as more credible than messaging from the CEO or board of directors

b. offers unsolicited inside info

c. provides testimonials at no additional cost

d. can be easily tailored to specific audiences

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Comprehension

Answer Location: Health Communication Strategies

Difficulty Level: Medium

13. Some of the most popular platforms, such as Facebook, Instagram, and Twitter, offer easy avenues for which of the following strategies recommended by Ragan’s Health Care Communication News?

a. consistent communications

b. careful segmentation

c. employee advocacy

d. storytelling

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication Strategies

Difficulty Level: Medium

14. Based on projections drawn from the 2015 U.S. Census, what demographic segment will make up more than half the U.S. population by 2044?

a. Hispanics

b. teens

c. multicultural

d. male

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication Strategies

Difficulty Level: Easy

15. The need for educational institutions to increase communications with a wide range of audiences and stakeholders is impacted by which of the following conditions?

a. higher tuition

b. fewer stakeholders

c. lower volunteerism

d. rapidly changing technologies

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

16. According to the Edelman survey “University Reputations and the Public,” what does the general public most want to hear from institutes of higher learning?

a. What it costs to attend?

b. How they are preparing students for top job opportunities?

c. Where their students rank nationally?

d. What awards their athletic teams have won?

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

17. To strengthen the reputations of universities, a recommended communications strategy suggests using ______ to discuss how these institutions are impacting personal lives and society.

a. the internet

b. alumni association publications

c. content sharing sites

d. targeted information campaigns

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

18. What do tone, personality, and point of view have in common?

a. All are used to define target audiences.

b. They impact media strategy.

c. They help to determine content.

d. All are aspects of an institution’s social media voice.

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Analysis

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Hard

19. What is one of the tasks integral to standardizing all institution-affiliated social media profiles?

a. assign someone to read all content daily

b. check each profile for consistency of logos, images, etc. with the overall brand identity

c. bring them all under the umbrella of the PR department

d. limit the number of social media profiles based on the institution’s size

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

20. What tool should you use to determine which of your institution’s social media posts are getting the most engagement, and at what day and time?

a. research

b. surveys

c. analytics

d. Twitter

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

21. What label does the NSPRA give to the school district PR function that involves answering new resident requests and keeping district historical records?

a. district information station

b. community relations liaison

c. imaging and marketing

d. PR trainer

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

22. What do you call a group of people that gathers to encourage collective action around a local-level or special-interest issue?

a. political action group

b. grassroots organization

c. collective

d. advocacy group

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Knowledge

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Easy

23. According to the text, what can traditional PR tactics such as emails, social media, and special events accomplish for a grassroots organization?

a. increase controversy

b. change local laws

c. surprise the opposition

d. advance the group’s mission

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Comprehension

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

24. What is a recommended course of action for the owner of a large liquor store chain who is being boycotted by Mothers Against Drunk Driving (MADD)?

a. run an advertisement encouraging safe drinking habits

b. hold a press conference

c. personally meet with MADD representatives

d. use Twitter to denounce the group’s demands

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Application

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Hard

25. Despite limited resources, grassroots and special-interest organizations continue to prove they can meet goals using strategic ______.

a. planning

b. online communication

c. special events

d. public relations

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Knowledge

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

26. What is the name of the first and largest crowdfunding community for nonprofits?

a. GlobalGiving

b. GoFundMe

c. Kickstarter

d. YouCaring

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Comprehension

Answer Location: CSR Case Study: GlobalGiving: Crowd-Funding Gives to People and Companies Around the World

Difficulty Level: Easy

27. In addition to using a crowdfunding site for its potential to increase donations and secure corporate partners, what is another benefit for nonprofits?

a. It requires less PR strategic planning.

b. The site may provide communication tools, training, and support.

c. The nonprofit is vetted and must commit to communicate regularly with donors.

d. It targets your message to specific groups.

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Analysis

Answer Location: CSR Case Study: GlobalGiving: Crowd-Funding Gives to People and Companies Around the World

Difficulty Level: Hard

28. In 2016 GlobalGiving experienced its highest-volume fundraising day in its 14-year history through its participation in what event?

a. Women’s March on Washington

b. United Way Campaign

c. Skyla Make Your Mark

d. #GivingTuesday

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Knowledge

Answer Location: CSR Case Study: GlobalGiving: Crowd-Funding Gives to People and Companies Around the World

Difficulty Level: Easy

29. No Boston Olympics, begun by two unknown men to stop the Olympics from coming to Boston, is a perfect example of a David against a Goliath ______.

a. crowdfunding campaign

b. focused message

c. activist campaign

d. NGO

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Comprehension

Answer Location: CSR Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown

Difficulty Level: Medium

30. What PR strategy did No Boston Olympics successfully employ to make their case to the citizens of Boston?

a. social media

b. newspaper ads

c. focused messaging

d. Facebook groups

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Comprehension

Answer Location: CSR Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown

Difficulty Level: Medium

31. According to the National Center for Charitable Statistics, how many nonprofit organizations were registered in the U.S. in 2016?

a. 500,000

b. 1 million

c. 1.5 million

d. more than 1.5 million

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Easy

32. Now is an excellent time to pursue a PR position in the nonprofit sector, based on recent survey results indicating ______ of nonprofits expected to create new positions in 2016.

a. 57%

b. 65%

c. 72%

d. more than 75%

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Easy

33. Within nonprofits, PR duties cover a wide range of responsibilities including supporting or directly soliciting corporate and foundation donations; managing structured capital campaigns; planning and running special events; and ______.

a. selecting appropriate technology

b. recruiting fundraising volunteers

c. networking with partners and sponsors

d. researching organizations competing for the same funds

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

34. What type of organization is created to perform a variety of services, humanitarian, and investigative functions around environmental and social issues, economic development, health-care, and human rights?

a. foundation

b. political action committee

c. faith-based institution

d. nongovernmental organization

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

35. The strategic use of Facebook provides a no-cost, effective means for nonprofits to initiate, as well as sustain, what important type of communication?

a. personal

b. social

c. two-way

d. media

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Comprehension

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

36. What is the philosophy of award-winning health-care PR agency Amendola Communications?

a. health-care from a new perspective

b. public relations is more science than art

c. relationships are the heart of health-care

d. focus on people + science

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Medium

37. Which health-care PR agency developed a successful CSR campaign that distributed a single message using a crowd-speaking platform?

a. Chandler Chicco Agency

b. Spectrum

c. GCI Health

d. TogoRun

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Medium

38. An organization that encourages its employees to talk about their employer on social media is practicing what strategy?

a. two-way communications

b. storytelling

c. employee advocacy

d. consistent communications

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Comprehension

Answer Location: Health Communication

Difficulty Level: Medium

39. Over the next 25 years, what U.S. population trend is predicted to require a new set of engagement touch points for relationship building between consumers and organizations?

a. Majority will be multi-cultural.

b. Majority will be younger than 25.

c. Majority will be women over 50.

d. Majority will work from home.

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Medium

40. Which type of mass media allows higher education institutions to target information sharing and facilitate two-way engagement with their priority audiences?

a. electronic

b. print

c. outdoor

d. social

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

41. Why should a university’s PR department audit the institution’s social media profiles?

a. to develop a monthly calendar of content

b. to control all posts

c. to ensure a common understanding of purpose and goals exists

d. to leverage analytics tools

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Analysis

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

42. Why is the development of budget and bond issue campaigns a major function of public relations at the K-12 school level?

a. to secure media coverage of budgetary needs

b. to ensure the local education department is taking a proactive stance

c. to encourage local community involvement with the budget process

d. to affect public opinion

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

43. The local schools PR specialist who plans and publicizes district service programs and works with grassroots organizations, civic associations, and service clubs is functioning in what capacity?

a. community relations liaison

b. imaging and marketing

c. PR trainer

d. communications planning

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

44. When a grassroots organization desires immediate attention and action for their issue, which of the following is an example of an effective tactic?

a. direct mail campaign to raise funds

b. handing out pamphlets on the street corner

c. unannounced visit to the mayor’s office

d. a series of YouTube videos

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Application

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Easy

45. The organizers of the 2016 Women’s March on Washington used a two-pronged strategy of ______ to organize a successful event?

a. rallies and vigils

b. Facebook and diversity

c. two-way communication and demonstrations

d. social media and fundraising

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Analysis

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

46. During the planning and organization of the 2016 Women’s March on Washington, insiders engaged in ______, which is often a byproduct of activism.

a. harmonious support of each other

b. competition with other grassroots organizations

c. uncertainty and fear

d. internal debate and infighting

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Comprehension

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

47. Why did syndicated columnist Dan Savage and his partner Terry Miller initially create the It Gets Better Project?

a. to start a national LGBT movement

b. to create a digital platform and clearinghouse

c. to encourage gay teen victims of bullying that life will get better

d. to raise funds for a new teen suicide prevention nonprofit

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Knowledge

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

48. The platform developed by digital strategy firm BSD for the It Gets Better Project was designed to get people to speak out about a specific issue. This is an example of what type of public relations objective?

a. influential

b. motivational

c. personal

d. informational

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Analysis

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Hard

49. A nonprofit that consistently uses social media to mention partnerships, networking, and relationships with other groups is providing evidence of ______?

a. collaboration

b. dependence on other organizations

c. the importance of its mission to others

d. its need for support

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Analysis

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

50. In addition to serving as a global resource connecting nonprofits to individual donors, GlobalGiving also provides a mechanism for ______ to support its nonprofit members.

a. local governments

b. volunteers

c. corporations

d. educational institutions

Learning Objective:

Cognitive Domain: Knowledge

Answer Location:

Difficulty Level: Easy

True/False

1. You are well suited for public relations opportunities with health-care organizations and PR firms with health specialties if your interests include science and health.

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. Research by Nonprofit HR projected that in 2016 the greatest job growth in the nonprofit sector would be in marketing communications and public relations.

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Easy

3. Using Facebook to post photos and videos is a positive way in which nonprofits can foster relationships of trust and satisfaction.

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Knowledge

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Easy

4. A public relations practitioner working for a health-care facility typically specializes in either internal communications or external communications.

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Knowledge

Answer Location: Health Communication

Difficulty Level: Easy

5. A well-defined approach to employee relations is foundational to a healthy health communications agency.

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Comprehension

Answer Location: Health Communication

Difficulty Level: Easy

6. According to an Edelman survey, there is a disconnect between what universities are providing to the public versus how they are communicating what they are doing.

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

7. More than half of surveyed education journalists admit they often find it difficult to get in-person access to schools and college campuses for reporting purposes.

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

8. Communications consistency is key; hence your social media voice should be within an octave of your institution’s tone and voice.

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

9. The National School Public Relations Association says that a PR professional is essential to each of the 13,500 public school districts in the United States.

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Knowledge

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Easy

10. To be considered a grassroots organization, a group must be incorporated as a 501(c)(3) nonprofit.

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Knowledge

Answer Location: Public Relations in Grassroots Organizations

Difficulty Level: Medium

Short Answer

1. How do NGOs differ from governmental entities?

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Analysis

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Medium

2. How is it possible that a health-care PR practitioner may have greater influence than that of the average physician?

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Application

Answer Location: Health Communication

Difficulty Level: Medium

3. What is the purpose of a crowd-speaking platform?

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Analysis

Answer Location: Health Communication

Difficulty Level: Medium

4. Why should educational PR practitioners place a high priority on their interaction with education journalists?

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Comprehension

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Medium

5. What did the success of the No Boston Olympics movement demonstrate?

Learning Objective: 14.4: Discover and assess how community and special-interest organizations use PR strategies for advocacy.

Cognitive Domain: Analysis

Answer Location: CSR Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown

Difficulty Level: Hard

Essay

1. What is Aaron Sherinian’s definition of good public relations and how does he integrate corporate social responsibility with PR?

Learning Objective: 14.1: Examine the nonprofit industry and illustrate how to plan and manage nonprofit campaigns.

Cognitive Domain: Analysis

Answer Location: Nonprofits: Size, Impact, and Opportunity for Public Relations practitioners

Difficulty Level: Hard

2. As the intersection of health, science, and communications, health care PR is the perfect career for some people. If you are considering such a career, what questions should you answer to help determine your suitability, and why?

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Analysis

Answer Location: Health Communication

Difficulty Level: Hard

3. What elements of Bayer’s Skyla Make Your Mark contest contributed to its huge success?

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Analysis

Answer Location: Health Communication

Difficulty Level: Hard

4. As the PR specialist for a pediatric hospital you are charged with developing an information campaign targeted at teens. You are told to direct all resources to local media rather than digital, however, you believe this approach is too limited. What can you do to support your recommendation to expand the approach?

Learning Objective: 14.2: Review the scope of health communication and its need for specialized content.

Cognitive Domain: Application

Answer Location: Health Communication Strategies

Difficulty Level: Hard

5. What should an audit of your institution’s social media profiles include, and why is it important to perform such audits regularly?

Learning Objective: 14.3: Identify how PR supports the multiple needs of educational institutions.

Cognitive Domain: Application

Answer Location: Public Relations Support of Educational Institutions

Difficulty Level: Hard