Chapter 5: Strategic Communication Planning

Test Bank

Multiple Choice

1. Which statement best describes the overall purpose of the situation analysis in strategic PR?

A. demonstrates your understanding of the company or industry

B. explains the budget needs and time constraints

C. achieves consensus among the management team or client leadership

D. sets the stage and defines the problem or opportunity

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Knowledge

Answer Location: Situation Analysis

Difficulty Level: Easy

2. What was the primary objective of the “Food Lion Feeds” project?

A. increase store traffic in specific local markets

B. realign its charitable activity with the company’s core business

C. decrease losses due to food wastage

D. educate the public on food deserts as a factor in poor nutrition

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Medium

3. Nonprofit organizations benefit from workplace giving to the tune of $4 billion each year, according to America’s Charities. How does this charitable giving financially benefit the companies doing the giving?

A. decreases in revenue and pretax profit

B. increases in employee satisfaction

C. increases in revenue and pretax profit

D. decreases in brand loyalty

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Easy

4. ______ is recognized by the Public Relations Society of America (PRSA) as the preferred planning model.

A. RPIE

B. ROPES

C. ROSIE

D. RACES

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: RPIE

Difficulty Level: Easy

5. Why do most scholars and practitioners believe it is best to have only two or three objectives in a strategic PR plan?

A. to allow management to add their own objectives to the plan

B. to provide more focus and discipline to the planning process

C. to keep the plan flexible and fluid

D. to achieve management buy-in and support

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Medium

6. While drafting strategic PR objectives, it is vital to connect the plan to ______.

A. customer purchasing decisions

B. employee donations

C. product market position

D. corporate strategy

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Comprehension

Answer Location: Objectives

Difficulty Level: Easy

7. Informational objectives focus on creating awareness by sharing information and attributes. Which of the following corporations implemented an informational campaign aimed at an entire industry?

A. SAP

B. Johnson & Johnson

C. Carnival

D. Food Lion

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Easy

8. When the Carnival Corporation was rocked by the Costa Concordia sinking and problems with its ability to care for sick passengers on another ship, in what way did the company respond?

A. offered half-price fares for 1 year

B. sold its cruise ships to a competitor and focused on travel tours

C. developed and implemented a strategic PR plan with reputational objectives

D. brought in a new CEO

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Reputational Objectives

Difficulty Level: Easy

9. Throughout his career, Aaron Pickering of Cone Communications has seen which one of the following elements as the “secret sauce” in driving social change?

A. strategic public relations

B. stakeholder relationships

C. corporate social responsibility initiatives

D. measurable objectives

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: PR PROFILE: How Public Relations Planning Drives Social Change

Difficulty Level: Medium

10. After developing strategic objectives, you advance to the programming stage that encompasses which activities?

A. testing objectives, determining key strategy, choosing key messages, and developing tactics

B. defining target audience, developing a budget, determining strategy, and choosing key messages

C. defining target audience, determining strategy, choosing key messages, and developing tactics

D. defining target audience, determining strategy, developing tactics, and securing a spokesperson

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Programming

Difficulty Level: Medium

11. The AADP wanted to reach three specific groups through its “Monster-Free Mouths Movement” campaign. This is an example of which fundamental rule of effective PR?

A. use research to identify your target audience

B. know your audience

C. develop measurable objectives

D. target at least three distinct audiences

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Target Audience

Difficulty Level: Medium

12. What is a clear statement of how you will achieve the objectives of your plan and what will guide your tactics?

A. tactics

B. strategy

C. situation analysis

D. key message

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Strategy

Difficulty Level: Easy

13. While you are developing programming strategy for a campaign designed to encourage kids to be more physically active, a manager requests that you hire a local pro basketball player as a celebrity spokesperson. What should you do?

A. contact the team’s PR director immediately and ask for an appointment with the athlete

B. incorporate this tactic into the overall strategic plan

C. ignore the manager’s request because you think he’s being pushy

D. resist the urge to act on this tactic until you have completed the strategy and are ready to fully consider this tactic, as well as others

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Strategy

Difficulty Level: Medium

14. Which of the following is part of the foundational work required to develop a sound strategy?

A. planning the appropriate tactics to meet the objectives

B. measuring the results

C. identifying the audience to reach

D. determining the budget and timetable

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Strategy

Difficulty Level: Medium

15. In her book Just Good Business, UC Berkeley Professor Kellie McElhaney cites what statistic as evidence that business leaders view corporate social responsibility as good business?

A. Three quarters of business leaders are focusing on CSR to create revenue streams.

B. Eighty-seven percentage of Millennials prefer to purchase products with a social or environmental benefit.

C. Fifty-four percentage of business leaders are convinced that their companies' CSR activities give them a competitive advantage over their top competitors.

D. In 2016, Fortune 500 companies collectively saved nearly $3.7 billion through climate change and energy conservation activities.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: INSIGHTS: Social Responsibility Planning: A Competitive Advantage?

Difficulty Level: Medium

16. Which one of the following strategies is the best starting point for further developing CSR plans?

A. launch strong and monitor intensely

B. use CSR to enhance talent recruitment

C. consider customers’ needs and preferences

D. develop a vision

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Analysis

Answer Location: Strategy

Difficulty Level: Hard

17. After the program is implemented, what element is most critical for the target audience to understand and agree with?

A. strategic plan

B. brand loyalty

C. key message

D. corporate social responsibility

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Key Message

Difficulty Level: Medium

18. What element of the plan is the “how” not the “what” of programming?

A. vision

B. tactics

C. objectives

D. strategy

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Tactics

Difficulty Level: Easy

19. In addition to serving as a tracking tool, what other purpose does a timetable serve?

A. calendar for monitoring schedule and progress

B. plan that ensures all key players are aware of critical dates

C. budget management tool for expenditures and resources

D. call to action

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Timetable and Budget

Difficulty Level: Medium

20. A clearly defined budget is critical because it enables planners to ______.

A. calculate ROI

B. contact clients

C. analyze messages

D. increase expenses

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Programming

Difficulty Level: Medium

21. Who once said, “However beautiful the strategy, you should occasionally look at the results?”

A. George C. Patton

B. John F. Kennedy

C. Steve Jobs

D. Winston Churchill

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation, Research, and Measurement

Difficulty Level: Easy

22. Data from upfront primary and secondary research served as a benchmark to measure awareness after campaign completion in which case study?

A. Johnson & Johnson

B. Food Lion

C. TD Bank

D. Carnival Corporation

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation, Research, and Measurement

Difficulty Level: Medium

23. Which strategy has corporate giant SAP used to increase employee engagement and develop talent for the future?

A. allowing employees to take educational sabbaticals

B. providing day-care facilities at all of its offices

C. offering salary and travel incentives to employees

D. increasing donations of its technologies around the globe

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: SOCIAL RESPONSIBILITY IN ACTION: Moving From Charity to Strategic Philanthropy--SAP Leads the Way

Difficulty Level: Easy

24. With what activity does the strategic planning process begin and end?

A. developing objectives

B. conducting research

C. identifying target audiences

D. determining a timetable

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation, Research, and Measurement

Difficulty Level: Easy

25. Why is it useful to conduct research during the implementation of a plan?

A. to supplement preliminary research

B. to justify an increase to the budget

C. to engage your target audience

D. to measure progress and course adjust if needed

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation, Research, and Measurement

Difficulty Level: Easy

26. Based on her research in fundraising, Dr. Kathleen Kelly identified the importance of stewardship using which four dimensions?

A. reciprocity, realism, reporting, and relationship nurturing

B. recognition, responsibility, reporting, and relationship nurturing

C. reciprocity, responsibility, reporting, and relationship nurturing

D. reciprocity, responsibility, reporting, and realistic results

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Social Responsibility

Difficulty Level: Medium

27. At the end of a public relations campaign, which step needs to be implemented once evaluation is completed?

A. stewardship

B. budgeting

C. advocacy

D. tactics

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Social Responsibility

Difficulty Level: Medium

28. Dozier and Broom note that “strategic planning is deciding where you want to be in the future and how to get there.” What does this interplay of goals and strategy make possible for a company?

A. defines the objectives for strategic PR plans

B. leads to solid corporate social responsibility initiatives

C. sets the organization’s direction proactively, thereby avoiding drift and repetition of activities

D. provides a starting point for all future campaigns

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Knowledge

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Easy

29. You are using the RPIE model to create a PR campaign for your company and you decide to create videos to communicate the good work of employees. This is an example of ______.

A. evaluation

B. implementation

C. research

D. planning

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Application

Answer Location: RPIE

Difficulty Level: Hard

30. Which type of objective should an organization develop to rebuild its reputation after a negative event?

A. motivational

B. situational

C. informational

D. reputational

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Reputational Objectives

Difficulty Level: Easy

31. When an organization successfully implements a CSR campaign in an emerging market that fosters a supportive business climate leading to a reduction in unemployment, what is one of the key results for the emerging market?

A. global recognition

B. increased competition for jobs

C. increased economic opportunity

D. happier citizens

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Boosting Economic Opportunity

Difficulty Level: Medium

32. If corporate social responsibility efforts promote a business as a good neighbor but its business practices have historically ignored pollution at its manufacturing plants, what degree of risk is this business taking?

A. no risk

B. serious risk because hypocrisy, or any hint of it, can seriously damage CSR efforts and corporate reputation

C. medium risk because it is possible something catastrophic could occur at a CSR promotional event

D. minimal risk because community members don’t pay that much attention to past events

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Application

Answer Location: INSIGHTS: Social Responsibility Planning: A Competitive Advantage?

Difficulty Level: Medium

33. An objective of the Johnson & Johnson plan is the following: “Engaging and educating healthcare professionals about sustainability best practices.” What is an example of an appropriate tactic to implement in support of this objective?

A. hiring a highly respected physician to serve as campaign spokesperson

B. sending out media kits with information on sustainability

C. holding a major industry conference on sustainability best practices

D. offering discounts to health care providers who publicly support J&J initiatives

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Application

Answer Location: Informational Objectives

Difficulty Level: Medium

34. Which type of objective is designed to educate and inform a target audience, hopefully resulting in a desired behavior or activity?

A. reputational

B. motivational

C. informational

D. financial

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Easy

35. Demonstrating the impact of the plan against its objectives occurs during the evaluation phase. How would positive results benefit you as the plan author?

A. encourage management/client support for future plans

B. guarantee the campaign will continue

C. increase current budget and resources

D. eliminate the need to request more funds

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation

Difficulty Level: Medium

36. In most cases, what kind of research is the basis for developing PR plans since it is already available and less expensive and time-consuming to produce?

A. ongoing

B. primary

C. interim

D. secondary

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Ongoing Research

Difficulty Level: Easy

37. When your client suffers a public catastrophe that erodes consumer confidence in its brand, which course of action would you recommend?

A. CSR campaign with motivational objectives

B. strategic PR plan highlighting the corporate history of excellence

C. CSR campaign with reputational objectives

D. retooling the organization’s mix of products

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Application

Answer Location: Reputational Objectives

Difficulty Level: Medium

38. What tool do you use to explain why the plan is needed and how it reflects the current situation facing the company?

A. strategic plan

B. research

C. situation analysis

D. tactics

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Knowledge

Answer Location: Situation Analysis

Difficulty Level: Easy

39. In a nutshell, what is it that evaluation allows you to do?

A. write plan objectives

B. measure progress

C. rank research methods

D. plan for the future

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Comprehension

Answer Location: Evaluation

Difficulty Level: Medium

40. For the American Academy of Dermatologists CSR campaign, which of the following would be a good tool to increase awareness?

A. writing additional secondary objectives

B. surveys mailed to large mailing lists

C. beach parties with sunscreen giveaways

D. media outreach program targeting general media as well as African American–focused media

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Scenario: Creating Awareness of Skin Cancer among African Americans

Difficulty Level: Medium

41. Situation analysis, objectives, target audience, key message, and strategy are all part of the ______.

A. tactics

B. corporate social responsibility plan

C. strategic plan

D. stewardship program

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Programming

Difficulty Level: Easy

42. What is defined as the process of creating business value while promoting positive social change?

A. good business sense

B. corporate social responsibility

C. strategic planning

D. business philanthropy

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: INSIGHTS: Social Responsibility Planning: A Competitive Advantage?

Difficulty Level: Easy

43. Which phrase best describes the communications planning process?

A. rigidly defined and structured

B. rapidly changing in response to social and cultural shifts

C. must be based on the ROPES approach

D. fluid and dynamic yet requiring structure and process

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Application

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Hard

44. Which of the following objectives best illustrates a strategy based on motivation?

A. engage and educate health care professionals about sustainability best practices

B. mitigate negative news with “good news” about the company and its new CEO

C. establish pediatric dentists as a trusted source and champion for children’s oral health

D. emphasize checking accounts as the entry point to the overall bank experience

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Comprehension

Answer Location: Motivational Objectives

Difficulty Level: Medium

45. Strategic communications plans can have more than one ______.

A. structure

B. audience

C. situation analysis

D. budget

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Target Audience

Difficulty Level: Easy

46. The American Association of Dermatologists combined a PR/CSR campaign to increase dermatological office visits and sales/use of sunscreen by African Americans. How could the association support this effort?

A. partner with additional corporate sponsors

B. recruit a high-profile spokesperson

C. increase their use of social media

D. time the campaign to coincide with peak Spring Break activities

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Scenario Outcome

Difficulty Level: Medium

47. How can you demonstrate to clients that the time, effort, and resources put into strategic public relations (SPR) programs will demonstrate a return on the investment they are making in the effort?

A. meet goals and objectives in every campaign

B. commit to plan budgets and never request additional resources

C. adhere to strict dedication to strategic planning and build plans that deliver meaningful results

D. base plans on a succinct, well-written situation analysis

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Analysis

Answer Location: Introduction

Difficulty Level: Hard

48. Based on an article by D. M. Dozier in the Public Relations Review, on what does management buy-in and support for a proposed plan often depend?

A. budgetary constraints

B. quality of the plan’s objectives

C. well-defined strategy

D. perceived return on investment

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Medium

49. What one habit should you develop to ensure that you will be able to efficiently navigate the strategic planning process in a crisis situation?

A. execute tactics according to the timetable

B. practice strategic planning principles routinely every day

C. incorporate elements of stewardship into every plan

D. keep clients informed throughout the process

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Application

Answer Location: Evaluation, Research, and Measurement

Difficulty Level: Hard

50. Which of the following plan objectives is written to ensure that the results can be accurately measured?

A. emphasize checking accounts as the entry point to the overall bank experience

B. drive parents to take young children to pediatric dentists for preventive care

C. a company-wide focus on improving the passenger experience

D. increase the number of African American donors joining the registry by 20%

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Application

Answer Location: Objectives

Difficulty Level: Medium

True/False

1. According to the American Association of Dermatologists (AAD), darker skinned people are just as susceptible to many forms of skin cancer as lighter skinned people. This fact led the organization to launch a new program focusing on behavior change in the African American community.

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Knowledge

Answer Location: Scenario: Creating Awareness of Skin Cancer Among African Americans

Difficulty Level: Easy

2. Strategic planning is central to the concept of strategic public relations and promoting social responsibility initiatives.

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Knowledge

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Easy

3. Workplace giving has a positive effect on brand loyalty from new customers and on brand awareness from existing customers.

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Easy

4. The four types of strategic objectives are informational, motivational, relational, and reputational.

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Easy

5. Researching and identifying your target audience is a critical step in developing a viable communications plan.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Target Audience

Difficulty Level: Easy

6. A key message describes what you want your target audience to understand and agree with after the program has been implemented.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Knowledge

Answer Location: Key Messages

Difficulty Level: Easy

7. Every plan should have a built-in assessment or evaluation phase at the beginning of implementation.

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Evaluation

Difficulty Level: Easy

8. A strong CSR plan can develop local talent to sustain a company in the future.

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Comprehension

Answer Location: Developing Talent for the Future

Difficulty Level: Easy

9. The Johnson & Johnson campaign on sustainability issues in health care had two clear motivational objectives.

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Knowledge

Answer Location: Informational Objectives

Difficulty Level: Easy

10. Once a campaign has successfully engaged publics, stewardship considerations help to ensure a healthy ongoing relationship with them.

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Knowledge

Answer Location: Stewardship to Maintain Momentum

Difficulty Level: Easy

Short Answer

1. What are three of the reasons the “Food Lion Feeds” program was successful?

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Foundations of Strategic Planning in Strategic Public Relations

Difficulty Level: Medium

2. Motivational objectives are more complex than informational objectives yet they are easier to measure, according to D. W. Stacks. Summarize the points that support this statement.

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Analysis

Answer Location: Motivational Objectives

Difficulty Level: Hard

3. The AADP campaign “Monster-Free Mouths Movement” is an example of targeting more than one primary audience while also reaching out to a secondary audience. Discuss how and why this campaign successfully reached multiple audiences.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: Motivational Objectives

Difficulty Level: Medium

4. For some companies, why is it a wise policy to engage in strategic philanthropy through CSR in emerging markets?

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Comprehension

Answer Location: SOCIAL RESPONSIBILITY IN ACTION: Moving From Charity to Strategic Philanthropy--SAP Leads the Way

Difficulty Level: Medium

5. It is predicted that in 2020, one third of all retail sales are expected to come from Millennials, of whom 87% prefer to purchase products with a social or environmental benefit. What does this prediction foretell for the future of strategic PR and CSR initiatives?

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Analysis

Answer Location: PR PROFILE: How Public Relations Planning Drives Social Change

Difficulty Level: Medium

Essay

1. Describe why a well-crafted situation analysis is one of the most important parts of a strategic plan.

Learning Objective: 5.1: Understand the models for and structure of strategic communications plans.

Cognitive Domain: Comprehension

Answer Location: Situation Analysis

Difficulty Level: Medium

2. Explain how the motivational objectives of the American Academy of Pediatric Dentistry’s “Monster-Free Mouths Movement” campaign were specific and measurable.

Learning Objective: 5.2: Learn how to formulate communications objectives.

Cognitive Domain: Comprehension

Answer Location: Motivational Objectives

Difficulty Level: Medium

3. Discuss the process of creating a sound strategy in a PR campaign.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Application

Answer Location: Strategy

Difficulty Level: Hard

4. Corporate leaders maintain that CSR can enhance talent recruitment. Explain how this is possible.

Learning Objective: 5.3: Illustrate how to prepare strategic PR programs to meet business objectives.

Cognitive Domain: Comprehension

Answer Location: INSIGHTS: Social Responsibility Planning: A Competitive Advantage?

Difficulty Level: Medium

5. Do you agree with Dr. Kathleen Kelly that without stewardship, the practice of public relations is incomplete? Please explain why or why not.

Ans. Kelly states that public relations practitioners “must ensure that expressions of appreciation are provided, recognition activities are planned, responsibility is monitored, a system of reporting is in place, and strategies for relationship nurturing are carried out.” It is through these elements that PR helps to build goodwill as it aligns with social responsibility. Once a campaign has successfully engaged publics, stewardship considerations help to ensure a healthy ongoing relationship with them.

Learning Objective: 5.4: Explain the roles of evaluation, ongoing research, and measurement.

Cognitive Domain: Analysis

Answer Location: Stewardship to Maintain Momentum

Difficulty Level: Hard