Key results met, but objective fails. Why?

Misalignment between key results & goal

Best internal & external factor interplay?

Old comms fail vs social crisis

Tylenol crisis: what packaging lesson was learned?

Consumer safety became competitive

Primary purpose of evaluation plans in PR?

Show value and validate efforts

Why did Nuna’s federal bid show goal-setting?

Aligned with founder’s mission

Strategic communication vs traditional PR?

Uses research & problem-solving

How do strategy & tactics relate?

Strategy = trust, tactics = town halls

How do goals & objectives relate?

Goals broad, obj = measurable steps

What makes a strong OKR?

Aspirational goal + measurable key results

Best way to document potential outcomes?

Hierarchy: immediate to long-term

Which objective aligns with 'Enhance Brand Reputation'?

5 industry speaking spots in 6 months

Best SMART objective for media coverage?

25% increase across media by Q4

PR team faces strong opposition. Best strategy?

Defensive > Responsive > Collaborative

What made Sundar Pichai’s Chrome OKR effective?

Same goal, bigger key results yearly

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PR Strategies Final Exam Review

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Questions 77

Answers

1
Potential advantage of agency PR?
In-house expertise
Lower costs
Simplified management
Access to media networks
2
Key results met, but objective fails. Why?
Key results too easy
Objective was unrealistic
Misalignment between key results & goal
Bad measurement
3
Best internal & external factor interplay?
More competition, same service
Launch delay from supply chain
Old comms fail vs social crisis
Low morale from policy
4
Which campaign duration is linked to balanced investment?
International
Long-term
Medium-term
Short-term
5
What does 'Event Anticipation' refer to in scheduling?
Predict competitor actions
Organize company parties
Plan events and seasons
Forecast stock trends
6
Best research combo for PR recommendations?
Internal data only
Only competitor analysis
Reports, cases, & market data
Trends & celebrity views
7
A PR firm analyzes internal & external factors. Which is external?
New social platform
High turnover
Strong data team
Limited ad budget
8
How does situational analysis aid PR?
Checklist of tasks
Removes creativity
Standardizes PR
Links planning to execution
9
Channel selection & message effectiveness?
Cost over audience
All channels = max reach
Match channels to audience
Same message = all channels
10
Tylenol crisis: what packaging lesson was learned?
Consumer safety became competitive
Tamper-proof mainly pharma
Safety = legal shield
Too costly for small firms
11
Type of reports suggested for communicating findings?
Handwritten summaries
Audio presentations
Visual reports and dashboards
Text-only reports
12
Target brand sentiment score mentioned?
9.0
8.5
7.5
10.0
13
Which is NOT an in-person PR campaign activity?
Media interviews
Social media campaigns
Community engagement
Press conferences
14
Primary purpose of evaluation plans in PR?
Improve engagement
Create better reports
Show value and validate efforts
Increase coverage
15
Best data-driven PR strategy?
Only demo data
Combine multiple sources
Only social metrics
Industry benchmarks only
16
Best use of AI in PR analysis?
AI for trends, human validate
Rely only on AI
Replace research with AI
Limit AI to social media
17
Why did Nuna’s federal bid show goal-setting?
Small team fit project
Aligned with founder’s mission
Had gov't experience
Low risk, high return
18
How often should ongoing reviews occur?
Quarterly and annually
Weekly
Monthly
Bi-annually
19
Strategic communication vs traditional PR?
Short-term over long-term
Only crisis
Only digital
Uses research & problem-solving
20
How often should PR campaign schedules be updated?
Quarterly
Never
Regularly
Annually
21
PESTEL shows conflict: economy vs environment. What to do?
Balance both, find solutions
Prioritize economy
Ignore environment
Only focus on environment
22
Why is psychographic segmentation key for PR?
Easier than demographics
Cheaper than behavior data
Shows motivations & decisions
Provides location data
23
How do strategy & tactics relate?
Strategy = trust, tactics = town halls
Strategy = social acct, tactics = posts
Strategy = press conf, tactics = speakers
Strategy = press release, tactics = send
24
How do goals & objectives relate?
Goals = short-term only
Goals broad, obj = measurable steps
Interchangeable terms
Goals = specific, obj = broad
25
High ROI, low conversion. What does it mean?
Highly relevant messaging
Perfectly optimized
Perfect timing
Wrong audience segment
26
What makes a strong OKR?
Only quantitative focus
Aspirational goal + measurable key results
Big goals over measurability
Short-term wins over strategy
27
Strong social media, but no PR results. Issue?
Hashtag strategy
Platform-specific content
Influencer choice
Tactics misaligned with goals
28
What does 'R' stand for in SMART objectives?
Realistic
Reachable
Relevant
Responsive
29
Framework recommended for setting objectives?
PEST
GROW
SWOT
SMART
30
Best way to document potential outcomes?
Focus on financial impact
List negatives without priority
Only reputation risks
Hierarchy: immediate to long-term
31
Best messaging for AI-enhanced camera?
Lifestyle focus, fashion influencers
Only Instagram
Tech & productivity focus
Only AI specs
32
Mentioned PR cost factor?
Employee training
Follow-up activities
Office rent
Legal fees
33
Which is NOT a key benefit of campaign scheduling?
Strategic opportunity planning
Measurable success
Press coverage timing
Budget allocation
34
Which campaign type needs sustained investment?
Short-term
Medium-term
International
Long-term
35
Which objective aligns with 'Enhance Brand Reputation'?
100 social posts monthly
24hr response time
50% website traffic boost
5 industry speaking spots in 6 months
36
Best SMART objective for media coverage?
25% increase across media by Q4
Significant increase
Increase in tech sector
Increase media by 15% on social
37
PR team faces strong opposition. Best strategy?
Responsive > Collaborative > Assertive
Defensive > Assertive > Responsive
Assertive > Defensive > Responsive
Defensive > Responsive > Collaborative
38
PR objectives must connect to:
Broader business goals
Social trends
Media preferences
Competitor strategies
39
Which is NOT a step in implementing evaluation plans?
Choose Tools
Set Objectives
Conduct A/B Testing
Collect Data
40
Recommended approach for schedule flexibility?
Live document approach
Annual planning
Fixed schedule approach
Quarterly review
41
What is NOT an element of traditional PR?
SEO-friendly content
Radio coverage
Print coverage
TV coverage
42
Company handles environmental crisis by partnering. What approach?
Assertive & defensive
Defensive & responsive
Assertive & collaborative
Collaborative & responsive
43
Which is NOT an evaluation tool listed?
Media Monitoring
Surveys
Social Listening
Focus Groups
44
Tech sees innovation & privacy concerns. Strategy?
Ignore privacy
Promote tech only
Balance innovation & safety
Wait for concerns to pass
45
Which PR crisis needs urgent response?
5% market drop
Viral but temporary issue
Product safety crisis
Minor employee dispute
46
What made Sundar Pichai’s Chrome OKR effective?
Same goal, bigger key results yearly
Short-term user growth focus
Focus on tech metrics
New OKRs yearly
47
High reach, low engagement. What went wrong?
Bad timing
Small social presence
Low budget
Wrong audience targeting
48
What are the two main categories of PR discussed?
Neither A nor B
In-house and Agency PR
Traditional and Digital PR
Both A and B
49
How do personalization & measurable results relate?
Personalization adds value
Metrics remove personalization need
Personalization always wins
Unrelated
50
Best way to measure PR strategy success?
Behavior change & feedback
Cost & ROI
Reach & media
Social & web traffic
51
Which PR approach has the highest cost?
International campaigns
Medium-term campaigns
Short-term campaigns
Digital campaigns
52
Which is NOT a factor of in-house PR?
Requires salaries
Requires office space
May lack expertise
Requires benefits
53
Limited PR resources: prioritize which group?
High-value groups
Most accessible
Largest audience
Cheapest channels
54
Why is audience analysis key to PR success?
Sets budget
Precise targeting & strategy
Only demographic data
Max audience reach
55
Why set benchmarks in measuring campaign success?
Impress stakeholders
Baseline metrics for comparison
Justify budget
Compete with companies
56
PR campaign uses only expert press releases. Issue?
Defensive, lowers credibility
Responsive, high cost
Collaborative, slow
Assertive, public skepticism
57
Which is NOT part of assignment details in a schedule?
Required resources
Deadlines
Team responsibilities
Employee salaries
58
Best stakeholder analysis in crisis?
Media perception top
Only shareholders
All groups & interests
Only customer feedback
59
Which is NOT a KPI mentioned?
Media Coverage
Social Engagement
Website Traffic
Email Open Rates
60
Benefit of digital transformation in PR?
Decreased scalability
Improved efficiency
Reduced human need
End of traditional PR
61
What is a well-integrated PR campaign?
Ads as main channel
News + social + influencers
Only social for budget
Unlinked multi-platform
62
Best example of strategic alignment?
Target root causes & prep for effects
Generic social media
Standard PR practices
Crisis response w/o long-term plan
63
What does the Tylenol case show about crisis response?
Ads rebuild trust
Crisis response affects trust more
Speed over transparency
Recalls always work
64
Bernays' main PR strategy for women smoking?
Freedom & empowerment
Health benefits
Social status focus
Celebrity endorsements
65
Why is this goal problematic? 'Be most respected PR firm.'
Not PR-related
Too regional
Lacks SMART criteria
Too ambitious
66
What is the primary purpose of a strategic PR campaign schedule?
Hire employees
Increase followers
Manage finances
Organize dates and goals
67
Which is a component of digital PR?
Influencer partnerships
Radio coverage
Higher costs overall
Press events
68
Best stakeholder communication strategy?
Use technical jargon
Focus on positives only
Give data with no context
Simplify while accurate
69
Best SMART objective for crisis preparedness?
Improve throughout year
Create response protocols
Be ready for any crisis
Train 100% leaders in 3 months
70
How might AI lead to flawed PR strategies?
AI needs expertise
AI too slow
AI too expensive
AI may miss cultural cues
71
Why is earned media better than paid?
3rd-party credibility
Total message control
Always cheaper
Guaranteed prime slots
72
Best data sources for audience personas?
Demos & purchase history
Surveys, analytics, focus groups
Analytics & demos
Surveys & focus groups
73
Why is PERSIA better for global PR than PEST?
Includes religion & art
Simplifies analysis
More economic focus
Removes tech factors
74
Best approach to brand ambassadors?
Align values & audience
Only followers count
Worked with competitors
Cheapest celebrity
75
After choosing a format, what is the next step?
Add key dates
Assign activities
Define goals and metrics
Monitor and adjust
76
Why did early tobacco ads fail with women?
Ignored social taboos
Too much physical focus
Too expensive for women
Only in men’s mags
77
What is recommended for crisis planning in scheduling?
Focus on planned activities
Outsource crises
Build contingency plans
Ignore crises

PR Strategies Final Exam Review Flashcards | StudBud