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Flashcards

Knowledge Test

A MS Public Relations prca Inglês 51 flashcards

Flashcards do conjunto (51)

  1. 1What is the purpose of public relations?To develop, maintain and protect positive brand reputations
  2. 2Identify the most important reason for segmenting a personal database of contact journalists.Identify which journalist could best gain media coverage
  3. 3Which element of current affairs can become the basis of a PR campaign?Factual News
  4. 4Identify the best source of information about a competitor brand’s positioning?The brand’s content across all the media it uses
  5. 5Identify why it is important for a PR professional to understand politics.To include changes in political policy in scenario planning
  6. 6Define the tactic used to research and understand what is trending on social media.Social Listening
  7. 7Which of the following presents an ethical challenge for a PR professional?Being asked to copy content from a competitors social media campaign
  8. 8Identify which financial process is vital to PR campaigns.Accuracy of financial data
  9. 9Identify the industry recommended percentage of the campaign budget allocated to measurement and evaluation?10%
  10. 10Identify one purpose of a project plan.Allocate times and priorities for every activity
  11. 11What is the main purpose of a company undertaking a SWOT analysis?To analyse the strategic internal and external factors of a company
  12. 12Which model is best used for market planning when launching a product in a new market?PESTEL
  13. 13How should a PR professional prioritise workload?The one most important to the organisation
  14. 14Identify the purpose of marketing?Promote a product through all available media channels
  15. 15Identify how key information in a piece of editorial should be highlighted?A pull-quote - a statement set in bold type or in a box within a piece of editorial
  16. 16A PR apprentice has been asked to verify a media-list. What is the best approach to complete this task?Call each title’s news-desk
  17. 17A PR apprentice is issuing a story on the Mobile World Congress Barcelona. What is the correct format for the dateline?Barcelona, 26th February 2019
  18. 18The UK Parliament's Digital, Culture, Media and Sport Committee have recently produced a report on disinformation and fake news. Which action have they recommended?Establish an independent regulator to monitor social media/technology companies adherence to a compulsory Code of Ethics, with legal powers of enforcement
  19. 19An organisation has been asked to produce social media posts for a campaign. Select the best practice to carry out this task.Carry out social listening
  20. 20A junior executive at a financial PR firm is part of a team working on a major forthcoming acquisition. The details of the acquisition are being kept confidential; when news breaks it will be a front-page story. During a conversation with a friend who works for a hedge fund, the junior executive reveals details of acquisition. What should the junior executive do?At the earliest opportunity report the indiscretion to his manager
  21. 21When developing a brief/tender for a forthcoming catalogue printing project, what would be the best approach to ensure precise evaluation?Pages numbers, paper size, paper weight, colour quality, proofing, iterations, print run, delivery, time scale
  22. 22A PR agency has been invited to tender for a new business project for a three month B2B PR campaign. The agency owner has asked the account executive to do a first draft of a proposed budget to present to the client. Which of the following components should be included in the draft budget and time forecast to undertake the project?Time forecast to undertake the project divided by team members and their hourly rates
  23. 23Despite an unrealistic schedule for staff, a piece of client work was completed on time. Management were not pleased with the outcome. What was most likely reason for this?Significant overtime charges
  24. 24Select the reason why PR agencies calculate capacity utilisation of staff within the agency?To be able to forecast projected demand against existing agency capacity
  25. 25An account executive has been tasked with designing a strategic planning template for a client's PR campaign to include social media, international and consumer behaviour components. Which planning model should be used?PESTLE and SWOT
  26. 26An apprentice at a major PR agency, has been asked to place a client's story with as many major outlets as possible. Time allocated for this task is one working day. Identify the best approach.Call the major outlets and send an email if they express interest
  27. 27An apprentice’s line manager has asked him to provide an update report on a key project by email to all project stakeholders. The apprentice immediately picks up the phone and provides the project assistant with a detailed account of the project status and informs his line manager that the update report is complete. What did the apprentice do wrong?Did not use the required format of the report & Didn't update all stakeholders
  28. 28A PR apprentice is setting up a focus-group for a brand re-launch. Whose opinions will be most relevant for team planning?People in the target demographic
  29. 29Identify the process for monitoring the behaviour of other organisations?Competitor analysis
  30. 30It is important that a PR professional keeps up to date with current affairs, identify why?To identify opportunities for an organisation's spokesperson to comment in the media
  31. 31Identify the importance of understanding the changing world of journalism?So a PR practitioner can determine new ways to secure earned coverage
  32. 32After 168 years of trading The News of the World closed down in 2011, why?Phone-hacking scandal
  33. 33PR Professional has a food client. The client has seen reports on social media that splinters of glass have been found in a in of food. What's the best response?Publicly acknowledge the communication and neither confirm or deny the claim
  34. 34A PR Apprentice accompanies a CEO to a TV news interview. The apprentice has arrived at the studio but the CEO is stuck in traffic. The TV producer has asked the apprentice to do the broadcast in ten minutes. What should the apprentice do?Find an alternative spokesperson
  35. 35A PR professional has been asked by a client to plan an environmental PR campaign that specifically features international social media. What planning model should be used?PESTLE
  36. 36An apprentice has been tasked with drafting a response to a journalist's enquiry by 5pm. The apprentice's line manager is not available to approve the draft. What should the apprentice do?Call the line manager to find out availability. Then call the journalist.
  37. 37A project lead has the responsibility to deliver. How would their results be measured?SMART (Objectives)
  38. 38An Apprentice arrives at 9am and finds a range of jobs on their desk. Which job should be done first?Enquiry from a journalist
  39. 39Identify the potential impact of a plan created in a short timescale with little research?Poor decisions will be made
  40. 40What does AMEC stand for?Association for Measurement and Evaluation of Communication
  41. 41What does OASIS stand for?Objectives
    Audience/Insight
    Strategy/Ideas
    Implementation
    Scoring/Evaluation
  42. 42Identify the best source of information about a competitor brand’s positioning?The brand’s content across all media it uses
  43. 43Identify why it is important for a PR professional to understand politics?To include changes in political policy in scenario planning
  44. 44What was the focus of the Netflix film, ‘The Great Hack’?2016 US presidential election
  45. 45Your organisation has asked you to create piece of content about staying safe from coronavirus. You want to avoid spreading disinformation. State which of the following would you trust least:News shared by a friend on Facebook
  46. 46A PR apprentice has been asked to hold off issuing a press release with bad news today about the organisation’s poor financial results until the weekend when fewer journalists are working. What should the PR apprentice do?Point out that this is unethical because it is lacks transparency
  47. 47In a digital comms strategy there are several components in the planning process. What are they?Category, Citizen, Conversation, Community, Co-creation, Content, Co-ordination
  48. 48In 2012, a new EU law requires all websites that use cookies to seek your express permission to store and retrieve data about your browsing habits. What do cookies do?Cookies remember your history on a particular website to make browsing it faster and more personalised
  49. 49What type of PR content is subject to copyright legislation?Photography
  50. 50Identify the term given to media coverage which is generated due to relationship building, story pitching and media relations:Earned media
  51. 51What does PESO stand for?Paid
    Earn
    Shared
    Owned

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prca Public Relations FlashCards sobre Knowledge Test, criado por A MS em 06-01-2022.
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A MS
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