Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 2 — Questions and Answers
Question 1: Which concept describes the degree to which an organization's actions align with stakeholder expectations and societal norms?
- Organizational legitimacy (Correct answer)
- Brand equity
- Media synergy
- Agenda framing
Correct answer: Organizational legitimacy
Organizational legitimacy refers to the alignment between an organization's behavior and the values, norms, and expectations of its relevant stakeholders.
Question 2: A company experiencing a product recall uses proactive communication, recalls all units, and compensates affected customers. This approach best exemplifies:
- Stonewalling strategy
- Full apology and corrective action (Correct answer)
- Minimization strategy
- Scapegoating
Correct answer: Full apology and corrective action
Taking full responsibility, recalling products, and compensating customers is the corrective action crisis response strategy, which typically best protects long-term reputation.
Question 3: In the two-way symmetrical model of PR, communication flows:
- From organization to public only
- From public to organization only
- Both ways with equal consideration of public interests (Correct answer)
- Through mass media intermediaries exclusively
Correct answer: Both ways with equal consideration of public interests
The two-way symmetrical model, considered the most ethical by Grunig, involves mutual dialogue where the organization genuinely adjusts based on public feedback.
Question 4: Which metric best measures the effectiveness of a PR campaign aimed at building brand awareness?
- Number of press releases distributed
- Unaided brand recall in target audience surveys (Correct answer)
- Total advertising budget spent
- Number of journalists contacted
Correct answer: Unaided brand recall in target audience surveys
Unaided brand recall measures whether audiences spontaneously remember a brand, making it the most direct metric for awareness-building campaign effectiveness.
Question 5: The 'public information model' of PR, associated with Ivy Lee, primarily involves:
- Persuading the public using research-based tactics
- Disseminating accurate, factual information to the public (Correct answer)
- Creating mutually beneficial relationships with stakeholders
- Promoting the organization through any effective means
Correct answer: Disseminating accurate, factual information to the public
The public information model focuses on truthful, journalistic-style dissemination of information, distinguishing it from propaganda-based earlier practices.
Question 6: A nonprofit organization works with media outlets to ensure stories about food insecurity include its expert commentary. This practice is called:
- Astroturfing
- Earned media placement (Correct answer)
- Sponsored content
- Paid influencer relations
Correct answer: Earned media placement
Earned media placement involves securing unpaid coverage through relationships, expertise, and newsworthy content rather than paying for placements.
Question 7: Stakeholder mapping in PR typically plots stakeholders on axes representing:
- Age and income
- Power and interest (Correct answer)
- Geography and demographics
- Loyalty and frequency
Correct answer: Power and interest
Power-interest matrices help PR professionals prioritize stakeholders by identifying those with high influence and high stake in organizational decisions.
Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 2
Which concept describes the degree to which an organization's actions align with stakeholder expectations and societal norms?