Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 4 — Questions and Answers
Question 1: The concept of 'framing' in media relations refers to:
- Designing the visual layout of press materials
- The way information is presented to shape audience interpretation (Correct answer)
- Scheduling media interviews strategically
- Setting deadlines for press release distribution
Correct answer: The way information is presented to shape audience interpretation
Framing involves selecting and emphasizing certain aspects of a story to influence how audiences understand and evaluate the information.
Question 2: A PR campaign targeting Generation Z consumers should prioritize which channel based on current media consumption trends?
- Print newspapers and magazines
- Short-form video platforms and influencer collaborations (Correct answer)
- AM/FM radio spots
- Traditional TV commercials
Correct answer: Short-form video platforms and influencer collaborations
Gen Z predominantly consumes content on platforms like TikTok and YouTube Shorts, making short-form video and influencer partnerships the most effective reach channels.
Question 3: Which crisis communication strategy involves an organization accepting full blame and expressing genuine remorse?
- Denial
- Minimization
- Mortification (Correct answer)
- Victimage
Correct answer: Mortification
Mortification, as defined by Benoit's image repair theory, involves full apology and acceptance of responsibility, often the most restorative strategy for reputation recovery.
Question 4: Internal communications in PR primarily aims to:
- Attract new investors to the organization
- Engage and inform employees to align them with organizational goals (Correct answer)
- Generate media coverage about the company
- Build consumer loyalty programs
Correct answer: Engage and inform employees to align them with organizational goals
Internal communications ensures employees are informed, engaged, and aligned with organizational values and objectives, making them effective brand ambassadors.
Question 5: AVE (Advertising Value Equivalency) as a PR measurement metric is widely criticized because:
- It accurately measures reach but ignores sentiment
- It conflates paid advertising with earned media, distorting true PR value (Correct answer)
- It is too expensive to calculate for small organizations
- It only applies to television coverage
Correct answer: It conflates paid advertising with earned media, distorting true PR value
AVE is criticized for comparing earned media to ad rates, which ignores credibility, context, and the fundamentally different persuasive value of editorial versus advertising.
Question 6: Which element is most critical in developing a PR crisis communication plan before a crisis occurs?
- Hiring crisis actors for simulations
- Identifying a spokesperson and pre-approving message templates (Correct answer)
- Purchasing additional advertising space in advance
- Restricting all media access to executives
Correct answer: Identifying a spokesperson and pre-approving message templates
Pre-identifying authorized spokespersons and developing draft message templates allows organizations to respond rapidly and consistently when a crisis erupts.
Question 7: In investor relations (IR) PR, the primary legal requirement governing public company communications is:
- Sarbanes-Oxley Act's audit provisions only
- SEC Regulation FD (Fair Disclosure), which prohibits selective disclosure (Correct answer)
- GDPR data handling requirements
- FTC endorsement guidelines
Correct answer: SEC Regulation FD (Fair Disclosure), which prohibits selective disclosure
Regulation FD requires public companies to disclose material information to all investors simultaneously, preventing selective leaks to favored analysts or media.
Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 4
The concept of 'framing' in media relations refers to: