Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 4

Question 1

The concept of 'framing' in media relations refers to:

Accepted Answer

The way information is presented to shape audience interpretation

Answer

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?

Accepted Answer

Short-form video platforms and influencer collaborations

Answer

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?

Accepted Answer

Mortification

Answer

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:

Accepted Answer

Engage and inform employees to align them with organizational goals

Answer

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:

Accepted Answer

It conflates paid advertising with earned media, distorting true PR value

Answer

AVE is criticized for comparing earned media to ad rates, which ignores credibility, context, and the fundamentally different persuasive value of editorial versus advertising.

Mass Comm Bachelor of Communication Practice Test

Mass Comm Bachelor of Communication Practice Test

Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 4