Mass Comm Bachelor of Communication Bachelor of Communication: Public Relations Strategies 5

Question 1

The concept of 'reputation capital' in PR suggests that organizations with strong reputations:

Accepted Answer

Have built goodwill that provides resilience during negative events

Answer

Reputation capital represents accumulated goodwill that acts as a buffer, giving organizations the benefit of the doubt from stakeholders during crises or controversies.

Question 2

A PR practitioner drafting a position paper for an executive is producing which type of document?

Accepted Answer

A white paper or op-ed supporting a specific viewpoint

Answer

Position papers and op-eds articulate an organization's or individual's stance on an issue, designed to persuade stakeholders and establish thought leadership.

Question 3

Which approach best characterizes 'strategic PR' as opposed to purely tactical PR?

Accepted Answer

Aligning communication activities with organizational goals and measuring outcomes

Answer

Strategic PR ties communication programs to business objectives and uses measurement to demonstrate value, distinguishing it from output-focused tactical execution.

Question 4

The practice of 'newsjacking' in PR involves:

Accepted Answer

Inserting a brand's perspective into breaking news stories to gain coverage

Answer

Newsjacking means quickly connecting a brand's message to trending news stories, leveraging the existing media attention to gain earned coverage.

Question 5

When a PR campaign uses third-party endorsers such as doctors or scientists to lend credibility, it is leveraging:

Accepted Answer

Source credibility theory

Answer

Source credibility theory holds that messages from perceived experts are more persuasive because audiences attribute expertise, trustworthiness, and goodwill to the source.

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 5