Deck 16: Creating and Presenting Public Relations Plans for Local or Global Markets

Question 1

A Request for Proposal outlines an organization's interest and requirements in receiving bids for services, such as from PR agencies.

Answer 1

True

Question 2

Outline four steps a PR agency executive can take to expedite and simplify the new business planning process.

Answer 2

Pages 408-410. Maintain a current database of agency information; create templates for consistency; develop a relationship with prospective client; involve relevant contributors; and be organized

Question 3

The IOIO model of measurement determines results by evaluating the following:

A) Input-Output-Impact-Outcome
B) Input-Outreach-Income-Overhead
C) Input-Outcome-Impact-Output
D) Information-Output-Investigation-Outreach

Answer 3

A

Question 4

Several industry groups developed ____ with seven principles to create universal evaluation standards in the public relations industry.

A) The Melbourne Mandate
B) The Barcelona Declaration of Measurement Principles
C) The Madrid Mandate
D) The Sydney Declaration of Measurement Principles

Question 5

Calculating ___ is widely disputed as a measurement technique that analyzes traditional media placements generated by PR efforts in print and broadcast outlets by measuring how much paid space would have cost for the same exposure.

A) marketing value equivalencies
B) total circulations
C) transparency outcomes
D) advertising value equivalencies

Question 6

Which type of objective would help increase revenues by X percent or attract a specific number of tourists within a specific timeframe?

A) Communication
B) Marketing
C) Strategic
D) Informational

Question 7

PowerPoint (or any other presentation software) text should be easy to scan and serve as guideposts for the speaker and the audience.

Question 8

Budgets in plans with multiple countries should clearly indicate currencies using the International Organization for Standardization 4217 currency codes.

Question 9

Advertising value equivalences are universally accepted in measuring public relations plans.

Question 10

Tactics in PR plans can only be organized by objectives.

Question 11

Timetables are not required in most PR plans.

Question 12

Marketing objectives, usually informational, would enhance the image/brand, change perceptions, decrease negative sentiment, or differentiate organization from competitors.

Question 13

Soft-soundings are informal conversations, following the same questions by telephone or by email, with journalists, industry experts, or opinion leaders.

Question 14

A situation analysis section briefly describes how the plan addresses the prospective client's needs in specific markets, as well as highlights the agency's benefits and thanks the client for the opportunity.

Question 15

List four facts a PR agency executive should know before preparing the new business PR proposal presentation.