Question 1

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

Accepted Answer

This is an accurate definition of a Request for Proposal (RFP).

Question 2

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

Accepted Answer

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:

Accepted Answer

The IOIO model stands for Input-Output-Impact-Outcome. This model provides a way to evaluate programs or interventions by analyzing the inputs (resources and activities), outputs (direct products of the intervention), outcomes (changes in knowledge, attitudes, behaviors, or conditions), and impacts (long-term effects beyond the immediate outcomes). This model is commonly used in program evaluation to understand the effectiveness of interventions and to make data-driven decisions.

Question 4

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

Accepted Answer

The Barcelona Declaration of Measurement Principles was developed by several industry groups with seven principles to create universal evaluation standards in the public relations industry.

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.

Accepted Answer

The technique described in the question is known as advertising value equivalencies (AVEs). AVEs are controversial because they equate earned media coverage with paid advertising, and do not take into account the quality or impact of the coverage. Many PR professionals argue that AVEs are not an accurate or meaningful measurement of the success of PR efforts.

Question 6

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

Accepted Answer

Marketing objectives are designed to help increase revenues or attract a specific number of customers, including tourists, within a specific timeframe through targeted strategies and campaigns.

Question 7

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

Accepted Answer

Text in a PowerPoint should be concise and easy to scan, serving as guideposts for both 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.

Accepted Answer

This is true. Using ISO 4217 currency codes ensures clarity and avoids confusion when dealing with multiple currencies across different countries.

Question 9

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

Accepted Answer

Advertising value equivalences are controversial in the public relations industry as they equate earned media with paid media and do not accurately reflect the true value of earned media. Many professional associations, including the Public Relations Society of America, do not endorse the use of advertising value equivalences.

Question 10

Tactics in PR plans can only be organized by objectives.

Accepted Answer

Tactics in PR plans can be organized by objectives, but they can also be organized by target audiences, timelines, or other strategic frameworks depending on the specific goals and structure of the campaign.

Question 11

Timetables are not required in most PR plans.

Accepted Answer

Timetables are important in PR plans as they help in setting deadlines, prioritizing tasks, and tracking progress towards achieving PR goals.

Question 12

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

Accepted Answer

The answer of Marketing objectives, usually informational, would enhance the...

Question 13

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

Accepted Answer

Soft-soundings are indeed informal conversations held with journalists, industry experts or opinion leaders, typically by telephone or email.

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.

Accepted Answer

A situation analysis section typically focuses on assessing the current market conditions, understanding the client's position within the market, and identifying challenges and opportunities. It does not usually include highlighting the agency's benefits or thanking the client for the opportunity; those elements might be found in other sections of a proposal or communication.

Question 15

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

Accepted Answer

The answer of List four facts a PR agency executive...

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