exam prep

Question 1

what is the PESO mix?

Answer 1

paid, earned, shared, owned

Question 2

how did a ‘win’ come out of a loss for the anti-Lansdowne 2.0 crowd?

Answer 2

opposition can emphasize in the upcoming election how the Mayor has failed the citizens of Ottawa

Question 3

what is the collective action problem for Lansdowne 2.0?

Answer 3

there were too many mixed messages: no clear, concise summary of the issue

Question 4

why did the Barcelona Principles arise?

Answer 4

there was not enough formative research in PR, too much ‘gut checking’

Question 5

3 major areas of evaluation

Answer 5

message testing
media monitoring services
metrics, analytics and data

Question 6

what is Barcelona principle #2?

Answer 6

measurement and evaluation should identify both outputs and outcomes

Question 7

what is Barcelona principle #4?

Answer 7

effective measurement and evaluation of communication require both qualitative and quantitative analysis

Question 8

what are the 4 dimensions of Fenton’s social media metrics?

Answer 8

see, say, feel, do

Question 9

who is the primary audience for the uOttawa Comms campaign?

Answer 9

grade 12 ottawa area students

Question 10

who is the secondary audience for the uOttawa comms campaign?

Answer 10

parents of grade 12 ottawa area students

Question 11

who is the tertiary audience for the uOttawa comms campaign?

Answer 11

journalists and media

Question 12

how did Mayor Sutcliffe have an early advantage in Lansdowne 2.0?

Answer 12

he locked in the ‘economic frame’ early

Question 13

what was the slogan that caught on (too late) for Lansdowne 2.0?

Answer 13

1% Lansdowne tax

Question 14

what does “no unknown unknowns” mean in relation to Lansdowne 2.0?

Answer 14

there were no surprises to destabilize the Mayor’s narrative

Question 15

what is an October surprise?

Answer 15

refers to American politics, a last minute shock

Question 16

5 key PR lessons from Lansdowne 2.0

Answer 16

1. structural power shaped outcomes more than message quality in this case
2. frames adopted early are hard to dislodge
3. collective action problems kill message discipline
4. earned media is easier for those with institutional authority
5. advocacy campaigns can be well run and still lose

Question 17

in what style do straight news stories follow?

Answer 17

inverted pyramid

Question 18

3 main intermediaries for PR writers

Answer 18

traditional news media gatekeepers
social media
search engines

Question 19

what is a structural asymmetry that would prevent grade 12 students from coming to uOttawa?

Answer 19

other universities have more money than uOttawa for bursaries and financial support

Question 20

what is the expression about journalists who become PR professionals?

Answer 20

hacks turn to flacks and don’t come back

Question 21

what is in a media kit?

Answer 21

news release, backgrounder, Q&A, social media posts

Question 22

what are the 3 communication objectives?

Answer 22

change
awareness,
attitudes
behaviour

Question 23

who are the critics of uOttawa’s communication PR campaign?

Answer 23

online parents groups concerned about job prospects

Question 24

who are the supporters of uOttawa’s communication PR campaign?

Answer 24

alumni, current undergrads, high school guidance counsellors

Question 25

why would an organization not want high visibility?

Answer 25

if they have a bad reputation and they don't want to attract much attention

Question 26

what could the opposition have done differently to win the Lansdowne 2.0 movement? (4)

Answer 26

1. simplify your message 2. find a heavyweight validator 3. engineer disruptive moments 4. go beyond central ottawa

Question 27

what is the purpose of putting the message in your news release?

Answer 27

you want the press to follow the narrative you have shaped

Question 28

what is risk?

Answer 28

the probability of damage

Question 29

what is a crisis?

Answer 29

an unexpected incident that is negative

Question 30

t or f: crisis management is the whole operation, not just comms

Answer 30

true

Question 31

"a crisis is_____

Answer 31

a risk manifested"

Question 32

define crisis management

Answer 32

dealing with the source of the problem

Question 33

define crisis communication

Answer 33

managing the perceptions of an organization surrounding a crisis

Question 34

an example of a natural calamity

Answer 34

flood

Question 35

an example of a human-created disaster

Answer 35

oil spill

Question 36

an example of a product failure leading to human injury or death

Answer 36

Tylenol

Question 37

an example of a health threat

Answer 37

pandemic

Question 38

an example of a moral / ethical scandal

Answer 38

epstein's island

Question 39

5 stages of crisis

Answer 39

1. detection 2. prevention 3. containment 4. recovery 5. learning

Question 40

what is pure advocacy?

Answer 40

PR practitioner pleads an organization's case without compromise (denial)

Question 41

what is pure accommodation?

Answer 41

PR practitioner fully concedes to a public's demands (accountability)

Question 42

was the maple leaf listeriosis outbreak handled with pure accommodation or pure advocacy?

Answer 42

pure accommodation

Question 43

life cycle of a crisis (4 stages)

Answer 43

1. early potential 2. emerging media 3. current crisis 4. dormant

Question 44

what was uOttawa's original approach to cutting the classics department

Answer 44

advocacy, eventually turned to accommodation

Question 45

what stage is the uOttawa classics program crisis now in?

Answer 45

dormant

Question 46

identify the 'early' stage for the uOttawa classics crisis

Answer 46

due to budgetary constraints, some programs need to be cut

Question 47

identify the 'emerging' stage for the uOttawa classics crisis

Answer 47

the message was not controlled, the crisis progressed

Question 48

identify the 'current' stage for the uOttawa classics crisis

Answer 48

the petition to keep the classics program exploded

Question 49

identify the 'dormant' stage for the uOttawa classics crisis

Answer 49

public pressed uOttawa into keeping the program

Question 50

what is a deny strategy?

Answer 50

efforts to absolve the organization of responsibility

Question 51

what are diminish strategies?

Answer 51

acknowledging the responsibility, but minimizing

Question 52

what are rebuild strategies?

Answer 52

rebuilding relationships when trust is broken

Question 53

what is stealing thunder?

Answer 53

proactive communication out of a sense of precaution

Question 54

5 major cultural dimensions

Answer 54

power distance individualism - collectivism uncertainty avoidance masculinity - femininity long term orientation

Question 55

what is mediated public diplomacy

Answer 55

nation's strategic use of media to promote its agenda

Question 56

what is relational / communal public diplomacy

Answer 56

engagement between a nation and its foreign publics

Question 57

what is cultural statecraft?

Answer 57

using cultural/educational/knowledge diplomacy to advance the national interest

Question 58

what is the field of influence for uOttawa's PR campaign

Answer 58

Ottawa area

Question 59

what opportunities for partnerships exist for uOttawa's PR program to attract grade 12s

Answer 59

high school guidance counsellors

Question 60

what does the s-curve explain?

Answer 60

how new communication technology spreads through a population over time