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An advertiser says "We usually handle the branding part of the campaign. Why don't you just leave that to us?" what do you think/do?
They are incorrect; branding has a natural connection to public relations
Which of the following best describes branding? (BOTH COULD BE CORRECT)
The name term design symbol or feature that makes a product distinct from another
In addition to principles of advertising, marketing, and public relations, what other principles does branding follow?
Creating a strong brand pillar is all about?
Separating the brand from its competitors
Most of the time, we focus on our client's brands when we should also focus on our ______ brands.
In public relations, brands are ______ and ______ in various ways.
Created and supported
If you want to create a personal brand that is relevant, unique, and powerful, you first need to ask yourself ______?
What is unique to me
If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?
What is one of the core components of successful client and personal branding?
t/f advertising professionals are the most qualified to create a brand.
As PR tools, platforms, and technologies have evolved, the skill of writing has ______.
Remained a constant
Of the following writing styles, which is a growing area of focus for PR?
How is creative messaging similar to real-time writing?
Both can engage and entertain
PR writing done by brands provide examples of ___.
Strong brand voice
Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?
Practitioners construct a wide range of pieces
The centrality of the news release and press release to the public relations practice shows us that ______.
The field has a strong connection to journalism
When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.
As PR professionals, we must assume that everything we say and do with journalists ______.
Is on the record all the time
What is one of the main purposes of writing a feature story?
To promote individuals who are part of a brand
As a PR writer, which tools can you use to track people's reactions?
Metrics and online research tools
Which of the following terms best apply to public relations campaigns?
In addition to achieving business and communication goals, a public relations campaign can also strengthen ____.
What is the common element that ties together a public relations campaign from beginning to end?
Once we have researched a campaign, the next step is to identify ______.
Purpose and audience
PR campaign planning is informed by both ______.
Business objectives and creativity
Where do "big ideas" come from?
Facts and insights
To be effective, a campaign must reach target audiences through ______.
A combination of media
If you were planning a campaign and wanted to learn more about your audience's attitudes and opinions, you should study their ______.
When you think of campaign strategies and tactics, which body part describes them best?
t/f planning is the key determinant of whether a campaign fails.
Modern public relations acknowledges the fact that audiences arise through _________.
Audience segmentation is about identifying ____________ within a larger ____________ audience.
Behavioral segmentation is most useful when developing strategy related to _____.
Applying the principles of audience segmentation, we know that niche audiences are _____.
More important than large audiences
If you are a PR professional wanting to recruit brand ambassadors who are the most trustworthy and authentic, you are likely to choose ____________.
Today's activists are not only engaged with their causes but will often
Partner with brands
Authenticity, relevance, personality, and reach are all attributes of ____.
When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ____________.
You are a content creator for a fast-food restaurant chain. You think you have some edgy, fun ideas that will catch on with potential customers. But you're not quite sure what they really desire. What should you do?
Ask your audiences
Nano influencer is more important than a micro-influencer t/f.
If you are a content creator interested in engaging and attracting audiences, which models should you use?
traditional funnel OR flywheel
While content creation refers to ____, content curation is all about the _____.
When delivering materials to your audience, what are the most important factors to consider?
Timing, tone, and treatment
To create stories and interactions that succeed, we must base our planning and composition on the ____.
Which traditional skills remain important for producing strong video content?
Writing and editing
The most common form of content presented on social media is ______-form content.
When professionals use various channels as mainstays and then create content from the channels, they are using the ____ approach.
When TikTok helps creators make videos, including lip-syncing or dance moves, they are enabling ____.
As PR professionals, we must now learn how to integrate voice technology into _____.
Various aspects of our brand
If you need some inspiration for new content, you should avoid looking at previous case studies and stories. t/f
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