APR SOLVED QUESTIONS WITH CORRECT ANSWERS
◉ A decade ago your company was part of a high visibility lawsuit
and suffered great financial and reputational losses. Since then the
company has tried to improve its stakeholder relations but has had
mixed results. One of its most significant problems has been poor
employee communications, ultimately resulting in mixed messages
to external stakeholders. How would you begin the process of
turning the employees into skilled brand ambassadors?. Answer:
How would you begin the process of turning the employees into
skilled brand ambassadors? (Select 1)
A. Complete a content analysis to review company message
consistency.
B. Begin including all external communications in the employee
newsletter with an employee-centric explanation of each message.
C. Examine the congruency between the company messages and
employee views.
,D. Conduct an employee focus group to learn where employees
might agree with company messages.
Answer: C
◉ You are the Communications Director for a food service company.
Each summer, the company reduces its food service workers in the
Universities segment when students are on summer break due to
low demand and nearly 100% of workers are rehired at the start of
the new school year. While many of the workers are familiar with
this annual practice and pick up summer jobs to fill the void, many
workers find jobs elsewhere and do not return, which leaves 20,000
jobs for the company to fill across the U.S. in a three-month period..
Answer: You are tasked with leading the communications response.
What are the first steps you should consider? (Choose two):
A. Conduct informal research with human resources, current and
past employees and clients to gain an understanding of last year's
campaign effectiveness.
B. Conduct a situation analysis related to problem identification and
how the prior campaign resonated with target audiences.
C. Draft a communications plan beginning with the problem
statement to reach and connect with internal and external
audiences.
,D. Develop a cross-functional, strategic planning program to
implement the program's goals, objectives and target audiences.
Answer: A and B
◉ You are the Public Affairs Officer for the VA of your local area. Your
Mental Health Department Head comes to you about a new program
that is being piloted in your area in coordination with the local
military base. The long-term goal of the program is to reduce suicide
rates amongst Veterans within the first year of their separation from
active duty. Although many VA programs are provided to Vets who
have already separated, this program serves to reach Active Duty
members who are within 2 to 3 years of separation. Because of this,
the VA and the military would like you to develop a communications
plan that will ensure a large amount of Active Duty members enroll
in the program the first year and increase each consecutive year
based on the active duty population in the area that separates each
year. You will develop a five-year plan using RPIE.. Answer: When
developing your plan, what is the best way forward that will allow
you to measure your communication efforts relative to the requested
desired outcomes? (choose two):
A. When developing the communication plan, it is important the VA
Department use an integrated marketing and communication model.
, B. When developing the communication plan, it is important to
track, not only how often information is provided, but also how often
Active Duty members act on that information.
C. When developing the communication plan, you will want to
establish a way to track the Advertising Value Equivalents (AVEs) of
all of your communication products.
D. When developing the communication plan, you will want to set up
a baseline for measurement. To do this, you will consult with your
HR department, to get information on the demographics of who and
how many enroll in the VA annually.
Answer: A and B
◉ You are the public relations director for an integrated health care
facility. The director of the Wellness Department has requested your
help with a new tobacco cessation program they have launched. The
goal of the program is to eliminate the use of tobacco and vaping
products by teenagers.. Answer: Choose the best first objective for
the tobacco cessation program's communication plan. (Choose one)
A. The number of local high school students who think there is a
great risk of harm in smoking one pack of cigarettes a day will rise
from 54 percent to 78 percent by May 2020.
◉ A decade ago your company was part of a high visibility lawsuit
and suffered great financial and reputational losses. Since then the
company has tried to improve its stakeholder relations but has had
mixed results. One of its most significant problems has been poor
employee communications, ultimately resulting in mixed messages
to external stakeholders. How would you begin the process of
turning the employees into skilled brand ambassadors?. Answer:
How would you begin the process of turning the employees into
skilled brand ambassadors? (Select 1)
A. Complete a content analysis to review company message
consistency.
B. Begin including all external communications in the employee
newsletter with an employee-centric explanation of each message.
C. Examine the congruency between the company messages and
employee views.
,D. Conduct an employee focus group to learn where employees
might agree with company messages.
Answer: C
◉ You are the Communications Director for a food service company.
Each summer, the company reduces its food service workers in the
Universities segment when students are on summer break due to
low demand and nearly 100% of workers are rehired at the start of
the new school year. While many of the workers are familiar with
this annual practice and pick up summer jobs to fill the void, many
workers find jobs elsewhere and do not return, which leaves 20,000
jobs for the company to fill across the U.S. in a three-month period..
Answer: You are tasked with leading the communications response.
What are the first steps you should consider? (Choose two):
A. Conduct informal research with human resources, current and
past employees and clients to gain an understanding of last year's
campaign effectiveness.
B. Conduct a situation analysis related to problem identification and
how the prior campaign resonated with target audiences.
C. Draft a communications plan beginning with the problem
statement to reach and connect with internal and external
audiences.
,D. Develop a cross-functional, strategic planning program to
implement the program's goals, objectives and target audiences.
Answer: A and B
◉ You are the Public Affairs Officer for the VA of your local area. Your
Mental Health Department Head comes to you about a new program
that is being piloted in your area in coordination with the local
military base. The long-term goal of the program is to reduce suicide
rates amongst Veterans within the first year of their separation from
active duty. Although many VA programs are provided to Vets who
have already separated, this program serves to reach Active Duty
members who are within 2 to 3 years of separation. Because of this,
the VA and the military would like you to develop a communications
plan that will ensure a large amount of Active Duty members enroll
in the program the first year and increase each consecutive year
based on the active duty population in the area that separates each
year. You will develop a five-year plan using RPIE.. Answer: When
developing your plan, what is the best way forward that will allow
you to measure your communication efforts relative to the requested
desired outcomes? (choose two):
A. When developing the communication plan, it is important the VA
Department use an integrated marketing and communication model.
, B. When developing the communication plan, it is important to
track, not only how often information is provided, but also how often
Active Duty members act on that information.
C. When developing the communication plan, you will want to
establish a way to track the Advertising Value Equivalents (AVEs) of
all of your communication products.
D. When developing the communication plan, you will want to set up
a baseline for measurement. To do this, you will consult with your
HR department, to get information on the demographics of who and
how many enroll in the VA annually.
Answer: A and B
◉ You are the public relations director for an integrated health care
facility. The director of the Wellness Department has requested your
help with a new tobacco cessation program they have launched. The
goal of the program is to eliminate the use of tobacco and vaping
products by teenagers.. Answer: Choose the best first objective for
the tobacco cessation program's communication plan. (Choose one)
A. The number of local high school students who think there is a
great risk of harm in smoking one pack of cigarettes a day will rise
from 54 percent to 78 percent by May 2020.
