Exam 7: Media Relations in a Digital World

What is a gatekeeper? Why do PR professionals need to identify and work with gatekeepers?

What is the "pay for play" issue faced by global media relations practitioners?

Which of the following would help a PR professional determine the most appropriate reporter to approach with a pitch?

Which term refers to national newspapers like USA Today and national broadcast stations like ABC,NBC,and CBS?

An increasing number of American adults get their news from which of the following?

The goals and tactics of media relations in a business environment differ significantly from those implemented in a political environment.

In a media environment,which individual typically serves as a gatekeeper?

Based on 2016 research from the Pew Research Center,which of the following statements about the television industry is true?

A primary rule of public relations is to know your audience.What does this idea mean in terms of media relations?

What are the components of an effective pitch? What steps need to be taken before delivering a pitch?

Throughout the day,Kelly checks her Twitter page and sees stories and videos that she finds interesting.Which of the following has collected and delivered these stories?

Every employee at Toga-Tech spent the weekend volunteering with a variety of local charities.A local newspaper reporter wrote an excellent story about the CSR effort.Now,the PR department at Toga-Tech wants to extend the impact of the story.Which of the following would accomplish this goal?

Generating interest in a product among industry members is best accomplished by developing relationships with which of the following?

Which of the following is an ethical issue faced by global PR practitioners?

The cord-cutting trend is expected to continue as the cable industry continues to raise rates and more people use services like Hulu and Netflix for entertainment.

The CEO of Harrison PR,an international PR agency,always reminds his employees that the key to effective international PR and media relations is a foundation of two-way communication.Which theory does the firm likely follow?

Editors,producers,and bloggers act as gatekeepers in mainstream media.

Which generation has driven the media industry for the past 20-30 years?

Which term refers to the practice of publishing articles that are not based on facts or sound research?

Rita,a PR professional,tells her client,Grayson Enterprises,that a news story about the firm's recent CSR activities appeared in the local newspaper and had 350,000 impressions.What does this information indicate?