Question 1

As PR professionals, we must assume that everything we say and do with journalists ______.

Accepted Answer

A)  is on the record all the time 
B)  can be used "on background" 
C)  will be used to hurt us in court 
D)  should be based on friendship 
A)  is on the record all the time 
B)  can be used "on background" 
C)  will be used to hurt us in court 
D)  should be based on friendship

Question 2

To write a successful pitch, the PR writer must first research context.

Accepted Answer

A) True 
 B)False

Question 3

Writing, while still a desired PR skill, it is not as important as it was in the 20th century.

Accepted Answer

A) True 
 B)False

Question 4

What is the function of a boilerplate paragraph in a press release?

Accepted Answer

A)  to create a strong client "spin" at the end of the piece 
B)  to make a final statement of opinion for the journalist 
C)  to include the "five W's and the H" for the audience 
D)  to provide an overview of the person, organization, or brand 
A)  to create a strong client "spin" at the end of the piece 
B)  to make a final statement of opinion for the journalist 
C)  to include the "five W's and the H" for the audience 
D)  to provide an overview of the person, organization, or brand

Question 5

As a public relations writer, which tools can you use to track people's reactions to your content?

Accepted Answer

A)  metrics and online research tools 
B)  client reaction and follow-up 
C)  gut feeling and intuition 
D)  focus groups and surveys 
A)  metrics and online research tools 
B)  client reaction and follow-up 
C)  gut feeling and intuition 
D)  focus groups and surveys

Question 6

Analyze the uses and strengths of contemporary media kits.

Accepted Answer

Answers will vary. They should include s

Question 7

When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.

Accepted Answer

A)  messages 
B)  audience 
C)  editorials 
D)  retweets 
A)  messages 
B)  audience 
C)  editorials 
D)  retweets

Question 8

A news release provides audiences with the full story. However, if you simply want to interest a journalist in a story idea, the best tool to use is the ______.

Accepted Answer

A)  pitch 
B)  fact sheet 
C)  one-liner 
D)  tweet 
A)  pitch 
B)  fact sheet 
C)  one-liner 
D)  tweet

Question 9

How is creative messaging similar to real-time writing?

Accepted Answer

A)  Both must originate with the client. 
B)  Both can engage and entertain. 
C)  Both are based on advertising themes. 
D)  Both may be considered paid media. 
A)  Both must originate with the client. 
B)  Both can engage and entertain. 
C)  Both are based on advertising themes. 
D)  Both may be considered paid media.

Question 10

Message type and content is relatively uniform across all social media channels.

Accepted Answer

A) True 
 B)False

Question 11

Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?

Accepted Answer

A)  Clients prefer a standard mix of writing types. 
B)  Practitioners construct a wide range of pieces. 
C)  Most are social media-based in the 21st century. 
D)  Advertising and marketing have gained ground. 
A)  Clients prefer a standard mix of writing types. 
B)  Practitioners construct a wide range of pieces. 
C)  Most are social media-based in the 21st century. 
D)  Advertising and marketing have gained ground.

Question 12

If you concentrate on storytelling, showing rather than telling, and including supporting details in your press release, you are probably writing a(n) ______ story.

Accepted Answer

A)  hard news 
B)  feature 
C)  opinion 
D)  social media 
A)  hard news 
B)  feature 
C)  opinion 
D)  social media

Question 13

What purpose does an infographic serve?

Accepted Answer

A)  It complements the text around it. 
B)  It is a visual form of storytelling. 
C)  It conveys the selling idea. 
D)  It can be a minor part of a PR pitch. 
A)  It complements the text around it. 
B)  It is a visual form of storytelling. 
C)  It conveys the selling idea. 
D)  It can be a minor part of a PR pitch.

Question 14

If you send a press release to a journalist, wait an hour, then email them and call them to see if he/she is interested, what sort of practice is this?

Accepted Answer

A)  proactivity 
B)  persuasion 
C)  stalking 
D)  due diligence 
A)  proactivity 
B)  persuasion 
C)  stalking 
D)  due diligence

Question 15

Pursuing a "digital first" strategy means writing exclusively for digital channels.

Accepted Answer

A) True 
 B)False

Question 16

Starbucks missed out on a promotional opportunity with "Game of Thrones" because they ______.

Accepted Answer

A)  released new flavors too early 
B)  created an unfocused message 
C)  did not gain client approval 
D)  failed to think on their feet 
A)  released new flavors too early 
B)  created an unfocused message 
C)  did not gain client approval 
D)  failed to think on their feet

Question 17

Creative messaging is best left to advertising professionals rather than PR practitioners.

Accepted Answer

A) True 
 B)False

Question 18

Key content considerations in PR messages include ______.

Accepted Answer

A)  consistency, voice and authenticity 
B)  reliability, appeal, and media 
C)  tone, strategy, and objectives 
D)  information, persuasion, and entertainment 
A)  consistency, voice and authenticity 
B)  reliability, appeal, and media 
C)  tone, strategy, and objectives 
D)  information, persuasion, and entertainment

Question 19

What is the major purpose of a media kit?

Accepted Answer

A)  to provide stories in paper format 
B)  to make your client famous 
C)  to buy advertising at a discount 
D)  to generate favorable media coverage 
A)  to provide stories in paper format 
B)  to make your client famous 
C)  to buy advertising at a discount 
D)  to generate favorable media coverage

Question 20

If you create a media kit that includes metrics from social channels or audience demographics, you are providing ______.

Accepted Answer

A)  evidence of previous work 
B)  encouragement to journalists 
C)  discouragement to competitors 
D)  a case for free advertising 
A)  evidence of previous work 
B)  encouragement to journalists 
C)  discouragement to competitors 
D)  a case for free advertising

As PR professionals, we must assume that everything we say and do with journalists ______.

To write a successful pitch, the PR writer must first research context.

Writing, while still a desired PR skill, it is not as important as it was in the 20th century.

What is the function of a boilerplate paragraph in a press release?

As a public relations writer, which tools can you use to track people's reactions to your content?

Analyze the uses and strengths of contemporary media kits.

When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.

A news release provides audiences with the full story. However, if you simply want to interest a journalist in a story idea, the best tool to use is the ______.

How is creative messaging similar to real-time writing?

Message type and content is relatively uniform across all social media channels.

Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?

If you concentrate on storytelling, showing rather than telling, and including supporting details in your press release, you are probably writing a(n) ______ story.

What purpose does an infographic serve?

If you send a press release to a journalist, wait an hour, then email them and call them to see if he/she is interested, what sort of practice is this?

Pursuing a "digital first" strategy means writing exclusively for digital channels.

Starbucks missed out on a promotional opportunity with "Game of Thrones" because they ______.

Creative messaging is best left to advertising professionals rather than PR practitioners.

Key content considerations in PR messages include ______.

What is the major purpose of a media kit?

If you create a media kit that includes metrics from social channels or audience demographics, you are providing ______.

Introduction to Public Relations

Historical Contexts and Todays Practices

Ethics and the Law

Diversity and Inclusion

Research and Evidence-Based Practices

Branding

Strategic Campaigns

Audiences and Relationship Management

Creative Content

Management and Business Acumen

Measurement and Evaluation

Careers

Specializations

The Future

Filters

Exam 7: Writing

As PR professionals, we must assume that everything we say and do with journalists ______.

To write a successful pitch, the PR writer must first research context.

Writing, while still a desired PR skill, it is not as important as it was in the 20th century.

What is the function of a boilerplate paragraph in a press release?

As a public relations writer, which tools can you use to track people's reactions to your content?

Analyze the uses and strengths of contemporary media kits.

When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.

A news release provides audiences with the full story. However, if you simply want to interest a journalist in a story idea, the best tool to use is the ______.

How is creative messaging similar to real-time writing?

Message type and content is relatively uniform across all social media channels.

Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?

If you concentrate on storytelling, showing rather than telling, and including supporting details in your press release, you are probably writing a(n) ______ story.

What purpose does an infographic serve?

If you send a press release to a journalist, wait an hour, then email them and call them to see if he/she is interested, what sort of practice is this?

Pursuing a "digital first" strategy means writing exclusively for digital channels.

Starbucks missed out on a promotional opportunity with "Game of Thrones" because they ______.

Creative messaging is best left to advertising professionals rather than PR practitioners.

Key content considerations in PR messages include ______.

What is the major purpose of a media kit?

If you create a media kit that includes metrics from social channels or audience demographics, you are providing ______.

Introduction to Public Relations

Historical Contexts and Todays Practices

Ethics and the Law

Diversity and Inclusion

Research and Evidence-Based Practices

Branding

Strategic Campaigns

Audiences and Relationship Management

Creative Content

Management and Business Acumen

Measurement and Evaluation

Careers

Specializations

The Future

Filters