Exam 9: Writing

A __________ is essentially a backgrounder for a person who is the main subject of a news release.

While critics may complain that ______ are lazy writing, some writers see them as a way to help readers filter and process a lot of information by breaking it into manageable pieces in an order that makes sense.

RJ is putting the finishing touches on a new web site he developed for his non-profit organization. Before he finishes, he works with his IT director to add _________. These are important because they describe the web page to search engines.

Hunter is working on a ________ for his company's new product. He is developing a pre-produced news package for broadcast journalists that includes visual and audio content.

Lidochka prepares a news release about a Russian oil tanker grounding in the North Sea. Along with the story, she includes an attachment that provides accurate information about the accident and other information that editors can click on and check for themselves. What kind of attachment did she provide?

When writing a _________, the writer does not include the "why" of the story in the first few sentences. Instead, the job of the first sentence is to make the reader want to read more, and keep the reader hooked through the body of the story.

__________ involves presenting yourself in ways that help you achieve your goals and aspirations in social interactions, while always being mindful of keeping a balance between being authentic and being professional.

Writing trainer Ann Wylie advises public relations professionals to drop the _________ and write with more _____________. Writers should tell readers what's in it for them.

A news release always starts with a good headline and a ________ so the news media will know when and where a story occurred.

Tristan has been an avid social media consumer for many years, but the first few Facebook posts he wrote for his client did not result in any interactions. Tristan's mistake was a common one, and he likely ___________.

Facebook, Instagram, Twitter, Snapchat, and Weibo are all considered _______ because these social media sites allow users to make short, frequent posts.

According to Professor Craig Carroll, a _________ is "a widely circulated, oft-repeated message… revealing something about the organization's nature." While an organization's actions contribute, what people write about an organization is also important.

Anwar planned a vacation that is going to delay a client project. He included the hashtag #SorryNotSorry in the e-mail to his boss and client. He obviously was not able to distinguish from the syntax of text messaging and Instagram to the formalities of an interoffice e-mail or client status report. In PR terms, he failed to ____________.

Online news feeds, blog rolls, email preview panes and search engine results all favor writers who know how to write ___________.

Donald is given the assignment by his PR firm to prepare a news release designed to be distributed through online search engines. Although all search engines operate differently, with different rules (i.e., algorithms) for how search results are produced, some common elements that factor into most searches are headlines, meta tags, links, and URLs. What other factor is very important for Donald to optimize the search engine results?

Cassandra prepares an online-only campaign for Microsoft. She includes sharable online material such as useful chunks of text, quotes, photos, infographics, suggested tweets, hashtags, and embeddable multimedia elements. What kind of campaign is this?

Boris, a PR writer, drafts and edits a timely article, pitches the story to reporters and editors, and hopes that various news media retell the story. What type of PR article did he write?

Elizabeth is a staff writer and media relations specialist for USA Today. She is assigned the task of reporting on disastrous flooding in Louisiana. Instead of employing the delayed-lead style of features stories, she uses the direct-lead format, knowing that even if readers never read past the first paragraph, they will get the gist of the story. This news style of writing is often called the __________.

The PRSA Code of Ethics lists expertise as a core value of the profession, especially expertise in the ethic of reciprocity. Alexandra, a PR media relations specialist, strives to include this principle in all of her work. She is practicing what is also known as __________.

Julian adds shared/social media to the storytelling mix for a PR campaign for Dollywood in Tennessee. The story features a one-minute video of a bear that wanders into the park and starts dancing to the music. Stories like this have more of a chance of going viral because readers and users have the opportunity to become part of the storytelling process. This is an example of __________.