Exam 9: Writing

Tesla Motors is planning the unveiling of their driverless car. The Tesla PR team assembles news releases, fact sheets, and backgrounders, as well as photos, graphics, position papers, and anything else that might useful for a reporter researching and producing a story. What did the Tesla team create for their big media event?

Writing is one of the most sought-after skills employers screen for when hiring public relations talent, and one of the main reasons to write well is to build and maintain __________.

Writing for search engine optimization has become an important part of __________.

To give herself some flexibility, Carol is writing a number of stories that are ______. This way, she can pitch them whenever she has a lull in other news because they will maintain their relevance and value throughout the year ahead.

Nolan, a professional writer, has been very successful because he has a good sense of __________. His news releases speak to journalists, his tweets resonate with followers, and his thank-you notes keep the door open for future opportunities.

Santiago invests a lot of time in the ___________ phase of strategic planning because that is where he learns more about his publics' thoughts, feelings, and behaviors, making it easier for him to influence those publics.

Rather than plainly reporting facts and information, a __________ digs deeper into some angle of an event, a person's life, an organization, or a place.

Elle is often frustrated because more and more, she is competing with __________ for the attention of her audience members. Unfortunately, instead of reading articles about her client, web visitors are instead choosing promotional and sensational content designed primarily to entice them to visit another website.

Whereas a feature writer may delay the most important points while appealing to human interest and emotion, straight news stories get right to the business of reporting the news with a __________. Even if readers never read past the first paragraph, they can get the gist of the content.

Anna is a freelance online writer who submits articles to various blogs and news websites. She knows that her writing skills must follow the traditional rules of writing to make it past the first cut. She consults which writing style handbook for these rules?

While integrated keywords on a web page will help people searching for those keywords to find that page, there's a point of _______. Keyword stuffing will actually harm a site's ranking.

It takes __________ to articulate your goals and objectives as part of a public relations strategy.

When the World Bicycle Relief Organization chose to feature the story of Esawo, a 59-year-old Malawian dairy farmer, they did so with ________. The non-profit organization's goal was to gain the attention of readers and keep them engaged, ultimately encouraging them to donate.

Deidra is a media specialist for Uber and decides on an approach to her campaign that will get the attention of and engage her publics. She highlights the life of a returning veteran who has difficulty finding a job until he knocked on Uber's door. Her approach is known in PR as __________.

Even in writing for robots, public relations professionals need to have useful and original information along with good storytelling. The more other sites view a web page as valuable, the more they will provide _____________ to our site.

Public relations professionals can facilitate great writing simply by providing ________, as in the case of The Kelly Slater Wave Company. The resulting 10,000-word feature story in the New Yorker helped the company gain awareness for a new business venture.

Listicles, a portmanteau word, are part of the online media landscape.

The Jackson Agency of St. Louis creates a PR ad for Budweiser that does not even mention beer or have a picture of a beer can or bottle. Instead, the story features a trainer who raises the Clydesdales from birth and then watches them leave the ranch to join the other horses. This is an example of a feature-type story that appeals to ____________.

Weibo and Twitter differ in how they present content, follow different business models, attract different demographics. In addition, because Chinese characters convey much more information than Roman characters, the _________ is less of a constraint on Weibo than Twitter.

Words matter, as public relations firm, ___________, in Austin, Texas, found out. It named its agency, a hospitality PR firm that specializes in food and drink, the same name as a 1937 poem by Abel Meerpol about racism and lynching. The company eventually closed its doors and admitted it should have known better.