Question 1

series of pre-booked, one-on-one interviews from fixed location via satellite with series of television journalists is called

Accepted Answer

A)  desk-side briefings. 
B)  a satellite media tour. 
C)  a pre-packaged pitch. 
D)  an up-close-and-personal. 
E)  none of the above. 
A)  desk-side briefings. 
B)  a satellite media tour. 
C)  a pre-packaged pitch. 
D)  an up-close-and-personal. 
E)  none of the above. B

Question 2

major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked.
151

Accepted Answer

A) True 
 B)False  False

Question 3

When travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab.

Accepted Answer

A) True 
 B)False  False

Question 4

The most common format for media advisories is long paragraphs rather than bulleted lists.

Accepted Answer

A) True 
 B)False

Question 5

All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT:

Accepted Answer

A)  send a news release. 
B)  send a media alert or advisory. 
C)  make a phone or e-mail pitch. 
D)  produce a video news release. 
E)  all of the above are legitimate approaches. 
A)  send a news release. 
B)  send a media alert or advisory. 
C)  make a phone or e-mail pitch. 
D)  produce a video news release. 
E)  all of the above are legitimate approaches.

Question 6

All of the following are tips for shooting effective publicity photos EXCEPT:

Accepted Answer

A)  photos must have strong contrast and sharp detail. 
B)  the best photos are uncluttered. 
C)  content is more important than context. 
D)  action gives a photo interest. 
E)  all of the above. 
A)  photos must have strong contrast and sharp detail. 
B)  the best photos are uncluttered. 
C)  content is more important than context. 
D)  action gives a photo interest. 
E)  all of the above.

Question 7

All of the following are questions that should be asked before writing news release EXCEPT:

Accepted Answer

A)  what is the key message? 
B)  how can I put the most positive spin on this situation? 
C)  who is the primary audience? 
D)  what does the target audience gain from the product or service? 
E)  all of the above 
A)  what is the key message? 
B)  how can I put the most positive spin on this situation? 
C)  who is the primary audience? 
D)  what does the target audience gain from the product or service? 
E)  all of the above

Question 8

When company's product is featured in TV show, it's called

Accepted Answer

A)  negotiated items. 
B)  the common folk approach. 
C)  broadcast advertising. 
D)  product placement. 
E)  integrated marketing communications. 
A)  negotiated items. 
B)  the common folk approach. 
C)  broadcast advertising. 
D)  product placement. 
E)  integrated marketing communications.

Question 9

According to recent study, _____ percent of journalists said that they use public relations sources for their stories.

Accepted Answer

A)  10 
B)  30 
C)  50 
D)  80 
E)  90 
A)  10 
B)  30 
C)  50 
D)  80 
E)  90

Question 10

All of the following are smart tips for putting together multimedia or social media news release EXCEPT:

Accepted Answer

A)  Write in a text-heavy style for interested readers. 
B)  Include links to relevant pages. 
C)  Place keywords in headlines and first paragraphs. 
D)  Be judicious with links. 
E)  Use high-resolution multimedia. 
A)  Write in a text-heavy style for interested readers. 
B)  Include links to relevant pages. 
C)  Place keywords in headlines and first paragraphs. 
D)  Be judicious with links. 
E)  Use high-resolution multimedia.

Question 11

Like news releases, publicity photos are not published unless they appeal to media gatekeepers.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following might be included in media advisory?

Accepted Answer

A)  A one-line headline. 
B)  A brief paragraph outlining the story idea. 
C)  answers to some of journalism's five W's and H questions 
D)  contact information 
E)  all of the above 
A)  A one-line headline. 
B)  A brief paragraph outlining the story idea. 
C)  answers to some of journalism's five W's and H questions 
D)  contact information 
E)  all of the above

Question 13

The interview subject for newspaper or magazine article has no control over what is published.

Accepted Answer

A) True 
 B)False

Question 14

Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time.

Accepted Answer

A) True 
 B)False

Question 15

Is it safe strategy to write news release in the inverted pyramid structure?

Accepted Answer

A)  Yes; editors scan the top of the story quickly to determine interest. 
B)  No; the narrative structure ensures better readership. 
C)  Yes, because editors cut from the bottom of the story. 
D)  Not always; a delayed lead may serve the story best. 
E)  Both A and C. 
A)  Yes; editors scan the top of the story quickly to determine interest. 
B)  No; the narrative structure ensures better readership. 
C)  Yes, because editors cut from the bottom of the story. 
D)  Not always; a delayed lead may serve the story best. 
E)  Both A and C.

Question 16

You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:

Accepted Answer

A)  a news conference. 
B)  a news release. 
C)  a media pitch. 
D)  a Twitter feed. 
E)  a satellite media tour. 
A)  a news conference. 
B)  a news release. 
C)  a media pitch. 
D)  a Twitter feed. 
E)  a satellite media tour.

Question 17

In addition to the video news release (VNR) itself, VNR package typically includes which of the following:

Accepted Answer

A)  two or three minutes of B-roll. 
B)  additional interviews 
C)  sound bites 
D)  file footage. 
E)  all of the above. 
A)  two or three minutes of B-roll. 
B)  additional interviews 
C)  sound bites 
D)  file footage. 
E)  all of the above.

Question 18

Of the following, what is most important in considering the public relations value of VNR?

Accepted Answer

A)  Whether management will approve of the cost 
B)  Whether the VNR stresses local news angles 
C)  The news potential of the information 
D)  The availability of on-screen talent 
E)  The time it will take to produce it. 
A)  Whether management will approve of the cost 
B)  Whether the VNR stresses local news angles 
C)  The news potential of the information 
D)  The availability of on-screen talent 
E)  The time it will take to produce it.

Question 19

In public relations, the news release is:

Accepted Answer

A)  declining in popularity as a PR tactic. 
B)  journalists' favorite source for news. 
C)  the most commonly used public relations tactic. 
D)  universally scorned by journalists. 
E)  useful in all situations. 
A)  declining in popularity as a PR tactic. 
B)  journalists' favorite source for news. 
C)  the most commonly used public relations tactic. 
D)  universally scorned by journalists. 
E)  useful in all situations.

Question 20

successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:

Accepted Answer

A)  humor. 
B)  concise speech. 
C)  relaxation. 
D)  preparation. 
E)  all of the above. 
A)  humor. 
B)  concise speech. 
C)  relaxation. 
D)  preparation. 
E)  all of the above.

series of pre-booked, one-on-one interviews from fixed location via satellite with series of television journalists is called

major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked. 151

When travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab.

The most common format for media advisories is long paragraphs rather than bulleted lists.

All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT:

All of the following are tips for shooting effective publicity photos EXCEPT:

All of the following are questions that should be asked before writing news release EXCEPT:

When company's product is featured in TV show, it's called

According to recent study, _____ percent of journalists said that they use public relations sources for their stories.

All of the following are smart tips for putting together multimedia or social media news release EXCEPT:

Like news releases, publicity photos are not published unless they appeal to media gatekeepers.

Which of the following might be included in media advisory?

The interview subject for newspaper or magazine article has no control over what is published.

Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time.

Is it safe strategy to write news release in the inverted pyramid structure?

You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:

In addition to the video news release (VNR) itself, VNR package typically includes which of the following:

Of the following, what is most important in considering the public relations value of VNR?

In public relations, the news release is:

successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters

Exam 11: The Mass Media

series of pre-booked, one-on-one interviews from fixed location via satellite with series of television journalists is called

major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked. 151

When travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab.

The most common format for media advisories is long paragraphs rather than bulleted lists.

All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT:

All of the following are tips for shooting effective publicity photos EXCEPT:

All of the following are questions that should be asked before writing news release EXCEPT:

When company's product is featured in TV show, it's called

According to recent study, _____ percent of journalists said that they use public relations sources for their stories.

All of the following are smart tips for putting together multimedia or social media news release EXCEPT:

Like news releases, publicity photos are not published unless they appeal to media gatekeepers.

Which of the following might be included in media advisory?

The interview subject for newspaper or magazine article has no control over what is published.

Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time.

Is it safe strategy to write news release in the inverted pyramid structure?

You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:

In addition to the video news release (VNR) itself, VNR package typically includes which of the following:

Of the following, what is most important in considering the public relations value of VNR?

In public relations, the news release is:

successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters