Deck 6: Pr Writing: Persuasive and Audience-Focused

Question 1

What tactic is considered the gold standard for disseminating essential news and information to members of the media?

A)fact sheet
B)media kit
C)backgrounder
D)news release

Answer 1

D

Question 2

Good PR writing is concerned with ______,which includes style,grammar,and punctuation.

A)rules
B)accuracy
C)format
D)details

Answer 2

C

Question 3

Why should you follow AP style rules when writing news releases?

A)You are sending printed copies to the media.
B)Your client is requiring that you do so.
C)News writing should be more conversational.
D)News items written in AP style get serious consideration.

Answer 3

D

Question 4

Which of the following is an example of a client that would need PR writing to focus on customers or consumers,financial relations,or social responsibility?

A)General Electric
B)Food and Drug Administration
C)American Chiropractic Association
D)United Way

Question 5

What did political scientist Harold Lasswell create when he wrote,"A convenient way to describe an act of communication is to answer the following questions: Who? Says what? In which channel? To whom? With what effect?"

A)the first PR department at a U.S.university
B)a forerunner to Twitter
C)an early communication model
D)a condensed outline for news release writing

Question 6

What is the one exception to the AP rule stating that you spell out any number at the beginning of a sentence?

A)street addresses
B)percentages
C)numbers over 999
D)4-digit year

Question 7

In addition to using a celebrity spokesperson,what media tactic is coffeemaker Nespresso and its partner TechnoServ using to communicate with their sources in Sudan?

A)nightly TV news reports
B)weekly radio broadcasts
C)a private Facebook group
D)Twitter messages

Question 8

What is the AP standard for the use of apostrophes with numbers and individual letters?

A)Always use apostrophes with both except with the letter A.
B)Do not use apostrophes with either except with the letter A.
C)Always use apostrophes with numbers but never with individual letters.
D)Always use apostrophes with individual letters but never with numbers.

Question 9

When writers assume others understand the words they use,share the same skills they possess,and know the obscure facts that they perceive as common knowledge,what bias is occurring?

A)curse of knowledge
B)great expectations
C)lack of perception
D)failure to analyze audiences

Question 10

What is another writing method that incorporates the 5 Ws and H but with a twist that allows you to better frame the news to highlight your organizational goals?

A)digital writing
B)Op-Eds
C)inverted pyramid
D)speechwriting

Question 11

What do the verbs inform and influence have in common?

A)Both involve communication.
B)Both begin with the same letter.
C)Both suggest powerful results.
D)Both describe possible PR goals.

Question 12

You have written a new release that details the results of your client's groundbreaking deal with a major sports franchise.To ensure it is delivered to the right hands,who is the appropriate source to send it to at the major media?

A)editor
B)gatekeeper
C)publisher
D)beat reporter

Question 13

What tactical approach is standard practice in PR campaigns to counteract noise?

A)repeat and reinforce messages
B)adhere to established guidelines
C)follow Schramm's Model of Mass Communication
D)understand your audience

Question 14

Who developed an early communications model that is a representation of the 5Ws?

A)Shannon and Weaver
B)Wilbur Schramm
C)Bob Taylor
D)Harold Lasswell

Question 15

What element of Chip and Dan Heath's SUCCESs principles prompts writers to identify the essential core of their ideas?

A)storytelling
B)concrete
C)simple
D)strategic

Question 16

In their communication with target audiences,PR practitioners should be strategic and respect ______,societal,and professional norms.

A)international
B)legal
C)human
D)behavioral

Question 17

When you distribute a news release via email,what should you enter in the subject line?

A)the release's headline
B)the name of your client or organization
C)a catchy title
D)A summary of the first paragraph

Question 18

What technique spells out questions the PR writer should answer upfront?

A)inverted pyramid
B)5 Ws and H
C)SUCCESs principles
D)framing

Question 19

According to AP style guidelines,what is the correct way to write a specific date in the month of October?

A)October 16
B)Oct.16
C)10 / 16
D)Oct.16th

Question 20

What is the first question to ask before beginning to write a PR tactic?

A)Why are you writing?
B)When is the deadline?
C)What is the budget?
D)Who are the target readers?

Question 21

How did the term "Op-Ed" originate?

A)A writer named Ed became famous for his hilarious opinion column in the New York Times.
B)The New York Times ran a page of opinion articles opposite the editorial page.
C)It was coined by political columnist Jack Anderson.
D)The Washington Post abbreviated "opinion editorial" to use as a 1-column headline.

Question 22

As part of Sahlman Seafood's CSR initiatives at their Nicaraguan operations,what communications tool does it use to promote volunteerism and involvement among their Nicaraguan employees?

A)weekly emails
B)quarterly employee newsletter
C)company website
D)Facebook posts

Question 23

Based on results from the Business Wire survey of 400 journalists,which multimedia element link do most journalists prefer?

A)photographs
B)graphics
C)videos
D)logos

Question 24

Who produced a multimedia news release to announce the PSA ad campaign produced for First Lady Michelle Obama's "Let's Move" initiative to combat childhood obesity?

A)Edelman
B)The Ad Council
C)Michelle Obama
D)White House staff

Question 25

You have sent a news release to a journalist who emails to request more details for an article,but you receive the request while you are out of town.What should you do?

A)reply as soon as you return
B)let your email autoreply relay that you are out of town
C)reply immediately and say you will get back with the journalist upon your return
D)reply immediately to determine the journalist's needs and then follow up accordingly

Question 26

For the company's annual report you have written a series of vignettes highlighting the community service work company employees are doing while on vacation.You realize these stories are excellent material for a ______ to send to the media.

A)media kit
B)brochure
C)news feature
D)Op-Ed

Question 27

Which of the following is a recommended method of sending additional materials such as videos and photos to the media?

A)sending each item in a separate email
B)directing the media to your organization's website
C)including embedded links within a multimedia email containing the news release
D)mailing the materials

Question 28

For maximum results,what should a written pitch accomplish?

A)quickly communicate its value and substance to the recipient
B)catch the reader's eye with a creative headline
C)provide all the details about an upcoming event
D)make the recipient want to know more

Question 29

When writing a news feature or Op-Ed,what tactic increases the likelihood that your article will be used?

A)mimic the media's approach and conform to accepted journalistic standards
B)follow Schramm's Model of Mass Communication
C)research your subject thoroughly before writing a word
D)identify the appropriate gatekeeper to send it to

Question 30

You regularly use social media to share articles written by journalists with whom you interact.Why is this considered good practice?

A)It impresses your social media contacts.
B)It feeds journalists' egos.
C)Helping journalists reach a wider audience helps your results in return.
D)It prompts journalists to remember you.

Question 31

What tool can you give to media contacts that offers specific occasions for still photos and video shoots to help them better illustrate their stories or segments?

A)photo prints
B)digital photo files on CD
C)hyperlink to photos on your organization's website or server
D)photo opportunity sheet

Question 32

What do the fact sheet and the news release have in common?

A)graphics
B)inverted pyramid structure
C)infographics
D)5 Ws and H

Question 33

When distributing a news release via email,where should you put the content of a short release?

A)in an attachment
B)in a hyperlink in the subject line
C)in a URL link in the body of the email
D)in the body of the email

Question 34

What is the primary benefit of a fact sheet for the recipient?

A)summarizes the 5 Ws and H
B)serves as a concise,clear reference tool
C)replaces the news release
D)supports the news release

Question 35

How does the pitch letter differ from the news release?

A)It is printed and mailed to recipients.
B)It is personalized to a specific media outlet and person.
C)It supplements the news release.
D)It provides all the details in one package.

Question 36

Which of the following is an example of a question answered in a backgrounder?

A)How did this issue arise?
B)Why should you care about this story?
C)When should the story run?
D)What are the benefits of using the backgrounder?

Question 37

What is the iterative process of telling your audience what you're going to tell them,telling them,and then telling them what you told them?

A)5 Ws and H in a speech
B)rule of three
C)golden rule of speechwriting
D)inverted pyramid

Question 38

The best ______ usually provide a provocative and insightful perspective on topics of great interest to the public.

A)news features
B)speeches
C)Op-Eds
D)white papers

Question 39

Which of the following items should you use for the beginning and ending of a news release?

A)organization name and date
B)lead and boilerplate
C)introduction and summary
D)5 Ws and H

Question 40

According to a survey conducted by Business Wire,how much more activity do multimedia news releases generate when compared to text only releases?

A)double
B)triple
C)quadruple
D)no more

Question 41

What do most speeches have in common?

A)style
B)purpose
C)formatting guidelines
D)language

Question 42

The starting point of Schramm's 1954 Model of Communication is: "Message encoded by the transmitter."

Question 43

A fact sheet must be labeled "Fact Sheet" at the top and include a headline and dateline.

Question 44

Understanding your reader allows you to write concisely and effectively.

Question 45

What is the recommended length for a PR feature story?

A)five pages single-spaced
B)1000-2000 words
C)500-1000 words
D)2000+ words

Question 46

When writing according to AP style standards for a news release,always abbreviate the days of the week.

Question 47

It is acceptable to use the same writing style for the general public and business audiences.

Question 48

Public relations instructor and consultant Don Bates maintains that everything written for PR purposes must include what element?

A)5 Ws and H
B)compelling headline of 20 letters or less
C)concrete call to action
D)boilerplate

Question 49

Within digital news releases you can include relevant URL links to provide further information.

Question 50

The ability to directly reach specific publics expeditiously and at less cost is one of the reasons the public relations profession is doing which of the following?

A)growing
B)shrinking
C)adding classes at the university level
D)recruiting PR professionals to teach at the university level

Question 51

According to the text,what are the three essential elements of narrative?

A)characters,setting,and plot
B)drama,characters,and happy ending
C)emotions,conflict,and solution
D)characters,event,and lesson

Question 52

According to the media database company Cision,its 2017 State of the Media Report confirms that journalists rank fact sheets as one of their most valuable resources.

Question 53

The language used in a speech should be exactly like that used in all PR writing.

Question 54

Who typically submits an Op-Ed to a news publication?

A)a PR writer
B)a reader or an outside expert
C)a politician
D)a reporter herself

Question 55

Your client is a national chain of health food stores.Which of the following is an example of a feature story angle that would interest the media?

A)How to improve your child's focus in school
B)What drives the company CEO to succeed
C)Why it's better to buy supplements from a health food store
D)What your company's business plans are

Question 56

The evolution of digital and social media provides access to forms of distribution which benefit the PR writer in what ways?

A)reaching people around the world with one keystroke
B)reaching more people,more frequently,and at less cost
C)creating and sending news and feature releases in half the time
D)doubling the size of your media contacts distribution list

Question 57

The news release is the only appropriate tactic for communicating with radio,television,and newspapers.

Question 58

To properly structure content to the social and digital environment,what shift must writers make?

A)incorporating more data and statistics
B)away from a casual,friendly tone
C)incorporating more human interest topics
D)away from a more traditional style

Question 59

Due to the decrease in the size of news organizations' staffs,journalists must multitask now more than ever to provide content for both the online and print editions.What item in the PR writer's toolkit can help journalists meet their needs?

A)company website
B)feature stories
C)media kit
D)Facebook page

Question 60

Never capitalize the first letter of a sentence fragment contained in a quote,per AP writing guidelines.

Question 61

Why is it more important than ever before that news releases are complete,accurate,and correctly formatted before distribution?

Question 62

How can answering the question "How do I want to end up?" guide your writing to support your client's brand positioning?

Question 63

Why is speechwriting considered a challenging art form?

Question 64

Today PR writers must hone their skills using a wide variety of writing tactics as well as media.Given this reality,why should they also become experts in particular subjects?

Question 65

Before you begin to write a PR piece,there are seven basic questions you should ask and answer.Why?

Question 66

What simple action put into motion a highly successful corporate responsibility program by the Whirlpool Corporation,and why did they do so?

Question 67

Describe an effective strategy for writing a pitch letter.

Question 68

With an ever-increasing number of people getting their news online and via social networks,why does this diverse and fluid field of media consumption represent challenges and opportunities as well as dangers for the public relations profession?

Question 69

The communication model developed by Shannon and Weaver included the concept of noise.What is noise and why is it of great concern to PR practitioners?