Deck 7: Media Relations in a Digital World

Question 1

What is a characteristic of an effective pitch?

A)presenting the story to numerous reporters
B)showing the story's relevance to the media outlet
C)posting the story idea on a social media pager
D)providing thorough details about the story

Answer 1

B

Question 2

Which term was coined by Kurt Lewin to describe a person of authority who decides which information should or should not be passed along to a group?

A)opinion leader
B)influencer
C)blogger
D)gatekeeper

Answer 2

D

Question 3

Based on 2016 research from the Pew Research Center,which of the following statements about the newspaper industry is true?

A)Weekly newspaper circulation has remained stable due to digital options.
B)Readership of digital newspapers has increased significantly.
C)Total newspaper advertising revenue has increased slightly.
D)The number of jobs in the newspaper industry has declined.

Answer 3

D

Question 4

Sam,a PR professional,has pitched a story to Anita,a reporter with a local news station.Sam and Anita have never worked together.Which of the following actions would help Sam form a professional relationship with Anita and obtain the news coverage he wants?

A)giving Anita an outline of the story to save her time and effort
B)sending Anita the names of experts for background information
C)providing Anita with feedback on her overall reporting style
D)emailing Anita regularly to check on the progress of the story

Question 5

PR and research professionals use demographics for which of the following reasons?

A)to identify the cultural norms of a society
B)to sort a population into smaller groups
C)to measure the effects of campaigns
D)to define the goals of media relations

Question 6

Why are more people turning away from cable and satellite television?

A)changing viewing patterns
B)declining costs of Wi-Fi and Internet
C)increasing use of digital newspapers
D)declining interest in current events

Question 7

Throughout the day,Kelly checks her Twitter page and sees stories and videos that she finds interesting.Which of the following has collected and delivered these stories?

A)media database
B)news aggregator
C)media platform
D)digital news outlet

Question 8

Which of the following is the likely goal of including bloggers at product launches?

A)reducing product publicity expenses
B)reaching more key industry members
C)creating social buzz about a product
D)limiting reliance on traditional media

Question 9

Keystone Manufacturing recently implemented a process to remove inefficiencies in its production flow.The recycling process saves money and is environmentally friendly.Which of the following would be the best vehicle for Keystone to promote this CSR initiative?

A)national broadcast outlet
B)trade publication
C)environmental blog
D)digital media

Question 10

Cord cutting involves discontinuing which of the following?

A)social media usage
B)a newspaper subscription
C)internet surfing
D)a cable TV subscription

Question 11

Which generation has driven the media industry for the past 20-30 years?

A)Baby Boomer
B)Millennial
C)Generation X
D)Generation Z

Question 12

Which term refers to the practice of publishing articles that are not based on facts or sound research?

A)fake news
B)Op-Eds
C)hype
D)media relations

Question 13

Tanya,a PR professional,contacts a reporter with details about an upcoming event for which Tanya would like news coverage.Which term describes Tanya's efforts?

A)creating fake news
B)hyping a story
C)making a pitch
D)gatekeeping

Question 14

In most crises,who among the following handles questions from the news media?

A)organization spokesperson
B)public relations professional
C)media relations specialist
D)chief executive officer

Question 15

Based on 2016 research from the Pew Research Center,which of the following statements about the television industry is true?

A)Network TV lost ad revenues for morning programming.
B)Network TV grew ad revenues for evening programming.
C)Cable TV grew subscriber revenue and lost ad revenue.
D)Local TV affiliates and independent stations lost ad revenue.

Question 16

Which of the following is asserted by Dustin Supa about media relations?

A)For most organizations,the goal of media relations is to gain publicity.
B)Media relations is primarily a tactical function for an organization.
C)In media relations,journalists act as the vehicle for reaching stakeholders.
D)Media relations is defined by the way tools are used to achieve goals.

Question 17

An increasing number of American adults get their news from which of the following?

A)daily newspapers
B)social media sites
C)broadcast news
D)digital newspapers

Question 18

Recent Pew research indicates which of the following trends in Hispanic media?

A)Ad revenue increased for Hispanic daily newspapers.
B)Viewership increased for Hispanic TV networks.
C)Circulation increased for Hispanic weekly newspapers.
D)Ad revenue increased for Hispanic TV networks.

Question 19

A primary rule of public relations is to know your audience.What does this idea mean in terms of media relations?

A)understanding media trends
B)evaluating media impressions
C)developing a media strategy
D)measuring media coverage

Question 20

Which of the following would help a PR professional determine the most appropriate reporter to approach with a pitch?

A)generating buzz about the story on Facebook
B)submitting a press release to multiple media outlets
C)creating a broad list of local and national target media
D)using a commercial database like Business Wire

Question 21

George,a PR professional,has been conducting PR work for a local bank.George needs to provide the bank president with an accurate and objective summary of the value of his PR efforts.Which of the following would be the best tool for George to use?

A)advertising value equivalence
B)audience reach
C)impression rate
D)key message visibility

Question 22

According to the agenda-setting theory,which of the following plays a key role in shaping public opinion?

A)corporations
B)news media
C)PR professionals
D)government officials

Question 23

What is the drawback of AVE?

A)AVE is too costly to implement.
B)AVE is a newly developed idea.
C)AVE lacks scientific validity.
D)AVE measures impressions.

Question 24

Which of the following is an ethical issue faced by global PR practitioners?

A)paying for news coverage
B)using local gatekeepers
C)implementing PR tactics
D)promoting CSR efforts

Question 25

The CEO of Harrison PR,an international PR agency,always reminds his employees that the key to effective international PR and media relations is a foundation of two-way communication.Which theory does the firm likely follow?

A)gatekeeper theory
B)framing theory
C)agenda-setting theory
D)excellence theory

Question 26

In a media environment,which individual typically serves as a gatekeeper?

A)reporter
B)editor
C)broadcaster
D)PR professional

Question 27

Employees at Hawthorne Enterprises,a local firm,will be spending the weekend working with Habitat for Humanity,an international non-profit organization,to repair homes in the local community.Terry,Hawthorne's PR professional,wants the event to be covered by the media.Which of the following would help Terry accomplish this goal?

A)targeting reporters who write national CSR stories
B)focusing the pitch on the efforts of Habitat for Humanity
C)sending an email to every local journalist and blogger
D)including detailed statistics about Hawthorne's CSR activities

Question 28

Rita,a PR professional,tells her client,Grayson Enterprises,that a news story about the firm's recent CSR activities appeared in the local newspaper and had 350,000 impressions.What does this information indicate?

A)The article was positively received by 350,000 people.
B)The article was potentially read by 350,000 people
C)The article was either seen or read by 350,000 people.
D)The article was seen on social media by 350,000 people.

Question 29

Babson PR Agency has been hired by RKS Enterprises,a U.S.firm,to handle the firm's international PR and media relations needs.RKS recently opened a manufacturing facility in Taiwan.Which of the following questions is most relevant for Babson representatives to ask?

A)How many employees work at the Taiwan facility?
B)How will message visibility be measured in Taiwan?
C)What is Taiwan's level of economic development?
D)What are the expected revenues for the Taiwan facility?

Question 30

Which statement about media relations in a political setting is true?

A)Raising financial support is a key goal for political candidates.
B)Impressions effectively measure the success of a campaign.
C)PR tactics differ from those in traditional media relations.
D)Political candidates rely primarily on paid media coverage.

Question 31

Every employee at Toga-Tech spent the weekend volunteering with a variety of local charities.A local newspaper reporter wrote an excellent story about the CSR effort.Now,the PR department at Toga-Tech wants to extend the impact of the story.Which of the following would accomplish this goal?

A)providing a summary of the event to the board of directors
B)asking the newspaper reporter to re-run the original story
C)including the story in the monthly Toga-Tech employee newsletter
D)posting the story on the Toga-Tech website and Facebook page

Question 32

AVE compares the value of a news story generated by PR to which of the following?

A)social media mentions
B)the impression rate
C)direct marketing costs
D)a paid advertisement

Question 33

Tough Tires recently issued a tire recall after numerous drivers experienced blowouts due to a manufacturing defect.What role will the firm's PR team likely play during this crisis?

A)identifying corporate bloggers who will minimize the damage to Tough Tires
B)communicating directly with the media during a Tough Tires press conference
C)providing information anonymously to the media about the Tough Tires recall
D)supporting the Tough Tires spokesperson in responding to the media

Question 34

According to Robert Entman,the way the media tells a story may influence audience perceptions.Which term refers to this concept?

A)framing
B)gatekeeping
C)agenda setting
D)spinning

Question 35

Which theory developed by McCombs and Shaw asserts that the media influences people's perceptions of news events?

A)gatekeeper theory
B)framing theory
C)agenda-setting theory
D)excellence theory

Question 36

Which statement about the 2016 presidential campaign is true?

A)Both the Trump and Clinton websites posted mostly earned media articles.
B)The Trump campaign relied mostly on self-generated content.
C)Both the Trump and Clinton websites posted mostly owned content.
D)The Clinton campaign relied mostly on owned content.

Question 37

Winston Electronics is releasing a new tablet and wants to reach more of its target audience and generate social buzz at the firm's product launch event.Which of the following individuals should be invited to the event to help Winston accomplish this goal?

A)Adrian,a high-tech electronics blogger
B)Ben,a local newspaper reporter
C)Corinne,a technology trade publication editor
D)Devin,a mainstream media journalist

Question 38

Which of the following is based on the number of subscribers to a publication?

A)advertising value equivalence
B)impressions
C)key message visibility
D)framing

Question 39

Which term refers to national newspapers like USA Today and national broadcast stations like ABC,NBC,and CBS?

A)news aggregators
B)social media platforms
C)mainstream media
D)trade publications

Question 40

According to research,which of the following has historically been the most receptive to covering CSR stories?

A)national broadcast media
B)local newspapers
C)national magazines
D)radio broadcasters

Question 41

When fake news is reposted and liked on sites such as Facebook,the article gains perceived validity.

Question 42

According to Kara Alaimo,author of Pitch,Tweet,or Engage on the Street: How to Practice Global Public Relations,what is an effective approach for engaging in global PR?

A)form relationships with government and media officials
B)comply with local traditions of paying for media coverage
C)develop a PR strategy that can be implemented internationally
D)create a PR strategy that reflects local customs and culture

Question 43

While subscriptions for print newspapers have declined,subscriptions for digital versions of newspapers have increased significantly.

Question 44

According to Kara Alaimo,author of Pitch,Tweet,or Engage on the Street: How to Practice Global Public Relations,what is an effective strategy for global PR professionals who need to promote a firm's CSR efforts?

A)seeking news coverage from mainstream media
B)asking local government officials for help
C)gaining the assistance of local influencers
D)working jointly with local media relations firms

Question 45

What was the first step taken by Hyundai Motors when launching its Tucson fuel cell vehicle?

A)educating consumers on fuel cell benefits
B)focusing events on key industry leaders
C)identifying opinion leaders in the media
D)encouraging car experts to take test drives

Question 46

Since traditional media outlets are declining,PR practitioners spend less than half of their time each week on media relations.

Question 47

Through agenda setting and framing,the media influence the public by determining what issues to think about and how to evaluate those issues.

Question 48

Capital One's support of the MoneyWi$e program resulted in which of the following?

A)achieving tactical PR goals
B)receiving positive media attention
C)bypassing traditional media
D)averting a crisis effectively

Question 49

According to Excellence Theory,international PR requires considering a country's political and economic systems,culture,and media system.

Question 50

When measuring the tone of news coverage,which tool is typically used?

A)good to bad on a scale of 1-5
B)a positive,negative or neutral rating
C)number of impressions
D)number of media mentions

Question 51

In recent years,PR value has been increasingly measured with dollar amounts due to the validity of AVE.

Question 52

Editors,producers,and bloggers act as gatekeepers in mainstream media.

Question 53

A candidate running for political office has created a website for posting both owned and earned media.Which of the following is an example of owned content?

A)TV interviews with the candidate
B)published news stories about the candidate
C)Facebook posts about the candidate
D)position papers written by the candidate

Question 54

The cord-cutting trend is expected to continue as the cable industry continues to raise rates and more people use services like Hulu and Netflix for entertainment.

Question 55

Generating interest in a product among industry members is best accomplished by developing relationships with which of the following?

A)mainstream media reporters
B)trade reporters
C)TV news producers
D)local newspaper editors

Question 56

How has Sony Electronics benefited by including non-traditional media representatives at product launch press conferences?

A)reducing costs associated with traditional media
B)eliminating the need to have a web presence
C)increasing excitement about the product
D)decreasing consumer product complaints

Question 57

How can PR professionals be useful to reporters and form a strong relationship?

A)by tracking the number of times a story is re-posted
B)by editing a reporter's story before publication
C)by providing highly detailed pitches with links
D)by providing accurate and timely information

Question 58

The goals and tactics of media relations in a business environment differ significantly from those implemented in a political environment.

Question 59

According to research,which type of network TV programming has seen an increase in ad revenues?

A)evening shows like CBS Evening News
B)morning shows like Good Morning America
C)sports shows like Monday Night Football
D)daytime dramas like Days of Our Lives

Question 60

If a weekday newspaper has approximately 500,000 subscribers,then an article in that newspaper has approximately 500,000 impressions.

Question 61

What is a gatekeeper? Why do PR professionals need to identify and work with gatekeepers?

Question 62

In a brief essay,discuss the different tools for measuring the impact of media relations and PR.What are their advantages and flaws?

Question 63

How are impressions determined? Why is this method flawed?

Question 64

What are the components of an effective pitch? What steps need to be taken before delivering a pitch?

Question 65

How do most political candidates seek media coverage?

Question 66

Differentiate between gatekeeping,agenda setting,and framing.Why are these concepts relevant to the practice of media relations?

Question 67

What is the "pay for play" issue faced by global media relations practitioners?

Question 68

In a brief essay,contrast the media relations strategies that were implemented by the two final candidates in the 2016 presidential election--Donald J.Trump and former Secretary of State Hillary Clinton.What are the benefits or drawbacks of each strategy?

Question 69

In a brief essay,discuss the challenges of global media relations and the various factors that must be considered.

Question 70

When a company experiences a crisis,what role do its PR and media relations experts play?