Deck 10: External Media and Media Relations

Question 1

Which of the following does NOT explain the importance of social media for public relations practice?

A)Social media have paradoxically made people less social than ever, meaning that practitioners must work harder to engage organizational stakeholders.
B)Social media make it possible to actively engage organizational stakeholders.
C)Social media tools build communities that can support organizations.
D)Social media facilitate ongoing two-way communication between organizations and their publics.
E)Social media have transformed the old top-down model of employee communication. A

Answer 1

A

Question 2

One major impact of new media technology for the building and maintaining of organization-public relationships is which one of the following?

A)Loss of media credibility
B)A switch to printed media
C)Increased use of the grapevine
D)Less communication with colleagues
E)More interactive communication

Answer 2

E

Question 3

Newspaper readership is not uniform across society.Which two of the following is an accurate description of newspaper readership today?

A)A higher percentage of older people read a daily newspaper, compared to younger people.
B)A higher percentage of younger people read a daily newspaper, compared to older people
C)A higher percentage of Hispanic Americans read a daily newspaper, compared to non-Hispanics.
D)The majority of those with college degrees read newspapers
E)The majority of those without college degrees read newspapers

Answer 3

A AND D

Question 4

For the most influential citizens and leaders in government and industry, which one of the following is a daily habit?

A)Scanning the major networks' evening news programs.
B)Contacting news media to challenge or reinforce a reporter's story
C)Going directly to the wire services for news, bypassing the traditional media
D)Reading at least one daily newspaper
E)All of the above

Question 5

Although the number of daily newspapers continues to decline, what percentage of adults read a daily newspaper, either in print or online?

A)Approximately 15 percent
B)Approximately 25 percent
C)Approximately 45 percent
D)Approximately 75 percent
E)Approximately 95 percent

Question 6

If a practitioner does not know the answer to a reporter's question, which one of the following is the correct response?

A)Give the reporter other information the practitioner is certain to be correct.
B)Say "I don't know" and promise to provide the information later.
C)Say that the information is "off the record" and will be disseminated later.
D)Tell the reporter that the information requested is not relevant to the story.
E)Say "No comment" rather than look like you don't know.B

Question 7

Which one of the following violates the guidelines that your text provides for working with media representatives?

A)Talk from the viewpoint of the public's interest, not the organization's.
B)Do not call a press conference unless you have what reporters consider news.
C)If a reporter asks a direct question, give an equally direct answer.
D)If you don't want something you said used in a story, tell the reporter that it was "off the record."
E)Tell the truth, even if it hurts. D

Question 8

Which two of the following are identified in the textbook as non-traditional media gatekeepers and influencers in today's new media environment?

A)CEOs - People who lead the world's major corporations
B)Bloggers - People who write weblogs for virtual communities of like-thinking participants
C)Citizen journalists - Regular citizens who have access to information and the technology to share it
D)Marketers - People who control the marketing dollars within organizations
E)Dominant coalition - People who make major organizational decisions and control organizational resources B and

Question 9

Which two of the following are true with regard to the impact of new technology on public relations practice?

A)Audiences are more fragmented, choosing niche media for their needs.
B)Audiences are less fragmented, preferring homogenous mass media for their needs.
C)Audiences are more active, choosing two-way media that permit interactivity.
D)Audiences are more passive, simply receiving information sent to them.
E)Audiences that report the news are clearly identified "journalists" with the appropriate educational background and training A and C

Question 10

As discussed your textbook, what does "SEO" stand for?

A)Search-Engine Optimization - Public relations practitioners use SEO to make sure that their organization's website comes up when stakeholders search for the company online.
B)Search-Engine Organization - Public relations practitioners must work with their company's IT department to organize the search engines available to employees on their office computers.
C)Suspicious Employee-Operatives - To enhance internal communication, public relations practitioners monitor the emails of suspicious employees, using technology to restrict employees' privacy.
D)Super-Excited Officials - This is what all public relations practitioners need for a successful news conference.
E)Standard Ethical Operations - These are guidelines for the ethical practice of public relations in a specific organization.A

Question 11

What is one manner in which new technologies have affected public relations practice?

A)New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time.
B)New technologies have enabled public relations practitioners to communicate better with corporate lawyers, thus reducing friction between the public relations and legal functions in organizations.
C)New technologies require public relations practitioners to constantly monitor the digital media environment for information-truthful or not-about their organizations.
D)Despite advances in new technologies, most journalists still prefer to receive news releases via snail mail, in hard copy.
E)None of the above; new technologies have had no effect on public relations practice. C