Deck 12: Public Relations

Question 1

Public-relations workers take action that is ______.

A) intentional
B) nonintentional
C) accidental
D) obtrusive

Answer 1

A

Question 2

Public relations is a(n) ______ attempt to create action or reaction.

A) unorganized
B) organized
C) archaic
D) distributed

Answer 2

B

Question 3

What will determine how public relations practitioners are judged?

A) How loud they are
B) How good-looking they are
C) How well practitioners execute their work
D) How much they earn

Answer 3

C

Question 4

Your communication within the sphere of public relations must ______.

A) define your sources
B) define your quotes
C) define your facts
D) serve the sender and the receiver

Question 5

In public relations, good practitioners understand that sending a message is important but receiving feedback from the recipients of that message ______.

A) also matters.
B) doesn't really matter.
C) is annoying.
D) is expensive.

Question 6

Which type of release allows you to respond to newsworthy events and statements that affect your audience?

A) announcements
B) localization releases
C) reaction releases
D) bad news

Question 7

When something happens out of the ordinary and the media might have an interest in it, a(n) ______should be used.

A) crisis communication
B) reaction release
C) spot announcement
D) localization release

Question 8

The purpose of the news release is to ______.

A) provide content for an organization's website
B) provide journalists with reading material
C) give public relations practitioners something to do
D) inform the media about an important topic that deserves public attention

Question 9

______ allow you to notify the media and the public about things such as changes in personnel, product launches, employment opportunities, and legal actions.

A) Announcements
B) Spot announcements
C) Reaction releases
D) Bad news

Question 10

______ alert the media to breaking news items that affect the company or organization, such as a fire at a job site or a power outage at a stadium.

A) Announcements
B) Spot announcements
C) Reaction releases
D) Reflex releases

Question 11

______ are statements of your client's position in the wake of news.

A) Announcements
B) Reflex releases
C) Reaction releases
D) Bad news

Question 12

What type of releases allow you to explain issues related to bad news and make statements regarding what will happen next from your end?

A) localization
B) announcements
C) reflex releases
D) bad news

Question 13

______ releases allow you to bring the broader issue to your readers in a local way.

A) Localization
B) Bad news
C) Reflex
D) Announcement

Question 14

______ provide the basic information about a topic, a company, a group, an event, or an idea.

A) News releases
B) Fact sheets
C) Media alerts
D) Pitches

Question 15

______ can list key sources the reporters can contact, important historical moments that can inform on a current situation or time-date-place elements for an upcoming event.

A) News releases
B) Pitches
C) Fact sheets
D) Media alerts

Question 16

______ blend the lead-writing approach associated with the inverted pyramid and the bulleted approach common to fact sheets.

A) News releases
B) Pitches
C) Announcements
D) Media alerts

Question 17

______ typically use many of the 5W's and 1H as a starting point for the bullets.

A) Media alerts
B) Fact sheets
C) Pitches
D) News releases

Question 18

Practitioners write ______ to reporters, in which they outline the topic and provide facts on it.

A) news releases
B) pitches
C) fact sheets
D) media alerts

Question 19

When working in the field of public relations, which of the following is a key principle that is best to avoid?

A) transparency
B) craft the best possible message
C) hide information as much as possible
D) understand your audience

Question 20

The idea behind ______ is to lay bare all of the issues associated with a topic, regardless of how good or bad they are, in a clear and immediate way.

A) focus
B) fame
C) oddity
D) transparency

Question 21

What is the gold standard for writing across all media forms?

A) clarity
B) a hashtag
C) email
D) credibility

Question 22

With the exception of feature stories, the last paragraph of a news release is usually ______.

A) a summary
B) the boilerplate or corporate tag
C) a restatement of the lead
D) a look into the future

Question 23

______ signals to the readers that the news release is finished.

A) Dateline
B) Slug line
C) An end-of-story symbol
D) Headline

Question 24

The body copy of a news release is ______ to make it easier for editors to make copy changes, if necessary.

A) bold-faced
B) single-spaced
C) triple-spaced
D) double-spaced

Question 25

Websites associated with traditional media powers have ______ when compared to independent sites.

A) a much bigger reach
B) a much smaller reach
C) the same reach
D) no reach

Question 26

Public-relations workers take action that is intentional.

Question 27

Public relations is not an organized attempt to create action or reaction.

Question 28

Communication within the sphere of public relations must serve the sender and the receiver.

Question 29

In public relations, good practitioners understand that sending a message is important and receiving feedback from the recipients doesn't really matter.

Question 30

Clarity is the gold standard for writing across all media forms.

Question 31

Spot announcements allow you to notify the media and the public about things like changes in personnel, product launches, employment opportunities, and legal actions.

Question 32

Reaction releases allow you to respond to newsworthy events and statements that affect your audience.

Question 33

With bad news releases, there is a local interest in putting information out to the public about a broader issue.

Question 34

Fact sheets provide the basic information about a topic, a company, a group, an event, or an idea.

Question 35

Pitches blend the lead-writing approach associated with the inverted pyramid and the bulleted approach common to fact sheets.

Question 36

Practitioners suggest ideas for stories to news outlets.

Question 37

Good public-relations practitioners will espouse the benefits of transparency.

Question 38

The idea behind transparency is to lay bare all of the issues associated with a topic, regardless of how good or bad they are, in a clear and immediate way.

Question 39

Your goal in public relations is to create the best possible message and disseminate it in a way your audience can accept and understand it.

Question 40

Practitioners in this field rarely have multiple audiences.

Question 41

What are a few terms and concepts that appear in many good definitions of public relations?

Question 42

What are some of the various pieces that practitioners create on a daily basis?

Question 43

What is transparency and why is it important?

Question 44

Why is the media important to public relations?

Question 45

What are the key elements that all good PR practitioners should embrace?

Question 46

What are some of the key aspects of public relations?

Question 47

List and describe some common types of news releases.

Question 48

List and describe the most common forms of communication used in public relations.

Question 49

What are some of the keys to doing public relations well?

Question 50

Why does the media still matter to those in public relations?