Deck 12: Experts and Interviews

Question 1

David Becker, CEO of Philippe Becker Design, Inc., attributes the success of his firm to which of the following?

A) writing and publishing books about marketing and public relations
B) developing creative advertising and public relations campaigns
C) building long-term relationships with members of the media
D) supporting numerous high-profile charitable organizations
E) assembling a staff of knowledgeable and reputable people

Answer 1

building long-term relationships with members of the media

Question 2

All of the following are tools that can position a firm's thought leaders EXCEPT ________.

A) writing bylined articles
B) speaking at seminars
C) publishing books
D) acting as a media resource
E) making personal sales calls

Answer 2

making personal sales calls

Question 3

Which of the following strategies is recommended by Ken Lizotte for individuals who strive to be thought leaders?

A) avoid discussing evergreen concepts
B) submit only a few proposals at once
C) mimic the style of other experts
D) offer trend predictions
E) advocate untested ideas

Answer 3

offer trend predictions

Question 4

Which of the following terms refers to people recognized by an industry for contributing original perspectives to their field?

A) executive managers
B) team leaders
C) consumer advocates
D) thought leaders
E) industrial specialists

Question 5

The time between initial contact with a prospective customer and the completion of a sale is known as the sales ________.

A) cycle
B) forecast
C) trend
D) promotion
E) lead

Question 6

A ________ is the text indicating the author of an article or other published work.

A) boilerplate
B) caption
C) byline
D) headline
E) subheading

Question 7

It is especially important to marketing professionals that articles written by a firm's experts include bylines so that the ________.

A) expert receives a commission
B) author's biographical data is clear
C) ethics of the article cannot be debated
D) name of the firm is sufficiently promoted
E) firm gives appropriate credit to the expert

Question 8

Which of the following is essential in order for a published article to benefit a firm?

A) appearing on international Web sites
B) generating long-term newsstand sales
C) creating controversy and debate
D) providing statistical information
E) reaching the desired audience

Question 9

A bylined article strategy as part of an overall marketing plan has been used by Merkle to ________.

A) develop relationships with stockholders
B) position its executives as thought leaders
C) build interest in industry trade shows
D) counter negative claims made by competitors
E) pitch its products to media outlets

Question 10

Phone calls, cover letters, and e-mails to editors of media outlets are ways that a marketer ________ an expert's article on behalf of a firm.

A) sells
B) audits
C) pitches
D) releases
E) networks

Question 11

Byline articles pitched to a media outlet for MPR purposes are more desirable to editors if they have all of the following characteristics EXCEPT a ________.

A) comparison of established theories
B) connection to larger trends
C) relationship to money
D) presentation of new ideas
E) focus on the unusual

Question 12

Which of the following is the primary benefit of using a traditional publishing house to publish a book?

A) few time restraints
B) limited guidelines
C) high commission rate
D) short-term negotiations
E) marketing support

Question 13

Elizabeth Gordon, who published the book The Chic Entrepreneur: Put Your Business in High Heels, energized her own business by ________.

A) outlining the steps for using media vehicles
B) hosting seminars and conferences for her firm
C) helping entrepreneurs navigate finance issues
D) establishing herself as a thought leader
E) describing how to develop new products

Question 14

Which of the following is a short-format article that takes a problem-solution approach to an issue based on professional expertise?

A) backgrounder
B) case study
C) news release
D) micro-blog
E) fact sheet

Question 15

An educational report that expounds on a specific industry issue and serves to position an organization as an expert is known as a ________.

A) press release
B) op-ed piece
C) clipping
D) white paper
E) electronic publication

Question 16

A case study published in which of the following would provide a firm with the greatest MPR value?

A) company Web site
B) firm brochure
C) newspaper
D) white paper
E) blogoshpere

Question 17

Which of the following is a characteristic of podcasts used for sharing expertise?

A) limited use among connectors
B) complicated set up and usage
C) immediate credibility
D) high costs and niche audiences
E) quick set up and low costs

Question 18

An Internet-based platform that compiles news stories based on a story's tagging is a ________.

A) news aggregator
B) hardware architecture
C) media blog
D) news intermediary
E) non-media connector

Question 19

Firms create positive public exposure by providing ________ at events held by rotary clubs, trade organizations, and Kiwanis clubs.

A) media mentions
B) expert speakers
C) connectors
D) influencers
E) investors

Question 20

Which of the following refers to evidence of media mention, such as press clippings and videos?

A) source file
B) fact sheet
C) pick-up
D) content
E) product

Question 21

What is a recommended method for MPR professionals to find speaking engagements for a firm's experts?

A) placing advertisements in national magazines
B) soliciting potential customers for opportunities
C) posting availability schedules on social networking sites
D) contacting representatives of local trade organizations
E) including press pick-ups in media kits

Question 22

When an MPR professional arranges a speaking engagement for a firm's expert, it is most important to ________.

A) prevent the expert from meeting with connectors until after the event.
B) provide audience members with flash drives that document the event
C) set up a direct feed from the event to the firm's Web site for live viewing
D) actively promote the products and services of the firm throughout the speech
E) communicate with connectors about the newsworthy nature of the event

Question 23

When a firm's expert lacks public speaking skills, all of the following are appropriate options EXCEPT ________.

A) training the expert on public speaking techniques
B) presenting the expert's ideas as those of another employee
C) asking the expert to write an article rather than presenting a speech
D) making and editing a video of the expert speaking without a live audience
E) assigning another person to present the expert's material in front of an audience

Question 24

Which of the following refers to informing connectors about the availability of a firm's experts for future stories?

A) positioning
B) networking
C) source filing
D) self-producing
E) direct marketing

Question 25

The purpose of source filing is best explained by which of the following?

A) becoming established as an expert with connectors
B) using connectors to develop speaking engagements
C) providing feedback to media outlets regarding coverage
D) creating and organizing a list of connectors
E) generating article topics that may be useful in the future

Question 26

Which of the following best describes the role of the MPR professional in regards to source filing?

A) providing journalists with access to original documentation
B) writing press releases and articles for the general news media
C) arranging meetings between the PR staff and other departments
D) e-mailing connectors about important developments within the firm
E) matching the knowledge of a firm's experts with interested connectors

Question 27

Help-A-Reporter was developed by Peter Shankman to ________.

A) link reporters with experts through a fee-based electronic newsletter service
B) initiate working relationships between subject matter experts and journalists
C) establish the need for source filing in a firm's marketing and public relations departments
D) merge source filing with a firm's blogs and podcasts about subject matter experts
E) generate a profit by connecting experts with reporters through a social media platform

Question 28

Employees at the Falcon's Lair are experts in hiking and climbing, so the firm's MPR professionals should participate in source filing to ________.

A) compile news stories
B) develop advertisements
C) promote the company
D) raise employee salaries
E) restructure the firm

Question 29

What is the primary task of MPR professionals when a reporter requests an interview with one of the firm's experts?

A) determine whether the interview matches the firm's MPR goals
B) make a podcast of the interview to show on the firm's Web site
C) write a list of questions for the journalist to ask the expert
D) write a press release for the subject matter expert to read
E) prepare the audio and video feeds for the interview

Question 30

All of the following steps should be taken before a firm's subject matter expert is interviewed by a reporter EXCEPT ________.

A) communicating with the reporter before the interview
B) keeping the interviewee fresh by avoiding practice interviews
C) investigating the reporter's style and particular media outlet
D) working with the reporter to clarify the goals of the interview
E) preparing the interviewee with accurate facts and statistics

Question 31

What should be the first step for a marketer upon finding out that one of the Falcon's Lair owners will be interviewed for a magazine article?

A) prepare the executive with facts and statistics
B) write a new backgrounder about the executive
C) post the issue's release date on the firm's Web site
D) schedule the executive to practice answering questions
E) ask the connector to clarify the purpose of the interview

Question 32

Preparing an agenda for an expert before an interview with a journalist helps to ________.

A) specify what questions the expert should ask
B) manage logistical details of the interview
C) explore the format of the interview
D) maintain the focus of the interview
E) provide names of external experts

Question 33

What is the benefit of an interviewee being prepared with facts and statistics?

A) using external experts to establish credibility with the reporter
B) requiring the reporter to set the tone and agenda for the interview
C) providing supporting material for points being conveyed to the reporter
D) offering memorable and adaptable information that shapes attitudes
E) eliminating doubt by using technical terminology and complex explanations

Question 34

All of the following are appropriate to use during an interview with a journalist EXCEPT ________.

A) statistical information
B) quotes of famous people
C) interesting stories
D) factual details
E) work place jargon

Question 35

All of the following are elements of a properly executed interview EXCEPT ________.

A) exhibiting confidence
B) using the phrase "no comment"
C) keeping answers short and to the point
D) connecting with the interviewer on a personal level
E) using verbal signposts like "this is an important point"

Question 36

Which of the following is a True statement regarding physical appearance during media interviews?

A) An interviewee should always wear a business suit for any personal interview.
B) Clothing and appearance are unimportant when an expert is a thought leader.
C) The attire of an interviewee should match the message and style of the medium.
D) Body language is insignificant during an interview, so experts should be very casual.
E) Journalists and audience members are not influenced by physical appearance.

Question 37

In which of the following interviewing situations would an interviewee not need to be concerned about physical appearance?

A) on-air interview at a radio station
B) interview for a Web broadcast
C) personal interview with a magazine reporter
D) telephone interview with a newspaper reporter
E) interview during a company seminar

Question 38

An interview technique that enables an interviewee to address a reporter's question and move on to a topic that aligns more closely with the interviewee's goals is ________.

A) bridging
B) staging
C) filtering
D) promoting
E) positioning

Question 39

For an effective interview, an expert should most likely be ________.

A) defensive and objective
B) confident and rigid
C) informative and entertaining
D) prepared and highly technical
E) aloof and simplistic

Question 40

Which of the following is an example of a bridging statement?

A) One critical thing to remember is that the firm supports environmental efforts.
B) It is important that you keep in mind how many community events our firm sponsors.
C) I'm afraid I have no comment on that question due to the advice of our firm's attorneys.
D) Attorneys have advised that I not speak about this issue, but I will let you known when I can.
E) That's a great question, but what you really need to focus on is the financial strength of the firm.

Question 41

Presenting a company executive as a thought leader is a costly MPR strategy that generates minimal payoffs for a firm.

Question 42

Experts recommend that thought leaders analyze industry developments, predict trends, and speculate about current events.

Question 43

It is considered an illegal and unethical practice for MPR professionals to work alongside a firm's expert by gathering information and drafting an article intended for publication.

Question 44

Publishing a book in today's market requires finding a publishing house that is willing to edit, market, and distribute the book.

Question 45

Electronically published and self-published books fail to provide authors with market endorsements and editorial support.

Question 46

Case studies are purely factual articles that include no suggestions in regards to selling or marketing a firm's products.

Question 47

White papers translate technical and complicated information into a format that can be easily understood by potential buyers.

Question 48

The success of a firm's blogs for promoting expertise is enhanced when the message is clear and publication is regular.

Question 49

A firm's Web site should include a list of subject matter experts available for speaking engagements, a calendar of future speaking engagements, and a list of speaking topics.

Question 50

After a public speaking engagement presented by a firm's expert, MPR professionals should send a pitch to connectors regarding why they should inform their audience about the event.

Question 51

It is considered unethical to copy press pick-ups and include them in press kits or on a firm's Web site.

Question 52

MPR professionals typically perform source filing on the engineering and finance departments, but they should focus more heavily on the firm's executives.

Question 53

Help-A-Reporter (HARO) uses a social media platform to link journalists with useful sources.

Question 54

It is the role of an MPR professional to prepare an expert for an interview by communicating with a reporter in advance to determine the overall goals of the interview.

Question 55

During an interview with a reporter, a firm's expert should have at least eight to ten points that will give the reporter the content needed for an article.

Question 56

A well-prepared expert will have supporting materials such as facts, statistics, and stories to share with a journalist.

Question 57

When an interview is being recorded for Internet distribution, an interviewee should consider his or her opening and closing remarks.

Question 58

Firms can develop positive relationships with both reporters and customers through interviews.

Question 59

Physical appearance is only a concern for interviewees when the interview will be photographed or videotaped.

Question 60

Technical language and lengthy answers are appropriate for interviews because such language validates an expert's knowledge.

Question 61

How do thought leaders benefit a firm? How does someone become a thought leader?

Question 62

Briefly explain how the publications of a firm's experts can be used for MPR purposes.

Question 63

What are some of the potential results of sending a poorly written article to an editor?

Question 64

What are some guidelines for MPR professionals who use blogs and podcasts to establish a firm's expertise?

Question 65

What are the different speaking engagement opportunities available for a firm's experts?

Question 66

Briefly explain how MPR professionals should handle the speaking engagements of a firm's experts in order to maximize an event's impact with connectors.

Question 67

What is Help-A-Reporter (HARO)? How does HARO relate to the concept of source filing?

Question 68

Briefly explain why it is important to research an interviewer and his or her media outlet prior to an interview.

Question 69

What is the benefit of using stories and well-known quotations to explain points made during an interview with a reporter?

Question 70

How can a subject matter expert from the Falcon's Lair ensure that an interview with a reporter remains focused on the intended message?

Question 71

What are the specific methods recommended by Ken Lizotte for how individuals can become thought leaders? Explain your answer in detail.

Question 72

What are the advantages and disadvantages of traditional publishing and self-publishing? Explain your answer in detail.

Question 73

What is the difference between case studies and white papers? What is the MPR value and purpose of each? Explain your answer in detail.

Question 74

How can an MPR professional help a firm's experts prepare and practice for interviews with reporters? Explain your answer in detail.

Question 75

What is some advice that an MPR professional should give to a subject matter expert regarding physical appearance and communication skills to ensure that an interview goes as smoothly as possible? Explain your answer in detail.