Deck 11: The Mass Media

Question 1

All of the following are questions that should be asked before writing news release EXCEPT:

A) what is the key message?
B) how can I put the most positive spin on this situation?
C) who is the primary audience?
D) what does the target audience gain from the product or service?
E) all of the above

Answer 1

B

Question 2

According to recent study, _____ percent of journalists said that they use public relations sources for their stories.

A) 10
B) 30
C) 50
D) 80
E) 90

Answer 2

D

Question 3

series of pre-booked, one-on-one interviews from fixed location via satellite with series of television journalists is called

A) desk-side briefings.
B) a satellite media tour.
C) a pre-packaged pitch.
D) an up-close-and-personal.
E) none of the above.

Answer 3

B

Question 4

Which of the following is true of the media pitch?

A) It lets an editor know about the contents of a media kit.
B) Journalists welcome it at any time.
C) It is a fine art that requires great skill.
D) A and C only.
E) none of the above.

Question 5

In addition to the video news release (VNR) itself, VNR package typically includes which of the following:

A) two or three minutes of B-roll.
B) additional interviews
C) sound bites
D) file footage.
E) all of the above.

Question 6

Audio news releases, like releases for print media, must be

A) two pages long.
B) newsworthy and not too commercial.
C) written with sentences averaging 20 words.
D) laced with subliminal messages.
E) none of the above.

Question 7

When pitching producer or director for personal appearance, which public relations tools are most recommended?

A) telephone
B) e-mail
C) text
D) Twitter
E) All of the above.

Question 8

quote in broadcasting is called a

A) sound bite.
B) actuality.
C) audio news release.
D) backgrounder.
E) none of the above.

Question 9

How are media kits most often used?

A) For breaking news
B) For major events
C) For major product launches
D) For crises
E) Both B and C.

Question 10

PSA stands for

A) Partial Service Action.
B) Photographed for Strategic Action.
C) Public Service Announcement.
D) Phone System Announcement.
E) Put Style Always.

Question 11

Is it safe strategy to write news release in the inverted pyramid structure?

A) Yes; editors scan the top of the story quickly to determine interest.
B) No; the narrative structure ensures better readership.
C) Yes, because editors cut from the bottom of the story.
D) Not always; a delayed lead may serve the story best.
E) Both A and C.

Question 12

When company's product is featured in TV show, it's called

A) negotiated items.
B) the common folk approach.
C) broadcast advertising.
D) product placement.
E) integrated marketing communications.

Question 13

Of the following, what is most important in considering the public relations value of VNR?

A) Whether management will approve of the cost
B) Whether the VNR stresses local news angles
C) The news potential of the information
D) The availability of on-screen talent
E) The time it will take to produce it.

Question 14

All of the following are smart tips for putting together multimedia or social media news release EXCEPT:
F) Write in a text-heavy style for interested readers.
G) Include links to relevant pages.
H) Place keywords in headlines and first paragraphs.
I) Be judicious with links.
J) Use high-resolution multimedia.

Question 15

In public relations, the news release is:

A) declining in popularity as a PR tactic.
B) journalists' favorite source for news.
C) the most commonly used public relations tactic.
D) universally scorned by journalists.
E) useful in all situations.

Question 16

successful radio or television broadcast interview includes all of the following principal requirements EXCEPT:

A) humor.
B) concise speech.
C) relaxation.
D) preparation.
E) all of the above.

Question 17

All of the following are approaches for getting an organization's news and viewpoints on local television EXCEPT:

A) send a news release.
B) send a media alert or advisory.
C) make a phone or e-mail pitch.
D) produce a video news release.
E) all of the above are legitimate approaches.

Question 18

Which of the following might be included in media advisory?

A) A one-line headline.
B) A brief paragraph outlining the story idea.
C) answers to some of journalism's five W's and H questions
D) contact information
E) all of the above

Question 19

All of the following are tips for shooting effective publicity photos EXCEPT:

A) photos must have strong contrast and sharp detail.
B) the best photos are uncluttered.
C) content is more important than context.
D) action gives a photo interest.
E) all of the above.

Question 20

You work for large technology firm that is unveiling major new product that you believe will revolutionize the mobile phone and create many new jobs.Your best media relations tool is:

A) a news conference.
B) a news release.
C) a media pitch.
D) a Twitter feed.
E) a satellite media tour.

Question 21

The interview subject for newspaper or magazine article has no control over what is published.

Question 22

Radio and television stations increasingly operate on round-the-clock schedules, and require lots of programming to fill available time.

Question 23

How do you "localize" video news release? Choose type of new product that you are launching and cite specific examples of tailoring VNR to local network affiliate station.Include ideas for both the video itself and for supporting materials.

Question 24

The most common format for media advisories is long paragraphs rather than bulleted lists.

Question 25

If Fortune 500 company hires new CEO, what should be the key elements put into press kit? Cite specific examples of each "element" that would be particularly newsworthy to gatekeeper.

Question 26

Each week, it is estimated that radio reaches 92 percent of Americans ages 12 and older.

Question 27

Although traditional news releases are still used, their use is dying out in small towns, where editors now prefer social media.

Question 28

major strength of VNRs is that they are uncontroversial; most television stations will use them with no questions asked.
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Question 29

Public relations professionals should hold news conferences frequently.

Question 30

Like news releases, publicity photos are not published unless they appeal to media gatekeepers.

Question 31

The PRSA code of ethics forbids handing out lavish gifts to reporters and free trips that have nothing to do with covering legitimate news event.

Question 32

When travel writer visits an exclusive new resort, it is customary for the resort to pick up the tab.