Deck 9: Social Media and Traditional Media Relations

Question 1

A _________________ includes a collection of publicity releases,fact sheets,brochures,photographs and other informational pieces.

A) press packet
B) collateral collection
C) PR campaign
D) media kit
E) VNR

Answer 1

D

Question 2

The fundamental power of the media lies in its professionals' ability to _______________.

A) slant stories one way or the other
B) choose certain people to quote while disregarding others
C) target specific audiences
D) choose what topics to cover
E) influence the political process

Answer 2

D

Question 3

When covering negative organizational news,a news release should tell the full story and ______________________.

A) detail how corrective actions are being taken
B) explain that no company officials are available for comment
C) deny the accusations being made in the media
D) deflect the blame
E) give no more information than is specifically requested by journalists

Answer 3

A

Question 4

Journalists are sometimes seen as __________________ by PR practitioners because of their role in filtering information they receive-using some to form content and throwing some away.

A) gatekeepers
B) press agents
C) news directors
D) flacks
E) publishers

Question 5

A new method for getting stories in the news media is evolving in the social media landscape is called

A) mutual dependence
B) Twitter
C) Blogs
D) Media catching
E) none of the above

Question 6

______________________ is advice you would give to your boss.

A) Never rehearse interviews beforehand
B) It isn't possible to prepare for an interview
C) It is okay to ask a reporter to consider what you say, "off the record."
D) Determine the message you want to get across in an interview beforehand
E) None of the above

Question 7

What type of magazine is most commonly targeted in public relations?

A) general interest
B) consumer magazines
C) trade magazines
D) special-audience magazines
E) news magazine

Question 8

Reporters often visit ______________ looking for information concerning a company's background,company history,executive speeches,and product information.

A) television news anchors
B) a local library
C) SEC Web site
D) city hall
E) organization Web site

Question 9

The Internet has changed public relations in what way?

A) PR practitioners can put news on the Web site for reporters to access at any time
B) Blogs provide opportunity to communicate with publics and find target audiences
C) Podcasting allows organizations to provide audio and video information to the general public
D) All of the above
E) None of the above

Question 10

Which of the following is NOT one of the types of features mentioned in the text?

A) business feature
B) consumer service feature
C) human interest feature
D) pictorial feature
E) product feature

Question 11

The relationship between journalists and public relations practitioners is one of ____________.

A) shared animosity
B) mutual dependence
C) repressed aggression
D) disrespect

Question 12

______________ is NOT the basis of trust bestowed by journalists upon PR practitioners.

A) Integrity
B) Openness
C) Accuracy
D) Completeness
E) Bias

Question 13

The publication of PR materials in the mainstream media lend the messages distributed a sense of _____________.

A) bias
B) formality
C) popularity
D) legitimacy
E) belonging

Question 14

_____________________ are a primary means of reaching community publics.

A) Magazines
B) Television broadcasts
C) Web sites
D) Radio broadcasts
E) Newspapers

Question 15

During a news conference,public relations practitioners should _________________.

A) serve as the main source of information
B) not field any questions
C) not provide written copies of any statements made
D) not take obvious control of the meeting unless things get out of hand
E) make it clear that the practitioner is the director of the question-and-answer session

Question 16

The most popular VNR is about _______ long.

A) 15 seconds
B) 60 seconds
C) 90 seconds
D) 120 seconds
E) 3 minutes

Question 17

Which of the following is NOT a recommendation during crises?

A) be as open a possible with all stakeholder groups
B) if you don't know the answer to a question, tell the media you don't know
C) establish multiple spokespersons so as to aid in meeting media deadlines
D) establish a central information center
E) take responsibility for correcting the situation

Question 18

Social media are identified with ________

A) Internet 2
B) Web 2.0
C) AIM
D) Mutually dependent
E) all of these

Question 19

A Video News Release (VNR)is

A) 60-second news spot prepared by a TV station
B) web-based promotion tool for music companies
C) short news package presenting a news item from an organization's perspective
D) live feed of a breaking news story

Question 20

PR practitioners should give journalists materials __________________.

A) in a form that makes their use in the media easier.
B) in a form that requires proper attribution of the PR practitioner.
C) in a form that only states the positive attributes of an organization
D) in a form that requires the journalists to do follow-up work with the organization.
E) in a form that requires specific software to open.

Question 21

A __________ is a technology for creating collaborative websites.

A) Blog
B) API
C) Blogosphere
D) RSS
E) Wiki

Question 22

A _______ is an interactive website that allows those with security rights to post and change content.

A) Wiki
B) blog
C) podcast
D) blogosphere
E) none of these

Question 23

A problem with public service announcements is

A) They cost too much to produce
B) They cost too much to air
C) They may air at any time of the day or night
D) They aren't produced well
E) All of the above

Question 24

Photographs taken for in-house publications,annual reports or advertising may present opportunities to be used in a __________ feature.

A) product
B) financial
C) business
D) pictorial
E) consumer service

Question 25

The most common publicity release is a __________.

A) VNR
B) news release
C) PSA
D) business feature
E) pictorial feature

Question 26

Newspapers use _________ from The New York Times,Washington Post,King Features and Associated Press.

A) newswires
B) press releases
C) media kits
D) podcasts
E) none of these

Question 27

B-roll material is actually ____________ with audio.

A) biographical material
B) podcasts
C) background video
D) satellite video
E) news releases

Question 28

Which of the following BEST describes the new media relations environment?

A) smaller target audience segments
B) more defined target publics
C) growing number of media outlets
D) new social media
E) all of these

Question 29

Which of the following describes the attitude a interviewee should NOT have toward journalists?

A) hospitality
B) adversarial
C) cooperation
D) honesty
E) controlled

Question 30

____________________ is an effort to get content disseminated across a large number of social media.

A) Social Media Dissemination
B) Social Media Sharing
C) Social Media Optimization
D) Social Media Syndication
E) none of these