Deck 6: Implementation: Traditional Media Channels

Question 1

Opinion pieces such as guest commentaries written by public relations professionals or anyone else) are constitutionally protected under the First Amendment and are therefore not subject to libel action. The legal term for this is

A) absence of malice
B) fair comment
C) ghost-writing
D) burden of proof
E) freedom of information

Answer 1

B

Question 2

A format for news releases adopted from the field of journalism is called the

A) double helix
B) triple summersault
C) quadruple bypass
D) inverted pyramid
E) weakest link

Answer 2

D

Question 3

Providing a television station or network with raw videotape, with no music, titles or graphics instead of a polished video news release) is called a

A) public service announcement
B) video highlights
C) background video or B-roll
D) editorial video
E) streaming video

Answer 3

C

Question 4

A meeting between representatives of a newspaper and an organization that is the subject of media coverage or one that has concerns about how an issue is covered is called a an)

A) field observation
B) editorial meeting
C) cross-tabulation
D) gap research
E) focus group

Question 5

A paid advertisement designed to enhance an organization's visibility or image, but not ask audiences to buy something, vote for or against something, or take any other specific action, is called a an)

A) reputation advertisement
B) guest commentary
C) position statement
D) advocacy advertisement
E) infomercial

Question 6

According to the textbook, what is the preferred length for news releases?

A) 1 or 2 pages
B) 5 to 7 pages
C) 10 to 15 pages
D) there is no preferred length

Question 7

Frequent users of video news releases include which of the following?

A) government agencies
B) manufacturers introducing new products
C) any organization in a crisis situation or other situation in which quick release of information is important
D) all of the above are frequent users
E) none of the above are frequent users

Question 8

The most common and effective model for writing news releases is

A) like a letter to the editor
B) like a consumer complaint letter
C) like a news story
D) like an academic term paper
E) like a television commercial

Question 9

The interview format in which the person interviewed remains in a television studio while separate and sequential interviews are conducted electronically is called

A) focus group
B) satellite media tour
C) news flash
D) editorial meeting
E) streaming video

Question 10

A formal document used to communicate an organization's opinion on a public issue to public officials or another organization is called a an)

A) reputation advertisement
B) position statement
C) inverted pyramid
D) guest commentary
E) annual report

Question 11

Which of the following is true concerning prepared statements?

A) they are longer and more detailed than other types of news releases
B) they are shorter and less detailed than other types of news releases
C) they are often sent by third-class mail in order to save money
D) they are more likely to win awards in PRSA or IABC competitions

Question 12

A paid advertisement designed to encourage audiences to behave in a specified way, vote for or against something, or take other specific actions, is called

A) reputation advertisement
B) guest commentary
C) position statement
D) advocacy advertisement
E) infomercial

Question 13

News releases are often rejected because

A) they are poorly written
B) they have no news value or local interest
C) they are too long or include too much fluff
D) they arrive too late
E) all of the above

Question 14

Another term for a guest commentary written by a public relations representative or any expert) and submitted to a newspaper or news magazine is

A) B-roll
B) op-ed piece
C) opinion news release
D) public service announcement

Question 15

Which of the following forms of media is/are MOST LIKELY to donate free advertising space or time for a nonprofit organization's announcements?

A) television/radio
B) daily newspapers
C) magazines
D) internet service providers