MCOM
Most media jobs require a lot of writing.
True
Advertising is about creating messages that __________.
compel people to take action
The need for writers to use professional writing skills and strategies has decreased due to the massive changes in the way people creative and consume media today.
false
The six situational news values are used to determine if your article will be morally sound.
false
To stay objective, news reporters should not be physically present at an event as it happens.
false
Today, most newspapers operate as print operations supplemented by online editions.
false
When developing your story and talking to someone who wishes to remain anonymous, you do not have to verify what he or she tells you.
false
Ethical standards refer to the solid system of ethics that guide you. The law tells what you must do. Ethics tell you what you ______.
should do
Media professionals use specific strategies to begin and organize their writing which are __________ and __________.
simple and direct
Identify the two keys to clarity.
simplicity and precision
According to the Professional Strategy Triangle, when you start a project, which one of these do you do first?
situation
Media professionals carefully consider their __________ and __________ as they write.
situations and audiences
Charles Kraul, freelance journalist, reports that he uses his laptop for writing but is also plugged into what at all times?
social media
The shift in how media is created and consumed is causing a convergence of the public relations and advertising industries into a new area called __________
strategic communication
Professional writers prefer the active voice because it __________.
strengthens their writing
The curious person is more likely to be a good reporter.
true
Practicing brevity means which one of the following?
writing short sentences and paragraphs
Which sentence best describes the benefit of developing a strategic approach to writing.
you explore new insight and meaning for the task
What is the best reason cited for media choosing to cover news they receive by news release?
It is credible and newsworthy.
What is the greatest advantage of a news release?
It provides the quickest, most reliable way to reach a wide cross section of media.
According to AP Style Guide, which of these months should not be abbreviated?
July
Which of these publications exists in print and digital form?
NYT
Which of these is NOT a social media channel?
Netflix
What is the main rationale for observing basic email cautions?
Once sent, you cannot get your message back.
The multiplatform environment is a combination of which of these?
Print, video and audio
Which of these statements is true?
Readers want timely news, and they like news about conflict.
When copyediting summary leads, it is best to remember which of the following rules?
Summary leads are generally one sentence and twenty-five to thirty-five words.
In broadcast news, when the news anchor introduces a video where she is seen or heard in addition to the subject of the video, this is abbreviated as which type of story?
Vo/Sot
When copyediting in the digital environment, what does a digital-first strategy mean?
What the writer writes is posted.
What is another definition of "performance always precedes publicity"?
What you do is more important than what you say.
Why is proximity (one of the six situational news values) important in copyediting?
When you can estimate the impact on the audience, it is better.
Advertising pro Steven Asbury, in the Frontline Media Writing Profile, said having this kind of person on staff has been a game changer for his company.
a strong copy writer
Why is "design carefully" a concern for the PR professional when preparing presentations?
because bad design fails to communicate
When you begin and end your feature story with the same idea, this is called __________________,
circle technique
Which of these structures is the most popular for arranging website copy?
classification
Which type of website arrangement structure is most often used by clothing stores?
classification
What is another term for paid media in which the sponsor controls all aspects of the message?
controlled
Chris Kraul uses ______ to prepare for his reporting.
creative visioning
Which of these is NOT a media category?
curated
Copy editors help manage the layout of publications by doing this:
cutting copy or making it longer
The inverted pyramid story structure helps the writer organize the story in this order of importance.
descending
"People who want to improve their health love this product" is an example of an imperative sentence.
false
Advertising always informs.
false
Copy editors have no input into content.
false
Indirect quotes require quotation marks.
false
It is acceptable to copyedit with one thorough review.
false
It is impossible to apply the Professional Strategy Triangle to social media campaigns.
false
It is more important for a PR practitioner to be a good writer than good at building relationships.
false
It is not helpful to envision your writing in finished form.
false
It is optimal to identify the brand of the company in your commercial at least three times.
false
It is preferable to use a combination of redundant words such as "complete and total" because they are familiar to readers.
false
Mass media is the only place advertising occurs.
false
Most radio and television stations today operate independently.
false
The AP Style Guide never changes.
false
When writing social media plan objectives, more than one channel may be included in one objective as long as the objective is the same.
false
With television script format, the audio is on the left side.
false
Writers do not have to worry about typos and grammar.
false
Writers today are given beats that include just one kind of media, such as print or digital.
false
Writing and proofing your own work is the same thing.
false
Writing television scripts in a copy format is not necessary.
false
You should use adjectives and adverbs in social media copy.
false
What is a reason why advertisers use pop-up ads?
hard to ignore
writers in the realm of broadcast media
have more competition and intense deadlines
What is the ad element that draws the reader in with a benefit?
headline
Advertising is a business of ______.
ideas
Why is the problem-solution format effective in social media copy?
it works well in short-form tweets
The three major media professions are __________.
journalism, public relations, and advertising.
PR professional Brad Groznik said that on a typical day, he writes for two distinct audiences. Which are they?
journalists and clients
In journalism, the cardinal rule is ______.
never lie
Which one of these is not a feature story structure.
nut graf
Identify the two main characteristics of accuracy.
objectivity and balance
Which one of these choices describes the benefit of being concise?
removing unnecessary details
Which best describes a social media audit?
review of social media activity before you implement a campaign
Broadcasting is best described as
sending signals over airwaves
Which of these tips is not included in Jaime Fettrow-Alderfer's Top Seven Tips for Becoming a Skilled Journalist?
technology
Broadcast stations are licensed by what entity?
the Federal Communications Commission (FCC)
A social media campaign uses one or more channels to deliver a brand or promotional message.
true
Email is the reporter's preferred method of receiving story ideas.
true
Feature stories can use a range of story structures.
true
If you cannot replace jargon with everyday language, it is best to define or explain it.
true
Journalism has a significant impact on everyone in society.
true
PR professionals sometimes manage crises.
true
The news release is the most common media relations tool.
true
When you work in public relations, you may have to prepare a crisis communications plan.
true
Worry about grammar, spelling, and punctuation can cause writing apprehension.
true
Writing can paint pictures in the minds of readers.
true
What does imperative sentence mean?
use active sentences that directly address the audience
What does WCMS stand for?
web content management system
Aristotle, the Greek philosopher said, « Knowing yourself is the beginning of all __________. »
wisdom
Which of these is NOT listed as a quality successful copy editors possess?
worldliness
"You don't want to miss this deal!" is an example of an imperative sentence.
true
A blog is an example of long-form web copy.
true
A microblog is another name for a tweet.
true
What is an acceptable length for original feature content in a social media campaign?
100-250 words
ClicktoTweet.com is described as which of the following?
a free service that allows users to tweet out a phrase from the blog
Which of these is the definition of page landscape?
a guide for how the copy fills the page to make it easy for the visitor to get information quickly
The best way to describe a nut graf is ___________________.
a paragraph that summarizes the main idea for the reader.
What is a word nerd?
a writer who loves finding the right copy for an ad
What does arrangement refer to relative to web copywriting?
the way copy is distributed on the pages so they link effectively to other information
Professional journalist Jaime Fettrow-Alderfer's said that the best news stories come from journalists who exhibit one of the following characteristics. Identify which one.
think critically
Demographics are defined as
descriptive characteristics about the people you are targeting
A social responsibility report is an example of a controlled publication.
true
Which of these is NOT a common attribute of an advertising message?
written in AP style
FAJA is the acronym for what?
Fact-Analysis-Judgment-Action
Why does story structure matter?
Helps time-crunched audience know what the story is about.
Which of these is the key reason to use the second-person tense in web copy?
The reader feels like he or she is in conversation with you.
What is another way to say that PR professionals serve as liaisons?
They broker goodwill between two or more publics.
When sending email pitches, what is the text's rationale for sending attachments with caution?
They can clog the editor's inbox.
When companies own television stations, which answer best describes the limit to that ownership?
They cannot own stations with an audience of more than 39 percent of the national population.
Kelly Boldan, Editor of the West Central Tribune in Willmar, Minnesota tells us that the small stories are successful all the time. Why?
They tell people's stories.
Which is NOT an example of earned media?
advertisement for nonprofit's services printed under contract
A delayed lead in a feature story places the nut graf in the following position.
after a few paragraphs
Which of the following are audience feedback measures?
all of these
Which of these topics does marketing manager Jean Thompson recommend one take in college?
all of these
An actuality in radio is
an audio clip that plays
The primary goal of the news package lead-in is to
assist the anchor in priming the audience about what they're going to hear
Why is conversational tone important when writing social media copy?
because it makes your content relatable
Why does Dallas Morning News copy editor Emily Goldstein says she "worries that copyediting is not valued for web stories as much as it should be"?
because once posted, it's hard to update
Why do the authors say, "It's impossible to copyedit a piece of writing in one step"?
because you need to look for different things with separate reviews
What is the best description of the benefit of being brief in social media copy?
brevity
Which of these is the definition of CTA?
call to action
Which of these is NOT an example of a controlled publication?
daily newspaper
Which type of lead best describes the following? "Have you ever wondered what it would be like if you woke up one day and found yourself on a desolate sandy beach with no provisions? "
direct address
In breaking news from the scene, when the reporter is seen on camera with a live introduction and then again in conclusion, this is called a ______.
donut
PR pro Brad Groznik, in the Frontline Media Writing Profile, said public relations writing boils down to this:
effective persuasion based on hard thinking and strong strategy
On average, how many people read blog headline copy?
eight of ten
A news teaser gives the audience the main point of the story.
false
A tagline and a slogan are the same thing.
false
Ad professionals need to be creative, not flexible.
false
Advertising copy should not break English grammar rules.
false
Advertising does not usually identify the sponsor.
false
An industry social media analysis is a review of your client's social media activity.
false
Apply the hashtag to the brand name of your client on social posts.
false
Broadcast stations and cable and satellite channels must meet licensing requirements.
false
Cable news had as much impact on broadcast news as online media has had on cable news.
false
Copy editors always turn work with errors in it back to the writer.
false
Copy editors determine the voice of the article.
false
Headlines often repeat sentences found in the story lead for emphasis.
false
In general, website page copy is written so that users read every word.
false
In traditional ad layout, the promise or benefit is in the call to action.
false
PR pro Brad Groznik said in the Frontline Media Writing Profile that writing is a skill people are born with.
false
Public relations professionals do not use social media in their work because it cannot be verified.
false
Searchable terms are not to be embedded into news releases because the search engines cannot see them.
false
Social media coordinators write messages for social media.
false
Social media objectives detail how you will meet the needs of the clients.
false
The Professional Strategy Triangle does not apply to advertising copywriting.
false
The following is an example of an active-voice sentence: The little white dogs were adopted by one family in less time than most adoptions take.
false
The only way to get footage for a VO story is real time, on scene.
false
The persona for a brand is developed by the writer.
false
The pyramid structure and inverted pyramid are synonymous terms.
false
The sidebar ad is the most common online advertisement format.
false
Web copy that uses the first-person tense is always more effective.
false
What you say about something is more important than what you do.
false
When formatting radio stories, the copy lead is called a slug.
false
When writing a radio commercial, write sound cues in italics.
false
The "give-a-damn" factor in copyediting is also called ______.
impact
When a lead is written about a somewhat normal situation that takes an unexpected turn, it is defined as this kind of lead.
ironic
The primary characteristic of a direct quote is that it _____________________.
is exactly what was said
In the Frontline Media Writing Profile, which of these is how PR professional Groznik defines writing?
knowing how to develop strong arguments and be persuasive
Which is the most basic vehicle for telling your organization's story to the news media?
news release
Which of these is not one of the four important style elements for writing the broadcast news story?
perfect punctuation
The text relays that the most creative piece of ad copy is not worth anything if it does not do this:
persuade to action
What does advertising deliver that uncontrolled media cannot?
precise messaging and brand images
In broadcast, which of these roles is generally responsible for editing stories?
producer
Stephanie Schwab established four copywriting elements that represent social media brand voice. Which one of these is NOT included in those elements?
psychographics
What is the most crucial component of a news story?
quotations
Newspapers' online editions are becoming the norm for the following reason:
reader preference
What is the name of the story type used when the news anchor reads the story that is pictured behind her?
readers
The ultimate goal of copyediting is to
serve time-pressed readers with stories that are useful and easy to understand
How many story types are there for broadcast news situations?
seven
The term leapfrog, as mentioned relative to story structure, refers to what?
skipping around in the story, confusing readers
What is the text's rationale behind the email pitch guideline to "make sure it's news"?
so the reporter considers the pitch
Which of these has the highest usage of any type of Internet site?
social media
Which of these is NOT one of the categories you can use to specify your target audience for a social media campaign plan?
sociology
In broadcast news, SOT refers to which of the following?
sound on tape
Select the best outcome of establishing a social media style guide for your client.
standardizes the social media voice for all who write copy for the client
What does hypertext mean?
string of text with electronic links that take users instantly to other text
The news teaser contains which of the following two elements?
the story highlight and when to tune in
Which type of website arrangement structure is most often used to relay the steps in a recipe?
time
Which of these choices is NOT why copy editors employ news judgment in their work?
to determine if the publisher will approve the story
What is a primary reason broadcast journalists are encouraged to post on social media today?
to get ratings for the station
Which of these is NOT one of the listed three roles of advertising?
to inform
What is the rationale behind the style strategy to write in the voice of the visitor?
to stimulate a conversation between the reader and the website
Exercising fairness means ______.
treating people as human beings
Advertising requires problem solving.
true
All hard news stories begin with the hard lead.
true
An echo is a sound effect.
true
Blogs are used for commercial purposes.
true
Broadcast news writers are responsible for completing entire newscasts.
true
Copy editors conduct research.
true
It is important to include keywords in blogs.
true
It is okay to deliver on a promise at the end of a blog.
true
Part of the PR professional's responsibility can include writing scripts for presentations.
true
Professional blog writers have made a list of trigger words available to all.
true
Professional copy editors understand libel, privacy, and copyright communications law.
true
Reporters for most radio and TV stations are often responsible for writing copy and advertisements.
true
Reviewing photo cutlines is a responsibility of copy editors.
true
Skilled, accurate writers are often candidates for copyediting jobs.
true
Social media is a primary tool used daily in the news industry.
true
Testing and evaluating are parts of the social media campaign plan.
true
The Drudge Report is a blog.
true
The basic principles for ad copywriting and news writing are essentially the same.
true
The first web browser was named Mosaic.
true
The money television stations earn when selling ads during local programming funds the operation of the station.
true
Today, people get traditional television entertainment online.
true
Professional journalists interview, on average, how many sources for their stories?
3
When writing a story, you should aim for a minimum of ______ interview sources.
3
Which one of these tips did Jaime Fettrow-Alderfer relay relative to interviewing?
Interview unofficial sources in addition to official sources.
What does balance mean to the journalist?
Research all sides of the story and present them in an even manner.
Why is it important to identify the audience for your message before you begin writing?
So you can tailor your message to them.
Thomas Edison said of writing, much like genius, is __________.
1% inspiration and 99% perspiration
When journalists strive for brevity, one guideline is to write sentences that are between __________ and __________ words in length.
12 and 16
When journalist Nathan Crooks says in one of his Seven Tips for a Successful Journalism Career to "be prepared to jump on a new story," what does he mean?
Be ready when the story Is ready - no matter what time it is.
Which of these FAJA Points helps the writer define and explain situations, problems, or issues?
Analysis
Which of these is not on the list of the eight parts of speech?
Contractions
According to AP Style, it is acceptable to abbreviate the names of months when using them along, or with, the year alone.
False
Journalism as we know it in the United States is based upon ______.
First Amendment to the U.S Constitution
Which one of these actions best describes the outcome you will derive from knowing your strengths and weaknesses as a writer?
Identify a career direction
Why should you avoid using unnecessary capital letters in your writing?
It can slow down comprehension by the reader.
Nathan Crooks, Bureau Chief with Bloomberg News in Caracas, advises aspiring media professionals to practice media writing basics including lead writing, story structure, grammar, spelling, and punctuation to what end?
To then be able to concentrate on getting the news out.
Which sentence most accurate describes Writing Self-Efficacy?
Your confidence in how well you write can determine success at writing.
The continuous circle icon in the center of the Professional Strategy Triangle is symbolic of which process?
active thinking
Media writers strive to produce copy that is __________, __________ and __________.
active, vivid, and direct
which field is called the most creative of the media writing sectors?
advertising
The First Amendment essentially sets up the media to be a watchdog for which entity?
all of these
According to Alycia Rea, Group Director of The Zimmerman Agency in the Frontline Media Writing Profile, writing is an __________. (Select one)
anywhere, everywhere, around-the-clock enterprise
Jaime Fettrow-Alderfer provides tips for becoming a skilled journalist. The tip she provided on reporting encourages which of the attributes listed here:
ask the dumbest questions
Identify the preferrable place to attribute information in a quote.
at the beginning
In news reporting, an area of coverage is known as a ______.
beat
Style Guides are also known as __________ in the writing profession.
bibles
Public information can be used in your stories, and because it is public, you do not need to source this information.
false
Which one of these attributes for becoming a good writer is not listed in the text?
desire
According to Nathan Crooks, the journalism professional is about glamor.
false
Always use quotes when you get them in an interview.
false
Audiences are impressed by big words and complex sentences.
false
Bloomberg cofounder and former editor-in-chief Matthew Winkler said that the headline comes after you've written the lead paragraphs.
false
Every source interviewed is included in the final story.
false
How is the most important consideration of the five Ws and H.
false
According to The Bloomberg Way: A Guide for Reporters and Editors, Bloomberg stories must fulfill "The Five Fs." Which of these is not one of those Fs?
forceful
In which industry is there anticipated to be the most growth for public relations professionals through 2022?
healthcare
Journalism is more than a profession. It is a higher calling that fulfills a ______.
higher trust
Which is the correct order for developing a news story?
idea, research, and verify
Professional Alycia Rea of The Zimmerman Group relays that writing must be distinctive and relevant to the editors and publishers she works with. If it is not, she says it will be __________.
ignored
Legal standards refer to knowing the basics of media law including ______, ______, and ______.
libel, privacy, copyright
Today, the most original reporting comes from which industry?
newspaper
Media writing style provides a set of conventions that __________.
newspaper editors require
The Chicago Cubs winning the 2016 MLB World Series was news because it can be described as which of these six situational news values?
oddity
Which one of these sources do not require attribution in your article?
organizations
Which title is not language sensitive?
police officer
Which of these six situational news values describes why millions of people seek out and share news of celebrities?
prominence
Why is brevity a journalism industry standard?
publication space, bandwidth, and airtime are limited
Refocusing your thinking, as described in the Professional Strategy Triangle process, is designed to yield what end result?
the emergence of key themes and messages
According to Alycia Rea, Group Director of The Zimmerman Agency, writing skills are key to building relationships with editors and writers of publications
true
Action is one of the four basic message structures.
true
Attribution is directly related to credibility.
true
Editors like the inverted pyramid story structure in the online environment so they can link readers off to websites or landing pages.
true
Including the ideas or expressions of another is consider plagiarism.
true
It is important for broadcast industry writers to learn various types of writing styles.
true
It is not acceptable to modify quotes that are unclear or inarticulate.
true
It is often preferable to paraphrase what a subject said than use a partial quote.
true
People who read a lot are often good writers.
true
Professional journalists should present the truth, even if it is not in line with their own belief system.
true
SPJ stands for the Society of Professional Journalists.
true
Skepticism drives the need for ______ by reporters.
verification
Writing requires skill that develops ideas into prose that is __________.
well-ordered
