SM 332 Exam 1
Latent Public
A group of people in a neighborhood who don't know that their taxes may increase to build a community park are an example of which type of public?
Reactive
A professional sports franchise that does not take steps to train coaches and players in media relations or social media engagement and handles any resultant issues as needed adheres to the __________ public relations approach.
Increasing awareness
A smaller sport organization with a desire to build its brand at a much broader level can be best supported on social media with which type of goals?
It does not provide evidence of impact.
A sport media relations director offers a pile of news releases, newspaper clippings, media guides, and brochures as evidence that her program is effective. What is the weakness of that method of assessment?
Information generated by the research will inform appropriate goals and communications strategies
A sport public relations professional begins work on a campaign to increase donor support for the organization by surveying current donors and conducting brief interviews with former donors who no longer give. Why is this work critical?
Boxing
A telegraphic transmission of what sport is attributed as the birth of national sports coverage in the US?
Game Notes
A tool for broadcast sports reporters that gives them a bank of facts and statistics to reference during their commentary, reporting, and interviews as part of a broadcast are called...
Building relationships
Acquisition metrics are focused mainly on...
Social Media
All of the following were means of media during the Old model of media relations except which one?
Brand
All of the representations - names, marks, intangible attributes - of an entity that distinguish it from other entities in the minds of consumers
The organization achieves consistency of message across all platforms.
An integrated communication strategy is designed in such a way that...
Gatekeeper
Journalists refer to their role in constructing public ideology as that of a...
To secure media placements and generate ticket sales
Broadly speaking, what are the two primary benefits of public relations to sport organizations?
CoSIDA publications and digital design ontests
College sports information and public relations professionals compete annually for awards in print and digital excellence. These contests are called...
Symbiotic
What type of relationship do sport organizations have with the media?
Giving the audience something to repeat
Content shared on social media should engage the audience through one or more of three action steps. Which of the following is not one of those steps? - Giving the audience something to feel - Giving the audience something to think - Giving the audience something to repeat - Giving the audience something to do
Owned Media
Content that an organization creates on it's own falls under which category in the PESO model?
Layoffs at prominent organizations, such as ESPN
Cord-cutting has resulted in which of the following? - Layoffs at prominent organizations, such as ESPN - A decrease in screen time for sport consumers - Fewer people watching sports video than ever before - An increase in satellite TV subscriptions
Lots of heavy graphical elements like Flash and Javascript
For the best search engine optimization, a website should have...
Publics
Groups of people who relate to the sport organization in similar ways
Female runners who supported one another to overcome fears
Heroes are integral to good storytelling. In Nike's "She Runs the Night" campaign, who played the role of hero/heroes?
Both contribute to a brand-centric communication
How are sport public relations and sport marketing related?
Goals related to the marketability of the entertainment content for profit
If the primary purpose of a website is to provide entertainment, which of the following should not be a consideration for the content goals? - goals related to the marketability of the entertainment content for profit - goals that keep the target audience of the entertainment at the center - goals related to the frequency of use of the entertainment content - goals related to the user satisfaction with the entertainment content
More people viewing the game via streaming it online
In 2016, television rating for the NCAA Men's Basketball Championship fell 37%. This is largely due to...
All of the above
In the New Age of Media Relations, sports fans now have the ability to directly interact with who? - Athletes - The Sports Media - Other Fans - All of the above
Audience reception
In the text, the Utah Jazz's "5 for the Fight" campaign was discussed. The campaign resulted in hundreds of articles in the mass media. Such results are best characterized as...
Fitness club websites
Information on memberships is content that is most likely to appear on which of the following? - College athletic department website - Professional sports team website - Retail website - Fitness club websites
Sponsor
Many posters have a corporate _______ that helps underwrite the production costs.
Creates less competition in marketplace
Media consolidation does what?
Magazine or newspaper
Newsletters combine organizational publicity information with the look and feel of a...
Records of both teams against others in the same division or conference
One component of game notes is an easy-to-find series history. Which of the following is not part of a well-constructed series history? - Overall series records for both teams - The number of previous meetings between the teams - Records of both teams against others in the same division or conference - records of both teams against others in the same division or conference
Media content
Photos, produced video, and live video are all examples of what?
Alignment
Producing social media goals that reflect the overall goals of the organization describes which strategic consideration in social media development?
All of the above
Public relations can play an important role in helping the organization build its brand, which is... - The organization's logo or symbol - The intangible attributes associated with the organization - The organization's name - All of the above
Storytelling
Research indicates that effective social media communication should employ...
Information distribution
Since the shift away from their use in recruiting at the collegiate level, media guides generally serve the purpose of _____________.
True
T or F; In the New Model of Media Relations, the sports audience transitioned from a passive to an active role.
False
T or F; Smaller niche sports audiences and niche sports medias are a key component of the Historic Model of Sports-Media-Audience Communication Model.
Social Listening
Tagboard and Google Trends are good examples of what type of social media management tool?
History
Team records, coaching history, complete lists of honors and awards, and all-time results are likely found in a media guide's _____ section.
A rights fee
Teams and leagues received ________ from media companies to broadcast competitions.
Satellite Technology
The "Thrilla in Manila" boxing match between Ali and Frazier was broadcast by HBO in 1975, and it's live transmission was made possible by what new technology?
Negotiate media contracts on behalf of all teams
The Sports Broadcasting Act of 1961 permitted leagues to do what?
Conversion
The ________ rate is the number of website visitors that eventually completes a defined action, such as a purchase or sign up, divided by the site's total number of visitors.
Conversion
The category of metrics most closely related to marketing metrics, such as sales and revenue, is...
Agenda-Setting
The media's ability to have significant influence of the public's perception of sports through the control, filtering, and shaping of media content is called....
Average engagement rate
The number of engagement actions on a social network post divided by the organization's number of total followers on a particular social networking site is the definition of...
Podcasting
The production of a series of digital audio (and sometimes video) files that can be downloaded for listening best describes which of the following? - Blogging - Spamming - Mobile App - Podcasting
General information
The table of contents, a staff directory, and profiles of organizational leadership are most likely to appear in the ________ section of a media guide.
Community Relations
This is the area of Sport Public Relations that is designed to foster desirable relationships between a sport organization and the locations in which they reside or have strategic interests
Shorten Links
Tools like Bitly, TinyURL, and Ow.ly are useful social media management tools designed to...
Two-way symmetrical
When the National Football League acknowledged the linkage between football and CTE in 2016, this reflected a change in its approach to the issue and movement toward which public relations model?
Engenders loyalty
Website development involves establishing goals and objectives, which is an essential part of producing a website that _______ and serves organizational needs.
General Mills
What company was key in convincing Major League Baseball teams to allow radio broadcasts of their games?
Pittsburgh Athletic Co. v. KQV (1938)
Which court case established that individual teams own their property rights?
Which first form of mass media had the earliest impact on sport? - Print - Radio - Television - Mobile
An internally managed website or private network contained within an organization to share private business-related details
Which of the following best describes the word "intranet"? - Systems produced to send unsolicited and repeated messages to employees - The encouraged spread of a message from employee to employee throughout an organization - An internally managed website or private network contained within an organization to share private business-related details - A community of employees gathering online to discuss a variety of topics and communicating virtually through messaging
Stable Environment
Which of the following is NOT a characteristic of sport public relations? - Stable Environment - Brand Centricity - Managerial Nature - Communications Focus
Does the cover incorporate key elements of the organization?
Which of the following is a key design consideration for the media guide cover? - Does the cover incorporate key elements of the organization? - Is the cover easy to read? - Is the use of visual tools on the cover consistent? - Is a ball used in action photos on the cover?
The fragmentation of the media environment
Which of the following is a key development that has affected the sport public relations profession in recent years? - The fragmentation of the media environment - The decrease in the value of sports franchises - The separating of the public relations and marketing functions - The increase in attracting fans to and retaining them at sporting events
All of the above
Which of the following is a made-for-television sport? - Goodwill Games - The Superstars - Battle of the Network Stars - All of the above
Cablevision owning the New York Knicks
Which of the following is an example of sport-media vertical integration? - Creation of media timeouts - Turner purchasing Bleacher Report - ESPN starting a magazine - Cablevision owning the New York Knicks
Results of employee annual reviews
Which of the following is least likely to appear on an organization's employee intranet? - Results of employee annual reviews - Client information databases for marketing and customer service units - Payroll information for accounting and finance - Facility scheduling information
IP Address
Which of the following is not a part of a domain name as discussed in class? - Top-level Domain - Second-level Domain - IP address - Machine Name
At mall kiosks
Which of the following is not a way that brochures are distributed? - Through the mail - At mall kiosks - Through information racks - Through PDF files
Persuading voters to select the candidate as their top choice
Which of the following outcomes involves the highest degree of difficulty for Heisman Trophy campaign planners?
youth camps
Which of the following would not be considered a significant area of growth for e-commerce? - Fantasy leagues - online sports betting - youth camps - e-sports
NFL
Which professional league was the first true to take financial advantage of the Sports Broadcasting Act permitting league-wide media rights?
Psychographics
YouTube's data on where subscriber traffic is coming from and the average viewing duration of videos are examples of...
