PR Principles Final Exam Questions

Which of the following is a not attractive characteristic of the internet for PR professionals?

Centralized communication

In public relations, the news release is:

The most commonly used public relations tactic.

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

The news potential of the information.

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

True

Which of the following is an advantage the web brings to public relations professionals?

Users can update information quickly, without having to reprint materials. AND it is a cost-effective method for disseminating information.

Why should public relations practitioners be sensitive to women as an audience?

Women now exert more political and social control than ever

All of the following are smart tips for putting together a multimedia or social media news release EXCEPT:

Write in a text- heavy style for interested readers

Because of the rise of social media, public relations practitioners must

listen to facilitate conversation between organizations and their constituents

Which of the following are NOT general characteristics of the youth market?

they are an excellent source of volunteers.

All of the following are general characteristics of baby boomers EXCEPT:

they rarely question authority

Which of the following might be included in a media advisory?

-A one-line headline -A brief paragraph outlining the story idea -Contact Information -Answers to some of journalism's five W's and H questions

Which of the following describes mass media before the advent of the internet?

-controlled by a professional gatekeepers (i.e. editors and publishers) -mostly one-way communication with limited feedback channels -centralized/ top-down -costly to publish

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

A news conference

Public relations professionals should hold news conferences frequently.

False

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

False

How are media kits most often used?

For major events AND For major product launches

For public relations practitioners, the best reason to run an organizational blog is that:

It enables a real-time conversation with key stakeholders AND it provides a unique listening tool.

A general characteristic of the twenty-first century people is that:

It has increasingly become more visually oriented AND it has a shorter attention span

Which of the following is true of the media pitch?

It lets an editor know about the contents of a media kit AND it is a fine art that requires great skill

Which demographic group is the largest consumer of television , magazines, books, and newspapers?

Seniors

A quote from a satisfied customer or spokesperson in a radio news release is called a _________.

Sound bite

_______________ generates the strongest emotional impact of any type of mass media.

Televison

Successful pubic relations campaign planners know that audiences are:

dynamic and ever- shifting

All of the following should be asked before writing a news release EXCEPT:

how can I put the most positive spin on this situation?

All of the following tactics are recommended for creating a successful employee blog EXCEPT:

post infrequently to manage expectations