Chapter 13-14

12. Most TV news reporters are considered general assignment reporters.

True

14. Print and TV journalism are similar in that they both should strive to uphold basic values and journalistic principles.

True

15. In journalism, a news organization's credibility is paramount to its viability.

True

18. PR can be considered "doing good and getting credit for it."

True

19. Organizations tend to deal with more than one public, so public relations professionals usually consider various "publics."

True

2. The cost of new technology affects the types of stories that are covered by news organizations.

True

20. Although modern PR has a 100-year history (beginning with Ivy Lee), PR activities can be traced back to ancient times.

True

21. The U.S. government has utilized public relations since World War I.

True

24. Public relations for any given organization can be done by either internal PR departments or external resources, although many large companies use both.

True

27. Account supervisors at a PR firm are responsible for budgeting, quality control and managing the workload of project teams.

True

28. Tactical PR plans are usually more specific than strategic PR plans

True

30. The PR industry is dominated by giant PR firms owned by ad agencies.

True

9. The one thing that all soft news has in common is that it tries to interest the audience.

True

40. Hard news, which is the dominant type of news covered, usually reflects all of the traditional news values except: A. human interest B. prominence C. consequence D. proximity E. timeliness

A Human Interest

39.__________ skills allow reporters to use new communications technologies to uncover information that they otherwise would not have known. A. computer-assisted reporting B. database management C. CompuServe D. CNG E. ASNE

A computer assisted reporting

6. A backpack journalist is a reporter who covers stories far away from civilization.

False

45. Which of these people is most likely to be a beat reporter? A. city hall specialist B. copy editor C. managing editor D. assignment reporter E. general specialist

A. city hall specialist

64. The most challenging form of PR is probably: A. crisis management B. international PR C. hospitals D. investor relations E. government/politics

A. crisis management

51. Public relations is best considered a __________ function. A. management B. marketing C. development D. research E. responsive

A. management

61. The biggest PR goal in this setting is probably fundraising. A. non-profit organizations B. environmental C. professional associations D. politics E. hospitals

A. non profit organizations

7. Hard news in the print and broadcast media is traditionally written using the square form.

False

65. In many companies with internal PR departments, the PR director reports to the: A. president of the company B. corporate communications officer C. VP of public services D. shareholder liaison E. VP for community development

A. president of the company

46. At a TV station, the ________ decides which stories to cover, the length of each story and the order in which the stories will appear. A. producer B. city editor C. managing editor D. news director E. assignment editor

A. producer

8. There is a standard writing style for online news.

False

32. A TV news story about a plane crash in India emphasizing the number of Americans aboard is reflecting the ___________ news value. A. prominence B. proximity C. economic D. sensational E. timeliness

B Proximity

43. Soft news, or features, tend to rely on the __________ news value. A. timeliness B. human interest C. sensationalism D. prominence E. all of these

B human interest

37. Concentrating on stories of interest to a single zip code is an example of: A. zinging B. hyperlocal news C. focused local news D. counteracting media convergence E. none of these

B hyperlocal news

44. ____________ use non-routine information gathering methods to discover significant information about important matters. A. editorials B. investigative reports C. freelance reporters D. backpack journalists E. soft news stories

B investigative reports

69. A PR professional can only know if objectives have been met by careful analysis during the ______ phase of a PR campaign. A. organization B. evaluation C. planning D. information-gathering E. communication

B. Evaluation

47. AP (Associated Press) is best described as: A. an agency preparing packaged international stories for local TV stations B. a wire service that provides national and international news to local media C. foreign-owned service publicizing newsworthy events in its home country D. an information service that hold a monopoly in providing national news to local newspapers E. an online competitor to local TV stations

B. a wire service that provides national and international news to local media

53. The public relations professional focuses on: A. communication, especially one-way communication B. communication, especially two-way communication C. external problem-solving D. conducting and analyzing research E. influencing company opinion

B. communication, especially two way communication

59. All of the following are advantages of using an external rather than an internal PR provider EXCEPT: A. greater objectivity of perspective B. lower cost C. greater ability to come up with fresh ideas D. prestige can come from being associated with respected PR firm E. wider variety of services

B. lower cost

36. The trend toward ordinary people becoming amateur reporters is called: A. online democracy B. hyperlocal news C. citizen journalism D. expanded reportage E. none of these

C. citizen journalism

58. PR practitioners use the Internet to streamline their media efforts by: A. sending press releases via e-mail B. targeting story proposals to their specific sources C. both of these D. neither of these

C. both of these

60. PR practitioners working in the __________ setting are concerned (in part) with promoting good employee/management relations and positive consumer attitude. A. entertainment and sports B. investor relations C. business D. politics E. international PR

C. business

55. Modern public relations can be traced back to: A. ancient times (Julius Caesar) B. American Revolution (Samuel Adams; Ben Franklin) C. early 1900s (Ivy Lee) D. World War II (Creel Committee) E. post World War II (Carl Byoir; Edward Bernays)

C. early 1900s (Ivy Lee)

41. Print media typically report hard news in a(n) ____________ form. A. tunnel B. pyramid C. inverted pyramid D. lead-driven E. square

C. inverted pyramid

67. The technique known as management by objectives would be most closely associated with the ______ phase of a PR campaign. A. organization B. distribution C. planning D. information-gathering E. communication

C. planning

62. A PR firm focusing on entities such as the American Medical Association and the American Dairy Association is specializing in representing: A. nonprofit organizations B. national companies C. professional associations D. educational associations E. government/politics

C. professional associations

38. A mobile journalist A. works out of his or her car B. is also called a mojo C. is a type of next-generation journalist D. all of these E. none of these

D all of these

42. A story that tends to provide the same amount of information throughout is written in the ______ form. A. inverted pyramid B. summative C. pyramid D. square E. none of these

D square

34. Types of news sources available online include general news sites (such as CNN.com) and: A. news aggregators B. specialized news sources C. blogs D. all of these E. none of these

D. All of these

49. Broadcast and print journalism are similar in that: A. both share the values of truth and honesty in reporting B. both are influenced by economic pressures C. both strive to remain objective D. all of these E. none of these

D. all of these

56. Changes in U.S. society, including __________, have led to a surge in the importance of PR in our society. A. corporate acceptance of their social responsibility B. increased consumerism C. increased organizational complexity and career specialization D. all of these E. none of these

D. all of these

57. Corporate Web sites are being used by PR practitioners to: A. communicate with consumers, shareholders and reporters B. provide opportunities for audience/consumer interactivity C. provide podcasts D. all of these E. none of these

D. all of these

66. Consulting organizational records, reference books, and personal contacts are most closely associated with the ______ phase of a PR campaign. A. organization B. evaluation C. planning D. information-gathering E. communication

D. information-gathering

63. An interrelated world economy has helped make ________ one of the fastest-growing sectors of PR. A. business B. professional organizations C. politics D. international PR E. investor relations

D. international PR

54. The word "public" in public relations really should be taken to imply: A. publicity B. consumer C. public and advertising D. publics (plural) E. media

D.publics (plural)

33. News media monitor ____________ to see what stories audience members choose to read. A. wire services B. specialized news sites C. the business model D. the clickstream E. none of these

D.the clickstream

35. How have blogs affected journalism? A. they represent an alternative source of news B. they have an agenda-setting effect C. they provide a check on the traditional media D. they allow reporters to explain why they covered a story as they did E. all of these

E All of these

31. If a scheduled story about a boating accident on Monday gets pulled from Tuesday's paper to make space for something else, that story might not run in Wednesday's paper because of the _______ news value. A. prominence B. proximity C. economic D. sensational E. timeliness

E Timeliness

48. AP competes with A. major newspapers such as the New York Times and Washington Post B. newspaper groups such as Gannet C. British-based Reuters agency D. Agence-France-Press E. all of these

E. all of these

50. A survey done by the Pew Research Center for the People and the Press revealed that credibility ratings for _________ declined from 2000 to 2008. A. local TV news B. broadcast news C. cable news D. local newspapers E. all of these

E. all of these

70. How do PR agencies earn their money? A. receiving a set fee for a specific project B. charging a monthly retainer C. charging an hourly rate D. billing both for time and for extra services and materials E. all of these

E. all of these

68. The audience/public probably becomes aware of a PR program during its __________ phase. A. organization B. evaluation C. planning D. information-gathering E. communication

E. communications

52. Public relations is the same as: A. promotion B. press agentry C. advertising D. all of these E. none of these

E. none of these

1. The news value known as proximity is based on the fact that we value events that happen to important people.

False

10. Investigative news reports are typically shorter than the typical print or broadcast news item.

False

11. General assignment reporters at newspapers become specialists in a given type of news, such as City Hall news.

False

13. Because TV is better at transmitting experience or impressions, it is better suited for in depth analysis and complex interpretations than is print news

False

16. Public relations is similar to advertising, but advertising uses interpersonal communication much more.

False

17. Public relations, promotion, and publicity are basically synonymous.

False

22. Despite the importance of PR in our society, the US government has not yet utilized PR techniques.

False

23. The Internet has had little effect on the PR industry.

False

25. The creative services department of a PR agency is responsible for merchandising and sales promotions.

False

26. The first stage of a successful PR campaign is planning.

False

29. The best way to evaluate the effectiveness of a PR campaign is to count press clippings.

False

3. Though they can be interesting, blogs are not an influential force in online news reporting.

False

4. The traditional news media discourages citizen journalism.

False

5. Hyperlocal news represents a significant new revenue stream for local media.

False