pr quiz 1
The pharmaceutical company, Redoxyone, invited the media to the marketing launch of a brand-new medicine intended to lower cholesterol. What kind of event is executed by the company, and why?
Press preview; to demonstrate a new product.
A PR firm decided to advertise its client's brand of mineral water when meteorologists predicted that a massive drought was going to hit the state of California. Which tactic of timeliness is the PR firm utilizing?
Relate messages to breaking news
Since the company is launching a brand new operating software for cellular phones in the next month, the board of directors at Smithsonisms Corp. asks its PR department to schedule appointments with key editors, conduct media training for the organization's spokespeople, prepare an outline of key talking points, make travel arrangements for each city, and prepare a briefing book about the editor and publication background. What kind of event is the board of directors of Smithsonisms Corp. planning, and why?
Satellite tour; for generating effective media coverage
To raise funds for patient treatment, the Center for Autism and Other Related Disorders decides to host a charity event and approaches Weekly Times, a local magazine. How should the editor of the magazine be approached for this fundraising campaign?
With a request in the form of a tightly written one-page letter about the cause
What type of news involves something new or different in an organization that also has the ability to impact people outside the organization?
a major new client or contract for the organization
Within a year of being built, Palm Groove Villa collapsed on account of heavy rains throughout the region. Most of the residents suffered huge losses, both in terms of health and property. Ten people also lost their lives, after being crushed under the wreckage. The representatives of Skyline Ltd., builders of the resort, avoided media queries and did not comment after the disaster. What should Skyline Ltd. have done differently to effectively handle this situation?
accept responsibility and take action
Which stylebook do a majority of U.S. publications use as a reference when developing press releases?
associated press stylebook
A media person working for a local newspaper is given expensive souvenirs and accessories by a legal firm's publicist to publish false stories about a rival firm. In terms of media etiquette, what should have been the publicist careful about?
avoid giving gifts
An investment company was in the news because one of its directors allegedly accepted kickbacks during the allocation of a major project. While the head of the company's PR department was leaving the office, a journalist accosted him in the parking lot with questions. The PR practitioner got frustrated and started ranting about his own company. The outburst was published in all the major newspapers, and as a result, the PR officer was fired. What should the PR officer have done differently?
avoided off the cuff remarks
Fifth Dimension Tech launched a brand new range of futuristic alarm clocks. After the launch, the company's publicist sent a message to various publications, saying that for every positive review of the alarm clock, she would send two free concert tickets to the writer. Which basic media etiquette did the publicist ignore?
avoiding payola
The PR representative of an NGO working in rural areas wanted to gain coverage about the organization and the cause it was supporting. Therefore, he announced an event to honor the top 10 contributors of the NGO. Which tactic for generating news is the PR representative employing?
awards
Which component of a news release can consist of around 100 words?
boilerplate
The La Maria cosmetics company, based in New York City, invited the representatives of seven British media publications to attend the company's press launch of its new product as an all-expense paid trip. While organizing such a press tour, what should the PR officer of La Maria do, though there is no guarantee the story will be published?
carefully consider all aspects of sponsoring
If a new employee wants to learn about his or her organization, then which internal news source should he or she consider reading?
clipping files
What can be reduced by placing the principal feature of a news story in the lead paragraph?
clutter
There was a major labor dispute between the management and factory workers of an aluminum manufacturing company. The public relations department quickly decided to publicize the issue to gain coverage for the company. Which traditional value of news did the PR department use?
conflict
Joseph writes a news release for a company. At the bottom of the release, he writes: Teachers Inc., +1 812-298-9214, Joseph Jacobs [email protected] What title should Joseph provide to this section that will best encapsulate the specified information?
contact
As a standard today, ________ are listed at the ends of news releases.
contacts
What is defined as a major occurrence that has the potential to affect an organization, company, or industry in a negative way?
crisis
Nayana, a news reporter, wants to visit the city from where she received a news release about an awards ceremony. She checks the news release to find the information. Which component of the news release has the data that Nayana wants?
dateline
A teleconference is planned with the president, PR director, and CFO of an architecture firm and the editors of a newspaper. This meeting is to acquaint the editors with the company's product and services. Which type of media tour is mentioned in this scenario?
dekstop tour
Which relationship building exercise is typically organized to connect with financial experts who analyze a particular line of business?
desktop tour
What type of information do media gatekeepers circulate as authentic news, without asking the relevant organization for any expenses?
earned media
Through which medium do media personnel receive a lion's share of press releases on a daily basis?
A public relations writer repeatedly sent a story about an upcoming charity soccer match, which was to be conducted by her organization. However, the writer failed to write that several retired professional soccer players from the English Premier League would be participating in the match. Thus, after reviewing the story, all of the editors of those newspapers felt they had sufficient and more interesting stories to publish and decided not to publish the story about the soccer match. What aspect of newsworthiness did the PR writer fail to include in her story?
what
Tony began the lead paragraph of his article with, "Tickets for the weekly movie screening must be purchased before next Wednesday." Which element of the story was Tony trying to emphasize?
when
Bjorn wrote the following headline for his article, "Football stadiums in the United States to become more physically disabled-friendly." Which element did Bjorn emphasize in the headline?
who
When a news story involving the mandatory vaccination of young children is published in a national daily newspaper, which traditional news value did the newspaper consider?
significance
Capcom, Inc., a PR firm, has started restructuring its news releases, including shorter text and more audiovisual elements that can be easily downloaded, shared, and even discussed online. Furthermore, it is including mobile-friendly sharable audio files as a part of news releases. What format of news releases is Capcom, Inc., using?
social media release
During any catastrophes or emergencies, which organizational officials are typically responsible for giving news briefings virtually every hour?
spokespersons
A weekly magazine accepted payment to publish a feature story that was prepared by an organization's PR staff. What is this type of advertising influence called?
sponsored content
What type of information involves an organization paying a media publication to publish a news story about its products or services, which is written by a PR representative of the organization?
sponsored content
A lead paragraph on the front page of a newspaper reads: "Robin Tully has been appointed as the Senior Vice President of Pan Air." What is this type of lead paragraph called?
straight summary lead
What important feature of newsworthy information do organizations abide by when they contact the media to announce something as soon as it occurs?
timeliness
Selena's PR manager asks Selena to send a news release to a local newspaper regarding the new insurance policies her company has launched. Selena specifically asks the editor of the newspaper to publish the news release only in the newspaper. What type of news release is Selena going to send?
traditional news release
A ________ enables smooth, direct communication with reporters in an economical manner.
webcast
Bill, a publicist for a public relations firm, wrote content and stories that were rejected, and his supervisor told him the material would not appeal to media gatekeepers. What is the most important thing Bill should do to be an effective publicist?
Bill must be thoroughly familiar with traditional journalistic news values.
Ramona, a PR writer, is writing a news release about the celebrity fundraiser her company is going to organize next week. At the end of the release, she provides roughly 100 words of essential information about her organization. What did Ramona write to wind up the news release, and how is it helpful?
Boilerplate description; it provides the basic company details, which will be informative for the readers.
During a kennel club show, a dog was seen walking on two legs. A public relations professional quickly captured this on her handheld device and immediately sent it to her firm. This phenomenon became a hot topic, and for the following couple of days, the dog's antics garnered plenty of public attention. How did the public relations professional find news in this scenario?
By using creativity and opportunity
A news report analyzing public opinion about the success of the tourism industry in Milwaukee over the past three decades was published, and a special talk show was arranged. What method of creating interesting news was best illustrated in this scenario?
Conducting polls and surveys
Kai is a journalist for a local newspaper. He is tasked with writing a story about the evolution of a small bakery into a global conglomerate. While writing the story, Kai was unsure about the year the bakery opened, but because of a tight deadline, he got the information from social media. After the story was published, Kai realized he had written an incorrect date. What mistake did Kai commit?
He failed to contact the bakery.
Keaton, a freelance journalist covering the news of the Baltimore protests, submitted a detailed analysis to the New Yorker about the event the following week. The chief editor of the New Yorker declined to publish his article. Why did the editor decline Keaton's work?
Keaton failed to provide immediate notification.
A public relations agency recently partnered with an accounting firm, and the agency asked one of its PR officials to learn as much about the firm as possible. In order to do this, the official decided to regularly attend staff meetings and other business-related meetings as much as possible. What is the PR official doing in this scenario and why?
Looking for internal news sources; it provides insight about current projects and what is being planned.
Which position is the first line of contact between a company and media personnel?
PR personnel
A bus manufacturing company went into crisis mode after two of its local buses collided with each other, killing more than 70 passengers. The company's spokesperson and PR department handled the crisis communications with the help and support of a media person. What should the company's PR department provide the media publication that helped them handle the crisis successfully?
Send a personal note thanking the reporters and an appreciation letter to the editor
Deep Blue Oceans, a public relations firm, works on a strategy to come up with multiple creative stories to generate coverage in the news media for their clients. What obstacle does a firm like Deep Blue Oceans face, which makes it necessary to work on multiple stories instead of focusing on just one, and why does it face such a hurdle?
Shrinking news hole; because the increase in Internet advertising has caused most dailies and magazines to reduce the number of pages and space
The editor-in-chief asks her staff to submit stories that appeal to readers who live in the city. Which type of news story will most likely be satisfactory, and how can such a story be written?
Stories with a local angle; by emphasizing the local angle in the first paragraph of the news release
What is the most appropriate step that should be taken to overcome the obstacle of maintaining public attention?
exercising creativity to present news
An employment survey found there was an acute shortage of civil engineers in the state of New York. Phoebe, a PR representative of a private civil engineering firm, held a press conference in which she provided a detailed analysis of the various steps her firm was taking to rectify this problem. This announcement helped to garner coverage and public attention for the firm. Which type of news source did Phoebe use?
external
A lead paragraph on the front page of a newspaper reads: "What makes maps so hypnotic? Is it their endless detail that magically draws us in? The worlds of possibilities they offer as they take us on vicarious journeys? The connection to a moment in history? Their sometimes dazzling beauty?" What is this type of lead paragraph called?
feature lead
Janet works for an advertising company, where she develops news releases for various clients. For a recent news release, she was asked to write a brief, crisp, and creative phrase. She is told it should encourage readers to keep reading the article. What is this brief creative phrase called?
headline
What component of a news release is considered the most striking feature of the story?
headline
The news stories that are tailored for local newspapers by stressing on the local angle are called
hometowners
Delilah began the lead paragraph of her article with, "I am going to discuss a few handy techniques that will make tax saving easier for working professionals." What aspect of newsworthiness was Delilah trying to highlight in the lead paragraph?
how
The news coverage of Ukraine's war with Russia began to garner more viewership in the United States when personal interviews with the victims were telecast. Which important characteristic of newsworthy information was exemplified in this scenario?
human interest
Which traditional news value provides ample opportunities to public relations and staff to appeal to the shared experiences or emotions of an audience?
human interest
What step involves increasing brand awareness when creating stories and other content for an organization?
identifying the primary reason for generating new content
News releases act as ________ for reporters and journalists.
information subsidies
George, a journalist at a leading daily newspaper, wants to write an article that will appear in the front page of the newspaper. He knows the headline and the first paragraph will play a crucial role in catching the reader's eye. What is the first paragraph called?
lead
Which type of news release can be embedded with elements such as high-res infographics, HD videos, and audio files?
multimedia news release
________ act as the chief supply of information for media personnel to develop story angles.
news releases
When PR writers constantly read and hear about current events in daily newspapers, magazines, radio, TV, and the Internet, what tactic are they using to catch opportunities?
newsjacking
To publicize a campaign for the education of girls in a developing country, a PR agency made one of the most popular singers in that country the brand ambassador of the campaign. The agency also asked the singer to give a speech at the launch event of the campaign. In this scenario, which tactic for generating news is best illustrated?
personal appearance
What kind of process does a public relations officer need to gain the trust and respect of a media person?
preparation
The tourism department of the state of Pennsylvania organized a weeklong trip for travel bloggers and journalists to Lancaster. The tourism department was trying to build the image of Lancaster as somewhat of a tourist hotspot. What kind of a trip did the tourism industry organize?
press junket
In the days when releases were sent only to newspapers, news releases were called
press releases
An automobile manufacturing company launched a new range of sedans. To create media buzz before the unveiling ceremony, the company invited a group of journalists to test-drive the car. What method of creating news did the auto manufacturer use?
product demonstration
Many media houses approve of Brida, a public relations officer at an accounting firm. She makes it her priority to answer as many calls herself as she can, restricting use of voicemail to only emergencies. Brida also returns calls promptly, responds quickly to media inquiries, gives precise and complete information, is fair with media houses of all sizes, sends a complimentary note when praise is required, and corrects mistakes respectfully. What characteristic does Brida display?
professionalism
The "stunts" that are often carried out by PR personnel to achieve the ultimate goal of enhancing revenues are called
psuedoevent
To increase the viewership of a reality show, the show's producer arranged for the fake arrest of one of the participants after the participant was alleged to have physically assaulted another member on the show. Which strategy for creating interesting news did the show producer employ?
publicity stunt
Siam wants to create a news release for her company. In the first page of her news release, she has to include the company's logo, telephone number, address, and the link to the company's website. What is this part of the news release called?
release template
Jermaine, an archeologist, has recently excavated a mummy in Egypt that is of paramount importance to the history of the Egyptian civilization. He wants to create an online news release that can be found easily by news reporters from around the globe. He carefully selects keywords that can be indexed by search engines like Google. What is this process called?
search engine optimization
What is the process of carefully selecting keywords that can be indexed by search engines such as Google?
search engine optimization
According to PR personnel, which feature of the media hinders fairness and balance?
sensationalism
Asha works as a journalist for a local newspaper and receives several news releases each day. She continuously receives them from the PR director of a certain company, but the news releases reflect a total ignorance of Asha's newspaper's format and content. What is this phenomenon called?
shotgun distribution
