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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


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