PR 2310 Final Exam
What's the difference between texting a message and sending a tweet?
- Tweeting: post 140 characters - Posts are indexed by Google and available to all
What is a B-roll? Why is it increasingly used?
- Two or Three minutes of background pics, extra sound bites, file footage for packaging the story
What is a public service announcement (PSA)?
- Unpaid, promotes public cause
What are the format and characteristics of a video news release (VNR)?
- VNR Characteristics / B-Roll - News reports with voiceover narration - Clear identification of source - Script, info, media contracts
What's a news feed, and how is it used in public relations?
- Variation on the SMI - provides video and sound bites of an event to TV station via satellite - live or edited
What's the difference between a podcast and a webcast?
- Webcast - 90% of public companies - Effective learning tool - Saves money - Employee training to news conferences - Podcast: designed to be distributed over the internet using syndication feeds for playback to computers, mp3 players, iPods, and even smart phones
Why is it important for an organization to have a website?
- To market products and services, post news releases, and photos to key audiences
What is a pitch leader?
- To obtain coverage / publicity
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What is SEO, and why is it important?
- "Search Engine Optimization" - Carefully selecting key words for a release so the content is retrievable when the search engine looks for terms
What are some statistics that show how pervasive the internet has become in today's global study?
- 3 billion users / 16 hours a week online - 70% will use smartphones by 2017 - 6 Billion text messages everyday - 2.8 million e-mails every second - 700,000 apps - google, android and apple stores - Facebook - more than 1 billion users worldwide
What's the difference between an organization's website and blog written by the CEO or an employee?
- A blog is the official voice of the organization - Guidelines for employee blogs - Transparency - Respond in a timely manner to posts - Make sure the readers know that the blog represents your opinion, not the companies.
What are the capabilities of an electronic news service?
- Business wire and PR news write - Transmits about 25,000 news releases monthly to newspapers, broadcast stations, ethnic media, financial networks and online news room
What are the characteristics of a multimedia news release?
- Embed are high- resolution photos, graphics, video, and audio components
6 of the key publics of a university program
- Faculty, staff and students - Alumni, community, and government, prospective students
How can an organization use Facebook as part of its public relations strategy?
- Gain customer insights - Build brand awareness - Create customer loyalty
What are some characteristics of the Web that make it possible for public relations people to do a better job of distributing information?
- Info quickly updated - no reprinting - Interactivity - Online readers can dig deeper into subjects - Posting material is cost-effective - Reaching niche audiences with editing filter - Information accessed 24 hours a day
What are the characteristics of an online newsroom?
- Journalists can access and download from site - Photos, graphics, videos, position papers, etc.
What's a media kit? What does a media kit typically contain?
- Major events, new product launches - News release, feature, fact sheets - Background info, photos, bio, info, brochures
What is a mat release? How is it different from a regular news release?
- Mat form Is ready for the printing press - Word documents, jpegs, PDFs
What's the difference between a media advisory and a fact sheet?
- Memo to editors / reporters - News organization a series of facts the reporter can use
Why is it a good idea to include a photograph or an info-graphic with a news release? What are the six aspects of a good publicity photo?
- More "read" photos / picture quality - Variety of subject matter / uncluttered / scale - Camera angle / lighting / color?
List four ways that an organization can get its news and viewpoints on local television?
- News Releases - Media alert - Phone or e-mail - Video News Releases (VNR)
Describe the functions of a college news bureau and or PR program
- News releases/ photos / radio / tv spots / news conferences / public inquiries / newsletters / publications / speeches / media relations
What makes an ideal radio or television talk show guest/spokesperson?
- Personable / approachable / strong opinions / passionate / not mean-spirited / engaging
What motivates people to serve as volunteers?
- Pride, activity, social prestige (peer pressure)
What are the pros and cons of using a celebrity as part of a promotional event?
- Pros: Increased attendance/media coverage -Cons: Major budget issue/dealing with the celebrity
What is a QR code?
- Quick response code serves as URLs to connect mobile users with an organization's web site - The consumer or journalist can easily access information in the form of articles, videos, and photos.
What is the advantage of a radio media tour (RMT) or a satellite media tour (SMT) to the organization and journalists?
- RMT: Spokesperson conducts series of interviews with radio announcers - SMT: Pre-Booked and series of TV journalists of talk show hosts
Why should public relations personnel consider radio and television as major tools in reaching the public?
- Radio 92% 12+ - 150 million a day - Commute time - 50 minutes - Local TV - 150 million/ Network TV - 30 million - Cable - 34 million
What is the basic component of an online news release?
- Single space / 200 words or less - Inverted pyramid: the lead paragraph summarizes, succeeding graphs fill in details, this assists the editor, stories are cut from the bottom - Top line - name and logo - Second line - date - Third line - headline in BF - City of organization at the start - Succinct lead - two to three sentences - A pull quote - Links - Last paragraph should provide org info
What are some guidelines for a successful SMT?
- Spokesperson available at designated time - Use celebrities and experts - Good Q&A with anchor
What are the primary roles of a hospital HR staff?
- Strengthen and maintain the public's perception - To help market hospital's array of services - Hospitals, like a hotel must have high room occupancy rates to be successful
What is the basic purpose of a news release?
- The news release - ready to publish 50% - Reporters process news instead of gathering - Media cannot employ enough staff
One example of Web interactivity is the "pull" and "push" concepts. What's the difference between the two terms?
- The user can pull information from various links - News releases can be pushed to the media
In what ways has the internet completely revolutionized a media system that goes back to Gutenberg in the 1400s?
- Widespread broadband, cheap/free easy to use online tools, new distribution channels - Combines telephone, TV and the computer - Use of fiber optics - strands of glass - Digital transmission of sounds and pictures - A site - one or more pages
How does an audio news release (ANR) differ from a standard news release?
- Written for the ear - strong short sentences - One-minute ANR 160 words / print - 400 words
What logistics must be considered when planning an open hour or a plant tour?
-Day & hour -Guests -Publicity & invitations -Vehicles -Reception -Focal point of activity -Restrooms -Safety -Routing -Guides -Explanation -Housekeeping & attire -Emergencies
Why are meetings and events a vital public relations tool even in the digital age of texting and social media?
-Face to Face Meetings require use of all 5 senses -Allows audience to participate, & engage fully
Discuss the variety of items that must be budgeted in planning a budget.
-Food -Room rental -Bartenders -Decorations & table centerpieces -Audiovisual requirements -Speaker fees -Entertainment -Photographers -Invitations -Tickets -Marketing & promotion
What information should be provided to an invited speaker for an event?
-Info about meeting sponsor and attendees -Meeting purpose & objectives -Presentation location, including meeting room, date, & hour -Topic & length of presentation -Anticipated size of audience -Session format, including length of time allowed for audience questions -Names of those sharing the platform, if any, & their topics -Speaker fee or honorarium -Travel & housing agreements -Meeting room setup and staging info -Audiovisual equipment needed -Dress code (business attire, resort wear, black tie) -Handout material requested -Signed release for org. to tape or videotape the remarks -Arrangements for spouse, if invited
What questions should you ask a catering manager when planning an event?
-Menus -Room facilities -Availability of space -Host of other items: amount of alcohol consumed & food/non-alcoholic beverage availabilities.
How should you prepare for a media print interview?
-Practice saying something that will inform/entertain the audience -Be ready to volunteer specific, factual info, personal data, or relevant opinions when needed -Obtain from the interviewer an understanding of the interview's purpose -Especially important to be acquainted with the interviewer's style -Practice short, direct answers delivered without hesitation.
What are the mechanics of organizing a news conference?
-Select a convenient location that's easy for news reps to reach with minimal travel time -Set the date & time: between midmorning & midafternoon is best, avoid Friday afternoons & days before holidays -Distribute a media advisory about the upcoming news conference when appropriate—depends on the event's importance -Rehearse the entire conference & write statement for spokesperson and practice with them as well -Try to anticipate questions so that the spokesperson can readily answer difficult questions—problem/solution rehearsals prepare the spokesperson -Prepare a media kit that includes a brief sheet with names & titles of participants, a basic news release, & basic support materials -Prepare visual materials as necessary that may include slides, photos, posters, or a short video -Make advance arrangements for the room making room for photographers and making sure enough chairs are present -Arrive 30-60 minutes early to test the microphones, arrange name tags for guests invited, & distribute literature -Knowing when to end the news conference
What are the components of planning a convention?
-Timing -Location -Facilities -Exhibits -Program -Recreation -Attendance -Administration
Thoroughly describe each of the 8 fund-raising methods described in the text
1. Corporate & Foundation Donations: Individuals give most, large grants 2. Structured Capital Campaigns: 90% of total amount raised will come from only 10% of contributions; based on gifts from corporations and individuals 3. Direct mail: Cost effective, good way to reach a lot of people; current givers 4. Event Sponsorship: Charity balls, concerts 5. TV Solicitations: Broadcasts of classic rock concerts (example), telethons. 6. Telephone Solicitations: Cost effective; problematic due to switch from landline phones to cell phones, "robocalls". 7. Endorsements & Tie-Ins: Nonprofit organizations go into businesses to make tie-ins with commercial firms. 8. Online & Social Media: Cost efficient, blogs, twitter, and Facebook allow for individuals to interactively engage in causes.
Identify 5 tactics of advocacy groups
1. lobbying 2. litigation 3. mass demonstrations 4. boycotts 5. reconciliation
How long should a cocktail party last?
2 hours max; USUALLY 90 minutes.
What is a B-roll?
2-3 mins of background pictures, extra sound bites, file footage for packaging the story
What percentage of stories in a newspaper come from news releases?
50%
What is an annual report?
A comprehensive report on a company's activities throughout the preceding year.
What is a blog?
A regularly updated website or web page, typically run by an individual or small group that is written in an informal or conversational style
What is a sound bite?
A short extract from a recorded interview
What is a satellite media tour?
Allows individuals to interactively engage in causes.
What is a PSA?
An unpaid announcement that promotes public cause for non-profit organizations
Identify and describe the 3 categories of social service organizations
Foundations, Cultural Groups, and Religious Groups
Describe the 2 types of health organizations
Hospitals and Health Agencies
What is a pitch letter?
How you get your story noticed.
What is the recommended length of time for a reception or cocktail party?
Lasts anywhere from 1 "cocktail hour" up to 2 hours max.
In general, how long should a speaker talk at a luncheon or a dinner meeting?
Limit to 20-30 minutes.
Name at least 4 factors that must be considered in planning a meeting for a group.
Location, seating, facilities, and invitations
What's the difference between a media tour and a press party?
Media Tour: Company executives visit editors in various locations & discuss a new product—such as the iPad. Press Party: Primarily social events that allow an organization's executives to meet journalists and develop working relationships.
What is the primary source of news for 70% of the public?
Online news release
Examples of Advocacy Groups?
PETA, National Rifle Association (NRA), American Family Association (AFA)
Identify and describe the four categories of membership organizations?
Professional Associations Trade Groups Labor Unions Chambers of Commerce
What is the first thing you should make sure of before conducting a news conference?
Public relations professionals should realistically assess whether the information can just as effectively be distributed through a news release or media kit.
Identify 5 tactics of social service organizations
Publicity, creation of events, use of services, creation of educational materials, and newsletters
Compare radio listening vs. TV viewing.
Radio=80%, 2nd in US pop. TV=95%, 1st in US pop.
What are the advantages of using a celebrity for a promotional event?
Time-honored way to increase odds that the media will cover the event because "prominence" is considered a basic news value.
T/F In a capital campaign you first survey to determine the level of support you have
True
T/F In bond elections governmental bodies should use citizens to lead the campaign
True
T/F Interview stories for public relations purposes should be approved by the interviewee
True
T/F Long letters are OK in solicitations
True
T/F The most visible public relations unit at a University is the Publications bureau
True
T/F There is a decline in the support for education by the government
True
T/F Volunteer service agencies have had their workload increased due to the cutback of government welfare
True
T/F Writing for a second gift is ok
True
Are face-to-face meetings important today?
Yes because individuals attending a meeting or event use all five senses- hearing, sight, smell, taste- so they become more emotionally involved in the process.
Why is it important to consider security and liability issues for a promotional event?
a. Traffic flow, adequate signage, restroom facilities, security. Liability insurance is a necessity as well. Any public event sponsored by an organization should be insured. Permits may be needed and obtained if you are holding the event in a public area such as a street or park. It is important to avoid all possible lawsuits. - Professionally trained security, Liability insurance necessary
