Deck 9: Communication: the Tactics of Public Relations

Question 1

The difference between a media advisory and a news release is ________.

A)a media advisory is generally longer than a news release
B)news releases are factual and media advisories are not
C)media advisories are generally used for fast-breaking news stories
D)news releases can be openly promotional;media advisories usually can't
E)There is no difference.These are two names for the same document.

Answer 1

C

Question 2

What's the best advice for a news conference?

A)Don't do it if alternatives such as a news release would work as well.
B)Schedule it when all media can attend.
C)Have refreshments for reporters.
D)Invite only media you know are friendly.
E)Have hot coffee on hand.

Answer 2

A

Question 3

Special events are ________.

A)planned
B)short-term
C)unplanned
D)A and B
E)B and C

Answer 3

D

Question 4

Which of the following is written as a story?

A)a media advisory
B)a media kit
C)a news release
D)a pitch
E)an SMT

Question 5

The acronym PAC stands for________.

A)public access committee
B)political action committee
C)political access committee
D)political assistance committee
E)positive attitude committee

Question 6

A pitch is directed toward ________.

A)government regulators
B)investors
C)customers
D)journalists
E)voters

Question 7

When executing a public relations tactic,________ is/are among the key factors to be considered.

A)quality control
B)deadlines
C)communication within the team
D)All of the above
E)None of the above

Question 8

An extranet is ________.

A)an organization's controlled access website for external publics
B)a controlled-access website for an organization's employees
C)a controlled-access website for an organization's top management
D)an open-access website for all publics
E)none of the above

Question 9

The Securities and Exchange Commission requires public corporations to report to their shareholders through ________.

A)video news releases
B)annual reports
C)letters
D)All of the above
E)None of the above

Question 10

Journalists tend to throw most news releases away because ________.

A)the releases often don't have a local angle
B)the releases often are too promotional
C)the releases often use inverted-pyramid organization
D)A and B
E)All of the above

Question 11

Intranets ________.

A)are used in media relations
B)are used in employee relations
C)are the same as extranets
D)All of the above
E)None of the above

Question 12

When conducting a news conference,it is a good idea to ________.

A)rehearse your presenters
B)limit the session to one hour
C)begin with a prepared statement
D)All of the above
E)None of the above

Question 13

Public relations tactics can involve the use of ________.

A)messages and channels
B)controlled media
C)uncontrolled media
D)All of the above
E)None of the above

Question 14

A person who represents the interests of someone else in an attempt to influence the actions of government is called ________.

A)a lobbyist
B)a political operative
C)a special interest
D)a flack
E)a front

Question 15

In public relations,the purpose of a lobby is ________.

A)to provide guests a place to wait for their meetings
B)to donate money to political candidates
C)to promote international cooperation
D)to influence legislation through education and persuasion
E)to greet visitors as they enter the building

Question 16

An organization might schedule a news conference for late afternoon because ________.

A)that's the standard time for news conferences
B)that works best for live radio
C)that works best for TV evening news deadlines
D)it wants to limit reporters' time to find other sources with dissenting opinions
E)that's when satellite uplinks are cheapest

Question 17

VNR stands for ________.

A)video news release
B)values-neutral research
C)values-negotiated risk
D)variable noncompliance restriction
E)video network registration

Question 18

Media kits can include ________.

A)news releases
B)fact sheets
C)backgrounders
D)B and C
E)All of the above

Question 19

PACs ________.

A)give money to political candidates
B)are prohibited by the United States Code
C)are the same things as lobbies
D)have little impact on the political process at the federal level
E)are focus groups that test the worthiness of potential survey questions

Question 20

Cause marketing is ________.

A)prohibited by the American Marketing Association
B)marketing that causes public relations problems for an organization
C)another name for advertising
D)promotion of an organization's products
E)promoting your company by addressing a social need

Question 21

Why are news releases considered among the most misused documents in public relations?

Question 22

What are examples of social media tactics?

Question 23

Tactics used to promote Yahoo! Personals included ________.

A)a special event
B)b-roll
C)a media advisory
D)A and B
E)All of the above.

Question 24

News media objected to the Eugene Emeralds' April 1 news release because _____.

A)they saw it as a breach of trust
B)the team's spokesperson lied to reporters when asked about the news release
C)it was illegal
D)A and B.
E)None of the above.

Question 25

What is difference between controlled and uncontrolled media?

Question 26

In an effort to generate publicity,a minor league baseball team in Eugene,Oregon,________.

A)held a "manager-for-the-day" contest
B)distributed a phony news release as an April Fool's joke
C)had a ballplayer live on a billboard for a week
D)held a social media event
E)gave away free balloons for the kids

Question 27

What are the benefits and risks of conducting a news conference?

Question 28

What are the advantages and disadvantages between controlled media and uncontrolled media?

Question 29

What is a third-party endorsement?

Question 30

Publicly held companies have the choice of releasing an annual report,conducting an annual
meeting,or doing both.

Question 31

To generate publicity about the Yahoo! Personals online dating service,a Hollywood screenwriter ________.

A)conducted online chats about her love life
B)wrote the script for the movie "You've Got Mail"
C)lived and dated for three days under a Los Angles billboard
D)allowed a webcam to follow her around for a week
E)took out classified ads in more than 100 newspapers

Question 32

Messages and channels can both be considered tactics.

Question 33

News conferences should be a practitioner's first choice when it comes to choosing tactics for
generating publicity.

Question 34

Actualities are sound bites for radio stations.

Question 35

Why is employee relations important? What are some of the tactics used in employee relations,and
which one is preferred most by employees?

Question 36

What is the difference between an intranet and an extranet?

Question 37

What are the key factors that a practitioner must consider when executing tactics?

Question 38

What is an annual report?

Question 39

Soft money is now legal in campaigns at all levels of the U.S.government.

Question 40

The person responsible for the success of a public relations plan should ________.

A)communicate frequently with clients or supervisors
B)evaluate the process only after it is completed and all the facts are available
C)always make saving the client's/company's money the highest priority
D)All of the above
E)None of the above