Deck 7: Writing

Question 1

As PR tools, platforms, and technologies have evolved, the skill of writing has ______.

A) diminished in importance
B) concentrated on social media
C) remained a constant
D) been replaced by computer skills

Answer 1

C

Question 2

Of the following writing styles, which is a growing area of focus for PR professionals?

A) narrative messaging
B) persuasive writing
C) real-time writing
D) creative messaging

Answer 2

A

Question 3

How is creative messaging similar to real-time writing?

A) Both must originate with the client.
B) Both can engage and entertain.
C) Both are based on advertising themes.
D) Both may be considered paid media.

Answer 3

B

Question 4

Starbucks missed out on a promotional opportunity with "Game of Thrones" because they ______.

A) released new flavors too early
B) created an unfocused message
C) did not gain client approval
D) failed to think on their feet

Question 5

Key content considerations in PR messages include ______.

A) consistency, voice and authenticity
B) reliability, appeal, and media
C) tone, strategy, and objectives
D) information, persuasion, and entertainment

Question 6

The PR writing done by brands including Popeye's, Burger King, Steak-Umm, and Aviation Gin provide examples of ______.

A) fact-based appeals
B) consumer storytelling
C) real-time creativity
D) strong brand voice

Question 7

Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?

A) Clients prefer a standard mix of writing types.
B) Practitioners construct a wide range of pieces.
C) Most are social media-based in the 21st century.
D) Advertising and marketing have gained ground.

Question 8

The centrality of the news release and press release to the public relations practice show us that ______.

A) journalists need prepackaged stories written for them
B) practitioners are largely rooted in the past
C) the field has a strong connection to journalism
D) consumers prefer pieces written by PR professionals

Question 9

A news release focuses on ______, while a press release focuses on ______.

A) hard news; soft news
B) the client; the brand
C) headlines; background
D) digital media; print media

Question 10

What is the function of a boilerplate paragraph in a press release?

A) to create a strong client "spin" at the end of the piece
B) to make a final statement of opinion for the journalist
C) to include the "five W's and the H" for the audience
D) to provide an overview of the person, organization, or brand

Question 11

When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.

A) messages
B) audience
C) editorials
D) retweets

Question 12

Regardless of your news angle or writing skills, it's all about ______ when submitting press releases to journalists.

A) ad buys
B) pay to play
C) persistence
D) relationships

Question 13

If you send a press release to a journalist, wait an hour, then email them and call them to see if he/she is interested, what sort of practice is this?

A) proactivity
B) persuasion
C) stalking
D) due diligence

Question 14

As PR professionals, we must assume that everything we say and do with journalists ______.

A) is on the record all the time
B) can be used "on background"
C) will be used to hurt us in court
D) should be based on friendship

Question 15

What is one of the main purposes of writing a feature story?

A) to respond to consumer criticism of products
B) to create comedy and a humorous approach
C) to showcase your writing skills to journalists
D) to promote individuals who are part of a brand

Question 16

If you concentrate on storytelling, showing rather than telling, and including supporting details in your press release, you are probably writing a(n) ______ story.

A) hard news
B) feature
C) opinion
D) social media

Question 17

A news release provides audiences with the full story. However, if you simply want to interest a journalist in a story idea, the best tool to use is the ______.

A) pitch
B) fact sheet
C) one-liner
D) tweet

Question 18

You have an outstanding story on a new medical product to pitch to a journalist working the healthcare beat at a major television station. What is your first move?

A) Write the pitch.
B) Call the journalist.
C) Do the research.
D) Tag him/her online.

Question 19

What purpose does an infographic serve?

A) It complements the text around it.
B) It is a visual form of storytelling.
C) It conveys the selling idea.
D) It can be a minor part of a PR pitch.

Question 20

What is the major purpose of a media kit?

A) to provide stories in paper format
B) to make your client famous
C) to buy advertising at a discount
D) to generate favorable media coverage

Question 21

If you create a media kit that includes metrics from social channels or audience demographics, you are providing ______.

A) evidence of previous work
B) encouragement to journalists
C) discouragement to competitors
D) a case for free advertising

Question 22

Of the following statements, which is true of digital and social media?

A) Social attracts followers while digital attracts stakeholders.
B) Digital media has overtaken social media.
C) Social media is an aspect of digital media.
D) Digital media is the choice for major brands.

Question 23

Employers consider the ability to write effectively for social media to be a(n) ______ skill.

A) bonus
B) fundamental
C) technological
D) overrated

Question 24

As a public relations writer, which tools can you use to track people's reactions to your content?

A) metrics and online research tools
B) client reaction and follow-up
C) gut feeling and intuition
D) focus groups and surveys

Question 25

The form and format of PR writing depends upon ______.

A) clients and budgets
B) brand and competition
C) skill and experience
D) contexts and audiences

Question 26

Writing, while still a desired PR skill, it is not as important as it was in the 20th century.

Question 27

Creative messaging is best left to advertising professionals rather than PR practitioners.

Question 28

When you are facing an immediate deadline and must act quickly, real-time writing is the way to go.

Question 29

One set of fundamental PR writing principles can cover many different types of content.

Question 30

News releases and press releases are the same thing.

Question 31

To write a successful pitch, the PR writer must first research context.

Question 32

In creating an infographic, the writing is unimportant; it is all about design and illustration.

Question 33

A media kit can promote a brand, person, or cause.

Question 34

Blogs are considered to be "long-form" web writing.

Question 35

Pursuing a "digital first" strategy means writing exclusively for digital channels.

Question 36

A public relations organization is unlikely to hire someone who is not a strong social media writer.

Question 37

Message type and content is relatively uniform across all social media channels.

Question 38

The Associated Press (AP) Style Guide is required for all writing activities.

Question 39

Classify and briefly describe the various writing styles and formats used in public relations writing.

Question 40

You are a newly employed PR professional working at an agency in a major media market. Your manager asks you to write a press release for an office furniture brand you are promoting. Explain the elements you must consider before writing.

Question 41

What is a feature story? How does it differ from a hard news story?

Question 42

Preparing to make a media pitch can be a nerve-wracking experience for a new PR professional. Organize a list of steps you can use to help reduce your anxiety and ensure success with the media.

Question 43

Analyze the uses and strengths of contemporary media kits.

Question 44

Differentiate between digital media and social media, and point out some typical writing tasks involved with them.

Question 45

Organize a list of best practices for social media writing and briefly explain each one.