Deck 5: The Basis of All Strategic Writing

Question 1

The term "gatekeeper" refers to __.

A) editors and news directors
B) photographers and videographers
C) public relations writers and directors
D) publishers and general managers
E) reporters and copyeditors

Answer 1

editors and news directors

Question 2

The person who decides if a piece of information qualifies as news is the __.

A) CEO
B) editor
C) public relations director
D) publisher
E) reader

Answer 2

editor

Question 3

The "Si" of SiLoBaTi refers to information that is __.

A) sincere
B) significant
C) simple
D) similar to the audience
E) single-minded

Answer 3

significant

Question 4

The "Lo" of SiLoBaTi refers to information that is __.

A) local
B) logical
C) longitudinal
D) loud
E) loyal

Question 5

The "Ba" of SiLoBaTi refers to information that is __.

A) basic
B) bad news
C) bare
D) balanced
E) barrier-free

Question 6

The "Ti" of SiLoBaTi refers to information that is __.

A) tight
B) tied into current events
C) titled
D) timeless
E) timely

Question 7

Human interest involves information that is __.

A) creative
B) newsworthy
C) personal
D) persuasive
E) unusual

Question 8

Information about parking arrangements for a concert scheduled next month by the rock group Granny's Jammies would be an example of __.

A) commentary
B) hard news
C) moderate news
D) soft news
E) specialized news

Question 9

Information about the arrest of the lead singer of Granny's Jammies on tax-evasion charges would be an example of __.

A) commentary
B) hard news
C) moderate news
D) soft news
E) specialized news

Question 10

Information about the financial aspects on last year's Granny's Jammies concert tour would be an example of __.

A) commentary
B) hard news
C) moderate news
D) soft news
E) specialized news

Question 11

For a public relations consultant to Granny's Jammies, fans are an example of a/an __ public.

A) consumer
B) enabler
C) limiter
D) producer

Question 12

For a public relations consultant to Granny's Jammies, media critics are an example of a/an __ public.

A) consumer
B) enabler
C) limiter
D) producer

Question 13

To generate newsworthy information, a public relations writer must understand both __.

A) boss and client
B) client and competition
C) editor and publisher
D) media and client organization
E) news media and corporate owners

Question 14

The publication that lists calendars and information about recurring activities is __.

A) Almanac of Dates and Events
B) Bobb's Directory of Media Opportunities
C) Chase's Calendar of Events
D) Times, Dates and Places
E) World Book Encyclopedia Annual Yearbook

Question 15

Linking an organization to a topic already in the public and/or media agenda involves creating a/an __.

A) campaign
B) gatekeeper
C) news peg
D) news release
E) systems approach

Question 16

A public relations practitioner can orchestrate situations to make them newsworthy.

Question 17

A gatekeeper is a person who controls the flow of information in a news medium.

Question 18

Journalists have a different definition of news than do public relations practitioners.

Question 19

An organization can gain attention of local media by generating news with a national or international focus.

Question 20

Discuss why it is important for a public relations writer to understand the role of media gatekeepers.

Question 21

Explain why one gatekeeper may evaluate information as newsworthy while another gatekeeper may not.