Deck 12: The Internet and Social Media

Question 1

Can corporate Web sites function as useful media relations tool?

A) No, because journalists mistrust them.
B) Yes, because journalists always look for the easiest route to the story.
C) No, because editors require their staff to research their own stories.
D) Yes, because journalists use them to retrieve news releases, media kits and photographs.
E) It depends on whether the public relations professional makes an advance "pitch."

Answer 1

D

Question 2

Which of the following is an advantage the Web brings to public relations professionals?

A) Users can update information quickly, without having to reprint materials.
B) The Web allows for limited interactivity.
C) Space limitations dictate content.
D) It is a cost-effective method for disseminating information.
E) Both A and D.

Answer 2

E

Question 3

What is the best way to characterize the shift from traditional mass media to social media?

A) Massive disorganization.
B) Upward to downward.
C) Vertical to horizontal.
D) Organized to disorganized.
E) Independent to corporate.

Answer 3

C

Question 4

All of the following are reasons why visitors return to Web site EXCEPT:

A) lots of layering.
B) high-quality content.
C) ease of use.
D) quick to download.
E) frequently updated.

Question 5

Steve Cody recommends all of the following tactics for creating successful employee blog EXCEPT:

A) post infrequently to manage expectations.
B) be transparent.
C) generate as much original material as possible.
D) only link to relevant blog sites.
E) all of the above.

Question 6

Which of the following describes mass media before the advent of the Internet?

A) centralized/top-down
B) costly to publish
C) controlled by professional gatekeepers (i.e., editors and publishers)
D) mostly one-way communication with limited feedback channels
E) all of the above

Question 7

According to 2011 Microsoft report, mobile internet use should overtake desktop internet use by

A) 2014
B) 2018
C) 2025
D) 2030
E) Never

Question 8

How can LinkedIn be useful to anyone seeking career employment in public relations?

A) It helps to build professional contacts.
B) It provides a competitive starting salary.
C) It is a place to post one's résumé.
D) It enables job seekers to research employers.
E) All but B.

Question 9

Flickr is social media site primarily devoted to

A) users who want to find friends.
B) generating mobile-enabled content.
C) creating new text applications.
D) managing wikis.
E) hosting photos.

Question 10

Major advantages of podcasting include all of the following EXCEPT:

A) cost-effectiveness.
B) built-in credibility.
C) the ability of users to access material 24/7.
D) portability.
E) all of the above.

Question 11

You are publicist promoting new album release for an up-and-coming rock act.Your record label has provided very limited budget for this project.At the same time, you want to give fans taste of the new music so they can hear it wherever they are, at any time.Your best media choice is:

A) a podcast.
B) a webcast.
C) a blog.
D) a Twitter feed.
E) a wiki.

Question 12

The following are all functions of wikis EXCEPT:

A) They can be used by employees.
B) They can facilitate cooperative work on projects.
C) They can go "viral" if they become popular enough.
D) They provide paperless editing.
E) Users can correct and update inaccurate information.

Question 13

All of the following describe new media EXCEPT:

A) widespread broadband.
B) corporate-controlled communication.
C) cheap or free.
D) new advertising paradigms.
E) all of the above.

Question 14

The format and mechanics of blogs make them attractive for all of the following reasons EXCEPT:

A) almost anyone can create a blog.
B) there are virtually no start-up costs.
C) trained editors oversee most blogs.
D) readers can post comments and responses directly on the blog.
E) material can be updated and changed instantly.

Question 15

What do the letters ROI stand for in business?

A) research on instinct
B) return of intuition
C) right of industry
D) return on interest
E) none of the above

Question 16

To use Facebook effectively, public relations practitioners must always remember that

A) Facebook is only a simple blog, so creativity will be limited.
B) the best approach is to dominate the page every day.
C) they may have to "shut down" contributors at any time.
D) establishing connections takes thought and creativity.
E) Facebook will soon be eclipsed by the next major social media vehicle.

Question 17

unique characteristic of the Internet, which traditional media do not offer, is

A) the capacity to deliver complex information.
B) more visuals.
C) interactivity.
D) more government oversight.
E) more reliable material.

Question 18

For public relations practitioners, the best reason to run an organizational blog is that:

A) It enables a real-time conversation with key stakeholders.
B) It gives managers a "heads-up" on shutting down negative bloggers.
C) It is artificial and full of "execu-babble."
D) It provides a unique listening tool.
E) Both A and D.

Question 19

According to Shel Holtz, social media expert, all of the following are different "levels" of corporate texting EXCEPT:

A) mobile applications .
B) broadcast.
C) subscription based.
D) "one-off" (wherein a cell phone user sends a text message to a source to get an answer to a ? question).
E) all of the above.

Question 20

Because of the rise of social media, public relations practitioners must

A) listen to facilitate conversations between organizations and their constituents.
B) start using strategic planning tools.
C) rely more on formal opinion leaders.
D) use more news releases to sell products and services.
E) none of the above.

Question 21

Organizations and public relations staffs have discovered that unfortunately, texting is not useful way to reach employees.

Question 22

Although podcasts are useful way to distribute audio files, they are expensive to set up and maintain.

Question 23

Tumblr could be defined as an advanced blogging site that provides easy sharing of many file types.

Question 24

The Internet came into widespread public use in the 1970s.

Question 25

By 2014, mobile internet will probably overtake desktop Internet use.

Question 26

Define social media and explain its significance for the public relations profession.List and define two specific social media tools, and then describe how public relations practitioners might use them in reaching key publics.

Question 27

Organizational Web sites, in general, are cost-effective public relations tool.

Question 28

Discuss the development of mobile-enabled content and explain its significance for the public relations profession.Provide two examples of mobile-enabled content and describe how public relations practitioners might use them in reaching key publics.

Question 29

Overwhelmingly, public companies now use webcasts for range of outreach purposes.

Question 30

"Conversations" on social media can be controlled.

Question 31

Facebook makes social media outreach easy for public relations professionals; once the page is set up, the messaging takes care of itself.

Question 32

Among many other features, LinkedIn enables users to apply for various positions online.