Multiple Choice: Choose the best answer available from the different options.

Transcription

1 Jour 2001 Chapter 10 Quiz Due: November 29, 2010 NAME Multiple Choice: Choose the best answer available from the different options. 1. What is public relations all about? a. Information and image b. Bias and manipulation c. Glamorous and easy d. Sleaze and spinning 2. What is the most useful tool for PR professionals? a. Newsletters b. News releases c. Speeches d. Media kits 3. What allows PR practitioners to bypass the news media to control all aspects of the company message? a. Web sites b. Special events c. Exhibits d. Lobbying 4. Why do news releases wind up in newsroom junk piles? a. They re too dull b. They re too long-winded 1

2 c. They re too self-serving d. All of the answer choices provided are correct 5. What does the term embargo mean on a press release? a. News agencies are banned from using it. b. Newspapers are restricted to running the exact words in the press release. c. The news release should not be used immediately, but delayed until a specific date d. The news release was sent in error and publication is prohibited 6. Where does the basic, boilerplate information about an organization belong in a press release? a. In the final paragraph b. In the first sentence c. Woven into the body of the release d. In the release s nut graf 7. What is one of the most essential parts of a news release? a. An accompanying photo b. Contact information c. Quotes d. Links to Web sites of other organizations 8. What s wrong with using words such as famous, unique or cutting-edge in a press release? a. PR professionals should avoid clichés b. PR professionals should avoid jargon and technical terminology c. PR professionals should avoid distortion and exaggeration d. PR professionals see nothing wrong with using such words to promote products or services 2

3 9. Press release headlines should: a. Fit precisely the space on the page b. Be in the same type as the body text c. Run above the release date and contact information d. Grab the attention of the reporter 10. What is the goal for the lead of your press release? a. Win over your readers b. Ease into the release. Don t give too much information early c. Save the best information for later paragraphs d. Be bland and passive 11. The best news releases are written in what structure? a. Martini b. Inverted pyramid c. Kabob d. Pyramid 12. The average news release is how long? a. 1,000 words b. 1,500 words c. 500 words d. 5,000 words 13. What is spinning? a. Twisting, bending, toying exaggerating or playing with the truth to make it sound better b. Lying to deceive or keep the public in the dark 3

4 c. Simply telling a different reality from what the opposing side believes d. Telling the truth when explaining blunders or unpopular programs 14. Any language deliberately crafted to disguise, distort or evade the truth is called: a. Using euphemisms b. Puffery c. Doublespeak d. Evasion 15. Give an example of managing the news. a. Expressing regret while accepting no blame b. Swaying public opinion by creating the illusion of widespread grassroots support c. Planting questions at press conferences d. Providing honest, accurate press releases 16. PR professionals should: a. Customize their pitch for different media b. Dictate how the story should play in the media c. Go off the record often d. Keep score of the number of favors they ve given reporters 17. PR professionals shouldn t: a. Prepare for interviews b. Bribe reporters c. Deliver timely press releases d. Proofread carefully 4

5 True/False For the following questions, choose the best answer, T for true or F for false. 18. T F The PR professional s job is to tell the organization s story. 19. T F One of the duties of a PR professional would be to act as an organization s spokesperson or train others to deal with the media. 20. T F Gaining insight into how news media operate can help PR professionals collaborate effectively with editors and reporters. 21. T F A PR professional serves the general public. 22. T F Most PR professionals specialize in one form of media. 23. T F PR usually is aimed at specific targets, such as journalists and decision makers. 24. T F The ultimate goal of the PR professional is to inform the public. 25. T F Planning public relations strategies is important for a PR professionals to achieve their goals. 26. T F Organizations need public relations for efficient communication within the organization and with the public. 27. T F The bigger the staff, the less specialized each PR staffer s job becomes. 28. T F Every successful PR effort requires extensive research, planning and teamwork. 5