Question:* What is the practice of crisis communications?
Answer: • It's a form of PR that focuses on containing and/or clarifying any negative, or potentially negative news about a company, product, service or person.
Question:* A retweet or a "like" on Facebook is a form of:
Answer: • Engagement
Question:* Which one of these is an important aspect in public relations?
Answer: • Maintaining relationships
Question:* In an emailed press release, the subject line should contain:
Answer: • The press release headline.
Question:* A press release's "angle" is defined as:
Answer: • A way of looking at your information that reporters and readers may find interesting.
Question:* What is a mailing list?
Answer: • a collection of names and addresses used by an individual or an organization to send material to multiple recipients
Question:* Press releases should NEVER include:
Answer: • All of the above are appropriate for a press release.
Question:* Adding search engine optimization keywords to your news release will:
Answer: • Increase the likelihood of your release being found on search engines.
Question:* The best to do in a crisis situation is...
Answer: • Be up front and truthful with the information.
Question:* Colored text is appropriate in a press release if:
Answer: • Colored text is never appropriate in a press release.
Question:* When using quotations in a press release, they should be:
Answer: • From the most relevantly authoritative person in the company.
Question:* How many pages long should a press release be?
Answer: • 1
Question:* A media outlet's editorial calendar tells you:
Answer: • When upcoming editions might be focusing on particular topics.
Question:* True or False? Sponsorship is a type of public relations.
Answer: • True
Question:* A corporate press release should include the contact information of:
Answer: • A single person in the PR department with good knowledge of the subject.
Question:* Why is a bylined article credited to the CEO of a client company an important element of a PR campaign?
Answer: • All of these.
Question:* True or False? The Associated Press is a form of syndicate.
Answer: • True
Question:* Which one of these is NOT a public relations trend?
Answer: • Gaming
Question:* Why do most PR agencies need a pipeline of new business prospects?
Answer: • All of these.
Question:* A paragraph near the end of a corporate press release with more general information about a company is important because:
Answer: • (All of these choices)
Question:* Why is corporate social responsibility important in PR?
Answer: • It can positivilety influence a company
Question:* True or False? Message points are key, well-crafted sentences and phrases that PR people create to help anyone prepare for different media interviews.
Answer: • True
Question:* True or False? A news release calendar is vital tool for public relations.
Answer: • True
Question:* A crisis management is:
Answer: • When a company needs to respond quickly due to negative information being spread
Question:* True or False? You should always take up the opportunity to have a press conference even if you are not announcing something.
Answer: • False
Question:* Why would a public relations person use Cision?
Answer: • To identify media contact information and compile media lists.
Question:* A press release is "embargoed" if:
Answer: • The press release writer wants the information held until a specific date.
Question:* What is a "VNR"?
Answer: • Video news release
Question:* When two or more entities are partnering on an event, it's better to:
Answer: • Send a single press release from both entities.
Question:* True or False? Public relations is always positive material.
Answer: • False
Question:* What is a desk-side tour?
Answer: • A schedule of visits with magazine editors promoting a new company, service or product.
Question:* The aim of public relations is to persuade:
Answer: • All of these
Question:* Which of the following is NOT one of the "5 Ws"?
Answer: • Wire.
Question:* What should a Press Kit include?
Answer: • All Of These
Question:* True or False? A story may be picked up and spread by many media channels.
Answer: • True
Question:* True or False? Bloggers have become increasingly important as "media" outlets?
Answer: • True
Question:* What are some of the ways to measure the success of a PR campaign?
Answer: • All of these.
Question:* A press release's supporting resource package might include:
Answer: • Web- and print-ready digital images or video.
Question:* What is a "Bandwagon effect"?
Answer: • When people are influenced to do something because other people are doing it
Question:* What is a "boilerplate"?
Answer: • Short background of the individual, group, or company in a press release
Question:* Which one of these is a social object?
Answer: • All of these
Question:* A term to describe a form of propaganda is:
Answer: • Spin
Question:* Abbreviations in press releases should be spelled out:
Answer: • The first time they are used.
Question:* A newspaper is guaranteed to run a press release if:
Answer: • There is no guarantee a paper will run a press release.
Question:* If a reporter re-writes your press release and prints it, that means:
Answer: • Your press release has been successful.
Question:* The same release can be re-sent to the same media outlet:
Answer: • The same release should never be re-sent to the same outlet.
Question:* A popular PR web service providing recent stories:
Answer: • Newswire
Question:* To secure media coverage, you must:
Answer: • Follow-up
Question:* What is an inverted pyramid?
Answer: • Information that is put in the lead, followed by less and less important information
Question:* A brief quote from an interview is often called a:
Answer: • Soundbite
Question:* What is a "Mat Release"?
Answer: • A consumer related article that supplements editors' publications
Question:* Unannounced media that cannot be published before an agreed time:
Answer: • Embargo
Question:* Unembargoed information in a press release is considered public:
Answer: • As soon as it is sent.
Question:* A cutline is:
Answer: • A caption below an image
Question:* Whose decision is final in the Traditional Internal Communication?
Answer: • Management
Question:* One-way symmetric model:
Answer: • Persuades and influences the audience to behave as the organization desires
Question:* Good news releases are written in the:
Answer: • Inverted pyramid style.
Question:* Which of these require active customer participation?
Answer: • Case studies
Question:* A "round-up" is:
Answer: • A story that displays more than one product or services that apply to a certain topic
Question:* Articles that are generally written subjectively by an expert in a specific field are often called:
Answer: • Byline articles
Question:* What is the average length for a press tour?
Answer: • 2-3 days
Question:* The act of compiling and constructing information for a public relations article is called:
Answer: • Curation
Question:* Who is the recognized founder of modern public relations?
Answer: • Edward Bernays
Question:* The one-way symmetric model and two-way symmetric model were created by which theorist?
Answer: • James E. Grunig
Question:* The effect of gaining good PR by 'piggy-backing' someone else's coverage is:
Answer: • Collateral PR
Question:* What is a major advantage of public relations?
Answer: • Cost
Question:* A measure of what your editorial coverage would cost if it were advertising space is:
Answer: • AVE
Question:* A measure of how many people that had the opportunity to see and hear a specific marketing message is called:
Answer: • OTH/OTS
Question:* When someone refers to an SMT, what are they talking about?
Answer: • A satellite media tour
Question:* A key tool used in public relations:
Answer: • Press Kit
Question:* Staged events and publicity stunts are part of:
Answer: • Press agentry
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