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