Reference no: EM133309449
1. What is a key difference between writing for PR and writing for marketing communications?
a. Marketing communications writing can use more promotional language b. PR writing doesn't use key messages c. Marketing communications writing doesn't use key messages d. Marketing communications writing doesn't have a target audience
2. What type of media material would you provide the media to announce a new product?
a. A backgrounder
b. A media advisory
c. A media release
d. A fact sheet
3. When is internal communications most important?
a. When informal communications is taking place
b. In times of financial prosperity
c. In times of change or crisis
d. During busy times
4. What are the three areas of crisis communications?
a. Prevention, practice, communications
b. Practice, patience, evaluation
c. Prevention, preparation, and response
d. Patience, communications, evaluation
5. What is NOT an activity a PR practitioner might engage in as part of his/her role?
a. Interviewing different spokespeople for an impartial news story
b. Blogging on behalf of a retailer
c. Organizing a press conference for a hospital during a crisis
d. Media training the CEO of a company before a big announcement
6. What is not a reason that media training is important?
a. To teach spokespeople how to manipulate the media
b. To provide the PR practitioner with an opportunity to evaluate the spokesperson's skills and confidence level
c. To help spokespeople deliver their key messages
d. To provide spokespeople with confidence
7. What is not an example of a written piece a public relations practitioner might be asked to draft for an external audience?
a. Website copy for a new section on the company's site
b. A speech for the CEO to give at a Board of Trade meeting
c. An opinion editorial on the company's position on a new tax
d. A PR plan for a new campaign
8. In what section of the PR Plan would you list specific action items that will be implemented?
a. Key Messages
b. Tactics
c. Strategies
d. Research
9. What is community relations?
a. A PR specialty where relationships are built between an organization and a community
b. The practice of persuading communities to allow organizations to continue with current practices
c. The act of organizing community events
d. Tactics meant to encourage dialogue between an organization and a community
10. What is not a component of the PR Plan?
a. Research summary
b. Situation analysis
c. Target audiences
d. Media release examples
11. Which of these is true about a key message?
a. Longer is better
b. It should include more than one idea
c. Simple is better
d. It should not be repeated
12. Why might the spokesperson and the journalist's objectives be different?
a. The journalist only wants to deliver bad news about an organization
b. The journalist is interested in delivering an objective story
c. The journalist is interested in delivering a biased story
d. The journalist wants to trap the spokesperson
13. The CPRS definition of public relations stresses that it encompasses:
a. Press releases
b. Marketing
c. Relationships
d. Advertising
14. What is not an issue for environmental PR?
a. Some organizations are working to confuse the public on climate change
b. Greenwashing
c. It's a challenging story to tell
d. PR practitioners are not good at telling science-based stories
15. When would you use a backgrounder?
a. When you want to provide your organization's opinion on a timely topic
b. When you want to provide relevant statistics related to a topic
c. When you want to announce a new product
d. When you want to provide additional context around a complicated topic