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Test answers for Public Relations 2020

(71, CL) Last updated: February 12
Elance • Sales & Mktg.
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71 Answered Test Questions:

1. What is the practice of crisis communications?


• It's what agencies do when there's an internal HR crisis, in hopes that they can improve poor morale.

• 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.

• It's a type of PR that people with frayed nerves should go into as a specialty, as they are already natural worriers.

• Frankly, it's part of everyday in PR -- because there's always a fire to put out.

2. A retweet or a "like" on Facebook is a form of:


• Social press

• Media management

• Media persuasion

• Engagement

3. Which one of these is an important aspect in public relations?


• Having a writer with a well rounded background

• Using bold colors and sounds

• Creating exposure to all audiences

• Maintaining relationships

4. In an emailed press release, the subject line should contain:


• The words "BREAKING NEWS" in all caps.

• The subject line should be left blank.

• The press release headline.

• The name of the press release author.

5. A press release's "angle" is defined as:


• The cost of running a press release.

• A charitable organization that supports your press release.

• A way of looking at your information that reporters and readers may find interesting.

• A second release which has information to correct an earlier release.

6. What is a mailing list?


• a collection of e-mails recieved from important newspapers journalists.

• a collective lists of all sent and recieved e-mails.

• a collection of e-mails sent by you to important newspapers journalists.

• a collection of names and addresses used by an individual or an organization to send material to multiple recipients

7. Press releases should NEVER include:


• Photographs.

• Printed text.

• All of the above are appropriate for a press release.

• Electronic text.

8. Adding search engine optimization keywords to your news release will:


• Increase the likelihood of your release being printed by newspapers.

• Increase the likelihood of your release being found on search engines.

• Make your press release sound more official.

• Make your press release more appropriate for online news sources.

9. The best to do in a crisis situation is...


• deflect the bad news with more positive news.

• deny everything at first and then come clean.

• to sit back and let the controversy take its course.

• Be up front and truthful with the information.

• to do nothing at all.

10. Colored text is appropriate in a press release if:


• The colors used are primary colors.

• The colors used are only red.

• Colored text is never appropriate in a press release.

• The colors used are red or blue.

11. When using quotations in a press release, they should be:


• From the head of Marketing.

• From the most relevantly authoritative person in the company.

• From as many people in the company as you can get on the record.

• From the CEO.

12. How many pages long should a press release be?


• 3

• 1

• 5

• 4

13. A media outlet's editorial calendar tells you:


• How many days it takes to create and print a magazine.

• When upcoming editions might be focusing on particular topics.

• How many pages each upcoming edition will be.

• Important holidays within the industry.

14. True or False? Sponsorship is a type of public relations.


• False

• True

15. A corporate press release should include the contact information of:


• The company's CEO.

• There is no reason to include contact information.

• A single person in the PR department with good knowledge of the subject.

• The top 5 earners in the company.

16. Why is a bylined article credited to the CEO of a client company an important element of a PR campaign?


• All of these.

• It is often drafted by a PR person (at the agency or in-house) to ensure that the messaging resonates with its intended audience.

• A growing number of consumers, investors and others want to know that the CEO of a company is an expert in his or her industry before purchasing one of the company's products.

• It offers great credibility for the company.

17. True or False? The Associated Press is a form of syndicate.


• True

• False

18. Which one of these is NOT a public relations trend?


• RSS Feeds

• Gaming

• Discussion Forums

• Blogging

19. Why do most PR agencies need a pipeline of new business prospects?


• Clients may believe in the power of PR, but there could be internal budget cuts at their company and PR might be part of those cuts.

• Agencies usually require a number of clients to keep the business going and growing.

• PR clients can be great and others can be very fickle and impatient -- and they can walk away as quickly as they sign on with an agency.

• All of these.

20. A paragraph near the end of a corporate press release with more general information about a company is important because:


• The information might be referred to in a future story unrelated to your press release.

• The media outlet might not be familiar with the company.

• (All of these choices)

• Company information might provide better context for a reporter.

21. Why is corporate social responsibility important in PR?


• It can positivilety influence a company

• It is a requirement for PR

• It is not important

• It is a profitable sector

22. True or False? Message points are key, well-crafted sentences and phrases that PR people create to help anyone prepare for different media interviews.


• True

• False

23. True or False? A news release calendar is vital tool for public relations.


• False

• True

24. A crisis management is:


• Articles about a company that is in a crisis

• When a company plagiarizes a competitor's press release

• When there are too many conflicting articles been released at once

• 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.


• True

• False

26. Why would a public relations person use Cision?


• To locate editorial calendars.

• To identify media contact information and compile media lists.

• To send out press releases.

• To send out email blasts.

27. A press release is "embargoed" if:


• The press release writer wants to send additional information later.

• The press release is missing important information.

• The press release writer wants the information held until a specific date.

• The press release is ready for immediate publication.

28. What is a "VNR"?


• Video note release

• Voice note release

• Voice news release

• Video news release

29. When two or more entities are partnering on an event, it's better to:


• Have each entity craft and send its own press release.

• Alternate every other day sending press releases from each entity.

• Make all press releases longer.

• Send a single press release from both entities.

30. True or False? Public relations is always positive material.


• False

• True

31. What is a desk-side tour?


• A schedule of visits with magazine editors promoting a new company, service or product.

• A media tour where you bring a portable, rolling desk with you and pull up next to an editor to chat.

• A sporting event.

• A practice that only people who promote travel clients embrace, as they tour around the country visiting travel editors' offices.

32. The aim of public relations is to persuade:


• The public

• Investors

• Employees

• All of these

33. Which of the following is NOT one of the "5 Ws"?


• Wire.

• Who.

• Why.

• Where.

34. What should a Press Kit include?


• Press Releases

• Brochures

• Fact Sheet

• All Of These

• Introduction Letter

35. True or False? A story may be picked up and spread by many media channels.


• False

• True

36. True or False? Bloggers have become increasingly important as "media" outlets?


• True

• False

37. What are some of the ways to measure the success of a PR campaign?


• All of these.

• How many items are sold after the product is featured in an article, on a show or on a site.

• How much incremental traffic is generated (site visits for online stores/services/organizations or foot traffic for brick and mortar stores)

• Total consumer impressions based on the audience numbers from publications, shows, and sites that cover a particular client.

38. A press release's supporting resource package might include:


• Information about your press release writing history.

• Proposals for additional stories.

• Web- and print-ready digital images or video.

• Several press releases about the same subject.

39. What is a "Bandwagon effect"?


• When brand reputations are damaged due to word of mouth advertising

• When companies start copying their competitor's methods of advertising

• When people are influenced to do something because other people are doing it

• When a product or service is part of a new trend

40. What is a "boilerplate"?


• Topic of the press release

• The headline of a press release

• Contact information in a press release

• Short background of the individual, group, or company in a press release

41. Which one of these is a social object?


• All of these

• News stories

• Political rallies

• Facebook

42. A term to describe a form of propaganda is:


• Spill

• Spin

• Spike

• Splash

43. Abbreviations in press releases should be spelled out:


• Only if they are difficult to spell.

• Only if they are obscure.

• The first time they are used.

• Every time they are used.

44. A newspaper is guaranteed to run a press release if:


• The "news factor" of the release is engaging.

• The facts of the release are accurate.

• The subject of the release is a friend of the editor.

• 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:


• Your press release has been successful.

• You will get your name listed in the byline.

• You have a cause of action for a lawsuit.

• Your press release has been unsuccessful.

46. The same release can be re-sent to the same media outlet:


• The same release should never be re-sent to the same outlet.

• If two days have gone by and the outlet hasn't covered the story.

• If you want to be certain they read it.

• If two weeks have gone by and the outlet hasn't covered the story.

47. A popular PR web service providing recent stories:


• Newsweek

• Press-releasewire

• Newswire

• Promotionwire

48. To secure media coverage, you must:


• Insert multimedia in your material

• Follow-up

• Send out your material to every channel of media

• Send out multiple edits of your material

49. What is an inverted pyramid?


• Information that is put in the lead, followed by less and less important information

• Information that is organized from less important information to most important information

• The groups of PR agencies ranked from least imporant to most important

• The groups of PR agencies ranked from most important to least important

50. A brief quote from an interview is often called a:


• Quotesnippet

• Soundsnippet

• Soundbite

• Quotebite

51. What is a "Mat Release"?


• A consumer related article that supplements editors' publications

• An article that negatively reflects a company

• A small advertisement that is only released on the radio

• A consumer related article that doesn't generate any public attention

52. Unannounced media that cannot be published before an agreed time:


• Media restraint

• Secret

• Embargo

• Low-key media

53. Unembargoed information in a press release is considered public:


• As soon as a newspaper prints it.

• As soon as the reporter confirms facts with you.

• As soon as you approve the final article to be printed.

• As soon as it is sent.

54. A cutline is:


• A caption below an image

• A measure of the number of people who viewed or listened to a PR material

• Jargon for the point of view of your story

• A list of editors in a publication issue

55. Whose decision is final in the Traditional Internal Communication?


• Arbitrar

• Tribunal

• Both the Parties

• Management

• None

56. One-way symmetric model:


• None of these

• Persuades and influences the audience to behave as the organization desires

• Negotiates with the public about a conflict

• Uses press releases to distribute organizational information

57. Good news releases are written in the:


• Narrative style.

• Stream-of-consciousness style.

• Inverted pyramid style.

• Pyramid style.

58. Which of these require active customer participation?


• Blogs

• Case studies

• Bylined articles

• Speaking events

59. A "round-up" is:


• A story that displays the benefit of one product over another

• The summary of the article

• A story that displays more than one product or services that apply to a certain topic

• An organization's first press release

60. Articles that are generally written subjectively by an expert in a specific field are often called:


• Byline articles

• Expert articles

• Buyline articles

• Bow line articles

61. What is the average length for a press tour?


• 1-2 months

• 24 hours

• 2-3 weeks

• 2-3 days

62. The act of compiling and constructing information for a public relations article is called:


• Curation

• Mapping

• C&C

• Organization

63. Who is the recognized founder of modern public relations?


• David Ogilvy

• Edward Bernays

• Benjamin Franklin

• Barbara Hunter

64. The one-way symmetric model and two-way symmetric model were created by which theorist?


• Edward Bernays

• James E. Grunig

• Ivy Lee

• Scott Cutlip

65. The effect of gaining good PR by 'piggy-backing' someone else's coverage is:


• Plus-1 PR

• Gurantee PR

• Collateral PR

• Second-hand PR

66. What is a major advantage of public relations?


• Ability to perfectly time the release

• Material does not get altered

• Will always appear in the media channel

• Cost

67. A measure of what your editorial coverage would cost if it were advertising space is:






68. A measure of how many people that had the opportunity to see and hear a specific marketing message is called:



• Boilerplate

• OP-Target

• Bandwagon effect

69. When someone refers to an SMT, what are they talking about?


• A Social Media Tour

• A satellite media tour

• A tour only for technology products

• A Sponsored Media Tour

70. A key tool used in public relations:


• Media Release Kit

• Press Kit

• Consumer Kit

• All of these

71. Staged events and publicity stunts are part of:


• Staged press model

• Press agentry

• Two-way asymmetric model

• Public information model