Elance Public Relations Test Answers 2015



What is the practice of crisis communications?
It's a type of PR that people with frayed nerves should go into as a specialty, as they are already natural worriers.
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 what agencies do when there's an internal HR crisis, in hopes that they can improve poor morale.
Frankly, it's part of everyday in PR -- because there's always a fire to put out.


The same release can be re-sent to the same media outlet:
If two weeks have gone by and the outlet hasn't covered the story.
The same release should never be re-sent to the same outlet.
If you want to be certain they read it.
If two days have gone by and the outlet hasn't covered the story.


What is a "VNR"?
Voice news release
Video news release
Video note release
Voice note release


A media outlet's editorial calendar tells you:
How many days it takes to create and print a magazine.
How many pages each upcoming edition will be.
When upcoming editions might be focusing on particular topics.
Important holidays within the industry.


Adding search engine optimization keywords to your news release will:
Make your press release sound more official.
Increase the likelihood of your release being found on search engines.
Increase the likelihood of your release being printed by newspapers.
Make your press release more appropriate for online news sources.


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


Colored text is appropriate in a press release if:
Colored text is never appropriate in a press release.
The colors used are primary colors.
The colors used are only red.
The colors used are red or blue.


When using quotations in a press release, they should be:
From the CEO.
From as many people in the company as you can get on the record.
From the head of Marketing.
From the most relevantly authoritative person in the company.


How many pages long should a press release be?
1
5
3
4


Why is a bylined article credited to the CEO of a client company an important element of a PR campaign?
It offers great credibility for the company.
All of these.
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 is often drafted by a PR person (at the agency or in-house) to ensure that the messaging resonates with its intended audience.


A corporate press release should include the contact information of:
There is no reason to include contact information.
The top 5 earners in the company.
The company's CEO.
A single person in the PR department with good knowledge of the subject.


Which one of these is an important aspect in public relations?
Using bold colors and sounds
Creating exposure to all audiences
Having a writer with a well rounded background
Maintaining relationships


The best to do in a crisis situation is...
Be up front and truthful with the information.
to do nothing at all.
to sit back and let the controversy take its course.
deflect the bad news with more positive news.
deny everything at first and then come clean.


Why would a public relations person use Cision?
To locate editorial calendars.
To send out press releases.
To send out email blasts.
To identify media contact information and compile media lists.


True or False? You should always take up the opportunity to have a press conference even if you are not announcing something.
False
True


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 is ready for immediate publication.
The press release writer wants the information held until a specific date.


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


When two or more entities are partnering on an event, it's better to:
Have each entity craft and send its own press release.
Send a single press release from both entities.
Make all press releases longer.
Alternate every other day sending press releases from each entity.


Press releases should NEVER include:
Electronic text.
Printed text.
Photographs.
All of the above are appropriate for a press release.


What is a desk-side tour?
A sporting event.
A practice that only people who promote travel clients embrace, as they tour around the country visiting travel editors' offices.
A media tour where you bring a portable, rolling desk with you and pull up next to an editor to chat.
A schedule of visits with magazine editors promoting a new company, service or product.


In an emailed press release, the subject line should contain:
The name of the press release author.
The subject line should be left blank.
The words "BREAKING NEWS" in all caps.
The press release headline.


What is a mailing list?
a collective lists of all sent and recieved e-mails.
a collection of names and addresses used by an individual or an organization to send material to multiple recipients
a collection of e-mails sent by you to important newspapers journalists.
a collection of e-mails recieved from important newspapers journalists.


Which one of these is NOT a public relations trend?
Blogging
Discussion Forums
Gaming
RSS Feeds


Why do most PR agencies need a pipeline of new business prospects?
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.
Agencies usually require a number of clients to keep the business going and growing.
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.


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


Why is corporate social responsibility important in PR?
It is a profitable sector
It is not important
It is a requirement for PR
It can positivilety influence a company


A paragraph near the end of a corporate press release with more general information about a company is important because:
Company information might provide better context for a reporter.
(All of these choices)
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.


A press release's "angle" is defined as:
The cost of running a press release.
A second release which has information to correct an earlier release.
A way of looking at your information that reporters and readers may find interesting.
A charitable organization that supports your press release.


A press release's supporting resource package might include:
Web- and print-ready digital images or video.
Proposals for additional stories.
Several press releases about the same subject.
Information about your press release writing history.


What is a "Bandwagon effect"?
When people are influenced to do something because other people are doing it
When brand reputations are damaged due to word of mouth advertising
When a product or service is part of a new trend
When companies start copying their competitor's methods of advertising


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


Which one of these is a social object?
All of these
Facebook
News stories
Political rallies


A term to describe a form of propaganda is:
Spin
Spill
Splash
Spike


Abbreviations in press releases should be spelled out:
Only if they are obscure.
Every time they are used.
Only if they are difficult to spell.
The first time they are used.


If a reporter re-writes your press release and prints it, that means:
Your press release has been unsuccessful.
You have a cause of action for a lawsuit.
Your press release has been successful.
You will get your name listed in the byline.


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.


A retweet or a "like" on Facebook is a form of:
Media persuasion
Engagement
Media management
Social press


A popular PR web service providing recent stories:
Press-releasewire
Promotionwire
Newswire
Newsweek


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


A brief quote from an interview is often called a:
Soundbite
Quotesnippet
Soundsnippet
Quotebite


Unannounced media that cannot be published before an agreed time:
Embargo
Low-key media
Secret
Media restraint


To secure media coverage, you must:
Follow-up
Send out multiple edits of your material
Insert multimedia in your material
Send out your material to every channel of media


What is an inverted pyramid?
The groups of PR agencies ranked from least imporant to most important
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 most important to least important


What is a "Mat Release"?
A small advertisement that is only released on the radio
A consumer related article that doesn't generate any public attention
An article that negatively reflects a company
A consumer related article that supplements editors' publications


Unembargoed information in a press release is considered public:
As soon as a newspaper prints it.
As soon as it is sent.
As soon as the reporter confirms facts with you.
As soon as you approve the final article to be printed.


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


Whose decision is final in the Traditional Internal Communication?
Management
Tribunal
None
Arbitrar
Both the Parties


A cutline is:
A measure of the number of people who viewed or listened to a PR material
A caption below an image
A list of editors in a publication issue
Jargon for the point of view of your story


A crisis management is:
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
Articles about a company that is in a crisis


The aim of public relations is to persuade:
All of these
The public
Investors
Employees


Which of the following is NOT one of the "5 Ws"?
Why.
Wire.
Where.
Who.


What should a Press Kit include?
Introduction Letter
All Of These
Press Releases
Brochures
Fact Sheet


One-way symmetric model:
None of these
Uses press releases to distribute organizational information
Negotiates with the public about a conflict
Persuades and influences the audience to behave as the organization desires


Good news releases are written in the:
Pyramid style.
Inverted pyramid style.
Narrative style.
Stream-of-consciousness style.


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


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


Which of these require active customer participation?
Bylined articles
Blogs
Case studies
Speaking events


What are some of the ways to measure the success of a PR campaign?
How many items are sold after the product is featured in an article, on a show or on a site.
Total consumer impressions based on the audience numbers from publications, shows, and sites that cover a particular client.
How much incremental traffic is generated (site visits for online stores/services/organizations or foot traffic for brick and mortar stores)
All of these.


A "round-up" is:
The summary of the article
A story that displays the benefit of one product over another
A story that displays more than one product or services that apply to a certain topic
An organization's first press release


Articles that are generally written subjectively by an expert in a specific field are often called:
Buyline articles
Bow line articles
Byline articles
Expert articles


The one-way symmetric model and two-way symmetric model were created by which theorist?
Ivy Lee
Scott Cutlip
Edward Bernays
James E. Grunig


The act of compiling and constructing information for a public relations article is called:
Curation
Mapping
C&C
Organization


What is the average length for a press tour?
24 hours
1-2 months
2-3 days
2-3 weeks


Who is the recognized founder of modern public relations?
David Ogilvy
Barbara Hunter
Benjamin Franklin
Edward Bernays


The effect of gaining good PR by 'piggy-backing' someone else's coverage is:
Gurantee PR
Collateral PR
Plus-1 PR
Second-hand PR


What is a major advantage of public relations?
Will always appear in the media channel
Material does not get altered
Ability to perfectly time the release
Cost


A measure of what your editorial coverage would cost if it were advertising space is:
PVE
APM
AVE
MVE


A measure of how many people that had the opportunity to see and hear a specific marketing message is called:
OTH/OTS
Bandwagon effect
Boilerplate
OP-Target


When someone refers to an SMT, what are they talking about?
A Sponsored Media Tour
A satellite media tour
A Social Media Tour
A tour only for technology products


A key tool used in public relations:
Consumer Kit
All of these
Press Kit
Media Release Kit


Staged events and publicity stunts are part of:
Two-way asymmetric model
Public information model
Staged press model
Press agentry