Elance Public Relations Test Answers 2015
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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
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