PUR 3000 Final Exam Study Guide A hallmark of the practice of public relations is Correct communicating effectively in writing for the ear and eye A lead is The first one or two sentences or first paragraph in a news story A major element that helps media editors decide whether to even read a news release is How much attention is given to localizing the material A news release that has news value must Be newsworthy in the context of the organization Among the most important bits of advice about writing for the ear is Be brief An absolute way to avoid misspellings is to Verify words in a dictionary In public relations writing is often maligned but valuable and earns the granddaddy award A news release Public relations and journalism students are taught that the lead should include The 5 Ws and occasionally the H The key to the practice of public relations remains Communicating effectively in writing and speaking New York Times and Associated Press The overriding purpose of a news release is To stimulate editors to consider covering the story The news style that most public relations writers follow has been established by the The rule to follow regarding numbers indicates that numbers till should be spelled out Nine Which of the following is NOT a fundamental for effective writing To write your material for all audiences rather than one specific audience According to Rudolf Flesch keys to making writing more readable include all EXCEPT Use words that demonstrate your knowledge of languages other than English A professional news release should NOT include PUR 3000 Final Exam Study Guide Hyperbole A major difference between public relations and advertising is Advertising focuses on paying for time or space that allows them to put across their organization s messages about its products and services in public relations credibility helps to earn media recognition A major difference between public relations and marketing is that The focus in public relations is on marketing an organization in marketing it s on selling a service or product A practice among some news editors because of the proliferating raft of product placements in the media is to Delete mention of brands or companies in news columns A public relations practice that media scorn is Placing well known people on TV but failing to disclose they are representing a particular company A sign of just how significant tying mascots to products can be is General Mills creating Green Giant Food Company and a related Web site Advertising is NOT held in as high esteem as marketing people would hope because There s a stigma about the message being created and paid for by the sender Branding is about Creation of a position or differentiable identity for a company or product If public relations practitioners see themselves as key players in IMC they must If the effectiveness of publicity is exemplified by how long a company can tie its product to an iconic figure then appears to hold a record Establish credibility Ronald McDonald If you expected to receive maximum value from an article reprint you would do all of the following EXCEPT Seek permission months after the article appeared to have a press run of the article for use by the sales staff as a door opener with targeted sales prospects If you ve received publicity in a magazine or newspaper what can you produce to extend the impact from that coverage an article reprint Motivating prospective customers to action describes what is effective at doing Showing Beanie Babies and Cabbage Patch Dolls with a client s new product for a photograph is an example of which principle of building a brand PUR 3000 Final Exam Study Guide sales promotion Using heritage The law of primacy is essential in Establishing the impression that you were first in a product category News releases are NOT an example of 21st century promotional innovation associated with integrated marketing A crisis means that in dealing with media you must establish battlefield rules that include all EXCEPT which of the following Speculate even if it hurts If a crisis occurs typically you will have to handle A siege mentality especially amplified by your legal advisors In a crisis which of the following is NOT likely to be a behavior of most reporters In a summary of the goals of issues management which of the following would NOT be included to be empathetic to help reduce organizational assets In contrast to advice lawyers typically offer about a crisis public relations people would advise that you Provide prompt frank and full information In the 21st century among the highest paid most well regarded public relations practitioners are those who attempt to manage Crises In the heat of a crisis public relations professionals must remember the cold truth about their goals which include all of the following EXCEPT Build a case for who or what was to blame Message maps generally adhere to all of the following standard requirements EXCEPT Three media outlets per message Paramount in all advice offered about handling media in a crisis above all else Never never lie PUR 3000 Final Exam Study Guide The first planning issue in preparing how to handle a crisis is to Define the risk for each likely affected audience The most essential step in planning how to handle a crisis is to Demonstrate responsible management action A blink away from real or faux crisis To crisis is unplanned visibility James Lukaszewaski The speed of the Internet pervasiveness of social media and viral communications mean people and companies are Which of the following do most public relations professionals consider the cardinal rule for communications during a crisis Tell it all and tell it fast Twelve to 17 words in a message is NOT a standard requirement for message maps Expect speedy responses to inquiries is not true regarding the hiring process In the game plan for an effective interview experience which should you NOT do Wait for the interviewer to lead Sadly which of the key steps in Arnold s suggested job search process is too often not actually done Making that follow up call to set up an interview Simple advice for the second step in the job search process suggested by Arnold boils down to The key to organizing a job search in bad or good times is Get a name Organization The main problem for job seekers is to Find a way through the door Which is NOT a way to get a jump on the competition See what s available after graduation Which of the following can
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