PUR 3000 Final Exam Study GuideA 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 releasePublic 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.The news style that most public relations writers follow has been established by the- New York Times and Associated PressThe overriding purpose of a news release is- To stimulate editors to consider covering the story.The rule to follow regarding numbers indicates that numbers till ________ should be spelled out.- NineWhich of the following is NOT a fundamental for effective writing?- To write your material for all audiences rather than one specific audienceAccording 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- HyperboleA 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 serviceor 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- Establish credibility.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.- Ronald McDonaldIf 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 reprintPUR 3000 Final Exam Study GuideMotivating prospective customers to action describes what ________ is effective at doing.- sales promotionShowing 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?- 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 marketingA 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?- to be empatheticIn a summary of the goals of issues management which of the following would NOT be included?- to help reduce organizational assetsIn 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 GuideThe 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.The speed of the Internet, pervasiveness of social media and viral communications mean people and companies are- A blink away from real or faux crisis.To ________, crisis is "unplanned visibility."- James LukaszewaskiWhich of the following do most public relations professionals consider the cardinal rule for communications during a crisis?- Tell it all and tell it fastTwelve 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 interviewSimple advice for the second step in the job search process suggested by Arnold boils down to- Get a name.The key to organizing a job search, in bad or good times, is- Organization.The main problem for job seekers is to- Find a way through the
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