Midterms

Question 1

Traditional Media vs Non-traditional Media

Answer 1

Traditional: newspaper, magazines, trade publications, radio, television, cable

Nontraditional: Interactive internet sites, flyers, blogs, YouTube, t-shirts, vehicles covered in graphics

Question 2

Controlled vs. Uncontrolled media

Answer 2

Control media: you decide content, format, and to some extent… Audience

Uncontrolled: you have no direct role In decisions about content, production, dissemination or audience.

Question 3

Gatekeepers and influences

Answer 3

Gatekeepers have the power to prevent sellers or info from reaching an audience. They are involved with the buying decision

Influencers: experts of consultants that provide useful info help influence the buying decision

Question 4

Advantages and disadvantages of newspapers

Answer 4

Free newswires, world wide, instant and up to date news, work horse for public info, massive audiences, wide range of depth, intimate with local info

Disadvantage: word of mouth on social media, online readership from many world wide sources and independent wires

Question 5

Advantages and disadvantages of magazines

Answer 5

Heavy readership, young and diverse audiences, more durable info, Niche markets, longer shelf life

Disadvantage: limited reach, long lead or publishing times, lots of clutter, cost

Question 6

Advantages and disadvantages of television

Answer 6

Print and spoken word, video, color, music and animation. Shapes the view of our world, intimate, news resource, daily use

Disadvantages, very Repetitious, costly, production times, lack of tracking

Question 7

Advantages and disadvantages of radio

Answer 7

Mobile, average 2.5 hours a day, direct and personal, person to person dialogue, phone interviews

Disadvantages, Only spoken word

Question 8

How did the Internet and digital media change PR tasks

Answer 8

Search engine optimization SEO, Easy to scan info, build relationships with key publics in real world and virtual. Companies are more transparent

Question 9

How should organizations communicate with employees

Answer 9

Nonmediated: grapevine, meetings, teleconferences, videoconference

Mediated: employee publications, inserts or enclosures, speeches, position papers, backgrounders, bulletin boards, hotlines, email, intranets,

Question 10

Working with the media

Answer 10

Do not argue with reporters

Don’t repeat words you don’t want to be associated with

If asked directly, answer directly

Tell the truth, even if it HURTS