PR 1 Final Test

Question 1

what are the factors of newsworthiness

Answer 1

proximity
prominence
conflict
currency
human interest
impact
novelty
timeliness

PPCC HINT

Question 2

what is included in a news release?

Answer 2

company logo. news release
headline
subhead
LOCATION– 5Ws
date releasing news release
2 quotes for colour
boiler plate
-30-
my contact info

Question 3

10 Ws

Answer 3

who ? who cares
what ? what’s next
where ? who wins
when ? who loses
why ? what will it co$t
how ?

Question 4

Principals of persuasion (6)

Answer 4

authority
social proof
scarcity
liking
commitment/consistency
reciprocity

Question 5

what is PR?

Answer 5

manage relationship between organization and publics

Question 6

R.A.C.E. formula for strategic comm planning

Answer 6

Research
Analysis
Communication
Evaluation

Question 7

qualitative vs quantitative

Answer 7

qual: open ended questions.
quant: number and stat based data.

Question 8

ethics in PR studies

Answer 8

informed consent

Question 9

4 models of PR

Answer 9

press agentry
public information
two-way asymmetric
two-way symmetric

Question 10

what is press agentry

Answer 10

propaganda

Question 11

what is public information

Answer 11

the government of MB’s style of giving out out info. straight to the point.

Question 12

what is two-way asymmetric

Answer 12

tailored messages from for-profit companies

Question 13

what is two-way symmetric

Answer 13

creating meaningful change

Question 14

nudge vs sludge

Answer 14

N: trying to persuade someone to move closer to an outcome

S: make it VERY difficult to make an alternative choice.

Question 15

reciprocity

Answer 15

offer something and expect they will reciprocate

Question 16

scarcity

Answer 16

people place higher value on opportunities that are low in availability

Question 17

authority used as a pursuasion technique

Answer 17

people obey authority figures

Question 18

commitment & consistency used to pursuade

Answer 18

once a person commits to something publicly they are likely to stick to it.

Question 19

“liking” used to pursuade

Answer 19

people say yes to those they like. (influencers)

Question 20

consensus & social proof used to pursuade

Answer 20

looking at other’s actions to determine your own

Question 21

father of PR

Answer 21

ivy lee

Question 22

Edward bernays

Answer 22

showed smoking as a cool thing for women to do.

Question 23

Exxon oil spill

Answer 23

took responsibility but never apologized.

Question 24

cyanide Tylenol murders

Answer 24

now all meds have a tamper proof seal

Question 25

things to avoid in a news release

Answer 25

1. pleased to announce
2. project bias
3. fabricated quotes
4. forgetting about the inverted triangle

Question 26

what could be in a media kit?

Answer 26

general company info
news release
website/socials links
product info
videos and photos
boiler plate
relevant facts and stats
contact info
team quotes
logos

Question 27

PESO model

Answer 27

paid
earned
shared
owned

Question 28

why would you have a news conference?

Answer 28

big news/reveal
reactive (CEO to clarify and address questions)
need explicit news coverage
visual reveal
all-in-one conference for journalists
get comments and reaction from public

Question 29

public opinion steps

Answer 29

1. agenda setting
2. public awareness
3. discussion & debate
4. opinion formation
5. polarization & division
6. policy & action
7. resolution
8. long-term effect

Question 30

qualitative vs quantitative research

Answer 30

QUAL: interviews and open-ended data
QUANT: numbers and measurable data

Question 31

primary vs secondary research

Answer 31

primary: DIY
secondary: done by someone else

Question 32

validity

Answer 32

making sure your research is measuring what you are trying to measure.

Question 33

what makes a good pitch email?

Answer 33

1. straight forward subject line
2. hook
3. concisely “sell the idea”
4. contact info and closure