Public Relations (PR)

Question 0

PR ___________ the ability of an organization and it’s public to ___________ to and ____________ each other.

Answer 0

enhances / adapt / accept

Question 1

What is PR?

Answer 1

The establishment of relationships between an organization and it’s stakeholders

Question 2

Broadly, what is public information (PI)?

Answer 2

Public information is all that goes into reporting information on an incident in a timely, accurate manner to stakeholders.

Question 3

What is a good PR employee capable of identifying that will attract media outlets?

Answer 3

Unique aspects of an airport’s situation or activities.

Question 4

Why do some airports attempt to keep a low profile?

Answer 4

For fear that PR will not have a favorable outcome.

Question 5

What are the two primary reasons for PR?

Answer 5

1. Promotion of products, services, or special events

2. Crisis response, whether political or operational

Question 6

Crisis PR must be ___________ across all jurisdictions and agencies.

Answer 6

integrated

Question 7

What are two reasons airports may aggressively pursue PR?

Answer 7

1. Marketing Tool

2. Method to reduce or mitigate potential problems

Question 8

What can an airport do to enhance their reputation and branding?

Answer 8

Feature the airport in various forms of media.

Question 9

What is the primary reason for failure of a PR program?

Answer 9

Charging people who are not experienced with media outlets or journalism with managing a PR program.

Question 10

To attract media or PR agencies, news must have ___________ value while stories have relevance to ___________ ___________ through unique aspects that appeal to human nature.

Answer 10

real / public interest

Question 11

An argument can be made that the 24 hr cable news cycle has led to ____________ and ____________ news reporting to increase ____________.

Answer 11

sensationalized / biased / ratings

Question 12

As a practice of PR, what is meant by attention management?

Answer 12

Attention Mgmt includes processes and practices used to effectively encourage media outlets to respond to your news or other PR related issues.

Question 13

Why do reporters often seek good relationships with PR agents?

Answer 13

PR Agents can be a good source of news appropriate for their coverage area (beat).

Question 14

With so many stories demanding media attention, a PR representative may have to __________ ___________ the development and coverage of a story. Examples include having to do various informational gathering tasks for the journalist, provide extensive background information, and __________ __________ a media service following news release issuance.

Answer 14

actively manage / directly contacting

Question 15

New PR Reps should ___________ determine if specific reporters cover their airport and ___________ themselves to media outlet’s news director/editor. The objective is to establish ___________ and ________ to pitch a story, unless asked.

Answer 15

immediately / introduce / rapport / not

Question 16

News oriented bloggers ___________ investigative journalists by digging deep into stories and issues. They have gained __________, to the point where they are now being quoted by noted journalists.

Answer 16

supplement / respectability

Question 17

What is necessary of public entities, such as airports, now that virtually anyone can take on the role of journalist.

Answer 17

Airports must continually monitor what is being said about them.

Question 18

Blogs can be used to ___________ or ____________ an airport. Historically, people with airport issues had to first get journalists interested to get their concerns aired. Now, with a ___________, all that is needed its to log on and start writing.

Answer 18

support / demonize / blog

Question 19

While all have 1st Amendment rights, in monitoring the web, airports should watch for misinformation, ____________, and ____________.

Answer 19

slander / libel

Question 20

__________ __________ is information that an airport’s media agent pitched to a reporter, thus obtaining free coverage. This is in contrast to __________ __________.

Answer 20

Earned media / paid advertising

Question 21

Intentionally ___________ media is a risky endeavor. What should the intent be?

Answer 21

manipulating

To provide accurate info on agreed-upon positions of the airport sponsor.

Question 22

What is crucial to a PR message being picked up by the media and why?

Answer 22

Knowing the target audience, as many media outlets cater to a specific audience.

Question 23

Besides knowing your audience, what are the other two rules that are critical to remember when working with the media?

Answer 23

1. Hold to the truth.

2. Realize that nothing is really “off the record”.

Question 24

What should be in the back of an AE’s mind regarding the written word?

Answer 24

All written communication, documents, etc. can potentially be posted on the Internet. Also, as public entities, airports are open to state open records laws and FOIA requests.

Question 25

While not foolproof, what are some methods available to protect disseminated content?

Answer 25

• password protection
• labeling as “confidential”
• avoiding use of “reply-to-all”
• employee signing of confidentiality statements

Question 26

What are three good ways of developing a positive working relationship with local media outlets and reporters and developing overall successful media relations?

Answer 26

1. Establishing a proactive relationship
2. Learning and respecting their deadlines by at least 1/2 hour.
3. Not putting off media requests

Question 27

What is accomplished through development of a media relations plan?

Answer 27

Provides focus on an airport’s:

• purpose
• objectives
• goals
• branding

Question 28

T or F According to journalists, news releases are a very favorable way of promoting stories to news media.

Answer 28

False, though they are still important.

Question 29

What is important in writing press releases?

Answer 29

1. Concise, meaning just highlights and no longer than one page.
2. Newsworthy, with no fluff or sales promotion.

Note: news can be mundane or major. Political conflict or aircraft incidents releases will get consideration by media above other news.

Question 30

What are lesser considered media that will take on human interest or in-depth discussion of airport related issues?

Answer 30

1. Community newspapers
2. News / Talk Radio
3. Local weekend TV shows

Question 31

AEs looking for issues support can turn to __________ or on-airport __________ organizations. Examples include:

Answer 31

trade / user

AOPA Airport support Network, CAP, aviation museum operators, teachers, State / local pilot org’s.