Week 1

Question 1

What are the 5 Key Principles of Storytelling?

Answer 1

1. K.I.S.S. - Keep it short and simple
2. Show, don’t tell
3. Paint a picture with words
4. Spark curiosity
5. Have a call to action

Question 2

What is public relations?

Answer 2

Any activity that enhances the reputation of your client, mediates disputes between publics and your client and helps achieve mutual understanding among all parties involved

Question 3

What are the 4 models of PR?

Answer 3

1. Press Agentry/Publicity
2. Public Information
3. Two-Way Symmetric
4. Two-Way Asymmetric

Question 4

What is controlled information?

Answer 4

Information over which you have total control as to editorial content, style, placement and timing
Ex: Advertising, brochures

Question 5

What is uncontrolled information?

Answer 5

Information that is at the mercy of the media once it leaves your hands; the outlet has editorial control over the content, style, placement and timing
Ex: News release for a newspaper

Question 6

What are some tools that a PR writer can use?

Answer 6

• News Releases
• Backgrounders
• Public service announcements
• Articles and editorials
• Collateral publications (brochures, flyers)
• Speeches and presentations
• The Internet

Question 7

PRESENTATION

What are the 4 categories of people?

Answer 7

1. Friends
2. Predator/Enemy
3. Potential Partner
4. Indifference (most people)