Week 3

Question 1

What is the purpose of PR?

Answer 1

• Building trusting relationships
• Tell stories that earn media exposure
• Protect and manage reputation
• Educate important stakeholders to gain support
• Support sales, donations

Question 2

What are the 9 news values?

Answer 2

1. Timeliness
2. Prominence
3. Conflict
4. Proximity
5. Signifficance/Impact
6. Unusualness
7. Human Interest
8. Currency
9. Usefulness

Question 3

What does S.T.E.P.P.S. stand for?

Answer 3

S - Social Currency
T- Triggers
E - Emotion
P - Public
P - Practical
S - Stories

Question 4

What is newsjacking?

Answer 4

Newsjacking is the use of a hot topic to attract interest from news reporters and Google searches who want advice, perspective and to dig deeper into a subject

Question 5

What are the 6 ways to tell your story to the media?

Answer 5

1. Email and cal reporters
2. News briefing or conferences
3. Technical briefing (ex: Apple)
4. Media stunts
5. Familiarization trips/tours
6. Social media

Question 6

What is a news release?

Answer 6

Information that you wish to be released to the media

Question 7

What is publicity release?

Answer 7

Covers any information occurring within an organization that might have some news value to local, regional or national media

Question 8

What is a product release?

Answer 8

Deals with specific products or product lines

Question 9

What is a financial release?

Answer 9

Used primarily in shareholder relations

Question 10

What is the inverted pyramid style?

Answer 10

A style of a news release that begins with a lead, expands on the lead and proceeds to present information in decreasing order of importance

Question 11

What is a lead?

Answer 11

The opening sentence of the news release

Question 12

What is a summary lead?

Answer 12

A summary lead answers the 5 w’s and how of a story

Question 13

What is a delayed lead?

Answer 13

It is used to add drama to a story (usually reserved for feature stories and is not appropriate for straight news)

Question 14

What is attribution?

Answer 14

A stylistic device where quotes are credited to their sources

Question 15

What is the format?

Answer 15

• Plain white bond paper with no decorations
• Margins are 1 - 1 1/2 inches on all sides
• The address of the sender is placed in the upper left corner of the first page

Question 16

What is an event announcement?

Answer 16

A form of news release that covers an event

Question 17

What is a personnel release?

Answer 17

Company announcements of personnel changes, usually promotions or hiring of new people in important positions

Question 18

What is a tip/hint release?

Answer 18

A release typically using an outline format with plenty of bulleted items

Question 19

What is a pitch letter?

Answer 19

A brief introduction to a subject you intend to cover in more detail in press releases, backgrounders or other publicity pieces

Question 20

What is a media advisory?

Answer 20

Alerts the news media to upcoming items of interest to their constituents

Question 21

What is a search engine optimized (SEO) release?

Answer 21

Inserting information and words into social media that will register readily on the major search engines

Question 22

What is a social media release?

Answer 22

A form of the traditional news release redesigned for adoption through and by social media (includes key words)

Question 23

What are backgrounders?

Answer 23

Basic information pieces providing background as an aid to reporters, editors, executives, employees, and spokespersons

Question 24

What are fact sheets?

Answer 24

An information piece that contains facts and nothing more

Question 25

PRESENTATION

What were the 4 largest program components of the Hyundai Hockey Initiative?

Answer 25

1. Celebrity Spokesman
2. National Charity
3. Activation
4. Communication