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Quiz 3 Flashcards | StudBud
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Quiz 3
Quiz 3
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Answers
1
As PR tools, platforms, and technologies have evolved, the skill of writing has _______.
Diminished in importance
Been replaced by computer skills
Remained a constant
Concentrated on social media
2
All are some ways to monitor the mindsets of stakeholders EXCEPT:
Avoiding trauma
Avoiding deepening isolation
Creating real value
Keeping employees unhappy
3
If you are a PR professional wanting to recruit brand ambassadors who are the most authentic, you are likely to choose__
Employees
Social media influencers
Journalists
Paid spokespeople
4
All are good questions to ask to get a sense of how a prospective influencer operates their business EXCEPT:
How many followers do you have?
Tell me about your team
Tell me about your content schedule
Do you have a media kit and rate sheet?
5
Earned media is distinguished from other media types by the fact that it is _______.
Free
Digital
Social
Traditional
6
Inverted pyramid style writing…
Always uses quotations
Places most important information first
Never uses a boilerplate
Places least important information first
7
Writing, while still a desired PR skill, it is not as important as it was in the 20th century.
True
False
8
The centrality of the news release and press release to the public relations practice shows us that ______.
Consumers prefer pieces written by PR professionals
Practitioners are largely rooted in the past
Journalists need prepackaged stories written for them
The field has a strong connection to journalism
9
Publics have __________ of and _________ for an organization.
Perceptions; expectations
Expectations; consequences
Assumptions; power
Control; influence
10
The top mistake PR pros make when pitching a story idea to Spanish-language outlets is that they limit story ideas to ..
False
True
11
Regardless of your news angle or writing skills, it’s all about _________ when submitting press releases to journalists.
Relationships
Persistence
Pay to play
Ad buys
12
What is one main effect of the imbalanced ratio- having six PR professionals for every one journalist?
More competition for journalists attention
A lot more PR friends
Calling the journalist right away
More research to be done on other PR professionals
13
Strategies are __________ and tactics are ___________.
Specific communication tools/activities; broad statements
Broad approaches; specific communication tools/activities
Specific ideas; general concepts
Goals; channels
14
Unlike general market or mainstream media, audiences for Spanish media are similar and consistent across outlets.
True
False
15
The public relations writer’s purpose is ________ not __________.
Advocacy; objectivity
Informational; persuasive
Objectivity; advocacy
Informational; educational
16
If you translate materials, it is best to “transculturate” or use a Spanish speaker who is familiar with your audience.
True
False
17
All are influencer trends for 2021 EXCEPT:
Credibility will continue to decrease for influencers
Video content will still be #1
Influencer marketing: bigger than ever in 2021
Continued focus on diversity
18
What category of segmenting audiences helps us determine our best overall message strategy?
Behavioral segmentation
Communication channel segmentation
Audience segmentation
Situational segmentation
19
In 2020, nearly all communicators found themselves at oncetasked with communicating crucial info to import. Stakeholders
Shareholders
Employees
Investors
Community members
20
Spanish media outlets are not “inferior to the mainstream media,” rather they are “on par with mainstream media”.
True
False
21
What purpose does an infographic serve?
It complements the text around it
It is a visual form of storytelling
It can be a minor part of a PR pitch
It conveys the selling idea
22
Owned media allows the news media to design and update your messages
True
False
23
Audience segmentation:
Allows us to reach everyone, not just our target public
Allows us to develop stronger connections with client brands and the public
Uses broad criteria to categorize people
Allows us to broaden our target publics
24
If you want to promote a brand messg. On media channels where u can have higher personal control, what is your bestmedia
Social
Digital
Shared
Owned
25
As PR pros know, it’s best to use jargon and not use simple wording in our campaign messaging.
True
False
26
Types of influencers - from Most influence to Least
Nano, Micro, Mega, Celebrity
Nano, Micro, Hero, Macro
Celebrity, Mega, Micro, Nano
Influencers, Creators, Brand Reps
27
Regarding traditional media as a public, which of the following is true?
It is adversarial, and must be approached carefully
It is no longer relevant, thanks to social media
It is still a primary audience for PR practitioners
It is a reliable but expensive form of paid media
28
Getting a handle on your audience’s emotional state will not help provide a real, genuine value to your stakeholders.
False
True
29
With regard to the Latino Population, data continually show all of these to be true EXCEPT:
Latino stories are underrepresented in history books, museums, in Hollywood
Latino growth outpaces other races in the U.S.
Latinos are a large part of the economy in terms of the dollars they spend
That the Latino story holds its rightful place in American storytelling
30
Millennials and Gen Z want to work somewhere that does not play a positive role in society
True
False
31
If you wanted to places your clients’ message in a specific place at a specific time, what is your best media choice?
Paid
Shared
Owned
Earned
32
One important thing to remember when hiring influencers for your campaign is…
To find influencers that will make an impact on your brand
To identify influencers who have worked with your brand previously
To hire the most popular influencers on the platform
To make sure they know how to create a good post
33
In general, micro-influencers are more trusted over other influencers as they are often considered closer to the avg.
False
True
34
To be effective, a campaign must reach target audiences through _______.
Psychological techniques
Unpaid exposure
A combination of media
A wealth of creativity
35
What is the common element that ties together a PR campaign from beginning to end?
Creativity
Research
Persuasion
Objectives
36
Employers consider the ability to write effectively for social media to be a(n) ________ skill.
Bonus
Fundamental
Overrated
Technological
37
Journalists write for _____ while public relations specialists write for the ________.
Editors; C suite
Public; Client
Organizations; public
Client; Public
38
Influencers with good audience engagement:
Have an authentic origin story
Exist because they wanted to have influence
Have a need to share their passion with the world
Have a well-defined editorial focus
39
According to “Help Tell Latino Stories”, Which is a tip to remove barriers?
All of the above
Work extra hard to hear from Latinas
Research your target publics or audiences and communicate from there
Invite contribution
40
Campaign objectives must be SMART- which stands for:
Specific, Measurable, Achievable, Relevant, Tactics
Strategies, Measurable, Achievable, Relevant, Time-bound
A smart person
Specific, Measurable, Achievable, Relevant, Time-bound
41
Acc. To Regina Luttrell in the PR Tactics article, the two primary Q’s we ask ourself when writing a press release is:
How and When?
Why or Why Not?
So What, Who Cares?
Where and How?
