PR Final

Question 1

AP stylebook

Answer 1

Reference book that standardizes spelling, word usage, punctuation, abbreviation and capitalization. Is used for consistency across all news writing formats.

Question 2

Gatekeeper

Answer 2

Media person who controls flow of information. They evaluate info that a pr manager provides in light of the needs and policies of their medium, they decide what’s valuable to their audience.

Question 3

Characteristics of news (4)

Answer 3

Significance- meaningful info that makes people talk
Localness- info about a local community
Balance- info presented fairly
Timeliness- info about today is better than yesterday

Unusualness and fame are less critical elements

Question 4

Categories of news

Answer 4

Hard news- info with an edge to it, momentous events with immediate results.
Breaking news- subcategory of hard news that occurs as the media is covering it.
Soft news- lighter information and developments without major consequence. Upcoming events or personnel developments

Question 5

Fact sheet

Answer 5

Document given to reporters to provide basis for the stories they will write; supplements news releases or appears in a media kit. Used for events or history. Identify that it’s a fact sheet, be creative, use bullet points and label the 5ws and list contact info

Question 6

Event listing

Answer 6

Brief announcement of upcoming activity

Question 7

Media Advisory

Answer 7

Short, to the point memo notifying/reminding media about an upcoming newsworthy activity related to the organization. Usually sent via email not promotional and is used when there’s not enough time to write a full news release. Informs the media something newsworthy will occur.

Question 8

News release

Answer 8

An official communication document written by a PR practitioner that conveys newsworthy info about your organization to the media.

Question 9

Announcements

Answer 9

Most common category of news releases. Events private or public, personnel, program product launches, financial/progress reports, awards, branding, breaking news.

Question 10

News lead

Answer 10

The first paragraph of the news release has the most important facts, must attract the gatekeeper within seconds.

Question 11

Benefit statement

Answer 11

Explains the advantage, what is in it for the reader. Best way is to use a quote.

Question 12

News flag

Answer 12

News or news release printed in lager bold type

Question 13

Organization identification

Answer 13

Name and address of sending organization; website optional, may be a part of organizations letterhead

Question 14

Contact info

Answer 14

Identifies pr contact person who sent the news release, include name, title, phone and email.

Question 15

Intended use date

Answer 15

For immediate release indicates that the news may be released immediately (bolded). Embargo refers to the news material that should not be released immediately and instead provides a date for the future.

Question 16

Distribution date

Answer 16

The date the release is sent

Question 17

Headline

Answer 17

Sígnalas the content of the news release, should be visually prominent and attention getting. Capitalize fire letter of every word 7-10 words

Question 18

Subhead

Answer 18

A compliment to the headline that fleshes out theme; like a teaser; smaller font than headline.

Question 19

Dateline

Answer 19

Featured the name of the city in all caps and the state

Question 20

Boilerplate

Answer 20

Standard brief biography of the organization; add non essential background on the organizations headquarters and mission

Question 21

End mark

Question 22

More line

Answer 22

If release runs onto a second page, use this ((more)) in place of end mark

Question 23

Slug line

Answer 23

If release runs onto a second page, repeat the first few words of the headline in caps, plus page number at the top left corner. Always start with a new paragraph.

Question 24

Editors note

Answer 24

Notation to the person reading the news release. Like a p.s. note

Question 25

Soundbite

Answer 25

Recorded quote

Question 26

B-roll

Answer 26

Unedited video footage relevant to the story

Question 27

Pitch

Answer 27

Strategic communication directed to gatekeepers to entice them to do a story/interview on some aspect of your organization.

Question 28

Social media

Answer 28

Internet based communication vehicles that allow users to create and share content.

Question 29

SEO

Answer 29

Search Engine Optimization- the process of increasing the number of visitors to a website by placing it high on the list of search engine results.

Question 30

Social media audit

Answer 30

Ascertain how your organizations current social presence can be evolved or improved upon. Review which past content resonated most with audiences.

Question 31

Top 5 reasons why companies use social media for PR.

Answer 31

1. To build positive relationships and ongoing engagement with publics. 2. To find influencers that will give brands a voice for both promotion and defense. 3. To identify and address brand threats before they turn into a trending topic, or a crisis 4. To react to negative press swiftly, then direct people to other media for more info. 5. To make announcements about company updates, product releases, awards and events.

Question 32

Ghostwriter

Answer 32

Someone who writes a speech for a speaker

Question 33

News conference

Answer 33

Staged event to deliver an organizations message to a group of media reporters, as well as publics (employees, consumers, opponents, regulators) must be deemed newsworthy by the media . Some are planned while others aren't.

Question 34

Brochure

Answer 34

High quality, four color printed piece, content delivers highlights , should be used for an extended time. Reflects the image of the organization, key is to focus on the main message.

Question 35

Annual report

Answer 35

Transparency and accountability are the objectives of corporate or annual reports.U.S federal law requires stock issuing companies to publish annual reports to disclose company's financial activity and overall progress. Governmental agencies and political groups are required to make certain information public as well.