Test Bank

Chapter 7: Writing

Multiple Choice

1. As PR tools, platforms, and technologies have evolved, the skill of writing has ______.

a. diminished in importance

b. concentrated on social media

c. remained a constant

d. been replaced by computer skills

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Comprehension

Answer Location: What Does It Mean to Write for Public Relations?

Difficulty Level: Medium

2. Of the following writing styles, which is a growing area of focus for PR professionals?

a. narrative messaging

b. persuasive writing

c. real-time writing

d. creative messaging

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Knowledge

Answer Location: Storytelling or Narrative Messaging

Difficulty Level: Easy

3. How is creative messaging similar to real-time writing?

a. Both must originate with the client.

b. Both can engage and entertain.

c. Both are based on advertising themes.

d. Both may be considered paid media.

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Analysis

Answer Location: Writing Styles and Purposes

Difficulty Level: Medium

4. Starbucks missed out on a promotional opportunity with “Game of Thrones” because they ______.

a. released new flavors too early

b. created an unfocused message

c. did not gain client approval

d. failed to think on their feet

Learning Objective: 7-3: Identify PR writing challenges and opportunities..

Cognitive Domain: Application

Answer Location: Real-Time Writing

Difficulty Level: Hard

5. Key content considerations in PR messages include ______.

a. consistency, voice and authenticity

b. reliability, appeal, and media

c. tone, strategy, and objectives

d. information, persuasion, and entertainment

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Comprehension

Answer Location: Qualities of Effective Messaging

Difficulty Level: Medium

6. The PR writing done by brands including Popeye’s, Burger King, Steak-Umm, and Aviation Gin provide examples of ______.

a. fact-based appeals

b. consumer storytelling

c. real-time creativity

d. strong brand voice

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Application

Answer Location: Qualities of Effective Messaging

Difficulty Level: Hard

7. Reviewing the types of writing that PR professionals compose, which of the following conclusions can we draw?

a. Clients prefer a standard mix of writing types.

b. Practitioners construct a wide range of pieces.

c. Most are social media-based in the 21st century.

d. Advertising and marketing have gained ground.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Analysis

Answer Location: What Types of Writing Do PR Professionals Compose?

Difficulty Level: Medium

8. The centrality of the news release and press release to the public relations practice show us that ______.

a. journalists need prepackaged stories written for them

b. practitioners are largely rooted in the past

c. the field has a strong connection to journalism

d. consumers prefer pieces written by PR professionals

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Analysis

Answer Location: News and Press Releases

Difficulty Level: Medium

9. A news release focuses on ______, while a press release focuses on ______.

a. hard news; soft news

b. the client; the brand

c. headlines; background

d. digital media; print media

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Knowledge

Answer Location: News and Press Releases

Difficulty Level: Easy

10. What is the function of a boilerplate paragraph in a press release?

a. to create a strong client “spin” at the end of the piece

b. to make a final statement of opinion for the journalist

c. to include the “five W’s and the H” for the audience

d. to provide an overview of the person, organization, or brand

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Comprehension

Answer Location: Press Releases

Difficulty Level: Medium

11. When you conduct research to learn which stories journalists have written about in the past, you are thinking about ______.

a. messages

b. audience

c. editorials

d. retweets

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Application

Answer Location: Press Releases
Difficulty Level: Hard

12. Regardless of your news angle or writing skills, it’s all about ______ when submitting press releases to journalists.

a. ad buys

b. pay to play

c. persistence

d. relationships

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Analysis

Answer Location: Press Releases

Difficulty Level: Medium

13. If you send a press release to a journalist, wait an hour, then email them and call them to see if he/she is interested, what sort of practice is this?

a. proactivity

b. persuasion

c. stalking

d. due diligence

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Best Practices for Writing and Distributing News and Press Releases

Difficulty Level: Hard

14. As PR professionals, we must assume that everything we say and do with journalists ______.

a. is on the record all the time

b. can be used “on background”

c. will be used to hurt us in court

d. should be based on friendship

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Comprehension

Answer Location: Best Practices for Writing and Distributing News and Press Releases

Difficulty Level: Medium

15. What is one of the main purposes of writing a feature story?

a. to respond to consumer criticism of products

b. to create comedy and a humorous approach

c. to showcase your writing skills to journalists

d. to promote individuals who are part of a brand

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Knowledge

Answer Location: Feature Stories

Difficulty Level: Easy

16. If you concentrate on storytelling, showing rather than telling, and including supporting details in your press release, you are probably writing a(n) ______ story.

a. hard news

b. feature

c. opinion

d. social media

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Feature Stories

Difficulty Level: Hard

17. A news release provides audiences with the full story. However, if you simply want to interest a journalist in a story idea, the best tool to use is the ______.

a. pitch

b. fact sheet

c. one-liner

d. tweet

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Analysis

Answer Location: Pitches

Difficulty Level: Medium

18. You have an outstanding story on a new medical product to pitch to a journalist working the healthcare beat at a major television station. What is your first move?

a. Write the pitch.

b. Call the journalist.

c. Do the research.

d. Tag him/her online.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Best Practices for Writing Pitches

Difficulty Level: Hard

19. What purpose does an infographic serve?

a. It complements the text around it.

b. It is a visual form of storytelling.

c. It conveys the selling idea.

d. It can be a minor part of a PR pitch.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Knowledge

Answer Location: Infographics

Difficulty Level: Easy

20. What is the major purpose of a media kit?

a. to provide stories in paper format

b. to make your client famous

c. to buy advertising at a discount

d. to generate favorable media coverage

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Comprehension

Answer Location: Media Kit

Difficulty Level: Medium

21. If you create a media kit that includes metrics from social channels or audience demographics, you are providing ______.

a. evidence of previous work

b. encouragement to journalists

c. discouragement to competitors

d. a case for free advertising

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Application

Answer Location: Parts of a Media Kit

Difficulty Level: Hard

22. Of the following statements, which is true of digital and social media?

a. Social attracts followers while digital attracts stakeholders.

b. Digital media has overtaken social media.

c. Social media is an aspect of digital media.

d. Digital media is the choice for major brands.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Analysis

Answer Location: Digital Media and Social Media

Difficulty Level: Medium

23. Employers consider the ability to write effectively for social media to be a(n) ______ skill.

a. bonus

b. fundamental

c. technological

d. overrated

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Knowledge

Answer Location: Ideas for Writing Social Media Content

Difficulty Level: Easy

24. As a public relations writer, which tools can you use to track people’s reactions to your content?

a. metrics and online research tools

b. client reaction and follow-up

c. gut feeling and intuition

d. focus groups and surveys

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Best Practices for Writing Digital and Social Media Content

Difficulty Level: Hard

25. The form and format of PR writing depends upon ______.

a. clients and budgets

b. brand and competition

c. skill and experience

d. contexts and audiences

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Analysis

Answer Location: What Are Helpful Tools for Writing in Public Relations?

Difficulty Level: Medium

True/False

1. Writing, while still a desired PR skill, it is not as important as it was in the 20th century.

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Comprehension

Answer Location: What Does It Mean to Write for Public Relations?

Difficulty Level: Medium

2. Creative messaging is best left to advertising professionals rather than PR practitioners.

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Knowledge

Answer Location: What Does It Mean to Write for Public Relations?

Difficulty Level: Easy

3. When you are facing an immediate deadline and must act quickly, real-time writing is the way to go.

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Comprehension

Answer Location: Writing Styles and Purposes

Difficulty Level: Medium

4. One set of fundamental PR writing principles can cover many different types of content.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Comprehension

Answer Location: What Types of Writing Do PR Professionals Compose?

Difficulty Level: Medium

5. News releases and press releases are the same thing.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Knowledge

Answer Location: News and Press Releases

Difficulty Level: Easy

6. To write a successful pitch, the PR writer must first research context.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Knowledge

Answer Location: Sample Pitch

Difficulty Level: Easy

7. In creating an infographic, the writing is unimportant; it is all about design and illustration.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Comprehension

Answer Location: Best Practices for Creating Infographics

Difficulty Level: Medium

8. A media kit can promote a brand, person, or cause.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Knowledge

Answer Location: Media Kit

Difficulty Level: Easy

9. Blogs are considered to be “long-form” web writing.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Comprehension

Answer Location: Blogs

Difficulty Level: Medium

10. Pursuing a “digital first” strategy means writing exclusively for digital channels.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Comprehension

Answer Location: Websites, Blogs, and Social Media

Difficulty Level: Medium

11. A public relations organization is unlikely to hire someone who is not a strong social media writer.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Knowledge

Answer Location: Ideas for Writing Social Media Content

Difficulty Level: Easy

12. Message type and content is relatively uniform across all social media channels.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Comprehension

Answer Location: Ideas for Writing Social Media Content

Difficulty Level: Medium

13. The Associated Press (AP) Style Guide is required for all writing activities.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Knowledge

Answer Location: What Are Helpful Tools for Writing in Public Relations?

Difficulty Level: Easy

Essay

1. Classify and briefly describe the various writing styles and formats used in public relations writing.

Learning Objective: 7-1: Understand writing in the context of public relations.

Cognitive Domain: Analysis

Answer Location: Writing Styles and Purposes

Difficulty Level: Medium

2. You are a newly employed PR professional working at an agency in a major media market. Your manager asks you to write a press release for an office furniture brand you are promoting. Explain the elements you must consider before writing.

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Application

Answer Location: Press Releases
Difficulty Level: Hard

3. What is a feature story? How does it differ from a hard news story?

Learning Objective: 7-2: Become familiar with types and features of PR writing.

Cognitive Domain: Analysis

Answer Location: Feature Stories

Difficulty Level: Medium

4. Preparing to make a media pitch can be a nerve-wracking experience for a new PR professional. Organize a list of steps you can use to help reduce your anxiety and ensure success with the media.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Best Practices for Writing Pitches

Difficulty Level: Hard

5. Analyze the uses and strengths of contemporary media kits.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Analysis

Answer Location: Media Kit

Difficulty Level: Medium

6. Differentiate between digital media and social media, and point out some typical writing tasks involved with them.

Learning Objective: 7-3: Identify PR writing challenges and opportunities.

Cognitive Domain: Analysis

Answer Location: Digital and Social Media

Difficulty Level: Medium

7. Organize a list of best practices for social media writing and briefly explain each one.

Learning Objective: 7-4: Learn some best practices for PR writing.

Cognitive Domain: Application

Answer Location: Best Practices for Writing Digital and Social Media Content

Difficulty Level: Hard