Public Relations Flashcards
128 test answers
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MBO stands for what?
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Management By Objective.
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To achieve your company's mission you should do what?
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Set goals.
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To reach your goals that you set to reach your company's mission you should do what?
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Set objectives.
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Objectives are SMART. SMART stands for what?
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Specific Measurable Achievable Reasonable Timely
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What are the 3 levels of objectives?
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Awareness Attitude Action
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The awareness objective consists of what 2 traits?
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Education and information.
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The attitude objective consists of what trait to do what?
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Motivation to change opinion.
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The action objective consists of what trait?
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An act. (Example is to buy a product and donate to charity.)
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A PR objective must contain 4 elements. These are:
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Desired outcome. By what amount? In what target public? In what time frame?
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An example of an objective using the 4 elements is:
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To increase the number of employees at ole miss (public) who recycle (outcome) by 10% (level) by may 1st (time frame)
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You must have a _____ _____ to judge if your objective has increased or not.
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Benchmark measure.
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What are the 3 main kinds of PR tactics?
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• events (rally in politics, blood drive) • ongoing program/plan (every company has a customer relations plan- how to respond to emails and calls) • campaigns (series of events and communications designed to achieve one or more pr objectives
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What are the 8 steps of planning a PR campaign?
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1. situation 2. publics 3. objectives 4. strategy 5. tactics 6. timeline 7. budget 8. evaluation
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When stating a situation in planning a PR campaign, you must decide if the situation is a _____ or a ____.
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Problem or opportunity.
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After stating a situation in planning a PR campaign, then you must do what 2 things.
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State your goal and do research.
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When planning a PR campaign, the strategy step uses what 2 elements to approach the situation?
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Key messages and slogan/theme.
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When planning a PR campaign, the tactics step includes figuring out:
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Events and communications.
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When planning a PR campaign on the tactics step, both events and communications needs to focus on who?
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Target public. (What events would they attend? Which media do they use?)
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When planning a PR campaign on the timeline step, what 2 things do you need to make?
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Calendar and a task list.
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A type of bar chart that illustrates a projects schedule and is used on the timeline step on planning a PR campaign is a _____ chart.
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Gantt.
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When planning a PR campaign, on the budget step you need to consider these questions...
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• What materials needed? • How much cost? • Staff's time? • Production of media kits, videos, posters, etc.
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Why are journalists called gatekeepers?
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They decide what to report and what not to report.
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PR professionals & journalists need each other and must _____ each other's roles.
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Respect.
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PR professionals must always, always be _______ in dealing with reporters.
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Truthful.
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A journalist's job is to do these things...
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Get the facts Tell all sides of a story Ensure accuracy Remain objective
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A PR person's job is to do these things...
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Represent client or organization positively Deal with the negatives candidly Help reporter get his/her story Provide reporter with info
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How does PR help journalists?
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Provide news releases, etc. Help reporter find info Help reporter find source Give or arrange with other officials
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Publicity is _____ ________.
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Media coverage.
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Advertising is...
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A paid-for commercial spot on air or in print.
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Advantages for publicity are...
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Costs much less Is more believable Enhances reputation Has implied third-part endorsement
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An advantage for advertising is...
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You can control: where, when, how, what it says.
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A disadvantage for publicity is...
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You cannot control what, when, where, or how it is done.
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Disadvantages for advertising is...
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Expensive May not believed
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When it comes to publicity, you can either be _______ or _______.
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Proactive or reactive.
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5 ways to be proactive...
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News releases (Radio: ANR & TV: VNR) Media kits Media alerts Pitch letters News conferences
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News releases are also called ___ ______.
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Press releases.
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The No. 1 tool for publicity used by PR professionals is what?
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News release.
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What is a news release?
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When a PR professional writes a news story and distributes it to the media.
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Wall Street Journal says about __% of stories come from news release.
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50%
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What are the 3 ways a news release can be used?
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Printed exactly as written. Edited down. Given to a reporter to do a story from.
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How can you avoid your news release from being trashed?
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Make sure you actually have news and do NOT brag, exaggerate, or use advertising style language such as "the industry's leader in xxx."
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What is the structure of a news release?
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Date release Media contact Headline Subhead Dateline
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A news release should be in the standard ________ _______ structure
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Inverted pyramid.
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What are the 3 reasons you should use the inverted pyramid?
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Reader friendly. Cuts easily. Saves space.
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When writing a news release you should stay factual and ______.
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Objective.
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When writing a news release you should avoid what?
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Ad-like language or "puff" words ("revolutionary new product").
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When writing a news release you should use ___ style format.
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AP.
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How should you end your news release?
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Last paragraph is "action statement." End with "boilerplate" paragraph about the company.
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News release rules.
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Keep it short. Write a short lead of one-two sentences max. Keep remaining graphs to three sentences max. Be sure to use quotes.
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Multimedia releases (also called social media releases) can embed...
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Links to websites or blogs Photos, graphics, audio and/or video Tags for social media
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SEO stands for what?
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Search engine optimization.
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Multi-media releases ( also called social media release) increases the odds of what?
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SEO.
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Online releases should include these 4 traits...
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• Single space, rather than double • Subject line of email should be interesting • Contact info usually at bottom rather than top • A blow-up quote often included
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When sending a news release to television and/or radio news, you should address it to this person.
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Assignments director.
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When sending a news release to a newspaper, you should address it to this person.
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Section editor/beat reporter.
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When sending a news release to a magazine, you should address it to this person.
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Section editor.
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NEVER send a news release to "editor," it should be addressed by _____ and ____ _____.
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Name and job title.
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Who else just started getting news releases?
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Bloggers.
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If you send releases to other countries, need to _______ it first.
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Translate.
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People notice a photo _-_ times more than an article.
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3-4.
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Photo tips for a news release photo include...
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H shot of person (head and shoulders) Quality shot of product Include cutline Avoid large group shots Look for action
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A media alert or ________ is like a memo to the media.
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Advisory.
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A media alert can be sent with news release or _____.
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Alone.
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A media alert is NOT to be _______ or ________.
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Published or broadcast.
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A media alert's format is...
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One page Bulleted WWWWH format Include media contact info
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A media kit is...
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A folder full of all the info a reporter needs to cover an event, topic or company.
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A media kit (press kit) is usually prepared for _____ _____ and ______ _____ ______.
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Major events and new product launches.
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What goes in a media kit?
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News release(s) Feature stories Fact sheets Biographies Background info Cover letter (addresses reporter by name) Photos Graphics Existing brochures CD with documents and photos on it
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Media kits can cost $_-$_.
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$8-$10.
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What is an E-Kit?
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An electronic media kit that is distributed by email, website, CD or flash drive.
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A fact sheet gives quick, interesting or important info in bulleted list of facts about...
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The product The company The topic The event The cause
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A pitch is...
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An idea to a reporter for a story or a source.
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A pitch can be through an email, phone call, and even a _____.
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Tweet.
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3 pitch tips include:
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Target idea to publication/show Demonstrate to the reporter you know his/her work Get reporter's attention with interesting angle. In email, use intriguing subject line
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5 ways to distribute media materials...
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Mail Fax Email Via website Electronic News Services
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What is the cost of a news service that is smart release with multiple photos/files?
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$3,000 nationally.
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What is the cost of a news service that is a basic 400-word release?
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$400 nationally.
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What is the cost of a news service that is global?
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$8,000.
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2 major electronic distribution service companies are ______ and _______.
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PR Newswire BusinessWire
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Using an electronic distribution service company can help you become multimedia or increase ___.
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SEO (Search Engine Optimization)
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An electronic distribution service company can even _______ for you.
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Translate.
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Your online newsroom should contain the 4 following things..
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All news releases, archived Standard photos Bios of organization officials Contact info for PR person.
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A news conference can also be called a ____ ______.
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Press conference.
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You should call a press conference if you need to...
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Announce news Respond in crisis When need quick way to reach multiple media outlets Sometimes held on regular basis, such as daily U.S. State Dept
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When calling a news conference, you should schedule ahead, pick time, send media advisory, and be sure you have ____.
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News.
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For a news conference you need to anticipate questions and prepare what 3 things?
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Statement, visuals, and media kit or news release.
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What is earned media?
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When a PR person did something so well that they earned the media covering that story.
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What are the 3 types of media tours?
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Trip or "junket" Familiarization trip or "Fam trip" Executives from an organization travel to key cities and talk to selected editors
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At a press party, the host rises at the end of the socialization period to make the _____.
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Pitch.
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A press party can be a luncheon, dinner, or ________ _____.
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Cocktail party.
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When dealing with reporters, you must always be truthful, professional, give facts not speculation, do not argue or debate, and never ____ or ______.
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Bribe or threaten.
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A reporters jobs is NOT to...
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Be your friend.
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When talking to reporters your first question should always be...
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What's your deadline?
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When talking to reporters you should do your homework, answer briefly and directly, do NOT ______, and be careful with off the record info.
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Ramble.
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If you cannot answer a reporters question, you should avoid saying ___ _______ and explain why you can't answer.
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No comment.
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An ANR get news to the radio... that is what?
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Audio News Release.
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An ANR should be written in all caps and _____ ______.
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Double spaced.
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An ANR should keep to __-__ seconds to read and have no more than 125 words.
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30-60.
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When you send an ANR, you can send them a recorded one called an _______.
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Actuality.
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An ANR may include sound bite quote from a ___________.
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Spokesperson.
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An ANR should be delivered as MP3 file, along with copy of ______.
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Script.
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The FCC definition of a public service announcement is...
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An unpaid announcement that promotes the programs of government or volunteer agencies or that serves the public interest. Radio station donates air time instead of charging for advertising.
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A PSA script should be written in all caps and _____ _____.
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Double spaced.
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A PSA script should be written more like a commercial with characters, sound effects, a storyline and usually should end with a ___ ____, such as "For more information, call xxxxx or vist our website at xxx.com.
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Tag line.
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How can you distribute an ANR?
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Can send script Can send recorded CD Provide an 800 number the station can call to record over phone Provide download from a website
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For an ANR, you should send several different versions in lengths of....
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10 seconds 20 seconds 30 seconds One minute
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In an ANR, two 60-space lines equal ___ seconds.
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10.
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RMT stands for...
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Radio Media Tour.
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A RMT is...
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When a PR person prebooks interview spots with local stations for boss or client. Then interview takes place over phone.
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What can you send to an assignment director/producer to get news onto television?
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News releases media alerts Pitches
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Some tools for getting news onto television include..
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VNRs and/or B roll PSAs SMT: Satellite media tour Personal appearances on talk shows Product placement
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There are an estimated ____ video news releases produced yearly.
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5,000.
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To produce and distribute a VNR, it costs between $_______ and $_______.
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$20,000 to $50,000.
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A VNR includes a ___ second news report with voice-over narration and a script.
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90.
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A VNR should have two, three minutes of B-roll -video only, and no _______.
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Narration.
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In a VNR, you need to have clear identification of the video's ______.
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Source.
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A VNR should NOT have your own stand-up ______ on screen; station will add theirs.
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Reporter.
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In a satellite media tour, the spokesperson stays in ___ TV studio.
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One.
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In a satellite media tour, prebooked interviews take place with local news reporters via _______.
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Satellite.
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In a personal appearance, a person goes to that studio and appears ____.
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Live.
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For a personal appearance, you should book __-__ weeks ahead.
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3-4.
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When scheduling a personal appearance, you should contact producer or talent coordinator, known as _______.
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Bookers.
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For an on-camera interview you should speak in __ second quotes so it can be a sound bite.
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30.
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For an on-camera interview, you should smile, never lie, dress to not attract attention to self, avoid losing your temper or crying, and speak so a ___th grader understands.
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10th.
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