Study Guide for Chapter 10
Study Guide for Chapter 10 MCA 227
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This 0 page Study Guide was uploaded by Rk18370p on Tuesday November 17, 2015. The Study Guide belongs to MCA 227 at Pace University taught by Czerwinski in Fall 2015. Since its upload, it has received 47 views. For similar materials see Writing for Print Media in Communication at Pace University.
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Date Created: 11/17/15
Chapter 10 Quiz 1 10 11 12 13 14 15 16 17 18 What is public relations about a Information and image What is the most useful tool for PR professionals a News releases What are video news releases a PR tools that provide a short broadcastquality news package to television stations What allows practitioners to bypass the news media to control all aspects of the company image a Web sites Why do news releases wind up in the newsroom junk piles a They39re too dull longwinded and selfserving What does the term quotembargoquot mean on news releases a The news release should not be used immediately but delayed until a specific date Where does the basic or quotboilerplatequot information about an organization belong in a news release a In the final paragraph What is the most essential part of a news release a An accompanying photo What is wrong with using the words such as famous unique or cutting edge in a news release a PR professionals see nothing wrong with using such words to promote products or services News release headlines should a Grab the attention of the reporter What is the goal for the lead of a news release a Win over the readers If you send a news release to a business reporter you should stress a The business angle What is spinning a Twisting bending toying exaggerating or playing with the truth to make it sound better What is cherrypicking a Selecting only the facts that support your argument while ignoring those that don39t Give an example of managing the news a Swaying public opinion by creating the illusion of widespread grassroots support PR professionals should a Customize their pitch for different media PR professionals shouldn39t a Prepare for interviews When do PR professionals write a problem statement a When they analyze the situation Chapter 10 Quiz 19 Stories that appear to be authorized by an organization official but in reality are ghost written by PR staffers are called a Byliners 20 Any language deliberately crafted to disguise distort or evade the truth is called a Doublespeak
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