Module 2 - Mastery Exercise - 22FD-COM312-1

10/24/22, 12:28 AM Module 2: Mastery Exercise: 22FD-COM312-1
Module 2: Mastery Exercise

Due No due date Points 10 Questions 10 Time Limit None
Allowed Attempts Unlimited
Instructions
Take the Quiz Again
Attempt History
Attempt Time Score
LATEST Attempt 1 14 minutes 8 out of 10
Correct answers are hidden.
Score for this attempt: 8 out of 10

Submitted Oct 23 at 10:28pm
This attempt took 14 minutes.
Question 1 1 / 1 pts
Which of the following are important when a publicist gives a media

interview?
Giving long, detailed answers to reporter questions.
Determining your key message in advance.
Speaking using business jargon and other important-sounding terms.
Using examples and anecdotes when possible.
https://csuglobal.instructure.com/courses/70604/quizzes/637792 1/7
Correct, b and d. When giving a media interview, a publicist should

determine his or her message in advance and use examples and
anecdotes when possible. The publicist should also give brief, clear,
"quotable" answers and speak conversationally.
Incorrect Question 2 0 / 1 pts
As a PR professional, you many need to find news within your own

organization. What’s one of the best ways to go about doing that?
Sending emails to local reporters
Scheduling a meeting with your PR staff
Becoming a roving reporter
Waiting for staff outside the PR department to send your ideas
Actually, the answer is c. One of the best ways to find news within
your own organization is to become a roving reporter. Talk to a
variety of people, ask a lot of questions, and be on the lookout for
something new and different. See textbook Chapter 3, "How to Find
News" section.
Which question is best to avoid, as it may irritate a reporter and go against

a basic protocol of journalism?
Can you call me if you have additional questions?

Should I email you with the correct title of the person you interviewed from
my company?


Can you please provide me with an advance copy of your story so I can
review it before it is published?

Can I send you my media packet with additional details?
Correct, the answer is c. Reporters do not typically show a source a

story before it is printed or aired, and, in fact, many journalists
would consider it shoddy or questionable journalism to allow a
source to approve a story in advance of publication.
Identify some of the most common complaints journalists make about PR

people.
They provide poorly written material.
The PR staff is inaccessible.
They do not offer enough giveaways, like coffee mugs or T-shirts.
They do not take “no” for an answer.
Correct, a, b, and d. Journalists often say that publicists write

poorly, are inaccessible, and refuse to take "no" for an answer.
A survey of topical interest can generate publicity for an organization.

Which of the following is an important guideline to follow when conducting
a survey?
The topic should be timely.
The research firm should be credible to journalists.
The questions should be framed to elicit newsworthy findings.
All of the above.
Correct, d. When conducting a survey, it’s important that the topic is

timely, the research firm is credible, and the questions will create
news.
Which of the following are examples of human interest stories?
How a family became homeless

An 80-year-old grandmother and her granddaughter graduating from a
university on the same day

rd
A water main break on W. 23
Street
A celebrity giving birth to twins
Correct. a, b, and d are human interest stories because they focus

on one person or a family. The fact that a water main broke is not a
human interest story unless a reporter goes further and, for
example, finds a business that was flooded and interviews the
owner about how he had to close due to water damage.
Which are obstacles a publicist must navigate on the way to generating

news coverage?
Media gatekeepers
Security guards at TV stations
Fragmentation of the traditional mass media
Information overload
Correct, the answer is a, c, and d. Obstacles publicists face include:

media gatekeepers, such as reporters and editors who decide what
information is newsworthy; the fragmentation of the media, which
means that a publicist must be adept at pitching stories in a variety
of formats; and information overload, which makes it difficult to get
your audience’s attention.
Incorrect Question 8 0 / 1 pts
Which of the following is NOT a complaint about journalists by PR people?
They fail to do their homework before an interview.
They contact the organization for comment too frequently.
They change their minds about using a news story.
They engage in sensationalism.
Actually the answer is b. Publicists sometimes complain that

journalists fail to contact them for comment when the reporter is
writing about their organization. See Module 2, Page 3 for more
details.
Which of the items below is NOT a factor to consider when deciding if a

story is newsworthy?
Newspaper deadline
Significance
Timing
Proximity
Correct! Significance (number of people affected by the story),

timing (new or current information), and proximity (how close to
home) are factors to consider. A newspaper deadline does not
make a story more or less newsworthy.
To be effective as a publicist, you must ________.
be familiar with traditional journalistic news values

know where to find news and how to pitch the angle that is the most
newsworthy and interesting to journalists

be a problem solver and devise publicity tactics that will stand out among
competing messages

all of the above
Correct, publicists face many challenges in the rapidly changing

news environment these days. They must be familiar with
journalism and know how to find news and devise publicity tactics
that will stand out.
Quiz Score: 8 out of 10

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10/24/22, 12:28 AM Module 2: Mastery Exercise: 22FD-COM312-1

Module 2: Mastery Exercise

Take the Quiz Again

Correct answers are hidden.

Score for this attempt: 8 out of 10

Question 1 1 / 1 pts

Which of the following are important when a publicist gives a media

Giving long, detailed answers to reporter questions.

Determining your key message in advance.

Speaking using business jargon and other important-sounding terms.

Using examples and anecdotes when possible.

Correct, b and d. When giving a media interview, a publicist should

Incorrect Question 2 0 / 1 pts

As a PR professional, you many need to find news within your own

Sending emails to local reporters

Scheduling a meeting with your PR staff

Becoming a roving reporter

Waiting for staff outside the PR department to send your ideas

Question 3 1 / 1 pts

Which question is best to avoid, as it may irritate a reporter and go against

Can you call me if you have additional questions?

Can I send you my media packet with additional details?

Correct, the answer is c. Reporters do not typically show a source a

Question 4 1 / 1 pts

Identify some of the most common complaints journalists make about PR

They provide poorly written material.

The PR staff is inaccessible.

They do not offer enough giveaways, like coffee mugs or T-shirts.

They do not take “no” for an answer.

Correct, a, b, and d. Journalists often say that publicists write

Question 5 1 / 1 pts

A survey of topical interest can generate publicity for an organization.

The topic should be timely.

The research firm should be credible to journalists.

The questions should be framed to elicit newsworthy findings.

All of the above.

Correct, d. When conducting a survey, it’s important that the topic is

Question 6 1 / 1 pts

Which of the following are examples of human interest stories?

How a family became homeless

A celebrity giving birth to twins

Correct. a, b, and d are human interest stories because they focus

Question 7 1 / 1 pts

Which are obstacles a publicist must navigate on the way to generating

Security guards at TV stations

Fragmentation of the traditional mass media

Correct, the answer is a, c, and d. Obstacles publicists face include:

Incorrect Question 8 0 / 1 pts

Which of the following is NOT a complaint about journalists by PR people?

They fail to do their homework before an interview.

They contact the organization for comment too frequently.

They change their minds about using a news story.

They engage in sensationalism.

Actually the answer is b. Publicists sometimes complain that

Question 9 1 / 1 pts

Which of the items below is NOT a factor to consider when deciding if a

Correct! Significance (number of people affected by the story),

Question 10 1 / 1 pts

To be effective as a publicist, you must ________.

be familiar with traditional journalistic news values

all of the above

Correct, publicists face many challenges in the rapidly changing