Practice of Public Relations 12th

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The Practice of Public Relations, 12e (Seitel)
Chapter 9 Media Relations

1) Which of the following does NOT characterize News on the Internet?

A) More pervasive
B) Less intrusive
C) More accessible to the masses
D) More likely to cause problems for public relations professionals
Answer: B
Diff: 1 Page Ref: 168
Concept
Learning Objective 1

2) Which of the following characterize the media that today's public relations practitioners must
deal with?
A) They have qualms about using anonymous sources.
B) They are less aggressive, less opinionated, less willing to throw themselves into story
coverage.
C) They are aggressive, opinionated and throw themselves into story coverage.
D) They are truth-minded.
Answer: C
Diff: 2 Page Ref: 168-169
Concept
Learning Objective 1

3) Before the 21st century, most public relations practitioners came from the world of
A) business.
B) politics.
C) journalism.
D) law.
Answer: C
Diff: 1 Page Ref: 169
Concept
Learning Objective 1

4) Ari Fleischer, first press secretary to President George W. Bush, viewed the press as
A) having gone well beyond their role as devil's advocate.
B) being so negative that they only look for "bad news."
C) trying to fix "broken eggs."
D) being concerned with "informing" the public about all the news.
Answer: B
Diff: 2 Page Ref: 171
Application
Learning Objective 1

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5) In pursuing their "freedom" under the First Amendment," media have increasingly done all the
following EXCEPT
A) played "devils advocate."
B) regularly challenged authority with pointed, nasty, even hostile questions.
C) avoided "breaking eggs" in their pursuit
D) independently ferreted out the truth.
Answer: C
Diff: 3 Page Ref: 171
Application
Learning Objective 1

6) Objectivity, a goal journalists presumably strive for and public relations practitioners should
help media professionals achieve, is ideally
A) an attempt at pure and complete neutrality.
B) an attempt to be fair, to remain neutral.
C) an attempt to include enough biased notions so a story is believable.
D) an attempt to satisfy conservative critics of the so-called "liberal media."
Answer: B
Diff: 2 Page Ref: 170
Concept
Learning Objective 1

7) One Washington Post columnist blamed the American public for the fact that the relationship
between the media and public relations people is comparable to that of bitter enemies, saying:
A) the public wants the truth
B) the public wants trash
C) the public wants friendly adversaries
D) the public wants reciprocity
Answer: B
Diff: 1 Page Ref: 172
Learning Objective 1

8) Reasons why print media are an important medium for public relations professionals include
A) limited opportunities for original use of news releases on network and cable TV.
B) online databases, blogs and other Web-based media use organization-originate material
destined for print usage.
C) many journalists at newspapers and magazines still use news releases.
D) all of the above.
Answer: B
Diff: 2 Page Ref: 172
Concept
Learning Objective 2

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9) Which of the following is NOT true about newspapers?
A) by the summer of 2012, print circulation was stabilizing and newspaper reading on the
Internet climbed
B) They are sources of news for electronic news directors and bloggers.
C) About ten percent of the nation’s daily newspapers have implemented some form of paid
digital content.
D) They attract about 66 million daily visitors to the Web.
Answer: D
Diff: 3 Page Ref: 172-173
Concept
Learning Objective 2

10) In the United States, there are roughly ________ daily newspapers and ________ magazines.
A) 1,000; 10,000
B) 1,350; 21,000
C) 19,000; 1,500
D) 6,000; 15,000
Answer: B
Diff: 2 Page Ref: 175
Concept
Learning Objective 2

11) Which of the following is NOT an accurate characterization of electronic media?

A) In the first decade of the 21st century, there was a dramatic increase in numbers of Americans
turning to broadcast network newscasts.
B) On-demand viewing services resulted in a drop of daily cable watchers in 2010.
C) 24/7 cable news means Americans are being bombarded with televising of unrelated events.
D) Talk radio has become an enormous social and political force.
Answer: A
Diff: 2 Page Ref: 176-177
Concept
Learning Objective 2

12) Among the factors the Internet has NOT added to complicate relationships between
practitioners and journalists is
A) "new-age news sources."
B) expansion of the online edition of many newspapers.
C) the collapse of longstanding standards and ascendancy of rumor mongering.
D) improvement in longstanding standards of objectivity.
Answer: D
Diff: 2 Page Ref: 178 – 179
Concept
Learning Objective 2

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13) Which of the following is good advice for public relations people who want to know how to
deal effectively and ethically with people representing the various types of media?
A) Treat them first and foremost professionally.
B) Treat them like all other journalists in any medium.
C) Treat their skepticism with skepticism, realizing that doesn't come with the territory.
D) Treat them with respect because you and they understand what news is.
Answer: A
Diff: 3 Page Ref: 182-183
Concept
Learning Objective 2

14) The cardinal rule for dealing professionally and ethically with media is
A) to cop an attitude.
B) to never lie.
C) to make them realize if the story is good, the company will continue to advertise with them.
D) to remind them that you promised your management a placement.
Answer: B
Diff: 2 Page Ref: 185
Concept
Learning Objective 2

15) Which of the following is NOT among the guaranteed benefits of paid advertising?
A) control over content as submitted
B) location where the content will appear
C) credibility of what does appear in print media
D) frequency
Answer: C
Diff: 2 Page Ref: 186
Concept
Learning Objective 3

16) Which of the following is a benefit publicity has over guarantees associated with
advertising?
A) reach
B) third-party endorsement
C) placement of information provided to media
D) frequency
Answer: B
Concept
Diff: 2 Page Ref: 186
Learning Objective 3

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17) Publicity can be very useful especially in
A) explaining how easy it is to use a simple product or service.
B) minimizing the effect of a big budget.
C) announcing a new product or service and re-energizing an old product or service.
D) responding to praise from adversaries.
Answer: C
Concept
Diff: 1 Page Ref: 187
Learning Objective 3

18) The activity of trying to place positive publicity in media, of convincing an editor to consider
the publicity as newsworthy, is called
A) selling.
B) advocating.
C) pitching.
D) positioning.
Answer: C
Concept
Diff: 1 Page Ref: 188
Learning Objective 3

19) In order to achieve placement of a written release, which of the following should you avoid?
A) directing a release to a specific beat reporter
B) frequently using "exclusives"
C) determining how best to contact a reporter or editor by asking them for their preference
D) calling a reporter or editor yourself, rather than have an assistant make the call
Answer: B
Application
Diff: 2 Page Ref: 188-189
Learning Objective 3

20) If you are seeking online publicity,

A) Change how you deliver and format a news release.
B) Take advantage of the nature of the medium and write a long announcement.
C) Virtually ignore the importance of a site's library.
D) Bypass whenever possible use of news wires.
Answer: A
Application
Diff: 2 Page Ref: 191
Learning Objective 3

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21) Which of the following is NOT true of online news releases?
A) Paid wires guarantee the use of your material.
B) They have a shorter life than offline releases.
C) Web events need to be big to attract publicity.
D) The closer you are to online reporters, the more fairly they will treat you.
Answer: B
Concept
Diff: 2 Page Ref: 191
Learning Objective 3

22) Which of the following activities are likely to attract online publicity?
A) promotion of members in your organization
B) television appearances or book tours
C) long, well-written product announcements
D) “big” events like concerts broadcast online
Answer: D
Application
Diff: 3 Page Ref: 191
Learning Objective 3

23) Which of the following wire services does NOT guarantee use of your materials?
A) Internet Wire
B) Associated
C) Business Wire
D) PR Newswire
Answer: B
Concept
Diff: 1 Page Ref: 191
Learning Objective 3

24) A task that may be seen as the most essential task of public relations people in the eyes of
those for who public relations people work is
A) easing discomfort with their personal appearance.
B) placating executives with easy practice questions.
C) to coordinate interviews for their executives with the media.
D) setting an agenda for meetings.
Answer: C
Concept
Diff: 1 Page Ref: 191
Learning Objective 4

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25) A reason executives tend to be uncomfortable about interviews is due to their
A) discomfort with their personal appearance.
B) distrust of liberals.
C) inexperience of being put on the spot.
D) failure of public relations professionals to help prepare them.
Answer: C
Concept
Diff: 2 Page Ref: 191
Learning Objective 4

26) The first question before engaging in a media interview is:

A) What purpose will this serve the organization?
B) How many questions will s/he ask me?
C) What should I wear?
D) Will it put me on the spot?
Answer: A
Concept
Diff: 1 Page Ref: 191
Learning Objective 4

27) In interviews, the interviewers seek

A) someone with whom they can have an intellectual conversation.
B) someone who can provide material for a "good story."
C) someone with whom they can develop a lasting friendship.
D) someone who will make them look good.
Answer: B
Application
Diff: 2 Page Ref: 191
Learning Objective 4

28) In interviews, the interviewee seeks

A) to have an intellectual conversation with the interviewer.
B) to intelligently respond to all questions on any topic.
C) to convey the key message.
D) to provide material for a "good story."
Answer: B
Application
Diff: 2 Page Ref: 191
Learning Objective 4

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29) What should the interviewee know about the interviewer before the interview?
A) his/her point of view.
B) his/her interests.
C) his/her likely questions.
D) all of the above
Answer: D
Application
Diff: 2 Page Ref: 191
Learning Objective 4

30) A key point to remember when dealing with reporters, especially in interviews, is
A) saying "no comment" is an indication that you may be hiding something.
B) debating a reporter if you disagree with their premise establishes respect.
C) even if you don't know the correct answer to a question, provide them something.
D) answer hypothetical questions to indicate just how well-informed you are.
Answer: A
Application
Diff: 3 Page Ref: 193
Learning Objective 4

31) For a successful a media interview,

A) bluff if you don't know an answer.
B) welcome naïve questions.
C) look to go off the record.
D) provide promised information whenever you have time to.
Answer: B
Application
Diff: 2 Page Ref: 192
Learning Objective 4

32) Because of the prominence of 24/7 cable news, talk radio, and the blogosphere, it's never
been easier to develop solid media relations.
Answer: FALSE
Concept
Diff: 1 Page Ref: 167-168
Learning Objective 1

33) The “devil’s advocate” role is the key to why many people don’t like the press.
Answer: TRUE
Concept
Diff: 2 Page Ref: 169
Learning Objective 1

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34) If the fact that the "acceptable rate of accuracy" is 70 percent among Internet journalists is an
indication, then dealing with some media has become risky.
Answer: TRUE
Concept
Diff: 2 Page Ref: 169
Learning Objective 1

35) In the old days, print reporters wouldn’t risk their “objectivity” to voice their opinions on
television while today, reporters and news organizations like getting attention for their opinions.
Answer: TRUE
Concept
Diff: 2 Page Ref: 169
Learning Objective 1

36) The role a journalist fulfills in working with or dealing with officials is that of a skeptic.
Answer: TRUE
Concept
Diff: 2 Page Ref: 170
Learning Objective 1

37) Spokespersons who effectively substantiate the official organizational view and demonstrate
its merits should reasonably expect media to avoid editorial distortion in presenting the
information.
Answer: TRUE
Application
Diff: 3 Page Ref: 170
Learning Objective 1

38) Public relations people still consider print media important because they still typically use
more material presented them than do network or cable TV.
Answer: TRUE
Concept
Diff: 3 Page Ref: 172
Learning Objective 2

39) Jon Stewart showed up fourth on a national poll of “most admired journalists.”
Answer: TRUE
Concept
Diff: 1 Page Ref: 176

40) New-age news sources include the Drudge Report and Salon.
Answer: TRUE
Concept
Diff: 1 Page Ref: 178
Learning Objective 2

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41) Manipulating the media is a goal of effective media relations.
Answer: FALSE
Application
Diff: 2 Page Ref: 179
Learning Objective 2

42) Good media relations require a formal media relations policy and following sound principles
of dealing fairly, honestly, and intelligently with their representatives.
Answer: TRUE
Concept
Diff: 2 Page Ref: 182
Learning Objective 2

43) The cardinal rule in dealing with the media is to make sure they know who is in charge.
Answer: FALSE
Application
Diff: 2 Page Ref: 185
Learning Objective 2

44) A major and distinct advantage advertising has over publicity is its frequency.
Answer: TRUE
Concept
Diff: 2 Page Ref: 186
Learning Objective 3

45) Publicity differs dramatically from advertising but typically costs dramatically more than
advertising.
Answer: TRUE
Concept
Diff: 2 Page Ref: 186
Learning Objective 3

46) The reason publicity is considered more credible than advertising is that it has passed the
standards of a third party, the media.
Answer: TRUE
Concept
Diff: 2 Page Ref: 184
Learning Objective 3

47) Pitching in public relations is similar to throwing a curveball in baseball: The idea is to trick
the recipient into accepting whatever you throw at them.
Answer: FALSE
Application
Diff: 2 Page Ref: 188
Learning Objective 3

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48) The downside to promising one paper an exclusive is how that might affect your
relationships with other newspapers.
Answer: TRUE
Concept
Diff: 2 Page Ref: 189
Learning Objective 3

49) When all is said and done about the Internet, for public relations practitioners it is still about
building relationships.
Answer: TRUE
Concept
Diff: 2 Page Ref: 191
Learning Objective 3

50) For online publicity placement, public relations practitioners ought to make good use of paid
news wires because they guarantee the use of your material and then provide newsrooms with
content.
Answer: TRUE
Diff: 3 Page Ref: 191
Learning Objective 3

51) Since the Internet has become a more commonplace communication medium, the bar for
what qualifies as a Web-worthy event has been lowered.
Answer: FALSE
Concept
Diff: 3 Page Ref: 191
Learning Objective 3

52) Coordinating media interviews for their management is a key role that public relations
practitioners have.
Answer: TRUE
Concept
Diff: 2 Page Ref: 191
Learning Objective 4

53) Two keys to effective interviews - interviews that help further good media relations - are to
bluff and go off the record.
Answer: FALSE
Application
Diff: 2 Page Ref: 192-193
Learning Objective 4

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54) How does online media affect public relations?
Answer:
The Internet has forever changed media relations.
There is a cadre of reporters in the blogosphere who consider themselves legitimate members of
media.
In other words, public relations practitioners need to know how to deal with consumer-generated
media on the Net.
Page Ref: 169
Concept
Learning Objective 1

55) What is the role of media that public relations practitioners need to understand?
Answer:
Media employees, particularly those who gather news, are part of the media that have become
fragmented, omnipresent, on duty 24/7.
They tend to be reporters who are more than ever online, aggressive, opinionated, sharp-
elbowed, and even prone to insert themselves in the news they cover.
Because they feel the competition from all other media representatives, even consumer
journalists, they have no qualms about using anonymous news sources.
They, indeed, enjoy being the "devil's advocate," stoking fires even where there may not be
sparks.
Yet, they have, under the First Amendment, all the rights that come with "freedom of the press."
More often than public relations professionals might like, unfortunately, reporters in this "new
media picture" often may forget their responsibilities under the First Amendment.
That makes handling the media even more of a challenge than it was just a decade ago.
Page Ref: 169-171
Concept
Learning Objective 2

56) Why is targeting newspapers and magazines in a public relations campaign still worthwhile?
Answer:
Many departments at newspapers and magazines use news releases and other publicity vehicles.
There are about 1,350 daily newspapers.
Newspapers have digital subscribers.
Specialty magazine readership has increased.
Print still sets the agenda for other media.
Page Ref: 174-176
Application
Learning Objective 2

57) Discuss how advertising differs from publicity.

Answer:
In advertising, because you pay for your ad, you have control of content, size, location, reach,
and frequency. In publicity, you do not have control of any of these elements; you must earn
everything, including how a story is covered; how much is covered; and where it may appear, if
it appears at all.

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Advertising costs considerably more than publicity, which while not free, has minimal costs. The
rough rule of thumb is that publicity costs about 10 percent of what advertising expenditures are.
Because publicity appears in news rather than in an advertisement, it implicitly carries more
credibility because it received so-called third-party endorsement from the news sources using it.
Page Ref: 186-187
Concept
Learning Objective 3

58) Discuss steps you should take to insure a successful interview.

Answer:
Prepare in advance, anticipating what the interviewer is likely to ask, and what the ultimate
public the interviewer will reach would likely want to know.
Try to relax and go for rapport.
Be brief, concise, and to the point.
If you don't know something, say so.
If the information you don't know is considered important by the interviewer, find out the answer
and deliver it by the time you promised you would so the interviewer has ample time to use the
information.
If you state a generality, back it up with specifics.
Avoid at all costs going off the record.
Be upright, honest.
Page Ref: 190-192
Application
Learning Objective 4

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