Pr Test 3 Book Set 2

Front 1

What are three frequen subjects in pr

Back 1

prodcut announcements, managmenet changes, and management speeches

Front 2

editors call using capial letters sparingly a ----- ---- because only the most important words begin with capital letters

Back 2

down style

Front 3

when using months with days the day should be

Back 3

abbreviated sept. 11 2007. when day of month isn't used the month should be spelled out

Front 4

spell out numbers

Back 4

zero through nine and use figures for 10 and up

Front 5

less ------ shold be the goal

Back 5

punctuation

Front 6

what are some news release essentials?

Back 6

rationale, focus, facts, no puffery, nourishing quotes, limit jargon, company description, spelling, grammar, punctuation, brevity, headlines, clarity

Front 7

must be a well defined reason for sending the release. news releases should answer two critical questions

Back 7

rationale. What's new? So what?

Front 8

each release shold speak about only one central subject.

Back 8

focus

Front 9

what are some news release taboo terms?

Back 9

leading, going forward, unique, breakthrough, revolutionary, cutting edge, state of the art, world class

Front 10

paragraphs should be short and varied. one sentence paragraphs are encouraged. average news release runs about 500 words no more than two and a half pages

Back 10

brevity

Front 11

beyond the news release, the most ubiquitous written vehicle in pr work is the

Back 11

media or press kit. serves as a calling card to introduce the organization to the media

Front 12

a bare bones media kit consists of the following items in adition to a news release.

Back 12

biography, the backgrounder, fact shees, q & a's, photos and so on

Front 13

the narrative bio is written in a breezier more informal way giving it

Back 13

spark and vitality to make the individual come alive

Front 14

written device used to interest journalists in a story is the

Back 14

pitch letter. sales letter

Front 15

four most prominet additional print vehicles in the arsenal are teh

Back 15

case history, by liner, the op-ed and the round up article

Front 16

they present a problem experienced by one company but applicable to many other firms, indicate how the dimensions of the problem were defined by the company using the product, indicate the solution adopted, explain the advantages of adopted solution, detail the user company's experience after adopting the solution

Back 16

five part formula case histories follow

Front 17

a story signed and ostensibly authored by an officer of a particular firm but often ghostwritten by a pr professional

Back 17

the byliner

Front 18

an editorial written by an organizational executive and then submitted for publication to a leading newspaper or magazine.

Back 18

the op ed

Front 19

the good oped's contain the following elements

Back 19

grabber, point, chain of evidence, summation, good by zinger

Front 20

reporters get rewarded for what two things in particular?

Back 20

scoop and trends

Front 21

a breaking story before anyone else.

Back 21

scoop

Front 22

concerns breaking a story that speaks of an emerging trend in an industry or broader society

Back 22

trend

Front 23

many publications discourage publicity about a single compnay, they encourage articles that ------ --- the experiences of several companies within an industry

Back 23

round up

Front 24

in terms of writing for the ear, the most important public relations vehicle is the

Back 24

external or internal speech

Front 25

what five characteristics does every spoken presentation possess?

Back 25

designed to be heard not read, concrete language, demands a positive response, clear cut objectives, tailored to a specific audience

Front 26

the key to any oral presentation is having a

Back 26

clear and concise thesis to serve as the heart and objective of remarks and to express it simply yet eloquently

Front 27

is the essence of pr

Back 27

writing