Communication skills

What is a news story about a special event, a celebrity guest, a new promotional program, or other interesting topics that is sent to the news media in hopes that it will generate an article, an interview, or other media attention?

• Public relations
• Summary sheet
• News release
• Fact sheets

“Public relations” can be defined as ________.

• a collection of techniques for persuading people to buy products they don’t need
• a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy
• planned and continuous communication to provide information about an organization, issue or product to the public
• planned and continuous communication to obscure the inadequacies of an organization or product

Public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?

• Internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
• Internal communications always flow from the top of the organization down, and external communications always flow from the bottom to the top
• Internal communications always are carried out by e-mail, and external communications always are carried out through the mass media
• Internal communications keep company employees informed about the company, and external communications deal with investors, clients, customers or contributors

Effective public relations practitioners first _________.

• send as many press releases as possible to as many people
• determine which media outlets best serve their purposes
• ask editors to promise to use their press releases
• find out which media have been most friendly to their client in the past

Compared to other marketing communications tools, PR is ________________.

• excellent at closing sales
• best for generating trust & confidence
• worst for generating trust & confidence
• average for generating trust & confidence

Public relations professionals should send news well in advance of the publication date because _____________.

• news organizations move slowly and need plenty of time to rewrite the release
• a release received close to a deadline is likely to be thrown away
• a release received close to a deadline leaves news organizations with too little time to plan special coverage
• a release received too close to a deadline is less likely to be published

When localizing news releases, public relations professionals should consider ___________.

• psychological as well as geographical closeness
• only geographical closeness
• only psychological closeness
• financial and geographical closeness

The main PR activities are ____________.

• exhibitions and publicity
• lobbying and literature
• publicity and event management
• sponsorship and publicity

Which of the following are not types of events?

• Community
• Arts
• Corporate
• Product

Corporate advertising concentrates on ______________.

• brand personality
• organisational personality
• product personality
• recruitment