WorksheetsModule 2 Practice Exam
Total questions: 39
Worksheet time: 35mins
Which of the following is a core creative element for sports social media content?
Equipment inventory
Vocabulary
Ticket operations
Uniform style
The ability for teams and athletes to directly communicate with fans online reflects:
Editorial independence
Media bypass
Neutral coverage
Paywall journalism
What does Agenda-Setting Theory suggest?
Media always tells people how to think
Media determines which topics audiences think about
Media is unbiased at all times
Media has no influence on perception
A consistent brand narrative on social media helps improve:
Ticket pricing
Content ownership rights
Audience recognition and engagement
Mascot design
What is editorial content expected to remain?
Promotional only
Neutral and independent
Highly opinionated
Team-controlled
One major challenge to editorial sports media today is:
Too much athlete access
Shrinking access to teams and players
Lack of fan interest
Elimination of press credentials
Organizational websites give sport PR professionals:
No message control
Large-scale, on-demand message delivery
Only private distribution
Limited audience reach
A KPI used to evaluate websites includes:
Font size
Conversion rate
Number of billboards near city
Number of mascots featured
What do game notes provide?
Season-end statistics only
Critical, timely information for media throughout a season
Athletes’ personal contract details
Stadium maintenance schedules
Which organizational media tactic is often considered the "calling card" for sports information professionals?
Annual reports
Game notes
Fan webcasts
Tailgate flyers
The PESO model categorizes organizational media as:
Earned content
Paid content
Owned content
Opinion content
The PESO model categorizes organizational media as:
Earned content
Paid content
Owned content
Opinion content
The PESO model categorizes organizational media as:
Earned content
Paid content
Owned content
Opinion content
The PESO model categorizes organizational media as:
Earned content
Paid content
Owned content
Opinion content
What is a news media tactic?
Entertainment designed only for fans
Credible messaging to large audiences via journalistic outlets
Merchandise promotion
Private employee newsletters
Media policies should clearly state:
Who speaks for the organization
Who designs team logos
Where fans can tailgate
Which athletes can use emojis
TIPCUP is used to judge:
News values
Fan loyalty
Seat license pricing
Mascot approval ratings
The header of a news release includes:
Personal fan opinions
Release date, headline, media contact
Athlete salary breakdown
Venue seat numbers
"Off the record" refers to:
Public posting
Content meant only for better understanding
Verified quotes for publication
Paid endorsement scripts
Video News Releases (VNRs) are intended for:
Fan-made TikToks
Direct plug-and-play media usage
Only internal shareholders
Coaches’ scouting purposes
What may post-event interview access include?
No media allowed
Mandatory 30-minute athlete speeches
Locker room access after a cooling-off period
Only Zoom interviews
A satellite media tour allows:
Only local reporters to ask questions
Global journalists to conduct live interviews
Athletes to control pricing of ads
No recording
A primary advantage of digital media for sport PR is:
Low cost with no oversight
Instant connection to key publics
Elimination of communication planning
Guaranteed sponsor sales
One disadvantage of legacy media tactics:
Easy access
Resource-intensive production
Embedded SEO
No printing required
A blog allows:
Zero fan interaction
Direct commentary and engagement
Limited content updates
Only player-generated posts
Organizational spokespeople must have:
Graphic design expertise
High credibility and strong communication skills
Scoring records
Trademark rights
A brand’s social media voice should be:
Constantly changing
Consistent and recognizable
Anonymous
Based on random fan polls
Teams producing their own content creates:
Separation from fans
Independence from traditional media
Forced objectivity
Increased barriers to audience reach
Personal branding on social platforms may include:
Game schedule charts only
Individual experiences and authentic tone
No interaction with users
Ticket upsell scripts
A key part of successful posting repetition is:
Random timing
Honest evaluation of performance
Removing all failed content
One-platform focus only
What is one of the strengths of behind-the-scenes content?
Brand trust and fan connection
Data loss prevention
League secrecy
Legal liabilities
A news release lead should always contain:
Athlete rankings
Five W’s and How
Fan hashtag suggestions
Concession discounts
Explain one major advantage of industry content compared to editorial content in sports media.
(a)
Why must sport organizations maintain a consistent social media voice? Provide one example of how inconsistency could hurt the brand.
What is the purpose of a media policy, and how does it help protect the organization during breaking news?
Describe one key website development component that sport PR professionals must consider and why it matters for audience engagement.
What role do game notes play for journalists covering a team, and why are they considered a “calling card” of the profession?
Crisis Communication Scenario – A star athlete on your organization’s team makes a controversial comment online that quickly gains national attention. Using concepts from the module such as media policies, framing, agenda-setting, and message development, explain how the sports information professional should respond. Your answer must: identify key messaging priorities; include one tactical step involving the news media; include one tactical step involving organizational social channels; explain why timing matters.
Editorial vs. Industry Content in a Live Event – During a high-stakes rivalry game, both the team’s internal media staff and independent journalists are covering a breaking injury story. Compare how industry content and editorial content would handle this event differently. Include: their different goals and responsibilities; differences in tone, access, and storytelling methods; how fan perception may be shaped differently by each source.
