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Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 7: Media Relations in a Digital World
Test Bank
Multiple Choice
1. Cord cutting involves discontinuing which of the following?
a. social media usage
b. a newspaper subscription
c. internet surfing
d. a cable TV subscription
2. A primary rule of public relations is to know your audience. What does this idea mean
in terms of media relations?
a. understanding media trends
b. evaluating media impressions
c. developing a media strategy
d. measuring media coverage
3. Throughout the day, Kelly checks her Twitter page and sees stories and videos that
she finds interesting. Which of the following has collected and delivered these stories?
a. media database
b. news aggregator
c. media platform
d. digital news outlet
4. Based on 2016 research from the Pew Research Center, which of the following
statements about the newspaper industry is true?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. Weekly newspaper circulation has remained stable due to digital options.
b. Readership of digital newspapers has increased significantly.
c. Total newspaper advertising revenue has increased slightly.
d. The number of jobs in the newspaper industry has declined.
5. Based on 2016 research from the Pew Research Center, which of the following
statements about the television industry is true?
a. Network TV lost ad revenues for morning programming.
b. Network TV grew ad revenues for evening programming.
c. Cable TV grew subscriber revenue and lost ad revenue.
d. Local TV affiliates and independent stations lost ad revenue.
6. Why are more people turning away from cable and satellite television?
a. changing viewing patterns
b. declining costs of Wi-Fi and Internet
c. increasing use of digital newspapers
d. declining interest in current events
7. Recent Pew research indicates which of the following trends in Hispanic media?
a. Ad revenue increased for Hispanic daily newspapers.
b. Viewership increased for Hispanic TV networks.
c. Circulation increased for Hispanic weekly newspapers.
d. Ad revenue increased for Hispanic TV networks.
8. An increasing number of American adults get their news from which of the following?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. daily newspapers
b. social media sites
c. broadcast news
d. digital newspapers
9. Which generation has driven the media industry for the past 20–30 years?
a. Baby Boomer
b. Millennial
c. Generation X
d. Generation Z
10. PR and research professionals use demographics for which of the following
reasons?
a. to identify the cultural norms of a society
b. to sort a population into smaller groups
c. to measure the effects of campaigns
d. to define the goals of media relations
11.Which of the following is asserted by Dustin Supa about media relations?
a. For most organizations, the goal of media relations is to gain publicity.
b. Media relations is primarily a tactical function for an organization.
c. In media relations, journalists act as the vehicle for reaching stakeholders.
d. Media relations is defined by the way tools are used to achieve goals.
12. Which term refers to the practice of publishing articles that are not based on facts or
sound research?
a. fake news
b. Op-Eds
c. hype
d. media relations
13. Tanya, a PR professional, contacts a reporter with details about an upcoming event
for which Tanya would like news coverage. Which term describes Tanya’s efforts?
a. creating fake news
b. hyping a story
c. making a pitch
d. gatekeeping
14. What is a characteristic of an effective pitch?
a. presenting the story to numerous reporters
b. showing the story’s relevance to the media outlet
c. posting the story idea on a social media pager
d. providing thorough details about the story
15. Which of the following would help a PR professional determine the most appropriate
reporter to approach with a pitch?
a. generating buzz about the story on Facebook
b. submitting a press release to multiple media outlets
c. creating a broad list of local and national target media
d. using a commercial database like Business Wire
16. Sam, a PR professional, has pitched a story to Anita, a reporter with a local news
station. Sam and Anita have never worked together. Which of the following actions
would help Sam form a professional relationship with Anita and obtain the news
coverage he wants?
a. giving Anita an outline of the story to save her time and effort
b. sending Anita the names of experts for background information
c. providing Anita with feedback on her overall reporting style
d. emailing Anita regularly to check on the progress of the story
17. In most crises, who among the following handles questions from the news media?
a. organization spokesperson
b. public relations professional
c. media relations specialist
d. chief executive officer
18. Which of the following is the likely goal of including bloggers at product launches?
a. reducing product publicity expenses
b. reaching more key industry members
c. creating social buzz about a product
d. limiting reliance on traditional media
19. Keystone Manufacturing recently implemented a process to remove inefficiencies in
its production flow. The recycling process saves money and is environmentally friendly.
Which of the following would be the best vehicle for Keystone to promote this CSR
initiative?
a. national broadcast outlet
b. trade publication
c. environmental blog
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
d. digital media
20. Which term was coined by Kurt Lewin to describe a person of authority who decides
which information should or should not be passed along to a group?
a. opinion leader
b. influencer
c. blogger
d. gatekeeper
21. In a media environment, which individual typically serves as a gatekeeper?
a. reporter
b. editor
c. broadcaster
d. PR professional
22. According to the agenda-setting theory, which of the following plays a key role in
shaping public opinion?
a. corporations
b. news media
c. PR professionals
d. government officials
23. Winston Electronics is releasing a new tablet and wants to reach more of its target
audience and generate social buzz at the firm’s product launch event. Which of the
following individuals should be invited to the event to help Winston accomplish this
goal?
a. Adrian, a high-tech electronics blogger
b. Ben, a local newspaper reporter
c. Corinne, a technology trade publication editor
d. Devin, a mainstream media journalist
24. According to Robert Entman, the way the media tells a story may influence
audience perceptions. Which term refers to this concept?
a. framing
b. gatekeeping
c. agenda setting
d. spinning
25. Which of the following is based on the number of subscribers to a publication?
a. advertising value equivalence
b. impressions
c. key message visibility
d. framing
26. AVE compares the value of a news story generated by PR to which of the following?
a. social media mentions
b. the impression rate
c. direct marketing costs
d. a paid advertisement
27. What is the drawback of AVE?
a. AVE is too costly to implement.
b. AVE is a newly developed idea.
c. AVE lacks scientific validity.
d. AVE measures impressions.
28. George, a PR professional, has been conducting PR work for a local bank. George
needs to provide the bank president with an accurate and objective summary of the
value of his PR efforts. Which of the following would be the best tool for George to use?
a. advertising value equivalence
b. audience reach
c. impression rate
d. key message visibility
29. The CEO of Harrison PR, an international PR agency, always reminds his
employees that the key to effective international PR and media relations is a foundation
of two-way communication. Which theory does the firm likely follow?
a. gatekeeper theory
b. framing theory
c. agenda-setting theory
d. excellence theory
30. Which of the following is an ethical issue faced by global PR practitioners?
a. paying for news coverage
b. using local gatekeepers
c. implementing PR tactics
d. promoting CSR efforts
31. Tough Tires recently issued a tire recall after numerous drivers experienced
blowouts due to a manufacturing defect. What role will the firm’s PR team likely play
during this crisis?
a. identifying corporate bloggers who will minimize the damage to Tough Tires
b. communicating directly with the media during a Tough Tires press conference
c. providing information anonymously to the media about the Tough Tires recall
d. supporting the Tough Tires spokesperson in responding to the media
32. Babson PR Agency has been hired by RKS Enterprises, a U.S. firm, to handle the
firm’s international PR and media relations needs. RKS recently opened a
manufacturing facility in Taiwan. Which of the following questions is most relevant for
Babson representatives to ask?
a. How many employees work at the Taiwan facility?
b. How will message visibility be measured in Taiwan?
c. What is Taiwan’s level of economic development?
d. What are the expected revenues for the Taiwan facility?
33. Which theory developed by McCombs and Shaw asserts that the media influences
people’s perceptions of news events?
a. gatekeeper theory
b. framing theory
c. agenda-setting theory
d. excellence theory
34. Employees at Hawthorne Enterprises, a local firm, will be spending the weekend
working with Habitat for Humanity, an international non-profit organization, to repair
homes in the local community. Terry, Hawthorne’s PR professional, wants the event to
be covered by the media. Which of the following would help Terry accomplish this goal?
a. targeting reporters who write national CSR stories
b. focusing the pitch on the efforts of Habitat for Humanity
c. sending an email to every local journalist and blogger
d. including detailed statistics about Hawthorne’s CSR activities
35. Every employee at Toga-Tech spent the weekend volunteering with a variety of
local charities. A local newspaper reporter wrote an excellent story about the CSR
effort. Now, the PR department at Toga-Tech wants to extend the impact of the story.
Which of the following would accomplish this goal?
a. providing a summary of the event to the board of directors
b. asking the newspaper reporter to re-run the original story
c. including the story in the monthly Toga-Tech employee newsletter
d. posting the story on the Toga-Tech website and Facebook page
36. According to research, which of the following has historically been the most
receptive to covering CSR stories?
a. national broadcast media
b. local newspapers
c. national magazines
d. radio broadcasters
37. Which statement about media relations in a political setting is true?
a. Raising financial support is a key goal for political candidates.
b. Impressions effectively measure the success of a campaign.
c. PR tactics differ from those in traditional media relations.
d. Political candidates rely primarily on paid media coverage.
38. Which statement about the 2016 presidential campaign is true?
a. Both the Trump and Clinton websites posted mostly earned media articles.
b. The Trump campaign relied mostly on self-generated content.
c. Both the Trump and Clinton websites posted mostly owned content.
d. The Clinton campaign relied mostly on owned content.
39. Which term refers to national newspapers like USA Today and national broadcast
stations like ABC, NBC, and CBS?
a. news aggregators
b. social media platforms
c. mainstream media
d. trade publications
40. Rita, a PR professional, tells her client, Grayson Enterprises, that a news story
about the firm’s recent CSR activities appeared in the local newspaper and had 350,000
impressions. What does this information indicate?
a. The article was positively received by 350,000 people.
b. The article was potentially read by 350,000 people
c. The article was either seen or read by 350,000 people.
d. The article was seen on social media by 350,000 people.
41. When measuring the tone of news coverage, which tool is typically used?
a. good to bad on a scale of 1–5
b. a positive, negative or neutral rating
c. number of impressions
d. number of media mentions
42. According to Kara Alaimo, author of Pitch, Tweet, or Engage on the Street: How to
Practice Global Public Relations, what is an effective strategy for global PR
professionals who need to promote a firm’s CSR efforts?
a. seeking news coverage from mainstream media
b. asking local government officials for help
c. gaining the assistance of local influencers
d. working jointly with local media relations firms
43. According to Kara Alaimo, author of Pitch, Tweet, or Engage on the Street: How to
Practice Global Public Relations, what is an effective approach for engaging in global
PR?
a. form relationships with government and media officials
b. comply with local traditions of paying for media coverage
c. develop a PR strategy that can be implemented internationally
d. create a PR strategy that reflects local customs and culture
44. According to research, which type of network TV programming has seen an
increase in ad revenues?
a. evening shows like CBS Evening News
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. morning shows like Good Morning America
c. sports shows like Monday Night Football
d. daytime dramas like Days of Our Lives
45. What was the first step taken by Hyundai Motors when launching its Tucson fuel cell
vehicle?
a. educating consumers on fuel cell benefits
b. focusing events on key industry leaders
c. identifying opinion leaders in the media
d. encouraging car experts to take test drives
46. How can PR professionals be useful to reporters and form a strong relationship?
a. by tracking the number of times a story is re-posted
b. by editing a reporter’s story before publication
c. by providing highly detailed pitches with links
d. by providing accurate and timely information
47. Capital One’s support of the MoneyWi$e program resulted in which of the following?
a. achieving tactical PR goals
b. receiving positive media attention
c. bypassing traditional media
d. averting a crisis effectively
48. A candidate running for political office has created a website for posting both owned
and earned media. Which of the following is an example of owned content?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. TV interviews with the candidate
b. published news stories about the candidate
c. Facebook posts about the candidate
d. position papers written by the candidate
49. How has Sony Electronics benefited by including non-traditional media
representatives at product launch press conferences?
a. reducing costs associated with traditional media
b. eliminating the need to have a web presence
c. increasing excitement about the product
d. decreasing consumer product complaints
50. Generating interest in a product among industry members is best accomplished by
developing relationships with which of the following?
a. mainstream media reporters
b. trade reporters
c. TV news producers
d. local newspaper editors
True/False
1. Since traditional media outlets are declining, PR practitioners spend less than half of
their time each week on media relations.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
2. When fake news is reposted and liked on sites such as Facebook, the article gains
perceived validity.
3. The goals and tactics of media relations in a business environment differ significantly
from those implemented in a political environment.
4. Through agenda setting and framing, the media influence the public by determining
what issues to think about and how to evaluate those issues.
5. In recent years, PR value has been increasingly measured with dollar amounts due to
the validity of AVE.
6. If a weekday newspaper has approximately 500,000 subscribers, then an article in
that newspaper has approximately 500,000 impressions.
7. According to Excellence Theory, international PR requires considering a country’s
political and economic systems, culture, and media system.
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
8. Editors, producers, and bloggers act as gatekeepers in mainstream media.
9. While subscriptions for print newspapers have declined, subscriptions for digital
versions of newspapers have increased significantly.
10. The cord-cutting trend is expected to continue as the cable industry continues to
raise rates and more people use services like Hulu and Netflix for entertainment.
Short Answer
1. How do most political candidates seek media coverage?
2. When a company experiences a crisis, what role do its PR and media relations
experts play?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
3. What is a gatekeeper? Why do PR professionals need to identify and work with
gatekeepers?
4. How are impressions determined? Why is this method flawed?
5. What is the “pay for play” issue faced by global media relations practitioners?
Essay
1. In a brief essay, contrast the media relations strategies that were implemented by the
two final candidates in the 2016 presidential election--Donald J. Trump and former
Secretary of State Hillary Clinton. What are the benefits or drawbacks of each strategy?
2. Differentiate between gatekeeping, agenda setting, and framing. Why are these
concepts relevant to the practice of media relations?
3. In a brief essay, discuss the different tools for measuring the impact of media
relations and PR. What are their advantages and flaws?
4. What are the components of an effective pitch? What steps need to be taken before
delivering a pitch?
5. In a brief essay, discuss the challenges of global media relations and the various
factors that must be considered.
