COMM 191 EXAM SCRIPT VERIFIED
QUESTIONS WITH ACCURATE ANSWERS
●● How is two-way communication employed in implementation?
Answer: Two way communication and relationships are the heart of
public relations
●● what is controlled media?
Answer: - Channels of communication that allow public relation
practitioners to write, edit, produce and distribute messages as they see it
- Controls content, tone, where it is placed/accessed
●● examples of controlled media
Answer: - websites
- newsletter
- Ads and PSAs
- brochures
- annual reports
- direct mail
- exhibits
- banners
,- posters
- podcasts
●● downsides of controlled media
Answer: - relatively costly to produce
- time consuming in development
- lacks the urgency of news
●● upsides of controlled media
Answer: - total control over message content
- total control over delivery time & place
- precise audience targeting
●● what is uncontrolled media?
Answer: Channels of communication that are outside of the control of
public relations practitioners
●● examples of uncontrolled media
Answer: - press conferences
- blogs
- social media
- news media interviews and stories
,●● downsides of uncontrolled media
Answer: - Coverage can't be controlled
- Timing can't be controlled
- Content can't be controlled
- Potential for errors & distortion is high
●● owned media
Answer: - newsletters
- corporate video
- direct mail
- websites
●● paid media
Answer: - product and brand advertising are designed primarily to help
sell products and services
- native advertising
- pay per click
- corporate advertising
●● shared media
Answer: - Content specifically designed for user generated circulation
, - Can be planned tactic or organic tactic
- facebook, twitter, youtube
●● earned media
Answer: - Media exposure earned through word of mouth
communication
- publicity
●● Corporate advertising
Answer: Paid media designed to promote an organization as a whole
rather than sell a particular service, product or product category (also
sometimes called institutional advertising)
●● Pay-per-click advertising
Answer: Model of media sales in which advertisers, marketers or
sponsors pay an online publisher or website owner for each time the
sponsored message or advertisementt is clicked
●● native advertising
Answer: Paid media that is presented in the form of the media content
that surrounds it; labeled as sponsored or paid content
●● advertorials
QUESTIONS WITH ACCURATE ANSWERS
●● How is two-way communication employed in implementation?
Answer: Two way communication and relationships are the heart of
public relations
●● what is controlled media?
Answer: - Channels of communication that allow public relation
practitioners to write, edit, produce and distribute messages as they see it
- Controls content, tone, where it is placed/accessed
●● examples of controlled media
Answer: - websites
- newsletter
- Ads and PSAs
- brochures
- annual reports
- direct mail
- exhibits
- banners
,- posters
- podcasts
●● downsides of controlled media
Answer: - relatively costly to produce
- time consuming in development
- lacks the urgency of news
●● upsides of controlled media
Answer: - total control over message content
- total control over delivery time & place
- precise audience targeting
●● what is uncontrolled media?
Answer: Channels of communication that are outside of the control of
public relations practitioners
●● examples of uncontrolled media
Answer: - press conferences
- blogs
- social media
- news media interviews and stories
,●● downsides of uncontrolled media
Answer: - Coverage can't be controlled
- Timing can't be controlled
- Content can't be controlled
- Potential for errors & distortion is high
●● owned media
Answer: - newsletters
- corporate video
- direct mail
- websites
●● paid media
Answer: - product and brand advertising are designed primarily to help
sell products and services
- native advertising
- pay per click
- corporate advertising
●● shared media
Answer: - Content specifically designed for user generated circulation
, - Can be planned tactic or organic tactic
- facebook, twitter, youtube
●● earned media
Answer: - Media exposure earned through word of mouth
communication
- publicity
●● Corporate advertising
Answer: Paid media designed to promote an organization as a whole
rather than sell a particular service, product or product category (also
sometimes called institutional advertising)
●● Pay-per-click advertising
Answer: Model of media sales in which advertisers, marketers or
sponsors pay an online publisher or website owner for each time the
sponsored message or advertisementt is clicked
●● native advertising
Answer: Paid media that is presented in the form of the media content
that surrounds it; labeled as sponsored or paid content
●● advertorials
