PUR3000 Exam 3 – UF Questions with
Verified Solutions
Clickbait - ANS-Promotional or sensational internet content designed primarily to entice
users to visit another website
reputation management - ANS-acting and communicating often in writing to influence an
organization's reputation as part of a process that includes planning, analyzing feedback
and evaluating
Through
- controllable media (advertisements)
- uncontrollable media (news releases)
impression management - ANS-Process in which people influence perceptions of
themselves or their organizations by regulating and controlling information in social
interactions
Feature story - ANS-A story that explores some angle of an event, a person's life, an
organization or a place
- first female NFL coach
Case study: GOAT surf ranch - ANS-Kelly Slater Wave Company is strategic in how it
works with influential surfers and storytellers to promote its surf ranch with compelling
features like this one with Bethany Hamilton
Human interest - ANS-A personal or emotional storytelling angle that focuses on the
human condition
- do not need to be timely
Delayed lede - ANS-A style of beginning a story in a way that entices readers to
continue reading without summarizing the story's main point
- common in feature writing
- first sentence goal: To make the reader read the second sentence
Inverted pyramid - ANS-A style of writing most commonly applied to news stories in
which the most important facts appear early in the story and less important facts later in
the story
- used for hard news stories
How PR practitioners can earn attention online - ANS-Traditional news media
gatekeepers (earned media)
, Social media (shared media)
Search engines
Associated press (AP) - ANS-Rules of writing (including grammar, capitalization and
punctuation) published by the Associated Press news agency
News release / press release - ANS-A news story, written in news style, by a PR
practitioner on behalf of an organization
- seek earned media
FORMAT AND NEWSWORTHINESS !!
Parts of news release - ANS-letterhead (company logo)
headline (MOST IMPORTANT! - be strong, concise)
dateline (city, state and date)
lead (up to 3 sentences)
body
boilerplate (About "company" with an explanation)
contacts (PR person email)
Important parts of news releases - ANS-Must stand out from the competition
To increase like hood of publication:
- follow standardized format
- be newsworthy
- Know and meet the needs of your audience
- Know and meet the needs of the person you are sending it to
Common to see bullet points
INCLUDE QUOTES (in the middle) and CALL TO ACTION (at the bottom)
Fact sheets - ANS-short (often one-page) document that presents factual information in
concise format
- can come with news release
Media alert - ANS-Let the media know specific information that pertains to them as an
individual
- you would send news release to media if you want them to come to event
Media alert: where event is, where to park (tell them what to do at event)
Backgrounders - ANS-Writing tactic used to give depth and context as background
information for news stories
- useful for anyone writing a story
- Often written as features
3 - 5 pages long, double spaced, paragraphs
Video news release (VNR) - ANS-A news release that provides broadcast journalists
with pre-produced news packages including audio and video material
Verified Solutions
Clickbait - ANS-Promotional or sensational internet content designed primarily to entice
users to visit another website
reputation management - ANS-acting and communicating often in writing to influence an
organization's reputation as part of a process that includes planning, analyzing feedback
and evaluating
Through
- controllable media (advertisements)
- uncontrollable media (news releases)
impression management - ANS-Process in which people influence perceptions of
themselves or their organizations by regulating and controlling information in social
interactions
Feature story - ANS-A story that explores some angle of an event, a person's life, an
organization or a place
- first female NFL coach
Case study: GOAT surf ranch - ANS-Kelly Slater Wave Company is strategic in how it
works with influential surfers and storytellers to promote its surf ranch with compelling
features like this one with Bethany Hamilton
Human interest - ANS-A personal or emotional storytelling angle that focuses on the
human condition
- do not need to be timely
Delayed lede - ANS-A style of beginning a story in a way that entices readers to
continue reading without summarizing the story's main point
- common in feature writing
- first sentence goal: To make the reader read the second sentence
Inverted pyramid - ANS-A style of writing most commonly applied to news stories in
which the most important facts appear early in the story and less important facts later in
the story
- used for hard news stories
How PR practitioners can earn attention online - ANS-Traditional news media
gatekeepers (earned media)
, Social media (shared media)
Search engines
Associated press (AP) - ANS-Rules of writing (including grammar, capitalization and
punctuation) published by the Associated Press news agency
News release / press release - ANS-A news story, written in news style, by a PR
practitioner on behalf of an organization
- seek earned media
FORMAT AND NEWSWORTHINESS !!
Parts of news release - ANS-letterhead (company logo)
headline (MOST IMPORTANT! - be strong, concise)
dateline (city, state and date)
lead (up to 3 sentences)
body
boilerplate (About "company" with an explanation)
contacts (PR person email)
Important parts of news releases - ANS-Must stand out from the competition
To increase like hood of publication:
- follow standardized format
- be newsworthy
- Know and meet the needs of your audience
- Know and meet the needs of the person you are sending it to
Common to see bullet points
INCLUDE QUOTES (in the middle) and CALL TO ACTION (at the bottom)
Fact sheets - ANS-short (often one-page) document that presents factual information in
concise format
- can come with news release
Media alert - ANS-Let the media know specific information that pertains to them as an
individual
- you would send news release to media if you want them to come to event
Media alert: where event is, where to park (tell them what to do at event)
Backgrounders - ANS-Writing tactic used to give depth and context as background
information for news stories
- useful for anyone writing a story
- Often written as features
3 - 5 pages long, double spaced, paragraphs
Video news release (VNR) - ANS-A news release that provides broadcast journalists
with pre-produced news packages including audio and video material
