PPR Exam 2 Questions and Answers Latest Update 2025 Already Passed
SMART Objective - Answers Specific, Measurable, Achievable, Realistic, Time-bound
Differences writing for readers and listeners - Answers Readers can scan material, check facts, and
carefully review a passage. Listeners only get one chance to hear and interpret, they also may tune out
certain speakers.
What to avoid in PR writing - Answers Big words, extra words, cliches, and jargon
Things to remember when writing for PR - Answers Be active, simple, short, organized, and
understandable
Ylisela - Answers Make words count
Standby Statement - Answers Org must be prepared to respond if there is media inquiry or public
disclosure. Should be brief and unambiguous so doesn't raise more questions
SUCCESs principles (used in PR writing) - Answers simple, unexpected, concrete, credible, emotional,
storytelling
Inverted Pyramid - Answers Places the most fundamental information in the first paragraph then
arranges the remaining details from most important to least important.
Purposes of a News Release - Answers Influences newspapers to write positively, could convince editors
to cover a story.
Signs of a poor News Release - Answers Poorly written, not localized, not newsworthy
Tips for a strong headline - Answers Strong, succinct and distinctive. Avoid past tense.
Lead/Lede - Answers Most important part of news release. Gives main points up from and gets readers
interested enough to read further. Answers who, what, when, where, why, and how.
Contact information (news release) - Answers Featured at the top, shows who the media should contact
for more info.
Dateline (news release) - Answers At the start of the first paragraph. It's just the date and location.
Boilerplate (news release) - Answers Gives basic background info about the organization. At the bottom
of a release.
-more- (news release) - Answers Center of bottom of page, shows that there is more to read.
Slug (news release) - Answers Headline, date, and page number at the top of each new page
, Facts sheet - Answers Quick-read information
Describe the basic 5W's of an issue or org
Media Kit - Answers a packet provided to news reporters to tell the story in an advantageous way.
Includes fact sheets, photos, Q&A, bios, etc.
News Conference - Answers A planned event where representatives of the media are invited to an
informational meeting with an enterprise. Media dislike them and they are frowned upon.
Speechwriting process - Answers 1. Preparing
2. Interviewing
3. Researching
4. Organizing and writing
PESO Model - Answers Describes types of media, specifically media that is Paid, Earned, Shared, and
Owned
What type of media is Media Relations? - Answers Earned media
Difference between advertising and PR - Answers Advertising is paid to build exposure and allows for
complete control. Public Relations is earned and has more communication with an audience with less
guarantee for exposure.
What makes news? - Answers Broad population impact, relevance, emotional connection, timely, 5 Ws
First Amendment - Answers Congress shall make no law respecting an establishment of religion, or
prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of
the people peaceably to assemble, and to petition the government for a redress of grievances.
Details about media relations. - Answers Relations are essential, but media attention always has an
element of risk.
PR and Journalism - Answers PR evolved from Journalism. Relationships with media are built on trust,
reporters can spot a lie. You want strong, enduring relationships.
Traditional Media - Answers Newspapers, Magazines, TV
Non-Traditional Media - Answers Digital content, Blogs, Podcasts, YouTube
How is news different today than in the past? - Answers There is less mass media, things are more
fragmented online and are more special interest. There is also a lot more clear bias.
Todays News Cycle - Answers 24/7, there is a lot of pressure to break news fast and then move on to the
next thing.
SMART Objective - Answers Specific, Measurable, Achievable, Realistic, Time-bound
Differences writing for readers and listeners - Answers Readers can scan material, check facts, and
carefully review a passage. Listeners only get one chance to hear and interpret, they also may tune out
certain speakers.
What to avoid in PR writing - Answers Big words, extra words, cliches, and jargon
Things to remember when writing for PR - Answers Be active, simple, short, organized, and
understandable
Ylisela - Answers Make words count
Standby Statement - Answers Org must be prepared to respond if there is media inquiry or public
disclosure. Should be brief and unambiguous so doesn't raise more questions
SUCCESs principles (used in PR writing) - Answers simple, unexpected, concrete, credible, emotional,
storytelling
Inverted Pyramid - Answers Places the most fundamental information in the first paragraph then
arranges the remaining details from most important to least important.
Purposes of a News Release - Answers Influences newspapers to write positively, could convince editors
to cover a story.
Signs of a poor News Release - Answers Poorly written, not localized, not newsworthy
Tips for a strong headline - Answers Strong, succinct and distinctive. Avoid past tense.
Lead/Lede - Answers Most important part of news release. Gives main points up from and gets readers
interested enough to read further. Answers who, what, when, where, why, and how.
Contact information (news release) - Answers Featured at the top, shows who the media should contact
for more info.
Dateline (news release) - Answers At the start of the first paragraph. It's just the date and location.
Boilerplate (news release) - Answers Gives basic background info about the organization. At the bottom
of a release.
-more- (news release) - Answers Center of bottom of page, shows that there is more to read.
Slug (news release) - Answers Headline, date, and page number at the top of each new page
, Facts sheet - Answers Quick-read information
Describe the basic 5W's of an issue or org
Media Kit - Answers a packet provided to news reporters to tell the story in an advantageous way.
Includes fact sheets, photos, Q&A, bios, etc.
News Conference - Answers A planned event where representatives of the media are invited to an
informational meeting with an enterprise. Media dislike them and they are frowned upon.
Speechwriting process - Answers 1. Preparing
2. Interviewing
3. Researching
4. Organizing and writing
PESO Model - Answers Describes types of media, specifically media that is Paid, Earned, Shared, and
Owned
What type of media is Media Relations? - Answers Earned media
Difference between advertising and PR - Answers Advertising is paid to build exposure and allows for
complete control. Public Relations is earned and has more communication with an audience with less
guarantee for exposure.
What makes news? - Answers Broad population impact, relevance, emotional connection, timely, 5 Ws
First Amendment - Answers Congress shall make no law respecting an establishment of religion, or
prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of
the people peaceably to assemble, and to petition the government for a redress of grievances.
Details about media relations. - Answers Relations are essential, but media attention always has an
element of risk.
PR and Journalism - Answers PR evolved from Journalism. Relationships with media are built on trust,
reporters can spot a lie. You want strong, enduring relationships.
Traditional Media - Answers Newspapers, Magazines, TV
Non-Traditional Media - Answers Digital content, Blogs, Podcasts, YouTube
How is news different today than in the past? - Answers There is less mass media, things are more
fragmented online and are more special interest. There is also a lot more clear bias.
Todays News Cycle - Answers 24/7, there is a lot of pressure to break news fast and then move on to the
next thing.
