COMM 370- FINAL EXAM QUESTIONS VERIFIED
ANSWERS
Public Relations (def.) - Answers - is the deliberate, planned, and sustained effort to
establish and maintain mutual understanding between an organization and its publics.
What affects the way stories are written? - Answers - Relationships
Reporters are... - Answers - Curious, competitive, deadline driven, not always experts in
your subject and not your friends
Bad times to meet reporters - Answers - -When they don't know you at all
-When something has hit the fan
-When the first story is wrong and you are trying to correct the record
What Reporters Want: - Answers - -Less work
-News - not self-serving fluff or commercials
-Easy-to-digest information
-Timely information and answers
-Truth
Most information comes from what sources? - Answers - PR Sources:
-News releases
-Features
-Planned events
-Tips
Relationship in the real world (PR, Journalism) - Answers - *PR*
-Hype
-Failing to do research
-Being a nuisance
*Journalism*
-Biased reporting
-Sensationalism
PR people can help... - Answers - -Educate execs about how media operate
-Train execs to give 30-second answers
-Provide briefing/background materials to reporters
-Educate execs on basic news values
Media Relations relationship is.. - Answers - -Mutually beneficial
-Adversarial
, -Have differing goals
-Journalists: Inform
-PR: Persuades
Why Media Training? - Answers - -To promote the idea that a media encounter is likely
-To provide a basic understanding of the media
-To provide interview experience and tips
What Makes News Newsworthy? - Answers - -Unusual
-Affects people: the more people, the more newsworthy
-What is the effect? Death, layoffs, help, etc.
-Secretive info
-Has to do with conflict (internal*/external)
-Deals with mistakes
Media Relations (6) - Answers - -Conflict
-Criticism
-Controversy
-Sensationalism
-Bias
-Agenda-setting
The "Typical" Reporter - Answers - -Likely to be the troop; not the commander
-Has a mission
-Usually purports to have "the people's perspective"
-A generalist, not a specialist
-Doesn't know your job, can't know, and doesn't care
-Knows how to ask the tough questions
-Probably well educated
Why do Interviews? - Answers - -To answer questions you've been asked
-To achieve a Communications Objective of your own *(most important)*
Interview Characteristics - Answers - *Print*
-Longer, more detailed interview
*Television*
-Short answers crucial: 8 seconds
-Non-verbals loom large
*Radio*
-Emphasis on voice, inflection, pace
*Telephone*
-Arrange at your convenience, use notes
Interview is an opportunity to... - Answers - to deliver specific messages to specific
audiences through the media
ANSWERS
Public Relations (def.) - Answers - is the deliberate, planned, and sustained effort to
establish and maintain mutual understanding between an organization and its publics.
What affects the way stories are written? - Answers - Relationships
Reporters are... - Answers - Curious, competitive, deadline driven, not always experts in
your subject and not your friends
Bad times to meet reporters - Answers - -When they don't know you at all
-When something has hit the fan
-When the first story is wrong and you are trying to correct the record
What Reporters Want: - Answers - -Less work
-News - not self-serving fluff or commercials
-Easy-to-digest information
-Timely information and answers
-Truth
Most information comes from what sources? - Answers - PR Sources:
-News releases
-Features
-Planned events
-Tips
Relationship in the real world (PR, Journalism) - Answers - *PR*
-Hype
-Failing to do research
-Being a nuisance
*Journalism*
-Biased reporting
-Sensationalism
PR people can help... - Answers - -Educate execs about how media operate
-Train execs to give 30-second answers
-Provide briefing/background materials to reporters
-Educate execs on basic news values
Media Relations relationship is.. - Answers - -Mutually beneficial
-Adversarial
, -Have differing goals
-Journalists: Inform
-PR: Persuades
Why Media Training? - Answers - -To promote the idea that a media encounter is likely
-To provide a basic understanding of the media
-To provide interview experience and tips
What Makes News Newsworthy? - Answers - -Unusual
-Affects people: the more people, the more newsworthy
-What is the effect? Death, layoffs, help, etc.
-Secretive info
-Has to do with conflict (internal*/external)
-Deals with mistakes
Media Relations (6) - Answers - -Conflict
-Criticism
-Controversy
-Sensationalism
-Bias
-Agenda-setting
The "Typical" Reporter - Answers - -Likely to be the troop; not the commander
-Has a mission
-Usually purports to have "the people's perspective"
-A generalist, not a specialist
-Doesn't know your job, can't know, and doesn't care
-Knows how to ask the tough questions
-Probably well educated
Why do Interviews? - Answers - -To answer questions you've been asked
-To achieve a Communications Objective of your own *(most important)*
Interview Characteristics - Answers - *Print*
-Longer, more detailed interview
*Television*
-Short answers crucial: 8 seconds
-Non-verbals loom large
*Radio*
-Emphasis on voice, inflection, pace
*Telephone*
-Arrange at your convenience, use notes
Interview is an opportunity to... - Answers - to deliver specific messages to specific
audiences through the media
