Chp 1
In the opening case study regarding the controversial security policy announcement, why was embedding a leader's video message into the media release so effective?
A) It prevented all social media users from leaving negative comments.
B) Media outlets embedded the original video directly onto their webpage articles, allowing the company to tell its story directly to readers.
C) It eliminated the need to communicate policy changes to internal staff.
D) It guaranteed that media outlets would publish positive opinion pieces.
B) Media outlets embedded the original video directly onto their webpage articles, allowing the company to tell its story directly to readers.
What hormone is released in response to love or positive sentiment that facilitates trust and connection?
A) Cortisol
B) Adrenaline
C) Oxytocin
D) Dopamine
C) Oxytocin
Which planning element represents the "what" within a macro-level content plan?
A. Strategies
B. Tactics
C. Objectives
D. Key performance indicators
A. Strategies
True or False: If a news outlet makes a minor, harmless mistake in a story about your business, the author recommends immediately pursuing legal action or demanding front-page retractions.
False
What is an "air check" in media preparation?
A) Checking the venue's air conditioning system before an event
B) Testing microphone audio levels prior to going live
C) Reviewing recorded past performances with a director/mentor to learn and improve
D) Verifying broadcast licensing rights
C) Reviewing recorded past performances with a director/mentor to learn and improve
Under the Culture (internal) section, which stakeholder group is identified as being at the top of the audience analysis hierarchy as key brand ambassadors?
A) Executive board members
B) External journalists
C) Employees
D) Corporate sponsors
C) Employees
According to research from Microsoft cited in the chapter, how long is the modern stakeholder's average attention span?
A) 3 seconds
B) 8 seconds
C) 15 seconds
D) 30 seconds
B) 8 seconds
Why is it essential to consistently evaluate storytelling content against core planning documents (vision, mission, values)?
A. It automatically generates high traffic to product pages.
B. It sets the business apart from competitors and clarifies what content to capture or edit.
C. It removes the need for email marketing campaigns.
D. It guarantees positive coverage from local news outlets.
B. It sets the business apart from competitors and clarifies what content to capture or edit.
According to the 2018 Pew Center study mentioned in the text, what percentage of respondents preferred reading news online?
A) 35%
B) 50%
C) 63%
D) 82%
C) 63%
Despite his large presence and celebrity status in the community, what personal trait characterizes Dan behind the scenes?
A) Highly extroverted
B) Confrontational
C) Aloof
D) Introverted
A) Highly extroverted
According to the chapter, what platform should primarily be leveraged if an organization’s goal is to influence government decision-makers?
A) Internal employee newsletters
B) The news media
C) Direct mail fliers
D) Unlisted blog posts
B) The news media
What storytelling framework arranges individual stories around a central core concept like petals around a daisy?
A) Petal structure
B) Freytag’s Pyramid
C) Cliff hanger
D) Nested loops
A) Petal structure
In the "Pivot or Perish" case study, what key asset had Sara built over a decade that proved essential when the COVID-19 pandemic hit?
A) A printed magazine subscription base
B) A media network and an email list numbering in the thousands
C) A chain of local physical event spaces
D) A large library of pre-recorded DVD courses
B) A media network and an email list numbering in the thousands
What quote from Carl Radimer highlights the balance required in public relations strategy?
A) "All news is good news."
B) "Control the narrative, control the market."
C) "Fifty percent of good public relations is staying out of the media."
D) "If you don't tell your story, someone else will."
A) "All news is good news."
What is "people peril"?
A) The high cost of hiring PR firms
B) The decline of print media engagement
C) Technical difficulties during live broadcasts
D) The risk of unprepared storytellers making mistakes that damage a company’s image and bottom line
D) The risk of unprepared storytellers making mistakes that damage a company’s image and bottom line
Under Truth, transparency, and trust, what risk do companies run when they attempt subterfuge or exaggeration in their stories?
A) Their content will be blocked by internet service providers.
B) Their story will eventually be exposed as inaccurate, severely damaging audience trust and goodwill.
C) Customers will demand lower prices on future orders.
D) Media outlets will refuse to cover future product launches.
B) Their story will eventually be exposed as inaccurate, severely damaging audience trust and goodwill.
What literary device uses repetition of the same starting consonant sound in adjacent words to grab attention (e.g., "say something simple")?
A) Analogy
B) Metaphor
C) Alliteration
D) Acronym
C) Alliteration
Why does email remain a dominant and effective channel for distributing business stories?
A) Social media platforms have banned promotional links
B) Email inboxes are completely public spaces
C) Email has evolved alongside social media, offering rich backend analytics and automated sequence capabilities
D) Consumers check email far less often than social media
C) Email has evolved alongside social media, offering rich backend analytics and automated sequence capabilities
Why is pitch timing critical when reaching out to newsroom journalists?
A) Most editors hold morning planning meetings where reporters present story ideas
B) Journalists only check emails late in the evening
C) News outlets only publish stories on weekends
D) Media distribution networks shut down after noon
A) Most editors hold morning planning meetings where reporters present story ideas
Why are "creative types" (musicians, actors, authors) highly desirable influencers?
A) They are the least expensive influencers to hire.
B) They never experience personal controversy.
C) Their creations connect with audiences in deeply personal spaces like homes and vehicles.
D) They do not require formal contracts.
C) Their creations connect with audiences in deeply personal spaces like homes and vehicles.
In When to tell your story (and when not to), what mistake did the featured leisure equipment company make during the COVID-19 pandemic?
A) They remained "tone deaf" by promoting leisure equipment as a fun distraction while their community was suffering severe loss of life.
B) They failed to update their online store's checkout page.
C) They offered steep discounts on essential items.
D) They stopped posting content on social media entirely.
A) They remained "tone deaf" by promoting leisure equipment as a fun distraction while their community was suffering severe loss of life.
What non-verbal audio element helps mentally place the audience directly into a scene (e.g., an auctioneer's call)?
A) Voiceover
B) Natural sound
C) Stock sound effects
D) Synthesized music
B) Natural sound
According to HubSpot research cited in the text, what are the peak times for the highest click-to-open rates for email campaigns during the weekday?
A) 7am, 12pm, and 4pm
B) 8am, 2pm, and 9pm
C) 10am, 1pm, and 6pm
D) 11am, 3pm, and 8pm
C) 10am, 1pm, and 6pm
What primary risk did Phil take when choosing to partner with the local columnist for the real estate announcement?
A) Giving up editorial control over how the story was presented
B) Paying high fees for ad placements
C) Missing the opportunity to publish on social media
D) Violating strict corporate disclosure laws
A) Giving up editorial control over how the story was presented
What key factor helps industry experts maintain their trust and credibility when serving as influencers?
A) Charging the highest fees in the market
B) Maintaining as much independence as possible so their opinion doesn't seem bought
C) Only appearing on social media channels
D) Promoting competing brands simultaneously
B) Maintaining as much independence as possible so their opinion doesn't seem bought