Multiple Choice
Identify the choice that
best completes the statement or answers the question.
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1.
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Scripts for broadcast news
stories are typically _____ than average news stories in newspapers.
a. | shorter | c. | more humorous | b. | longer | d. | more descriptive |
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2.
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A statement or advertisement
broadcast, usually for free, on radio or television to promote an event or idea that benefits the
community is called a...
a. | public station
address | c. | personal station
archive | b. | press style announcement | d. | public service announcement |
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3.
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Broadcast writing calls for a
tone that is...
a. | technical | c. | poetic | b. | conversational | d. | educational |
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4.
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Broadcast news stories are
built around taped excerpts from recorded interviews, commonly called...
a. | blurbs | b. | news clips | c. | captions | d. | sound bites |
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5.
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From a public relations
perspective, what is a primary benefit of having a television or radio news story broadcast about
your organization or event?
a. | good depth of
coverage | b. | targeted to a narrowly defined audience | c. | great textual detail | d. | perceived as highly
credible |
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6.
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A news story about a cow in
another country that had quadruplets, all of which survived, is newsworthy to an agricultural
audience because of...
a. | timeliness | c. | uniqueness | b. | proximity | d. | Proximity and uniqueness |
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7.
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Headlines should be written
in...
a. | passive voice and past
tense | c. | active voice and past
tense | b. | active voice and present tense | d. | passive voice and present tense |
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8.
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Paraphrasing a subject’s
quotation to make it clearer for audience members usually involves using a(n)
...
a. | direct
quote | c. | partial
quote | b. | indirect quote | d. | second- hand quote |
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9.
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People are most interested in
news that is...
a. | local and
timely | c. | unique and international
| b. | national and
timely | d. | unique and
national |
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10.
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Most leads in news stories are
____ long.
a. | one
sentence | c. | three
sentences | b. | two sentences | d. | four sentences |
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11.
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The main purpose of public
relations is to...
a. | deliver news to the
public | c. | compete in the
marketplace | b. | sell a product or service | d. | develop and maintain an image |
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12.
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A catch phrase used in a
communications campaign to help an organization establish its public identity is called
a..
a. | highlight
phrase | c. | slogan | b. | logo | d. | boilerplate |
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13.
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__________ is the term used to
describe efforts to build relationships with journalists in order to capture positive news
coverage.
a. | news
relations | c. | public
relations | b. | media relations | d. | community relations |
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14.
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A ________ is a packet of
printed materials often distributed to journalists at press conferences to enable them to write and
report well- informed, educated stories about an organization.
a. | news
release | c. | backgrounder | b. | news folder | d. | press kit |
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15.
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Characteristics of audience
members that help define the best methods to communicate with an audience are
called...
a. | audience
profiles | c. | audience
angles | b. | demographics | d. | marketing characteristics |
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16.
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The two primary kinds of
typefaces used in newspaper design are...
a. | block and
italic | c. | Times and Times New
Roman | b. | natural and bold | d. | serif and sans- serif |
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17.
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The text that describes a
visual in a layout is referred to as a...
a. | caption or
cutline | c. | boilerplate or end
sign | b. | boilerplate or end text | d. | caption or pull quote |
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18.
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If a photograph’s
original width is 10 inches in height by 8 inches in width, and a designer resized it proportionately
to a width of 2 inches, what is the height of the resized photograph?
a. | 2.5
inches | b. | 5
inches | c. | 4
inches | d. | 2
inches |
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19.
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Pie charts are the best visuals
to...
a. | demonstrate trends
| c. | compare
percentages | b. | compare actual values | d. | demonstrate growth over time |
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20.
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A common photography guideline
that helps photographers compose more visually pleasing photos is the...
a. | inverted
pyramid | c. | dynamic visual
guideline | b. | rule of thirds | d. | optical theorem |
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21.
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One public relations practice
that is clearly not ethical is...
a. | purchasing advertising space in
order to receive more positive news coverage | b. | sending positively worded news releases out to targeted
journalists who may be interested | c. | holding a press conference in the well- landscaped garden area of a corporate
headquarters | d. | providing journalists with colorful photos that could accompany a news story
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22.
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Which is the most important
aspect of good news reporting?
a. | accuracy | b. | creativity | c. | formatting | d. | timeliness |
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23.
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Which practice is largely
considered unethical in news reporting?
a. | using indirect
quotes | b. | reporting the journalist’s opinion in a news
story | c. | copying information word_for_word from news
releases | d. | using graphics software to prepare images for
print |
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24.
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When is it appropriate for
journalists to write about or report their opinions?
a. | in a news feature
story | c. | in a television news
report | b. | in an opinion column | d. | never |
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25.
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The ___________ protects free
speech and freedom of the press in the United States.
a. | First
Amendment | c. | Declaration of
Independence | b. | Fifth Amendment | d. | Bill of Ethical Standards |
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