COM 421 FINAL EXAM - QUESTIONS & ANSWERS

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COM 421 FINAL EXAM - QUESTIONS & ANSWERS The term "bedbug letter" refers to ________. a customized response to complaints used by the pest control industry an ombudsperson to respond to repeat compla... ints a prewritten response to consumer complaints, dating back to the heyday of railroads a type of response that landlords provide to complaining tenants The risk of consumer complaints is greater in the 21st century because ________. consumers have lost confidence in call center employees at least half of all consumers complain complaints can go viral there are more performance deficiencies Consumer rights spelled out by President John F. Kennedy in the early 1960s included ________. the right to a full response from a company regarding its return policy the right to protection from goods that are hazardous to health or life the right to a sympathetic response from an organization that provides a faulty product the right to sue a company for its shoddy advertising of its goods and services The Consumer Financial Protection Bureau was created in the wake of the 2011 Wall Street scandals to ________. protect stockholder rights make consumer financial products and services more transparent reduce the federal budget deficit oversee international interests It is fair to say that in the 21st century, the Internet has become a medium for ________. consumer e-mail campaigns consumer activism governments to advance new products consumer legal action In the 21st century, digital consumer activism has enabled consumers to ________. pursue corrupt CEOs who have cheated them complain to federal consumer protection agencies return to print media as a primary information source make better decisions and more quickly resolve problems One of the most striking recent example of Internet activism stemmed from ________. political activists throughout the Middle East who brought down dictators Ralph Nader's Unsafe at Any Speed consumers who traveled via Alaska Airlines Chinese anger about Coca-Cola translating to "bite the wax tadpole" To avert troubles and reinforce the idea that they are responsible and concerned local residents, all foreign companies operating internationally should ________. publicize how they are the single-most important standard-bearer for their host countries focus on communicating just how responsible they are as concerned local companies continue to lead by example that they think and act globally take proper actions first then communicate it appropriately When writing for the ear, always remember to ________. use passive verbs be brief avoid using contractions use complex sentence structure In the age of social media, any public relations practitioner who doesn't know how to write well ________. is both vulnerable and expendable will be able to rely on coworkers for writing is going to be fine; technology has made writing less important will be fired and forced to build new writing skills Which of the following is a main trait needed to be an effective public relations writer? knowledge of basic writing principles ability to "spin" a good story for the client skill at surfing the Internet good eye-hand coordination for keyboarding ________ is a major challenge when writing for a listener. Presenting lots of incidentals Providing lots of statistics Grabbing the attention of the listener quickly Providing information that is easily reviewed A lead is ________. the first one or two sentences or first paragraph in a news story what graphic artists call space between type-set words the dramatic close in a news release another name for the inverted pyramid The overriding purpose of a news release is ________. to inform a targeted public-rather than the media-about what an organization is doing to encourage journalists and editors to consider covering a story to justify the public relations function in an organization to create a document of record about what an organization is doing A major element that helps media editors decide whether to read a news release is ________. how much attention is given to localizing the material how closely public relations writers follow accepted news release format a clear indication of the release date whom to contact if there are questions A story that touches on an emotional experience uses the ________ angle. human interest oddity impact crisis human interest A news release that has news value must ________. include hyperbole and jargon omit all source attribution be subjective according to the source be newsworthy in the context of the organization A news lead should include ________. some mix of the "who, what, where, when, and how" elements all elements indicated in the headline and subheadline a well-written quote from story participants extensive details about the story participants What is the key rule for using quotes in a news release? Include quotes only from top officials. Always favor indirect over partial quotes. Avoid quotes; they are too controversial. Include quotes but make them count. Why must grammar, spelling, and punctuation be perfect in a news release? so that key audiences will appreciate it in order to accurately convey the information in it so that it can also run in social media channels in order to make your client shine The vast majority of journalists today prefer to receive news releases via ________. social media channels the U.S. Mail newsroom fax e-mail For public relations writers, editing is ________. the all-important final touch a luxury they can usually not afford in the 21st century, not as important as it once was a process best left to copy editors How does the integration of various marketing techniques advance a brand? Integration reaches more consumers via direct mail. Integration builds a cohesive presence for a brand. Integration places public relations in a leading role. Integration helps to bring back disgruntled customers. The intersection of public relations and publicity, advertising, sales promotion, and marketing is referred to as ________. sales promotion integrated marketing cross promotion database marketing In order to effectively participate in integrated marketing communications, all communicators need ________. a certificate in company [Show More]

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