Instructions:

1. Copy this test and rename it with your name in Week 11 folder
2. Complete the test within 60 minutes
3. Check and discuss your answers with a document on Blackboard
Good luck!

Section 1: MULTIPLE CHOICE QUESTIONS (11)

Please read the questions carefully and underline the correct answer to the
question. There is only one correct answer for each multiple-choice question.

1. This news lead is an example of which of the following news values?

A 2-year-old baby girl found alive but critically injured in Ha Tay rice field following
yesterday's devastating storm is the sole surviving member of her immediate
family.
a)

Impact

b)

Prominence

c)

Currency

d)

Human Interest

2. What is the minimum number of full sentences in the average news media quote?

a)

b)

c)

d)

as many as can fit into the paragraph

3. What is this a definition of:

Placing two conflicting images side by side for the purpose of arousing curiosity and
causing the reader to look at both images in a new way

a)

Simile

b)

Metaphor

c)

Juxtaposition

d)

Personification

4. Which saying best describes the Personal Influence Model of public relations?

a)

First in best dressed

b)

Its not what you know, its who you know

c)

An angle with the most influence

d)

Knowing as many journalists as possible

5. Which of the following is a common difference between press releases written in English
compared to press releases written in Vietnamese?
a)

In Vietnamese, the content is usually less interesting than in English press

releases

b)

In Vietnamese, the content is usually more interesting than in English press

releases

c)

In Vietnamese, the language is often less formal and less descriptive than in
English

d)

In Vietnamese, the language is often more formal and more descriptive than in
English

6. What is this a definition of:

Comparing two similar images or ideas using the words like or as

a)

Simile

b)

Metaphor

c)

Juxtaposition

d)

Personification

7. Why do we need to choose a specific target public before we start writing our press
release?
a)

So that we can send it to them when we are finished

b)

So that we can choose the appropriate language, hooks and angles that will
appeal to them

c)

To make friends

d)

Because we need to be able to effectively evaluate following submission

8. How many words should we use in a headline?

a)

10-20

b)

25-30

c)

15-25

d)

3-10

9. You work for the media relations department of the Park Hyatt Hotel in the centre of Ho
Chi Minh City. The Prime Minister of Vietnam stayed at your hotel last week. Which aspect
of PR writing is this information?
a)

The angle

b)

The news

c)

The hook

d)

The inverted pyramid

10. How many words is the average lead in a press release?

a)

Enough for 1-2 sentences

b)

As many as needed to describe all the information

c)

Doesnt matter as long as the angle is strong

d)

300 words

11. Finish this sentence: The angle in the headline should be:

a)

Of personal interest to the editor

b)

Providing a different perspective than the headline, to give variety

c)

Made up of the Who What Where When Why How

d)

The same as the angle in the rest of the press release

Section 2: SHORT ANSWER QUESTIONS (8 questions 19 marks)

Answers to questions should be written in the space provided. The number of lines
or space allocated on the page indicates the approximate length of your answers.

1. If you were to analyze your target public using age, belief, location and attitudes, which 2
characteristics would you be describing?
(2 marks)
________________________________________________________________________
_
________________________________________________________________________
_

2. Why should we avoid being wordy in PR Writing, especially in a traditional media

release? (2 marks)
____________________________________________________________________________
____________________________________________________________________________
____

3. Give an example of implicit endorsement. (2 marks)

____________________________________________________________________________
____________________________________________________________________________
____

4. What is a PR Dilemma, as stated in class (2 marks)

______________________________________________________________________
____________________________________________________________________

5. Name two aspects of a strong lead paragraph (2 marks)

____________________________________________________________________________
____________________________________________________________________________
____

6. What ethical issue does this case represent? _________________________________

(3 marks)

One of the country's best-connected public relations executives, who has close links to David
Cameron the British Prime Minister, has been accused of unethical behaviour over his role in
the government's flagship healthy eating programme.

Matthew Freud's Freud Communications company is paid about 500,000 a year to advise on
the government's Change4Life anti-obesity scheme. But the company also promotes
businesses selling fizzy drinks and sweets. It has emerged that several of the companies
funding Change4Life, including the makers of Pepsi Cola and Mars Bars, have been
simultaneously paying Freud's company for brand promotion advice.

7. What is the structure for a quote? Include all parts. (3 marks)

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
__________

8. Give an example of a possible dilemma you might face as a media relations practitioner
in Vietnam. What could you do about it? (3 marks)

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

____________________________________________________________________________
____________________________________________________________________________
____________

-This is the end of Section 2Check your answers on Blackboard and discuss any doubts with
other students