University of Delaware Public Relations Questions and Answers

Question #1 thru #9 worth 8 points each. Pick 7 to answer. You can answer 8 or all 9 questions and receive up to 8 extra credit points per additional question that you answer. Question #10 is worth 44 points. 100 total points plus any extra credit points.

1. List and describe the basic components of a news release. What are the two most important parts of the news release to get the journalist interested in your release? Why?

1. Why are radio and television still important tools in the communications strategies to reach a broad audience, even in the Internet age?

1. Describe earned, paid and owned media? What are the advantages and disadvantages of each? Give an example for each one.

1. What is the difference between an Opinion Editorial (OpEd) and a news feature? Why would you include an OpEd in your public relations campaign? FYI The New York Times announced this week that they will no longer call these features OpEds. They will now be called “Guest Essays.”

1. Why are online newsrooms on an organization’s website so important? List the information/resources that should be available in an online newsroom. How have they changed the work of the Public Relations professional?

1. List and describe the six main types of feature stories. Which type do you find most interesting? Why?

1. What is the difference between informational and motivational objectives in a communications plan? Which one harder to achieve, why? How would you measure if these objectives are met?

1. Why is measuring the success of a public relations campaign so important? List three ways that ways that you could measure the success of a communications campaign that includes social media and advertising.

1. Your PR firm has been hired by the Fish Market Restaurant to develop a plan to generate dine in traffic to their restaurant in downtown Alexandria. Most of the restaurant’s business has been “Grab and Go” or delivery since the pandemic started and Virginia instituted shut down or limited seating rules. Your communications objective is to double inside dining reservations over a one month period, or even better to reach the maximum occupancy within Virginia state COVID-19 rules. List two strategies to increase awareness that the restaurant has reopened for in-restaurant dining. List two messages to motivate diners to come into the restaurant for dinner. How would you measure your success?

1. 44 points Research shows there are many Americans reluctant to get the COVID-19 vaccine.

Using the sources listed and others:

1. Identify two target audience segments reluctant to get the COVID-19 vaccine. Provide demographic and psychographic data to describe each target audience and state why they are reluctant.
2. What three specific media outlets would you use to reach each target audience. Why would you recommend that media outlet. For example, Television-PBS news.
3. For each target audience, provide four message points to convince them to get the vaccine.
4. Identify two people/organizations whom you think would be most effective in convincing each target audience to get the vaccination.
5. List four ways that you will measure the success of your communication strategies.

Public Concerns over the J&J Coronavirus Vaccine are Widespread (Links to an external site.)

Track the VAX (Links to an external site.)

Refusing to get the Vaccine (Links to an external site.)

CDC COVID-19 Vaccine (Links to an external site.)

Pro-vaccine messages people want to know (Links to an external site.)

Vaccination Gender Gap (Links to an external site.)

List other articles and research that support your strategy.