IMC 391 Final Exam Questions with Correct Answers Latest Update 2026/2027
News value - Answers Criteria that make something newsworthy including timeliness proximity
conflict impact prominence novelty and human interest
Publicity vs advertising - Answers Publicity is free and credible but not controlled while
advertising is paid controlled but less credible
Dateline - Answers City and date at start of a news release showing where it originates
Boilerplate - Answers Short paragraph at end of a release explaining the organization's
background
Action statement - Answers Sentence telling the public what to do such as visit a website or
attend an event
Pitch - Answers Personalized message offering a story idea to a reporter
Media advisory - Answers One page alert telling media who what when where and why
ANR - Answers Audio news release created for radio
VNR - Answers Video news release created for TV
B roll - Answers Raw footage TV stations can use in news stories
SMT - Answers Satellite media tour where spokesperson gives many remote interviews
Product placement - Answers Brand appears inside movies or TV shows for exposure
Proactive publicity - Answers PR creates story ideas events or materials to pitch
Reactive publicity - Answers PR responds to media inquiry or crisis
PR job vs reporter job - Answers PR represents the organization and provides info while
reporters stay objective and verify facts
How online media changed PR - Answers Removed gatekeepers allowed direct communication
and made messages faster and interactive
Push vs pull - Answers Push sends info out while pull makes audiences seek info online
Mass media vs social media - Answers Mass is one way edited and limited while social is fast
interactive and unlimited
MPR mobile PR - Answers Creating PR content that works well on smartphones
Why organizations blog - Answers Build credibility show personality add fresh content and
improve SEO
News value - Answers Criteria that make something newsworthy including timeliness proximity
conflict impact prominence novelty and human interest
Publicity vs advertising - Answers Publicity is free and credible but not controlled while
advertising is paid controlled but less credible
Dateline - Answers City and date at start of a news release showing where it originates
Boilerplate - Answers Short paragraph at end of a release explaining the organization's
background
Action statement - Answers Sentence telling the public what to do such as visit a website or
attend an event
Pitch - Answers Personalized message offering a story idea to a reporter
Media advisory - Answers One page alert telling media who what when where and why
ANR - Answers Audio news release created for radio
VNR - Answers Video news release created for TV
B roll - Answers Raw footage TV stations can use in news stories
SMT - Answers Satellite media tour where spokesperson gives many remote interviews
Product placement - Answers Brand appears inside movies or TV shows for exposure
Proactive publicity - Answers PR creates story ideas events or materials to pitch
Reactive publicity - Answers PR responds to media inquiry or crisis
PR job vs reporter job - Answers PR represents the organization and provides info while
reporters stay objective and verify facts
How online media changed PR - Answers Removed gatekeepers allowed direct communication
and made messages faster and interactive
Push vs pull - Answers Push sends info out while pull makes audiences seek info online
Mass media vs social media - Answers Mass is one way edited and limited while social is fast
interactive and unlimited
MPR mobile PR - Answers Creating PR content that works well on smartphones
Why organizations blog - Answers Build credibility show personality add fresh content and
improve SEO
