Why is it important for media relations practitioners to know that journalists value objectivity and balance in their news reporting?Group of answer choicesObjectivity and balance has nothing to do with media relationsSo that source material provided in media relations activities helps journalists to fulfil these valuesIt is important that media relations practitioners learn to work as journalists in case they want to one dayMedia relations activities should be aimed at giving journalists two sides to a story to fulfil balanced reporting

How has the rise of digital media changed the journalist-audience relationship?Group of answer choicesAudiences are still unable to contribute much to the news.Journalists are now less worried about being fact-checked.Journalists can proactively crowdsource information for stories.Journalists can have a more conversational tone in their writing.

How many criteria do journalists use to determine what is newsworthy, under the professional journalism perspective?Group of answer choicesEightSevenFiveSix

Post-Test: Why are public editors or reader advocates important to media organizations?Multiple ChoiceThey are necessary to spell out the company’s standards on everyday operations.They can get continued access to news sources in exchange for confidentiality.They can balance the issues of responsibility and profits within the industry.They can act impartially as judges in disputes between the public and the media organizations.

Why are visuals important to media relations?Group of answer choicesToday’s media landscape has become highly screen based.All of the above.Providing visuals, such as videos and photographs, makes the journalist’s job easier.Visuals are persuasive and emotive.Resources for photojournalism have reduced and use of image banks increased.

Why is media coverage important in media relations? Group of answer choicesBecause it provides third party legitimacy and credibility, and is a cost-effective practice compared to advertisingBecause it can be manipulated by organisations for their own purposesBecause it’s free