Over the summer, my wife and I ran into an old friend: PR maven Robbie Vorhaus on the streets of his hometown of Sag Harbor. I've known Robbie for far too many years that I'd care to admit. We reminisced about the PR biz back in the day when the choice of media channels and methods for gaining mindshare seemed so finite (and manageable).
He eventually reminded me of "the test," which I hadn't thought about in years. Back then, I had devised a media relations questionnaire for prospective hires, which served as a non-scientific barometer of one's experience toiling in the PR trenches. Sample questions included:
Fill in the cities:
__________ Times Picayune
Where can one watch:
What do the following stand for:
SMT ___________________The questionnaire also asked prospective employees to match high-profile journalists with their national news organizations and even NY-based news organizations with their street addresses. There were also some practice questions as well:
- Both "Good Morning America" and "Today" have requested to interview your celebrity client. How do you determine which should get the booking?
- You accidentally gave both Time and Newsweek the same "exclusive" photo. Now what?
The test ran about 3-4 pages. For today's new world order, I thought the time was ripe to update the questionnaire, which, again, only provides a glimpse of one's media connectivity and curiosity (versus PR acumen). Internet access d̶i̶d̶n̶'̶t̶ ̶e̶x̶i̶s̶t̶ is forbidden during the administration of this test.
The PR 3.0 Questionnaire
Rank the following in order of their unique visitors per month:
Match the following people with their place of work:
Dennis Crowley ___________ Facebook
Tina Brown _____________ Foursquare
Andrew Mason _____________ Twitter
Pete Cashmore _______________ Groupon
Sheryl Sandberg _______________ Google
Larry Page __________________ Mashable
Vivian Schiller _____________ NBC
Jack Dorsey __________________ The Daily Beast
Describe the following:
Who is Siri?
Whose Twitter handles are these?
What are The Shorty Awards?
Where can one find The App Store?
What's the significance of Twitter hashtags?
Match the following journalists with their news organizations:
Emily Chang ______________ CNN
Andrew Ross Sorkin _______________ NPR
Bob Garfield ____________________ Bloomberg TV
Piers Morgan ____________________ Dow Jones
Kara Swisher ____________________ The New York Times
Lara Logan _____________________ Business Insider
Henry Blodget ___________________ CBS News
True or False?
The Huffington Post owns AOL ____
The Atlantic's digital ad revenue is greater than its print ad revenue _____
Fox News Channel is "fair & balanced" _____
Bill Keller has left The New York Times _____
Fairchild Publications is the parent company of W Magazine & WWD _____
Which does IAC NOT own:
The Daily Beast, Newsweek, Match.com, Vimeo, Expedia, Ask.com, Gothamist?
What do the following abbreviations stand for?
iOS 5 ____________________
Complete the following:
President Obama recently made news in social media circles. He joined ______________.
Michael Arrington recently quit ______________ to start a _____________________.
Lance Ulanoff is the new editor of ________________.
Frank Rich recently left The New York Times to write for ____________________.
Anderson Cooper is the son of ______________________.
Robert Scoble first made a name for himself blogging for ______ under the name __________.
Keith Olbermann has his own show on _________________.
What is the standard email nomenclature for journalists at:
The Wall Street Journal ____________________
The Associated Press ____________________
Conde Nast __________________________How many years has CBS "60 Minutes" been on the air? ___23 ___33 or ___43 years
What is Mediaite and which ABC News contributor founded it? _________________
How does Twitter make money?
Which print magazine has the largest U.S. readership ______________________?
When is it OK to pitch a story idea via a Twitter direct message?
Having fun yet? Y or N