Media Relations Flashcards
7 cards from real ABC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Media Relations flashcards as text
Which metric best measures the quality of earned media coverage rather than just its quantity?
Answer: Share of voice combined with message pull-through rate
Share of voice and message pull-through reveal whether coverage was on-topic and competitive, not just voluminous.
During a media training session, a spokesperson asks what to do when they do not know the answer to a journalist's question. The correct advice is to:
Answer: Acknowledge the gap and commit to following up with accurate information
Admitting you don't know and committing to follow up maintains credibility and avoids misinformation.
What is the primary purpose of a media monitoring service in a corporate communications department?
Answer: To track coverage, sentiment, and emerging issues related to the organization
Media monitoring tracks what is being said about an organization so communicators can respond strategically.
A company plans to announce layoffs. Which media relations approach best protects corporate reputation?
Answer: Notify employees first, then issue a proactive statement to media with context and support resources
Employees must be notified before media to maintain trust, followed by a proactive statement that provides context.
Which element distinguishes a feature story pitch from a hard news pitch?
Answer: Feature pitches emphasize human interest, narrative, and longer time horizons rather than breaking news
Feature stories focus on depth, storytelling, and human interest rather than time-sensitive breaking events.
Under the PRSA Code of Ethics, a PR professional who discovers a journalist was given inaccurate information by a colleague should:
Answer: Correct the inaccuracy proactively with the journalist
The PRSA Code requires truthfulness and accuracy, obligating practitioners to correct known misinformation.
What is the recommended maximum length for a standard press release body (excluding boilerplate)?
Answer: One page (approximately 400–500 words)
A press release body should fit one page to respect journalists' time and maximize readability.