ABC Media Relations 2 — Questions and Answers
Question 1: A reporter calls asking for comment on a workplace accident that just occurred at your facility. The CEO is unavailable. What is the best immediate response?
- Decline to comment until the CEO is reached
- Provide a brief holding statement acknowledging the situation and promising follow-up (Correct answer)
- Transfer the reporter to the legal department
- Tell the reporter all details are confidential
Correct answer: Provide a brief holding statement acknowledging the situation and promising follow-up
A holding statement acknowledges the situation and buys time without speculating, maintaining credibility with media.
Question 2: Which element is most critical when developing a media pitch for a new product launch?
- The length of the pitch email
- A clear news angle that explains why the story matters to the outlet's audience (Correct answer)
- The number of attachments included
- The seniority of the journalist receiving the pitch
Correct answer: A clear news angle that explains why the story matters to the outlet's audience
Journalists need a clear news angle tied to their audience's interests to consider covering a story.
Question 3: What does 'background' mean in the context of media relations briefings?
- Information that can be quoted directly with attribution
- Historical context about the company
- Information that can be used but not directly attributed to the source (Correct answer)
- Off-the-record information that cannot be published
Correct answer: Information that can be used but not directly attributed to the source
Background information may be reported but the source cannot be identified by name.
Question 4: A journalist publishes a story containing a factual error about your organization. What is the recommended first step?
- Issue a public rebuttal on social media immediately
- Contact the journalist directly with documented evidence of the error and request a correction (Correct answer)
- Ignore the error if it is minor
- File a complaint with the publication's editor without contacting the journalist first
Correct answer: Contact the journalist directly with documented evidence of the error and request a correction
Contacting the journalist directly with evidence is the professional first step and often results in a prompt correction.
Question 5: Which type of media outlet typically offers the most control over message content for an organization?
- Earned media (news coverage)
- Paid media (advertising)
- Shared media (social platforms)
- Owned media (company website and blog) (Correct answer)
Correct answer: Owned media (company website and blog)
Owned media gives organizations full editorial control over content, messaging, and timing.
Question 6: When preparing a spokesperson for a TV interview, which coaching technique helps prevent rambling answers?
- Asking them to memorize a full script
- Teaching the bridge technique to return to key messages (Correct answer)
- Advising them to answer every question completely before pivoting
- Telling them to mirror the interviewer's body language
Correct answer: Teaching the bridge technique to return to key messages
The bridge technique allows spokespeople to acknowledge a question and transition back to their key messages.
Question 7: A trade publication journalist requests an exclusive on an upcoming announcement. What risk must the PR professional weigh?
- The risk that the journalist will write a negative story
- The risk that other journalists will feel excluded and become less receptive to future pitches (Correct answer)
- The risk that the announcement will not be newsworthy enough
- The risk that the publication will demand payment for coverage
Correct answer: The risk that other journalists will feel excluded and become less receptive to future pitches
Granting exclusives can damage relationships with other journalists who expected equal access.
ABC Media Relations 2
A reporter calls asking for comment on a workplace accident that just occurred at your facility.
The CEO is unavailable.
What is the best immediate response?