ABC Media Relations 3

Question 1

Which metric best measures the quality of earned media coverage rather than just its quantity?

Accepted Answer

Share of voice combined with message pull-through rate

Answer

Share of voice and message pull-through reveal whether coverage was on-topic and competitive, not just voluminous.

Question 2

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:

Accepted Answer

Acknowledge the gap and commit to following up with accurate information

Answer

Admitting you don't know and committing to follow up maintains credibility and avoids misinformation.

Question 3

What is the primary purpose of a media monitoring service in a corporate communications department?

Accepted Answer

To track coverage, sentiment, and emerging issues related to the organization

Answer

Media monitoring tracks what is being said about an organization so communicators can respond strategically.

Question 4

A company plans to announce layoffs. Which media relations approach best protects corporate reputation?

Accepted Answer

Notify employees first, then issue a proactive statement to media with context and support resources

Answer

Employees must be notified before media to maintain trust, followed by a proactive statement that provides context.

Question 5

Which element distinguishes a feature story pitch from a hard news pitch?

Accepted Answer

Feature pitches emphasize human interest, narrative, and longer time horizons rather than breaking news

Answer

Feature stories focus on depth, storytelling, and human interest rather than time-sensitive breaking events.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC Media Relations 3