BSJ Public Relations and Media Relations 2 — Questions and Answers
Question 1: What is a 'media pitch' in public relations?
- A financial proposal from a news outlet to advertisers
- A brief, targeted message sent to a journalist to suggest a story idea (Correct answer)
- A sports broadcast segment sponsored by a company
- A formal complaint filed with a media ethics board
Correct answer: A brief, targeted message sent to a journalist to suggest a story idea
A media pitch is a concise, targeted communication from a PR professional to a journalist suggesting a story idea and explaining why it is newsworthy and relevant.
Question 2: What is 'crisis communications' in public relations?
- Emergency broadcasting protocols for natural disasters
- A strategic approach to managing an organization's communications during a damaging or threatening situation (Correct answer)
- Journalism covering war or conflict zones
- The process of issuing corrections after a news outlet publishes an error
Correct answer: A strategic approach to managing an organization's communications during a damaging or threatening situation
Crisis communications involves planning and executing messaging to protect and restore an organization's reputation when facing a damaging event or scandal.
Question 3: What is the difference between 'earned media' and 'paid media' in public relations?
- Earned media is broadcast coverage; paid media is print advertising
- Earned media is coverage gained through PR efforts without payment; paid media is purchased advertising (Correct answer)
- Earned media requires a press release; paid media does not
- Earned media is digital; paid media is traditional
Correct answer: Earned media is coverage gained through PR efforts without payment; paid media is purchased advertising
Earned media is organic coverage obtained through PR outreach and newsworthiness, while paid media includes advertising placements purchased directly from outlets.
Question 4: What does 'spokesperson training' typically involve in media relations?
- Teaching executives to write their own press releases
- Preparing organizational representatives to communicate effectively and on-message in media interviews (Correct answer)
- Training journalists on how to conduct interviews
- Training PR professionals to monitor social media
Correct answer: Preparing organizational representatives to communicate effectively and on-message in media interviews
Spokesperson training prepares executives and officials to deliver key messages clearly, handle difficult questions, and avoid miscommunication during media interviews.
Question 5: What is 'brand journalism' and how does it differ from traditional journalism?
- Journalism that covers the fashion and retail industry
- Content created by a company to tell its own story, without independent editorial oversight (Correct answer)
- Journalism funded by a nonprofit's branded grant program
- A style of writing focused on brand name products
Correct answer: Content created by a company to tell its own story, without independent editorial oversight
Brand journalism is content produced by an organization to promote its narrative, lacking the independent editorial standards and oversight that define traditional journalism.
Question 6: What is an 'on the record' statement in media relations?
- A statement that has been recorded on audio or video
- Information that can be quoted directly and attributed by name to the speaker (Correct answer)
- A statement that has been reviewed and approved by legal
- A comment shared only with a specific journalist
Correct answer: Information that can be quoted directly and attributed by name to the speaker
'On the record' means the journalist may quote the speaker directly and attribute the statement to them by name in published reporting.
BSJ Public Relations and Media Relations 2
What is a 'media pitch' in public relations?