BSJ Public Relations and Media Relations 1 — Questions and Answers
Question 1: What is a 'press release' and what is its primary purpose?
- A legal document releasing journalists from liability
- An official written statement distributed to media to announce news from an organization (Correct answer)
- A journalist's written request for an interview
- An editorial opinion piece submitted to a newspaper
Correct answer: An official written statement distributed to media to announce news from an organization
A press release is an official written statement prepared by an organization to announce news or events to journalists and media outlets.
Question 2: What does 'media relations' mean in a professional context?
- The study of how media companies are related to each other
- The strategic management of communication between an organization and journalists or media outlets (Correct answer)
- The legal relationship between a publisher and its employees
- The process of producing advertisements for news programs
Correct answer: The strategic management of communication between an organization and journalists or media outlets
Media relations is the practice of building and maintaining relationships with journalists to facilitate accurate and favorable coverage of an organization.
Question 3: What is a 'press kit' or 'media kit'?
- A collection of photography equipment loaned to journalists
- A package of background materials, fact sheets, bios, and press releases provided to media (Correct answer)
- A legal document granting press access to an event
- A software subscription for media monitoring
Correct answer: A package of background materials, fact sheets, bios, and press releases provided to media
A press or media kit is a pre-packaged collection of informational materials—fact sheets, executive bios, press releases, and images—provided to journalists to assist coverage.
Question 4: What is 'spin' in the context of public relations?
- Rotating print advertisements across multiple publications
- Presenting information in a way that emphasizes positive aspects while downplaying negatives (Correct answer)
- A technique for editing broadcast footage quickly
- A method for distributing a press release to multiple outlets simultaneously
Correct answer: Presenting information in a way that emphasizes positive aspects while downplaying negatives
Spin is a PR technique of framing information selectively to create a favorable impression, often by emphasizing positive angles and minimizing or burying unfavorable facts.
Question 5: What is an 'embargo' in the context of press releases?
- A legal ban on publishing a story
- An agreement that journalists will not publish information before a specified date and time (Correct answer)
- A restriction on foreign journalists attending a press conference
- A government order blocking coverage of a sensitive topic
Correct answer: An agreement that journalists will not publish information before a specified date and time
An embargo is a mutual agreement between a source and journalists that information can be prepared in advance but will not be published until the agreed release time.
Question 6: Why must journalists critically evaluate press releases rather than publishing them verbatim?
- Press releases are copyrighted and cannot be republished
- Press releases are written to serve the organization's interests and may omit unfavorable information (Correct answer)
- Editors require journalists to rewrite all external content
- Press releases are typically too long for publication
Correct answer: Press releases are written to serve the organization's interests and may omit unfavorable information
Press releases are advocacy documents written to present an organization favorably, so journalists must independently verify claims and seek outside perspectives before publishing.
BSJ Public Relations and Media Relations 1
What is a 'press release' and what is its primary purpose?