Press Release & Media Pitching Flashcards

Which element of a press release is designed to capture a journalist's attention if they read nothing else?

Answer: The headline

The headline is the single most critical element because journalists often decide in seconds whether to read further.

When pitching to a beat reporter, the MOST effective approach is to:

Answer: Demonstrate knowledge of the reporter's recent coverage and explain relevance

Personalizing a pitch to a reporter's beat shows respect for their expertise and dramatically increases response rates.

An embargo in media relations means the information:

Answer: Can be published only after a specified date and time

An embargo is an agreement between a PR professional and journalist to hold publication until a mutually agreed-upon date and time.

The ideal length for a standard press release distributed to general news media is:

Answer: One page, typically 400–500 words

One page (roughly 400–500 words) is the industry standard, giving enough information without overwhelming journalists.

Which of the following best describes 'newsworthiness' when evaluating a press release topic?

Answer: The topic is timely, significant, and of genuine interest to the target audience

Newsworthiness is determined by factors like timeliness, significance, proximity, and audience relevance — not organizational benefit.

A 'media advisory' differs from a press release primarily because it:

Answer: Invites media to cover a future event rather than announcing completed news

A media advisory is a brief invitation alerting journalists to an upcoming event, whereas a press release announces a completed development.

When a journalist asks to speak 'on background,' the PR professional should understand that the information:

Answer: Can be used to inform reporting but not directly attributed

On background means the journalist can use the information to shape the story but cannot attribute it to a named source.