CCP Media Relations & Public Speaking 3 — Questions and Answers
Question 1: An embargo in media relations means:
- A complete ban on contacting a specific journalist or outlet
- Information shared with journalists that cannot be published until a specified date and time (Correct answer)
- A retraction request sent after inaccurate coverage
- A legal hold placed on all external communications
Correct answer: Information shared with journalists that cannot be published until a specified date and time
Embargoes allow journalists advance access to prepare thorough coverage while ensuring all outlets publish simultaneously.
Question 2: Which type of lede is most effective for a press release intended to generate media pickup?
- A chronological lede that tells the full story from beginning to end
- A question lede that poses a rhetorical inquiry
- A summary lede that puts the most newsworthy information first (Correct answer)
- An anecdotal lede that opens with a personal story
Correct answer: A summary lede that puts the most newsworthy information first
A summary lede front-loads the who, what, when, where, and why so busy journalists immediately grasp the story's value.
Question 3: What does 'off the record' mean in a media interview context?
- The journalist agrees not to use the information in any form (Correct answer)
- The information can be used but the source cannot be identified
- The conversation is paused and not included in the official transcript
- The journalist will only use the information online, not in print
Correct answer: The journalist agrees not to use the information in any form
Off the record means the journalist agrees not to publish or reference the information at all, though enforcement relies on mutual trust.
Question 4: The 'inverted pyramid' structure used in press releases places:
- Background information first, followed by quotes, then the news
- The most important information first, with supporting details beneath (Correct answer)
- The company boilerplate at the top for immediate context
- A narrative arc with the climax in the middle
Correct answer: The most important information first, with supporting details beneath
The inverted pyramid puts the most critical facts at the top so editors can cut from the bottom without losing the core story.
Question 5: During a panel discussion, a co-panelist makes a statement you know is factually incorrect. The best response is to:
- Immediately interrupt to correct the error to protect your credibility
- Ignore the error to maintain collegial relationships on stage
- Wait for your turn, then respectfully offer accurate information with evidence (Correct answer)
- Alert the moderator by passing a written note during the session
Correct answer: Wait for your turn, then respectfully offer accurate information with evidence
Waiting for your speaking turn and correcting with evidence is professional, avoids appearing combative, and protects audience trust.
Question 6: A 'media train' in spokesperson preparation refers to:
- A scheduled series of back-to-back media interviews in a single day (Correct answer)
- The sequential workflow for drafting and distributing a press release
- A mentorship program pairing senior and junior PR staff
- The timeline for a multi-city press tour
Correct answer: A scheduled series of back-to-back media interviews in a single day
A media train is an intensive day of consecutive interviews, maximizing coverage while the spokesperson maintains consistent messaging.
Question 7: Which element of a public speech most directly establishes speaker credibility (ethos) at the outset?
- Opening with a powerful statistic from a well-known source
- Briefly establishing relevant personal experience or expertise (Correct answer)
- Beginning with a humorous anecdote to build audience rapport
- Displaying an impressive slide deck with professional visuals
Correct answer: Briefly establishing relevant personal experience or expertise
Briefly establishing why you are qualified to speak on the topic immediately builds audience trust and receptivity.
CCP Media Relations & Public Speaking 3
An embargo in media relations means: