CCP Press Release & Media Pitching 2 — Questions and Answers
Question 1: Which element of a press release is designed to capture a journalist's attention if they read nothing else?
- The boilerplate
- The dateline
- The headline (Correct answer)
- The contact block
Correct answer: The headline
The headline is the single most critical element because journalists often decide in seconds whether to read further.
Question 2: When pitching to a beat reporter, the MOST effective approach is to:
- Send the same pitch to all reporters at the outlet
- Demonstrate knowledge of the reporter's recent coverage and explain relevance (Correct answer)
- Lead with your client's credentials and company history
- Request an exclusive before describing the story angle
Correct 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.
Question 3: An embargo in media relations means the information:
- May never be published without written permission
- Can be published only after a specified date and time (Correct answer)
- Is exclusive to one outlet only
- Must be attributed to an anonymous source
Correct 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.
Question 4: The ideal length for a standard press release distributed to general news media is:
- Three to four pages of detailed background
- Half a page or less
- One page, typically 400–500 words (Correct answer)
- Exactly two pages with attached bio
Correct answer: One page, typically 400–500 words
One page (roughly 400–500 words) is the industry standard, giving enough information without overwhelming journalists.
Question 5: Which of the following best describes 'newsworthiness' when evaluating a press release topic?
- The story benefits the issuing organization financially
- The topic is timely, significant, and of genuine interest to the target audience (Correct answer)
- The release includes quotes from multiple senior executives
- The story has been pre-approved by legal and compliance
Correct 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.
Question 6: A 'media advisory' differs from a press release primarily because it:
- Is longer and includes more background information
- Invites media to cover a future event rather than announcing completed news (Correct answer)
- Contains a mandatory off-the-record section
- Must be sent only via fax
Correct 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.
Question 7: When a journalist asks to speak 'on background,' the PR professional should understand that the information:
- Will be attributed directly and by name to the spokesperson
- Can be used to inform reporting but not directly attributed (Correct answer)
- Is completely off the record and cannot be published in any form
- Must appear in print within 24 hours
Correct 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.
CCP Press Release & Media Pitching 2
Which element of a press release is designed to capture a journalist's attention if they read nothing else?