CCP Press Release & Media Pitching 3 — Questions and Answers
Question 1: Which distribution method is generally MOST effective for reaching a highly targeted group of niche trade journalists?
- Blasting to a purchased list of thousands of general media contacts
- Submitting only to your company's website newsroom
- Personally curating a focused media list and sending direct, personalized pitches (Correct answer)
- Posting exclusively on social media and waiting for pickup
Correct answer: Personally curating a focused media list and sending direct, personalized pitches
A curated, personalized approach consistently outperforms mass distribution when targeting specialist trade journalists.
Question 2: The 'inverted pyramid' structure in a press release places information in which order?
- Chronological order from oldest to newest event
- Most important facts first, followed by supporting details and background (Correct answer)
- Background first, then details, then the main point at the end
- Alphabetical order by source name
Correct answer: Most important facts first, followed by supporting details and background
The inverted pyramid leads with the most newsworthy information so editors can cut from the bottom without losing the key message.
Question 3: A PR professional should follow up a pitch email with a phone call after approximately:
- Two to three business days if no response has been received (Correct answer)
- Immediately after sending the email
- One full month to give the reporter adequate time
- Never — a pitch should stand on its own merits
Correct answer: Two to three business days if no response has been received
Following up after two to three business days is respectful of a journalist's deadline-driven schedule while keeping the pitch relevant.
Question 4: Which component of a press release provides a standard description of the issuing organization and typically appears at the end?
- Dateline
- Lede paragraph
- Boilerplate ('About' section) (Correct answer)
- Subheadline
Correct answer: Boilerplate ('About' section)
The boilerplate is a pre-approved paragraph describing the company that appears after the body of every press release.
Question 5: When issuing a press release about a product recall, the primary communication goal should be:
- Minimizing media coverage to protect the brand's reputation
- Rapidly providing clear, complete safety information to protect consumers (Correct answer)
- Delaying release until all legal liability is resolved
- Framing the recall as a product upgrade opportunity
Correct answer: Rapidly providing clear, complete safety information to protect consumers
Crisis press releases on safety matters must prioritize transparent, complete consumer safety information above all reputational considerations.
Question 6: The symbol '###' placed at the bottom of a press release indicates:
- The release is classified and restricted to senior editors
- End of the document / end of release (Correct answer)
- A third follow-up statement will be issued
- The organization has three spokespeople available
Correct answer: End of the document / end of release
'###' is a standard journalistic convention signaling the end of the press release text.
Question 7: Which pitch timing strategy is generally LEAST effective?
- Pitching a seasonal story six to eight weeks before the relevant date
- Aligning a pitch with a trending news cycle relevant to your story
- Sending a pitch to a daily newspaper journalist on a Friday afternoon (Correct answer)
- Pitching a Sunday newspaper magazine four weeks ahead
Correct answer: Sending a pitch to a daily newspaper journalist on a Friday afternoon
Friday afternoons are notoriously difficult for pitching daily newspaper journalists who are wrapping their week and facing weekend deadlines.
CCP Press Release & Media Pitching 3
Which distribution method is generally MOST effective for reaching a highly targeted group of niche trade journalists?