Public Relations & Media Relations Flashcards

What is the primary purpose of a media pitch?

Answer: To persuade a journalist to cover a story

A media pitch is a targeted appeal to a journalist or editor designed to persuade them to cover a particular story.

Which of the following best describes 'earned media'?

Answer: Coverage generated by media outlets without direct payment

Earned media refers to coverage obtained through PR efforts rather than paid advertising, such as news stories and editorial mentions.

When a journalist goes 'on background,' what does this typically mean?

Answer: Information can be used but the source cannot be identified

Speaking on background means information may be published but the source's identity will not be disclosed in the story.

A PR professional wants to monitor how often a brand is mentioned in the media. Which tool category best serves this need?

Answer: Media monitoring and clipping services

Media monitoring and clipping services track brand mentions across print, broadcast, and online outlets.

What is the 'inverted pyramid' structure used for in PR writing?

Answer: Structuring a press release with the most important information first

The inverted pyramid places the most newsworthy information at the top of a press release, with supporting details following.

Which element is most critical to include in a press release headline?

Answer: A compelling, newsworthy angle that captures the story

A strong headline immediately communicates the newsworthy angle, increasing the likelihood a journalist will read further.

What does 'SOV' stand for in media relations measurement?

Answer: Share of Voice

Share of Voice (SOV) measures a brand's media presence relative to competitors within a given market or topic.