Public Relations & Media Relations Flashcards

What distinguishes a press conference from a media briefing?

Answer: Press conferences are open to all media with Q&A; briefings are smaller and more controlled

A press conference is an open, formal event inviting broad media participation with Q&A, while a briefing is typically a smaller, more focused session.

In PR, what does the term 'news hook' refer to?

Answer: An element that ties a story to current events or trending topics to increase newsworthiness

A news hook connects a pitch or story to timely, relevant events to make it more compelling for journalists to cover.

Which of the following is NOT typically included in a media kit?

Answer: Confidential internal financial projections

Media kits contain publicly shareable materials; confidential financial projections are internal documents not intended for media distribution.

What is 'newsjacking' in the context of PR strategy?

Answer: Inserting a brand into a trending news story to gain media attention

Newsjacking involves capitalizing on a breaking or trending story to inject a brand's message and gain earned media coverage.

A PR team is preparing for a product recall. Which crisis communication principle should guide their first action?

Answer: Prioritize public safety and communicate the recall clearly and quickly

In product recalls, public safety must come first, and rapid, clear communication is essential to protect consumers and maintain trust.

What is the role of a 'third-party validator' in a PR strategy?

Answer: A credible external source such as an expert or customer who endorses the organization's message

Third-party validators lend credibility to an organization's messages by providing independent endorsements from trusted, external voices.

When distributing a press release under embargo, what obligation does the journalist receiving it accept?

Answer: They agree not to publish the information before the specified date and time

An embargo is a mutual agreement under which the journalist holds the information and does not publish until the specified release date.