Strategic Communication & Media Relations Flashcards

A nonprofit is launching a public awareness campaign with a limited budget. Which media strategy offers the highest earned-media potential?

Answer: Cultivating a compelling human-interest story for local TV

Human-interest stories with emotional resonance are highly attractive to local TV news and often generate organic coverage without paid placement.

What distinguishes a strategic communication plan from a tactical plan?

Answer: A strategic plan aligns communication goals with overarching organizational objectives

Strategic plans connect communication activities to broader business or organizational goals, while tactical plans detail the specific actions to achieve those goals.

Which situation represents an example of proactive media relations?

Answer: Pitching a feature story about the company's community impact before any issue arises

Proactive media relations involves initiating contact and story ideas to shape coverage positively, rather than reacting to external inquiries.

A brand's spokesperson misstates a key fact on live television. What is the immediate best practice?

Answer: Issue a correction promptly and proactively contact the outlet

Swift, voluntary corrections preserve credibility and reduce the risk of the error spreading or being amplified by others.

What is the role of a 'news hook' in a media pitch?

Answer: A timely peg that ties the story to current events or trends

A news hook connects a pitch to something already in the public conversation, making it more relevant and newsworthy to editors.

Under the PRSA Code of Ethics, which behavior is explicitly prohibited?

Answer: Paying a journalist undisclosed fees to publish favorable coverage

Paying journalists for undisclosed favorable coverage violates transparency and honesty provisions in the PRSA Code of Ethics and constitutes pay-for-play.

Which type of communication objective is SMART-formatted?

Answer: Generate 15 positive earned media placements in top-tier outlets within 90 days

SMART objectives are Specific, Measurable, Achievable, Relevant, and Time-bound — a numeric target with a defined timeframe satisfies all five criteria.