Strategic Communication & Media Relations Flashcards

What is the primary advantage of using a third-party credible spokesperson in a media campaign?

Answer: They provide independent validation that audiences perceive as less biased

Third-party experts or advocates lend credibility because audiences view them as independent of the organization's self-interest.

Which media outlet type is typically most appropriate for reaching a narrowly defined professional B2B audience?

Answer: Industry trade publications

Trade publications are read by professionals within specific industries, making them the most targeted channel for B2B messaging.

During a media interview, a spokesperson is asked a loaded or misleading question. The best response technique is to:

Answer: Correct the false premise politely before answering

Accepting a loaded premise can imply agreement with inaccurate assumptions; politely correcting the framing preserves accuracy without appearing evasive.

What does 'off the record' mean in the context of media relations?

Answer: Information is exclusively for background context and not for publication with attribution

'Off the record' means the journalist agrees not to publish or attribute the information, though conventions vary and should always be confirmed explicitly.

A company is launching a product in multiple international markets. What is the first consideration for adapting its strategic communication plan?

Answer: Conducting audience research to understand cultural and media landscape differences

Cultural norms, media structures, and audience expectations differ by market, requiring localized research before any messaging or channel decisions are made.

What is the main function of an editorial calendar in a media relations strategy?

Answer: Identifying upcoming publication themes or special issues to align pitches with

Editorial calendars published by outlets reveal planned focus topics, allowing PR professionals to pitch stories that align with what editors already intend to cover.

Which principle best describes why two-way symmetrical communication is considered the ideal PR model by Grunig and Hunt?

Answer: It allows mutual understanding and adjustment between organization and public

Grunig and Hunt's two-way symmetrical model treats communication as a dialogue where both the organization and its publics can influence each other's attitudes and behaviors.