Strategic Communication & Media Relations Flashcards

An organization receives a Freedom of Information Act (FOIA) request related to a communications campaign. What should PR practitioners do?

Answer: Coordinate with legal counsel to respond accurately and within the legal timeframe

FOIA requests carry legal obligations; PR practitioners must work with legal counsel to respond accurately, on time, and in compliance with applicable law.

Which approach best supports long-term relationship building with media contacts?

Answer: Consistently offering relevant story ideas, sources, and data even without an agenda

Journalists value PR contacts who serve as reliable, agenda-free resources over time, not just conduits for organizational announcements.

What is the purpose of a 'dark site' in crisis communication planning?

Answer: A pre-built website held in reserve to activate quickly during a crisis with accurate information

A dark site is a pre-developed web property that can be activated quickly during a crisis to provide the public and media with accurate, organization-controlled information.

When measuring PR campaign effectiveness, AVE (Advertising Value Equivalency) is widely criticized because:

Answer: It does not capture audience engagement or trust, and equates editorial coverage with paid advertising

AVE conflates editorial credibility with paid advertising space cost, ignoring qualitative factors like tone, prominence, and audience trust that make earned media valuable.

A PR team is preparing for a press conference. Which logistical element is most critical to media attendance?

Answer: Choosing a convenient time and location that fits journalists' filing schedules

Journalists are more likely to attend when timing and location accommodate their deadlines and workflows, making scheduling the most critical logistical factor.

What is 'message discipline' in the context of spokesperson training?

Answer: Consistently returning to core messages regardless of how questions are phrased

Message discipline means a spokesperson consistently weaves key messages into every response, ensuring the organization's most important points are communicated no matter the question.

Which channel is most effective for reaching journalists in real time during a fast-moving news event?

Answer: Sending a concise email pitch or using a direct message on X (formerly Twitter)

During fast-moving events, email and direct social messaging platforms like X allow near-instant communication with journalists who are actively monitoring these channels.