Press Releases Introduction to Press Release 4 — Questions and Answers
Question 1: Which style guide is most commonly followed when writing press releases in the United States?
- Chicago Manual of Style
- MLA Handbook
- AP (Associated Press) Stylebook (Correct answer)
- APA Publication Manual
Correct answer: AP (Associated Press) Stylebook
Most US newsrooms and PR professionals follow AP Style because it mirrors the standards journalists already use.
Question 2: When distributing a press release, what is a 'wire service'?
- A secure fax line used exclusively by government agencies
- A paid distribution network that sends releases to thousands of media outlets simultaneously (Correct answer)
- An internal company email system for executives
- A social media scheduling tool
Correct answer: A paid distribution network that sends releases to thousands of media outlets simultaneously
Wire services like PR Newswire and Business Wire distribute press releases broadly to journalists, newsrooms, and databases for a fee.
Question 3: What is the recommended tense for writing the body of a press release?
- Future tense
- Present or past tense (Correct answer)
- Subjunctive tense
- Conditional tense
Correct answer: Present or past tense
Press releases use present tense for ongoing facts and past tense for completed events, mirroring journalistic news writing conventions.
Question 4: Which scenario would most likely warrant issuing a crisis press release?
- Opening a new office location
- A product recall affecting consumer safety (Correct answer)
- Hiring a summer intern
- Launching a company blog
Correct answer: A product recall affecting consumer safety
A product recall with safety implications requires immediate, transparent communication to protect the public and manage the company's reputation.
Question 5: A press release headline should ideally be written in which format?
- Sentence case, past tense
- Title Case, present tense, active voice (Correct answer)
- ALL CAPS with punctuation removed
- Italics with the company name first
Correct answer: Title Case, present tense, active voice
Press release headlines use Title Case and active present-tense verbs to convey the news quickly and compellingly.
Question 6: What is the function of a 'sub-headline' (or deck) in a press release?
- To list all company executives quoted in the release
- To provide a secondary line that elaborates on the main headline (Correct answer)
- To replace the boilerplate at the end of the document
- To indicate the distribution tier of the release
Correct answer: To provide a secondary line that elaborates on the main headline
A sub-headline gives editors and journalists additional context about the story immediately below the main headline.
Question 7: Why is it important to answer the 'Five Ws' (Who, What, When, Where, Why) in the lead paragraph of a press release?
- Because it is required by the FTC for all corporate communications
- Because it ensures the most critical information is immediately accessible to busy journalists (Correct answer)
- Because wire services charge less for releases that include all five Ws
- Because boilerplates cannot include factual information
Correct answer: Because it ensures the most critical information is immediately accessible to busy journalists
Answering the Five Ws upfront respects journalists' limited time and ensures the release can stand alone even if only the first paragraph is read.
Press Releases Introduction to Press Release 4
Which style guide is most commonly followed when writing press releases in the United States?