Press Releases Introduction to Press Release 5 — Questions and Answers
Question 1: Which of the following best describes 'earned media' in the context of press releases?
- Paid advertising placements purchased by the company
- Organic news coverage generated because journalists found the story newsworthy (Correct answer)
- Content published directly on the company's own website
- Social media posts boosted with a paid budget
Correct answer: Organic news coverage generated because journalists found the story newsworthy
Earned media is unpaid coverage that results when journalists independently decide a press release is newsworthy enough to report on.
Question 2: What distinguishes a 'product launch' press release from a general news release?
- It is always longer than 1,000 words
- It focuses specifically on announcing a new product's features, availability, and pricing (Correct answer)
- It must include financial projections
- It is sent only to trade publications, never general media
Correct answer: It focuses specifically on announcing a new product's features, availability, and pricing
A product launch release centers on a specific new offering and typically includes key details like features, release date, and price point.
Question 3: In press release distribution, 'targeting' refers to:
- Printing and mailing physical copies to every newsroom
- Selecting specific journalists or outlets most likely to cover the topic (Correct answer)
- Paying for sponsored placement on news websites
- Sending the release exclusively to one publication
Correct answer: Selecting specific journalists or outlets most likely to cover the topic
Targeted distribution means identifying and contacting journalists whose beat aligns with the story, increasing the likelihood of coverage.
Question 4: Which of the following is an example of an inappropriate use of a press release?
- Announcing a merger between two publicly traded companies
- Promoting a charity fundraising event
- Publishing a deceptive claim about a competitor (Correct answer)
- Sharing quarterly earnings results
Correct answer: Publishing a deceptive claim about a competitor
Press releases must contain truthful, factual information; publishing false claims about competitors is unethical and potentially illegal.
Question 5: When a journalist 'pitches' a story based on a press release, what does this mean?
- The journalist pays the company to cover the story
- The journalist proposes the story idea to their editor for approval (Correct answer)
- The journalist embargoes the release for 48 hours
- The journalist publishes the press release verbatim
Correct answer: The journalist proposes the story idea to their editor for approval
After receiving a press release, a journalist may pitch their editor on developing the story further before committing to write it.
Question 6: What is the primary benefit of including multimedia assets (photos, video links) with a press release?
- It reduces the required word count of the release
- It increases the likelihood of media pickup by making the story easier to publish visually (Correct answer)
- It eliminates the need for a boilerplate section
- It allows the company to bypass wire distribution fees
Correct answer: It increases the likelihood of media pickup by making the story easier to publish visually
Multimedia assets give editors ready-to-use visuals, lowering the barrier to publishing and making the story more attractive to online and broadcast media.
Question 7: Which of the following headlines best follows press release writing best practices?
- WE ARE VERY EXCITED TO ANNOUNCE OUR AMAZING NEW PRODUCT!!!
- AcmeCorp Launches Cloud-Based Inventory Platform for Mid-Size Retailers (Correct answer)
- A New Product Has Been Made by Our Company That You Should Know About
- For Immediate Release: Please Read This Important Announcement
Correct answer: AcmeCorp Launches Cloud-Based Inventory Platform for Mid-Size Retailers
The best headline is specific, factual, uses active voice, and avoids hype, exclamation marks, or vague language.
Press Releases Introduction to Press Release 5
Which of the following best describes 'earned media' in the context of press releases?