Press Releases Introduction to Press Release 5

Question 1

Which of the following best describes 'earned media' in the context of press releases?

Accepted Answer

Organic news coverage generated because journalists found the story newsworthy

Answer

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?

Accepted Answer

It focuses specifically on announcing a new product's features, availability, and pricing

Answer

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:

Accepted Answer

Selecting specific journalists or outlets most likely to cover the topic

Answer

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?

Accepted Answer

Publishing a deceptive claim about a competitor

Answer

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?

Accepted Answer

The journalist proposes the story idea to their editor for approval

Answer

After receiving a press release, a journalist may pitch their editor on developing the story further before committing to write it.

Press Releases Practice Test