Press Releases Press Release Media Relations and Pitching 2 — Questions and Answers
Question 1: What is a wire service in the context of press release distribution?
- A direct phone line between PR agencies and newsrooms
- A service that electronically distributes press releases to media outlets simultaneously (Correct answer)
- A subscription service that curates press releases for individual journalists
- A legal service that verifies the accuracy of press release content
Correct answer: A service that electronically distributes press releases to media outlets simultaneously
Wire services like PR Newswire and Business Wire electronically distribute press releases to thousands of media outlets simultaneously.
Question 2: What does offering a journalist an 'exclusive' on a story mean?
- Providing the story only to paid media subscribers
- Giving one journalist or outlet the right to publish the story before anyone else (Correct answer)
- Restricting the story to local media outlets only
- Sharing the story with all media outlets at the exact same time
Correct answer: Giving one journalist or outlet the right to publish the story before anyone else
An exclusive gives a single journalist or media outlet the right to break the story first, in exchange for guaranteed coverage.
Question 3: What is typically included in a media kit?
- Only the press release and company logo
- A collection of materials including press releases, bios, images, and background info (Correct answer)
- A list of embargoed stories planned for the upcoming quarter
- Contact details for the company's legal and compliance teams
Correct answer: A collection of materials including press releases, bios, images, and background info
A media kit is a comprehensive package that gives journalists everything they need to cover a story, including background documents, images, and key facts.
Question 4: When is the appropriate time to follow up after sending a press release?
- The same day, within one hour of sending
- After one to three business days if no response has been received (Correct answer)
- Two weeks later, only if the story has not been published
- Immediately, with a phone call before the email is even read
Correct answer: After one to three business days if no response has been received
Waiting one to three business days before following up is standard practice, giving journalists time to read the release without feeling pressured.
Question 5: What does 'on background' mean in media relations?
- Information that can be quoted and fully attributed to the source
- Information that can inform a story but cannot be directly quoted or attributed (Correct answer)
- Information that is entirely off the record and cannot be used in any form
- Background research that the journalist conducts independently
Correct answer: Information that can inform a story but cannot be directly quoted or attributed
'On background' means the information can be used in reporting but cannot be directly quoted or attributed to the named source.
Question 6: What is the purpose of the boilerplate section in a press release?
- To provide the main news announcement at the top of the release
- To give standardized background information about the company at the end of the release (Correct answer)
- To list the journalist's contact information for follow-up
- To include legal disclaimers required by regulatory agencies
Correct answer: To give standardized background information about the company at the end of the release
The boilerplate is a standardized paragraph at the end of every press release that provides consistent background information about the company.
Question 7: Which element makes a news story 'timely' for press release purposes?
- The story references well-documented historical events
- The story is connected to recent events, current trends, or breaking news (Correct answer)
- The story has been covered by multiple outlets in previous years
- The story features interviews with well-known celebrities
Correct answer: The story is connected to recent events, current trends, or breaking news
Timeliness is a key element of newsworthiness, meaning the story is connected to what is happening now or in the very near future.
Press Releases Press Release Media Relations and Pitching 2
What is a wire service in the context of press release distribution?