Public Relations Media Relations 2 — Questions and Answers
Question 1: What is 'earned media' in the context of public relations?
- Coverage obtained through newsworthy activity without payment (Correct answer)
- Sponsored content published by news outlets
- Advertising purchased in print publications
- Content created and distributed by the organization itself
Correct answer: Coverage obtained through newsworthy activity without payment
Earned media refers to organic coverage by journalists, bloggers, or influencers that the organization did not pay for, often seen as more credible than paid media.
Question 2: Which term describes a journalist's regular area of coverage?
- Beat (Correct answer)
- Byline
- Masthead
- Dateline
Correct answer: Beat
A reporter's beat is their specialized area of coverage, such as health, technology, or politics, which determines what stories they are most interested in.
Question 3: What does 'on background' mean during a media briefing?
- Information can be used but not attributed to the source by name (Correct answer)
- Information is completely off the record
- Information is cleared for full attribution
- Information must be verified by two other sources
Correct answer: Information can be used but not attributed to the source by name
On background allows reporters to use the information in their stories but requires them to describe the source generically, such as 'a company official.'
Question 4: A 'fact sheet' distributed to media primarily serves to:
- Provide concise background information about an organization or topic (Correct answer)
- Replace the need for a press release
- Announce breaking news to journalists
- Detail an organization's financial performance
Correct answer: Provide concise background information about an organization or topic
Fact sheets give journalists quick-reference background data, statistics, and organizational details to supplement news releases and improve story accuracy.
Question 5: What is 'newsjacking' in PR and media relations?
- Inserting a brand into a breaking news story to gain media attention (Correct answer)
- Stealing a competitor's press coverage
- Planting false stories in news outlets
- Buying advertising space around trending news topics
Correct answer: Inserting a brand into a breaking news story to gain media attention
Newsjacking is the practice of aligning a brand's messaging with a trending news story to gain media attention and relevance.
Question 6: Which metric best measures the effectiveness of a media relations campaign?
- Share of voice, tone of coverage, and reach (Correct answer)
- Number of press releases distributed
- Total advertising spend by competitors
- Number of journalists who opened emails
Correct answer: Share of voice, tone of coverage, and reach
Effective media measurement combines share of voice (versus competitors), sentiment of coverage, and audience reach rather than just output metrics.
Public Relations Media Relations 2
What is 'earned media' in the context of public relations?