Mixed Deck — All Public Relations Topics Flashcards

What is the purpose of a 'Q&A document' prepared for media briefings?

Answer: To prepare spokespeople with approved answers to anticipated journalist questions

Q&A documents help spokespersons stay on message by preparing consistent, approved answers to likely questions, reducing the chance of off-message responses.

Public relations (PR) aims to improve public impressions of the company, as well as its attitudes toward it.

Answer: True

True. Public relations (PR) fundamentally aims to shape and improve public perceptions and attitudes towards a company, organization, or individual. By strategically managing communication, PR professionals work to build a positive image, foster goodwill, and maintain a favorable reputation among various stakeholders. This statement accurately defines a core objective of PR efforts.

What is a 'conflict of interest' in public relations ethics?

Answer: A situation where personal or financial interests could compromise professional judgment

A conflict of interest occurs when a PR practitioner's personal, financial, or professional interests could improperly influence or compromise their professional judgment or actions.

The 'Pepsi Syringe Crisis' of 1993 is a classic example of successful crisis PR because:

Answer: The company quickly used media to show manufacturing safety and the hoax was exposed

Pepsi successfully managed the syringe-in-can hoax by releasing behind-the-scenes manufacturing videos, demonstrating transparency and disproving the claims rapidly.

A business should _____ to guarantee effective internal marketing.

Answer: All of the above

Effective internal marketing requires a comprehensive approach to engage employees. Informing them of goals ensures alignment, while understanding their feelings fosters a positive work environment. Additionally, rewarding hard work motivates employees and reinforces desired behaviors, all contributing to a strong internal culture and effective internal marketing. Thus, all listed actions are essential.

An embargo in PR means:

Answer: Providing information to media with an agreed release date and time

An embargo is an agreement with journalists to hold a story until a specified date, allowing time for thorough reporting while controlling timing.

Which of the following best describes 'stakeholder mapping' in PR?

Answer: Identifying and prioritizing individuals or groups affected by an organization's actions

Stakeholder mapping identifies all parties who have an interest in or are affected by an organization, allowing PR teams to prioritize engagement strategies.

What distinguishes a 'feature story pitch' from a standard news pitch?

Answer: Feature pitches emphasize human interest and narrative, not just breaking news

Feature pitches focus on compelling narratives, trends, or human stories that are not time-sensitive, appealing to lifestyle, magazine, and long-form journalists.

In media relations, what is a 'news hook'?

Answer: A timely, compelling angle that makes a story relevant and newsworthy right now

A news hook connects a story to current events, trends, or seasonal relevance, giving journalists a compelling reason to cover it at that specific moment.

In crisis communication, the 'golden hour' concept refers to:

Answer: The critical first 60 minutes after a crisis breaks, requiring rapid response

The golden hour refers to the critical period immediately following a crisis when an organization's initial response sets the narrative and shapes public perception.

A publicity plan identifies what.

Answer: What the property offers and the appropriate promotional materials should be created

A publicity plan's primary role is to strategically outline what aspects of a property or offering will be promoted and how. It identifies key messages and determines the most effective promotional materials, such as press releases or media kits, to generate positive media attention. This ensures the property's unique selling points are clearly communicated to target audiences.

The concept of 'agenda-setting' in PR and media theory suggests that:

Answer: The media influences which issues the public considers important by determining what receives coverage

Agenda-setting theory, developed by McCombs and Shaw, proposes that media coverage shapes public perception of issue importance, even if it doesn't dictate specific opinions.

What is an 'online newsroom' and why is it valuable?

Answer: A dedicated website section with press materials, giving journalists easy access to resources

An online newsroom gives journalists, bloggers, and other media professionals self-service access to press releases, executive bios, media kits, and approved photos at any time.

What is the ideal length for a standard press release?

Answer: 400–600 words on a single page

Industry best practice recommends press releases be concise—typically one page, 400–600 words—to respect journalists' time and focus on newsworthy content.

A 'fact sheet' distributed to media primarily serves to:

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.

What does 'integrated communications' mean in strategic PR?

Answer: Aligning PR, advertising, marketing, and digital channels toward unified messaging

Integrated communications ensures that PR, advertising, marketing, and digital channels work together with consistent messages and complementary tactics for greater impact.

The 'inverted pyramid' structure in press releases places:

Answer: The most important information at the top

The inverted pyramid format front-loads the most newsworthy facts so editors can cut from the bottom without losing critical information.

In PR, 'agenda-setting theory' suggests that:

Answer: Media does not tell people what to think but what to think about

Agenda-setting theory (McCombs and Shaw) proposes that media salience—how much coverage a topic receives—influences how important audiences perceive that issue to be.

A SWOT analysis in PR strategic planning examines:

Answer: Strengths, Weaknesses, Opportunities, and Threats

SWOT analysis helps PR planners understand internal capabilities (Strengths, Weaknesses) and external environment (Opportunities, Threats) before developing strategy.

What components are essential to a successful PR process?

Answer: All of the above

A successful PR process typically follows a structured approach, often summarized by models like RACE (Research, Action, Communication, Evaluation). Research is vital for understanding the situation, Action involves planning and implementing strategies, Communication is the execution of messages, and Evaluation assesses the effectiveness of efforts. All these components are essential for achieving PR objectives.