Media Relations Flashcards

What is 'earned media' in the context of public relations?

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.

Which term describes a journalist's regular area of coverage?

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.

What does 'on background' mean during a media briefing?

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.'

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 is 'newsjacking' in PR and media relations?

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.

Which metric best measures the effectiveness of a media relations campaign?

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.