Media Relations Flashcards

What is the difference between 'proactive' and 'reactive' media relations?

Answer: Proactive seeks coverage by pitching stories; reactive responds to journalist inquiries

Proactive media relations involves creating and pitching stories to generate coverage, while reactive involves responding to journalists who come to the organization.

A 'media kit' typically includes:

Answer: Press release, fact sheet, executive bios, and high-res photos

A media kit packages all materials journalists need to cover a story or organization, making it easy to report accurately without making additional requests.

What does AVE (Advertising Value Equivalency) measure in media coverage?

Answer: The estimated cost of earned coverage if it were paid advertising space

AVE calculates what equivalent advertising space would cost, though it is widely criticized by PR professionals as an inaccurate measure of PR value.

The 'Barcelona Principles' in PR measurement were established to:

Answer: Set industry standards for PR measurement focused on outcomes over outputs

The Barcelona Principles (2010) established seven standards for PR measurement, emphasizing business outcomes, dismissing AVE, and requiring transparent methodology.

A 'press conference' is most appropriate when:

Answer: An announcement is significant enough to warrant simultaneous media access

Press conferences are warranted for major announcements—such as product launches, crisis responses, or policy changes—that justify gathering multiple journalists simultaneously.

What is the role of a 'media spokesperson' in an organization?

Answer: Serve as the official voice of the organization in all media interactions

A media spokesperson is trained and authorized to represent the organization's positions publicly, ensuring consistent and credible messaging across all media interactions.