Public Relations Public Relations 2 — Questions and Answers
Question 1: Which PR tactic involves placing a company executive as a speaker at an industry conference to build credibility?
- Press release distribution
- Thought leadership (Correct answer)
- Advertorial placement
- Crisis simulation
Correct answer: Thought leadership
Thought leadership positions executives as industry experts through speaking engagements, bylined articles, and media commentary.
Question 2: What is the primary purpose of a media kit?
- To advertise products directly to consumers
- To provide journalists with essential information about an organization (Correct answer)
- To train employees on media interactions
- To track earned media coverage
Correct answer: To provide journalists with essential information about an organization
A media kit (or press kit) gives journalists ready-to-use background information, images, and contacts to facilitate accurate reporting.
Question 3: A company discovers a false rumor spreading on social media about its product causing harm. The BEST immediate PR response is to:
- Ignore it and wait for the rumor to die down
- Acknowledge the rumor publicly and share factual information promptly (Correct answer)
- Threaten legal action against all who shared the post
- Pull all social media accounts offline
Correct answer: Acknowledge the rumor publicly and share factual information promptly
Proactively addressing misinformation with clear facts prevents escalation and demonstrates transparency.
Question 4: The PESO model in PR stands for which four media types?
- Press, Events, Social, Online
- Paid, Earned, Shared, Owned (Correct answer)
- Public, Editorial, Syndicated, Organic
- Print, Electronic, Streaming, Outdoor
Correct answer: Paid, Earned, Shared, Owned
The PESO model categorizes media as Paid (ads), Earned (media coverage), Shared (social), and Owned (brand-controlled content).
Question 5: Which metric best measures the effectiveness of a PR campaign's media coverage?
- Gross rating points (GRP)
- Share of voice (SOV) (Correct answer)
- Click-through rate (CTR)
- Cost per thousand impressions (CPM)
Correct answer: Share of voice (SOV)
Share of voice measures how much media coverage a brand receives relative to competitors, indicating PR campaign impact.
Question 6: An embargo in PR means:
- Banning journalists from covering a story
- Providing information to media with an agreed release date and time (Correct answer)
- Refusing to comment on a sensitive topic
- Blocking negative press coverage legally
Correct 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.
Question 7: What does 'newsjacking' mean in a PR context?
- Paying journalists to write favorable stories
- Inserting a brand into a breaking news story to gain media attention (Correct answer)
- Hacking a competitor's press releases
- Republishing news articles without permission
Correct answer: Inserting a brand into a breaking news story to gain media attention
Newsjacking is the practice of capitalizing on trending news events to promote a brand's relevance and earn media coverage.
Public Relations Public Relations 2
Which PR tactic involves placing a company executive as a speaker at an industry conference to build credibility?