Public Relations Trivia 2 — Questions and Answers
Question 1: Which PR professional is credited with pioneering the use of press releases in the early 20th century?
- Ivy Lee (Correct answer)
- Edward Bernays
- Arthur Page
- P.T. Barnum
Correct answer: Ivy Lee
Ivy Lee is credited with writing one of the first modern press releases in 1906 following the Pennsylvania Railroad accident.
Question 2: What term describes the practice of building relationships with journalists to secure earned media coverage?
- Advertorial placement
- Media relations (Correct answer)
- Content syndication
- Brand journalism
Correct answer: Media relations
Media relations is the PR discipline focused on cultivating journalist relationships to earn unpaid coverage.
Question 3: The PRSA Code of Ethics includes which of the following as a core value?
- Profitability
- Advocacy (Correct answer)
- Virality
- Exclusivity
Correct answer: Advocacy
Advocacy is one of PRSA's six core values, alongside honesty, expertise, independence, loyalty, and fairness.
Question 4: What is an 'embargo' in the context of public relations?
- A ban on foreign press coverage
- A request to hold a story until a specified release time (Correct answer)
- A legal injunction against publishing
- A paid media placement agreement
Correct answer: A request to hold a story until a specified release time
An embargo is an agreement between a PR professional and journalist to withhold publishing information until a specified date and time.
Question 5: Which historical event is widely considered the first major modern PR crisis requiring organized public response?
- The Titanic sinking (1912) (Correct answer)
- The Tylenol poisonings (1982)
- The Exxon Valdez spill (1989)
- The Three Mile Island accident (1979)
Correct answer: The Titanic sinking (1912)
The Titanic sinking in 1912 required one of the first coordinated corporate crisis communications efforts in modern history.
Question 6: What is the primary purpose of a 'backgrounder' document in PR?
- To summarize financial disclosures for regulators
- To provide journalists with in-depth context about a company or issue (Correct answer)
- To outline internal HR policies
- To script executive media interviews
Correct answer: To provide journalists with in-depth context about a company or issue
A backgrounder provides reporters with comprehensive background information to add depth and context to their coverage.
Question 7: Which metric best measures the earned value of media coverage in PR?
- Gross Rating Point (GRP)
- Advertising Value Equivalency (AVE) (Correct answer)
- Net Promoter Score (NPS)
- Cost Per Mille (CPM)
Correct answer: Advertising Value Equivalency (AVE)
Advertising Value Equivalency (AVE) estimates what earned media coverage would cost if purchased as advertising, though its accuracy is widely debated.
Public Relations Trivia 2
Which PR professional is credited with pioneering the use of press releases in the early 20th century?