CPC Public Relations & Media Relations 2 — Questions and Answers
Question 1: What is the primary purpose of a media pitch?
- To advertise a product directly to consumers
- To persuade a journalist to cover a story (Correct answer)
- To issue a formal correction to a previous news article
- To distribute a press release to all media outlets simultaneously
Correct answer: To persuade a journalist to cover a story
A media pitch is a targeted appeal to a journalist or editor designed to persuade them to cover a particular story.
Question 2: Which of the following best describes 'earned media'?
- Paid advertising placements in newspapers
- Content created and owned by the organization
- Coverage generated by media outlets without direct payment (Correct answer)
- Social media posts sponsored by the brand
Correct answer: Coverage generated by media outlets without direct payment
Earned media refers to coverage obtained through PR efforts rather than paid advertising, such as news stories and editorial mentions.
Question 3: When a journalist goes 'on background,' what does this typically mean?
- The interview will be recorded for broadcast
- Information can be used but the source cannot be identified (Correct answer)
- All quotes must be approved before publication
- The journalist is no longer pursuing the story
Correct answer: Information can be used but the source cannot be identified
Speaking on background means information may be published but the source's identity will not be disclosed in the story.
Question 4: A PR professional wants to monitor how often a brand is mentioned in the media. Which tool category best serves this need?
- Content management systems
- Media monitoring and clipping services (Correct answer)
- Customer relationship management platforms
- Internal communications intranets
Correct answer: Media monitoring and clipping services
Media monitoring and clipping services track brand mentions across print, broadcast, and online outlets.
Question 5: What is the 'inverted pyramid' structure used for in PR writing?
- Organizing a crisis communication plan from least to most severe
- Presenting information in a speech from conclusion to introduction
- Structuring a press release with the most important information first (Correct answer)
- Formatting a media pitch in reverse chronological order
Correct answer: Structuring a press release with the most important information first
The inverted pyramid places the most newsworthy information at the top of a press release, with supporting details following.
Question 6: Which element is most critical to include in a press release headline?
- A company's full legal name and stock ticker
- The publication date and embargo instructions
- A compelling, newsworthy angle that captures the story (Correct answer)
- A list of all spokespersons available for comment
Correct answer: A compelling, newsworthy angle that captures the story
A strong headline immediately communicates the newsworthy angle, increasing the likelihood a journalist will read further.
Question 7: What does 'SOV' stand for in media relations measurement?
- Stream of Voice
- Share of Voice (Correct answer)
- Source of Verification
- Scope of Visibility
Correct answer: Share of Voice
Share of Voice (SOV) measures a brand's media presence relative to competitors within a given market or topic.
CPC Public Relations & Media Relations 2
What is the primary purpose of a media pitch?