Media Relations Flashcards
7 cards from real ABC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Media Relations flashcards as text
A broadcast journalist requests a 'sound bite' from your CEO. Which coaching advice best prepares the CEO for this format?
Answer: Deliver the key message in 10–15 seconds using plain, conversational language
Broadcast sound bites are typically 10–15 seconds, requiring concise and natural-sounding language.
Which press release distribution approach most efficiently targets regional trade media in the US?
Answer: A combination of targeted email outreach to identified beat reporters and regional wire distribution
Combining personal outreach with regional distribution maximizes relevance and reach for trade audiences.
In media relations, what does 'message pull-through' measure?
Answer: The degree to which key messages appear in published media coverage
Message pull-through tracks how effectively the organization's intended messages are reflected in actual coverage.
A PR practitioner discovers that a rumor harmful to their client is spreading virally on social media but has not yet been picked up by traditional media. The recommended approach is to:
Answer: Issue a proactive correction through owned channels before the rumor reaches mainstream media
Proactively correcting a harmful rumor through owned channels can prevent it from migrating to traditional media coverage.
What is the key ethical distinction between public relations and propaganda?
Answer: Public relations is transparent about its source and uses truthful information; propaganda may conceal its source and distort facts
Transparency of source and commitment to truthful information are the ethical hallmarks that distinguish PR from propaganda.
Which scenario best illustrates effective use of a press tour?
Answer: Scheduling face-to-face briefings with key journalists in multiple cities to introduce a major new initiative
A press tour builds personal relationships with key journalists across markets through dedicated one-on-one briefings.
When evaluating the success of a media relations campaign aligned with business objectives, which measurement approach reflects best practice per the Barcelona Principles?
Answer: Measuring outcomes such as shifts in target audience awareness or behavior, not just media outputs
The Barcelona Principles (2010, updated 2020) explicitly reject AVE and require measuring outcomes tied to organizational goals.