Deck 14: Preparing Materials for Mass Media

Question 1

The most widely used document issued by practitioners to news media is the

A) pitch letter.
B) media advisory.
C) news release.
D) fact sheet.

Answer 1

C

Question 2

Which of the following is true about a fact sheet?

A) They contain all of the same components of a traditional press release.
B) They represent a large cost savings for organizations.
C) They can be corporate profiles.
D) They do not use bullet points.

Answer 2

C

Question 3

If one paid about $700 for a "smart" release to be distributed throughout the U.S.,the headline should be no longer than how many words?

A) 10
B) 30
C) 27
D) 22

Answer 3

D

Question 4

Which of the following is an effective use of a wire service for distribution?

A) releasing financial information
B) pitching an exclusive story
C) distributing information that is questionable in terms of newsworthiness
D) to distribute video clips

Question 5

The worst time for holding a press conference is

A) Monday afternoon.
B) early afternoons.
C) mornings.
D) Friday afternoon.

Question 6

What is integral to photo composition?

A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects

Question 7

When writing a news release,which of the following is important?

A) use headlines that repeat the information in the lead paragraph
B) describe products using words like "unique" to catch a reader's interest
C) highlight the name of the company or product in the headline
D) write colorfully, but don't overdo it.

Question 8

A quick reference tool ("crib sheet")for a reporter that gives additional background about an event,product,or company is a

A) news release.
B) mat release.
C) media advisory.
D) fact sheet.

Question 9

Which of these items would NOT be included in a press kit?

A) brochures about the organization
B) basic fact sheet
C) project advertising budget
D) news release

Question 10

This type of "memo",often bulleted,alerts media about upcoming interview opportunities among other uses.

A) boilerplate
B) pitch letter
C) video news release
D) media advisory

Question 11

PR Newswire and Business Wire are

A) electronic news services.
B) broadcast outlets.
C) media databases.
D) media watchdogs.

Question 12

Editors want the main facts of a news release listed

A) in the headline.
B) after a brief introduction of the sending organization.
C) in chronological order.
D) in the opening paragraphs.

Question 13

What is a primary element of a good online newsroom?

A) text-only news releases
B) embedded press releases
C) templates for successful print versions
D) current and archived news releases

Question 14

The key to a successful news release when sent by e-mail:

A) using Word attachments.
B) including more details than the print release version.
C) to get to the point quickly.
D) accompanied by artwork/photography.

Question 15

Earned media is which of the following?

A) sponsored content
B) coverage generated by newsworthy content
C) paid advertisements
D) information published on a company's website

Question 16

What is a critical consideration for global news releases?

A) cultural differences
B) length
C) using bullet points
D) internet portability

Question 17

What is applicable to a mat release?

A) It is used primarily in trade publications.
B) It is geared toward providing helpful consumer information.
C) It is ready for editing by a journalist.
D) It is no different than a traditional news release.

Question 18

Which is a common element of a media kit?

A) web links and printouts
B) bios of executives
C) annual report
D) advertisement

Question 19

What should the last paragraph of a news release contain?

A) Important facts about the product or service contained in the release.
B) An executive quote.
C) Basic information about the organization.
D) A link to photos on the Web.

Question 20

When writing a news release,it is important to remember to:

A) ask yourself "who cares"?
B) use jargon.
C) write to appeal to everyone.
D) be formulaic

Question 21

You should never follow up on an initial pitch.

Question 22

Reporters don't appreciate confidence and humor.

Question 23

A headline is a part of a dateline in a typical news release.

Question 24

Using generic words in a news release is fine.

Question 25

A traditional print media kit folder is 9 by12 inches with inside pockets.

Question 26

One of the oldest services that match reporter inquiries with PR sources is HARO.

Question 27

A press party is a

A) celebration between media and their readers/listeners.
B) softening-up process.
C) formal affair.
D) group of media gathering for a news conference.

Question 28

At a press party,the standard practice to make a "pitch" to media members is at the beginning of the socializing period.

Question 29

The purpose of a pitch letter is to thank a gatekeeper for running a positive story about your organization.

Question 30

A speaker should never remain in the room after a press conference about a sensitive issue.

Question 31

News releases should be about 300 words long.

Question 32

A print interview should generally last no more than 20 minutes.

Question 33

Plan a press party.What are factors that need to be considered?

Question 34

What are the key do's and don'ts of getting a "date" with a reporter?

Question 35

The CD/DVD version of a media kit is known as an e-kit.

Question 36

What should a practitioner's "checklist" be when hosting a news conference? Cite at least five things the planner should take care of,and briefly explain the importance of those details,and how to take care of them.

Question 37

The practice of a media tour is often disparagingly called a junket.

Question 38

The best media pitches follow a standard format.

Question 39

The purpose of a corporate profile is different than that of a product fact sheet.

Question 40

A multimedia news release is also called a smart news release.