Press Releases
What are the five W's that every press release should answer?
Who, What, Where, When, and Why.
What is the first rule of crisis communication?
Respond quickly and honestly.
What makes a human interest story compelling?
Emotional connection, personal narrative, and relatability.
What is the best way to write a pitch email to a journalist?
Keep it short, personalize it, and include a strong hook.
What is the primary ethical responsibility of a PR professional?
To be honest, transparent, and uphold the public's trust.
What is the ideal length of a standard press release?
300-500 words.
Why is transparency critical in crisis PR?
Hiding information can damage credibility and worsen the situation.
What is the goal of a human interest piece in PR?
To engage the audience by telling a meaningful or inspiring story.
What is the difference between a fact sheet and a press release?
A fact sheet is a concise, bullet-pointed document, while a press release tells a narrative about an event or announcement.
Why is disclosure important when using AI-generated content in PR?
It maintains credibility and prevents accusations of deception.
Why should a dateline always be included in a press release?
It shows the location and date of the news, establishing credibility and timeliness.
Why is social media both a risk and a tool in crisis PR?
It spreads information quickly, which can help control the narrative, but it can also escalate misinformation and backlash.
How can a photo-op enhance a human interest story?
A powerful image captures attention and makes the story more shareable.
How can PR professionals build good relationships with journalists?
Be reliable, provide valuable information, and avoid excessive follow-ups.
When working with a client who has been accused of wrongdoing, what is the most ethical PR approach?
Acknowledge the issue, promote accountability, and communicate corrective actions.
What is the purpose of a boilerplate at the end of a press release?
It provides background information about the company or organization.
Why should companies avoid saying "No comment" during a PR crisis?
It makes them appear evasive, guilty, or untrustworthy. Transparency and controlled messaging are better approaches.
Why are backgrounders useful in human interest PR?
They provide additional context and credibility to the story.
What is the most common reason journalists ignore PR emails?
Lack of relevance, impersonal mass emails, too much fluff, or bad timing.
What ethical concerns arise when using deepfake technology in PR campaigns?
Misinformation, manipulation, and potential harm to public trust.
How does writing for social media differ from a traditional press release?
Social media writing is shorter, conversational, and designed for engagement, while press releases are formal and informative.
What is the role of third-party endorsements in crisis PR, and why are they effective?
Third-party endorsements come from experts, influencers, or trusted organizations supporting a company’s response. They add credibility and help rebuild public trust.
What is the most effective way to get a human-interest story picked up by major media?
Find a unique angle, build an emotional connection, and pitch to the right journalist/outlet.
Why is writing for aural media (radio/podcasts) different from writing for print?
It requires conversational language, shorter sentences, and an emphasis on sound and pacing.
When defending a guilty client, what is the best PR strategy?
Focus on damage control, humanizing the client, and showing steps for improvement.