Media Relations
This term refers to a brief written summary sent to media outlets to pitch a story.
What is a media advisory?
This platform is known for character limits and trending hashtags.
What is X (formerly Twitter)?
The first step in any crisis plan is to identify this.
What is the potential risk or issue?
A single powerful image that tells a story is often called this.
What is a hero image?
This is the term for someone who represents an organization publicly.
What is a spokesperson?
A press release should answer these five key questions.
What are who, what, when, where, and why?
The term for content that spreads rapidly through online sharing.
What is viral content?
This type of spokesperson should always be pre-designated during a crisis.
What is a trained public spokesperson?
Infographics combine this and this to communicate complex data.
What are visuals and text?
This type of message uses emotion to connect with an audience.
What is a persuasive or emotional appeal?
This document prepares a spokesperson with key messages and anticipated questions.
What is a media briefing document?
This tool allows you to schedule social posts in advance.
What is a content calendar (or scheduling tool like Hootsuite or Buffer)?
This short, clear statement provides key facts during a crisis.
What is a holding statement?
This rule of thumb helps balance photos or video composition.
What is the rule of thirds?
A good elevator pitch lasts this long.
What is 30 seconds?
Journalists appreciate this type of quote that sounds authentic and conversational.
What is a soundbite?
This metric tells you how often your followers interact with your content.
What is engagement rate?
Failing to respond to a crisis within this many hours can harm your reputation.
What is 24 hours?
A visual timeline or sequence of images that guide a story.
What is a storyboard?
The act of correcting misinformation online.
What is reputation defense or digital rebuttal?
This federal law protects journalists from being forced to reveal confidential sources in court.
What is a shield law?
The algorithm of this platform favors short-form, high-retention videos.
What is TikTok?
The term for rebuilding a reputation post-crisis.
What is reputation management?
This emotional visual element is key in nonprofit or advocacy storytelling.
What is the human face or emotion?
This effect describes how repetition of a message increases its believability.
What is the illusory truth effect?