Media Relations 101
True or False: PR professionals should seek to mislead journalists in order to get favorable coverage for their clients.
False. PR professionals must provide accurate and fair information.
True or False: During a crisis, it’s better to withhold information until the full details are known in order to avoid giving the media incomplete facts.
False.
Which of the following is an advantage of using social media in PR?
A) It allows for one-way communication only
B) It enables real-time updates and direct engagement with publics
C) It limits the PR team’s ability to engage with influencers
D) It focuses solely on text-based communication
B) It enables real-time updates and direct engagement with publics.
What does Advertising Value Equivalence (AVE) attempt to measure?
The monetary value of media coverage for PR campaigns.
Which of the following is NOT one of the five key dimensions to consider when managing global media relations?
A) Political system
B) Celebrity endorsements
C) Economic system
D) Level of activism
Celebrity endorsements
Which of the following is an ethical responsibility of a PR professional when working with journalists?
A) Providing timely and accurate information
B) Offering bribes for positive coverage
C) Ignoring media inquiries
D) Misleading journalists for the client's benefit
A) Providing timely and accurate information.
In a crisis situation, what is the most important aspect of media relations?
Providing accurate, transparent, and timely information to the media.
What is a key reason why social media monitoring is essential for PR professionals?
To monitor conversations and manage potential misinformation or issues before they escalate.
What is the main issue with using AVE as a measurement of PR success?
It assumes all media coverage is equally valuable, without considering the tone or impact of the coverage.
Name one consideration PR professionals must account for when engaging in global media relations.
Cultural differences or the political system of the country they are working in.
What is the primary role of a PR professional in media relations?
To generate media coverage and maintain relationships with journalists and media outlets.
What is one major danger of not handling media relations properly during a crisis?
The media coverage can damage the company’s reputation, potentially making the crisis worse.
True or False: PR professionals should avoid using influencers in social media campaigns because it can appear inauthentic.
False. Using influencers, when done authentically, can greatly enhance the reach and credibility of a PR campaign, especially when they align with the brand’s values and message
What are "key performance indicators" (KPIs) in PR measurement, and why are they important?
KPIs are specific metrics used to track the success of PR efforts (e.g., media impressions, engagement rates). They help PR professionals assess the impact of their campaigns and make adjustments as needed.
What is the primary challenge when dealing with global media relations?
Understanding the local media system and adapting PR strategies to suit local cultural and political norms.
Why is it important for PR professionals to build relationships with journalists and media outlets instead of just seeing them as a tool for reaching the public?
Journalists are a key stakeholder group, and building relationships with them can lead to more accurate and favorable coverage, as well as ongoing collaboration.
Which social media platform is most commonly used for managing crisis communications in real-time?
Twitter (X)
What does the concept of "social listening" entail in the context of PR practice?
Social listening involves monitoring social media channels for mentions of your brand, product, or industry to track public sentiment, respond to inquiries, and identify potential PR opportunities or issues.
Which of the following is an important aspect of measuring PR success?
A) The quantity of media coverage
B) The tone of the coverage
C) The total number of followers on social media
D) The number of press releases sent out
B) The tone of the coverage
What does "local influencers" refer to in the context of global media relations?
Local influencers are individuals who have significant sway over public opinion within a specific geographic or cultural region, often through social media or traditional media platforms.
What are 3 communication tools PR professionals can use to engage with journalists effectively?
Press releases, media kits, background information, expert interviews, and personalized pitches...
What is the first step a PR professional should take when a crisis begins to unfold?
Assess the situation quickly, determine the facts, and develop an initial response plan to prevent misinformation from spreading.
Why is visual content (such as infographics and videos) important in digital PR campaigns?
Visual content is more engaging, shareable, and helps convey complex information quickly, making it more likely to resonate with a broader audience on social media.
How does tone analysis help measure the success of a PR campaign?
Tone analysis evaluates whether the coverage is positive, negative, or neutral, giving insights into how the public and media are perceiving the campaign’s messages.
What is one way PR professionals can navigate political sensitivities when working with media in different countries?
By understanding the political landscape and being aware of local media regulations and biases, ensuring that messages are crafted to avoid political conflicts.