Chapter 11

Question 1

What is a news release?

Answer 1

• The most commonly used public relations tactic.

- Key sources for a large % of new stories and online articles

Question 2

Why is it important for news releases to be ‘newspaper ready’

Answer 2

because newspapers have fewer and fewer journalists.

Question 3

List the elements of the pyramid approach in order

Answer 3

1. Info that must be included to make it successful
2. info that is helpful but not critical
3. be nice if they had it

Question 4

Crucial info must go at the beginning because

Answer 4

they could stop reading at any time

Question 5

basic elements of a news a media kit (list 7):

1: the main_________
2. a news ______
3.
4.
5.
6. ___________material on the spokesperson’
7. basic…

Answer 5

1: the main news release
2. a news feature about something specific
3. fact sheets on product or event etc
4. background info
5. photos and drawings with captions
6. biographical material on the spokesperson’
7. basic contact information

Question 6

what is a pitch letter

Answer 6

lets the editor know what the media kit contains

Question 7

Elements of a social media news release:

1. Traditional …
2. add ________ &_________ (not too many though as it may draw focus away from the key message
3. place _________ in headlines and first paragraphs

Answer 7

1. Traditional content of a news release that follows inverted pyramid approach.
2. add graphics and links (not too many though as it may draw focus away from the key message
3. place keywords in headlines and first paragraphs

Question 8

How are social media and news releases delivered

Answer 8

sm= through a service that carries hyperlinks
nr= mailed or emailed

Question 9

What are the three kinds of media tours or parties and what is most common.

Answer 9

1. junket- most common- visit a factory
2. familiarization trip - all expense paid trip to see a hotel etc in hopes of getting a good review
3. execs travel to key cities to give backgrounder sessions etc to editors and journalists.

Question 10

most common and effective way to send a audio news release is

Answer 10

to send a recording

Question 11

Types of audio recordings and what is preferred?

Answer 11

actuality- totally recorded
sound bit- read by dj but an audio quote is included- sound bite is most preferred because dj has option to edit and it comes from a real person

Question 12

PSA’s are usually delivered by

Answer 12

MP3

Question 13

how long should a PSA be compared to a radio news release

Answer 13

PSA’s should be sent with several versions at 10, 15, 30 and 60 seconds.

Question 14

Key elements in a backgrounder

Answer 14

• org name, info about services
• key themes or messages
• basically the 5W and H