At a newspaper, you should send every press release to:
The business editor.
The managing editor.
The sales department.
The most
relevant reporter based on the subject.
Where should the boilerplate go?
Last paragraph
of the press release
Right before the last paragraph in the press
release
First paragraph of the press release
Right after the first paragraph
The same release can be re-sent to the same media outlet unsolicited:
If two weeks have gone by and the outlet hasn't
covered the story.
The same release
should never be re-sent to the same outlet.
If you want to be certain they read it.
If two days have gone by and the outlet hasn't
covered the story.
A press release is "embargoed" if:
The press
release writer wants the information held until a specific date.
The press release writer wants to send additional
information later.
The press release is missing important information.
The press release is ready for immediate
publication.
What should be included at the end of the press release?
Contact details
Date
Author's name
Company information
A news release should generally be ___ pages in length.
2
3
1
1/2
As many as you need to get the article dones
In an online press release, where do you want to link the first instance of the brand and/or product name?
It is not recommended to include links in online
press releases
To the website's blog
To the home page
To the website's "contact us" page
What would be a typical press release length?
4 to 5
paragraphs
4 to 5 pages
No more than 2 paragraphs
1 paragraph
What does "-more-" indicate?
A hyperlink for more information
That there is
more than one page
That there is more than one location
A newspaper is guaranteed to run a press release if:
The facts of the release are accurate.
There is no
guarantee a paper will run a press release.
The subject of the release is a friend of the
editor.
The "news factor" of the release is
engaging.
What is a 'boilerplate'?
The headline
Short background
of the individual, group or company
Contact information
The topic of the news
Where should you include the company logo in a press release?
In the boilerplate
It's best not to include images in press releases
At the top
In the 'media kit' section
A good press release differs from a sales letter most in that:
A press release never includes pictures or video.
A press release is practically identical to a sales
letter.
A press release
presents facts without hyperbole.
A press release is not intended to help market a
product or service.
What is NOT a standard method of releasing a press release?
Radio stations
Word of mouth
Print
All of these are not standard methods
The first paragraph should start with?
Boilerplate
Contact details
Weather forecast
Physical
location and date
If a reporter re-writes your press release and prints it, that means:
You will get your name listed in the byline.
Your press
release has been successful.
Your press release has been unsuccessful.
You have a cause of action for a lawsuit.
If no release date is given, what should you write?
TBD
FOR IMMEDIATE
RELEASE
Nothing
SEND NOW
For press releases, what is a pickup?
A story, article
or blog post that has passed an editorial filter.
Something you say to a cute girl at a bar.
A kind of truck.
When a journalist wants an exclusive story.
Press releases should NEVER include:
Photographs.
Electronic text.
All of the above
are appropriate for a press release.
Printed text.
If your company is publicly traded which of these should you include in the press release?
The International Securities Identifier Number
The stock symbol
All of these
The exchange
Where are the most important sections to place keywords?
Boilerplate
Header and footer
Header and boilerplate
Header,
subheader and first paragraph
What is "###"?
The number of paragraphs used in the press release
A signal of the edition of the press release
The page counter
A signal of the
end of the press release
Where should the first quote appear?
In the boilerplate
At the end
Grouped with at least three others
Within the first
200 words
After all the key facts and figures
A press release's supporting resource package might include:
Proposals for additional stories.
Several press releases about the same subject.
Information about your press release writing
history.
Web- and
print-ready digital images or video.
The body of a press release traditionally ends with:
A long dotted line.
Three
"#" symbols.
A short dotted line.
Three X's.
Unembargoed information in a press release is considered public:
As soon as the reporter confirms facts with you.
As soon as it is
sent.
As soon as you approve the final article to be
printed.
As soon as a newspaper prints it.
Press releases that do not include a contact telephone number:
Are rarely used
to create a story.
Are fine if the story is really interesting.
Are preferred by magazines and other print
publications.
Are fine if you include direct quotations.
What should a press release contain?
Short sentences
Attachments for reporters
Questions
Links to media coverage
Pre-packaged promotional material is often called a:
Media kit or
Press Kit
Promo Package
Merch
Wok Box
What is the correct goal of crisis communications?
To sell more products.
To sugar coat the truth.
To build
positive public opinion and support while maintaining the reputation of the
organization.
To do damage control.
When two or more entities are partnering on an event, it's better to:
Send a single
press release from both entities.
Make all press releases longer.
Have each entity craft and send its own press
release.
Alternate every other day sending press releases
from each entity.
Abbreviations in press releases should be spelled out:
The first time
they are used.
Every time they are used.
Only if they are obscure.
Only if they are difficult to spell.
A boilerplate should include what information?
Location of company
All of the above
Key facts about the company
Contact information including website
A well-written press release forms the basis for:
A news story.
A special advertising section.
A TV or web commercial.
An editorial or commentary.
What is the fastest way to disseminate information during times of crisis?
By advertising on television.
By texting.
Through a
well-written press release
By calling people.
What is the release time?
The date and
time after which a press release may be released.
When things are about to happen.
When you wrote the press release
The best time to issue a press release.
Good news releases are written in the:
Stream-of-consciousness style.
Narrative style.
Pyramid style.
Inverted pyramid
style.
Adding search engine optimization keywords to your news release will:
Increase the likelihood of your release being printed
by newspapers.
Make your press release sound more official.
Make your press release more appropriate for online
news sources.
Increase the
likelihood of your release being found on search engines.
True or False? You do not need to request permission for quotes and contact details.
True
False
What is the release date?
The date the release was sent.
The date the
company would like the reporters to begin publishing the information.
The date the release was written
The date the company wants lots of orders.
What's an example of "burying the lead"?
Saving the spokesperson quote until midway or later
in the release
Saving the most
compelling part of the announcement for later in the release
A corporate press release should include the contact information of:
The company's CEO.
There is no reason to include contact information.
A single person
in the PR department with good knowledge of the subject.
The top 5 earners in the company.
Where should you place the instructions "For Immediate Release"?
At the very end
You shouldn't include that in a press release
At the very top
After your Headline
What are 3 types of press releases?
Sales letters, brochures, blog posts
Staff changes, product recall, weather report
Decorating tips, weather alert, healthy recipes
New Product,
Grand Opening, Charity Drive
What is an "EPK"?
Entertainment Promotions Kit
Entertainment Press Kit
Electronic Promotions Kit
Electronic Press
Kit
A media outlet's editorial calendar tells you:
How many days it takes to create and print a
magazine.
How many pages each upcoming edition will be.
Important holidays within the industry.
When upcoming
editions might be focusing on particular topics.
What is an example of a Media Alert?
An event, such
as a press conference.
A deadline for reporters to send in their articles.
A warning about the weather.
What does ' ### ' mean?
To indicate a statement that hasn't been backed up
Not relevant to press releases
Signal the end
of the press release
Signal the beginning of the press release
What is a "VNR"?
Video news
release
Video note release
Voice news release
Voice note release
It is a best practice to include which of the following in a press release?
A statistic or supporting information
An image
All of these
A quote
Colored text is appropriate in a press release if:
The colors used are only red.
The colors used are red or blue.
Colored text is
never appropriate in a press release.
The colors used are primary colors.
Press releases are most commonly written in "AP style." "AP" here stands for:
Advanced Publication.
Advanced Placement.
Associated
Press.
Accounts Payable.
True or False? You should not add more than one link to your press release.
True
False
In an emailed press release, the subject line should contain:
The press
release headline.
The words "BREAKING NEWS" in all caps.
The subject line should be left blank.
The name of the press release author.
A paragraph near the end of a corporate press release with more general information about a company is important because:
The information might be referred to in a future
story unrelated to your press release.
(All of these
choices are correct)
The media outlet might not be familiar with the
company.
Company information might provide better context
for a reporter.
A press release headline should:
Include contact information.
Include all the information a reporter needs to
write the story.
Use the longest words of the article.
Engage the
reader and encourage them to read further.
What is a "Close"?
The closing paragraph
The closing sentence
The symbols that
indicate the end of the press release
The contact details
What are the 3 core components of a press release?
Headline, website links, twitter feed
Headline, sales pitch, call to action
Headline, Body,
Contact Information
Headline, Facebook page, email address
What is a news embargo?
A penalty for printing bad news about a company.
Access to exclusive information.
Refusing to work with a journalist
A request by a
source that the information or news provided by that source not be published
until a certain date.
Before sending a press release to a new media outlet, you must always:
Buy a subscription to their publication.
Buy advertising in their publication.
Examine the
media outlet's material to be sure your press release is relevant.
Send a note to the outlet letting them know a press
release is coming their way.
Which of these are common reasons press releases fail in social media?
They have the wrong singular focus, which is on the
company issuing the release
They are full of marketing-speak that fosters
mistrust in the eyes of the audience
All of these
They don’t have a specific audience in mind, and
are written broadly and presented blandly
When using quotations in a press release, they should be:
From the head of Marketing.
From the most
relevantly authoritative person in the company.
From the CEO.
From as many people in the company as you can get
on the record.
For an online press release, what is a conversion?
When someone
completes a contact form, makes a purchase or downloads a media kit
When someone likes your Facebook page.
When you get someone to change religions.
When someone clicks on links to your web site.
A press release can be effective when sent to:
Social networks.
Bloggers.
All of the
above.
Print and television media.
How do you measure the effectiveness of a press release?
Reads
Click-through Conversions Online pickups Press coverage
By how many words it has.
By having it written by a really famous author.
How many of your friends like your Facebook page.
True or False? You should always repeat your message at the end of the press release.
True
False
What is the best way to distribute a press release?
To all contacts in email list
To a highly
targeted group of journalists with interest in subject matter.
Via facsimile
How to deliver bad news in a press release?
Simply stating
the facts without embellishment.
Blame other people for what happened.
Make everything sound really good.
Cover up the really bad news.
True or False? The heading of the press release should be in uppercase.
True
False
What might be included in a social media news release?
Images, audio
and video as well as links to relevant websites and coverage of resulting
online conversations.
A plea to like the post on Facebook.
A favorite Pinterest pin
"Please retweet this"
What is the main purpose of a press release?
To announce
something noteworthy
To make money
To network with other people
To let people know who you are
What is a common mistake when submitting a press release?
All of these
Making your press release too long
Not including your phone number
Submitting material with a release date too far in
advance
What contact information should you include in a press release?
website, phone number
Google maps, email address, fax number.
Contact name,
email address and telephone number
Contact name, twitter handle, home address
What should the audience know in the first paragraph?
Who, What, When,
Where, Why
Company details
Expenses
Quotes
How many pages long should a press release be?
5
4
1
3
Why should you include a quote in a press release?
They give
authority, credibility, and make it easier to read.
You can make them rhyme and people will remember.
They make the release look cool.
You should write the press release as:
News
Historic event
Prediction
Stories
What does ### signal in a press release?
The beginning of the press release
The end of the
press release
What are the five (5) W's of a press release?
Who, When, Why, How, Whatever
Which, Where, Why Now, What Next, How
Who, What, When,
Where, Why
When writing a press release, what is a hook?
The call to action to get more sales
The opening of a
story that "hooks" the reader's attention so that he or she will keep
on reading.
A question that confuses the readers.
Something you use to catch fish.
Which of these are free PR services?
Businesswire
Online PR News
PRNewswire
PR Web
For an SEO press release, what are deep links?
Links to past issues of a magazine you want to be
in
Links that give you a higher Klout score
Links to outer space
Links to
specific pages in your website, rather than just linking to the homepage.
Which of the following is NOT one of the "5 Ws"?
Where.
Why.
Who.
Wire.
What are crisis communications?
Criticizing your competitors.
Sharing your personal problems in a blog
Delivering facts
and information after an emergency has occurred.
What are 3 types of press releases?
Weather warning, travel advisory, party invitation.
General News
Release, Launch Release, & Event Release
Terror alert, gardening tips,
Traffic report, earnings report, weather report
The headline should be at what length?
No more than 20 words
Varies
No more than 15 words
No less than 5 words
No more than 5 words
What is a wire service?
A news agency
that supplies syndicated news by wire to newspapers, radio, and television
stations.
A service for taxi cabs.
A way to listen in on other peoples conversation.
A secret spy organization
What should be the only statement in uppercase letters in the press release?
Heading
Location
Date of when you
would like the press release to go public
Author's name
What is a crisis in public relations terms?
When you have a nervous breakdown.
When really bad things happen to good people.
Any event that
draws intense, negative media coverage and interferes with normal business
activity
When there is a crime committed.
A press release's "angle" is defined as:
The cost of running a press release.
A second release which has information to correct
an earlier release.
A way of looking
at your information that reporters and readers may find interesting.
A charitable organization that supports your press
release.
What is the goal of media relations?
To make sure the press never writes bad stories
about you.
To make friends with journalists.
To get on the cover of lots of magazines.
To maximize
positive coverage in the mass media without paying for it directly through
advertising.
Press releases should be typed:
At least spaced
1.5 spaced
Double spaced
Single spaced
True or False? Anything sent to a reporter is a form of press release
False
True
How many words should you have in the title of an online press release?
No more than 10 words.
No more than 22
words.
There are no titles in online pres releases.
As many as you need to get your point across
