WorksheetsCOM1233 T6 Understanding Media Relations
Total questions: 15
Worksheet time: 13mins
The role of the gatekeepers in the media is...
To write news articles and reports
To decide which news items will be published or broadcast
To conduct interviews with public relations professionals
To manage social media accounts
What are the Public Relations tools and techniques used by organisation to obtain news coverage?
Social media marketing, Email campaigns, Telemarketing, Print advertising
Press releases, Press conferences, Interviews, Online newsroom
Billboards, Radio commercials, Direct mail, Product placement
Celebrity endorsements, Sponsorships, Public speaking, Trade shows
Press conference is applicable......
When information cannot be conveyed in a standardized, written form or when the information involves a controversial or sensitive issue
When the organization wants to promote a new product or service
When the organization wants to recruit new employees
When the organization wants to conduct market research
The aim of a press release is...
To criticize other organizations in the industry
To promote the personal achievements of the organization's executives
To provide entertainment to the readers or viewers
To transfer news to journalists so that it can be made public
What is the main purpose of a press release?
To promote the personal achievements of the organization's executives
To criticize the media for their coverage
To share news with journalists for public dissemination
To provide feedback to the organization's management
"Embargo" in press release means, it is a document that is shared with journalists before its official release date, but with a strict agreement that the information contained within it cannot be published until a specific time and date.
TRUE
FALSE
Public relations gives your business a ___________________ through media coverage.
This builds credibility and trust.
Second opinion
Alternative point of views
Third party endorsement
Celebrity endorsement
Lattimore et al. (2009) defined media relations as an activity intended to build open channels of communication between an _____________ and the _____________, as a way of sharing news and features of potential interest to the media audiences.
(a)
The "Symbiotic" relationship between organisation and media is referring to:
The organization needs the media: to reach a mass audience and gain third-party credibility;
the media needs the organization: for timely, accurate, and newsworthy stories.
Suggest any TWO guiding principles in understanding media relations.
Suggest any TWO guiding principles in framing news stories.
The FOUR pillars to build effective media relation include the following except for...
The Media Database: A highly organized directory of journalists, their beats (finance, tech, lifestyle), contact details, and writing styles.
The Media Toolkit: Essential materials prepared in advance, ready to go.
The Media Engagement Strategy: Pitching positive stories vs responding to incoming media crises.
Media Training: Preparing company executives (spokespersons) to speak confidently on camera without using corporate jargon.
Media party: Organising fun-filled events to treat media.
You are the Corporate Communication Manager, and it is time to release your company’s quarterly results. Since you only need to keep the public informed, with no feedback required, and you want to do it quickly and at minimal cost, you would choose the following option:-
Send out a press release
Organise a press conference
Arrange for CEO interviews with mass media
Conduct nationwide roadshows in all branches
You are the Corporate Communication Manager of a pharmaceutical company.
Product tampering has occurred in one batch of your product, leading to at least twenty reported cases of food poisoning, with two individuals still hospitalized. You need to manage this crisis and address questions from journalists and the public.
You should...
arrange for public social media live streaming by CEO
organise a press conference by inviting media and press
send press release
respond via official website
arrange for one to one media interview for spoke person
You are the Corporate Communication Manager. It is your company’s 50th anniversary, and you have planned a series of celebratory events targeting investors, business partners, vendors, and customers. You would also like to take this opportunity to reinforce your company’s brand image by telling the brand story.
The best approach would be...
Product advertising
Press conference
Press release
Interviews
Online newsroom
