Deck 8: The Press Kit and Press Release

Question 1

Press kits for Trading Spaces helped overcome skepticism about the show's British origin by ________.

A) comparing the series to other design shows.
B) generating buzz about The Learning Channel.
C) communicating details about the show's premise, format, and talent.
D) introducing well known designers and styles to the American public.
E) explaining the success of the show among British television viewers.

Answer 1

communicating details about the show's premise, format, and talent.

Question 2

What is the difference between a press kit and a media kit?

A) Press kits are distributed to print media representatives.
B) Media kits are created in electronic rather than paper formats.
C) Press kits explain how advertisers should submit press releases.
D) Media kits provide information to advertisers about audience demographics.
E) Press kits are sent to marketing and public relations firms to promote new products.

Answer 2

Media kits provide information to advertisers about audience demographics.

Question 3

The term press kit refers to information put together to ________.

A) document sales and marketing trends on a regular basis.
B) inform media groups about products, employees, or activities.
C) inform advertising agencies about audience demographics.
D) provide media outlets with specifications for submitting advertisements.
E) provide target audiences with information about a product's costs and benefits.

Answer 3

inform media groups about products, employees, or activities.

Question 4

Which of the following will most likely be included in a press kit posted on an organization's Web site?

A) interesting facts about the firm's history
B) statistics about the firm's profits and losses
C) information about a competitor's product
D) detailed analysis of industry trends
E) announcements regarding ad submissions

Question 5

Which of the following styles is considered the industry standard for press kits?

A) Chicago
B) AMA
C) MLA
D) APA
E) AP

Question 6

What is the purpose of a backgrounder in a press kit?

A) answering questions frequently asked by consumers
B) enabling connectors to quickly locate details about a subject
C) presenting information to reporters in an outline format
D) helping connectors who want to tell a story about the subject
E) assisting public relations specialists with writing media alerts

Question 7

A journalist searching for one specific detail about a firm's product will most likely refer to a ________.

A) backgrounder
B) fact sheet
C) VNR
D) press release
E) FAQ

Question 8

The purpose of an FAQ section in a press kit is to ________.

A) list information in a bulleted format for easy access by reporters
B) provide a narrative account of the firm for accurate media coverage
C) answer questions frequently raised during the firm's board meetings
D) address questions that are commonly asked about a firm and its products
E) explain the specific details of advertising, marketing, and public relations campaigns

Question 9

Which of the following usually contains backgrounders and other information that may be useful to a reporter for future editorials?

A) fact sheet
B) case study
C) subject file
D) press kit
E) press release

Question 10

In most cases, a backgrounder is organized in ________.

A) spatial order
B) topical order
C) classification order
D) chronological order
E) inverted pyramid order

Question 11

When writing a backgrounder, it is important to include ________.

A) comparative information about a competitor's product
B) details about a product's history and its current relevance
C) persuasive concepts regarding the use of a firm's product
D) personal opinions about an organization and its products
E) extensive statistics and data about an organization's products

Question 12

Which of the following describes how fact sheets should be organized?

A) most interesting facts last
B) most interesting facts first
C) numerical facts grouped together
D) questions and answers at the end
E) contact information provided in the middle

Question 13

In a press kit, a well-written fact sheet should provide information that can be ________.

A) utilized by reporters in international press releases
B) quoted by a firm's executives at press conferences
C) used by advertisers in issued media alerts
D) woven by journalists into related stories
E) integrated by connectors into Web sites

Question 14

A FAQ included in a press kit can best be described as a ________.

A) fact sheet in a question and answer format
B) biographical sketch of organization executives
C) backgrounder in chronological order
D) summary of statistics and clippings
E) press release for electronic media outlets

Question 15

Executive biographies included in press kits should ________.

A) report on managers who have recently left the firm
B) compliment a manager's skills without being boastful
C) always include numerous photos of the manager
D) include links to the manager's social networking page
E) provide a manager's annual salary and bonuses

Question 16

All of the following are supporting materials often included in press kits EXCEPT ________.

A) photos
B) news clippings
C) product sheets
D) outside expert contacts
E) stockholder biographies

Question 17

Which of the following best explains why an MPR professional would exclude executive photos from a press kit?

A) MPR professionals hesitate to reveal personal information about employees through media outlets.
B) The precise quality and formatting needed for print media is difficult to achieve.
C) Personal photographs often suggest a lack of depth and credibility for an organization.
D) MPR professionals want to avoid prejudgment of an executive's abilities based on appearance.
E) Legal concerns about copyright infringements for an organization are too significant.

Question 18

What is the benefit of providing a list of expert contacts in a press kit?

A) helping reporters locate conflicting information for a balanced story
B) adding emotional emphasis and appeal to a story
C) giving an organization some control over story input
D) illustrating the knowledge of a firm's executive board
E) explaining the historical development of a firm's product

Question 19

In a press kit, what is the most important characteristic of clippings, press releases, and biographies?

A) persuasiveness
B) interest
C) format
D) recency
E) length

Question 20

Evidence of the coverage of a firm or its products by the media is known as a ________.

A) press release
B) biography
C) brochure
D) case study
E) clipping

Question 21

Unlike press kits of the past, modern press kits rely on the ________.

A) multimedia opportunities offered by international trade shows
B) ability of MPR professionals to generate viral marketing messages
C) internet to develop blogs and podcasts for all types of organizations
D) delivery speed and convenience of CDs, DVDs, and flash drives
E) cable networks to convey information to niche markets and audiences

Question 22

In which of the following situations would a paper-based press kit be most appropriate?

A) Connectors give favorable coverage of a firm.
B) Connectors are present at a promotional event.
C) Costs are a significant obstacle to a new organization.
D) An organization relies on social content from podcasts.
E) An international business markets products in multiple languages.

Question 23

Written information that is distributed by an organization to promote current views, products, or services is known as a ________.

A) media kit
B) clipping
C) press release
D) product sheet
E) fact sheet

Question 24

What is the primary reason an organization issues a press release?

A) Generate media mention of a product or event
B) Clarify advertising specifications for agencies
C) Motivate employees and stockholders
D) Provide historical information about a product
E) Counter claims made by competing firms

Question 25

A press release announcing a new product will most likely include a ________ of the product.

A) cost analysis
B) subject file
C) description
D) fact sheet
E) backgrounder

Question 26

Which of the following will most likely be issued by a firm when it helps the local community through a monetary donation or a service project?

A) backgrounder
B) press release
C) editorial
D) media alert
E) boilerplate

Question 27

All of the following are typical reasons to create a press release EXCEPT ________.

A) distributing board minutes
B) announcing contest results
C) recognizing personnel changes
D) controlling a potential crisis situation
E) announcing the opening of a new location

Question 28

A non-persuasive form of a press release intended to supply connectors with a particular fact is known as a ________.

A) lead
B) product sheet
C) boilerplate
D) media alert
E) clipping

Question 29

Which of the following is a heading on a news release that indicates that the news should not be published before a specific date?

A) headline
B) media alert
C) embargo
D) boilerplate
E) press kit

Question 30

According to the standard format used by MPR professionals, which of the following should precede the release date statement on a press release?

A) headline
B) boilerplate
C) sub-headings
D) body and lead
E) press release label

Question 31

Which of the following describes the purpose of sub-heads on a press release?

A) signify beginning of written copy
B) transition into the theme of the release
C) provide contact information for media
D) define technical terms and language
E) provide specifics of the release date

Question 32

Which of the following elements will most likely be the same on every press release issued by an organization?

A) lead
B) embargo
C) headline
D) boilerplate
E) media alert

Question 33

The purpose of the ________ in a press release is to grab the reader's attention and encourage further reading.

A) label
B) embargo
C) headline
D) boilerplate
E) backgrounder

Question 34

The primary purpose of the lead in a press release is to ________.

A) establish the intense tone of a written piece and gain emotional appeal
B) show a reporter why the information is relevant to a specific audience
C) explain where a connector can find additional information about a story
D) provide extensive details to a connector in the inverted pyramid format
E) summarize the main arguments of the written piece in a brief phrase

Question 35

The information in the body of a press release should be presented ________.

A) with embedded HTML
B) from general to specific
C) without any quotations
D) in all uppercase letters
E) as a list of bulleted facts

Question 36

Which of the following is a characteristic of a good press release?

A) focusing on only the facts without embellishment
B) using passive voice to bring the writing to life
C) including fictional examples to illustrate a point
D) avoiding any links to current events or issues
E) composing the release online for the best results

Question 37

A publicity device created by an organization to resemble a television news story is a(n) ________.

A) pop-up ad
B) infomercial
C) media alert
D) TV backgrounder
E) video news release

Question 38

According to the Center for Media and Democracy, what is the primary ethical concern of VNR usage?

A) Broadcasters pay MPR firms for using VNRs, which is against rules established by the NABC.
B) Stations are not allowed to broadcast any VNRs because they are classified as infomercials.
C) MPR firms run VNRs on national television stations without any adherence to FCC rules.
D) Broadcasters violate FCC rules by using a VNR without revealing its source to viewers.
E) VNRs are classified as advertisements, and they should not be run on broadcast TV.

Question 39

Guidelines established by the National Association of Broadcast Communicators state which of the following in regards to VNRs?

A) All aired videos must indicate the parties responsible for developing the release.
B) Third-party videos may not be edited by reporters and must be run in their entirety.
C) Sponsorship information must be disclosed when the content is political or controversial.
D) Journalists must disclose to audiences any association they have with the creator of the video.
E) Sponsors may not pay reporters or television stations for airing videos created for PR purposes.

Question 40

How do media outlets benefit from using VNRs?

A) Ethical responsibilities are eliminated.
B) Additional revenue is generated.
C) Compliance with FCC regulations is assured.
D) The need for editors is drastically reduced.
E) Both time and money are saved.

Question 41

The term media kit refers to the information media companies provide to advertisers about an audience and to the information organizations provide to media outlets about products, employees, and activities.

Question 42

Press kits are always created in paper format for distribution by mail or in person at trade shows and other promotional events.

Question 43

Backgrounders, fact sheets, and FAQs are critical documents to include in press kits when subjects are particularly complicated.

Question 44

Fact sheets are written in prose to enable reporters to present their account of the subject in the same format over the air or in print.

Question 45

Backgrounders provide news-oriented information that is extremely specific, and they typically include complex statistical data about a product or an organization.

Question 46

In some cases, it is effective to organize backgrounder information in a problem/solution format rather than in chronological order.

Question 47

Both backgrounders and fact sheets should be limited to no more than two pages of text.

Question 48

A fact sheet written for The Falcon's Lair should be organized with interesting facts at the beginning and the end and mundane but relevant facts in the middle.

Question 49

MPR professionals should avoid including any news items previously released to the media in a press kit.

Question 50

Executive biographies, case studies, clippings, brochures, and photographs are appropriate materials to include in a press kit.

Question 51

MPR professionals that generate blogs and podcasts for their clients are more likely to send digital press kits to connectors than paper press kits.

Question 52

Paper-based press kits have been completely replaced by electronic press kits because of industrial globalization and the costs and time associated with printing and delivering paper formats.

Question 53

News releases are used in public relations campaigns to promote a firm's viewpoints or to launch new products.

Question 54

MPR professionals create press kits to publicize the good deeds of large corporations and ensure that the media mentions the corporation's positive impact on local communities.

Question 55

Media alerts are informative press releases generated to supply connectors with facts about upcoming news conferences.

Question 56

The format of a press release varies depending on the purpose of the writing and the type of organization involved.

Question 57

The body of a press release opens with a dateline that includes the city and state from which the release is issued and the release date.

Question 58

The boilerplate of a press release indicates that the news should not be reported or published prior to a specific date.

Question 59

Headlines of press releases should resemble newspaper headlines by being catchy, succinct, and informative.

Question 60

According to MPR professionals, powerful phrases such as "revolutionary,""world-class,"and "solution"should be woven into press releases for new and innovative products.

Question 61

Briefly explain the purpose of developing a press kit.

Question 62

How would an MPR professional working for AAA Widgets format a backgrounder, fact sheet, and FAQ?

Question 63

Briefly explain the various strategies MPR professionals use when organizing information in a backgrounder.

Question 64

Why would a MPR professional include a FAQ in a press kit that already contains a fact sheet?

Question 65

Why are expert contacts often included in press kits?

Question 66

What factors would a firm such as The Falcon's Lair need to consider when choosing between an electronic press kit or a paper press kit?

Question 67

What is the difference between a press release and a media alert?

Question 68

Briefly describe the form and function of the lead in a press release.

Question 69

What writing style is appropriate for the body of a press release?

Question 70

What are the concerns associated with the use of video news releases by television media?

Question 71

Compare and contrast the format and purpose of backgrounders, fact sheets, and FAQs.

Question 72

What are the different types of supporting materials included in press kits? Explain why an MPR professional would include each in a press kit.

Question 73

What are 2 common reasons that an organization issues a press release? Describe the type of information that would most likely be included in each.

Question 74

What are the 9 elements of a press release? Describe each element and indicate the order in which it appears in a standard press release.

Question 75

What are the different techniques used to improve how a press release is written? Explain your answer is detail.