Podcast
Questions and Answers
Which of the following is NOT a storytelling element in PR communications?
Which of the following is NOT a storytelling element in PR communications?
What role do PR agencies typically play between companies and media?
What role do PR agencies typically play between companies and media?
Which activity is NOT typically conducted by PR agencies?
Which activity is NOT typically conducted by PR agencies?
In organizing a press conference for a partnership announcement, which element is most critical for ensuring effective media coverage?
In organizing a press conference for a partnership announcement, which element is most critical for ensuring effective media coverage?
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When considering news value in a PR release, which factor is most likely to indicate high newsworthiness?
When considering news value in a PR release, which factor is most likely to indicate high newsworthiness?
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What does the term 'impact' refer to in news values?
What does the term 'impact' refer to in news values?
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Which of the following is NOT a key tool in media relations?
Which of the following is NOT a key tool in media relations?
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Which component is essential to include in a press release's body?
Which component is essential to include in a press release's body?
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What is the primary purpose of a press conference?
What is the primary purpose of a press conference?
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Which of the following elements is not a positive addition to a press release?
Which of the following elements is not a positive addition to a press release?
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What does the term 'proximity' indicate in the context of news values?
What does the term 'proximity' indicate in the context of news values?
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What is one of the key components to prepare for a press invitation?
What is one of the key components to prepare for a press invitation?
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In preparing for a press conference, which step is crucial to start with?
In preparing for a press conference, which step is crucial to start with?
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Which of the following describes 'uniqueness' in news values?
Which of the following describes 'uniqueness' in news values?
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What does a Q&A document in public relations primarily do?
What does a Q&A document in public relations primarily do?
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Which of these roles is NOT typically a possible spokesperson for an interview?
Which of these roles is NOT typically a possible spokesperson for an interview?
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In the context of an online newsroom, what is a benefit of using a content management system?
In the context of an online newsroom, what is a benefit of using a content management system?
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What is the purpose of training spokespeople in media relations?
What is the purpose of training spokespeople in media relations?
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What type of questions should be answered in a well-prepared press release?
What type of questions should be answered in a well-prepared press release?
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What is a modern feature of online newsrooms compared to traditional ones?
What is a modern feature of online newsrooms compared to traditional ones?
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Which of the following is a key aspect of preparing logistics for a media event?
Which of the following is a key aspect of preparing logistics for a media event?
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What is the impact of press coverage on other stakeholders?
What is the impact of press coverage on other stakeholders?
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Which of the following is NOT one of the three reasons media is important for corporate communication?
Which of the following is NOT one of the three reasons media is important for corporate communication?
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What is one of the ways to approach the media mentioned in the chapter?
What is one of the ways to approach the media mentioned in the chapter?
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What role do fact checkers play in the context of media relations?
What role do fact checkers play in the context of media relations?
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Which statement best describes citizen journalism?
Which statement best describes citizen journalism?
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What has made it challenging to trust news sources today?
What has made it challenging to trust news sources today?
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Which trend demonstrates how the media landscape has changed recently?
Which trend demonstrates how the media landscape has changed recently?
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What is the significance of third-party credibility in media relations?
What is the significance of third-party credibility in media relations?
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Study Notes
Corporate Communication - Media Relations
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Course: 1 ICM, Academic year 2024-2025
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Instructor: Annelies Nauwelaerts
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Chapter Overview:
- Introduction to media
- Changes in media landscape and news
- Three methods of approaching the media:
- Press release
- Press conference
- Interview
- Extras: Newsroom and PR agencies
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How Does Media Consumption Look Today?:
- Utilizing wooclap.com for interactive participation.
- Event code: QCCPKI.
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How the World Changed in the Past Decade:
- Increased use of mobile phones and social media for capturing news events.
- Emphasis on citizen journalism.
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Citizen Journalism:
- Ordinary citizens recording and sharing events, often as the first source of information.
- Media outlets have begun to utilize these citizen journalists.
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Fact Checkers:
- High volume of false or misleading news due to social media.
- Major media outlets now utilize "fact checkers" to confirm and verify news sources.
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Importance of Media in Corporate Communication:
- Media can generate substantial attention for an organization or topic.
- Press coverage influences important stakeholders like investors, customers, and employees.
- Media coverage enhances third-party credibility.
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Key Tools in Media Relations:
- Press release
- Press conference
- Interview
- Q&A sessions
- Newsroom
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Press Release:
- A news item issued by an organization (e.g., company) providing information about something noteworthy.
- Typically managed by the public relations department.
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Elements of a Press Release:
- Catchy headline
- Summary of the topic in the first paragraph
- Detailed body (5Ws and H)
- Boilerplate and contact information
- Optional pictures
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Storytelling Elements for Enhanced Press Releases:
- Quotes: direct statements
- Anecdotes: brief stories
- Examples: relevant cases
- Positive stories: highlighting accomplishments
- Results of a study: supporting conclusions evidence
- Big numbers: highlighting figures
- Appealing images: visuals
- Testimonials: feedback
- Breathtaking videos: showcasing the event
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Press Conference:
- A formal event where an organization shares official information and answers media questions.
- Used to address significant issues or crises.
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Steps to Prepare for a Press Conference:
- Define the significant news-worthy item.
- Identify spokespeople.
- Prepare a guest-list and media invitations.
- Create a press-file with releases, images, facts, and figures.
- Train spokespeople for Q&As.
- Prepare logistics (venue, technology, food/drinks).
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Interviews:
- Can be reactive or proactive.
- Spokespeople: CEO, expert, press officer, specific employees.
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Question-and-Answer Sessions (Q&A):
- Internal document to answer expected/unexpected questions.
- An essential tool to manage press relations effectively.
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Online Newsroom:
- Multimedia-rich platform that delivers news and serves as a central communication hub.
- Offers full media rooms, video, social media integrations, content management systems, press lists, etc.
- Often used by organisations to share releases, stakeholder information and insights with the public.
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Exercise Examples in the course:
- Analyses of press releases (with focus on identifying key messages, 5Ws and H, and appropriate storytelling). Discussions on the relevance of organisation news, format and delivery for a press conference.
- Interview preparation exercises (development of tailored Q&A questions).
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Description
Explore the dynamics of media relations in corporate communication with this quiz. Delve into the changing media landscape, methods of engaging with the media, and the rise of citizen journalism. Test your knowledge on how contemporary media consumption impacts communication strategies.
