Corporate Communication - Media Relations
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Questions and Answers

Which of the following is NOT a storytelling element in PR communications?

  • News value assessment
  • Organizing press conferences
  • Spokespeople's quotations
  • Media monitoring (correct)

What role do PR agencies typically play between companies and media?

  • Provide legal advice exclusively
  • Manage financial transactions for companies
  • Act as direct suppliers of goods to companies
  • Serve as a bridge providing strategic recommendations and practical support (correct)

Which activity is NOT typically conducted by PR agencies?

  • Crisis communications
  • Influencer relations
  • Press monitoring and analysis
  • Financial auditing (correct)

In organizing a press conference for a partnership announcement, which element is most critical for ensuring effective media coverage?

<p>Planning for photo opportunities (A)</p> Signup and view all the answers

When considering news value in a PR release, which factor is most likely to indicate high newsworthiness?

<p>The exclusivity of the project (D)</p> Signup and view all the answers

What does the term 'impact' refer to in news values?

<p>The emotional response evoked in the audience (D)</p> Signup and view all the answers

Which of the following is NOT a key tool in media relations?

<p>Public announcement (B)</p> Signup and view all the answers

Which component is essential to include in a press release's body?

<p>The 5W + H questions (B)</p> Signup and view all the answers

What is the primary purpose of a press conference?

<p>To distribute information and answer media questions (B)</p> Signup and view all the answers

Which of the following elements is not a positive addition to a press release?

<p>Complicated jargon (C)</p> Signup and view all the answers

What does the term 'proximity' indicate in the context of news values?

<p>How relevant the story is to local readers (C)</p> Signup and view all the answers

What is one of the key components to prepare for a press invitation?

<p>Prepare a guest list (A)</p> Signup and view all the answers

In preparing for a press conference, which step is crucial to start with?

<p>Defining your messaging (D)</p> Signup and view all the answers

Which of the following describes 'uniqueness' in news values?

<p>The special and bizarre aspects of the story (D)</p> Signup and view all the answers

What does a Q&A document in public relations primarily do?

<p>Anticipates questions from journalists (C)</p> Signup and view all the answers

Which of these roles is NOT typically a possible spokesperson for an interview?

<p>Sales representative (D)</p> Signup and view all the answers

In the context of an online newsroom, what is a benefit of using a content management system?

<p>Compiling a press release mailing list (B)</p> Signup and view all the answers

What is the purpose of training spokespeople in media relations?

<p>To ensure consistent key messaging (B)</p> Signup and view all the answers

What type of questions should be answered in a well-prepared press release?

<p>What, who, where, why, when, and how (D)</p> Signup and view all the answers

What is a modern feature of online newsrooms compared to traditional ones?

<p>Social media integration (B)</p> Signup and view all the answers

Which of the following is a key aspect of preparing logistics for a media event?

<p>Arranging the food and drinks (A)</p> Signup and view all the answers

What is the impact of press coverage on other stakeholders?

<p>It may influence other stakeholders like investors and customers. (A)</p> Signup and view all the answers

Which of the following is NOT one of the three reasons media is important for corporate communication?

<p>Increases internet sales directly. (A)</p> Signup and view all the answers

What is one of the ways to approach the media mentioned in the chapter?

<p>Press conference (A)</p> Signup and view all the answers

What role do fact checkers play in the context of media relations?

<p>They verify the truth of news. (C)</p> Signup and view all the answers

Which statement best describes citizen journalism?

<p>It allows average citizens to become sources of information. (A)</p> Signup and view all the answers

What has made it challenging to trust news sources today?

<p>Clickbait and ultra-fast news. (C)</p> Signup and view all the answers

Which trend demonstrates how the media landscape has changed recently?

<p>Shift toward live social media reporting by citizens. (C)</p> Signup and view all the answers

What is the significance of third-party credibility in media relations?

<p>It enhances the trustworthiness of the organization's message. (A)</p> Signup and view all the answers

Flashcards

Why are media important for corporate communication?

Media plays a crucial role in spreading information about your organization to a large audience.

How can media coverage influence stakeholders?

Positive media coverage can influence investors, customers, and employees to see your company in a favorable light.

What is the benefit of third-party credibility?

When a news source reports on your organization, it adds credibility to your claims.

What is citizen journalism?

Citizen journalism is where individuals use their own devices to record and share news events.

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Why are fact-checkers important?

Fact-checking is important because the rapid speed of news can lead to misinformation.

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What is media relations?

Media relations focuses on managing communication and relationships with the media.

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What is a press release?

A press release is a formal written announcement sent to the media about a specific event or news.

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What is a press conference?

A press conference is a formal event where a company representative answers questions from journalists.

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Press File

A collection of information provided to journalists for use in their articles, including press releases, images, facts and figures.

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Press Release

A carefully crafted statement announcing significant news to the media.

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Q&A (Questions & Answers)

A document that anticipates and addresses potential questions from journalists about a topic or event.

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Online Newsroom

A dedicated online space where companies share press releases, media assets, and other information for journalists and other stakeholders.

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Spokesperson

A person designated to communicate on behalf of an organization to the media.

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Media Training

A structured approach to prepare spokespeople for media interviews, covering key messaging, responses to potential questions, and communication strategies.

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Influencer Engagement

The process of identifying and engaging with individuals who have significant influence in their respective fields or networks.

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Key Message

The key message or point that a company wants to convey to the media and the public.

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Proximity (News Value)

Proximity refers to how close a news story is to the audience's location. Local events are often considered more newsworthy than events that happen far away.

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Uniqueness (News Value)

Uniqueness refers to the unusual or exceptional aspects of a news story. Events that are out of the ordinary or have a rare quality are more likely to be reported.

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Immediacy (News Value)

Immediacy refers to the timeliness of a news story. Recent events are considered more newsworthy than older ones.

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What is a key message?

A key message is a concise and clear statement that summarizes the main point of your communication. It helps focus your message and ensure it resonates with the audience.

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Who is a spokesperson?

A spokesperson is an individual representing a company or organization during a public communication event. They provide information and answer questions from the media.

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What are the 5Ws + H?

The 5Ws + H represent the key elements of a news story: What, Who, Where, When, Why, and How. These elements help journalists provide a comprehensive and informative account of an event.

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What is news value?

The news value of a story is determined by its relevance, timeliness, impact, prominence, proximity, and unusualness.

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What is a PR agency?

Public relations agencies act as intermediaries between companies and media/stakeholders, offering strategic advice and practical support.

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What is a newsroom?

A newsroom is a dedicated online platform where a company gathers and shares press-related materials like press releases, media kits, and contact information.

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Study Notes

Corporate Communication - Media Relations

  • Course: 1 ICM, Academic year 2024-2025

  • Instructor: Annelies Nauwelaerts

  • 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

  • How Does Media Consumption Look Today?:

    • Utilizing wooclap.com for interactive participation.
    • Event code: QCCPKI.

  • How the World Changed in the Past Decade:

    • Increased use of mobile phones and social media for capturing news events.
    • Emphasis on citizen journalism.

  • Citizen Journalism:

    • Ordinary citizens recording and sharing events, often as the first source of information.
    • Media outlets have begun to utilize these citizen journalists.

  • 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.

  • 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.

  • Key Tools in Media Relations:

    • Press release
    • Press conference
    • Interview
    • Q&A sessions
    • Newsroom

  • Press Release:

    • A news item issued by an organization (e.g., company) providing information about something noteworthy.
    • Typically managed by the public relations department.

  • 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

  • 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

  • Press Conference:

    • A formal event where an organization shares official information and answers media questions.
    • Used to address significant issues or crises.

  • 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).

  • Interviews:

    • Can be reactive or proactive.
    • Spokespeople: CEO, expert, press officer, specific employees.

  • Question-and-Answer Sessions (Q&A):

    • Internal document to answer expected/unexpected questions.
    • An essential tool to manage press relations effectively.

  • 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.

  • 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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Related Documents

ICM CorpComm Week 4 Media Relations 2024 PDF

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.

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