1. If you make a PR blunder, what is the best way to fix it?
a. ...by issuing a press release that directly counters an earlier story or release.
b. ...by focusing on the next positive story you can tell and having both tact and a sense of humor about past mistakes.
c. ...fire the person responsible and hire a PR professional from outside to help.
d. ...there's no way to "fix" a PR blunder. You're stuck with that reputation forever.
2. True or False: "I" and "we" should never be used in a press release unless contained in quote.
3. Including the word "EMBARGO," on a press release, and specifying a certain release date will... :
a. Legally require that journalists refrain from reporting on any information contained in the press release until your desired date.
b. Encourage journalists to report your news ahead of everyone else, despite the embargo date.
c. Potentially give journalists a sense that your company will not cooperate in interviews on this story yet, and lead them to delete or toss out the release.
d. None of the Above.
4. True or False: Using industry jargon in press releases reinforces your expertise in a given field.
5. What is the most important trait a press release about your business should possess:
a. Perfect spelling, and punctuation.
b. A detailed explanation of your company's overall mission.
c. Information that is both timely, and relevant to the publication, or show.
d. Polished, professional graphics, and/or freebie product samples or demos.
6. True or False: A press release should appeal to the audience you eventually want to reach with your news, not the media representative who will use it to base further reporting on.
7. What time is it best to send a press release to a daily newspaper:
a. At night, so they can report on your idea the next day.
b. In the morning, when reporters are narrowing in on the best stories of the day.
c. In the afternoon, as reporters may have a lunch break, and time to stop conducting interviews, and start reading their e-mail and faxes.
8. True or False: The longer the press release, the better.
9. How many of the press releases you send out in a given year should you expect to precipitate news coverage of some kind?
10. True or False: You should use as many quotes as possible from company officers that expound on the importance of the company to the industry and its consumers.