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Basic Press Releases MCQ

1. How many words should you have in the title of an online press release?

As many as you need to get your point across

There are no titles in online pres releases.

No more than 22 words.

No more than 10 words.

Answer

Correct Answer: No more than 22 words.

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2. True or False? Anything sent to a reporter is a form of press release

True

False

Answer

Correct Answer: True

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3. Press releases should be typed:

1.5 spaced

Single spaced

Double spaced

At least spaced

Answer

Correct Answer: Double spaced

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4. The headline should be at what length?

No more than 5 words

Varies

No less than 5 words

No more than 15 words

No more than 20 words

Answer

Correct Answer: Varies

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5. Which of these are free PR services?

Online PR News

Businesswire

PR Web

PRNewswire

Answer

Correct Answer: Online PR News

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6. What should be the only statement in uppercase letters in the press release?

Location

Heading

Author's name

Date of when you would like the press release to go public

Answer

Correct Answer: Date of when you would like the press release to go public

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7. True or False? The heading of the press release should be in uppercase.

False

True

Answer

Correct Answer: False

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8. For an online press release, what is a conversion?

When someone clicks on links to your web site.

When you get someone to change religions.

When someone completes a contact form, makes a purchase or downloads a media kit

When someone likes your Facebook page.

Answer

Correct Answer: When someone completes a contact form, makes a purchase or downloads a media kit

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9. True or False? You should always repeat your message at the end of the press release.

True

False

Answer

Correct Answer: False

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10. What is a "Close"?

The symbols that indicate the end of the press release

The closing sentence

The contact details

The closing paragraph

Answer

Correct Answer: The symbols that indicate the end of the press release

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11. Good news releases are written in the:

Narrative style.

Inverted pyramid style.

Stream-of-consciousness style.

Pyramid style.

Answer

Correct Answer: Inverted pyramid style.

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12. What is the release date?

The date the release was sent.

The date the company wants lots of orders.

The date the company would like the reporters to begin publishing the information.

The date the release was written

Answer

Correct Answer: The date the company would like the reporters to begin publishing the information.

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13. Where should the boilerplate go?

First paragraph of the press release

Right before the last paragraph in the press release

Right after the first paragraph

Last paragraph of the press release

Answer

Correct Answer: Last paragraph of the press release

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14. True or False? You should not add more than one link to your press release.

True

False

Answer

Correct Answer: False

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15. What should a press release contain?

Links to media coverage

Short sentences

Attachments for reporters

Questions

Answer

Correct Answer: Short sentences

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16. Press releases that do not include a contact telephone number:

Are rarely used to create a story.

Are fine if the story is really interesting.

Are preferred by magazines and other print publications.

Are fine if you include direct quotations.

Answer

Correct Answer: Are rarely used to create a story.

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17. Where should the first quote appear?

After all the key facts and figures

Grouped with at least three others

Within the first 200 words

In the boilerplate

At the end

Answer

Correct Answer: Within the first 200 words

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18. What should be included at the end of the press release?

Date

Author's name

Contact details

19. Unembargoed information in a press release is considered public:

As soon as you approve the final article to be printed.

As soon as the reporter confirms facts with you.

As soon as a newspaper prints it.

As soon as it is sent.

Answer

Correct Answer: As soon as it is sent.

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20. The same release can be re-sent to the same media outlet unsolicited:

The same release should never be re-sent to the same outlet.

If you want to be certain they read it.

If two days have gone by and the outlet hasn't covered the story.

If two weeks have gone by and the outlet hasn't covered the story.

Answer

Correct Answer: The same release should never be re-sent to the same outlet.

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21. A good press release differs from a sales letter most in that:

A press release is practically identical to a sales letter.

A press release presents facts without hyperbole.

A press release is not intended to help market a product or service.

A press release never includes pictures or video.

Answer

Correct Answer: A press release presents facts without hyperbole.

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22. Where should you include the company logo in a press release?

In the 'media kit' section

At the top

In the boilerplate

It's best not to include images in press releases

Answer

Correct Answer: At the top

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23. In an online press release, where do you want to link the first instance of the brand and/or product name?

To the website's "contact us" page

To the home page

To the website's blog

It is not recommended to include links in online press releases

Answer

Correct Answer: To the home page

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24. For press releases, what is a pickup?

A kind of truck.

A story, article or blog post that has passed an editorial filter.

When a journalist wants an exclusive story.

Something you say to a cute girl at a bar.

Answer

Correct Answer: A story, article or blog post that has passed an editorial filter.

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25. What is the correct goal of crisis communications?

To build positive public opinion and support while maintaining the reputation of the organization.

To sugar coat the truth.

To sell more products.

To do damage control.

Answer

Correct Answer: To build positive public opinion and support while maintaining the reputation of the organization.

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26. A news release should generally be ___ pages in length.

As many as you need to get the article dones

1/2

Answer

Correct Answer: 1

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27. What does "-more-" indicate?

That there is more than one location

That there is more than one page

A hyperlink for more information

Answer

Correct Answer: That there is more than one page

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28. At a newspaper, you should send every press release to:

The most relevant reporter based on the subject.

The business editor.

The sales department.

The managing editor.

Answer

Correct Answer: The most relevant reporter based on the subject.

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29. A press release is "embargoed" if:

The press release writer wants the information held until a specific date.

The press release is missing important information.

The press release writer wants to send additional information later.

The press release is ready for immediate publication.

Answer

Correct Answer: The press release writer wants the information held until a specific date.

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30. If your company is publicly traded which of these should you include in the press release?

The exchange

All of these

The stock symbol

The International Securities Identifier Number

Answer

Correct Answer: All of these

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31. What would be a typical press release length?

4 to 5 paragraphs

4 to 5 pages

1 paragraph

No more than 2 paragraphs

Answer

Correct Answer: 4 to 5 paragraphs

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32. A newspaper is guaranteed to run a press release if:

The facts of the release are accurate.

There is no guarantee a paper will run a press release.

The "news factor" of the release is engaging.

The subject of the release is a friend of the editor.

Answer

Correct Answer: There is no guarantee a paper will run a press release.

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33. The body of a press release traditionally ends with:

A long dotted line.

Three X's.

Three "#" symbols.

A short dotted line.

Answer

Correct Answer: Three "#" symbols.

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34. What is a 'boilerplate'?

Short background of the individual, group or company

The topic of the news

The headline

Contact information

Answer

Correct Answer: Short background of the individual, group or company

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35. If a reporter re-writes your press release and prints it, that means:

Your press release has been unsuccessful.

You have a cause of action for a lawsuit.

Your press release has been successful.

You will get your name listed in the byline.

Answer

Correct Answer: Your press release has been successful.

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36. When two or more entities are partnering on an event, it's better to:

Alternate every other day sending press releases from each entity.

Make all press releases longer.

Have each entity craft and send its own press release.

Send a single press release from both entities.

Answer

Correct Answer: Send a single press release from both entities.

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37. Press releases should NEVER include:

Photographs.

All of the above are appropriate for a press release.

Electronic text.

Printed text.

Answer

Correct Answer: All of the above are appropriate for a press release.

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38. The first paragraph should start with?

Weather forecast

Boilerplate

Physical location and date

Contact details

Answer

Correct Answer: Physical location and date

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39. Where are the most important sections to place keywords?

Header and footer

Header and boilerplate

Boilerplate

Header, subheader and first paragraph

Answer

Correct Answer: Header, subheader and first paragraph

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40. A press release's supporting resource package might include:

Several press releases about the same subject.

Information about your press release writing history.

Web- and print-ready digital images or video.

Proposals for additional stories.

Answer

Correct Answer: Web- and print-ready digital images or video.

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41. Where should you place the instructions "For Immediate Release"?

At the very end

After your Headline

You shouldn't include that in a press release

At the very top

Answer

Correct Answer: At the very top

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42. A corporate press release should include the contact information of:

There is no reason to include contact information.

A single person in the PR department with good knowledge of the subject.

The top 5 earners in the company.

The company's CEO.

Answer

Correct Answer: A single person in the PR department with good knowledge of the subject.

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43. If no release date is given, what should you write?

TBD

FOR IMMEDIATE RELEASE

Nothing

SEND NOW

Answer

Correct Answer: FOR IMMEDIATE RELEASE

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44. What is the release time?

The best time to issue a press release.

When you wrote the press release

The date and time after which a press release may be released.

When things are about to happen.

Answer

Correct Answer: The date and time after which a press release may be released.

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45. A well-written press release forms the basis for:

A news story.

A special advertising section.

A TV or web commercial.

An editorial or commentary.

Answer

Correct Answer: A news story.

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46. Abbreviations in press releases should be spelled out:

The first time they are used.

Only if they are obscure.

Every time they are used.

Only if they are difficult to spell.

Answer

Correct Answer: The first time they are used.

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47. Adding search engine optimization keywords to your news release will:

Make your press release more appropriate for online news sources.

Increase the likelihood of your release being found on search engines.

Make your press release sound more official.

Increase the likelihood of your release being printed by newspapers.

Answer

Correct Answer: Increase the likelihood of your release being found on search engines.

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48. What is the fastest way to disseminate information during times of crisis?

By advertising on television.

By calling people.

By texting.

Through a well-written press release

Answer

Correct Answer: Through a well-written press release

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49. True or False? You do not need to request permission for quotes and contact details.

False

True

Answer

Correct Answer: False

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50. What is "###"?

The page counter

A signal of the end of the press release

A signal of the edition of the press release

The number of paragraphs used in the press release

Answer

Correct Answer: A signal of the end of the press release

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51. Pre-packaged promotional material is often called a:

Promo Package

Wok Box

Media kit or Press Kit

Merch

Answer

Correct Answer: Media kit or Press Kit

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52. What's an example of "burying the lead"?

Saving the most compelling part of the announcement for later in the release

Saving the spokesperson quote until midway or later in the release

Answer

Correct Answer: Saving the most compelling part of the announcement for later in the release

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53. What is an example of a Media Alert?

A deadline for reporters to send in their articles.

An event, such as a press conference.

A warning about the weather.

Answer

Correct Answer: An event, such as a press conference.

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54. What is an "EPK"?

Entertainment Promotions Kit

Entertainment Press Kit

Electronic Promotions Kit

Electronic Press Kit

Answer

Correct Answer: Electronic Press Kit

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55. What is a "VNR"?

Video news release

Video note release

Voice news release

Voice note release

Answer

Correct Answer: Video news release

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56. A media outlet's editorial calendar tells you:

How many days it takes to create and print a magazine.

When upcoming editions might be focusing on particular topics.

Important holidays within the industry.

How many pages each upcoming edition will be.

Answer

Correct Answer: When upcoming editions might be focusing on particular topics.

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57. Press releases are most commonly written in "AP style." "AP" here stands for:

Associated Press.

Advanced Placement.

Accounts Payable.

Advanced Publication.

Answer

Correct Answer: Associated Press.

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58. A paragraph near the end of a corporate press release with more general information about a company is important because:

Company information might provide better context for a reporter.

The information might be referred to in a future story unrelated to your press release.

The media outlet might not be familiar with the company.

(All of these choices are correct)

Answer

Correct Answer: (All of these choices are correct)

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59. Before sending a press release to a new media outlet, you must always:

Buy a subscription to their publication.

Buy advertising in their publication.

Examine the media outlet's material to be sure your press release is relevant.

Send a note to the outlet letting them know a press release is coming their way.

Answer

Correct Answer: Examine the media outlet's material to be sure your press release is relevant.

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60. How many pages long should a press release be?

Answer

Correct Answer: 1

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61. What should the audience know in the first paragraph?

Expenses

Company details

Who, What, When, Where, Why

Quotes

Answer

Correct Answer: Who, What, When, Where, Why

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62. What is a crisis in public relations terms?

When you have a nervous breakdown.

Any event that draws intense, negative media coverage and interferes with normal business activity

When there is a crime committed.

When really bad things happen to good people.

Answer

Correct Answer: Any event that draws intense, negative media coverage and interferes with normal business activity

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63. What is the goal of media relations?

To maximize positive coverage in the mass media without paying for it directly through advertising.

To make friends with journalists.

To get on the cover of lots of magazines.

To make sure the press never writes bad stories about you.

Answer

Correct Answer: To maximize positive coverage in the mass media without paying for it directly through advertising.

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64. What are 3 types of press releases?

Traffic report, earnings report, weather report

Terror alert, gardening tips,

Weather warning, travel advisory, party invitation.

General News Release, Launch Release, & Event Release

Answer

Correct Answer: General News Release, Launch Release, & Event Release

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65. What are crisis communications?

Sharing your personal problems in a blog

Delivering facts and information after an emergency has occurred.

Criticizing your competitors.

Answer

Correct Answer: Delivering facts and information after an emergency has occurred.

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66. What is a wire service?

A service for taxi cabs.

A secret spy organization

A way to listen in on other peoples conversation.

A news agency that supplies syndicated news by wire to newspapers, radio, and television stations.

Answer

Correct Answer: A news agency that supplies syndicated news by wire to newspapers, radio, and television stations.

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67. What does ### signal in a press release?

The beginning of the press release

The end of the press release

Answer

Correct Answer: The end of the press release

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68. Which of the following is NOT one of the "5 Ws"?

Where.

Who.

Wire.

Why.

Answer

Correct Answer: Wire.

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69. A press release's "angle" is defined as:

A way of looking at your information that reporters and readers may find interesting.

A second release which has information to correct an earlier release.

The cost of running a press release.

A charitable organization that supports your press release.

Answer

Correct Answer: A way of looking at your information that reporters and readers may find interesting.

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70. When writing a press release, what is a hook?

Something you use to catch fish.

A question that confuses the readers.

The opening of a story that "hooks" the reader's attention so that he or she will keep on reading.

The call to action to get more sales

Answer

Correct Answer: The opening of a story that "hooks" the reader's attention so that he or she will keep on reading.

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71. You should write the press release as:

Prediction

News

Historic event

Stories

Answer

Correct Answer: News

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72. For an SEO press release, what are deep links?

Links that give you a higher Klout score

Links to specific pages in your website, rather than just linking to the homepage.

Links to outer space

Links to past issues of a magazine you want to be in

Answer

Correct Answer: Links to specific pages in your website, rather than just linking to the homepage.

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73. Why should you include a quote in a press release?

You can make them rhyme and people will remember.

They give authority, credibility, and make it easier to read.

They make the release look cool.

Answer

Correct Answer: They give authority, credibility, and make it easier to read.

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74. What are the five (5) W's of a press release?

Who, When, Why, How, Whatever

Who, What, When, Where, Why

Which, Where, Why Now, What Next, How

Answer

Correct Answer: Who, What, When, Where, Why

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75. What is the main purpose of a press release?

To announce something noteworthy

To network with other people

To let people know who you are

To make money

Answer

Correct Answer: To announce something noteworthy

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76. What contact information should you include in a press release?

website, phone number

Contact name, twitter handle, home address

Google maps, email address, fax number.

Contact name, email address and telephone number

Answer

Correct Answer: Contact name, email address and telephone number

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77. How do you measure the effectiveness of a press release?

By having it written by a really famous author.

How many of your friends like your Facebook page.

By how many words it has.

Reads Click-through Conversions Online pickups Press coverage

Answer

Correct Answer: Reads Click-through Conversions Online pickups Press coverage

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78. How to deliver bad news in a press release?

Simply stating the facts without embellishment.

Blame other people for what happened.

Cover up the really bad news.

Make everything sound really good.

Answer

Correct Answer: Simply stating the facts without embellishment.

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79. What might be included in a social media news release?

A favorite Pinterest pin

A plea to like the post on Facebook.

"Please retweet this"

Images, audio and video as well as links to relevant websites and coverage of resulting online conversations.

Answer

Correct Answer: Images, audio and video as well as links to relevant websites and coverage of resulting online conversations.

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80. What is a common mistake when submitting a press release?

Submitting material with a release date too far in advance

Making your press release too long

Not including your phone number

All of these

Answer

Correct Answer: All of these

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81. Which of these are common reasons press releases fail in social media?

They have the wrong singular focus, which is on the company issuing the release

They don’t have a specific audience in mind, and are written broadly and presented blandly

They are full of marketing-speak that fosters mistrust in the eyes of the audience

All of these

Answer

Correct Answer: All of these

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82. What does ' ### ' mean?

Not relevant to press releases

Signal the end of the press release

Signal the beginning of the press release

To indicate a statement that hasn't been backed up

Answer

Correct Answer: Signal the end of the press release

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83. Colored text is appropriate in a press release if:

Colored text is never appropriate in a press release.

The colors used are red or blue.

The colors used are only red.

The colors used are primary colors.

Answer

Correct Answer: Colored text is never appropriate in a press release.

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84. A press release headline should:

Engage the reader and encourage them to read further.

Include contact information.

Include all the information a reporter needs to write the story.

Use the longest words of the article.

Answer

Correct Answer: Engage the reader and encourage them to read further.

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85. When using quotations in a press release, they should be:

From as many people in the company as you can get on the record.

From the most relevantly authoritative person in the company.

From the head of Marketing.

From the CEO.

Answer

Correct Answer: From the most relevantly authoritative person in the company.

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86. What is the best way to distribute a press release?

Via facsimile

To a highly targeted group of journalists with interest in subject matter.

To all contacts in email list

Answer

Correct Answer: To a highly targeted group of journalists with interest in subject matter.

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87. A press release can be effective when sent to:

Bloggers.

Social networks.

Print and television media.

All of the above.

Answer

Correct Answer: All of the above.

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88. In an emailed press release, the subject line should contain:

The name of the press release author.

The subject line should be left blank.

The press release headline.

The words "BREAKING NEWS" in all caps.

Answer

Correct Answer: The press release headline.

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89. What are the 3 core components of a press release?

Headline, website links, twitter feed

Headline, Body, Contact Information

Headline, Facebook page, email address

Headline, sales pitch, call to action

Answer

Correct Answer: Headline, Body, Contact Information

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90. It is a best practice to include which of the following in a press release?

All of these

A quote

An image

A statistic or supporting information

Answer

Correct Answer: All of these

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91. A boilerplate should include what information?

Contact information including website

Key facts about the company

Location of company

All of the above

Answer

Correct Answer: All of the above

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92. What is NOT a standard method of releasing a press release?

Word of mouth

All of these are not standard methods

Radio stations

Answer

Correct Answer: Word of mouth

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93. What is the purpose of an SEO press release?

To get likes on Facebook

To get retweets on twitter

To drive online traffic to another location such as a website, registration page or a blog post.

Answer

Correct Answer: To drive online traffic to another location such as a website, registration page or a blog post.

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