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Upwork Press Release Test Answer

1. What is the purpose of an SEO press release?
 Answers: • To drive online traffic to another location such as a website, registration page or a blog post.

 2. What should be included at the end of the press release?
 Answers: • Contact details

 3. The body of a press release traditionally ends with:
 Answers: • Three "#" symbols.

 4. What is an example of a Media Alert?
 Answers: • An event, such as a press conference.

 5. What is a news embargo?
 Answers: • A request by a source that the information or news provided by that source not be published until a certain date.

 6. Press releases are most commonly written in "AP style." "AP" here stands for:
 Answers: • Associated Press.

 7. What are the 3 core components of a press release?
 Answers: • Headline, Body, Contact Information

 8. When using quotations in a press release, they should be:
 Answers: • From the most relevantly authoritative person in the company.


 9. What might be included in a social media news release?
 Answers: • Images, audio and video as well as links to relevant websites and coverage of resulting online conversations.

 10. What is the best way to distribute a press release?
 Answers: • To a highly targeted group of journalists with interest in subject matter.

 11. Which of these are common reasons press releases fail in social media?
 Answers: • All of these

 12. How do you measure the effectiveness of a press release?
 Answers: • Reads Click-through Conversions Online pickups Press coverage

 13. Before sending a press release to a new media outlet, you must always:
 Answers: • Examine the media outlet's material to be sure your press release is relevant.

 14. A press release headline should:
 Answers: • Engage the reader and encourage them to read further.

 15. How to deliver bad news in a press release?
 Answers: • Simply stating the facts without embellishment.

 16. A press release can be effective when sent to:
 Answers: • All of the above.

 17. What should the audience know in the first paragraph?
 Answers: • Who, What, When, Where, Why

 18. In an emailed press release, the subject line should contain:
 Answers: • The press release headline.

 19. What is a common mistake when submitting a press release?
 Answers: • All of these

 20. What contact information should you include in a press release?
 Answers: • Contact name, email address and telephone number

 21. How many pages long should a press release be?
 Answers: • 1

 22. What is the main purpose of a press release?
 Answers: • To announce something noteworthy

 23. Why should you include a quote in a press release?
 Answers: • They give authority, credibility, and make it easier to read.

 24. A paragraph near the end of a corporate press release with more general information about a company is important because:
 Answers: • (All of these choices are correct)

 25. You should write the press release as:
 Answers: • News

 26. For an SEO press release, what are deep links?
 Answers: • Links to specific pages in your website, rather than just linking to the homepage.

 27. What does ### signal in a press release?
 Answers: • The end of the press release

 28. What are the five (5) W's of a press release?
 Answers: • Who, What, When, Where, Why

 29. Which of the following is NOT one of the "5 Ws"?
 Answers: • Wire.

 30. When writing a press release, what is a hook?
 Answers: • The opening of a story that "hooks" the reader's attention so that he or she will keep on reading.

 31. What are crisis communications?
 Answers: • Delivering facts and information after an emergency has occurred.

 32. What is the goal of media relations?
 Answers: • To maximize positive coverage in the mass media without paying for it directly through advertising.

 33. What is a wire service?
 Answers: • A news agency that supplies syndicated news by wire to newspapers, radio, and television stations.

 34. A press release's "angle" is defined as:
 Answers: • A way of looking at your information that reporters and readers may find interesting.

 35. Colored text is appropriate in a press release if:
 Answers: • Colored text is never appropriate in a press release.

 36. It is a best practice to include which of the following in a press release?
 Answers: • All of these

 37. What does ' ### ' mean?
 Answers: • Signal the end of the press release

 38. What are 3 types of press releases?
 Answers: • General News Release, Launch Release, & Event Release

 39. What is a crisis in public relations terms?
 Answers: • Any event that draws intense, negative media coverage and interferes with normal business activity

 40. A media outlet's editorial calendar tells you:
 Answers: • When upcoming editions might be focusing on particular topics.

 41. What is a "VNR"?
 Answers: • Video news release

 42. What is an "EPK"?
 Answers: • Electronic Press Kit

 43. Where should you place the instructions "For Immediate Release"?
 Answers: • At the very top

 44. Adding search engine optimization keywords to your news release will:
 Answers: • Increase the likelihood of your release being found on search engines.

 45. What's an example of "burying the lead"?
 Answers: • Saving the most compelling part of the announcement for later in the release


 46. A corporate press release should include the contact information of:
 Answers: • A single person in the PR department with good knowledge of the subject.

 47. A well-written press release forms the basis for:
 Answers: • A news story.

 48. Pre-packaged promotional material is often called a:
 Answers: • Media kit or Press Kit

 49. What are 3 types of press releases?
 Answers: • New Product, Grand Opening, Charity Drive

 50. True or False? You do not need to request permission for quotes and contact details.
 Answers: • False

 51. What is the fastest way to disseminate information during times of crisis?
 Answers: • Through a well-written press release

 52. Abbreviations in press releases should be spelled out:
 Answers: • The first time they are used.

 53. What is the release time?
 Answers: • The date and time after which a press release may be released.

 54. A boilerplate should include what information?
 Answers: • All of the above

 55. A press release's supporting resource package might include:
 Answers: • Web- and print-ready digital images or video.

 56. What is "###"?
 Answers: • A signal of the end of the press release

 57. When two or more entities are partnering on an event, it's better to:
 Answers: • Send a single press release from both entities.

 58. Where are the most important sections to place keywords?
 Answers: • Header, subheader and first paragraph

 59. For press releases, what is a pickup?
 Answers: • A story, article or blog post that has passed an editorial filter.

 60. If no release date is given, what should you write?
 Answers: • FOR IMMEDIATE RELEASE

 61. If your company is publicly traded which of these should you include in the press release?
 Answers: • All of these

 62. What is the correct goal of crisis communications?
 Answers: • To build positive public opinion and support while maintaining the reputation of the organization.

 63. What is a 'boilerplate'?
 Answers: • Short background of the individual, group or company

 64. A newspaper is guaranteed to run a press release if:
 Answers: • There is no guarantee a paper will run a press release.

 65. Press releases should NEVER include:
 Answers: • All of the above are appropriate for a press release.

 66. A press release is "embargoed" if:
 Answers: • The press release writer wants the information held until a specific date.

 67. What would be a typical press release length?
 Answers: • 4 to 5 paragraphs

 68. If a reporter re-writes your press release and prints it, that means:
 Answers: • Your press release has been successful.

 69. The first paragraph should start with?
 Answers: • Physical location and date

 70. At a newspaper, you should send every press release to:
 Answers: • The most relevant reporter based on the subject.

 71. What does "-more-" indicate?
 Answers: • That there is more than one page

 72. In an online press release, where do you want to link the first instance of the brand and/or product name?
 Answers: • To the home page

 73. A news release should generally be ___ pages in length.
 Answers: • 1

 74. The same release can be re-sent to the same media outlet unsolicited:
 Answers: • The same release should never be re-sent to the same outlet.

 75. Where should you include the company logo in a press release?
 Answers: • At the top

 76. A good press release differs from a sales letter most in that:
 Answers: • A press release presents facts without hyperbole.

 77. Unembargoed information in a press release is considered public:
 Answers: • As soon as it is sent.

 78. Where should the first quote appear?
 Answers: • Within the first 200 words

 79. What is NOT a standard method of releasing a press release?
 Answers: • Word of mouth

 80. Press releases that do not include a contact telephone number:
 Answers: • Are rarely used to create a story.

 81. Where should the boilerplate go?
 Answers: • Last paragraph of the press release

 82. What should a press release contain?
 Answers: • Short sentences

 83. True or False? You should not add more than one link to your press release.
 Answers: • False

 84. What is the release date?
 Answers: • The date the company would like the reporters to begin publishing the information.

 85. Good news releases are written in the:
 Answers: • Inverted pyramid style.

 86. What is a "Close"?
 Answers: • The symbols that indicate the end of the press release

 87. For an online press release, what is a conversion?
 Answers: • When someone completes a contact form, makes a purchase or downloads a media kit

 88. True or False? You should always repeat your message at the end of the press release.
 Answers: • False

 89. True or False? The heading of the press release should be in uppercase.
 Answers: • False

 90. Which of these are free PR services?
 Answers: • Online PR News

 91. What should be the only statement in uppercase letters in the press release?
 Answers: • Date of when you would like the press release to go public

 92. The headline should be at what length?
 Answers: • Varies

 93. Press releases should be typed:
 Answers: • Double spaced

 94. True or False? Anything sent to a reporter is a form of press release
 Answers: • True

 95. How many words should you have in the title of an online press release?
 Answers: • No more than 22 words.

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