ANSWERS TO THE QUIZ

So how did you do? Here are the Media I.Q. questions -- along with the best answers. Check to see how you did and, at the bottom, see how well you scored.

1. With e-mail and modern communications tools, old-fashioned press releases aren't all that helpful. Most of them end up in the garbage anyway.

A. True.
B. False.

Answer: False. A good reporter or editor peruses news releases daily to generate ideas for news or feature stories. By having an active system for generating positive messages about your company, you can boost your image in the community. For more information about generating better messages, see message development. >>>>

2. During a crisis when asked a tough or sensitive question by a reporter, you should:

A. Let your lawyers field those questions.
B. End the interview.
C. Say "no comment" and move on to the next question.
D. Reiterate your media statement.

Answer: D. Your media statement should cover the basics, as well as any tough or sensitive issues caused by a crisis. A carefully crafted statement will address the concerns of the public about the crisis- - - what's being done to correct any problems and how problems affect them. To learn more about how you can operate in a crisis, see crisis training. >>>>

3. You're scheduled for a television interview - you're prepared, it's a positive story, and it will be a real "feather in your cap" to pull it off well. You wear:

A. A white button-down shirt.
B. A blue/white striped button-down shirt.
C. A blue button-down shirt.
D. The company uniform.

Answer: C or D. Solid, light blue shirts show up well on camera - - solid white or stripes can be annoyingly bright or wavy on television. D can be considered correct if the company uniform is appropriate for the interview and it passes a "visual suggestions" test. For more information, see our media tips. >>>>

4. In another state, a competing company this morning was involved in an accident with regional environmental ramifications. Now, a local television crew is in your front office trying to localize the story. Which of the following statements most correctly describes your response?

A. We have a prepared media statement on file regarding accidents. Our spokesman will deliver it.
B. The company president will "wing it" and answer questions as they come.
C. We will not submit to an interview or will say, "No comment."
D. We've got a committee that now will start working on a response.

Answer: A. Part of a company's successful media presence is being ready for the unexpected. That takes careful planning and strategizing to develop media contingencies. To learn more about how we can help you be ready, see strategic media planning. >>>>

5. When interviewed, you can expect:

A. The reporter to be well prepared and understand the company and its products.
B. The reporter to be friendly and trustworthy.
C. That you will be able to scratch any misspoken words or sentences, especially if you make your comment 'off the record'.
D. That the writer will always be able to show the reader the real context and total atmosphere of the interview.

Answer: Trick question. While A and B may be true in some cases, generally they are not. C and D are especially incorrect. To help you prepare for the expected - - and unexpected - - we suggest you sign up for our media training sessions. >>>>

YOUR MEDIA I.Q. SCORECARD

Check the chart below to learn your Media I.Q.:

To learn more about how the Media Training Center can help you, go to What We Do or contact Betsy Brack.