CMP CMP Public Relations and Campaigns 2 — Questions and Answers
Question 1: A media embargo in PR communications means:
- Permanently blocking a journalist from receiving press materials
- Providing information to media on the condition it is not published before a specified date (Correct answer)
- Refusing all interview requests from external journalists
- Requiring editorial approval before any article is published
Correct answer: Providing information to media on the condition it is not published before a specified date
An embargo allows organizations to share advance information with journalists while controlling the release date, giving reporters time to prepare thorough coverage.
Question 2: In integrated communication campaigns, the term 'consistency' refers to:
- Using the same channel for all messages
- Delivering aligned messages across multiple platforms and touchpoints (Correct answer)
- Publishing the same content word-for-word everywhere
- Maintaining the same campaign team throughout the project
Correct answer: Delivering aligned messages across multiple platforms and touchpoints
Consistency in integrated campaigns means that core messages, tone, and branding are coherent across all channels while content is adapted to suit each platform.
Question 3: What distinguishes a public information campaign from a persuasion campaign?
- Public information campaigns are always digital; persuasion campaigns are print-based
- Public information campaigns aim to inform or educate; persuasion campaigns seek to change attitudes or behaviors (Correct answer)
- Persuasion campaigns use only earned media
- Public information campaigns have no measurable objectives
Correct answer: Public information campaigns aim to inform or educate; persuasion campaigns seek to change attitudes or behaviors
Public information campaigns prioritize awareness and knowledge transfer, while persuasion campaigns use emotional, rational, or social appeals to drive attitude or behavior change.
Question 4: Which concept describes the set of associations that audiences hold about an organization's brand and reputation?
- Corporate identity
- Brand equity (Correct answer)
- Message architecture
- Organizational tone
Correct answer: Brand equity
Brand equity encompasses the value and associations — positive or negative — that audiences attach to an organization's name, logo, and overall presence.
Question 5: In campaign evaluation, 'output' measures focus on:
- Changes in audience attitudes or behavior resulting from the campaign
- The volume and reach of communication activities produced (Correct answer)
- The revenue generated as a result of the campaign
- Long-term shifts in organizational reputation
Correct answer: The volume and reach of communication activities produced
Output measures count what was produced — press releases distributed, media placements secured, social posts published — rather than the impact those activities had.
Question 6: The 'two-way symmetric' model of public relations, as described by Grunig and Hunt, emphasizes:
- One-directional message broadcasting to mass audiences
- Mutual dialogue and balanced communication between an organization and its publics (Correct answer)
- Using persuasion to change public opinion in the organization's favor
- Controlling media narratives through press embargoes
Correct answer: Mutual dialogue and balanced communication between an organization and its publics
The two-way symmetric model treats communication as a genuine dialogue where both the organization and its publics can influence each other, representing the ideal ethical PR practice.
CMP CMP Public Relations and Campaigns 2
A media embargo in PR communications means: