CMP CMP Public Relations and Campaigns 1 — Questions and Answers
Question 1: In public relations, the RACE model stands for:
- Reach, Analyze, Create, Execute
- Research, Action, Communication, Evaluation (Correct answer)
- Review, Assess, Communicate, Engage
- Reach, Awareness, Credibility, Effectiveness
Correct answer: Research, Action, Communication, Evaluation
The RACE model provides a four-step PR planning framework: Research (identify the problem), Action (plan the program), Communication (execute it), and Evaluation (measure results).
Question 2: Which PR tool is MOST effective for establishing third-party credibility for an organization?
- Paid advertising
- Earned media coverage (Correct answer)
- Owned social media posts
- Internal newsletters
Correct answer: Earned media coverage
Earned media — coverage by independent journalists and publications — carries higher credibility than paid or owned content because it represents third-party validation.
Question 3: A press release is BEST described as:
- A paid advertisement placed in a newspaper
- An official statement distributed to news media to announce newsworthy information (Correct answer)
- A private letter sent to individual journalists
- A social media post published by the PR team
Correct answer: An official statement distributed to news media to announce newsworthy information
A press release is a formatted document sent to media outlets to share news, and its content may be used directly or adapted by journalists in their reporting.
Question 4: The 'inverted pyramid' writing style used in press releases places:
- Background information first, followed by key facts
- The most important information first, with supporting details following (Correct answer)
- A quote at the very beginning of the release
- The call to action before the headline
Correct answer: The most important information first, with supporting details following
The inverted pyramid structure puts the most newsworthy facts in the lead paragraph so editors can cut from the bottom without losing critical information.
Question 5: In a PR campaign, a 'pitch' is:
- A formal budget request to senior leadership
- A brief, personalized proposal sent to a journalist suggesting a story idea (Correct answer)
- A scripted speech delivered at a press conference
- A competitive analysis of rival organizations
Correct answer: A brief, personalized proposal sent to a journalist suggesting a story idea
A media pitch is a concise, tailored message sent to a journalist or editor that explains why a story idea is relevant and newsworthy for their audience.
Question 6: Which metric is most commonly used to measure earned media reach in a PR campaign?
- Cost per click (CPC)
- Share of voice (SOV)
- Media impressions (Correct answer)
- Return on ad spend (ROAS)
Correct answer: Media impressions
Media impressions estimate the total number of times content is potentially seen across all placements, making it a standard reach metric for earned media.
CMP CMP Public Relations and Campaigns 1
In public relations, the RACE model stands for: