CMP Public Relations and Campaigns Flashcards
6 cards from real CMP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 CMP Public Relations and Campaigns flashcards as text
A spokesperson briefing document is prepared to:
Answer: Prepare a representative with key messages, Q&A guidance, and talking points before media interactions
A spokesperson briefing equips the representative with consistent messaging, anticipated questions, and guidance on sensitive topics before interviews or press events.
In public relations, 'newsjacking' refers to:
Answer: Leveraging a trending news story to insert an organization's message into the public conversation
Newsjacking involves connecting your organization's story to a current news trend, increasing relevance and the likelihood of media pickup.
Which type of PR research involves surveying target audiences BEFORE a campaign to understand current perceptions?
Answer: Formative research
Formative research is conducted at the beginning of a campaign to understand audience knowledge, attitudes, and behaviors, informing strategy and message development.
A 'dark site' in crisis PR is:
Answer: A pre-built website kept offline that can be activated rapidly during a crisis
A dark site is a prepared but unpublished website or web page that can be quickly launched during a crisis to provide accurate, timely public information.
The PESO model in modern PR stands for:
Answer: Paid, Earned, Shared, Owned media
The PESO model classifies all media into four types — Paid, Earned, Shared, and Owned — providing a comprehensive framework for integrated communication campaigns.
When measuring PR campaign 'outcomes,' communicators are assessing:
Answer: Changes in audience awareness, attitudes, or behaviors resulting from the campaign
Outcomes measure the actual impact of communication efforts on target audiences, going beyond activity counts to evaluate real shifts in knowledge, opinion, or behavior.