CPC Public Relations & Media Relations 2

Question 1

What is the primary purpose of a media pitch?

Accepted Answer

To persuade a journalist to cover a story

Answer

A media pitch is a targeted appeal to a journalist or editor designed to persuade them to cover a particular story.

Question 2

Which of the following best describes 'earned media'?

Accepted Answer

Coverage generated by media outlets without direct payment

Answer

Earned media refers to coverage obtained through PR efforts rather than paid advertising, such as news stories and editorial mentions.

Question 3

When a journalist goes 'on background,' what does this typically mean?

Accepted Answer

Information can be used but the source cannot be identified

Answer

Speaking on background means information may be published but the source's identity will not be disclosed in the story.

Question 4

A PR professional wants to monitor how often a brand is mentioned in the media. Which tool category best serves this need?

Accepted Answer

Media monitoring and clipping services

Answer

Media monitoring and clipping services track brand mentions across print, broadcast, and online outlets.

Question 5

What is the 'inverted pyramid' structure used for in PR writing?

Accepted Answer

Structuring a press release with the most important information first

Answer

The inverted pyramid places the most newsworthy information at the top of a press release, with supporting details following.

(CPC) Certified Public Communicator Practice Test