CPC Public Relations & Media Relations 3

Question 1

During a crisis, a company discovers inaccurate information spreading on social media. The BEST initial PR response is to:

Accepted Answer

Acknowledge awareness of the situation and commit to providing updates

Answer

Acknowledging the situation quickly and promising updates demonstrates transparency and helps control the narrative without waiting too long.

Question 2

What is a 'boilerplate' in the context of a press release?

Accepted Answer

A standardized paragraph at the end describing the organization

Answer

A boilerplate is a brief, standardized 'About the Company' paragraph placed at the end of every press release.

Question 3

A PR manager is asked to evaluate the success of a media campaign. Which metric most directly measures media quality over quantity?

Accepted Answer

Tone and sentiment of media coverage received

Answer

Sentiment analysis evaluates whether coverage is positive, negative, or neutral, providing insight into media quality beyond simple volume counts.

Question 4

Which of the following is an example of proactive media relations?

Accepted Answer

Pitching a story about the company's new sustainability initiative before it is widely known

Answer

Proactive media relations involves initiating contact with journalists to generate coverage on the organization's own terms.

Question 5

What is the purpose of an editorial calendar in PR planning?

Accepted Answer

To map out media opportunities and content timing aligned with editorial themes

Answer

An editorial calendar helps PR teams align pitches and content with anticipated media themes, seasons, and publication schedules.

(CPC) Certified Public Communicator Practice Test