CPC Public Relations & Media Relations 5

Question 1

Which model of public relations emphasizes two-way communication and mutual understanding between an organization and its publics?

Accepted Answer

Two-way symmetrical model

Answer

The two-way symmetrical model, developed by Grunig and Hunt, emphasizes dialogue and balanced communication aimed at mutual benefit.

Question 2

A PR professional is asked to build relationships with journalists over time rather than only reaching out when there is news to share. This practice is called:

Accepted Answer

Ongoing media relations

Answer

Ongoing media relations involves regularly nurturing journalist relationships through consistent, valuable interactions beyond transactional pitches.

Question 3

What is the significance of the 'golden hour' in crisis communications?

Accepted Answer

The first hour after a crisis breaks, when initial messaging has the greatest impact on public perception

Answer

The golden hour refers to the critical first 60 minutes after a crisis erupts, during which a timely, accurate response can shape public perception most effectively.

Question 4

Which of the following best describes 'astroturfing' in the context of public relations ethics?

Accepted Answer

Creating the false impression of grassroots public support for an organization or cause

Answer

Astroturfing involves fabricating grassroots support to make a corporate or political message appear to come from ordinary citizens.

Question 5

A company's CEO makes an off-the-cuff remark in a podcast interview that causes public backlash. The PR team should FIRST:

Accepted Answer

Issue a clarifying statement acknowledging the concern and providing context

Answer

Rapidly issuing a clarifying statement addresses the public concern, provides context, and prevents further narrative damage.

(CPC) Certified Public Communicator Practice Test

(CPC) Certified Public Communicator Practice Test

CPC Public Relations & Media Relations 5