CPRE Marketing and Public Relations 4 — Questions and Answers
Question 1: A parks department wants to reach low-income families who lack internet access. Which outreach channel is MOST effective?
- Email newsletter campaign
- Social media advertising
- Flyers distributed at schools and community centers (Correct answer)
- Agency website banner
Correct answer: Flyers distributed at schools and community centers
Physical flyers at high-traffic community locations reach populations with limited digital access more effectively than online channels.
Question 2: Which metric BEST measures the effectiveness of a parks department's media relations effort?
- Number of press releases distributed
- Earned media impressions and story placement rate (Correct answer)
- Social media follower count
- Number of media contacts in the database
Correct answer: Earned media impressions and story placement rate
Earned media impressions and placement rate reflect actual audience reach from PR efforts, not just activity volume.
Question 3: A CPRE candidate is developing a brand identity for a new regional trail system. The FIRST step should be:
- Designing the logo and color palette
- Conducting stakeholder and community input sessions (Correct answer)
- Purchasing advertising inventory
- Hiring a PR firm
Correct answer: Conducting stakeholder and community input sessions
Brand development should begin with stakeholder and community input to ensure the identity reflects shared values and resonates with target audiences.
Question 4: During a public controversy over park fee increases, the communications director should prioritize:
- Avoiding all media contact until fees are finalized
- Issuing a proactive statement explaining the rationale and community benefits (Correct answer)
- Redirecting inquiries to elected officials only
- Posting only on internal agency channels
Correct answer: Issuing a proactive statement explaining the rationale and community benefits
Proactive, transparent communication during controversy builds public trust and allows the agency to frame the narrative.
Question 5: A parks department's marketing plan should segment audiences primarily to:
- Reduce printing costs for brochures
- Tailor messages and channels to the specific needs of different user groups (Correct answer)
- Comply with federal grant reporting requirements
- Limit program enrollment to manageable sizes
Correct answer: Tailor messages and channels to the specific needs of different user groups
Audience segmentation enables targeted messaging that increases relevance, engagement, and program participation across diverse populations.
Question 6: What is the purpose of a 'call to action' (CTA) in parks and recreation marketing materials?
- To list all agency contact information
- To prompt the audience to take a specific desired next step (Correct answer)
- To summarize the department's annual report
- To acknowledge funding partners and sponsors
Correct answer: To prompt the audience to take a specific desired next step
A CTA directs the audience toward a measurable behavior such as registering for a program, visiting a facility, or contacting the agency.
Question 7: A parks agency partners with a local business for a co-branded event sponsorship. The PRIMARY benefit for the agency is:
- Shifting full event liability to the business partner
- Gaining additional resources and expanded audience reach (Correct answer)
- Eliminating the need for a marketing budget
- Replacing the agency's brand with the sponsor's brand
Correct answer: Gaining additional resources and expanded audience reach
Sponsorship partnerships provide financial resources, in-kind support, and access to the sponsor's customer base, amplifying the agency's reach.
CPRE Marketing and Public Relations 4
A parks department wants to reach low-income families who lack internet access.
Which outreach channel is MOST effective?