CPRP Marketing and Public Relations 5 — Questions and Answers
Question 1: Which principle of persuasive communication is demonstrated when a parks department uses testimonials from community members in its marketing materials?
- Scarcity — creating urgency through limited availability
- Social proof — showing that others value and use the service (Correct answer)
- Authority — establishing expert credibility
- Reciprocity — offering something in exchange for engagement
Correct answer: Social proof — showing that others value and use the service
Testimonials leverage social proof by demonstrating that real community members find value in the services, influencing others to participate.
Question 2: A parks department is evaluating its marketing ROI. Which calculation correctly measures cost per registration?
- Total registrations divided by total marketing budget
- Total marketing budget divided by total program registrations (Correct answer)
- Total revenue divided by number of marketing channels used
- Total marketing budget multiplied by program satisfaction score
Correct answer: Total marketing budget divided by total program registrations
Cost per registration equals total marketing spend divided by the number of registrations generated, providing a standardized efficiency metric.
Question 3: When writing a press release for a new park grand opening, which element should appear FIRST?
- A detailed history of the park's construction timeline
- A strong lead paragraph answering who, what, when, where, and why (Correct answer)
- Contact information for the communications director
- Quotes from the parks director and elected officials
Correct answer: A strong lead paragraph answering who, what, when, where, and why
The inverted pyramid structure places the most newsworthy information — answering the five W's — at the top of a press release.
Question 4: A parks and recreation agency wants to increase program enrollment among seniors. Which outreach method is MOST likely to be effective?
- Snapchat and TikTok social media campaigns
- Direct mail, senior center partnerships, and telephone outreach (Correct answer)
- Targeted digital banner ads on gaming websites
- Podcast advertising on youth-focused channels
Correct answer: Direct mail, senior center partnerships, and telephone outreach
Seniors are most effectively reached through direct mail, trusted community venues like senior centers, and personal telephone contact.
Question 5: What is the primary goal of a parks department's annual report from a public relations perspective?
- To satisfy a legal requirement for government transparency
- To demonstrate community impact, accountability, and value of public investment (Correct answer)
- To provide staff performance evaluations to the city council
- To list all park facilities and their maintenance schedules
Correct answer: To demonstrate community impact, accountability, and value of public investment
From a PR standpoint, the annual report serves as a key tool to showcase the department's achievements and justify continued public investment.
Question 6: Which segmentation approach divides a parks department's audience by lifestyle, values, and interests?
- Demographic segmentation
- Geographic segmentation
- Psychographic segmentation (Correct answer)
- Behavioral segmentation
Correct answer: Psychographic segmentation
Psychographic segmentation categorizes audiences based on psychological characteristics like values, attitudes, interests, and lifestyles.
Question 7: A recreation department is launching a new aquatics program and wants to generate earned media coverage. Which action is MOST likely to attract news attention?
- Purchasing a display ad in the local newspaper
- Hosting a free community swim day with a human-interest angle tied to water safety (Correct answer)
- Emailing a program brochure to local reporters
- Posting photos of the pool on the department's Instagram account
Correct answer: Hosting a free community swim day with a human-interest angle tied to water safety
Earned media is generated through newsworthy events; a community benefit story like free swim access tied to safety education provides compelling editorial content.
CPRP Marketing and Public Relations 5
Which principle of persuasive communication is demonstrated when a parks department uses testimonials from community members in its marketing materials?