CPRS Strategic Communication & Media Relations 2

Question 1

A PR practitioner is pitching a story to a journalist on deadline. What is the most effective approach?

Accepted Answer

Offer a concise, timely angle with exclusive access if possible

Answer

Journalists on deadline respond best to concise pitches that offer clear news value and, ideally, exclusive access to sources or data.

Question 2

Which concept describes the process of framing a story to emphasize certain aspects over others and shape audience perception?

Accepted Answer

Framing theory

Answer

Framing theory holds that how information is presented — which aspects are highlighted — influences how audiences interpret events.

Question 3

A company wants to counter negative media coverage. Which proactive strategy is generally most effective?

Accepted Answer

Building ongoing relationships with journalists before a crisis occurs

Answer

Established media relationships built before a crisis give organizations credibility and access when they need to counter negative coverage.

Question 4

What is the primary purpose of a media backgrounder?

Accepted Answer

To provide in-depth context and history that helps reporters understand a complex topic

Answer

A backgrounder supplies journalists with deeper organizational or issue context so they can report accurately without extensive additional research.

Question 5

When a reporter asks a question outside your designated message points during an interview, the best technique is to:

Accepted Answer

Bridge back to key messages using a transitional phrase

Answer

Bridging allows a spokesperson to acknowledge the question and then redirect the conversation to prepared, on-message content.

(CPRS) Certified Public Relations Specialist Practice Test