CPRS Strategic Communication & Media Relations 5

Question 1

An organization receives a Freedom of Information Act (FOIA) request related to a communications campaign. What should PR practitioners do?

Accepted Answer

Coordinate with legal counsel to respond accurately and within the legal timeframe

Answer

FOIA requests carry legal obligations; PR practitioners must work with legal counsel to respond accurately, on time, and in compliance with applicable law.

Question 2

Which approach best supports long-term relationship building with media contacts?

Accepted Answer

Consistently offering relevant story ideas, sources, and data even without an agenda

Answer

Journalists value PR contacts who serve as reliable, agenda-free resources over time, not just conduits for organizational announcements.

Question 3

What is the purpose of a 'dark site' in crisis communication planning?

Accepted Answer

A pre-built website held in reserve to activate quickly during a crisis with accurate information

Answer

A dark site is a pre-developed web property that can be activated quickly during a crisis to provide the public and media with accurate, organization-controlled information.

Question 4

When measuring PR campaign effectiveness, AVE (Advertising Value Equivalency) is widely criticized because:

Accepted Answer

It does not capture audience engagement or trust, and equates editorial coverage with paid advertising

Answer

AVE conflates editorial credibility with paid advertising space cost, ignoring qualitative factors like tone, prominence, and audience trust that make earned media valuable.

Question 5

A PR team is preparing for a press conference. Which logistical element is most critical to media attendance?

Accepted Answer

Choosing a convenient time and location that fits journalists' filing schedules

Answer

Journalists are more likely to attend when timing and location accommodate their deadlines and workflows, making scheduling the most critical logistical factor.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Strategic Communication & Media Relations 5