CPRS Writing & Content Development 2

Question 1

When writing a media pitch, what is the ideal length for the email body?

Accepted Answer

One to three short paragraphs that fit on one screen

Answer

Pitches should be concise—one to three paragraphs—so journalists can quickly assess newsworthiness without scrolling.

Question 2

Which element distinguishes a feature story from a straight news article?

Accepted Answer

Feature stories use a narrative, human-interest angle rather than the inverted pyramid

Answer

Feature stories prioritize narrative depth and human interest, whereas news articles use the inverted pyramid to lead with the most critical facts.

Question 3

A PR writer is drafting a bylined article for a CEO. What is the primary goal of this content type?

Accepted Answer

To position the executive as a thought leader and build credibility

Answer

Bylined articles place the executive's name on expert content, establishing authority and trust with target audiences.

Question 4

What is the purpose of a 'boilerplate' in a press release?

Accepted Answer

To give a standardized description of the organization for all releases

Answer

The boilerplate is a standard 'About the Company' paragraph placed at the end of every press release to give consistent background information.

Question 5

When adapting a press release for social media, a PR professional should primarily:

Accepted Answer

Extract one key message and rewrite it in a conversational, platform-native tone

Answer

Social media audiences expect brief, engaging content, so the key message must be reframed to fit the platform's conversational norms.

(CPRS) Certified Public Relations Specialist Practice Test