PCM Marketing Communications & PR 2

Question 1

A brand discovers a viral social media post falsely accusing it of unethical labor practices. The FIRST step in crisis communications should be:

Accepted Answer

Monitor and assess the scope before responding

Answer

Assessing the scope and credibility of the crisis before responding prevents overreaction and allows for a measured, accurate response.

Question 2

Which media relations metric best measures the quality of earned media coverage rather than just its volume?

Accepted Answer

Media Impact Score using sentiment and reach

Answer

Media Impact Score combines sentiment, audience reach, and prominence, offering a quality-weighted view versus raw mention counts.

Question 3

In integrated marketing communications (IMC), 'touchpoint consistency' primarily means:

Accepted Answer

Ensuring the brand message and tone align across every customer interaction

Answer

Touchpoint consistency means customers receive a coherent brand experience regardless of the channel or context of interaction.

Question 4

A PR team uses a 'dark site' as part of its crisis preparedness plan. What is a dark site?

Accepted Answer

A pre-built website activated only during a crisis to communicate with stakeholders

Answer

A dark site is a pre-approved, pre-staged website that goes live immediately during a crisis to serve as an official information hub.

Question 5

Which of the following BEST describes the 'two-way symmetric' model of public relations?

Accepted Answer

Communication flows equally between organization and publics, aiming for mutual understanding

Answer

Grunig's two-way symmetric model emphasizes dialogue, mutual adjustment, and relationship-building rather than persuasion.

(PCM) Professional Certified Marketer Practice Test