CMP Public Relations and Campaigns Flashcards

A media embargo in PR communications means:

Answer: Providing information to media on the condition it is not published before a specified date

An embargo allows organizations to share advance information with journalists while controlling the release date, giving reporters time to prepare thorough coverage.

In integrated communication campaigns, the term 'consistency' refers to:

Answer: Delivering aligned messages across multiple platforms and touchpoints

Consistency in integrated campaigns means that core messages, tone, and branding are coherent across all channels while content is adapted to suit each platform.

What distinguishes a public information campaign from a persuasion campaign?

Answer: Public information campaigns aim to inform or educate; persuasion campaigns seek to change attitudes or behaviors

Public information campaigns prioritize awareness and knowledge transfer, while persuasion campaigns use emotional, rational, or social appeals to drive attitude or behavior change.

Which concept describes the set of associations that audiences hold about an organization's brand and reputation?

Answer: Brand equity

Brand equity encompasses the value and associations — positive or negative — that audiences attach to an organization's name, logo, and overall presence.

In campaign evaluation, 'output' measures focus on:

Answer: The volume and reach of communication activities produced

Output measures count what was produced — press releases distributed, media placements secured, social posts published — rather than the impact those activities had.

The 'two-way symmetric' model of public relations, as described by Grunig and Hunt, emphasizes:

Answer: Mutual dialogue and balanced communication between an organization and its publics

The two-way symmetric model treats communication as a genuine dialogue where both the organization and its publics can influence each other, representing the ideal ethical PR practice.