CPRC case studies

CPRC · Put your knowledge to work in context.

The Certification in Public Relations Counseling (CPRC) is a credential that FPRA developed in 1974 to recognize advanced professional growth and achievement among senior-level public relations practitioners. It is intended for counselors who can show the knowledge, skills and abilities to handle crisis and high-stakes public relations situations by thinking quickly and providing strategic counsel. The CPRC case studies are 5 cases and about 3,514 words.

The $18,000 Flu Campaign: Is the Survey Good Enough?

Ridgeline Health, a three-hospital system serving a 240,000-person rural region, has $18,000 and six weeks to prepare a fall influenza vaccination push. The marketing director proposes reusing last year's patient experience survey: 1,900 responses, a 22% response rate, median respondent age 68, and only 9% of respondents from the two counties with the lowest vaccination rates.

721 words, about 4 min 2

Rate Case: Advertising First, or Comprehension First?

Northgate Power has filed for a 9.4% residential rate increase; the public utility commission hearing is 14 weeks away. A grassroots group has collected 6,000 signatures and runs a Facebook page with 11,000 followers, mostly in the two lowest-income ZIP codes.

728 words, about 4 min 3

8:40 a.m. Post: A Campus Rumor That Is Half True

At 8:40 a.m., a first-year student at Marlow State posts that a friend was 'attacked near the west parking garage' at 1 a.m. By 10:15 the post has 4,200 shares; a parent-run Facebook group is demanding a lockdown; a local TV crew is at the campus gate; the student newspaper has filed a public records request and wants comment by noon.

718 words, about 4 min 4

Impressions Up 40%, Members Down 160: What the Board Hears

Community Alliance for Housing ran a six-month membership campaign with a goal of 500 new members and a budget of 45,000. Final numbers: 2.1 million impressions, 340 new members, 18 earned media placements, 6,100 email opens, and a post-campaign survey of 400 residents showing unaided awareness rose from 12% to 19% (reported margin of error ±5 points).

663 words, about 3 min 5

The $22,000 Survey the Board Wants to Publish

Lakeshore United Way commissioned a $22,000 countywide perception survey to guide a three-year strategic plan. The vendor delivered 412 interviews: 78% from an online panel, 22% from a landline sample.

684 words, about 3 min