PRSA APR Cheat Sheet - Complete Guide

2024/25 PRSA APR Cheat Sheet - Complete Guide PRSA Values ✔️Ans - HE FAIL Honesty Expertise Fairness Advocacy Independence Loyalty Four Step Planning Process ✔️Ans - RPIE

Research: Define the PR problem, situation analysis

Planning: Strategy

Implementation: Take action & communicate

Evaluation: Assessment

Problem Statement ✔️Ans - 5 Ws and H

• What is the source of concern?
• Where is this a concern?
• When is this a concern?
• Who is involved or affected?
• How are they involved or affected?
• What is the impact to the organization and its publics?

Audience ✔️Ans - 1. Who needs to know?

• Who needs to be involved?
• Who is affected or has something to gain/lose?
• Whose support do we need?

Objective ✔️Ans - Who does what for whom by how much and when?Must be SMART, outcome/behavior-focused 10-Step PR Plan ✔️Ans - 1. Goal

• Audience
• Objective
• Strategy 1 / 2

• Tactics
• Activities
• Evaluation
• Materials
• Budget
• Timeline

Ethical Principles ✔️Ans - CC-Feds Competition Conflict of Interest Free Flow of Information Enhancing the Profession Disclosure of Information Safeguarding Confidences Act in the public interest Use honesty and integrity as your guide Avoid conflict of interest; real, perceived, potential Ensure truth and accuracy

• Free flow of information
• Do not disseminate false or misleading information
• If you make a mistake, correct with all publics

Deal fairly with all publics Ethical Process ✔️Ans - IF VA then PD

• Identify ethical issue or concern
• Identify internal/external factors
• Identify key values
• Identify who will be affected and PR professional's relationship to each
• Identify ethical principles
• Make your decision and justify it
• Forces (power and weakness) ✔️Ans - 1. Supplier power
• Buyer power
• Competitive rivalry
• Threat of new entrant
• Threat of substitution

Managing Relationships: 3 Pillars of Reputation ✔️Ans - 1. economic

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