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PRSA APR Cheat Sheet Questions and Answers (Verified Answers) What are the PRSA Values?
Correct answer: Honesty, Expertise, Fairness, Advocacy,
Independence, Loyalty
What is the Four Step Planning Process?
Correct answer: Research: Define the PR problem, situation
analysis; Planning: 10-Step PR Planning Process;
Implementation: Take action & communicate; Evaluation: Assessment
What is a Problem Statement?
Correct answer: 5 Ws and H - 25 words or less "What exactly is
it that we want them to do as a result of this campaign?" Reflect the findings from research. 1. Who is involved or affected? 2.What is the source of concern? 3. What is the impact to the organization and its publics? 4. When is this a concern? 5.Where is this a concern? 6. How are they involved or affected?
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What are the Four Questions that Define an Audience & Primary vs. Secondary?
Correct answer: 1. Who needs to know? 2. Who needs to be
involved? 3. Who is affected or has something to gain/lose? 4.
Whose (advice) or support do we need? Primary (key): That you
specifically want to influence. Secondary: "intervening." These
are people who can intervene on your behalf and influence the primary audience.
What is an Objective? SMART acronym?
Correct answer: "Who does What for Whom by How Much and
When?" KEY: (ONE) Audience + Outcome + Attainment Level
(%) + Time Frame. Objectives are based on research and align with the business. They are a guide to actions. Each OBJ is for ONE Public ID'd after GOALS. Short-term. Articulate with
verbs: recognize, favor, accept, endorse, support, oppose, band,
buy, discard, etc. Must be SMART, outcome/behavior-focused:
Specific, Measurable, Attainable, Realistic, Timely
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What is the 10-Step PR Plan?
Correct answer: RESEARCH FIRST: Situational Analysis,
Research, Problem Statement; PLANNING: 1. Goal, 2.
Audience, Repeat for each public #2, 3. Objective, 4. Strategy,
- Tactics, 6. Activities, 7. Evaluation, Summary Documents, 8.
Materials, 9. Budget, 10. Timeline
What are the Ethical Principles (Step 5 in Ethical Process)?
Correct answer: 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, 2. Do not disseminate false or
misleading information, 3. If you make a mistake, correct with all publics, Deal fairly with all publics
What is the Ethical Process?
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Correct answer: 1. Identify ethical issue or concern, 2. Identify
internal/external factors, 3. Identify key values, 4. Identify who will be affected and PR professional's relationship to each, 5.Identify ethical principles, 6. Make your decision and justify it
What are Porter's 5 Forces (power and weakness)?
Correct answer: 1. Supplier power, 2. Buyer power, 3.
Competitive rivalry, 4. Threat of new entrant, 5. Threat of substitution
What are the 3 Pillars of Reputation in Managing Relationships?
Correct answer: 1. Economic, 2. Social, 3. Deliver outcomes to
stakeholders
What are the 7 Dimensions of Corporate Reputation/Brand in Managing Relationships?
Correct answer: 1. Product, 2. Innovation, 3. Performance, 4.
Citizenship, 5. Workplace, 6. Leadership, 7. Governance