PRSA APR EVALUATION SET QUESTIONS AND
ANSWERS SURE A+
✔✔Victimization - ✔✔Self-designating, self-maintaining, self-terminating
✔✔Lukaszewski's Crisis Definition - ✔✔a surprise event that stops the show, stops the
product, injures or harms people, animals, or living systems, threatens your reputation
and creates victims and/or explosive visibility.
✔✔Lukaszewski's Steps for Crisis - ✔✔1. Alert local and public safety officials 2. If help
is available to you through prior arrangement or through your franchiser/biz partners 3.
Provide assistance to victims 4. Gather information about crisis
✔✔4 "Rs" of Crisis - ✔✔1. Regret- you regret the event 2. Resolution-what you will do to
resolve this 3. Reform-assure this will not happen again 4. Restitiution- no legal
judgments (coupons or free services)
✔✔7 "Cs" of Communication - ✔✔Clarity, Content, Context, Credibility, Continuity,
Capability, Channels
✔✔Types of Publics (Grunig) - ✔✔Nonpublics-issue has no effect, Latent-are not aware
(easier to change) Aware- understand the importance of an issue but have not acted
Active-are doing something Think-NAAL or Nope,Late, Awake, Acting
✔✔Goal of Communication according to Schramm - ✔✔1. Attract attention to the
message 2. Achieve acceptance 3. Have it interpreted as intended 4. Get message
stored for later use-Think Attract, Achieve, Interpret, Store
✔✔3 factors that move latent publics (Grunig) - ✔✔1. Problem recognition (aware
something is amiss) 2. Constraint recognition (people see themselves as limited) 3.
Level of involvement (people see themselves as being involved)
, ✔✔5 States of Acceptance (of communication) - ✔✔1. Knowledge 2. Persuasion 3.
Decision 4. Implementation 5. Confirmation -Think-Know, Come On!,Decide, Act,
Confirm!
✔✔Fair Comment - ✔✔protects reporters from defamation
✔✔Fair Use - ✔✔allows use of copyrighted materials without violating laws
when=criticism, comment, news reporting, teaching, scholarship, or research.
✔✔Risk analysis - ✔✔who is affected, what do you know, potential problems, advising
employees/stakeholders on future decisions
✔✔5 Categories of publics in the diffusion theory - ✔✔1. Innovators- do it first 2. Early
adopters- most important/influential 3. Early majority-also important-influence 4.
Majority- @ tipping point/has diffused 5. Non adopters/Laggards
✔✔Right of privacy - ✔✔violated by using names, likeness, or information for
commercial purposes
✔✔New York Times Vs. Sullivan - ✔✔US Supreme Court case which established the
actual malice standard which has to be met before press reports about public officials or
public figures can be considered to be defamation and libel; and allowed free reporting
of the civil rights campaigns in the southern United States
✔✔Taft-Hartly Act - ✔✔Prohibits management from interfering with labor's right to
organize and unionize for negotiations on work conditions and benefits. Also regulations
communication during elections. Also Called the Labor Relations Act.
✔✔Federal Regulations of Lobbying Act - ✔✔Requires lobbyists to disclose their
activities, register with congress, file quarterly financial statements dealing with lobbying
expenses and sources of income.
✔✔Foreign Agents Registration Act - ✔✔Counselors serving foreign governments must
register within 10 days with the US attorney general and report every 6 months.
Originated to Nazi propaganda
✔✔Diffusion Theory puts people in 5 types - ✔✔1. Innovators 2. Early adopters-most
important 3. Early majority-most important 4. Majority-idea has diffused 5. Non-
adopters/laggards
✔✔Public Opinion categories in order from easiest to hardest to change - ✔✔1.
Opinions- easiest 2. Beliefs 3. Attitudes 4. Values-hardest- Mnemonic Oh BAV
✔✔Strategies - ✔✔road map or approach to meet objectives
ANSWERS SURE A+
✔✔Victimization - ✔✔Self-designating, self-maintaining, self-terminating
✔✔Lukaszewski's Crisis Definition - ✔✔a surprise event that stops the show, stops the
product, injures or harms people, animals, or living systems, threatens your reputation
and creates victims and/or explosive visibility.
✔✔Lukaszewski's Steps for Crisis - ✔✔1. Alert local and public safety officials 2. If help
is available to you through prior arrangement or through your franchiser/biz partners 3.
Provide assistance to victims 4. Gather information about crisis
✔✔4 "Rs" of Crisis - ✔✔1. Regret- you regret the event 2. Resolution-what you will do to
resolve this 3. Reform-assure this will not happen again 4. Restitiution- no legal
judgments (coupons or free services)
✔✔7 "Cs" of Communication - ✔✔Clarity, Content, Context, Credibility, Continuity,
Capability, Channels
✔✔Types of Publics (Grunig) - ✔✔Nonpublics-issue has no effect, Latent-are not aware
(easier to change) Aware- understand the importance of an issue but have not acted
Active-are doing something Think-NAAL or Nope,Late, Awake, Acting
✔✔Goal of Communication according to Schramm - ✔✔1. Attract attention to the
message 2. Achieve acceptance 3. Have it interpreted as intended 4. Get message
stored for later use-Think Attract, Achieve, Interpret, Store
✔✔3 factors that move latent publics (Grunig) - ✔✔1. Problem recognition (aware
something is amiss) 2. Constraint recognition (people see themselves as limited) 3.
Level of involvement (people see themselves as being involved)
, ✔✔5 States of Acceptance (of communication) - ✔✔1. Knowledge 2. Persuasion 3.
Decision 4. Implementation 5. Confirmation -Think-Know, Come On!,Decide, Act,
Confirm!
✔✔Fair Comment - ✔✔protects reporters from defamation
✔✔Fair Use - ✔✔allows use of copyrighted materials without violating laws
when=criticism, comment, news reporting, teaching, scholarship, or research.
✔✔Risk analysis - ✔✔who is affected, what do you know, potential problems, advising
employees/stakeholders on future decisions
✔✔5 Categories of publics in the diffusion theory - ✔✔1. Innovators- do it first 2. Early
adopters- most important/influential 3. Early majority-also important-influence 4.
Majority- @ tipping point/has diffused 5. Non adopters/Laggards
✔✔Right of privacy - ✔✔violated by using names, likeness, or information for
commercial purposes
✔✔New York Times Vs. Sullivan - ✔✔US Supreme Court case which established the
actual malice standard which has to be met before press reports about public officials or
public figures can be considered to be defamation and libel; and allowed free reporting
of the civil rights campaigns in the southern United States
✔✔Taft-Hartly Act - ✔✔Prohibits management from interfering with labor's right to
organize and unionize for negotiations on work conditions and benefits. Also regulations
communication during elections. Also Called the Labor Relations Act.
✔✔Federal Regulations of Lobbying Act - ✔✔Requires lobbyists to disclose their
activities, register with congress, file quarterly financial statements dealing with lobbying
expenses and sources of income.
✔✔Foreign Agents Registration Act - ✔✔Counselors serving foreign governments must
register within 10 days with the US attorney general and report every 6 months.
Originated to Nazi propaganda
✔✔Diffusion Theory puts people in 5 types - ✔✔1. Innovators 2. Early adopters-most
important 3. Early majority-most important 4. Majority-idea has diffused 5. Non-
adopters/laggards
✔✔Public Opinion categories in order from easiest to hardest to change - ✔✔1.
Opinions- easiest 2. Beliefs 3. Attitudes 4. Values-hardest- Mnemonic Oh BAV
✔✔Strategies - ✔✔road map or approach to meet objectives
