PRSA APR Exam Questions with Verified
Correct Answers
Uncontrolled Message Channels
social media, TV, newspapers, radio
Controlled Message Channels
ads, paid programs, speeches, employee newsletters, blogs. Doesn't have the credibility of
controlled media.
Situational Theory of Publics
Situational publics arise when there's a situation that affects customers. These publics become
active or passive. Active Publics are aware of what the orgainzation did and work together to
take action. Passive recognize the situation but won't take action. Public behavior depends on
problem recognition, constraint recognition-the obstacles that constrain the ability to take
action, and level of Involvement-the extent to which people connect themselves to a situation.
What is PR?
the management function that establishes and maintains mutually beneficial relationships
between an organization and the publics on whom its success or failure depend
How does PR earn public understanding and acceptance?
PR fosters and maintains relationships by finding common interests. Failure stems from
communication breakdown.
What is the social significance of PR?
American business gave birth to PR. Business created the conditions for PR to develop.
5 Competencies of PR
, 1. Trusted counsel — Advise and anticipate.
2. Internal communication — Engage employees and build trust.
3. Media relations — Develop public trust and support by working through journalists and
bloggers.
4. Community relations — Establish public trust and support by working with community
groups.
5. External communication to customers/stakeholders/investors — Build public trust and
support.
PR 4-Step Process
RPIE
3 Other PR Duties
Publicity & Special Events
Issues Management
Crisis Management
Brand
Product or service distinguished from others
Community Relations
Building relationships with constituent publics such as schools, charities, clubs and activist
interests of the neighborhoods or metropolitan area(s) where an organization operates.
Controlled communication channels
Communication channels, media and tools that are under direct control of the sender.
Examples include paid advertising, newsletters, brochures, some types of emails,
Correct Answers
Uncontrolled Message Channels
social media, TV, newspapers, radio
Controlled Message Channels
ads, paid programs, speeches, employee newsletters, blogs. Doesn't have the credibility of
controlled media.
Situational Theory of Publics
Situational publics arise when there's a situation that affects customers. These publics become
active or passive. Active Publics are aware of what the orgainzation did and work together to
take action. Passive recognize the situation but won't take action. Public behavior depends on
problem recognition, constraint recognition-the obstacles that constrain the ability to take
action, and level of Involvement-the extent to which people connect themselves to a situation.
What is PR?
the management function that establishes and maintains mutually beneficial relationships
between an organization and the publics on whom its success or failure depend
How does PR earn public understanding and acceptance?
PR fosters and maintains relationships by finding common interests. Failure stems from
communication breakdown.
What is the social significance of PR?
American business gave birth to PR. Business created the conditions for PR to develop.
5 Competencies of PR
, 1. Trusted counsel — Advise and anticipate.
2. Internal communication — Engage employees and build trust.
3. Media relations — Develop public trust and support by working through journalists and
bloggers.
4. Community relations — Establish public trust and support by working with community
groups.
5. External communication to customers/stakeholders/investors — Build public trust and
support.
PR 4-Step Process
RPIE
3 Other PR Duties
Publicity & Special Events
Issues Management
Crisis Management
Brand
Product or service distinguished from others
Community Relations
Building relationships with constituent publics such as schools, charities, clubs and activist
interests of the neighborhoods or metropolitan area(s) where an organization operates.
Controlled communication channels
Communication channels, media and tools that are under direct control of the sender.
Examples include paid advertising, newsletters, brochures, some types of emails,
