APRD 1003 exam 2 | UPDATED Questions with 100% Verified Answers
Question:
Public Relations (PR)
Answer:
A strategic communication process that builds mutually beneficial relationships between
organizations and their publics. It focuses on trust, credibility, and communication - not
paid promotion.
Question:
RPIE
Answer:
(Research -> Planning -> Implementation -> Evaluation) - understanding the situation and
audience. Developing goals, strategies, objectives, and tactics. Carry out the plan.
Measure outcomes and effectiveness.
Question:
PESO Model
Answer:
( Paid, Earned, SHared, Owned media) - advertising, sponsored posts. Media coverage
gained through PR efforts. Social media interactions. Content your organization controls.
Media Relations - Building and maintaining relationships with journalists and media
outlets to share an organization's story through credible channels.
Question:
Environmental Scanning
Answer:
Ongoing process of monitoring the environment for issues, trends, or events that could
affect the organization (political, social, technological, or economic).
Question:
Pitching
Answer:
, The act of proposing a story to a journalist or media outlet to earn coverage. Requires a
newsworthy angle and relevance to the outlet's audience.
Question:
Measurement
Answer:
Evaluating how effective your PR efforts are through outputs, outcomes, and impact (e.g.,
media coverage, sentiment, awareness, behavior changes).
Question:
Advertising Value Equivalence
Answer:
An outdated metric that assigns a dollar value to media coverage based on what
equivalent ad space/time would cost. No longer considered ethical or accurate.
Question:
Impressions
Answer:
The potential number of times content is seen or displayed - measures reach, not
engagement.
Question:
Tone Analysis + Message Visibility
Answer:
Evaluates sentiment ( Positive, Neutral, Negative). Tracks weather key messages appeared
prominently and frequently in coverage.
Question:
Stakeholders (Primary/Secondary; 3 Types
Answer:
People or groups affected by or able to affect an organization
Question:
Influencer Relations/Influencer Marketing
Question:
Public Relations (PR)
Answer:
A strategic communication process that builds mutually beneficial relationships between
organizations and their publics. It focuses on trust, credibility, and communication - not
paid promotion.
Question:
RPIE
Answer:
(Research -> Planning -> Implementation -> Evaluation) - understanding the situation and
audience. Developing goals, strategies, objectives, and tactics. Carry out the plan.
Measure outcomes and effectiveness.
Question:
PESO Model
Answer:
( Paid, Earned, SHared, Owned media) - advertising, sponsored posts. Media coverage
gained through PR efforts. Social media interactions. Content your organization controls.
Media Relations - Building and maintaining relationships with journalists and media
outlets to share an organization's story through credible channels.
Question:
Environmental Scanning
Answer:
Ongoing process of monitoring the environment for issues, trends, or events that could
affect the organization (political, social, technological, or economic).
Question:
Pitching
Answer:
, The act of proposing a story to a journalist or media outlet to earn coverage. Requires a
newsworthy angle and relevance to the outlet's audience.
Question:
Measurement
Answer:
Evaluating how effective your PR efforts are through outputs, outcomes, and impact (e.g.,
media coverage, sentiment, awareness, behavior changes).
Question:
Advertising Value Equivalence
Answer:
An outdated metric that assigns a dollar value to media coverage based on what
equivalent ad space/time would cost. No longer considered ethical or accurate.
Question:
Impressions
Answer:
The potential number of times content is seen or displayed - measures reach, not
engagement.
Question:
Tone Analysis + Message Visibility
Answer:
Evaluates sentiment ( Positive, Neutral, Negative). Tracks weather key messages appeared
prominently and frequently in coverage.
Question:
Stakeholders (Primary/Secondary; 3 Types
Answer:
People or groups affected by or able to affect an organization
Question:
Influencer Relations/Influencer Marketing
