PRSA APR
Cheat Sheet 2026–2027 | Questions, Answers &
Detailed Rationales | APR Exam Study Guide
This Resource Includes
➢ PRSA APR exam-focused questions
➢ Practice questions with answers
➢ Detailed explanations
➢ APR study cheat sheet and review material
,2020 PRSA APR Cheat Sheet Formatted Study Guide
1. PRSA Values: HE FAIL
Letter Value
H Honesty
E Expertise
F Fairness
A Advocacy
I Independence
L Loyalty
2. Four-Step Planning Process: RPIE
Step Description
R — Research Define the PR problem, situation analysis
P — Planning 10-Step PR Planning Process
I — Implementation Take action & communicate
E — Evaluation Assessment of this campaign? Reflect the findings from research.
,3. Six Questions to Reflect Research Findings
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?
4. Four Questions that Define an Audience & Primary vs.
Secondary: KIAA
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.
5. What is an Objective? SMART Acronym
"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.
, Letter Meaning
S Specific
M Measurable
A Attainable
R Realistic
T Timely
Must be SMART, outcome/behavior-focused.
6. 10-Step PR Plan
RESEARCH FIRST:
• Situational Analysis
• Research
• Problem Statement
PLANNING
Step Element
1 Goal
2 Audience
— Repeat for each public #2
Cheat Sheet 2026–2027 | Questions, Answers &
Detailed Rationales | APR Exam Study Guide
This Resource Includes
➢ PRSA APR exam-focused questions
➢ Practice questions with answers
➢ Detailed explanations
➢ APR study cheat sheet and review material
,2020 PRSA APR Cheat Sheet Formatted Study Guide
1. PRSA Values: HE FAIL
Letter Value
H Honesty
E Expertise
F Fairness
A Advocacy
I Independence
L Loyalty
2. Four-Step Planning Process: RPIE
Step Description
R — Research Define the PR problem, situation analysis
P — Planning 10-Step PR Planning Process
I — Implementation Take action & communicate
E — Evaluation Assessment of this campaign? Reflect the findings from research.
,3. Six Questions to Reflect Research Findings
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?
4. Four Questions that Define an Audience & Primary vs.
Secondary: KIAA
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.
5. What is an Objective? SMART Acronym
"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.
, Letter Meaning
S Specific
M Measurable
A Attainable
R Realistic
T Timely
Must be SMART, outcome/behavior-focused.
6. 10-Step PR Plan
RESEARCH FIRST:
• Situational Analysis
• Research
• Problem Statement
PLANNING
Step Element
1 Goal
2 Audience
— Repeat for each public #2
