PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
PRSA APR Cheat Sheet
1. PRSA Values: HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
2. Four Step Planning Process: RPIE
Research: Define the PR problem, situation analysis
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
3. Problem Statement: 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.
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,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
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?"
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,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
KEY: (ONE) Audience + Outcome + Attainment Level (%) + Time Frame. Objectives are
based on research and align with the business. They are a guide to
3 of 38 12/16/2024, 5:36
,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
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
Measureable
Attaintable
Realistic
Timely
6. 10-Step PR Plan: RESEARCH FIRST: Situational Analysis, Research, Problem
Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
4 of 38 12/16/2024, 5:36
PRSA APR Cheat Sheet
1. PRSA Values: HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
2. Four Step Planning Process: RPIE
Research: Define the PR problem, situation analysis
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
3. Problem Statement: 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 of 38 12/16/2024, 5:36
,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
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?"
2 of 38 12/16/2024, 5:36
,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
KEY: (ONE) Audience + Outcome + Attainment Level (%) + Time Frame. Objectives are
based on research and align with the business. They are a guide to
3 of 38 12/16/2024, 5:36
,PRSA APR Cheat Sheet Questions and Answers.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Ch
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
Measureable
Attaintable
Realistic
Timely
6. 10-Step PR Plan: RESEARCH FIRST: Situational Analysis, Research, Problem
Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
4 of 38 12/16/2024, 5:36
