PRSA APR QUESTIONS AND ANSWERS SURE A+
✔✔Uncontrolled communication channels - ✔✔messagedelivery methods that are not
under direct control of the company, organization or sender of messages.
These channels include newspapers and magazines, radio and television, external
websites, externally produced blogs and social media commentaries, and externally
developed news stories.
✔✔ 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, organizational websites and blogs,
leaflets, organizational broadcasts and podcasts, intranets, teleconferences and
videoconferences, meetings, speeches, and position papers.
✔✔Crisis Communication - ✔✔Protecting or defending an organization facing a public
challenge to its reputation.
✔✔Financial Relations - ✔✔Fostering relationships with investor publics. Those include
shareholders/stockholders, potential investors, financial analysts, the financial markets
(such as the stock exchanges and commodities exchanges), and the Securities and
Exchange Commission. Also known as investor relations or shareholder relations.
✔✔Goodwill - ✔✔the value of a business' intangible assets
✔✔Government Relations - ✔✔relationship building between an organization and
government at local, state, and/or national levels, especially involving flow of information
to and from legislative and regulatory bodies. The goal often is to influence public policy
decisions compatible with the organization's interests. Government relations involves
dealing and communicating with legislatures and government agencies on behalf of an
organization.
✔✔Grassroots Organizing - ✔✔Creating social change among average people. the
power of people to take collective action on their behalf. This public relations technique
✔✔Uncontrolled communication channels - ✔✔messagedelivery methods that are not
under direct control of the company, organization or sender of messages.
These channels include newspapers and magazines, radio and television, external
websites, externally produced blogs and social media commentaries, and externally
developed news stories.
✔✔ 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, organizational websites and blogs,
leaflets, organizational broadcasts and podcasts, intranets, teleconferences and
videoconferences, meetings, speeches, and position papers.
✔✔Crisis Communication - ✔✔Protecting or defending an organization facing a public
challenge to its reputation.
✔✔Financial Relations - ✔✔Fostering relationships with investor publics. Those include
shareholders/stockholders, potential investors, financial analysts, the financial markets
(such as the stock exchanges and commodities exchanges), and the Securities and
Exchange Commission. Also known as investor relations or shareholder relations.
✔✔Goodwill - ✔✔the value of a business' intangible assets
✔✔Government Relations - ✔✔relationship building between an organization and
government at local, state, and/or national levels, especially involving flow of information
to and from legislative and regulatory bodies. The goal often is to influence public policy
decisions compatible with the organization's interests. Government relations involves
dealing and communicating with legislatures and government agencies on behalf of an
organization.
✔✔Grassroots Organizing - ✔✔Creating social change among average people. the
power of people to take collective action on their behalf. This public relations technique
