APRD 1003 EXAM QUESTIONS ANSWERED CORRECTLY LATEST
UPDATE 2026
How does research inform strategy? - Answers ...
How are effective strategies developed in Public Relations? - Answers "when
concrete objectives..crafted from research, organizational goals, communication
goals, and situational realities...meet the skills, talents, and creativity of public
relation professionals"
By....
-Determining goals
-Knowing the Audience
-Developing Objectives
-Developing Strategies (For Objectives)
-Developing Tactics (For Strategies)
-Planning Activities
-Evaluation
What does "P.E.S.O." stand for? - Answers Paid, Earned, Shared, Owned
What is the PESO Model? - Answers - "a model that provides a helpful checklist to
ensure campaigns include strategies in multiple facets of campaign communication"
-"a framework to help communicators thing systematically about the tools at their
disposal for a specific campaign"
-"builds on the traditional marketing duo of paid media (advertising) and earned
media (public relations) to include shared media (social media) and owned media
(digital properties, events, controlled environments)
-"allowing practitioners to see the wide range of possible tactics to implement"
Define Strategy - Answers -"The overall concept, approach, or general plan for the
program designed to achieve an objective"
-"approaches through which objectives are accomplished"
-"act as a compass for practitioners to navigate from written objectives to completed
objectives"
Paid Media - Answers Ex: Advertising: TV ads, Radio Ads, Newspaper and
Magazine Ads etc.
Factors:
-"Opportunities where funding is the most important factor and the major barrier to
access"
-Organizations have : "Near-Total Control" of the contented its timing
-Includes Production costs, as well as "the cost of buying itself"
-"Considered a significant asset to communication related to branding, product
launch..due to the amount of content control"
-"Allows for an outlet to repeat the message, create a series of messages that build on
each other, or present highly organization-focused messages that may not be
considered news-worthy"
-"most organized-focused messages" that are "simple and memorable"
"Paid approaches" that "work to promote specific controlled company messages that
are delivered to key audiences."
, -Clear selection of channels
-choice of timing
-message control
-repetition
-credibility
Earned Media - Answers Ex: Reviews, Blogs, Word-Of Mouth
-"the work of traditional media relations, connects organizations, and reporters,
providing many of the same publicity benefits as paid media, along with added asset
of the tactic endorsement of the reporting organization"
-Organizations DON'T pay for coverage
-"carries an implication that the message has inherent news value beyond the
organization promoting itself"
-they give up control of the story...making earned media "uncontrolled" in order to
reach audiences consuming news content rather than advertising content that adds
credibility
-"does not fit every campaign situation"
-"resources could allow it to be valuable as a secondary or complementary strategy"
-Narrow time window
-"covers (uncontrolled) tactics where the public relations practitioner must assist in
adding value to a news-or story generation process"
"working with earned gatekeepers allows for relationship building to improve their
understanding of news generation, better the organizations knowledge of the relevant
media environment, and ultimately shape the organizations decision making to better
reflect the needs of the public"
Shared Media - Answers Ex: Social Media
-"Social media outreach:channels where the initial message is controlled by an
organization but that facilitates direct, uncontrolled conversation with individuals and
other organizations without the mediation of reporters and editors"
"social media conversations also reflect the impact of influencers....individuals with
high credibility and visibility in specific social media communities or on specific
channels that "shape audience attitudes""
Owned Media - Answers Ex:
-"Act as the center of an organizations content universe"
-"A place for those outside an organization to gather information about it."
-"allow organizations to to curate (organize) this path for the audience member"
-"owned channels provide a central point for an organizational brand, along with
content that can be shared and distributed directly to audiences or through social
channels"
-"Technology has also facilitated the evolution of owned channels, and brands
themselves, to become more responsive to their audiences."
What does converged media allow public relations practitioners do? - Answers
"Joining paid and shared media begins to reflect options that may be a better fit than
purely shared or paid approaches depending on the context of the campaign"
UPDATE 2026
How does research inform strategy? - Answers ...
How are effective strategies developed in Public Relations? - Answers "when
concrete objectives..crafted from research, organizational goals, communication
goals, and situational realities...meet the skills, talents, and creativity of public
relation professionals"
By....
-Determining goals
-Knowing the Audience
-Developing Objectives
-Developing Strategies (For Objectives)
-Developing Tactics (For Strategies)
-Planning Activities
-Evaluation
What does "P.E.S.O." stand for? - Answers Paid, Earned, Shared, Owned
What is the PESO Model? - Answers - "a model that provides a helpful checklist to
ensure campaigns include strategies in multiple facets of campaign communication"
-"a framework to help communicators thing systematically about the tools at their
disposal for a specific campaign"
-"builds on the traditional marketing duo of paid media (advertising) and earned
media (public relations) to include shared media (social media) and owned media
(digital properties, events, controlled environments)
-"allowing practitioners to see the wide range of possible tactics to implement"
Define Strategy - Answers -"The overall concept, approach, or general plan for the
program designed to achieve an objective"
-"approaches through which objectives are accomplished"
-"act as a compass for practitioners to navigate from written objectives to completed
objectives"
Paid Media - Answers Ex: Advertising: TV ads, Radio Ads, Newspaper and
Magazine Ads etc.
Factors:
-"Opportunities where funding is the most important factor and the major barrier to
access"
-Organizations have : "Near-Total Control" of the contented its timing
-Includes Production costs, as well as "the cost of buying itself"
-"Considered a significant asset to communication related to branding, product
launch..due to the amount of content control"
-"Allows for an outlet to repeat the message, create a series of messages that build on
each other, or present highly organization-focused messages that may not be
considered news-worthy"
-"most organized-focused messages" that are "simple and memorable"
"Paid approaches" that "work to promote specific controlled company messages that
are delivered to key audiences."
, -Clear selection of channels
-choice of timing
-message control
-repetition
-credibility
Earned Media - Answers Ex: Reviews, Blogs, Word-Of Mouth
-"the work of traditional media relations, connects organizations, and reporters,
providing many of the same publicity benefits as paid media, along with added asset
of the tactic endorsement of the reporting organization"
-Organizations DON'T pay for coverage
-"carries an implication that the message has inherent news value beyond the
organization promoting itself"
-they give up control of the story...making earned media "uncontrolled" in order to
reach audiences consuming news content rather than advertising content that adds
credibility
-"does not fit every campaign situation"
-"resources could allow it to be valuable as a secondary or complementary strategy"
-Narrow time window
-"covers (uncontrolled) tactics where the public relations practitioner must assist in
adding value to a news-or story generation process"
"working with earned gatekeepers allows for relationship building to improve their
understanding of news generation, better the organizations knowledge of the relevant
media environment, and ultimately shape the organizations decision making to better
reflect the needs of the public"
Shared Media - Answers Ex: Social Media
-"Social media outreach:channels where the initial message is controlled by an
organization but that facilitates direct, uncontrolled conversation with individuals and
other organizations without the mediation of reporters and editors"
"social media conversations also reflect the impact of influencers....individuals with
high credibility and visibility in specific social media communities or on specific
channels that "shape audience attitudes""
Owned Media - Answers Ex:
-"Act as the center of an organizations content universe"
-"A place for those outside an organization to gather information about it."
-"allow organizations to to curate (organize) this path for the audience member"
-"owned channels provide a central point for an organizational brand, along with
content that can be shared and distributed directly to audiences or through social
channels"
-"Technology has also facilitated the evolution of owned channels, and brands
themselves, to become more responsive to their audiences."
What does converged media allow public relations practitioners do? - Answers
"Joining paid and shared media begins to reflect options that may be a better fit than
purely shared or paid approaches depending on the context of the campaign"
