PRSA APR FINAL PAPER QUESTIONS AND
SOLUTIONS
◉ External
Answer: audit of key external audiences (customers, potential
customers, opinion makers) using standard research techniques.
Compare internal with external to bridge discrepiensies
◉ Two-way concept
Answer: emphasizes exchanges and mutual understand. An
expanded two-way communication includes organizational
◉ Public Relations
Answer: The management function that emphasizes, builds and
maintains mutually beneficial relationships between
organizations and their publics and yielding measurable results.
◉ Publics
Answer: An active social unit consisting of all those affected who
recognize a common problem for which they seek common
solutions.
◉ Research (basic)
Answer: Develops a premise and a research plan. Determines
qualitative and quantitative methods. Decides on population and
, sampling techniques to use with that population. Designs
instruments (questionnaire, interview, etc) uses acceptable
techniques for collecting data. codes and analyzes results and
presents findings. Mnemonic-Develops Plan, Determines methods,
Decides population, Designs data collection tools,
◉ Research (applied)
Answer: Gathers information about client, organization, or
company and on issues to help develop objectives, strategies, and
target audiences (priority publics) using a variety of research
tools. Plans and interprets research activities from public
relations activities.
◉ RPIE
Answer: Research Planning Implementation and Evaluation
◉ RACE
Answer: Research Assess Communicate Evaluate
◉ 4 Types of publics
Answer: All-issue publics (active) Apathetic publics (inattentive
and inactive) Single-issue publics(active on a limited number of
issues) Hot-issue publics (respond and become active after being
exposed to the issue)
◉ Opinion
SOLUTIONS
◉ External
Answer: audit of key external audiences (customers, potential
customers, opinion makers) using standard research techniques.
Compare internal with external to bridge discrepiensies
◉ Two-way concept
Answer: emphasizes exchanges and mutual understand. An
expanded two-way communication includes organizational
◉ Public Relations
Answer: The management function that emphasizes, builds and
maintains mutually beneficial relationships between
organizations and their publics and yielding measurable results.
◉ Publics
Answer: An active social unit consisting of all those affected who
recognize a common problem for which they seek common
solutions.
◉ Research (basic)
Answer: Develops a premise and a research plan. Determines
qualitative and quantitative methods. Decides on population and
, sampling techniques to use with that population. Designs
instruments (questionnaire, interview, etc) uses acceptable
techniques for collecting data. codes and analyzes results and
presents findings. Mnemonic-Develops Plan, Determines methods,
Decides population, Designs data collection tools,
◉ Research (applied)
Answer: Gathers information about client, organization, or
company and on issues to help develop objectives, strategies, and
target audiences (priority publics) using a variety of research
tools. Plans and interprets research activities from public
relations activities.
◉ RPIE
Answer: Research Planning Implementation and Evaluation
◉ RACE
Answer: Research Assess Communicate Evaluate
◉ 4 Types of publics
Answer: All-issue publics (active) Apathetic publics (inattentive
and inactive) Single-issue publics(active on a limited number of
issues) Hot-issue publics (respond and become active after being
exposed to the issue)
◉ Opinion
