PRSA APR: Researching, Planning, Implementing and Evaluating questions with correct answers

Attitude CORRECT ANSWER-A cognitive predisposition, often unconscious, relating to likes and dislikes. Audience segmentation CORRECT ANSWER-The breakdown of a group into demographic, psychographic or other dimensions. These divisions allow planners to adapt strategies, tactics and messages to audience need or interest. Baseline data CORRECT ANSWER-Data collected before a project or program. This data will be compared to information collected during or after the program to assess program effectiveness. Benchmarking CORRECT ANSWER-Comparing products and services from one organization to those of competitors or those recognized as the "best in the industry." The goal is to identify standards for improvement or superior performance. Sometimes the term is used to signify milestones or progress achieved during the life of the product Communications audit CORRECT ANSWER-A complete analysis of an organization's communications processes, both internal and external. For the purpose of understanding how an org communicates with its publics. Takes a picture of comms needs, policies, practices and capabilities to allow top management to make informed choices about the org's communications. Content analysis CORRECT ANSWER-A study of publications, print/electronic media reports, speeches and letters to measure, codify, analyzed and/or evaluate the coverage of an organization, its people and its activities. This activity provides a useful measure of what messages are being pla