PRSA APR CHEAT SHEET MOST TESTED QUESTIONS AND
ANSWERS 2025 (VERIFIED ANSWERS)
1. PRSA Values HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
2. Four Step Plan- RPIE
ning Process
Research: Define the PR problem, situation analysis
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
3. Problem State- 5 Ws and H - 25 words or less "What exactly is it that we
ment want them to do as a result of this campaign?"
Reflect the findings from research.
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 KIAA
that Define an 1. Who needs to know?
Audience & Pri- 2. Who needs to be involved?
mary vs. Sec- 3. Who is affected or has something to gain/lose?
ondary 4. Whose (advice) or support do we need?
Primary (key): That you specifically want to influence.
Secondary: "intervening." These are people who can inter-
vene on your behalf and influence the primary audience.
5. "Who does What for Whom by How Much and When?"
,PRSA APR CHEAT SHEET MOST TESTED QUESTIONS AND
ANSWERS 2025 (VERIFIED ANSWERS)
What is an Ob- KEY: (ONE) Audience + Outcome + Attainment Level (%)
jective? SMART + Time Frame.
acronym?
Objectives are based on research and align with the busi-
ness. They are a guide to 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, Prob-
lem Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
4. Strategy
5. Tactics
6. Activities
7. Evaluation
Summary Documents
8. Materials
9. Budget
10. Timeline
7. Ethical Princi- CC-Feds
ples (Step 5 in Competition
Ethical Process) Conflict of Interest
Free Flow of Information
Enhancing the Profession
, PRSA APR CHEAT SHEET MOST TESTED QUESTIONS AND
ANSWERS 2025 (VERIFIED ANSWERS)
Disclosure of Information
Safeguarding Confidences
Act in the public interest
Use honesty and integrity as your guide
Avoid conflict of interest; real, perceived, potential
Ensure truth and accuracy
1. Free flow of information
2. Do not disseminate false or misleading information
3. If you make a mistake, correct with all publics
Deal fairly with all publics
8. Ethical Process IF VA then PD
1. Identify ethical issue or concern
2. Identify internal/external factors
3. Identify key values
4. Identify who will be affected and PR professional's rela-
tionship to each
5. Identify ethical principles
6. Make your decision and justify it
9. Porter's 5 Forces 1. Supplier power
(power and weak- 2. Buyer power
ness) 3. Competitive rivalry
4. Threat of new entrant
5. Threat of substitution
10. Managing Rela- 1. economic
tionships: 3 Pil- 2. social
lars of Reputa- 3. deliver outcomes to stakeholders
tion
11. Managing Rela- P.I.P. Come Work Let's Go
tionships: 7 Di- 1. Product
mensions of Cor- 2. Innovation
porate Reputa- 3. Performance
tion/Brand 4. Citizenship
5. Workplace
6. Leadership
ANSWERS 2025 (VERIFIED ANSWERS)
1. PRSA Values HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
2. Four Step Plan- RPIE
ning Process
Research: Define the PR problem, situation analysis
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
3. Problem State- 5 Ws and H - 25 words or less "What exactly is it that we
ment want them to do as a result of this campaign?"
Reflect the findings from research.
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 KIAA
that Define an 1. Who needs to know?
Audience & Pri- 2. Who needs to be involved?
mary vs. Sec- 3. Who is affected or has something to gain/lose?
ondary 4. Whose (advice) or support do we need?
Primary (key): That you specifically want to influence.
Secondary: "intervening." These are people who can inter-
vene on your behalf and influence the primary audience.
5. "Who does What for Whom by How Much and When?"
,PRSA APR CHEAT SHEET MOST TESTED QUESTIONS AND
ANSWERS 2025 (VERIFIED ANSWERS)
What is an Ob- KEY: (ONE) Audience + Outcome + Attainment Level (%)
jective? SMART + Time Frame.
acronym?
Objectives are based on research and align with the busi-
ness. They are a guide to 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, Prob-
lem Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
4. Strategy
5. Tactics
6. Activities
7. Evaluation
Summary Documents
8. Materials
9. Budget
10. Timeline
7. Ethical Princi- CC-Feds
ples (Step 5 in Competition
Ethical Process) Conflict of Interest
Free Flow of Information
Enhancing the Profession
, PRSA APR CHEAT SHEET MOST TESTED QUESTIONS AND
ANSWERS 2025 (VERIFIED ANSWERS)
Disclosure of Information
Safeguarding Confidences
Act in the public interest
Use honesty and integrity as your guide
Avoid conflict of interest; real, perceived, potential
Ensure truth and accuracy
1. Free flow of information
2. Do not disseminate false or misleading information
3. If you make a mistake, correct with all publics
Deal fairly with all publics
8. Ethical Process IF VA then PD
1. Identify ethical issue or concern
2. Identify internal/external factors
3. Identify key values
4. Identify who will be affected and PR professional's rela-
tionship to each
5. Identify ethical principles
6. Make your decision and justify it
9. Porter's 5 Forces 1. Supplier power
(power and weak- 2. Buyer power
ness) 3. Competitive rivalry
4. Threat of new entrant
5. Threat of substitution
10. Managing Rela- 1. economic
tionships: 3 Pil- 2. social
lars of Reputa- 3. deliver outcomes to stakeholders
tion
11. Managing Rela- P.I.P. Come Work Let's Go
tionships: 7 Di- 1. Product
mensions of Cor- 2. Innovation
porate Reputa- 3. Performance
tion/Brand 4. Citizenship
5. Workplace
6. Leadership
