PRSA APR KSA: Questions & Answers:Latest Updated Solution

What role does research play in setting goals and objectives? (KSA 1.5) (Ans- Research techniques can pinpoint the problem and increase your chances of finding effective solutions. Goals should reflect the problems or opportunities defined in the research step. What are goals, objectives, strategies and tactics? (KSA 1.5) (Ans- Goals: Longer-term, broad, global and future statements of "being." Goals may include how an organization is uniquely distinguished in the minds of its key publics. (Example: To become the recognized leader in our industry and foster continuing public support) Objectives: SMART. Focus on the short term. Who did what (knowledge, opinion or behavior change) by how much by when. (Example: Increase the number of travelers who clean their hands in the airport by 50% by April 1) Strategies: Roadmap to objectives for target publics. Overall concept, approach or general plan not specific actions. Use verbs to tell how you will approach a challenge. (Example: Demonstrate, collaborate, establish strategic partnerships with...; see APR p. 138))Tactics/tools: Action or elements to accomplish the strategy. How you will use your resources to carry out strategies. (Example: Post signage about handwashing in key areas of the airport.) Activities: Details of tactics (Example: six meetings, four newsletters, etc) What distinguishes organizational/operational goals and strategies from communication goals and strategies? (KSA 1.5) (Ans- Goal setting for public relations programs must take place in the context of organization missions and goals. Once the PR goal is set, practitioners must devise a strategy for achieving that goal. EPR p 264 What is the relationship between project goals to the organizational mission and goals? (KSA 1.5) (Ans- Once the public relations problem or opportunity is defined through research and analysis, practitioners must determine what goal is desired by organizational management, either to mitigate the problem or capitalize on the opportunity.What differentiates publics, markets, audiences and stakeholders? (KSA 1.6) (Ans- Publics: People or groups who are somehow mutually involved or interdependent with particular organizations. A particular group of people with a common interest, aim. Markets: groups of people who buy your product or services Audience: a group of listeners (or spectators) who may receive a message but otherwise have no common connection with one another Stakeholder: A person or group with an interest in an organization or cause, someone affected by an organization or someone who can affect an organization.