Public Relations Society of
America Accredited in Public
Relations: Research,
Planning, Implementation, and
Evaluation (PRSA APR RPIE)
Exam Questions and Answers
Four Step Process For Developing a Public Relations Plan - ANSWER>>1. Research
2. Planning
3. Implementation
4. Evaluation
Situation Analysis - ANSWER>>Situation analyses pull together background
information to provide context on a problem statement.
Unabridged collection of all that is known about a situation, its history, forces
operating it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and
actions related to the problem situation. Includes a communication audit (how do
we communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
,EPR pgs. 269-270
Types of Research - ANSWER>>• Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
______________
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
______________
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Goals - ANSWER>>Desired outcome of a plan of action. It is longer term, broad,
more global, future statement of "being."
, (Goals may include how an organization is uniquely distinguished in the minds of
its target publics.)
Objectives - ANSWER>>Defines what *behavior, attitude or opinion* you want to
achieve from a specific audience.
Appropriate objectives contain 4 specific elements:
1. *Target Public*
2. *Outcome*
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
3. *Measurement*
4. *Target Date*
(Appropriately written objective ANSWERs question "Is this an *impact* we need
to achieve in a target public?" If it ANSWERs the question "Is this something that
needs to *be done* by the organization?" then it is a tactic.)
Articulate objectives with verbs that reflect changes in awareness, opinion or
behavior:
* recognize, acknowledge, know (awareness);
* favor, accept, oppose, think (opinion); and
* purchase, participate, endorse, discard, write, visit (behavior).
SMART Objectives - ANSWER>>1. Specific
2. Measurable
3. Attainable (and Audience)
4. Realistic
5. Time Frame
America Accredited in Public
Relations: Research,
Planning, Implementation, and
Evaluation (PRSA APR RPIE)
Exam Questions and Answers
Four Step Process For Developing a Public Relations Plan - ANSWER>>1. Research
2. Planning
3. Implementation
4. Evaluation
Situation Analysis - ANSWER>>Situation analyses pull together background
information to provide context on a problem statement.
Unabridged collection of all that is known about a situation, its history, forces
operating it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and
actions related to the problem situation. Includes a communication audit (how do
we communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
,EPR pgs. 269-270
Types of Research - ANSWER>>• Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
______________
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
______________
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Goals - ANSWER>>Desired outcome of a plan of action. It is longer term, broad,
more global, future statement of "being."
, (Goals may include how an organization is uniquely distinguished in the minds of
its target publics.)
Objectives - ANSWER>>Defines what *behavior, attitude or opinion* you want to
achieve from a specific audience.
Appropriate objectives contain 4 specific elements:
1. *Target Public*
2. *Outcome*
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
3. *Measurement*
4. *Target Date*
(Appropriately written objective ANSWERs question "Is this an *impact* we need
to achieve in a target public?" If it ANSWERs the question "Is this something that
needs to *be done* by the organization?" then it is a tactic.)
Articulate objectives with verbs that reflect changes in awareness, opinion or
behavior:
* recognize, acknowledge, know (awareness);
* favor, accept, oppose, think (opinion); and
* purchase, participate, endorse, discard, write, visit (behavior).
SMART Objectives - ANSWER>>1. Specific
2. Measurable
3. Attainable (and Audience)
4. Realistic
5. Time Frame
