Public Relations Society of
America Accredited in Public
Relations (PRSA APR) Exam
Questions and Answers
Uncontrolled Message Channels - ANSWER>>social media, TV, newspapers, radio
Controlled Message Channels - ANSWER>>ads, paid programs, speeches,
employee newsletters, blogs. Doesn't have the credibility of controlled media.
Situational Theory of Publics - ANSWER>>Situational publics arise when there's a
situation that affects customers. These publics become active or passive. Active
Publics are aware of what the orgainzation did and work together to take action.
Passive recognize the situation but won't take action. Public behavior depends on
problem recognition, constraint recognition-the obstacles that constrain the
ability to take action, and level of Involvement-the extent to which people
connect themselves to a situation.
What is PR? - ANSWER>>the management function that establishes and maintains
mutually beneficial relationships between an organization and the publics on
whom its success or failure depend
How does PR earn public understanding and acceptance? - ANSWER>>PR fosters
and maintains relationships by finding common interests. Failure stems from
communication breakdown.
, What is the social significance of PR? - ANSWER>>American business gave birth to
PR. Business created the conditions for PR to develop.
5 Competencies of PR - ANSWER>>1. Trusted counsel — Advise and anticipate.
2. Internal communication — Engage employees and build trust.
3. Media relations — Develop public trust and support by working through
journalists and bloggers.
4. Community relations — Establish public trust and support by working with
community groups.
5. External communication to customers/stakeholders/investors — Build public
trust and support.
PR 4-Step Process - ANSWER>>RPIE
3 Other PR Duties - ANSWER>>Publicity & Special Events
Issues Management
Crisis Management
Brand - ANSWER>>Product or service distinguished from others
Community Relations - ANSWER>>Building relationships with constituent publics
such as schools, charities, clubs and activist interests of the neighborhoods or
metropolitan area(s) where an organization operates.
Controlled communication channels - ANSWER>>Communication channels, media
and tools that are under direct control of the sender. Examples include paid
advertising, newsletters, brochures, some types of emails, organizational websites
and blogs, leaflets, organizational broadcasts and podcasts, intranets,
teleconferences and videoconferences, meetings, speeches, and position papers.
Crisis Communication - ANSWER>>Protecting or defending an organization facing
a public challenge to its reputation.
America Accredited in Public
Relations (PRSA APR) Exam
Questions and Answers
Uncontrolled Message Channels - ANSWER>>social media, TV, newspapers, radio
Controlled Message Channels - ANSWER>>ads, paid programs, speeches,
employee newsletters, blogs. Doesn't have the credibility of controlled media.
Situational Theory of Publics - ANSWER>>Situational publics arise when there's a
situation that affects customers. These publics become active or passive. Active
Publics are aware of what the orgainzation did and work together to take action.
Passive recognize the situation but won't take action. Public behavior depends on
problem recognition, constraint recognition-the obstacles that constrain the
ability to take action, and level of Involvement-the extent to which people
connect themselves to a situation.
What is PR? - ANSWER>>the management function that establishes and maintains
mutually beneficial relationships between an organization and the publics on
whom its success or failure depend
How does PR earn public understanding and acceptance? - ANSWER>>PR fosters
and maintains relationships by finding common interests. Failure stems from
communication breakdown.
, What is the social significance of PR? - ANSWER>>American business gave birth to
PR. Business created the conditions for PR to develop.
5 Competencies of PR - ANSWER>>1. Trusted counsel — Advise and anticipate.
2. Internal communication — Engage employees and build trust.
3. Media relations — Develop public trust and support by working through
journalists and bloggers.
4. Community relations — Establish public trust and support by working with
community groups.
5. External communication to customers/stakeholders/investors — Build public
trust and support.
PR 4-Step Process - ANSWER>>RPIE
3 Other PR Duties - ANSWER>>Publicity & Special Events
Issues Management
Crisis Management
Brand - ANSWER>>Product or service distinguished from others
Community Relations - ANSWER>>Building relationships with constituent publics
such as schools, charities, clubs and activist interests of the neighborhoods or
metropolitan area(s) where an organization operates.
Controlled communication channels - ANSWER>>Communication channels, media
and tools that are under direct control of the sender. Examples include paid
advertising, newsletters, brochures, some types of emails, organizational websites
and blogs, leaflets, organizational broadcasts and podcasts, intranets,
teleconferences and videoconferences, meetings, speeches, and position papers.
Crisis Communication - ANSWER>>Protecting or defending an organization facing
a public challenge to its reputation.
