2023/2024 PRSA APR Test Questions (Review again before the test) Rated 100% Correct!!

PRSA APR Test You are the VP PR for a Texas nonprofit. You noticed that despite serving many flood victims after Hurricane Katrina, there is an increasing number of news reports alleging that the New Orleans chapter of the American Red Cross' relief efforts involved abuses and missteps. What is the best course of action based on these developments? A. While it's a hot topic, send a news release to local media outlets, offering a local perspective on how organizations should handle a crisis. B. Work with your leadership to implement a volunteer responsibility education campaign within the next month. C. Make a mental note of the coverage. There hasn't been any negative coverage of your charity and management is pleased with the conduct of its longstanding volunteers. D. Encourage leadership to keep a low profile until the end of this news cycle. It's best to avoid controversial topic unless the media inquires. - Answer Answer: B Rationale: An organization is a living system. As counselors, practitioners must track and inform line management of major trends to help organizations proactively adjust and adapt to their environments. Choice A is incorrect because it is a reactive tactic rather than part of a strategic plan. Choice C represents the static goal state of a closed system, not sensitive to its environment. Choice D is a reactive (not proactive) response. Source: EPR Chapter 4, pgs 148-156 You are the PR Director for a health clinic system. Your COO has noticed a disturbing trend with a decline in returning patients to a particular clinic. Your department is asked to develop a plan to improve the number of patient visits to the clinic. What is your best response to your COO's concern of a decline in returning patient appointments? (Choose two) A. Create a promotional advertising campaign about the importance of regular and annual health check-ups. B. Contact the local media to report on a new treatment the clinic physicians offer to raise public interest in their expertise. C. Survey current and past patients and ask them to rate satisfaction with several touch points including; appointment wait times, customer service, billing and quality of doctor. D. Meet with other department managers to identify non-returning patients and call them to reschedule. E. Form a focus group comprised of past patients to discuss reasons they haven't returned. - Answer Answer: C & E Rationale: An Open Systems Model of Public Relations provides a way to initiate corrective actions based on open, two-way communication with publics. Surveying the patient base (public) would be a first step in identify reasons patients may not be returning to the clinic. Only after becoming armed with actual feedback from the patient viewpoint can management determine the best strategy to improve the return rate of existing patients. Source: EPR Chapter 7, pg. 162-163 Open Systems Model of Public Relations KSA 4.1 Demonstrates familiarity with social science theories and research that guide planning, prioritizing audiences, developing messages, establishing credibility and trust. Company A plans to roll out a new product line. What role should the PR manager play in the campaign? A. Securing ad space on a platform whose viewership matches the company's target market. B. Surveying past consumers to identify what features they want to see in the new product line. C. Developing a communications plan for the product line launch targeted to the company's primary publics. D. Obtaining celebrity endorsements to build brand awareness for the new product. - Answer Answer: C Rationale: The PR manager's role is to develop and implement a communication plan to achieve measurable results toward set goals and objectives. Option A is an example of advertising, option B is marketing and option D is branding. Source: APR Study Guide pgs 17-19, 84 You are the director of public relations for a small, private university. In the days after the Sept. 11 attacks, you received information from an acquaintance through your university email account. The message says that a local businessman, who is foreign, is allegedly supporting terrorist activity by displaying a poster of Osama bin Laden in his store. You are asked by the sender not only to boycott that business but also to pass along this information to other friends and colleagues. This message is not a news release of any kind. The information is not meant for public consumption. The information is intended for sharing among friends. What do you do and why? A. Don't send the email because it goes against fairness and the free flow of information. B. Forward the email from your university account to friends and colleagues because it promotes advocacy. C. Send the email to friends and colleagues from a personal account to avoid a conflict of interest by keep the boundaries between work and home separate. D. Reach out to the business owner to give him a heads up. Profiling is unethical and will not be tolerated and goes against the value of diversity. - Answer Answer: A Rationale: You can determine the best response by completing the Six-Step Ethical-Decision Making Process. Sending the email goes against the PRSA Code of Ethics values, which state that "We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression." and goes against the principle that "advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society." Source: Scenarios is from the APR Study Guide, p. 104 Which of the following two statements are correct in order for you to use these photos in ads? A. The company hired and paid the photographer for the professional event photos and owns them for future use. B. These photos can only be used if the photographer has provided written permission to reproduce the event photos beyond the original purpose of an internal newsletter. C. The employees and family members photographed must have a signed consent release to have their photos used in an ad for the company. D. Company employees are not required to sign releases, but their family members would need to have signed releases to be used in the ads. - Answer Answers: B & C Rationale: These photos can only be used if the photographer has provided written permission to reproduce the event photos beyond the original purpose of an internal newsletter. The employees and family members photographed must have a signed consent release to have their photos used in an ad for the company. Source: EPR pgs. 139-140, APR p. 105 Leadership has tasked the manager of internal relations with increasing employee engagement through Yammer, an internal social networking tool. Yammer was introduced as one of the Office tools, when the company migrated to Office 365 last year. What are the best two next step to increase engagement? A. Hang fliers around the office that Yammer is available. B. Encourage managers to interact with employees by ask questions and collaborate on Yammer. C. Post an article in the company newsletter letting employees know that leadership expects employees to use Yammer. D. Make Yammer the primary vehicle for sharing the CEO's weekly message. - Answer Answers: B & D Rationale: People are bombarded with messages. For practitioners to have a message heard they should: 1. Get the attention of target publics. 2. Stimulate interest in message content. 3. Build a desire and intention to act on the message. 4. Direct action of those who behave consistent with the message. Employees were already made aware of Yammer. The next steps are to build interest and building a desire to act. Source: EPR p. 168