PRSA APR Cheat Sheet Questions and Answers (2024 / 2025) (Verified Answers)

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1.PRSA Values: HE FAIL
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Honesty
h Expertise
h Fairness
h Advocacy
h Independence
h Loyalty
2.Four Step Planning Process: RPIE
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Research: Define the PR problem, situation analysis
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h Planning: 10-Step PR Planning Process Implementation:
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h Take action & communicate Evaluation: Assessment
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3.Problem Statement: 5 Ws and H - 25 words or less "What exactly is it that we
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h want them to do as a result of this campaign?"
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Reflect the findings from research.
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1.Who is involved or affected?
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2.What is the source of concern?
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3.What is the impact to the organization and its publics?
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4.When is this a concern?
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5.Where is this a concern?
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6.How are they involved or affected?
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4.Four Questions that Define an Audience & Primary vs. Secondary: KIAA
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1.Who needs to know?
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2.Who needs to be involved?
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3.Who is affected or has something to gain/lose?
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4.Whose (advice) or support do we need?
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Primary (key): That you specifically want to influence.
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Secondary: "intervening." These are people who can intervene on your behalf and
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h influence the primary audience.
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5.What is an Objective? SMART acronym?: "Who does What for Whom by How
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h Much and When?"
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KEY: (ONE) Audience + Outcome + Attainment Level (%) + Time Frame. Objectives
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h are based on research and align with the business. They are a guide to
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actions. Each OBJ is for ONE Public ID'd after GOALS. Short-term.
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Articulate with verbs: recognize, favor, accept, endorse, support, oppose, band, buy,
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h discard, etc. h




Must be SMART, outcome/behavior-focused Specific
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Measureable
h Attaintable
h Realistic
h Timely
6.10-Step PR Plan: RESEARCH FIRST: Situational Analysis, Research, Problem
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h Statement

PLANNING
1.Goal
2.Audience
Repeat for each public #2
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3.Objective
4.Strategy
5.Tactics
6.Activities
7.Evaluation
h Summary Documents h




8.Materials
9.Budget
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