PRSA APR Cheat Sheet Questions and Answers (2024 /
2025) (Verified Answers)
PRSA Values
HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
Four Step Planning Process
RPIE
Research: Define the PR problem, situation analysis
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
Problem Statement
5 Ws and H - 25 words or less "What exactly is it that we want them to do as a result
of this campaign?"
Reflect the findings from research.
1. Who is involved or affected?
2. What is the source of concern?
3. What is the impact to the organization and its publics?
4. When is this a concern?
5. Where is this a concern?
6. How are they involved or affected?
Four Questions that Define an Audience & Primary vs. Secondary
KIAA
1. Who needs to know?
2. Who needs to be involved?
3. Who is affected or has something to gain/lose?
4. Whose (advice) or support do we need?
Primary (key): That you specifically want to influence.
Secondary: "intervening." These are people who can intervene on your behalf and
influence the primary audience.
What is an Objective? SMART acronym?
"Who does What for Whom by How Much and When?"
KEY: (ONE) Audience + Outcome + Attainment Level (%) + Time Frame.
Objectives are based on research and align with the business. They are a guide to
actions. Each OBJ is for ONE Public ID'd after GOALS. Short-term.
Articulate with verbs: recognize, favor, accept, endorse, support, oppose, band, buy,
discard, etc.
Must be SMART, outcome/behavior-focused
Specific
, Measureable
Attaintable
Realistic
Timely
10-Step PR Plan
RESEARCH FIRST: Situational Analysis, Research, Problem Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
4. Strategy
5. Tactics
6. Activities
7. Evaluation
Summary Documents
8. Materials
9. Budget
10. Timeline
Ethical Principles (Step 5 in Ethical Process)
CC-Feds
Competition
Conflict of Interest
Free Flow of Information
Enhancing the Profession
Disclosure of Information
Safeguarding Confidences
Act in the public interest
Use honesty and integrity as your guide
Avoid conflict of interest; real, perceived, potential
Ensure truth and accuracy
1. Free flow of information
2. Do not disseminate false or misleading information
3. If you make a mistake, correct with all publics
Deal fairly with all publics
Ethical Process
IF VA then PD
1. Identify ethical issue or concern
2. Identify internal/external factors
3. Identify key values
4. Identify who will be affected and PR professional's relationship to each
5. Identify ethical principles
6. Make your decision and justify it
Porter's 5 Forces (power and weakness)
1. Supplier power
2. Buyer power
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