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2020 PRSA APR Cheat Sheet WITH ANSWERS GRADED A
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2020 PRSA APR Cheat Sheet WITH ANSWERS GRADED A
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EUNICE2020 PRSA APR Cheat Sheet WITH 100 % SURE ANSWERS
Terms in this set (72)
HE FAIL
Honesty
Expertise
PRSA Values
Fairness
Advocacy
Independence
Loyalty
RPIE
Research: Define the PR problem, situation analysis
Four Step Planning Process
Planning: 10-Step PR Planning Process
Implementation: Take action & communicate
Evaluation: Assessment
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?
Problem Statement
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?
KIAA
1. Who needs to know?
2. Who needs to be involved?
3. Who is affected or has something to gain/lose?
Four Questions that Define an Audience &
4. Whose (advice) or support do we need?
Primary vs. Secondary
Primary (key): That you specifically want to influence.
Secondary: "intervening." These are people who can intervene on your behalf and
influence the primary audience.
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, "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,
What is an Objective? SMART acronym?
discard, etc.
Must be SMART, outcome/behavior-focused
Specific
Measureable
Attaintable
Realistic
Timely
RESEARCH FIRST: Situational Analysis, Research, Problem Statement
PLANNING
1. Goal
2. Audience
Repeat for each public #2
3. Objective
10-Step PR Plan 4. Strategy
5. Tactics
6. Activities
7. Evaluation
Summary Documents
8. Materials
9. Budget
10. Timeline
CC-Feds
Competition
Conflict of Interest
Free Flow of Information
Enhancing the Profession
Disclosure of Information
Safeguarding Confidences
Ethical Principles (Step 5 in Ethical Process)
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
IF VA then PD
1. Identify ethical issue or concern
2. Identify internal/external factors
Ethical Process 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
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