APR Study Guide 2021 PDF

Sixth Edition Study Guide for the Examination for Accreditation in Public Relations A Preparation Tool for Candidates © 2021 Universal Accreditation Board Functioning as part of the Public Relations Society of America www.praccreditation.org APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 1 Acknowledgments The Universal Accreditation Board (UAB) has developed this study guide to help candidates prepare for the Examination for Accreditation in Public Relations. The Examination tests broad business and communication knowledge, strategic perspective and sound professional judgment. Successful completion of the Examination, therefore, demonstrates significant knowledge of ethical public relations as a management function. The Examination items reflect results of industrywide analyses of public relations practice in 2000, 2010, 2015 and 2020. This research identified more than 70 areas of competence (knowledge, skills and abilities) that mid- career public relations practitioners should demonstrate. Each Examination question has gone through rigorous development, sourcing and pre-testing. A subject-matter expert, trained by a test-development specialist to write test questions, authored each item and tied it to references in the public relations body of knowledge. Each question was then edited for readability and clarity by a professional test editor, evaluated by a professional psychometrician and reviewed by a national panel of experts. The Examination continuously evolves as public relations practices change and new questions are added. Information in this sixth study-guide edition has been compiled, adapted and updated by the Universal Accreditation Board Examination and Preparation Work Group. Organizations participating in the Accreditation process have provided a wealth of resources. Courtesy credits appear in materials that follow. Unless otherwise noted, all approvals for various materials were originally granted to the Public Relations Society of America by authors of the previous editions of this study guide. Feedback on this study guide is always welcome. Please send comments to [email protected]. About the Universal Accreditation Board The Universal Accreditation Board, established in 1998, is a credentialing agency for members of nine public relations professional organizations and public affairs practitioners in the U.S. Department of Defense. Each organization contributes resources to the Accreditation process. Senior-level volunteers — practitioners, educators and military personnel — represent participating organizations on the board and oversee the Accreditation program. That program includes three programs: Accredited in Public Relations (APR), Accredited in Public Relations and Military Communication (APR+M) and the Certificate in Principles of Public Relations. Participating organizations are Asociación de Relacionistas Profesionales de Puerto Rico, California Association of Public Information Officials, Florida Public Relations Association, Maine Public Relations Council, National Association of Government Communicators, National School Public Relations Association, Public Relations Society of America, Religion Communicators Council, and Southern Public Relations Federation. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 2 Contents Acknowledgments............................................................................................................................................................... 2 About the Universal Accreditation Board.................................................................................................................. 2 Contents............................................................................................................................................................................... 3 Introduction......................................................................................................................................................................... 6 Information and Resources............................................................................................................................................... 7 Links You Can Use........................................................................................................................................................ 7 Readings........................................................................................................................................................................... 8 Tips and What to Expect................................................................................................................................................. 11 Tips for Preparation..................................................................................................................................................... 11 Tips for the Panel Presentation.................................................................................................................................. 12 Be Prepared for Questions Panelists May Ask........................................................................................................ 13 What to Expect When Taking The Exam................................................................................................................ 14 Tips for Taking the Examination.............................................................................................................................. 16 Benefits of Accreditation................................................................................................................................................. 17 Public Relations: A Management Function.................................................................................................................. 18 What Is Public Relations?........................................................................................................................................... 18 Definitions..................................................................................................................................................................... 19 Researching, Planning, Implementing and Evaluating Programs (RPIE)............................................................... 22 The Four-Step Process................................................................................................................................................ 24 How the Four-Step Process Is Assessed for Accreditation.................................................................................. 27 Research Methodologies............................................................................................................................................. 30 Content Analysis........................................................................................................................................................... 36 Survey Research............................................................................................................................................................ 37 Sample Size.................................................................................................................................................................... 41 Focus Group Research................................................................................................................................................ 43 Scientific Method Research........................................................................................................................................ 46 Writing a Public Relations Plan.................................................................................................................................. 49 Plan Formats and Styles.............................................................................................................................................. 51 Audience Identification............................................................................................................................................... 53 The Public Opinion Process....................................................................................................................................... 55 Diversity......................................................................................................................................................................... 59 Definitions..................................................................................................................................................................... 62 Leading the Public Relations Function......................................................................................................................... 66 Business Literacy.......................................................................................................................................................... 66 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 3 SEC Filings.................................................................................................................................................................... 73 Business Laws and Regulations.................................................................................................................................. 74 Types of Employee Benefits....................................................................................................................................... 77 Resource Management................................................................................................................................................ 78 Financial Statements.................................................................................................................................................... 78 Organizing and Structuring......................................................................................................................................... 79 Problem Solving and Decision Making.................................................................................................................... 79 Leadership and Organizational Skills........................................................................................................................ 84 Managing Relationships................................................................................................................................................... 89 Relationship Building................................................................................................................................................... 89 Reputation Management............................................................................................................................................. 92 Internal Stakeholders................................................................................................................................................... 93 Media Relations............................................................................................................................................................ 94 Networks....................................................................................................................................................................... 98 Technology Definitions............................................................................................................................................. 100 Applying Ethics and Law............................................................................................................................................... 104 Ethics............................................................................................................................................................................ 104 Laws for Public Relations Professionals................................................................................................................. 108 Managing Issues and Crisis Communications............................................................................................................ 111 Issue and Risk Management..................................................................................................................................... 111 Crisis Management..................................................................................................................................................... 111 Understanding Communication Theories, Models and the History of the Profession....................................... 115 Theories....................................................................................................................................................................... 115 Transmission/media-effects theories................................................................................................................. 116 Audience theories.................................................................................................................................................... 117 Message theories...................................................................................................................................................... 120 Public-relations-specific theories....................................................................................................................... 120 Cannon, D. F. (2007). Church newspaper readership and faith community integration. Journal of Media and Religion, 6:1, 17–40........................................................................................................................................................... 122 Davidson, W. P. (1983). The Third-Person Effect in Communication. Public Opinion Quarterly, 47(1), 1–15.. 122 Communication Models............................................................................................................................................ 123 Eras of Public Relations History.............................................................................................................................. 128 Figures and Events in Public Relations History.................................................................................................... 131 Case Study and Public Relations Plan Examples....................................................................................................... 132 Case Study: Blue Ridge Water Company........................................................................................................... 132 Plan: Blue Ridge Water Company (First Steps)................................................................................................ 134 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 4 Case Study: Healthtech Labs............................................................................................................................... 136 Plan: Healthtech Labs........................................................................................................................................... 138 Case Study: Ramsey Steel..................................................................................................................................... 148 Plan: Ramsey Steel................................................................................................................................................. 150 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 5 Introduction Welcome to the process of becoming Accredited in Public Relations. Preparing for Accreditation is an excellent way to grow professionally. The knowledge, skills and abilities tested on the Examination for Accreditation in Public Relations are building blocks for your career. Your commitment to becoming Accredited is an important decision. Earning APR involves two steps: (1) completing a Panel Presentation and (2) passing an Examination. The Panel Presentation evaluates your knowledge, skills and abilities in 12 specific areas that cannot be effectively judged in the Examination. A panel of three Accredited practitioners assesses your competence in creative conceptualization/creativity, initiative, interpersonal skills, management skills, multitasking, flexibility, time management, uses of multiple delivery mechanisms, communication skills/speaking, communication skills/writing and editing, communication skills/listening, and presentation skills. The APR Examination tests six groupings of knowledge, skills and abilities (KSAs). The list below indicates the percentage of the Examination devoted to each category. Detailed descriptions of each KSA grouping are given in the following chapters. Researching, Planning, Implementing and Evaluating Programs 30% Leading the Public Relations Function 20% Managing Relationships 15% Applying Ethics and Law 15% Managing Issues and Crisis Communications 15% Understanding Communication Models, Theories and History of the Profession 5% You’ll find exercises and case studies throughout this study guide. Look for this exercise icon (). These exercises should be used with other preparation resources that you choose from the Readings on pp. 7, 8 and 9. This study guide should not be your only preparation resource. We recommend that you choose from resources on pp. 6, 7, and 8. In addition, we recommend that you take advantage of coaching sessions offered by participating organizations, mentoring, study groups, APR Learning Opportunity webinars or workshops, and the Online Study Course. Some resources may fit your individual needs and preparation style better than others. Choose those that work for you. If you need more information, you’ll find answers to frequently asked questions on the Universal Accreditation Board website at https://accreditation.prsa.org/. If you need help, contact your local Accreditation chair, a mentor, a colleague, a friend who recently became Accredited, or PRSA Accreditation, 120 Wall Street, 21th Floor, New York, NY 10005, Telephone: (212) 460-1436, [email protected]. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 6 Information and Resources Links You Can Use Tip: All links in this study guide are current as of May 2021. Remember that some websites may change navigation and render links inactive. If you have trouble connecting to a specific page, search from the organization’s home page. Candidate’s Process for Accreditation in Public Relations accreditation.prsa.org/MyAPR/Content/Apply/APR/APR_CandidateProcessChart.aspx What’s on the Examination? accreditation.prsa.org/MyAPR/Content/Resources/Examination_Questions_FAQs.aspx Demo of Examination for Accreditation in Public Relations accreditation.prsa.org/aprdemo/index.htm Panel Presentation Instructions for Candidates and Panel Presentation Questionnaire www.praccreditation.org/resources/documents/apr-PP-Candidate-Instructions.pdf www.praccreditation.org/resources/documents/apr-PP-questionnaire.doc APR Online Study Course https://online2learn.net/APR/ APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 7 Readings The Universal Accreditation Board suggests that candidates for Accreditation review contents of at least one general text and one or more of the specialized texts listed below. In some sections of this study guide, you will find references to resources not on the recommended bookshelf. These references are intended to encourage you to explore the knowledge, skills and abilities (KSAs) further. Recommended Texts Associated Press Stylebook and Briefing on Media Law, current edition The Associated Press Stylebook and Briefing on Media Law (current edition). New York: The Associated Press. Cutlip and Center’s Effective Public Relations (EPR), 11th edition or current Broom, G. M., & Sha, B-L (2013). Cutlip and Center’s Effective Public Relations (11th or current edition). Upper Saddle River, N.J.: Pearson Education. Primer of PR Research, 3rd or current Stacks, D. W. (2017). Primer of Public Relations Research (3rd or current edition). New York: Guilford Press. Public Relations, 2nd edition or current Kelleher, Tom. (2021). Public Relations (2nd or current edition). Oxford University Press. Public Relations: Strategies and Tactics, 11th edition or current Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics (11th or current edition). Upper Saddle River, N.J.: Pearson Education. Strategic Planning for PR, 6th or current Smith, R. D. (2021). Strategic Planning for Public Relations (6th or current edition). New York: Routledge. The Practice of Public Relations, 12th edition or current Seitel, Fraser. Practice of Public Relations (12th edition or current). Upper Saddle River, N.J.: Pearson Education. This is PR: The Realities of Public Relations, 11th edition or current Newsom, Doug, Judy VanSlyke Turk, and Dean Kruckeberg. (2013). This is PR: The Realities of Public Relations (11th or current edition). Wadsworth Cengage Advantage Books. References by KSA Grouping The following references from the Bookshelf of Recommended Texts correspond to sections of this study guide and to the knowledge, skills and abilities the Examination will test. Please note that some chapters address several areas of KSAs. Defining Public Relations (Practice, Function, Roles) EPR, chapters 1 and 2 Primer of PR Research, chapter 2 Strategies and Tactics, chapters 1 and 4 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 8 Public Relations, chapters 1 and 3 Practice of Public Relations, chapters 1 and 2 This is PR, chapters 1, 2 and 5 Researching, Planning, Implementing and Evaluating Programs EPR, chapters 11, 12, 13 and 14 Primer of PR Research, Part II: Informal Research Methodology; Part III: Formal Research Methodology, chapter 10 (Design Considerations, Survey Type: internet) Strategies and Tactics, chapters 5, 6, 7 and 8 Strategic Planning for PR, all content, a step-by-step planning process for public relations professionals Public Relations, chapters 5, 6, 7 and 8 Practice of Public Relations, chapters 8, 9, 10, 11, 12, 13, 14, 15 and 16 This is PR, chapters 3, 8, 9, 10 and 11 Leading the Public Relations Function AP Stylebook, Business Guidelines section EPR, chapters 2 (Requirements for Success), 3, 4 (Business Practices), 9 (Cultural Contexts, Regulatory and Business Contexts), 11, 15, 16, 17, 18 and 19 Strategies and Tactics, chapters 1 (Essential Career Skills), 2 (Public Relations in the Next Five Years), 4, 12 (Regulations by Government Agencies, Liability for Sponsored Events, Attorney/Public Relations relationship) and 17 (Investor Relations), 18, 19, 20 and 21 Practice of Public Relations, chapters 1 and 5 Managing Relationships AP Stylebook, Social Media Guidelines, Business Guidelines and Broadcast Guidelines sections EPR, chapters 4 (Digital Age and Globalization), 6 (Reputation in the Digital Age), 7 (A Systems Perspective, Open and Closed Systems), 9, 10, 12 (Get Buy-In for the Plan), and 16 (Facilitating Media Relations, Building Community and Nation) Strategies and Tactics, chapters 1 (Networking), 2 (Public Relations Enters the Digital Age), 3 (Ethical Dealings with News Media), 7, 10 (Reputation Management), 11, 13, 14, 15, 16 and 17 Strategic Planning for PR, Step 6: Developing the Message Strategy; Step 7: Selecting Communication Tactics Public Relations, chapters 4 and 13 Practice of Public Relations, chapters 3 and 4 This is PR, chapters 4 and 12 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 9 Applying Ethics and Law AP Stylebook, Briefing on Media Law section EPR, chapters 5 and 6 Primer of PR Research, chapter 3 Strategies and Tactics, chapters 3, 9 (The Ethics of Persuasion) and 12 Public Relations, chapters 1 and 11 Practice of Public Relations, chapters 6 and 7 This is PR, chapters 6 and 7 Managing Issues and Crisis Communication EPR 11th, chapters 1 (Issue Management, Crisis Management), 11, 12 (Planning for Program Implementation) and 13 (Crisis Communication) Strategies and Tactics, chapter 10 Practice of Public Relations, chapter 17 This is PR, chapter 12 Public Relations, chapter 12 Understanding Communication Models, Theories and History of the Profession EPR 11th, chapters 1, 4, 7, 8 and 12 (Role of Working Theory) Strategies and Tactics, chapters 1, 2, 7, 9 and 11 Practice of Public Relations, chapter 2 This is PR, chapters 2 and 5 Public Relations, chapters 2 and 3 APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 10 Tips and What to Expect Tips for Preparation 1. Familiarize yourself with the competencies or KSAs explained throughout this study guide. These KSAs outline what the Examination for Accreditation in Public Relations tests. 2. Compare your public relations experience with KSAs evaluated in the Panel Presentation and those tested on the Examination. Identify areas where you need additional preparation. 3. Pay attention to the percentage listed for each KSA. Use these percentages to guide your preparation. For example, 30% of Examination items ask about researching, planning, implementing and evaluating programs. Only 5% of questions ask about communication models, theories or history. 4. Note that more than half the questions on the Examination are posed as brief situations or scenarios. All responses are multiple-choice. 5. Think about each answer option to determine the most appropriate choices. The Examination does not test what you can memorize. The Examination assesses how well you can apply your knowledge to everyday situations that public relations professionals encounter. 6. Refer to the Bookshelf of Recommended Texts (pp. 7, 8 and 9), and use information provided in this study guide. 7. Review the code of ethics for your professional organization. Use exercises and case studies in this study guide and on PRSA’s code of ethics page to practice ethical decision-making. 8. Use available resources such as this study guide, local coaching sessions, APR learning opportunity workshops, webinars and the Online Study Course to prepare for the Examination. Form a study group, or identify a study buddy from among friends or colleagues preparing for the Examination. Consider whether an intensive APR Boot Camp is a good option for you to complete the process, once you have adequately prepared. 9. If you have questions, ask your Accreditation chair, coach, presenter, mentor or a recently Accredited friend. You may contact PRSA Accreditation ([email protected]), for help finding others who can assist you. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 11 Tips for the Panel Presentation 1. Read and follow the Panel Presentation Instructions for Candidates carefully. Print the Panel Presentation Questionnaire. 2. Approach the Panel Presentation as an opportunity to demonstrate your professionalism, whether it’s conducted in a face-to-face setting or on a virtual platform. Treat it as if you were selling your credentials to a prospective client. Dress professionally. Be on time. Be courteous. Remember that first impressions count. Expect your Panel Presentation to last at least one hour but no more than two hours. Your panel members may ask you to present your portfolio as soon as the session starts and ask questions during, afterward or both. Make your points, and move on. Do not drag your presentation out unnecessarily. 3. Talk to your Accreditation chair, new APRs, friends and colleagues who may be a few steps ahead of you in the process. Ask them what to expect and for suggestions. 4. Remember that communication skills, including writing, editing, speaking and listening, are among 12 KSAs evaluated during the Panel Presentation. Avoid showmanship and flashy or elaborate props and handouts. If you use PowerPoint or similar presentation software, you are responsible for bringing and setting up the necessary projection equipment. Have an alternate plan for equipment emergencies or similar situations. 5. Take time to think about answers for the Panel Presentation questionnaire. Candidates often write and re-write each response. Some candidates start three to four weeks before the due date. Questionnaire responses are the primary examples of your writing that panel members will review. 6. Proofread your Panel Presentation questionnaire. Have another public relations colleague or friend read it for typos, logic and language errors. 7. Include the public relations plan you describe on your Panel Presentation questionnaire in the portfolio you prepare for your presentation. Show materials that illustrate your role in the execution of your example plan. 8. Be prepared to discuss your portfolio and the application of KSAs such as research, planning, implementation and evaluation, ethics, and communication theories in your public relations practice. For example: Do you know the difference between output and outcome objectives? Strategies and tactics? Can you show how your campaign follows the four-step process (research, planning, implementation and evaluation)? Can you identify a communication model/theory and apply it to your work experience or to a situation? What’s the difference between primary and secondary research? How about formal and informal? What’s an adequate sample size for a national survey? What provision in your organization’s code of ethics applies to a situation you have experienced or observed? 9. Tell your panelists what you would do differently if the plan you are using does not include all prescribed research, planning, implementation and evaluation elements. 10. Don’t get bogged down in details of your organizational structure, your boss’s concerns or internal controversies about your case. 11. Don’t be afraid to ask panelists for feedback, suggestions and guidance. The Panel Presentation is intended to be a dialogue during which you demonstrate your knowledge, skills and abilities to Accredited panelists. The encounter is not to be adversarial. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 12 Be Prepared for Questions Panelists May Ask Which elements of the plan did you oversee or implement? What other departments needed to be involved in this campaign for it to be successful, and how did you ensure their involvement? How did you present this plan to decision makers? What other elements, which may not have been approved, did you want to include in the plan? What other research methodologies might you have used if you had more budget or time? How did you determine which publics were most important? If you included news media as a public, why are they not just a channel or tool? Can you identify a point in the plan when you needed to demonstrate initiative or creativity? What strategies or timetables needed to be modified during the campaign because of unexpected developments? What potential communication barriers did you need to overcome to reach your key publics? Which specific strategies or tactics minimized those barriers? What crisis could have made success impossible? What contingency plans did you have in place for that scenario? Which strategies or tactics were most important in the end? Which had little or no impact? What specific strategies or tactics were evaluated? How do you know what made an impact? Think about other questions that panelists may ask about your specific plan. Be prepared to answer the most challenging questions that the panel could ask you. Questions courtesy of the Minnesota PRSA Accreditation Committee. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 13 What to Expect When Taking The Exam Examination Length You will have three hours and 45 minutes (including 15 minutes of recommended practice/tutorial time before you start the Examination) to complete the Examination. Time for an optional 15-minute break is included. You can choose to take the break or not. If you do take the break, be aware that the time clock will continue to run down; it does not stop for your break. Examination Questions The Examination includes 132 scored questions and may include other items that are not scored. The ungraded items are beta questions being evaluated for possible future use. The Universal Accreditation Board refreshes the Examination with validated beta questions as needed to ensure the Examination remains current. You will not see a distinction between beta and scored questions. The question order changes randomly from candidate to candidate. Many questions present brief scenarios. The number of items about each subject reflects percentages listed for KSAs. In other words, more questions focus on Researching, Planning, Implementing and Evaluating Programs (30%) than on Applying Ethics and Law (15%). Standard Test Day Rules 1. You must show the proctor a valid (not expired) government issued photo ID. You will be required to hold the ID in front of your webcam. The proctor will need to clearly see your name, photo, and expiration date. 2. You must be alone in the room. 3. Your desk and area around the desk must be clear. The proctor will ask you to do a complete 360- degree room pan and desk sweep with your webcam to ensure your workspace is clear of any unauthorized materials. (No papers, post-it’s, books, electronic devices, phones, drinks, etc.) 4. Your computer must be connected to a power source. 5. You must use a laptop or desktop computer with webcam running Microsoft Windows or Mac OSX (no tablets). 6. The only software that is allowed to run on your computer is the meeting software (GoToMeeting or Zoom), and the web browser where you are logged in to Examity’s proctoring portal. 7. You can only use one display. (If you use a laptop with an external monitor, either the monitor must be off, or the laptop screen must be closed.) 8. You cannot leave your seat. 9. You cannot use headphones or a phone during the exam. 10. You cannot talk except when communicating with the proctor. 11. You must have a webcam, microphone, and speakers, which must function and remain on the entire time. 12. The proctor must be able to see you for the duration of the exam. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 14 Taking the Examination The time you spend connecting to the Examity proctor and going through the authentication process does NOT count towards your exam time. The exam time starts when you see the first question. 1. Use a Windows or Mac OSX desktop or laptop computer with webcam (not a phone, tablet, or Chromebook) 2. Use Chrome, Firefox, or Edge. Chrome is the most compatible. Do not use Safari or Internet Explorer. 3. Log into ‘CMS TESTWise’) up to 30 minutes before your scheduled appointment date/time. 4. If popup blockers are enabled, they must be disabled in order to connect to the proctor. 5. Click the green ‘Start Exam’ button. 6. The Examity proctoring portal will open in a new web browser tab. 7. Click “Begin scheduled exam” and then click “Connect to proctoring”. This notifies Examity that you have arrived. Canceling, Rescheduling, and Missed Appointments 1. 1. Login to ‘CMS TESTWise’. 2. 2. Click the appropriate button to reschedule exam or cancel exam. 3. The Examity proctoring portal will open in a new web browser tab. 4. Click “Change appointment” 5. Follow the on-screen instructions. Examity cannot help you reschedule the exam. You can cancel or reschedule your exam anytime up until your scheduled appointment date. If your existing appointment is within the next 24 hours, you will be charged a $5 late cancellation fee. “On-demand scheduling” lets you choose an appointment time within the next 24 hours, which also incurs a $5 “on-demand” fee paid directly to Examity. If you miss your appointment, you will not be rescheduled and you will forfeit the testing fees. If you are late for your appointment, you may not be admitted. If you are more than 30 minutes late, you will be considered a non-refundable “no show.” If you leave the exam early for any reason, you will be considered to have been admitted to the Examination and will not be entitled to a refund of any fees paid. If you need special accommodations for testing, please contact [email protected] BEFORE you schedule an appointment. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 15 Tips for Taking the Examination 1. All responses on the Examination are multiple-choice. You need only to click boxes to designate your answers. No typing or writing is needed. 2. You do not have to select a final answer for every question as you come to it. The program will let you electronically flag those that you want to return to. 3. Some questions require two or three answers. Items with multiple answers will clearly state how many responses you need to select. Read carefully and remember that the Examination includes no trick questions. 4. Throughout the Examination, the computer screen will display how much time you have left so that you can pace yourself. When your time is up, the screen will display a message that says the Examination is over. If you finish earlier, you can leave. 5. The software will score your Examination and generate a feedback page.* It tells you how you performed on scored questions in each KSA area. This feedback page will be emailed to the address you provide when you make the appointment. 6. You will receive unofficial pass/fail feedback when you complete the Examination. The UAB will officially notify you of your results within two weeks. *This feedback page is intended to help you identify KSA areas that you may want to strengthen through experience and professional development. The page also will help you identify areas for additional preparation if you need to retake the Examination. Tips courtesy of Certification Management Services Inc. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 16 Benefits of Accreditation I earned Accreditation after an APR challenged me to do better, to think of public relations in a more systematic way and to take my career to a new level. — Kenn Dixon, M.A., APR Professionally, APR has infused me with the confidence, knowledge, skills and abilities to be at the table with CEOs and other decision makers. Further, it has allowed me to educate business leaders that public relations is front-end planning and integral to creating mutually beneficial relationships with stakeholders. It is not spin, and it is most definitely not “buzz.” As an APR, I know public relations is a thorough science of research, planning, implementation and evaluation. — Vanessa S. Stiles, APR For me, earning my APR was an acknowledgment of my broad experience, proficiency and commitment to behave ethically in the public relations industry. The APR credential informs the world that I am a professional PR practitioner, not someone who is just “in public relations.” The designation has become increasingly important as I moved into senior-level positions where I assumed more of a counselor role to the C-suite. — Kena Lewis, APR, Fellow PRSA The APR mindset pervades much of what I do — advising as a business mentor rather than “just” a PR person, tightened discipline in my communications planning and much stronger focus on results rather than activities. The guidance, approach and techniques reinforced throughout the APR process have guided my work to a higher plane, given me added influence and confidence, and helped me advance our profession’s abilities. These APR benefits have been very important to my career. — Ken Hunter, APR Accreditation has differentiated me among many organizations and corporations because it showcases further education and professional development. To many, by working with an APR, you are getting the best you can in the public relations field. — Jeffrey D. Ory, APR Accredited practitioners report to higher levels of management and earn more money than do non-Accredited practitioners, according to a survey of 1,500 members of the Public Relations Society of America, conducted as part of the UAB’s 2010 Practice Analysis. The research also found that Accredited practitioners engage more frequently in the strategic planning process and in public relations ethics and legal issues than do non-Accredited practitioners. — Bey-Ling Sha, Ph.D., APR, Fellow PRSA California State University Fullerton In 2019, A survey of more than 400 public relations educators and practitioners revealed that Accredited public relations practitioners were more likely to say they personally felt prepared to provide ethics counsel, to believe that practitioners should provide this type of counsel and to report that they personally were likely to provide ethics counsel than practitioners who are not Accredited. — Marlene Neill, Ph.D., APR, Fellow PRSA, Baylor University APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 17 Public Relations: A Management Function This chapter presents definitions and general information about public relations. This material provides background information but does not address specific knowledge, skills and abilities on the Examination. What Is Public Relations? “Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.” (EPR 11th, p. 5). How Does Public Relations Earn Public Understanding and Acceptance? Public relations fosters and maintains relationships between your organization and publics by finding common interests. Failures usually stem from communication breakdowns. What Is the Social Significance of the Practice of Public Relations? American business gave birth to public relations as it is practiced today. Growth and trends in business created the conditions for the public relations profession to develop. Typical 12 Functions of Public Relations Competencies 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. Public Relations Four-Step Process 6. Research 7. Plan 8. Implement, execute and communicate 9. Evaluate Other 10. Publicity and special events 11. Issues management 12. Crisis communication APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 18 Definitions Advertising: Paid communication; information placed in a communication delivery vehicle by an identified sponsor that pays for time or space. Advertising is a controlled method of delivering messages and gaining media placement. Brand: A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept. Branding: The process of creating and/or disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Community relations: An area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan area(s) where an organization operates. Community relations involves dealing and communicating with citizens and groups within an organization’s operating area. Controlled communication channels: 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. Counseling: Advising management about policies, relations and communications. Crisis communication: Protecting and defending an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing. See Managing Issues and Crisis Communication in this study guide. Employee relations: Activities designed to build sound relationships between an organization and its employees. Employee relations is a critical element in fostering positive opinions and behaviors of employees as ambassadors for the organization. Financial relations: An aspect of public relations responsible for fostering relationships with investor publics. Those include shareholders/stockholders, potential investors, financial analysts, the financial markets (such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission. Also known as investor relations or shareholder relations. Goodwill: An accounting term for the value of a business’ intangible assets. The goodwill amount equals the difference between the value of a company’s net tangible assets (total assets minus total liabilities) and the company’s market value. Goodwill is closely related to reputation. International Financial Reporting Standards require businesses to calculate goodwill value annually to determine how it has changed. The public relations management function may be responsible for protecting and enhancing goodwill. Government relations: An aspect of relationship building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies. The goal often is to influence public policy decisions compatible with the organization’s interests. Government relations involves dealing and communicating with legislatures and government agencies on behalf of an organization. Also see Public affairs and Lobbying. Grassroots organizing: An activist practice for creating social change among average people. Grassroots organizing is based on the power of people to take collective action on their behalf. This public relations technique is often used to sway public opinion and move legislators to action. “Grasstops” organizing uses the same strategy but involves community influencers. Issues management: The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 19 Lobbying: The specialized area of public relations that fosters and maintains relations with a government or its officials for the primary purpose of influencing legislation and regulation. Also see Government relations and Public affairs. Marketing: The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. It targets customers. Marketing communications: A combination of activities designed to sell a product, service or idea. These activities are designed to maintain consistent brand messaging across traditional and nontraditional communication channels. These channels include advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows and special events. Also called “integrated marketing communication” and “product publicity.” Media relations: Mutually beneficial associations between publicists or public relations professionals and journalists as a condition for reaching publics with messages of news or features of interest (publicity). The function includes both seeking publicity for an organization and responding to queries from journalists about the organization. Maintaining up-to-date lists of media contacts and a knowledge of media audience interests are critical to media relations. Also see Press agentry and Publicity. Press agentry: Creating newsworthy stories and events to attract media attention and gain public notice (although not all this attention may be positive). Also see Media relations, Promotion and Publicity. Proactive public relations: Taking the initiative to develop and apply public relations plans to achieve measurable results toward set goals and objectives. Also see Reactive public relations. Promotion: Activities designed to win publicity or attention, especially the staging of special events to generate media coverage. Promotional activities are designed to create and stimulate interest in a person, product, organization or cause. Also see Media relations, Press agentry and Publicity. Propaganda: Messages specifically designed to shape perceptions or motivate actions that an organization wants. The word was coined in the 17th century by the Roman Catholic Church and originally meant “writing to propagate the faith.” The word took on negative connotations in the 20th century and is usually associated with lies, deceit and misinformation. Propaganda devices: Glittering generalities (broad statements) Name calling (Vilify opponents.) Transfer (guilt or credit by association) Bandwagon (Everybody’s doing it.) Plain folks (anti-elitism, speaker presents as an “average person.”) Testimonials (Cite a celebrity, an authority figure or “plain folks” to endorse a cause.) Card stacking (one-sided arguments) Public: Any group of people tied together by some common factor or interest. Public relations practitioners identify and foster relationships with publics essential to the success or failure of organizations or clients. Some publics, such as residents of a specific neighborhood, advocates of certain issues or fans of a sports team, are self-defined. Members are aware of their connection to others in the group. Other publics are identified by public relations practitioners. They often use demographics, psychographics, motivating self-interests, status of current relationships with an organization, location or other characteristics to define these publics. (For example: retired residents 60 to 75 who live within five miles of our store and want to maintain an active lifestyle.) Members may not be aware that they are part of such a public. They may, however, acknowledge certain opinion leaders who influence their thinking on some topics. Publics differ from “audiences.” An audience is a group of listeners (or spectators) who may receive a message but otherwise have no common connection with one another. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 20 Public affairs: A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations. Also applies to public relations practices by the military and governmental agencies because of the 1913 Gillett Amendment. Also see Lobbying and Government relations. Public information: Information open to or belonging to the public. In government agencies, nonprofit organizations, or colleges and universities, the task of disseminating information from the organization to the public. The process is usually done through mass or social media. Also see Media relations. Publicity: Information from an outside source that is used by news organizations because it has news value. Publicity is an uncontrolled method of placing messages because the source does not pay the media for placement and cannot guarantee if or how the material will be used. Also see Media relations, Press agentry and Promotion. Reactive public relations: Response to crises and putting out fires defensively rather than initiating programs. Reactive public relations is practiced in various degrees. Some situations require implementation of an organization’s crisis plan. Also see Proactive public relations. Relationship: A connection or association between entities. Relationship is the central organizing principle of public relations scholarship. Human relationships are often described in terms of interactions, transactions, exchanges of influence, or shared communication between individuals or groups. Reputation management: Systematic actions and messages designed to influence what people in key publics think about an organization. Reputation management has long been a function of public relations and is often a priority in crisis management. The increased use of the internet and related social networks has given added urgency to the practice. The immediate and anonymous nature of the Web increases the risk of communications that can damage an organization’s reputation. Online reputation management is a growing specialized segment of public relations. Special events: Stimulating an interest in a person, product or organization by means of a focused “happening.” Activities designed to interact with publics and listen to them. Uncontrolled communications channels: Uncontrolled communications channels refer to the message- delivery methods that are not under direct control of the company, organization or sender of messages. These channels include newspapers and magazines, radio and television, external websites, externally produced blogs and social media commentaries, and externally developed news stories. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 21 Researching, Planning, Implementing and Evaluating Programs (RPIE) RPIE questions account for 30%of the Examination. Specific KSAs for these topics are: Research (Concepts): Understands and can apply primary and secondary, formal and informal, quantitative and qualitative methods. Decides on the population and sampling techniques. Understands instrument design. Develops a premise and research plan. Research (Applications): Uses a variety of research tools to gather information about the employer or client, industry, and relevant issues. Investigates stakeholders’ understanding of the product, organization and issues. Applies research findings. Analytical skills: Continuously analyzes the business environment that includes the client, stakeholders and employer. Objectively interprets data. Strategic thinking: Synthesizes relevant information to determine what is needed to position the client, organization or issue appropriately in its market/environment, especially with regard to changing business, political or cultural climates. Planning: Sets goals and objectives based on research findings. Distinguishes among goals, objectives, strategies and tactics. Distinguishes organizational/operational goals and strategies from communication goals and strategies. Aligns project goals with organizational mission and goals. Audience identification: Differentiates among publics, markets, audiences and stakeholders. Identifies appropriate audiences and the opinions, beliefs, attitudes, cultures and values of each. Assesses interests of influential institutions, groups and individuals. Identifies appropriate communication channels/vehicles for reaching target audiences. Identifies communities formed through technologies. Understands varying needs and priorities of individual constituent groups (e.g., investors, governmental agencies, unions, consumers). Diversity: Identifies and respects a range of differences among target audiences. Researches and addresses the cultural preferences and/or needs and barriers to communication of target audiences. Develops culturally and linguistically appropriate strategies and tactics. Implementation: Understands sequence of events. Develops timelines and budget. Assigns responsibilities. Executes planned strategies and tactics. Evaluation of programs: Determines if goals and objectives of public relations programs were met and the extent to which the results or outcomes of public relations programs have been accomplished. Uses evaluation results for future planning. Successful public relations programs require proactive, strategic planning. This planning includes measurable objectives, is grounded in research and is evaluated for return on investment. Because strategic planning is such a critical requirement for the public relations profession, questions on the RPIE process make up the largest portion of the Examination. By knowing this RPIE process and having the skills and abilities to apply it to the work you do every day, you can greatly increase your chances of success on the Examination and in your professional life. Both the Panel Presentation and Examination will assess your knowledge, skills and ability to apply the RPIE process. If you are not already doing so, begin developing public relations plans using this four-step process in your professional work. The process will help you prepare for the Examination and distinguish top-of- mind activities from research-based strategic plans that provide a return on investment and positively affect your organization’s goals. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 22 The Accreditation process focuses on strategic thinking and planning to achieve measurable public relations outcomes. This approach is consistent with the Barcelona Principles developed by the International Association for the Measurement and Evaluation of Communication in 2010 with updates in 2015 and 2020. The seven Barcelona Principles are: Goal setting and measurement are fundamental to communication and public relations. Measuring communication outcomes is recommended versus measuring only outputs. Outcomes include changes in awareness, comprehension, opinions or behavior. The effect on organizational performance can and should be measured where possible. Measurement and evaluation require both qualitative and quantitative methods. Advertising value equivalencies (AVEs) are not the value of communication. AVEs reflect only costs. Social media can and should be measured consistently with other media channels. Measurement and evaluation should be transparent, consistent and valid. Quick Self-Assessment Review the stages and levels for evaluating public relations programs in the references you have selected from the Bookshelf of Recommended Texts (See Readings, pp. 7, 8 and 9). Do you have experience writing plans that have both measurable objectives and measurable outcomes on opinions, knowledge or behavior? If you are confident about your ability to perform work according to the RPIE process, review the glossary, and test your judgment against the case studies provided in this study guide. If you’re not confident about your understanding of how to perform work according to the RPIE process, use this preparation process as an investment in your career. Candidates have reported that preparing for the Examination for Accreditation in Public Relations changed the way they practiced public relations, made them more valuable to their organizations and helped them be more successful in their careers. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 23 The Four-Step Process Different organizations and different authors use different acronyms: RACE (Research and Planning, Action, Communication, Evaluation), ROPE (Research, Objectives, Programming, Evaluation), or RPIE (Research, Planning, Implementation, Evaluation). The APR process uses RPIE. Whatever you call it, public relations planning addresses these four topics: Research/analysis of the situation Planning, goal/objective setting Implementation/execution/communication Evaluation Tip: Start at the beginning. Don’t rush to solutions or jump into tactics before you have done adequate research to analyze the situation, define the business problem, determine key publics and set measurable objectives. By beginning with research, you reduce uncertainty in later decision-making. Step 1: Research Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and determine the public relations consequences. Research is the foundation for effective strategic public relations planning. Research helps define the problem and publics. WHO do we want to reach? WHAT do we want people in each public to DO? WHAT messages do we want to communicate to each public that will: o Increase knowledge? o Change opinions? o Encourage desired behavior? Research Terms Primary or secondary Formal or informal Qualitative or quantitative Scientific method Research Considerations (Know advantages, disadvantages and appropriate application for each.) What decision will be made from research results, and what information is required to support the decision? What resources and budget are available for information gathering? What other parts of your organization — or other organizations — have already done research you could use? Does sample selection for a survey give you an accurate assessment of your target population? How big is your sample and universe/survey population? How will you collect data — surveys, interviews, focus groups? In-person or via telephone, mail or online? APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 24 How much time do you have? How scientific do you need to be; what level of confidence do you need to have in the data? What questions will you ask? Will the results be used internally only, or will results be made public? How will you tabulate answers? Information gathering usually begins with an analysis of relevant secondary sources. Sometimes secondary research is all you have the time or money to do. The key considerations in determining the scope of research you need are (1) what you need to find out and (2) how you plan to use research results. While secondary research may be enough in some situations, you will usually need primary research to establish benchmarks for assessing specific later outcomes. In Steps 1 and 2 of the Four-Step process, you do “formative” research. It provides background on the current situation, guides planning and signals needs for adjustments in program implementation. In Step 4 you do “summative” research. It assesses outcomes at the end of a program and may become “formative” research that establishes benchmarks for the next program. Step 2: Planning (goals, publics, objectives, strategies and tactics) Tip: These five planning elements will give you a framework for any PR situation. Even if you lack direct experience in public relations practice, these five elements can help you look past what you don’t know and effectively apply the knowledge, skills and abilities you have learned. Goals: Goals are longer-term, broad, global and future statements of “being.” Goals may include how an organization is uniquely distinguished in the minds of its key publics. Example: To become the recognized leader in our industry and foster continuing public support. Publics: Publics are groups of people tied together by some common element. Before starting to plan, public relations practitioners need to clearly define groups with which an organization needs to foster mutually beneficial relationships. Objectives need to say which public a public relations strategy is designed to reach. Objectives: Objectives focus on a shorter term than goals. Objectives are written after research on all publics is done. Objectives (1) define WHAT opinion, attitude or behavior you want to achieve from specific publics, (2) specify how much change you want to achieve from each public, and (3) tell by when you want to achieve that change. Objectives should be SMART: Specific (both action to be taken and public involved) Measurable Achievable Realistic (or relevant or results (outcome) oriented) Time-specific Objectives establish standards for assessing the success of your public relations efforts. Objectives come in three general types: Output objectives measure activities, e.g., issue 10 news releases during the month or post three tweets per day. Outputs can help monitor your work but have no direct value in measuring the effectiveness of a campaign. The Barcelona Principles discourage the use of output objectives. Process objectives call for you to “inform” or “educate” publics. Outcome objectives specify changes in awareness, opinions, behavior or support. (For example, “Increase downloads of our product coupon by 25% from October levels by Dec. 31.”) Outcome objectives require high-level strategic thinking. You must determine, for instance, APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 25 which changes would be consistent with organizational goals and demonstrate public relations effectiveness to management. (For example, a fundraising objective may be more appropriate for a nonprofit organization’s annual gala than an attendance or awareness objective. The group’s board is likely most concerned about raising money.) “Differentiate between measuring public relations ‘outputs,’ generally short-term and surface (e.g., amount of news coverage, number of blog posts) and measuring public relations ‘outcomes,’ usually more far-reaching and carrying greater impact (changing awareness, attitudes and even behavior)” (Seitel, 2001, 145). Strategies: Strategies provide the roadmap to your objectives. (Communication strategies target publics for change. Action strategies focus on organizations’ internal changes.) Strategies describe HOW to reach your objectives. Strategies include “enlist community influencers to …,” “accelerate involvement with …,” “position the company as …” or “establish strategic partnerships with ….” Tactics/tools: Tactics are specific elements of a strategy or tools for accomplishing a strategy. Examples include meetings, publications, product tie-ins, community events, news releases, online information dissemination and social networks. Activities are details of tactics: six meetings, four publications, three blog posts and one tweet per day. Activities have dates, indicate who is in charge and tell what attendance or outcome is expected. Step 3: Implementation: Executing the plan and communicating Actions the organization is taking as part of the plan. Messages sent through each communication channel. Timetables, budget allocations, accountabilities (who’s responsible for making sure each step is accomplished.) Number of people reached in each key public. Monitor results of actions and messages while keeping track of campaign milestones. Step 4: Evaluation Measure effectiveness of the program against objectives. Outcome objectives generally call for changes in awareness, opinions, behavior or support. Behavior change is usually considered the ultimate sign of public relations effectiveness. But some assessments consider long-term outgrowths of public relations actions as well. The highest level of public relations impact could be social or cultural changes. Determine how members of each key public interpreted messages. (Meaning comes from individual interpretations.) Identify ways to improve, and develop recommendations for the future. Adjust the plan, materials, messages and activities before going forward. Collect data and record information for use in research phase of next program. Public relations campaigns could fail for at least four reasons: People most interested in the issue may seek information elsewhere and may not see your messages. People interpreted campaign messages differently from what you intended. Objective information or counterarguments cannot always change opinions. People often seek information that supports their beliefs. As a result, some people may avoid or reject your campaign messages. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 26 How the Four-Step Process Is Assessed for Accreditation Panel Presentation Panel Presentation questionnaire Panel Presentation (includes a public relations plan and work samples that relate to this plan). Panelists can ask questions about what you presented and the information in your Panel Presentation questionnaire. Note: See Candidate’s Panel Presentation Instructions via the Links You Can Use on p. 6. Not only does the Panel Presentation Questionnaire require you to discuss a public relations plan, but the instructions also ask you to include this plan in your portfolio. Panelists are likely to ask you to discuss your involvement with this plan. Examination The Examination’s scenario questions require you to apply your understanding of the four-step process to arrive at the most appropriate answer. Here are questions to consider as you prepare for the Examination: Research Can you identify and select the research approach, methodologies and information-gathering needs that support planning decisions? Can you differentiate research methodologies: primary, secondary; formal, informal; qualitative, quantitative? Do you know how to apply definitions, examples and characteristics of different types of research? Do you understand time and budget constraints for various methodologies? Are you familiar with sample size? Costs, characteristics and delivery methods can help you identify the most appropriate research methodology for a particular situation. Example: If an issue requires information from legislators or CEOs, a survey is not the best tool. By knowing the characteristics or disadvantages of surveys, you know that personal interviews may be your most valid research method. Planning Publics: Are you able to identify and prioritize publics and segments of those publics? For instance, employees are a public; management is an important segment of the employee public. Some publics are more important than others. Can you select the most important public from a brief scenario? Do you know why this public is important? o Public relations practitioners have no such thing as “the general public.” Our total audience is composed of groups of publics with whom we can interact. o As you determine the most important publics, ask whether the public can help your organization achieve its goals and objectives, hinder your organization in achieving its goals and objectives, or hurt your organization in some way. Goals, objectives, strategies, tactics: Can you differentiate among these four terms? Example: Given a well-written objective, two very strong strategies or tactics, and a weaker or poorly written objective, would you be able to select the most appropriate objective? APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 27 Example objectives: a. Weak: Enhance our public image. b. Stronger: Improve recall of 10 important facts about our organization — from three to five — among key media representatives by June 1 of next year. c. Weak: Improve media relations. d. Stronger: Increase positive coverage on 10 key issues from 60% to 70%by the end of the year. Example strategies: Strategies include use of social media, media relations, public engagement, employee engagement, third-party endorsement and interactions with opinion leaders. Strategies may call for celebrating success among early adopters, positioning the organization or its products, correcting or clarifying positions, fostering viral online communication, or delivering specific information to certain decision makers. Examples of what is not a strategy: Scheduling a news conference, sending a newsletter, hosting a meeting (or series of meetings), writing a news release or planning a special event. These are tactics. Messages and spokespersons: After reading a very brief scenario, could you identify the most appropriate message and spokesperson? This level of knowledge can be developed in two ways: 1) professional experience, and 2) studying others, e.g., case studies in textbooks or the trade press. The following principles guide our professional judgment in message development and identification of a spokesperson: o Public relations’ responsibility to act in the public interest. o Ethical values of honesty, accuracy, fairness and full disclosure. o Ethical responsibility to our client or employer. o Organizational mission, values, goals and objectives. o Plans or program objectives to influence awareness, opinions or actions. o Desire to build mutually beneficial relationships. o Spokesperson’s credibility, prestige and likeability among key publics. o The needs, interests, values and concerns of key publics. o Key publics’ perceptions of risks and threats. Tactics and tools: After considering a range of options, could you determine the most appropriate use of tactics? Could you identify those that should be included in a plan? Criteria to consider in evaluating tactics include: o Available time and resources. o Ability to reach and influence key publics to achieve desired objectives. o Compliance with ethical and legal guidelines. o Return on investment. o Multiple methods and multiple touch points to reinforce consistent messages. Budget: Do you understand budgeting? Do you know what to include in a budget, e.g., staff time, materials and out-of-pocket expenses such as printing, postage, Web design and website hosting? APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 28 Evaluation Are you able to judge appropriate uses of evaluation? Can you link evaluation to specific publics and objectives? o Evaluation of success is only as good as the quality of the objectives. o Every objective should include a statement of how its accomplishment will be measured — both criteria and tools. o Outputs, outtakes and outcomes are different. Outputs and outtakes are measures of execution and strategy. Outcomes are measures of achieving objectives. o Evaluation helps practitioners in at least three ways: (1) verifies that public relations efforts were effective (because they met objectives), (2) demonstrates return on public relations investment, and (3) provides information for refining future public relations strategies. o Measurement should be included in the plan and budget. (Otherwise, assessments won’t be done.) Adapted from Texas Public Relations Association Jumpstart, 2006. Additional Resources Broom, G. M., & Sha, B-L. (2013). Cutlip and Center’s effective public relations (11th ed.). Upper Saddle River, N.J.: Pearson Education. (See chapters 11, 12, 13, 14.) Lukaszewski, J. E. (2007, September). Gaining and maintaining public consent: Building community relationships and overcoming opposition. Public Relations Tactics. Retrieved from http://e911.com/monos/articles/Tactics-Gaining-&-Maintaining-Public-Consent-09-07.pdf. Lukaszewski, J. E. (2007). Gaining Public Consent: How to build community relationships and overcome opposition (January/February 2008). All rights reserved. Reproduced with permission of the author. Retrieved from http://e911.com/monos/articles/California-Builde-Gaining-Public-Consent-January-2008.pdf. Lukaszewski, J. E. (1991). Managing Fear: Taking the risk out of risk communications. Presented before the Edison Electric Institute, Washington, D.C., Oct. 25, 1991. Retrieved from http://e911.com/speeches/08%20- %20Speech,%20Vital%20Speeches%20of%20the%20Day,%20Managing%20Fear,%2002-01-92.pdf. Newsom, D., & Haynes, J. (2011). Public relations writing: Form & style (9th ed.) Boston, Mass.: Wadsworth, Cengage Learning. (See chapter 5, The Public Relations Planning Process.) Smith, R. D. (2009). Strategic planning for public relations (3rd ed.). Mahwah, N.J.: Lawrence Erlbaum. (See Phase 2 on Strategy.) APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 29 Research Methodologies Exercise: Advantages, Disadvantages and Applications Put notes from your readings on this chart. Completing it in your own words will help you develop a stronger understanding of research concepts. Once you have completed it, check your chart against the answer key that begins on p. 30. Formal Informal Primary Secondary Advantages Disadvantages Method Focus groups Intercept interviews Telephone surveys (based on random sampling) Mail survey Online/email survey Content analysis Communications audit In-depth interviews Phone interviews Complaint reviews Tracking calls, purchases, hits, actions, placements Observations, visits, field reports APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 30 Formal Informal Primary Secondary Advantages Disadvantages Method Advisory panels Community forums Media analysis Research databases (such as Lexis/Nexis), literature review Fact finding Historical research Internet/social media research APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 31 Answer Key: Advantages, Disadvantages, Applications Method Formal Informal Primary Secondary Advantages Disadvantages Focus X X Speed. High cost. groups Efficient for qualitative data Low external validity. gathering. Requires multiple sessions for Ability to explore associations, reliability (at least two). relationships, reactions. Difficult to interpret. Can use supporting materials. Can’t generalize from results. Allows respondents to react to Limited content domain. one another. Information obtained is Provides the possibility of subjective. learning completely new Results cannot be charted and information. graphed. Management may not accept results as well as executives might accept survey data. Good results depend heavily upon experience and objectivity of person conducting the focus groups. Intercept X X Ability to target a geographic Limited in length and scope. interviews location or demographic group. Ability to clarify or probe responses. Can use supporting materials. Telephone X X Speed of administration. Requires professional phone surveys Ability to clarify, probe. bank. (based on No geographic limitations. Cost. random No sampling limitations. Limited in length and scope. sampling) Accepted as industry standard. Caller ID allows respondents to screen calls and reduce response rate. Not good for rankings, paired comparisons, evaluation of messages. Possible skew in favor of older respondents because many younger people don’t have landlines. Random-digit dialing can’t reach cell numbers. Mail survey X X Can be internally administered. Slow to completion. No cost differences based on Considerable time/labor geography. commitment for data entry. Can use rankings, comparisons. Limited control over who Can do message evaluations. completes. Can be included in existing Little ability to clarify question communication tools. wording, meanings. Convenient for respondent. Limited ability to use filter questions. Sample limitations. Cost can be high if response rates are low. Often yields very low response. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 32 Method Formal Informal Primary Secondary Advantages Disadvantages Online/ X X X Speed of data collection, lower Best with known populations. email cost of administration. Requires access to survey Excellent tool for known technologies. populations with access to May be difficult to generalize to technology. larger groups or populations. Can combine data collection Requires disciplined methods and gain administration and ability to advantages over telephone randomly sample from within and mail methods. universe to qualify as formal Can disaggregate results easily research; most often is for analysis. informal. Content X X X Can apply same scientific Requires careful definition of analysis sampling methods used in units of measurement, units social surveys to establish of observation and attributes reliability and validity. coded. Relatively low cost. Labor intensive, or use of Easy to replicate, extend over specialized software. time, sources. Value often limited to Measure latent content comparative descriptions or characteristics and manifest profiles. content characteristics. Can be combined with other research methods. Communi-- X X Assesses PR activities’ Can be costly. cations alignment with organization Requires thorough definition audit goals. and planning to do well. Can provide comprehensive Labor intensive. evaluation of communication Combines all disadvantages of tools used to support many focus groups, personal plans and programs. interviews and content Identifies bottlenecks in analysis. information flow within the organization. Provides independent evaluation of PR plans. In-depth X X All the advantages of telephone Very expensive. interviews and mail survey methods. Potential safety risk for Ability to collect unobtrusive interviewer. information. Difficult to monitor for quality. Extensive use of supporting Requires highly trained materials. interviewers. Complex probes. Slow to complete. Validation of respondent identity Geographic limitations. (best method for highly paid Access limitations. professionals and busy Interviewer effects may become people). significant. APR STUDY GUIDE © 2021 UNIVERSAL ACCREDITATION BOARD PAGE 33 Method Formal Informal Primary Secondary Advantages Disadvantages Phone X X All the advantages of telephone Expensive. interviews and mail survey methods. Difficult to monitor for quality. Ability to collect unobtrusive Requires highly trained information. interviewers. Extensive use of supporting Access limitations. materials. Interviewer effects may become Complex probes. significant. Validation of respondent identity. No geographic limitations. Can be completed more quickly than in-person interviews. Complaint X X May provide direct measure of Limited ability to project onto reviews impact objectives. greater population. Provides early warning of Validity reliant on emerging issues. accuracy/completeness of May provide baseline data of collection process. attitudes and perceptions. Provides foundation for formal research. Tracking X X May provide direct measure of Limited ability to project onto calls, impact objectives. greater population. purchases, Provides early warning of Should be combined with other hits, emerging issues. research methods. actions, Collects information on placements performance of campaign. May measure effects on attitudes, behaviors and perceptions. Observa- X X Ability to probe for insight. Limited ability to project onto tions, visits, Easily/quickly accessible. greater population. field Provides foundation for formal Geographic limitations. reports research. Low inter-rater reliability. Advisory X X Ability to probe for insight. Limited ability to project onto panels Easily/quickly accessible. greater population. Provides foundation for formal research. Community X X Ability to probe for insight. Difficult to assemble forums Provides foundation for formal representative sample. research. Limited ability to project onto greater population. Requires highly skilled facilitator. Media X X Identifies appropriate budget Check for completeness, analysis and media strategies. accuracy. Identifies what media Assessment limited to output

APR Study Guide 2021 PDF

Document Details

Tags

Related

Summary

Full Transcript