APR Campaign & Program Management Flashcards
6 cards from real APR practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 APR Campaign & Program Management flashcards as text
A campaign KPI (Key Performance Indicator) differs from a campaign goal in that a KPI:
Answer: Is a measurable metric used to track progress toward a goal
KPIs are quantifiable metrics that indicate whether a campaign is progressing toward its stated goals.
When writing a campaign brief, the 'key message' section should:
Answer: Contain three to five core statements that all communications reinforce
Key messages are a concise set of core statements designed to be consistently reinforced across all campaign materials.
The difference between 'outputs' and 'outcomes' in campaign evaluation is that outputs measure:
Answer: Activities produced, while outcomes measure audience change
Outputs are the volume of work produced (press releases, events), while outcomes reflect changes in awareness, attitude, or behavior.
A public relations manager discovers the campaign is 30% over budget at the halfway point. The first recommended step is to:
Answer: Conduct a variance analysis to identify where overspending occurred
Variance analysis identifies the specific cost drivers causing the overrun so corrective decisions can be made strategically.
'Earned media' in the PESO model refers to:
Answer: Coverage or mentions secured through media relations or sharing
Earned media is coverage gained organically through news value, media pitching, or audience sharing, not paid placement.
Which of the following is the MOST appropriate use of a logic model in a PR program?
Answer: Mapping the relationship between inputs, activities, outputs, and outcomes
A logic model visually links resources and activities to their intended outputs and outcomes, supporting program planning and evaluation.