APR APR Campaign & Program Management 2 — Questions and Answers
Question 1: A campaign KPI (Key Performance Indicator) differs from a campaign goal in that a KPI:
- Is broader and less specific than a goal
- Is a measurable metric used to track progress toward a goal (Correct answer)
- Is only used in the evaluation phase
- Applies only to social media campaigns
Correct 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.
Question 2: When writing a campaign brief, the 'key message' section should:
- List every fact about the organization
- Contain three to five core statements that all communications reinforce (Correct answer)
- Provide a full script for spokespeople
- Detail the media list and contacts
Correct 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.
Question 3: The difference between 'outputs' and 'outcomes' in campaign evaluation is that outputs measure:
- Long-term behavior change
- Activities produced, while outcomes measure audience change (Correct answer)
- Return on investment only
- Media impressions from paid placements
Correct 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.
Question 4: A public relations manager discovers the campaign is 30% over budget at the halfway point. The first recommended step is to:
- Cancel remaining tactics immediately
- Conduct a variance analysis to identify where overspending occurred (Correct answer)
- Increase the budget request without explanation
- Ignore it until the campaign ends
Correct 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.
Question 5: 'Earned media' in the PESO model refers to:
- Content the organization pays to place
- Coverage or mentions secured through media relations or sharing (Correct answer)
- Content published on owned channels
- Partnerships with influencers under contract
Correct 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.
Question 6: Which of the following is the MOST appropriate use of a logic model in a PR program?
- Designing the visual identity of a campaign
- Mapping the relationship between inputs, activities, outputs, and outcomes (Correct answer)
- Writing copy for press releases
- Setting employee performance reviews
Correct 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.
APR APR Campaign & Program Management 2
A campaign KPI (Key Performance Indicator) differs from a campaign goal in that a KPI: