APR APR Campaign & Program Management 2

Question 1

A campaign KPI (Key Performance Indicator) differs from a campaign goal in that a KPI:

Accepted Answer

Is a measurable metric used to track progress toward a goal

Answer

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:

Accepted Answer

Contain three to five core statements that all communications reinforce

Answer

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:

Accepted Answer

Activities produced, while outcomes measure audience change

Answer

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:

Accepted Answer

Conduct a variance analysis to identify where overspending occurred

Answer

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:

Accepted Answer

Coverage or mentions secured through media relations or sharing

Answer

Earned media is coverage gained organically through news value, media pitching, or audience sharing, not paid placement.

(APR) Accreditation in Public Relations Certified Practice Test