APR APR Campaign & Program Management

Question 1

What is the primary purpose of a situation analysis (SWOT) at the start of an APR campaign?

Accepted Answer

To assess internal strengths and weaknesses alongside external opportunities and threats

Answer

To set the final budget for the campaign

Answer

To identify which media channels to use

Answer

To determine the campaign's tagline

Question 2

Which planning model, widely referenced in the APR exam, uses the sequence Research, Action, Communication, Evaluation?

Accepted Answer

RPIE model

Answer

RACE model

Answer

PESO model

Answer

SMART model

Question 3

In campaign management, a 'formative evaluation' is best described as:

Accepted Answer

Evaluation conducted before or during a campaign to refine tactics

Answer

Final measurement of outcomes after the campaign ends

Answer

A cost-benefit analysis presented to the client

Answer

Audience segmentation conducted post-launch

Question 4

Which of the following best defines a campaign 'objective' in public relations planning?

Accepted Answer

A specific, measurable, time-bound outcome linked to a goal

Answer

A broad statement of the campaign's general direction

Answer

A list of tactics to be executed

Answer

A description of the target audience

Question 5

A public relations practitioner is managing a multi-month campaign. The Gantt chart tool is most useful for:

Accepted Answer

Visualizing the timeline and sequence of campaign tasks

Answer

Tracking financial expenditures

Answer

Segmenting audience demographics

Answer

Writing key messages

Question 6

Which budget approach requires justifying every line item from zero each budget cycle rather than building on the prior year?

Accepted Answer

Zero-based budgeting

Answer

Incremental budgeting

Answer

Top-down budgeting

Answer

Percentage-of-sales budgeting