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

A SWOT analysis evaluates internal capabilities and external conditions to inform strategic planning.

Question 2

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

Accepted Answer

RPIE model

Answer

RPIE (Research, Planning, Implementation, Evaluation) is the four-step model commonly tested on the APR exam.

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

Formative evaluation occurs before or during a campaign to improve messaging and strategy in real time.

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

Objectives are SMART statements that define measurable outcomes, distinguishing them from broad goals.

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

A Gantt chart maps tasks against a timeline, making it ideal for project scheduling and milestone tracking.

(APR) Accreditation in Public Relations Certified Practice Test