CPRS Strategic Planning 2 — Questions and Answers
Question 1: Which framework is most commonly used in PR strategic planning to assess internal strengths and external opportunities?
- PEST analysis
- SWOT analysis (Correct answer)
- Porter's Five Forces
- BCG Matrix
Correct answer: SWOT analysis
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is the foundational framework PR professionals use to assess both internal capabilities and external environment.
Question 2: In a PR strategic plan, what does the acronym RACE stand for?
- Research, Action, Communication, Evaluation (Correct answer)
- Reach, Audience, Content, Engagement
- Research, Audience, Campaign, Execution
- Reach, Action, Content, Evaluation
Correct answer: Research, Action, Communication, Evaluation
RACE (Research, Action, Communication, Evaluation) is a widely used PR planning model that structures the entire campaign process.
Question 3: A PR practitioner discovers through research that 60% of target stakeholders distrust the client brand. This finding should primarily inform which plan element?
- Budget allocation
- Communication objectives (Correct answer)
- Media buying schedule
- Crisis response protocol
Correct answer: Communication objectives
Stakeholder trust levels directly shape communication objectives, which should specifically address rebuilding or improving trust perceptions.
Question 4: Which type of PR objective is considered most strategically valuable to senior management?
- Output objectives (press releases distributed)
- Outtake objectives (message recall)
- Outcome objectives (attitude or behavior change) (Correct answer)
- Activity objectives (events hosted)
Correct answer: Outcome objectives (attitude or behavior change)
Outcome objectives measure actual changes in stakeholder attitudes, beliefs, or behaviors and directly tie PR work to business results.
Question 5: What is the primary purpose of a situation analysis in a PR strategic plan?
- To list all available communication channels
- To establish the budget ceiling
- To provide context that justifies the strategy (Correct answer)
- To identify potential crisis scenarios
Correct answer: To provide context that justifies the strategy
A situation analysis establishes the factual backdrop—current environment, stakeholder perceptions, competitive landscape—that justifies the strategic choices that follow.
Question 6: When aligning a PR plan with corporate strategy, the PR practitioner's FIRST step should be to:
- Draft key messages for each stakeholder group
- Identify the organization's business goals and priorities (Correct answer)
- Select the most cost-effective media channels
- Establish a measurement dashboard
Correct answer: Identify the organization's business goals and priorities
PR strategy must cascade from business goals; understanding organizational priorities ensures PR objectives directly support what the organization is trying to achieve.
Question 7: A PR plan calls for increasing employee engagement scores by 15% in 12 months. This is best characterized as a(n):
- Strategy
- Tactic
- Objective (Correct answer)
- Goal
Correct answer: Objective
An objective is specific, measurable, achievable, relevant, and time-bound (SMART)—this statement meets all five criteria.
CPRS Strategic Planning 2
Which framework is most commonly used in PR strategic planning to assess internal strengths and external opportunities?