CPRS Strategic Planning 4

Question 1

A PR practitioner is building a five-year strategic communications plan. Which planning horizon challenge is most significant?

Accepted Answer

Inability to predict technological and social changes

Answer

Long-horizon planning is complicated by the rapid pace of technological, social, and media change that makes specific predictions increasingly uncertain.

Question 2

Which approach to identifying target publics asks 'Who is affected by this issue AND has the power to affect us?'

Accepted Answer

Situational theory of publics

Answer

Grunig's situational theory of publics categorizes audiences by problem recognition, constraint recognition, and level of involvement, helping identify active vs. passive publics.

Question 3

A company has limited PR budget and must choose between national media outreach and deep community engagement in one city. This is an example of a(n):

Accepted Answer

Strategic trade-off decision

Answer

Strategic trade-offs occur when resource constraints require planners to choose between competing approaches, each with different reach and depth implications.

Question 4

When developing PR objectives, the 'relevant' criterion in SMART most closely means:

Accepted Answer

The objective directly supports a business or organizational goal

Answer

Relevant PR objectives must align with and contribute to broader organizational or business goals, ensuring PR activities create real organizational value.

Question 5

Which term describes a PR strategy where the organization shares its perspective before journalists or critics frame the story negatively?

Accepted Answer

Getting ahead of the story

Answer

'Getting ahead of the story' is a proactive PR strategy where an organization releases information on its own terms to shape initial coverage before others define the narrative.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Strategic Planning 4