Public Relations Strategic PR Planning 1 — Questions and Answers
Question 1: In the RACE PR planning model, what does 'R' stand for?
- Research (Correct answer)
- Reach
- Results
- Reputation
Correct answer: Research
RACE stands for Research, Action (planning), Communication, and Evaluation—a four-step strategic framework widely used in PR planning.
Question 2: A SWOT analysis in PR strategic planning examines:
- Strengths, Weaknesses, Opportunities, and Threats (Correct answer)
- Strategy, Writing, Outreach, and Tactics
- Stakeholders, Workflow, Objectives, and Timelines
- Social media, Website, Outreach, and Targeting
Correct answer: Strengths, Weaknesses, Opportunities, and Threats
SWOT analysis helps PR planners understand internal capabilities (Strengths, Weaknesses) and external environment (Opportunities, Threats) before developing strategy.
Question 3: What distinguishes a PR 'goal' from a PR 'objective'?
- Goals are broad aspirational outcomes; objectives are specific, measurable milestones (Correct answer)
- Goals are short-term; objectives are long-term
- Goals apply to media relations; objectives apply to social media
- Goals are set by clients; objectives are set by PR agencies
Correct answer: Goals are broad aspirational outcomes; objectives are specific, measurable milestones
In PR planning, goals articulate the broad desired outcome (e.g., increase brand awareness), while objectives are SMART—specific, measurable, and time-bound steps toward that goal.
Question 4: The 'two-way symmetrical' model of PR, developed by James Grunig, is characterized by:
- Mutual dialogue and balanced communication between organization and publics (Correct answer)
- One-way information distribution from organization to audiences
- Persuasive messaging designed to change public opinion
- Asymmetrical information flow favoring the organization
Correct answer: Mutual dialogue and balanced communication between organization and publics
Two-way symmetrical PR involves genuine dialogue and a willingness to change organizational behavior based on stakeholder feedback, not just influence audiences.
Question 5: In PR, 'primary research' refers to:
- Original data collected specifically for the current PR program (Correct answer)
- Academic articles and published industry reports
- Competitor press coverage analysis
- Historical communication audits
Correct answer: Original data collected specifically for the current PR program
Primary research involves collecting new data through surveys, focus groups, interviews, or experiments tailored to the specific PR planning need.
Question 6: What does 'stakeholder mapping' help PR professionals accomplish?
- Identify and prioritize key audiences based on their influence and interest (Correct answer)
- Track media coverage across different platforms
- Map the geographic reach of a PR campaign
- Assign tasks to team members in a PR agency
Correct answer: Identify and prioritize key audiences based on their influence and interest
Stakeholder mapping plots audiences on a grid by their power/interest levels, helping PR teams allocate communication resources toward the most critical relationships.
Public Relations Strategic PR Planning 1
In the RACE PR planning model, what does 'R' stand for?