Public Relations Strategic PR Planning

Question 1

In the RACE PR planning model, what does 'R' stand for?

Accepted Answer

Research

Answer

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:

Accepted Answer

Strengths, Weaknesses, Opportunities, and Threats

Answer

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'?

Accepted Answer

Goals are broad aspirational outcomes; objectives are specific, measurable milestones

Answer

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:

Accepted Answer

Mutual dialogue and balanced communication between organization and publics

Answer

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:

Accepted Answer

Original data collected specifically for the current PR program

Answer

Primary research involves collecting new data through surveys, focus groups, interviews, or experiments tailored to the specific PR planning need.

Public Relations Practice Test

Public Relations Practice Test

Public Relations Strategic PR Planning