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Strategic PR Planning Flashcards

6 cards from real Public Relations practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 6 Strategic PR Planning flashcards as text

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

    Answer: Research

    RACE stands for Research, Action (planning), Communication, and Evaluation—a four-step strategic framework widely used in PR planning.

  2. A SWOT analysis in PR strategic planning examines:

    Answer: Strengths, Weaknesses, Opportunities, and Threats

    SWOT analysis helps PR planners understand internal capabilities (Strengths, Weaknesses) and external environment (Opportunities, Threats) before developing strategy.

  3. What distinguishes a PR 'goal' from a PR 'objective'?

    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.

  4. The 'two-way symmetrical' model of PR, developed by James Grunig, is characterized by:

    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.

  5. In PR, 'primary research' refers to:

    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.

  6. What does 'stakeholder mapping' help PR professionals accomplish?

    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.

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Sources & references

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  1. accreditation.prsa.org — Renewal, registration, retake fee, retake policy, score release, test dates, eligibility, fees, exam format · verified Oct 2026
  2. nspra.org — Test delivery · verified Oct 2026