APR APR Campaign & Program Management 1 — Questions and Answers
Question 1: What is the primary purpose of a situation analysis (SWOT) at the start of an APR campaign?
- To assess internal strengths and weaknesses alongside external opportunities and threats (Correct answer)
- To set the final budget for the campaign
- To identify which media channels to use
- To determine the campaign's tagline
Correct answer: To assess internal strengths and weaknesses alongside external opportunities and threats
A SWOT analysis evaluates internal capabilities and external conditions to inform strategic planning.
Question 2: Which planning model, widely referenced in the APR exam, uses the sequence Research, Action, Communication, Evaluation?
- RACE model
- PESO model
- RPIE model (Correct answer)
- SMART model
Correct answer: RPIE model
RPIE (Research, Planning, Implementation, Evaluation) is the four-step model commonly tested on the APR exam.
Question 3: In campaign management, a 'formative evaluation' is best described as:
- Evaluation conducted before or during a campaign to refine tactics (Correct answer)
- Final measurement of outcomes after the campaign ends
- A cost-benefit analysis presented to the client
- Audience segmentation conducted post-launch
Correct answer: Evaluation conducted before or during a campaign to refine tactics
Formative evaluation occurs before or during a campaign to improve messaging and strategy in real time.
Question 4: Which of the following best defines a campaign 'objective' in public relations planning?
- A broad statement of the campaign's general direction
- A specific, measurable, time-bound outcome linked to a goal (Correct answer)
- A list of tactics to be executed
- A description of the target audience
Correct answer: A specific, measurable, time-bound outcome linked to a goal
Objectives are SMART statements that define measurable outcomes, distinguishing them from broad goals.
Question 5: A public relations practitioner is managing a multi-month campaign. The Gantt chart tool is most useful for:
- Tracking financial expenditures
- Visualizing the timeline and sequence of campaign tasks (Correct answer)
- Segmenting audience demographics
- Writing key messages
Correct answer: Visualizing the timeline and sequence of campaign tasks
A Gantt chart maps tasks against a timeline, making it ideal for project scheduling and milestone tracking.
Question 6: Which budget approach requires justifying every line item from zero each budget cycle rather than building on the prior year?
- Incremental budgeting
- Zero-based budgeting (Correct answer)
- Top-down budgeting
- Percentage-of-sales budgeting
Correct answer: Zero-based budgeting
Zero-based budgeting starts from scratch each cycle, requiring justification for every expenditure.
APR APR Campaign & Program Management 1
What is the primary purpose of a situation analysis (SWOT) at the start of an APR campaign?