Docsity
Log inSign up
Docsity
Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity

Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan

Guidelines and tips
Guidelines and tips
Sell on Docsity
Sell on Docsity
Log inSign up

Prepare for your exams

Study with the several resources on Docsity

Find documents

Prepare for your exams with the study notes shared by other students like you on Docsity

Search Store documents

The best documents sold by students who completed their studies

Search through all study resources
Docsity AINEW

Summarize your documents, ask them questions, convert them into quizzes and concept maps

Explore questions

Clear up your doubts by reading the answers to questions asked by your fellow students

Earn points to download

Earn points by helping other students or get them with a premium plan

Share documents
download point icon20 Points

For each uploaded document

Answer questions
download point icon5 Points

For each given answer (max 1 per day)

All the ways to get free points
Get points immediately

Choose a premium plan with all the points you need

Study Opportunities

Choose your next study program

Get in touch with the best universities in the world. Search through thousands of universities and official partners

Community

Ask the community

Ask the community for help and clear up your study doubts

University Rankings

Discover the best universities in your country according to Docsity users

Free resources

Our save-the-student-ebooks!

Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors

From our blog

Exams and Study
Go to the blog

PRSA APR Cheat Sheet: Key Concepts & Ethics for PR Pros, Exams of Public Relations

Pikes Peak Community CollegePublic Relations

This cheat sheet provides a concise overview of essential pr concepts, ethical principles, and practical tools for public relations professionals. It covers key planning processes, audience analysis, objective setting, ethical considerations, crisis communication strategies, and the diffusion of innovation theory. The document also includes a summary of relevant legal and regulatory frameworks, such as antitrust laws and libel standards.

Typology: Exams

2024/2025

Available from 04/16/2025

tizian-kylan
tizian-kylan 🇺🇸

2.7

(21)

3.8K documents

1 / 10

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
1 / 5
PRSA APR Cheat Sheet
1. PRSA Values
:
HE FAIL
Honesty
Expertise
Fairness
Advocacy
Independence
Loyalty
2. Four Step Planning Process
:
RPIE
Research: Define the PR problem, situation analysis
Planning: Strategy
Implementation: Take action &
communicateEvaluation: Assessment
pf3
pf4
pf5
pf8
pf9
pfa

Partial preview of the text

Download PRSA APR Cheat Sheet: Key Concepts & Ethics for PR Pros and more Exams Public Relations in PDF only on Docsity!

PRSA APR Cheat Sheet

  1. PRSA Values : HE FAIL Honesty Expertise Fairness Advocacy Independence Loyalty
  2. Four Step Planning Process : RPIE Research: Define the PR problem, situation analysis Planning: Strategy Implementation: Take action & communicateEvaluation: Assessment
  1. Problem Statement : 5 Ws and H
  2. What is the source of concern?
  3. Where is this a concern?
  4. When is this a concern?
  5. Who is involved or affected?
  6. How are they involved or affected?
  7. What is the impact to the organization and its publics? 4. Audience : 1. Who needs to know?
  8. Who needs to be involved?
  9. Who is affected or has something to gain/lose?
  10. Whose support do we need?
  11. Objective : Who does what for whom by how much and when?Must be SMART, outcome/behavior-focused
  12. 10 - Step PR Plan

7. Ethical Principles : CC-FedsCompetition Conflict of Interest Free Flow of Information Enhancing the Profession Disclosure of Information Safeguarding Confidences Act in the public interest Use honesty and integrity as your guide Avoid conflict of interest; real, perceived, potentialEnsure truth and accuracy

  1. Free flow of information
  2. Do not disseminate false or misleading information
  3. If you make a mistake, correct with all publicsDeal fairly with all publics 8. Ethical Process : IF VA then PD
  4. Identify ethical issue or concern
  5. Identify internal/external factors
  6. Identify key values
  7. Identify who will be affected and PR professional's relationship to each
  8. Identify ethical principles
  1. Make your decision and justify it

8. 5 Forces (power and weakness) : 1. Supplier power

  1. Buyer power
  2. Competitive rivalry
  3. Threat of new entrant
  4. Threat of substitution 9. Managing Relationships : 3 Pillars of Reputation: 1. economic
  5. social
  6. deliver outcomes to stakeholders 10. Managing Relationships : 7 Dimensions of Brand: 1. Product
  7. Innovation
  8. Performance
  9. Citizenship
  10. Workplace
  11. Leadership
  12. Governance
  1. 4 Models of PR: 1) Press Agentry/Publicity
  1. Public Information
  2. Two-Way Asymmetric
  3. Two-Way Symmetric
  1. Sherman/Clayton; Robinson/Putnam Antitrust: * 8K: 4 days "material" changes to organization
  • 10K: 60 days (annual report including MD&A, SWOT)
  • 10Q: 45 days "unaudited" quarterly report
  • Def 14A proxy statement announcing shareholders meeting
  • 5c "gag": 90 - day embargo on publicity material from date security is registered untileffective
  • 10 - b5: truth and accuracy in all publicity materials including speeches, press releases, etc.
  • Reg FD (Fair Disclosure): disclose financial information to all shareholders at the

same time

  • Sarbanes-Oxley (SOX) verify accounting controls are in place
  1. 4 Defenses Against Libel: 1. Truth
  2. Fair comment
  3. Privilege
  4. Retraction
  5. 6 Standards of Proof of Libel (EPR p. 142): Proof libel DID PuFF
  6. Defamation
  7. Identification
  8. Damages
  9. Publication
  10. Fault
  11. Falsity
  12. 9 Steps to Restore Trust: To restore trust READ A C
  13. Restitution
  14. Explanation
  15. Apologize
  16. Declaration
  17. Affirmation
  18. Contrition
  19. Consultation
  20. Communication
  1. Establish regular cadence of communications
  2. Return to normal operations of the organization
  3. Adjust strategies and policies as needed
  4. Recovery -- strategies and organizational changes
  5. What is public relations?: Public relations is the management function that establishes and maintains mutually beneficial relationships between an organizationand the publics on whom its success or failure depends.
  6. Barcelona Principles: 1. Goal setting and measurement are fundamental to communication and PR
  7. Measuring communication outcomes is recommended vs. only measuring outputs
  8. the effect on organizational performance can and should be measured where possible
  9. Measurement and evaluation require both qualitative and quantitative methods
  10. Advertising Value Equivalents do not measure the value of communications/PR
  11. Social media can and should be measured consistently with other media channels
  12. Measurement and evaluation should be transparent, consistent, and valid