Certificate Study Guide 2nd Edition FINAL 121015
Certificate in Principles of Public RelationsExamination Second EditionStudy Guidefor the Certificate in Principles of Public Relations ExaminationA Preparation Tool for Candidates 2015 Universal Accreditation BoardFunctioning as part of the Public Relations Society of Americawww.praccreditation.org
AcknowledgementsUniversal Accreditation Board (UAB) members have developed this study guide to help candidates preparefor the Certificate in Principles of Public Relations Examination. The Certificate, launched by the UniversalAccreditation Board in 2013, provides third-party validation of what entry-level candidates know about publicrelations and helps managers differentiate applicants entering the workforce. The Examination resulted fromfive years of research and development led by Jay Rayburn, Ph.D., APR, CPRC, Fellow PRSA, of FloridaState University and involved multiple subject-matter experts in public relations. Examination items assessbasic knowledge of public relations principles, with particular emphasis on the four-step process of publicrelations and on ethics. The Examination has been thoroughly tested for validity. Successful completion ofthe Examination demonstrates a significant degree of knowledge of public relations principles and ethics.Feedback on this study guide is always welcome. This second edition has incorporated suggestions fromprevious Examination candidates. Please send comments to accred@prsa.org.About the Universal Accreditation BoardThe Universal Accreditation Board is a credentialing agency for members of eight public relationsprofessional organizations and public affairs practitioners in the Department of Defense. The board iscomposed of a diverse group of public relations practitioners, public relations educators and military publicaffairs personnel who oversee the Accreditation program. It includes three credentials: Accredited in PublicRelations (APR), Accredited in Public Relations and Military Communication (APR M) and the Certificate inPrinciples of Public Relations.Editors of the Second EditionDouglas F. Cannon, Ph.D., APR M, Fellow PRSA, Virginia Polytechnic Institute and State UniversitySusan G. Barnes, APR, Fellow PRSA, Belmont University (retired)Members of the Universal Accreditation Board 2015 Examination Preparation WorkgroupSusan G. Barnes, APR, Fellow PRSA, Belmont UniversityDouglas F. Cannon, Ph.D., APR M, Fellow PRSA, Virginia Polytechnic Institute and State UniversityJohn Forde, Ph.D., APR, Fellow PRSA, Mississippi State UniversityAnthony W. D’Angelo, APR, Fellow PRSA, Syracuse UniversityLanette Hart, APR, CPRC, Hart and AssociatesMissy LaBorde, APR, Louisiana State University of AlexandriaMitchell E. Marovitz, Ph.D., APR, University of MarylandCertificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 2
ContentsIntroduction . 5Readings . 7Tips and What to Expect . 9Tips for Preparation . 9What to Expect at the Prometric Testing Center . 9Tips for Taking a Computer-Based Examination . 10Public Relations: A Management Function . 12What Is Public Relations? . 12Definitions . 13Research, Planning, Implementation and Evaluation . 16The Four-Step Process . 17How the Four-Step Process Is Assessed on the Examination . 20Writing a Public Relations Plan. 23Plan Formats and Styles . 28Research Methodologies . 30Content Analysis. 35Survey Research . 35Sample Size . 37Focus Group Research . 39Scientific Method Research . 40Diversity . 41Definitions . 43Communication Theories and Models . 47Theories . 47Communication Models . 55Publics and Public Opinion . 60The Public Opinion Process. 61Media Relations . 63Ethics and Law . 66Ethics. 66Laws for Public Relations Professionals . 70Using Information Technology Efficiently . 73Business Literacy . 75Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 3
Business Literacy Scavenger Hunt . 76Business Laws and Regulations . 79History Highlights. 81Eras of Public Relations . 81Figures and Events in Public Relations History . 84Crisis Communication Management. 85Case Study and Public Relations Plan Examples . 88 Case Study: Blue Ridge Water Company. 88 Plan: Blue Ridge Water Company (First Steps) . 89 Case Study: Healthtech Labs . 92 Plan: Healthtech Labs . 93Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 4
IntroductionWe are glad you are preparing to earn the Certificate in Principles of Public Relations. We’re sure that you willfind the experience fascinating and rewarding. Taking the Certificate Examination will give you a valuablehead start toward becoming Accredited in Public Relations (APR) when you become eligible to sit for theExamination for Accreditation in Public Relations.About the ExaminationDevelopment of the Examination for the Certificate in Principles of Public Relations has involved scores ofvolunteers, thousands of hours, world-class research, consulting and test development companies, and fiveyears of focused work. The Examination is the product of a thorough scientific process that has beengrounded in state-of-the-art best practices in professional testing.Each question on the Examination has gone through rigorous development, sourcing and pre-testing. Asubject-matter expert who was trained by a test development specialist to write test questions developed eachitem you will encounter. All questions were tied to a reference in the public relations body of knowledge, peerreviewed and then revised by the author. Each question was then edited for readability and clarity by aprofessional test editor; reviewed by a professional psychometrician; and reviewed, revised or rejected by anational panel of experts that included many of the leading authors, academicians and practitioners in ourindustry.What’s on the ExaminationThe Examination tests eight groupings of knowledge, skills and abilities (KSAs). The chart below indicatesthe percentage of the Examination that is devoted to each category. Detailed descriptions of the subsets ofeach KSA grouping are given in the following chapters.KSA GroupResearching, Planning, Implementing and Evaluating ProgramsCommunication Models and TheoriesMedia RelationsEthics and LawUsing Information Technology EfficientlyBusiness LiteracyHistory and Current Issues in Public RelationsCrisis Communication Management% of theExamination25%15%15%12%12%10%6%5%Your ResultsThe Universal Accreditation Board will notify you about whether you passed or failed the Examination. Youwill receive a Certificate in Principles of Public Relations if you are successful. Please note that you may notuse initials after your name to indicate that you earned this Certificate, but you are strongly encouraged to putinformation about the Certificate on your resume and to highlight this accomplishment as you approachpotential employers.Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 5
Questions, Concerns, Schedule Problems?Answers to Frequently Asked Questions about the Examination for the Certificate in Principles of PublicRelations are available at icate-Principles-PR-FAQ.pdf.If you find that you cannot participate in the Examination after you have scheduled your appointment with aPrometric testing site, you may reschedule. You must rearrange the test time, however, at least two fullbusiness days before your initially scheduled appointment. You may not reschedule via the Web butmust do so by calling 1-(800) 853-6775. You will be asked for your confirmation number, so be sure to haveit available.The fee you have paid for the Examination will not be refunded if you fail to complete the Examination forany reason. Your fee may not be transferred to any other testing cycle or to any other person.If you have questions or concerns about your Examination participation, please contact Kathy Mulvihill,senior manager of the Accreditation Program, c/o PRSA, 33 Maiden Lane, 11th Floor, New York, NY10038, telephone: (212) 460-1436.Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 6
ReadingsThe Universal Accreditation Board suggests that candidates for the Certificate in Principles of PublicRelations review contents of at least one general text and one or more of the specialized texts from the ShortBookshelf of Texts below. In some sections of this study guide you will find references to resources not onthe recommended bookshelf. These references are intended to encourage you to explore the knowledge, skillsand abilities (KSAs) further.Short Bookshelf of Texts AP Stylebook current editionThe Associated Press Stylebook and Briefing on Media Law (current edition). New York: The AssociatedPress. EPR 11th edition or currentBroom, G. M., & Sha, B-L (2013). Cutlip and Center’s Effective Public Relations (11th or current ed.).Upper Saddle River, N.J: Pearson Education. Primer of PRStacks, D. W. (2002). Primer of Public Relations Research. New York: Guilford Press. Strategies and Tactics 11th edition or currentWilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics (11th orcurrent ed.). Upper Saddle River, N.J.: Pearson Education. Strategic Planning 3rd edition or currentSmith, R. D. (2009). Strategic Planning for Public Relations (3rd or current ed.). Mahwah, N.J.:Lawrence Erlbaum.References by KSAThe following references from the Short Bookshelf correspond to sections of this study guide and to theknowledge, skills and abilities the Certificate Examination will test. Please note that some chapters addressseveral areas of KSAs.Definitions of Public Relations (Practice, Function, Roles) EPR 11th, chapters 1 and 2 Primer of PR, chapter 2 Strategies and Tactics, chapters 1 and 4Research, Planning, Implementation and Evaluation EPR 11th, chapters 11, 12, 13 and 14 Primer of PR, Part II: Informal Research Methodology; Part III: Formal Research Methodology Strategies and Tactics, chapters 5, 6, 7 and 8 Strategic Planning, all content, a step-by-step planning process for public relations professionalsCertificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 7
Communication Models and Theories EPR 11th, chapters 7, 8 and 12 Strategies and Tactics, chapters 7, 9 and 11 Strategic Planning, Step 6: Using Effective CommunicationMedia Relations AP Stylebook, Sports Guidelines and Style, Business Guidelines, and Guide to Punctuation sections EPR 11th, chapters 10 and 16 (Facilitating Media Relations) Strategies and Tactics, chapters 3 (Ethical Dealings With News Media), 11, 13, 14, 15 and 16 Strategic Planning, Step 6: Using Effective Communication; Step 7: Choosing CommunicationTacticsEthics and Law AP Stylebook, Briefing on Media Law section EPR 11th, chapters 5 and 6 Primer of PR, chapter 3 Strategies and Tactics, chapters 3, 9 (The Ethics of Persuasion) and 12Using Information Technology Efficiently EPR 11th, chapters 4 (Digital Age and Globalization), 6 (The Internet) and 10 (New Media, NewChallenges) Primer of PR, chapter 10 (Design Considerations, Survey Type: Internet) Strategies and Tactics, chapters 2 (Public Relations Enters the Digital Age), 11, 13 and 15Business Literacy AP Stylebook, Business Guidelines section EPR 11th, chapters 6 (Financial Public Relations, Securities Trading and Fraud) and 15 (CorporateFinancial Relations) Strategies and Tactics, chapters 12 (Regulations by Government Agencies, Liability for SponsoredEvents, Attorney/Public Relations Relationship) and 17 (Investor Relations)History of and Current Issues in Public Relations EPR 11th, chapters 1, 4 and 7 Strategies and Tactics, chapter 2Crisis Communication Management EPR 11th, chapters 11 (Defining Public Relations Problems), 12 (Anticipating Disasters and Crises,Establishing an Information Center) and 13 Strategies and Tactics, chapter 10Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 8
Tips and What to ExpectPrepare to SucceedWe recommend that you prepare yourself earnestly and adequately to be successful in the Examination. TheExamination is designed to test your knowledge of the principles of public relations practice. Questions oftenpresent brief scenarios that require you to apply public relations principles to select a correct response.Therefore, you’ll be more comfortable and at ease if you have “done your homework” and become familiarwith basic concepts and knowledge that senior practitioners say entry-level public relations people shouldknow.Tips for Preparation1.Familiarize yourself with the knowledge, skills and abilities (KSAs). These KSAs are your outlineof what is tested on the Examination for the Certificate in Principles of Public Relations.2.Pay attention to the percentage listed for each KSA. For example, researching, planning,implementing and evaluating programs account for 25 percent of the Examination while history is 6percent. So 25 percent of the questions relate to research, planning, implementing and/or evaluating,but only 6 percent involve history. Use the KSAs and these percentages to guide your preparation.3.Note that many questions on the Examination for the Certificate in Principles of Public Relations areposed as brief situations or scenarios. All questions are multiple-choice.4.Refer to the Short Bookshelf of Recommended Texts (p. 7), and use the information provided in thisstudy guide.5.Review the PRSA Code of Ethics. Use exercises and case studies in this study guide and on PRSA’scode of ethics page.6.If you have questions, ask your professor or PRSSA Professional Adviser. You may contact KathyMulvihill (kathy.mulvihill@prsa.org), Accreditation program senior manager at PRSA, for guidanceabout others who can assist you.What to Expect at the Prometric Testing CenterExamination LengthYou will have two hours (including 15 minutes of recommended practice/tutorial time before you start theExamination) to complete the Examination for the Certificate in Principles of Public Relations. Use all thetime allotted to make certain you are answering all questions posed.Examination QuestionsThe Examination includes about 100 questions. Question order is random and changes from candidate tocandidate as well as testing site to testing site. Many questions are presented as brief scenarios. The number ofquestions on each subject reflects the percentages listed with the KSAs. In other words, more questions focuson Ethics and Law (12 percent) than on Crisis Communication Management (5 percent).Admission to the Examination AreaArrive at the Prometric Testing Center at least 30 minutes before your scheduled Examination time. If youarrive 30 minutes or more after your scheduled Examination time, you will be considered a nonrefundableno-show. Be prepared to show two current forms of identification. One must be a valid government-issuedphoto identification document, such as a driver’s license or passport. A second identification document couldCertificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 9
be your student ID. One document must show your signature. Your name on both identification documentsmust match the name on the Authorization to Test (ATT) letter you received from the AccreditationManager. You cannot take the test without the required identification. Some Prometric sites now give you theoption of providing biometric identification in the form of an electronic fingerprint that will be deleted assoon as you complete the test. The purpose is to speed your exit and re-entry if you take a break.Missed AppointmentYour fee cannot be refunded if you miss your appointment or do not have proper identification.DressWear comfortable, layered clothing. Test center temperatures may vary. Because Prometric has manylocations all over the country, other physical differences are possible.Taking the ExaminationUpon check-in, you will be required to leave all personal items in a locker. You can’t take anything in or outof the testing area. You will be given scratch paper and pencil or an erasable board and marker for use duringthe Examination. Prometric will collect these items from you when you finish. While you’re taking the test,you can make notes, write down ideas you don’t want to forget or list questions you’ve answered but want todouble-check later if you have time. These questions may be in addition to those that you flag electronically.Prometric meets testing needs for numerous organizations nationwide. Others in the room when you take theExamination for the Certificate in Principles of Public Relations are probably not taking this test. Expect tobe in a room filled with computer stations and other people at work. If the Prometric manager hands you acalculator when you check in, say no thank you and hand it back because you won’t need it.All Prometric sites employ continuous video surveillance technology for security. The footage can bereviewed in cases where a security breach or candidate misconduct may be a concern.Tips for Taking a Computer-Based Examination1.The only computer skill you need to take this test is the ability to move a computer mouse (pointingdevice) and to click on a box. If you prefer, you can take the test by using keyboard commands.2.The computer-based Examination is multiple-choice.3.You do not have to select a final answer for every question as you come to it. The computer will letyou electronically flag those questions that you want to return to later.4.Some questions require more than one response. Questions with multiple answers will clearly statehow many responses you need to select. Read carefully. The Examination includes no trick questions.5.The computer will not let you move on to the next question until you have selected the appropriatenumber of responses to the item on the screen or have flagged the question.6.You receive no credit for partial correctness. If two responses are called for and you check one thatis correct and one that is not, the question will be scored as 100 percent incorrect.7.Don’t fight the question. Mentally disagreeing with either the question or the possible answers servesno purpose. This kind of internal conflict will use up valuable time and energy. Recognize that thesequestions were developed by professionals, were peer-reviewed and are based on the public relationsbody of knowledge.8.You will take a step-by-step tutorial before starting the Examination. The tutorial will show you howto use the computer and answer the questions. Relax, and take your time becoming comfortable withthe computer. The tutorial generally takes about 15 minutes. This time is included in the period youhave to complete the Examination.Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 10
9.The tutorial will teach you how to navigate through the Examination and how to flag questions toreturn to later.10.Throughout the Examination, the computer screen will display how much time you have left so thatyou can pace yourself. When your time is up, the screen will display a message telling you that theExamination is over. If you finish earlier, you may leave.Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 11
Public Relations: A Management FunctionThis chapter presents definitions and general information about public relations. This material provides backgroundinformation but does not address specific knowledge, skills and abilities on the Examination.What Is Public Relations?“Public relations is the management function that establishes and maintains mutually beneficial relationshipsbetween an organization and the publics on whom its success or failure depends.” (EPR 11th, p. 5).How Does Public Relations Earn Public Understanding and Acceptance?Public relations forms, builds and maintains relationships between your organization and publics by findingcommon interests. Failures usually stem from communication breakdowns.What Is the Social Significance of the Practice of Public Relations?American business gave birth to public relations as it is practiced today. Growth and trends in businesscreated the conditions for the public relations profession to develop.Typical 12 Functions of Public RelationsCompetencies1.Trusted counsel — Advise and anticipate.2.Internal communication — Engage employees and build trust.3.Media relations — Develop public trust and support by working through journalists and bloggers.4.Community relations — Establish public trust and support by working with community groups.5.External communication to customers/stakeholders/investors — Build public trust and support.Public Relations Four-Step Process6.Research7.Plan8.Implement, execute and communicate9.EvaluateOther10.Publicity and special events11.Issues management12.Crisis communicationCertificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 12
DefinitionsAdvertising: Paid communication; information placed in a communication delivery vehicle by an identifiedsponsor that pays for time or space. Advertising is a controlled method of delivering messages andgaining media placement.Brand: A product, service or concept that is publicly distinguished from other products, services or conceptsso that it can be easily communicated and usually marketed. A brand name is the name of the distinctiveproduct, service or concept.Branding: The process of creating and/or disseminating the brand name. Branding can be applied to theentire corporate identity as well as to individual product and service names.Community relations: An area of public relations with responsibilities for building relationships withconstituent publics such as schools, charities, clubs and activist interests of the neighborhoods ormetropolitan area(s) where an organization operates. Community relations involves dealing andcommunicating with citizens and groups within an organization’s operating area.Controlled communication channels: Communication channels, media and tools that are under directcontrol of the sender. Examples include paid advertising, newsletters, brochures, some types of emails,organizational websites and blogs, leaflets, organizational broadcasts and podcasts, intranets,teleconferences and videoconferences, meetings, speeches, and position papers.Counseling: Advising management concerning policies, relations and communications.Crisis communication: Protecting and defending an individual, company or organization facing a publicchallenge to its reputation. These challenges can involve legal, ethical or financial standing. See CrisisCommunication Management in this study guide.Employee relations: Activities designed to build sound relationships between an organization and itsemployees. Employee relations is a critical element in fostering positive attitudes and behavior ofemployees as ambassadors for the organization.Financial relations: An aspect of public relations responsible for building relationships with investorpublics including shareholders/stockholders, potential investors, financial analysts, the financial markets(such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission.Also known as investor relations or shareholder relations.Goodwill: An accounting term for the value of a business’ intangible assets. The goodwill amount equals thedifference between the value of a company’s net tangible assets (total assets minus total liabilities) and thecompany’s market value. The asset is closely related to reputation. International Financial ReportingStandards require businesses to calculate goodwill value annually to determine how it has changed. Thepublic relations management function may be re
Events, Attorney/Public Relations Relationship) and 17 (Investor Relations) History of and Current Issues in Public Relations EPR 11th, chapters 1, 4 and 7 Strategies and Tactics, chapter 2 Crisis Communication Management EPR 11th, chapters 11 (Defining Public Relations Problems), 12 (Anticipating Disasters and Crises,
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