Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 2
Acknowledgements Universal Accreditation Board (UAB) members have developed this study guide to help candidates prepare for the Certificate in Principles of Public Relations Examination. The Certificate, launched by the Universal Accreditation Board in 2013, provides third-party validation of what entry-level candidates know about public relations and helps managers differentiate applicants entering the workforce. The Examination resulted from five years of research and development led by Jay Rayburn, Ph.D., APR, CPRC, Fellow PRSA, of Florida State University and involved multiple subject-matter experts in public relations. Examination items assess basic knowledge of public relations principles, with particular emphasis on the four-step process of public relations and on ethics. The Examination has been thoroughly tested for validity. Successful completion of the 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 from previous Examination candidates. Please send comments to [email protected].
About the Universal Accreditation Board The Universal Accreditation Board is a credentialing agency for members of eight public relations professional organizations and public affairs practitioners in the Department of Defense. The board is composed of a diverse group of public relations practitioners, public relations educators and military public affairs personnel who oversee the Accreditation program. It includes three credentials: Accredited in Public Relations (APR), Accredited in Public Relations and Military Communication (APR+M) and the Certificate in Principles of Public Relations.
Editors of the Second Edition
Douglas F. Cannon, Ph.D., APR+M, Fellow PRSA, Virginia Polytechnic Institute and State University Susan G. Barnes, APR, Fellow PRSA, Belmont University (retired)
Members of the Universal Accreditation Board 2015 Examination Preparation Workgroup
Susan G. Barnes, APR, Fellow PRSA, Belmont University Douglas F. Cannon, Ph.D., APR+M, Fellow PRSA, Virginia Polytechnic Institute and State University John Forde, Ph.D., APR, Fellow PRSA, Mississippi State University Anthony W. DAngelo, APR, Fellow PRSA, Syracuse University Lanette Hart, APR, CPRC, Hart and Associates Missy LaBorde, APR, Louisiana State University of Alexandria Mitchell E. Marovitz, Ph.D., APR, University of Maryland
Certificate in Principles of Public Relations Study Guide 2015 UNIVERSAL ACCREDITATION BOARD PAGE 3
Contents
Introduction ......................................................................................................................................................................... 5
Readings ............................................................................................................................................................................... 7
Tips and What to Expect ................................................................................................................................................... 9
Tips for Preparation ....................................................................................................................................................... 9
What to Expect at the Prometric Testing Center ..................................................................................................... 9
Tips for Taking a Computer-Based Examination ................................................................................................... 10
Public Relations: A Management Function .................................................................................................................. 12
What Is Public Relations? ........................................................................................................................................... 12
Definitions ..................................................................................................................................................................... 13
Research, Planning, Implementation and Evaluation ................................................................................................. 16
The Four-Step Process ................................................................................................................................................ 17
How the Four-Step Process Is Assessed on the Examination ............................................................................. 20
Writing a Public Relations Plan .................................................................................................................................. 23
Plan Formats and Styles .............................................................................................................................................. 28
Research Methodologies ............................................................................................................................................. 30
Content Analysis ........................................................................................................................................................... 35
Survey Research ............................................................................................................................................................ 35
Sample Size .................................................................................................................................................................... 37
Focus Group Research ................................................................................................................................................ 39
Scientific Method Research ........................................................................................................................................ 40
Diversity ......................................................................................................................................................................... 41
Definitions ..................................................................................................................................................................... 43
Communication Theories and Models .......................................................................................................................... 47
Theories ......................................................................................................................................................................... 47
Communication Models .............................................................................................................................................. 55
Publics and Public Opinion ........................................................................................................................................ 60
The Public Opinion Process ....................................................................................................................................... 61
Media Relations ................................................................................................................................................................. 63
Ethics and Law .................................................................................................................................................................. 66
Ethics .............................................................................................................................................................................. 66
Laws for Public Relations Professionals ................................................................................................................... 70
Using Information Technology Efficiently .................................................................................................................. 73
Business Literacy ............................................................................................................................................................... 75
