PRSA APR Test Latest Questions and Answers With Rationales (2024 / 2025) (Verified by Expert)

PRSA APR Test Latest Questions and Answers With Rationales (2024 / 2025) (Verified by Expert)

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PRSA APR Test Questions and Answers
With Rationales (Verified Answers)

1. You are the VP PR for a Texas nonprofit. You noticed that despite
   serving many flood victims after Hurricane Katrina, there is an increasing
   number of news reports alleging that the New Orleans chapter of the
   American Red
   Cross’ relief efforts involved abuses and missteps. What is the best course oaction based on these developments?
   A.While it’s a hot topic, send a news release to local media outlets, offering
   a local perspective on how organizations should handle a crisis.
   B. Work with your leadership to implement a volunteer responsibility
   educa- tion campaign within the next month.
   C. Make a mental note of the coverage. There hasn’t been any negative
   cov- erage of your charity and management is pleased with the conduct of
   its longstanding volunteers.
   D. Encourage leadership to keep a low profile until the end of this news
   cycle. It’s best to avoid controversial topic unless the media inquires.
   : Answer: B Rationale: An organization is a living system. As counselors,
   practitioners must track and inform line management of major trends to
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   help organizations proactively adjust and adapt to their environments.
   Choice A is incorrect because it is a reactive tactic rather than part of a
   strategic plan. Choice C represents the static goal state of a closed
   system, not sensitive to its environment. Choice D is a reactive (not
   proactive) response.
   Source: EPR Chapter 4, pgs 148-156
2. You are the PR Director for a health clinic system. Your COO has noticeda disturbing trend with a decline in returning patients to a particular clinic.
   Your department is asked to develop a plan to improve the number of
   patient visits to the clinic. What is your best response to your COO’s concernof a decline in returning patient appointments? (Choose two)
   A. Create a promotional advertising campaign about the importance ofregular and annual health check-ups.
   B. Contact the local media to report on a new treatment the clinicphysicians offer to raise public interest in their expertise.
   C. Survey current and past patients and ask them to rate satisfaction with
   several touch points including; appointment wait times, customer
   service, billing and quality of doctor.
   D.Meet with other department managers to identify non-returning patients
   and call them to reschedule.
   E. Form a focus group comprised of past patients to discuss reasons
   they haven’t returned.

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: Answer: C & E
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You are the VP PR for a Texas nonprofit. You noticed that despite serving many flood victims after Hurricane Katrina, there is an increasing number of news reports alleging that the New Orleans chapter of the American Red Cross’ relief efforts involved abuses and missteps. What is the best course of action based on these developments?

A. While it’s a hot topic, send a news release to local media outlets, offering a local perspective on how organizations should handle a crisis.
B. Work with your leadership to implement a volunteer responsibility education campaign within the next month.
C. Make a mental note of the coverage. There hasn’t been any negative coverage of your charity and management is pleased with the conduct of its longstanding volunteers.
D. Encourage leadership to keep a low profile until the end of this news cycle. It’s best to avoid controversial topic unless the media inquires.
Answer: B

Rationale: An organization is a living system. As counselors, practitioners must track and inform line management of major trends to help organizations proactively adjust and adapt to their environments.

Choice A is incorrect because it is a reactive tactic rather than part of a strategic plan. Choice C represents the static goal state of a closed system, not sensitive to its environment. Choice D is a reactive (not proactive) response.

Source: EPR Chapter 4, pgs 148-156

You are the PR Director for a health clinic system. Your COO has noticed a disturbing trend with a decline in returning patients to a particular clinic. Your department is asked to develop a plan to improve the number of patient visits to the clinic. What is your best response to your COO’s concern of a decline in returning patient appointments? (Choose two)

A. Create a promotional advertising campaign about the importance of regular and annual health check-ups.

B. Contact the local media to report on a new treatment the clinic physicians offer to raise public interest in their expertise.

C. Survey current and past patients and ask them to rate satisfaction with several touch points including; appointment wait times, customer service, billing and quality of doctor.

D. Meet with other department managers to identify non-returning patients and call them to reschedule.

E. Form a focus group comprised of past patients to discuss reasons they haven’t returned.

Answer: C & E

Rationale: An Open Systems Model of Public Relations provides a way to initiate corrective actions based on open, two-way communication with publics. Surveying the patient base (public) would be a first step in identify reasons patients may not be returning to the clinic. Only after becoming armed with actual feedback from the patient viewpoint can management determine the best strategy to improve the return rate of existing patients.

Source: EPR Chapter 7, pg. 162-163 Open Systems Model of Public Relations KSA 4.1 Demonstrates familiarity with social science theories and research that guide planning, prioritizing audiences, developing messages, establishing credibility and trust.

Company A plans to roll out a new product line. What role should the PR manager play in the campaign?

A. Securing ad space on a platform whose viewership matches the company’s target market.
B. Surveying past consumers to identify what features they want to see in the new product line.
C. Developing a communications plan for the product line launch targeted to the company’s primary publics.
D. Obtaining celebrity endorsements to build brand awareness for the new product.
Answer: C

Rationale: The PR manager’s role is to develop and implement a communication plan to achieve measurable results toward set goals and objectives. Option A is an example of advertising, option B is marketing and option D is branding.

Source: APR Study Guide pgs 17-19, 84

You are the director of public relations for a small, private university. In the days after the Sept. 11 attacks, you received information from an acquaintance through your university email account. The message says that a local businessman, who is foreign, is allegedly supporting terrorist activity by displaying a poster of Osama bin Laden in his store. You are asked by the sender not only to boycott that business but also to pass along this information to other friends and colleagues. This message is not a news release of any kind. The information is not meant for public consumption. The information is intended for sharing among friends. What do you do and why?

A. Don’t send the email because it goes against fairness and the free flow of information.

B. Forward the email from your university account to friends and colleagues because it promotes advocacy.

C. Send the email to friends and colleagues from a personal account to avoid a conflict of interest by keep the boundaries between work and home separate.

D. Reach out to the business owner to give him a heads up. Profiling is unethical and will not be tolerated and goes against the value of diversity.

Answer: A

Rationale: You can determine the best response by completing the Six-Step Ethical-Decision Making Process. Sending the email goes against the PRSA Code of Ethics values, which state that “We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.” and goes against the principle that “advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.”

Source: Scenarios is from the APR Study Guide, p. 104

Which of the following two statements are correct in order for you to use these photos in ads?

A. The company hired and paid the photographer for the professional event photos and owns them for future use.

B. These photos can only be used if the photographer has provided written permission to reproduce the event photos beyond the original purpose of an internal newsletter.

C. The employees and family members photographed must have a signed consent release to have their photos used in an ad for the company.

D. Company employees are not required to sign releases, but their family members would need to have signed releases to be used in the ads.

Answers: B & C

Rationale: These photos can only be used if the photographer has provided written permission to reproduce the event photos beyond the original purpose of an internal newsletter. The employees and family members photographed must have a signed consent release to have their photos used in an ad for the company.

Source: EPR pgs. 139-140, APR p. 105

Leadership has tasked the manager of internal relations with increasing employee engagement through Yammer, an internal social networking tool. Yammer was introduced as one of the Office tools, when the company migrated to Office 365 last year. What are the best two next step to increase engagement?

A. Hang fliers around the office that Yammer is available.

B. Encourage managers to interact with employees by ask questions and collaborate on Yammer.

C. Post an article in the company newsletter letting employees know that leadership expects employees to use Yammer.

D. Make Yammer the primary vehicle for sharing the CEO’s weekly message.

Answers: B & D

Rationale: People are bombarded with messages. For practitioners to have a message heard they should:

1. Get the attention of target publics.
2. Stimulate interest in message content.
3. Build a desire and intention to act on the message.
4. Direct action of those who behave consistent with the message.

Employees were already made aware of Yammer. The next steps are to build interest and building a desire to act.

Source: EPR p. 168

You are the PR director for a nonprofit hospital. The case of a hemophiliac who acquired HIV/AID through a transfusion at the university hospital was featured during a TV series on HIV/AIDS in the community. A petition is circulating in the community and online to request that the hospital convert its former nurses’ residence into a clinic and residential shelter for HIV/AIDS patients. Managers from several departments report that volunteers, kitchen and laundry workers and neighbors to the hospital are apprehensive about the possibility of HIV/AIDS patients in the vicinity. What is the best next step?

A. Determine who will do what by how much by when.
B. Identify key publics with which you need to communicate.
C. Schedule focus groups with area residents, hospital staff and community representatives to identify why people want or don’t want a clinic and residential shelter.
D. Hold community information sessions to explain why the hospital will or will not establish a clinic and residential shelter.
Answer: C

Rationale: Research is the foundation of an effective PR plan. Don’t rush to solutions or jump into tactics before completing adequate research to analyze the situation and define the business problem.

Source: APR Study Guide, p. 22

What are two components to strategic thinking in public relations? Choose two.

A. Setting PR goals that are in line with the organization’s mission and operational goals.

B. Planning PR programs that identify target publics, articulate appropriate objectives and distinguish between action and communication strategies and tactics.

C. Measuring the effectiveness of a program against objectives.

D. Researching the problem using scientific methods to understand a situation, check assumptions about publics and determine PR consequences.

Answer: A & B

Rationale: The second step of the PR management process is planning and programming, which must be grounded in strategic thinking.

Source: EPR, p. 284

Which are examples of barriers to the implementation of a PR campaign? Choose two.

A. Program funding

B. Artificial censorship

C. Prior ethos

D. Evaluation methods

Answer: B & C

Rationale: Artificial censorship is an example of a diffusion obstacle. Prior ethos is an example of a speaker obstacle.

Source: EPR pgs. 304-308

You have been hired as the new communications director by the local school district after an embezzlement scheme was discovered that involved the CFO taking $800,000 over the past 15 years. The school district has provided internal and external publics including the media with details about the incident and apologized for its lack of safeguards to have caught the problem earlier. What do you recommend as the next step needed to help rebuild trust?

A. Outline the next steps to be taken to avoid the problem from occurring again.
B. Publicly promise that you will do all you can to avoid this from happening again.
C. Communicate how you will replace the taxpayers’ money that was lost in this incident.
D. Provide an explanation as to how the incident occurred.
E. Talk about what you’ve learned from the situation and how you will change your future financial reporting system to avoid its recurrence.
Answer: D

Rationale: Nine Steps for Rebuilding Trust, Seeking Forgiveness are:

1) Candor,

2) Apology,

3) Explanation,

4) Affirmation,

5) Declaration,

6) Contrition,

7) Consultation,

8) Commitment and

9) Restitution.

To achieve success in the shortest possible time, these steps must be completed in the order presented, as quickly as possible. After Candor and Apology, an Explanation D) is the next step. A) is an example of Declaration, B) is an example of Commitment, C) is an example of Restitution and E) is an example of Affirmation.

Source: Crisis Communications, James E. Lukaszewski, https://www.e911.com/seeking-forgiveness/

Closed systems have impermeable boundaries, so they cannot exchange matter, energy, or information with their environments. Open systems exchange inputs and outputs with their environments through boundaries that are permeable. Open systems adjust and adapt to counteract or accommodate environmental variations. Closed systems do not taken in anything new, as interaction occurs only within the system. Which system is an ideal system for Public Relations to operate within?
Answer: A functional view of PR calls for an open systems approach, changing both the organization and the environment.
Rationale: An organization’s particular environment includes those “constituencies that can positively or negatively influence the organization’s effectiveness. It is unique to each organization and it changes with conditions.” Relations between the organization and its publics are maintained or changed on the basis of reciprocal output-feedback adjustment
Sources: (EPR pp156-161, Exhibit 7.2)

You are a new PR manager for a start-up company and must create a plan for the product launch. Which of these steps will be helpful in creating a successful plan?
1)Defining the opportunity?
2)What should you do to seize the opportunity?
3)Implement the program of action and tactics to achieve your objectives?
4)Assessing the overall program to determine its success?
Answer: Research – Planning – Implementation – Evaluation model as a PR manager.
Rationale: PR Professionals use theory and the best available evidence in a four-step problem-solving process known as R-P-I-E.
Source: (EPR pp239).

Your company is in a highly contentious union negotiation. A local news channel does a negative story about your company to garner sympathy from the general public that gives the union more negotiating power. You know that story was not true. You must identify what type of crisis this is in order to activate your crisis plan. Which crisis is this?

1)Immediate

2)Emerging

3)Sustained

Answer: 3

Rationale: Sustained crisis is continued negative news coverage or rumors about an organization. These often evolve from immediate crises, such as a union event or negotiation. An example would be the ongoing coverage of the 2010 BP oil spill in the Gulf of Mexico. Sustained crises can cause lasting reputational damage. (News stories, social media can move it to a sustained crisis).

Source: APR Study Guide, pp. 108

Healthtech Labs is an animal research testing facility. They are doing good work, but as there is always controversy around animal testing. You are tasked with increasing support among physicians who support animal testing. If your strategy is to increase awareness among the doctors and medical researchers of the program, what type of spokesperson will most resonate with this public and why?
1)The Company President
2)The Program Director
3)The PR Manager
Answer: 2
Rationale: Because he is the most CREDIBLE, appropriate to CONTEXT of the situation, fits the technical CAPABILITY of the public, and is able to CLEARLY articulate the details of the program among this target audience.
Source: APR Study Guide, pp. 133-139

Objectives represent the specific knowledge, opinion, and behavioral outcomes to be achieved for each well-defined target public. The outcome criteria take the form of measurable program effects to be achieved by specified dates. Overtime, objectives should achieve the broader goal of the program. What is the ideal achievement?
A)Outputs, or
B)Outcomes
Answer: B
Rationale: Objectives are smaller-scale outcomes that eventually help achieve the greater goal of any PR program. Outputs are mostly tactical and help with advancing your objectives, but remember that outcomes are the optimal result of Information Gain = Opinion change = Behavioral Change–which is the ultimate goal.
The Barcelona Principles discourage the use of output. Outputs are measures of execution and strategy, while outcomes are measures of achieving objectives.
Source: EPR, pp. 270-271; APR Study Guide pp. 27-28

A local college has created a new role that blends both the practice of public relations and public affairs. We know that PR is defined as the management of organization-public relationships, the art and science of building and maintaining relationships between organizations and their stakeholder public. What does public affairs do?
A) It builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy.
B)It creates newsworthy stories and events to attract media attention in order to gain public notice.
C)It builds and maintains a mutually beneficial relationshp between managers and the employees on whom an organiztaion’s success depends.
Answer: A
Rationale: Public affairs is the PR practice that addresses public policy and the publics who influence such policy and includes PR tactics applied to governmental relations strategies to produce excellent public policy.
Source: EPR, pp. 13

Which historical figure is credited as the “father of public relations”? (Pick two)
A)P.T. Barnum
B)Ivy Lee
C)Edward Bernays
D)Arthur Page
Answer: B, C
Rationale: Ivy Lee is often credited with this moniker. He did much to lay the ground work for contemporary public relations. He did not use the term “public relations” until at least 1919, Lee contributed to many of the techniques and principles that practitioners follow today. He was among the first to realize the fallacy of publicity not supported by good works and to reason that performance determines the publicity the client gets.
Bernays is known as the “other father of public relations.”
Source: EPR, pp 87, 92

True or false. These principles are the PRSA Code of Ethics.
1)Advocacy
2)Honesty
3)Expertise
4)Independence
5)Loyalty
6)Fairness
Answer: True
Rationale: These 6 principles are part of the PRSA’s Code of Ethics.
Source: https://www.prsa.org/docs/default-source/about/ethics/prsa_code_of_ethics.pdf?sfvrsn=c9b66a6b_2

As the Corporate Communications Manager for your ISD, you have been tasked with driving support from the parents of students to bring the Air Force JROTC to the high school. You need tactics to help accomplish your strategy of enlisting broad community support from influential parents. What are the examples of tactics you could employ?
1)Take a survey of students and parents to gauge their interest in the JROTC
2)Host a parent meeting the provides time for Q&A.
3)Have an influencer draft an opinion editorial for the local paper extolling the positive ideals for bringing a JROTC program to the high school.
4)Enlist the support of a two-star General to participate in the parent/student meeting to discuss his time in the high school JROTC.
5)all of the above
Answer: 2, 3, 4
Rationale: Tactics are specific elements of a strategy or tools for accomplishing a strategy. Activities are details of tactics: three meetings, two op-eds, two surveys, etc. Option 1 is part of the research phase.
Source: APR Study Guide pp. 24

What is a random sample?
A)A random sample consists of surveying a minimum of 384 individuals out of 100,000.
B)A random sample surveys 600 individuals out of 100,000.
C)A random sample surveys 1,000 individuals out of 100,000.
Answer: A
Rationale: A random sample of 384 from a population of 100,000 will yield a confidence level of 95 percent with a margin of error of plus or minus 5 percent. The confidence level means that 19 chances in 20 the true result will be within five percentage points (plus or minus) of the survey result.
Source: APR Study Guide, pp. 38

You are the vice president of corporate communications for Tesla, a Fortune 500 company. CEO Elon Musk is active on Twitter and is known for actively sharing his business thoughts online. Another VP let’s you know that Musk plans to a meet with the managing director of Saudi Arabia’s sovereign wealth fund next week. Before the meeting, Musk plans to announce on Twitter that he is thinking about taking the company private. Which of the following steps should you take?

A. Advise Musk that tweets should comply with SEC disclosure policies, which require simultaneous release of investment-oriented announcements.
B. Say nothing. This is Musk’s private account so it’s not an official declaration.
C. Work with the wealth fund PR team to craft the Twitter posts for accuracy and to allow both groups to benefit from the publicity.
D. Recognize the benefits of the announcement and promptly contact a national business reporter with the exciting news.
Answer: A

Rationale: Announcements of material information must be shared at the same time with national business and financial news wire services, the national news wire services, the New York Times, The Wall Street Journal, Moody’s Investors Services and Standard & Poor’s Corporation. This is done in compliance with federal legislation (Sarbanes-Oxley Act of 2002) and Securities and Exchange Commission and the New York Stock Exchange rules all aimed at increasing transparency and eliminating unfair advantage in compensation or stock trading.

Source: EPR, pgs 127-138, APR pgs 70-73

You are director of public relations at a regional nonprofit. The Regional director is scheduled to deliver her update at the quarterly employee town hall. The employees attend the meetings but the nonverbal communication among the crowd is obvious. They have little to no interest about what is said at the quarterly meeting because they do not have the opportunity to provide input. The employees have heard the same vision and goals shared within the organization for a decade. Which of the following describe the company? (Pick two)

A. Open Systems

B. Closed Systems

C. Asymmetrical worldviews

D. Symmetrical worldviews

Answers: B and C

Rationale: Closed systems isolate internal units from the external environment. Asymmetrical worldviews reflect atop-down management approach. The organization sets goals and makes decisions without much input from workers. The organization gets what it wants without having to change the way it does business.

Open systems allow interaction between units within an organization as well as input to the organization from external forces. Symmetrical worldviews reflect more bottom-up influences where managers develop a shared vision with workers.

Source: APR Study Guide, pg. 90

The DMV wants to increase the number of teens who register for drivers education. Your boss has asked you to create a PR campaign to support this effort. Which is an appropriate goal?

A. To increase the number of teens taking drivers education
B. For Texas to have the safest streets and highways in the nation
C. To partner with school districts to promote drivers education
D. To have safe streets and highways
Answer: B.

Rational: Goals should be long term, broad and present the future statement of being. A looks as though it could be a part of an objective. C sounds more like a strategy. And, D sounds like a poorly written goal.

Source: APR Study Guide, p. 23

Your company had a sizable drop in profits for Q1. As a result, the company must lay off several employees. As the VP of PR, you have scheduled a meeting with the CEO to show how PR affects the success and profitability of the business. What roles do you express in your presentation (pick two):

A. Build, enhance and distinguish the company identity by creating and communicating the brand.
B. Counsel management on the public ramifications of policy decisions, courses of action and communications.
C. Anticipate, analyze and interpret public opinion, attitudes and issues that might affect the operations and plans of the organization.
D. Create newsworthy stories and events to attract media attention and gain public notice.
Answer: B, C

Rationale: Practitioners must have business literacy, which includes the ability to use financial and business information as the basis for decisions that help an organization achieve success.

Source: KSA 5.1 Business literacy. APR Study Guide, pgs. 82-83

You work for Maine Street Solutions, a consulting firm representing vaccine manufacturers and large healthcare groups that are funding an ad campaign to block a repeal of a law that would that would eliminate religious and philosophical exemptions to mandatory school vaccinations. The donors behind the effort don’t have to be disclosed until later this month under existing statutes but a reporter for a local newspaper has called asking to know who is behind the ads for a story that will be in the newspaper tomorrow. Your clients do not wish to have their names released in advance of the reporting deadline.

Do you:
A. Tell the reporter that the the names of your clients will be filed with the State Election Commission and will be disclosed later this month
B. Disclose the names of your clients to the reporter as it is in the interest of public disclosure
C. Disclose the industries that your clients represent without revealing their names
D. Tell the reporter that you have not been able to reach your clients to know their wishes and cannot have a comment by the reporters deadline.
From the APR Study Session.

Answer: C

Rational: Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. The law allows for disclosures in ample time for the public to research the donors behind the campaign.

Source: According to the PRSA Code of Ethics in the Free flow of information, Free Flow of Information

Your employer directs you to set up an independent citizens’ organization to demonstrate support for a new real estate development that requires planning commission approval. The new organization will be financed by your company and a private group of contractors who will participate in building the homes. What is your next step?

A. Research citizens groups in the industry before establishing the organization.
B. Advise your employer that creation of citizen’s organization falls outside of the PR function.
C. Counsel your employer that you must disclose the funding group when establishing the organization.
D. Develop a crisis communication plan in case there is opposition from other real estate developers.
Answer: C

Rationale: Establishing the organization without disclosing the funders, who have a financial stake in outcomes, is not honest and is a conflict of interest, both of which are contrary to the PRSA Code of Ethics.

Source: EPR p. 120 and pgs. 117-118 on social responsibility

The CEO of Carnival Cruise Lines asked you to prepare a communications plan for an upcoming campaign. Which of the following best defines the PR problem?

A. Sales from future bookings are expected to continue to decline because of a possible resurgence of coronavirus.
B. Customer satisfaction decreased by 25% this month because Carnival cancelled all summer cruises to meet government restrictions imposed by the spread of the coronavirus.
C. Because the president would not provide stimulus packages to cruise lines, Carnival’s revenue dropped by 75% putting the company in jeopardy of bankruptcy.
D. Communication with key customers is hostile causing rebookings for 2020 and 2021 cruises to drop by 40%.
Answer: B

Rationale: A problem statement summarizes what we know about the problem or opportunity NOW. It is:

1. Present tense
2. Specific and measurable (what, where, when, who, how and why)
3. Does not imply solutions or place blame
4. Does not put communications as the problem

Source: EPR p. 244

As the VP of Communications you are concerned that the company’s mascot, Indian Joe, is offensive. You know that the company’s brand is synonymous with the mascot, which has a longstanding history with its consumers. You determine that the company likely needs a communication campaign to redesign the logo, but before you take it to the CEO and Board, you know you will need to present a moving case for the change. What type of research would be most effective to understand the current environment? (Choose two)

A. Feedback from call-in telephone lines
B. Meeting with key informants
C. Focus groups
D. Intercept interviews
E. Research databases (i.e. Lexis Nexis)
F. Social media review
Answer: Recommend B and F

Rationale: For discussion. Keep the research in house to determine if there is a problem.

Source: EPR, pgs. 249-261

Which of the following is an example of two-way symmetrical communication?

A. Surveying area residents to assess the effectiveness of social services program to determine if adjustments are needed for the next calendar year.
B. Sending a press release to area journalists enumerating the benefits of program changes anticipated for the next calendar year .
C. Highlighting upcoming program improvements in the community newsletter to residents can take advantage of program enhancements.
D. Surveying area residents on the effectiveness of the current social services program so that the council can see the benefits of the reappropriating funds for the next calendar year.
Answer: A

Rationale: This is a model uses communication to ensure that all involved parties benefit, not just the organization that employs them.

Source: Based on Grunig and Hunt’s four models of public relations

You are the volunteer public relations chair for an upstart group of individuals who want to make Juneteenth a national holiday. Which of the following is the best objective for the PR campaign?

A. Secure 26 senator votes in favor of the a holiday bill by end of the legislative session.
B.
C. To have coverage of the need for the bill on 50% of the national media outlets before the legislative session begins.
D. To have 26 senators will support a holiday bill by the end of the legislative session.
Answer: D

Rationale: Objectives should be SMART and focus on the outcomes instead of outputs.

Source: APR Study Guide p. 46, EPR pgs 301, 319