To Memorize or Not--That is the Question

Last week, I spoke with a colleague who had taken the APR exam in June. Of course, she did not provide me with specific questions that were on the computerized test, but she did give me some valuable input. Her experience was that the multiple choice questions focused on public relations scenarios and practitioners would do well to leverage their expertise in selecting the answers.

This leads me to wonder about all the advice to memorize facts and diagrams I've seen from PRSA blog posts and Tactics articles. How much time should I spend on memorizing every communications theory listed in my textbook? Is it really important to know George Creel's contributions to the profession? (FYI, Creel headed the Committee on Public Information during President Wilson's era, using Four-Minute Men to deliver speeches across the country to sell war bonds, promote food conservation, and build up the Red Cross.) Or can I rely on my years in the trenches of the public relations industry to illuminate the correct answers?

In the two weeks I have left before the exam, I'll continue to review the communications models in my textbook and try to memorize a few more public relations historical facts. My hope is that my years of experience will truly be a boon and give me the confidence to pass this last hurdle on my way to obtaining my APR.

Just Two Communication Theories?

I've been reviewing the "APR Study Guide" in preparation of my upcoming exam. As I finished the section on "Communication Theory," I was surprised to note that only two theories were identified: Agenda-Setting Theory and Diffusion Theory. Brief descriptions follow:

The Agenda-Setting Theory describes a process that is an interplay between three elements: the media, the public, and the policy-makers. At first, it was hypothesized that the media set the agenda, giving the public an issue to advocate for and the policy-makers the approval to legislate. Today, the application of this theory is regarded as multi-dimensional, where any one of the three elements can set the agenda and garner the attention of the remaining two.

The Diffusion Theory examines the sometimes lengthy process of getting humans (creatures of habit) to accept a new idea or product. It uses terms like "word of mouth," "innovators," and "early adopters" to describe its everyday application.

What would my revered professor from Saint Mary's College, Kusum Singh, think of this? I recall an interesting semester spent poring over several different communication theories, challenged by Professor Singh to examine how each played out in our everyday lives. My APR pursuit (back to the PR textbooks) has me looking back fondly on those college years and especially on the classes taught by Professor Singh. I hope she is happy, healthy, and inspiring a new generation of Communications majors at Saint Mary's.