Chapters 5-8 Flashcards
What are some of the reasons we need research as the 1st step of a PR Campaign?
To accomplish an objective;
to meet company’s need for info
Difference between primary and secondary research?
Primary- new/original info directed to answer a specific question
Secondary- archival, library/online databases, internet
Difference between qualitative and quantitative research? Examples?
Qual- open-ended questions, unstructured, exploratory (interviews, focus groups)
Quan- close-ended questions, forced choices, highly structured, valid/reliable, large audiences, random samples (phone calls, mail surveys, questionnaire)
What are informational objectives?
To expose audiences to info and increase awareness of an issue/event/product
What are motivational objectives?
Changing attitudes and influencing behavior
Communication strategies need to appeal to two different kinds of audiences. What are they? Explain.
Passive- only pay attention if it’s entertaining and offers a diversion; needs messages with style/creativity
Active- may already be interested; need more details
Why should you not use clichés and hype words in communication copy? What are some of the most overused phrases in PR copy?
Can undermine the message
What is an example of a euphemism? Why shouldn’t they be used in PR copy?
“died- passed away, no longer with us”. Misleading, breeds cynicism/distrust/hostility
Why is the evaluation step so important in a planning strategy?
Employers want to know whether or not the money/time/effort expended on pr is well spent and contributes to the image of the company
