Intro to PR test 2

Question 1

what are the 4 essential steps of effective PR

Answer 1

research
planning
communication
measurement/ evaluation

Question 2

research

Answer 2

the systematic investigation of a problem involving gathering evidence from samples to make inferences

Question 3

what are the three components to predefined procedures and methods

Answer 3

survey questionnaire
guidelines for focus groups
codebook for content analysis

Question 4

intersubjectivity

Answer 4

it must be possible for other researchers to replicate our study and come to the same results

Question 5

empirical

Answer 5

should be answered based on observable evidence

Question 6

3 key types of problems with research

Answer 6

exploratory: focus groups
descriptive: audience research
causal: examining the influence of one variable on another

Question 7

what is focus group and survey testing for

Answer 7

cognitive associations
different meanings
pronunciation
10,000 variations tested

Question 8

social regularities

Answer 8

predictions about specific public, larger groups of voters, or consumers

Question 9

the goal is to make inferences to…

Answer 9

a larger population
other time periods
other locations/ societies

Question 10

probability sampling

Answer 10

each element of the population has a non zero known, and equal chance of being selected into the sample

Question 11

non probability sampling

Answer 11

one of the assumptions of probability sampling is violated

ex: internet survey

Question 12

why conduct PR research?

Answer 12

guesses v. systematic conclusions
predicting the outcome of a PR program is much easier when you have data
allows for evaluation of a campaign

Question 13

academic research

Answer 13

often called basic research
funded through universities or foundations in order to answer broader theoretical questions
conducted by academics

Question 14

applied research

Answer 14

industry research
funded by corporate or political sponsors to answer a specific, applied question
conducted by academics, research departments of larger firms, market research or consulting companies

Question 15

primary research

Answer 15

information gathered by the researchers through person to person interaction
can be gathered through meetings, one on one interviews, focus groups, surveys, etc.

Question 16

secondary research

Answer 16

information gathered through available literature, publications, broadcast media, and other non human sources
generally easier to gather than primary

Question 17

quantitative methods for research

Answer 17

numerical tabulations and statistical comparisons made possible by systematic surveys/polls, experiments, observations, or analysis of records. Data are used to test hypotheses and identify the strength of patterns observed using qualitative data

Question 18

qualitative methods for research

Answer 18

descriptions of cultural situations obtained from interviewing, focus groups, participant observation, and collection of oral and textual materials
provides insights into how and why people think and behave as they do

Question 19

simple pretest posttest control group design

Answer 19

exp. group

control group

Question 20

focus groups

Answer 20

interviews cost too much
5-10 people who are chosen based on their relevance to the study
guided discussion designed to explore a topic of special interest to the client/ researcher

Question 21

cross sectional research

Answer 21

research based on a sample drawn at a single point in time

Question 22

longitudinal research

Answer 22

research based on one or more multiple samples, with measurements taken at multiple points in time
trend studies, panel studies, cohort studies

Question 23

what are some ways to use research

Answer 23

achieve credibility with management, define/segment publics, formulate strategy, test messages, prevent crises, monitor competition, generate publicity, measure success

Question 24

research process

Answer 24

client questionnaire
budget/ schedule 
conceptualization 
selecting a research strategy/methodology
operationalization 
population/sampling
questionnaire construction 
field work/ data collection       pretest 
data entry/processing/cleaning 
data analysis
report writing

Question 25

what are the methods for planning

Answer 25

observation, sample surveys, experiments, focus groups, content analysis, statistical date

Question 26

methodology

Answer 26

how to combine different methods in order to answer a specific research/ client question

Question 27

8 elements of a program plan

Answer 27

situation, objectives, audience, strategy, tactics, calendar/ timetable, budget, evaluation/measurement

Question 28

program planning: situation | why you would need PR

Answer 28

need a program to remedy a problem need for one time launch of a product or service need to reinforce a message or their reputation

Question 29

goals

Answer 29

general, mission oriented, not measurable

Question 30

program planning: objectives

Answer 30

clear and measurable and grow out of goals used to communicate and plan campaign provide an evaluative benchmark can be output or impact focused, as well as informational, attitudinal/motivational, and/or behavioral

Question 31

objectives should be...

Answer 31

linked to goals, linked to a specific public, linked to a specific outcome, liked to research, written explicitly, measurable, time defined, designed for a single public and single response, stretching but attainable

Question 32

informational objectives

Answer 32

changing message exposure, comprehension, and/or retention

Question 33

attitudinal/motivational objectives

Answer 33

modify the way an audience feels

Question 34

behavioral objectives

Answer 34

the modification of a behavior

Question 35

program planning: audience

Answer 35

PR rarely target mass audiences market research is done to pinpoint specific publics and where they are located targeting decision making is based on trends in demographics, growth opportunities, cots, etc. one to one marketing, small markets

Question 36

program planning: strategy

Answer 36

how and why a campaign is to succeed | ideas generated and rationale is shared for how the tactics will work on the targeted audiences

Question 37

program planning: tactics

Answer 37

the nuts and bolts of the strategy | goes beyond rationale and focuses on the specific activities, materials, etc.

Question 38

brainstorming sessions and breakout groups

Answer 38

bring everyone up to speed on the situation and client share goals and objectives creation of springboards from client and participants break out groups to address these springboards

Question 39

creative meetings

Answer 39

handful of ideas are fleshed out in greater detail | thinking in terms of fit with advertising strategy or fit with other brands

Question 40

program planning: calendar

Answer 40

when are key messages expected to be most meaningful to target audiences? seasonal timing, holiday timing, days of the week timing, hours of the day timing will be influenced by: size of the budget, consumer use cycles, competitors' advertising/tactics

Question 41

what are the three scheduling methods

Answer 41

continuity flighting pulsing

Question 42

program planning: budget

Answer 42

the budget impacts the scheduling of various media related activities, but it also impacts every other aspect of the campaign staff time 70% out of pocket expenses be prepared for the budget to change

Question 43

program planning: evaluation

Answer 43

relying on metrics to determine if objectives have been met

Question 44

communication

Answer 44

execution the process and means by which objectives are actually achieved the process by which tactics are developed and implemented

Question 45

key goals of PR communication

Answer 45

message exposure: intended audience exposed to message in intended form accurate dissemination: basic message remains intact acceptance of the message: audience pays attention, retains and accepts the message attitude change: shift in attitudes in direction of message behavior change: make donation, purchase service, etc.

Question 46

Grunig's phases of communication

Answer 46

``` audience receives the message audience pays attention to the message audience understands the message audience believes the message audience remembers the message audience acts on the message RPUBRA ```

Question 47

public media

Answer 47

used to building awareness and credibility one way form of communication with low audience engagement, high reach and relatively low costs paid placement out of home media (billboards)

Question 48

controlled media

Answer 48

used to promote and provide greater detail than public media largely one way form of communication characterized by a smaller reach, somewhat higher levels of audience engagement, and moderate costs typically not quite as mass in appeal

Question 49

interactive media

Answer 49

used to respond to queries, engage audiences and exchange information typically a two way form of communication with high levels of audience engagement, moderate levels of reach, and moderate costs

Question 50

events

Answer 50

motivate participants ad reinforce existing attitudes can be a two way form of communication with moderate audience engagement, low reach, and moderate costs meeting, conferences, contests, presentations, trade shows, rallies, etc.

Question 51

one on one communication

Answer 51

obtain commitments, negotiate, and solve problems two way communication with high audience engagement, low reach and high costs personal visits, lobbying, telephone calls, and other face to face interactions

Question 52

theoretical perspectives

Answer 52

media uses and gratification | asks what do people want from media rather than what are media's impacts on people

Question 53

passive audiences

Answer 53

may only pay attention because they seek a diversion | may require stylish and creative messages to garner their attention

Question 54

active audiences

Answer 54

already engaged in your message, so different, more detail based tactics likely to work best

Question 55

How much learning is accomplished through sight and hearing

Answer 55

83% sight | 11% hearing

Question 56

other things to garner attention

Answer 56

present a need early in the message people pay attention to messages that fit with preexisting values take advantage of events in the news that may be salient to audiences

Question 57

making sure the message is understood

Answer 57

communicator and receiver must speak the same language communicator must understand cultural differences, education levels, and what constitutes jargon check writing for simplicity and clarity use symbols, acronyms, easy to remember slogans avoid jargon

Question 58

flesch

Answer 58

measure of average sentence length and number of one syllable words

Question 59

cloze

Answer 59

ease with which reader can read sentence where words are removed

Question 60

source credibility

Answer 60

while we may initially discount new information as being biased because of the source, over time, we forget the source and retain the information (sleeper effect)

Question 61

message context

Answer 61

making sure your message is backed up by your actions

Question 62

cognitive dissonance

Answer 62

we strive for consistency between our attitudes and between our behaviors and we take steps to ensure this is the case

Question 63

involvement

Answer 63

for low involvement groups, cues like source attractiveness can enhance credibility, while high involvement groups will pay more attention to the actual logic of the message

Question 64

Making sure the message is memorable

Answer 64

repetition: 1/2 people need to hear it 3 to 5 times | delivering the message in a variety of ways across multiple communication channels

Question 65

five stage adoption process

Answer 65

awareness: via advertising interest: learn more about product evaluation: in terms of needs and wants met trail: consumer samples product/ idea adoption: integrated into individuals life

Question 66

Rogers diffusion of innovations

Answer 66

relative advantage: is the innovation better than the idea it replaces? compatibility: is the innovation consistent with needs of pontential adopters? complexity: is the innovation easy to incorporate for adopters? trialability: can the innovation be experienced on a limited basis first? observability: are the results of the innovation visible to others?

Question 67

Making sure the audience acts on the message

Answer 67

influenced by proper targeting of your messages primary public: main target audience for whom you prioritize message strategy and tactics secondary public, tertiary public

Question 68

intervening publics

Answer 68

opinion leaders, friends and family that have contact with your primary audience

Question 69

moderate publics

Answer 69

publics that share a common goal or philosophy with your primary public heavily influence the primary public work colleagues, members of an activist group, etc.

Question 70

measurement

Answer 70

the evaluation of results against agreed upon objectives established during planning improves the public relations process also the manner by which we collect PR related data during the research process

Question 71

basic evaluation questions

Answer 71

``` adequately planned? messages understood? how could strategy have been more effective? audiences reached? what was unforeseen? budget met? future improvements? objectives achieved? ```

Question 72

Objectives for measurement

Answer 72

informational objectives may need to focus on message dissemination or audience exposure motivational objectives may require public opinion surveys to determine how audience attitudes shifted behavioral objectives may require sales data, or self report survey data proper measurement means isolating the campaign as the cause of these changes

Question 73

measurement of production/ dissemination

Answer 73

counts how many releases, photos, pitch letters, etc. were made within a specified time frame emphasize quantity instead of quality

Question 74

measurement of message exposure

Answer 74

compile clippings/ mentions (metric) media impressions (placement X) internet hits advertising equivalency (space/timeX advertising rate) information requests: counting the number of requests for information a campaign generates cost per person audience attendance

Question 75

systematic tracking

Answer 75

analyze volume and content of media placements can get a tone of coverage comparisons to competitors percentage of time stories mention key phrases or information essentially, we can statistically model the coverage

Question 76

3 A's of audiences

Answer 76

awareness (survey) attitude (survey) action (self report)

Question 77

social media leads

Answer 77

tracking web traffic for all your sources and identifying top social sources

Question 78

engagement duration

Answer 78

time spent on your pages

Question 79

bounce rate

Answer 79

how quickly people bounce away from your webpage after being directed there

Question 80

membership increase and active network size

Answer 80

how many followers do you have and are they active?

Question 81

activity ratio

Answer 81

proportion of active to passive members

Question 82

conversions

Answer 82

are your members subscribing to your news letters, making purchases etc?

Question 83

brand mentions

Answer 83

how often is your brand being mentioned across social media?

Question 84

loyalty

Answer 84

sharing of content etc

Question 85

virality

Answer 85

also being re-shared

Question 86

blog interaction

Answer 86

do people comment on your blog entries?

Question 87

Barcelona principles

Answer 87

PR leaders from more than 30 countries global standards and practices drafted by European based Association for Measurement and Evaluation of Communication (AMEC) input from IPR, PRSA, Global Alliance, International Communications Consultancy Organization

Question 88

The 7 principles for measurement

Answer 88

importance of goal setting in measurement measuring the effect on outcomes is preferred to measuring outputs the effect on business results can and should be measured where possible media measurement requires quantity and quality advertising value equivalents do not measure the value of public relations social media can and should be measured transparency and replicability are paramount to sound measurement