PR Test #2

Question 1

Research

Answer 1

The controlled, objective, and systematic gathering of information for the purpose of describing and understanding.

Question 2

Obstacle

Answer 2

Situation you are trying to overcome that limits the organization from realizing its mission (negative)

Question 3

Opportunity

Answer 3

Situation that offers advantages to the organization and or its public’s (positive)

Question 4

Organizational analysis

Answer 4

Look at organization holistically and objectively to get better understanding of the business. Component of strategic planning, may or may not be part of PR strategic plan. Consider internal environment, public perception and external environment.

Question 5

Primary research

Answer 5

Gaining new and original information generated through a research project.

Question 6

Casual research

Answer 6

Using online search or asking people you know what they know about the topic at hand.

Question 7

Secondary research

Answer 7

Collected by someone else; available through existing and credible sources, such as reference books, electronic databases, professional organization archives, case studies

Question 8

Qualitative research

Answer 8

Soft data- open ended questions; non-random samples. Exploratory in nature;relies less on stats and more on interpretation of text. Valid ( measures what is supposed to measure) but not always reliable (same results won’t be achieved if study is repeated.

Question 9

Quantitative research

Answer 9

Close ended questions; highly structured, random samples. Descriptive or explanatory research, statistical. Valid and reliable

Question 10

Content analysis

Answer 10

Systematic but objective counting/ categorizing info. Measures amount of media coverage an organization gets. Determines strengths and weaknesses of the competition

Question 11

Interviews

Answer 11

Brief one on one Q &A sessions, often in public places like shopping malls (intercept interviews)l Gathers general opinions.

Question 12

Focus Groups

Answer 12

8-12 people who represent characteristics of the target public’s; led by trained facilitator who asks questions and encourages participants to speak freely. Identifies attitudes and motivations, pretext messages before campaign launch

Question 13

Likert scale

Answer 13

Strongly agree, agree, undecided, disagree, strongly disagree

Question 14

Three types of objectives

Answer 14

Awareness, acceptance, action

Question 15

Awareness

Answer 15

Inform and educate the public, factual messages, difficult to measure success unless pre/post awareness study exists

Question 16

Acceptance

Answer 16

Change the public’s level of interest, attitude or feelings, factual /persuasive messages

Question 17

Action

Answer 17

Change the public’s opinion or behavior and motivate them to act. Persuasive messages, easier to measure success because an action is required.

Question 18

Consumers

Answer 18

Those who use the product or service

Question 19

Producers

Answer 19

Those who produce the product or service. Employees and volunteers

Question 20

Enablers

Answer 20

Those who make it possible for the organization to provide the product/service (finders, regulatory agencies, media gatekeepers)

Question 21

Limiters

Answer 21

Those who hinder or limit the use of the product or service (competition)

Question 22

Interpersonal communication

Answer 22

Face to face opportunities for personal interaction; disseminating information sought by audiences, tends to be most persuasive.

Question 23

Organizational media

Answer 23

Owned media, published/ produced by the organization; info may or may not be sought by audiences; allows for controlling the message (pushing own agenda)

Question 24

News media

Answer 24

Earned media, unbiased, newsworthy info published/ produced by print/ broadcast/ digital news outlets and carried to audiences who aren’t seeking info; adds credibility , but also opposing viewpoints

Question 25

Noise

Answer 25

Interference that limits ability of the channel to carry the message; distorts clarity

Question 26

Redundancy

Answer 26

Phrases in which one or more words add no meaning to the sentence, usually adjectives or adverbs

Question 27

Active voice

Answer 27

The subject performs the action;eliminates words, gets to the point quickly and increases readability. Preferred for PR

Question 28

Passive voice

Answer 28

The subject is being acted upon; diverts attention from the doer.

Question 29

Jargon

Answer 29

Technical language familiar only to a particular group; may isolate readers.

Question 30

Doublespeak

Answer 30

Vague language that intentionally obscures the real meaning behind the words; instead write with honesty and integrity. Unauthorized withdrawal- bank robbery

Question 31

Cliches

Answer 31

A familiar expression overused to the point where it is stale and lacks credibility. Ballpark estimate

Question 32

Denotation

Answer 32

Dictionary definition of a word

Question 33

Connotation

Answer 33

Deeper meaning of a word

Question 34

Analogy

Answer 34

Explains unfamiliar concepts using familiar terms/ imagery Life is like a box of chocolates, you never know what your gonna get.

Question 35

Simile

Answer 35

Make direct comparison between two dissimilar concepts using the words like or as

Question 36

Metaphors

Answer 36

Make a direct comparison without using like or as

Question 37

Persuasion

Answer 37

Process of communication that intends to influence people using ethical means that enhance a democratic society.

Question 38

Logos

Answer 38

An appeal to audience's intellect

Question 39

Pathos

Answer 39

An appeal to audiences emotions

Question 40

Ethos

Answer 40

An appeal based in speakers character and shared commonality with an audience

Question 41

Repetition

Answer 41

Key to helping an audience remember the message. Audience has to be exposed to the message three times before it resonates.

Question 42

Media impressions

Answer 42

How many people have been exposed to a message

Question 43

Three Cs

Answer 43

Credibility, charisma, control

Question 44

Credibility

Answer 44

Someone with expertise to speak about a particular subject, a recognized social or organizational status, and competence to communicate effectively, along with honesty, sincerity, and a lack of bias. Doc

Question 45

Charisma

Answer 45

Someone who is likable and familiar to the public, similar to the public and or physically attractive, which can sometimes work against establishing credibilty

Question 46

Control

Answer 46

Someone with power/authority over the public, or who is in a position to examine/pass judgement over the public. Cop

Question 47

Tactics

Answer 47

Specific PR activities that put the campaign into operation and help achieve objectives; most visible part of strategic plan.

Question 48

Objectives

Answer 48

Specific, tangible and measurable goals

Question 49

Public's

Answer 49

The group of people who share a common bond or relationship with an organization. Most important public is known as the Key public

Question 50

Communication

Answer 50

Giving, receiving, and sharing info through verbal, written and non-verbal methods

Question 51

PR situation

Answer 51

Set of circumstances facing an organization. Consider the background and importance of situation. Situations are either obstacles or opportunities.

Question 52

SWOT

Answer 52

Strengths, weaknesses,opportunities, threats

Question 53

Evaluation

Answer 53

Measurement of results against established objectives(awareness, acceptance, action) set during the planning process. Tells what you did right and wrong and there are key performance indicators (KPI)