RPIE Key Definitions

Question 1

Cognitive predisposition, often unconscious, relating to likes and dislikes. Affective rather than cognitive, subjective, global or general and enduring. Cannot be measured through direct questions.

Answer 1

Attitudes

Question 2

Breakdown of audience based on common characteristics

Answer 2

Audience segmentation

Question 3

Data collected before or at the beginning of a project or program

Answer 3

Baseline data

Question 4

Comparing products and services from one org to those of competitors or those recognized as “best in the industry” or signifying milestones or progress achieved during the life of a project

Answer 4

Benchmarking

Question 5

A complete analysis of an organization’s communications processes, both internal and external

Answer 5

Communications audit

Question 6

A study of publications, print, online and broadcast reports, speeches and letters to measure, codify, analyze and evaluate the coverage of an organization, its people and activities

Answer 6

Content analysis

Question 7

Collecting information that describes existing conditions

Answer 7

Descriptive research

Question 8

Monitoring of an organization’s internal and external environments for detecting early signs of opportunities and threats that may influence its current and future plans

Answer 8

Environmental scanning

Question 9

Gathering information using scientific principles, which allows accurate statements about publics based on evidence drawn from scientifically representative samples.

Answer 9

Formal research

Question 10

Gathering information for use in making decisions before a program begins

Answer 10

Formative research

Question 11

A bar chart that shows the visual and linear direction of projects tasks

Answer 11

Gantt Chart

Question 12

Statement that spells out the overall outcomes of a program, directly related to the problem/opportunity at hand.

Answer 12

Goals

Question 13

Collecting information that exists on the record

Answer 13

Historical research

Question 14

Gathering information that doesn’t necessarily follow the scientific method and are usually subjective and exploratory

Answer 14

Informal research

Question 15

The overarching reason an organization exists

Answer 15

Mission statement

Question 16

Measurable result that must be achieved with each public

Answer 16

Objectives

Question 17

Quantitative research method that combines questions from several organizations into a research company’s national or regional poll. Often less expansive than a standalone effort.

Answer 17

Omnibus survey/study

Question 18

Observable responses or statements concerning issues or topics. Specific to a topic and time, rational and changeable.

Answer 18

Opinions

Question 19

Measureable result of change in attitude, action, awareness, behavior, opinion or support

Answer 19

Outcomes

Question 20

Measure of tools, tactics or activities supporting a plan

Answer 20

Outputs

Question 21

Individuals whose opinions are sought in a survey

Answer 21

Population

Question 22

How an organization wants to be seen and known among its publics

Answer 22

Positioning

Question 23

Investigation or data collected, done yourself or by someone you have hired

Answer 23

Primary research

Question 24

Brief summary of a situation as it currently exists, written in the present tense, without blame or solution (identifies source, where, when, who is affected, how, and why)

Answer 24

Problem statement

Question 25

Method to ensure a survey sample includes representatives of each subset in the survey population in proportion to the group's size in the universe

Answer 25

Proportional sampling

Question 26

Research that gathers impressions and feelings about topics or probes understanding of issues without relying on statistical methods.

Answer 26

Qualitative research

Question 27

An equal chance of being selected for a survey

Answer 27

Random sample

Question 28

A survey that yields the same results on repeated trials

Answer 28

Reliability

Question 29

The systematic gathering of information to describe and understand situations, check assumptions and make decisions. Helps define the problem.

Answer 29

Research

Question 30

A person who participates in a survey

Answer 30

Respondent

Question 31

Determination of how likely certain emergencies or crises are to occur

Answer 31

Risk assessment

Question 32

Assessing risk and developing strategies to manage them

Answer 32

Risk management

Question 33

A portion of the larger whole

Answer 33

Sample

Question 34

The systematic pursuit of data through replicable observation and experimentation. using a testable hypothesis, methods that can be replicated, empirical data and compared results

Answer 34

Scientific method

Question 35

Using research findings of other or collecting information secondhand

Answer 35

Secondary research

Question 36

Information pulled together to define a situation

Answer 36

Situational analysis

Question 37

A person or group with an interest in an org or cause, someone affected by an org or who can affect an org

Answer 37

Stakeholder

Question 38

The approach taken for a plan to achieve objectives. It is the "how" of a PR plan. The "ladder" to achieve an objective.

Answer 38

Strategy

Question 39

Formulating plans for achieving goals

Answer 39

Strategic thinking

Question 40

Gathering information as a way of monitoring a program and documenting the effectiveness of the whole program or its parts

Answer 40

Summative research

Question 41

The exact activities and methods used at the operational level to implement a strategy and reach an objective. The "rungs on the ladder" to achieve an objective

Answer 41

Tactics/tools

Question 42

Tracking an analyzing trends in news coverage, online activity, marketplace events and the overall environment to prepare and respond as changes occur.

Answer 42

Trend analysis

Question 43

The degree to which a research study accurately assesses what the researcher set out to evaluate

Answer 43

Validity

Question 44

The extent to which the results of the study can be transferred to other settings or groups

Answer 44

External validity

Question 45

Assesses a study's methodology and alternative explanations for study results

Answer 45

Internal validity

Question 46

A 100 percent sample, best if your universe is less than 300.

Answer 46

Consensus

Question 47

A systematic sample drawn in such a way the likelihood of being chosen is equal or known. A random sample is an example.

Answer 47

Probability sample

Question 48

An informal selection of people to be interviewed. Chosen by convenience (who is near you at a given time), quota (same number of each kind), dimensional (anyone who matches identified dimensions), snowball (finding people through others meeting ID'd characteristics) or purposive (a sample that suits your purpose) circumstances

Answer 48

Nonprobability sample

Question 49

Assumptions people live by. Understandings about the way things in the world work or should be. Building blocks of attitudes and opinions.

Answer 49

Beliefs

Question 50

Explicit standards for evaluating right or wrong, desirable or undesirable. Determine what people think are important in life. Usually covert. Most people cannot explain why they make these judgments

Answer 50

Values

Question 51

Differences among people within a group

Answer 51

Diversity

Question 52

Achieved when a business recognizes the strengths and specific needs/preferences of its diverse publics

Answer 52

Managing diversity

Question 53

Relating to people in various cultural groups

Answer 53

Multicultural relations/workplace diversity