TEST 2 - (extra) set 1

Question 1

Four Essential Steps of Effective PR

Answer 1

1. Research
2. Planning
3. Communication
4. Measurement / Evaluation

Question 2

Research

Answer 2

First Essential Step in Effective PR

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

Question 3

The systematic investigation

Answer 3

~ Predefined procedures and methods

~ Intersubjectivity

Question 4

The systematic investigation - Predefines procedures and methods

Answer 4

~ Survey questionnaire
~ Guidelines for focus group
~ Codebook for content analysis

Question 5

The systematic investigation - Intersubjectivity

Answer 5

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

Question 6

.. Of a Research Problem …

Answer 6

Should be empirical - i.e., should be answered based on observable evidence

Question 7

Three key types of research problems

Answer 7

1. Exploratory - i.e., focus groups to understand voters’ reaction to new policies
2. Descriptive - i.e., audience research, research of market shares
3. Causal - i.e., examining the influence of one variable on another

Question 8

Exploratory Research

Answer 8

Pretesting brand and product names in different cultures

Up to 10,000 different variations tested

Focus groups and survey testing for:
~ Cognitive associations
~ Different meanings
~ Pronunciation

Question 9

Descriptive Research

Answer 9

I.e., Nielson Web Ratings - based on netview internet panel

Question 10

… Involving Gathering Evidence …

Answer 10

Search for social regularities

~ Predictions about specific publics, larger groups of voters, consumers; NOT about individuals

Question 11

… Based on samples in order to make inferences.

Answer 11

Most market research is still based on samples

The goal is to make inferences to:
~ A larger population
~ Other time periods
~ Other locations

Question 12

Probability Sampling

Answer 12

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

Question 13

Non-Probability Sampling

Answer 13

One of the assumptions of probability sampling is violated

~ I.e., TV call-in-polls, Internet surveys

Question 14

Why Conduct PR Research?

Answer 14

~ Guesses vs. systematic conditions
~ Predicting the outcome of a PR program is much easier when you have data
~ Allows for the evaluation of a campaign

Question 15

Academic Research

Answer 15

“basic” research

Funded through universities or foundations in order to answer broader theoretical questions

Conducted by academics

Question 16

Applied Research

Answer 16

“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 17

Primary Research

Answer 17

Information gathered by the researchers through person-to-person interaction
~ I.e., meetings, one-on-one interviews, focus groups, surveys

Question 18

Secondary Research

Answer 18

Information gathered through available literature, publications, broadcast media, and other non-human sources
~ Easier to gather

Question 19

Quantitative Research Methods

Answer 19

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 methods

Question 20

Qualitative Research Methods

Answer 20

Descriptions of cultural situations obtained from interviewing, focus groups, participant observation, and collection of oral and textual materials

Question 21

Quantitative Methods - Data Collection

Answer 21

~ Controlled
~ Objective
~ Systematic observations

Question 22

Quantitative Methods - Data Assessment

Answer 22

~ Can be reliably measured
~ Validity can be measured
~ Interpreted deductively

Question 23

Quantitative Methods - Outcomes

Answer 23

~ Description
~ Understanding
~ Prediction
~ Control

Question 24

Qualitative Methods - Data Collection

Answer 24

~ Uncontrolled
~ Subjective
~ Random observations

Question 25

Qualitative Methods - Data Assessment

Answer 25

~ Cannot be reliably measured ~ Validity is assumed ~ Interpreted inductively

Question 26

Qualitative Methods - Outcomes

Answer 26

~ Description | ~ Understanding

Question 27

Qualitative Data

Answer 27

Provides insights into how and why people think and behave as they do Most popular methods are: ~ Interviews ~ Focus Groups ~ Participant Observation

Question 28

Focus Groups

Answer 28

Given the high cost of interviews, researchers increasingly turning to these Consist of 5-10 people who are chosen based on their relevance to the study It is a guided discussion designed to explore a topic of special interest to the client / researcher

Question 29

Cross-Sectional Research

Answer 29

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

Question 30

Longitudinal Research

Answer 30

Research based on one or multiple samples, with measurements taken at multiple points in time Types: ~ Trend Studies ~ Panel Studies ~ Cohort Studies

Question 31

Ways To Use Research

Answer 31

``` ~ Achieve credibility w/ management ~ Define / segment publics ~ Formulate strategy ~ Test messages ~ Prevent crises ~ Monitor competition ~ Generate publicity ~ Measure success ```

Question 32

Planning

Answer 32

Second Essential Step of Effective PR Must be strategic and systematic - i.e., linked to the "big picture" and based on research Involves the coordination of multiple methods

Question 33

Planning - Methods

Answer 33

``` ~ Observation ~ Sample surveys ~ Experiments ~ Focus Groups ~ Content analysis ~ Statistical data (Census) ```

Question 34

Planning - Methodology

Answer 34

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

Question 35

Eight Elements of a Program Plan

Answer 35

1. Situation 2. Objectives 3. Audience 4. Strategy 5. Tactics 6. Calendar / Timetable 7. Budget 8. Evaluation / Management

Question 36

Program Planning - Situation

Answer 36

What is the situation of your organization? Three situations generally provide the need for a PR program: 1. Need a program to remedy a problem 2. Need for a 1 time launch of a product/service 3. Need to reinforce a message or their reputation

Question 37

Program Planning - Objectives

Answer 37

What are you trying to accomplish?

Question 38

Goals

Answer 38

General, mission-oriented, not measurable | ~ I.e., to educate Athens-Clarke County residents about the US Census

Question 39

Objectives

Answer 39

~ Grow out of goals, are clear and measurable ~ 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 40

Objectives Should Be

Answer 40

~ Linked to goals, a specific public, a specific outcome, research ~ Written explicitly, clearly ~ Measurable ~ Time-defined ~ Designed for a single public & single response ~ Stretching, but attainable

Question 41

Sample Objectives (From Easiest to Most Difficult)

Answer 41

~ Informational ~ Attitudinal / Motivational ~ Behavioral

Question 42

Informational Objectives

Answer 42

Changing message exposure, comprehension, and/or retention "To increase awareness of the Grady College Centennial by 50% among Grady alums by Oct. 1, 2014"

Question 43

Attitudinal / Motivational Objectives

Answer 43

Modify the way an audience feels "To promote favorable attitudes toward the new retirement policy among 80% of current employees by March 15, 2016"

Question 44

Behavioral Objectives

Answer 44

The modification of behavior "To decrease smoking by 15% among UGA students and employees by the end of the 2016 calendar year"

Question 45

Program Planning - Audience

Answer 45

Who will your campaign target and why? PR rarely targets a so called "mass _______," rather, market research is done to pinpoint specific publics and where they are located Targeting decision-making is based on trends in demographics, growth opportunities, costs, etc. ~ Increasingly, we target at the individual level through one-on-one marketing & small markets

Question 46

How Might We Target Communications?

Answer 46

``` ~ Age, gender, ethnicity ~ Marital status ~ Education level, income level ~ Location ~ Media use habits ~ Political beliefs ~ Religious beliefs ```

Question 47

Program Planning - Strategy

Answer 47

How and why a campaign is to succeed Ideas generated and rationale is shared for how the tactics will work on the targeted audiences ~ The "aha!" moment

Question 48

Program Planning - Tactics

Answer 48

The nuts and bolts of the strategy Goes beyond rationale and focuses on the specific activities, materials, etc. to implement the strategy

Question 49

Program Planning - Calendar / Timetable

Answer 49

When will campaign run? What sequence? When are key messages expected to be most meaningful to target audiences? ~ Seasonal, Holiday, Days-of-the-week, Hours-of-the-day timing How should we schedule specific tactics? ~ When is ideal moment for exposure to a campaign? ~ Are consumers in info-seeking mode? Purchase mode? Are interest and attention high?

Question 50

Influences on Calendar / Timetable

Answer 50

~ Size of budget ~ Consumer-use cycles ~ Competitors' advertising/tactics

Question 51

Engagement Duration

Answer 51

Measurement of Social Media Time spent on your pages

Question 52

Bounce Rate

Answer 52

Measurement of Social Media How quickly people "bounce" away from your webpage after being directed there

Question 53

Membership Increase & Active Network Size

Answer 53

Measurement of Social Media How many followers do you have and are they active?

Question 54

Activity Ratio

Answer 54

Measurement of Social Media Proportion of active to passive members

Question 55

Conversions

Answer 55

Measurement of Social Media Are your members subscribing to your news letters, making purchases, etc.?

Question 56

Brand Mentions

Answer 56

Measurement of Social Media How often is your brand being mentioned across social media?

Question 57

Loyalty

Answer 57

Measurement of Social Media Sharing of content, etc.

Question 58

Virality

Answer 58

Measurement of Social Media Also being re-shared?

Question 59

Blog Interaction

Answer 59

Measurement of Social Media Do people comment on your blog entries?

Question 60

The Seven Principles

Answer 60

1. Importance of goal setting and measurement 2. Measuring the effect on outcomes is preferred to measuring outputs 3. The effect on business results can and should be measured where possible 4. Media measurement requires quantity and quality 5. Advertising Value Equivalents do not measure the value of PR 6. Social Media can and should be measured 7. Transparency and replicability are paramount to sound measurement

Question 61

Measurement of Audience Awareness

Answer 61

...