APR final prep

Question 1

Name 2 qualities of informal research

Answer 1

1) Not gathered scientifically 2) Can be used to provide context 3) Should be well documented

Question 2

Neme 2 qualities of formal research

Answer 2

1) Structured 2) Repeatable 3) Systematic

Question 3

What is primary research?

Answer 3

Examines evidence collected firsthand (you did the research)

Question 4

What are examples of primary research?

Answer 4

1) direct observations 2) first-person interviews 3) self-administered surveys

Question 5

What is secondary research?

Answer 5

Previously published data (someone else did the research)

Question 6

First step in research process?

Answer 6

Write a problem statement

Question 7

What should the problem statement do?

Answer 7

Answer 5Ws and H: e.g. What is happening now, what is source of concern, who does it involve or affect, how does it involve or affect them, why does it concern the org and its publics?

Question 8

Give some examples of informal research

Answer 8

1) interviews with editors and opinion leaders 2) focus groups with target audience members 3) non-scientific survey to check for awareness

Question 9

What is a census and when is it best used?

Answer 9

1) 100% sample of everyone in potential target audience 2) Best used when target audience is well defined and small, e.g. <300

Question 10

What is a probability sample?

Answer 10

1) probability of being chosen is known or equal, e.g. a random sample

Question 11

What is a nonprobability sample?

Answer 11

1) Not scientific, informal, and can’t be projected to entire target population; easy and fast way to gather information

Question 12

What sample size do you need for a 95% confidence interval if your target population is 10,000 or more?

Answer 12

384

Question 13

What is triangulation?

Answer 13

Using multiple methods to determine survey questions before administering survey (e.g. talking with colleagues and supervisors, conducting focus group with target audience members, etc.)

Question 14

What are three qualities of a content analysis?

Answer 14

Objective, systematic and quantitative description of the contents of relevant artifacts (e.g. news articles, broadcast news stories, open-ended survey questions, etc.); results are coded and organized to determine larger trends, themes and indicators.

Question 15

What are three examples of objectives?

Answer 15

1) change behavior 2) increase knowledge 3) change attitudes

Question 16

Give some examples of language for strategies

Answer 16

1) enlist community influentials to … 2) accelerate 3) position

Question 17

Give 2 things to consider when executing your communications plan

Answer 17

1) What messages 2) what channels 3) did the messages reach intended targets

Question 18

When selecting audiences …

Answer 18

Consider the “who” as in who will be affected? who needs to know? whose advice or support do we need?

Question 19

Key characteristics of a good objective

Answer 19

1. States specific change in behavior or opinion prompted by public relations activities
2. Pinpoints a level of accomplishment (e.g. percentage gain)
3. Identifies specific public or audience
4. Establishes timeframe for objective

Question 20

What is the difference between outcome based and process based objectives?

Answer 20

Outcome based are focused on the specific change in behavior or attitude desired by PR activities and require high-level strategic thinking whereas process based objectives describe wha tthe org will do and are more closely associated with tactics such as “to inform” or “to persuade”

Question 21

Name three characteristics of a communications strategy:

Answer 21

1. Differentiation: highlight contrast with the alternative
2. Partnership: collaboration with audience
3. Education: promote learning opportunities
4. Value: cost benefit and financial opportunities

Question 22

What’s the difference between a strategy and tactic?

Answer 22

A strategy describes “how” you will achieve your objective whereas a tactic describes “what” you will do to achieve the strategy.