APR final prep Flashcards
Name 2 qualities of informal research
1) Not gathered scientifically 2) Can be used to provide context 3) Should be well documented
Neme 2 qualities of formal research
1) Structured 2) Repeatable 3) Systematic
What is primary research?
Examines evidence collected firsthand (you did the research)
What are examples of primary research?
1) direct observations 2) first-person interviews 3) self-administered surveys
What is secondary research?
Previously published data (someone else did the research)
First step in research process?
Write a problem statement
What should the problem statement do?
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?
Give some examples of informal research
1) interviews with editors and opinion leaders 2) focus groups with target audience members 3) non-scientific survey to check for awareness
What is a census and when is it best used?
1) 100% sample of everyone in potential target audience 2) Best used when target audience is well defined and small, e.g. <300
What is a probability sample?
1) probability of being chosen is known or equal, e.g. a random sample
What is a nonprobability sample?
1) Not scientific, informal, and can’t be projected to entire target population; easy and fast way to gather information
What sample size do you need for a 95% confidence interval if your target population is 10,000 or more?
384
What is triangulation?
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.)
What are three qualities of a content analysis?
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.
What are three examples of objectives?
1) change behavior 2) increase knowledge 3) change attitudes
Give some examples of language for strategies
1) enlist community influentials to … 2) accelerate 3) position
Give 2 things to consider when executing your communications plan
1) What messages 2) what channels 3) did the messages reach intended targets
When selecting audiences …
Consider the “who” as in who will be affected? who needs to know? whose advice or support do we need?
Key characteristics of a good objective
- States specific change in behavior or opinion prompted by public relations activities
- Pinpoints a level of accomplishment (e.g. percentage gain)
- Identifies specific public or audience
- Establishes timeframe for objective
What is the difference between outcome based and process based objectives?
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”
Name three characteristics of a communications strategy:
- Differentiation: highlight contrast with the alternative
- Partnership: collaboration with audience
- Education: promote learning opportunities
- Value: cost benefit and financial opportunities
What’s the difference between a strategy and tactic?
A strategy describes “how” you will achieve your objective whereas a tactic describes “what” you will do to achieve the strategy.
