Chapter 5

Question 1

What is the universal feature of all public relations models?

Answer 1

Research

Question 2

the research acronym “EBP” stands for ______

Answer 2

Evidence based practices

Question 3

if you want to better understand attitudes, behaviors, and values of a given public, which type of audience segmentation should you choose?

Answer 3

Psychographics

Question 4

if Purina wanted to create a persona for their ideal consumer, they would base it on _______

Answer 4

Demographics and psychographics

Question 5

not knowing how to apply research inside to our findings results in ______

Answer 5

A lot of useless data floating around

Question 6

providing full transparency, and supporting documentation is an example of understanding the ______

Answer 6

Ethics of research

Question 7

in which of the following areas can research assist the PR practitioner?

Answer 7

Audiences and key messages

Question 8

what can research do for public relation practitioners?

Answer 8

Boost their credibility

Question 9

Provide a definition for the following publics:
Latent -
Aware -

Answer 9

Latent - Share your values, but do not know you
Aware - Share your values , know you, but have not acted/engaged