Exam Two Flashcards
1
Q
3 key types of research problems
A
Exploratory
Descriptive
Causal
2
Q
Why conduct PR research?
A
- guesses vs. systematic conditions
- predicting outcome is easier with data
- evaluation of campaign
3
Q
Ways to use research
A
- achieve credibility with management
- formulate strategy
- test messages
- prevent crises
- monitor competition
- generate publicity
- measure success
4
Q
Methods of planning
A
- observation
- sample surveys
- experiments
- focus groups
- content analysis
- statistical data
5
Q
3 situations in need for PR program
A
- remedy a problem
- 1 time launch of product or service
- reinforce message/reputation
6
Q
Objectives should be…
A
- linked to goals, specific outcome, specific public, linked to research, written clearly, & measurable
7
Q
Sample objectives
A
Informational (easiest)
Attitudinal/Motivational
Behavioral (most difficult)
8
Q
3 scheduling methods
A
- Continuity
- Flighting
- Pulsing
9
Q
2 major budgetary categories
A
- Staff time
- Out of pocket expenses
10
Q
Key goals of PR communication
A
- Message Exposure
- Accurate Dissemination
- Acceptance of Message
- Attitude Change
- Behavior Change
11
Q
Grunig’s Phases of Communication
A
- Receives the message
- Pays Attention to the message
- Understands the Message
- Believes the Message
- Remembers the Message
- Acts on the message
12
Q
5 types of communication media
A
- Controlled
- Interactive
- Paid, Earned, and Owned
- One on One Communication
- Events
13
Q
5 stage adoption process
A
- awareness
- interest
- evaluation
- trial
- adoption
14
Q
Roger’s diffusion of innovations
A
- relative advantage
- compatibility
- complexity
- triability
- observality
15
Q
evaluation questions
A
- adequate planned?
- message understood?
- how strategy could’ve been more effective?
- audience reached?
- what was unforeseen?
- Budget met?
- future improvements?
- objectives achieved?
16
Q
measurement of message exposure
A
- compile clippings/mentions
- media impressions
- internet hits
- advertising equivalency
- systematic tracking
- information requests
- costs per person
- audience attendance
17
Q
Measurement of social media
A
- social media leads
- engagement duration
- bounce rate
- membership increase
- activity ratio
- conversions
- brand mentions
- loyalty
- vitality
blog interaction
18
Q
Barcelona Principles
A
- PR leaders from more than 30 countries
- Global standards and practices
- Drafted by Measurement and Evaluation of Communication (AMEC)
19
Q
Seven Principles
A
- importance of goal setting and measurement
- measuring the effect on outcomes rather than outputs
- effect on business results can & should be measured where possible
- media measurement requires quantity & quality
- advertising value equivalents don’t measure the value of PR
- social media can and should be measured
- transparency & replicability are paramount to sound measurement
