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PR > PR Test 3 > Flashcards

PR Test 3 Flashcards

1
Q

RACE

A
  • research, plan, communication, evaluation

- PR Process

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2
Q

Initial Client Interview

A

Research
Situation Analysis
Initial Client Interview
-prepare: review website, social media, google, media coverage
-questions: goals? products? target audience? strategies to reach audience? What is the image? budget?

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3
Q

Archival Research

A
  • anything the organization has produced itself (photos, kinds of language, style)
  • organization completely controls content
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4
Q

Secondary Research

A
  • anything outsiders say about/portray the company
  • uncontrolled
  • helps view what other people think about client
  • published materials, articles, Nexis/Lexus, transcripts
  • retweets, reviews
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5
Q

Publics

A

a group of people who share a common interest about an organization

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6
Q

Qualitative

A
  • soft data
  • open-ended questions
  • exploratory
  • offers rich insight/understanding
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7
Q

Quantitative

A
  • hard data (numbers)
  • closed-ended questions
  • can generalize to large populations
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8
Q

Primary Research

A

Qualitative/Quantitative Research

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9
Q

Qualitative Method

A

ask open-ended qs

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10
Q

focus group

A

-informal research method in which interviewers meet with groups of selected individuals to determine their opinions

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11
Q

Advantages of focus group

A

-inexpensive, appeals to the elderly and children, immediate feedback, visual stimuli, follow up questions

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12
Q

Disadvantages of focus group

A

-need an experienced moderator, session domination, results can’t be quantified, courtesy bias

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13
Q

courtesy bias

A

tell researcher what you think they want to hear

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14
Q

Why pick a focus group?

A
  • test potential of proposed new products
  • generate ideas for improving existing products
  • to get feedback about idea in short amount of time
  • choose questions to be used in quantitative studies
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15
Q

How do you conduct a focus group?

A
  • select moderator
  • recruit 8-12 participants
  • record session (must ask permission)
  • observe session
  • 60-90 min. max.
  • open-ended questions
  • discuss problems, opinions, needs
  • transcribe
  • write up report
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16
Q

Field Observation/Ethnography

A
  • researcher is an active/passive participant in activity being studied
  • qualitative
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17
Q

Advantages of field obs/ethnography

A
  • inexpensive

- little preparation required

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18
Q

Disadvantages of field obs/ethnography

A
  • superficial results
  • results can’t be quantified
  • hawthorne effect: when people know their being watched, they act differently
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19
Q

Content Analysis

A
  • quantitative
  • systematic coding of questionnaire responses or other written messages into categories that can be totaled
  • can analyze news, stories, articles, blogs, letters, etc.
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20
Q

Content analysis allows

A
  • the researcher to quantify verbal content of a written message
  • analyze favorable, negative, neutral mentions
  • tone
  • % of stories that mention key messages
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21
Q

Survey

A
  • quantitative
  • closed-ended questions
  • dichotomous, multiple choice, barometer scale, rank order, likert scale
  • open-ended questions
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22
Q

Dichotomous

A

Y___ N___

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23
Q

Multiple choice

A
  • three or more choices
  • Current class: f__ so__ jn__ sn__
  • Major: COM__ BIO__ INT___ ENG___
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24
Q

Barometer scale

A
  • up or down from a natural 0

- How often do you watch the news? 0-never 1-once/yr 2-once/mth 3-once/wk 4-everyday

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25
Q

Rank order

A
  • 1=worst, 10=best

- 1=most important, 5=least important

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26
Q

Likert scale

A
  • disagree, neutral, agree

- I feel that watching the news is important 1. strongly agree 2. agree 3. neutral 4. disagree 5. strongly disagree

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27
Q

What information do you want to find out when making a survey?

A
  • demographics (sex, age, state, major, zipcode)
  • incentives
  • existing opinions
  • price ranges
  • obstacles
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28
Q

What kinds of questions can you ask to find out information for a survey?

A
  • open-ended

- closed-ended

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29
Q

How can you administer a survey

A
  • mail
  • telephone
  • internet/email
  • In-person
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30
Q

Mail

A
  • low response rate, expensive, pay for return postage

- hits wide geographic area

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31
Q

Telephone

A
  • higher response rate than mail, wide geographic area, more personal, can clarify questions if needed
  • main audience: old people and stay at home parents
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32
Q

Internet/Email

A
  • wide geographic area, fast, cost-effective, convenient for respondent
  • low response rate
33
Q

In-person

A
  • highest response rate; it’s harder to say no
  • experience with travel
  • can observe non-verbals
34
Q

Mutually exclusive surveys

A
  • options don’t overlap
  • 0-1 1-2 2-3= not mutually exclusive
  • 0-1 2-3 4-5=mutually exclusive
35
Q

Writing survey questions

A
  1. mutually exclusive

2. exhaustive

36
Q

Population

A

all members of a group that you are studying

37
Q

Sample

A

a segment of the population you are surveying that represents the population you are studying

38
Q

Simple random sampling

A
  • when everybody in population has an equal chance of being selected
  • ex: names out of hat
  • larger population least likely to use this
39
Q

Convenience sampling

A

ease of availability

40
Q

Systematic sampling

A
  1. figure out who you are studying
  2. every nth name from list is sampled
    - list with a starting point, samples every nth name
41
Q

Stratified random sampling

A

-sample you attain accurately shows some characteristic of the population you are studying

42
Q
  1. Take population, put everyone in mutually exclusive groups
  2. Pick certain # of each group
A
  • Stratified random sampling

- only way to have sample truly represent characteristics of the population

43
Q

Neelson survey

A

sends cash envelopes

44
Q

PR plan goal

A
  • broader general outcomes you want to see as a result of your persuasive efforts
  • general, not quantifiable
45
Q

Objectives

A
  • specific and measurable indicators of whether or not you have met your goals
  • key idea: What does the target have control over that you want to change?
46
Q

Characteristics of objectives

A

-realistic, clearly defined, and measurable

47
Q

Constructing objectives

A
  • begins with the infinitive phrase “to”
  • desired result
  • quantification: what % you want to inc/dec and a time frame
  • time frame
48
Q

Themes

A
  • overarching idea that applies to all target publics

- must be consistent through all forms of COM used

49
Q

Messages

A
  • basic idea you want audiences to remember as a result of receiving your communication
  • what you tell your target public in order to get them to accomplish the objective
50
Q
  1. Students: volunteering is fun
  2. Business: it will help your image
  3. Media: could make a success story
A

Examples of messages

51
Q

Audience

A
  • group designated as the target of a COM campaign
  • should be as narrow as possible to be most effective
  • ex: college students: year, major, age, gender, race, transfers, on/off campus, etc.
52
Q

Communication tactics

A
  • how your message will be delivered to your publics

- consider what tactics your target publics use (found in research)

53
Q

Traditional media

A

-radio, TV, newspaper, and magazine ads, media release/kit, press conference, PSA

54
Q

Non-traditional media

A

-email, social media, website, internet ad

55
Q

Non-media tactics

A

-brochure, flyers/posters, face-to-face, kiosk, display board, giveaways, events, newsletters

56
Q

Don’t use ads for the sole purpose of

A

media coverage

57
Q

Factors to consider for COM tactics

A
  • who your client is
  • who your audiences are
  • time availability
  • opportunities for two-way COM
  • budget
  • credibility important?
  • is control of message important?
58
Q

Audiences receive most of their information from

A

TV

59
Q

We retain more of what we read in

A

newspapers and magainzes

60
Q

Print media is better for

A

logical appeals

61
Q

Broadcast media is better for

A

emotional appeals

62
Q

News

A

fast, credible, and free

63
Q

Ads

A

controlled message, placement, number of reps.

64
Q

Newspaper

A

appeals to retirees/huge cities

65
Q

Magazines

A
  • portable/permanent, can pass information around

- must have information months in advance

66
Q

TV

A

-expensive

67
Q

Radio

A
  • captive audience, good way to promote company

- people forced to listen in car

68
Q

Strategies

A
  • explanations of how categories of media and non-media tactics will be combined, prioritized, or applied to achieve objectives
  • don’t list individual tactics-only category of tactics
69
Q

Provides concept/rationale for planned actions and program components

A

strategies

70
Q

May involve splitting target publics into specialized audiences

A

strategies

71
Q

Formative Evaluation

A

list problems/opportunities that should be addressed in future studies

72
Q

Logistics

A
  • pick two types of tactics and describe
    1. staffing
    2. budget
    3. timetable
73
Q

Evaluation

A
  • to justify expenditures to financial decision-makers

- prove PR’s worth

74
Q

Difficulty of evaluation

A
  • hard to prove that campaign was sole factor
  • cost
  • fatigue/lack of motivation
75
Q

On-going evaluation

A
  • tweak, fine-tune, or eliminate elements of campaign while it is going on
  • can analyze responses from comment cards and questionnaires
  • solicit feedback from staff/participants
76
Q

Summative evaluation

A

go back to each objective and describe how you would measure its success

77
Q

Criteria/examples of research methods for Summative evaluation

A
  • anecdotal audience (not common)
  • analysis of media coverage
  • financial indicators
  • before/after comparisons
  • audience feedback
78
Q
  • Keep log of volunteers and check each month towards progress
  • Keep a log of donations and check each month towards progress
  • Monitor media stories each day
A

on-going evaluation

PR (4 decks)

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