RPIE Key Definitions Flashcards
Common vocabulary for PR Research, Planning, Implementation and Evaluation
A covert predispositions governing likes and dislikes. They are affective, rather than cognitive; subjective, rather than objective; global or general, rather than specific; and enduring, rather than changeable. They cannot be measured by asking direct questions. People often can’t explain them. Therefore, they must be inferred through indirect questioning about how people feel (not what they think) or through physiological responses.
Attitudes
The breakdown of groups into demographic, psychographic or other dimensions. These divisions allow planners to adapt and focus strategies, tactics and messages on needs or interests of subgroups.
Audience segmentation
Data collected before or at the beginning of a project or program. These data will be compared to information collected during and after program implementation to assess program effectiveness.
Baseline data
Comparing products and services from one organization to those of competitors or those recognized as the “best in the industry.” The goal is to identify standards for improvement or superior performance. Sometimes the term is used to signify milestones or progress achieved during the life of a project.
Benchmarking
A complete analysis of an organization’s communications processes, both internal and external. It is designed to reveal how an organization wants to be perceived by designated publics, what it is doing to foster that perception and how it is actually perceived.
Communications audit
A study of publications, print, online and broadcast reports, speeches, and letters to measure, codify, analyze and/or evaluate the coverage of an organization, its people and its activities. In a strict sense, it uses a rigorous, statistical methodology. But in many cases, it is less formally structured.
Content analysis
Collecting information that describes existing conditions, the status quo of individuals, or group opinions and behaviors. Usually designed to test a theory or hypothesis.Collecting information that describes existing conditions
Descriptive research
Careful monitoring of an organization’s internal and external environments for detecting early signs of opportunities and threats that may influence its current and future plans. In comparison, “surveillance” is confined to a specific objective or a narrow sector.
Environmental scanning
Uses principles of scientific investigation, such as the rules of empirical observation, random sampling in surveys or comparison of results against statistical standards, to replicate results. If done correctly, formal research allows accurate statements about publics based on evidence drawn from scientifically representative samples. Clear objectives and purpose are a must.
Formal research
Gathering information for use in making decisions before a program or making adjustments in a program/plan during implementation.
Formative research
A bar chart that shows the visual and linear direction of project tasks. The chart is useful for tracking deadlines and monitoring a project’s progress as well as for planning and scheduling tasks. It visually lays out the order in which tasks will be carried out. It can identify resources (staff expenses and out-of-pocket costs) needed for each task. The chart always shows a start and finish date and may identify team members responsible for each tactic.
Gantt Chart
Statement that spells out the overall outcomes of a program. They are usually a more specific expression of a mission or purpose and are directly related to the problem or opportunity at hand. They are often related to one aspect of the mission or purpose.
Goals
Collecting information that exists on record from documents, personal papers, journals, official records and online databases.
Historical research
Methods of gathering information that don’t necessarily follow the scientific method and are usually subjective and exploratory. It can look at values or qualities and is good for pre-testing formal strategies. Findings cannot be projected to represent an entire population. It may provide an early warning signal about emerging issues.
Informal research
The overarching reason an organization exists; a statement that can guide an organization’s purpose and planning for many years.
Mission statement
The measurable result that must be achieved with each public to reach the program goal. There are three types of objectives: Process, Output and Outcome.
Objectives
A quantitative research method that combines questions from several organizations into a research company’s national or regional poll; also called subscription studies. It is often less expensive than developing a stand-alone survey for an organization.Quantitative research method that combines questions from several organizations into a research company’s national or regional poll. Often less expansive than a standalone effort.
Omnibus survey/study
Observable (verbal) responses or statements concerning issues or topics. They are specific to a topic and time (situational and focused), rational (cognitive and objective) and changeable. It is often described as the composite thoughts of a public.
Opinions
Measureable result of change in attitude, action, awareness, behavior, opinion or support
Outcomes
Measure of tools, tactics or activities supporting a plan
Outputs
Individuals whose opinions are sought in a survey
Population
How an organization wants to be seen and known among its publics
Positioning
Investigation or data collected, done yourself or by someone you have hired
Primary research
Brief summary of a situation as it currently exists, written in the present tense, without blame or solution (identifies source, where, when, who is affected, how, and why)
Problem statement
Method to ensure a survey sample includes representatives of each subset in the survey population in proportion to the group’s size in the universe
Proportional sampling
Research that gathers impressions and feelings about topics or probes understanding of issues without relying on statistical methods.
Qualitative research
An equal chance of being selected for a survey
Random sample
A survey that yields the same results on repeated trials
Reliability
The systematic gathering of information to describe and understand situations, check assumptions and make decisions. Helps define the problem.
Research
A person who participates in a survey
Respondent
Determination of how likely certain emergencies or crises are to occur
Risk assessment
Assessing risk and developing strategies to manage them
Risk management
A portion of the larger whole
Sample
The systematic pursuit of data through replicable observation and experimentation. using a testable hypothesis, methods that can be replicated, empirical data and compared results
Scientific method
Using research findings of other or collecting information secondhand
Secondary research
Information pulled together to define a situation
Situational analysis
A person or group with an interest in an org or cause, someone affected by an org or who can affect an org
Stakeholder
The approach taken for a plan to achieve objectives. It is the “how” of a PR plan. The “ladder” to achieve an objective.
Strategy
Formulating plans for achieving goals
Strategic thinking
Gathering information as a way of monitoring a program and documenting the effectiveness of the whole program or its parts
Summative research
The exact activities and methods used at the operational level to implement a strategy and reach an objective. The “rungs on the ladder” to achieve an objective
Tactics/tools
Tracking an analyzing trends in news coverage, online activity, marketplace events and the overall environment to prepare and respond as changes occur.
Trend analysis
The degree to which a research study accurately assesses what the researcher set out to evaluate
Validity
The extent to which the results of the study can be transferred to other settings or groups
External validity
Assesses a study’s methodology and alternative explanations for study results
Internal validity
A 100 percent sample, best if your universe is less than 300.
Census
A systematic sample drawn in such a way the likelihood of being chosen is equal or known. A random sample is an example.
Probability sample
An informal selection of people to be interviewed. Chosen by convenience (who is near you at a given time), quota (same number of each kind), dimensional (anyone who matches identified dimensions), snowball (finding people through others meeting ID’d characteristics) or purposive (a sample that suits your purpose) circumstances
Nonprobability sample
Assumptions people live by. Understandings about the way things in the world work or should be. Building blocks of attitudes and opinions.
Beliefs
Explicit standards for evaluating right or wrong, desirable or undesirable. Determine what people think are important in life. Usually covert. Most people cannot explain why they make these judgments
Values
Differences among people within a group
Diversity
Achieved when a business recognizes the strengths and specific needs/preferences of its diverse publics
Managing diversity
Relating to people in various cultural groups
Multicultural relations/workplace diversity
