Test 2

Question 1

Is brainstorming convergent thinking or divergent thinking?

Answer 1

Divergent thinking: allowing thinking to diverge or spread out. The search for ideas goes in all directions.

Question 2

What does creativity have to have to give it value?

Answer 2

• creative problem solving(CPS): a creative problem-solving process originated by Sidney Parnes that includes six steps beginning with mess finding and ending with acceptance finding. 6 steps: mess finding, data finding, problem finding, idea finding(brainstorming), solution finding, acceptance finding.
• creative people
• creative process: any system or process designed to encourage creative thinking
• creative product: the end result of a creative process. It be an object, and idea or an image.

Question 3

Do more ideas produce better ideas?

Answer 3

Yes, the goal is to produce as many ideas as possible in the time allowed. More ideas yield better ideas.

Question 4

What does idea fluency mean?

Answer 4

The goal is to produce as many ideas as possible in the time allowed.

Question 5

Most people base their behavior on habit and past experience. What is this called?
Automatic responses to everyday problems

Answer 5

Heuristics

Question 6

Understand the difference between primary and secondary research.

Answer 6

Primary research: original research, sometimes called formal research, new or original research undertaken to to answer specific questions. Researchers use surveys, or focus groups to gain insights

Secondary research: the first research a group usually does. Involves searching through existing information. Examines information, typically publications, that already exist. Process begins with review of an organization’s own records, commonly call “archival” information. Examine sales data, websites, annual reports.

Question 7

What is brainstorming?

Answer 7

A technique for quickly gathering many ideas from a group of two or more people for solving a problem and to generate more and better and ideas. Created by Alex Osborn.

Question 8

Understand the differences of primary and secondary target audiences.

Answer 8

1. Primary Target Audience: people who are most directly involved with the research. Website about a football team targets football players, fans, organization, etc.
2. Secondary Target Audience: people that aren’t directly involved with the research. Website about football team targets football fans but not fans of the football team. People that live in the area but don’t necessarily follow the team.

Question 9

Understand the distinctions between reliable and valid research.

Answer 9

1. Reliable Research: refers to the consistency of results. If repeated research, using the same size sample and questionnaire, gets the same results, it’s said to be reliable. Sample consists of random subjects.
2. Valid research concerned with whether the research measures what is supposed to measure. Bias to wording of the question, not valid.

Question 10

What are the differences between qualitative and quantitative research.

• 2 Types of Primary Research
  1. Qualitative:

2.Quantitative

Answer 10

Qualitative: involves unstructured open-ended questions using nonrandom samples; not intended for statistical analysis; focus groups; goal is to explore a topic broadly

• subjective
• likely top be based
• soft data(not mathematical)
• open ended questions
• exploratory
• valid but not reliable
• not projectable to larger populations (can’t be generalized)
• nonrandom samples

. Quantitative: seeks statistically reliable hard data; numbers-oriented; goal is to produce insights that use a random sample of respondents to produce results that PR people can project onto the wider public

• objective
• hard data(mathematical-think numbers)
• closed ended questions(forces a choice and is more structured)
• descriptive or explanatory
• valid and reliable
• projectable to larger populations
• random samples

Question 11

What is baseline research?

Answer 11

A measure of the starting point for purposes of comparing with a future outcome. Also called a benchmark. It’s important to have a baseline for the purpose of evaluating outcomes.

Question 12

What’s the purpose of pre-testing a message?

Answer 12

Shows what works a particular audience.

Question 13

What is the Gantt chart? How is it used in planning?

Answer 13

A graphic chart that illustrates the timeline for tactics in a PR plan; illustrates a project schedule

Question 14

What does SWOT stand for?

Answer 14

Strengths, weaknesses, opportunities, threats

Question 15

How does SWOT stand analysis help in the planning process?

Answer 15

Helps identify the internal strengths and weaknesses of a business or individual

Question 16

What is the difference between a goal and an objective?

Answer 16

Goal: long-term aims you want to accomplish; less structured

Objective: concrete attainments that can be achieved by following a certain number of steps; very concrete

Question 17

What is a strategy? A tactic?

Answer 17

Strategy: overall arrangement for a PR plan; a broad, nonspecific statement about the approach to take; strategy usually makes clear the theme or underlying message of the plan

Tactic: actions steps to take to implement a strategy and accomplish the objectives of a PR plan, can include news release, facts sheets, special events and other activites

Question 18

What’s the purpose of a situation analysis?

Answer 18

Defines the PR problem of the client and the reasons why the client seeks the services of PR pro’s; purpose is to make clear the situation as it exists today; can’t solve a problem unless you understand it; important everyone share the same understanding of the situation

Question 19

What is an executive summary?

Answer 19

First page of a PR plan; provides a persuasive overview of the strategy and tactics of the plan; brief, usually only a page or two in length; describes the clients needs and sell the proposed solution to those needs, descriptive and persuasive.

Question 20

What are common blocks to creativity?

Answer 20

• fear of criticism
• lack of self-confidence
• state of mind/body(i.e.- experience negative stress)
• focus on finding the “right answer”
• jumping the gun and adopting one idea too soon, refusing to consider others

Belief that:

1. Tradition is preferable to change
2. Reason, logic, numbers, practically are good and feelings and intuition are bad.
3. Fantasy and reflection are a waste of time and playfulness is for children only
4. We are not creative

Question 21

Know the differences between demographics and psychographics?

Answer 21

Demographics: segmenting a population according to demographic categories such as age, sex, race, ethnicity, language spoken, geographic location, religion, sexual orientation

Psychographics: segmenting a population based on their values, attitudes and personality

Question 22

What is the difference between hard and soft costs?

Answer 22

Hard costs: printing, networking expenses, etc; project photography, brochure printing, and so on

Soft costs: staff time; principle, staff and marketing time- probably the biggest dollar-value item on your budget

Question 23

Understand the following research tactics: self-selected sampling, intercept interviews, focus groups, and personal interviews.

Answer 23

Self-selected sampling: situation in which individuals select themselves into a group, causing biased sample

Intercept- interviews are a variation of the in-person interview. They typically occur in a mall or other public place where interviewers intercept shoppers and ask them to spend a few minutes answering questions.

Focus Groups- involve organizing groups of 8-12 people and leading the groups in open-minded discussions of a topic.

Question 24

Explain how the evaluation aspect of the PR process involves thinking both at the end of a campaign and throughout a campaign

Answer 24

Did we meet goal?

Question 25

What is the difference between remedial or one-time publications?

Answer 25

Remedial- BP spent 100-million on PR advertising to repair image

One-time: Austin library