Test 3 (chapters 7-9)

Question 1

Client Research

Answer 1

focuses on the individual client, company, or other organization on whose behalf the practitioner is working

Question 2

Stakeholder research

Answer 2

focuses on identifying the specific publics important to the success of the client

Question 3

Problem-opportunity Research

Answer 3

designed to answer 2 critical questions: what is at issue, and what staked does the organization have with this issue

Question 4

Evaluation Research

Answer 4

procedures for determining the success of a PR plan

Question 5

Formal Research

Answer 5

(quantitative/scientific) presents an accurate picture

Question 6

Informal Research

Answer 6

(nonquantitative/nonscientific) describes some aspect of reality but doesnt necessarily develop an accurate picture of the large reality as a whole

Question 7

Secondary Research

Answer 7

uses materials generated by others-sometimes for purposes entirely different from your own
(valuable in providing information you might never have had the means to gather on your own)

Question 8

Primary Research

Answer 8

new research you generate from scratch

Question 9

Feedback Research

Answer 9

enables an organization to receive tangible evidence of stakeholder groups’ responses to its actions

Question 10

Communication audit

Answer 10

evaluative procedures used to determine whether an organization’s communications are consistent with its values driven mission and goals

Question 11

Focus Groups

Answer 11

an informal research method in which interviewers meet with groups of selected individuals to ascertain their opinions

Question 12

Sample

Answer 12

the segment of a populations or public a researcher studies to draw conclusions about the public as a whole

Question 13

Sampling Frame

Answer 13

the actual list from which the sample, or some stage of the sample, is drawn

Question 14

Unit of Analysis

Answer 14

what or whom you are studying to create a summary description of all such units

Question 15

Probability Sampling

Answer 15

The process of selecting a sample that is representative of the population or public being studied

Question 16

Nonprobability Sampling

Answer 16

the process of selecting a sizable sample without regard to whether everyone in the public has an equal chance of being selected

Question 17

Convenience Sampling

Answer 17

the administration of an informal survey based on the availability of subjects (nonprobability)

Question 18

Simple Random Sampling

Answer 18

involves assigning a number to every person within the sampling frame (probability)

Question 19

Systematic Sampling

Answer 19

involves the selection of e very kth member of a sampling frame (probability)

Question 20

Cluster Sampling

Answer 20

breaking the population into homogenous clusters and then selecting the sample from individual clusters (probability)

Question 21

Census

Answer 21

surveying every member of the sampling frame

Question 22

attributes

Answer 22

characteristics or qualities that describe an object.
in the case of an individual, attributes can be gender, age, weight, height, political affiliation, church affiliation, and so on

Question 23

variables

Answer 23

a logical grouping of qualities that describe a particular attribute.
Variables must me exhaustive (incorporating all possible qualities) and mutually exclusive.
Variables of the attribute of gender: Male and Female

Question 24

Univariate Analysis

Answer 24

examination of only one variable

Question 25

Bivariate Analysis

Answer 25

examination using two variables

Question 26

Multivariate Analysis

Answer 26

examination of three or more variables

Question 27

Ad Hoc Plan

Answer 27

for this purpose only

Question 28

Standing plan

Answer 28

long term, ongoing

Question 29

Contingency Plan

Answer 29

for “what if” scenarios

Question 30

Goal (PR)

Answer 30

a general statement of the outcome we want a PR plan to achieve

Question 31

Phases of the planning process

Answer 31

Consensus Building
Brainstorming
Written Plan

Question 32

4 Main elements of the PR plan

Answer 32

1. goal/goals
2. objectives
3. strategies
4. tactics/recommended actions

Question 33

Goal

Answer 33

generalized statement of the outcome you hope your plan achieves
*usually starts with “to improve” or “to Increase”

Question 34

Objectives

Answer 34

define particular ambitions, specific milestones measuring progress

Question 35

Strategy

Answer 35

general description of the kind and tone of actions (tactics) you’ll implement to fulfill an objective
*help move from specific objectives to specific actions

Question 36

Tactics

Answer 36

recommended actions, how you enact each strategy

Question 37

Tactics (Defined)

Answer 37

the actions that we devise and undertake to influence relationships with particular publics

• a tactic is a channel with a message
• PR tactics are values in action

Question 38

Communication

Answer 38

process of accomplishing the tactics (3rd Phase)

Question 39

2 Forms of Channels

Answer 39

Controlled - podcasts

uncontrolled - news media

Question 40

Controlled Media

Answer 40

Control words and images and also when the message is sent and how often repeated

Question 41

Disadvantages of Controlled Media

Answer 41

Lack of Credibility

Cost

Question 42

3rd party endorsement/independent endorsement

Answer 42

news media providing verification of the news story (this is why media relations is such an important part of PR)

Question 43

Disadvantages of Uncontrolled Media

Answer 43

ultimate control of the message rests with others

Question 44

Accomplishing the PR tactics

Answer 44

1. Delegation
2. Deadlines
3. Quality Control
4. Communication within the team
5. Communication with clients and supervisors
6. Constant Evaluation

Question 45

Due Diligence

Answer 45

conducting research and analysis