Test 3 (chapters 7-9) Flashcards
Client Research
focuses on the individual client, company, or other organization on whose behalf the practitioner is working
Stakeholder research
focuses on identifying the specific publics important to the success of the client
Problem-opportunity Research
designed to answer 2 critical questions: what is at issue, and what staked does the organization have with this issue
Evaluation Research
procedures for determining the success of a PR plan
Formal Research
(quantitative/scientific) presents an accurate picture
Informal Research
(nonquantitative/nonscientific) describes some aspect of reality but doesnt necessarily develop an accurate picture of the large reality as a whole
Secondary Research
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)
Primary Research
new research you generate from scratch
Feedback Research
enables an organization to receive tangible evidence of stakeholder groups’ responses to its actions
Communication audit
evaluative procedures used to determine whether an organization’s communications are consistent with its values driven mission and goals
Focus Groups
an informal research method in which interviewers meet with groups of selected individuals to ascertain their opinions
Sample
the segment of a populations or public a researcher studies to draw conclusions about the public as a whole
Sampling Frame
the actual list from which the sample, or some stage of the sample, is drawn
Unit of Analysis
what or whom you are studying to create a summary description of all such units
Probability Sampling
The process of selecting a sample that is representative of the population or public being studied
Nonprobability Sampling
the process of selecting a sizable sample without regard to whether everyone in the public has an equal chance of being selected
Convenience Sampling
the administration of an informal survey based on the availability of subjects (nonprobability)
Simple Random Sampling
involves assigning a number to every person within the sampling frame (probability)
Systematic Sampling
involves the selection of e very kth member of a sampling frame (probability)
Cluster Sampling
breaking the population into homogenous clusters and then selecting the sample from individual clusters (probability)
Census
surveying every member of the sampling frame
attributes
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
variables
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
Univariate Analysis
examination of only one variable
Bivariate Analysis
examination using two variables
Multivariate Analysis
examination of three or more variables
Ad Hoc Plan
for this purpose only
Standing plan
long term, ongoing
Contingency Plan
for “what if” scenarios
Goal (PR)
a general statement of the outcome we want a PR plan to achieve
Phases of the planning process
Consensus Building
Brainstorming
Written Plan
4 Main elements of the PR plan
- goal/goals
- objectives
- strategies
- tactics/recommended actions
Goal
generalized statement of the outcome you hope your plan achieves
*usually starts with “to improve” or “to Increase”
Objectives
define particular ambitions, specific milestones measuring progress
Strategy
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
Tactics
recommended actions, how you enact each strategy
Tactics (Defined)
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
Communication
process of accomplishing the tactics (3rd Phase)
2 Forms of Channels
Controlled - podcasts
uncontrolled - news media
Controlled Media
Control words and images and also when the message is sent and how often repeated
Disadvantages of Controlled Media
Lack of Credibility
Cost
3rd party endorsement/independent endorsement
news media providing verification of the news story (this is why media relations is such an important part of PR)
Disadvantages of Uncontrolled Media
ultimate control of the message rests with others
Accomplishing the PR tactics
- Delegation
- Deadlines
- Quality Control
- Communication within the team
- Communication with clients and supervisors
- Constant Evaluation
Due Diligence
conducting research and analysis
