Term
| What is the definition of research? |
|
Definition
| systematic gathering of information to describe and understand situations and check assumptions |
|
|
Term
| What are PRs research responsibilities? |
|
Definition
| create channels of two way communication, create a problem statement, create a situation analysis, conduct a SWOT analysis, (communication audits*?) |
|
|
Term
| Channels of two way communication are between? |
|
Definition
| the organizatio nand its publics so that we can receive, contruct meaning from and respond to messages |
|
|
Term
| What are 4 characteritics of problem statments? |
|
Definition
| written in present tense, fully describe the current situation, use specific and measurable terms, do not imply a solution |
|
|
Term
| What is a situation analysis? |
|
Definition
| takes an unabridged analysis of everything we know about the situation. (External: history, stakeholders. Internal: policies, procedues and actions, and communication audit) |
|
|
Term
|
Definition
| a snapshot of the current environment-summarizing the situation analysis (strengths, weaknesses, opportunities, and threats) |
|
|
Term
| What type of SWOT analysis allows us to explore and detect problems |
|
Definition
|
|
Term
| Allows us to use inferential statistics |
|
Definition
|
|
Term
| Which sampling method would sometimes not accurately represent the larger group? |
|
Definition
|
|
Term
| What is another name for exploratory informal methods? |
|
Definition
|
|
Term
| What method is easier and cheaper? |
|
Definition
|
|
Term
| What method is a representative sample? |
|
Definition
|
|
Term
| What sample is likely to represent the larger group? |
|
Definition
|
|
Term
| What sample is lengthy and expensive? |
|
Definition
|
|
Term
| What same needs clearly establishes research objectives? |
|
Definition
|
|
Term
| What do the formal and informal methods provide us with? |
|
Definition
| less uncertainty in the DM process |
|
|
Term
| look over formal/informal examples in the textbook |
|
Definition
|
|
Term
| Why is planning and programming important? |
|
Definition
| skimping on this step can invalidate other efforts and often creates new PR problems |
|
|
Term
| What is planning and programming? |
|
Definition
| making stretagic decisions about what will be done in response to or anticipation of a problem or opportunity |
|
|
Term
|
Definition
| predicting a desired future state, determining what will help and hinder getting there, and formulating a strategy for achieving it |
|
|
Term
|
Definition
| determines the goals, plans actions and allocates resources |
|
|
Term
|
Definition
| making decisions about goals and objectives, identifying key publics and determining strategies |
|
|
Term
| What is the role of the organization's mission statement in PR planning? |
|
Definition
| PR people need to address the relationships needed to meet the organizations goals |
|
|
Term
| Elements of the plan: goals |
|
Definition
| generalized statement of desired outcome |
|
|
Term
| Elements of the plan: objectives |
|
Definition
| specific milestones that measure progress towards goal |
|
|
Term
| Elements of the plan: strategies |
|
Definition
| the overall concept or general approac you'll take |
|
|
Term
| Elements of the plan: tactics |
|
Definition
| the specific actions taken to achieve your objectives |
|
|
Term
| What are qualities of good objectives? |
|
Definition
| specific audience, outcome, measurable change, target date, and specifies one of three outcomes: knowledge, opinion or behavior |
|
|
Term
| Define planning scenarios |
|
Definition
| describing a range of possible future states |
|
|
Term
| Types of PR plans: Ad Hoc plans |
|
Definition
| addresses a temporary situation, such as the launch of a product line |
|
|
Term
| Types of PR plans: standing plans |
|
Definition
| helps build and nurture ongoing relationships and assist the company long term |
|
|
Term
| Types of PR plans: Contingency |
|
Definition
| a back up plan for a situation that is unlikely to happen |
|
|
Term
| How do you use planning scenarios? |
|
Definition
| come up with 2-4 scenarios for a possible, future problem. Avoid ranking the scenarios (most likely, probable) as to not focus more heavily on one |
|
|
Term
| How are crises categorized? |
|
Definition
| immediate, emerging and sustained |
|
|
Term
| Categorizing crises: immediate crises |
|
Definition
| must work out a general plan in advance for how to react |
|
|
Term
| Categorizing crises: emerging crises |
|
Definition
| challenge is to convince top management to take corrective action before it erupts |
|
|
Term
| Categorizing crises: sustained crises |
|
Definition
|
|
Term
| What are the common mistakes in responding to a crisis? |
|
Definition
| hesitation, obfuscation, retaliation, prevarication or equivocation, pontification, confrontation, litigation |
|
|
Term
|
Definition
| leads to public perception of confusion, callousness, incompetence, or lack of preparation |
|
|
Term
|
Definition
| leads to the perception of dishonesty and insensitivity |
|
|
Term
|
Definition
| increases tension and intensifies emotions rather than reducing them |
|
|
Term
| prevarication or equivocatoin |
|
Definition
| creates the biggest problem, because nothing substitues for the truth; a lie or avoiding the unpleasant truth |
|
|
Term
|
Definition
| creates vulnerability by taking a high-handed approach without really dealing with the issue at hand |
|
|
Term
|
Definition
| provides other visibility by keeping the issue alive, giving them a platform, and giving them more to respond to |
|
|
Term
|
Definition
| guarantees even greater visibility and may eliminate more reasonable solutions |
|
|
Term
| What are the qualities of a good crisis plan? |
|
Definition
| a good plan supports a specific goal of your organization, goal oriented, realistic, flexible, a win win proposition, effectively sold |
|
|
Term
| Why is it important for a PR plan to have both an action and commuhnication strategy? |
|
Definition
| how you act during a crisis is just as important as what you say during it. |
|
|
Term
|
Definition
| change in policies, procedures, products, services, behavior. Also, adjustment and adaptation within the organization |
|
|
Term
|
Definition
supports the action by:
1) informing publics of the action
2) persuading them to support/accept the action
3) instructing how to translate intention into action |
|
|
Term
| Three checkmarks in the action strategy |
|
Definition
| chenge within is possible and likely, changes result in a win win for you and your audience, you plan to clean up act, not just image |
|
|
Term
|
Definition
| effective communication must be designed for a specific situatoin, time, place and audience (ex: frisbees) |
|
|
Term
| How do we frame the message for the media? |
|
Definition
| communicating the news value: associated press style guidelines, news value (proximity, impact, timliness, prominence, uniqueness, conflict, currency) |
|
|
Term
| Messages are framed to be: 3 things |
|
Definition
| newsworthy, understandable, and immediately actionable |
|
|
Term
| Framing the message: Semantics |
|
Definition
| make sure the language translates accurately and properly represents the culture |
|
|
Term
| Framing the message: Symbols |
|
Definition
| help to understand whatever is abstract, diffuse, or difficult |
|
|
Term
| Framing the message: Stereotypes |
|
Definition
| help fill in the gaps where facts and information may be limited |
|
|
Term
| What is the diffusion process? |
|
Definition
| process by which new ideas spread to members of a social system |
|
|
Term
| What are messages framed to be? |
|
Definition
| newsworthy, understandable, and immediately actionable |
|
|
Term
| What are the reasons major campaigns fail? 5 |
|
Definition
1) Hard core of chronic “know–nothings”
2) Interested people acquire the most info and most people aren’t interested
3) People seek info compatible with prior views
4) People interpret info differently
5) Info does not necessarily change attitudes |
|
|
Term
| How do we increase our chances of success? 3 things |
|
Definition
When planning the campaign, assume most will have little or no interest in your issue
Set specific objectives that can be reasonably achieved
Delineate specific target publics |
|
|
Term
| What is formative research? |
|
Definition
| conducted before and during the program? |
|
|
Term
| What is summative research? |
|
Definition
| conducted when you're done to assess progress and document impact |
|
|
Term
| What 4 things do you need to do before you can begin research? |
|
Definition
1) Understand communication theory, and media and audience effects
2) Understand the difference between process (effort and output) and outcome (impact and effect)
3) Have SMART objectives
4) Be numerical as well as rhetorical |
|
|
Term
| Three levels of program evaluation: Evaluation |
|
Definition
| assesses quality and adequacy of info used to develop the program |
|
|
Term
| Three levels of program evaluation: Implementation |
|
Definition
| monitors effort and progress as the program unfolds |
|
|
Term
| Three levels of program evaluation: Impact |
|
Definition
| documents the consequences of he program and provides feedback on the extent to which objectives and goals were achieved. |
|
|
Term
| What is the most common error in program evaluation |
|
Definition
| substituting measures from one level from those at another level |
|
|
Term
| How do we evaluate program preparation 3 things |
|
Definition
| adequact of background info, appropriateness of program content, quality of program presentation |
|
|
Term
| What is the goal of research? |
|
Definition
| figuring out what it means and what the client should or shouldn't do as a result |
|
|
Term
| If summative measures don't show impact: 3 things |
|
Definition
1) Theory behind the program strategy was faulty-
2) Theory was correct but errors were made when preparing or implementing the program-
3) The program succeeded, but the evaluation methods were off- |
|
|
Term
| Evaluation methods show us ___ we failed, but also show us ____ we failed! |
|
Definition
|
|
Term
| What is formative research? |
|
Definition
| conducted before and during the program? |
|
|
Term
| What is summative research? |
|
Definition
| conducted when you're done to assess progress and document impact |
|
|
Term
| What 4 things do you need to do before you can begin research? |
|
Definition
1) Understand communication theory, and media and audience effects
2) Understand the difference between process (effort and output) and outcome (impact and effect)
3) Have SMART objectives
4) Be numerical as well as rhetorical |
|
|
Term
| Three levels of program evaluation: Evaluation |
|
Definition
| assesses quality and adequacy of info used to develop the program |
|
|
Term
| Three levels of program evaluation: Implementation |
|
Definition
| monitors effort and progress as the program unfolds |
|
|
Term
| Three levels of program evaluation: Impact |
|
Definition
| documents the consequences of he program and provides feedback on the extent to which objectives and goals were achieved. |
|
|
Term
| What is the most common error in program evaluation |
|
Definition
| substituting measures from one level from those at another level |
|
|
Term
| How do we evaluate program preparation 3 things |
|
Definition
| adequact of background info, appropriateness of program content, quality of program presentation |
|
|
Term
| What is the goal of research? |
|
Definition
| figuring out what it means and what the client should or shouldn't do as a result |
|
|
Term
| If summative measures don't show impact: 3 things |
|
Definition
1) Theory behind the program strategy was faulty-
2) Theory was correct but errors were made when preparing or implementing the program-
3) The program succeeded, but the evaluation methods were off- |
|
|
Term
| Evaluation methods show us ___ we failed, but also show us ____ we failed! |
|
Definition
|
|
Term
| Where is the industry headed? |
|
Definition
| greater integration, rapid response, credibility, target audiences, rapid responses, growth |
|
|
Term
| What things can you do right now to prepare yourself in the PR field? |
|
Definition
| Internships, Clubs, Volunteering, pay attention to current events |
|
|
Term
| Who are the professional associations |
|
Definition
The PR society of America
The FL PR Association |
|
|
Term
| what can PRSA do for you? 6 things |
|
Definition
Advocate for the profession
Research
Networking & professional development
Educational initiatives
Strategic planning
Job placement |
|
|
Term
|
Definition
Networking & Professional development
Scholarship $$$!
Job and Internship Bank |
|
|
