PR 4 Exam 1

What provides a framework for decision making in pr

theories

In the excellence theory in pr, the ideal role for pr is what kind of model

Two way model of communication

A key feature of systems theory is what

adaptability

What is one way future pr students can make more thoughtful and informed decisions

Using a research first approach

When talking about how newer models like Rostir and peso differ from race and

1. rope

Newer models emphasize audiences and key publics

What kind of function is pr within an organization

Strategic management function

A pr campaign’s plan ultimately strives to what

Drive action or behavior change

One way in which the media influence people’s perception is seen how news is what

Framed/presented

What is considered an extension of agenda setting theory

Agenda building

According to coombs, situations crisis communication theory attempts to predict the level of threat to an orgs what

reputation

A consumer who publishings a blog sees a review, posts his commentary on his blog, readers read the commentary, the end readers of the blog are part of what model of communication

two-step flow model

The press agentry model of publicity is concerned about getting what

media coverage

It is believed that the two symmetrical public model is supported by what kind of media

shared media

What model was developed because current pr demands campaigns must change

ROSTIR

Any campaign planning approach should be thought of what

Circular

Excellence theory recognizes the primary importance of who

stakeholders

The MBO process often call on pr to define direction when support what

Organizational objectives

In the excellence theory in pr, pr activities need to be headed by pr what

manager

Both rope and race models begin with the first two steps

Research and evaluation

Initial research and diagnosis helps the pr person learn about who

key publics

To make metric data usable for assessing an objective there would have to be what kind of data

Baseline or benchline

ROSTIR does evaluation at the end of a campaign but also places importance on reporting the data to who

stakeholders

A campaign uses paid media to raise awareness which in turn garnes earned media, do either or both of these yield a measurable outcome

both

in the peso model, a review from a blogger is an example of what

shared media

A key feature of owned media, is that it is controlled by who

the organization

In the peso model, what allows the company story to be told by a third party

earned media

Under armor use of the take no prisoners approach in their campaign to women in an example of what

strategy

What was the media strategy of baskin robins wacky summer flavors campaign

earned media

To engage fans in the 100k disney wish granted in land resorts 60th anniversary, they invited fans to use

shared media

What enabled the Sephora brand to capture customer data

the act

A brand creates a site in which customers can post their own stories and images, this activity represents what two kinds of media

shared and owned media

Not understanding who is a common mistake pr professional makes

audiences or publics

Finding about the organization’s environment is an example of what type of

research

developmental

The gap between what the people receive and what is actually desired is called the comm what

the problem

The formal research project starts with what

problem statement

A count of how many times a phrase is used in an article is a type of what kind of research

content analysis

Research that is found to have little relevance to what it is trying to measure it lacks

validity

In qualitative research multiple sources of data are used to confirm validity using multiple sources is called what

triangulation

Think tank research has been cited to have what characerstic

bias

A researcher decides that the occurrence of a certain view point in a content analysis, the view point is noted in what

Code book (the instrument used in content analysis)

The internet is a good research method in measuring

Audience perception

Focus group research has an advantage in individual research as it is more

reliable. why?

Faster in garnering sentiments

A challenge of focus group research is choosing who

moderator

43. Effective organizational communication means that communciation must be aligned

with what

goal

According to stacks, a communication goal should be informed by research on who

the organization and its environment

When it comes to addressing organization challenges, they recommended stating the problem as a what

opportunity

Pr campaigns need to employ goals that can be effective through what

communication

When addressing stating problems it is recommended that they can be conceptualized as stating what

opportunity

Identification of what should be the first step a pr person does when diagnosis a pr problem or opportunity

key publics

A collaborative approach to gaol setting can lead to increased buy in from who

stakeholders

Goals lead to research which leads goal revisions, this characteristic ___ planning

iterative

Management by objective assessment manage performance through what

goals

Pr people often over look setting formal objectives because it requires defining what

failure

Being able to tell the results of comm objectives makes that objective what

measurable

What category of objective tracks the number of reporters contacted

output

Objectives need approval should be written to be smart what does smart stand for

Specific, measurable, relevant, timebound

In the diagnosis phase, consideration should be given to organizational need and what

enthusiasm

Pr objectives that express a resulting outcome should prioritize how the outcomes addresses the what

the problem at hand

The organization has 2 current objectives running, these two objectives can be described as being in what

alignment

An outtake objective does not indicate how much ___ occurs in a key public

change in behavior

The more relevant an objective measurement component is to the broader organizational goals the more what it is

valuable

Pr people help ensure their attainable objectives achieve approval from executive by providing a clear what

rationale

outtake objective

measure whether targets received, paid attention to, understood, and/or retained organizational messages

output objective

the things that are produced like the message distributed, posted, or placed

outcome objective

opinion change or behavioral change

earned media

publicity or media relations (having a newspaper write about your business)

paid media

traditional advertising through online channels, display ads, pay per click search ads, commercials

owned media

Content and assets that the brand controls, like websites, blogs, newsletters, brochures, and social media accounts

shared media

also known as social media and is the result of a brand and followers, customers, or fans interacting and mutually creating content