PUR3000 Exam 2 - UF Principle of
Public Relations Questions and All
Correct Answers 2026.
RPIE cycle - Answer Research, Planning, Implementation, Evaluation
Two main types of research: formative research and summative research - Answer Research:
Systematic gathering of information to describe situations, and to check out assumptions about
publics and public relations consequences
- reduce UNCERTAINTY and decision making
Formative: Beginning of planning process or during the implementation of the plan
Summative: Conducted after the program to assess progress and to document program impact
Analytics - Answer Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
Situation analysis - Answer a report analyzing the internal and external environment of an
organization and its publics as it relates to the start of a campaign or program
- narrative presentation of a situation
EX: Chances are you're familiar with the supplemental insurance giant Aflac and its quirky duck.
The 60-year-old's company is one of the Fortune's Best Places to Work, but in spite of this its
successful business and brand were not translating to well-earned recognition for CSR - at least
not beyond its Georgia HQ. There's a reputational deficit
An effective situation analysis begins with: - Answer Problem or opportunity statement - a
written summary that explains the main reason for the campaign
Problem or opportunity statement - Answer One sentence OR paragraph or two
- Captures essence of the situation
- Determines the value of your proposal
- one of the most carefully constructed paragraphs you will write in PR
Written in present tense. What's happening now?
Describes the situation is specific and measurable terms
Does not imply solutions or place blame
,How to structure the analysis - Answer SWOT analysis: strengths, weaknesses, opportunities,
threats
SWOT: strengths - Answer internal capabilities that may help a company reach its objectives'
Ex: Your client is faculty at a college - strengths may be a range of faculty projects that benefit
the community
SWOT: weaknesses - Answer - internal/negative
- internal limitations that may interfere with a company's ability to achieve its objectives
Ex: Gap in communication between faculty and professional communicators representing the
school
SWOT: opportunities and threats - Answer • Deals primarily with external factors
• Includes forces and facts that you don't control
• Can also include trends, economy, funding, demographics, physical environment
• Threats usually begin with the competition, but there is more than that to consider
Two main types of research: summative research - Answer Research done at the end of the
campaign to see if goals were met
EX: political campaign -> won the election
In house - Answer PR people work for an organization
Mission statement - Answer Formal statement of an organization's purpose
- for-profit organization different than non-profit or NGO
Vision statement - Answer A declaration of an organization's desired end-state
- an organization's aspirations
Organizational culture - Answer the unique character of an organization comprised of beliefs,
values, symbols and behaviors
- PR campaign with an appreciation for organizational culture requires observation of written
evidence, people and their behavior
Internal publics - Answer People within the organization
- can be reached via internal channels
- used for research, evaluation, feedback
, EX: in a campus nighttime safety campaign, campus police will be important
Should be seen as the HIGHEST priority publics because of their role as brand ambassadors
external publics - Answer Groups of people with shared interests outside of an organization.
These groups either have an effect on or are affected by the organization'
- channels such as mass media
- Affected by internal communications because employees serve as brand ambassadors
Amazon's union busting training video - Answer Blurs the lines between internal and
external publics
Situational theory of publics (segmenting publics) - Answer theory that the activity of publics
depends on their levels of involvement, problem recognition and constraint recognition
- latent, aware, active
Latent publics - Answer people who are affected by a problem or issue but don't realize it
- EX: netflix users who don't think about net neutrality (equal access to the internet)
When they do have PROBLEM RECOGNITION -> aware publics
Aware publics - Answer People that recognize they are affected by a problem or issue in their
environment
- People who use the internet a little may have been aware of the net neutrality issue but didn't
get active because it didn't affect them that much
Active publics - Answer People who behave and communicate actively in response to a
problem or issue
- depends on their level of involvement
- When people saw a difference in their service
Problem recognition - Answer When people detect a problem or situation in their
environment and begin to think about it
Level of involvement - Answer The degree to which people think a problem affects them
DEMOGRAPHICS and PSYCHOGRAPHICS used in identifying involved publics
Constrain recognition - Answer When people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything
Public Relations Questions and All
Correct Answers 2026.
RPIE cycle - Answer Research, Planning, Implementation, Evaluation
Two main types of research: formative research and summative research - Answer Research:
Systematic gathering of information to describe situations, and to check out assumptions about
publics and public relations consequences
- reduce UNCERTAINTY and decision making
Formative: Beginning of planning process or during the implementation of the plan
Summative: Conducted after the program to assess progress and to document program impact
Analytics - Answer Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
Situation analysis - Answer a report analyzing the internal and external environment of an
organization and its publics as it relates to the start of a campaign or program
- narrative presentation of a situation
EX: Chances are you're familiar with the supplemental insurance giant Aflac and its quirky duck.
The 60-year-old's company is one of the Fortune's Best Places to Work, but in spite of this its
successful business and brand were not translating to well-earned recognition for CSR - at least
not beyond its Georgia HQ. There's a reputational deficit
An effective situation analysis begins with: - Answer Problem or opportunity statement - a
written summary that explains the main reason for the campaign
Problem or opportunity statement - Answer One sentence OR paragraph or two
- Captures essence of the situation
- Determines the value of your proposal
- one of the most carefully constructed paragraphs you will write in PR
Written in present tense. What's happening now?
Describes the situation is specific and measurable terms
Does not imply solutions or place blame
,How to structure the analysis - Answer SWOT analysis: strengths, weaknesses, opportunities,
threats
SWOT: strengths - Answer internal capabilities that may help a company reach its objectives'
Ex: Your client is faculty at a college - strengths may be a range of faculty projects that benefit
the community
SWOT: weaknesses - Answer - internal/negative
- internal limitations that may interfere with a company's ability to achieve its objectives
Ex: Gap in communication between faculty and professional communicators representing the
school
SWOT: opportunities and threats - Answer • Deals primarily with external factors
• Includes forces and facts that you don't control
• Can also include trends, economy, funding, demographics, physical environment
• Threats usually begin with the competition, but there is more than that to consider
Two main types of research: summative research - Answer Research done at the end of the
campaign to see if goals were met
EX: political campaign -> won the election
In house - Answer PR people work for an organization
Mission statement - Answer Formal statement of an organization's purpose
- for-profit organization different than non-profit or NGO
Vision statement - Answer A declaration of an organization's desired end-state
- an organization's aspirations
Organizational culture - Answer the unique character of an organization comprised of beliefs,
values, symbols and behaviors
- PR campaign with an appreciation for organizational culture requires observation of written
evidence, people and their behavior
Internal publics - Answer People within the organization
- can be reached via internal channels
- used for research, evaluation, feedback
, EX: in a campus nighttime safety campaign, campus police will be important
Should be seen as the HIGHEST priority publics because of their role as brand ambassadors
external publics - Answer Groups of people with shared interests outside of an organization.
These groups either have an effect on or are affected by the organization'
- channels such as mass media
- Affected by internal communications because employees serve as brand ambassadors
Amazon's union busting training video - Answer Blurs the lines between internal and
external publics
Situational theory of publics (segmenting publics) - Answer theory that the activity of publics
depends on their levels of involvement, problem recognition and constraint recognition
- latent, aware, active
Latent publics - Answer people who are affected by a problem or issue but don't realize it
- EX: netflix users who don't think about net neutrality (equal access to the internet)
When they do have PROBLEM RECOGNITION -> aware publics
Aware publics - Answer People that recognize they are affected by a problem or issue in their
environment
- People who use the internet a little may have been aware of the net neutrality issue but didn't
get active because it didn't affect them that much
Active publics - Answer People who behave and communicate actively in response to a
problem or issue
- depends on their level of involvement
- When people saw a difference in their service
Problem recognition - Answer When people detect a problem or situation in their
environment and begin to think about it
Level of involvement - Answer The degree to which people think a problem affects them
DEMOGRAPHICS and PSYCHOGRAPHICS used in identifying involved publics
Constrain recognition - Answer When people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything
