PUR3000 Exam 2
in house - CORRECT ANSWER-when PR people are employed directly within an
organization rather than working for an external agency or contracted as independent
consultants
informal research - CORRECT ANSWER-research conducted without clear rules or
procedures, which makes the findings difficult to replicate or compare to other research
or situations
internal publics - CORRECT ANSWER-groups of people with shared interests within an
organization
level of involvement - CORRECT ANSWER-the degree of interest in a product and the
importance the individual places on that product
mission statement - CORRECT ANSWER-a formal statement in an organization's
steady, enduring purpose
organizational culture - CORRECT ANSWER-the set of values, ideas, attitudes, and
norms of behavior that is learned and shared among the members of an organization
primary publics - CORRECT ANSWER-groups of people identified as most important to
the success of a public relations campaign or program
primary research - CORRECT ANSWER-systematic design, collection, analysis and
application of original data or observation
problem or opportunity statement - CORRECT ANSWER-a concise written summary of
the situation that explains the main reason for a public relations program or campaign
problem recognition - CORRECT ANSWER-when people detect a problem or situation
in their environment and begin to think about it.
psychographics - CORRECT ANSWER-data describing psychological characteristics of
a population including interests, attitudes and behaviors.
reliability - CORRECT ANSWER-consistency and precision of a particular research
technique
research - CORRECT ANSWER-the systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
, secondary publics - CORRECT ANSWER-groups of people who are important to a
public relations campaign or program because of their relationship with primary publics
situation analysis - CORRECT 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
analytics - CORRECT ANSWER-carefully collected survey data on key publics or
formally designed interviews
communications audit - CORRECT ANSWER-a complete analysis of an organization's
communications processes, both internal and external. designed to reveal how an
organization wants to be perceived by designated publics, what it is doing to foster that
perception and how it is actually perceived.
constraint recognition - CORRECT ANSWER-when people detect a problem or situation
in their environment but perceive obstacles that limit their behavior to do anything about
it
demographics - CORRECT ANSWER-data describing objective characteristics of a
population including age, level of income or highest educational degree obtained.
external publics - CORRECT ANSWER-groups of people that exist mostly outside of an
organization and have a relationship with the organization
formal research - CORRECT ANSWER-research designed with clear rules and
procedures for collection and analysis of information
formative research - CORRECT ANSWER-research conducted at the beginning of the
planning process, or during the implementation of a plan
summative research - CORRECT ANSWER-research conducted at the end of a
campaign or program to determine the extent that objectives and goals were met
tertiary publics - CORRECT ANSWER-groups of people who indirectly influence or are
indirectly affected by a public relations campaign or program
utilitarianism - CORRECT ANSWER-the doctrine that actions are right if they are useful
or for the benefit of a majority.
validity - CORRECT ANSWER-accuracy of a particular research technique in
measuring and observing what the researcher intends to measure or observe
vision statement - CORRECT ANSWER-expresses what the organization should
become, where it wants to go strategically
in house - CORRECT ANSWER-when PR people are employed directly within an
organization rather than working for an external agency or contracted as independent
consultants
informal research - CORRECT ANSWER-research conducted without clear rules or
procedures, which makes the findings difficult to replicate or compare to other research
or situations
internal publics - CORRECT ANSWER-groups of people with shared interests within an
organization
level of involvement - CORRECT ANSWER-the degree of interest in a product and the
importance the individual places on that product
mission statement - CORRECT ANSWER-a formal statement in an organization's
steady, enduring purpose
organizational culture - CORRECT ANSWER-the set of values, ideas, attitudes, and
norms of behavior that is learned and shared among the members of an organization
primary publics - CORRECT ANSWER-groups of people identified as most important to
the success of a public relations campaign or program
primary research - CORRECT ANSWER-systematic design, collection, analysis and
application of original data or observation
problem or opportunity statement - CORRECT ANSWER-a concise written summary of
the situation that explains the main reason for a public relations program or campaign
problem recognition - CORRECT ANSWER-when people detect a problem or situation
in their environment and begin to think about it.
psychographics - CORRECT ANSWER-data describing psychological characteristics of
a population including interests, attitudes and behaviors.
reliability - CORRECT ANSWER-consistency and precision of a particular research
technique
research - CORRECT ANSWER-the systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
, secondary publics - CORRECT ANSWER-groups of people who are important to a
public relations campaign or program because of their relationship with primary publics
situation analysis - CORRECT 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
analytics - CORRECT ANSWER-carefully collected survey data on key publics or
formally designed interviews
communications audit - CORRECT ANSWER-a complete analysis of an organization's
communications processes, both internal and external. designed to reveal how an
organization wants to be perceived by designated publics, what it is doing to foster that
perception and how it is actually perceived.
constraint recognition - CORRECT ANSWER-when people detect a problem or situation
in their environment but perceive obstacles that limit their behavior to do anything about
it
demographics - CORRECT ANSWER-data describing objective characteristics of a
population including age, level of income or highest educational degree obtained.
external publics - CORRECT ANSWER-groups of people that exist mostly outside of an
organization and have a relationship with the organization
formal research - CORRECT ANSWER-research designed with clear rules and
procedures for collection and analysis of information
formative research - CORRECT ANSWER-research conducted at the beginning of the
planning process, or during the implementation of a plan
summative research - CORRECT ANSWER-research conducted at the end of a
campaign or program to determine the extent that objectives and goals were met
tertiary publics - CORRECT ANSWER-groups of people who indirectly influence or are
indirectly affected by a public relations campaign or program
utilitarianism - CORRECT ANSWER-the doctrine that actions are right if they are useful
or for the benefit of a majority.
validity - CORRECT ANSWER-accuracy of a particular research technique in
measuring and observing what the researcher intends to measure or observe
vision statement - CORRECT ANSWER-expresses what the organization should
become, where it wants to go strategically
