PUR3000 Exam 2 - UF Principle of Public Relations Questions And Answers With Verified Study Solutions Rated A+

An effective situation analysis begins with: - CORRECT ANSWER-Problem or opportunity statement - a written summary that explains the main reason for the campaign Problem or opportunity statement - CORRECT 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 - CORRECT ANSWER-SWOT analysis: strengths, weaknesses, opportunities, threats SWOT: strengths - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWER-Research done at the end of the campaign to see if goals were met EX: political campaign - won the election In house - CORRECT ANSWER-PR people work for an organizationMission statement - CORRECT ANSWER-Formal statement of an organization's purpose - for-profit organization different than non-profit or NGO Vision statement - CORRECT ANSWER-A declaration of an organization's desired endstate - an organization's aspirations Organizational culture - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWER-Blurs the lines between internal and external publics Situational theory of publics (segmenting publics) - CORRECT ANSWER-theory that the activity of publics depends on their levels of involvement, problem recognition and constraint recognition - latent, aware, active RPIE cycle - CORRECT ANSWER-Research, Planning, Implementation, Evaluation Two main types of research: formative research and summative research - CORRECT 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 impactAnalytics - CORRECT ANSWER-Carefully collected survey data - during formative research (planned) EX: tracking website traffic 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 - 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 defici