PUR3000 Exam 2 Study Guide | Questions with
100% Correct Answers | Verified | Latest Update
2026
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Terms in this set (128)
Analytics A term describing the extensive use of data,
statistical and quantitative analysis, explanatory and
predictive models, and fact-based management to
drive decisions and actions.
Communications audit a systematic documentation of an organizations
communication efforts to understand how it
communicates with its public's
Constraint recognition when people detect a problem or situation in their
environment but perceive obstacles that limit their
behavior to do anything about it
Demographics Data describing objective characteristics of a
population including age, level of income or
highest educational degree obtained
External publics people outside the organization
Formal research Research designed with clear rules and procedures
for collection and analysis of information
,Formative research conducted before and during implementation to
inform planning and program adjustment
In house When public relations people are employed
directly within an organization rather than working
for an external agency or contracted as
independent consultants.
Informal research Research conducted without clear rules or
procedures, which makes the findings difficult to
replicate or compare to other research or
situations
Internal publics Groups of people with shared interests within an
organization
Level of involvement The degree to which people feel or think that a
problem or issue affects them
Mission statement a statement of the organization's steady, enduring
purpose
Organizational culture The unique character of an organization comprised
of beliefs, values, symbols and behaviors
Primary public's Group of people identified as most important to
the success of a public relations campaign or
program
Primary research original research conducted for a specific
marketing situation (systematic design, collection,
analysis and application of original data or
observation
, Problem or opportunity statement A concise written summary of the situations that
explains the main reason for a public relations
program or campaign.
1. Written in the present tense "what's happening
now?"
2. Describes the situation in specific and
measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
Problem recognition When people detect a problem or situation in their
environment and begin to think about it
Psychographics Data describing phychological characteristics of a
population including interests, attitudes and
behaviors(groups of people who like to run or
don't like to run, activists, ppl who use social
media, people who watch the news on TV)
Reliability Consistency and precision of a particular research
technique
Research the systematic gathering of information to describe
and understand situations, and to check out
assumptions about Publics and public relations
consequences.
it's main purpose is to reduce uncertainty in
decision making
Secondary publics groups of people who are important to a public
relations campaign or program because of their
relationship with primary publics
100% Correct Answers | Verified | Latest Update
2026
Save
Terms in this set (128)
Analytics A term describing the extensive use of data,
statistical and quantitative analysis, explanatory and
predictive models, and fact-based management to
drive decisions and actions.
Communications audit a systematic documentation of an organizations
communication efforts to understand how it
communicates with its public's
Constraint recognition when people detect a problem or situation in their
environment but perceive obstacles that limit their
behavior to do anything about it
Demographics Data describing objective characteristics of a
population including age, level of income or
highest educational degree obtained
External publics people outside the organization
Formal research Research designed with clear rules and procedures
for collection and analysis of information
,Formative research conducted before and during implementation to
inform planning and program adjustment
In house When public relations people are employed
directly within an organization rather than working
for an external agency or contracted as
independent consultants.
Informal research Research conducted without clear rules or
procedures, which makes the findings difficult to
replicate or compare to other research or
situations
Internal publics Groups of people with shared interests within an
organization
Level of involvement The degree to which people feel or think that a
problem or issue affects them
Mission statement a statement of the organization's steady, enduring
purpose
Organizational culture The unique character of an organization comprised
of beliefs, values, symbols and behaviors
Primary public's Group of people identified as most important to
the success of a public relations campaign or
program
Primary research original research conducted for a specific
marketing situation (systematic design, collection,
analysis and application of original data or
observation
, Problem or opportunity statement A concise written summary of the situations that
explains the main reason for a public relations
program or campaign.
1. Written in the present tense "what's happening
now?"
2. Describes the situation in specific and
measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
Problem recognition When people detect a problem or situation in their
environment and begin to think about it
Psychographics Data describing phychological characteristics of a
population including interests, attitudes and
behaviors(groups of people who like to run or
don't like to run, activists, ppl who use social
media, people who watch the news on TV)
Reliability Consistency and precision of a particular research
technique
Research the systematic gathering of information to describe
and understand situations, and to check out
assumptions about Publics and public relations
consequences.
it's main purpose is to reduce uncertainty in
decision making
Secondary publics groups of people who are important to a public
relations campaign or program because of their
relationship with primary publics
