PUR3000 Exam 2 - UF Principle of Public
Relations Exam | Questions with 100% Correct
Answers | Verified | Latest Update 2026
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Terms in this set (132)
RPIE cycle Research, Planning, Implementation, Evaluation
Two main types of research: Research: Systematic gathering of information to
formative research and summative describe situations, and to check out assumptions
research 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 Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
,Situation analysis 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 Problem or opportunity statement - a written
with: summary that explains the main reason for the
campaign
Problem or opportunity statement 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 SWOT analysis: strengths, weaknesses,
opportunities, threats
, SWOT: strengths 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 - 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 • 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: Research done at the end of the campaign to see if
summative research goals were met
EX: political campaign -> won the election
In house PR people work for an organization
Mission statement Formal statement of an organization's purpose
- for-profit organization different than non-profit or
NGO
Vision statement A declaration of an organization's desired end-
state
- an organization's aspirations
Relations Exam | Questions with 100% Correct
Answers | Verified | Latest Update 2026
Save
Terms in this set (132)
RPIE cycle Research, Planning, Implementation, Evaluation
Two main types of research: Research: Systematic gathering of information to
formative research and summative describe situations, and to check out assumptions
research 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 Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
,Situation analysis 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 Problem or opportunity statement - a written
with: summary that explains the main reason for the
campaign
Problem or opportunity statement 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 SWOT analysis: strengths, weaknesses,
opportunities, threats
, SWOT: strengths 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 - 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 • 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: Research done at the end of the campaign to see if
summative research goals were met
EX: political campaign -> won the election
In house PR people work for an organization
Mission statement Formal statement of an organization's purpose
- for-profit organization different than non-profit or
NGO
Vision statement A declaration of an organization's desired end-
state
- an organization's aspirations
