STC 116 - EXAM 1 STUDY GUIDE
QUESTIONS WITH CORRECT
ANSWERS
Why outsourcing (from the organization's standpoint) - Answer- - not enough internal
resources
- supplement internal staffs during peak times
- may save the organization money
Why outsourcing (from the PR firm's standpoint) (PR firm's advantages) - Answer- -
objectivity
- variety of skills and expertise
- extensive resources (e.g. media contacts)
- offices nationwide/worldwide
- special problem solving skills
-credibility
Why NOT outsourcing (PR firms) - Answer- - superficial grasp of a client's unique
problems
- lack of full-time commitment
- need for prolonged briefing period: long leaning curve
- resentment by internal staff
- need for a client's full disclosure and confidence
- may be expensive
Why NOT outsourcing (advantages of internal dept.) - Answer- - knowledge of
organization
- economical for the organization
- access to top management
- team membership
Why outsourcing (disadvantages of internal dept.) - Answer- - develop 'tunnel vision'
- may become dominated by one
- limited knowledge and expertise
How do PR firms get business? - Answer- - clients issue a RFP (request for proposal) to
PR firms
- PR firms are invited to make a presentation pitch
Benefits of working for PR firms - Answer- - grain experiences quickly
- run projects
,- learn a variety of skills, more public relations resources available
- rapid advancement party due to high turnover
- fast paced, intense pressure, more exciting
- networking opportunities
- high emphasis on practical skills for starters
Benefits of working for companies - Answer- - less pressure
- less turnover, more stability
- higher starting salary
- may have better benefits
- more opportunities for profit sharing, stocks
What is the controlled, objective and systematic gathering of information for the purpose
of describing and understanding? - Answer- research
Research is a form of - Answer- listening
Why is research critical? - Answer- - achieve credibility with management
- define audiences and segment publics
- formulate strategy
- test messages
- help management keep in touch
- prevent crises
- develop and monitor the competition
- generate publicity/sway public opinion
- measure/evaluate success
What questions does research refer to? - Answer- - who is our client
- what is the problem or situation?
- who are our audience?
Primary vs Secondary:
Using existing research and is less expensive - Answer- secondary research
Primary vs Secondary:
Collects new and original information generated through a research design and is more
expensive - Answer- primary research
Primary vs Secondary:
Reviews of internal and external materials of an organization - Answer- secondary
research
, External and internal materials of an organization is categorized as - Answer- archival
materials
Primary vs Secondary:
Uses analysis of phone calls, emails and written correspondence - Answer- secondary
research
Primary vs Secondary:
Uses the internet and web - Answer- secondary research
Primary vs Secondary:
Uses libraries and online databases - Answer- secondary research
Qualitative vs Quantitative:
Uses text data - Answer- qualitative
Qualitative vs Quantitative:
Uses open-ended questions (interview questions) - Answer- qualitative
Qualitative vs Quantitative:
To explore - Answer- qualitative
Qualitative vs Quantitative:
Not generalizable - Answer- qualitative
Qualitative vs Quantitative:
Use nonrandom sample - Answer- qualitative
Qualitative vs Quantitative:
Interviews, focus groups, copy-testing, ethnographic techniques - Answer- qualitative
Qualitative vs Quantitative:
Numeric data - Answer- quantitative
Qualitative vs Quantitative:
QUESTIONS WITH CORRECT
ANSWERS
Why outsourcing (from the organization's standpoint) - Answer- - not enough internal
resources
- supplement internal staffs during peak times
- may save the organization money
Why outsourcing (from the PR firm's standpoint) (PR firm's advantages) - Answer- -
objectivity
- variety of skills and expertise
- extensive resources (e.g. media contacts)
- offices nationwide/worldwide
- special problem solving skills
-credibility
Why NOT outsourcing (PR firms) - Answer- - superficial grasp of a client's unique
problems
- lack of full-time commitment
- need for prolonged briefing period: long leaning curve
- resentment by internal staff
- need for a client's full disclosure and confidence
- may be expensive
Why NOT outsourcing (advantages of internal dept.) - Answer- - knowledge of
organization
- economical for the organization
- access to top management
- team membership
Why outsourcing (disadvantages of internal dept.) - Answer- - develop 'tunnel vision'
- may become dominated by one
- limited knowledge and expertise
How do PR firms get business? - Answer- - clients issue a RFP (request for proposal) to
PR firms
- PR firms are invited to make a presentation pitch
Benefits of working for PR firms - Answer- - grain experiences quickly
- run projects
,- learn a variety of skills, more public relations resources available
- rapid advancement party due to high turnover
- fast paced, intense pressure, more exciting
- networking opportunities
- high emphasis on practical skills for starters
Benefits of working for companies - Answer- - less pressure
- less turnover, more stability
- higher starting salary
- may have better benefits
- more opportunities for profit sharing, stocks
What is the controlled, objective and systematic gathering of information for the purpose
of describing and understanding? - Answer- research
Research is a form of - Answer- listening
Why is research critical? - Answer- - achieve credibility with management
- define audiences and segment publics
- formulate strategy
- test messages
- help management keep in touch
- prevent crises
- develop and monitor the competition
- generate publicity/sway public opinion
- measure/evaluate success
What questions does research refer to? - Answer- - who is our client
- what is the problem or situation?
- who are our audience?
Primary vs Secondary:
Using existing research and is less expensive - Answer- secondary research
Primary vs Secondary:
Collects new and original information generated through a research design and is more
expensive - Answer- primary research
Primary vs Secondary:
Reviews of internal and external materials of an organization - Answer- secondary
research
, External and internal materials of an organization is categorized as - Answer- archival
materials
Primary vs Secondary:
Uses analysis of phone calls, emails and written correspondence - Answer- secondary
research
Primary vs Secondary:
Uses the internet and web - Answer- secondary research
Primary vs Secondary:
Uses libraries and online databases - Answer- secondary research
Qualitative vs Quantitative:
Uses text data - Answer- qualitative
Qualitative vs Quantitative:
Uses open-ended questions (interview questions) - Answer- qualitative
Qualitative vs Quantitative:
To explore - Answer- qualitative
Qualitative vs Quantitative:
Not generalizable - Answer- qualitative
Qualitative vs Quantitative:
Use nonrandom sample - Answer- qualitative
Qualitative vs Quantitative:
Interviews, focus groups, copy-testing, ethnographic techniques - Answer- qualitative
Qualitative vs Quantitative:
Numeric data - Answer- quantitative
Qualitative vs Quantitative:
