PUR 3000 UF Exam 1 Rated A+
Advantages and disadvantages of working for firms - ANSWER-advantages:
• Objectivity
• Variety of skills and experience
• Extensive resources
• Offices throughout country/globally
• Special problem-solving skills
• Credibility
Dis:
• Superficial grasp of client's unique problems
• Lack of full-time commitment
• Need for prolonged briefing period, long learning
curve
• Resentment by internal staff
• Need for strong direction by top management
• Need for full disclosure and confidence
• Expensive
Agencies/firm information such as different types, boutique firms, major growth sectors,
how have
agencies/firms evolved in the United States, and typical structure. - ANSWER-• Small
mom and pop shops, boutique
specialty firms, global firms with 80 offices
and 3000 professionals
• 9,000 public relations firms in U.S.
• About 50% of U.S. revenues generated by
ten largest firms
• Major growth sectors in descending order:
technology, financial products and services,
industry, government and nonprofit, health
care, consumer and retail
President (overall)
• Executive vice president (site head)
• Senior vice president (operations)
• Account supervisor - in charge of one major or
several smaller accounts
• Account executive - direct contact with client
and handles most of the day-to-day activities
• Assistant account executive - routine
maintenance work such as compiling media lists,
, gathering information, writing rough drafts
All the elements of mail surveys, including Web/email surveys - ANSWER-• Control over
who receives,
personalized address label
• Large geographical areas can be more easily
covered
• Large numbers of people can be covered at a
more economical cost
• Include stamped, self-addressed return
envelope
All the elements of questionnaire design. - ANSWER-• Use closed-ended questions as
much as
possible
• Design questions so that answers can be easily
coded
• No more than approximately 25 questions
• Use categories for demographic questions
• Make sure to pretest research instrument
All the elements of telephone surveys. - ANSWER-• Personal Interviews, more
expensive
• Can generate wealth of information
• Immediate response
• Less intrusive than door to door
• Response rate can reach
80-90 percent
• Difficulty getting all numbers
• Piggyback surveys
American movements and their affect on/how they affected the field of public relations. -
ANSWER-promotion of western fronteir and railroads using press agentry
APR - ANSWER-Accredited in public relations
Audiences - what are they, primary v. secondary, internal v. external, stakeholder, can
the media be
considered a target audience of a public relations campaign. - ANSWER-• Public
relations campaigns are directed
toward specific and defined target
audiences
• Internal v. external audiences
• Media may or may not be an audience
• What's the difference among:
- Audiences
Advantages and disadvantages of working for firms - ANSWER-advantages:
• Objectivity
• Variety of skills and experience
• Extensive resources
• Offices throughout country/globally
• Special problem-solving skills
• Credibility
Dis:
• Superficial grasp of client's unique problems
• Lack of full-time commitment
• Need for prolonged briefing period, long learning
curve
• Resentment by internal staff
• Need for strong direction by top management
• Need for full disclosure and confidence
• Expensive
Agencies/firm information such as different types, boutique firms, major growth sectors,
how have
agencies/firms evolved in the United States, and typical structure. - ANSWER-• Small
mom and pop shops, boutique
specialty firms, global firms with 80 offices
and 3000 professionals
• 9,000 public relations firms in U.S.
• About 50% of U.S. revenues generated by
ten largest firms
• Major growth sectors in descending order:
technology, financial products and services,
industry, government and nonprofit, health
care, consumer and retail
President (overall)
• Executive vice president (site head)
• Senior vice president (operations)
• Account supervisor - in charge of one major or
several smaller accounts
• Account executive - direct contact with client
and handles most of the day-to-day activities
• Assistant account executive - routine
maintenance work such as compiling media lists,
, gathering information, writing rough drafts
All the elements of mail surveys, including Web/email surveys - ANSWER-• Control over
who receives,
personalized address label
• Large geographical areas can be more easily
covered
• Large numbers of people can be covered at a
more economical cost
• Include stamped, self-addressed return
envelope
All the elements of questionnaire design. - ANSWER-• Use closed-ended questions as
much as
possible
• Design questions so that answers can be easily
coded
• No more than approximately 25 questions
• Use categories for demographic questions
• Make sure to pretest research instrument
All the elements of telephone surveys. - ANSWER-• Personal Interviews, more
expensive
• Can generate wealth of information
• Immediate response
• Less intrusive than door to door
• Response rate can reach
80-90 percent
• Difficulty getting all numbers
• Piggyback surveys
American movements and their affect on/how they affected the field of public relations. -
ANSWER-promotion of western fronteir and railroads using press agentry
APR - ANSWER-Accredited in public relations
Audiences - what are they, primary v. secondary, internal v. external, stakeholder, can
the media be
considered a target audience of a public relations campaign. - ANSWER-• Public
relations campaigns are directed
toward specific and defined target
audiences
• Internal v. external audiences
• Media may or may not be an audience
• What's the difference among:
- Audiences
