PUR 3000 FINAL - RAYBURN TEST WITH
COMPLETE SOLUTION
What are some types of social media metrics? -ANSWER-blogger outreach: #
bloggers who actually wrote about your campaign, comments, shares, etc.
Twitter analytics: # people using your hashtags; new followers; sponsorship
cost vs. click-throughs, etc.
Facebook analytics: "likes"; whether targeted demographic was reached &
cost vs. click-throughs
YouTube: # views, likes, subscribers
What has positively destroyed the polling business? - ANSWER -cell phones
(43% use them regularly & 17% use them most of the time)
Pollsters once had 80% response rate from those they called, now they have
how much? - ANSWER 10%
What is the first step to any PR problem? - ANSWER doing research
What are 'outputs'? - ANSWER -did we get the coverage we wanted? / the
work you produce
News releases, email marketing blasts & events. Media coverage
Proactive communication an organization does about itself through its
owned media channels/properties.
Outtakes?
-did our target audiences see &/or believe our messages?
,what an audience understands after its exposure to content about your
organization or brand
Audience engagement, sharing, & commenting
What are 'outcomes'? - ANSWER - did the audience behavior or relationships
change & did sales increase?
change in awareness, knowledge, attitude, opinion, behavior, or reputation
metrics
Why does research have to be conducted? - ANSWER -to assist in segmenting
market target, analyzing audience likes & dislikes, & determining messages
might prove to be most effective with the various audiences
-at initial stage of program, before campaign planning & final stage for
evaluating a program's effectiveness
What is formative research? - ANSWER assists in ascertaining the prevailing
situations, attitudes & problems that the program is confronted with
What is follow-up research? - ANSWER analyzes program's effectiveness, as
well as what still should be done
What is research? - ANSWER structured gathering and analysis of data to add
knowledge
, What are the PR research principles? - ANSWER 1. Define specific program
goals & wanted results connected with organizational objectives
2. Distinguish between "outputs" generally short-run & superficial and
"outcomes" long-term & carrying more weight
3. Quantify media coverage first
4. Media analysis combined with cyberspace analysis, focus groups, polls, &
surveys
5. Comparing PR effectiveness with advertising effectiveness is NOT a good
idea bc they are not equal
6. Most valid measurement of PR effectiveness, the more confused about its
targets, the less reliable its PR measurement will be
What is applied research - ANSWER scientific study that aims to solve
practical problems
What is applied strategic research? -ANSWER identify program goals, create
message strategies, or set benchmarks
-ex: a company that wishes to learn how staff would rate its openness in
internal communications would conduct preliminary strategic research to
learn what the score is
COMPLETE SOLUTION
What are some types of social media metrics? -ANSWER-blogger outreach: #
bloggers who actually wrote about your campaign, comments, shares, etc.
Twitter analytics: # people using your hashtags; new followers; sponsorship
cost vs. click-throughs, etc.
Facebook analytics: "likes"; whether targeted demographic was reached &
cost vs. click-throughs
YouTube: # views, likes, subscribers
What has positively destroyed the polling business? - ANSWER -cell phones
(43% use them regularly & 17% use them most of the time)
Pollsters once had 80% response rate from those they called, now they have
how much? - ANSWER 10%
What is the first step to any PR problem? - ANSWER doing research
What are 'outputs'? - ANSWER -did we get the coverage we wanted? / the
work you produce
News releases, email marketing blasts & events. Media coverage
Proactive communication an organization does about itself through its
owned media channels/properties.
Outtakes?
-did our target audiences see &/or believe our messages?
,what an audience understands after its exposure to content about your
organization or brand
Audience engagement, sharing, & commenting
What are 'outcomes'? - ANSWER - did the audience behavior or relationships
change & did sales increase?
change in awareness, knowledge, attitude, opinion, behavior, or reputation
metrics
Why does research have to be conducted? - ANSWER -to assist in segmenting
market target, analyzing audience likes & dislikes, & determining messages
might prove to be most effective with the various audiences
-at initial stage of program, before campaign planning & final stage for
evaluating a program's effectiveness
What is formative research? - ANSWER assists in ascertaining the prevailing
situations, attitudes & problems that the program is confronted with
What is follow-up research? - ANSWER analyzes program's effectiveness, as
well as what still should be done
What is research? - ANSWER structured gathering and analysis of data to add
knowledge
, What are the PR research principles? - ANSWER 1. Define specific program
goals & wanted results connected with organizational objectives
2. Distinguish between "outputs" generally short-run & superficial and
"outcomes" long-term & carrying more weight
3. Quantify media coverage first
4. Media analysis combined with cyberspace analysis, focus groups, polls, &
surveys
5. Comparing PR effectiveness with advertising effectiveness is NOT a good
idea bc they are not equal
6. Most valid measurement of PR effectiveness, the more confused about its
targets, the less reliable its PR measurement will be
What is applied research - ANSWER scientific study that aims to solve
practical problems
What is applied strategic research? -ANSWER identify program goals, create
message strategies, or set benchmarks
-ex: a company that wishes to learn how staff would rate its openness in
internal communications would conduct preliminary strategic research to
learn what the score is
