PUR3000 Exam 2 - UF Principle of
Public Relations Exam-Graded A
RPIE cycle - ANSWER-Research, Planning, Implementation, Evaluation
Two main types of research: formative research and summative research - ANSWER-
Research: Systematic gathering of information to describe situations, and to check out
assumptions 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 - ANSWER-Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
Situation analysis - ANSWER-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 with: - ANSWER-Problem or opportunity
statement - a written summary that explains the main reason for the campaign
Problem or opportunity statement - ANSWER-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 - ANSWER-SWOT analysis: strengths, weaknesses,
opportunities, threats
, SWOT: strengths - ANSWER-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 - ANSWER-- 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 - ANSWER-• 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: summative research - ANSWER-Research done at the end
of the campaign to see if goals were met
EX: political campaign -> won the election
In house - ANSWER-PR people work for an organization
Mission statement - ANSWER-Formal statement of an organization's purpose
- for-profit organization different than non-profit or NGO
Vision statement - ANSWER-A declaration of an organization's desired end-state
- an organization's aspirations
Organizational culture - ANSWER-the unique character of an organization comprised of
beliefs, values, symbols and behaviors
- PR campaign with an appreciation for organizational culture requires observation of
written evidence, people and their behavior
Internal publics - ANSWER-People within the organization
- can be reached via internal channels
- used for research, evaluation, feedback
EX: in a campus nighttime safety campaign, campus police will be important
Should be seen as the HIGHEST priority publics because of their role as brand
ambassadors
external publics - ANSWER-Groups of people with shared interests outside of an
organization. These groups either have an effect on or are affected by the organization'
- channels such as mass media
- Affected by internal communications because employees serve as brand
ambassadors
Public Relations Exam-Graded A
RPIE cycle - ANSWER-Research, Planning, Implementation, Evaluation
Two main types of research: formative research and summative research - ANSWER-
Research: Systematic gathering of information to describe situations, and to check out
assumptions 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 - ANSWER-Carefully collected survey data
- during formative research (planned)
EX: tracking website traffic
Situation analysis - ANSWER-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 with: - ANSWER-Problem or opportunity
statement - a written summary that explains the main reason for the campaign
Problem or opportunity statement - ANSWER-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 - ANSWER-SWOT analysis: strengths, weaknesses,
opportunities, threats
, SWOT: strengths - ANSWER-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 - ANSWER-- 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 - ANSWER-• 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: summative research - ANSWER-Research done at the end
of the campaign to see if goals were met
EX: political campaign -> won the election
In house - ANSWER-PR people work for an organization
Mission statement - ANSWER-Formal statement of an organization's purpose
- for-profit organization different than non-profit or NGO
Vision statement - ANSWER-A declaration of an organization's desired end-state
- an organization's aspirations
Organizational culture - ANSWER-the unique character of an organization comprised of
beliefs, values, symbols and behaviors
- PR campaign with an appreciation for organizational culture requires observation of
written evidence, people and their behavior
Internal publics - ANSWER-People within the organization
- can be reached via internal channels
- used for research, evaluation, feedback
EX: in a campus nighttime safety campaign, campus police will be important
Should be seen as the HIGHEST priority publics because of their role as brand
ambassadors
external publics - ANSWER-Groups of people with shared interests outside of an
organization. These groups either have an effect on or are affected by the organization'
- channels such as mass media
- Affected by internal communications because employees serve as brand
ambassadors
