PUR3000 Exam 2 UF Questions and
Answers
Analytics - ANSWER-a field of data analysis used to describe, predict and improve how
organizations communicate with publics; commonly refers to tracking of website traffic
and resulting behavior.
Communications audit - ANSWER-a comprehensive review of your organization's
communications, and feedback from your stakeholders, to determine what's working,
what isn't working and where improvements can be made.
Constraint recognition - ANSWER-When people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything about it.
Demographics - ANSWER-Data describing objective characteristics of a population
including age, level of income or highest educational degree obtained.
External publics - ANSWER-Groups of people that exist mostly outside of an
organization and have a relationship with the organization.
Formal research - ANSWER-Research designed with clear rules and procedures for
collection and analysis of information.
Formative research - ANSWER-Research conducted at the beginning of the planning
process, or during the implementation of a plan
In House - ANSWER-When public relations people are employed directly within an
organization rather than working for an external agency or contracted as independent
consultants.
Informal research - ANSWER-Research conducted without clear rules or procedures,
which makes the findings difficult to replicate or compare to other research or situations.
Internal publics - ANSWER-The unique character of an organization comprised of
beliefs, values, symbols and behaviors.
Level of involvement - ANSWER-The degree to which people feel or think that a
problem or issue affects them.
Mission Statement - ANSWER-a formal statement of an organization's steady, enduring
purpose.
, Organizational culture - ANSWER-Groups of people that identify as part of an
organization such as employees and members.
Primary publics - ANSWER-Groups of people identified as most important to the
success of a public relations campaign or program.
Primary Research - ANSWER-systematic design, collection, analysis and application of
original data or observation.
Problem or opportunity statement - ANSWER-a concise written summary of the
situation that explains the main reason for a public relations program or campaign.
Problem recognition - ANSWER-When people detect a problem or situation in their
environment and begin to think about it.
Psychographics - ANSWER-Data describing psychological characteristics of a
population including interests, attitudes and behaviors.
Reliability - ANSWER-Consistency and precision of a particular research technique
Secondary publics - ANSWER-Groups of people who are important to a public relations
campaign or program because of their relationship with primary publics.
Secondary research - ANSWER-Collection, summary, analysis or application of
previously reported research.
Situation analysis - ANSWER-a report analyzing the internal and external environment
of an organi- zation and its publics as it relates to the start of a campaign or program.
Summative research - ANSWER-Research conducted at the end of a campaign or
program to determine the extent that objectives and goals were met.
Tertiary publics - ANSWER-Groups of people who indirectly influence or are indirectly
affected by a public relations campaign or program.
Utilitarianism - ANSWER-Principle that the most ethical course of action is the one that
maximizes good and minimizes harm for people.
Validity - ANSWER-accuracy of a particular research technique in measuring or
observing what the researcher intends to measure or observe.
Pro Bono - ANSWER-Work conducted as a public service without fee or payment.
Advertorial - ANSWER-Paid advertising that is presented in the form of editorial content.
Answers
Analytics - ANSWER-a field of data analysis used to describe, predict and improve how
organizations communicate with publics; commonly refers to tracking of website traffic
and resulting behavior.
Communications audit - ANSWER-a comprehensive review of your organization's
communications, and feedback from your stakeholders, to determine what's working,
what isn't working and where improvements can be made.
Constraint recognition - ANSWER-When people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything about it.
Demographics - ANSWER-Data describing objective characteristics of a population
including age, level of income or highest educational degree obtained.
External publics - ANSWER-Groups of people that exist mostly outside of an
organization and have a relationship with the organization.
Formal research - ANSWER-Research designed with clear rules and procedures for
collection and analysis of information.
Formative research - ANSWER-Research conducted at the beginning of the planning
process, or during the implementation of a plan
In House - ANSWER-When public relations people are employed directly within an
organization rather than working for an external agency or contracted as independent
consultants.
Informal research - ANSWER-Research conducted without clear rules or procedures,
which makes the findings difficult to replicate or compare to other research or situations.
Internal publics - ANSWER-The unique character of an organization comprised of
beliefs, values, symbols and behaviors.
Level of involvement - ANSWER-The degree to which people feel or think that a
problem or issue affects them.
Mission Statement - ANSWER-a formal statement of an organization's steady, enduring
purpose.
, Organizational culture - ANSWER-Groups of people that identify as part of an
organization such as employees and members.
Primary publics - ANSWER-Groups of people identified as most important to the
success of a public relations campaign or program.
Primary Research - ANSWER-systematic design, collection, analysis and application of
original data or observation.
Problem or opportunity statement - ANSWER-a concise written summary of the
situation that explains the main reason for a public relations program or campaign.
Problem recognition - ANSWER-When people detect a problem or situation in their
environment and begin to think about it.
Psychographics - ANSWER-Data describing psychological characteristics of a
population including interests, attitudes and behaviors.
Reliability - ANSWER-Consistency and precision of a particular research technique
Secondary publics - ANSWER-Groups of people who are important to a public relations
campaign or program because of their relationship with primary publics.
Secondary research - ANSWER-Collection, summary, analysis or application of
previously reported research.
Situation analysis - ANSWER-a report analyzing the internal and external environment
of an organi- zation and its publics as it relates to the start of a campaign or program.
Summative research - ANSWER-Research conducted at the end of a campaign or
program to determine the extent that objectives and goals were met.
Tertiary publics - ANSWER-Groups of people who indirectly influence or are indirectly
affected by a public relations campaign or program.
Utilitarianism - ANSWER-Principle that the most ethical course of action is the one that
maximizes good and minimizes harm for people.
Validity - ANSWER-accuracy of a particular research technique in measuring or
observing what the researcher intends to measure or observe.
Pro Bono - ANSWER-Work conducted as a public service without fee or payment.
Advertorial - ANSWER-Paid advertising that is presented in the form of editorial content.
