APR 241 FINAL EXAM MICHAEL LITTLE UPDATED
ACTUAL QUESTIONS AND CORRECT ANSWERS
Question:
1. formative research
Answer:
research conducted at the beginning of the planning process, or during the
implementation of a plan
Question:
2. RPIE cycle
Answer:
Research, Planning, Implementation, Evaluation
Question:
3. 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
Question:
4. summative research
Answer:
research conducted at the end of a campaign or program to determine the extent
that objectives and goals were met
Question:
5. 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
Question:
6. problem or opportunity statement
Answer:
a concise written summary of the situation that explains the main reason for a
public relations program or campaign
, Question:
7. SWOT analysis
Answer:
description and discussion of an organization's internal strengths and weaknesses
and its external opportunities and threats
Question:
8. gaining a deeper understanding of a situation requires:
Answer:
digging for information of substance beyond an internet search
Question:
9. when public relations people are employed directly within an organization rather
than working for an external agency or contracted as independent consultants
Answer:
in house
Question:
10. Mission Statement
Answer:
a formal statement in an organization's strategic plan that describes the overall
purpose of the organization and what it intends to achieve in terms of its
customers, products, and resources
Question:
11. Vision Statement
Answer:
a declaration of an organization's desired end-state
Question:
12. external publics
Answer:
groups of people that exist mostly outside of an organization and have a
relationship with the organization (ex: Customers, potential customers,
competitors, media, regulatory bodies, and the general public fall under external
publics in advertising.)
Question:
13. good internal communication affects external
communication because...
Answer:
employees serve as brand advocates
ACTUAL QUESTIONS AND CORRECT ANSWERS
Question:
1. formative research
Answer:
research conducted at the beginning of the planning process, or during the
implementation of a plan
Question:
2. RPIE cycle
Answer:
Research, Planning, Implementation, Evaluation
Question:
3. 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
Question:
4. summative research
Answer:
research conducted at the end of a campaign or program to determine the extent
that objectives and goals were met
Question:
5. 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
Question:
6. problem or opportunity statement
Answer:
a concise written summary of the situation that explains the main reason for a
public relations program or campaign
, Question:
7. SWOT analysis
Answer:
description and discussion of an organization's internal strengths and weaknesses
and its external opportunities and threats
Question:
8. gaining a deeper understanding of a situation requires:
Answer:
digging for information of substance beyond an internet search
Question:
9. when public relations people are employed directly within an organization rather
than working for an external agency or contracted as independent consultants
Answer:
in house
Question:
10. Mission Statement
Answer:
a formal statement in an organization's strategic plan that describes the overall
purpose of the organization and what it intends to achieve in terms of its
customers, products, and resources
Question:
11. Vision Statement
Answer:
a declaration of an organization's desired end-state
Question:
12. external publics
Answer:
groups of people that exist mostly outside of an organization and have a
relationship with the organization (ex: Customers, potential customers,
competitors, media, regulatory bodies, and the general public fall under external
publics in advertising.)
Question:
13. good internal communication affects external
communication because...
Answer:
employees serve as brand advocates
