APR 241 FINAL EXAM UPDATED ACTUAL QUESTIONS
AND CORRECT ANSWERS
Question:
1. research
Answer:
is the controlled objective and systematic gathering of information for the
purpose of describing and understanding
Question:
2. How might we use research in PR?
Answer:
-to prevent crisis
-to monitor the competition
-to generate publicity
-to measure success
Question:
3. RPIE cycle
Answer:
Research, Planning, Implementation, Evaluation
Question:
4. formative research
Answer:
research conducted at the beginning of the planning process, or during the
implementation of a plan
Question:
5. summative research
Answer:
When you've reached an end or stopping point in your campaign and you want to
answer the question, "Did it work?"
Question:
6. problem/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:
strengths, weaknesses, opportunities, threats
Question:
8. Strengths (SWOT)
Answer:
internal capabilities that may help a company reach its objectives
ex: advantages, capabilities, resources
Question:
9. Weaknesses (SWOT)
Answer:
internal limitations that may interfere with a company's ability to achieve its
objectives
ex: disadvantages, vulnerabilities, limitations
Question:
10. Opportunities (SWOT)
Answer:
external factors that the firm may be able to capitalize on to meet or exceed its
stated objectives
ex: chances, developments, benefits
Question:
11. Threats (SWOT)
Answer:
current and emerging external factors that may challenge the company's
performance
ex: Obstacles, external effects, risks
Question:
12. In SWOT analysis Strengths and Weaknesses are _____________
to a company/organization
Answer:
internal
, Question:
13. In SWOT analysis Opportunities and Threats are _____________
to a company/organization
Answer:
external
Question:
14. when PR people are employed directly within an organization rather than working
externally
Answer:
In House
Question:
15. Mission Statement
Answer:
A formal statement of an organization's steady, enduring purpose
-goes to the core of what the organization is
Question:
16. Vision Statement
Answer:
A declaration of an organization's desired end-state.
-end goal and what they want to accomplish
ex: cancer research (aspirational thing)
Question:
17. organizational culture
Answer:
Groups of people that identify as part of an organization such as employees and
members
-what it's like
Question:
18. latent public
Answer:
people who are affected by a problem or issue but don't realize it
Question:
19. aware publics
Answer:
People who recognize that they are affected by a problem or issue in their
environment
AND CORRECT ANSWERS
Question:
1. research
Answer:
is the controlled objective and systematic gathering of information for the
purpose of describing and understanding
Question:
2. How might we use research in PR?
Answer:
-to prevent crisis
-to monitor the competition
-to generate publicity
-to measure success
Question:
3. RPIE cycle
Answer:
Research, Planning, Implementation, Evaluation
Question:
4. formative research
Answer:
research conducted at the beginning of the planning process, or during the
implementation of a plan
Question:
5. summative research
Answer:
When you've reached an end or stopping point in your campaign and you want to
answer the question, "Did it work?"
Question:
6. problem/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:
strengths, weaknesses, opportunities, threats
Question:
8. Strengths (SWOT)
Answer:
internal capabilities that may help a company reach its objectives
ex: advantages, capabilities, resources
Question:
9. Weaknesses (SWOT)
Answer:
internal limitations that may interfere with a company's ability to achieve its
objectives
ex: disadvantages, vulnerabilities, limitations
Question:
10. Opportunities (SWOT)
Answer:
external factors that the firm may be able to capitalize on to meet or exceed its
stated objectives
ex: chances, developments, benefits
Question:
11. Threats (SWOT)
Answer:
current and emerging external factors that may challenge the company's
performance
ex: Obstacles, external effects, risks
Question:
12. In SWOT analysis Strengths and Weaknesses are _____________
to a company/organization
Answer:
internal
, Question:
13. In SWOT analysis Opportunities and Threats are _____________
to a company/organization
Answer:
external
Question:
14. when PR people are employed directly within an organization rather than working
externally
Answer:
In House
Question:
15. Mission Statement
Answer:
A formal statement of an organization's steady, enduring purpose
-goes to the core of what the organization is
Question:
16. Vision Statement
Answer:
A declaration of an organization's desired end-state.
-end goal and what they want to accomplish
ex: cancer research (aspirational thing)
Question:
17. organizational culture
Answer:
Groups of people that identify as part of an organization such as employees and
members
-what it's like
Question:
18. latent public
Answer:
people who are affected by a problem or issue but don't realize it
Question:
19. aware publics
Answer:
People who recognize that they are affected by a problem or issue in their
environment
