APR 241 Final Exam Michael Little
formative research
research conducted at the beginning of the planning process, or during the implementation of a plan
RPIE cycle
Research, Planning, Implementation, Evaluation
Analytics
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
summative research
research conducted at the end of a campaign or program to determine the extent that objectives and
goals were met
situation analysis
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
problem or opportunity statement
,a concise written summary of the situation that explains the main reason for a public relations program
or campaign
SWOT analysis
description and discussion of an organization's internal strengths and weaknesses and its external
opportunities and threats
gaining a deeper understanding of a situation requires:
digging for information of substance beyond an internet search
in house
when public relations people are employed directly within an organization rather than working for an
external agency or contracted as independent consultants
Mission Statement
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
Vision Statement
a declaration of an organization's desired end-state
external publics
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.)
, good internal communication affects external communication because...
employees serve as brand advocates
Situational Theory of Publics
theory that the activity of publics depends on their levels of involvement, problem recognition and
constraint recognition
Net Neutrality
when data transmitted on the internet is treated equally by governments and service providers in a way
that does not slow down, speed up or manipulate traffic to create a favorable business environment for
some organizations or users over others
Situation Research
What are the issues or opportunities that need to be addressed? Leads to problem or opportunity
statement
strengths
advantages, capabilities, resources (internal to a company)
opportunities
chances, developments, chances (external to a company)
formative research
research conducted at the beginning of the planning process, or during the implementation of a plan
RPIE cycle
Research, Planning, Implementation, Evaluation
Analytics
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
summative research
research conducted at the end of a campaign or program to determine the extent that objectives and
goals were met
situation analysis
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
problem or opportunity statement
,a concise written summary of the situation that explains the main reason for a public relations program
or campaign
SWOT analysis
description and discussion of an organization's internal strengths and weaknesses and its external
opportunities and threats
gaining a deeper understanding of a situation requires:
digging for information of substance beyond an internet search
in house
when public relations people are employed directly within an organization rather than working for an
external agency or contracted as independent consultants
Mission Statement
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
Vision Statement
a declaration of an organization's desired end-state
external publics
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.)
, good internal communication affects external communication because...
employees serve as brand advocates
Situational Theory of Publics
theory that the activity of publics depends on their levels of involvement, problem recognition and
constraint recognition
Net Neutrality
when data transmitted on the internet is treated equally by governments and service providers in a way
that does not slow down, speed up or manipulate traffic to create a favorable business environment for
some organizations or users over others
Situation Research
What are the issues or opportunities that need to be addressed? Leads to problem or opportunity
statement
strengths
advantages, capabilities, resources (internal to a company)
opportunities
chances, developments, chances (external to a company)
