PUR 3000 Exam and answers graded
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RPIE Cycle - ANS✅✅research, planning, implementation, evaluation
When can evaluation happen in a strategic program? - ANS✅✅Evaluation can happen at any point
in a strategic program, not just at the end.
RACE stands for - ANS✅✅research, action, communication, evaluation
formative research - ANS✅✅research conducted at the beginning of the planning process, or
during the implementation of a plan
in house - ANS✅✅when public relations people are employed directly within an organization
rather than working for an external agency or contracted as independent consultants
communications audit - ANS✅✅A complete analysis of an organization's communications
processes, both internal and external. The audit is designed to reveal how an organization wants to
be perceived by designated publics, what it is doing to foster that perception and how it is actually
perceived.
analytics - ANS✅✅researching online data to identify meaningful patterns. In strategic
communication, analytics describe, predict and improve how organizations communicate with
publics, including tracking website traffic and resulting behavior.
summative research - ANS✅✅research conducted at the end of a campaign or program to
determine the extent that objectives and goals were met
- (i.e. political campaign ends with an election, did we achieve our goals and win the election?)
- Having "E" at the end of RACE or ROPE suggests summative evaluation
To begin planning, organize research into these 3 major areas - ANS✅✅1. situation
2. organization
,3. publics
ROPE stands for - ANS✅✅research, objectives, programming and evaluation
ROSIE stands for - ANS✅✅research, objectives, strategies, implementation, evaluation
situation analysis - ANS✅✅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
- PR case studies include a situation analysis at the beginning
- narrative presentation of the situation
problem or opportunity statement - ANS✅✅a concise written summary of the situation that
explains the main reason for a public relations program or campaign
(captures the essence of the situation and determines the scope & value of your proposal)
SWOT analysis - ANS✅✅description and discussion of an organization's internal strengths and
weakness and its external opportunities and threats
s - strengths
w - weaknesses
o - opportunities
t - threats
strengths - ANS✅✅factors internal to your organization or client that will help you reach your
goals or fulfill your mission
weaknesses - ANS✅✅internal factors that make it harder for your organization or client to do
what it wants to do
opportunities & threats - ANS✅✅external variables
, resources for researching the situation - ANS✅✅- summaries of relevant media coverage
- copes of an organizational documents related to the problem that client is willing to share
- collateral material from prior campaigns and programs (i.e. brochures)
- available statements or info about the organization's competitors that is relevant to the situation
- schedules of related events
- copies of relevant laws
- any research conducted and reported
- web analytics reports
- prior marketing, ad and PR plans
mission statement - ANS✅✅a formal statement of an organization's steady, enduring purpose
vision statement - ANS✅✅a declaration of an organization's desired end-state (aspirations)
resources for organization research - ANS✅✅- written history
- organization's character & bylaws
- flow chart or other description of the organizational structure
- product/service descriptions
- biographies of or interviews with key executives/board members
- summary budget reports, and other summary data
- social media accounts and networks
- organizational communication policies & social media policies
- any prior research reports or audits of internal comm channels or programs
organizational culture - ANS✅✅the unique character of an organization compromised of beliefs,
values, symbols, and behaviors
when do organization-public relationships flourish? - ANS✅✅OPRs flourish when you spend as
much energy trying to understand your publics as you do trying to get your message out
internal publics - ANS✅✅groups of people with shared interests within an organization
A+
RPIE Cycle - ANS✅✅research, planning, implementation, evaluation
When can evaluation happen in a strategic program? - ANS✅✅Evaluation can happen at any point
in a strategic program, not just at the end.
RACE stands for - ANS✅✅research, action, communication, evaluation
formative research - ANS✅✅research conducted at the beginning of the planning process, or
during the implementation of a plan
in house - ANS✅✅when public relations people are employed directly within an organization
rather than working for an external agency or contracted as independent consultants
communications audit - ANS✅✅A complete analysis of an organization's communications
processes, both internal and external. The audit is designed to reveal how an organization wants to
be perceived by designated publics, what it is doing to foster that perception and how it is actually
perceived.
analytics - ANS✅✅researching online data to identify meaningful patterns. In strategic
communication, analytics describe, predict and improve how organizations communicate with
publics, including tracking website traffic and resulting behavior.
summative research - ANS✅✅research conducted at the end of a campaign or program to
determine the extent that objectives and goals were met
- (i.e. political campaign ends with an election, did we achieve our goals and win the election?)
- Having "E" at the end of RACE or ROPE suggests summative evaluation
To begin planning, organize research into these 3 major areas - ANS✅✅1. situation
2. organization
,3. publics
ROPE stands for - ANS✅✅research, objectives, programming and evaluation
ROSIE stands for - ANS✅✅research, objectives, strategies, implementation, evaluation
situation analysis - ANS✅✅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
- PR case studies include a situation analysis at the beginning
- narrative presentation of the situation
problem or opportunity statement - ANS✅✅a concise written summary of the situation that
explains the main reason for a public relations program or campaign
(captures the essence of the situation and determines the scope & value of your proposal)
SWOT analysis - ANS✅✅description and discussion of an organization's internal strengths and
weakness and its external opportunities and threats
s - strengths
w - weaknesses
o - opportunities
t - threats
strengths - ANS✅✅factors internal to your organization or client that will help you reach your
goals or fulfill your mission
weaknesses - ANS✅✅internal factors that make it harder for your organization or client to do
what it wants to do
opportunities & threats - ANS✅✅external variables
, resources for researching the situation - ANS✅✅- summaries of relevant media coverage
- copes of an organizational documents related to the problem that client is willing to share
- collateral material from prior campaigns and programs (i.e. brochures)
- available statements or info about the organization's competitors that is relevant to the situation
- schedules of related events
- copies of relevant laws
- any research conducted and reported
- web analytics reports
- prior marketing, ad and PR plans
mission statement - ANS✅✅a formal statement of an organization's steady, enduring purpose
vision statement - ANS✅✅a declaration of an organization's desired end-state (aspirations)
resources for organization research - ANS✅✅- written history
- organization's character & bylaws
- flow chart or other description of the organizational structure
- product/service descriptions
- biographies of or interviews with key executives/board members
- summary budget reports, and other summary data
- social media accounts and networks
- organizational communication policies & social media policies
- any prior research reports or audits of internal comm channels or programs
organizational culture - ANS✅✅the unique character of an organization compromised of beliefs,
values, symbols, and behaviors
when do organization-public relationships flourish? - ANS✅✅OPRs flourish when you spend as
much energy trying to understand your publics as you do trying to get your message out
internal publics - ANS✅✅groups of people with shared interests within an organization
