PUR3000 Exam
2 Study Guide
Accurate 100%
Analytics - ANSWER A term describing the extensive use of data, statistical and quantitative analysis,
explanatory and predictive models, and fact-based management to drive decisions and actions.
Communications audit - ANSWER a systematic documentation of an organizations communication efforts
to understand how it communicates with its public's
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 people outside the organization
,Formal research - ANSWER Research designed with clear rules and procedures for collection and analysis
of information
Formative research - ANSWER conducted before and during implementation to inform planning and
program adjustment
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 Groups of people with shared interests within an organization
Level of involvement - ANSWER The degree to which people feel or think that a problem or issue affects
them
Mission statement - ANSWER a statement of the organization's steady, enduring purpose
Secondary research - ANSWER Collection, summary, analysis of application of previously reported
research
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
All that is known about the situation including:
* it's history
* Forces impacting it
* Those involved or affected internally and externally
Summative research - ANSWER conducted after the 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 idea that the goal of society should be to bring about the greatest happiness for
the greatest number of people
Validity - ANSWER the extent to which a test measures or predicts what it is supposed to (accuracy of a
particular research technique in measuring or observing what the researcher intends to measure or
observe)
Vision Statement - ANSWER expresses what the organization should become, where it wants to go
strategically (declaration of an organizations desired end-state)
RPIE cycle - ANSWER Research, Planning, Implementation, Evaluation
SWOT analysis - ANSWER a planning tool used to analyze an organization's internal strengths,
weaknesses, and external opportunities and threats
Situational Theory of Publics - ANSWER theory that the activity of publics depends on their levels of
involvement, problem recognition and constraint recognition
latent public - ANSWER People who are affected by a problem or issue but don't realize it
aware public - ANSWER recognizes that it shares an issue and perceives the consequences as being
relevant, but it is not organized to discuss and act on the issue
active public - ANSWER people who are aware of a problem and will organize to do something about it
Qualitative Research - ANSWER Research that results in an in-depth description and understanding
without relying on the use of numbers or statistics to analyze findings (including observation, following
social media sites, in-depth interviews, focus groups, and projective techniques)
2 Study Guide
Accurate 100%
Analytics - ANSWER A term describing the extensive use of data, statistical and quantitative analysis,
explanatory and predictive models, and fact-based management to drive decisions and actions.
Communications audit - ANSWER a systematic documentation of an organizations communication efforts
to understand how it communicates with its public's
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 people outside the organization
,Formal research - ANSWER Research designed with clear rules and procedures for collection and analysis
of information
Formative research - ANSWER conducted before and during implementation to inform planning and
program adjustment
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 Groups of people with shared interests within an organization
Level of involvement - ANSWER The degree to which people feel or think that a problem or issue affects
them
Mission statement - ANSWER a statement of the organization's steady, enduring purpose
Secondary research - ANSWER Collection, summary, analysis of application of previously reported
research
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
All that is known about the situation including:
* it's history
* Forces impacting it
* Those involved or affected internally and externally
Summative research - ANSWER conducted after the 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 idea that the goal of society should be to bring about the greatest happiness for
the greatest number of people
Validity - ANSWER the extent to which a test measures or predicts what it is supposed to (accuracy of a
particular research technique in measuring or observing what the researcher intends to measure or
observe)
Vision Statement - ANSWER expresses what the organization should become, where it wants to go
strategically (declaration of an organizations desired end-state)
RPIE cycle - ANSWER Research, Planning, Implementation, Evaluation
SWOT analysis - ANSWER a planning tool used to analyze an organization's internal strengths,
weaknesses, and external opportunities and threats
Situational Theory of Publics - ANSWER theory that the activity of publics depends on their levels of
involvement, problem recognition and constraint recognition
latent public - ANSWER People who are affected by a problem or issue but don't realize it
aware public - ANSWER recognizes that it shares an issue and perceives the consequences as being
relevant, but it is not organized to discuss and act on the issue
active public - ANSWER people who are aware of a problem and will organize to do something about it
Qualitative Research - ANSWER Research that results in an in-depth description and understanding
without relying on the use of numbers or statistics to analyze findings (including observation, following
social media sites, in-depth interviews, focus groups, and projective techniques)
