PR Research
In the RACE model of public relations, which of the following represents the step that includes determining if the audience was reached and if the messaging was successful?
Evaluation
At which stage of the RACE model of public relations does the public relations team determine the problem or situation their campaign will address?
Research
___________ public relations professionals often work internally within an organization, with the organization being their only client.
In-house
As a part of your campaign, you purchase space in your client’s local newspaper highlighting the accomplishments of the brand’s employees. This falls under which category of the PESO model of media?
Paid
The ____________ section of a program plan should restate the objectives and list the research methods to be used.
Measurement
Research carried out prior to a public relations campaign is known as
Formative Research
Having individuals selected from the target audience to review messages and campaign materials before they are printed or aired refers to which type of research method?
Copy testing
In Effective Public Relations, Scott M. Cutlip, Allen H. Center, and Glen M. Broom state that “public relations is the management function that identifies, establishes, and maintains mutually beneficial ____________ between an organization and the various publics on whom its success or failure depends.”
Relationships
A media channel mentions your product on the “gift guide” posted to their weekly blog, based on a press release your team pitched to them via email. This falls under which category of the PESO model of media?
Earned
Deciding when a campaign should be conducted, determining the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product are elements of which of the eight elements of public relations plans?
Calendar/Timeline
New and in-depth research conducted by those constructing the public relations campaign is known as
Primary Research
____________ usually consists of 8 to 12 people who possess the characteristics of the larger target audience, such as employees, consumers, or community residents.
Focus groups
How many people have been exposed to the message is known as?
Media impressions
A company utilizing its website and social media platforms during a campaign to gain exposure falls under which category of the PESO model of media?
Owned
___________ are the nuts-and-bolts part of the plan. They describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives.
Tactic
An organization’s policy statements, speeches by key executives, past issues of employee newsletters and magazines, reports on past public relations and marketing efforts and news clippings are examples of?
Archival Research
A quick interview conducted by a public relations professional at a shopping mall to a random mall patron regarding their thoughts on a product is which type of interview?
Intercept
____________ model of strategic campaign planning consists of four elements: Facts, goals, audience, key message.
Ketchum's
A part of your campaign includes posting a series of social media posts on your client’s social media accounts featuring a new product your client is launching.
Owned
__________ is the process and the means by which objectives are achieved.
Communication
Studies show that public relations departments typically spend 3 to 5 percent of their budgets on research; however, some experts argue that this share should be as much as
10 percent
In an organization, 37 percent of employees work in the warehouse. When developing research methods, the public relations professional decides that because 37 percent of workers represent the warehouse, 37 percent of the sample size should be compiled of warehouse workers. This is an example of which type of sample sizing?
Quota sampling
____________ model of strategic campaign planning consists of nine elements: Client objectives, audience, audience objectives, media channels, media channel objectives, sources and questions, communication strategies, essence of message, and nonverbal support.
Management by Objectives (MBO)
A part of your campaign includes posting a series of social media posts on your client’s social media channels introducing followers to your client’s new CEO. The post was shared on Facebook over 200 times.
Shared
A ___________ statement describes how, in concept, a campaign will achieve objectives; it provides guidelines and themes for the overall program.
Strategy