Research and Data
Collecting information that describes existing conditions is called…
What is Descriptive Research?
This refers to information from an outside source used by media for its news value.
What is Publicity?
A broad statement of desired outcomes for a PR program.
What is a Goal?
The number of times content is seen by the target audience.
What are Impressions?
Open, honest, timely, accurate communication that builds credibility.
What is Transparency?
This type of research uses random sampling and scientific methods.
What is Formal Research?
The process of creating and sharing engaging stories for audiences.
What is Storytelling?
Objectives should always be SMART. What does SMART stand for?
What is Specific, Measurable, Attainable, Relevant, Time-specific?
Website visitors taking a desired action is known as…
What is a Conversion?
When personal or organizational interests interfere with responsibilities.
What is a Conflict of Interest?
A portion of a population selected to represent the whole.
What is a Sample?
PR professionals often work with journalists to gain coverage — this is called…
What is Media Relations?
This systematic process helps organizations set priorities and allocate resources for long-term goals.
What is Strategic Planning?
A quantifiable metric used to assess PR success is called a…
What is a Key Performance Indicator (KPI)?
False information shared unintentionally is called…
What is Misinformation?
A complete analysis of an organization's communication processes, both internal and external.
What is a Communication Audit?
A person who represents and promotes a brand.
Brand Ambassador?
A clear statement of the issue or challenge a campaign must address.
What is a Problem Statement?
Long-term effects and broader changes (like reputation or trust) are called…
What are Impacts?
Businesses actively supporting social causes and lobbying for policy change.
What is Corporate Social Advocacy?
A rigorous study of media coverage that can be formal or automated.
What is Content Analysis?
Communication channels, media and tools that are under the direct control of the sender.
What is Controlled Communication Channels?
The unique place an organization wants to hold in the mind of its publics.
What is Positioning?
Measuring how your brand’s visibility compares to competitors.
What is Share of Voice?
Confidence in an organization to act with integrity and dependability.
What is Trust?