Quiz
Week 7-13 Quiz
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Fragen in diesem Quiz (31)
1How is public opinion formed?
- APollsters -> opinion leaders/influencers -> awareness -> public opinion -> public discussions
- BOpinion leaders/influencers -> public discussions -> awareness -> public opinion -> pollsters
- CPublic discussion -> awareness -> opinion leaders/influencers -> public opinion -> pollsters
2How is public opinion measured?
- AQuantitative research.
- BQualitative research.
- CBoth quantitative and qualitative research.
3[blank_start]Objectives[blank_end] and [blank_start]tactics[blank_end] are based on gathered research.
- AObjectives
- Btactics
4What are the types of sampling?
- AProbability sampling = random.
- BNon-probability survey = not random, can have misleading results.
- CQuota sampling = random sample that matches the statistical characteristics of the audience.
- DAll of the above.
- ENone of the above (besides all of the above, obviously).
5What is the primary purpose of poll data in PR?
- ATo get indications of attitudes and opinions.
- BTo predict elections/ favourable candidates.
6What determines a sample size? For example, a sample of 500 compared to 1500.
- AThe level of accuracy that results need (small variance vs. larger variance).
- BTime and resources.
- CThe type of organization or situation which the survey is made for.
- DThe type of audience that the survey is targeted towards.
7Why can research be used to influence/sway public opinion?
- AResearch triggers social change.
- BFacts and figures may change public opinion.
- CIt helps us understand persuasive relations.
8Check the boxes with correct research guidelines (x>1).
- AAvoid ambiguous words and confusing phrases.
- BGive range of answers, don't use yes or no.
- CUntested questions.
- DPre-tested questions.
- EConduct polls when organization is in the news.
- FDon't conduct polls when organization is in the news.
- GUse an outside firm for employee research.
- HIf sample is over 500, use outside firm.
If same is under, outside firm is not necessary.
9How is theory used in PR?
- ATo help understand the nature of public relations activities.
- BSets the agenda for public discussion - pros & cons.
- CIdentify issues, define audiences/segment publics and formulate strategy.
- DLess time consuming, easier to code for statistical purposes, space at end for comments.
10Define media relations:
Working with [blank_start]media[blank_end] - traditional & online - in seeking [blank_start]publicity[blank_end] or responding to their [blank_start]interests[blank_end] in the organization.- Amedia
- Bpublicity
- Cinterests
11[blank_start]Theory[blank_end] helps us understand persuasive communication, as it relates to media relations.
- ATheory
12ANSWER IS THE SAME FOR BOTH BLANKS:
[blank_start]Theory[blank_end] is used historically to help us understand why PR is practiced the way it is (descriptive [blank_start]theory[blank_end]).- ATheory
- Btheory
13People [blank_start]consciously[blank_end] choose messages.
- Aconsciously
- Bunconsciously
- Csubjectively
14Check six of the boxes that list what theories do.
- AFocus attention.
- BClarify observations.
- CProvide a framework
- DPredict outcomes.
- ETrigger social change.
- FSpark research.
- GHelp create budgets.
- HCreate vested interests.
15Opinion is linked to PR in three ways.
[blank_start]Persuasive communication[blank_end] on behalf of client.
[blank_start]Mass media[blank_end] influences opinion -> calls attention to an issue.
Public relations [blank_start]campaigns[blank_end] inform the public and shape public opinion via mass media.- APersuasive communication
- BMedia relations
- CMass media
- Dcampaigns
16[blank_start]Persuasion[blank_end]:
Way to shape public interest and public opinion.
Dialogue between points of view in the marketplace of public opinion.- APersuasion
- BAdvocacy
- CContingency
- DObjectives
17[blank_start]Objective[blank_end] theory: Knowable, “out there” reality.
- AObjective
18[blank_start]Subjective/ interpretive[blank_end] theory: “Reality” is produced in our heads -> Concerned with lived experience.
- ASubjective/ interpretive
19Eight factors in persuasive communication ~
1. [blank_start]Audience analysis.[blank_end]
2. [blank_start]Source credibility.[blank_end]
3. [blank_start]Appeal to self interest[blank_end]
4. [blank_start]Clarity of message.[blank_end]
5. [blank_start]Timing and Context[blank_end]
6. [blank_start]Audience participation[blank_end]
7. [blank_start]Suggestions for action[blank_end]
8. [blank_start]Content and structure of messages.[blank_end]- AAudience analysis.
- BSource credibility.
- CAppeal to self interest
- DClarity of message.
- ETiming and Context
- FAudience participation
- GSuggestions for action
- HContent and structure of messages.
- IAwareness.
- JAdoption.
- KDialogue.
20The acronym AIETA is used to represent the five-step process of adoption.
1. A[blank_start]wareness[blank_end]
2. I[blank_start]nterest[blank_end]
3. E[blank_start]valuation[blank_end]
4. T[blank_start]rial[blank_end]
5. A[blank_start]doption[blank_end]- Awareness
- Bnterest
- Cvaluation
- Drial
- Edoption
21What makes news?
- ADrama/emotion
- BOdd/unusual factor
- CLocal angle
- DTimely & Topical
- EConflict/Controversy/Human Interest
- FRelevance to audience
- GUniversal appeal
- HCredible source
- IDirected at consumers
22You cannot manage the media but the media is important/critical in conveying your message.
- ARichtig
- BFalsch
23Media relations basics:
Ongoing: [blank_start]Proactive & Reactive[blank_end]
[blank_start]Build relationships[blank_end], knows names, affiliations & “beat”
Be [blank_start]respectful[blank_end], [blank_start]honest[blank_end] and [blank_start]fair[blank_end].
Understand [blank_start]deadlines[blank_end], [blank_start]obligations[blank_end] and [blank_start]legal restrictions[blank_end].
Support news media:
B-rolls; [blank_start]information providers (kits)[blank_end]
[blank_start]Story ideas[blank_end]
[blank_start]Access to CEOs[blank_end]- AProactive & Reactive
- BBuild relationships
- Crespectful
- Dhonest
- Efair
- Fdeadlines
- Gobligations
- Hlegal restrictions
- Iinformation providers (kits)
- JStory ideas
- KAccess to CEOs
24[blank_start]Television[blank_end]:
- Strong focus on [blank_start]visuals[blank_end], makes [blank_start]quick absorption[blank_end] possible.
- Good for [blank_start]emotional[blank_end] content, not good for [blank_start]complex messages[blank_end].
- Deadlines are more [blank_start]flexible than print[blank_end].
- Interviews require preparation, [blank_start]concise speech[blank_end] and [blank_start]relaxation[blank_end] ([blank_start]avoid mike fright[blank_end]).
- Can use standard [blank_start]news release[blank_end], [blank_start]video[blank_end], media tour, etc.
- Use [blank_start]PSAs[blank_end] on behalf of governments or agencies.- ATelevision
- BPSAs
- Cnews release
- Dvideo
- Econcise speech
- Frelaxation
- Gavoid mike fright
- Hflexible than print
- Iemotional
- Jcomplex messages
- Kvisuals
- Lquick absorption
25[blank_start]Radio[blank_end]:
- Most cost-effective way to reach many people quickly.
- Not good for [blank_start]complex[blank_end] information - single messages are better.
- Deadlines are [blank_start]most flexible[blank_end] - can go on air [blank_start]immediately[blank_end].- ARadio
- Bcomplex
- Cmost flexible
- Dimmediately
26Media pitch is:
- ATo get attention of media gatekeepers.
- BMake story/viral.
- CTo explain a story.
27The two primary sources of conflict are [blank_start]competition[blank_end] and [blank_start]disagreement[blank_end].
- Acompetition
- Bdisagreement
28Competition is [blank_start]striving for the same object[blank_end], [blank_start]position[blank_end] or [blank_start]prize[blank_end].
Disagreement is a [blank_start]sharp opposition[blank_end] resulting in a [blank_start]direct[blank_end], [blank_start]overt threat[blank_end] from another entity.- Asharp opposition
- Bdirect
- Covert threat
- Dstriving for the same object
- Eposition
- Fprize
29[blank_start]Strategic[blank_end]: For the purpose of achieving particular objectives.
[blank_start]Management[blank_end]: Planned, deliberate action.- AManagement
- BStrategic
301.What is the severity of the threat? ([blank_start]Situational[blank_end] assessment).
What are the [blank_start]facts[blank_end]? What effort is required? Long term or short term?
Long term and external - most [blank_start]severe consequences[blank_end].
PR experience and [blank_start]instinct[blank_end] critical.
2. What resources are available to deal with the threat? ([blank_start]Organizational[blank_end] assessment).
Do you have the [blank_start]knowledge[blank_end], time, finances and [blank_start]management commitment[blank_end] to combat the threat?- Afacts
- BSituational
- Csevere consequences
- Dinstinct
- EOrganizational
- Fknowledge
- Gmanagement commitment
31What are the two approaches to managing conflict?
[blank_start]Contingency[blank_end] & [blank_start]Proactive to Reactive[blank_end]- AContingency
- BProactive to Reactive
Informationen
- Beschreibung
- Second half review quiz
- Autor
- Ruby Raguindin
- Sprache
- English
- Aufrufe
- 58
- Schlagwörter
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