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Week 7-13 Quiz

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Second half review quiz
Ruby Raguindin
Quiz by Ruby Raguindin, updated more than 1 year ago
Ruby Raguindin
Created by Ruby Raguindin over 8 years ago
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Resource summary

Question 1

Question
How is public opinion formed?
Answer
  • Pollsters -> opinion leaders/influencers -> awareness -> public opinion -> public discussions
  • Opinion leaders/influencers -> public discussions -> awareness -> public opinion -> pollsters
  • Public discussion -> awareness -> opinion leaders/influencers -> public opinion -> pollsters

Question 2

Question
How is public opinion measured?
Answer
  • Quantitative research.
  • Qualitative research.
  • Both quantitative and qualitative research.

Question 3

Question
[blank_start]Objectives[blank_end] and [blank_start]tactics[blank_end] are based on gathered research.
Answer
  • Objectives
  • tactics

Question 4

Question
What are the types of sampling?
Answer
  • Probability sampling = random.
  • Non-probability survey = not random, can have misleading results.
  • Quota sampling = random sample that matches the statistical characteristics of the audience.
  • All of the above.
  • None of the above (besides all of the above, obviously).

Question 5

Question
What is the primary purpose of poll data in PR?
Answer
  • To get indications of attitudes and opinions.
  • To predict elections/ favourable candidates.

Question 6

Question
What determines a sample size? For example, a sample of 500 compared to 1500.
Answer
  • The level of accuracy that results need (small variance vs. larger variance).
  • Time and resources.
  • The type of organization or situation which the survey is made for.
  • The type of audience that the survey is targeted towards.

Question 7

Question
Why can research be used to influence/sway public opinion?
Answer
  • Research triggers social change.
  • Facts and figures may change public opinion.
  • It helps us understand persuasive relations.

Question 8

Question
Check the boxes with correct research guidelines (x>1).
Answer
  • Avoid ambiguous words and confusing phrases.
  • Give range of answers, don't use yes or no.
  • Untested questions.
  • Pre-tested questions.
  • Conduct polls when organization is in the news.
  • Don't conduct polls when organization is in the news.
  • Use an outside firm for employee research.
  • If sample is over 500, use outside firm. If same is under, outside firm is not necessary.

Question 9

Question
How is theory used in PR?
Answer
  • To help understand the nature of public relations activities.
  • Sets the agenda for public discussion - pros & cons.
  • Identify issues, define audiences/segment publics and formulate strategy.
  • Less time consuming, easier to code for statistical purposes, space at end for comments.

Question 10

Question
Define 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.
Answer
  • media
  • publicity
  • interests

Question 11

Question
[blank_start]Theory[blank_end] helps us understand persuasive communication, as it relates to media relations.
Answer
  • Theory

Question 12

Question
ANSWER 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]).
Answer
  • Theory
  • theory

Question 13

Question
People [blank_start]consciously[blank_end] choose messages.
Answer
  • consciously
  • unconsciously
  • subjectively

Question 14

Question
Check six of the boxes that list what theories do.
Answer
  • Focus attention.
  • Clarify observations.
  • Provide a framework
  • Predict outcomes.
  • Trigger social change.
  • Spark research.
  • Help create budgets.
  • Create vested interests.

Question 15

Question
Opinion 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.
Answer
  • Persuasive communication
  • Media relations
  • Mass media
  • campaigns

Question 16

Question
[blank_start]Persuasion[blank_end]: Way to shape public interest and public opinion. Dialogue between points of view in the marketplace of public opinion.
Answer
  • Persuasion
  • Advocacy
  • Contingency
  • Objectives

Question 17

Question
[blank_start]Objective[blank_end] theory: Knowable, “out there” reality.
Answer
  • Objective

Question 18

Question
[blank_start]Subjective/ interpretive[blank_end] theory: “Reality” is produced in our heads -> Concerned with lived experience.
Answer
  • Subjective/ interpretive

Question 19

Question
Eight 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]
Answer
  • Audience analysis.
  • Source credibility.
  • Appeal to self interest
  • Clarity of message.
  • Timing and Context
  • Audience participation
  • Suggestions for action
  • Content and structure of messages.
  • Awareness.
  • Adoption.
  • Dialogue.

Question 20

Question
The 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]
Answer
  • wareness
  • nterest
  • valuation
  • rial
  • doption

Question 21

Question
What makes news?
Answer
  • Drama/emotion
  • Odd/unusual factor
  • Local angle
  • Timely & Topical
  • Conflict/Controversy/Human Interest
  • Relevance to audience
  • Universal appeal
  • Credible source
  • Directed at consumers

Question 22

Question
You cannot manage the media but the media is important/critical in conveying your message.
Answer
  • True
  • False

Question 23

Question
Media 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]
Answer
  • Proactive & Reactive
  • Build relationships
  • respectful
  • honest
  • fair
  • deadlines
  • obligations
  • legal restrictions
  • information providers (kits)
  • Story ideas
  • Access to CEOs

Question 24

Question
[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.
Answer
  • Television
  • PSAs
  • news release
  • video
  • concise speech
  • relaxation
  • avoid mike fright
  • flexible than print
  • emotional
  • complex messages
  • visuals
  • quick absorption

Question 25

Question
[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].
Answer
  • Radio
  • complex
  • most flexible
  • immediately

Question 26

Question
Media pitch is:
Answer
  • To get attention of media gatekeepers.
  • Make story/viral.
  • To explain a story.

Question 27

Question
The two primary sources of conflict are [blank_start]competition[blank_end] and [blank_start]disagreement[blank_end].
Answer
  • competition
  • disagreement

Question 28

Question
Competition 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.
Answer
  • sharp opposition
  • direct
  • overt threat
  • striving for the same object
  • position
  • prize

Question 29

Question
[blank_start]Strategic[blank_end]: For the purpose of achieving particular objectives. [blank_start]Management[blank_end]: Planned, deliberate action.
Answer
  • Management
  • Strategic

Question 30

Question
1.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?
Answer
  • facts
  • Situational
  • severe consequences
  • instinct
  • Organizational
  • knowledge
  • management commitment

Question 31

Question
What are the two approaches to managing conflict? [blank_start]Contingency[blank_end] & [blank_start]Proactive to Reactive[blank_end]
Answer
  • Contingency
  • Proactive to Reactive
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