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Week 7-13 Quiz

Week 7-13 Quiz

Frage 1 von 31

1

How is public opinion formed?

Wähle eine der folgenden:

  • 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

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Frage 2 von 31

1

How is public opinion measured?

Wähle eine der folgenden:

  • Quantitative research.

  • Qualitative research.

  • Both quantitative and qualitative research.

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Frage 3 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

and are based on gathered research.

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Frage 4 von 31

1

What are the types of sampling?

Wähle eine oder mehr der folgenden:

  • 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).

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Frage 5 von 31

1

What is the primary purpose of poll data in PR?

Wähle eine der folgenden:

  • To get indications of attitudes and opinions.

  • To predict elections/ favourable candidates.

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Frage 6 von 31

1

What determines a sample size? For example, a sample of 500 compared to 1500.

Wähle eine der folgenden:

  • 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.

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Frage 7 von 31

1

Why can research be used to influence/sway public opinion?

Wähle eine oder mehr der folgenden:

  • Research triggers social change.

  • Facts and figures may change public opinion.

  • It helps us understand persuasive relations.

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Frage 8 von 31

1

Check the boxes with correct research guidelines (x>1).

Wähle eine oder mehr der folgenden:

  • 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.

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Frage 9 von 31

1

How is theory used in PR?

Wähle eine der folgenden:

  • 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.

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Frage 10 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

Define media relations:
Working with - traditional & online - in seeking or responding to their in the organization.

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Frage 11 von 31

1

Fülle die Lücke, um den Text zu vervollständigen

helps us understand persuasive communication, as it relates to media relations.

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Frage 12 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

ANSWER IS THE SAME FOR BOTH BLANKS:
is used historically to help us understand why PR is practiced the way it is (descriptive ).

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Frage 13 von 31

1

Wähle von der Aufklappliste, um den Text zu vervollständigen.

People ( consciously, unconsciously, subjectively ) choose messages.

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Frage 14 von 31

1

Check six of the boxes that list what theories do.

Wähle eine oder mehr der folgenden:

  • Focus attention.

  • Clarify observations.

  • Provide a framework

  • Predict outcomes.

  • Trigger social change.

  • Spark research.

  • Help create budgets.

  • Create vested interests.

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Frage 15 von 31

1

Opinion is linked to PR in three ways.
on behalf of client.
influences opinion -> calls attention to an issue.
Public relations inform the public and shape public opinion via mass media.

Klicke und ziehe, um den Text zu vervollständigen.

    Persuasive communication
    Media relations
    Mass media
    campaigns

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Frage 16 von 31

1

:
Way to shape public interest and public opinion.
Dialogue between points of view in the marketplace of public opinion.

Klicke und ziehe, um den Text zu vervollständigen.

    Persuasion
    Advocacy
    Contingency
    Objectives

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Frage 17 von 31

1

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theory: Knowable, “out there” reality.

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Frage 18 von 31

1

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theory: “Reality” is produced in our heads -> Concerned with lived experience.

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Frage 19 von 31

1

Eight factors in persuasive communication ~
1.
2.
3.
4.
5.
6.
7.
8.

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    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.

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Frage 20 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

The acronym AIETA is used to represent the five-step process of adoption.
1. A
2. I
3. E
4. T
5. A

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Frage 21 von 31

1

What makes news?

Wähle eine oder mehr der folgenden:

  • Drama/emotion

  • Odd/unusual factor

  • Local angle

  • Timely & Topical

  • Conflict/Controversy/Human Interest

  • Relevance to audience

  • Universal appeal

  • Credible source

  • Directed at consumers

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Frage 22 von 31

1

You cannot manage the media but the media is important/critical in conveying your message.

Wähle eins der folgenden:

  • WAHR
  • FALSCH

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Frage 23 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

Media relations basics:

Ongoing:
, knows names, affiliations & “beat”
Be , and .
Understand , and .

Support news media:
B-rolls;

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Frage 24 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

:
- Strong focus on , makes possible.
- Good for content, not good for .
- Deadlines are more .
- Interviews require preparation, and ().
- Can use standard , , media tour, etc.
- Use on behalf of governments or agencies.

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Frage 25 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

:
- Most cost-effective way to reach many people quickly.
- Not good for information - single messages are better.
- Deadlines are - can go on air .

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Frage 26 von 31

1

Media pitch is:

Wähle eine der folgenden:

  • To get attention of media gatekeepers.

  • Make story/viral.

  • To explain a story.

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Frage 27 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

The two primary sources of conflict are and .

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Frage 28 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

Competition is , or .
Disagreement is a resulting in a , from another entity.

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Frage 29 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

: For the purpose of achieving particular objectives.
: Planned, deliberate action.

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Frage 30 von 31

1

1.What is the severity of the threat? ( assessment).
What are the ? What effort is required? Long term or short term?
Long term and external - most .
PR experience and critical.

2. What resources are available to deal with the threat? ( assessment).
Do you have the , time, finances and to combat the threat?

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    facts
    Situational
    severe consequences
    instinct
    Organizational
    knowledge
    management commitment

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Frage 31 von 31

1

Fülle die Lücken, um den Text zu vervollständigen.

What are the two approaches to managing conflict?
&

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