Copy and Edit

Week 7-13 Quiz

Description

Second half review quiz
Ruby Raguindin
Quiz by Ruby Raguindin, updated more than 1 year ago
Ruby Raguindin
Created by Ruby Raguindin about 9 years ago
14
0
0

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
Show full summary Hide full summary

Want to create your own Quizzes for free with GoConqr? Learn more.

Similar

Theories of Family
Summer Pearce
AQA GCSE Music - Scales and Cadences
Mr Thompson
PR Multiple Choice
thomasarcher1
Groups, Formal Organizations and Bureacracy
Kome Ekor
PR as a management function
slavings-s
Why Foreign Language is taught in Primary Schools
Lou Blackwell
Identity
RHarris151750
Ch. 11 Developmental Theories
Brittany Gunn
PRN2110 EXAM REVISION
Denise Siddons
Public Relation Training
Jake Johnson
BLANC Customer Service Process
Mathilde Blanc
Browse Library