Test 2 Notes

Test 2 Notes - ADPR 3850 Test 2 Textbook Highlights Chapter...

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ADPR 3850 – Test 2 Textbook Highlights Chapter 5 1. Effective public relations is a process with four essential steps: (1)research,  (2)planning, (3)communication and (4)evaluation. 2. Research is a form of listening. 3. Questions that should be asked before formulating a research design: What is the problem? What kind of information is needed? How will the results of the research be used? What specific public(s) should be researched? Should the organization do the research in-house or hire outside consultants? How will the research data be analyzed, reported and applied? How soon will the results be needed? How much will the research cost? 4. Public relations departments typically spend about 3-5% of their budget on research. Some experts argue that it should be 10%. 5. An estimated 90 percent of organizational crises are caused by internal operational problems rather than by unexpected natural disasters or external issues. 6. See table 5.1 on page 119 of text for comparison of ‘Qualitative versus Quantitative  Research’. 7. PR databases: Burrelle’s Broadcast Database: Contains full-text transcripts of radio and  TV programs within 24 hours of transmission. Dow Jones News/Retrieval: Transmits up-to-the-second global coverage of  business news, econ. Indicators and market data. LexisNexis: Millions of full-text articles from magazines, newspapers and  news services. 8. The internet provides an increasing array of ways to test copy. Two examples are Web Surveys and Wikis.
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9. Random Sampling: Effective polls and surveys require a random sample. Everyone in the targeted audience must have an equal chance of being selected for the survey. This is also known as a probability sample. 10. Quota Sampling : Random sampling that matches the characteristics of the audience. 11.National polling firms usually sample 1,000 to 1,500 people. 12.A national poll sample of 1,500 people provides a margin of error within 3 percentage points 95 percent of the time. 13.In public relations, the primary purpose of poll data is to get indications of attitudes and opinions, not predict elections. 14. Methods for reaching respondents:  Mail questionnaires. Telephone surveys. Personal interviews. Piggyback surveys. Web and email surveys. 15. Eight elements of a Program Plan: Situation       – Valid objectives cannot be set without a clear  understanding of  the situation. Objectives      – A proposed objective should be evaluated by asking three  questions: (1) Does it really address the situation? (2) Is it realistic and achievable?
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Test 2 Notes - ADPR 3850 Test 2 Textbook Highlights Chapter...

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