MCOM 253 PR - Exam 3

MCOM 253 PR - Exam 3 - Public Relations Final Exam Data...

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Public Relations Final Exam Data collection techniques 136 - Interviews o Intercept interview : people are intercepted in public places and asked their opinions o Purposive interview : viewees are carefully selected based on their expertise, influence, or leadership in the community. More in-depth. - environmental scanning o the constant reading, listening, and watching of current affairs with an eye to the organization’s interests - focus groups o an informal research procedure that develops qualitative information rather than hard data o formulate or pretest message themes and communication strategies before launching a full campaign o helps define target audiences, test program messages, explore consumer attitudes about paging, and evaluate product positioning statements o usually consist of 8 – 12 people who represent the characteristics of the target audience o during the interview, a trained facilitator uses nondirective interviewing techniques that encourage group members to talk freely about a topic or give candid reactions to suggested message themes o increasingly being conducted online - surveys - media clips - tracking of websites - communication audits Survey sampling methods – what each involves 139 - systematic random sampling o probability sampling everyone in the targeted audience (as defined by the researcher) has an equal or known chance of being selected for the survey o non-probability sampling not random at all; - stratifies random sampling Communication audit methods – what each involves - communication climate surveys - network interaction analysis - readership surveys - tracking of websites and search engine optimization
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- content analysis Eight steps in the planning process – what each involves - situation - objectives - audience - strategy - tactics - calendar/timetable - budget - evaluation The lifecycle of public opinion – the five steps and what each involves - define the issue - involve opinion leaders (formal and informal) - develop public awareness thru media - forge consensus among government officials and/or - resolve the issue thru legislation or regulation A public – what it is - includes people who share a common problem and recognize their common interest Latent public - unaware of need to change Aware public - know of need but not active Active public - involved with an issue Steps involved in creating a Gantt Chart - list activities on the left vertically in the order to be done - note the time frame (days, weeks, months, ect.) across the bottom horizontally - draw specific lengths of time for each activity - a Gantt Chart can be done for an individual activity or an entire campaign Steps involved in creating a budget - list all resources needed for a project (people, time, material, equipment) - determine the extent to which these resources will be used (hours, number of copies) - estimate the costs for each resource based on the 2 above - add a contingency % for unseen expenses (typically 10%)
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This test prep was uploaded on 04/07/2008 for the course MCOM 253 taught by Professor Boland during the Fall '07 term at Towson.

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MCOM 253 PR - Exam 3 - Public Relations Final Exam Data...

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