PR Research Final Exam

Management of communication

Handling interactions between an organization and its publics

Two-way communication

Interactive communication between organization and publics

Environmental uncertainty

Complex, unstable, dynamic, threatening environment

Environmental scanning

Gathering info about public opinions and reactions

SWOT analysis

Assessing internal strengths, weaknesses, external opportunities, threats

Mass media

Communication channels reaching a vast number of individuals

Crowd

Large gathering of people

Publics

Group of individuals sharing common interests

James E. Grunig

Key figure in public relations, emphasized mutual relationships

Cyber-scanning

Monitoring online discussions and sentiments

Secondary Research

Analyzing data collected by others for a different purpose

Formative Research

Collecting data to shape program planning and implementation

Casual Research

Collecting existing knowledge on a subject

Primary Research

Gathering original information through surveys, interviews, etc.

Evaluation Research

Assessing message impact and behavioral changes

Google Analytics

Tool tracking website performance, visitor demographics

NapoleonCat

Platform for social media management and analytics

Brand24

Tool for monitoring online mentions and sentiment analysis

Hootsuite

Social media management platform for scheduling and analytics

Buffer

Social media management tool for content scheduling and analysis

Representative SR

Examples like newspapers, archived materials, official websites

Online Libraries

Alternative to Google and Wikipedia for research

MarketLine

Resource for analyzing industry and competition

Factiva

Source for finding news, articles, and industry data

Demographics

Data on age, gender, income, education, etc.

Constraint Recognition

Perceiving obstacles that limit problem-solving

Latent Public

Potential public with unrecognized issues

Activist Public

Organized group actively addressing problems

Issue Volatility

Dynamic nature of public response to issues

Scientific Knowledge

Systematic understanding using common language

Theory

Abstract explanation based on observation and testing

Qualitative Research

In-depth methods like interviews and observations

Focus Group

Group discussion to gather opinions and insights

In-depth Interview

Structured conversation for detailed information

Interviewer-Interviewee Rapport

Connection and trust between interviewer and interviewee

Semi-Structured Guide

Flexibility in questioning during interviews

Themes in Reporting

Summarizing data into common patterns and trends

AI in Interviews

Useful for summaries but requires human touch for detail

Specificity

The more detailed and precise a request to AI, the better the response.

Audience

Writing tailored for a particular group or individual

Repeat

Restating a request if necessary for AI to understand

Objective

Aim or goal of the writing

Professionalism

Maintaining a formal and business-like tone

Interesting

Engaging and captivating content

Informative

Providing valuable and educational information

PR Practitioner

A professional in charge of managing an organization’s public image.