Mktg 123 quiz #2

What are Outputs in public relations?

Outputs are the immediate results or products of a public relations effort, such as media coverage, press releases, and other communications.

Outtakes

The extent to which the target audience has seen, believed, or internalized the message communicated in the PR campaign.

Outcomes

The long-term results of a PR campaign, including changes in audience behavior, relationships, or sales.

Primary Research

Research conducted firsthand, either through applied research (solving practical problems) or theoretical research (developing a deeper understanding of PR processes).

Secondary Research

Research that uses existing data or materials, such as published books, articles, or reports.

Descriptive Survey

A survey that provides a snapshot of a current situation or condition.

Explanatory Survey

A survey that aims to explain cause-and-effect relationships by identifying why something is happening and what the consequences may be.

Predictive Research

Research that forecasts the potential outcomes based on a certain set of actions or decisions.

Sampling

The process of selecting a subset of individuals from a larger population for the purpose of research. Can be random or nonrandom.

Random Sampling

A method of sampling in which every member of the population has an equal chance of being selected.

Nonrandom Sampling

A sampling method where not every member of the population has an equal chance of being selected.

Delphi Panel

A type of interview method that involves gathering opinions from a panel of experts or opinion leaders to predict outcomes or develop insights.

Content Analysis

A method of unobtrusive research that systematically analyzes the content of media to identify patterns or trends.

Copy Testing

The evaluation of communication materials, such as advertisements or press releases, to assess their effectiveness before distribution.

Unobtrusive Methods

Research methods that do not directly interfere with the subjects being studied.

Communications Audit

A process of evaluating an organization’s communication efforts to assess effectiveness and message alignment.

Statistical Significance

A measure of whether the results of a study are likely to have occurred by chance or if they represent a true effect.

Margin of Error

A statistical term that represents the degree of uncertainty in survey results.

Evaluation

The process of analyzing the results of a public relations campaign to determine if it met the established objectives.

Search Engine Optimization (SEO)

The practice of improving a website’s visibility on search engines to increase organic search rankings.

Social Media Metrics

Measures used to assess the effectiveness of social media campaigns, including engagement and interactions.

Awareness and Comprehension Measurement

The evaluation of how well the target audience understands and is aware of PR campaign messages.

Recall and Retention Measurement

Assessing how well the target audience remembers or retains the messages after a specific period of time.

Behavioral Measurement

The assessment of whether the PR campaign led to changes in audience behavior.

Evaluative Research

Research conducted to assess whether a PR campaign has achieved its objectives.

Importance of Research in PR

Research is fundamental in shaping strategy, guiding decisions, and providing measurable evidence for public relations campaigns.

Research Objectives

Key goals that guide PR research, including assessing outputs, outtakes, and outcomes.

Outputs

Immediate results of a PR campaign, such as media coverage and press releases.

Outtakes

Audience perceptions of the PR messages, including whether they saw and believed them.

Outcomes

Long-term effects of a PR campaign, such as changes in audience behavior and improvements in sales.

Descriptive Research

Research that provides a snapshot of the current situation or condition.

Explanatory Research

Research that explains cause-and-effect relationships.

Predictive Research

Research that predicts outcomes based on certain actions or decisions.

Clear Objectives

The principle that research should begin with clear program objectives aligned with business aims.

Outputs vs. Outcomes

Outputs are immediate results, while outcomes are long-term effects.

Primary Research

Research conducted firsthand, including applied and theoretical aspects.

Applied Research

A type of primary research that solves practical problems.

Theoretical Research

A type of primary research that develops frameworks and theories.

Secondary Research

Research that utilizes existing data from various sources.

Surveys as Research Method

A common method used to gather data in PR research.

Types of Surveys

Includes descriptive surveys for snapshots and explanatory surveys for deeper analysis.

Key Elements of Surveys

Sample, questionnaire, interviews, and analysis are critical components of survey methods.

Random Sampling

A sampling method in which every member of the population has an equal chance of selection.

Nonrandom Sampling

Sampling methods like convenience or quota sampling where not all have equal chances.

Types of Interviews

Includes focus groups, Delphi panels, telephone, email, and internet interviews.

Communications Audits

Evaluates the effectiveness of a company's communication strategies.

Unobtrusive Methods

Research methods that gather data without interfering with subjects.

Content Analysis

Analyzing media content for patterns and trends.

Evaluative Research

Research that assesses whether a PR campaign has achieved its objectives.

Monitoring in PR

Ongoing evaluation of PR campaigns during their implementation.

Outcome Evaluation Metrics

Includes measures of awareness, comprehension, retention, behavior, and actions.

Validity in Research

Refers to whether research results are accurate and meaningful.

Reliability in Research

Indicates the consistency of research results over time.

Statistical Significance

Determines if results are likely due to chance or reflect a true effect.

Web Monitoring Metrics

Metrics that track unique visitors, site engagement, and click-through costs.

Search Engine Optimization (SEO)

Practices that enhance website visibility and increase traffic.

Types of Social Media Metrics

Metrics that assess engagement, such as likes, shares, and comments.

Boaty McBoatface Incident

A case study in ethics where public vote choice was overridden for a polar research ship.

Study Tips for PR Research

Understand key terms, compare research types, practice case studies, know methods, and evaluate effectiveness.