Public Relations Final Exam Review

Formative research is conducted before a public relations program begins, to gather information to guide program development. Evaluative research is conducted after a program has been implemented, to assess its effectiveness.

Zero-based budgeting involves starting from scratch every year, requiring justification for all expenses. It is useful for identifying unnecessary expenses and ensuring that budgets reflect the organization's current priorities.

The basic components of a public relations budget are personnel costs, program costs, and administrative expenses.

<p>Cost-benefit analysis compares the costs of a program to its anticipated benefits, while expected-value analysis quantifies the potential outcomes of a program and assigns probabilities to each outcome. These analyses help determine the financial profitability and expected return on investment for various public relations programs.</p> Signup and view all the answers

<p>A Gantt chart is a visual representation of a project schedule, typically displayed as a horizontal bar chart. Each bar represents a task, and the length of the bar reflects the duration of the task. The chart is divided into time periods, such as weeks or months, and the bars are placed along the timeline to show the start and end dates of each task.</p> Signup and view all the answers

<p>Simplified programming involves identifying and targeting key publics for communication efforts. It can be used to prioritize stakeholders based on their relevance to the organization's goals and objectives.</p> Signup and view all the answers

<p>A PERT diagram, or Program Evaluation and Review Technique, is a project management tool used to visualize and schedule tasks. It breaks down a project into smaller, interconnected tasks and shows the dependencies between them. It also estimates the time required for each task and identifies the critical path, the sequence of tasks that must be completed on time to meet the project deadline. By using a PERT diagram, you can identify the most critical tasks for the open house, establish realistic timelines, and plan for potential delays and contingencies.</p> Signup and view all the answers

<p>Observation involves watching and recording behavior or events in a natural setting. Interviews involve asking individuals questions to gather their perspectives and experiences. Focus groups consist of small, guided discussions with a group of people to explore a specific topic or issue.</p> Signup and view all the answers

<p>The public relations department should conduct its own evaluation research because it has a deep understanding of the program and its objectives. In-house evaluation ensures consistency with the program's goals and allows for more control over the research process.</p> Signup and view all the answers

<p>Quantitative research uses structured questions with predefined answers, such as multiple choice, rating scales, or yes/no questions. The goal is to collect numerical data that can be statistically analyzed.</p> Signup and view all the answers

<p>Communal relationships are based on mutual trust, shared values, and a sense of community. Individuals in communal relationships are motivated by a desire to help each other and contribute to the well-being of the group. Exchange relationships, on the other hand, are characterized by a focus on tangible benefits and reciprocity. Individuals in exchange relationships are motivated by a desire to get something in return for their actions.</p> Signup and view all the answers

<p>The four major outcomes of relationships are control, trust, satisfaction, and commitment.</p> Signup and view all the answers

<p>Relationship maintenance strategies are actions taken to sustain and strengthen relationships. These strategies include personal involvement, openness and disclosure, and positive communication.</p> Signup and view all the answers

<p>Two-way symmetrical communication, where organizations engage in open dialogue and genuine listening with their publics, fosters understanding, trust, and mutual respect. This leads to organizational effectiveness by aligning internal and external stakeholder interests and promoting constructive collaboration. Public relations also contributes to social inclusion by amplifying marginalized voices, challenging biases, and advocating for equitable treatment. By promoting diverse perspectives and facilitating dialogue, public relations can help build a more inclusive society.</p> Signup and view all the answers

<p>Grunig identifies three primary frameworks: the situational theory, the symmetrical communication theory, and the systems theory. These frameworks emphasize the importance of understanding the context of communication, engaging in two-way communication, and considering the interconnectedness of stakeholders. In the context of social inclusion, these frameworks highlight the need for public relations professionals to tailor communication strategies to specific audiences, engage in dialogue and listening, and recognize the impact of their actions on various stakeholders. To balance organizational goals and societal inclusion, public relations professionals can use their communication expertise to advocate for diversity and inclusion within their organizations, promote equitable practices, and use their platforms to amplify marginalized voices. For example, public relations professionals can develop campaigns to raise awareness about discrimination and advocate for policies that promote equal access and opportunities.</p> Signup and view all the answers