Public Relations Final Exam Review
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Questions and Answers

What is the difference between formative and evaluative research?

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.

What is the value of zero-based budgeting?

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.

What are the basic components of a public relations budget?

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

How do cost-benefit analysis and expected-value analysis make it possible to calculate the payoff of a public relations program and to select the programs with the greatest expected value?

<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

What does a Gantt chart look like?

<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

What does simplified programming mean? How is it useful in making decisions about which publics an organization should communicate with?

<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

Your CEO looks perplexed when you show her a PERT diagram for the open house you are planning in conjunction with the annual meeting. Explain how a PERT diagram works and what it will help you do in planning for that open house.

<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

Describe three major methods of qualitative analysis: observation, interviews and focus groups.

<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

Should the public relations department do its own evaluation research or hire an outside firm? Provide an argument for each point of view.

<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. (A), The public relations department should do its own evaluation research, but consult with an outside firm for expertise and objectivity. (B), An outside firm should be hired to conduct evaluation research because it provides a neutral and objective perspective. External evaluators can bring fresh insights and expertise, and their findings are more likely to be perceived as credible. (D)</p> Signup and view all the answers

What are the kinds of questions used in quantitative research?

<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

According to the paper by Hon and J. Grunig, what is the difference between communal and exchange relationships?

<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

According to the same paper, what are the four major outcomes of relationships?

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

Also according to the same paper, what are relationship maintenance strategies?

<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

According to J.E. Grunig (2023), how two-way symmetrical communication can contribute to organizational effectiveness? How does public relations contribute to society through inclusion?

<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

Drawing from James E. Grunig's discussion of public relations as a tool for social inclusion, analyze how public relations can address contemporary issues of exclusion in digital and organizational contexts. Summarize the key theoretical frameworks Grunig identifies. Evaluate their relevance and applicability to a specific social issue. Propose how public relations professionals can balance organizational goals and societal inclusion.

<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. (C)</p> Signup and view all the answers

Flashcards

Formative Research

Research conducted during the planning and development of a public relations program to gain insights and shape strategies.

Evaluative Research

Research conducted after a public relations program has been implemented to assess its effectiveness and impact.

Zero-Based Budgeting

A budgeting method that starts from scratch each year, requiring justification for every expense instead of relying on previous year's budgets.

Public Relations Budget Components

The essential elements of a public relations budget, typically including personnel costs, program costs, administrative expenses, and contingency funds.

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Cost-Benefit Analysis

Evaluating the financial costs and benefits of a public relations program to determine its overall value.

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Expected-Value Analysis

Calculating the potential payoff of a public relations program by weighing the probability of different outcomes against their respective values.

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Gantt Chart

A visual project management tool that uses a bar chart to display the timeline and dependencies of tasks.

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Simplified Programming

A strategy for streamlining public relations programs by focusing on key audiences and essential messages.

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PERT Diagram

A project management tool that visually represents the tasks, dependencies, and estimated timeframes for completing a project.

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Qualitative Analysis Methods

Techniques for analyzing non-numerical data to understand perspectives, experiences, and meanings. Common methods include observation, interviews, and focus groups.

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Public Relations Evaluation: In-house vs. Outsourced

The debate over whether a public relations department should conduct its own evaluation research or hire an outside firm.

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Quantitative Research Questions

Questions designed to gather numerical data, often using structured surveys or experiments.

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Communal Relationships (Hon & Grunig)

Relationships characterized by shared values, trust, and a sense of community.

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Exchange Relationships (Hon & Grunig)

Relationships based on a quid pro quo exchange of resources, where each party benefits directly from the interaction.

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Relationship Outcomes (Hon & Grunig)

The desired results of building and maintaining relationships with publics, such as trust, satisfaction, commitment, and control.

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Relationship Maintenance Strategies (Hon & Grunig)

Tactics used to maintain and strengthen relationships with publics, including communication, commitment, and conflict resolution.

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Two-Way Symmetrical Communication (Grunig)

A communication model where organizations engage in open dialogue and seek to understand the perspectives of their publics.

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Public Relations and Organizational Effectiveness (Grunig)

How public relations contributes to an organization's success through building and maintaining relationships with stakeholders.

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Public Relations and Social Inclusion (Grunig)

The role of public relations in promoting diversity, equity, and inclusion in society by advocating for marginalized groups.

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Situational Theory of Problem Solving

A theory that explains how individuals make decisions based on their perceived involvement in a situation.

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Symmetrical Communication (Grunig)

A communication model that emphasizes mutual understanding, respect, and dialogue between organizations and their publics.

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Public Relations Goals and Objectives

Long-term aspirational outcomes for public relations program and specific, measurable, achievable, relevant, and time-bound (SMART) objectives to guide implementation.

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Types of Public Relations Research

Various research methods used in public relations, including formative research, evaluative research, quantitative research, and qualitative research.

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Measuring Objectives and Evaluating Public Relations Programs

The process of assessing the effectiveness of a public relations program by comparing actual outcomes to planned objectives.

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Public Relations as Management of Communication

Public relations is a strategic management function that builds and maintains relationships between organizations and their publics through communication.

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Consequences and the Triangle Model of a Public Relations Problem

A framework for understanding public relations problems by considering the consequences for stakeholders, the organization, and the public.

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Systems Theory in Public Relations

Understanding public relations as a complex system of interacting elements, including the organization, its publics, and the environment.

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Public Relations Roles

Different responsibilities within a public relations department, such as media relations, internal communication, crisis communication, and community relations.

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Public Relations and Gender/Diversity

The importance of diversity and inclusion within public relations, reflecting the changing demographics of society and ensuring diverse perspectives.

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Study Notes

Public Relations Final Exam Review Questions

  • Formative vs. Evaluative Research: Distinguish between formative and evaluative research methods.
  • Zero-Based Budgeting: Understand the value and application of zero-based budgeting.
  • Public Relations Budget Components: Detail the key elements of a public relations budget.
  • Cost-Benefit/Expected Value Analysis: Explain how cost-benefit and expected-value analyses determine the effectiveness of a public relations program.
  • Gantt Chart: Describe the visual representation of a Gantt chart.
  • Simplified Programming: Define simplified programming and its use in public relations decision-making.
  • PERT Diagram: Explain how a PERT diagram functions in project planning, particularly for an open house.
  • Qualitative Analysis Methods: Summarize three major qualitative methods: observation, interviews, and focus groups.
  • In-House vs. Outside Evaluation: Debate the pros and cons of performing evaluation research in-house versus outsourcing it.
  • Quantitative Research Questions: Identify the various question types within quantitative research.
  • Communal vs. Exchange Relationships: Contrast communal and exchange relationships, according to Hon and Grunig's paper, highlighting the distinctions.
  • Relationship Outcomes: Recognize the four key outcomes of relationships, according to Hon and Grunig's paper.
  • Relationship Maintenance Strategies: Understand relationship maintenance strategies, also discussed by Hon and Grunig.
  • Symmetrical Communication & Organizational Effectiveness: Explain how two-way symmetrical communication aids organizational effectiveness.
  • Public Relations & Social Inclusion: Analyze how public relations contributes to social inclusion.
  • Contemporary Issues & Exclusion: Examine how public relations can address contemporary issues of exclusion in digital and organizational contexts, drawing on Grunig's arguments.

Overall Review: Key Ideas

  • Public Relations Definition: Define public relations.
  • Consequences & Triangle Model: Relate consequences and the triangle model to understanding public relations problems.
  • Systems Theory & Effectiveness: Explain the role of systems theory in organizational effectiveness.
  • Public Relations Roles: Identify the important roles within public relations.
  • Gender & Diversity: Consider gender and diversity in the field of public relations.
  • Public Relations Functions: Discuss how public relations integrates with other functions within an organization.
  • Public Relations as a Profession: Explain the extent to which public relations operates as a profession.
  • Models of Public Relations: Define and connect various models of public relations.
  • Ethical Framework: Evaluate ethical considerations within public relations, such as deontological and utilitarian ethics.
  • Effective Organizational Strategies: Describe how public relations strategies contribute to an organization's success.
  • Issues Management: Describe issues management for public relations.
  • Stakeholder Linkages: Discuss the concept of stakeholder linkages within public relations.
  • Situational Problem Solving: Understand situational theory in public relations.
  • Decision-Making: Detail the decision-making in public relations.
  • Long-Term & Short-Term Objectives: Examine the relevance of long-term and short-term objectives in public relations.
  • Public Relations Research Methods: Outline various research methodologies within public relations.
  • Objective Measurement & Evaluation: Discuss techniques for measuring and evaluating public relations programs.

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Prepare for your Public Relations final exam with this comprehensive review quiz. Covering essential topics such as budgeting, research methods, and evaluation techniques, this quiz will help solidify your understanding of key concepts. Test your knowledge on Gantt charts, qualitative analysis, and more as you get ready for your exam.

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