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• Research

  A controlled, objective and systematic gathering of information for the purpose of describing and understanding.
• Research

  What strategy is used to achieve credibility with management, define audiences and segment publics, formulate strategy, test messages, prevent crisis, monitor the competition, generate publicity, and measure success?
• Researching

  Planning

  Implementing

  Evaluating

  What does RPIE stand for?
• Formative research

  When research comes at the beginning of the planning process, or during the implementation of a plan
• Summative research

  When you've reached an end or stopping point in your campaign and you want to answer the question, "Did it work?"
• Problem/opportunity statement

  A concise written summary of the situation that explains the main reason for a public relations program or campaign.
• Strengths

  Weaknesses

  Opportunities

  Threats

  What does SWOT stand for in SWOT analysis?
• internal; external

  Strengths and weaknesses are _________ to an organization, while opportunities and threats are __________.
• In-house

  When PR people are employed directly within an organization rather than working externally.
• Mission statement

  A formal statement of an organization's steady, enduring purpose.
• Vision statement

  A declaration of an organization's desired end-state.
• Organizational culture

  Groups of people that identify as part of an organization such as employees and members.
• Latent publics

  People who are affected by a problem or issue but don't realize it.
• Aware publics

  People who recognize that they are affected by a problem or issue in their environment.
• Active publics

  People who behave and communicate actively in response to a problem or issue.
• Demographics

  Data describing objective characteristics of a population including age, level of income or highest educational degree obtained.
• Psychographic


  Data describing psychological characteristics of a population including interests, attitudes and behaviors.
• demographic; psychographic

  Age is an example of a ___________. Buying behavior is an example of a ____________.
• Constraint recognition

  When people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it.
• Primary publics

  Groups of people identified as most important to the success of a public relations campaign or program. These publics are the most important.
• Secondary publics

  Groups of people who are important to a public relations campaign or program because of their relationship with primary publics.
• Tertiary publics

  Groups of people who indirectly influence or are indirectly affected by a public relations campaign or program.
• Quantitative research

  Research that results in numerical or statistical data and analysis.
• quantitative

  Surveys, mail, phone, and internet are all different forms of gathering _____________ research.
• survey

  When constructing a _________, carefully consider wording, timing, and context, avoid loaded questions, give a range of possible answers, and use scaled answer sets.
• Experiments

  ____________ allow researchers to test predictions based on controlled differences between groups.
• Treatment groups

  A group of subjects or people in an experiment who receive or are exposed to a treatment.
• Control groups

  A group of subjects or people in an experiment who do not receive or are not exposed to a treatment for the purpose of comparison.
• Content analysis

  A systematic method for analyzing recorded information.
• Qualitative research

  Research that results in in-depth description and understanding without relying on the use of numbers/stats to analyze findings.
• Focus groups

  A strategy to obtain data from a small group of people using interview questions.
• Direct observation

  Assessing behavior through direct surveillance.
• Nonparticipant observation

  A form of direct observation in which the researcher avoids interaction with the environment or those being observed.
• Participant

  A form of direct observation in which the researcher deliberately interacts with the environment and those being observed.
• Secondary research

  Collection, summary, analysis or application of previously reported research.
• Primary research

  Systematic design, collection, analysis and application of original data or observation.
• Formal research

  Research designed with clear rules and procedures for collection and analysis of information. (True research)
• Informal research

  Research conducted without clear rules or procedures, which makes the findings difficult to replicate or compare to other research or situations.
• Reliability

  Consistency and precision of a particular research technique.
• Validity

  Accuracy of a measure in reflecting what the researcher intends to measure.