Passive audiences need messages that have
creativity & style
Words such as enhanced, unique, significant, powerful, innovative, and sophisticated should be used in PR communication since they tend to attract audience attention.
False
A quick reference tool ("crib sheet") for a reporter that gives additional background about an event, product, or company is a
fact sheet
This type of "memo", often bulleted, alerts media about upcoming interview opportunities among other uses.
media advisory
The most widely used document issued by practitioners to news media is the
news release
Wear T-shirts with theme and logo "Got Ethics?" during Ethics Week.
tactic
Have influential leaders speak to UTSA students about ethics at spring convocation.
tactic
Establishing well-written objectives is an essential part of PR planning. The textbook says objectives should be evaluated by asking three questions. List the three questions.
1. Does it clearly address the situation?
2. Is it clearly measurable?
3. Is it realistic/ attainable?
To convince 10% of UTSA students by end of fall semester that ethics is essential in their academic life.
objective
Display posters and banners with the "Got Ethics?" theme.
tactic
To increase awareness of Ethics week among 10% of UTSA students during February.
objective
Build a strong argument against academic dishonesty and provide incentives to attract students to Ethics Week events.
strategy
List two things wrong with the following questionnaire item. (2)
Don't you agree all UTSA students should take a course that includes the ability to use statistics for data analysis? ___Yes ___ No
1. It is a leading question
2. Poor answer choices, should not be used for opinion based answers
When everyone in the targeted audience has an equal chance of being selected for the survey, this is known as a
probability sample
According to the text, most PR research is reported by practitioners to be casual and informal rather than scientific and precise.
true
The most precise random sampling is usually done from
lists that give the name of everyone in the targeted audience.
Conducting short interviews at a mall or at a meeting is called a(n)
Intercept interview
The use of existing information in books, articles, and electronic databases is known as
secondary research
A systematic analysis of communication that includes searching and counting key words or concept references is called
content analysis
An intercept sample is not scientific and cannot be generalized to the entire target population.
true