Ruby Raguindin
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Second half review quiz

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Ruby Raguindin
Created by Ruby Raguindin about 9 years ago
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Week 7-13 Quiz

Question 1 of 31

1

How is public opinion formed?

Select one of the following:

  • Pollsters -> opinion leaders/influencers -> awareness -> public opinion -> public discussions

  • Opinion leaders/influencers -> public discussions -> awareness -> public opinion -> pollsters

  • Public discussion -> awareness -> opinion leaders/influencers -> public opinion -> pollsters

Explanation

Question 2 of 31

1

How is public opinion measured?

Select one of the following:

  • Quantitative research.

  • Qualitative research.

  • Both quantitative and qualitative research.

Explanation

Question 3 of 31

1

Fill the blank spaces to complete the text.

and are based on gathered research.

Explanation

Question 4 of 31

1

What are the types of sampling?

Select one or more of the following:

  • Probability sampling = random.

  • Non-probability survey = not random, can have misleading results.

  • Quota sampling = random sample that matches the statistical characteristics of the audience.

  • All of the above.

  • None of the above (besides all of the above, obviously).

Explanation

Question 5 of 31

1

What is the primary purpose of poll data in PR?

Select one of the following:

  • To get indications of attitudes and opinions.

  • To predict elections/ favourable candidates.

Explanation

Question 6 of 31

1

What determines a sample size? For example, a sample of 500 compared to 1500.

Select one of the following:

  • The level of accuracy that results need (small variance vs. larger variance).

  • Time and resources.

  • The type of organization or situation which the survey is made for.

  • The type of audience that the survey is targeted towards.

Explanation

Question 7 of 31

1

Why can research be used to influence/sway public opinion?

Select one or more of the following:

  • Research triggers social change.

  • Facts and figures may change public opinion.

  • It helps us understand persuasive relations.

Explanation

Question 8 of 31

1

Check the boxes with correct research guidelines (x>1).

Select one or more of the following:

  • Avoid ambiguous words and confusing phrases.

  • Give range of answers, don't use yes or no.

  • Untested questions.

  • Pre-tested questions.

  • Conduct polls when organization is in the news.

  • Don't conduct polls when organization is in the news.

  • Use an outside firm for employee research.

  • If sample is over 500, use outside firm.
    If same is under, outside firm is not necessary.

Explanation

Question 9 of 31

1

How is theory used in PR?

Select one of the following:

  • To help understand the nature of public relations activities.

  • Sets the agenda for public discussion - pros & cons.

  • Identify issues, define audiences/segment publics and formulate strategy.

  • Less time consuming, easier to code for statistical purposes, space at end for comments.

Explanation

Question 10 of 31

1

Fill the blank spaces to complete the text.

Define media relations:
Working with - traditional & online - in seeking or responding to their in the organization.

Explanation

Question 11 of 31

1

Fill the blank space to complete the text.

helps us understand persuasive communication, as it relates to media relations.

Explanation

Question 12 of 31

1

Fill the blank spaces to complete the text.

ANSWER IS THE SAME FOR BOTH BLANKS:
is used historically to help us understand why PR is practiced the way it is (descriptive ).

Explanation

Question 13 of 31

1

Select from the dropdown list to complete the text.

People ( consciously, unconsciously, subjectively ) choose messages.

Explanation

Question 14 of 31

1

Check six of the boxes that list what theories do.

Select one or more of the following:

  • Focus attention.

  • Clarify observations.

  • Provide a framework

  • Predict outcomes.

  • Trigger social change.

  • Spark research.

  • Help create budgets.

  • Create vested interests.

Explanation

Question 15 of 31

1

Opinion is linked to PR in three ways.
on behalf of client.
influences opinion -> calls attention to an issue.
Public relations inform the public and shape public opinion via mass media.

Drag and drop to complete the text.

    Persuasive communication
    Media relations
    Mass media
    campaigns

Explanation

Question 16 of 31

1

:
Way to shape public interest and public opinion.
Dialogue between points of view in the marketplace of public opinion.

Drag and drop to complete the text.

    Persuasion
    Advocacy
    Contingency
    Objectives

Explanation

Question 17 of 31

1

Fill the blank space to complete the text.

theory: Knowable, “out there” reality.

Explanation

Question 18 of 31

1

Fill the blank space to complete the text.

theory: “Reality” is produced in our heads -> Concerned with lived experience.

Explanation

Question 19 of 31

1

Eight factors in persuasive communication ~
1.
2.
3.
4.
5.
6.
7.
8.

Drag and drop to complete the text.

    Audience analysis.
    Source credibility.
    Appeal to self interest
    Clarity of message.
    Timing and Context
    Audience participation
    Suggestions for action
    Content and structure of messages.
    Awareness.
    Adoption.
    Dialogue.

Explanation

Question 20 of 31

1

Fill the blank spaces to complete the text.

The acronym AIETA is used to represent the five-step process of adoption.
1. A
2. I
3. E
4. T
5. A

Explanation

Question 21 of 31

1

What makes news?

Select one or more of the following:

  • Drama/emotion

  • Odd/unusual factor

  • Local angle

  • Timely & Topical

  • Conflict/Controversy/Human Interest

  • Relevance to audience

  • Universal appeal

  • Credible source

  • Directed at consumers

Explanation

Question 22 of 31

1

You cannot manage the media but the media is important/critical in conveying your message.

Select one of the following:

  • True
  • False

Explanation

Question 23 of 31

1

Fill the blank spaces to complete the text.

Media relations basics:

Ongoing:
, knows names, affiliations & “beat”
Be , and .
Understand , and .

Support news media:
B-rolls;

Explanation

Question 24 of 31

1

Fill the blank spaces to complete the text.

:
- Strong focus on , makes possible.
- Good for content, not good for .
- Deadlines are more .
- Interviews require preparation, and ().
- Can use standard , , media tour, etc.
- Use on behalf of governments or agencies.

Explanation

Question 25 of 31

1

Fill the blank spaces to complete the text.

:
- Most cost-effective way to reach many people quickly.
- Not good for information - single messages are better.
- Deadlines are - can go on air .

Explanation

Question 26 of 31

1

Media pitch is:

Select one of the following:

  • To get attention of media gatekeepers.

  • Make story/viral.

  • To explain a story.

Explanation

Question 27 of 31

1

Fill the blank spaces to complete the text.

The two primary sources of conflict are and .

Explanation

Question 28 of 31

1

Fill the blank spaces to complete the text.

Competition is , or .
Disagreement is a resulting in a , from another entity.

Explanation

Question 29 of 31

1

Fill the blank spaces to complete the text.

: For the purpose of achieving particular objectives.
: Planned, deliberate action.

Explanation

Question 30 of 31

1

1.What is the severity of the threat? ( assessment).
What are the ? What effort is required? Long term or short term?
Long term and external - most .
PR experience and critical.

2. What resources are available to deal with the threat? ( assessment).
Do you have the , time, finances and to combat the threat?

Drag and drop to complete the text.

    facts
    Situational
    severe consequences
    instinct
    Organizational
    knowledge
    management commitment

Explanation

Question 31 of 31

1

Fill the blank spaces to complete the text.

What are the two approaches to managing conflict?
&

Explanation

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