PUR3000 Exam 2 Study Guide with Complete Solutions 2024, Exams of Nursing

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PUR3000 Exam 2 Study Guide with complete

solutions 2024

Analytics k- kANSWER ✓✓ -A kterm kdescribing kthe kextensive kuse kof kdata, kstatistical kand kquantitative kanalysis, kexplanatory kand kpredictive kmodels, kand kfact-based kmanagement kto kdrive kdecisions kand kactions. Communications kaudit k- kANSWER ✓✓ -a ksystematic kdocumentation kof kan korganizations kcommunication kefforts kto kunderstand khow kit kcommunicates kwith kits kpublic's Constraint krecognition k- kANSWER ✓✓ -when kpeople kdetect ka kproblem kor ksituation kin ktheir kenvironment kbut kperceive kobstacles kthat klimit ktheir kbehavior kto kdo kanything kabout kit Demographics k- kANSWER ✓✓ -Data kdescribing kobjective kcharacteristics kof ka kpopulation kincluding kage, klevel kof kincome kor khighest keducational kdegree kobtained External kpublics k- kANSWER ✓✓ -people koutside kthe korganization Formal kresearch k- kANSWER ✓✓ -Research kdesigned kwith kclear krules kand kprocedures kfor kcollection kand kanalysis kof kinformation Formative kresearch k- kANSWER ✓✓ -conducted kbefore kand kduring kimplementation kto kinform kplanning kand kprogram kadjustment In khouse k- kANSWER ✓✓ -When kpublic krelations kpeople kare kemployed kdirectly kwithin kan korganization krather kthan kworking kfor kan kexternal kagency kor kcontracted kas kindependent kconsultants. Informal kresearch k- kANSWER ✓✓ -Research kconducted kwithout kclear krules kor kprocedures, kwhich kmakes kthe kfindings kdifficult kto kreplicate kor kcompare kto kother kresearch kor ksituations Internal kpublics k- kANSWER ✓✓ -Groups kof kpeople kwith kshared kinterests kwithin kan korganization Level kof kinvolvement k- kANSWER ✓✓ -The kdegree kto kwhich kpeople kfeel kor kthink kthat ka kproblem kor kissue kaffects kthem Mission kstatement k- kANSWER ✓✓ -a kstatement kof kthe korganization's ksteady, kenduring kpurpose Organizational kculture k- kANSWER ✓✓ -The kunique kcharacter kof kan korganization kcomprised kof kbeliefs, kvalues, ksymbols kand kbehaviors Primary kpublic's k- kANSWER ✓✓ -Group kof kpeople kidentified kas kmost kimportant kto kthe ksuccess kof ka kpublic krelations kcampaign kor kprogram

Primary kresearch k- kANSWER ✓✓ -original kresearch kconducted kfor ka kspecific kmarketing ksituation k(systematic kdesign, kcollection, kanalysis kand kapplication kof koriginal kdata kor kobservation Problem kor kopportunity kstatement k- kANSWER ✓✓ -A kconcise kwritten ksummary kof kthe ksituations kthat kexplains kthe kmain kreason kfor ka kpublic krelations kprogram kor kcampaign.

1. kWritten kin kthe kpresent ktense k"what's khappening know?"
2. kDescribes kthe ksituation kin kspecific kand kmeasurable kterms
3. kDoes knot kimply ksolutions kor kplace kblame k (Comes kfrom kyour kresearch) Problem krecognition k- kANSWER ✓✓ -When kpeople kdetect ka kproblem kor ksituation kin ktheir kenvironment kand kbegin kto kthink kabout kit Psychographics k- kANSWER ✓✓ -Data kdescribing kphychological kcharacteristics kof ka kpopulation kincluding kinterests, kattitudes kand kbehaviors(groups kof kpeople kwho klike kto krun kor kdon't klike kto krun, kactivists, kppl kwho kuse ksocial kmedia, kpeople kwho kwatch kthe knews kon kTV) Reliability k- kANSWER ✓✓ -Consistency kand kprecision kof ka kparticular kresearch ktechnique Research k- kANSWER ✓✓ -the ksystematic kgathering kof kinformation kto kdescribe kand kunderstand ksituations, kand kto kcheck kout kassumptions kabout kPublics kand kpublic krelations kconsequences. k it's kmain kpurpose kis kto kreduce kuncertainty kin kdecision kmaking Secondary kpublics k- kANSWER ✓✓ -groups kof kpeople kwho kare kimportant kto ka kpublic krelations kcampaign kor kprogram kbecause kof ktheir krelationship kwith kprimary kpublics Secondary kresearch k- kANSWER ✓✓ -Collection, ksummary, kanalysis kof kapplication kof kpreviously kreported kresearch Situation kanalysis k- kANSWER ✓✓ -A kreport kanalyzing kthe kinternal kand kexternal kenvironment kof kan korganization kand kits kpublics kas kit krelates kto kthe kstart kof ka kcampaign kor kprogram All kthat kis kknown kabout kthe ksituation kincluding: k

• kit's khistory
• kForces kimpacting kit
• kThose kinvolved kor kaffected kinternally kand kexternally Summative kresearch k- kANSWER ✓✓ -conducted kafter kthe kcampaign kor kprogram kto kdetermine kthe kextent kthat kobjectives kand kgoals kwere kmet tertiary kpublics k- kANSWER ✓✓ -groups kof kpeople kwho kindirectly kinfluence kor kare kindirectly kaffected kby ka kpublic krelations kcampaign kor kprogram Utilitarianism k- kANSWER ✓✓ -idea kthat kthe kgoal kof ksociety kshould kbe kto kbring kabout kthe kgreatest khappiness kfor kthe kgreatest knumber kof kpeople Validity k- kANSWER ✓✓ -the kextent kto kwhich ka ktest kmeasures kor kpredicts kwhat kit kis ksupposed kto k(accuracy kof ka kparticular kresearch ktechnique kin kmeasuring kor kobserving kwhat kthe kresearcher kintends kto kmeasure kor kobserve)

Vision kStatement k- kANSWER ✓✓ -expresses kwhat kthe korganization kshould kbecome, kwhere kit kwants kto kgo kstrategically k(declaration kof kan korganizations kdesired kend-state) RPIE kcycle k- kANSWER ✓✓ -Research, kPlanning, kImplementation, kEvaluation SWOT kanalysis k- kANSWER ✓✓ -a kplanning ktool kused kto kanalyze kan korganization's kinternal kstrengths, kweaknesses, kand kexternal kopportunities kand kthreats Situational kTheory kof kPublics k- kANSWER ✓✓ -theory kthat kthe kactivity kof kpublics kdepends kon ktheir klevels kof kinvolvement, kproblem krecognition kand kconstraint krecognition latent kpublic k- kANSWER ✓✓ -People kwho kare kaffected kby ka kproblem kor kissue kbut kdon't krealize kit aware kpublic k- kANSWER ✓✓ -recognizes kthat kit kshares kan kissue kand kperceives kthe kconsequences kas kbeing krelevant, kbut kit kis knot korganized kto kdiscuss kand kact kon kthe kissue active kpublic k- kANSWER ✓✓ -people kwho kare kaware kof ka kproblem kand kwill korganize kto kdo ksomething kabout kit Qualitative kResearch k- kANSWER ✓✓ -Research kthat kresults kin kan kin-depth kdescription kand kunderstanding kwithout krelying kon kthe kuse kof knumbers kor kstatistics kto kanalyze kfindings k(including kobservation, kfollowing ksocial kmedia ksites, kin-depth kinterviews, kfocus kgroups, kand kprojective ktechniques) Quantitative kResearch k- kANSWER ✓✓ -research kthat kcollects kand kreports kdata kprimarily kin knumerical kor kstatistical kdata kand kanalysis content kanalysis k- kANSWER ✓✓ -A ksystematic kmethod kfor kanalyzing krecorded kinformation ksuch kas kaudio, kvideo kor ktext unit kof kanalysis k- kANSWER ✓✓ -specifies kwhether kdata kshould kbe kcollected kabout kindividuals, khouseholds, korganizations, kdepartments, kgeographical kareas, kor ksome kcombination survey k- kANSWER ✓✓ -a ktechnique kfor kascertaining kthe kself-reported kattitudes kor kbehaviors kof ka kparticular kgroup, kusually kby kquestioning ka krepresentative, krandom ksample kof kthe kgroup longitudinal ksurvey k- kANSWER ✓✓ -a ksurvey kin kwhich kinterviews kare kconducted kseveral ktimes kat kregular kintervals experiment k- kANSWER ✓✓ -a kresearch kmethod kin kwhich kan kinvestigator kmanipulates kone kor kmore kfactors k(independent kvariables) kto kobserve kthe keffect kon ksome kbehavior kor kmental kprocess k(the kdependent kvariable). kBy krandom kassignment kof kparticipants, kthe kexperimenter kaims kto kcontrol kother krelevant kfactors. control kgroup k- kANSWER ✓✓ -In kan kexperiment, kthe kgroup kthat kis knot kexposed kto kthe ktreatment; kcontrasts kwith kthe kexperimental kgroup kand kserves kas ka kcomparison kfor kevaluating kthe keffect kof kthe ktreatment.

treatment kgroup k- kANSWER ✓✓ -the kparticipants kin kan kexperiment kwho kare kexposed kto kthe klevel kof kthe kindependent kvariable kthat kinvolves ka kmedication, ktherapy, kor kintervention interview k- kANSWER ✓✓ -* ka kconversation kwhere kquestions kare kasked kto kelicit kinfo k

• kInterviews kare kparticularly kuseful kfor kgetting kthe kstory kbehind ka kparticipants kexperiences k
• kAllows kyou kto kreally kdig kinto ka ktopic focus kgroup k- kANSWER ✓✓ -seven kto kten kpeople kwho kparticipate kin ka kgroup kdiscussion kled kby ka kmoderator direct kobservation k- kANSWER ✓✓ -assessment kin kwhich kthe kprofessional kobserves kthe kclient kengaged kin kordinary, kday-to-day kbehavior kin keither ka kclinical kor knatural ksetting participant kobservation k- kANSWER ✓✓ -a kresearch kmethod kin kwhich kThe kresearcher kdeliberately kinteracts kwith kthe kenvironment kand kthose kbeing kobserved nonparticipant kobservation k- kANSWER ✓✓ -form kof kfield kresearch kin kwhich kthe kresearcher kobserves kpeople kwithout kdirectly kinteracting kwith kthem kand kwithout kletting kthem kknow kthat kthey kare kbeing kobserved Benchmarking k- kANSWER ✓✓ -a kprocess kby kwhich ka kcompany kcompares kits kperformance kwith kthat kof khigh-performing korganizations k(process kof ksetting ka kpoint kfor kcomparison kwith keventual kprogram kresults kin korder kto kobserve kchange kover ktime) Consequentialism k- kANSWER ✓✓ -Results kbased ksystem kof kethics kthat kholds kthat kthe kbest kethical kdecision kis kthe kone kleading kto kthe kbest koutcomes kor kimpacts Frequency k- kANSWER ✓✓ -The kaverage knumber kof ktimes kpeople kin kan kaudience kare kexposed kto ka kparticular kmessage kin ka kdefined kperiod kof ktime funnel k- kANSWER ✓✓ -A kmodel kfor ktracking khow kpeople kmove kfrom kexposure kand kawareness kto kaction, kparticularly kin konline kmarketing kwhere kthe kgoal kis kto kconvert ka klarge knumber kof kwebpage kviewers kto ksales kleads kor kpurchases. Impressions k- kANSWER ✓✓ -A kmeasure kof khow kmany kpeople kwere kexposed kto ka kmessage mission k- kANSWER ✓✓ -Overall kreason kand korganization kexists overhead kexpenses k- kANSWER ✓✓ -Cost kof krunning ka kbusiness kthat kare knot kdirectly krelated kto kthe kproduct kor kservices kdelivered media kplanning k- kANSWER ✓✓ -Choosing kmedia kchannels kto kachieve kstrategic kcommunication kgoals kand kobjectives. kMedia kplanning kdrives kadvertising kpurchases Planning k- kANSWER ✓✓ -For kthought kabout kgoals kand kobjectives kand kthe kstrategies kand ktactics kneeded kto kachieve kthem k(mission\vision>goals>objectives>tactics) pop-up k- kANSWER ✓✓ -Planned kevents kor kexperiences kthat kare kset kup kquickly kin ka ktemporary klocation kfor ka kshort ktime

Programmatic kMedia kBuying k- kANSWER ✓✓ -Automated kmedia kbuying kthat kis kpreprogrammed kso kthat kadvertising kpurchases kare kcompleted kwhen kcertain kcriteria kset kby kbuyers k(marketers) kand ksellers k(media) kare kmet. kProgrammatic kmedia kbuying kcommonly koccurs kvia kcomputer-run, kreal-time kauctions Proselytizing k- kANSWER ✓✓ -When kmembers kof kpublics kadvocate kor kpromote kto kothers kthe kgoals kand kobjectives kof ka kcommunication kstrategy. kproselytizing kis ka kkey kpart kif kstrategic kcampaigns kgoing kviral k(it kis kthe klast kstep k& kkey kgoal kof kplanning kprocess) reach k- kANSWER ✓✓ -Percentage kor knumber kof kpeople kexposed kto ka kmessage kat kleast konce kvia ka kspecific kcommunication kchannel kor kduring ka kdefined kperiod kof ktime strategic kdecision kmaking k- kANSWER ✓✓ -Daily kmanagement kand kcommunication kdecisions kmade kwith kmindfulness kof kthe kobjectives, kgoals, kand kmissions kof kthe korganization Tactical kDecision kMaking k- kANSWER ✓✓ -daily kmanagement kand kcommunication ktactics kimplemented kwithout kconsideration kof kthe kstrategic kobjectives, kgoals kand kmission kof kthe korganization Unconferences k- kANSWER ✓✓ -Meetings kor kconferences korganized kby ktheir kparticipants kfor kactive kpeer-to-peer kexchange kof kideas kand kinformation. kUnconferences kare kless kstructured kand kmore kparticipatory kthan ktraditional kconferences Problem kstatement k- kANSWER ✓✓ -what kis kthe kbenefit kof kdoing kthis kcampaign? kWhy kis kthis ksomething kimportant kfor kthe kcompany kto kdo? k

1. kWritten kin kthe kpresent ktense k"what's khappening know?"
2. kDescribes kthe ksituation kin kspecific kand kmeasurable kterms
3. kDoes knot kimply ksolutions kor kplace kblame k (Comes kfrom kyour kresearch) Goals k- kANSWER ✓✓ -"statements kthat kindicate ka kdesired kresult kfor kPR kefforts" A kgoal kis ka kgeneral koutcome kexpected kwhen ka kcampaign kor kprogram kis kcompleted k(or ksomething kto kbe kreached kat ksome kpoint)

• kMore kspecific kthan ka kmission kbut kmore kgeneral kthan kobjectives k Ex: kbecome ka krecognized kleader kwithin kthe kfashion kindustry k(broad) SMART kobjectives k- kANSWER ✓✓ -Objectives: k"specific ksteps ktaken kto kachieve kbroader kgoals"
• kobjectives kshould kbe k"SMART": kSpecific, kMeasurable, kAchievable, kRealistic, kTimely
• kShort kor klong-term
• kInformational k(trying kto kteach kpeople ksomething) kor kbehavioral k(get ksome kbehavioral kchange: kpeople kto kdo ksomething, kgo kto kan kevent, kstopping ksmoking, ketc) kwhat kwe're kmeasuring k Basic kconstruction: kto kincrease kthe knumber kof kUF kstudents k(target kaudience) kwho kare kregistered kto kvote k(desired kresult) kby k 20 kpercent k(quantification) kby kOctober k5, k 2020 k(target kdate) k
• kdon't kalways kneed kto kstate ktarget kaudience
• kInclude kmeasurable kobjective k& ktarget kdate Outcomes k- kANSWER ✓✓ -what khappened kas kthe kresult kof ka kcampaign k(local/brand klevel) kand koutputs kby kYOU

• kin kPR, kthis kwould ktypically kbe ka kmeasurable kchange kin kawareness, kknowledge, kattitude, kopinion, kbehavior, kor kreputation kmetrics k
• kWhat kchange kdid kyour ksocial kmedia kefforts kmake? kDid kcustomer klocality kfor kthe kbrand kimprove? Outputs k- kANSWER ✓✓ -specific ktactics ksuch kas knews kreleases, kemail kmarketing kblasts, kand kevents, kas kwell kas kthe kmedia kcoverage kthat kthese kgenerate. kOutputs kalso kinclude kproactive kcommunication kby kan korganization kon kits kowned kmedia kchannels kand kproperties k
• kduring kthis kcampaign, kwe kare kgoing kto khave kthis kamount kof kFB kposts k& kthis kamount kof ktweets, ketc. k
• koutputs kare ksimply kthe kwork kyou kproduce. kAs ksuch, kthey kare kfairly keasy kmetrics kto kcollect k
• kHow kmany kpeople kattended kthe kevent? kHow kmany ktweets kof kInstagram kposts kdid kyou kcreate? kHow kmany kmedia kimpressions kdid kyour knews krelease kreach? Impact k- kANSWER ✓✓ -The kbroadest kand kfurthest-reaching kresults kof ka kpublic krelations kefforts, koften kstated kin kterms kof ksocietal kbenefit Strategy k- kANSWER ✓✓ -Underlying klogic kthat kholds ka kplan ktogether kand koffers ka krationale kfor kwhy kit kwill kwork Message kcontent kstrategy k- kANSWER ✓✓ -deals kwith khow kmessages kare kdeveloped, kcreated kand kexpressed k(to kdo kcertain kspecific kthings) Message kdelivery kstrategy k- kANSWER ✓✓ -* kdeals kwith kthe kmessage kdissemination kchannels k(to kuse ksocial kmedia kto kcreate kbuzz) k Ex: kto kkeep kpeople ktalking kabout kpopeyes k(on ksocial kmedia k- kbut kfine kas kis) Tactics k- kANSWER ✓✓ -Specific kactions ktaken kand kitems kproduced kin kpublic krelations
• kyou kshould kidentify keverything kthat kmust kbe kdone kto kaccomplish kthe kstrategy k
• kWhen kwe kwant kto kdo kthem kand khow kthey kget kus kto kaccomplish kour kobjevtives
• kEx: kuse kinfluencers kon ksocial kmedia, ksend kpress kreleases kto kthe ktraditional kmedia kto kget kthem ktalking, kput ksomeone kin ka kchicken kcostume koutside kof kPopeyes kstores, kadvertise kon ksocial kmedia kthat kthey're kopen kon kSundays Key kmessages k- kANSWER ✓✓ -* kwhat kare kthose kwords kthat kyou kwould khighlight kthat kis kbeing ksaid kin ksocial kmedia/traditional kmedia/with kpeople
• kAll kshould kwork kin kunison kto ksupport kyour kcampaign k
• kAvoid: kover-saturating kkey kpublic's, kcreating kconflicting kmessages k
• kEx: kPopeyes khad kchicken ksandwiches Budgets k- kANSWER ✓✓ -* keverything kcosts k$ k
• kConsider kpersonnel, koverhead kand kmedia kcosts
• kPro kBono k
• kBillable krates: kwhen kwe're klooking kat kit kfrom kan kagency kperspective, kan kinterns kbillable krate kis ktypically kgoing kto kbe klower kthan ksomeone kwho's kbeen kdoing kit kfor kyears k(CEO kwould khave khigh kbillable krate kbc kof ktheir kexpertise) Billable krate k- kANSWER ✓✓ -amount kthat kan kagency kor kfirm kcharges kclients kper khour kof kan kemployee's ktime Pro kBono k- kANSWER ✓✓ -Work kconducted kas ka kpublic kservice kwithout kfee kor kpayment

Problem kstatement k- kANSWER ✓✓ -what kis kthe kbenefit kof kdoing kthis kcampaign? kWhy kis kthis ksomething kimportant kfor kthe kcompany kto kdo? k

1. kWritten kin kthe kpresent ktense k"what's khappening know?"
2. kDescribes kthe ksituation kin kspecific kand kmeasurable kterms
3. kDoes knot kimply ksolutions kor kplace kblame k (Comes kfrom kyour kresearch) Goals k- kANSWER ✓✓ -"statements kthat kindicate ka kdesired kresult kfor kPR kefforts" A kgoal kis ka kgeneral koutcome kexpected kwhen ka kcampaign kor kprogram kis kcompleted k(or ksomething kto kbe kreached kat ksome kpoint)

• kthink kof ka kgoal kas kthe kbig kpicture: kwhat kdo kyou kwant kto khappen kas ka kresult kof kthe kPR kcampaign? k
• kMore kspecific kthan ka kmission kbut kmore kgeneral kthan kobjectives k Ex: kbecome ka krecognized kleader kwithin kthe kfashion kindustry k(broad) SMART kobjectives k- kANSWER ✓✓ -Objectives: k"specific ksteps ktaken kto kachieve kbroader kgoals"
• kobjectives kshould kbe k"SMART": kSpecific, kMeasurable, kAchievable, kRealistic, kTimely
• kShort kor klong-term
• kInformational k(trying kto kteach kpeople ksomething) kor kbehavioral k(get ksome kbehavioral kchange: kpeople kto kdo ksomething, kgo kto kan kevent, kstopping ksmoking, ketc) kwhat kwe're kmeasuring k Basic kconstruction: kto kincrease kthe knumber kof kUF kstudents k(target kaudience) kwho kare kregistered kto kvote k(desired kresult) kby k 20 kpercent k(quantification) kby kOctober k5, k 2020 k(target kdate) k
• kdon't kalways kneed kto kstate ktarget kaudience
• kInclude kmeasurable kobjective k& ktarget kdate advertorial k- kANSWER ✓✓ -Paid kadvertising kthat kis kpresented kin kthe kform kof keditorial kcontent Brochureware k- kANSWER ✓✓ -web kpages kthat kpresent kessentially kthe ksame kmaterial kas kprinted kmaterials ksuch kas kbrochures controlled kmedia k- kANSWER ✓✓ -communication kchannels, ksuch kas knewsletters, kin kwhich kthe ksender kof kthe kmessage kcontrols kthe kmessage kas kwell kas kits ktiming kand kfrequency k(channels kof kcommunication kthat kallow kpublic krelations kpractitioners kto kwrite, kedit, kproduce kand kdistribute kmessages kas kthey ksee kfit) corporate kadvertising k- kANSWER ✓✓ -advertising kthat kpromotes kthe kcompany kas ka kwhole kinstead kof ka kfirm's kindividual kproducts A kdirect-to-customer kchannel k- kANSWER ✓✓ -Business kmodel kin kwhich korganizations ksuch kas khome kdelivery kand ksubscription kservices kmarket kproducts kand kservices kdirectly kto kconsumers kand kbypass ktraditional kretail kchannels diversity k- kANSWER ✓✓ -Inclusion kof kdifferent ktypes kof kpeople kand kdifferent ktypes kof kviews glass kceiling k- kANSWER ✓✓ -A kmetaphor kalluding kto kthe kinvisible kbarriers kthat kprevent kminorities kand kwomen kfrom kbeing kpromoted kto ktop kcorporate kpositions.

loyalty k- kANSWER ✓✓ -A ksense kof kobligation kor ksupport kfor ksomeone kor ksome kthing, kincluding kboth korganizations kand kPublics Media kGatekeepers k- kANSWER ✓✓ -People kor kprocesses kthat kfilter kinformation kby kdeciding kwhich kcontent kis kpublished, kbroadcasted, kposted, kshared kor kforwarded native kadvertising k- kANSWER ✓✓ -an kexecution kstrategy kthat kmimics kthe kcontent kof kthe kwebsite kwhere kthe kmessage kappears. kAdvertorials kare ka ktype kof knative kadvertising, kas kare kpromoted ktweets, ksponsored kpost kand kso kon. kNative kadvertising kshould kbe klabeled kas k"advertising, k"paid kcontent, k"sponsored ketc. pay-per-click k- kANSWER ✓✓ -Model kof kmedia ksales kin kwhich kadvertisers, kmarketers kor ksponsors kpay kan konline kpublisher kor kwebsite kowner kfor keach ktime kthe ksponsored kmessage kor kadvertisement kis kclicked Third-party kcredibility k- kANSWER ✓✓ -tendency kof kpeople kto kattribute kgreater ktrustworthiness kor kexpertise kto ka ksource kother kthan kthe koriginal ksender kof ka kpersuasive kmessage uncontrolled kmedia k- kANSWER ✓✓ -channels kof kcommunication kthat kare koutside kof kthe kcontrol kof kpublic krelations kpractitioners A/B kTesting k- kANSWER ✓✓ -Experiment kin kwhich kone kgroup kof kparticipants kis krandomly kassign kto ksee kone kversion kof ka kmessage kand kanother kgroup kis krandomly kassign kto ksee ka ksecond kversion. kResults kare kthen kcompared kto ktest kthe keffectiveness kof kmessage kvariations Advertising kValue kEquivalency k(AVE) k- kANSWER ✓✓ -a kcalculation kof kthe kvalue kof knews kor keditorial kcoverage kbased kon kthe kcost kof kthe kequivalent kamount kof kadvertising kspace kor ktime k(junk knumber) attitudinal k- kANSWER ✓✓ -having kto kdo kwith kaffect, kemotion, kfavor kor kdisfavor ktoward kan korganization, kbrand, kproduct, kservice, kidea kor kany kother kattitude kobject automated kcopy ktesting k- kANSWER ✓✓ -using kcomputer kprograms kto kautomate kthe kprocess kof ktesting kdigital kmessages ksuch kas kpromotional kcopy Behavioral k- kANSWER ✓✓ -Having kto kdo kwith kobservable khuman kaction Big kData k- kANSWER ✓✓ -Large kamounts kof kdata kfrom ktraditional kand kdigital ksources kthat kcan kbe kused kfor kongoing kdiscovery kand kanalysis kof kmedia kcontent kand khuman kbehavior bounce krate k- kANSWER ✓✓ -the kpercentage kof ktimes ka kvisitor kleaves kthe kwebsite kalmost kimmediately, ksuch kas kafter kviewing konly kone kpage Clipping kservices k- kANSWER ✓✓ -Businesses kthat kmonitor kprint kand kelectronic kmedia kfor kmentions kof kclients kin klocal, knational kor kinternational koutlets; ksee kalso kmedia kmonitoring kservices cognitive k- kANSWER ✓✓ -having kto kdo kwith kmental kprocesses ksuch kas kthinking, kknowing, kpreviewing, klearning kand kunderstanding

conversion krate k- kANSWER ✓✓ -In konline kstrategy, kthe knumber kof kgoals kreached kdivided kby kthe knumber kof kunique kvisitors kto ka ksite cookie k- kANSWER ✓✓ -A ktext kfile kstored kon ka kusers kcomputer kthat kis kused kto ktrack kand kremember kthe kusers kactivity konline eye ktracking k- kANSWER ✓✓ -Process kof kmeasuring keye kmovements kto kdetermine kwhere kpeople kare kfocusing; koften kused kin kwebsite ktesting independence k- kANSWER ✓✓ -In kpublic krelations kethics, kthe kvalue kof kautonomy kand kaccountability kin kproviding kobjective kcounsel Likert-type kitems k- kANSWER ✓✓ -questionnaire kitems kthat kask kpeople kto krespond kto kstatements kwith ka krange kof kdefined kresponse koptions ksuch kas kthe krange kfrom k"strongly kdisagree" kto k"strongly kagree" media kmonitoring kservices k- kANSWER ✓✓ -vendors kthat kassist kpublic krelations kpractitioners kin kthe kcollection, kanalysis kand kreporting kof kmedia kdata kfor kevaluation; ksee kalso kclipping kservices Multipliers k- kANSWER ✓✓ -Formulas kapplied kto kcirculation kor kother kmedia kreach knumbers kbased kon kassumptions kthat kmore kthan kone kperson kwill kbe kexposed kto keach kcopy kof ka kmessage kor kthat kbeing kcovered kas ka kpart kof ka knew kstory kis kmore kvaluable kthan kpaid kadvertising kin kthe ksame kmedia kspace Replicability k- kANSWER ✓✓ -the kability kto kperform ka kresearch kprocedure kor kexperiment krepeated ktimes kto kattain kcomparable kresults Transparency k- kANSWER ✓✓ -deliberate kattempt kto kmake kavailable kall klegally kreasonable kinformation kfor kthe kpurpose kof kenhancing kthe kreasoning kability kof kpublics PESO kModel k- kANSWER ✓✓ -paid, kearned, kshared, kowned kmedia paid kmedia k- kANSWER ✓✓ -Any kform kof kmedia kwhere kbrands kpay kthe kmedia kowner kto kplace kthe kbrand kor kto kinsert kthe kbrand's kmessage earned kmedia k- kANSWER ✓✓ -a kpublic krelations kterm kconnoting kfree kmedia ksuch kas kmainstream kmedia kcoverage k( kif kwe're kgiving kthe kmedia ka kpress krelease kand kthey kwrite kan karticle kab kour kevent kor kcompany) Shared kMedia k- kANSWER ✓✓ -media kshared kby kconsumers kwith kother kconsumers, ksuch kas ksocial kmedia, kblogs, kmobile kmedia, kand kviral kchannels kas kwell kas ktraditional kword kof kmouth owned kmedia k- kANSWER ✓✓ -online kcontent kthat kan korganization kcreates kand kcontrols k(social kmedia, kwebsite, kblogs, ketc.) Persuasion k- kANSWER ✓✓ -* kdevelop ka kpattern kof k"yes" kanswers k

• kOffer kchoice kbetween kthis kor kthat
• kHey ka kcommitment kto kaction
• kAsk kfor kmore; kbe kprepared kto ksettle kfor kless

• kIf kthe ksender khas klittle kpower kover kthe kreceiver, kpersuasion kis kthe kprimary kstrategy Crafting kmessages k- kANSWER ✓✓ -1. kIf kreceivers koppose kyour kposition, kpresent karguments kon kboth ksides kof kthe kissue k

2. kIf kreceivers kalready kagree kwith kyour kposition, kyour kmessage kwill khave kgreater kimpact kif kyou kpresent konly karguments kconsistent kwith kthe kreceivers kviews
3. kIf kreceivers kare kwell-educated, kinclude kboth ksides kof kthe kargument k
4. kIf kyou kuse kmessages kcontaining kboth ksides kof kthe kargument, kdo knot kleave kout krelevant karguments kon kthe kopposing kside, kor kthe kreceivers kwho knotice kthe komission kwill kgrow ksuspicious kof kyour kpresentation k
5. kIf kreceivers kare klikely kto kbe kexposed klater kto kpersuasive kmessages kcountering kyour kposition, kuse ktwo-sides kmessages kto k"inoculate" k(give kthem kthe kinfo know) kthe kaudience kto kbuild kresistance kto klater kmessages. campaign k- kANSWER ✓✓ -a kseries kof kactivities kthat kare kplanned kin kadvance kand krelate kto ka kspecific kgoal k(includes kRPIE) media krelations k- kANSWER ✓✓ -a kPR kactivity kaimed kat kdeveloping kclose krelationships kwith kthe kmedia k(mutually kbeneficial krelationship kbetween kjournalists kand kpublic krelations kprofessionals) k can kbe ka kstrong kfactor kin kbuilding kbrand kawareness, kincreasing kcredibility kand kauthenticity, kestablishing krelationships kwith kthe kmedia, kand kcrisis kcontrol. pitching k- kANSWER ✓✓ -When ka kpublic krelations kperson kapproaches ka kjournalist kor keditor kto ksuggest ka kstory kidea Barcelona kPrinciples k- kANSWER ✓✓ -1. kGoal ksetting kand kmeasurement kare kfundamental kto kcommunication kand kPR
6. kMeasuring kcommunication koutcomes kis krecommended kvs. konly kmeasuring koutputs
7. kthe keffect kon korganizational kperformance kcan kand kshould kbe kmeasured kwhere kpossible
8. kMeasurement kand kevaluation krequire kboth kqualitative kand kquantitative kmethods
9. kAdvertising kValue kEquivalents kdo knot kmeasure kthe kvalue kof kcommunications/PR
10. kSocial kmedia kcan kand kshould kbe kmeasured kconsistently kwith kother kmedia kchannels
11. kMeasurement kand kevaluation kshould kbe ktransparent, kconsistent, kand kvalid

• kinput kfrom kPR kleaders kin k30+ kcountries; kglobal kstandards kand kpractices; Evaluation: kPreparation k- kANSWER ✓✓ -* kinformation kbase: khow kadequate kis kthe kbackground kinfo?

• kProgram kcontent: kwhat kis kthe korganization kand kappropriateness kof kprogram kand kmessage kcontent? k
• kPresentation kquality: kwhat kis kthe kquality kof kprofessional kperformance? media kmonitoring k- kANSWER ✓✓ -are kpeople kreacting knegatively kor kpositively? kWhat kare kour kcompetitors kdoing? kWhat kis kgetting kthe kmost klikes? kWhat's knot kdoing kso kwell? kWhy? Message ktesting k- kANSWER ✓✓ -to kmake ksure kour kmessage kis kconstructed kthe kbest kit kcan kbe k(similar kto kresearch kmethods kprior kto kstart kof kcampaign) k
• kfocus kgroups k
• kReadability ktests. k(Make ksure kaudience kcan kunderstand kit)
• kExperiments k- kA/B ktesting k( ksend kout k 2 kpictures kon ksocial kmedia k& ksee kwhich kone kgets kmore kengagement)

Evaluation: kimplementation k- kANSWER ✓✓ -* kDistribution: kthe knumber kof kmessages kdistributed

• kPlacement: kthe knumber kof kmessages kplaced k(did kwe khit kall kof kthe kplaces kthat kwe kwanted kto khit kand kwas kthat ka kgood klist?
• kPotential kaudience: kthe knumber kof kpeople kpotentially kexposed kto kprogram kmessages
• kActual kaudience: kthe knumber kof kpeople kwho kattend kto kmessages kand kattend kevents Evaluation: kimpact k- kANSWER ✓✓ -* kknowledge kgain: kmeasures kthe knumber kof kpeople kwho klearn kthe kmessage kcontent
• kBehavior kchange: kmeasures knumber kof kpeople kacting kin kdesired kfashion k
• kOpinion kchange: kmeasures kthe knumber kof kpeople kwho kchange kor kform kopinions kon ka ksubject
• kAttitude kchange: kmeasures kthe knumber kof kpeople kwho kchange kor kform kattitudes kon ka ksubject k
• kGoal kachieved: kwhat kwas kthe kultimate kresult kof kthe kcampaign?
• kRepeated kbehavior: kmeasures kthe knumber kof kpeople kwho kcontinue kor ksustain kthe kdesired kbehavior k
• kSocial kand kcultural kchange: kdid kPR kmake ka kpositive kcontribution?