Some study areas for test 2

Know the difference between quantitative and qualitative research. What are examples of these research methods? Can you combine them, or use one to do the other? Know the basics of probability and non-probability sampling. Be able to talk about the advantages and disadvantages of focus groups.

Know the differences among these terms: goals, objectives, tactics.

Three tactics to reach objectives in the PR process are: news releases, which reach the news media and their audiences; video news releases, which are targeted to broadcasters; and the speech, which may be addressed to many types of real-time, specialized audiences. What do good news releases, VNRs, and speeches have in common? What are special methods for developing these in the best way for their respective audiences?

What about employee relations? When is it at its best?

Perception and reality; think about this again.

Why is there tension between the stances of being an advocate and being an objective representative? Think about this in terms of a recent example in the news—where can you see the advocate role and where can you see someone operating in the objective role?

What’s the benefit of strong ethics? What is corporate social responsibility? Be able to discuss utilitarian ethics and the Potter’s Box.

What are the structural parts of a print news release? How are print news releases different than those found online or sent as email? What do all news releases have in common (print, email, and VNRs)?