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Strategic Communications Exam 2 questions with answers.
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Strategic Communications Exam 2questions with answers.
There are 4 phases of strategic communication planning (RPIE). Name and briefly describe them (in
order). ANS -Research- analyzing the situation
Planning- goals & objectives
Implementation- develop tactics & implement plan
Evaluation- valuate the strategic plan
Name up to four resources you might use to conduct a situation, public, and organizational analyses.
ANS -Media coverage
Past Research
News
Organization's site
Name and describe the 4 parts of a SWOT analysis ANS -Strengths- helpful & internal
Weaknesses- harmful & internal
Opportunities- helpful & external
Threats- harmful & external
Name and describe the 3 types of Quantitative and 3 types of Qualitative research we talked about in
class. ANS -Quantitative:
surveys- trends
experiments- testing
content analysis- themes & concepts
Qualitative:
interviews-
, focus groups-
field work-
What is the difference between
o Informal v formal research?
o Primary v secondary research?
o Reliability v validity? ANS -Informal- do the research on your own for your own field
Formal- clear on what you're doing
Primary- doing your own first hand research
Secondary- looking at someone else's research
Reliability- how easily can your data be replicated
Validity- the accuracy of measurement in reflecting what the researcher intends to measur
True or false-qualitative research is always informal ANS -FALSE
Name and describe the three types of outcomes you might try to achieve with your strategic
communication plan? ANS -Awareness- turning in, attending
Acceptance- comprehending, learning
Action- remembering, acting upon
Name and describe the five types of publics we talked about in class. They are part of Hallahan's Five
Publics Model ANS -Aware- high knowledge, low involvement
Active- high knowledge, high involvement
Inactive- low knowledge, low involvement
Aroused- low knowledge, high involvement
Non-public- no knowledge, no involvement
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