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Test your basic knowledge |
Public Relations: PR Basics
Start Test
Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. Secondary analysis - content analysis (whats in the media) and surveys
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2. Media is relatively free - as long as it supports national goals and heads toward development Example: India
components of a budget
developmental media
strengths and threats strategies
weaknesses and opportinities strategies
3. Number of people exposed to your program messages
budgeting tips
potential audience
The PR practitioners
kinds of Informal/Explorative research?
4. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
PR effectivness
guidelines for Good Media Relations
television
putting news on a wire or syndicate
5. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
opinion maker newspaper reader
cross sectional surveys
budgeting tips
situation Analysis( Internal and External)
6. Treating an abstraction as if it exists as a concrete material entity
reification
types of surveys
weakness and threats strategies
formative evaluation
7. Yellow = current crises - Green = emerging crises - Brown = old crises
secondary research
colors associated with different crises
instrumental newspaper reader
78%
8. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?
scanner newspaper reader
guidelines to writing useful problem statements
communication audit?
PR effectivness
9. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
communist media
ego-booster newspaper reader
revolutionary media
AVE (Advertising value equivalency)
10. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
internal factors of a situation analysis
listening
main obstacles in planning
reification
11. Build on org strengths to counter threats in external environments
strengths and threats strategies
qualitative research methods
embargoed news
the PR process
12. Evaluation done after the program has finished-- 'how did we do?'
outcomes of a program
newsworthy event criteria
summative evaluation
instrumental newspaper reader
13. A concise desciption of the situation
problem statement
attentive audience
80%
reification
14. Research that has already been conducted
secondary research
examples of crises
ways to analyze media coverage
main obstacles in planning
15. Define your objectives/mission - Define audience/what motivated them - Define metrics/critera to use - Compare yourself with the competition - Pick your measurement tool - Analyze results and make this a regular occurence
attentive audience
scanner newspaper reader
western media
steps to creating an evaluation program at your organization
16. Attempt to minimize both organizational weaknesses and external threats
common mistakes in handling crises
nonpublic
weakness and threats strategies
attentive audience
17. They read to enhance their self-image and status with others
strengths and threats strategies
situation Analysis( Internal and External)
places where one could obtain secondary research
ego-booster newspaper reader
18. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
pleasure newspaper reader
cross sectional surveys
scanner newspaper reader
newsworthy event criteria
19. Media over which you have no direct role in decisions about media content
uncontrolled media
active public
formal research
weaknesses and opportinities strategies
20. Their level of involvement is very low - they dont have any impact in the org. and vice versa
qualitative research methods
nonpublic
reification
strategic thinking
21. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
guidelines for writing a program objective
The PR practitioners
television
22. Identify thinsg that can go wrong and become highly visible - assign priorities - draft questions answers and solutions - focus on what do to and what to say - and develop a strategy to contain and counteract (not react and respond)
14%
stages of crisis management
guidelines for handling a PR crises
internal factors of a situation analysis
23. Practitioners speak in terms of publicity - but media wants...?
guidelines to writing useful problem statements
news
quantitative research methods
stakeholder analysis?
24. They read to get information they think will be useful in daily living
instrumental newspaper reader
components of a budget
PR efficiency
opinion maker newspaper reader
25. Original research
formal research
primary research
results of long-range planning
AVE (Advertising value equivalency)
26. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
television
problem definition
qualitative research methods
guidelines for working with medi
27. When a company uses AVE's to save money and look more credible
multiplier effect
guidelines for writing a program objective
interactive communication (all about building and maintaining relationships with the public)
78%
28. They read for varied reasons that don't belong in any other category
aware public
guidelines for writing a program objective
scanner newspaper reader
potential audience
29. What financially supports cable television?
force field analysis
advertising
television
active public
30. The key for public relations is that the new technology promotes what?
opinion maker newspaper reader
multiplier effect
interactive communication (all about building and maintaining relationships with the public)
outcomes of a program
31. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
embargoed news
tread-panel surveys
What to do
32. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
active public
outcomes of a program
weaknesses and opportinities strategies
components of the circular PR Management Process
33. They read newspapers to receive advice and guidance for forming and validating an opinion
communication audit?
opinion maker newspaper reader
strengths and threats strategies
kinds of Informal/Explorative research?
34. You have a say in what is said - how it is said - when it is said and to some extent to whom it is said
newsworthy event criteria
advertising
controlled media
strengths and opportunities strategies
35. AP (Associated Press) and The United Press International
cross sectional surveys
big wires in the U.S
primary research
guidelines for writing a program objective
36. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
80%
weaknesses and opportinities strategies
advantages of getting a story in print
world's largest international news agency
37. Evening TV news - major network news - local newspaper
research
common mistakes in handling crises
Examples of traditional media
SMART decisions
38. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
authoritarian International media
14%
communist media
results of long-range planning
39. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
80%
ways to analyze media coverage
reification
pleasure newspaper reader
40. Failure of employers to include the PR practitioner in decisions - perception of PR as 'communication support' - absence of 'agreed-upon' objectives - inadequate time - frustrations and delays
SMART decisions
types of surveys
opinion maker newspaper reader
main obstacles in planning
41. PR now tells an org how to say - what to say and...
What to do
guidelines for working with medi
strategic planning
PR effectivness
42. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)
components of the SWOT analysis
The PR practitioners
additional questions that must be answered through research
guidelines on giving the media the news they want
43. Conducted over a long period of time
revolutionary media
advertising
tread-panel surveys
budgeting tips
44. Conducted to measure one single point in time
types of surveys
revolutionary media
cross sectional surveys
news
45. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
pleasure newspaper reader
tactics
ego-booster newspaper reader
television
46. What aspect of PR undergirds every step of the process?
internal factors of a situation analysis
embargoed news
guidelines for handling a PR crises
research
47. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
main obstacles in planning
formal research
controlled media
48. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
What to do
situation Analysis( Internal and External)
Management by objectives
ways a company can use budgeting for PR
49. Specific - measurable - achievable - realistic - and time-bound decisions
ways a company can use budgeting for PR
quantitative research methods
SMART decisions
14%
50. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
ways to analyze media coverage
common mistakes in handling crises
research
authoritarian International media