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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. Conducted to measure one single point in time
the PR process
cross sectional surveys
kinds of Informal/Explorative research?
80%
2. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
places where one could obtain secondary research
strategic thinking
problem definition
3. 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
main obstacles in planning
controlled media
the PR process
additional questions that must be answered through research
4. The process of identifying who is involved and affected by the situation
controlled media
stakeholder analysis?
cross sectional surveys
Management by objectives
5. They read to get information they think will be useful in daily living
formal research
instrumental newspaper reader
guidelines on giving the media the news they want
main obstacles in planning
6. Practitioners speak in terms of publicity - but media wants...?
internal factors of a situation analysis
components of the circular PR Management Process
latent public
news
7. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
internal factors of a situation analysis
guidelines for handling a PR crises
interactive communication (all about building and maintaining relationships with the public)
8. ualitative and Quantitative research
internal factors of a situation analysis
media Gatekeepers
common mistakes in handling crises
formal research
9. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
summative evaluation
components of a budget
instrumental newspaper reader
tips to writing a Program Outcome
10. Conducted over a long period of time
tread-panel surveys
active public
authoritarian International media
Management by Objectives and Results
11. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
research
components of a budget
potential audience
budgeting tips
12. 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)
strengths and threats strategies
interactive communication (all about building and maintaining relationships with the public)
guidelines for handling a PR crises
guidelines for working with medi
13. Treating an abstraction as if it exists as a concrete material entity
quantitative research methods
to build a relationship with the media
reification
examples of crises
14. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
components of the SWOT analysis
places where one could obtain secondary research
PR effectivness
publice service announcement
15. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
putting news on a wire or syndicate
outcomes of a program
results of long-range planning
guidelines for Good Media Relations
16. What percent of media relations is Preparation?
80%
western media
situation Analysis( Internal and External)
potential audience
17. People who recognize that they are involved but have not communicated it
instrumental newspaper reader
aware public
guidelines to writing useful problem statements
ego-booster newspaper reader
18. With uncontrolled media these people control if it is reported/what - when how - etc?
world's largest international news agency
media Gatekeepers
results of long-range planning
revolutionary media
19. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
Management by Objectives and Results
The PR practitioners
components of the SWOT analysis
situation analysis
20. Personal contacts - Key informants - community forums - advisory boards - monitor social media
ego-booster newspaper reader
kinds of Informal/Explorative research?
developmental media
outcomes of a program
21. AP (Associated Press) and The United Press International
components of the SWOT analysis
situation analysis
big wires in the U.S
guidelines to writing useful problem statements
22. Build on organizational strengths to take advantage of opportunities in the external environment
instrumental newspaper reader
strengths and opportunities strategies
methods to measure TV/radio audiences
internal factors of a situation analysis
23. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
secondary research
ways to analyze media coverage
types of surveys
communication audit?
24. They read for varied reasons that don't belong in any other category
television
internal factors of a situation analysis
components of the circular PR Management Process
scanner newspaper reader
25. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
results of long-range planning
quantitative research methods
strategic thinking
26. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
multiplier effect
to build a relationship with the media
media Gatekeepers
mailed surveys
27. 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
steps to creating an evaluation program at your organization
situation analysis
putting news on a wire or syndicate
14%
28. Their level of involvement is very low - they dont have any impact in the org. and vice versa
components of a budget
80%
kinds of Informal/Explorative research?
nonpublic
29. Evening TV news - major network news - local newspaper
scanner newspaper reader
guidelines for Good Media Relations
Examples of traditional media
reification
30. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
guidelines to writing useful problem statements
possible responses to crises
multiplier effect
the PR process
31. Media over which you have no direct role in decisions about media content
reification
uncontrolled media
multiplier effect
authoritarian International media
32. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
AVE (Advertising value equivalency)
advantages of getting a story in print
PR effectivness
ways to analyze media coverage
33. Original research
aware public
situation analysis
research
primary research
34. 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
guidelines for writing a program objective
PR effectivness
embargoed news
35. Number of people exposed to your program messages
putting news on a wire or syndicate
newsworthy event criteria
components of a budget
potential audience
36. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
external factors of a situation analysis?
guidelines for writing a program objective
authoritarian International media
problem definition
37. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
weakness and threats strategies
latent public
ways a company can use budgeting for PR
listening
38. MBO emphasizes goals and objectives
main obstacles in planning
Management by objectives
ways a company can use budgeting for PR
components of the circular PR Management Process
39. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
10%
reification
situation Analysis( Internal and External)
weaknesses and opportinities strategies
40. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
controlled media
authoritarian International media
additional questions that must be answered through research
41. Whether or not your reached your goals
78%
PR effectivness
tactics
kinds of Informal/Explorative research?
42. When a company uses AVE's to save money and look more credible
qualitative research methods
force field analysis
PR efficiency
multiplier effect
43. On-going evaluation in-progress during the program-- 'How are we doing?'
situation analysis
big wires in the U.S
formative evaluation
types of crises
44. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)
examples of crises
guidelines for Good Media Relations
controlled media
components of a budget
45. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
publice service announcement
primary research
types of surveys
communication audit?
46. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
ego-booster newspaper reader
attentive audience
communist media
developmental media
47. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
components of a budget
listening
strengths and threats strategies
48. The key for public relations is that the new technology promotes what?
aware public
interactive communication (all about building and maintaining relationships with the public)
tactics
main obstacles in planning
49. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
strategic planning
strengths and threats strategies
advantages of getting a story in print
potential audience
50. Yellow = current crises - Green = emerging crises - Brown = old crises
situation Analysis( Internal and External)
kinds of Informal/Explorative research?
colors associated with different crises
primary research