SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
multiplier effect
potential audience
communist media
stakeholder analysis?
2. MBO emphasizes goals and objectives
components of the circular PR Management Process
Management by objectives
problem definition
tactics
3. Secondary analysis - content analysis (whats in the media) and surveys
4. When people communicate and organize to do something about the situation they are involved in
80%
to build a relationship with the media
guidelines for Good Media Relations
active public
5. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
strategic thinking
guidelines for writing a program objective
problem definition
budgeting tips
6. What percentage of crises are 'smoldering?' (building over time)
guidelines to writing useful problem statements
78%
kinds of Informal/Explorative research?
tips to writing a Program Outcome
7. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
ways a company can use budgeting for PR
budgeting tips
tread-panel surveys
8. ualitative and Quantitative research
common mistakes in handling crises
information center
formal research
guidelines for handling a PR crises
9. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
authoritarian International media
instrumental newspaper reader
stakeholder analysis?
10. How much do people use information in the problem situation? What kinds of information do people seek? How do people use information? What predicts information use?
authoritarian International media
putting news on a wire or syndicate
10%
additional questions that must be answered through research
11. Whether or not your reached your goals
PR effectivness
nonpublic
things that define stakeholders
components of the SWOT analysis
12. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
guidelines for writing a program objective
qualitative research methods
methods to measure TV/radio audiences
Management by objectives
13. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
western media
advantages of getting a story in print
situation analysis
active public
14. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
common mistakes in handling crises
formative evaluation
things that define stakeholders
aware public
15. They read because they see it as a source of enjoyment and a habit
outcomes of a program
types of crises
pleasure newspaper reader
The PR practitioners
16. 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)
guidelines for Good Media Relations
qualitative research methods
publice service announcement
things that define stakeholders
17. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
listening
radio
developmental media
AVE (Advertising value equivalency)
18. 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)
guidelines for handling a PR crises
10%
steps to creating an evaluation program at your organization
PR efficiency
19. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
ways a company can use budgeting for PR
to build a relationship with the media
possible responses to crises
common mistakes in handling crises
20. Number of people exposed to your program messages
formative evaluation
situation analysis
attentive audience
potential audience
21. They read to enhance their self-image and status with others
potential audience
ego-booster newspaper reader
radio
80%
22. A collection of all that is known about the situation
situation analysis
colors associated with different crises
formal research
guidelines for Good Media Relations
23. What aspect of PR undergirds every step of the process?
situation Analysis( Internal and External)
uncontrolled media
research
stages of crisis management
24. They read newspapers to receive advice and guidance for forming and validating an opinion
external factors of a situation analysis?
opinion maker newspaper reader
guidelines for Good Media Relations
controlled media
25. Reuters (based in London)
26. What percentage of a PR campaign SHOULD be used for research??
AVE (Advertising value equivalency)
10%
newsworthy event criteria
weakness and threats strategies
27. Specific activties that relate to strategies - have direct action - result from strategies
formative evaluation
tread-panel surveys
ways a company can use budgeting for PR
tactics
28. What percent of media relations is Preparation?
advantages of getting a story in print
cross sectional surveys
80%
14%
29. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
common mistakes in handling crises
publice service announcement
listening
30. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
The PR practitioners
What to do
external factors of a situation analysis?
31. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
news
advantages of getting a story in print
AVE (Advertising value equivalency)
results of long-range planning
32. They read to get information they think will be useful in daily living
external factors of a situation analysis?
active public
instrumental newspaper reader
components of the SWOT analysis
33. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
communication audit?
multiplier effect
western media
14%
34. Media over which you have no direct role in decisions about media content
strategic thinking
guidelines to writing useful problem statements
uncontrolled media
ways to analyze media coverage
35. Attempt to minimize both organizational weaknesses and external threats
guidelines for working with medi
advertising
components of the SWOT analysis
weakness and threats strategies
36. How much money/time did it take to reach those goals
PR efficiency
formal research
the PR process
communist media
37. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
latent public
revolutionary media
attentive audience
types of surveys
38. 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
guidelines for writing a program objective
interactive communication (all about building and maintaining relationships with the public)
controlled media
strategic planning
39. They save time/money - they don't have a bias - it is convenient BUT they have no control over who responds - low responses - may not be an accurate sample population
mailed surveys
colors associated with different crises
active public
forms of analysis used when informal methods of research aren't enough
40. Media is relatively free - as long as it supports national goals and heads toward development Example: India
internal factors of a situation analysis
revolutionary media
places where one could obtain secondary research
developmental media
41. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
outcomes of a program
types of surveys
developmental media
cross sectional surveys
42. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
components of a budget
embargoed news
AVE (Advertising value equivalency)
latent public
43. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
newsworthy event criteria
secondary research
AVE (Advertising value equivalency)
authoritarian International media
44. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
big wires in the U.S
formal research
14%
possible responses to crises
45. Best for counting - predicting and analyzing. Methods include content analysis and survey research
western media
quantitative research methods
types of surveys
components of a budget
46. With uncontrolled media these people control if it is reported/what - when how - etc?
internal factors of a situation analysis
budgeting tips
media Gatekeepers
primary research
47. Libraries - databases - Internet - Publications - websites - etcs.
guidelines for writing a program objective
PR efficiency
places where one could obtain secondary research
big wires in the U.S
48. They read for varied reasons that don't belong in any other category
situation Analysis( Internal and External)
pleasure newspaper reader
radio
scanner newspaper reader
49. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
common mistakes in handling crises
things that define stakeholders
latent public
guidelines for working with medi
50. The process of identifying who is involved and affected by the situation
formal research
stakeholder analysis?
The PR practitioners
interactive communication (all about building and maintaining relationships with the public)