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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. Evaluation done after the program has finished-- 'how did we do?'
communist media
summative evaluation
places where one could obtain secondary research
steps to creating an evaluation program at your organization
2. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
The PR practitioners
qualitative research methods
things that define stakeholders
world's largest international news agency
3. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
weakness and threats strategies
strategic planning
revolutionary media
situation analysis
4. An information line during a crisis - has 2 parts: one that deals directly with the public - one that obtains the information - and needs to be credible before crisis
ways to analyze media coverage
research
information center
80%
5. 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)
methods to measure TV/radio audiences
opinion maker newspaper reader
components of the circular PR Management Process
guidelines for handling a PR crises
6. Diary - meter - people-meter - and telephone interview
authoritarian International media
putting news on a wire or syndicate
methods to measure TV/radio audiences
interactive communication (all about building and maintaining relationships with the public)
7. 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
instrumental newspaper reader
guidelines for Good Media Relations
What to do
8. How much money/time did it take to reach those goals
newsworthy event criteria
tactics
external factors of a situation analysis?
PR efficiency
9. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
embargoed news
outcomes of a program
methods to measure TV/radio audiences
types of crises
10. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
guidelines on giving the media the news they want
opinion maker newspaper reader
communist media
radio
11. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
putting news on a wire or syndicate
kinds of Informal/Explorative research?
additional questions that must be answered through research
communication audit?
12. What percent of media relations is Preparation?
80%
strategic planning
latent public
opinion maker newspaper reader
13. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
What to do
scanner newspaper reader
communist media
14. 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?
aware public
additional questions that must be answered through research
advantages of getting a story in print
latent public
15. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
ways a company can use budgeting for PR
AVE (Advertising value equivalency)
weakness and threats strategies
publice service announcement
16. MOR
news
Management by Objectives and Results
weakness and threats strategies
qualitative research methods
17. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
strategic thinking
communist media
guidelines to writing useful problem statements
18. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
advertising
AVE (Advertising value equivalency)
guidelines for handling a PR crises
19. Build on organizational strengths to take advantage of opportunities in the external environment
types of crises
mailed surveys
forms of analysis used when informal methods of research aren't enough
strengths and opportunities strategies
20. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state
news
AVE (Advertising value equivalency)
research
strategic thinking
21. What financially supports cable television?
advertising
Examples of traditional media
newsworthy event criteria
scanner newspaper reader
22. Specific - measurable - achievable - realistic - and time-bound decisions
ego-booster newspaper reader
opinion maker newspaper reader
outcomes of a program
SMART decisions
23. Evening TV news - major network news - local newspaper
Examples of traditional media
formal research
ways to analyze media coverage
examples of crises
24. 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)
force field analysis
components of the circular PR Management Process
stages of crisis management
guidelines for Good Media Relations
25. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
strengths and opportunities strategies
television
reification
listening
26. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
tactics
internal factors of a situation analysis
strategic thinking
newsworthy event criteria
27. Information shared with journalists who are not to share it on a wide scale until given permission
What to do
embargoed news
tactics
instrumental newspaper reader
28. What percentage of crises are unexpected?
the PR process
controlled media
14%
attentive audience
29. Practitioners speak in terms of publicity - but media wants...?
stages of crisis management
news
advantages of getting a story in print
strengths and threats strategies
30. The key for public relations is that the new technology promotes what?
Management by Objectives and Results
interactive communication (all about building and maintaining relationships with the public)
active public
components of the SWOT analysis
31. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
nonpublic
advantages of getting a story in print
the PR process
types of crises
32. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
colors associated with different crises
What to do
budgeting tips
mailed surveys
33. Policies - procedures - and actions related to the problem
advertising
nonpublic
internal factors of a situation analysis
additional questions that must be answered through research
34. People who recognize that they are involved but have not communicated it
main obstacles in planning
Examples of traditional media
aware public
revolutionary media
35. When people communicate and organize to do something about the situation they are involved in
formative evaluation
guidelines to writing useful problem statements
active public
uncontrolled media
36. With uncontrolled media these people control if it is reported/what - when how - etc?
What to do
cross sectional surveys
10%
media Gatekeepers
37. When a company uses AVE's to save money and look more credible
things that define stakeholders
formative evaluation
components of a budget
multiplier effect
38. They read to get information they think will be useful in daily living
AVE (Advertising value equivalency)
media Gatekeepers
78%
instrumental newspaper reader
39. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
main obstacles in planning
strengths and threats strategies
primary research
40. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
scanner newspaper reader
problem statement
big wires in the U.S
41. Number of people exposed to your program messages
weakness and threats strategies
formal research
nonpublic
potential audience
42. A concise desciption of the situation
problem statement
guidelines to writing useful problem statements
information center
big wires in the U.S
43. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
types of crises
western media
interactive communication (all about building and maintaining relationships with the public)
common mistakes in handling crises
44. AP (Associated Press) and The United Press International
big wires in the U.S
authoritarian International media
summative evaluation
multiplier effect
45. People who are unaware of their connections with others due to an issue
latent public
guidelines for handling a PR crises
the PR process
places where one could obtain secondary research
46. Whether or not your reached your goals
television
tips to writing a Program Outcome
western media
PR effectivness
47. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
situation analysis
main obstacles in planning
research
AVE (Advertising value equivalency)
48. 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)
Management by Objectives and Results
strengths and threats strategies
guidelines on giving the media the news they want
strategic planning
49. Secondary analysis - content analysis (whats in the media) and surveys
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50. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
problem definition
kinds of Informal/Explorative research?
78%
uncontrolled media