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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. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
ways a company can use budgeting for PR
components of the SWOT analysis
putting news on a wire or syndicate
PR efficiency
2. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
weakness and threats strategies
primary research
listening
3. A collection of all that is known about the situation
guidelines for Good Media Relations
situation analysis
strengths and opportunities strategies
ways a company can use budgeting for PR
4. Practitioners speak in terms of publicity - but media wants...?
components of the SWOT analysis
quantitative research methods
stakeholder analysis?
news
5. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
additional questions that must be answered through research
types of surveys
guidelines for handling a PR crises
6. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
to build a relationship with the media
weaknesses and opportinities strategies
outcomes of a program
primary research
7. How much money/time did it take to reach those goals
PR efficiency
embargoed news
controlled media
stages of crisis management
8. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
multiplier effect
14%
news
publice service announcement
9. Treating an abstraction as if it exists as a concrete material entity
television
reification
strengths and opportunities strategies
listening
10. They read to enhance their self-image and status with others
advantages of getting a story in print
ego-booster newspaper reader
attentive audience
advertising
11. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
examples of crises
components of the circular PR Management Process
stakeholder analysis?
12. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
communist media
attentive audience
results of long-range planning
AVE (Advertising value equivalency)
13. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often
methods to measure TV/radio audiences
guidelines for writing a program objective
results of long-range planning
developmental media
14. People who are unaware of their connections with others due to an issue
latent public
80%
problem definition
strengths and opportunities strategies
15. Evening TV news - major network news - local newspaper
78%
uncontrolled media
Examples of traditional media
reification
16. 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)
opinion maker newspaper reader
guidelines on giving the media the news they want
interactive communication (all about building and maintaining relationships with the public)
external factors of a situation analysis?
17. Number of people exposed to your program messages
western media
potential audience
things that define stakeholders
ego-booster newspaper reader
18. 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
results of long-range planning
ways a company can use budgeting for PR
summative evaluation
steps to creating an evaluation program at your organization
19. 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
cross sectional surveys
controlled media
television
media Gatekeepers
20. What percentage of a PR campaign SHOULD be used for research??
10%
revolutionary media
tips to writing a Program Outcome
additional questions that must be answered through research
21. 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
primary research
information center
PR effectivness
things that define stakeholders
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)
Management by objectives
guidelines for handling a PR crises
formal research
nonpublic
23. AP (Associated Press) and The United Press International
force field analysis
big wires in the U.S
weaknesses and opportinities strategies
weakness and threats strategies
24. When people communicate and organize to do something about the situation they are involved in
components of the SWOT analysis
communist media
active public
television
25. They read newspapers to receive advice and guidance for forming and validating an opinion
attentive audience
ways a company can use budgeting for PR
communist media
opinion maker newspaper reader
26. The key for public relations is that the new technology promotes what?
authoritarian International media
interactive communication (all about building and maintaining relationships with the public)
forms of analysis used when informal methods of research aren't enough
weakness and threats strategies
27. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
situation Analysis( Internal and External)
the PR process
kinds of Informal/Explorative research?
guidelines for writing a program objective
28. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
active public
controlled media
guidelines to writing useful problem statements
29. 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?
additional questions that must be answered through research
guidelines for working with medi
guidelines for Good Media Relations
qualitative research methods
30. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
strengths and threats strategies
research
interactive communication (all about building and maintaining relationships with the public)
31. Policies - procedures - and actions related to the problem
authoritarian International media
internal factors of a situation analysis
forms of analysis used when informal methods of research aren't enough
results of long-range planning
32. History of the situation - study of who is involved/affected/gathering information about stakeholders
ways to analyze media coverage
aware public
external factors of a situation analysis?
80%
33. Product recall - fatal accidents - natural disasters - sexual harrassment
western media
examples of crises
situation Analysis( Internal and External)
10%
34. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
problem definition
common mistakes in handling crises
advertising
revolutionary media
35. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
forms of analysis used when informal methods of research aren't enough
places where one could obtain secondary research
qualitative research methods
ways to analyze media coverage
36. Build on organizational strengths to take advantage of opportunities in the external environment
weakness and threats strategies
attentive audience
stakeholder analysis?
strengths and opportunities strategies
37. Whether or not your reached your goals
components of a budget
PR effectivness
common mistakes in handling crises
tips to writing a Program Outcome
38. Conducted to measure one single point in time
steps to creating an evaluation program at your organization
cross sectional surveys
tactics
results of long-range planning
39. Specific activties that relate to strategies - have direct action - result from strategies
tactics
formal research
publice service announcement
PR efficiency
40. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
guidelines for writing a program objective
things that define stakeholders
western media
embargoed news
41. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
putting news on a wire or syndicate
world's largest international news agency
ways a company can use budgeting for PR
main obstacles in planning
42. 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
strategic thinking
tread-panel surveys
putting news on a wire or syndicate
guidelines for working with medi
43. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
strategic planning
potential audience
things that define stakeholders
types of crises
44. 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
tactics
main obstacles in planning
Management by Objectives and Results
pleasure newspaper reader
45. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
strengths and threats strategies
common mistakes in handling crises
weaknesses and opportinities strategies
46. Yellow = current crises - Green = emerging crises - Brown = old crises
potential audience
interactive communication (all about building and maintaining relationships with the public)
colors associated with different crises
tips to writing a Program Outcome
47. ualitative and Quantitative research
latent public
common mistakes in handling crises
formal research
instrumental newspaper reader
48. What financially supports cable television?
common mistakes in handling crises
advertising
AVE (Advertising value equivalency)
78%
49. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
ego-booster newspaper reader
force field analysis
methods to measure TV/radio audiences
guidelines for Good Media Relations
50. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
kinds of Informal/Explorative research?
quantitative research methods
radio
opinion maker newspaper reader