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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. The key for public relations is that the new technology promotes what?
interactive communication (all about building and maintaining relationships with the public)
PR effectivness
budgeting tips
communication audit?
2. Evening TV news - major network news - local newspaper
primary research
Examples of traditional media
strengths and opportunities strategies
additional questions that must be answered through research
3. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
to build a relationship with the media
budgeting tips
problem definition
strategic planning
4. Whether or not your reached your goals
guidelines for working with medi
media Gatekeepers
PR effectivness
guidelines for handling a PR crises
5. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
quantitative research methods
components of the circular PR Management Process
strategic planning
developmental media
6. They read to enhance their self-image and status with others
ego-booster newspaper reader
the PR process
tips to writing a Program Outcome
active public
7. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
primary research
common mistakes in handling crises
ways a company can use budgeting for PR
14%
8. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
types of crises
common mistakes in handling crises
The PR practitioners
radio
9. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
internal factors of a situation analysis
newsworthy event criteria
guidelines to writing useful problem statements
qualitative research methods
10. Secondary analysis - content analysis (whats in the media) and surveys
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11. They read for varied reasons that don't belong in any other category
media Gatekeepers
78%
scanner newspaper reader
types of surveys
12. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
steps to creating an evaluation program at your organization
common mistakes in handling crises
strategic planning
publice service announcement
13. 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
formal research
steps to creating an evaluation program at your organization
cross sectional surveys
scanner newspaper reader
14. MBO emphasizes goals and objectives
external factors of a situation analysis?
formative evaluation
PR efficiency
Management by objectives
15. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
interactive communication (all about building and maintaining relationships with the public)
latent public
PR efficiency
16. 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
situation analysis
strategic planning
guidelines for Good Media Relations
17. Media over which you have no direct role in decisions about media content
guidelines on giving the media the news they want
SMART decisions
the PR process
uncontrolled media
18. A collection of all that is known about the situation
additional questions that must be answered through research
ways to analyze media coverage
14%
situation analysis
19. PR now tells an org how to say - what to say and...
outcomes of a program
What to do
world's largest international news agency
television
20. Conducted over a long period of time
tread-panel surveys
stages of crisis management
guidelines to writing useful problem statements
cross sectional surveys
21. They read newspapers to receive advice and guidance for forming and validating an opinion
aware public
opinion maker newspaper reader
cross sectional surveys
types of crises
22. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
10%
tactics
reification
television
23. Best for counting - predicting and analyzing. Methods include content analysis and survey research
quantitative research methods
multiplier effect
aware public
weakness and threats strategies
24. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
situation Analysis( Internal and External)
weakness and threats strategies
things that define stakeholders
strategic planning
25. 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
Management by objectives
embargoed news
guidelines for Good Media Relations
strategic thinking
26. 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
aware public
10%
mailed surveys
tips to writing a Program Outcome
27. Reuters (based in London)
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28. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
revolutionary media
publice service announcement
tactics
29. 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
advantages of getting a story in print
main obstacles in planning
world's largest international news agency
guidelines for working with medi
30. Personal contacts - Key informants - community forums - advisory boards - monitor social media
things that define stakeholders
kinds of Informal/Explorative research?
common mistakes in handling crises
possible responses to crises
31. 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
pleasure newspaper reader
information center
the PR process
AVE (Advertising value equivalency)
32. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
weakness and threats strategies
tactics
advertising
to build a relationship with the media
33. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
aware public
newsworthy event criteria
things that define stakeholders
attentive audience
34. Whose job is it to educate and train executives to deal with the press?
situation Analysis( Internal and External)
authoritarian International media
The PR practitioners
scanner newspaper reader
35. History of the situation - study of who is involved/affected/gathering information about stakeholders
strengths and threats strategies
external factors of a situation analysis?
developmental media
mailed surveys
36. People who recognize that they are involved but have not communicated it
radio
summative evaluation
aware public
embargoed news
37. A concise desciption of the situation
authoritarian International media
advantages of getting a story in print
methods to measure TV/radio audiences
problem statement
38. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
10%
research
outcomes of a program
publice service announcement
39. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
AVE (Advertising value equivalency)
formative evaluation
putting news on a wire or syndicate
ways to analyze media coverage
40. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
information center
news
the PR process
41. ualitative and Quantitative research
scanner newspaper reader
formative evaluation
formal research
results of long-range planning
42. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
putting news on a wire or syndicate
pleasure newspaper reader
PR efficiency
listening
43. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
qualitative research methods
external factors of a situation analysis?
AVE (Advertising value equivalency)
Management by objectives
44. They read to get information they think will be useful in daily living
instrumental newspaper reader
advertising
world's largest international news agency
scanner newspaper reader
45. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
What to do
possible responses to crises
multiplier effect
force field analysis
46. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
active public
formal research
80%
47. 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)
guidelines on giving the media the news they want
guidelines to writing useful problem statements
guidelines for writing a program objective
weakness and threats strategies
48. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
research
methods to measure TV/radio audiences
possible responses to crises
types of surveys
49. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
situation Analysis( Internal and External)
steps to creating an evaluation program at your organization
problem definition
50. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -
guidelines for working with medi
methods to measure TV/radio audiences
advantages of getting a story in print
uncontrolled media