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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. 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
kinds of Informal/Explorative research?
strategic thinking
stakeholder analysis?
2. MOR
multiplier effect
14%
guidelines for working with medi
Management by Objectives and Results
3. 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 -
weaknesses and opportinities strategies
controlled media
possible responses to crises
guidelines for working with medi
4. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
quantitative research methods
qualitative research methods
communist media
78%
5. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
the PR process
research
secondary research
television
6. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
aware public
stages of crisis management
newsworthy event criteria
Management by objectives
7. What percentage of crises are 'smoldering?' (building over time)
interactive communication (all about building and maintaining relationships with the public)
main obstacles in planning
78%
The PR practitioners
8. They read to enhance their self-image and status with others
research
ego-booster newspaper reader
newsworthy event criteria
scanner newspaper reader
9. 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)
the PR process
guidelines for handling a PR crises
guidelines for writing a program objective
reification
10. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
ways to analyze media coverage
force field analysis
weaknesses and opportinities strategies
components of the circular PR Management Process
11. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
information center
components of the SWOT analysis
ways a company can use budgeting for PR
listening
12. 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
western media
steps to creating an evaluation program at your organization
latent public
situation Analysis( Internal and External)
13. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
ways a company can use budgeting for PR
tips to writing a Program Outcome
problem statement
14. Product recall - fatal accidents - natural disasters - sexual harrassment
strategic thinking
newsworthy event criteria
putting news on a wire or syndicate
examples of crises
15. Build on organizational strengths to take advantage of opportunities in the external environment
The PR practitioners
strengths and opportunities strategies
television
PR effectivness
16. When people communicate and organize to do something about the situation they are involved in
active public
scanner newspaper reader
opinion maker newspaper reader
strengths and opportunities strategies
17. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
examples of crises
latent public
AVE (Advertising value equivalency)
SMART decisions
18. Policies - procedures - and actions related to the problem
PR efficiency
guidelines on giving the media the news they want
tactics
internal factors of a situation analysis
19. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
tactics
advantages of getting a story in print
things that define stakeholders
putting news on a wire or syndicate
20. A collection of all that is known about the situation
situation analysis
force field analysis
results of long-range planning
media Gatekeepers
21. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
communication audit?
weaknesses and opportinities strategies
advertising
22. 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
controlled media
internal factors of a situation analysis
results of long-range planning
revolutionary media
23. They read because they see it as a source of enjoyment and a habit
Examples of traditional media
pleasure newspaper reader
ego-booster newspaper reader
embargoed news
24. Build on org strengths to counter threats in external environments
strengths and threats strategies
pleasure newspaper reader
Management by objectives
advantages of getting a story in print
25. Whether or not your reached your goals
to build a relationship with the media
guidelines for handling a PR crises
PR effectivness
components of the SWOT analysis
26. How much money/time did it take to reach those goals
PR efficiency
Management by objectives
guidelines on giving the media the news they want
strategic planning
27. Number of people exposed to your program messages
potential audience
things that define stakeholders
world's largest international news agency
guidelines on giving the media the news they want
28. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
scanner newspaper reader
opinion maker newspaper reader
components of a budget
putting news on a wire or syndicate
29. History of the situation - study of who is involved/affected/gathering information about stakeholders
components of the SWOT analysis
external factors of a situation analysis?
Management by Objectives and Results
pleasure newspaper reader
30. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
methods to measure TV/radio audiences
formal research
outcomes of a program
scanner newspaper reader
31. What percentage of crises are unexpected?
embargoed news
potential audience
14%
newsworthy event criteria
32. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
possible responses to crises
14%
force field analysis
outcomes of a program
33. 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
aware public
components of a budget
force field analysis
34. Practitioners speak in terms of publicity - but media wants...?
news
authoritarian International media
results of long-range planning
world's largest international news agency
35. Best for counting - predicting and analyzing. Methods include content analysis and survey research
cross sectional surveys
things that define stakeholders
quantitative research methods
news
36. Media is relatively free - as long as it supports national goals and heads toward development Example: India
components of a budget
possible responses to crises
developmental media
news
37. Treating an abstraction as if it exists as a concrete material entity
advantages of getting a story in print
results of long-range planning
embargoed news
reification
38. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
communication audit?
PR efficiency
tips to writing a Program Outcome
secondary research
39. They read to get information they think will be useful in daily living
forms of analysis used when informal methods of research aren't enough
strengths and opportunities strategies
instrumental newspaper reader
to build a relationship with the media
40. Yellow = current crises - Green = emerging crises - Brown = old crises
budgeting tips
colors associated with different crises
qualitative research methods
guidelines for writing a program objective
41. 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
guidelines for writing a program objective
main obstacles in planning
media Gatekeepers
possible responses to crises
42. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
primary research
advantages of getting a story in print
80%
43. Reuters (based in London)
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44. The process of identifying who is involved and affected by the situation
stakeholder analysis?
reification
quantitative research methods
revolutionary media
45. Detection - Prevention/Preparation - Containment - Recovery - Learning
radio
AVE (Advertising value equivalency)
stages of crisis management
weaknesses and opportinities strategies
46. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
types of crises
research
kinds of Informal/Explorative research?
47. ualitative and Quantitative research
news
components of the SWOT analysis
formal research
to build a relationship with the media
48. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
the PR process
nonpublic
components of the SWOT analysis
to build a relationship with the media
49. 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?
tread-panel surveys
PR effectivness
additional questions that must be answered through research
active public
50. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
colors associated with different crises
ways a company can use budgeting for PR
situation Analysis( Internal and External)