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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. They read newspapers to receive advice and guidance for forming and validating an opinion
aware public
opinion maker newspaper reader
multiplier effect
formal research
2. ualitative and Quantitative research
guidelines for working with medi
components of the SWOT analysis
formal research
communication audit?
3. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
possible responses to crises
interactive communication (all about building and maintaining relationships with the public)
problem definition
to build a relationship with the media
4. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
attentive audience
components of the circular PR Management Process
authoritarian International media
force field analysis
5. Secondary analysis - content analysis (whats in the media) and surveys
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6. Whether or not your reached your goals
secondary research
Management by objectives
PR effectivness
outcomes of a program
7. 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 working with medi
weakness and threats strategies
guidelines for Good Media Relations
stages of crisis management
8. Evening TV news - major network news - local newspaper
formal research
additional questions that must be answered through research
Examples of traditional media
mailed surveys
9. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
quantitative research methods
pleasure newspaper reader
advertising
10. People who recognize that they are involved but have not communicated it
qualitative research methods
advantages of getting a story in print
aware public
weakness and threats strategies
11. 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)
attentive audience
guidelines on giving the media the news they want
embargoed news
multiplier effect
12. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
problem definition
components of the circular PR Management Process
guidelines on giving the media the news they want
components of a budget
13. Specific activties that relate to strategies - have direct action - result from strategies
colors associated with different crises
14%
advantages of getting a story in print
tactics
14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
qualitative research methods
places where one could obtain secondary research
nonpublic
television
15. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
PR efficiency
What to do
guidelines for working with medi
16. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
possible responses to crises
components of a budget
colors associated with different crises
17. Reuters (based in London)
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18. 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
revolutionary media
guidelines for writing a program objective
secondary research
information center
19. Original research
aware public
things that define stakeholders
primary research
listening
20. People who are unaware of their connections with others due to an issue
latent public
guidelines for working with medi
tread-panel surveys
10%
21. How much money/time did it take to reach those goals
putting news on a wire or syndicate
primary research
stakeholder analysis?
PR efficiency
22. Media over which you have no direct role in decisions about media content
80%
examples of crises
uncontrolled media
quantitative research methods
23. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
qualitative research methods
newsworthy event criteria
forms of analysis used when informal methods of research aren't enough
listening
24. What financially supports cable television?
cross sectional surveys
advertising
situation analysis
latent public
25. 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
formal research
mailed surveys
television
things that define stakeholders
26. 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
reification
The PR practitioners
controlled media
14%
27. They read to get information they think will be useful in daily living
formal research
the PR process
western media
instrumental newspaper reader
28. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
guidelines on giving the media the news they want
tips to writing a Program Outcome
publice service announcement
common mistakes in handling crises
29. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
80%
additional questions that must be answered through research
world's largest international news agency
the PR process
30. A collection of all that is known about the situation
putting news on a wire or syndicate
stakeholder analysis?
situation analysis
places where one could obtain secondary research
31. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
weaknesses and opportinities strategies
big wires in the U.S
embargoed news
common mistakes in handling crises
32. With uncontrolled media these people control if it is reported/what - when how - etc?
force field analysis
world's largest international news agency
communist media
media Gatekeepers
33. Number of people exposed to your program messages
instrumental newspaper reader
situation Analysis( Internal and External)
potential audience
authoritarian International media
34. Diary - meter - people-meter - and telephone interview
formal research
methods to measure TV/radio audiences
SMART decisions
external factors of a situation analysis?
35. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?
Management by Objectives and Results
primary research
guidelines to writing useful problem statements
ego-booster newspaper reader
36. Whose job is it to educate and train executives to deal with the press?
The PR practitioners
outcomes of a program
strategic planning
methods to measure TV/radio audiences
37. 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
things that define stakeholders
situation analysis
the PR process
strategic thinking
38. Best for counting - predicting and analyzing. Methods include content analysis and survey research
newsworthy event criteria
quantitative research methods
media Gatekeepers
possible responses to crises
39. MBO emphasizes goals and objectives
colors associated with different crises
authoritarian International media
Management by objectives
The PR practitioners
40. MOR
strengths and opportunities strategies
Management by Objectives and Results
PR efficiency
pleasure newspaper reader
41. Specific - measurable - achievable - realistic - and time-bound decisions
advertising
to build a relationship with the media
strengths and threats strategies
SMART decisions
42. They read because they see it as a source of enjoyment and a habit
places where one could obtain secondary research
guidelines to writing useful problem statements
80%
pleasure newspaper reader
43. Attempt to minimize both organizational weaknesses and external threats
What to do
weakness and threats strategies
possible responses to crises
guidelines for working with medi
44. What aspect of PR undergirds every step of the process?
research
possible responses to crises
reification
80%
45. Information shared with journalists who are not to share it on a wide scale until given permission
interactive communication (all about building and maintaining relationships with the public)
embargoed news
components of the SWOT analysis
internal factors of a situation analysis
46. 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
developmental media
force field analysis
things that define stakeholders
main obstacles in planning
47. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
television
potential audience
common mistakes in handling crises
colors associated with different crises
48. A concise desciption of the situation
media Gatekeepers
problem statement
advertising
revolutionary media
49. 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
secondary research
steps to creating an evaluation program at your organization
internal factors of a situation analysis
situation Analysis( Internal and External)
50. AP (Associated Press) and The United Press International
western media
big wires in the U.S
guidelines for Good Media Relations
budgeting tips