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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. Specific activties that relate to strategies - have direct action - result from strategies
formal research
tactics
big wires in the U.S
weakness and threats strategies
2. What percent of media relations is Preparation?
guidelines for writing a program objective
formative evaluation
80%
instrumental newspaper reader
3. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
components of the circular PR Management Process
guidelines for working with medi
primary research
guidelines for writing a program objective
4. 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
western media
scanner newspaper reader
common mistakes in handling crises
5. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
results of long-range planning
authoritarian International media
scanner newspaper reader
pleasure newspaper reader
6. People who are unaware of their connections with others due to an issue
tactics
methods to measure TV/radio audiences
latent public
colors associated with different crises
7. When people communicate and organize to do something about the situation they are involved in
primary research
strategic thinking
Management by objectives
active public
8. Personal contacts - Key informants - community forums - advisory boards - monitor social media
attentive audience
results of long-range planning
kinds of Informal/Explorative research?
qualitative research methods
9. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
10%
television
situation analysis
summative evaluation
10. A concise desciption of the situation
to build a relationship with the media
problem statement
revolutionary media
80%
11. When a company uses AVE's to save money and look more credible
guidelines to writing useful problem statements
multiplier effect
strategic thinking
communication audit?
12. AP (Associated Press) and The United Press International
big wires in the U.S
results of long-range planning
the PR process
80%
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
AVE (Advertising value equivalency)
force field analysis
guidelines for writing a program objective
primary research
14. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
guidelines for handling a PR crises
strategic planning
publice service announcement
components of a budget
15. They read for varied reasons that don't belong in any other category
scanner newspaper reader
strengths and threats strategies
possible responses to crises
to build a relationship with the media
16. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
PR efficiency
guidelines for Good Media Relations
places where one could obtain secondary research
17. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
ways a company can use budgeting for PR
10%
quantitative research methods
to build a relationship with the media
18. 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
components of the circular PR Management Process
nonpublic
problem definition
19. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
big wires in the U.S
multiplier effect
Management by Objectives and Results
20. What percentage of a PR campaign SHOULD be used for research??
methods to measure TV/radio audiences
places where one could obtain secondary research
10%
formative evaluation
21. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
forms of analysis used when informal methods of research aren't enough
PR efficiency
guidelines for Good Media Relations
types of crises
22. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
80%
reification
the PR process
nonpublic
23. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
advantages of getting a story in print
weakness and threats strategies
cross sectional surveys
methods to measure TV/radio audiences
24. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
tactics
tips to writing a Program Outcome
news
25. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
additional questions that must be answered through research
PR effectivness
summative evaluation
problem definition
26. Evaluation done after the program has finished-- 'how did we do?'
radio
summative evaluation
latent public
newsworthy event criteria
27. 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)
mailed surveys
tips to writing a Program Outcome
research
guidelines for handling a PR crises
28. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
authoritarian International media
components of the circular PR Management Process
developmental media
29. 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)
The PR practitioners
reification
guidelines for Good Media Relations
media Gatekeepers
30. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
guidelines to writing useful problem statements
radio
big wires in the U.S
ways to analyze media coverage
31. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
pleasure newspaper reader
putting news on a wire or syndicate
multiplier effect
32. Build on org strengths to counter threats in external environments
strengths and threats strategies
formal research
media Gatekeepers
guidelines for writing a program objective
33. 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
developmental media
communist media
internal factors of a situation analysis
34. 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
guidelines for writing a program objective
additional questions that must be answered through research
forms of analysis used when informal methods of research aren't enough
mailed surveys
35. Attempt to minimize both organizational weaknesses and external threats
western media
components of the SWOT analysis
weakness and threats strategies
external factors of a situation analysis?
36. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
formative evaluation
qualitative research methods
guidelines for writing a program objective
additional questions that must be answered through research
37. Media is relatively free - as long as it supports national goals and heads toward development Example: India
steps to creating an evaluation program at your organization
developmental media
problem statement
advantages of getting a story in print
38. Original research
places where one could obtain secondary research
weaknesses and opportinities strategies
primary research
10%
39. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
strengths and opportunities strategies
television
strategic planning
10%
40. 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
places where one could obtain secondary research
weakness and threats strategies
main obstacles in planning
news
41. 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
news
ego-booster newspaper reader
strengths and opportunities strategies
information center
42. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
information center
force field analysis
television
secondary research
43. How much money/time did it take to reach those goals
PR efficiency
scanner newspaper reader
to build a relationship with the media
weakness and threats strategies
44. With uncontrolled media these people control if it is reported/what - when how - etc?
Management by Objectives and Results
media Gatekeepers
strategic thinking
pleasure newspaper reader
45. What aspect of PR undergirds every step of the process?
force field analysis
weaknesses and opportinities strategies
research
weakness and threats strategies
46. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
uncontrolled media
newsworthy event criteria
secondary research
47. They read newspapers to receive advice and guidance for forming and validating an opinion
primary research
Management by Objectives and Results
10%
opinion maker newspaper reader
48. People who recognize that they are involved but have not communicated it
aware public
stakeholder analysis?
publice service announcement
PR efficiency
49. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
guidelines for writing a program objective
putting news on a wire or syndicate
weaknesses and opportinities strategies
colors associated with different crises
50. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
big wires in the U.S
situation Analysis( Internal and External)
components of a budget