SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. 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
PR efficiency
78%
controlled media
additional questions that must be answered through research
2. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
guidelines for working with medi
methods to measure TV/radio audiences
components of the SWOT analysis
ego-booster newspaper reader
3. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
guidelines for writing a program objective
budgeting tips
media Gatekeepers
pleasure newspaper reader
4. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
AVE (Advertising value equivalency)
stakeholder analysis?
kinds of Informal/Explorative research?
radio
5. Information shared with journalists who are not to share it on a wide scale until given permission
latent public
embargoed news
controlled media
secondary research
6. When a company uses AVE's to save money and look more credible
pleasure newspaper reader
qualitative research methods
multiplier effect
14%
7. People who recognize that they are involved but have not communicated it
strategic thinking
instrumental newspaper reader
aware public
components of the SWOT analysis
8. Product recall - fatal accidents - natural disasters - sexual harrassment
advertising
78%
common mistakes in handling crises
examples of crises
9. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
multiplier effect
tread-panel surveys
78%
western media
10. ualitative and Quantitative research
components of the circular PR Management Process
cross sectional surveys
formal research
strengths and threats strategies
11. 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
problem statement
guidelines for writing a program objective
steps to creating an evaluation program at your organization
possible responses to crises
12. 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)
steps to creating an evaluation program at your organization
information center
guidelines for handling a PR crises
media Gatekeepers
13. Evening TV news - major network news - local newspaper
forms of analysis used when informal methods of research aren't enough
situation analysis
Examples of traditional media
television
14. Reuters (based in London)
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
15. What percentage of crises are unexpected?
Examples of traditional media
14%
listening
multiplier effect
16. They read to get information they think will be useful in daily living
colors associated with different crises
PR efficiency
78%
instrumental newspaper reader
17. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
Examples of traditional media
scanner newspaper reader
types of surveys
What to do
18. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
western media
problem definition
research
putting news on a wire or syndicate
19. When people communicate and organize to do something about the situation they are involved in
publice service announcement
active public
internal factors of a situation analysis
communication audit?
20. Conducted to measure one single point in time
scanner newspaper reader
cross sectional surveys
14%
formative evaluation
21. 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)
radio
guidelines for Good Media Relations
media Gatekeepers
AVE (Advertising value equivalency)
22. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
force field analysis
qualitative research methods
tips to writing a Program Outcome
Management by Objectives and Results
23. Build on organizational strengths to take advantage of opportunities in the external environment
television
to build a relationship with the media
strengths and opportunities strategies
strategic thinking
24. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
summative evaluation
situation Analysis( Internal and External)
80%
guidelines on giving the media the news they want
25. They read newspapers to receive advice and guidance for forming and validating an opinion
external factors of a situation analysis?
14%
primary research
opinion maker newspaper reader
26. A concise desciption of the situation
cross sectional surveys
formative evaluation
research
problem statement
27. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
guidelines on giving the media the news they want
potential audience
communication audit?
28. On-going evaluation in-progress during the program-- 'How are we doing?'
force field analysis
formative evaluation
strategic planning
places where one could obtain secondary research
29. MBO emphasizes goals and objectives
places where one could obtain secondary research
strategic thinking
Management by objectives
attentive audience
30. A collection of all that is known about the situation
situation analysis
pleasure newspaper reader
cross sectional surveys
the PR process
31. Media over which you have no direct role in decisions about media content
colors associated with different crises
formal research
uncontrolled media
tread-panel surveys
32. Attempt to minimize both organizational weaknesses and external threats
western media
weakness and threats strategies
scanner newspaper reader
steps to creating an evaluation program at your organization
33. Yellow = current crises - Green = emerging crises - Brown = old crises
western media
colors associated with different crises
communist media
formative evaluation
34. PR now tells an org how to say - what to say and...
outcomes of a program
What to do
aware public
to build a relationship with the media
35. What financially supports cable television?
cross sectional surveys
advertising
What to do
uncontrolled media
36. With uncontrolled media these people control if it is reported/what - when how - etc?
results of long-range planning
big wires in the U.S
media Gatekeepers
newsworthy event criteria
37. What aspect of PR undergirds every step of the process?
weakness and threats strategies
research
quantitative research methods
forms of analysis used when informal methods of research aren't enough
38. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
10%
interactive communication (all about building and maintaining relationships with the public)
potential audience
problem definition
39. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
guidelines for working with medi
common mistakes in handling crises
communication audit?
putting news on a wire or syndicate
40. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
problem statement
Management by Objectives and Results
AVE (Advertising value equivalency)
41. People who are unaware of their connections with others due to an issue
guidelines for handling a PR crises
strengths and threats strategies
latent public
results of long-range planning
42. Personal contacts - Key informants - community forums - advisory boards - monitor social media
What to do
kinds of Informal/Explorative research?
television
primary research
43. The key for public relations is that the new technology promotes what?
qualitative research methods
possible responses to crises
interactive communication (all about building and maintaining relationships with the public)
multiplier effect
44. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
television
guidelines on giving the media the news they want
reification
common mistakes in handling crises
45. What percentage of crises are 'smoldering?' (building over time)
guidelines to writing useful problem statements
information center
10%
78%
46. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
authoritarian International media
results of long-range planning
types of surveys
guidelines for handling a PR crises
47. What percent of media relations is Preparation?
western media
80%
problem statement
communist media
48. 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
PR effectivness
information center
the PR process
The PR practitioners
49. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
strengths and opportunities strategies
components of the SWOT analysis
quantitative research methods
communist media
50. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
communication audit?
methods to measure TV/radio audiences
big wires in the U.S
the PR process