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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
tactics
PR effectivness
communication audit?
What to do
2. With uncontrolled media these people control if it is reported/what - when how - etc?
AVE (Advertising value equivalency)
media Gatekeepers
aware public
methods to measure TV/radio audiences
3. 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
embargoed news
guidelines for Good Media Relations
SMART decisions
guidelines for writing a program objective
4. Yellow = current crises - Green = emerging crises - Brown = old crises
instrumental newspaper reader
to build a relationship with the media
Management by Objectives and Results
colors associated with different crises
5. The key for public relations is that the new technology promotes what?
methods to measure TV/radio audiences
interactive communication (all about building and maintaining relationships with the public)
tactics
Management by objectives
6. A collection of all that is known about the situation
communication audit?
forms of analysis used when informal methods of research aren't enough
situation analysis
cross sectional surveys
7. They read to get information they think will be useful in daily living
embargoed news
stakeholder analysis?
instrumental newspaper reader
common mistakes in handling crises
8. 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
forms of analysis used when informal methods of research aren't enough
guidelines on giving the media the news they want
mailed surveys
newsworthy event criteria
9. Research that has already been conducted
big wires in the U.S
uncontrolled media
secondary research
guidelines to writing useful problem statements
10. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
possible responses to crises
80%
communist media
11. 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?
cross sectional surveys
additional questions that must be answered through research
developmental media
putting news on a wire or syndicate
12. Conducted to measure one single point in time
cross sectional surveys
formal research
uncontrolled media
ways to analyze media coverage
13. Secondary analysis - content analysis (whats in the media) and surveys
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14. ualitative and Quantitative research
guidelines for Good Media Relations
formal research
weaknesses and opportinities strategies
guidelines on giving the media the news they want
15. History of the situation - study of who is involved/affected/gathering information about stakeholders
publice service announcement
external factors of a situation analysis?
weaknesses and opportinities strategies
controlled media
16. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
Management by Objectives and Results
interactive communication (all about building and maintaining relationships with the public)
authoritarian International media
internal factors of a situation analysis
17. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
communist media
kinds of Informal/Explorative research?
types of surveys
qualitative research methods
18. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
kinds of Informal/Explorative research?
opinion maker newspaper reader
television
research
19. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
Examples of traditional media
guidelines for handling a PR crises
western media
10%
20. They read to enhance their self-image and status with others
common mistakes in handling crises
components of a budget
television
ego-booster newspaper reader
21. Personal contacts - Key informants - community forums - advisory boards - monitor social media
components of the SWOT analysis
the PR process
tips to writing a Program Outcome
kinds of Informal/Explorative research?
22. Evening TV news - major network news - local newspaper
listening
components of a budget
Examples of traditional media
components of the SWOT analysis
23. When people communicate and organize to do something about the situation they are involved in
active public
80%
AVE (Advertising value equivalency)
places where one could obtain secondary research
24. 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
force field analysis
embargoed news
10%
25. 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
mailed surveys
steps to creating an evaluation program at your organization
to build a relationship with the media
common mistakes in handling crises
26. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
strategic thinking
force field analysis
internal factors of a situation analysis
publice service announcement
27. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
common mistakes in handling crises
ego-booster newspaper reader
problem definition
world's largest international news agency
28. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
qualitative research methods
strengths and threats strategies
types of crises
29. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
strategic planning
ways to analyze media coverage
revolutionary media
additional questions that must be answered through research
30. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
things that define stakeholders
tactics
publice service announcement
outcomes of a program
31. Policies - procedures - and actions related to the problem
putting news on a wire or syndicate
internal factors of a situation analysis
Management by Objectives and Results
types of crises
32. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
listening
situation Analysis( Internal and External)
outcomes of a program
33. Number of people exposed to your program messages
common mistakes in handling crises
potential audience
newsworthy event criteria
What to do
34. Libraries - databases - Internet - Publications - websites - etcs.
additional questions that must be answered through research
80%
stages of crisis management
places where one could obtain secondary research
35. 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 -
research
guidelines for working with medi
authoritarian International media
multiplier effect
36. What percentage of crises are 'smoldering?' (building over time)
big wires in the U.S
publice service announcement
78%
weakness and threats strategies
37. Detection - Prevention/Preparation - Containment - Recovery - Learning
uncontrolled media
Management by objectives
stages of crisis management
embargoed news
38. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
summative evaluation
steps to creating an evaluation program at your organization
uncontrolled media
situation Analysis( Internal and External)
39. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
weaknesses and opportinities strategies
multiplier effect
advertising
results of long-range planning
40. Original research
primary research
western media
television
summative evaluation
41. The process of identifying who is involved and affected by the situation
strategic planning
developmental media
stakeholder analysis?
formal research
42. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
78%
Examples of traditional media
multiplier effect
things that define stakeholders
43. Best for counting - predicting and analyzing. Methods include content analysis and survey research
formative evaluation
publice service announcement
quantitative research methods
colors associated with different crises
44. Diary - meter - people-meter - and telephone interview
quantitative research methods
methods to measure TV/radio audiences
attentive audience
common mistakes in handling crises
45. PR now tells an org how to say - what to say and...
What to do
strategic planning
controlled media
ways to analyze media coverage
46. Build on organizational strengths to take advantage of opportunities in the external environment
interactive communication (all about building and maintaining relationships with the public)
strengths and opportunities strategies
information center
nonpublic
47. What percentage of crises are unexpected?
to build a relationship with the media
14%
listening
latent public
48. MOR
steps to creating an evaluation program at your organization
guidelines for handling a PR crises
Management by Objectives and Results
Management by objectives
49. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
advantages of getting a story in print
attentive audience
interactive communication (all about building and maintaining relationships with the public)
pleasure newspaper reader
50. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
authoritarian International media
components of a budget
possible responses to crises
qualitative research methods