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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. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
cross sectional surveys
information center
components of a budget
stakeholder analysis?
2. What financially supports cable television?
advertising
strategic planning
interactive communication (all about building and maintaining relationships with the public)
revolutionary media
3. A collection of all that is known about the situation
main obstacles in planning
Examples of traditional media
situation analysis
places where one could obtain secondary research
4. Practitioners speak in terms of publicity - but media wants...?
quantitative research methods
mailed surveys
news
Management by objectives
5. 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)
guidelines on giving the media the news they want
publice service announcement
places where one could obtain secondary research
common mistakes in handling crises
6. Number of people exposed to your program messages
common mistakes in handling crises
PR effectivness
news
potential audience
7. Personal contacts - Key informants - community forums - advisory boards - monitor social media
forms of analysis used when informal methods of research aren't enough
mailed surveys
examples of crises
kinds of Informal/Explorative research?
8. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
nonpublic
examples of crises
results of long-range planning
common mistakes in handling crises
9. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
quantitative research methods
things that define stakeholders
PR efficiency
Examples of traditional media
10. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
guidelines for working with medi
radio
news
stakeholder analysis?
11. Whether or not your reached your goals
tips to writing a Program Outcome
formative evaluation
PR effectivness
ways a company can use budgeting for PR
12. What percent of media relations is Preparation?
80%
tactics
The PR practitioners
radio
13. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
colors associated with different crises
internal factors of a situation analysis
10%
14. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
problem definition
western media
authoritarian International media
secondary research
15. Policies - procedures - and actions related to the problem
kinds of Informal/Explorative research?
examples of crises
interactive communication (all about building and maintaining relationships with the public)
internal factors of a situation analysis
16. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
colors associated with different crises
newsworthy event criteria
Management by objectives
situation Analysis( Internal and External)
17. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
common mistakes in handling crises
outcomes of a program
guidelines on giving the media the news they want
ways to analyze media coverage
18. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
embargoed news
putting news on a wire or syndicate
scanner newspaper reader
Management by Objectives and Results
19. They read for varied reasons that don't belong in any other category
possible responses to crises
scanner newspaper reader
situation Analysis( Internal and External)
The PR practitioners
20. MBO emphasizes goals and objectives
The PR practitioners
scanner newspaper reader
Management by objectives
guidelines for handling a PR crises
21. 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 -
summative evaluation
attentive audience
guidelines for working with medi
80%
22. Best for counting - predicting and analyzing. Methods include content analysis and survey research
newsworthy event criteria
quantitative research methods
additional questions that must be answered through research
situation Analysis( Internal and External)
23. 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
communist media
guidelines for Good Media Relations
strategic thinking
potential audience
24. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
strengths and opportunities strategies
qualitative research methods
tactics
AVE (Advertising value equivalency)
25. AP (Associated Press) and The United Press International
quantitative research methods
revolutionary media
big wires in the U.S
guidelines for handling a PR crises
26. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
problem definition
78%
the PR process
common mistakes in handling crises
27. A concise desciption of the situation
budgeting tips
the PR process
problem statement
reification
28. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
situation Analysis( Internal and External)
internal factors of a situation analysis
ways a company can use budgeting for PR
14%
29. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
examples of crises
The PR practitioners
aware public
30. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
PR efficiency
components of the SWOT analysis
tread-panel surveys
methods to measure TV/radio audiences
31. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
television
components of the SWOT analysis
The PR practitioners
32. What percentage of a PR campaign SHOULD be used for research??
nonpublic
tips to writing a Program Outcome
10%
advantages of getting a story in print
33. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
steps to creating an evaluation program at your organization
problem statement
publice service announcement
the PR process
34. How much money/time did it take to reach those goals
quantitative research methods
ways a company can use budgeting for PR
cross sectional surveys
PR efficiency
35. Original research
strategic thinking
guidelines on giving the media the news they want
communist media
primary research
36. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
things that define stakeholders
What to do
stages of crisis management
western media
37. People who are unaware of their connections with others due to an issue
latent public
problem definition
advertising
situation analysis
38. With uncontrolled media these people control if it is reported/what - when how - etc?
Management by Objectives and Results
instrumental newspaper reader
14%
media Gatekeepers
39. Specific activties that relate to strategies - have direct action - result from strategies
tactics
strengths and threats strategies
types of surveys
outcomes of a program
40. What percentage of crises are unexpected?
communication audit?
14%
nonpublic
attentive audience
41. Information shared with journalists who are not to share it on a wide scale until given permission
media Gatekeepers
problem definition
embargoed news
mailed surveys
42. Evaluation done after the program has finished-- 'how did we do?'
world's largest international news agency
Management by objectives
summative evaluation
things that define stakeholders
43. They read to get information they think will be useful in daily living
components of the SWOT analysis
78%
media Gatekeepers
instrumental newspaper reader
44. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
newsworthy event criteria
budgeting tips
communication audit?
interactive communication (all about building and maintaining relationships with the public)
45. When people communicate and organize to do something about the situation they are involved in
components of the circular PR Management Process
active public
additional questions that must be answered through research
Management by Objectives and Results
46. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
guidelines for Good Media Relations
the PR process
formal research
interactive communication (all about building and maintaining relationships with the public)
47. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
steps to creating an evaluation program at your organization
pleasure newspaper reader
guidelines for writing a program objective
communist media
48. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
What to do
methods to measure TV/radio audiences
types of surveys
advantages of getting a story in print
49. Whose job is it to educate and train executives to deal with the press?
internal factors of a situation analysis
situation analysis
latent public
The PR practitioners
50. 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)
advertising
strategic planning
guidelines for handling a PR crises
types of crises