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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. What percentage of a PR campaign SHOULD be used for research??
the PR process
uncontrolled media
10%
tactics
2. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
potential audience
strengths and threats strategies
guidelines to writing useful problem statements
3. They read because they see it as a source of enjoyment and a habit
force field analysis
pleasure newspaper reader
common mistakes in handling crises
colors associated with different crises
4. The process of identifying who is involved and affected by the situation
developmental media
stakeholder analysis?
authoritarian International media
world's largest international news agency
5. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
guidelines on giving the media the news they want
problem definition
world's largest international news agency
television
6. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
formative evaluation
components of the SWOT analysis
colors associated with different crises
media Gatekeepers
7. Conducted to measure one single point in time
cross sectional surveys
communication audit?
communist media
14%
8. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
things that define stakeholders
guidelines for Good Media Relations
active public
multiplier effect
9. 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 Good Media Relations
instrumental newspaper reader
developmental media
nonpublic
10. Policies - procedures - and actions related to the problem
internal factors of a situation analysis
newsworthy event criteria
components of the circular PR Management Process
weaknesses and opportinities strategies
11. Treating an abstraction as if it exists as a concrete material entity
mailed surveys
advertising
reification
big wires in the U.S
12. Research that has already been conducted
opinion maker newspaper reader
publice service announcement
80%
secondary research
13. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
advertising
outcomes of a program
quantitative research methods
14. Specific - measurable - achievable - realistic - and time-bound decisions
news
external factors of a situation analysis?
Examples of traditional media
SMART decisions
15. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
Management by Objectives and Results
The PR practitioners
ways to analyze media coverage
situation analysis
16. 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
interactive communication (all about building and maintaining relationships with the public)
guidelines for working with medi
strategic thinking
weakness and threats strategies
17. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
PR efficiency
publice service announcement
situation Analysis( Internal and External)
AVE (Advertising value equivalency)
18. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
tread-panel surveys
active public
situation Analysis( Internal and External)
tactics
19. 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
information center
Management by objectives
strengths and threats strategies
advertising
20. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
western media
communist media
situation Analysis( Internal and External)
guidelines for handling a PR crises
21. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
forms of analysis used when informal methods of research aren't enough
putting news on a wire or syndicate
listening
budgeting tips
22. Conducted over a long period of time
communist media
tips to writing a Program Outcome
tread-panel surveys
results of long-range planning
23. People who are unaware of their connections with others due to an issue
latent public
guidelines for handling a PR crises
publice service announcement
colors associated with different crises
24. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
78%
strengths and threats strategies
components of the SWOT analysis
25. A concise desciption of the situation
media Gatekeepers
problem statement
stakeholder analysis?
ways to analyze media coverage
26. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
guidelines for working with medi
methods to measure TV/radio audiences
newsworthy event criteria
qualitative research methods
27. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
components of a budget
communication audit?
force field analysis
television
28. Information shared with journalists who are not to share it on a wide scale until given permission
strengths and threats strategies
embargoed news
scanner newspaper reader
multiplier effect
29. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
mailed surveys
80%
communication audit?
types of crises
30. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
big wires in the U.S
the PR process
advantages of getting a story in print
The PR practitioners
31. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
scanner newspaper reader
possible responses to crises
common mistakes in handling crises
SMART decisions
32. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
uncontrolled media
internal factors of a situation analysis
communist media
methods to measure TV/radio audiences
33. Whether or not your reached your goals
strengths and threats strategies
aware public
outcomes of a program
PR effectivness
34. Reuters (based in London)
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35. Evening TV news - major network news - local newspaper
tips to writing a Program Outcome
ego-booster newspaper reader
Examples of traditional media
methods to measure TV/radio audiences
36. 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
latent public
secondary research
ways a company can use budgeting for PR
37. Diary - meter - people-meter - and telephone interview
ways a company can use budgeting for PR
problem statement
methods to measure TV/radio audiences
steps to creating an evaluation program at your organization
38. On-going evaluation in-progress during the program-- 'How are we doing?'
problem statement
formative evaluation
external factors of a situation analysis?
western media
39. 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
guidelines for writing a program objective
to build a relationship with the media
main obstacles in planning
strengths and threats strategies
40. Libraries - databases - Internet - Publications - websites - etcs.
authoritarian International media
places where one could obtain secondary research
components of the SWOT analysis
big wires in the U.S
41. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
main obstacles in planning
radio
strategic planning
opinion maker newspaper reader
42. What percent of media relations is Preparation?
listening
ways to analyze media coverage
80%
components of the SWOT analysis
43. Number of people exposed to your program messages
PR effectivness
AVE (Advertising value equivalency)
methods to measure TV/radio audiences
potential audience
44. 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
quantitative research methods
guidelines to writing useful problem statements
controlled media
uncontrolled media
45. Secondary analysis - content analysis (whats in the media) and surveys
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46. Media over which you have no direct role in decisions about media content
uncontrolled media
components of the SWOT analysis
results of long-range planning
outcomes of a program
47. People who recognize that they are involved but have not communicated it
aware public
things that define stakeholders
latent public
places where one could obtain secondary research
48. How much money/time did it take to reach those goals
opinion maker newspaper reader
PR efficiency
controlled media
primary research
49. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
quantitative research methods
weaknesses and opportinities strategies
nonpublic
internal factors of a situation analysis
50. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
components of a budget
secondary research
newsworthy event criteria