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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. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
SMART decisions
guidelines for handling a PR crises
types of crises
nonpublic
2. Treating an abstraction as if it exists as a concrete material entity
strategic planning
mailed surveys
components of a budget
reification
3. 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
steps to creating an evaluation program at your organization
revolutionary media
problem statement
examples of crises
4. On-going evaluation in-progress during the program-- 'How are we doing?'
nonpublic
formative evaluation
developmental media
SMART decisions
5. Best for counting - predicting and analyzing. Methods include content analysis and survey research
quantitative research methods
strategic thinking
stages of crisis management
components of a budget
6. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
places where one could obtain secondary research
stages of crisis management
television
strengths and threats strategies
7. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
forms of analysis used when informal methods of research aren't enough
qualitative research methods
television
authoritarian International media
8. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
What to do
force field analysis
communist media
instrumental newspaper reader
9. PR now tells an org how to say - what to say and...
What to do
SMART decisions
types of surveys
uncontrolled media
10. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
What to do
things that define stakeholders
interactive communication (all about building and maintaining relationships with the public)
11. 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
uncontrolled media
guidelines for writing a program objective
strategic thinking
revolutionary media
12. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
formative evaluation
situation Analysis( Internal and External)
strategic thinking
components of a budget
13. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
embargoed news
revolutionary media
qualitative research methods
controlled media
14. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
news
listening
types of surveys
tactics
15. 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
revolutionary media
information center
latent public
big wires in the U.S
16. When people communicate and organize to do something about the situation they are involved in
television
active public
communist media
additional questions that must be answered through research
17. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
to build a relationship with the media
qualitative research methods
summative evaluation
weaknesses and opportinities strategies
18. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
formal research
SMART decisions
force field analysis
19. Build on org strengths to counter threats in external environments
quantitative research methods
radio
14%
strengths and threats strategies
20. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
reification
quantitative research methods
tread-panel surveys
21. With uncontrolled media these people control if it is reported/what - when how - etc?
situation Analysis( Internal and External)
media Gatekeepers
qualitative research methods
strategic thinking
22. 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 -
nonpublic
ego-booster newspaper reader
guidelines for working with medi
stages of crisis management
23. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
tips to writing a Program Outcome
tactics
secondary research
components of a budget
24. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
communist media
tips to writing a Program Outcome
common mistakes in handling crises
instrumental newspaper reader
25. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
stages of crisis management
things that define stakeholders
78%
guidelines for handling a PR crises
26. Secondary analysis - content analysis (whats in the media) and surveys
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27. 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)
putting news on a wire or syndicate
to build a relationship with the media
guidelines for writing a program objective
28. The process of identifying who is involved and affected by the situation
latent public
types of surveys
radio
stakeholder analysis?
29. Information shared with journalists who are not to share it on a wide scale until given permission
tactics
embargoed news
potential audience
formative evaluation
30. Research that has already been conducted
secondary research
colors associated with different crises
possible responses to crises
developmental media
31. What financially supports cable television?
embargoed news
advertising
listening
guidelines for working with medi
32. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
AVE (Advertising value equivalency)
components of the SWOT analysis
formative evaluation
ego-booster newspaper reader
33. What aspect of PR undergirds every step of the process?
aware public
research
stakeholder analysis?
What to do
34. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
problem definition
budgeting tips
components of the circular PR Management Process
things that define stakeholders
35. Build on organizational strengths to take advantage of opportunities in the external environment
uncontrolled media
strengths and opportunities strategies
Management by Objectives and Results
results of long-range planning
36. MBO emphasizes goals and objectives
weaknesses and opportinities strategies
examples of crises
Management by objectives
cross sectional surveys
37. The key for public relations is that the new technology promotes what?
newsworthy event criteria
situation Analysis( Internal and External)
interactive communication (all about building and maintaining relationships with the public)
outcomes of a program
38. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
types of crises
mailed surveys
situation analysis
39. MOR
television
ways to analyze media coverage
Management by Objectives and Results
internal factors of a situation analysis
40. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
research
methods to measure TV/radio audiences
radio
41. What percentage of a PR campaign SHOULD be used for research??
pleasure newspaper reader
scanner newspaper reader
10%
internal factors of a situation analysis
42. 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
stakeholder analysis?
secondary research
big wires in the U.S
main obstacles in planning
43. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
aware public
possible responses to crises
advertising
80%
44. How much money/time did it take to reach those goals
newsworthy event criteria
nonpublic
PR efficiency
authoritarian International media
45. AP (Associated Press) and The United Press International
PR efficiency
multiplier effect
news
big wires in the U.S
46. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
to build a relationship with the media
radio
budgeting tips
external factors of a situation analysis?
47. Personal contacts - Key informants - community forums - advisory boards - monitor social media
strategic thinking
kinds of Informal/Explorative research?
steps to creating an evaluation program at your organization
guidelines for working with medi
48. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
situation analysis
places where one could obtain secondary research
western media
stakeholder analysis?
49. Libraries - databases - Internet - Publications - websites - etcs.
interactive communication (all about building and maintaining relationships with the public)
reification
SMART decisions
places where one could obtain secondary research
50. When a company uses AVE's to save money and look more credible
communication audit?
SMART decisions
strategic thinking
multiplier effect