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Test your basic knowledge |
Public Relations: PR Basics
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Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
putting news on a wire or syndicate
things that define stakeholders
force field analysis
kinds of Informal/Explorative research?
2. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
potential audience
secondary research
ways to analyze media coverage
authoritarian International media
3. What percent of media relations is Preparation?
80%
information center
guidelines for handling a PR crises
western media
4. Build on org strengths to counter threats in external environments
publice service announcement
listening
guidelines to writing useful problem statements
strengths and threats strategies
5. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
world's largest international news agency
communist media
controlled media
mailed surveys
6. 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)
situation Analysis( Internal and External)
guidelines on giving the media the news they want
tips to writing a Program Outcome
pleasure newspaper reader
7. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
weaknesses and opportinities strategies
situation analysis
multiplier effect
ego-booster newspaper reader
8. PR now tells an org how to say - what to say and...
What to do
kinds of Informal/Explorative research?
latent public
strategic planning
9. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
colors associated with different crises
authoritarian International media
revolutionary media
main obstacles in planning
10. Whether or not your reached your goals
external factors of a situation analysis?
controlled media
PR effectivness
publice service announcement
11. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
stages of crisis management
listening
guidelines for handling a PR crises
results of long-range planning
12. What percentage of a PR campaign SHOULD be used for research??
communication audit?
main obstacles in planning
ego-booster newspaper reader
10%
13. On-going evaluation in-progress during the program-- 'How are we doing?'
mailed surveys
places where one could obtain secondary research
radio
formative evaluation
14. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
problem statement
revolutionary media
to build a relationship with the media
15. 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
radio
mailed surveys
PR efficiency
listening
16. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
kinds of Informal/Explorative research?
14%
attentive audience
17. MBO emphasizes goals and objectives
tactics
situation analysis
Management by objectives
examples of crises
18. A collection of all that is known about the situation
communication audit?
situation analysis
aware public
developmental media
19. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
weaknesses and opportinities strategies
latent public
possible responses to crises
instrumental newspaper reader
20. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
putting news on a wire or syndicate
pleasure newspaper reader
possible responses to crises
qualitative research methods
21. 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
communication audit?
steps to creating an evaluation program at your organization
secondary research
embargoed news
22. Information shared with journalists who are not to share it on a wide scale until given permission
situation analysis
embargoed news
The PR practitioners
Examples of traditional media
23. Best for counting - predicting and analyzing. Methods include content analysis and survey research
stages of crisis management
quantitative research methods
communist media
listening
24. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
to build a relationship with the media
outcomes of a program
guidelines for Good Media Relations
25. Original research
components of the SWOT analysis
methods to measure TV/radio audiences
primary research
weaknesses and opportinities strategies
26. Reuters (based in London)
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183
27. What financially supports cable television?
components of the SWOT analysis
common mistakes in handling crises
cross sectional surveys
advertising
28. People who are unaware of their connections with others due to an issue
problem statement
to build a relationship with the media
pleasure newspaper reader
latent public
29. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
media Gatekeepers
budgeting tips
situation analysis
30. Research that has already been conducted
secondary research
pleasure newspaper reader
common mistakes in handling crises
ego-booster newspaper reader
31. Practitioners speak in terms of publicity - but media wants...?
attentive audience
western media
stakeholder analysis?
news
32. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
stages of crisis management
80%
formal research
33. MOR
main obstacles in planning
opinion maker newspaper reader
qualitative research methods
Management by Objectives and Results
34. Conducted over a long period of time
tread-panel surveys
examples of crises
weaknesses and opportinities strategies
media Gatekeepers
35. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
strategic planning
western media
formative evaluation
pleasure newspaper reader
36. The key for public relations is that the new technology promotes what?
PR effectivness
guidelines for working with medi
interactive communication (all about building and maintaining relationships with the public)
types of surveys
37. Product recall - fatal accidents - natural disasters - sexual harrassment
quantitative research methods
examples of crises
attentive audience
PR efficiency
38. When a company uses AVE's to save money and look more credible
places where one could obtain secondary research
advertising
10%
multiplier effect
39. 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 -
formal research
putting news on a wire or syndicate
aware public
guidelines for working with medi
40. Build on organizational strengths to take advantage of opportunities in the external environment
guidelines for Good Media Relations
internal factors of a situation analysis
common mistakes in handling crises
strengths and opportunities strategies
41. How much money/time did it take to reach those goals
latent public
force field analysis
PR efficiency
guidelines for handling a PR crises
42. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
stakeholder analysis?
communication audit?
components of a budget
additional questions that must be answered through research
43. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
situation analysis
to build a relationship with the media
outcomes of a program
78%
44. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
main obstacles in planning
Management by Objectives and Results
problem definition
news
45. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
78%
colors associated with different crises
interactive communication (all about building and maintaining relationships with the public)
newsworthy event criteria
46. Treating an abstraction as if it exists as a concrete material entity
PR effectivness
external factors of a situation analysis?
reification
active public
47. They read newspapers to receive advice and guidance for forming and validating an opinion
opinion maker newspaper reader
outcomes of a program
kinds of Informal/Explorative research?
latent public
48. Media is relatively free - as long as it supports national goals and heads toward development Example: India
aware public
developmental media
primary research
mailed surveys
49. 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)
external factors of a situation analysis?
newsworthy event criteria
primary research
guidelines for handling a PR crises
50. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
uncontrolled media
Management by Objectives and Results
advantages of getting a story in print
western media
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