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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. With uncontrolled media these people control if it is reported/what - when how - etc?
ego-booster newspaper reader
steps to creating an evaluation program at your organization
media Gatekeepers
embargoed news
2. When people communicate and organize to do something about the situation they are involved in
quantitative research methods
10%
situation analysis
active public
3. Build on org strengths to counter threats in external environments
strengths and threats strategies
secondary research
situation analysis
guidelines for handling a PR crises
4. Evening TV news - major network news - local newspaper
14%
interactive communication (all about building and maintaining relationships with the public)
reification
Examples of traditional media
5. Media over which you have no direct role in decisions about media content
uncontrolled media
publice service announcement
advertising
guidelines for handling a PR crises
6. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
results of long-range planning
aware public
media Gatekeepers
7. What percentage of crises are 'smoldering?' (building over time)
research
stakeholder analysis?
forms of analysis used when informal methods of research aren't enough
78%
8. Best for counting - predicting and analyzing. Methods include content analysis and survey research
stages of crisis management
tips to writing a Program Outcome
quantitative research methods
the PR process
9. 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
external factors of a situation analysis?
controlled media
weakness and threats strategies
force field analysis
10. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
78%
possible responses to crises
things that define stakeholders
guidelines on giving the media the news they want
11. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
media Gatekeepers
AVE (Advertising value equivalency)
putting news on a wire or syndicate
developmental media
12. They read to get information they think will be useful in daily living
possible responses to crises
problem definition
instrumental newspaper reader
The PR practitioners
13. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?
stages of crisis management
the PR process
guidelines to writing useful problem statements
formative evaluation
14. MOR
multiplier effect
outcomes of a program
10%
Management by Objectives and Results
15. Libraries - databases - Internet - Publications - websites - etcs.
guidelines for working with medi
newsworthy event criteria
places where one could obtain secondary research
What to do
16. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
stages of crisis management
budgeting tips
formal research
formative evaluation
17. Build on organizational strengths to take advantage of opportunities in the external environment
primary research
ways to analyze media coverage
strengths and opportunities strategies
to build a relationship with the media
18. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
attentive audience
Management by objectives
ways to analyze media coverage
publice service announcement
19. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
steps to creating an evaluation program at your organization
to build a relationship with the media
instrumental newspaper reader
20. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
advantages of getting a story in print
external factors of a situation analysis?
publice service announcement
PR efficiency
21. People who are unaware of their connections with others due to an issue
latent public
components of the circular PR Management Process
formal research
force field analysis
22. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
Management by objectives
weaknesses and opportinities strategies
types of surveys
23. How much money/time did it take to reach those goals
formative evaluation
PR efficiency
putting news on a wire or syndicate
guidelines for handling a PR crises
24. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
situation Analysis( Internal and External)
guidelines for working with medi
problem definition
components of a budget
25. AP (Associated Press) and The United Press International
big wires in the U.S
world's largest international news agency
internal factors of a situation analysis
Examples of traditional media
26. The process of identifying who is involved and affected by the situation
What to do
tactics
stakeholder analysis?
stages of crisis management
27. 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
pleasure newspaper reader
components of a budget
What to do
guidelines for writing a program objective
28. What aspect of PR undergirds every step of the process?
research
attentive audience
SMART decisions
opinion maker newspaper reader
29. 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
quantitative research methods
listening
mailed surveys
components of the SWOT analysis
30. A collection of all that is known about the situation
situation analysis
news
tips to writing a Program Outcome
14%
31. On-going evaluation in-progress during the program-- 'How are we doing?'
authoritarian International media
external factors of a situation analysis?
force field analysis
formative evaluation
32. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
external factors of a situation analysis?
things that define stakeholders
stakeholder analysis?
guidelines for writing a program objective
33. What financially supports cable television?
formative evaluation
the PR process
weakness and threats strategies
advertising
34. Reuters (based in London)
35. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
situation Analysis( Internal and External)
guidelines for Good Media Relations
opinion maker newspaper reader
types of crises
36. Whose job is it to educate and train executives to deal with the press?
embargoed news
The PR practitioners
weaknesses and opportinities strategies
active public
37. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
weakness and threats strategies
communication audit?
radio
38. 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 -
potential audience
listening
guidelines for working with medi
communication audit?
39. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
to build a relationship with the media
10%
qualitative research methods
situation analysis
40. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
to build a relationship with the media
qualitative research methods
attentive audience
weakness and threats strategies
41. 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
external factors of a situation analysis?
publice service announcement
strategic thinking
examples of crises
42. They read newspapers to receive advice and guidance for forming and validating an opinion
strategic planning
uncontrolled media
opinion maker newspaper reader
guidelines for working with medi
43. Research that has already been conducted
secondary research
weaknesses and opportinities strategies
ego-booster newspaper reader
attentive audience
44. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
qualitative research methods
force field analysis
steps to creating an evaluation program at your organization
ways a company can use budgeting for PR
45. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
guidelines on giving the media the news they want
qualitative research methods
big wires in the U.S
western media
46. 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
pleasure newspaper reader
steps to creating an evaluation program at your organization
tips to writing a Program Outcome
opinion maker newspaper reader
47. Whether or not your reached your goals
guidelines to writing useful problem statements
PR effectivness
strategic planning
The PR practitioners
48. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
situation Analysis( Internal and External)
media Gatekeepers
scanner newspaper reader
reification
49. Specific activties that relate to strategies - have direct action - result from strategies
guidelines to writing useful problem statements
10%
tactics
strategic thinking
50. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
situation Analysis( Internal and External)
active public
information center
newsworthy event criteria