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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. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
ways to analyze media coverage
10%
radio
the PR process
2. Diary - meter - people-meter - and telephone interview
western media
strengths and opportunities strategies
methods to measure TV/radio audiences
types of surveys
3. 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
to build a relationship with the media
opinion maker newspaper reader
formal research
controlled media
4. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
quantitative research methods
problem definition
kinds of Informal/Explorative research?
guidelines for working with medi
5. History of the situation - study of who is involved/affected/gathering information about stakeholders
listening
potential audience
external factors of a situation analysis?
guidelines for writing a program objective
6. 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
guidelines for handling a PR crises
cross sectional surveys
newsworthy event criteria
7. Research that has already been conducted
weakness and threats strategies
news
secondary research
instrumental newspaper reader
8. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
SMART decisions
mailed surveys
types of crises
communist media
9. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
uncontrolled media
information center
cross sectional surveys
advantages of getting a story in print
10. 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
strategic thinking
ego-booster newspaper reader
tips to writing a Program Outcome
main obstacles in planning
11. When a company uses AVE's to save money and look more credible
components of a budget
opinion maker newspaper reader
nonpublic
multiplier effect
12. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
Management by Objectives and Results
problem statement
guidelines on giving the media the news they want
13. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
tread-panel surveys
types of crises
forms of analysis used when informal methods of research aren't enough
force field analysis
14. 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 -
outcomes of a program
primary research
types of crises
guidelines for working with medi
15. 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
tips to writing a Program Outcome
primary research
main obstacles in planning
strengths and threats strategies
16. Practitioners speak in terms of publicity - but media wants...?
news
types of surveys
newsworthy event criteria
advertising
17. They read for varied reasons that don't belong in any other category
common mistakes in handling crises
scanner newspaper reader
primary research
78%
18. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
strengths and opportunities strategies
to build a relationship with the media
media Gatekeepers
newsworthy event criteria
19. Libraries - databases - Internet - Publications - websites - etcs.
latent public
places where one could obtain secondary research
tips to writing a Program Outcome
primary research
20. On-going evaluation in-progress during the program-- 'How are we doing?'
guidelines to writing useful problem statements
formative evaluation
ways a company can use budgeting for PR
stages of crisis management
21. Reuters (based in London)
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22. Treating an abstraction as if it exists as a concrete material entity
examples of crises
listening
reification
Management by objectives
23. How much money/time did it take to reach those goals
pleasure newspaper reader
PR effectivness
qualitative research methods
PR efficiency
24. The process of identifying who is involved and affected by the situation
stakeholder analysis?
common mistakes in handling crises
guidelines to writing useful problem statements
PR efficiency
25. Policies - procedures - and actions related to the problem
guidelines to writing useful problem statements
internal factors of a situation analysis
interactive communication (all about building and maintaining relationships with the public)
strategic thinking
26. 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)
kinds of Informal/Explorative research?
stakeholder analysis?
guidelines on giving the media the news they want
guidelines to writing useful problem statements
27. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
authoritarian International media
to build a relationship with the media
multiplier effect
putting news on a wire or syndicate
28. People who are unaware of their connections with others due to an issue
weakness and threats strategies
latent public
publice service announcement
interactive communication (all about building and maintaining relationships with the public)
29. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
potential audience
components of the circular PR Management Process
media Gatekeepers
AVE (Advertising value equivalency)
30. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
Management by Objectives and Results
secondary research
tips to writing a Program Outcome
guidelines for Good Media Relations
31. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
to build a relationship with the media
ways a company can use budgeting for PR
attentive audience
components of the circular PR Management Process
32. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
communication audit?
Management by Objectives and Results
common mistakes in handling crises
potential audience
33. Build on organizational strengths to take advantage of opportunities in the external environment
results of long-range planning
strengths and opportunities strategies
communication audit?
primary research
34. Number of people exposed to your program messages
possible responses to crises
potential audience
quantitative research methods
78%
35. 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
western media
latent public
mailed surveys
problem statement
36. 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
components of the SWOT analysis
force field analysis
steps to creating an evaluation program at your organization
additional questions that must be answered through research
37. A concise desciption of the situation
types of crises
qualitative research methods
problem statement
quantitative research methods
38. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
force field analysis
examples of crises
types of surveys
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
components of the circular PR Management Process
uncontrolled media
potential audience
guidelines for writing a program objective
40. Original research
primary research
latent public
guidelines for writing a program objective
scanner newspaper reader
41. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
instrumental newspaper reader
results of long-range planning
media Gatekeepers
western media
42. Media is relatively free - as long as it supports national goals and heads toward development Example: India
situation Analysis( Internal and External)
developmental media
SMART decisions
force field analysis
43. 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)
ways a company can use budgeting for PR
pleasure newspaper reader
guidelines for Good Media Relations
main obstacles in planning
44. 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
AVE (Advertising value equivalency)
formative evaluation
research
45. 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?
strategic thinking
guidelines to writing useful problem statements
internal factors of a situation analysis
instrumental newspaper reader
46. They read to get information they think will be useful in daily living
instrumental newspaper reader
listening
primary research
Management by objectives
47. MOR
radio
PR efficiency
Management by Objectives and Results
publice service announcement
48. Whether or not your reached your goals
uncontrolled media
external factors of a situation analysis?
problem definition
PR effectivness
49. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
colors associated with different crises
radio
10%
latent public
50. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
guidelines for handling a PR crises
possible responses to crises
ways a company can use budgeting for PR
Management by objectives