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Test your basic knowledge |
Public Relations: PR Basics
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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
ego-booster newspaper reader
embargoed news
western media
2. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
interactive communication (all about building and maintaining relationships with the public)
results of long-range planning
pleasure newspaper reader
advantages of getting a story in print
3. Yellow = current crises - Green = emerging crises - Brown = old crises
media Gatekeepers
colors associated with different crises
guidelines for writing a program objective
quantitative research methods
4. 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
summative evaluation
formal research
guidelines for writing a program objective
information center
5. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
radio
publice service announcement
big wires in the U.S
colors associated with different crises
6. Information shared with journalists who are not to share it on a wide scale until given permission
guidelines for handling a PR crises
pleasure newspaper reader
embargoed news
ego-booster newspaper reader
7. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
situation Analysis( Internal and External)
The PR practitioners
opinion maker newspaper reader
components of the circular PR Management Process
8. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
tips to writing a Program Outcome
additional questions that must be answered through research
types of surveys
weaknesses and opportinities strategies
9. When people communicate and organize to do something about the situation they are involved in
results of long-range planning
internal factors of a situation analysis
multiplier effect
active public
10. Diary - meter - people-meter - and telephone interview
78%
situation analysis
kinds of Informal/Explorative research?
methods to measure TV/radio audiences
11. Attempt to minimize both organizational weaknesses and external threats
secondary research
weakness and threats strategies
78%
external factors of a situation analysis?
12. With uncontrolled media these people control if it is reported/what - when how - etc?
radio
advertising
media Gatekeepers
advantages of getting a story in print
13. Secondary analysis - content analysis (whats in the media) and surveys
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14. 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
mailed surveys
14%
colors associated with different crises
possible responses to crises
15. 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
nonpublic
10%
putting news on a wire or syndicate
16. Original research
force field analysis
kinds of Informal/Explorative research?
guidelines to writing useful problem statements
primary research
17. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
western media
listening
primary research
18. Whose job is it to educate and train executives to deal with the press?
stages of crisis management
The PR practitioners
formal research
Management by Objectives and Results
19. Research that has already been conducted
secondary research
outcomes of a program
components of a budget
Management by Objectives and Results
20. People who are unaware of their connections with others due to an issue
14%
latent public
guidelines for writing a program objective
places where one could obtain secondary research
21. They read to enhance their self-image and status with others
ego-booster newspaper reader
authoritarian International media
methods to measure TV/radio audiences
problem statement
22. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
common mistakes in handling crises
types of crises
Management by Objectives and Results
stakeholder analysis?
23. What percentage of crises are 'smoldering?' (building over time)
types of crises
guidelines on giving the media the news they want
78%
scanner newspaper reader
24. They read newspapers to receive advice and guidance for forming and validating an opinion
components of the circular PR Management Process
problem statement
additional questions that must be answered through research
opinion maker newspaper reader
25. 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)
controlled media
PR efficiency
world's largest international news agency
26. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
reification
problem definition
tread-panel surveys
27. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
primary research
revolutionary media
aware public
guidelines for working with medi
28. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
guidelines for writing a program objective
tips to writing a Program Outcome
budgeting tips
world's largest international news agency
29. Specific - measurable - achievable - realistic - and time-bound decisions
components of the circular PR Management Process
SMART decisions
additional questions that must be answered through research
problem statement
30. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
weakness and threats strategies
attentive audience
tips to writing a Program Outcome
internal factors of a situation analysis
31. 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 -
opinion maker newspaper reader
PR effectivness
guidelines for working with medi
information center
32. Evaluation done after the program has finished-- 'how did we do?'
weaknesses and opportinities strategies
strengths and opportunities strategies
summative evaluation
attentive audience
33. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
information center
force field analysis
things that define stakeholders
tactics
34. 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?
guidelines for working with medi
uncontrolled media
guidelines to writing useful problem statements
listening
35. The key for public relations is that the new technology promotes what?
revolutionary media
interactive communication (all about building and maintaining relationships with the public)
the PR process
secondary research
36. They read for varied reasons that don't belong in any other category
scanner newspaper reader
pleasure newspaper reader
media Gatekeepers
active public
37. A collection of all that is known about the situation
secondary research
What to do
budgeting tips
situation analysis
38. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
media Gatekeepers
tips to writing a Program Outcome
components of a budget
listening
39. Evening TV news - major network news - local newspaper
nonpublic
stages of crisis management
Examples of traditional media
latent public
40. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
guidelines for handling a PR crises
main obstacles in planning
What to do
41. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
results of long-range planning
problem definition
active public
78%
42. 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)
guidelines for handling a PR crises
tread-panel surveys
embargoed news
revolutionary media
43. Number of people exposed to your program messages
instrumental newspaper reader
potential audience
television
strengths and threats strategies
44. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
primary research
Management by Objectives and Results
Management by objectives
situation Analysis( Internal and External)
45. 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)
steps to creating an evaluation program at your organization
components of the SWOT analysis
developmental media
guidelines on giving the media the news they want
46. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
revolutionary media
aware public
newsworthy event criteria
kinds of Informal/Explorative research?
47. Best for counting - predicting and analyzing. Methods include content analysis and survey research
quantitative research methods
authoritarian International media
ways a company can use budgeting for PR
methods to measure TV/radio audiences
48. Whether or not your reached your goals
PR effectivness
world's largest international news agency
steps to creating an evaluation program at your organization
strategic planning
49. Detection - Prevention/Preparation - Containment - Recovery - Learning
research
the PR process
stages of crisis management
What to do
50. 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
guidelines for writing a program objective
strengths and opportunities strategies
western media
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