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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
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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. The process of identifying who is involved and affected by the situation
situation Analysis( Internal and External)
strengths and threats strategies
guidelines for working with medi
stakeholder analysis?
2. Whose job is it to educate and train executives to deal with the press?
The PR practitioners
What to do
listening
weakness and threats strategies
3. What percentage of crises are 'smoldering?' (building over time)
The PR practitioners
quantitative research methods
potential audience
78%
4. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
revolutionary media
putting news on a wire or syndicate
14%
secondary research
5. Practitioners speak in terms of publicity - but media wants...?
the PR process
media Gatekeepers
news
publice service announcement
6. Detection - Prevention/Preparation - Containment - Recovery - Learning
AVE (Advertising value equivalency)
instrumental newspaper reader
stages of crisis management
situation Analysis( Internal and External)
7. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
components of the circular PR Management Process
summative evaluation
forms of analysis used when informal methods of research aren't enough
outcomes of a program
8. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
problem statement
pleasure newspaper reader
the PR process
communication audit?
9. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
western media
problem statement
steps to creating an evaluation program at your organization
strategic planning
10. Whether or not your reached your goals
qualitative research methods
mailed surveys
PR effectivness
problem statement
11. 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
Examples of traditional media
controlled media
weakness and threats strategies
ego-booster newspaper reader
12. 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
guidelines for writing a program objective
Management by Objectives and Results
ways a company can use budgeting for PR
PR efficiency
13. What financially supports cable television?
additional questions that must be answered through research
types of crises
advertising
strengths and opportunities strategies
14. Original research
uncontrolled media
guidelines for handling a PR crises
primary research
controlled media
15. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
Management by objectives
external factors of a situation analysis?
communication audit?
revolutionary media
16. 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?
communist media
guidelines to writing useful problem statements
the PR process
primary research
17. Evening TV news - major network news - local newspaper
14%
Examples of traditional media
kinds of Informal/Explorative research?
situation analysis
18. 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 -
strengths and threats strategies
guidelines for working with medi
multiplier effect
types of crises
19. 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)
common mistakes in handling crises
guidelines for handling a PR crises
aware public
news
20. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
guidelines to writing useful problem statements
research
AVE (Advertising value equivalency)
problem statement
21. When people communicate and organize to do something about the situation they are involved in
radio
forms of analysis used when informal methods of research aren't enough
14%
active public
22. 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
components of the circular PR Management Process
tips to writing a Program Outcome
authoritarian International media
mailed surveys
23. What percent of media relations is Preparation?
situation Analysis( Internal and External)
the PR process
internal factors of a situation analysis
80%
24. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
uncontrolled media
advertising
multiplier effect
25. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
situation Analysis( Internal and External)
secondary research
budgeting tips
summative evaluation
26. Media over which you have no direct role in decisions about media content
uncontrolled media
components of the SWOT analysis
summative evaluation
possible responses to crises
27. 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?
pleasure newspaper reader
components of the SWOT analysis
multiplier effect
additional questions that must be answered through research
28. Personal contacts - Key informants - community forums - advisory boards - monitor social media
ways a company can use budgeting for PR
big wires in the U.S
kinds of Informal/Explorative research?
PR effectivness
29. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
authoritarian International media
common mistakes in handling crises
television
The PR practitioners
30. Research that has already been conducted
main obstacles in planning
PR effectivness
forms of analysis used when informal methods of research aren't enough
secondary research
31. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
80%
situation analysis
publice service announcement
32. Build on org strengths to counter threats in external environments
results of long-range planning
opinion maker newspaper reader
strengths and threats strategies
television
33. They read to get information they think will be useful in daily living
cross sectional surveys
instrumental newspaper reader
possible responses to crises
guidelines for handling a PR crises
34. Product recall - fatal accidents - natural disasters - sexual harrassment
attentive audience
examples of crises
PR efficiency
guidelines for Good Media Relations
35. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
the PR process
weaknesses and opportinities strategies
strengths and threats strategies
situation analysis
36. 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)
guidelines for Good Media Relations
uncontrolled media
results of long-range planning
situation analysis
37. MBO emphasizes goals and objectives
internal factors of a situation analysis
weaknesses and opportinities strategies
Management by objectives
problem definition
38. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
mailed surveys
big wires in the U.S
components of a budget
39. Reuters (based in London)
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40. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
components of the circular PR Management Process
guidelines for handling a PR crises
ways to analyze media coverage
communist media
41. 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
ego-booster newspaper reader
research
main obstacles in planning
outcomes of a program
42. 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
PR effectivness
information center
80%
budgeting tips
43. Treating an abstraction as if it exists as a concrete material entity
quantitative research methods
primary research
the PR process
reification
44. PR now tells an org how to say - what to say and...
What to do
80%
developmental media
mailed surveys
45. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
scanner newspaper reader
instrumental newspaper reader
nonpublic
tips to writing a Program Outcome
46. What percentage of crises are unexpected?
14%
revolutionary media
PR efficiency
embargoed news
47. Secondary analysis - content analysis (whats in the media) and surveys
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48. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
ways a company can use budgeting for PR
the PR process
primary research
problem definition
49. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
newsworthy event criteria
quantitative research methods
10%
50. Yellow = current crises - Green = emerging crises - Brown = old crises
media Gatekeepers
ego-booster newspaper reader
problem statement
colors associated with different crises
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