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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. Media over which you have no direct role in decisions about media content
ways to analyze media coverage
guidelines to writing useful problem statements
weakness and threats strategies
uncontrolled media
2. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
PR effectivness
information center
places where one could obtain secondary research
3. Specific activties that relate to strategies - have direct action - result from strategies
latent public
tactics
stages of crisis management
television
4. Specific - measurable - achievable - realistic - and time-bound decisions
ego-booster newspaper reader
advertising
SMART decisions
guidelines on giving the media the news they want
5. 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)
weakness and threats strategies
big wires in the U.S
outcomes of a program
6. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
scanner newspaper reader
Management by Objectives and Results
AVE (Advertising value equivalency)
7. 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
strengths and opportunities strategies
advantages of getting a story in print
guidelines for writing a program objective
secondary research
8. 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
news
methods to measure TV/radio audiences
ways a company can use budgeting for PR
strategic thinking
9. The process of identifying who is involved and affected by the situation
opinion maker newspaper reader
formative evaluation
10%
stakeholder analysis?
10. People who are unaware of their connections with others due to an issue
weaknesses and opportinities strategies
secondary research
latent public
opinion maker newspaper reader
11. Original research
Management by Objectives and Results
primary research
problem definition
information center
12. 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?
stakeholder analysis?
external factors of a situation analysis?
additional questions that must be answered through research
situation analysis
13. How much money/time did it take to reach those goals
advantages of getting a story in print
PR efficiency
ego-booster newspaper reader
revolutionary media
14. Diary - meter - people-meter - and telephone interview
strategic thinking
radio
situation Analysis( Internal and External)
methods to measure TV/radio audiences
15. Their level of involvement is very low - they dont have any impact in the org. and vice versa
guidelines for Good Media Relations
ego-booster newspaper reader
nonpublic
guidelines for writing a program objective
16. Number of people exposed to your program messages
potential audience
guidelines to writing useful problem statements
guidelines for writing a program objective
14%
17. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
communist media
strategic planning
common mistakes in handling crises
78%
18. 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)
components of the circular PR Management Process
multiplier effect
tips to writing a Program Outcome
guidelines on giving the media the news they want
19. 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
media Gatekeepers
controlled media
situation Analysis( Internal and External)
80%
20. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
authoritarian International media
communist media
cross sectional surveys
newsworthy event criteria
21. Evening TV news - major network news - local newspaper
external factors of a situation analysis?
Examples of traditional media
publice service announcement
revolutionary media
22. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
research
components of the SWOT analysis
listening
to build a relationship with the media
23. People who recognize that they are involved but have not communicated it
80%
revolutionary media
scanner newspaper reader
aware public
24. 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
strengths and opportunities strategies
information center
places where one could obtain secondary research
big wires in the U.S
25. A concise desciption of the situation
tactics
guidelines for handling a PR crises
research
problem statement
26. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
strategic thinking
components of a budget
kinds of Informal/Explorative research?
radio
27. 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
potential audience
mailed surveys
results of long-range planning
additional questions that must be answered through research
28. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
embargoed news
situation Analysis( Internal and External)
types of crises
PR efficiency
29. They read to enhance their self-image and status with others
tips to writing a Program Outcome
ego-booster newspaper reader
things that define stakeholders
western media
30. Personal contacts - Key informants - community forums - advisory boards - monitor social media
types of surveys
PR efficiency
kinds of Informal/Explorative research?
nonpublic
31. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
AVE (Advertising value equivalency)
force field analysis
internal factors of a situation analysis
80%
32. ualitative and Quantitative research
advantages of getting a story in print
stages of crisis management
10%
formal research
33. Attempt to minimize both organizational weaknesses and external threats
reification
colors associated with different crises
weakness and threats strategies
14%
34. What percentage of a PR campaign SHOULD be used for research??
formal research
scanner newspaper reader
10%
budgeting tips
35. With uncontrolled media these people control if it is reported/what - when how - etc?
places where one could obtain secondary research
western media
media Gatekeepers
colors associated with different crises
36. They read for varied reasons that don't belong in any other category
ways a company can use budgeting for PR
revolutionary media
internal factors of a situation analysis
scanner newspaper reader
37. What percentage of crises are 'smoldering?' (building over time)
78%
embargoed news
places where one could obtain secondary research
Management by Objectives and Results
38. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
news
communication audit?
secondary research
39. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
Management by objectives
strengths and threats strategies
78%
common mistakes in handling crises
40. Build on organizational strengths to take advantage of opportunities in the external environment
tips to writing a Program Outcome
strengths and opportunities strategies
PR effectivness
formative evaluation
41. They read newspapers to receive advice and guidance for forming and validating an opinion
additional questions that must be answered through research
Examples of traditional media
problem definition
opinion maker newspaper reader
42. 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 -
guidelines for working with medi
publice service announcement
world's largest international news agency
problem statement
43. Detection - Prevention/Preparation - Containment - Recovery - Learning
the PR process
advertising
stages of crisis management
10%
44. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
ego-booster newspaper reader
western media
tactics
Management by Objectives and Results
45. PR now tells an org how to say - what to say and...
guidelines on giving the media the news they want
problem statement
What to do
newsworthy event criteria
46. Evaluation done after the program has finished-- 'how did we do?'
additional questions that must be answered through research
SMART decisions
potential audience
summative evaluation
47. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
strategic planning
PR efficiency
external factors of a situation analysis?
48. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
research
the PR process
publice service announcement
advantages of getting a story in print
49. Secondary analysis - content analysis (whats in the media) and surveys
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50. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
communication audit?
types of crises
strengths and threats strategies
components of the circular PR Management Process