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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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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. When a company uses AVE's to save money and look more credible
methods to measure TV/radio audiences
multiplier effect
types of surveys
big wires in the U.S
2. Attempt to minimize both organizational weaknesses and external threats
publice service announcement
situation analysis
budgeting tips
weakness and threats strategies
3. 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
strategic thinking
things that define stakeholders
information center
4. A concise desciption of the situation
cross sectional surveys
PR efficiency
problem statement
instrumental newspaper reader
5. A collection of all that is known about the situation
ways a company can use budgeting for PR
internal factors of a situation analysis
situation analysis
common mistakes in handling crises
6. 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
kinds of Informal/Explorative research?
listening
controlled media
AVE (Advertising value equivalency)
7. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
outcomes of a program
newsworthy event criteria
interactive communication (all about building and maintaining relationships with the public)
pleasure newspaper reader
8. They read because they see it as a source of enjoyment and a habit
things that define stakeholders
pleasure newspaper reader
attentive audience
guidelines on giving the media the news they want
9. Policies - procedures - and actions related to the problem
10%
mailed surveys
internal factors of a situation analysis
putting news on a wire or syndicate
10. 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 -
10%
budgeting tips
guidelines for working with medi
tactics
11. MOR
qualitative research methods
guidelines for working with medi
Management by Objectives and Results
tips to writing a Program Outcome
12. Number of people exposed to your program messages
potential audience
information center
strengths and threats strategies
PR efficiency
13. ualitative and Quantitative research
developmental media
Management by Objectives and Results
formal research
media Gatekeepers
14. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
components of a budget
Management by objectives
potential audience
15. 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
situation Analysis( Internal and External)
The PR practitioners
mailed surveys
Management by Objectives and Results
16. Specific activties that relate to strategies - have direct action - result from strategies
tactics
ways a company can use budgeting for PR
weakness and threats strategies
stakeholder analysis?
17. Specific - measurable - achievable - realistic - and time-bound decisions
revolutionary media
advantages of getting a story in print
components of the SWOT analysis
SMART decisions
18. They read for varied reasons that don't belong in any other category
Management by objectives
PR efficiency
world's largest international news agency
scanner newspaper reader
19. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
revolutionary media
cross sectional surveys
types of crises
20. 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
strengths and threats strategies
main obstacles in planning
television
What to do
21. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
world's largest international news agency
radio
additional questions that must be answered through research
components of the circular PR Management Process
22. 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
Management by objectives
aware public
strategic thinking
guidelines for handling a PR crises
23. Research that has already been conducted
secondary research
summative evaluation
active public
qualitative research methods
24. Original research
primary research
steps to creating an evaluation program at your organization
formative evaluation
news
25. Evening TV news - major network news - local newspaper
Examples of traditional media
strengths and opportunities strategies
ways to analyze media coverage
quantitative research methods
26. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
primary research
outcomes of a program
strengths and opportunities strategies
guidelines for working with medi
27. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
scanner newspaper reader
guidelines for writing a program objective
newsworthy event criteria
putting news on a wire or syndicate
28. 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
aware public
components of the circular PR Management Process
secondary research
steps to creating an evaluation program at your organization
29. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
situation analysis
active public
listening
research
30. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
additional questions that must be answered through research
qualitative research methods
problem definition
world's largest international news agency
31. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
What to do
situation analysis
weakness and threats strategies
force field analysis
32. Conducted to measure one single point in time
situation analysis
What to do
cross sectional surveys
main obstacles in planning
33. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
weakness and threats strategies
Examples of traditional media
situation Analysis( Internal and External)
34. Practitioners speak in terms of publicity - but media wants...?
situation analysis
components of the SWOT analysis
news
steps to creating an evaluation program at your organization
35. Whether or not your reached your goals
stages of crisis management
pleasure newspaper reader
methods to measure TV/radio audiences
PR effectivness
36. People who recognize that they are involved but have not communicated it
guidelines for writing a program objective
situation analysis
aware public
active public
37. Treating an abstraction as if it exists as a concrete material entity
advantages of getting a story in print
tread-panel surveys
reification
PR effectivness
38. 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?
potential audience
guidelines to writing useful problem statements
formal research
strengths and opportunities strategies
39. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
tips to writing a Program Outcome
components of the SWOT analysis
Examples of traditional media
formal research
40. Secondary analysis - content analysis (whats in the media) and surveys
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41. Build on org strengths to counter threats in external environments
western media
strengths and threats strategies
guidelines to writing useful problem statements
aware public
42. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
strategic thinking
results of long-range planning
10%
tactics
43. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
tactics
outcomes of a program
publice service announcement
44. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
developmental media
world's largest international news agency
Examples of traditional media
problem definition
45. The key for public relations is that the new technology promotes what?
What to do
information center
interactive communication (all about building and maintaining relationships with the public)
cross sectional surveys
46. Build on organizational strengths to take advantage of opportunities in the external environment
Management by Objectives and Results
revolutionary media
pleasure newspaper reader
strengths and opportunities strategies
47. 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
SMART decisions
PR effectivness
ways a company can use budgeting for PR
48. History of the situation - study of who is involved/affected/gathering information about stakeholders
pleasure newspaper reader
external factors of a situation analysis?
potential audience
guidelines for Good Media Relations
49. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
examples of crises
guidelines for working with medi
types of crises
PR effectivness
50. Media over which you have no direct role in decisions about media content
uncontrolled media
The PR practitioners
primary research
components of the circular PR Management Process
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