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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
uncontrolled media
external factors of a situation analysis?
Management by objectives
mailed surveys
2. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
newsworthy event criteria
controlled media
qualitative research methods
3. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
media Gatekeepers
communist media
the PR process
components of the SWOT analysis
4. Product recall - fatal accidents - natural disasters - sexual harrassment
80%
examples of crises
problem definition
listening
5. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
revolutionary media
reification
publice service announcement
6. Reuters (based in London)
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7. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
the PR process
things that define stakeholders
news
ways to analyze media coverage
8. They read for varied reasons that don't belong in any other category
components of a budget
scanner newspaper reader
colors associated with different crises
information center
9. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
developmental media
formative evaluation
information center
10. Specific activties that relate to strategies - have direct action - result from strategies
communication audit?
components of the circular PR Management Process
listening
tactics
11. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
AVE (Advertising value equivalency)
guidelines for Good Media Relations
places where one could obtain secondary research
12. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
news
western media
communication audit?
opinion maker newspaper reader
13. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
authoritarian International media
advantages of getting a story in print
potential audience
guidelines for Good Media Relations
14. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
formal research
80%
outcomes of a program
pleasure newspaper reader
15. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
outcomes of a program
newsworthy event criteria
examples of crises
PR efficiency
16. MBO emphasizes goals and objectives
news
Management by objectives
SMART decisions
tread-panel surveys
17. They read to enhance their self-image and status with others
ego-booster newspaper reader
results of long-range planning
Examples of traditional media
radio
18. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
internal factors of a situation analysis
research
instrumental newspaper reader
publice service announcement
19. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
secondary research
communication audit?
problem definition
television
20. Specific - measurable - achievable - realistic - and time-bound decisions
big wires in the U.S
revolutionary media
SMART decisions
quantitative research methods
21. The process of identifying who is involved and affected by the situation
guidelines on giving the media the news they want
situation analysis
stakeholder analysis?
PR efficiency
22. Evening TV news - major network news - local newspaper
results of long-range planning
information center
Examples of traditional media
attentive audience
23. 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)
guidelines on giving the media the news they want
budgeting tips
active public
78%
24. Their level of involvement is very low - they dont have any impact in the org. and vice versa
AVE (Advertising value equivalency)
nonpublic
information center
problem definition
25. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
ways to analyze media coverage
strategic planning
strategic thinking
formative evaluation
26. 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
world's largest international news agency
10%
14%
27. How much money/time did it take to reach those goals
guidelines to writing useful problem statements
PR efficiency
the PR process
multiplier effect
28. Personal contacts - Key informants - community forums - advisory boards - monitor social media
weaknesses and opportinities strategies
examples of crises
kinds of Informal/Explorative research?
places where one could obtain secondary research
29. Research that has already been conducted
advertising
secondary research
colors associated with different crises
communist media
30. People who are unaware of their connections with others due to an issue
latent public
mailed surveys
examples of crises
guidelines for Good Media Relations
31. Evaluation done after the program has finished-- 'how did we do?'
possible responses to crises
internal factors of a situation analysis
summative evaluation
force field analysis
32. Attempt to minimize both organizational weaknesses and external threats
kinds of Informal/Explorative research?
strategic thinking
weakness and threats strategies
instrumental newspaper reader
33. 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?
newsworthy event criteria
developmental media
guidelines to writing useful problem statements
results of long-range planning
34. Diary - meter - people-meter - and telephone interview
controlled media
PR efficiency
methods to measure TV/radio audiences
types of surveys
35. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
ways a company can use budgeting for PR
big wires in the U.S
guidelines on giving the media the news they want
things that define stakeholders
36. A concise desciption of the situation
tips to writing a Program Outcome
problem statement
PR efficiency
steps to creating an evaluation program at your organization
37. 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
the PR process
listening
interactive communication (all about building and maintaining relationships with the public)
38. Best for counting - predicting and analyzing. Methods include content analysis and survey research
putting news on a wire or syndicate
quantitative research methods
pleasure newspaper reader
stages of crisis management
39. ualitative and Quantitative research
stages of crisis management
budgeting tips
Management by objectives
formal research
40. 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
results of long-range planning
common mistakes in handling crises
steps to creating an evaluation program at your organization
possible responses to crises
41. AP (Associated Press) and The United Press International
world's largest international news agency
big wires in the U.S
secondary research
instrumental newspaper reader
42. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
guidelines for handling a PR crises
10%
force field analysis
research
43. 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
ways to analyze media coverage
qualitative research methods
main obstacles in planning
authoritarian International media
44. Media is relatively free - as long as it supports national goals and heads toward development Example: India
guidelines to writing useful problem statements
examples of crises
developmental media
guidelines for handling a PR crises
45. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
to build a relationship with the media
putting news on a wire or syndicate
news
46. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
instrumental newspaper reader
developmental media
tips to writing a Program Outcome
guidelines on giving the media the news they want
47. What financially supports cable television?
advertising
force field analysis
things that define stakeholders
components of the circular PR Management Process
48. What percentage of crises are unexpected?
the PR process
information center
14%
kinds of Informal/Explorative research?
49. 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
10%
strategic thinking
active public
world's largest international news agency
50. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
What to do
information center
possible responses to crises