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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. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
aware public
guidelines for handling a PR crises
types of surveys
formal research
2. They read for varied reasons that don't belong in any other category
scanner newspaper reader
force field analysis
controlled media
PR efficiency
3. What percentage of crises are 'smoldering?' (building over time)
quantitative research methods
components of the circular PR Management Process
78%
summative evaluation
4. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
media Gatekeepers
qualitative research methods
Management by Objectives and Results
5. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
world's largest international news agency
television
listening
main obstacles in planning
6. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
strategic planning
newsworthy event criteria
force field analysis
controlled media
7. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
strategic planning
weakness and threats strategies
colors associated with different crises
8. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
guidelines for Good Media Relations
strengths and threats strategies
situation Analysis( Internal and External)
weakness and threats strategies
9. 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
television
components of the SWOT analysis
mailed surveys
additional questions that must be answered through research
10. The process of identifying who is involved and affected by the situation
ways a company can use budgeting for PR
stakeholder analysis?
communication audit?
strengths and opportunities strategies
11. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
ways to analyze media coverage
78%
advertising
12. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
developmental media
force field analysis
qualitative research methods
13. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
PR effectivness
ways to analyze media coverage
primary research
14. Original research
summative evaluation
possible responses to crises
primary research
multiplier effect
15. Evaluation done after the program has finished-- 'how did we do?'
active public
internal factors of a situation analysis
putting news on a wire or syndicate
summative evaluation
16. What percentage of crises are unexpected?
television
14%
guidelines on giving the media the news they want
interactive communication (all about building and maintaining relationships with the public)
17. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
media Gatekeepers
78%
strategic planning
instrumental newspaper reader
18. They read because they see it as a source of enjoyment and a habit
ways to analyze media coverage
problem statement
pleasure newspaper reader
kinds of Informal/Explorative research?
19. The key for public relations is that the new technology promotes what?
ways to analyze media coverage
putting news on a wire or syndicate
news
interactive communication (all about building and maintaining relationships with the public)
20. Research that has already been conducted
colors associated with different crises
secondary research
reification
communist media
21. Number of people exposed to your program messages
guidelines to writing useful problem statements
potential audience
quantitative research methods
force field analysis
22. Whether or not your reached your goals
internal factors of a situation analysis
situation Analysis( Internal and External)
external factors of a situation analysis?
PR effectivness
23. They read to get information they think will be useful in daily living
methods to measure TV/radio audiences
steps to creating an evaluation program at your organization
forms of analysis used when informal methods of research aren't enough
instrumental newspaper reader
24. What percentage of a PR campaign SHOULD be used for research??
latent public
Management by objectives
strengths and threats strategies
10%
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
types of surveys
colors associated with different crises
putting news on a wire or syndicate
AVE (Advertising value equivalency)
26. People who are unaware of their connections with others due to an issue
latent public
attentive audience
guidelines for writing a program objective
PR efficiency
27. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
weakness and threats strategies
cross sectional surveys
revolutionary media
active public
28. Whose job is it to educate and train executives to deal with the press?
media Gatekeepers
places where one could obtain secondary research
The PR practitioners
aware public
29. 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)
strengths and opportunities strategies
The PR practitioners
communist media
guidelines for Good Media Relations
30. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
potential audience
publice service announcement
components of the circular PR Management Process
attentive audience
31. Reuters (based in London)
32. PR now tells an org how to say - what to say and...
guidelines to writing useful problem statements
What to do
uncontrolled media
world's largest international news agency
33. They read to enhance their self-image and status with others
weaknesses and opportinities strategies
ego-booster newspaper reader
problem definition
authoritarian International media
34. Their level of involvement is very low - they dont have any impact in the org. and vice versa
scanner newspaper reader
results of long-range planning
nonpublic
Management by Objectives and Results
35. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
publice service announcement
situation Analysis( Internal and External)
listening
SMART decisions
36. 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 -
14%
The PR practitioners
guidelines for working with medi
ways to analyze media coverage
37. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
guidelines for working with medi
steps to creating an evaluation program at your organization
communication audit?
colors associated with different crises
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?
situation analysis
stages of crisis management
guidelines to writing useful problem statements
force field analysis
39. MOR
Management by Objectives and Results
guidelines for Good Media Relations
What to do
ways a company can use budgeting for PR
40. When people communicate and organize to do something about the situation they are involved in
guidelines for Good Media Relations
quantitative research methods
active public
nonpublic
41. How much money/time did it take to reach those goals
tread-panel surveys
formal research
PR efficiency
main obstacles in planning
42. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
formative evaluation
places where one could obtain secondary research
PR effectivness
possible responses to crises
43. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
opinion maker newspaper reader
ways to analyze media coverage
information center
qualitative research methods
44. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
television
instrumental newspaper reader
PR effectivness
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)
guidelines for writing a program objective
guidelines on giving the media the news they want
places where one could obtain secondary research
budgeting tips
46. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
tread-panel surveys
methods to measure TV/radio audiences
components of the SWOT analysis
internal factors of a situation analysis
47. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
cross sectional surveys
pleasure newspaper reader
The PR practitioners
ways to analyze media coverage
48. People who recognize that they are involved but have not communicated it
aware public
Management by objectives
cross sectional surveys
putting news on a wire or syndicate
49. Treating an abstraction as if it exists as a concrete material entity
78%
reification
budgeting tips
ego-booster newspaper reader
50. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
the PR process
results of long-range planning
common mistakes in handling crises
attentive audience