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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. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
stages of crisis management
aware public
news
results of long-range planning
2. What percentage of a PR campaign SHOULD be used for research??
10%
main obstacles in planning
situation Analysis( Internal and External)
components of the SWOT analysis
3. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
active public
types of crises
10%
PR effectivness
4. Libraries - databases - Internet - Publications - websites - etcs.
primary research
places where one could obtain secondary research
examples of crises
results of long-range planning
5. Practitioners speak in terms of publicity - but media wants...?
news
external factors of a situation analysis?
formative evaluation
things that define stakeholders
6. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
80%
components of a budget
information center
listening
7. 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?
components of the SWOT analysis
interactive communication (all about building and maintaining relationships with the public)
guidelines to writing useful problem statements
main obstacles in planning
8. The key for public relations is that the new technology promotes what?
multiplier effect
potential audience
interactive communication (all about building and maintaining relationships with the public)
steps to creating an evaluation program at your organization
9. What financially supports cable television?
advertising
budgeting tips
multiplier effect
internal factors of a situation analysis
10. Media over which you have no direct role in decisions about media content
things that define stakeholders
developmental media
uncontrolled media
ego-booster newspaper reader
11. They read to get information they think will be useful in daily living
multiplier effect
formative evaluation
uncontrolled media
instrumental newspaper reader
12. 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
AVE (Advertising value equivalency)
Management by Objectives and Results
information center
pleasure newspaper reader
13. A collection of all that is known about the situation
situation analysis
communist media
SMART decisions
methods to measure TV/radio audiences
14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
television
ego-booster newspaper reader
SMART decisions
controlled media
15. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
possible responses to crises
qualitative research methods
external factors of a situation analysis?
authoritarian International media
16. What percentage of crises are unexpected?
14%
types of surveys
situation Analysis( Internal and External)
stages of crisis management
17. AP (Associated Press) and The United Press International
summative evaluation
78%
SMART decisions
big wires in the U.S
18. What percentage of crises are 'smoldering?' (building over time)
Management by objectives
methods to measure TV/radio audiences
78%
scanner newspaper reader
19. Their level of involvement is very low - they dont have any impact in the org. and vice versa
strengths and opportunities strategies
tips to writing a Program Outcome
kinds of Informal/Explorative research?
nonpublic
20. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
putting news on a wire or syndicate
things that define stakeholders
colors associated with different crises
nonpublic
21. Specific - measurable - achievable - realistic - and time-bound decisions
problem definition
SMART decisions
external factors of a situation analysis?
guidelines for Good Media Relations
22. 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 crises
radio
kinds of Informal/Explorative research?
controlled media
23. Build on organizational strengths to take advantage of opportunities in the external environment
controlled media
components of the circular PR Management Process
strengths and opportunities strategies
things that define stakeholders
24. They read to enhance their self-image and status with others
ego-booster newspaper reader
television
forms of analysis used when informal methods of research aren't enough
radio
25. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
western media
advantages of getting a story in print
10%
interactive communication (all about building and maintaining relationships with the public)
26. 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 for Good Media Relations
AVE (Advertising value equivalency)
external factors of a situation analysis?
guidelines to writing useful problem statements
27. A concise desciption of the situation
possible responses to crises
problem statement
interactive communication (all about building and maintaining relationships with the public)
advertising
28. 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 -
uncontrolled media
kinds of Informal/Explorative research?
guidelines for working with medi
controlled media
29. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
situation analysis
primary research
advantages of getting a story in print
What to do
30. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
pleasure newspaper reader
revolutionary media
PR efficiency
embargoed news
31. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
world's largest international news agency
methods to measure TV/radio audiences
qualitative research methods
32. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
steps to creating an evaluation program at your organization
10%
weakness and threats strategies
the PR process
33. People who recognize that they are involved but have not communicated it
instrumental newspaper reader
aware public
components of the circular PR Management Process
attentive audience
34. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
strengths and opportunities strategies
SMART decisions
publice service announcement
methods to measure TV/radio audiences
35. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
qualitative research methods
potential audience
What to do
36. Media is relatively free - as long as it supports national goals and heads toward development Example: India
scanner newspaper reader
Management by objectives
budgeting tips
developmental media
37. Secondary analysis - content analysis (whats in the media) and surveys
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38. Specific activties that relate to strategies - have direct action - result from strategies
communication audit?
tactics
types of crises
budgeting tips
39. They read newspapers to receive advice and guidance for forming and validating an opinion
opinion maker newspaper reader
potential audience
secondary research
strengths and threats strategies
40. Evening TV news - major network news - local newspaper
forms of analysis used when informal methods of research aren't enough
Examples of traditional media
publice service announcement
80%
41. 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
tread-panel surveys
10%
newsworthy event criteria
guidelines for writing a program objective
42. Detection - Prevention/Preparation - Containment - Recovery - Learning
primary research
newsworthy event criteria
strategic planning
stages of crisis management
43. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
ways a company can use budgeting for PR
components of the circular PR Management Process
strengths and threats strategies
44. Personal contacts - Key informants - community forums - advisory boards - monitor social media
revolutionary media
kinds of Informal/Explorative research?
Examples of traditional media
guidelines for handling a PR crises
45. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
to build a relationship with the media
opinion maker newspaper reader
steps to creating an evaluation program at your organization
strategic planning
46. Evaluation done after the program has finished-- 'how did we do?'
internal factors of a situation analysis
qualitative research methods
summative evaluation
information center
47. Conducted to measure one single point in time
situation Analysis( Internal and External)
pleasure newspaper reader
colors associated with different crises
cross sectional surveys
48. They read because they see it as a source of enjoyment and a habit
strengths and opportunities strategies
multiplier effect
steps to creating an evaluation program at your organization
pleasure newspaper reader
49. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
PR efficiency
situation Analysis( Internal and External)
guidelines for writing a program objective
50. Build on org strengths to counter threats in external environments
publice service announcement
strengths and threats strategies
situation analysis
types of crises
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