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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. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
ways a company can use budgeting for PR
tread-panel surveys
advertising
publice service announcement
2. Conducted over a long period of time
radio
to build a relationship with the media
tread-panel surveys
tips to writing a Program Outcome
3. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
mailed surveys
methods to measure TV/radio audiences
10%
advantages of getting a story in print
4. Evening TV news - major network news - local newspaper
Examples of traditional media
ways a company can use budgeting for PR
Management by Objectives and Results
primary research
5. Their level of involvement is very low - they dont have any impact in the org. and vice versa
putting news on a wire or syndicate
controlled media
nonpublic
potential audience
6. 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?
communication audit?
active public
Management by objectives
additional questions that must be answered through research
7. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
components of the circular PR Management Process
pleasure newspaper reader
tips to writing a Program Outcome
controlled media
8. When a company uses AVE's to save money and look more credible
multiplier effect
television
latent public
Examples of traditional media
9. They read newspapers to receive advice and guidance for forming and validating an opinion
putting news on a wire or syndicate
primary research
active public
opinion maker newspaper reader
10. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
guidelines for Good Media Relations
ways a company can use budgeting for PR
formal research
11. Research that has already been conducted
qualitative research methods
PR effectivness
kinds of Informal/Explorative research?
secondary research
12. Product recall - fatal accidents - natural disasters - sexual harrassment
ways to analyze media coverage
examples of crises
possible responses to crises
tips to writing a Program Outcome
13. Whose job is it to educate and train executives to deal with the press?
things that define stakeholders
pleasure newspaper reader
10%
The PR practitioners
14. What percent of media relations is Preparation?
80%
guidelines on giving the media the news they want
Examples of traditional media
additional questions that must be answered through research
15. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
Management by Objectives and Results
types of crises
things that define stakeholders
communication audit?
16. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
weaknesses and opportinities strategies
forms of analysis used when informal methods of research aren't enough
methods to measure TV/radio audiences
ways to analyze media coverage
17. What percentage of crises are 'smoldering?' (building over time)
forms of analysis used when informal methods of research aren't enough
mailed surveys
secondary research
78%
18. How much money/time did it take to reach those goals
PR efficiency
things that define stakeholders
attentive audience
active public
19. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
qualitative research methods
information center
internal factors of a situation analysis
20. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
western media
components of a budget
tread-panel surveys
problem statement
21. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
revolutionary media
colors associated with different crises
cross sectional surveys
ways a company can use budgeting for PR
22. Policies - procedures - and actions related to the problem
internal factors of a situation analysis
budgeting tips
guidelines for working with medi
television
23. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
components of the circular PR Management Process
active public
guidelines for working with medi
putting news on a wire or syndicate
24. Reuters (based in London)
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25. They read to get information they think will be useful in daily living
interactive communication (all about building and maintaining relationships with the public)
television
situation analysis
instrumental newspaper reader
26. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
additional questions that must be answered through research
revolutionary media
aware public
27. The process of identifying who is involved and affected by the situation
quantitative research methods
forms of analysis used when informal methods of research aren't enough
active public
stakeholder analysis?
28. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
ego-booster newspaper reader
types of crises
information center
29. PR now tells an org how to say - what to say and...
78%
Management by objectives
communication audit?
What to do
30. What percentage of crises are unexpected?
14%
newsworthy event criteria
putting news on a wire or syndicate
the PR process
31. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
nonpublic
strategic planning
putting news on a wire or syndicate
forms of analysis used when informal methods of research aren't enough
32. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
Management by objectives
instrumental newspaper reader
strategic thinking
qualitative research methods
33. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
Examples of traditional media
radio
newsworthy event criteria
34. What financially supports cable television?
scanner newspaper reader
colors associated with different crises
advertising
authoritarian International media
35. Evaluation done after the program has finished-- 'how did we do?'
communication audit?
summative evaluation
kinds of Informal/Explorative research?
places where one could obtain secondary research
36. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
outcomes of a program
tactics
budgeting tips
formal research
37. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
news
methods to measure TV/radio audiences
revolutionary media
publice service announcement
38. ualitative and Quantitative research
summative evaluation
ways a company can use budgeting for PR
ego-booster newspaper reader
formal research
39. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
things that define stakeholders
ego-booster newspaper reader
common mistakes in handling crises
problem statement
40. AP (Associated Press) and The United Press International
big wires in the U.S
scanner newspaper reader
weakness and threats strategies
television
41. Best for counting - predicting and analyzing. Methods include content analysis and survey research
latent public
stakeholder analysis?
quantitative research methods
Management by objectives
42. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
attentive audience
guidelines to writing useful problem statements
radio
places where one could obtain secondary research
43. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
newsworthy event criteria
world's largest international news agency
results of long-range planning
communication audit?
44. Build on org strengths to counter threats in external environments
stakeholder analysis?
Management by Objectives and Results
tips to writing a Program Outcome
strengths and threats strategies
45. A collection of all that is known about the situation
SMART decisions
active public
authoritarian International media
situation analysis
46. Attempt to minimize both organizational weaknesses and external threats
tactics
weakness and threats strategies
scanner newspaper reader
stakeholder analysis?
47. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
guidelines for working with medi
strategic planning
embargoed news
48. MBO emphasizes goals and objectives
Management by objectives
guidelines to writing useful problem statements
problem definition
secondary research
49. Media is relatively free - as long as it supports national goals and heads toward development Example: India
newsworthy event criteria
developmental media
putting news on a wire or syndicate
radio
50. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
guidelines to writing useful problem statements
guidelines for Good Media Relations
common mistakes in handling crises