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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. Product recall - fatal accidents - natural disasters - sexual harrassment
latent public
examples of crises
outcomes of a program
main obstacles in planning
2. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
quantitative research methods
examples of crises
reification
qualitative research methods
3. 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
controlled media
ego-booster newspaper reader
places where one could obtain secondary research
strategic thinking
4. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
guidelines for writing a program objective
qualitative research methods
ways to analyze media coverage
tips to writing a Program Outcome
5. People who recognize that they are involved but have not communicated it
internal factors of a situation analysis
types of surveys
multiplier effect
aware public
6. They read for varied reasons that don't belong in any other category
multiplier effect
scanner newspaper reader
stakeholder analysis?
reification
7. Libraries - databases - Internet - Publications - websites - etcs.
attentive audience
additional questions that must be answered through research
places where one could obtain secondary research
strengths and threats strategies
8. The key for public relations is that the new technology promotes what?
uncontrolled media
problem definition
types of crises
interactive communication (all about building and maintaining relationships with the public)
9. Best for counting - predicting and analyzing. Methods include content analysis and survey research
interactive communication (all about building and maintaining relationships with the public)
aware public
quantitative research methods
authoritarian International media
10. A collection of all that is known about the situation
active public
guidelines for handling a PR crises
situation analysis
controlled media
11. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
cross sectional surveys
budgeting tips
SMART decisions
12. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
multiplier effect
listening
budgeting tips
PR efficiency
13. Treating an abstraction as if it exists as a concrete material entity
opinion maker newspaper reader
communication audit?
What to do
reification
14. Attempt to minimize both organizational weaknesses and external threats
The PR practitioners
components of the SWOT analysis
the PR process
weakness and threats strategies
15. Policies - procedures - and actions related to the problem
world's largest international news agency
kinds of Informal/Explorative research?
internal factors of a situation analysis
types of crises
16. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
weaknesses and opportinities strategies
secondary research
strategic thinking
opinion maker newspaper reader
17. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
active public
putting news on a wire or syndicate
force field analysis
PR effectivness
18. Research that has already been conducted
multiplier effect
components of the circular PR Management Process
secondary research
additional questions that must be answered through research
19. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
colors associated with different crises
news
internal factors of a situation analysis
types of crises
20. Their level of involvement is very low - they dont have any impact in the org. and vice versa
stakeholder analysis?
advantages of getting a story in print
AVE (Advertising value equivalency)
nonpublic
21. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
80%
stakeholder analysis?
The PR practitioners
22. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
types of surveys
situation Analysis( Internal and External)
controlled media
78%
23. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
mailed surveys
revolutionary media
stages of crisis management
ways a company can use budgeting for PR
24. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
things that define stakeholders
Management by objectives
colors associated with different crises
communist media
25. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
instrumental newspaper reader
outcomes of a program
78%
10%
26. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
tread-panel surveys
stakeholder analysis?
possible responses to crises
components of the SWOT analysis
27. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
television
listening
tips to writing a Program Outcome
reification
28. Original research
problem definition
primary research
stages of crisis management
ways to analyze media coverage
29. 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
nonpublic
budgeting tips
external factors of a situation analysis?
30. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
places where one could obtain secondary research
PR efficiency
advertising
AVE (Advertising value equivalency)
31. Detection - Prevention/Preparation - Containment - Recovery - Learning
Management by Objectives and Results
Management by objectives
stages of crisis management
formal research
32. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
communist media
colors associated with different crises
What to do
ways a company can use budgeting for PR
33. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
stages of crisis management
pleasure newspaper reader
advertising
attentive audience
34. They read newspapers to receive advice and guidance for forming and validating an opinion
world's largest international news agency
opinion maker newspaper reader
potential audience
formative evaluation
35. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
10%
internal factors of a situation analysis
strategic planning
newsworthy event criteria
36. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
80%
to build a relationship with the media
putting news on a wire or syndicate
PR effectivness
37. History of the situation - study of who is involved/affected/gathering information about stakeholders
80%
active public
external factors of a situation analysis?
common mistakes in handling crises
38. With uncontrolled media these people control if it is reported/what - when how - etc?
examples of crises
media Gatekeepers
world's largest international news agency
strengths and threats strategies
39. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
instrumental newspaper reader
radio
publice service announcement
40. Practitioners speak in terms of publicity - but media wants...?
places where one could obtain secondary research
problem definition
news
authoritarian International media
41. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
advantages of getting a story in print
possible responses to crises
internal factors of a situation analysis
14%
42. 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)
SMART decisions
budgeting tips
guidelines for handling a PR crises
common mistakes in handling crises
43. 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
mailed surveys
latent public
The PR practitioners
summative evaluation
44. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
qualitative research methods
media Gatekeepers
communist media
situation Analysis( Internal and External)
45. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
components of a budget
the PR process
communication audit?
components of the circular PR Management Process
46. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
things that define stakeholders
listening
quantitative research methods
47. They read to get information they think will be useful in daily living
results of long-range planning
listening
developmental media
instrumental newspaper reader
48. AP (Associated Press) and The United Press International
Examples of traditional media
big wires in the U.S
external factors of a situation analysis?
kinds of Informal/Explorative research?
49. Conducted over a long period of time
radio
cross sectional surveys
tread-panel surveys
advantages of getting a story in print
50. Number of people exposed to your program messages
stages of crisis management
SMART decisions
potential audience
to build a relationship with the media