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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. Practitioners speak in terms of publicity - but media wants...?
newsworthy event criteria
news
guidelines on giving the media the news they want
things that define stakeholders
2. 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
guidelines for handling a PR crises
controlled media
pleasure newspaper reader
problem definition
3. Secondary analysis - content analysis (whats in the media) and surveys
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4. Whose job is it to educate and train executives to deal with the press?
additional questions that must be answered through research
putting news on a wire or syndicate
pleasure newspaper reader
The PR practitioners
5. Specific activties that relate to strategies - have direct action - result from strategies
radio
78%
guidelines for working with medi
tactics
6. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
communist media
western media
listening
PR efficiency
7. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
radio
developmental media
types of surveys
8. Product recall - fatal accidents - natural disasters - sexual harrassment
examples of crises
ways to analyze media coverage
secondary research
uncontrolled media
9. Build on org strengths to counter threats in external environments
strengths and threats strategies
The PR practitioners
news
developmental media
10. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
types of crises
cross sectional surveys
information center
11. Yellow = current crises - Green = emerging crises - Brown = old crises
weaknesses and opportinities strategies
kinds of Informal/Explorative research?
colors associated with different crises
14%
12. They read because they see it as a source of enjoyment and a habit
main obstacles in planning
pleasure newspaper reader
big wires in the U.S
scanner newspaper reader
13. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
components of the circular PR Management Process
78%
ways a company can use budgeting for PR
The PR practitioners
14. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
opinion maker newspaper reader
situation Analysis( Internal and External)
Management by Objectives and Results
reification
15. Personal contacts - Key informants - community forums - advisory boards - monitor social media
internal factors of a situation analysis
secondary research
guidelines for handling a PR crises
kinds of Informal/Explorative research?
16. What percentage of crises are 'smoldering?' (building over time)
information center
possible responses to crises
78%
tactics
17. People who are unaware of their connections with others due to an issue
latent public
PR effectivness
tread-panel surveys
research
18. Build on organizational strengths to take advantage of opportunities in the external environment
media Gatekeepers
strengths and opportunities strategies
putting news on a wire or syndicate
components of the circular PR Management Process
19. AP (Associated Press) and The United Press International
ego-booster newspaper reader
guidelines for working with medi
force field analysis
big wires in the U.S
20. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
strategic thinking
10%
publice service announcement
latent public
21. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
qualitative research methods
interactive communication (all about building and maintaining relationships with the public)
The PR practitioners
AVE (Advertising value equivalency)
22. 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?
radio
big wires in the U.S
additional questions that must be answered through research
advantages of getting a story in print
23. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
weakness and threats strategies
pleasure newspaper reader
news
radio
24. Evening TV news - major network news - local newspaper
budgeting tips
AVE (Advertising value equivalency)
Examples of traditional media
examples of crises
25. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
potential audience
to build a relationship with the media
places where one could obtain secondary research
force field analysis
26. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
strategic thinking
embargoed news
tips to writing a Program Outcome
communication audit?
27. Diary - meter - people-meter - and telephone interview
10%
advantages of getting a story in print
methods to measure TV/radio audiences
news
28. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
attentive audience
cross sectional surveys
big wires in the U.S
revolutionary media
29. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
guidelines on giving the media the news they want
to build a relationship with the media
listening
controlled media
30. Original research
78%
primary research
formal research
active public
31. They read to get information they think will be useful in daily living
instrumental newspaper reader
attentive audience
reification
to build a relationship with the media
32. Libraries - databases - Internet - Publications - websites - etcs.
multiplier effect
types of surveys
world's largest international news agency
places where one could obtain secondary research
33. What percentage of crises are unexpected?
research
Examples of traditional media
14%
possible responses to crises
34. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
guidelines for working with medi
guidelines for handling a PR crises
AVE (Advertising value equivalency)
outcomes of a program
35. They read for varied reasons that don't belong in any other category
embargoed news
stakeholder analysis?
80%
scanner newspaper reader
36. Specific - measurable - achievable - realistic - and time-bound decisions
80%
SMART decisions
interactive communication (all about building and maintaining relationships with the public)
communist media
37. 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 -
guidelines for working with medi
strategic thinking
problem statement
instrumental newspaper reader
38. Number of people exposed to your program messages
internal factors of a situation analysis
results of long-range planning
potential audience
television
39. When a company uses AVE's to save money and look more credible
multiplier effect
formative evaluation
interactive communication (all about building and maintaining relationships with the public)
ego-booster newspaper reader
40. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
ways a company can use budgeting for PR
television
potential audience
possible responses to crises
41. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
advantages of getting a story in print
multiplier effect
components of a budget
42. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
interactive communication (all about building and maintaining relationships with the public)
guidelines on giving the media the news they want
budgeting tips
types of surveys
43. A concise desciption of the situation
force field analysis
uncontrolled media
formal research
problem statement
44. Their level of involvement is very low - they dont have any impact in the org. and vice versa
research
components of the circular PR Management Process
nonpublic
steps to creating an evaluation program at your organization
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)
putting news on a wire or syndicate
78%
advantages of getting a story in print
guidelines on giving the media the news they want
46. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
internal factors of a situation analysis
Management by Objectives and Results
primary research
47. Research that has already been conducted
secondary research
78%
force field analysis
revolutionary media
48. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
guidelines to writing useful problem statements
potential audience
budgeting tips
49. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
places where one could obtain secondary research
weakness and threats strategies
putting news on a wire or syndicate
western media
50. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
problem definition
putting news on a wire or syndicate
guidelines for working with medi
steps to creating an evaluation program at your organization