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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. When a company uses AVE's to save money and look more credible
ways a company can use budgeting for PR
places where one could obtain secondary research
multiplier effect
strengths and threats strategies
2. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
tread-panel surveys
methods to measure TV/radio audiences
listening
situation Analysis( Internal and External)
3. 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)
components of the SWOT analysis
outcomes of a program
guidelines to writing useful problem statements
guidelines for Good Media Relations
4. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
secondary research
interactive communication (all about building and maintaining relationships with the public)
common mistakes in handling crises
strategic thinking
5. What percent of media relations is Preparation?
80%
interactive communication (all about building and maintaining relationships with the public)
putting news on a wire or syndicate
internal factors of a situation analysis
6. The key for public relations is that the new technology promotes what?
interactive communication (all about building and maintaining relationships with the public)
media Gatekeepers
guidelines for Good Media Relations
newsworthy event criteria
7. What percentage of crises are 'smoldering?' (building over time)
possible responses to crises
weakness and threats strategies
78%
problem statement
8. 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?
additional questions that must be answered through research
components of the SWOT analysis
western media
developmental media
9. The process of identifying who is involved and affected by the situation
Management by objectives
to build a relationship with the media
stakeholder analysis?
weaknesses and opportinities strategies
10. How much money/time did it take to reach those goals
PR efficiency
scanner newspaper reader
PR effectivness
quantitative research methods
11. What aspect of PR undergirds every step of the process?
research
outcomes of a program
guidelines for handling a PR crises
PR efficiency
12. Build on organizational strengths to take advantage of opportunities in the external environment
force field analysis
nonpublic
publice service announcement
strengths and opportunities strategies
13. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
mailed surveys
things that define stakeholders
putting news on a wire or syndicate
Management by Objectives and Results
14. On-going evaluation in-progress during the program-- 'How are we doing?'
active public
strategic thinking
tread-panel surveys
formative evaluation
15. What financially supports cable television?
possible responses to crises
types of crises
attentive audience
advertising
16. PR now tells an org how to say - what to say and...
The PR practitioners
external factors of a situation analysis?
ways to analyze media coverage
What to do
17. Information shared with journalists who are not to share it on a wide scale until given permission
ways a company can use budgeting for PR
embargoed news
developmental media
kinds of Informal/Explorative research?
18. A concise desciption of the situation
newsworthy event criteria
formative evaluation
problem statement
tactics
19. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
force field analysis
situation analysis
tips to writing a Program Outcome
20. 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 -
attentive audience
guidelines for working with medi
results of long-range planning
the PR process
21. Practitioners speak in terms of publicity - but media wants...?
radio
developmental media
78%
news
22. AP (Associated Press) and The United Press International
to build a relationship with the media
multiplier effect
guidelines for working with medi
big wires in the U.S
23. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
Examples of traditional media
revolutionary media
communist media
SMART decisions
24. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
western media
publice service announcement
problem statement
big wires in the U.S
25. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
examples of crises
instrumental newspaper reader
strategic planning
kinds of Informal/Explorative research?
26. Libraries - databases - Internet - Publications - websites - etcs.
78%
strategic thinking
advantages of getting a story in print
places where one could obtain secondary research
27. Conducted to measure one single point in time
cross sectional surveys
big wires in the U.S
internal factors of a situation analysis
The PR practitioners
28. Evaluation done after the program has finished-- 'how did we do?'
information center
examples of crises
summative evaluation
guidelines for Good Media Relations
29. History of the situation - study of who is involved/affected/gathering information about stakeholders
AVE (Advertising value equivalency)
external factors of a situation analysis?
ways to analyze media coverage
situation Analysis( Internal and External)
30. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
ego-booster newspaper reader
80%
possible responses to crises
31. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
guidelines for working with medi
force field analysis
methods to measure TV/radio audiences
strategic planning
32. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
stakeholder analysis?
possible responses to crises
strengths and opportunities strategies
results of long-range planning
33. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
Examples of traditional media
latent public
PR efficiency
communication audit?
34. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
external factors of a situation analysis?
western media
qualitative research methods
35. Build on org strengths to counter threats in external environments
examples of crises
secondary research
strengths and threats strategies
weaknesses and opportinities strategies
36. Original research
stakeholder analysis?
qualitative research methods
primary research
communication audit?
37. 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
opinion maker newspaper reader
external factors of a situation analysis?
SMART decisions
controlled media
38. People who are unaware of their connections with others due to an issue
active public
latent public
14%
common mistakes in handling crises
39. MBO emphasizes goals and objectives
Management by objectives
opinion maker newspaper reader
weakness and threats strategies
stakeholder analysis?
40. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
opinion maker newspaper reader
strategic thinking
advantages of getting a story in print
external factors of a situation analysis?
41. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
qualitative research methods
advertising
force field analysis
42. 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 on giving the media the news they want
steps to creating an evaluation program at your organization
strategic planning
stakeholder analysis?
43. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
guidelines for Good Media Relations
guidelines for handling a PR crises
cross sectional surveys
44. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
additional questions that must be answered through research
components of the circular PR Management Process
tactics
stages of crisis management
45. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
media Gatekeepers
components of a budget
authoritarian International media
weakness and threats strategies
46. 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
tips to writing a Program Outcome
information center
controlled media
outcomes of a program
47. 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?
tips to writing a Program Outcome
guidelines to writing useful problem statements
listening
10%
48. Specific activties that relate to strategies - have direct action - result from strategies
things that define stakeholders
instrumental newspaper reader
tactics
tips to writing a Program Outcome
49. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
aware public
Management by Objectives and Results
revolutionary media
television
50. Product recall - fatal accidents - natural disasters - sexual harrassment
problem statement
stages of crisis management
authoritarian International media
examples of crises