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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. 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
secondary research
publice service announcement
SMART decisions
2. Specific - measurable - achievable - realistic - and time-bound decisions
pleasure newspaper reader
attentive audience
developmental media
SMART decisions
3. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
authoritarian International media
situation Analysis( Internal and External)
The PR practitioners
components of the SWOT analysis
4. When a company uses AVE's to save money and look more credible
quantitative research methods
multiplier effect
research
strengths and threats strategies
5. What percentage of crises are 'smoldering?' (building over time)
big wires in the U.S
78%
uncontrolled media
forms of analysis used when informal methods of research aren't enough
6. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
research
mailed surveys
10%
types of surveys
7. PR now tells an org how to say - what to say and...
potential audience
Management by objectives
multiplier effect
What to do
8. Media over which you have no direct role in decisions about media content
uncontrolled media
What to do
tips to writing a Program Outcome
interactive communication (all about building and maintaining relationships with the public)
9. 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
stakeholder analysis?
uncontrolled media
information center
guidelines for Good Media Relations
10. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
attentive audience
communist media
budgeting tips
11. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
80%
strengths and opportunities strategies
tips to writing a Program Outcome
the PR process
12. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines to writing useful problem statements
outcomes of a program
types of crises
formal research
13. Best for counting - predicting and analyzing. Methods include content analysis and survey research
colors associated with different crises
quantitative research methods
authoritarian International media
guidelines for working with medi
14. AP (Associated Press) and The United Press International
communication audit?
instrumental newspaper reader
nonpublic
big wires in the U.S
15. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
What to do
things that define stakeholders
tips to writing a Program Outcome
communist media
16. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
news
strategic planning
forms of analysis used when informal methods of research aren't enough
ways to analyze media coverage
17. When people communicate and organize to do something about the situation they are involved in
places where one could obtain secondary research
opinion maker newspaper reader
media Gatekeepers
active public
18. Detection - Prevention/Preparation - Containment - Recovery - Learning
guidelines for writing a program objective
reification
stages of crisis management
multiplier effect
19. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
Examples of traditional media
latent public
things that define stakeholders
authoritarian International media
20. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
things that define stakeholders
qualitative research methods
reification
force field analysis
21. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
pleasure newspaper reader
news
force field analysis
uncontrolled media
22. What financially supports cable television?
advertising
strategic planning
summative evaluation
developmental media
23. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state
things that define stakeholders
strategic thinking
active public
PR efficiency
24. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
Examples of traditional media
PR effectivness
advertising
western media
25. Reuters (based in London)
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26. Diary - meter - people-meter - and telephone interview
guidelines for working with medi
newsworthy event criteria
methods to measure TV/radio audiences
80%
27. 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?
stages of crisis management
additional questions that must be answered through research
tread-panel surveys
guidelines on giving the media the news they want
28. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
instrumental newspaper reader
ways to analyze media coverage
What to do
revolutionary media
29. Research that has already been conducted
problem statement
secondary research
controlled media
ways to analyze media coverage
30. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
information center
interactive communication (all about building and maintaining relationships with the public)
guidelines for working with medi
ways a company can use budgeting for PR
31. How much money/time did it take to reach those goals
problem statement
mailed surveys
PR efficiency
revolutionary media
32. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
primary research
television
results of long-range planning
potential audience
33. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
western media
putting news on a wire or syndicate
guidelines for Good Media Relations
34. 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)
ego-booster newspaper reader
controlled media
guidelines for Good Media Relations
revolutionary media
35. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
aware public
newsworthy event criteria
AVE (Advertising value equivalency)
research
36. Number of people exposed to your program messages
active public
potential audience
strengths and threats strategies
uncontrolled media
37. Build on org strengths to counter threats in external environments
television
strengths and threats strategies
media Gatekeepers
uncontrolled media
38. Evaluation done after the program has finished-- 'how did we do?'
ego-booster newspaper reader
possible responses to crises
Management by Objectives and Results
summative evaluation
39. Evening TV news - major network news - local newspaper
communication audit?
Management by Objectives and Results
Examples of traditional media
embargoed news
40. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
instrumental newspaper reader
possible responses to crises
controlled media
communication audit?
41. What percentage of crises are unexpected?
14%
strengths and opportunities strategies
primary research
strategic thinking
42. 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 -
advantages of getting a story in print
ways a company can use budgeting for PR
attentive audience
guidelines for working with medi
43. Build on organizational strengths to take advantage of opportunities in the external environment
steps to creating an evaluation program at your organization
guidelines for Good Media Relations
instrumental newspaper reader
strengths and opportunities strategies
44. On-going evaluation in-progress during the program-- 'How are we doing?'
guidelines for working with medi
situation analysis
formative evaluation
interactive communication (all about building and maintaining relationships with the public)
45. They read newspapers to receive advice and guidance for forming and validating an opinion
publice service announcement
methods to measure TV/radio audiences
types of crises
opinion maker newspaper reader
46. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
guidelines for handling a PR crises
advertising
weaknesses and opportinities strategies
tips to writing a Program Outcome
47. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
uncontrolled media
ways to analyze media coverage
radio
methods to measure TV/radio audiences
48. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
summative evaluation
outcomes of a program
forms of analysis used when informal methods of research aren't enough
putting news on a wire or syndicate
49. They read to get information they think will be useful in daily living
main obstacles in planning
formative evaluation
instrumental newspaper reader
guidelines to writing useful problem statements
50. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
attentive audience
results of long-range planning
reification
components of a budget