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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. A collection of all that is known about the situation
situation analysis
qualitative research methods
cross sectional surveys
components of the SWOT analysis
2. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
to build a relationship with the media
internal factors of a situation analysis
attentive audience
main obstacles in planning
3. Whose job is it to educate and train executives to deal with the press?
strategic planning
strengths and threats strategies
colors associated with different crises
The PR practitioners
4. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
uncontrolled media
mailed surveys
communist media
tread-panel surveys
5. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
problem definition
guidelines to writing useful problem statements
guidelines on giving the media the news they want
6. Media is relatively free - as long as it supports national goals and heads toward development Example: India
advantages of getting a story in print
strategic planning
things that define stakeholders
developmental media
7. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
Management by Objectives and Results
embargoed news
common mistakes in handling crises
advertising
8. Research that has already been conducted
listening
10%
secondary research
ways a company can use budgeting for PR
9. Practitioners speak in terms of publicity - but media wants...?
aware public
controlled media
news
guidelines on giving the media the news they want
10. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
tips to writing a Program Outcome
78%
quantitative research methods
radio
11. When people communicate and organize to do something about the situation they are involved in
guidelines on giving the media the news they want
active public
pleasure newspaper reader
media Gatekeepers
12. They read newspapers to receive advice and guidance for forming and validating an opinion
communication audit?
communist media
latent public
opinion maker newspaper reader
13. PR now tells an org how to say - what to say and...
internal factors of a situation analysis
What to do
ways a company can use budgeting for PR
listening
14. Policies - procedures - and actions related to the problem
revolutionary media
news
internal factors of a situation analysis
multiplier effect
15. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
strategic planning
western media
television
attentive audience
16. 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?
weakness and threats strategies
80%
components of the circular PR Management Process
additional questions that must be answered through research
17. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
research
guidelines on giving the media the news they want
listening
newsworthy event criteria
18. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
interactive communication (all about building and maintaining relationships with the public)
authoritarian International media
ways a company can use budgeting for PR
Management by Objectives and Results
19. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
things that define stakeholders
western media
newsworthy event criteria
tread-panel surveys
20. Product recall - fatal accidents - natural disasters - sexual harrassment
ego-booster newspaper reader
examples of crises
putting news on a wire or syndicate
world's largest international news agency
21. They read to enhance their self-image and status with others
ego-booster newspaper reader
embargoed news
guidelines to writing useful problem statements
to build a relationship with the media
22. MOR
mailed surveys
places where one could obtain secondary research
Management by Objectives and Results
outcomes of a program
23. Conducted over a long period of time
places where one could obtain secondary research
quantitative research methods
mailed surveys
tread-panel surveys
24. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
forms of analysis used when informal methods of research aren't enough
uncontrolled media
components of a budget
examples of crises
25. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
multiplier effect
formal research
common mistakes in handling crises
communication audit?
26. Information shared with journalists who are not to share it on a wide scale until given permission
PR efficiency
embargoed news
stages of crisis management
weakness and threats strategies
27. How much money/time did it take to reach those goals
components of the SWOT analysis
examples of crises
10%
PR efficiency
28. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
guidelines to writing useful problem statements
budgeting tips
types of surveys
29. What percentage of crises are unexpected?
main obstacles in planning
television
14%
revolutionary media
30. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
guidelines for handling a PR crises
external factors of a situation analysis?
force field analysis
tactics
31. Original research
AVE (Advertising value equivalency)
primary research
What to do
formal research
32. ualitative and Quantitative research
components of the SWOT analysis
formal research
80%
types of surveys
33. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
weakness and threats strategies
advantages of getting a story in print
guidelines for Good Media Relations
weaknesses and opportinities strategies
34. People who recognize that they are involved but have not communicated it
outcomes of a program
news
aware public
budgeting tips
35. Build on org strengths to counter threats in external environments
strengths and threats strategies
world's largest international news agency
newsworthy event criteria
types of crises
36. What percent of media relations is Preparation?
authoritarian International media
situation Analysis( Internal and External)
80%
information center
37. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
possible responses to crises
guidelines for writing a program objective
ways a company can use budgeting for PR
weaknesses and opportinities strategies
38. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
stages of crisis management
world's largest international news agency
to build a relationship with the media
putting news on a wire or syndicate
39. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
publice service announcement
PR efficiency
types of surveys
The PR practitioners
40. They read for varied reasons that don't belong in any other category
authoritarian International media
force field analysis
embargoed news
scanner newspaper reader
41. 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
multiplier effect
components of the SWOT analysis
developmental media
strategic thinking
42. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
guidelines for writing a program objective
78%
components of the circular PR Management Process
scanner newspaper reader
43. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
uncontrolled media
guidelines for Good Media Relations
guidelines to writing useful problem statements
problem definition
44. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
authoritarian International media
budgeting tips
quantitative research methods
45. When a company uses AVE's to save money and look more credible
multiplier effect
budgeting tips
places where one could obtain secondary research
the PR process
46. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
advantages of getting a story in print
weaknesses and opportinities strategies
What to do
47. Failure of employers to include the PR practitioner in decisions - perception of PR as 'communication support' - absence of 'agreed-upon' objectives - inadequate time - frustrations and delays
forms of analysis used when informal methods of research aren't enough
types of crises
revolutionary media
main obstacles in planning
48. Media over which you have no direct role in decisions about media content
ways to analyze media coverage
uncontrolled media
PR efficiency
possible responses to crises
49. 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?
guidelines to writing useful problem statements
stakeholder analysis?
internal factors of a situation analysis
ways to analyze media coverage
50. People who are unaware of their connections with others due to an issue
latent public
advertising
AVE (Advertising value equivalency)
controlled media