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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. With uncontrolled media these people control if it is reported/what - when how - etc?
mailed surveys
weakness and threats strategies
active public
media Gatekeepers
2. Attempt to minimize both organizational weaknesses and external threats
methods to measure TV/radio audiences
types of surveys
weakness and threats strategies
components of the SWOT analysis
3. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
reification
14%
qualitative research methods
places where one could obtain secondary research
4. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
strengths and threats strategies
PR efficiency
10%
components of the circular PR Management Process
5. 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
tactics
publice service announcement
kinds of Informal/Explorative research?
6. Policies - procedures - and actions related to the problem
opinion maker newspaper reader
internal factors of a situation analysis
developmental media
PR efficiency
7. Secondary analysis - content analysis (whats in the media) and surveys
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8. Define your objectives/mission - Define audience/what motivated them - Define metrics/critera to use - Compare yourself with the competition - Pick your measurement tool - Analyze results and make this a regular occurence
steps to creating an evaluation program at your organization
strategic thinking
developmental media
weaknesses and opportinities strategies
9. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
internal factors of a situation analysis
force field analysis
situation Analysis( Internal and External)
common mistakes in handling crises
10. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
multiplier effect
western media
types of crises
ways to analyze media coverage
11. Treating an abstraction as if it exists as a concrete material entity
Examples of traditional media
reification
components of the SWOT analysis
research
12. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
primary research
nonpublic
attentive audience
13. PR now tells an org how to say - what to say and...
What to do
weaknesses and opportinities strategies
kinds of Informal/Explorative research?
advertising
14. They read because they see it as a source of enjoyment and a habit
strategic thinking
tips to writing a Program Outcome
pleasure newspaper reader
AVE (Advertising value equivalency)
15. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
weaknesses and opportinities strategies
components of the SWOT analysis
interactive communication (all about building and maintaining relationships with the public)
strategic planning
16. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
the PR process
What to do
components of the circular PR Management Process
situation Analysis( Internal and External)
17. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
Management by Objectives and Results
information center
tactics
18. Their level of involvement is very low - they dont have any impact in the org. and vice versa
types of surveys
colors associated with different crises
potential audience
nonpublic
19. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
latent public
situation analysis
strengths and opportunities strategies
20. 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?
situation Analysis( Internal and External)
80%
guidelines for handling a PR crises
guidelines to writing useful problem statements
21. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
strengths and threats strategies
external factors of a situation analysis?
news
problem definition
22. Build on org strengths to counter threats in external environments
developmental media
news
possible responses to crises
strengths and threats strategies
23. Conducted over a long period of time
tread-panel surveys
newsworthy event criteria
forms of analysis used when informal methods of research aren't enough
summative evaluation
24. What aspect of PR undergirds every step of the process?
forms of analysis used when informal methods of research aren't enough
research
results of long-range planning
places where one could obtain secondary research
25. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
uncontrolled media
nonpublic
potential audience
26. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
media Gatekeepers
Management by objectives
budgeting tips
PR efficiency
27. 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)
guidelines for handling a PR crises
interactive communication (all about building and maintaining relationships with the public)
14%
78%
28. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
PR efficiency
things that define stakeholders
guidelines to writing useful problem statements
29. 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 -
media Gatekeepers
78%
guidelines for working with medi
tactics
30. When people communicate and organize to do something about the situation they are involved in
ego-booster newspaper reader
active public
mailed surveys
things that define stakeholders
31. 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)
ways to analyze media coverage
cross sectional surveys
guidelines on giving the media the news they want
additional questions that must be answered through research
32. What percentage of crises are 'smoldering?' (building over time)
78%
problem definition
things that define stakeholders
The PR practitioners
33. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
strategic planning
PR efficiency
tactics
attentive audience
34. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
western media
radio
Examples of traditional media
35. 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
western media
strategic thinking
ways a company can use budgeting for PR
interactive communication (all about building and maintaining relationships with the public)
36. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
places where one could obtain secondary research
radio
What to do
tips to writing a Program Outcome
37. They read to enhance their self-image and status with others
pleasure newspaper reader
ego-booster newspaper reader
The PR practitioners
strategic planning
38. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
uncontrolled media
stages of crisis management
attentive audience
ways a company can use budgeting for PR
39. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
tactics
force field analysis
radio
external factors of a situation analysis?
40. People who recognize that they are involved but have not communicated it
guidelines on giving the media the news they want
force field analysis
aware public
types of surveys
41. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
to build a relationship with the media
active public
listening
instrumental newspaper reader
42. What percentage of crises are unexpected?
10%
information center
14%
78%
43. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
weaknesses and opportinities strategies
ways to analyze media coverage
big wires in the U.S
mailed surveys
44. How much money/time did it take to reach those goals
embargoed news
situation Analysis( Internal and External)
common mistakes in handling crises
PR efficiency
45. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
10%
to build a relationship with the media
things that define stakeholders
outcomes of a program
46. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
common mistakes in handling crises
advantages of getting a story in print
force field analysis
internal factors of a situation analysis
47. The key for public relations is that the new technology promotes what?
interactive communication (all about building and maintaining relationships with the public)
guidelines for Good Media Relations
components of the SWOT analysis
attentive audience
48. Specific activties that relate to strategies - have direct action - result from strategies
tactics
What to do
secondary research
revolutionary media
49. People who are unaware of their connections with others due to an issue
10%
putting news on a wire or syndicate
latent public
steps to creating an evaluation program at your organization
50. AP (Associated Press) and The United Press International
components of the circular PR Management Process
big wires in the U.S
10%
Examples of traditional media