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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. What percentage of a PR campaign SHOULD be used for research??
10%
embargoed news
types of crises
results of long-range planning
2. Conducted to measure one single point in time
cross sectional surveys
problem definition
controlled media
components of a budget
3. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
guidelines to writing useful problem statements
multiplier effect
components of a budget
budgeting tips
4. On-going evaluation in-progress during the program-- 'How are we doing?'
78%
publice service announcement
common mistakes in handling crises
formative evaluation
5. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
advantages of getting a story in print
strengths and threats strategies
communication audit?
outcomes of a program
6. Reuters (based in London)
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7. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
steps to creating an evaluation program at your organization
forms of analysis used when informal methods of research aren't enough
stages of crisis management
8. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
ways a company can use budgeting for PR
AVE (Advertising value equivalency)
latent public
PR effectivness
9. The process of identifying who is involved and affected by the situation
news
stakeholder analysis?
kinds of Informal/Explorative research?
main obstacles in planning
10. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
SMART decisions
mailed surveys
forms of analysis used when informal methods of research aren't enough
11. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
types of crises
quantitative research methods
common mistakes in handling crises
summative evaluation
12. When a company uses AVE's to save money and look more credible
news
stages of crisis management
qualitative research methods
multiplier effect
13. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
publice service announcement
putting news on a wire or syndicate
research
ways a company can use budgeting for PR
14. 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)
common mistakes in handling crises
media Gatekeepers
external factors of a situation analysis?
guidelines for Good Media Relations
15. 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
formative evaluation
types of surveys
scanner newspaper reader
controlled media
16. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
summative evaluation
Management by objectives
embargoed news
communist media
17. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
revolutionary media
forms of analysis used when informal methods of research aren't enough
authoritarian International media
18. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
possible responses to crises
situation Analysis( Internal and External)
problem definition
newsworthy event criteria
19. 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
guidelines to writing useful problem statements
tactics
strategic thinking
guidelines for handling a PR crises
20. Secondary analysis - content analysis (whats in the media) and surveys
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21. A concise desciption of the situation
reification
78%
problem statement
stakeholder analysis?
22. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
ego-booster newspaper reader
newsworthy event criteria
Management by Objectives and Results
force field analysis
23. What financially supports cable television?
television
strengths and threats strategies
advertising
interactive communication (all about building and maintaining relationships with the public)
24. 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?
strategic thinking
types of surveys
kinds of Informal/Explorative research?
additional questions that must be answered through research
25. Information shared with journalists who are not to share it on a wide scale until given permission
80%
14%
strengths and opportunities strategies
embargoed news
26. MBO emphasizes goals and objectives
force field analysis
embargoed news
Management by objectives
kinds of Informal/Explorative research?
27. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
tips to writing a Program Outcome
force field analysis
putting news on a wire or syndicate
formative evaluation
28. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
instrumental newspaper reader
budgeting tips
the PR process
potential audience
29. What percentage of crises are unexpected?
steps to creating an evaluation program at your organization
14%
developmental media
examples of crises
30. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
instrumental newspaper reader
78%
possible responses to crises
western media
31. ualitative and Quantitative research
authoritarian International media
kinds of Informal/Explorative research?
formal research
components of the SWOT analysis
32. Specific - measurable - achievable - realistic - and time-bound decisions
television
communist media
attentive audience
SMART decisions
33. Practitioners speak in terms of publicity - but media wants...?
What to do
news
situation analysis
stakeholder analysis?
34. Whether or not your reached your goals
big wires in the U.S
secondary research
PR effectivness
strategic planning
35. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
active public
examples of crises
AVE (Advertising value equivalency)
advantages of getting a story in print
36. How much money/time did it take to reach those goals
78%
guidelines for handling a PR crises
PR efficiency
SMART decisions
37. Number of people exposed to your program messages
potential audience
tactics
components of a budget
possible responses to crises
38. Evening TV news - major network news - local newspaper
results of long-range planning
Examples of traditional media
problem statement
instrumental newspaper reader
39. 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
media Gatekeepers
multiplier effect
primary research
40. They read to enhance their self-image and status with others
advertising
to build a relationship with the media
ego-booster newspaper reader
controlled media
41. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
secondary research
forms of analysis used when informal methods of research aren't enough
types of surveys
nonpublic
42. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
listening
tips to writing a Program Outcome
weaknesses and opportinities strategies
tread-panel surveys
43. They save time/money - they don't have a bias - it is convenient BUT they have no control over who responds - low responses - may not be an accurate sample population
What to do
opinion maker newspaper reader
main obstacles in planning
mailed surveys
44. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
to build a relationship with the media
problem statement
guidelines to writing useful problem statements
radio
45. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
steps to creating an evaluation program at your organization
Management by Objectives and Results
external factors of a situation analysis?
46. 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
active public
tread-panel surveys
guidelines for writing a program objective
mailed surveys
47. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
nonpublic
budgeting tips
kinds of Informal/Explorative research?
things that define stakeholders
48. Libraries - databases - Internet - Publications - websites - etcs.
guidelines for writing a program objective
places where one could obtain secondary research
situation Analysis( Internal and External)
results of long-range planning
49. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
budgeting tips
ego-booster newspaper reader
colors associated with different crises
components of the SWOT analysis
50. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
78%
Management by objectives
weaknesses and opportinities strategies
active public