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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. People who are unaware of their connections with others due to an issue
attentive audience
media Gatekeepers
components of the SWOT analysis
latent public
2. 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)
ways to analyze media coverage
guidelines for handling a PR crises
newsworthy event criteria
AVE (Advertising value equivalency)
3. Specific - measurable - achievable - realistic - and time-bound decisions
strategic planning
listening
SMART decisions
world's largest international news agency
4. Evening TV news - major network news - local newspaper
summative evaluation
things that define stakeholders
Examples of traditional media
advertising
5. MBO emphasizes goals and objectives
ways to analyze media coverage
Management by objectives
AVE (Advertising value equivalency)
The PR practitioners
6. They read to get information they think will be useful in daily living
secondary research
guidelines for working with medi
The PR practitioners
instrumental newspaper reader
7. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
guidelines to writing useful problem statements
nonpublic
situation Analysis( Internal and External)
primary research
8. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
secondary research
qualitative research methods
steps to creating an evaluation program at your organization
publice service announcement
9. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
AVE (Advertising value equivalency)
big wires in the U.S
force field analysis
strategic planning
10. Media over which you have no direct role in decisions about media content
putting news on a wire or syndicate
common mistakes in handling crises
possible responses to crises
uncontrolled media
11. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
qualitative research methods
outcomes of a program
listening
components of the circular PR Management Process
12. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
secondary research
strategic planning
common mistakes in handling crises
world's largest international news agency
13. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
publice service announcement
types of surveys
stages of crisis management
components of the SWOT analysis
14. What aspect of PR undergirds every step of the process?
problem statement
ways to analyze media coverage
active public
research
15. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
80%
advantages of getting a story in print
radio
revolutionary media
16. Whether or not your reached your goals
western media
authoritarian International media
problem definition
PR effectivness
17. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
strategic planning
possible responses to crises
examples of crises
latent public
18. What percent of media relations is Preparation?
common mistakes in handling crises
kinds of Informal/Explorative research?
80%
14%
19. PR now tells an org how to say - what to say and...
interactive communication (all about building and maintaining relationships with the public)
steps to creating an evaluation program at your organization
What to do
radio
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?
guidelines for writing a program objective
information center
outcomes of a program
guidelines to writing useful problem statements
21. MOR
guidelines for Good Media Relations
Management by Objectives and Results
weaknesses and opportinities strategies
possible responses to crises
22. A concise desciption of the situation
PR effectivness
problem statement
main obstacles in planning
listening
23. The key for public relations is that the new technology promotes what?
force field analysis
potential audience
interactive communication (all about building and maintaining relationships with the public)
outcomes of a program
24. ualitative and Quantitative research
listening
guidelines for working with medi
formal research
advantages of getting a story in print
25. They read because they see it as a source of enjoyment and a habit
kinds of Informal/Explorative research?
components of the circular PR Management Process
pleasure newspaper reader
newsworthy event criteria
26. They read newspapers to receive advice and guidance for forming and validating an opinion
the PR process
external factors of a situation analysis?
Management by Objectives and Results
opinion maker newspaper reader
27. Best for counting - predicting and analyzing. Methods include content analysis and survey research
guidelines for writing a program objective
budgeting tips
uncontrolled media
quantitative research methods
28. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
aware public
problem definition
PR efficiency
advantages of getting a story in print
29. 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
78%
information center
results of long-range planning
strategic thinking
30. How much money/time did it take to reach those goals
ways a company can use budgeting for PR
communist media
Examples of traditional media
PR efficiency
31. What percentage of crises are unexpected?
summative evaluation
potential audience
aware public
14%
32. Information shared with journalists who are not to share it on a wide scale until given permission
television
SMART decisions
formal research
embargoed news
33. 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
formative evaluation
main obstacles in planning
western media
34. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
problem definition
formative evaluation
interactive communication (all about building and maintaining relationships with the public)
the PR process
35. 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
tread-panel surveys
strategic planning
steps to creating an evaluation program at your organization
ego-booster newspaper reader
36. Practitioners speak in terms of publicity - but media wants...?
quantitative research methods
news
qualitative research methods
advantages of getting a story in print
37. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
strategic planning
authoritarian International media
possible responses to crises
things that define stakeholders
38. Conducted to measure one single point in time
cross sectional surveys
guidelines for writing a program objective
forms of analysis used when informal methods of research aren't enough
weakness and threats strategies
39. They read for varied reasons that don't belong in any other category
scanner newspaper reader
communist media
primary research
newsworthy event criteria
40. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
PR efficiency
reification
western media
newsworthy event criteria
41. Personal contacts - Key informants - community forums - advisory boards - monitor social media
qualitative research methods
advantages of getting a story in print
strengths and opportunities strategies
kinds of Informal/Explorative research?
42. What percentage of a PR campaign SHOULD be used for research??
stakeholder analysis?
opinion maker newspaper reader
10%
multiplier effect
43. Build on organizational strengths to take advantage of opportunities in the external environment
qualitative research methods
strategic thinking
main obstacles in planning
strengths and opportunities strategies
44. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
tips to writing a Program Outcome
things that define stakeholders
cross sectional surveys
14%
45. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
embargoed news
strengths and threats strategies
situation Analysis( Internal and External)
revolutionary media
46. What financially supports cable television?
guidelines for writing a program objective
guidelines on giving the media the news they want
advertising
radio
47. 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
force field analysis
nonpublic
results of long-range planning
guidelines for writing a program objective
48. AP (Associated Press) and The United Press International
big wires in the U.S
methods to measure TV/radio audiences
advantages of getting a story in print
reification
49. Number of people exposed to your program messages
potential audience
guidelines to writing useful problem statements
PR efficiency
developmental media
50. The process of identifying who is involved and affected by the situation
Examples of traditional media
stakeholder analysis?
multiplier effect
controlled media