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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. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
internal factors of a situation analysis
common mistakes in handling crises
nonpublic
guidelines for working with medi
2. Evening TV news - major network news - local newspaper
cross sectional surveys
80%
Examples of traditional media
advertising
3. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
aware public
potential audience
stages of crisis management
components of the SWOT analysis
4. People who are unaware of their connections with others due to an issue
components of the circular PR Management Process
latent public
tips to writing a Program Outcome
strengths and threats strategies
5. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
putting news on a wire or syndicate
listening
advertising
research
6. ualitative and Quantitative research
cross sectional surveys
PR efficiency
formal research
strengths and threats strategies
7. Whether or not your reached your goals
tips to writing a Program Outcome
weaknesses and opportinities strategies
methods to measure TV/radio audiences
PR effectivness
8. History of the situation - study of who is involved/affected/gathering information about stakeholders
pleasure newspaper reader
internal factors of a situation analysis
steps to creating an evaluation program at your organization
external factors of a situation analysis?
9. 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?
publice service announcement
communist media
radio
additional questions that must be answered through research
10. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
10%
television
guidelines to writing useful problem statements
11. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
active public
components of a budget
tips to writing a Program Outcome
situation analysis
12. Secondary analysis - content analysis (whats in the media) and surveys
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13. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
publice service announcement
guidelines to writing useful problem statements
advertising
listening
14. 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
The PR practitioners
steps to creating an evaluation program at your organization
types of surveys
10%
15. The process of identifying who is involved and affected by the situation
newsworthy event criteria
summative evaluation
news
stakeholder analysis?
16. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
methods to measure TV/radio audiences
to build a relationship with the media
guidelines to writing useful problem statements
The PR practitioners
17. They read newspapers to receive advice and guidance for forming and validating an opinion
opinion maker newspaper reader
media Gatekeepers
instrumental newspaper reader
guidelines for handling a PR crises
18. Conducted over a long period of time
controlled media
tread-panel surveys
radio
putting news on a wire or syndicate
19. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
80%
ways a company can use budgeting for PR
kinds of Informal/Explorative research?
qualitative research methods
20. 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
problem statement
steps to creating an evaluation program at your organization
big wires in the U.S
strategic thinking
21. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines on giving the media the news they want
things that define stakeholders
force field analysis
types of crises
22. Reuters (based in London)
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23. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
types of surveys
active public
strategic thinking
24. What aspect of PR undergirds every step of the process?
research
controlled media
listening
big wires in the U.S
25. Practitioners speak in terms of publicity - but media wants...?
news
guidelines for Good Media Relations
aware public
kinds of Informal/Explorative research?
26. Specific activties that relate to strategies - have direct action - result from strategies
78%
latent public
tactics
stakeholder analysis?
27. 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 -
qualitative research methods
guidelines for working with medi
internal factors of a situation analysis
types of surveys
28. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
methods to measure TV/radio audiences
opinion maker newspaper reader
strategic thinking
ways a company can use budgeting for PR
29. AP (Associated Press) and The United Press International
examples of crises
80%
big wires in the U.S
methods to measure TV/radio audiences
30. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
guidelines to writing useful problem statements
ways a company can use budgeting for PR
problem definition
components of a budget
31. What percentage of crises are unexpected?
14%
news
summative evaluation
components of the SWOT analysis
32. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
external factors of a situation analysis?
PR efficiency
information center
33. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
active public
AVE (Advertising value equivalency)
guidelines for writing a program objective
What to do
34. What financially supports cable television?
places where one could obtain secondary research
advertising
latent public
problem definition
35. Product recall - fatal accidents - natural disasters - sexual harrassment
communication audit?
examples of crises
10%
opinion maker newspaper reader
36. They read because they see it as a source of enjoyment and a habit
colors associated with different crises
pleasure newspaper reader
strengths and threats strategies
forms of analysis used when informal methods of research aren't enough
37. Personal contacts - Key informants - community forums - advisory boards - monitor social media
problem definition
kinds of Informal/Explorative research?
weakness and threats strategies
summative evaluation
38. They read to enhance their self-image and status with others
PR effectivness
ego-booster newspaper reader
results of long-range planning
kinds of Informal/Explorative research?
39. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
guidelines on giving the media the news they want
strengths and threats strategies
strategic planning
reification
40. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
publice service announcement
the PR process
communist media
active public
41. A concise desciption of the situation
guidelines for writing a program objective
strategic thinking
problem statement
the PR process
42. Detection - Prevention/Preparation - Containment - Recovery - Learning
formative evaluation
ways a company can use budgeting for PR
stages of crisis management
developmental media
43. With uncontrolled media these people control if it is reported/what - when how - etc?
media Gatekeepers
formal research
television
big wires in the U.S
44. Number of people exposed to your program messages
PR efficiency
potential audience
secondary research
active public
45. 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)
multiplier effect
stakeholder analysis?
problem definition
guidelines for Good Media Relations
46. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
guidelines for writing a program objective
controlled media
stakeholder analysis?
communist media
47. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
Management by objectives
results of long-range planning
guidelines to writing useful problem statements
places where one could obtain secondary research
48. They read to get information they think will be useful in daily living
instrumental newspaper reader
research
outcomes of a program
main obstacles in planning
49. What percentage of crises are 'smoldering?' (building over time)
force field analysis
PR efficiency
ways to analyze media coverage
78%
50. Whose job is it to educate and train executives to deal with the press?
the PR process
The PR practitioners
weakness and threats strategies
methods to measure TV/radio audiences
Can you answer 50 questions in 15 minutes?
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