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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. 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?
secondary research
additional questions that must be answered through research
colors associated with different crises
guidelines to writing useful problem statements
2. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
the PR process
developmental media
places where one could obtain secondary research
force field analysis
3. Build on organizational strengths to take advantage of opportunities in the external environment
radio
78%
strengths and opportunities strategies
communication audit?
4. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
authoritarian International media
common mistakes in handling crises
advantages of getting a story in print
kinds of Informal/Explorative research?
5. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
examples of crises
ways to analyze media coverage
AVE (Advertising value equivalency)
strategic planning
6. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
publice service announcement
Management by Objectives and Results
western media
big wires in the U.S
7. Treating an abstraction as if it exists as a concrete material entity
news
reification
embargoed news
potential audience
8. When people communicate and organize to do something about the situation they are involved in
putting news on a wire or syndicate
active public
primary research
problem definition
9. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
secondary research
colors associated with different crises
active public
10. Build on org strengths to counter threats in external environments
types of crises
scanner newspaper reader
strengths and threats strategies
Management by Objectives and Results
11. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
reification
forms of analysis used when informal methods of research aren't enough
components of the SWOT analysis
strengths and threats strategies
12. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
television
embargoed news
radio
possible responses to crises
13. What percent of media relations is Preparation?
ways to analyze media coverage
developmental media
80%
uncontrolled media
14. 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
PR efficiency
newsworthy event criteria
additional questions that must be answered through research
15. A concise desciption of the situation
guidelines for handling a PR crises
strengths and threats strategies
opinion maker newspaper reader
problem statement
16. What percentage of crises are unexpected?
advertising
14%
radio
places where one could obtain secondary research
17. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
controlled media
mailed surveys
revolutionary media
guidelines for Good Media Relations
18. 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
opinion maker newspaper reader
strategic thinking
developmental media
world's largest international news agency
19. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
media Gatekeepers
stages of crisis management
guidelines to writing useful problem statements
20. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
primary research
budgeting tips
types of surveys
results of long-range planning
21. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
strengths and threats strategies
communist media
big wires in the U.S
types of surveys
22. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
PR effectivness
guidelines on giving the media the news they want
types of crises
23. PR now tells an org how to say - what to say and...
opinion maker newspaper reader
What to do
summative evaluation
television
24. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
steps to creating an evaluation program at your organization
Management by objectives
putting news on a wire or syndicate
weaknesses and opportinities strategies
25. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
cross sectional surveys
ego-booster newspaper reader
secondary research
26. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
television
formative evaluation
methods to measure TV/radio audiences
listening
27. They read newspapers to receive advice and guidance for forming and validating an opinion
guidelines on giving the media the news they want
strengths and opportunities strategies
opinion maker newspaper reader
situation analysis
28. How much money/time did it take to reach those goals
guidelines for handling a PR crises
PR efficiency
ways a company can use budgeting for PR
listening
29. Media over which you have no direct role in decisions about media content
outcomes of a program
examples of crises
uncontrolled media
pleasure newspaper reader
30. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
possible responses to crises
latent public
authoritarian International media
formal research
31. Evening TV news - major network news - local newspaper
What to do
tactics
kinds of Informal/Explorative research?
Examples of traditional media
32. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
research
weaknesses and opportinities strategies
formative evaluation
problem statement
33. Secondary analysis - content analysis (whats in the media) and surveys
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34. MOR
aware public
Management by Objectives and Results
pleasure newspaper reader
opinion maker newspaper reader
35. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
main obstacles in planning
AVE (Advertising value equivalency)
common mistakes in handling crises
types of surveys
36. Research that has already been conducted
listening
multiplier effect
secondary research
situation analysis
37. 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)
guidelines for writing a program objective
AVE (Advertising value equivalency)
guidelines on giving the media the news they want
quantitative research methods
38. Number of people exposed to your program messages
examples of crises
things that define stakeholders
potential audience
aware public
39. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
AVE (Advertising value equivalency)
internal factors of a situation analysis
authoritarian International media
problem definition
40. 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?
summative evaluation
guidelines to writing useful problem statements
communist media
advantages of getting a story in print
41. Detection - Prevention/Preparation - Containment - Recovery - Learning
budgeting tips
stages of crisis management
scanner newspaper reader
information center
42. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
strategic thinking
authoritarian International media
components of the circular PR Management Process
external factors of a situation analysis?
43. They read for varied reasons that don't belong in any other category
internal factors of a situation analysis
scanner newspaper reader
publice service announcement
cross sectional surveys
44. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
14%
SMART decisions
putting news on a wire or syndicate
45. Practitioners speak in terms of publicity - but media wants...?
news
putting news on a wire or syndicate
external factors of a situation analysis?
primary research
46. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
things that define stakeholders
stages of crisis management
newsworthy event criteria
components of a budget
47. Conducted to measure one single point in time
cross sectional surveys
guidelines to writing useful problem statements
media Gatekeepers
latent public
48. MBO emphasizes goals and objectives
Management by objectives
formal research
radio
multiplier effect
49. Diary - meter - people-meter - and telephone interview
SMART decisions
things that define stakeholders
methods to measure TV/radio audiences
results of long-range planning
50. Whether or not your reached your goals
problem definition
radio
tips to writing a Program Outcome
PR effectivness