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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 crises are unexpected?
80%
guidelines for working with medi
14%
types of surveys
2. Evening TV news - major network news - local newspaper
summative evaluation
potential audience
components of the circular PR Management Process
Examples of traditional media
3. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
Management by objectives
ego-booster newspaper reader
78%
4. Reuters (based in London)
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5. Policies - procedures - and actions related to the problem
internal factors of a situation analysis
components of the SWOT analysis
strengths and opportunities strategies
force field analysis
6. 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)
methods to measure TV/radio audiences
guidelines for Good Media Relations
internal factors of a situation analysis
embargoed news
7. 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
to build a relationship with the media
components of the circular PR Management Process
Management by Objectives and Results
8. They read for varied reasons that don't belong in any other category
situation analysis
scanner newspaper reader
stakeholder analysis?
nonpublic
9. They read to get information they think will be useful in daily living
latent public
instrumental newspaper reader
force field analysis
communist media
10. With uncontrolled media these people control if it is reported/what - when how - etc?
kinds of Informal/Explorative research?
media Gatekeepers
10%
stakeholder analysis?
11. 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
mailed surveys
opinion maker newspaper reader
situation Analysis( Internal and External)
formal research
12. Secondary analysis - content analysis (whats in the media) and surveys
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13. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
14%
78%
strategic thinking
14. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
advantages of getting a story in print
guidelines for working with medi
weaknesses and opportinities strategies
television
15. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
80%
research
western media
to build a relationship with the media
16. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
tips to writing a Program Outcome
media Gatekeepers
cross sectional surveys
problem definition
17. Personal contacts - Key informants - community forums - advisory boards - monitor social media
tactics
kinds of Informal/Explorative research?
guidelines on giving the media the news they want
guidelines for working with medi
18. Media over which you have no direct role in decisions about media content
qualitative research methods
78%
revolutionary media
uncontrolled media
19. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
components of the SWOT analysis
formative evaluation
tips to writing a Program Outcome
qualitative research methods
20. Attempt to minimize both organizational weaknesses and external threats
components of the circular PR Management Process
stages of crisis management
weakness and threats strategies
situation Analysis( Internal and External)
21. Failure of employers to include the PR practitioner in decisions - perception of PR as 'communication support' - absence of 'agreed-upon' objectives - inadequate time - frustrations and delays
main obstacles in planning
10%
nonpublic
formative evaluation
22. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
controlled media
ways a company can use budgeting for PR
components of the circular PR Management Process
potential audience
23. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
strengths and opportunities strategies
components of a budget
80%
24. Media is relatively free - as long as it supports national goals and heads toward development Example: India
secondary research
methods to measure TV/radio audiences
developmental media
types of surveys
25. What financially supports cable television?
SMART decisions
external factors of a situation analysis?
advertising
active public
26. 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
external factors of a situation analysis?
ego-booster newspaper reader
controlled media
ways a company can use budgeting for PR
27. What percentage of a PR campaign SHOULD be used for research??
things that define stakeholders
common mistakes in handling crises
radio
10%
28. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
weaknesses and opportinities strategies
guidelines on giving the media the news they want
qualitative research methods
situation Analysis( Internal and External)
29. Best for counting - predicting and analyzing. Methods include content analysis and survey research
situation Analysis( Internal and External)
quantitative research methods
listening
AVE (Advertising value equivalency)
30. 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
listening
steps to creating an evaluation program at your organization
kinds of Informal/Explorative research?
western media
31. The process of identifying who is involved and affected by the situation
colors associated with different crises
stakeholder analysis?
guidelines for writing a program objective
guidelines for Good Media Relations
32. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
The PR practitioners
things that define stakeholders
opinion maker newspaper reader
33. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
forms of analysis used when informal methods of research aren't enough
guidelines on giving the media the news they want
strategic thinking
34. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
television
opinion maker newspaper reader
PR effectivness
35. 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 to writing useful problem statements
force field analysis
active public
common mistakes in handling crises
36. People who recognize that they are involved but have not communicated it
stages of crisis management
main obstacles in planning
aware public
interactive communication (all about building and maintaining relationships with the public)
37. Research that has already been conducted
secondary research
main obstacles in planning
budgeting tips
interactive communication (all about building and maintaining relationships with the public)
38. On-going evaluation in-progress during the program-- 'How are we doing?'
advantages of getting a story in print
world's largest international news agency
formative evaluation
formal research
39. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
budgeting tips
weakness and threats strategies
communication audit?
listening
40. They read because they see it as a source of enjoyment and a habit
components of the SWOT analysis
pleasure newspaper reader
guidelines for Good Media Relations
80%
41. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
qualitative research methods
multiplier effect
Management by objectives
outcomes of a program
42. They read newspapers to receive advice and guidance for forming and validating an opinion
opinion maker newspaper reader
problem definition
situation analysis
information center
43. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
latent public
things that define stakeholders
problem statement
80%
44. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
uncontrolled media
colors associated with different crises
information center
western media
45. Detection - Prevention/Preparation - Containment - Recovery - Learning
problem statement
guidelines for handling a PR crises
newsworthy event criteria
stages of crisis management
46. 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 -
guidelines for working with medi
active public
television
advertising
47. PR now tells an org how to say - what to say and...
external factors of a situation analysis?
main obstacles in planning
80%
What to do
48. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
news
the PR process
formal research
multiplier effect
49. Libraries - databases - Internet - Publications - websites - etcs.
forms of analysis used when informal methods of research aren't enough
places where one could obtain secondary research
latent public
kinds of Informal/Explorative research?
50. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
strategic planning
instrumental newspaper reader
summative evaluation
AVE (Advertising value equivalency)