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Test your basic knowledge |
Public Relations: PR Basics
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Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
stakeholder analysis?
pleasure newspaper reader
problem definition
types of surveys
2. Build on organizational strengths to take advantage of opportunities in the external environment
main obstacles in planning
stages of crisis management
strengths and opportunities strategies
What to do
3. Media is relatively free - as long as it supports national goals and heads toward development Example: India
latent public
formative evaluation
developmental media
places where one could obtain secondary research
4. They read for varied reasons that don't belong in any other category
embargoed news
components of a budget
scanner newspaper reader
controlled media
5. Personal contacts - Key informants - community forums - advisory boards - monitor social media
common mistakes in handling crises
ways a company can use budgeting for PR
kinds of Informal/Explorative research?
results of long-range planning
6. They read to get information they think will be useful in daily living
components of the SWOT analysis
steps to creating an evaluation program at your organization
instrumental newspaper reader
aware public
7. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
components of the circular PR Management Process
tactics
multiplier effect
budgeting tips
8. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
guidelines for Good Media Relations
components of the SWOT analysis
qualitative research methods
newsworthy event criteria
9. Build on org strengths to counter threats in external environments
opinion maker newspaper reader
components of a budget
strengths and threats strategies
situation Analysis( Internal and External)
10. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
scanner newspaper reader
formative evaluation
primary research
11. Number of people exposed to your program messages
potential audience
components of the SWOT analysis
strengths and threats strategies
media Gatekeepers
12. 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?
mailed surveys
guidelines to writing useful problem statements
guidelines for handling a PR crises
steps to creating an evaluation program at your organization
13. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
quantitative research methods
newsworthy event criteria
big wires in the U.S
14. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
14%
scanner newspaper reader
active public
ways to analyze media coverage
15. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
embargoed news
Management by objectives
guidelines for Good Media Relations
tips to writing a Program Outcome
16. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
attentive audience
cross sectional surveys
types of surveys
17. Best for counting - predicting and analyzing. Methods include content analysis and survey research
situation analysis
guidelines to writing useful problem statements
quantitative research methods
PR effectivness
18. 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
primary research
aware public
examples of crises
mailed surveys
19. History of the situation - study of who is involved/affected/gathering information about stakeholders
pleasure newspaper reader
the PR process
primary research
external factors of a situation analysis?
20. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
advantages of getting a story in print
primary research
authoritarian International media
common mistakes in handling crises
21. What percentage of crises are unexpected?
strengths and opportunities strategies
14%
formal research
western media
22. 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
ego-booster newspaper reader
strategic thinking
guidelines for Good Media Relations
things that define stakeholders
23. 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
components of the SWOT analysis
controlled media
results of long-range planning
external factors of a situation analysis?
24. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
the PR process
guidelines on giving the media the news they want
opinion maker newspaper reader
strategic planning
25. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
primary research
steps to creating an evaluation program at your organization
guidelines for Good Media Relations
qualitative research methods
26. What percentage of a PR campaign SHOULD be used for research??
uncontrolled media
quantitative research methods
Management by objectives
10%
27. Conducted over a long period of time
summative evaluation
tread-panel surveys
ways a company can use budgeting for PR
strategic thinking
28. Media over which you have no direct role in decisions about media content
uncontrolled media
problem statement
ego-booster newspaper reader
summative evaluation
29. Secondary analysis - content analysis (whats in the media) and surveys
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30. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
summative evaluation
results of long-range planning
situation Analysis( Internal and External)
ego-booster newspaper reader
31. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
to build a relationship with the media
instrumental newspaper reader
publice service announcement
listening
32. The process of identifying who is involved and affected by the situation
PR effectivness
common mistakes in handling crises
outcomes of a program
stakeholder analysis?
33. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines for Good Media Relations
listening
types of crises
guidelines to writing useful problem statements
34. What percent of media relations is Preparation?
PR efficiency
guidelines for writing a program objective
pleasure newspaper reader
80%
35. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
strategic planning
news
formal research
36. A concise desciption of the situation
stakeholder analysis?
components of the SWOT analysis
common mistakes in handling crises
problem statement
37. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
revolutionary media
scanner newspaper reader
stages of crisis management
38. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
controlled media
budgeting tips
guidelines for writing a program objective
common mistakes in handling crises
39. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
ways to analyze media coverage
to build a relationship with the media
attentive audience
instrumental newspaper reader
40. Product recall - fatal accidents - natural disasters - sexual harrassment
western media
guidelines for handling a PR crises
guidelines for Good Media Relations
examples of crises
41. How much money/time did it take to reach those goals
publice service announcement
tactics
PR efficiency
information center
42. 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 thinking
stakeholder analysis?
secondary research
AVE (Advertising value equivalency)
43. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
forms of analysis used when informal methods of research aren't enough
Examples of traditional media
force field analysis
44. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
AVE (Advertising value equivalency)
pleasure newspaper reader
putting news on a wire or syndicate
news
45. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
communist media
components of the circular PR Management Process
strategic thinking
quantitative research methods
46. Research that has already been conducted
tips to writing a Program Outcome
secondary research
10%
components of a budget
47. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
formative evaluation
controlled media
weaknesses and opportinities strategies
Examples of traditional media
48. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
advantages of getting a story in print
newsworthy event criteria
ways a company can use budgeting for PR
research
49. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
ego-booster newspaper reader
problem definition
What to do
50. Practitioners speak in terms of publicity - but media wants...?
information center
news
controlled media
primary research
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