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Test your basic knowledge |
Public Relations: PR Basics
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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. Research that has already been conducted
budgeting tips
ways to analyze media coverage
secondary research
common mistakes in handling crises
2. When people communicate and organize to do something about the situation they are involved in
potential audience
active public
communist media
Examples of traditional media
3. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
strengths and threats strategies
Examples of traditional media
summative evaluation
weaknesses and opportinities strategies
4. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
ways to analyze media coverage
problem definition
tread-panel surveys
things that define stakeholders
5. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
instrumental newspaper reader
secondary research
the PR process
strengths and opportunities strategies
6. Practitioners speak in terms of publicity - but media wants...?
components of a budget
the PR process
news
forms of analysis used when informal methods of research aren't enough
7. 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
weakness and threats strategies
summative evaluation
world's largest international news agency
steps to creating an evaluation program at your organization
8. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
force field analysis
strategic planning
situation Analysis( Internal and External)
developmental media
9. Evening TV news - major network news - local newspaper
examples of crises
Examples of traditional media
advertising
main obstacles in planning
10. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
potential audience
PR effectivness
attentive audience
problem statement
11. Detection - Prevention/Preparation - Containment - Recovery - Learning
strategic thinking
stages of crisis management
main obstacles in planning
multiplier effect
12. What financially supports cable television?
advertising
cross sectional surveys
mailed surveys
additional questions that must be answered through research
13. MBO emphasizes goals and objectives
Management by objectives
interactive communication (all about building and maintaining relationships with the public)
newsworthy event criteria
additional questions that must be answered through research
14. Whose job is it to educate and train executives to deal with the press?
world's largest international news agency
ways to analyze media coverage
reification
The PR practitioners
15. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
quantitative research methods
communication audit?
PR effectivness
things that define stakeholders
16. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
aware public
secondary research
scanner newspaper reader
tips to writing a Program Outcome
17. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
communist media
outcomes of a program
SMART decisions
18. How much money/time did it take to reach those goals
PR efficiency
mailed surveys
reification
forms of analysis used when informal methods of research aren't enough
19. The process of identifying who is involved and affected by the situation
problem statement
cross sectional surveys
stakeholder analysis?
active public
20. Treating an abstraction as if it exists as a concrete material entity
advantages of getting a story in print
secondary research
reification
formal research
21. With uncontrolled media these people control if it is reported/what - when how - etc?
types of surveys
possible responses to crises
strategic thinking
media Gatekeepers
22. What percent of media relations is Preparation?
mailed surveys
AVE (Advertising value equivalency)
the PR process
80%
23. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
strengths and opportunities strategies
guidelines on giving the media the news they want
common mistakes in handling crises
putting news on a wire or syndicate
24. AP (Associated Press) and The United Press International
big wires in the U.S
quantitative research methods
newsworthy event criteria
revolutionary media
25. A concise desciption of the situation
latent public
colors associated with different crises
problem statement
authoritarian International media
26. A collection of all that is known about the situation
interactive communication (all about building and maintaining relationships with the public)
situation analysis
qualitative research methods
latent public
27. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
stakeholder analysis?
instrumental newspaper reader
things that define stakeholders
possible responses to crises
28. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
world's largest international news agency
authoritarian International media
guidelines to writing useful problem statements
What to do
29. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
advantages of getting a story in print
weakness and threats strategies
outcomes of a program
30. 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
guidelines for Good Media Relations
mailed surveys
strategic planning
latent public
31. The key for public relations is that the new technology promotes what?
interactive communication (all about building and maintaining relationships with the public)
10%
additional questions that must be answered through research
common mistakes in handling crises
32. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
communication audit?
advantages of getting a story in print
listening
forms of analysis used when informal methods of research aren't enough
33. Evaluation done after the program has finished-- 'how did we do?'
active public
common mistakes in handling crises
communist media
summative evaluation
34. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
examples of crises
news
television
35. Number of people exposed to your program messages
cross sectional surveys
forms of analysis used when informal methods of research aren't enough
potential audience
nonpublic
36. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
AVE (Advertising value equivalency)
information center
newsworthy event criteria
stages of crisis management
37. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
stages of crisis management
stakeholder analysis?
ego-booster newspaper reader
38. 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
types of crises
kinds of Informal/Explorative research?
main obstacles in planning
tips to writing a Program Outcome
39. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
mailed surveys
western media
strategic planning
active public
40. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
controlled media
television
Management by objectives
kinds of Informal/Explorative research?
41. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
SMART decisions
components of a budget
components of the circular PR Management Process
newsworthy event criteria
42. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
big wires in the U.S
tips to writing a Program Outcome
examples of crises
43. People who are unaware of their connections with others due to an issue
stakeholder analysis?
interactive communication (all about building and maintaining relationships with the public)
authoritarian International media
latent public
44. MOR
Management by Objectives and Results
formal research
communication audit?
situation analysis
45. Best for counting - predicting and analyzing. Methods include content analysis and survey research
problem definition
tactics
quantitative research methods
Management by objectives
46. Reuters (based in London)
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47. 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?
colors associated with different crises
guidelines for Good Media Relations
tread-panel surveys
additional questions that must be answered through research
48. What percentage of a PR campaign SHOULD be used for research??
mailed surveys
10%
strengths and opportunities strategies
stakeholder analysis?
49. Policies - procedures - and actions related to the problem
aware public
reification
internal factors of a situation analysis
outcomes of a program
50. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
budgeting tips
stages of crisis management
publice service announcement
strategic thinking
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