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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. Specific activties that relate to strategies - have direct action - result from strategies
qualitative research methods
developmental media
tactics
PR efficiency
2. The process of identifying who is involved and affected by the situation
stakeholder analysis?
kinds of Informal/Explorative research?
quantitative research methods
problem definition
3. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
components of a budget
colors associated with different crises
guidelines on giving the media the news they want
problem definition
4. Number of people exposed to your program messages
potential audience
pleasure newspaper reader
summative evaluation
situation Analysis( Internal and External)
5. Libraries - databases - Internet - Publications - websites - etcs.
news
aware public
guidelines for writing a program objective
places where one could obtain secondary research
6. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
things that define stakeholders
examples of crises
mailed surveys
tips to writing a Program Outcome
7. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
big wires in the U.S
strategic planning
AVE (Advertising value equivalency)
developmental media
8. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
budgeting tips
kinds of Informal/Explorative research?
ways to analyze media coverage
attentive audience
9. Original research
components of the SWOT analysis
opinion maker newspaper reader
strengths and threats strategies
primary research
10. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
to build a relationship with the media
stages of crisis management
cross sectional surveys
outcomes of a program
11. Diary - meter - people-meter - and telephone interview
components of the SWOT analysis
methods to measure TV/radio audiences
additional questions that must be answered through research
situation Analysis( Internal and External)
12. Conducted over a long period of time
secondary research
possible responses to crises
external factors of a situation analysis?
tread-panel surveys
13. 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
PR efficiency
aware public
guidelines for handling a PR crises
14. They read for varied reasons that don't belong in any other category
situation Analysis( Internal and External)
scanner newspaper reader
The PR practitioners
common mistakes in handling crises
15. 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)
ways a company can use budgeting for PR
steps to creating an evaluation program at your organization
additional questions that must be answered through research
guidelines for handling a PR crises
16. A concise desciption of the situation
radio
force field analysis
problem statement
primary research
17. When people communicate and organize to do something about the situation they are involved in
latent public
active public
PR effectivness
possible responses to crises
18. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
information center
controlled media
newsworthy event criteria
publice service announcement
19. Personal contacts - Key informants - community forums - advisory boards - monitor social media
10%
AVE (Advertising value equivalency)
controlled media
kinds of Informal/Explorative research?
20. What aspect of PR undergirds every step of the process?
research
possible responses to crises
world's largest international news agency
reification
21. What percentage of crises are unexpected?
14%
guidelines for handling a PR crises
opinion maker newspaper reader
summative evaluation
22. Whether or not your reached your goals
news
latent public
types of crises
PR effectivness
23. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
guidelines for handling a PR crises
examples of crises
mailed surveys
ways to analyze media coverage
24. 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
types of crises
steps to creating an evaluation program at your organization
listening
outcomes of a program
25. Evening TV news - major network news - local newspaper
Examples of traditional media
steps to creating an evaluation program at your organization
controlled media
guidelines for handling a PR crises
26. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
summative evaluation
14%
qualitative research methods
components of the SWOT analysis
27. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
radio
nonpublic
the PR process
types of surveys
28. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
things that define stakeholders
interactive communication (all about building and maintaining relationships with the public)
weakness and threats strategies
29. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
multiplier effect
ways a company can use budgeting for PR
big wires in the U.S
30. They read to get information they think will be useful in daily living
to build a relationship with the media
instrumental newspaper reader
television
formative evaluation
31. 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?
components of the circular PR Management Process
tread-panel surveys
examples of crises
additional questions that must be answered through research
32. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
strengths and threats strategies
Management by objectives
guidelines for working with medi
force field analysis
33. 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?
weakness and threats strategies
force field analysis
guidelines to writing useful problem statements
results of long-range planning
34. People who are unaware of their connections with others due to an issue
interactive communication (all about building and maintaining relationships with the public)
problem definition
internal factors of a situation analysis
latent public
35. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
ways a company can use budgeting for PR
common mistakes in handling crises
strategic planning
world's largest international news agency
36. What percentage of a PR campaign SHOULD be used for research??
media Gatekeepers
14%
10%
opinion maker newspaper reader
37. What percentage of crises are 'smoldering?' (building over time)
78%
guidelines for Good Media Relations
radio
putting news on a wire or syndicate
38. 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
aware public
world's largest international news agency
communication audit?
39. They read to enhance their self-image and status with others
guidelines to writing useful problem statements
to build a relationship with the media
ego-booster newspaper reader
television
40. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
the PR process
secondary research
television
uncontrolled media
41. Policies - procedures - and actions related to the problem
internal factors of a situation analysis
types of surveys
summative evaluation
Management by Objectives and Results
42. Best for counting - predicting and analyzing. Methods include content analysis and survey research
embargoed news
methods to measure TV/radio audiences
common mistakes in handling crises
quantitative research methods
43. Secondary analysis - content analysis (whats in the media) and surveys
44. With uncontrolled media these people control if it is reported/what - when how - etc?
media Gatekeepers
guidelines for Good Media Relations
possible responses to crises
reification
45. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
developmental media
components of a budget
guidelines for writing a program objective
guidelines for working with medi
46. Specific - measurable - achievable - realistic - and time-bound decisions
formal research
SMART decisions
strengths and opportunities strategies
news
47. Build on organizational strengths to take advantage of opportunities in the external environment
western media
strengths and opportunities strategies
media Gatekeepers
listening
48. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
summative evaluation
western media
guidelines on giving the media the news they want
49. When a company uses AVE's to save money and look more credible
tread-panel surveys
14%
SMART decisions
multiplier effect
50. 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
controlled media
AVE (Advertising value equivalency)
information center
external factors of a situation analysis?