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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. 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)
revolutionary media
guidelines for handling a PR crises
formal research
authoritarian International media
2. What aspect of PR undergirds every step of the process?
quantitative research methods
research
aware public
situation analysis
3. 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
ego-booster newspaper reader
PR efficiency
force field analysis
4. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
guidelines to writing useful problem statements
active public
situation Analysis( Internal and External)
14%
5. Whether or not your reached your goals
PR effectivness
putting news on a wire or syndicate
tread-panel surveys
reification
6. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
guidelines to writing useful problem statements
examples of crises
world's largest international news agency
7. Detection - Prevention/Preparation - Containment - Recovery - Learning
the PR process
television
stages of crisis management
putting news on a wire or syndicate
8. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
revolutionary media
AVE (Advertising value equivalency)
guidelines for writing a program objective
9. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
places where one could obtain secondary research
advantages of getting a story in print
budgeting tips
common mistakes in handling crises
10. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
news
strategic planning
mailed surveys
results of long-range planning
11. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
mailed surveys
aware public
budgeting tips
strengths and opportunities strategies
12. They read to enhance their self-image and status with others
secondary research
pleasure newspaper reader
things that define stakeholders
ego-booster newspaper reader
13. Conducted over a long period of time
tread-panel surveys
instrumental newspaper reader
AVE (Advertising value equivalency)
research
14. They read newspapers to receive advice and guidance for forming and validating an opinion
qualitative research methods
reification
uncontrolled media
opinion maker newspaper reader
15. Evening TV news - major network news - local newspaper
embargoed news
Examples of traditional media
opinion maker newspaper reader
potential audience
16. Original research
types of crises
uncontrolled media
primary research
weakness and threats strategies
17. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
publice service announcement
ways a company can use budgeting for PR
nonpublic
forms of analysis used when informal methods of research aren't enough
18. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
guidelines to writing useful problem statements
Examples of traditional media
AVE (Advertising value equivalency)
SMART decisions
19. Information shared with journalists who are not to share it on a wide scale until given permission
uncontrolled media
primary research
guidelines for Good Media Relations
embargoed news
20. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
examples of crises
components of the SWOT analysis
ways to analyze media coverage
21. MOR
additional questions that must be answered through research
things that define stakeholders
Management by Objectives and Results
reification
22. What financially supports cable television?
advantages of getting a story in print
qualitative research methods
embargoed news
advertising
23. PR now tells an org how to say - what to say and...
authoritarian International media
components of the circular PR Management Process
What to do
stakeholder analysis?
24. The process of identifying who is involved and affected by the situation
news
stakeholder analysis?
developmental media
PR effectivness
25. Practitioners speak in terms of publicity - but media wants...?
formal research
news
stages of crisis management
14%
26. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
external factors of a situation analysis?
media Gatekeepers
strategic planning
to build a relationship with the media
27. Number of people exposed to your program messages
78%
components of the circular PR Management Process
potential audience
examples of crises
28. What percentage of a PR campaign SHOULD be used for research??
10%
types of surveys
latent public
ways a company can use budgeting for PR
29. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
listening
aware public
common mistakes in handling crises
the PR process
30. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
scanner newspaper reader
10%
possible responses to crises
kinds of Informal/Explorative research?
31. When a company uses AVE's to save money and look more credible
multiplier effect
pleasure newspaper reader
latent public
secondary research
32. Build on organizational strengths to take advantage of opportunities in the external environment
colors associated with different crises
strengths and opportunities strategies
latent public
weakness and threats strategies
33. 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
budgeting tips
Management by objectives
34. Reuters (based in London)
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35. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
ways to analyze media coverage
force field analysis
summative evaluation
reification
36. They read to get information they think will be useful in daily living
aware public
10%
publice service announcement
instrumental newspaper reader
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)
stakeholder analysis?
kinds of Informal/Explorative research?
ego-booster newspaper reader
guidelines on giving the media the news they want
38. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
common mistakes in handling crises
reification
stages of crisis management
39. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
television
common mistakes in handling crises
PR effectivness
ways to analyze media coverage
40. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
components of the SWOT analysis
active public
authoritarian International media
PR efficiency
41. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
steps to creating an evaluation program at your organization
communist media
embargoed news
listening
42. People who recognize that they are involved but have not communicated it
publice service announcement
aware public
guidelines to writing useful problem statements
nonpublic
43. Conducted to measure one single point in time
media Gatekeepers
embargoed news
active public
cross sectional surveys
44. The key for public relations is that the new technology promotes what?
attentive audience
problem statement
interactive communication (all about building and maintaining relationships with the public)
mailed surveys
45. Treating an abstraction as if it exists as a concrete material entity
reification
10%
additional questions that must be answered through research
steps to creating an evaluation program at your organization
46. When people communicate and organize to do something about the situation they are involved in
multiplier effect
secondary research
attentive audience
active public
47. What percentage of crises are 'smoldering?' (building over time)
formative evaluation
places where one could obtain secondary research
weakness and threats strategies
78%
48. Diary - meter - people-meter - and telephone interview
SMART decisions
methods to measure TV/radio audiences
qualitative research methods
authoritarian International media
49. 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 -
western media
stakeholder analysis?
results of long-range planning
guidelines for working with medi
50. AP (Associated Press) and The United Press International
steps to creating an evaluation program at your organization
What to do
pleasure newspaper reader
big wires in the U.S