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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. Build on organizational strengths to take advantage of opportunities in the external environment
developmental media
strengths and opportunities strategies
main obstacles in planning
controlled media
2. How much money/time did it take to reach those goals
instrumental newspaper reader
ways to analyze media coverage
reification
PR efficiency
3. Reuters (based in London)
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4. 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
stages of crisis management
components of a budget
guidelines for handling a PR crises
5. Policies - procedures - and actions related to the problem
aware public
80%
quantitative research methods
internal factors of a situation analysis
6. What percentage of crises are 'smoldering?' (building over time)
media Gatekeepers
radio
communist media
78%
7. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
multiplier effect
types of crises
nonpublic
the PR process
8. Evaluation done after the program has finished-- 'how did we do?'
latent public
summative evaluation
guidelines for working with medi
components of a budget
9. What aspect of PR undergirds every step of the process?
colors associated with different crises
research
television
formal research
10. Information shared with journalists who are not to share it on a wide scale until given permission
interactive communication (all about building and maintaining relationships with the public)
stages of crisis management
embargoed news
The PR practitioners
11. ualitative and Quantitative research
ways a company can use budgeting for PR
formal research
instrumental newspaper reader
world's largest international news agency
12. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
attentive audience
internal factors of a situation analysis
tips to writing a Program Outcome
weaknesses and opportinities strategies
13. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
places where one could obtain secondary research
mailed surveys
tips to writing a Program Outcome
14. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
components of the SWOT analysis
secondary research
forms of analysis used when informal methods of research aren't enough
15. 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
qualitative research methods
stakeholder analysis?
forms of analysis used when informal methods of research aren't enough
controlled media
16. 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
steps to creating an evaluation program at your organization
components of the circular PR Management Process
AVE (Advertising value equivalency)
problem statement
17. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
instrumental newspaper reader
possible responses to crises
attentive audience
research
18. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
to build a relationship with the media
qualitative research methods
common mistakes in handling crises
things that define stakeholders
19. When a company uses AVE's to save money and look more credible
formal research
advantages of getting a story in print
multiplier effect
reification
20. Media over which you have no direct role in decisions about media content
uncontrolled media
summative evaluation
strategic planning
research
21. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
guidelines on giving the media the news they want
stages of crisis management
strengths and threats strategies
22. 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
formal research
communist media
opinion maker newspaper reader
23. Diary - meter - people-meter - and telephone interview
pleasure newspaper reader
stages of crisis management
strengths and threats strategies
methods to measure TV/radio audiences
24. When people communicate and organize to do something about the situation they are involved in
internal factors of a situation analysis
things that define stakeholders
mailed surveys
active public
25. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
tactics
guidelines for Good Media Relations
opinion maker newspaper reader
26. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
developmental media
situation analysis
western media
primary research
27. Detection - Prevention/Preparation - Containment - Recovery - Learning
multiplier effect
internal factors of a situation analysis
methods to measure TV/radio audiences
stages of crisis management
28. Specific - measurable - achievable - realistic - and time-bound decisions
budgeting tips
radio
SMART decisions
controlled media
29. Practitioners speak in terms of publicity - but media wants...?
news
instrumental newspaper reader
types of surveys
strategic planning
30. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
developmental media
media Gatekeepers
listening
common mistakes in handling crises
31. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
western media
formal research
outcomes of a program
32. Whether or not your reached your goals
PR effectivness
potential audience
14%
quantitative research methods
33. 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
methods to measure TV/radio audiences
10%
mailed surveys
ego-booster newspaper reader
34. 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
types of surveys
listening
communication audit?
35. People who recognize that they are involved but have not communicated it
advantages of getting a story in print
aware public
What to do
interactive communication (all about building and maintaining relationships with the public)
36. Personal contacts - Key informants - community forums - advisory boards - monitor social media
uncontrolled media
kinds of Informal/Explorative research?
controlled media
weakness and threats strategies
37. The process of identifying who is involved and affected by the situation
ego-booster newspaper reader
stakeholder analysis?
to build a relationship with the media
aware public
38. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
budgeting tips
types of surveys
television
attentive audience
39. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
advantages of getting a story in print
steps to creating an evaluation program at your organization
problem definition
strengths and threats strategies
40. Attempt to minimize both organizational weaknesses and external threats
news
weakness and threats strategies
strategic planning
components of the SWOT analysis
41. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
components of the SWOT analysis
situation Analysis( Internal and External)
guidelines to writing useful problem statements
What to do
42. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
stages of crisis management
problem definition
components of the circular PR Management Process
components of a budget
43. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often
pleasure newspaper reader
kinds of Informal/Explorative research?
guidelines for writing a program objective
additional questions that must be answered through research
44. They read to get information they think will be useful in daily living
television
budgeting tips
media Gatekeepers
instrumental newspaper reader
45. 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?
reification
strengths and threats strategies
additional questions that must be answered through research
multiplier effect
46. Specific activties that relate to strategies - have direct action - result from strategies
10%
big wires in the U.S
tactics
budgeting tips
47. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
strengths and opportunities strategies
components of the SWOT analysis
components of the circular PR Management Process
48. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
common mistakes in handling crises
10%
cross sectional surveys
49. They read for varied reasons that don't belong in any other category
scanner newspaper reader
putting news on a wire or syndicate
guidelines for Good Media Relations
western media
50. Treating an abstraction as if it exists as a concrete material entity
mailed surveys
reification
ways a company can use budgeting for PR
ego-booster newspaper reader