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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. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
guidelines on giving the media the news they want
things that define stakeholders
tread-panel surveys
communication audit?
2. Their level of involvement is very low - they dont have any impact in the org. and vice versa
possible responses to crises
nonpublic
qualitative research methods
ways a company can use budgeting for PR
3. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
controlled media
80%
situation Analysis( Internal and External)
television
4. ualitative and Quantitative research
formal research
formative evaluation
components of the circular PR Management Process
PR effectivness
5. Attempt to minimize both organizational weaknesses and external threats
examples of crises
secondary research
weakness and threats strategies
What to do
6. What percentage of crises are 'smoldering?' (building over time)
78%
stages of crisis management
internal factors of a situation analysis
places where one could obtain secondary research
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
ways to analyze media coverage
to build a relationship with the media
steps to creating an evaluation program at your organization
media Gatekeepers
8. Research that has already been conducted
colors associated with different crises
nonpublic
PR effectivness
secondary research
9. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
developmental media
aware public
radio
Management by objectives
10. 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
strategic thinking
primary research
external factors of a situation analysis?
publice service announcement
11. On-going evaluation in-progress during the program-- 'How are we doing?'
main obstacles in planning
formative evaluation
The PR practitioners
possible responses to crises
12. People who recognize that they are involved but have not communicated it
to build a relationship with the media
authoritarian International media
interactive communication (all about building and maintaining relationships with the public)
aware public
13. They read for varied reasons that don't belong in any other category
scanner newspaper reader
mailed surveys
radio
formal research
14. 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
aware public
multiplier effect
western media
15. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
AVE (Advertising value equivalency)
guidelines for Good Media Relations
Management by Objectives and Results
controlled media
16. 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)
mailed surveys
stages of crisis management
guidelines for working with medi
guidelines for handling a PR crises
17. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
strategic planning
cross sectional surveys
summative evaluation
kinds of Informal/Explorative research?
18. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
components of the circular PR Management Process
qualitative research methods
PR efficiency
weaknesses and opportinities strategies
19. Specific activties that relate to strategies - have direct action - result from strategies
What to do
tactics
The PR practitioners
tips to writing a Program Outcome
20. MBO emphasizes goals and objectives
Management by Objectives and Results
Management by objectives
scanner newspaper reader
information center
21. Original research
examples of crises
force field analysis
qualitative research methods
primary research
22. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
newsworthy event criteria
internal factors of a situation analysis
possible responses to crises
results of long-range planning
23. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
things that define stakeholders
force field analysis
The PR practitioners
24. History of the situation - study of who is involved/affected/gathering information about stakeholders
places where one could obtain secondary research
primary research
external factors of a situation analysis?
nonpublic
25. Specific - measurable - achievable - realistic - and time-bound decisions
places where one could obtain secondary research
developmental media
SMART decisions
authoritarian International media
26. Media over which you have no direct role in decisions about media content
AVE (Advertising value equivalency)
examples of crises
qualitative research methods
uncontrolled media
27. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
summative evaluation
weaknesses and opportinities strategies
results of long-range planning
What to do
28. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
PR effectivness
common mistakes in handling crises
internal factors of a situation analysis
attentive audience
29. Information shared with journalists who are not to share it on a wide scale until given permission
situation Analysis( Internal and External)
embargoed news
components of the SWOT analysis
reification
30. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
embargoed news
problem definition
tips to writing a Program Outcome
reification
31. The key for public relations is that the new technology promotes what?
10%
interactive communication (all about building and maintaining relationships with the public)
stakeholder analysis?
common mistakes in handling crises
32. What aspect of PR undergirds every step of the process?
ways a company can use budgeting for PR
tactics
stages of crisis management
research
33. Whether or not your reached your goals
communist media
results of long-range planning
PR effectivness
14%
34. An information line during a crisis - has 2 parts: one that deals directly with the public - one that obtains the information - and needs to be credible before crisis
budgeting tips
kinds of Informal/Explorative research?
information center
forms of analysis used when informal methods of research aren't enough
35. Practitioners speak in terms of publicity - but media wants...?
news
guidelines for working with medi
ways to analyze media coverage
multiplier effect
36. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
newsworthy event criteria
AVE (Advertising value equivalency)
Management by objectives
to build a relationship with the media
37. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
budgeting tips
situation analysis
newsworthy event criteria
big wires in the U.S
38. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
problem definition
types of crises
steps to creating an evaluation program at your organization
PR effectivness
39. What percent of media relations is Preparation?
80%
steps to creating an evaluation program at your organization
newsworthy event criteria
places where one could obtain secondary research
40. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
embargoed news
weaknesses and opportinities strategies
advertising
41. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
78%
media Gatekeepers
components of a budget
information center
42. Conducted over a long period of time
tread-panel surveys
putting news on a wire or syndicate
secondary research
78%
43. With uncontrolled media these people control if it is reported/what - when how - etc?
media Gatekeepers
pleasure newspaper reader
PR effectivness
world's largest international news agency
44. Secondary analysis - content analysis (whats in the media) and surveys
45. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
western media
weaknesses and opportinities strategies
common mistakes in handling crises
46. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
What to do
common mistakes in handling crises
primary research
problem statement
47. 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
guidelines for writing a program objective
kinds of Informal/Explorative research?
guidelines for working with medi
ego-booster newspaper reader
48. Diary - meter - people-meter - and telephone interview
force field analysis
publice service announcement
methods to measure TV/radio audiences
types of surveys
49. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
guidelines to writing useful problem statements
guidelines for handling a PR crises
aware public
communication audit?
50. Yellow = current crises - Green = emerging crises - Brown = old crises
situation analysis
colors associated with different crises
radio
methods to measure TV/radio audiences