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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. 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
problem statement
guidelines for Good Media Relations
steps to creating an evaluation program at your organization
forms of analysis used when informal methods of research aren't enough
2. Best for counting - predicting and analyzing. Methods include content analysis and survey research
quantitative research methods
strengths and opportunities strategies
summative evaluation
The PR practitioners
3. The process of identifying who is involved and affected by the situation
stakeholder analysis?
colors associated with different crises
guidelines for Good Media Relations
newsworthy event criteria
4. What percentage of a PR campaign SHOULD be used for research??
secondary research
media Gatekeepers
10%
uncontrolled media
5. People who are unaware of their connections with others due to an issue
western media
problem definition
latent public
10%
6. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
advantages of getting a story in print
external factors of a situation analysis?
guidelines for Good Media Relations
7. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
strengths and threats strategies
PR efficiency
newsworthy event criteria
8. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines to writing useful problem statements
multiplier effect
external factors of a situation analysis?
types of crises
9. AP (Associated Press) and The United Press International
newsworthy event criteria
stakeholder analysis?
big wires in the U.S
pleasure newspaper reader
10. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
AVE (Advertising value equivalency)
PR efficiency
weaknesses and opportinities strategies
internal factors of a situation analysis
11. 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
problem statement
opinion maker newspaper reader
places where one could obtain secondary research
12. Conducted to measure one single point in time
problem definition
cross sectional surveys
formal research
secondary research
13. What aspect of PR undergirds every step of the process?
world's largest international news agency
ways a company can use budgeting for PR
forms of analysis used when informal methods of research aren't enough
research
14. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
quantitative research methods
possible responses to crises
strengths and opportunities strategies
stages of crisis management
15. What percentage of crises are unexpected?
additional questions that must be answered through research
problem definition
14%
to build a relationship with the media
16. People who recognize that they are involved but have not communicated it
newsworthy event criteria
embargoed news
aware public
forms of analysis used when informal methods of research aren't enough
17. How much money/time did it take to reach those goals
budgeting tips
quantitative research methods
instrumental newspaper reader
PR efficiency
18. 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
listening
main obstacles in planning
mailed surveys
external factors of a situation analysis?
19. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
formal research
strategic thinking
putting news on a wire or syndicate
situation analysis
20. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
the PR process
guidelines for handling a PR crises
attentive audience
world's largest international news agency
21. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
Management by Objectives and Results
types of surveys
revolutionary media
aware public
22. 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
main obstacles in planning
guidelines for Good Media Relations
uncontrolled media
23. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
strategic planning
possible responses to crises
force field analysis
components of a budget
24. 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?
guidelines to writing useful problem statements
controlled media
kinds of Informal/Explorative research?
guidelines for handling a PR crises
25. Attempt to minimize both organizational weaknesses and external threats
examples of crises
external factors of a situation analysis?
weakness and threats strategies
80%
26. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
guidelines for Good Media Relations
types of crises
big wires in the U.S
components of the SWOT analysis
27. Specific - measurable - achievable - realistic - and time-bound decisions
situation analysis
SMART decisions
cross sectional surveys
Management by objectives
28. Libraries - databases - Internet - Publications - websites - etcs.
publice service announcement
places where one could obtain secondary research
things that define stakeholders
opinion maker newspaper reader
29. Specific activties that relate to strategies - have direct action - result from strategies
guidelines for handling a PR crises
tactics
tips to writing a Program Outcome
methods to measure TV/radio audiences
30. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
mailed surveys
advertising
guidelines on giving the media the news they want
31. MBO emphasizes goals and objectives
Management by objectives
aware public
results of long-range planning
problem definition
32. Media over which you have no direct role in decisions about media content
the PR process
results of long-range planning
uncontrolled media
scanner newspaper reader
33. 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?
additional questions that must be answered through research
research
situation analysis
external factors of a situation analysis?
34. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
external factors of a situation analysis?
things that define stakeholders
problem definition
stakeholder analysis?
35. What financially supports cable television?
places where one could obtain secondary research
advertising
communication audit?
types of surveys
36. 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
steps to creating an evaluation program at your organization
information center
main obstacles in planning
37. Whether or not your reached your goals
force field analysis
advertising
main obstacles in planning
PR effectivness
38. Their level of involvement is very low - they dont have any impact in the org. and vice versa
quantitative research methods
steps to creating an evaluation program at your organization
nonpublic
guidelines for Good Media Relations
39. The key for public relations is that the new technology promotes what?
uncontrolled media
authoritarian International media
interactive communication (all about building and maintaining relationships with the public)
10%
40. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
stakeholder analysis?
Management by objectives
tips to writing a Program Outcome
weaknesses and opportinities strategies
41. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
kinds of Informal/Explorative research?
weakness and threats strategies
scanner newspaper reader
problem definition
42. What percentage of crises are 'smoldering?' (building over time)
primary research
78%
uncontrolled media
PR effectivness
43. They read to enhance their self-image and status with others
ego-booster newspaper reader
summative evaluation
weakness and threats strategies
components of the circular PR Management Process
44. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
guidelines for handling a PR crises
examples of crises
components of the circular PR Management Process
situation Analysis( Internal and External)
45. A collection of all that is known about the situation
situation analysis
PR effectivness
ways a company can use budgeting for PR
interactive communication (all about building and maintaining relationships with the public)
46. They read to get information they think will be useful in daily living
guidelines for writing a program objective
instrumental newspaper reader
14%
developmental media
47. 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 -
possible responses to crises
newsworthy event criteria
nonpublic
guidelines for working with medi
48. Diary - meter - people-meter - and telephone interview
stakeholder analysis?
results of long-range planning
methods to measure TV/radio audiences
guidelines to writing useful problem statements
49. They read because they see it as a source of enjoyment and a habit
tips to writing a Program Outcome
external factors of a situation analysis?
latent public
pleasure newspaper reader
50. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
quantitative research methods
television
authoritarian International media
potential audience