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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. Detection - Prevention/Preparation - Containment - Recovery - Learning
western media
steps to creating an evaluation program at your organization
nonpublic
stages of crisis management
2. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
tactics
western media
components of the circular PR Management Process
3. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
forms of analysis used when informal methods of research aren't enough
tactics
possible responses to crises
qualitative research methods
4. History of the situation - study of who is involved/affected/gathering information about stakeholders
problem definition
nonpublic
places where one could obtain secondary research
external factors of a situation analysis?
5. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
10%
world's largest international news agency
attentive audience
summative evaluation
6. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
tips to writing a Program Outcome
stakeholder analysis?
communist media
potential audience
7. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
publice service announcement
instrumental newspaper reader
components of a budget
kinds of Informal/Explorative research?
8. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
active public
weaknesses and opportinities strategies
components of the circular PR Management Process
communist media
9. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
guidelines on giving the media the news they want
situation analysis
listening
newsworthy event criteria
10. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
uncontrolled media
publice service announcement
multiplier effect
media Gatekeepers
11. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
common mistakes in handling crises
The PR practitioners
Management by objectives
stages of crisis management
12. They read to enhance their self-image and status with others
colors associated with different crises
10%
ego-booster newspaper reader
Management by Objectives and Results
13. Information shared with journalists who are not to share it on a wide scale until given permission
guidelines to writing useful problem statements
What to do
radio
embargoed news
14. Build on organizational strengths to take advantage of opportunities in the external environment
main obstacles in planning
The PR practitioners
things that define stakeholders
strengths and opportunities strategies
15. What aspect of PR undergirds every step of the process?
research
tips to writing a Program Outcome
types of crises
tactics
16. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
mailed surveys
tread-panel surveys
components of the SWOT analysis
Management by objectives
17. MBO emphasizes goals and objectives
information center
Management by objectives
PR effectivness
summative evaluation
18. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
television
results of long-range planning
problem definition
PR efficiency
19. Product recall - fatal accidents - natural disasters - sexual harrassment
communication audit?
guidelines for working with medi
examples of crises
media Gatekeepers
20. Secondary analysis - content analysis (whats in the media) and surveys
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21. When people communicate and organize to do something about the situation they are involved in
The PR practitioners
aware public
guidelines for Good Media Relations
active public
22. Media over which you have no direct role in decisions about media content
ways to analyze media coverage
places where one could obtain secondary research
main obstacles in planning
uncontrolled media
23. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
Management by Objectives and Results
nonpublic
tread-panel surveys
24. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
opinion maker newspaper reader
television
potential audience
instrumental newspaper reader
25. Attempt to minimize both organizational weaknesses and external threats
guidelines for working with medi
scanner newspaper reader
weakness and threats strategies
active public
26. Original research
primary research
publice service announcement
results of long-range planning
advantages of getting a story in print
27. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
ways to analyze media coverage
developmental media
mailed surveys
nonpublic
28. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
tips to writing a Program Outcome
main obstacles in planning
14%
pleasure newspaper reader
29. People who recognize that they are involved but have not communicated it
aware public
Management by objectives
10%
ego-booster newspaper reader
30. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
radio
strategic planning
secondary research
nonpublic
31. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
the PR process
formal research
revolutionary media
advantages of getting a story in print
32. 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 -
guidelines for working with medi
potential audience
mailed surveys
strategic planning
33. Specific - measurable - achievable - realistic - and time-bound decisions
guidelines for Good Media Relations
world's largest international news agency
guidelines on giving the media the news they want
SMART decisions
34. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
10%
uncontrolled media
types of crises
active public
35. MOR
Management by Objectives and Results
problem statement
revolutionary media
qualitative research methods
36. 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
components of the circular PR Management Process
ways a company can use budgeting for PR
14%
steps to creating an evaluation program at your organization
37. 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?
outcomes of a program
kinds of Informal/Explorative research?
multiplier effect
additional questions that must be answered through research
38. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
quantitative research methods
80%
problem definition
39. Reuters (based in London)
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40. Diary - meter - people-meter - and telephone interview
qualitative research methods
methods to measure TV/radio audiences
forms of analysis used when informal methods of research aren't enough
mailed surveys
41. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
The PR practitioners
guidelines for Good Media Relations
components of a budget
42. They read newspapers to receive advice and guidance for forming and validating an opinion
guidelines for Good Media Relations
developmental media
opinion maker newspaper reader
outcomes of a program
43. People who are unaware of their connections with others due to an issue
latent public
things that define stakeholders
formal research
guidelines for Good Media Relations
44. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
nonpublic
formative evaluation
possible responses to crises
primary research
45. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
14%
interactive communication (all about building and maintaining relationships with the public)
components of the circular PR Management Process
guidelines for Good Media Relations
46. Conducted to measure one single point in time
Management by objectives
information center
cross sectional surveys
types of surveys
47. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
stages of crisis management
weaknesses and opportinities strategies
listening
budgeting tips
48. What percentage of a PR campaign SHOULD be used for research??
10%
uncontrolled media
newsworthy event criteria
guidelines to writing useful problem statements
49. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
strategic thinking
possible responses to crises
radio
50. Conducted over a long period of time
stakeholder analysis?
What to do
tread-panel surveys
strategic planning