SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. The process of identifying who is involved and affected by the situation
stakeholder analysis?
possible responses to crises
pleasure newspaper reader
to build a relationship with the media
2. Practitioners speak in terms of publicity - but media wants...?
scanner newspaper reader
developmental media
PR efficiency
news
3. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
multiplier effect
formative evaluation
The PR practitioners
4. What percent of media relations is Preparation?
guidelines for writing a program objective
80%
components of a budget
situation analysis
5. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
uncontrolled media
Examples of traditional media
multiplier effect
6. 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
SMART decisions
research
types of surveys
mailed surveys
7. People who are unaware of their connections with others due to an issue
additional questions that must be answered through research
active public
latent public
tread-panel surveys
8. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
types of surveys
radio
communist media
qualitative research methods
9. When a company uses AVE's to save money and look more credible
multiplier effect
guidelines for Good Media Relations
nonpublic
situation Analysis( Internal and External)
10. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
reification
10%
communist media
the PR process
11. What percentage of crises are unexpected?
problem statement
Examples of traditional media
strengths and threats strategies
14%
12. A concise desciption of the situation
reification
types of crises
10%
problem statement
13. Number of people exposed to your program messages
potential audience
places where one could obtain secondary research
78%
colors associated with different crises
14. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
the PR process
radio
common mistakes in handling crises
15. What percentage of crises are 'smoldering?' (building over time)
78%
strategic planning
television
research
16. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
places where one could obtain secondary research
strategic planning
main obstacles in planning
cross sectional surveys
17. 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?
the PR process
guidelines to writing useful problem statements
multiplier effect
external factors of a situation analysis?
18. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
situation Analysis( Internal and External)
western media
to build a relationship with the media
Examples of traditional media
19. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
14%
media Gatekeepers
AVE (Advertising value equivalency)
20. Specific - measurable - achievable - realistic - and time-bound decisions
uncontrolled media
Examples of traditional media
SMART decisions
formal research
21. 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
research
authoritarian International media
uncontrolled media
22. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
western media
tread-panel surveys
internal factors of a situation analysis
23. 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
forms of analysis used when informal methods of research aren't enough
internal factors of a situation analysis
AVE (Advertising value equivalency)
24. How much money/time did it take to reach those goals
PR efficiency
attentive audience
advantages of getting a story in print
guidelines on giving the media the news they want
25. 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
guidelines on giving the media the news they want
places where one could obtain secondary research
main obstacles in planning
publice service announcement
26. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
scanner newspaper reader
revolutionary media
communist media
outcomes of a program
27. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
information center
internal factors of a situation analysis
methods to measure TV/radio audiences
28. Whose job is it to educate and train executives to deal with the press?
formative evaluation
The PR practitioners
types of crises
strengths and threats strategies
29. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
research
qualitative research methods
weaknesses and opportinities strategies
problem statement
30. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
force field analysis
authoritarian International media
guidelines on giving the media the news they want
31. 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)
guidelines for handling a PR crises
results of long-range planning
types of surveys
interactive communication (all about building and maintaining relationships with the public)
32. MBO emphasizes goals and objectives
80%
publice service announcement
tactics
Management by objectives
33. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
media Gatekeepers
What to do
research
34. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
examples of crises
western media
budgeting tips
summative evaluation
35. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)
revolutionary media
guidelines for Good Media Relations
stages of crisis management
components of the SWOT analysis
36. 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
10%
tread-panel surveys
80%
37. What financially supports cable television?
communist media
guidelines for Good Media Relations
advertising
embargoed news
38. They read to get information they think will be useful in daily living
instrumental newspaper reader
ways to analyze media coverage
What to do
problem statement
39. Whether or not your reached your goals
What to do
opinion maker newspaper reader
PR effectivness
radio
40. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
SMART decisions
methods to measure TV/radio audiences
situation Analysis( Internal and External)
publice service announcement
41. 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
ways a company can use budgeting for PR
multiplier effect
information center
guidelines for Good Media Relations
42. When people communicate and organize to do something about the situation they are involved in
quantitative research methods
putting news on a wire or syndicate
authoritarian International media
active public
43. 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
problem statement
external factors of a situation analysis?
80%
44. They read newspapers to receive advice and guidance for forming and validating an opinion
possible responses to crises
formative evaluation
opinion maker newspaper reader
problem definition
45. With uncontrolled media these people control if it is reported/what - when how - etc?
active public
quantitative research methods
media Gatekeepers
tactics
46. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
external factors of a situation analysis?
78%
colors associated with different crises
putting news on a wire or syndicate
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
television
quantitative research methods
guidelines for writing a program objective
communist media
48. Conducted over a long period of time
internal factors of a situation analysis
western media
common mistakes in handling crises
tread-panel surveys
49. Libraries - databases - Internet - Publications - websites - etcs.
places where one could obtain secondary research
situation analysis
active public
situation Analysis( Internal and External)
50. 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
secondary research
embargoed news
summative evaluation