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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. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
potential audience
components of a budget
ways to analyze media coverage
types of crises
2. Reuters (based in London)
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3. ualitative and Quantitative research
formal research
instrumental newspaper reader
multiplier effect
10%
4. They read for varied reasons that don't belong in any other category
qualitative research methods
examples of crises
scanner newspaper reader
10%
5. Whether or not your reached your goals
PR effectivness
interactive communication (all about building and maintaining relationships with the public)
external factors of a situation analysis?
10%
6. Whose job is it to educate and train executives to deal with the press?
strengths and opportunities strategies
14%
The PR practitioners
strategic thinking
7. 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)
14%
guidelines for handling a PR crises
additional questions that must be answered through research
pleasure newspaper reader
8. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
guidelines for handling a PR crises
common mistakes in handling crises
strategic planning
guidelines for working with medi
9. Product recall - fatal accidents - natural disasters - sexual harrassment
internal factors of a situation analysis
newsworthy event criteria
strategic planning
examples of crises
10. Yellow = current crises - Green = emerging crises - Brown = old crises
guidelines for handling a PR crises
primary research
colors associated with different crises
cross sectional surveys
11. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
additional questions that must be answered through research
controlled media
putting news on a wire or syndicate
common mistakes in handling crises
12. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
television
additional questions that must be answered through research
outcomes of a program
AVE (Advertising value equivalency)
13. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
Examples of traditional media
budgeting tips
radio
guidelines to writing useful problem statements
14. Specific - measurable - achievable - realistic - and time-bound decisions
situation analysis
SMART decisions
aware public
What to do
15. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
nonpublic
strengths and threats strategies
primary research
television
16. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
PR efficiency
ways a company can use budgeting for PR
examples of crises
media Gatekeepers
17. The process of identifying who is involved and affected by the situation
reification
stakeholder analysis?
controlled media
uncontrolled media
18. Number of people exposed to your program messages
developmental media
steps to creating an evaluation program at your organization
possible responses to crises
potential audience
19. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
reification
opinion maker newspaper reader
western media
instrumental newspaper reader
20. What percentage of crises are unexpected?
formative evaluation
Management by Objectives and Results
14%
PR effectivness
21. How much money/time did it take to reach those goals
information center
developmental media
PR efficiency
revolutionary media
22. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
guidelines for handling a PR crises
Management by Objectives and Results
problem definition
television
23. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
advertising
active public
opinion maker newspaper reader
24. People who recognize that they are involved but have not communicated it
aware public
communist media
external factors of a situation analysis?
Management by Objectives and Results
25. MOR
guidelines for writing a program objective
types of surveys
Management by Objectives and Results
tactics
26. Treating an abstraction as if it exists as a concrete material entity
latent public
Management by Objectives and Results
uncontrolled media
reification
27. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
strategic planning
putting news on a wire or syndicate
PR efficiency
28. Research that has already been conducted
advantages of getting a story in print
types of surveys
information center
secondary research
29. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
tactics
putting news on a wire or syndicate
strengths and threats strategies
instrumental newspaper reader
30. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
guidelines on giving the media the news they want
guidelines for handling a PR crises
outcomes of a program
problem definition
31. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
developmental media
western media
advantages of getting a story in print
10%
32. Best for counting - predicting and analyzing. Methods include content analysis and survey research
advertising
quantitative research methods
tips to writing a Program Outcome
instrumental newspaper reader
33. Conducted over a long period of time
tread-panel surveys
ways a company can use budgeting for PR
revolutionary media
guidelines for writing a program objective
34. AP (Associated Press) and The United Press International
big wires in the U.S
components of a budget
multiplier effect
examples of crises
35. Build on organizational strengths to take advantage of opportunities in the external environment
communist media
latent public
to build a relationship with the media
strengths and opportunities strategies
36. 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
colors associated with different crises
main obstacles in planning
force field analysis
PR effectivness
37. What aspect of PR undergirds every step of the process?
authoritarian International media
steps to creating an evaluation program at your organization
methods to measure TV/radio audiences
research
38. Evening TV news - major network news - local newspaper
nonpublic
Examples of traditional media
tread-panel surveys
publice service announcement
39. 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
PR effectivness
problem definition
news
40. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines for handling a PR crises
quantitative research methods
types of crises
results of long-range planning
41. A concise desciption of the situation
multiplier effect
pleasure newspaper reader
78%
problem statement
42. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
strengths and opportunities strategies
news
qualitative research methods
secondary research
43. History of the situation - study of who is involved/affected/gathering information about stakeholders
guidelines to writing useful problem statements
interactive communication (all about building and maintaining relationships with the public)
things that define stakeholders
external factors of a situation analysis?
44. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
weaknesses and opportinities strategies
information center
guidelines for handling a PR crises
problem definition
45. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
qualitative research methods
components of the circular PR Management Process
listening
radio
46. Original research
reification
AVE (Advertising value equivalency)
primary research
developmental media
47. Their level of involvement is very low - they dont have any impact in the org. and vice versa
ways to analyze media coverage
to build a relationship with the media
nonpublic
tread-panel surveys
48. Media over which you have no direct role in decisions about media content
budgeting tips
uncontrolled media
active public
forms of analysis used when informal methods of research aren't enough
49. What percentage of a PR campaign SHOULD be used for research??
revolutionary media
10%
types of crises
scanner newspaper reader
50. Personal contacts - Key informants - community forums - advisory boards - monitor social media
examples of crises
formal research
kinds of Informal/Explorative research?
stakeholder analysis?